But really: Why do people participate in co-creation projects???

why-do-people-participate

Remember Maslow’s motivation theory? According to this author, there are 5 needs that drive humans: physiological needs, safety needs, communal needs, esteem needs and self-actualization needs. The main idea is that some needs must be fulfilled earlier than others. For example, if you are hungry, you will first eat then search for protection. Once your safety needs are taken care of, you begin to feel communal needs – search for friends, to have a family, and so on. The last need is quite different from others: a self-actualization ; once established, it “continues to be felt”. We believe that, when consumers choose to engage with a brand, participation in co-creation projects creates a sustainable meaning for consumers. There’s still one important condition: they need your feedback.

 

Sharing (creative) ideas is crucial

pyramide-updated

It’s not just about money and recognition, even though they are important drivers in consumer collaboration with brands. We recently found one of numerous web 2.0-colored Maslow pyramids that hierarchize the web-services we use today. We could debate about the legitimacy of applying Maslow’s hierarchy of needs to the web (and, believe us, we did!) but the point is that different services satisfy different needs : Google or Gmail fulfil our most basic needs, Spamfighter or ReputationSquad take care of our security on the web, social networks let us stay in contact with friends or share content with them, we post YouTube videos of ourselves singing or dancing, and finally contributing to projects like Wikipedia or Global Voices is just personally rewarding ! It makes sense for us, as citizens, to contribute to a global project that improves knowledge or access to information. Crafting and sharing information with others is crucial. The same seems to apply to voluntary participants in co-creation.

wikipedia-works-knol-doesnt-work

The failure of Google's Knol (online encyclopedia) : An illustration that, for some things, reputation and control doesn't matter to internet users. They just want to contribute.

 

People want your feedback !

Recently we presented the main drivers of participation for consumers to engage with brands: fun, fulfilment, fortune and fame. These motivations to collaborate can vary from one individual to another: some creative consumers are searching for fun tasks, others are looking for recognition, and for the others self-fulfilment is the most important driver in co-creation project participation. Not every consumer wants to talk with brands, but those who do should be taken care of! Challenging them to come up with creative ideas for real problems and real companies is important to a lot of them. This is a nudge to big companies: solicit those who are voluntary co-creators ! Listen to their covert advances and let them imagine your brand! One member of eYeka recently told us that “the chance to generate ideas for large brands is absolutely fantastic and challenging”. True story!

How about you ? What’s your motivation to participate in online tasks ?

 

Remember Maslow’s motivation theory? According to this author, there are 5 needs that drive humans: physiological needs, safety needs, communal needs, esteem needs and self-actualization needs. The main idea is that some needs must be fulfilled earlier than others. For example, if you are hungry, you will first eat then search for protection. Once your safety needs are taken care of, you begin to feel communal needs – search for friends, to have a family, and so on. The last need is quite different from others: a self-actualization, once established, it “continues to be felt”. We believe that, when consumers choose to engage with a brand, participation in co-creation projects creates a sustainable meaning for consumers. There’s still one important condition: they need your feedback.

About Yannig

Yannig was Marketing Manager at eYeka, responsible for PR, communication and research. Interested in marketing, innovation and design-related topics, he also loves to free his head by cycling, running, reading or drawing. Yannig, who holds an MSc from ESSCA School of Management and a PhD from University Paris 1 Panthéon-Sorbonne, tweets under @YannigRoth and blogs at www.yannigroth.com
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One Response to But really: Why do people participate in co-creation projects???

  1. johnj says:

    In this order:

    Money, being creative is fun, learning about film making, building friendships.

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