Crowdsourcingin
FLIRT-malli
Modernin asiakasosallistamisen aakkoset
Sami Viitamäki, eChannels, TeliaSonera Finland

Scale of Customer
Activity Participants
Business Depth of
FOCUS
Objectives Activity
Scope of Organization
Activity Capabilities

Scale of Customer
Activity Participants
Business Depth of
FOCUS
Objectives Activity
Scope of Organization Social
LANGUAGE
Activity Capabilities Objects
Organization Social
Presence Interaction

Scale of Customer
Activity Participants
Business Depth of
FOCUS
Objectives Activity
Extrinsic Scope of Organization Social
INCENTIVES LANGUAGE
Objective Activity Capabilities Objects
Extrinsic Organization Social
Intrinsic Presence Interaction
Subjective

Creation & IP transfer
Interaction & Legal
RULES Scale of Customer
Initiation
Activity Participants
Business Depth of
FOCUS
Objectives Activity
Extrinsic Scope of Organization Social
INCENTIVES LANGUAGE
Objective Activity Capabilities Objects
Extrinsic Organization Social
Intrinsic Presence Interaction
Subjective

Creation & IP transfer Creation &
Platform
Interaction & Legal Interaction
Scale of Customer Monitoring &
Initiation RULES TOOLS
Activity Participants Action
Business Depth of
FOCUS
Objectives Activity
Extrinsic Scope of Organization Social
INCENTIVES LANGUAGE
Objective Activity Capabilities Objects
Extrinsic Organization Social
Intrinsic Presence Interaction
Subjective

Company Customer
Perspective Perspective
WHAT?
Strategic FOCUS
WHY?
WHAT?
LANGUAGE
WHY?
Tactical INCENTIVES
HOW?
RULES
HOW?
Technical TOOLS

FOCUS

Scale of
Activity
Depth of
FOCUS
Activity
Scope of
Activity

Scale of Customer
Activity Participants
Business Depth of
FOCUS
Objectives Activity
Scope of Organization
Activity Capabilities

Scope

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

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

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

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

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

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

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

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

Scope of
Activity

Answers
central
business needs?
Business Scope of
Objectives Activity

Answers
Customer
central
Participants
business needs?
Suitable
Business Scope of
for ‘human’
Objectives Activity
systems?

Answers
Customer
central
Participants
business needs?
Suitable
Business Scope of
for ‘human’
Objectives Activity
systems?
Resources
Organization
committed
Capabilities
and capable?

Scale

Scale of
Activity

Added cost
vs. economies
of scale?
Business Scale of
Objectives Activity

Added cost
Customer
vs. economies
Participants
of scale?
Manageable
Business Scale of
by the
Objectives Activity
people?

Added cost
Customer
vs. economies
Participants
of scale?
Manageable
Business Scale of
by the
Objectives Activity
people?
Support for
scaling across Organization
organizational Capabilities
borders?

Depth

Depth of
Activity

Business
benefits exceed
added risk?
Business Depth of
Objectives Activity

Business
Customer
benefits exceed
Participants
added risk?
Significance of
Business Depth of
control and
Objectives Activity
access sufficient?

Business
Customer
benefits exceed
Participants
added risk?
Significance of
Business Depth of
control and
Objectives Activity
access sufficient?
Organization
Organization
able to bear and
Capabilities
manage risk?

Creation & IP transfer Tools of
Platform
Interaction & Legal Creation
Scale of Customers/ Tools for the
Initiation RULES TOOLS
Activity Participants Company
Business Depth of
FOCUS
Objectives Activity
Extrinsic Area of Organization Social
INCENTIVES LANGUAGE
Objective Activity Capabilities Objects
Extrinsic Organization Social
Intrinsic Presence Interaction
Subjective

Social Objects

Social Interaction

7 Building Blocks of the social web
Sharing Presence
Conversations Identity Relationships
Groups Reputation
http://nform.ca/publications/social-software-building-block

Sharing Presence
Conversations Identity Relationships
Groups Reputation

Sharing Presence
Conversations Identity Relationships
Groups Reputation

Sharing Presence
Conversations Identity Relationships
Groups Reputation

Authenticity?

http://www.youtube.com/watch?v=5dzi_8Rscfs

Creation & IP transfer Tools of
Platform
Interaction & Legal Creation
Scale of Customers/ Tools for the
Initiation RULES TOOLS
Activity Participants Company
Business Depth of
FOCUS
Objectives Activity
Extrinsic Area of Organization Social
INCENTIVES LANGUAGE
Objective Activity Capabilities Objects
Extrinsic Organization Nature of
Intrinsic Presence Interaction
Subjective

What’s in it for the participant?

What’s in it for the participant?
“Managing the marriage of money and nonmoney
without making nonmoney feel like a sucker.“
Yochai Benkler

Creation & IP transfer Tools of
Platform Creation and
Interaction & Legal
Sharing
Scale of Customers/ Tools for the
Initiation RULES TOOLS
Activity Participants Company
Business Depth of
FOCUS
Objectives Activity
Extrinsic Area of Organization Social
INCENTIVES LANGUAGE
Objective Activity Capabilities Objects
Extrinsic Organization Nature of
Intrinsic Presence Interaction
Subjective

Creation & IP transfer Creation &
Platform
Interaction & Legal Sharing
Scale of Customers/ Monitoring &
Initiation RULES TOOLS
Activity Participants Action
Business Depth of
FOCUS
Objectives Activity
Extrinsic Area of Organization Social
INCENTIVES LANGUAGE
Objective Activity Capabilities Objects
Extrinsic Organization Nature of
Intrinsic Presence Interaction
Subjective

C4 – The Groups

CREATORS CRITICS
opportunity to show expertise
critique & support
co
opinions & viewpoints
status & confirmation
nt
n
increased exposure
io
en
content to report
at
co
tf
eg
lle
or
ts
gr
ct
in
ag
ive
po
&
w
n
e
io
vi
ev
at
&
m
al
s
on
ua
r
fo
ju
ni
tio
in
dg
i
op
n
m
en
t
information & aggregation
audience & joy of sharing
CONNECTORS CROWDS

“Itekki Tekisin”
User Generated Advertising Campaign
Aug - Sep 2007

Tavoitteet

Tavoitteet
• Nostaa brändin relevanssia ja ajankohtaisuutta sekä
luoda kiinnostusta nuorissa kohderyhmissä

Tavoitteet
• Nostaa brändin relevanssia ja ajankohtaisuutta sekä
luoda kiinnostusta nuorissa kohderyhmissä
• Tuoda katu-uskottavuutta peliin

Tavoitteet
• Nostaa brändin relevanssia ja ajankohtaisuutta sekä
luoda kiinnostusta nuorissa kohderyhmissä
• Tuoda katu-uskottavuutta peliin
• Olla luonnollinen osa nuorten ajanviettoa

Tavoitteet
• Nostaa brändin relevanssia ja ajankohtaisuutta sekä
luoda kiinnostusta nuorissa kohderyhmissä
• Tuoda katu-uskottavuutta peliin
• Olla luonnollinen osa nuorten ajanviettoa
• Mahdollistaa hauska itseilmaisu ja kommunikointi

Tavoitteet
• Nostaa brändin relevanssia ja ajankohtaisuutta sekä
luoda kiinnostusta nuorissa kohderyhmissä
• Tuoda katu-uskottavuutta peliin
• Olla luonnollinen osa nuorten ajanviettoa
• Mahdollistaa hauska itseilmaisu ja kommunikointi
• Tukea Minun Sonera -pääviestiä:
“Juuri sellainen kuin sinä haluat”

Ne vie meidän
brändin...
http://www.flickr.com/photos/nas-city/355756123/

Statistiikkaa

Statistiikkaa
• Miltei 35000 uniikkia kävijää

Statistiikkaa
• Miltei 35000 uniikkia kävijää
• miltei 3500 taitelijaa

Statistiikkaa
• Miltei 35000 uniikkia kävijää
• miltei 3500 taitelijaa
• ~10% osallistui luomisprosessiin

Statistiikkaa
• Miltei 35000 uniikkia kävijää
• miltei 3500 taitelijaa
• ~10% osallistui luomisprosessiin
• 4000 työtä julkaistiin

Statistiikkaa
• Miltei 35000 uniikkia kävijää
• miltei 3500 taitelijaa
• ~10% osallistui luomisprosessiin
• 4000 työtä julkaistiin
• (400 jouduttiin eväämään)

Statistiikkaa
• Miltei 35000 uniikkia kävijää
• miltei 3500 taitelijaa
• ~10% osallistui luomisprosessiin
• 4000 työtä julkaistiin
• (400 jouduttiin eväämään)
• Saitilla keskimäärin kulutettu aika ~ 10 min.

Valittuja paloja...

Kiitos!
Sami Viitamäki
www.samiviitamaki.com
sami.viitamaki@gmail.com