Co creation - Philippines

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THE AGE OF CO-CREATION: ASIA's RISING ROLE IN THE PARTICIPATION CULTURE This is part of the 2008 study by the Young Change Agents of Bates Asia. The whole study was designed to give young employees of Bates across Asia an open mic to voice their observations on the rising trend of "co-creation" and predict/foresee its implications in their markets. And this presentation focuses on the Philippines, with additional slides that were cut in the streamlining of the original report. Five years hence, some foreseen implications have become reality: 1. That the power of media will shift from the traditional to the indipendent - ex. Rappler.com 2. That public opinion will not be shaped by traditional columnists, rather by bloggers and Social media mavens - ex. Bayan Mo I-patrol Mo 3. That a new creative class will rise: welcome the Fliptoppers on YouTube, online artists, creative entrepreneurs 4. That there will be demand for young Digital experts in business organizations And the biggest prediction of them all: "As more minds become more open to the possibilities introduced by the Internet, more people, without leadership or structure of an organization, will create and co-create content, ideas, opinions and trends that will challenge the status quo." And in 2011-2012, we have the Arab Spring, WikiLeaks and the rise of Anonymous. The next mission - to find or direct order in this growing complexity.

Transcript

  • 1. Implications of Co-creation in thePhilippines
  • 2. co las Ve cis an FrIan
  • 3. The Young Change Agents Challengeat Bates 141:Select some of the brightest young people at Bates 141 andgive them an open mic on the future of our industry. www.bates141.com
  • 4. The Assignment: The age of co-creation: Asias rising role in the participation culture.www.bates141.com
  • 5. The YCA definition of Co-Creationo Co-creation is a collaborative creative movement that invites all and benefits many.o It transfers the ownership of brands from companies to consumers in order to create new value.o It harnesses consumers desire and ability to influence their world.
  • 6. The Assignment Per Country o Define how Co-creation is affecting culture in your country o Explain how Co-creation is affecting brands/marketing in your country o Outline the immediate opportunities for brands o Getting started give 5 tips for doing Co-creation in your countrywww.bates141.com
  • 7. o CO-CREATIONS EFFECT IN THE COUNTRYS CULTUREPILIPINASPhilippineswww.bates141.com
  • 8. With a 15.4% internet penetration in apopulation of 90M, and with an activeuser base of only 3.7M, the full effectsof the internet as a driver of co-creation still has to be felt. McCann Wave 3 Study of 2008 www.bates141.com http://www.flickr.com/photos/83117738@N00/510560998 by funkmastermike
  • 9. Right now, co-creation is largely asocial phenomenon. Philippineinternet users leads the world when itcomes to percentage of users joining social network sites In 08, 83 percent of Internet users in the Philippines have created social network profiles, having the highest percentage in the world. McCann Wave 3 Study of 2008www.bates141.com
  • 10. Right now, co-creation is largely asocial phenomenon. Philippineinternet users leads the world when itcomes to percentage of users uploading pictures on these sites The highest percentage of users (86 percent) that have uploaded photos in these social networks was also posted by the Philippines in 2008. McCann Wave 3 Study of 2008www.bates141.com
  • 11. Right now, co-creation is largely asocial phenomenon. Philippineinternet users leads the world when itcomes to percentage of users and reading blogs. Estimated 90 percent of Filipino users read blogs, second only to South Korea (92 percent). McCann Wave 3 Study of 2008www.bates141.com
  • 12. And with dedicated writers and loyalreaders spread in social network sitesand blogs commenting on and discussingnational issues, a new sphere of publicopinion emerged. A sphere previouslydominated by only a few people in thecountrys strong media institutions. www.bates141.com
  • 13. Prior to the rise of these social media, there were only four companies virtually controlling national news and serving the watchdog function of providing social commentary to the nation. Two broadcast companies Two top dailies providing controlling news on TV and news on print and on the Radio internetwww.bates141.com
  • 14. With power and influence, they stare down on sitting presidents and public officials and can themselves produce national politicians. They are kingmakers, trend-setters and social arbiters outside the court.www.bates141.com
  • 15. And with the Filipino mind largely being fed by their content outside the academe and the church, these institutions faced no competition in the marketplace of ideas.www.bates141.com
  • 16. What is real is what is on their news. What is heard is only what they published. What their opinion is what is socially accepted.www.bates141.com
  • 17. But with the growth of the internet, social commentary found a new voice co-created by thousands of educated bloggers, forums participants and other social media writers.www.bates141.com
  • 18. Through the massive building and sharing of ideas, perspectives and arguments, a new sphere of public opinion is being bornwww.bates141.com
  • 19. and a new public conscience is rising from co-creation.www.bates141.com
  • 20. o HOW CO-CREATION IS AFFECTING BRANDS/MARKETING IN THE COUNTRYwww.bates141.com
  • 21. Given that internet penetration is low, and more so the number of active users, Filipino netizens have not yet been given a concerted attention by mass brands. Instead, internet advertising is still niche advertising since the Philippine internet sphere is still a market of urban and more affluent consumers.www.bates141.com
  • 22. Brand activities online just becomeslimited to the targeting of high-valuecustomers by lifestyle brands. www.bates141.com
  • 23. Moreover, examples of co-creation by brands in the Philippines are still limited to low levels of value-creation.www.bates141.com
  • 24. Consumer Participation by Pantenewww.bates141.com
  • 25. Mass Customization by Metrobankwww.bates141.com
  • 26. But outside of big established brands, social network sites have become an online market among consumers. Small sellers of apparel, for example, are actively using Multiply to sell their wares.www.bates141.com
  • 27. o OUTLINE THE IMMEDIATE OPPORTUNITIES FOR BRANDS WHICH CATEGORIES / BRANDS CAN BENEFIT MOST IMMEDIATELY FROM CO-CREATION IN YOUR COUNTRY AND AND WHYwww.bates141.com
  • 28. Right now, apparelbrands seem to be thecategory most benefitingfrom co-creation. Thespeed of the process fromideation to actualproduction leads toimmediate consumption. www.bates141.com