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Face: A Co-Created History – Part 1

Monday, March 1st, 2010

This story begins in 2004, a year when 120 million Americans voted George Bush Jnr into government for a second term, The Lord of The Rings: Return of the King won 11 Oscars, Ireland introduced the smoking ban and a small start-up called Face started to get going.

In 2004 participating in social media was not a widespread activity, early adopters and young people were the groups pushing the format forward and exploring its possibilities. In its early days we were helping brands stay close to young people and therefore close to the ensuing high paced changes in on-line behaviour they were leading.

Skip forward three years and in May 2007 we proudly launched the first ever co-creation community, Headbox.com. Headbox was the result of spending loads of time with young people, researching their habits and ultimately understanding the way they interact with each other and with brands.

At the time there were no on-line qualitative research platforms for any category, let alone youth, the driving force behind the internet. In 2007 social media was beginning to reach its massive potential and the world of research needed to react. By offering clients a way into the minds of young people it opened up a more collaborative and mutual relationship between consumers and brands.

Headbox in 2007!

Headbox in 2007!

This was an extremely exciting time for us; working in a more concerted and creative way was being adopted as a philosophy. It was the beginning of the co-creation driven approach that would define the company, although the term co-creation was not being used just yet!

It was whilst presenting our second annual TechTribe report at the 2007 MRS Youth Conference when the real turning point came. The Axe team had seen our presentation and were interested in the approach. Axe wanted to engage with their consumers more closely and involve them in every step of the marketing process.

It was here at the 2007 MRS Youth Conference that co-creation was first put forward to a client brave and willing enough to try something new.

A few months later in the heat of Alicante, Spain, 16 young, creative Axe consumers from Headbox took part in Face’s first big co-creation project. Working alongside the Face and Axe team their task was to co-create an Axe Summer Variant.

Photo06_22

Our first Co-Creation Project with Lynx was a great success

The co-creation workshop and co-creative approach was an instant success. By the end of 2007 we had co-created with Axe again on the infamous Dark Temptation ‘Chocolate Man’ variant as well as completing a co-creation project with Rexona, developing a new variant with their female consumers.

Next up… Part 2: 2008 and the birth of Mindbubble

Headbox’s Top 10 for 2010

Thursday, February 11th, 2010


HB20101

Over the course of January & Feburary Headbox listed their Top 10 Things To Look Forward To In 2010. Some of them were big things, some of them were small things and some of them are just… well, things. Check out all 10 below!

(Note, this is in chronological order of how they were posted, not an actual ranking!)

1# Hot Chip
2009 was a quiet year for the London quintet, finishing their world tour in February before hitting the studio to record their 4th album One Life Stand. In December the band released the first single from the album and announced that they will be hitting the road on another world tour kicking off in February 2010…[READ MORE]


2# Inception
Christopher Nolan is the man who can do wrong. Making his big break in 2000 with backwards murder mystery Memento, Nolan has gone on to direct a string of blockbusters making him one of the most sought after men in Hollywood…[READ MORE]


3# The World Cup
Yes we know it’s obvious but, come on, there hasn’t been a UK representative in a big international football tournament since 2006! Luckily for all of us in England (sorry Scotland, Wales, Northern Ireland and… the robbed… Republic of Ireland!) The Three Lions cruised through the qualifiers and will be taking part in the big one… [READ MORE]


4# Politics
Politics? Why, why, why, would anyone ever look forward to politics?? Well… allow us to explain: In 2010 a General Election is inevitable, if you’re 18+ you will have the opportunity to get out there and vote for who you want to lead Great Britain for the next four years... [READ MORE]


5# Lego Universe
Lego in its original format was simple stuff, you bought it, you unpacked it, you stuck it together, you built stuff, you smashed it and you put it back in the box. Nowadays though, Lego is so much more than Pirate Ships and Petrol Stations. There are tonnes of Lego products including video games, Bionics, Architecture, Exoforce and even Lego Sponge Bob Square Pants… [READ MORE]


6# William Tempest
Fashion is an ever changing beast, it never sleeps, it never sits still, it is forward thinking and always built for the future, hence why its seasons are the wrong way round! The fashion world is driven by designers whose job it is to look to the future and identify what people will want to wear in it. So, to be seen as the next big thing in fashion is kind of a big deal... [READ MORE]


7# 3DTV
The phrase “3D is coming to your living room” was being bandied around freely by the likes of Panasonic, LG, Samsung and Sony at the International Consumer Electronics Show earlier this month. 3DTV has been on the technology radar for years now but despite the hype it is set to be more of an extension to High Definition TV… [READ MORE]


8# Project Natal
Even though Nintendo’s brightly coloured, family friendly games did everything to hide it, the release of the Wii was a landmark in home video gaming. The Wii’s wireless, 3 dimensional hand held control system allows users to play a more active part in games, a first for any home gaming system. The Wii is really cool but essentially, it’s just a starting point for motion in video games…[READ MORE]


9# No More Recession
Throughout the latter part of 2008 and the whole of 2009 there was one thing that dominated headlines… the stupid, stupid, idiot face Recession. Now there is no point in going into all the negatives about the worst global economic crisis of our generation. Instead let’s use this time to take a positive approach and celebrate the fact that, technically, it’s over!…[READ MORE]


10# Co-Creation
Our very drawn out top 10 of 2010 comes to its conclusion with Co-Creation. Now Co-Creation is something that is very close to Headbox’s heart, it is the process that our community is built around and it is what makes us a little bit different from everybody else. Co-Creation is the act of involving people in the marketing process…[READ MORE]

Community Manager = Diplomat

Wednesday, January 27th, 2010

henrykissinger

Balance is something that is essential when looking after a community of any kind. You have to get it right, you have to know your members and not stray too far from their expectations. Always make sure that you aren’t visibly favouring one member over another, and remain neutral at all times, whatever the situation.

It’s a discipline that you perfect over time, a way of dealing with things that provides you with the power to diffuse any situation and restore the balance within the community.

The Spark

Research and insight communities are based around one thing, opinions. Now opinions are brilliant, they are what Headbox and Mindbubble are built on. It is amazing comparing how peoples thought processes work and reading how people interpret information. The only problem with opinions is that they have the ability to cause serious confrontation.

All it takes is a small comment or an adverse remark and the whole community can blow up into a mini war. Sometimes users take sides and there is a full on battle, and other times it can be the whole community vs. one user, either way the community manager has to spring into action.

Identify & React

The first thing you have to do is understand exactly what the situation is… usually, if the issue is only just developing you can leave it a while, let it unfold and hope the problems resolve themselves organically. However, if you feel the situation has the potential to erupt you must be active. Unless something really serious has happened, do not automatically shut the conversation down, this can make incidents seem worse than they are and it affects everyone, rather than just those involved. Contact the participants away from the epicentre to understand what has caused the incident and find out what their intentions were – sometimes innocent actions can be misconstrued.

The majority of the time with a little force of hand and behind the scenes movement the situation can be resolved and the community moves on without any bitter taste.

Protect Opinions

This is not always the case though and opinions can cause much more serious problems in a community. It is usually very easy to see why someone or something has caused conflict; an abusive, offensive or different opinion has been said and rightly or wrongly users have reacted. It is these situations that are the most difficult to manage. Whether you agree or disagree with what has been said, as a community manager, you have to remain neutral and try and get things back on track. Obviously some comments and opinions are not tolerated and users are ejected from the community, but it is important to not just eject your way back to clarity, it affects the balance.

Variety of opinion is integral to communities and it is crucial to understand how different people decipher information. Just because someone has said something that lots of people disagree with, even including you, does not mean that they are not entitled to that opinion, no matter how ridiculous it may be. That one opinion could reflect the thoughts and feelings of a large proportion of the population and it is an opinion that should be relayed back to the client.

After the comment/opinion has been said the main task is to try and build the offender back into the community as quickly as possible. First it is crucial to gain control of the situation. Warn the users who are just there to stir the drama (they will always be there) and explain to everyone the purpose of the community, it is all about opinions. It is not about everybody just agreeing with everyone else, there will be disagreements and it is important that this event does not stain the rest of the project.

Restoring the Balance

It can sometimes be useful to invite the main players of the situation into a chat group or message thread to let them resolve it away from the rest of the community. The most important thing you can do here is reinforce the fact that the situation is over. Any extension of the event will not be tolerated and it is essential that there is no fallout further down the line. Then close the case, continue to monitor the users and if they repeat their actions, work out whether you think it is important for the rest of the community to eject them.

A community manager is not a community dictator; you cannot decide what does and what doesn’t happen in the community. You are there to motivate, watch, prompt, help, react and feedback. So, when a situation does erupt do not say who is right and who is wrong, it is not your place, take both opinions into consideration and diffuse it. Do not give participants more fire by openly stating your views, save that for when you feedback to your team or clients. In the community you are a peacemaker, a negotiator and, ultimately, a diplomat.

Face Nominated for 3 MRS Awards

Friday, November 6th, 2009

Picture 12Face have been nominated for our ground breaking on-line qualitative and co-creation research work.

Read more: Research Breakthrough Award New Consumer Insights Special Contribution to Conference

Bottom up is not enough: the case for a hybrid model

Tuesday, October 27th, 2009

As Hugh Jordan wrote on Brand-e recently, “Barely a day goes by without a website, campaign or competition cropping up, promising to harness the collective wisdom of crowds for the benefit of brands.” Consumer generated inputs are playing a more and more prominent role into research, innovation and planning. However, it is still not very clear what are the most suitable approaches, frameworks and methodologies available for for doing this.

This presentation, recently discussed at a number of conferences in the UK, Spain and Italy, looks in particular at crowd-sourcing and co-creation: why to use them, when to use them, what are the advantages, the drawbacks and the workarounds, what are the deliverables and how could these grassroots practices fit into the existing marketing process.

Using crowd-sourcing and co-creation as complementary frameworks is key to harness the wisdom of the crowds both at an individual and group-thinking level, bringing together bottom up and top down approaches, online and offline, to make sure the richness provided by mass collaboration is effectively shaped and leveraged by informed strategic thinking and expert insight.

Previously on the Hybrid approach:

The bottom is not enough – Kevin Kelly
http://www.kk.org/thetechnium/archives/2008/02/the_bottom_is_n.php

Hybrids: Architectures For The Ecology of Co-Creation
http://www.joelamantia.com/social-media/hybrids-architectures-for-the-ecology-of-co-creation

First P2P session with Headbox: What’s Social about Social Networking?

Wednesday, August 26th, 2009

facebook

In the first of our P2P research sessions Headboxer Rushda Khan (23) takes a look at the internet and how it effects her and her friends social world. Keeping a close eye on Facebook, Rushda investigates how, if at all, social networks benefit us:

Like many young people, my Facebook friend count has hit three figures. But I am not a popular person: I have exchanged only a few sentences with most of my Facebook friends and I have never spoken to a third of them at all. Yet pick one and I am likely to be able to tell you their interests, where they went last night and how they are feeling. I may even be able to tell you who they are in a relationship with and how well that relationship is going.

Most young people are only too familiar with the absurd situation where we see one such ‘friend’ on the street and think she got drunk at a party last night, and then pass them by without batting an eyelid. This person may know just as much about us and yet for all intents and purposes we are strangers, only on each other’s lists because of the most trivial recognition.

This ‘Facebook friend’ syndrome is a remarkable indication of the way young people now use the Internet. In earlier Internet days, we would log on specifically to email someone or chat to them on MSN. But now we use the Internet to connect to people in a way that could only be described as passive. We browse their photos and read their statuses without necessarily letting them know about it, rather like reading someone’s diary. We end up forming opinions about them without ever having communicated with them at all. Mirroring this is our intense desire to personalise our own space on the Internet – we do not just want to know about others, we want others to know about us.

But knowing about someone is not the same as knowing them. The latter requires an level of interaction which seems to have disappeared in our online habits. According to Virgil (22, Cambridge), social networking sites may not only do nothing to create or boost friendships, they may harm them as well. “I feel like I’ve spent time with someone even when I haven’t.” The irony therefore seems to be that social networking may not really be very social at all.

The passive way in which we ‘socialise’ online is only a symptom of a greater move towards using the Internet passively in general. Because of the number of things we can do at the same time, young people no longer need an aim when they are online and often do not choose to spend their time focussed on a conversation with one person. In the same way as we may connect to someone via social networking for no other reason than that we can connect to them, we are often connected to the Internet ‘for connection’s sake’ and don’t have to do anything in particular. While this lack of specific demands is enjoyable for many, some young people are overwhelmed by it. Sebastian (21, Bath) says he doesn’t even know what to do online much of the time.

Rushda not a friend on Facebook?

Despite the social side leaving a lot to be desired, I still think however there is a certain beauty to the interconnected nature of the Internet. While a book or CD may be enjoyed in its own right, it will not link to other books and CDs in the way the Internet makes them link. While young people think that Wikipedia and other online encyclopedias are not sufficient for school work, crucially most still love the unique way we can explore topics in endless interconnected chains and find out about the world without having to go searching for specific things.

Similarly I think that the way in which young people can have an online experience rather than simply an online activity is exciting as we are constantly learning more and getting more than if we did just one task at a time. Taking music as an example, we have reached the point where we can now access new and diverse music at the click of a button, have it play via iTunes, see song lyrics, and see recommendations via sites such as Lastfm. All this can happen in the background and, like many other online applications, can be absorbed without even realising it.

There is no doubt that passive learning isn’t always the best way to learn something and passive socialising isn’t the best way to have friends. However, there are benefits to both and it is especially refreshing to have a balance between the real world and online world. This isn’t a new revelation: young people have always recognised this. While the Internet can no longer be considered as “geeky” by our peers due to the new trendiness of social networking, using the Internet too much is still considered anti‐social and has always been considered as such. Any young person I have spoken to passionately defends the superiority of face to face contact to online contact, even though they may spend many hours of their day online. It is indeed about the balance: there are some things in real life which cannot be replicated online and vice-versa. We can certainly do more online now and our habits have dramatically changed but that doesn’t mean what we do is replacing anything we value offline.

Young people today – the ‘Facebook generation’ – have set a precedent in way we use the internet. Having been an early user of the Internet, in the days when young people thought the “big thing”was to swarm internet chat rooms, it is astonishing to see the direction in which we have taken our online behaviour a decade on. It is therefore extremely difficult to predict what will happen in future. I only need to think about my little niece Sara to understand the changes that are occurring. She plays children’s games online and uses video chat adeptly, even though she is only four years old.

Who knows how she will be using the Internet when she is a teenager?

Part 2 coming soon, what do Rushda’s friends think of the current state of the internet?

Headbox: Bye Bye MySpace?

Thursday, July 23rd, 2009

Yesterday, The Independent published an article predicting the end of ‘the place for friends’, MySpace. We asked Headbox Think Tank member Ashley Wilkinson investigates the slow demise of the social networking heavyweight and looks back on the good times that were had.

I remember when I first started using MySpace. I was chatting to a friend from Australia, we were both bored and he said I should check out this thing called MySpace. I set up a profile and filled in some simple information. After browsing through a selection of other profiles (more…)

What’s Happening? Headbox

Tuesday, July 21st, 2009

Well, with the brand new Headbox website well and truly up and running, I thought I would just give you an update about what has been going on! As well as offering young people the chance to work with global brands and gain great experience, we also like to keep them up to date and entertained with our blog. The blog not only contains news and information about Headbox but also offers opinion, reviews, competitions and some internet gems. Although we like our Headboxers to get all this exclusively for being part of our community, we are not a selfish bunch and thought that we would share it with you! So, without further ado, here are some of the top posts from the Headbox blog over the last couple of months:

15 Innovative Inventions

When you take part in c0-creation projects with Headbox, a lot of the emphasis will be placed on fresh ideas, forward thinking and being innovative. So, when we see some amazing innovative products being created we love to sit back, take in the imagination of others and try to apply their thought processes to what we do. READ MORE

Top 5 Interactive Music Videos

As we found in our recent article Digital Cannibalism, the world of music is changing. A lot of what the music industry has built its foundations on has been moved online, physical CD sales are down, the top 40 is now mainly made up of downloads and you can interact with your favourite stars through the manyt social media mediums. READ MORE

Album Review: Florence + the Machine – Lungs

2009 has been rather a good year for Florence + the Machine. Already critically acclaimed and backed by a sizeable fan-base thanks to heavy radio airtime, BBC promotion, a Glastonbury appearance and evan a Critic’s Choice Award at this year’s BRITs! And all without even releasing an album. READ MORE

This is Sand

Up until now sand has only 3 uses – castles, bags and hiding in annoying crevices. But thanks to some clever internet guys there is a new use for it, beautiful interactive paintings! yes, if you are feeling creative and have some time on your hands head ove to www.thisissand.com and make a work of art using your mouse and a lot of coloured sand! READ MORE

Who’s In The Box??

One of the many new features we are going to have on the Headbox blog is this one, Who’s In The Box?? It is a simple concept, we grab one Headboxer, ask him/her a load of questions and then stick their answers up on the site for your entertainment! So for our first round of Who’s in The Box?? We asked Headbox Think Tanker Matthew Husselby to step up and tell us about his favourite things… READ MORE

Headbox Tangos Tango

Last year Headbox teamed up with the guys at Tango to help create a new product concept and communication that would thrust one of Great Britain’s favourite drinks back into the limelight. The project started in June with 20 Headboxers developing tonnes of idea platforms within an online community. The platforms were then put forward to the Tango team who were asked to selece their favourites for the co-creation workshop taking place in August.
READ MORE

This is just a snippet of what is going on over at Headbox and we’ll keep you updated regularly with what’s happening!

Face Youth Lab – Headboxers Recession Experiences – Part 1

Wednesday, July 1st, 2009

This post is taken from Face Youth Lab, Youth Lab is the place for marketers and researchers to keep up to date with youth movements and trends. To see more please visit www.faceyouthlab.com.

To coincide with the release of our Tech Tribe report we got in touch with some of our Headboxers to give us an insight in to their lives during the recession. The first topic we approached them about was job hunting during the recession, has it been as bad as everyone makes it out to be? Or is it still a fruitful market for the young professional?

Here is what the Headboxers had to say:

“A few months ago i was trying to ignore the recession, i thought that it was still in firms best interests to hire graduates because in a year or two things hopefully will be looking a bit better and i didnt think (more…)

New Headbox Site Launched!!

Monday, June 29th, 2009

headbox_logo_cmykA few months ago the Face Wired team sat down to discuss the direction we wanted to take Headbox in. The first thing we decided was that the site needed a bit of a spruce up, just to make sure the aesthetics matched the forward thinking of co-creation. We began by throwing some ideas around; basically trying to establish exactly what Headboxers really wanted from the site. What would keep them coming back? What would keep them entertained? How can we keep thousands of people excited and engaged in what we do? Several hours of debate and deliberation (a.k.a. arguing) later we were stuck in a deadlock. We knew what we wanted but didn’t really know how to get there; it was at this point we realized where we were going wrong.

The great thing about having a co-creation community at your fingertips is that you can access their enthusiasm, opinions and creativity at any time. We decided instead of trying to dictate what Headboxers wanted to see, we would let them create the site themselves…it was competition time. With a minimal brief (it had to include a blog and use Headbox colours) and a month to create their masterpiece we set the Headboxers to work.

Time passed, a few entries came in. More time passed, loads more entries came in. A month passed andwe were inundated with homepage ideas. As you can imagine, this left us with an extremely difficult decision to make. We managed to wangle the entries down to our four favourites (they can be seen on the Headbox Flickr account here) and then, once again, went out to Headboxers to get their thoughts on the finalists and to see what they had to say about the future of Headbox. After much internal and external Headbox chat (you can see the Facebook group discussion here) it was time for us to make our decision.Michaels winning entry!

We twisted, turned, went back and forth, changed our minds about a billion times and then eventually after more deliberation (arguments) we chose our winner, Michael Mudoch! Michael’s design was clean, bright, exciting and exactly what we were looking. Focussing on the blog Michael managed to emphasize what Headbox is all about through clear text and a dynamic layout. We are delighted with the co-created outcome and really happy that our Headboxers have somewhere cool and vibrant to co-create, share and engage with. We are really proud of the design and the hard work that our Headboxers (especially Michael) have put in.

To check out what I am blabbering on about please head over to www.headbox.com and enjoy our lovely new co-created site!

Thanks for reading!

One very happy community manager,

Matt

Youth Lab Tech Tribe Research-only 50% actively looking for ways to save money

Thursday, June 25th, 2009

This post is taken from Face Youth LabYouth Lab is the place for marketers and researchers  to keep up to  date with  youth movements  and trends.  To see more  please visit www.faceyouthlab.com.

As we established in our last blog entry (It’s a matter of life and debt…) debt amongst youth is at an all time high (or is that low?). If you are inclined to believe the media the reason for the red is the environment we have grown up in, a world where being significantly in debt is accepted as the norm. Yes, this is a good point and was very relevant a couple of years ago, however Tech Tribe tells us that this attitude is beginning to change, 60% of our Tech Tribe respondents disagree that “debt is fine because everyone else is in it too”. (more…)

Face Youth Lab Has Opened Its Doors!!

Wednesday, June 24th, 2009

At Face we are in constant dialogue with young people in our youth community Headbox where we work

The Face Youth Lab

The Face Youth Lab

with some of worlds leading youth brands including Coca Cola, Lynx and Google to help them co-create better products and communications. Today we are launching The Face Youth Lab which is the place for researchers and marketers to keep up to date with current youth movements and trends. By exposing Face case studies, sharing proprietary research and connecting you directly with young people our regular and varied offerings will help you understand and interact with this generation more profitably.

Coming Up on the Face Youth lab
Over the coming months we will be posting fresh research covering young peoples reaction to the recession and the importance of mobile convergence in their lives as well as what brands are in and out and some in depth analysis of the key changes in the youth market between over the past 2 years.

So keep an eye on Face Youth Lab as new research material, blogs, video diaries and casestudies will be posted regularly and we would love to get your reaction and interpretation on what this all means for researchers and marketeers. As a taster for new research over the next coming months we are going to be posting on Face Youth Lab some of the key trends identified from our last major youth study The Techtribe Report published in 2007 based on the views of 3000 16-25yr olds:

Connected
This generation of young people want to be entertained like any 
other, however, they are not glued to their 
TV sets; they are consuming the content that they want when they 
want via the internet and downloading/streaming it for free. They 
are in control of the media they consume and the advertising they 
see. This means broadcasters and brands need to worry less about 
what their advertising does to young people and much more about 
understanding what young people do with their advertising. 
So the question for all marketers is how, in this digital age, to get 
young people to choose to engage with my content?

Creative
The answer starts with understanding what is important to them; 
Tech Tribe 07 shows what their passions are and what gives them a 
sense of identity/community. A generation where 
”creativity” has huge social currency; friendship groups are defined 
by it; social standing is enhanced if you create and share content 
amongst your friends. At the heart of this is a generation who has 
found new avenues for self expression, making and sharing their own 
films, music, websites, games, photos, blogs and art.

Word of Mouth
The influence of friends on purchases made is huge, with 
91% saying that friends’ recommendations have influence 
on what they buy. The three top factors in terms of having a lot of influence on 
what they buy are friends recommendations, friends using 
the product/service and seeing people using/wearing the 
product/service. 65% recommend products and services to friends often or 
very often, rising to 80% amongst working non-graduates – 
the group most likely to recommend. 64% have recommended a product or service in the last month; only 32% have put someone off.

FACE top 5 co-creation posts so far

Thursday, June 18th, 2009

Top 5 tips for community management (May 07)
In a world restricted by budgets and processes, community management sticks out like a sore thumb. On a daily basis a community manager deals with something that frightens the life out of lots of people in business – unpredictability.

A guide to the Co-Creation, Crowd-sourcing Conundrum (May 18)
A common mistake of those new to open innovation & research is to confuse the practice of co-creation with that of crowdsourcing. As a result I thought I would give a quick guide to both, hopefully clearing up any confusion people might have.

Sherlock Holmes and the origins of co-creation (June 11) 
Innovative
 doesn’t necessarily meannew. It means new in a particular context, not ‘absolute new’. So if anyone ever pitched you co-creation as a new groovy ’social’ thingy, they were simply and utterly lying.

Cello Group takes majority stake in face (May 11)
So last Friday the very sensible people at Cello Group upped their stake in Face to 51% following an original 23% acquisition in December 2007.
Being part of the Cello family for the past 18 months has enabled Face to develop a strong international offering and has helped to establish us as the leading on-line qualitative research and co-creation agency.

The Co-creation 6 Step Process: why we need a structured approach to brand-consumer collaboration (June 04)
When talking about co-creation people often get the impression that it’s not an exact science but more of an undefined practice. However here at Face we have aclear structured process for successful co-creation, and we thought it’s probably about time we talked about it! 

Headbox Tango’s Tango!

Thursday, May 28th, 2009
tango

Tango With Added Tango

Last year Headbox teamed up with the guys at Tango to help create a new product concept and communication that would thrust one of Great Britain’s favourite drinks back into the limelight. The project started in June with 20 Headboxers developing tonnes of idea platforms within an online community. The platforms were then put forward to the Tango team who were asked to select their favourites for the co-creation workshop taking place in August. After much deliberation the Tango team whittled the ideas down to four and it was co-creation time!

As usual the workshop was hard work, a lot of fun (especially with Tango involved!), occasionally stressful and ultimately very productive. The 16 Headboxers unleashed all their creativity on to the Tango brand and came up with some amazing ideas for what they could do. At the end of day 3 everyone said their emotional goodbyes and went their separate ways. The consumers back their day-to-day lives, the brand to develop all their new ideas and Face to carry on co-creating.

9 months pass…

Coming in to work on a rainy Tuesday after a sunny bank holiday weekend was slightly depressing, that is until I walk through the office door and found 2 crates of the amazing, brand spanking new TANGO WITH ADDED TANGO! Yes, over the last 9 months, the Tango team had been badgering away turning the Headboxers ideas in to a reality.

The new can holds 440ml (instead of the traditional 330ml) and executes the general idea that the only thing that could make Tango better is, well, more Tango. The Tango With Added Tango idea came directly from the co-creation workshop and will be finding its way on to shelves very soon.

When we had all calmed down about Tango With Added Tango, we were then informed that another one of the Headboxers ideas from the workshop had been executed! Tango used the initial co-creation idea of turning the can upside down and made it into a limited edition. Teaming up with dare site Bragster.com they released information about the upside down can virally and received a lot of praise for their work!

Related Links:

» The Save Tango Campaign

» Tango Make Upside Down Can With Bragster

» Face – Save Tango Project Case Study

» Tango & Bragster Dare With Fake Tan

We here at Face are really excited about both of these co-creation results this and extremely proud that another gang of Headboxers have cracked a challenging brief!

Rules of Engagement

Friday, May 22nd, 2009

Let’s face it, research isn’t exactly the most glamorous thing in the world, it is important and it is very necessary, but definitely not glamorous. Those inside the field of research know this and understand it but with the co-creation revolution well underway it is difficult to translate this understanding to the consumers newly immigrated in to the research world.

Having a co-creation or research community is one thing but making it appealing and engaging for the consumers involved is quite another. It begs the question, how do you make research interesting to the masses?

When setting up a research or brand community I tend to get a brief that usually includes objectives, a list of questions and some points that need to be interrogated. It is with this brief where the success of the community lies. If the questions are posed to your community as they are, you will get a similar unexciting response; however if you are bold with your tasks and open up the brief, your community and output will reap the rewards.

Adding video briefings for posts is an easy way to increase engagement! (That's me by the way!!)

Adding video briefings for posts is an easy way to increase engagement! (That's me by the way!!)

Yes, a community is essentially research but the nature and openness of the situation allows you to use your imagination, try new things and push research boundaries. It is not easy to be original but if you take the time and be creative, your members will follow suit.

As I mentioned in one of my previous posts, one key to community management is knowing your audience and it really comes in to play here. You have to make your tasks relevant to your community members, knowing what current trends surround them is extremely important. It allows you to strike a common ground with your members and allows them to apply the tasks to real life situations.

It’s not just about being creative with words though, media is also very important. Use music, videos and images to explain and bring your tasks to life. The inclusion of stimulus is always intriguing for members and encouraging them to attach their own multimedia permits them to bring their world to you.

As a brief example, get your community members to explain their answers through images and videos rather than just text, this is a really simple thing to do but it can lead to some great response and much more stimulating insight.

creative-image

Allowing consumers to answering through image allows them to be more creative and you to gain more stimulating insights.

If a community and its output is going reach its full potential there has to be a bridge from the research world to the world of the consumer.

Without careful strategy community tasks will be dry, but by breathing life in to the process and engaging consumers on their level it instantly becomes a breeding ground for ideas and opinion. Yes, research will never be the most glamorous field in the world but by involving and engaging consumers in the process results will always be unpredictable, forward thinking and very exciting.

Matt

Through a Headboxer’s eyes

Wednesday, May 20th, 2009

Here at Face we are always have various interns working in our office and this week we are honoured to have a Headbox member; the one and only Ashley Wilkinson! So we let him settle in for ten mintues and then we asked him to write a blog about his experience with us so far and we have to say he’s done a stirling job! So carry on reading to hear about Ashley’s time with Face and of course Headbox so far, we’re sure there’s more to come!

ashley-wilkinsonI joined Headbox just before I started university. That was about 3 years ago now and I have been lucky enough to work on lots of projects during my university experience. I think I found out about Headbox in a UCAS email  and was tempted by the promise of rewards for my opinions. I am a pretty opinionated kind of guy and the prospect of being rewarded for big brands actually listening to my thoughts and ideas was really appealing.

I think it is a right of passage most students go through. You are about to start the next stage of your life and all of a sudden you realize that you actually have to start paying for things and so special offers, freebies, discounts and the like become a top priority. I signed up with lots of these research companies promising rewards for my opinions and answers in surveys but the vast majority have been the bane of my email account for 3 years. Every day I get at least 4 or 5 emails asking to take part in surveys but I have long since given up. I never received a single reward or had anything to show or any feeling that anything I was saying was really being used or actually felt to be useful by anyone.

However working with Headbox has been a totally different experience. I have worked on a variety of exciting projects with brands such as Doritos, Lynx and Dr Pepper. I am a particular fan of Doritos and a bit of a chilli fiend so Doritos and dip is a favourite of mine. A group of us got to try some new flavours and give some opinions on what new combinations of flavours we thought would work or would like to see in the shops. I got a real kick out of walking through Morrisons one day and actually seeing some of these new flavours on the shelves. Doritos then ran a competition for the public to come up with and film a new advert. Each week we voted for our favourite and then we picked a winner. Again, it was exciting to then see this advert on television and be able to say to my friends that I had been a part of the process of picking the winning advert.

I am now here at Headbox HQ interning for a few weeks to see how the company works and to get involved in as much as possible. This is the field that I want to get into once I graduate in the summer so I am hoping to make some contacts and see how this industry works. The office is very relaxed, everyone has been really friendly and it feels like a great place to work. So far I have helped with some social media projects, researched opinions online and helped record some information from an online community.

No Insight Is So Rich As Honesty

Thursday, May 14th, 2009

In the early 1600s William Shakespeare wrote ‘No Legacy Is So Rich As Honesty’, this quote reigns true throughout society and is very relevant within our world of research especially with the epic rise of the internet.

Allow me to explain…

shakThe internet is a minefield of comment, opinion and debate, a lot of which just wouldn’t happen offline. The removal of face-to-face interaction has levelled the playing field and allowed those who may not speak out offline to find their voice. The security of sitting behind your own computer screen has empowered web users to speak their mind without fear of consequence. The internet gives consumers the freedom and confidence to speak out; this is something brands should grasp on to with both hands.

The honesty of internet personalities is something that you would never be able to gain in a traditional focus group or an immersion session. Consumers won’t go that extra mile for fear of embarrassment or rejection in the face-to-face situation, something that just isn’t an issue for them online. When I first started managing communities I was astounded at the volume of honest information that was being openly shared. However now with a lot of communities under my belt I just see it as the norm.

Just as a added example, before we started to design our new Headbox site I asked Headboxers what they would change about our current site, this is one of the answers I recieved –

I think the current homepage is messy and overcomplicated, with no consistent design across the page. For example, I would move the brand logos and social networking links to horizontal rows,it looks like they’ve just been thrown on the page! There are too many different font sizes and colours which add to the messy appearance.

Yes, it was harsh but through Headboxer Oliver Philpott’s honesty we now have a much better Headbox site in the pipeline.

Giving consumers a prolonged platform in which they feel like they are making a difference and are being heard galvanises them. If they feel like they are trusted then they will repay that with trust by opening up and offering deeper insights that would not have otherwise been discovered.

I don’t know if Shakespeare ever thought he would be quoted in an online research blog but nonetheless his sentiment reigns true and brands should be following his lead by striving to find rich insights through honesty.

Matt

Face at MRS Youth Conference :: Research Communities

Tuesday, May 12th, 2009

Last week Andrew and I were both presenting at the MRS Youth conference in Sadlers Wells London. Both of us had fantastic support from two of our clients – Beth from Coca-Cola and Nadia from Axe. I was up first in a bit of an early slot – 9.45, and Beth and I were talking about online communities; how to get the best out of them and why they delivered better results than traditional research, particularly in a youth context. Both Beth and I expressed a lot of passion in terms of why we did what we did. I particularly placed a lot of store in the point that true success in this kind of community comes from really encouraging participants to talk to one another in a natural, informal way and not just responding to the ‘moderator’ in a formal, mannered way.

This reminded me of days when I used to do lots of lots of focus groups and I would always try and have a chat with respondents ‘after’ the group was formally finished. It was amazing how quickly peoples voice, vocabulary and responses changed – i.e became more natural -  once the group was officially over. This just shows how setting up formal environments can create formal responses and this is something we have tried to work against in the communities we run.

However, as a good challenge to that I was approached at the end by a couple of people from the BBC who had their own experiences of running a community online – designed to generate and create feedback on and ideas for BBC3 programs I believe. They came up and said that their principle in the past had been to keep people separate in order to avoid group effects and people just agreeing with one another and coalescing around one point of view.  Well, we chewed the fat a bit about different ways of doing things, and it reminded me that one of the great things about the way we approach communities is that it does allow you to almost simultaneously do a lot of individual and communal work – a great benefit that should not be overlooked.  At least the exchange proved that someone in the audience was listening which was great!

Top 5 Tips for Community Management

Thursday, May 7th, 2009

Hi I’m Matt and I am one of the Community Managers here at Face.

Before sitting down and writing my first Face blog I had already decided on my topic – ‘Top Tips for Community Management’.

A simple exercise for an experienced community manager, right?

Wrong.

Community

In a world restricted by budgets and processes, community management sticks out like a sore thumb. On a daily basis a community manager deals with something that frightens the life out of lots of people in business – unpredictability.

When you have a large community, you are dealing with individuality on a large scale. Community members aren’t bound by contracts and have a right to express their opinion, whatever it may be.

The unpredictability of community users (and their opinions) is great in terms of output; however it’s not so helpful when writing top tips for community management! So, I have avoided specific situations and concentrated on 5 general rules that I always abide by…

(more…)

Techtribe 2007

Tuesday, May 5th, 2009

Tech Tribe 2007 is a detailed analysis of the attitudes and thoughts of  young people, covering both students and those in work. Unlike many other “youth surveys” Tech Tribe 2007 has added value for those involved in marketing because these young people really are shaping the next consumer trends in a way that generations before never have.