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Archive for March, 2010

smashed-computer In her paper about the World of Warcraft and Co-Creation Myriam Davidovici-Nora explains that Blizzard’s success lays in the combination of never-ending game-play, a high level of competition and the hyper-personalisation accessed through online add-ons.

However, Blizzard’s unique model is hardly suitable for other businesses– Can you imagine EA distributing “zombie kits” for Left 4 Dead?

This conundrum leaves us with a burning question: what is the best practice to handle / entice a group’s creativity in the online environment?

The Tool is the Tip of the Iceberg
Liz Sanders, a pioneer in the use of participatory research methods for the design of products, systems, services and spaces, addressed this topic when speaking at the Copenhagen Co’Creation 2010 Summit and Seminar. She explained that tools are the tip of the iceberg: they only become effective if applied with the right mindset and the right methods/methodologies.

“In co-creation, you need to be working with the mindset that all people are creative and that they are able to produce creative things when given the tools and the stage on which to practice or perform”

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Sanders: It's not what you have, it's how you use it.

Everyone is Creative
Sanders believes that we’re all inundated with many ways to satisfy our consumptive needs while our creative needs are usually ignored.

Ultimately, we express our creativity, either in DIY, craft and hobbies, or online with all the user-generated content platforms available to us on the Web.

“One of the key values of value co-creation is that it satisfies the need for creative activity while addressing the need for social interaction.”

Sanders 4 levels of creativity:

1. Doing
2. Adapting
3. Making
4. Creating

New trends in technology have helped to democratize creativity and support broad audiences who participate in creative activities.

But…

Is the web the right place for creativity and therefore for co-creation?

In his article The Web’s Third Frontier Patrice Lamothe makes a really interesting point. Reminding the reader of 3 founding principles of the Web, as stated in Tim Berners-Lee and Robert Caillau’s initial proposal for their World Wide Web hypertext project:

- It allows anyone to access any type of document
- It allows everyone to disseminate their own documents
- It allows everyone to organize the entire collection of documents

Lamothe explains that the first statement has been accomplished with the good old web of online’s early days, and the second statement was completed with the introduction of Web 2.0.

The third and last fundamental idea is actually rolling out now:

“Among users, social networks are now making instantaneous exchange of content possible. Almost 20% of tweets sent contain URLs. Facebook puts sharing links at the top of its hierarchy of functions. […] On the technological front, collaborative systems and the “real time web” allow everyone to coordinate their views with various communities, organizing data as it is received [and, thus] broadening both the web’s basic organizational structure and the means of accessing it”

Can you be truly creative in the confines of a computer?

Understand the challenges of online creativity
Going further, Rafik Letaief, Marc Favier and Françoise Coat explain in their study Creativity and the Creation Process in Global Virtual Teams: Case Study of the Intercultural Virtual Project why the web is a perfect tool for creativity and what its limits are.

This research measures the level of creativity in global virtual teams: during 8 weeks, students from 26 different universities have been working on tasks, communicating and sharing tasks through online forums.

According to this research, the lack of focus is the first obstacle to a virtual team’s creativity: avoid multi-tasking user by launching tasks one by one.

The second barrier is the lack of participation and the missed deadlines that cripple the team with tensions. Conflict avoidance and communication blackout on the internet is more likely to happen online than in a face-to-face workshop and it’s also a blockage to creativity. The fourth obstacle to creativity is the lack of clear IP and ownership management that de-motivates users. Finally technical problems and technological insufficiency can inhibit creativity.

On the other hand, to enhance creativity, the first thing is obviously to avoid all the negative factors mentioned above.

The other factors identified are the presence of stimulating members who initiate relevant debate and help rising and solving issues. Another important factor revolves around how online members manage there time and participation levels when taking part in several projects simultaneously. Technology appropriation and the manner in which team members choose, combine, and utilize available tools is an enhancing factor for creativity.

Conclusion
Interestingly, this research emphases on the fact that the spirit of technology (democracy, freedom of expression and generation of idea) is a factor of creativity – as long as it’s used in the right conditions and context. Ultimately, the internet may be a great for co-creation as long as you keep this motto in mind: “Build the Camera Whilst Shooting the Film”.

Blog, Co-Creation, Research Communities

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Philip Nominated for MRS Award!

  • Date March 29 2010
  • Posted by Matt
  • Tagged with
1

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We’re delighted to announce that Face Research Director Philip McNaughton has been nominated for the Best Paper Award @ the 2010 MRS Research Awards.

Philip’s paper ‘Co-Creating Insights’ was put together in collaboration with Coca-Cola’s Beth Corte Real. Documenting the findings and learning’s from our recent community, co-creation and insight work with Coca-Cola the paper was also converted into a presentation and showcased at the recent Market Research Conference 2010.

You can check out the presentation HERE

Congratulations Philip, we’re all very proud of you!

Related Links:

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Yours Truly - Where Musicians & Creative Fans Collaborate

Another week, another round of our favourite content from the World Wide Webington. Enjoy!

Sharmila: Fabric YouTube Diggin’
Stumbled upon this on the Fabric Blog, pretty much the soundtrack of my youth.

Job: Love in Action
Kraft have compiled this crowdsourced video in Greece for their chocolate bar Lacta – it’s fantastic!

Nick: Digital – A Love Story
A free game that bills itself as a “a computer mystery/romance set five minutes into the future of 1988″, really funny especially if you have experience of computers in the 80s!

Francesco: Nomadico (DJ Dex) Spins and Tells All!
This mix made my week!

Nathan: Grey Shines
“Grey Shines” is an innovative interactive musical featuring actual employees of Grey

Katherine: StickK
A ‘commitment store’ whereby you specify an aim and stake money on it. If you achieve your goal, you get your money back and if you don’t, the money goes to charity.

Matt: Yours Truly
Musicians & creatives come together and do cool stuff


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On Wednesday this week I had the great opportunity of co-presenting with Beth from Coca-Cola and a handful of other agencies operating in the co-creation space at the MRS conference in a shared session called Big Brand Co-Creation. Sharing the stage with us were Hyve & Nivea and Sense Worldwide & Discovery. It was a great session that we all saw as a chance to collectively raise the profile of Co-Creation as a discipline and show the extent to which it has come of age as a discipline within the industry. Each of us was charged with showing a slightly different dimension of co-creation, highlighting the scope and variety of the ways it could be used to achieve great things with big brands.

The emphasis of our paper was on taking co-creative principles of collaboration, real time, speed & open-ended thinking into a traditional insight focused brief, highlighting how co-creation was not just about bringing new ideas into a business, or a party trick for something fun and low risk, but could actually be applied at the heart of the insight function, aimed at building a complete foundation of insight. You can see the paper here….

As part of that session we were all charged with coming up with our own definitions of co-creation, and to tell our own story about the roots of co-creation, and to start to talk about its future, and to imagine its future together. This got me thinking about the best way to visualise the story of co-creation, and I came up with idea of a tree, where the roots were some of the drivers & trends behind the disciples, the trunk was the core principles and practices and the branches all of the potential different applications.

So over the next few months, I am going to start building the tree, piece by piece with a series of pieces aimed at showing first the roots, then the trunk and finally the branches, hopefully with a view to creating a complete picture of my take on co-creation.

Watch this space for more…

Finally just to say thanks to all at MRS for organizing the session, and great to see co-creation continuing to rise up the agenda. Long may it continue!

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London is one of the biggest cities in the world; it is a massive player in the world’s finance, fashion, business, party, retail and social media industries. It’s a place  where dreams can be made and literally anything can happen! But even though London has an unlistable amount of good points and amazing opportunities, it’s not perfect.

So on 24 February 2010, to compliment the launch of The Hub, we also unveiled a new initiative called ‘Co-Create London’. This is aimed at addressing the Capital’s main issues and annoyances by listening to the people who know the City best – the general public. Whether they’ve lived In London their whole life or just passed through, Co-Create London is asking people to answer a very simple question – ‘What Would You Do To make London A Better Place?’.

In just 3 weeks we’ve had loads of buzz worldwide; people have approached us from other countries asking about rolling it out in their cities and we have been covered across all the London blogs.

To date we’ve received over 300 ideas and 3000 votes on a vast range of topics including transport, crime, poverty, education and the environment.  A couple of weeks ago we ran a Co-Creation workshop bringing together Londoners who have contributed to the Cocreatelondon.com website with experts to turn their ideas into positive and real solutions.

The aim is to continue the process of idea generation through crowdsourcing and co-creation workshops as well as to spend time honing concepts into well thought through solutions that can be implemented. These will go to a public online vote, with the idea that the solutions obtaining the most votes presented to London Mayor Boris Johnson.

The outputs from the workshop, which were presented on Thursday at the London Co-Creation Hub launch, can be seen below.

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BeSpoke Lanes – Cycle Paths running along side railway lines

Cycling in London is very dangerous and a lot of people are put off the pedal as they are scared of cycling on the streets. Railway lines provide direct access to the city and some of them have enough room to incorporate a cycle lane running alongside them.

BeSpoke Lanes work as cycling highways running alongside railway lines. By paying a small amount via your Oyster card at the beginning of your journey you can access the BeSpoke cycling lane. This money goes towards the upkeep of the cycle lanes via adopt-a-mile groups. The adopt-a-mile groups look after a certain section of the cycle path ensuring its upkeep and keeping the area clean and tidy.

Youth clubs and local artists can also get involved and make the BeSpoke Lanes look great, there is also potential for advertising space. It will rejuvenate the rail side and provide a safe route for people to access the London from its outer limits.

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Enterpride – Turning disused properties & spaces into accessible cultural & retail hubs

London is full of disused and run down space especially post recession, why not allow these spaces to be occupied by start up businesses, artists, creative individuals and educational workshops.

Enterpride will facilitate the transaction between landlords willing to volunteer their property & Londoners wanting to use the space. Those occupying vacant spaces will have access to the property until they can afford to rent it, or an established business is willing to pay for the space. If users of the Enterpride scheme have their current space bought by an established company they will be assigned a new one. The only cost Enterpride occupants will have to pay are the business rates which are minimal.

Enterpride will not only give new businesses, initiatives and educational workshops the opportunity to have their own retail, gallery or exhibition space but it will also rejuvenate neglected areas. This in turn will encourage established businesses, residents and consumers to explore new places and bring money to otherwise ignored areas.

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Swap Stories – A Book Swap System for London Underground

Public transport is boring; Swap Stories makes your commute more interesting and lets your imagination go on its own journey!

Swap Stories is a book swap system initially starting in tube stations to encourage Londoners to read more. You can get involved by making a small Oyster card deposit via the Swap Stories book dispenser. You can then pick a book of your choice or get a random book chosen by the dispenser. Swap Stories relies on trust and honesty, you can only take a book if you bring one to swap.

The scheme will be run in conjunction with libraries, charity shops and 2nd hand bookshops. Volunteers will vet, check and add the books back into the system. There will also be opportunities for publishers to sponsor stations and areas. Theme days or weeks (Charles Darwin week, Romance week etc) could take place and short, one journey‚ stories could also be written by famous authors or commuters and added into the Swap Stories system.

To check out all the Co-Create London ideas and submit your own visit www.cocreatelondon.com