2011 was the year in which 'power to the people' became real. Arab spring, London riots and occupy wall street are just a few examples where we have seen the power of people.This market trend has a big impact on companies. Most companies see this evolution as a danger. I believe that leveraging the power of the people in a positive way is a great opportunity.Until now, managers have treated consumers in a too opportunistic way. The challenge is to really open up and collaborate with them in a structural way.This presentation offers you a vision and a framework to leverage the power of the people in a truly positive and open way.
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Before we starttime for a personaldream
What is typicalfor December?
Did you see it?
Power to the peoplein a positive and a negative way.
If they can bring theEgyptian governmentdown in six weeks,
theycan bring us down innanoseconds.Paul Polman, CEO Unilever
Fear versus Guts
Consumers positive or negative?
>80% is positive
Companies experience the impact.
Until now, we onlyused the firstdimension of theirpower.
First dimension: usepeople to build reach.
We have seen amazing ways to create additional reachthrough
people engagement.
Second dimension:Co-creation
Again,we have seen great cases ofco-creation with
consumers.
By the way, who will win?
Consumershelp with culturaldifferences!
Even co-creation that impactsthe brand identity of global
brands.
Co-Creation is NOT enough
Co-creation is oftentoo opportunistic.
Lets takeit one stepfurther
From Co-Creationto Collaboration
Customers are more loyal to a brand than managers? Agree or
disagree? Customers Managers
Customers aremore loyal toyour companythan you are.
Knowing this, outsource management responsibilities to
customers.
Outsourcepurchasingto fans.
Danone outsourceda pitch to brand fans.
Who is familiar with Marmite?
Do you like it?
Marmite outsourced marketing
Lets takeit one stepfurther
Current focus ofmost companies
All fourquadrants have value
StructuralCollaboration
Threadlessoutsourcedthe company.
Ducati involvesfans ineverything
But Steven, what about Henri Ford?
If I had askedpeople what theywanted, theywould have saidfaster
horses."
Well, Henri wasnt completely right
Involved customersBring in expertise
They areemployees thatare not on thepayroll
Hiring a fan tobecome part of the brand, can be the
future.
Consumersare probably themost effectiveconsultants yourcompany
can hire.
