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Before we start…
time for a personal
dream…
What is typical
for December?
Did you see it?

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Power to the people

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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.

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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Power to the people

  1. Before we start… time for a personal dream…
  2. What is typical for December?
  3. Did you see it?
  4. Power to the people in a positive and a negative way.
  5. ‘If they can bring the Egyptian government down in six weeks, they can bring us down in nanoseconds.’ Paul Polman, CEO Unilever
  6. Fear versus Guts
  7. Consumers positive or negative?
  8. >80% is positive
  9. Companies experience the impact.
  10. Until now, we only used the first dimension of their power.
  11. First dimension: use people to build reach.
  12. We have seen amazing ways to create additional reach through people engagement.
  13. Second dimension: Co-creation
  14. Again,we have seen great cases of co-creation with consumers.
  15. By the way, who will win?
  16. Consumers help with cultural differences!
  17. Even co-creation that impacts the brand identity of global brands.
  18. Co-Creation is NOT enough
  19. Co-creation is often too opportunistic.
  20. Let’s take it one step further
  21. From Co-Creation to Collaboration
  22. Customers are more loyal to a brand than managers? Agree or disagree? Customers Managers
  23. Customers are more loyal to your company than you are.
  24. Knowing this, outsource management responsibilities to customers.
  25. Outsource purchasing to fans.
  26. Danone outsourced a pitch to brand fans.
  27. Who is familiar with Marmite?
  28. Do you like it?
  29. Marmite outsourced marketing
  30. Let’s take it one step further
  31. Current focus of most companies
  32. All four quadrants have value
  33. Structural Collaboration
  34. Threadless outsourced the company.
  35. Ducati involves fans in… everything
  36. But Steven, what about Henri Ford?
  37. “If I had asked people what they wanted, they would have said faster horses."
  38. Well, Henri wasn’t completely right
  39. Involved customers Bring in expertise
  40. They are employees that are not on the payroll
  41. Hiring a fan to become part of the brand, can be the future.
  42. Consumers are probably the most effective consultants your company can hire.
  43. …the customer is hardly represented?
  44. Bring the customer in the boardroom
  45. Bring the boardroom to the customer
  46. Your 2012 mission
  47. Co-Creation Collaboration Structural collaboration
  48. Consumer Brainstorming consulting Offer Content Service marketing
  49. Start today!
  50. Start every meeting with a story about a customer.
  51. Create a listening culture by sharing customer stories.
  52. Create a customer consulting board.
  53. Good luck in your journey!
  54. Thank you! Steven@insites.eu @Steven_insites

Notas do Editor

  • http://www.istockphoto.com/stock-photo-14031431-the-beauty-of-sin.php?st=327b8abhttp://www.istockphoto.com/stock-photo-12877282-stereomilk.php?st=014ae59
  • Moet jij nog aanpassen he 
  • http://www.istockphoto.com/stock-photo-16762670-gears.php?st=4853949http://www.istockphoto.com/stock-photo-16717701-boxcar-racers.php?st=295fb75
  • http://www.istockphoto.com/stock-photo-12204615-business-people-silhouettes.php?st=4853949
  • http://www.istockphoto.com/stock-photo-17431768-smiling-multi-racial-executives.php?st=8d18c1d

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