Published on July 22, 2014
Cocreate an experience Michiel Rovers Crossmedialab Utrecht University of Applied Science Twitter: @michielrovers Cocreate an experience Michiel Rovers Crossmedialab Utrecht University of Applied Science Twitter: @michielrovers
Cocreation? Any form of interaction between the initiator and the participating consumers with the aim of creating a new or improved product / service and to achieve an experience for these and other consumers (Out, 2013)
Visitor statisticsVisitor statisticsVisitor statisticsVisitor statistics EventManagementEventManagementEventManagementEventManagement MediaenvironmentMediaenvironmentMediaenvironmentMediaenvironment Experiences ImpactImpactImpactImpact
Festival DNA Festival DNA PersonalityPersonality QualityQualityDemo- graphics Demo- graphics SatisfactionSatisfaction ValuesValues LoyaltyLoyalty MotivationsMotivations ExperienceExperience Festival- graphics Festival- graphics
E = MC2
Social media users have significant lower scores on the motivations to go or to be at a festival ... and their satisfaction about the festival is lower
“Adding a computer to a boring exhibit, is a boring exhibit with a computer” (Mintz, 1998)
“Adding social media to a boring festival, is a boring festival with social media” (Van Vliet et al., 2012)
Instrument to Evaluate Events Moti-vations Demo- graphics Festi- graphics Mentalities Quality Satis-faction Loyalty Value Social Media ‘Old’ Media Mouth to Mouth Action readiness Emotional experience Arousal Festival DNA
One question remains!
How can an organization enable their visitors to cocreate before, during and/or after an event?
Cocreation and events
• Website analysis on 140 Dutch festival websites • 60 festivals with cocreation • Main focus on the program • Mainly DJ contests or band contests
Do’s and don’ts for using cocreation as an organization: •Set a clear goal •Give clear guidelines and boundaries •Don’t use the word ‘volunteer’ •Anticipate on a shared feeling •Give enough recognition •Show what you have done with the input
More information April: data from eventmonitor May: workshops with event organizations May: concepts from student projects June – September: measurements at events December: toolkit presentation Husite.nl/cocreatieenevents (under construction)
Michiel.firstname.lastname@example.org Twitter: @michielrovers husite.nl/cocreatieenevents www.crossmedialab.nl
• Presentación realizada por Verónica Lango Reynoso (candidata a PhD. en Ciencias ...
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