on how the web is
A “Change This” Initiative from Together
all around us
People across the globe are increasingly coming
together to share with one another, work together,
or take some kind of positive action. In fact...
The internet has made mass collaboration a social process
Cooperation Association Union
Collaboration by Alliance
different names Combine
We’ve witnessed sharing (Flickr) embraced cooperation
(friends reunited) and seen the results of collaboration
(Wikipedia). Are we about to witness it’s next phase
Togetherness Community Reciprocate Synchronise
comes of age
In fact, the scope of work that
can be done by non-institutional,
collaborative groups is now
a profound challenge to the
The end in mind...
...and Mass collaboration leads
to unprecedented innovation
by users for users.
3M study on
The 3M study found that product ideas from peer
producers generated eight times the sales of ideas
generated within companies – in part because peer
producers are more likely to come up with ideas
for entire new product lines rather than minor
Where it all started
We heard the same questions being asked time and time again.
Why isn’t the Web delivering against our early expectations
Is our marketing in sync with the organisation’s goals
What does being aligned with the customer actually mean
Who’s really in charge of this relationship, us or our customers
Should we think about starting to reposition ourselves
Something’s happened on the Web that’s affecting the whole of everything.
An unstoppable Peer Production trend has emerged as the dominate model.
Its fundamentals are:
1 Openness 2Sharing 3Acting globally
The Web 1.0 Model
This is in stark contrast to how many organisations
have staked their proprietary claims on the Web.
This could be best described as:
Insular These 3 words
The future isn’t what it
used to be
The agile Peer Producer Trend has turbo-charged
the Web’s pace of change. Without any prior warning
the Web has moved away from it’s early model of
‘disparate assembly’ to one of ‘mass collaboration’.
This change has been largely accomplished
through the multiplicity of relatively simple
software ‘upgrades’ and the production of user
generated content introduced by countless peer
5 members of a group make 10 connections
10 members of a group make 45 connections
15 members of a group make 105 connections
This pace of change is not only affecting how the
Internet is rapidly developing but is also upsetting
organisational responsibilities, product development
and transactional costs
Who are these
Also dubbed the Net Generation,
they were born between 1977 and 1996,
and represent the first generation to grow
up in the digital age. They grew up
naturally interacting, thinking critically,
They think of themselves as peer producers.
This is the first time in human history when young
people are authorities on something really important.
They are the authority on the digital revolution that’s
changing every institution in society.
For people with a professional
outlook, it’s hard to understand how
something that isn’t professionally
produced could affect them.
Here Comes Everybody
Tapping into the talent
Companies find it difficult to tap into the talent and
enthusiasm of Net Generation employees. They often
live a different, more collaborative life outside of work.
A consequence of mass collaboration is emergence.
This refers to the way a complex system like the web
arises out of a multiplicity of relatively simple interactions.
Witness open source creation, the blogosphere,
Google, Amazon, collaborative filtering and wikis
100 years of emergence
Model T Ford goes Model T Ford
Ford Mondeo MK1
into production ends production goes into production
The new emergent web
The new Web is therefore fundamentally different in
both its architecture and applications. It’s principally
about rather than about
passively receiving information. This one word best
sums where things are going.
on The Force
A small team of in-house
developers and marketers
are unlikely to out-collaborate,
out-smart and out-pace the peer
Emergent phenomena tend to
win in the marketplace.
The peer production
software houses, design
studios and business
Are we really needed?
There appears to be no collective need on behalf of
peer producers to forge collaborative links with the
gatekeepers of traditional media. If anything it’s
happening the other way round.
What’s the secret
How are these new brands going from zero to hero so quickly?
It’s about trust,
For today’s brands, building trust is the alternative to
controlling customers. Something really interesting
happens when you trust your customers. They trust you.
versus old school
New Paradigm Old School
Vibrant Communities Web site
Public Squares Walled Gardens
Collective Intelligence Tunnel Thinking
Open domain Guarded Property
of 100 million +
The most successful online brands owe their success
to mass collaboration:
Amazon – my reviews and your resellers
EBay – my stuff and your bid
YouTube – my videos and your eyeballs
Facebook – me and my friends
MySpace – my band and your fans
When was the last time
you saw an ad, any sort of
ad, for Amazon, YouTube,
Facebook, and MySpace?
You no longer have all
The pace of change and the evolving demands of
customers are such that organisations can no longer
depend-on using only internal capabilities to meet
By adopting The Corporate
Model for Mass Collaboration
organisations must learn to
engage and co-create in a
dynamic fashion with everyone –
partners, competitors, educators,
governments, and, most of all,
Benefits to corporation
•Organises work appropriate to the changing landscape.
•Encourages free sharing of ideas from multiple sources.
•Turns consumers into participants in creating solutions.
•Mobilises consumers’ commitment.
•Turns just a few into many.
The most fertile space
Organisations should be trying to find the most
productive way to share ideas whilst making money
from them, mixing commerce and community.
P&G - Connect and Develop
Johnson & Johnson - Pharmaceutical Alliance
Nestlé - Forum
• In 2007 Doritos offered an opportunity to get an ad aired in the primetime
Superbowl slot – watched by an audience of 93 million.
• The slots are highly contested – in 2007 cost $2.4m for a 30 second slot.
• People were invited to submit their own commercial for Doritos designed to show
“the passion Doritos eaters feel about the flavors.”
• 1065 videos were submitted in total – Doritos selected the top 16 for the “play-offs”.
• The general public were able to vote on the final winner – the top two were
screened in slots at the Superbowl.
• Entry was not limited to the strictly amateur – entrants included small production
agencies and semi-professionals as well as people picking up a video camera for
the first time in their lives.
• The winning commercial cost $12 to make –
USA Today ranked it 4th out of the 62 ads
that were aired.
• Frito-Lay has never before been in the top 5
ranking in the history of their Super Bowl ad
• In 2008 Doritos came back with another
invitation to crash the Superbowl – this time
offering a slot to an amateur musician to
• Following the Superbowl it held its own in
share of voice across blogs against brand
giants such as Coca-Cola and Disney in
discussion of Superbowl ads.
Share of voice on blogs following 2008 broadcast