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

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Transcript

  • 1. Crowdsourcing Comes of Age
  • 2. A natural cycle Apologies to Gartner Hype Cycle Superficial publicity gimmicks, tokenism, cheap creative work Game changing business applications Alvin Toffler, The Third Age 1980 = “prosumers”
  • 3. Socio Cultural Trend … rather than a short-term fad Self expression + Collective action
  • 4. The spirit of collective action Informal, Spontaneous, Powerful
  • 5. When self expression meets collective action
  • 6. Capturing the mood of the times
  • 7. A vicious or virtuous circle? Virtually unlimited technological Capability People’s insatiable Desire to collaborate, personalise & manipulate
  • 8. Co-creation A two-edged sword
  • 9. Co-creation A two-edged sword
  • 10. 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
  • 11. Value of Institutionalising Problem Solving 35% of new products have elements from outside company R&D productivity up 60%
  • 12. Evolution of Crowdsourcing Customising Contributing Creating Solving Collaborating
  • 13. Collaborative Journalism “mutualisation” = “getting readers to care about, inform and enhance our coverage” Meg Pickard
  • 14. Collaborative Government?
  • 15. Collaborative Business Models
  • 16. 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
  • 17. 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
  • 18. 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
  • 19. www.crowdsurfing.net #crowdsurfing

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