About these Authors
Johnnie Moore is a marketing consultant and facilitator based in London. As well as 20 years of marketing experience he's trained in psychotherapy, NLP and Improv. Find out more at his blog.
Andrew Lark's more than 18 years experience of all facets of marketing, branding, sales and communications spans technology, Internet, telecommunications and consumer sectors. There he has led award-winning programs and teams for brands such as Dell, Sony, SBC, IDSoftware, Nortel, Microsoft and Sun. He is a thought leader and innovator on the convergence of brands, communications and social networking technologies. Find out more at his blog.
Jennifer Rice is a strategist and evangelist for relationship-centric brands. She brings 15 years experience in brand strategy, customer insight and marketing communications, and has worked with companies such as Microsoft, Verizon, Alcatel and Corning. Her current passion is exploring how brands are being impacted by blogs and other social technologies. Her company blog is What's Your Brand Mantra?
John Winsor is the author of Beyond the Brand: Why Listening to the Right Customers is Essential to Winning in Business and the Founder/CEO of Radar Communications, a consumer-centric consultancy. You can find out more about him at Beyond the Brand.
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March 02, 2005
Co-created Content
Posted by Jennifer Rice
Reveries has an interesting article about a French newspaper written for kids... and edited by kids.
Most other national daily newspapers in France are losing readers "in droves," but Mon Quotidien, a newspaper for kids, is "growing steadily," reports Emilie Boyer King in The Christian Science Monitor (3/1/05). "To make sure the newspaper reflects children's interests, kids from schools around the country take part in editorial meetings twice a week." They "apply for the jobs by calling a phone number printed in each issue," and are "chosen on a "first-come, firsted served basis."
"We always go with what the children want," says Olivier Gasselin, deputy editor-in-chief. "There are no vetoes." Sometimes the results are a little bit hard for the adult editors to accept... And that's exactly the way Francois, a 10-year-old editor likes it: "If it was [adults] who chose, it wouldn't be the same," he says. But for the most part "Mon Quotidien doesn't shy away from hard news," such as the proposed European ban on the display of Nazi symbols, and prisoner abuse in Iraq. The kids didn't like the pictures, but "all agreed that the news was important and should be mentioned."
...An American version is now being tested by the Miami Herald, and the Associated Press is also planning "to syndicate the newspaper's formula."
An important aspect of co-created brands is recruiting your customers to do some of the heavy lifting. Co-creation also means not assuming that you know what your target audience wants. It's all about relinquishing some control, which is a bit scary.... but does pay off.
Comments (5)
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1. Wendy on March 2, 2005 10:51 AM writes...
Organization's perspective: Product, Price, Place, Promotion, PARTICIPATION. or Audience's perspective: Consumer wants/needs, Cost to satisfy wants/needs, Convenience to obtain satisfaction and Communication. So simply put but so hard. Marketers must understand that they are not trying to get people to know more things or switch brands, we are trying to get them to change behaviors, change what they do ... think about that, "Hello, Jennifer I'd like you to stop eating cookies they are bad for you. Bye Bye." Real marketing is about continuity and relationships, ignorance is rarely the problem. It takes knowledge, desire, skills, optimism, faciliation, stimulation and reinforcement.
One company I was looking at recently is getting close in terms of it's mission and participation. IKEA. Those Europeans! French children and now the Swiss. Yes, a connection, social marketing principles, take a look at what I just wrote.
a better everyday life
Most of the time, beautifully designed home furnishings are created for a small part of the population — the few who can afford them. From the beginning, IKEA has taken a different path. We have decided to side with the many....
But we can't do it alone. Our business idea is based on a partnership with the customer. First we do our part. Our designers work with manufacturers.. Next, we buy in bulk.. so you can get the lowest price.
Then you do your part.. Because most items are packed flat, you can get them home easily, and assemble them yourself... So together we save money...for a better everyday life.
Permalink to Comment2. Constantinos on March 2, 2005 12:14 PM writes...
interesting post jennifer.
there is a very popular newspaper in korea that is entirely made up of reader-submitted content. i can't remember the name, but it's extremely successful.
Permalink to Comment3. Steve King on March 2, 2005 12:27 PM writes...
Kids creating content sounds fun. There are some interesting newspaper experiments going on here in the US. The Brattleboro Vt. paper lets locals post stories (www.ibrattleboro.com). A Bakersfield CA newspaper also lets readers contribute stories (www.northwestvoice.com) and every two weeks they take highlights from the website and print them in the regular paper.
Several start-ups and media companies are getting into the act. Start-up Backfence LLC (www.backfence.com) is attempting to create a network of local community sites where the readers post almost all of the content. Advance Publications (www.advance.net) - a decent sized media company with a string of local papers - has announced plans to introduce "citizen journalism" sections in 6 markets.
If you want to try this out www.wikinews.org accepts news articles from anyone.
Given the state of the newspaper industry there will be lots more experiments in this area.
Permalink to Comment4. Constantinos on March 3, 2005 09:42 AM writes...
More open source-inspired news: Yahoo opens its search engine to developers: http://www.vnunet.com/news/1161608
Permalink to Comment5. Jake on March 15, 2005 03:01 PM writes...
Constantinos, any recollection of what that Korean newspaper is called?
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