The FLIRT model of Crowdsourcing: Customer involvement in business functions and business development

Crowdsourcing? Wide scale participation of customers in various business functions and their development Digital Channels Mutual benefit

Wide scale participation of customers in various business functions and their development

Digital Channels

Mutual benefit

FLIRT

FLIRT model of Crowdsourcing F ocus L anguage I ncentives R ules T ools C reators C ritics C onnectors C rowds

F ocus

L anguage

I ncentives

R ules

T ools

C reators

C ritics

C onnectors

C rowds

FLIRT model of Crowdsourcing

FOCUS

Focus Business Area Scale of collaboration Depth of customer control

Business Area

Scale of collaboration

Depth of customer control

Business areas Innovations Product development new existing Content generation Decision making Funding Marketing Advertising Sales w-o-m Distribution Etc.

Innovations

Product development

new

existing

Content generation

Decision making

Funding

Marketing

Advertising

Sales

w-o-m

Distribution

Etc.

Business areas Innovations Product development new existing Content generation Decision making Funding Marketing Advertising Sales w-o-m Distribution Etc.

Innovations

Product development

new

existing

Content generation

Decision making

Funding

Marketing

Advertising

Sales

w-o-m

Distribution

Etc.

Business areas Innovations Product development new existing Content generation Decision making Funding Marketing Advertising Sales w-o-m Distribution Etc.

Innovations

Product development

new

existing

Content generation

Decision making

Funding

Marketing

Advertising

Sales

w-o-m

Distribution

Etc.

Business areas Innovations Product development new existing Content generation Decision making Funding Marketing Advertising Sales w-o-m Distribution Etc.

Innovations

Product development

new

existing

Content generation

Decision making

Funding

Marketing

Advertising

Sales

w-o-m

Distribution

Etc.

Business areas Innovations Product development new existing Content generation Decision making Funding Marketing Advertising Sales w-o-m Distribution Etc.

Innovations

Product development

new

existing

Content generation

Decision making

Funding

Marketing

Advertising

Sales

w-o-m

Distribution

Etc.

Business areas Innovations Product development new existing Content generation Decision making Funding Marketing Advertising Sales w-o-m Distribution Etc.

Innovations

Product development

new

existing

Content generation

Decision making

Funding

Marketing

Advertising

Sales

w-o-m

Distribution

Etc.

Business areas Innovations Product development new existing Content generation Decision making Funding Marketing Advertising Sales w-o-m Distribution Etc.

Innovations

Product development

new

existing

Content generation

Decision making

Funding

Marketing

Advertising

Sales

w-o-m

Distribution

Etc.

FOCUS

FOCUS

FOCUS

LANGUAGE

LANGUAGE Authenticity Transparency Understand & respect context customer Know social objects & emphasize social verbs Show them you’re affected

Authenticity

Transparency

Understand & respect

context

customer

Know social objects & emphasize social verbs

Show them you’re affected

INCENTIVES

INCENTIVES Intrinsic Better life Challenge Creativity Satisfying curiosity Learning Fun & Enjoyment Extrinsic Immaterial Fame Recognition (peer & company) Access to channels & resources Reciprocity / community Material Own products and services 3rd party offerings Other non-monetary rewards Cash rewards

Intrinsic

Better life

Challenge

Creativity

Satisfying curiosity

Learning

Fun & Enjoyment

Extrinsic

Immaterial

Fame

Recognition (peer & company)

Access to channels & resources

Reciprocity / community

Material

Own products and services

3rd party offerings

Other non-monetary rewards

Cash rewards

RULES

RULES Communicate: shared focus and objectives Rules of initiation Rules of interaction Rules of intellectual exchange Manufacturing constraints Arbitrary rules spur creativity

Communicate: shared focus and objectives

Rules of initiation

Rules of interaction

Rules of intellectual exchange

Manufacturing constraints

Arbitrary rules

spur creativity

TOOLS

TOOLS Platform own / 3rd party / hybrid Tools for creation web service / SW / physical devices / ideas Encourage unexpected use Skills & knowledge required education Company tools harvesting & measuring contribution converting it into action

Platform

own / 3rd party / hybrid

Tools for creation

web service / SW / physical devices / ideas

Encourage unexpected use

Skills & knowledge

required education

Company tools

harvesting & measuring contribution

converting it into action

GROUPS

CREATORS Generate original ideas/content Compete for the best solution In it for the challenge learning fame recognition explicit rewards Key issues feed intrinsic motivation offer relevant extrinsic motivation ensure sufficient level of creative freedom

Generate original ideas/content

Compete for the best solution

In it for

the challenge

learning

fame

recognition

explicit rewards

Key issues

feed intrinsic motivation

offer relevant extrinsic motivation

ensure sufficient level of creative freedom

CRITICS & CONNECTORS Involved in the conversation Spread the word Aim to influence a large # of people Critics emphasize opinions seek authority among their audience Connectors emphasize sharing seek to connect with a large audience Key issues Be transparent & authentic Enable effective conversation Interact

Involved in the conversation

Spread the word

Aim to influence a large # of people

Critics

emphasize opinions

seek authority among their audience

Connectors

emphasize sharing

seek to connect with a large audience

Key issues

Be transparent & authentic

Enable effective conversation

Interact

CROWDS Low-level participation Activate in key events ” The group formerly known as consumers” Communicate mostly with ”friends” Decide what truly has value and what is useless Key issues eliminate barriers to participation show influence in real time draw into deeper levels of participation

Low-level participation

Activate in key events

” The group formerly known as consumers”

Communicate mostly with ”friends”

Decide what truly has value and what is useless

Key issues

eliminate barriers to participation

show influence in real time

draw into deeper levels of participation

GROUPS Traditionally: 1-9-90 rule However: ” 80% of Facebook users post on the wall” ” 28% of internet users categorize / tag content” ” 25% send links to friends” rate content (videos, designs, etc.)? vote on content? active viewing?

Traditionally:

1-9-90 rule

However:

” 80% of Facebook users post on the wall”

” 28% of internet users categorize / tag content”

” 25% send links to friends”

rate content (videos, designs, etc.)?

vote on content?

active viewing?

GROUPS Participation on the rise Aim maximize participation at all levels Design to terminate barriers to participation Design to draw people deeper step by step

Participation on the rise

Aim maximize participation at all levels

Design to terminate barriers to participation

Design to draw people deeper step by step

Crowdsourcing = Amateurs Used primarily for recreation Interests Venting Creativity Hobbies Secret desires Latent skills

Used primarily for recreation

Interests

Venting

Creativity

Hobbies

Secret desires

Latent skills

Crowdsourcing = Amateurs am·a·teur Pronunciation: 'a-m&-(")t&r, -"tur, -"tyur, -"chur, -ch&r Function: noun Etymology: French, from Latin amator lover, from amare to love

am·a·teur

Pronunciation: 'a-m&-(")t&r, -"tur, -"tyur, -"chur, -ch&r

Function: noun

Etymology: French, from Latin amator lover, from amare to love

Customer Your Brand Customer’s Wants

Customer Customer’s Wants Your Brand

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