Social Media in a Corporate Context, Manchester 2010 - Martin Thomas, Snapper Communications

Crowdsourcing Comes of Age

A natural cycle
Superficial publicity gimmicks, tokenism, cheap creative work
Game changing business applications
Alvin Toffler, The Third Age 1980 = “prosumers”
Apologies to Gartner Hype Cycle

Socio Cultural Trend… rather than a short-term fad
+
Self expression
Collective action

The spirit of collective action
Informal, Spontaneous, Powerful

When self expression meets collective action

Capturing the mood of the times

A vicious or virtuous circle?
People’s insatiable
Desireto collaborate, personalise & manipulate
Virtually unlimited technological
Capability

Co-creation A two-edged sword

Numbers are Compelling
70% of companies regularly create value through use of web-based communities
Using customer communities to solve customer problems costs 10% of traditional call centres
Product revenues +200%
* McKinsey 2010

Value of Institutionalising Problem Solving
35% of new products have elements from outside company
R&D productivity up 60%

Evolution of Crowdsourcing
Collaborating
Solving
Creating
Contributing
Customising

Collaborative Journalism
“mutualisation” = “getting readers to care about, inform and enhance our coverage”Meg Pickard

Collaborative Government?

Collaborative Business Models

Community Commerce
Self-sustaining creative community
Members submit designs => 80,000+ submissions
Opportunity to pre test beta versions
Community votes => 800+ designs
Designers receive $2,500 + marketing advice + retain IP
No professional designers, no salesforce, no distribution, no market research, no advertising=> $30m revenues … high margins

Community Commerce
People-powered mobile network (from O2)
Members receive points for recruiting new people, making suggestions & solving problems, which are converted into cash
20% actively involved
Aim that 25% of members will get half of cost of calls returned to them for contribution to community
Plans to involve community in pricing & marketing decisions
Not reliant on call centres, expensive marketing & product support

Formula for Success
Ensuring strategic focus
Publicity as bi-product not sole objective
Planning – who, what & how?
Obama’s 100
Devolving control to community
Continuous feedback loops
Anticipating subversion
Bieber in North Korea
Managing IP rights

www.crowdsurfing.net
#crowdsurfing

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Social Media in a Corporate Context, Manchester 2010 - Martin Thomas, Snapper Communications

by Communicate Magazine on Oct 22, 2010

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Social Media in a Corporate Context, Manchester 2010 - Martin Thomas, Snapper Communications Presentation Transcript