The Social Production Landscape Report2
The Social Production Landscape
As organizations increase their use of social media, we believe social production is thenext step to start new conversations and solve complex, shared problems.
We define social production as the process of working with people outside yourorganization to create products, services and communications. Social production is notnew
–
technology firms have been using these ideas for more than a decade, why do webelieve this is now relevant to more organizations?TheAugust 2010 McKinsey Quarterly Reportpointed to ten tech-enabled businesstrends to watch, including collaboration at scale, distributed co-creation, and makingthe network the organization. Forrester Research covers social co-creation and theirJuly 2010 research suggests that61% of US online adults are willing co-creators. Some organizations have made large commitments to social production like MyStarbucks
Idea or P&G’s Connect & De
velop, open source projects like Wordpress orMozilla, and mass customization tools like NikeID or Spreadshirt. However, we areinterested in one-time
“creative challenges”
because these are ways for organizations toexperiment and test social production.In this report, we explore data from a sample of almost one hundred creative challengesfrom organizations like Disney, Mini, Samsung, GE, Amazon, the City of New York as wellas a number of smaller organizations.
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The Social Production Landscape Report3
Who is using social production
From open source code to application programming interfaces (APIs), software stillleads thinking on opening up and collaborating. In more recent years, media propertieshave joined the conversation so
it’s
no surprise to see them topping the list as the mostactive organizations with challenges like
National Geographic’s
Disney’s
Number of Challenges by Sector
However, non-profits and governments are also taking advantage of a new way toconnect with talent. Cycling out of Poverty is asking engineers and product designers tocreate a bicycle for use in Africa,and New York
City’s government
is holding achallengefor artists to create artwork to beautify construction sites. Luxury brands are also finding creative ways to work with their fans and creativecommunities. For example, Prada used a creative challenge tocreate a comic bookheroine for its new Swing line of sunglasses,Jeffrey Campbell issourcing new shoedesignsand Hugo Boss is looking forcreative ideas for out-of-home advertising.
Different views of intellectual property
. Why are some industries rushing ahead whileothers do nothing at all? One critical issue is intellectual property. For example, the
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Social Production Landscape 9-1-10
A research report from Mutopo detailing the state of the art in social production.
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