The We Experience
Emotionally engage us and flourish
By Marieke SchoenmakerCompanies that try to create meaningful experiences are flourishingCreating meaning requires inspiring leadership, is difficult and
time consumingImagine ….
What is needed to create
meaningful experiences?To create meaning we need to understand the concept of
'The We Experience'
• The shift from transaction to interaction is
the new social reality
• We become players and are at the
centre of the innovation cycle
• The creative process transforms the
company's DNA into a high involvement
concept
• The digital age delivers a We Experiential
Platform to explore, play and learn
• An ongoing experience innovation
process requires the new creative class
• The We Experience innovates at the end
our business model
• We already learn from compelling We
Experiences throughout the worldThe shift from transaction to interaction is the new social reality
• We floated from the agrarian
through the industrial and service
into the experience economy
• Value in the new social reality is
created from our point of view
• The driver behind this new value
creation is the need to connectWe floated from the agrarian through the industrial and service
into the experience economy
Differentiated Relevant for
Customization Co-creation
experience
transformation
Customization Experiences
staging
Commoditization
Competitive Customer
Customization
position Services needs
Commoditization
Products
Commoditization
Commodities
Un-differentiated Irrelevant for
Market Price fixing Added valueValue in the new social reality is created
from the customer point of viewThe driver behind this new value creation is
the need to connect
• People want to express themselves
• People want to create
• People are looking for inspiring
relations
• People want to stay in touch
• People want to help each other
Source: Harvard Business, GroundswellImagine ….
How are you connected with the
experience economy?We become players and are at the centre of
the innovation cycle
• We search for meaningful shopping
experiences
• We connect ourselves in peer to peer
networks to have memorable
experiences
• By thoroughly mapping our customer
journey organizations discover
breakthrough innovationsWe search for
meaningful experiences
Demands better
Shopping environment
Demands Increased
Better services Online shopping
CUSTOMER
Demands Appreciates
participation customization
Wants experiences Alternative
And quick solutions Online channels
Seeks
excitement
Source: Capgemini, The future ConsumerWe connect ourselves in peer to peer networks
to have memorable experiences
Source: Harvard Business, GroundswellBy thoroughly mapping the customer journey
organizations discover breakthrough innovations
Conclude
What must the Orientation
customer do to What does the
Use finish his job? customer have
What might the in mind?
customer need
to use the
solution for Interaction
his objective? What is available
of what the
customer had
Delivery
in mind?
What does the
customer need to
monitor to ensure
that the job is Decision-making
successfully Is the choice
executed? compelling for
Paying the customer?
To what extend Purchasing
do customers To what extend
need to be do the choice and
reassured on the purchase
trust issues? justification
match?Imagine ….
What were you're breakthrough
innovations last year?The creative process transforms the company's DNA
into a high involvement concept
• Creativity is about seeing solutions
that others haven't seen yet
• A high involvement concept is a
compelling umbrella for all the
company's activities
• Bridging people, ideas and information
in inspiring environments to make
innovation happenCreativity is about seeing solutions
that others haven't seen yet
Collaborative thinking
X
Exceeding boundaries
X
A catching objective
X
Productive power
=
More valuable
products, services and
processes
Source: Lynda Graton, HotspotsA high involvement concept is
a compelling umbrella for all the company's activities
Identity
Themes Employees
Co-creation Physical Communication
and virtual
environments
Think
Relate
Act
Source: Diane Nijs, ImagineeringBridging people, ideas and information in
inspiring environments to make innovation happenImagine ….
Is innovation already you're
company's DNA?The digital age delivers a We Experiential Platform
to explore, play and learn
• Bringing content, media and marketing
together
• Facilitating customers to feel a human
digital experience
• Co-creation and collaboration on total
solutions, through a global networkBringing content, media and
marketing together
• Consumption of media and communications is
booming
- gaming, online shopping, user generated
content and social networking
• New patterns of behavior that impact the
industry
- Control, impatience, community
interactions and originality
• Reshaping the landscape
- From a traditional, static, non-interactive
and pre-packaged media experience
- To customer involvement and insights at
every stage of the product lifecycle an
creating new sources of value tot gain
consumer attention
• New capabilities
- Involve consumers in the creative and
development process
- Recreate source of value to the consumer
- Weave strong relationships with online
opinion makers
- Offer addictive experiences
Source: Capgemini, Digital NativesFacilitating customers to feel
a human digital experience
• Virtual agents are the new brands of the future
• They know exactly what you as a person need
• They will stimulate the dialogue with us
• In order to advise us and enable our
transactions
• They will become like friends
• Both in their look and feel
• And at the end with their scentCo-creation and collaboration on total solutions,
through a global network
Source: May 2006, Chris LawerImagine ….
How can you're
organization become a
experiential platform ?An ongoing experience innovation process requires
the new creative class
• Apply the Maslow pyramid of needs to
the workplace
• We need servant leaders who inspire us
to achieve catching goals
• We become a personal brand to live
beyond our talentsApply the Maslow pyramid of needs
to the workplace
Source: October 2007, Chip ConleyWe need servant leaders who inspire us
to achieve catching goals
• People who will orchestrate relationships
in a flat world
• Visionaries who have ideals to deal with
the big issues of our planet
• Instead of managers who control the
spreadsheets
• Servant leaders are people with
imaginative power, ideals, inspiration to
facilitate people in their collaboration
and participation
• They have the characteristics like guts,
entrepreneurial power and attention for
people, planet and profitWe become a personal brand to
live beyond our talents
Source: June 2008, Talentfirst/Marieke SchoenmakerImagine ….
What is the art of you're
company's leadership?The We Experience innovates at the end our business model
• Realize growth and cost control at the
same time
• The We Experience unfold new ways for
life-time valueRealize growth and cost control
at the same time
Source: February 2008, Bas van OosterhoutThe We Experience unfold
new ways for life-time value
• Business level strategy
- How can we collaborate with our
customers to co-create superior value?
• Corporate level strategy
- How do we select an optimal set of
businesses and determining how they
should be integrated into the corporate
whole?
• Network level strategy
- Is it possible that our organization does work
together with others like a team instead of
splendid isolation?Imagine ….
How do you realize sustainable
growth?We already learn from compelling We Experiences throughout the world
• The blue World provides children an
learning and fun experience on how to
deal with money
• Slideshare facilitates the art of self
expression and connect people to share
their ideas
• Zopa provides a social place
where people meet, borrow and lend
money from each other
• A Decidedly Different Book Publishing
Company with an Unconventional
Approach to Conventional Publishing
• How Nike turns something I hate
(running) into something I love (gaming)The blue World provides children an learning and fun experience
on how to deal with money
SOLUTION
BACKGROUND "Blue World" Postbank today, provides subscribers with up-to-date product
and events content over the internet interface; deep-linked to Postbank's e-
commerce website
§ Traditional banks have been looking for ways to utilize and
benefit from the experience innovation revolution
Postbank § Easy Blue account as entry
§ Traditionally Postbank focused on retaining adults as their to the Blue World
customers.
§ Adults don't switch easily from one bank to another § Blue Box a digital money
box for education and fun
§ That insights brought Postbank on the idea to set up a
relationship with children as first step in their life cycle. § Numa as virtual lion-agent
to help children in their
journey
Blue world
§ Introduce a new game as addition to the "postbank § Program for pc as entry
pennymaat" point to the blue world
BENEFITS
Blue World as an experience environment
§ Today Postbank is able to provide children with a first
experience on how to deal with money. § Opening an easy blue account provide
entrance to the Blue world
§ Linking games to Postbank e-commerce site increases the
number of hits on their website and the offer to open up a Easy § Blue World News tells the hottest gags,
Blue account send cards, and download screensavers
and wallpaper and a shopping race
§ The experience focuses on customer lifecycle management as
a whole, building brand equity with users in their early days. § Blue Box is a money-box calculate savings
and can be plugged in to your computer
§ Blue World upload newest games, tips and
§ By watching Blue world not only as a game, but as an
experience concept, the Postbank got insights in new ways to tricks.
engage children and their parents.Slideshare facilitates the art of self expression and
connect people to share their ideas
SOLUTION
BACKGROUND The founders created Slideshare, the world's largest community for
sharing presentations
§ In 2006, Rashmi Sinha, Jonathan Boutelle and Amit Ranjan
founded slideshare.net.
§ They were and are passionate about creating compelling § Share slideshows publicly
or privately
web experiences and think that small teams with fire in
their eyes can do big things.
§ Tag, download, share,
§ Combining web 2.0 technologies to enable knowledge embed in blog
workers to express themselves, share their ideas and § Join groups to connect with
connect to each other
members who share same
interest
§ Comment and learn
BENEFITS
Slideshare as an multimedia experience
§ High return on investments on ads.
§ Increased traffic to your site § Slidecast is a multimedia mash up to
trigger people's imagination
§ Generate business leads
§ Expansion of your network
§ Facilitate discussions among friends by
§ Improving your insights by the perspective of others embedding your slideshare presentation in
Facebook
§ Try out of your concepts and get insights in interest
§ You can provide link from you blog to your
presentations on SlideshareZopa provides a social place
where people meet, borrow and lend money from each other
SOLUTION
"Zopa" the marketplace where lenders put money in, borrowers borrow
BACKGROUND
money and everyone is happy.
§ Traditional banks have massive overheads, with thousands of
employees to pay and hundreds of branches to maintain. They § Get a loan between GPB
take large margins on the money they passes through 1K and 15K for a
customers. timeframe of 36 to 60
months. Get a quote.
Zopa § Lend money you choose
§ Zopa is the world's first lending and borrowing the rate,, you lend to
marketplace, bringing borrowers and lenders together Zopa, you get insight in
§ The have been looking for ways to utilize and benefit the people who borrow
from the experience innovation revolution, resulting in § Listings is like an online
huge cost advantages. auction. People set their
§ They provide people a fairer deal when it comes to their own terms and rates.
money Money is human again.
BENEFITS
Zopa as an experience environment
§ 170.000 members already within 2 years § Zopa Blog to read the random
§ Fee of € 118,= to pay upfront by borrowers thoughts about life and Zopa and
§ Fee of 0.5% to pay by lenders on the amount they lend to everything in between.
borrowers § Discussion board where members can
§ Copycats like Prosper (US), Smava (Germany) and Boober meet, exchange lending tactics and
where they see Zopa is going in the
(NL) future.
§ Customers: user friendly, save, better deals
§ Member story where members chat
about their family, job, hobbies and
view on Zopa.A Decidedly Different Book Publishing Company with an
Unconventional Approach to Conventional Publishing
SOLUTION
"WeBook" the marketplace where lenders put money in, borrowers
BACKGROUND
borrow money and everyone is happy.
§ The traditional process for publishing a book is a lot like ivy- § Write, begin a novel, essay or
league school admission. Sooner or later, you'll find yourself
brownnosing a guy with elbow patches. And then there's the poem. Start your own or join
one in progress.
endless waiting. And waiting. And waiting.
§ Review, the beauty is to get
WeBook rapid reaction on your writing.
§ WeBook was founded in 2007 by Itai Kohavi and Give and get feedback
presented as the Next Generation Publishing. § Vote, you and your fellow
§ They fulfill dreams by enabling inspiring writers, alone of WeBookers will help to choose
with friends to publish books through a cooperative the best work for publication.
writing platform.
§ WeBook is about You and user genarated books § Get published, WeBook will
offer you a contract and
distribute selected work.
BENEFITS
§ 1.500 projects and the number is growing fast WeBook as an experience environment
§ More than 1.000 writers, editors and reviewers for whom it
is easier now to explore and increase their change on a
publishing deal (which is 15.000 to 1 in the traditional
industry) § Already 252 WeBook groups that share
their passion on same interests.
§ 50/50 profit sharing on published books
§ We Book forums to share thoughts.
§ Potential to grab a high market share in a 50 billion dollar
industry § WeBook blog to share the progress of
the concept with the world.
§ Pandora, the first WeBook and created by 34 people, is
already on sale nowHow Nike turns something I hate (running)
into something I love (gaming)
SOLUTION
"Nike+", get connected to your running experience, relive your runs and
BACKGROUND
track your progress.
§ Most traditional producers in the sport market focusing on the § 2 Ways, a sensor keeps track
health side of sports. They approach health as something on every step and gives
functional and underestimate the emotional part of it. feedback through your Ipod
or your Nike+ sportband.
Nike+ § Relive, gives you insight in how
your run and use the data to
§ Nike+ was born as a multi-channel, multi-sensory track progress.
marriage of Apple and Nike technologies.
§ With a seemingly complex product, we had to create an
§ Connect, motive, train and
immediately resonant experience for a broad target compete with friends within
market, from geeked-out marathoners to everyday the world's largest running
fitness joggers community.
§ The toughest creative challenge was establishing and
maintaining a sense of simplicity. § Join, Nike+ as your ultimate
training partner to help you in
your transformation.
BENEFITS
Nike+ as a gaming experience
§ The Human Race on 31th of August
§ Design of a community of more than a million of runners
§ Run with a million runners worldwide
§ Co-design of Nike shoes, sport band and Ipod
§ A million stories to tell, share it with your
§ Strengthen the Social Responsible brand image friends
§ Facilitating very personal experiences and create brand
§ In 25 cities or run anywhere
'lovers'
§ Run for a cause: lend a hand with your
feet. Every step will count toward 3
noble causesThis was a story about The We Experience
helping you to start with your journey to get
emotionally engaged and flourish
Please share with the
Experience Innovation Group on Slideshare
your We Experience
Contact us by giving your comments
create and learn from each otherIn collaboration with
Thank you!
Enjoy!
"Life is one great opportunity for growth"
Marieke Schoenmaker
Marieke.Schoenmaker@gmail.com
+31-622497148
Connecter & Network Orchestrator Entrepeneur
www.slideshare.net/mariekeschoenmaker
www.slideshare.net/group/experience-innovation
www.insightory.com
www.experienceinnovation.blogspot.com
www.linkedin.com/in/mariekeschoenmaker
http://twitter.com/mariekeschoenmaker
Inspired by my customers, friends, the artists, and the great thinkers in this world