How do you keep co-creation fun?
A good way to play on intrinsic motivation is 'gamification': adding certain game elements to stimulate consumers even more. In this case, the game elements are not a goal in themselves, but a means to take the co-creation process a step further. For example, you can reward the consumers who give the best feedback with a badge that is visible to everyone; reward those who shape the best concepts with a certain status; openly compliment the one who has or stimulates the most relevant conversations.
Open Planet Ideas presents its top 'inspirers', 'concepters', 'evaluators' and 'collaborators'
According to Gartner, 50% of companies will use gamification in 2015 to make innovation processes more hong kong phone number list interesting and accelerate them. It is important that the game element benefits quality and collaboration and does not create competition and jealousy. For examples of gamification, see this article by Crowdsourcing.org, for applications within research, see this presentation by Insites Consulting.
An 'authentic' experience
In order to stimulate openness and create involvement, it is important for a brand to be an equal partner for the consumer. Consumers are looking for 'real', 'sincere' and 'honest' brand experiences. This is where the contradiction lies, because how can a brand be an authentic partner? A brand is not tangible, not one person. Often a brand has been created with commercial purposes and does not really exist ( Gilmore and Pine ). In co-creation, a brand can become a partner by, for example, deploying a permanent team of 'community managers' on the platform. A good 'community manager' observes and stimulates interaction in order to take co-creation to a higher level, without directing too much ( more about community management ). In this, it is sometimes important to be proactive, while at other times it is more useful to be wait-and-see. So focus on the co-creation interaction itself and the experience of the consumers and reduce the focus on the outcome ( Nambisan & Baron ).
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