Lecture 4 2010 2011 Crowdsourcing

ITSM Sourcing specialization 2010-20114th generation sourcing: CrowdsourcingGroningen5-1-2011Frank Willems

ITSM Sourcing specialization 2010-2011Agenda– What do we know about sourcing, yet? Recap change management and sourcing models– 4th generation sourcing, Crowdsourcing and Social Media© Twynstra Gudde 5-1-2011 2

ITSM Sourcing specialization 2010-2011 First back to basics of sourcing and change management© Twynstra Gudde 5-1-2011 3

ITSM Sourcing specialization 2010-2011Sourcing definition The dynamic planning and organizing of the supporting processes, people, resources and capabilities, needed to obtain the business goals© Twynstra Gudde 5-1-2011 4

ITSM Sourcing specialization 2010-2011Which sourcing models should be known?© Twynstra Gudde 5-1-2011 5

ITSM Sourcing specialization 2010-2011 Decision tree for the sourcing solutions Capacity required High/average Impact on Strategisch? Low business Yes Risks to be managed? No No Mature service? No Stabiel? Cost reduction important? Yes Yes Yes Cooperation advantageous? No No Under control? Yes Start Improve first and Zelf Improve together Uitbesteden Outsource cooperation purchase capacity outsource if necessary from external source(s) 2nd generation and 1st/2nd generation3rd generation and 2nd/3rdgeneration and © Twynstra Gudde 5-1-2011 or bottleneckstrategic or leverage strategic bottleneck or routine and routine Kraljic 6Kraljic segment Kraljic segment Kraljic segment segment

ITSM Sourcing specialization 2010-2011Five ways of thinking about change Something changes when you . . . Yellow print Bring the interests of the most important players together by means of a process of negotiation enabling consensus or a win-win solution Blue print Formulate clear goals and results, then design rationally a systematic approach and then implement the approach according to plan Red print Motivate and stimulate people to perform best they can, contracting and rewarding desired behavior with the help of HRM-systems Create settings for learning by using Organisation Development interventions, Green print allowing people to become more aware and more competent on their job White print Understand what underlying patterns drive and block an organization’s evolution, focusing interventions to create space for people’s energy ‒ Change is in the eye of the beholder ‒ Each viewpoint has its ++ en --, ideals and pitfalls© Twynstra Gudde 5-1-2011 7

ITSM Sourcing specialization 2010-2011 The five colors at a glance Yellow-print Blue-print Red-print Green-print White-printSomething bring common think first and then act stimulate people in the create settings for create space forchanges interests together according to a plan right way collective learning spontaneouswhen you evolutionin a/an power game rational process exchange exercise learning process dynamic processand create a feasible solution, a the best solution, a a motivating solution, a solution that people a solution that win-win situation brave new world the best ´fit´ develop themselves releases energyThe result forming coalitions, project management assessment & reward, training and coaching, open space meetingsis... changing strategic analysis social gatherings open systems self-steering teams topstructures planning someone who usesby a/an... facilitator who uses expert in the field HRM expert facilitator who his being as his own power base supports people instrument patterns andaimed at... positions and context knowledge and results procedures and the setting and meanings working climate communicationResult is… partly unknown and described and outlined but not envisaged but not unpredictable shifting guaranteed guaranteed guaranteedSafeguarded decision documents benchmarking and iso HRM systems a learning self-managementby… and power balances systems organisationThe pit-falls dreaming and lose- ignoring external and ignoring power and excluding no-one and superficial under-lie in… lose irrational aspects smothering brilliance lack of action standing and laissez faire © Twynstra Gudde 5-1-2011 8

ITSM Sourcing specialization 2010-2011 Outcome of this ITSM className Yello Blue Red Green White Name Yello Blue Red Green White w w Aimé Guy 22 22 20Thomas Test should be made on http://www.twynstragudde.nl/tg.htm?id=8635 24 17 23 Alvaro 22 24 24Teemu 26 22 34 Zaid 8 42 10 17 19Johan 15 42 26 Tsvetan 26 29Jeroen 22 24 Vanessa 23 22 23Erik 19 25 20 Nicole 22 24 20Paul Henri 18 21 28 Jonas 26 21 19Axel 19 28 21 Ari 18 26 19 17 16Antti 30 18 18 Andi 27 21 26Laurynas 28 27 Jesse 27 32Ijen 34 22 Bas 23 32Sander 27 20 Kiki 25 21 21Domantas 28 20 Romina 30 19 21Jeremie 23 29 Daniel 29 19 19Vincent 35 21 Petteri 24 22 22Irina 45 16 17 14 Simon 21 33Willi 29 21 18Aimé Guy 22 22 © Twynstra Gudde 5-1-2011 20 9

ITSM Sourcing specialization 2010-2011Name Yellow Blue Red Green White1 Axel 19 28 21 5 Aimé Guy 22 22 201 Romina 30 19 21 5 Fernando ???1 Tsvetan 26 29 5 Simon 21 33 5 Willi 29 21 181 Zaid 8 42 10 17 19 6 Johan 15 42 262 Alvaro 22 24 24 6 Laurynas 28 272 Jeroen 22 24 6 Nicole 22 24 202 Teemu 26 22 34 6 Petteri 24 22 222 Vincent 35 21 7 Ari 18 26 19 17 163 Andreas ??? 7 Domantas 28 203 Bas 23 32 7 Ijen 34 223 Erik 19 25 20 7 Jonas 26 21 193 Paul Henri 18 21 28 7 Vanessa 23 22 23 8 Antti 30 18 184 Irina 45 16 17 14 8 Brais ???4 Jeremie 23 29 8 Daniel 29 19 194 Jesse 27 32 8 Kiki 25 21 214 Sander 27 20 8 Thomas 24 17 23 Andi 27 21 26 © Twynstra Gudde 5-1-2011 10

ITSM Sourcing specialization 2010-2011 Crowdsourcing© Twynstra Gudde 5-1-2011 11

ITSM Sourcing specialization 2010-2011Crowdsourcing, Tribes and Co-creation– Crowdsourcing is the act of outsourcing tasks, traditionally performed by an employee or contractor, to an undefined, large group of people or community (a crowd), through an open call.– A tribe is a group of people connected to one another, connected to a leader and connected to an idea– Co-creation is a form of market or business strategy that emphasizes the development and ongoing realization of mutual firm-customer value.© Twynstra Gudde 5-1-2011 12

ITSM Sourcing specialization 2010-2011Crowdsourcing– The Crowdsourcing philosophy was first introduced at the turn of the 21st century with James Surowieckis book The Wisdom of Crowds.– The term Crowdsourcing was used for the first time in 2006 by Jeff Howe, a portmanteau of the words crowd and sourcing– A more detailed definition was introduced by Henk van Ess in September 2010 "Crowdsourcing is channeling the experts desire to solve a problem and then freely sharing the answer with everyone– Other important thought leaders on Crowdsourcing are Don Tapscott with Wikinomics and Marcowikinomics and Charlene Li and Josh Bernoff with Groundswell© Twynstra Gudde 5-1-2011 13

ITSM Sourcing specialization 2010-2011Five basic principles for developing yourCrowdsourcing strategyPrinciple 1: PeopleIs your community ready and how will they participate?Tip: Use the Groundswell Social Technographic profile onhttp://www.forrester.com/empowered/tool_consumer.html© Twynstra Gudde 5-1-2011 14

ITSM Sourcing specialization 2010-2011Basic principles for Crowdsourcing strategyPrinciple 2: ObjectivesWhat are your goals? Do you want to talk or listen to the communityor create energy for solving a problem?– Listening: Listen to your community for research and better understanding of your customers. This goal suits for marketing development– Talking: Use your community to spread messages about your idea, brand or company. This goal suits to extend digital marketing initiatives and interactive channels– Energizing: Connect with you most enthusiastic customers and use the community to supercharge the power of their word of mouth. Suits for energizing your brand– Supporting: Setup a community where customers help and support you and each other. Suits for lowering supports costs or to share limited knowledge or experience– Embracing: Integrate the ideas of the community into your business and let them help to improve your services and products. Most challenging goal and experience with other goals is needed© Twynstra Gudde 5-1-2011 15

ITSM Sourcing specialization 2010-2011Basic principles for Crowdsourcing strategyPrinciple 3: Strategy– How do you want to fill in the relationship with you and your community and how will this lead to changes?– How do you reach a higher level of participation?– What is your role?© Twynstra Gudde 5-1-2011 16

ITSM Sourcing specialization 2010-2011Basic principles for Crowdsourcing strategyPrinciple 4: TechnologyWhat applications are useful and effective?– Built yourself – Socialtext….praktical and fast to use – Wordpress….you need patience and to do a lot yourself, but it is nice – Sharepoint 2010….is coming, but expensive– Ready to use – Ning…Easy to step in, but commercial – Google…Low entrance and common in use but….where is my data? – Winkwaves Kenniscafé..smart in usage but not free. Several pilots at Hanze University at this moment© Twynstra Gudde 5-1-2011 17

ITSM Sourcing specialization 2010-2011Examples© Twynstra Gudde 5-1-2011 18

ITSM Sourcing specialization 2010-2011The most famous peer production with crowd © Twynstra Gudde 5-1-2011 19

ITSM Sourcing specialization 2010-2011LEGO design with crowdsourcing© Twynstra Gudde 5-1-2011 20

ITSM Sourcing specialization 2010-2011The results of LEGO crowdsourcing© Twynstra Gudde 5-1-2011 21

ITSM Sourcing specialization 2010-2011 Goldcorp’s goldmine exploring by the crowdThe Canadian gold mining group Goldcorp made 400 megabytes of geological survey data onits Red Lake, Ontario, property available to the public over the Internet. They offered a$575,000 prize to anyone who could analyze the data and suggest places where gold could befound. The company claims that the contest produced 110 targets, over 80% of which provedproductive; yielding 8 million ounces of gold, worth more than $3 billion. The prize was won by a © Twynstra Gudde 5-1-2011 22small consultancy in Perth, Western Australia, called Fractal Graphics

ITSM Sourcing specialization 2010-2011 Idea generating by BrainrackAllows students worldwide the opportunity to support companies by providing ideas andsolutions consisting of 3-5 pages. Companies that face certain problems or challengesprovide © Twynstra Gudde 5-1-2011 approximately $5,000 of prize money that divided amongst the top 15 ideas 23

ITSM Sourcing specialization 2010-2011 And our Datema Wikipilot projectAt this moment we are working on nautical information project with forty students from threeHanze University schools, Datema development teams, and managers and researchers from theuniversity, with support from Syntens and a community of seafarers as our sounding board. Boththe technology and the community are being created in parallel, using an open source approachand the very latest development methodologies, all in a short space of time. At the beginning of2010 the first prototype applications will be ready, and we will be able to begin introducing themand build © Twynstra community to use the prototypes and share nautical data. up the Gudde 5-1-2011 24

ITSM Sourcing specialization 2010-2011Exercise on strategy– Wikipedia is….– Lego is….– Goldcorp is…– Brainrack is….– Wikipilot is….– energizing, energizing, supporting, supporting and supporting© Twynstra Gudde 5-1-2011 25

ITSM Sourcing specialization 2010-2011Seth Godin’s Tribes principles– A group needs only two things to be a tribe: a shared interest and a way to communicate– There’s an explosion of tools to help lead the tribes we’re forming. All of it is worthless if you don’t decide to lead.– Everyone is a leader. Without leaders, there are no followers. You’re a leader. We need you!– Managers make widgets, leaders make change– Leaders use passion and ideas to lead people. They don’t care much for organizational structure© Twynstra Gudde 5-1-2011 26

ITSM Sourcing specialization 2010-2011Create a micromovement ...1. Publish a manifesto2. Make it easy for your followers to connect with you3. Make it easy for your followers to connect with one another4. Realize that money is not the point of a movement5. Track your progress© Twynstra Gudde 5-1-2011 27

ITSM Sourcing specialization 2010-2011Rules for Tribes– Connect– Create meaning– Make a difference– Be noticed– Matter– Be missed© Twynstra Gudde 5-1-2011 28

ITSM Sourcing specialization 2010-2011Video on Leadership and creating a Tribe Video Dancing Guy http://www.youtube.com/watch?v=fW8amMCVAJQ http://www.ted.com/talks/seth_godin_on_the_tribes_we_lead.html© Twynstra Gudde 5-1-2011 29

ITSM Sourcing specialization 2010-2011 Something about birth generations Generation Baby boomers Generation X Generation EinsteinCharacteristicsBorn 1945-1955 1960-1985 1988-presentOutlook Protesters Critical and cynical PositiveBackground circumstances Post-war reconstruction Economic depression and Growth, advancement and rise of consumer society prosperityIdeals Many ideals Ideological vacuum Traditional idealsSpirit Enthusiastic Put things into perspective SeriousPersonality development Search for personality Personality is construct Personality is realIdentity Separate from parents and Need to belong True to themselves authorityComputer use Later in life. Searches, e- Involved in its launch. Grown up with it. Computer mails, surfing Surfing, e-mailing, is a social tool applications, searchesSocial media use Beginning to develop Beginning to share Chatting, blogging, gaming, communities with peer knowledge and the sharing and continuously group. Becoming important trendsetters are adopting online and using social crowdsourcing target group social media media re: lack of knowledge © Twynstra Gudde 5-1-2011 30 Source: Boschma and Groen generational research findings

ITSM Sourcing specialization 2010-2011Some conclusions on the birth generation– Generation Einstein paves the way in community formation via the internet– Generation Babyboom will follow fast because of lots of free time and needs for social connection and peergroup– And a quick indication on the change colors – Generation Babyboom: Average Change color Yellow and Blue – Generation X: Average Change color Blue, Red and Green – Generation Y: Average Change color Red, Green and White– So now you know what interventions and attraction strategy you should make to get the generations involved© Twynstra Gudde 5-1-2011 31

ITSM Sourcing specialization 2010-2011Social Media is supportive to Crowdsourcing – Experiment yourself, starting is simple but long term usage is hard to keep on doing (70% Twitter users hooked after a few weeks off) – Essential in supporting and for contact with members of your community and peer – Essential in gathering trend information – You see how similar your own profile will work – Is there a will to change yourself? © Twynstra Gudde 5-1-2011 32

ITSM Sourcing specialization 2010-2011Which social media most used in Netherlands Research Multiscope wtih 14686 Dutch people © Twynstra Gudde 5-1-2011 33

ITSM Sourcing specialization 2010-2011Gartner social software analysis Important tool for Crowdsourcing© Twynstra Gudde 5-1-2011 35

ITSM Sourcing specialization 2010-2011Video on Social Media Social Media Film 4:10 stop http://www.youtube.com/watch?v=lFZ0z5Fm-Ng© Twynstra Gudde 5-1-2011 36

ITSM Sourcing specialization 2010-2011Which examples do we create together?– In an IT Service Management Environment– How do we setup a crowdsourcing environment for IT Service Management?© Twynstra Gudde 5-1-2011 37

ITSM Sourcing specialization 2010-2011Frank Willemsf.c.b.m.willems@pl.hanze.nlhttp://twitter.com/frankwillemshttp://www.slideshare.net/Frankwillems/edit_my_uploadswww.twynstragudde.nlAll rights reserved. No part of this presentation may bereproduced or published in any form or by any meanswithout the prior written permission of Twynstra Gudde.© Twynstra Gudde 5-1-2011 38

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Lecture 4 2010 2011 Crowdsourcing

by Frank Willems on Jan 04, 2011

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Lecture 4 2010 2011 Crowdsourcing — Presentation Transcript