Crowd e a pegada de carbono_Shaun Abrahamson_CICI2011

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Crowd e a pegada de carbono - CICI2011
Palestrante: Shaun Abrahamson

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Crowd e a pegada de carbono_Shaun Abrahamson_CICI2011

  1. 1. . Crowd and Crowd e aCarbon Free Pegada de Carbono
  2. 2. Working with the crowd+ Quick Introduction – 5min+ Coop Game (if we have enough people) – 10min+ 10 Steps to Social Production – 45min Break – 5minA real challenge: BetaTraffic+ Introduction - 10min+ Group Planning – 20min+ Group Presentations and Discussion – 20min
  3. 3. Shaun Abrahamson. linkd.in/shaunabe @shaunabe shaun@mutopo.com
  4. 4. The producer-consumer relationship.
  5. 5. More symbiotic relationships?
  6. 6. I see you, but how do we work together?
  7. 7. Massive explosion of ways to work with crowds
  8. 8. How can we make paper cups disappear?
  9. 9. Can we reduce out footprint at home by 80%?
  10. 10. More ways to house 2 billion people?
  11. 11. Where is the traffic-free future we were promised?
  12. 12. ⬅ ⬅ COOPETITION GAME
  13. 13. Coopetition Rules1. First person or team to get all 4 words, wins the prize2. Please don’t get up or move around3. Some of you will want to shout out the words – this is not a good strategy4. You only have 5 minutes5. Submit response at mutopo.com/coop
  14. 14. ⬅ ⬅ DEBRIEF
  15. 15. ⬅ ⬅+ how did you motivate people to help/join you?+ how did you generate awareness about whatyour we doing/offering?
  16. 16. + how did you decide who to trust?+ what tools did you use (email, twitter, search,etc)?+ what would you have done differently if you hadmore time?
  17. 17. ⬅ ⬅SOCIAL PRODUCTION
  18. 18. ⬅ ⬅ OUTCOMES
  19. 19. 1 Consumproduction
  20. 20. How many of us work for Google?
  21. 21. Support Plan ResearchSource: David Armano
  22. 22. Customer - Customer - Influencers Supporters Customer -Designers Support Plan Research Suppliers Entrepreneurs GovernmentSource: David Armano
  23. 23. Opportunities to change how we create valueResearch Plan Produce Launch Sell Support
  24. 24. 2 Communication as a By-product
  25. 25. If you build it, they may join youResearch Develop Plan Produce Launch Sell Support
  26. 26. If you build it with them, they already haveResearch Develop Plan Produce Launch Sell Support
  27. 27. ⬅ ⬅ PEOPLE
  28. 28. 3 The invisible workforce
  29. 29. What’s missing from our LinkedIn profiles?
  30. 30. 4 MEGAS
  31. 31. Stuff MoneyAttention Experience Good
  32. 32. Dan Ariely Predictably IrrationalWould you offer to pay for dinnerin someone’s home?
  33. 33. 5 Engagement Value Exchange
  34. 34. Why would I write for BBH?
  35. 35. Value exchangemakes theworld go OUTSIDEround HYBRID
  36. 36. ⬅ ⬅ ORGANIZATION
  37. 37. 6 BIG Decisions
  38. 38. Decide how to decide
  39. 39. 7 Ecosystem Design
  40. 40. TEAMS FANS IN THE STADIUM FANS AT HOMEEvery ecosystem has many roles
  41. 41. Platform vs Challenge Asmbl.us vs myStarbucksIdeaAn ecosystem for better product, service & sustainability
  42. 42. An ecosystem for security
  43. 43. 8 Rights, Rogues & Resistance
  44. 44. With more contributions, more ownership complexity
  45. 45. Don’t feed the Don’t feed the trolls trolls
  46. 46. Reasons may vary
  47. 47. ⬅ ⬅ TOOLS
  48. 48. 9 Bioinstrumentation
  49. 49. Better than we know ourselves
  50. 50. 10 Scaffolding
  51. 51. Scaffolding for FIFA fans
  52. 52. Tools to organize around a deal
  53. 53. BetaTraffic Planning1 Consumproduction2 ”Communication” as a By-product3 The Invisible Workforce4 The MEGAS5 Engaging Value Exchange6 Ecosystem Design7 Decide how to decide8 Rights, Rogues & Resistance9 Bioinstrumentation10 Scaffolding
  54. 54. BioinstrumentationTools to organize around an idea
  55. 55. ⬅ ⬅ BREAK
  56. 56. Can we work withcrowds to eliminateTraffic Congestion?
  57. 57. 1 hour avg traffic delay worldwide 2 ½ hours avg traffic delay in Moscow Yes, it is 3.9 billion worth solvinggallons of gas in US burned sitting in traffic 300% Increase in fuel consumption and emissions due to congestion Sources: 2010 Commuter Pain Study 2010 Urban Mobility Report
  58. 58. BetaTraffic Planning1 Consumproduction2 ”Communication” as a By-product3 The Invisible Workforce4 The MEGAS5 Engaging Value Exchange6 Ecosystem Design7 Decide how to decide8 Rights, Rogues & Resistance9 Bioinstrumentation10 Scaffolding
  59. 59. BetaTraffic Planning + who should we work with? + what does the value exchange look like? 5 Engaging Value Exchange 6 Ecosystem Design + what might a p2p traffic managementystem look like? + what might an open data traffic systemook like?
  60. 60. Shaun Abrahamson. linkd.in/shaunabe @shaunabe shaun@mutopo.com
  61. 61. ⬅ ⬅ADDITIONAL CASES
  62. 62. How to use large scale collaboration to find weather balloons(or ideas, talent, partners, leads etc)
  63. 63. Find 10 red weather balloons
  64. 64. A winning recruiting strategy
  65. 65. Different alignment and decision-making strategies 1st 2nd 3rd 5thBalloons Found 10 9 8 8MEGASMoney x x xGood x x xMeaning x x x xEcosystemTeam size 5 8 1 10Network size 5,000 1,000 50,000* 80,000**Existing network? no no yes yes
  66. 66. + traditional media coverage of the team+ brand recognition (MIT, Georgia Tech)+ search rank optimization for team websites+ deployment of mobile apps to aid participants+ work with existing social networks+ overall team strategySource: DARPA Network Challenge Project Reporthttp://www.eecs.harvard.edu/cs286r/papers/ProjectReport.pdf Elements of successful social media and community buildingFamiliar elements of success
  67. 67. + collaboration/trading with other teams+ extracting data from online sources+ operations center for coordinating/decisions+ method used to search twitter (real-time)+ websites that motivate, encourage recruitment+ recursive recruiting using money or charitySource: DARPA Network Challenge Project Reporthttp://www.eecs.harvard.edu/cs286r/papers/ProjectReport.pdfEmerging elements of success communications New elements of successful
  68. 68. Understanding, evaluating andrecruiting talent to change how work is done.
  69. 69. Ongoing data about performance
  70. 70. It’s not all about the money
  71. 71. Economic value from “Karma”
  72. 72. Working with Customers toCreate and Evolve Products
  73. 73. Creating new products with the outside organization
  74. 74. source: http://www.innovationgovernance.net/harvardbusinessreview_lego.pdfLinking business models, value and collaboration
  75. 75. Where do you go from here??
  76. 76. “This project was highly successful” – Jim Hanna, Starbucks
  77. 77. Research Develop Evaluate In store Concepts Concepts Test
  78. 78. Concept to feedback to store trials
  79. 79. 430 ideas 1,500 idea updates 5,000 comments 13,000 ratingsSuccessful ecosystem
  80. 80. + 10,000,000 media impressionsCommunication as a by-product
  81. 81. Shaun Abrahamson. linkd.in/shaunabe @shaunabe shaun@mutopo.com

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