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
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.