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Posted by Doug Williams on December 7, 2010
While co-creation is certainly a hot topic these days, the fact is that for most companies, social co-creation is relatively immature. Based on a panel survey of consumer product strategy professionals conducted in Q2 2010, just 38% of companies use social media to to involve consumers directly in the product creation or innovation process (that is, 46% of the 83% of companies who engage with consumers using social media). Consumer product strategy professionals who are using social media assets to enable co-creation are doing one or more of the following:
Using existing social technologies to develop social co-creation engagements makes sense: Barriers to entry are low and benefits are numerous. Toward that end, I've just published a report entitled, "How To Turn Social Media Assets Into Social Co-Creation Assets." As the name implies, this report will help consumer product strategy professionals identify, implement and track their social co-creation initiatives for a given product using a three-pronged social co-creation adoption tool:
Check out the report for a lot more detail, including downloadable scorecards (in Excel) that incorporate the maturity index formula. I'd love to hear any feedback you might have on the use of the tool.
Forrester's Social Co-Creation Adoption Tool