The art of co-creation

By Hugh Jordan. There is still some confusion in large agencies about the difference between crowdsourcing and co-creation, says Stephen Wise, md of eYeka.

Crowdsourcing is essentially outsourcing a task and trying to tap into many minds, either globally or in a specific market, and looking from a cost-saving perspective to achieve the same goal” he explains. “The delivery we offer to a brand centres around co-creation, so it is all about greater engagement with the brand’s consumers, involving them in a brand’s marketing and communication, in product and service innovation”. As Wise points out, co-creation, unlike crowdsourcing, is highly compatible with an agency’s objectives, so is nothing to fear.

Agencies can, however, be forgiven for their confusion – co-creation is a new and evolving field, with boundaries as yet only very broadly defined. And eYeka – the largest co-creation community in the world – actually uses crowdsourcing as one element in its overarching co-creation model. eYeka’s proposition is based on commoditising, not of the creative process but of its own community. In terms of Forrester’s 90-9-1 rule, eYeka’s community is a mercenary 1%, a creative hydrogen bomb for hire, exploding content into social media channels, then disappearing without trace.


Content produced by eYeka’s community will often be fed into a brand’s own community for its fans to vote on and share, kick-starting conversation rather like fact cards at a dinner party, but it can also be integrated  with a brand’s broadcast campaign or used by their PR department, whatever suits. Commoditising the community gives eYeka the flexibility to meet brands needs. Cadbury’s and King of Shaves have both utilised eYeka in this marketing and communications capacity, with great success. But Wise says brands are increasingly looking to generate insights and test and develop new ideas with the eYeka community. This is what he sees as the real growth area of eYeka’s co-creation model going forward. “On average it takes a brand 10 product launches to have a success,” explains Wise.

Why not put those in a co-creation environment initially so that you can cut down the 10 ideas quickly, but also get 10 new ideas. Make the community part of the process, dip in and out on a regular basis, so that you don’t have to go through those nine ideas to get that one cash cow?

Agencies absolutely have the right skill-set to deliver content for broadcast communications and strategy for the overall communication, but what we can give an agency is access to a community of almost 100,000 consumers who can help them deliver that strategy within social media channels – and help them get the insight that goes into the start of the strategy.”

Check out the original article on brand-e-biz here : The art of co-creation

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