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Customers as Creators report


Research and Markets – a company that sells business reports – has one called Customers as Creators on its books by the Patricia Seybold Group. Or at least a draft chapter of it.

In this draft chapter for the authors upcoming book, Outside Innovation, she provides examples of companies in which customers play the role of creators—content creators and product creators. Tripod.com was one of the first successful online communities in which customers created the content that kept them and others coming back several times a week. Customers came to Tripod to “strut their stuff.” The site earned money through advertisements and user fees. Flickr is a good current example of an online business and community that is designed around customers’ creations. Two million customers share, tag, enjoy, comment upon, organize and use each others’ photographs—70 million of them! The American Institute of Physics (AIP) is a much more mature example. Researchers create all of the content and referee the content that comprises the journals sold by scholarly societies. National Semiconductor’s customers use the company’s online design platform to create their own proprietary product designs—over 20,000 per month. And at Threadless, customers submit designs for T-shirts, vote on each others’ designs, and buy the winning shirts.

I like the T-shirt idea.

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Laurel Papworth

Named by Forbes™ Magazine in the Top 50 Social Media Influencers globally, named Head of Industry, Social Media (Marketing Magazine™) and in the Power150 Media bloggers (AdAge™). CERT IV Training and Assessment certified trainer (Diplomas and Certificates etc) Adult Education. Laurel has manager Facebook Pages for Junior Masterchef, Idol, Big Brother etc. and have consulted on private online communities for banks Westpac, not for profits UNHCR & governments in SE Asia. Lecturer, social media, University of Sydney for 10 years and Laurel has 11,000 online students. Laurel Papworth personally connects to 6 million followers online and has taught around 100,000 people in the last 10 years how to be social media managers.

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