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Crowdsourcing & Open Collaboration
Crowdsourcing & Open Collaboration
Crowdsourcing & Open Collaboration
Crowdsourcing & Open Collaboration
Crowdsourcing & Open Collaboration
Crowdsourcing & Open Collaboration
Crowdsourcing & Open Collaboration
Crowdsourcing & Open Collaboration
Crowdsourcing & Open Collaboration
Crowdsourcing & Open Collaboration
Crowdsourcing & Open Collaboration
Crowdsourcing & Open Collaboration
Crowdsourcing & Open Collaboration
Crowdsourcing & Open Collaboration
Crowdsourcing & Open Collaboration
Crowdsourcing & Open Collaboration
Crowdsourcing & Open Collaboration
Crowdsourcing & Open Collaboration
Crowdsourcing & Open Collaboration
Crowdsourcing & Open Collaboration
Crowdsourcing & Open Collaboration
Crowdsourcing & Open Collaboration
Crowdsourcing & Open Collaboration
Crowdsourcing & Open Collaboration
Crowdsourcing & Open Collaboration
Crowdsourcing & Open Collaboration
Crowdsourcing & Open Collaboration
Crowdsourcing & Open Collaboration
Crowdsourcing & Open Collaboration
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Crowdsourcing & Open Collaboration

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Daniel Jörg's Referat zum Thema Crowdsourcing und Open Collaboration im Rahmen des Burson-Marsteller Tabeltalk "Food for Thought". …

Daniel Jörg's Referat zum Thema Crowdsourcing und Open Collaboration im Rahmen des Burson-Marsteller Tabeltalk "Food for Thought".

Der Tabletalk hat stattgefunden am 3.6.08 in Zürich und am 4.6. in Bern.

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  • Transcript

    • 1. Crowdsourcing / Collaboration Food for Thought – 3. Juni in Zürich & 4. Juni in Bern
    • 2. Agenda <ul><li>The Times they are a changin </li></ul><ul><li>Unternehmenskommunikation 2.0 </li></ul><ul><li>Takeway Points </li></ul><ul><li>Crowdsourcing </li></ul>5. Foto Credits
    • 3. The Times they are a-changin ‘ Come gather 'round people Wherever you roam And admit that the waters Around you have grown And accept it that soon You'll be drenched to the bone. If your time to you Is worth savin' Then you better start swimmin' Or you'll sink like a stone For the times they are a-changin'.
    • 4. Frühstück 1.0
    • 5. Frühstück 2.0
    • 6. Publikum 1.0
    • 7. Publikum 2.0
    • 8. Content Push
    • 9. Content Pull
    • 10. Aufmerksamkeitsökonomie 1.0 Massenmedien Micromedien
    • 11. Aufmerksamkeitsökonomie 2.0
    • 12. Web 1.0 vs. Web 2.0 <ul><li>Websites </li></ul><ul><li>Mausklicks </li></ul><ul><li>Zugriffe </li></ul>Web 1.0 <ul><li>Communities </li></ul><ul><li>Partizipation </li></ul><ul><li>Gleichrangigkeit </li></ul>Web 2.0
    • 13. The Times they are a changing Then you better start swimmin' Or you'll sink like a stone For the times they are a-changin'.
    • 14. 2. Unternehmenskommunikation 2.0 Werbung PR Virales Video User Generated Werbung Corp. Blogs Community Engagement Crowd Sourcing Open Close Communication Collaboration
    • 15. 3. Crowdsourcing oder Collaboration Crowdsourcing Collaboration Wikinomics Open Source Smart Mobs Crowdsolving Peer Production Kollektive Intelligenz Open Innovation Ideogoras Community based Innnovation
    • 16. 3. Crowdsourcing – dellideastorm.com <ul><li>Dell Idea Storm </li></ul><ul><li>Seit Oktober 2006: </li></ul><ul><li>9‘074 eingereichte Ideen </li></ul><ul><li>625‘436 Votes </li></ul><ul><li>68‘320 Kommentare </li></ul><ul><li>Über 80 implementierte Ideen </li></ul><ul><li>Ergänzende Massnahmen </li></ul><ul><li>Dell Community: </li></ul><ul><li>Weblogs </li></ul><ul><li>Podcasts </li></ul><ul><li>Foren </li></ul><ul><li>Dell Studio </li></ul><ul><li>Dell Tech Center (Connecting IT responsibles with Dell‘s Tech Experts) </li></ul><ul><li>Social Networking: Twitter, Facebook </li></ul>Veränderte Wahrnehmung. Business Impact
    • 17. 3. Crowdsourcing – dellideastorm.com
    • 18. 3. Crowdsourcing – mystarbucksidea.com <ul><li>MyStarbucks Idea </li></ul><ul><li>Seit März 2008: </li></ul><ul><li>40‘000 eingereichte Ideen </li></ul><ul><li>Beliebteste Idee hat fast 100‘000 Votes </li></ul><ul><li>Noch keine Idee umgesetzt, aber viele Ideen „under review“ </li></ul><ul><li>Ergänzende Massnahmen </li></ul><ul><li>Noch keine </li></ul><ul><li>MyStarbucksIdea als Standalone Plattform wird denn auch häufig kritisiert. Vorwurf: Starbucks ist nicht an Dialog, sondern an einfachen und billigen Insights und Ideen interessiert </li></ul>Beweisführung noch zu erbringen
    • 19. 3. Crowdsourcing – mystarbucksidea.com
    • 20. 3. Crowdsourcing – gmnext.com <ul><li>GMNext - Seit Januar 2008 </li></ul><ul><li>Keine offene Ideeneingaben, sondern strukturierter Fragestellungen </li></ul><ul><li>Umfassender Community Approach </li></ul><ul><li>Bindet Mitarbeiter, Partner und Zulieferer mit ein </li></ul><ul><li>Massnahmen: </li></ul><ul><li>Videointerviews </li></ul><ul><li>Live Chats mit Experten zu unterschiedlichen Themen (Transkripts online abrufbar) </li></ul><ul><li>Wiki </li></ul><ul><li>Weblogs </li></ul><ul><li>Podcasts </li></ul><ul><li>Bilder und Video Uploading </li></ul>“ The site is designed to encourage feedback and interaction among participants. In addition to GM news, positions and commentary, it will feature opinions and insights from the general public, from industry observers outside GM, and from the global media, both traditional and social.” (Pressrelease GM, Januar 08)
    • 21. 3. Crowdsourcing – gmnext.com
    • 22. 3. Crowdsourcing – Goldcorp Challenge (2000) <ul><li>The Gold Corp Challenge: </li></ul><ul><li>Kanadische Firma im Goldabbau Geschäft stellt sämtliche geografischen/geologischen Daten online zur Verfügung </li></ul><ul><li>Ruft Goldcorp Challenge mit einem Preisgeld von 575‘000 Dollars aus </li></ul><ul><li>Das Resultat: </li></ul><ul><li>Beiträge von Geologen, Studenten, Unternehmensberatern, Mathematikern, Militäroffizieren </li></ul><ul><li>Lösungsvorschläge basierend auf angewandter Mathematik, fortgeschrittener Physik, intelligente Systeme, Computergrafik und organischer Lösungen </li></ul><ul><li>110 Ziele für Goldvorkommen identifiziert </li></ul><ul><li>Seit Beginn der Ausschreibung über 8 Millionen Unzen Gold gefunden </li></ul><ul><li>Goldcorp wächst von einem 100 Millionen zu einem 9-Milliarden Unternehmen </li></ul>
    • 23. 3. Crowdsourcing - Goldcorp Challenge
    • 24. 3. Crowdsourcing – und weitere
    • 25. 4. Takeway Points - Crowdsourcing/Collaboration <ul><li>Grundprinzipien offener Kollaboration </li></ul><ul><li>Offen sein </li></ul><ul><li>Gleichrangigkeit </li></ul><ul><li>Teilen </li></ul><ul><li>Global handeln </li></ul>
    • 26. Branding Based on TRUST Invest in RELATIONSHIPS Not Transactions Risk is in NOT Participating The old paradigm for building brands has shifted to branding based on values and trust Companies must trust their brands, stakeholders, and especially their customers Push messages may drive a one-time action, whereas dialogue can build advocacy Invest in building relationships to generate self-propagating conversations and brand loyalty Conversations are happening with or without you Focus group of thousands Companies who do not participate risk being seen as irrelevant and out of touch Audiences do not want or respond to marketing messages, but they are open to conversations Unstructured nature of digital creates new participation opportunities 4. Takeway Points - Unternehmenskommunikation 2.0 INFLUENCE Instead of Control
    • 27. Herzlichen Dank für Ihre Aufmerksamkeit Fragen? <ul><li>[email_address] </li></ul><ul><li>031 / 356 73 62 </li></ul>Contacts 1.0 <ul><li>Twitter.com/danieljoerg </li></ul><ul><li>Facebook </li></ul><ul><li>Del.icio.us/danieljoerg </li></ul>
    • 28. Für Anregungen: http://foodforthought.ideascale.com/
    • 29. 5. Foto Credits <ul><li>Slide 3: Bob Dylan Bild: http://www.bobdylan.com/albums/times.html </li></ul><ul><li>Slide 4 & 5: aus Christoph Lüscher‘s Präsentation </li></ul><ul><li>Slide 6: © 2007 BarGal Photography: http://www.flickr.com/photos/bargal/716929857/ </li></ul><ul><li>Slide 7: Bild aus Präsentation von Steve Rubel: http://www.slideshare.net/steverubel/steve-rubel-next08 </li></ul><ul><li>Slide 8: http://www.flickr.com/photos/lilbtch/1797152487/ </li></ul>

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