17.4 Good things come in small packages, or in big ones!


    Co-creation on a small scale: Zeeuwier Jenever.

    Co-creation can happen on a modest scale. Dutch Internet personality Petra De Boevere, aka ‘Slijterijmeisje‘ (Liquor Store Girl), developed a new Dutch gin (jenever). Her Twitter followers helped her with the positioning, the design, and the brand name: Zeeuwier Jenever (Seeweed gin). Operating a local liquor store in the southern town of Breskens, De Boevere achieves a quarter of her sales through the Internet. By the way, Petra defines co-creation as “thinking together, working together.” It is a nice definition, and contrasts with the ones usually lined with management slogans. In this context, it’s good to know Petra’s four P’s of marketing: Passion, personal, profiling, and publicity. Petra may not be a big celebrity, but she is grand. She has proven that the Internet helps her to effortlessly hold her own amongst the greatest of the Earth.

    Co-creation on a large scale: Amsterdam Open Innovation Festival.

    It’s the fall of 2009. A group of young civil servants of the City of Amsterdam organized an Open Innovation Festival, with the aim of introducing their 17,000 colleague officials to Web 2.0 and Government 2.0. Working optimally with new social media places new demands on an organization and its employees, and, since the Municipality of Amsterdam had to cut €400 million from its budget 400 over the next few years, recommendations on working smarter and differently are extremely relevant. For an entire week, dozens of sessions were organized daily around the theme of Web 2.0. Numerous speakers displayed their vision and knowledge for free; all the locations were available at no cost. Internet specialists set up a live stream, enabling people outside of Amsterdam to participate in the event as well. To sum up, a small group of people mobilized a mass of people, and this event reached much further than Amsterdam’s city limits. By 2012, over 40 Dutch municipalities participated in this annual festival!

    Co-creation on that scale is called crowdsourcing. Crowdsourcing can be turned into a service making the organization look good, make money, and deliver a better service:

    In 2013, DHL/DeutschePost prototyped a new service in Stockholm called MyWays. When ordering a parcel via DHL, the package is delivered to a DHL service location. You can pick it up yourself, or crowdsource that task for a small fee to someone in the network who is passing the pick up location and lives nearby your home. A smart communication app establishes the contact, the drop-off, and the reviews of the behaviors of players involved.
    So the Web enables this efficiently matching of supply and demand of small and simple tasks.
    A platform by itself to crowdsource-outsource small household errands and skilled tasks is Taskrabbit. Even organizations use this platform to find people for tasks like data-entry and customer services.

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    MyWays explained

    DHL launched the unique MyWays platform to facilitate last-mile deliveries throughout Stockholm by involving the city's resident