The FLIRT model of
Crowdsourcing
FOCUS LANGUAGE INCENTIVES RULES TOOLS
Five steps to successfully engaging the crowds
Friday, February 8, 2008 1

Company Perspective Customer Perspective
FOCUS WHAT?
Strategic
WHY?
WHAT?
LANGUAGE
WHY?
Tactical INCENTIVES
HOW?
RULES
HOW?
Technical TOOLS
Friday, February 8, 2008 2

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 Social
Intrinsic Presence Interaction
Subjective
Friday, February 8, 2008 3

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
Friday, February 8, 2008 4

Focus consists of six
subelements
• Business objectives • Scope of activity
• Customer participants • Scale of activity
• Organization Capabilities • Depth of activity
These non-negotiable determinants These negotiable determinants are
are to be taken into account as used to define the planned
given when defining activity. crowdsourcing activity on a rough
scale.
In the long run also these
determinants become negotiable. When defining these three
elements, they need to be reflected
on each of the constraints - as
follows...
Friday, February 8, 2008 5

Focus
Scope Scale Depth
Answers Added cost Business
Customer Customer Customer
central vs. economies benefits exceed
Participants Participants Participants
business needs? of scale? added risk?
Suitable Manageable Significance of
Business Scope of Business Scale of Business Depth of
for ‘human’ by the control and
Objectives Activity Objectives Activity Objectives Activity
systems? people? access sufficient?
Respective Support for Organization
resources Organization scaling across Organization Organization
able to bear and
committed Capabilities organizational Capabilities Capabilities
manage risk?
and capable? borders?
Friday, February 8, 2008 6

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
Friday, February 8, 2008 7

Language
• Social Objects
• The “social glue” of the community: why people talk to these people/this company instead
of talking to other people/other companies
• Not scope as in Focus element but instead the medium via which to sell the scope of the
company to the people
• In order for the community to thrive, these social objects need to be playable and able to
activate people
• Social Interaction
• The nature of interaction around the social objects, focus on:
• Identity
• Presence
• Relationships
• Conversations
• Grouping
• Reputation
• Sharing
• Company Presence
• Authenticity
• Transparency
• Human Face / Community Management
Friday, February 8, 2008 8

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
Friday, February 8, 2008 9

Incentives
• Intrinsic incentives
• Related to the reward from simply undertaking activity, e.g.
• Self Efficacy
• Learning from doing
• Challenge
• Satisfying need for creativity
• Obligation
• Extrinsic subjective incentives
• Related to the reward of undertaking activity as part of community / for an organization, e.g.
• Peer recognition
• Company recognition
• Learning from others
• Exposure
• Reputation
• Social Capital
• Exclusivity (channels / resources)
• Extrinsic objective incentives
• Explicit rewards, have direct monetary value, e.g.
• Products
• Services
• Gift cards
• Subscriptions
• Cash
Friday, February 8, 2008 10

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
Friday, February 8, 2008 11

Rules
• Initiation
• Open or closed?
• Screening protocols?
• Personal info required?
• Creation
• Quality constraints
• Format constraints
• Manufacturing constraints
• Arbitrary constraints
• Deadlines
• Criteria of Approval
• Other constraints
• Interaction
• Seeing others ideas
• Building on others ideas
• Remixing / mashing up
• IP & Legal
• IP transfer
• Copyright issues
• Responsibility releases
Friday, February 8, 2008 12

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
Friday, February 8, 2008 13

Tools
• Platform • Identity
• profile pages and customization tools
• proprietary • Presence
• 3rd party • presence indicators
• hybrid • location indicators
• Creation • nearness indicators
• web tools • Relationships
• social network (binary)
• downloadable software / client • social graph (typological)
• 3rd party • Conversations
• physical tools • IM
• Interaction • IRC
• Monitoring • Forum
• Grouping
• Technology / algorithm • groups
• Pre-moderation • applications
• Post-moderation • Reputation
• Customer input • ranking lists
• average rating
• Action • Sharing
• Taking the ideas into the process within the • Within community (tagging, sending, recommending)
company • Outside (embeds, links, social bookmarking services
other means)
Friday, February 8, 2008 14

CREATORS CRITICS
content to scrutinize
critique & support
co
opinions & viewpoints
nt
increased exposure
en
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content to share
co
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aggregated content
audience & readership
CONNECTORS CROWDS
Friday, February 8, 2008 15

FOCUS LANGUAGE INCENTIVES RULES TOOLS
Friday, February 8, 2008 16