Why Read This
Are you interested in implementing social co-creation engagements that move beyond Facebook, Twitter, and the occasional outreach to consumers via the corporate blog? If the answer is yes, a near-endless string of questions will soon follow, all centered on a single word: how? Here, we offer consumer product strategy (CPS) professionals guidance around what social co-creation engagements require assistance from outside partners and the relative benefits of each type of engagement. We also offer some examples of vendors that can help implement each engagement; we encourage CPS professionals to treat this as a starting point in the vendor education, evaluation, and selection process. Once you have a sense of the problem you would like to address via co-creation, we recommend issuing a request for information (RFI) to assist in understanding the strengths and weaknesses of potential partners and then working to fit co-creation into your existing or future budget.