Co-creation
Of course, co-creation is not new. For example, we already see success stories at product level, such as Lays Patatje Joppie and the new croquette from Mora . Even more interesting is the Dell Idea Storm , where an entire community was set up around the brainstorming session for innovative ideas to improve Dell's products and services. In addition to products, content is also co-created. However, many companies do not dare to take the gamble yet, while co-creation with the help of the new generation of co-creators can be very successful and efficient. This generation consists of:
Experts : experts in a particular field
Social superstars : famous personalities with a lot of influence on social media
The customer : the reason for your company's existence
Below I will discuss a number of cases that were discussed at the conference. First I will highlight the problem that the organizations encountered (the case), after which it will become clear how co-creation provided a solution to this problem. Case closed!
Food Reporter (Deli XL)
Focus is a key concept for any company that has so many target groups that it no longer knows where to look. Deli XL, a wholesaler in food service, also experiences this problem: “Deli XL’s target groups don’t even fit in one slide,” says Marco van Davenhorst , the social media marketer at Deli XL.
Since each target group requires a different message, tunisia mobile phone number list it is important advice to focus on one target group. Surprisingly enough, Deli XL focuses on a market where it has not gained much ground and which is also not easy to reach: the hospitality industry, where Deli XL has a market share of 5.15%. To make it even more challenging: there was not much budget available.
How do you reach a target group that you are not yet fully familiar with? Simple: you involve the target group and make them not only a consumer, but also a producer of content. That is the idea behind the interactive platform Food Reporter , where success stories from the hospitality industry are shared. Deli XL enters into co-creation by functioning as a journalist. With a low-budget flipcam and a microphone, the food reporters go out on the street to get content from the expert.
Surprisingly enough, the power of this form of reporting lies precisely in the lack of budget: because there is no money available for a professional film crew, and the editing is therefore relatively quick and simple, the content is put online very quickly.