Below, some statistics about the forms crowdsourcing, co-creation and open innovation have been depicted. As you can see, co-creation is the smallest of the three which explains how widespread crowdsourcing is and how much awareness is rising. Googling the word “co-creation” yields over 375 million hits today (May 2013) which were 30 million hits in May 2011, up from barely a million hits from around June 2007. The same is happening with crowdsourcing, introduced in 2006 by Jeff Howe and grew to 11 million hits on Google (May 2013) and interest is still going up.
Figure 1: trends in crowdsourcing, co-creation and open innovation Next to this graph we took a look at “Crowdfunding”. As you can see, it has grown explosively. Crowdfunding is the step after crowdsourcing, co-creation and open innovation to fund money by the crowd. The amount of platforms and the successful project stories created huge awareness and this form of co-creation has shown to contribute to a bright future for small organizations or starter to realize their projects. (Source: Google Trends, May 2013)
Figure 2: trends including crowdfunding To get a clear understanding about the use of co-creation take P&G as an example (one of most progressive organization on co-creation). Procter & Gamble serves 4,4 billion consumers today and they strive for extraordinary quality. They use open innovation to grow by the touching and improving of more consumers this is done with finding out consumer behavior through co-creation (Source: www.cocreate-pg.com). crowdsourcing and co-creation at P&G is implemented the following way: 1. 2.
Make a contest (what section will you innovate in). Set a price (see below P&G example). The organization offers the winning contestant to work with their experts The winner is able to see creative ideas from other designers/innovative thinkers The first three will be awarded with a price (USD 5000, 2500, 1500)