If the age of social media has taught us anything, it’s that we’re all snoopers at heart.
Once you’ve stopped rifling through every post of your ex’s, and had a good look at that what that oddball from high school is up to now, there’s also the added bonus of the influence it provides.
As consumers, we have more influence than ever before. Not happy with your lunch? Rate it on Zomato – hey look, you’re a #foodie now.
Flight delayed? Shame the airline in 280 characters, and you might score an upgrade the next time you take to the air.
Your bank giving you a headache? Rant about it on Facebook, tag the bank, in question, and get the mob all riled up.
For the Goliaths of the corporate world, it’s a terrifying time, in which one little slip up can spread like social wildfire. More dynamic companies, however, are welcoming their customers’ input and insights, adopting – what many believe to be the future of business – co-creation.
It’s a process that allows a company and its customers to collaborate together, designing how something should work to best tick all the boxes. The thinking is that when you get the people involved, they’re likely to be more satisfied with the end result. Makes sense, innit?
Here are three co-creation opportunities worth getting involved in:
Lego has always been for the inventors and now they’re taking it to the next level, asking fans to submit ideas for new Lego sets. If an idea receives the support of 10 000 people it gets reviewed by an internal team, who chooses a winner.
The winning fan gets to be involved in the development of the set, and receives a percentage of the profits made selling it.
Go vote for a project or submit an idea of your own.
It’s a South African neobank that is currently being built with the help of its future customers. Community members are asked to test the app every step of the way, and make suggestions on how to improve it. Bettr also recently invited local designers to have a go at designing the bank card, with the rest of the community voting for their favourite.
Co-creation isn’t limited to digital communities and collaboration. AfrikaBurn is a real-life, tangible example of the philosophy. It is a co-created festival. Everyone there is contributing to the experience in some way – from art installations and performances to refreshments – creating the event that they want to be a part of.
Without the festival-goers there would be no festival.
To participate, you’ll need a ticket, and something to bring to the party.
Co-creation gives people the power to shape brands, experiences, and even a flavour of chips. It’s a way for us to customise the world around us into exactly what we want as the collective.
Maybe next time you stumble upon an opportunity to collaborate, go for it. Sure beats having a whinge on Facebook.
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