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FLIRT crowdsourcing

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FLIRT crowdsourcing FLIRT crowdsourcing Presentation Transcript

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  • The FLIRT model of Crowdsourcing: Customer involvement in business functions and business development
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  • Crowdsourcing?
    • 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
  • FLIRT model of Crowdsourcing
  • FOCUS
  • Focus
    • Business Area
    • Scale of collaboration
    • Depth of customer control
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  • Business areas
    • 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.
  • Business areas
    • 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.
  • Business areas
    • 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.
  • Business areas
    • Innovations
    • Product development
      • new
      • existing
    • Content generation
    • Decision making
    • Funding
    • Marketing
      • Advertising
      • Sales
      • w-o-m
    • Distribution
    • Etc.
  • FOCUS
  • FOCUS
  • FOCUS
  • LANGUAGE
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  • LANGUAGE
    • Authenticity
    • Transparency
    • Understand & respect
    • context
    • customer
    • Know social objects & emphasize social verbs
    • Show them you’re affected
  • INCENTIVES
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  • 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
  • RULES
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  • RULES
    • Communicate: shared focus and objectives
    • Rules of initiation
    • Rules of interaction
    • Rules of intellectual exchange
    • Manufacturing constraints
    • Arbitrary rules
    • spur creativity
  • TOOLS
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  • 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
  • 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
  • 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
  • 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
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  • 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?
  • 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
  • Crowdsourcing = Amateurs
    • 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
  • Customer Your Brand Customer’s Wants
  • Customer Customer’s Wants Your Brand
  • www.samiviitamaki.com [email_address]