0
FindhugeIdeasWithBigonline CrowdsShaun abrahamson@shaunabe
Workshop plan1. Crowdstorm Theory + cases2. design your own3. share and feedback4. where to next?
SpectacularcrowdStormfailures
The internetvs MTN Dew
Designersvs brammo and Cp+B
the mighty google Alsofailed to work with crowds
Even fake crowdsfailed to work
SowhySHOULDweBEexcited?
From CP+Bto V&S
Google owes its robot car tothe darpa grand challenge
Localmotorsbadasseryfar fromthe homer
And THIS
why docrowdsgive usgoat face?
First,somecontext
WHY DO WE Organizethe way that we do?Ronald Coase“Given that production could becarried on without any organizationthat is...
20032001200120001991200020041999200519961995(More than) a decade of DisruptionsCreated by online crowds
20032001200120001991200020041999200519961995AND CROWD ENABLED DISRUPTIONSARE ACCELERATING
LaborCapitalAssetsInfluenceDataOnline CROWDs ASthe gateway to critical resources
20032001200120001991200020041999200519961995AND we seelots of crowdstorming successes
Teaming up to get better ideasThe birth of brainstormingAlex F. Osborn (the O in BBDO)“when it comes to thinking, let’stry...
brainstorming+lowtransactioncosts=Crowdstorming
GreatBut whatmakesCrowdstormingwork?
^ WE’LL START HERE
What do you need?
How can you impact the organization?business model canvas can help11224433
Clear challengesclear evaluation criteria
A great storyfor a very complex brief
Clear challengesclear evaluation criteria Why youShould
Why should we joinyou?
ten thousand people a yearseek out fame + fortune
wreck it ralph neededExperience + Good
Can you deliveron your promises?
Equity investment + partnershipsGE Ecomagination
the right mix of incentivesFor your crowdstorm participants
Get helpfrom Acoalition
Who can help youincentivise, recruit, organize, produce
Who can help youincentivise, recruit, organize, produce
Recruit the best
AMAZON STUDIOSthe amazon universe
42SPOT THE DIFFERENCEGOTHAM FOUNDARY DEMO MAKES THECASE TO HARDCORE URBAN BIKERS
1st2nd3rd5thBalloons Found 10 9 8 8MotivationMoney x x xGood x x xMeaning x x x xCoalitionTeam size 5 8 1 10Network size 5...
< FIRST LETS TALK PATTERNS
Crowdstormpatterns
Find ideasFind + evaluate IDEAS
Find ideasFind + evaluate IDEAS
Complex productsimple crowdstorm pattern
Simple products (often)complex crowdstorm pattern
Encourage productivebehaviors
how many ways can we organizesuch large groups (communities)?Elinor Ostrom“Complexity is not the same aschaos”About 3 year...
to effectively organize, we needMonitoring,Support, Advocacy,Value Exchange [or fair incentives]Sanctions,Collective Choic...
Source: Getsatisfaction.com
Monitoring toUnderstandcontributions
From evaluating a fewto evaluating everyone
More activity ormore valuable activityAaron Swartz“…insiders account for the vast majority ofedits. But it’s the outsiders...
Cat Power, influenceand influenceSources: klout.com, buzzfeed.com, quirky.com
selectthe best
Experts have demonstrated successhow do they scale?
Let the crowd helpto filter the most promising
How to organizea decision-making process
Hybrid ModelsCrowd Filter + Expert Selectors
Choose theright space
Simple searchComplex collaborationMonitorSupportMonitorSupportAdvocacySanctionsCollective ChoiceValue ExchangeMembership
Reeperbahn FestivalFEEDS TOKEEP TRACKOF IT ALL
TOOLS FOR DIFFERENTTYPES OF TASKS
gotchas
Trapped byThe Castle
Fear ofIP
Journey to trust
We can REDUCEbrand risks, too
Save ideas fromNIH
ENOUGH THEORY
DESIGNOPERATION
10 CROWDSTORM BRIEFSAND LANDING PAGESAMAZON, BUZZFEED, DORITOS,GE, LEGO, LIFEEDITED,QUIRKY, SEQUOIA CAPITAL,STYLYT, THREAD...
Crowdstorm CrossCampus
Crowdstorm CrossCampus
Crowdstorm CrossCampus
Crowdstorm CrossCampus
Crowdstorm CrossCampus
Upcoming SlideShare
Loading in...5
×

Crowdstorm CrossCampus

258

Published on

How to find big ideas from large online groups.

Cases from GE, LEGO, Amazon and startups like Quirky, jovoto, Buzzfeed, Stylyt,

Published in: Business, Technology
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
258
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
16
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide
  • Ok. Lets invite our fans to help us name a new drink. What could possibly go wrong?
  • Or, we’re an agency that does awesome work, so lets see if we can invite people to do a logo design. Response was swift. Crispin was accused of trying to get work for free “spec work”… Not really the result brammo or Crispin was looking for
  • And even Google stumbled. They set up a platform called Prizes.org Idea was simple. Anyone could sign up to post a project – logos, website design etc. But earlier this year they shut it down.
  • Even fake crowds failed
  • - Crowds are getting better
  • + the team from CP&amp;B + John Winsor and Even Fry + set up V&amp;S to take the idea of working with crowds, further + recently sold to Havas – done work with Harley, General Mills, Adidas + big question is can they win awards? More about that in a bit
  • “ Crash the Superbowl ” – started in 2006 Been through different iteratons in terms of selection process (most recently moved to FB) and prizes. Bonuses paid when achieving specific outcomes like making it onto USA Today Ad Meter Poll…
  • + what exactly are we talking about? + most organizations depend on some combination of these resources + the most interesting thing is that e are changing how we get access to these resource + lower cost devices + broadband + marketplaces + analytics + reputation ---  dramatically lowering cost of getting access
  • + betty white + on why to enter
  • + amazon gets to recruit from lots of interesting areas + they know who the active reviewers are (and those who produce useful reviews) + they can create focus groups, since they know what we watch + they have a site that gives them lots of options to advertise…to different groups…those in the studios program / those wathcing video
  • + activate a core group + give them insider info + use this to reach out to their networks
  • Transcript of "Crowdstorm CrossCampus"

    1. 1. FindhugeIdeasWithBigonline CrowdsShaun abrahamson@shaunabe
    2. 2. Workshop plan1. Crowdstorm Theory + cases2. design your own3. share and feedback4. where to next?
    3. 3. SpectacularcrowdStormfailures
    4. 4. The internetvs MTN Dew
    5. 5. Designersvs brammo and Cp+B
    6. 6. the mighty google Alsofailed to work with crowds
    7. 7. Even fake crowdsfailed to work
    8. 8. SowhySHOULDweBEexcited?
    9. 9. From CP+Bto V&S
    10. 10. Google owes its robot car tothe darpa grand challenge
    11. 11. Localmotorsbadasseryfar fromthe homer
    12. 12. And THIS
    13. 13. why docrowdsgive usgoat face?
    14. 14. First,somecontext
    15. 15. WHY DO WE Organizethe way that we do?Ronald Coase“Given that production could becarried on without any organizationthat is, firms at all, why and underwhat conditions should we expectfirms to emerge?”About 75 years ago
    16. 16. 20032001200120001991200020041999200519961995(More than) a decade of DisruptionsCreated by online crowds
    17. 17. 20032001200120001991200020041999200519961995AND CROWD ENABLED DISRUPTIONSARE ACCELERATING
    18. 18. LaborCapitalAssetsInfluenceDataOnline CROWDs ASthe gateway to critical resources
    19. 19. 20032001200120001991200020041999200519961995AND we seelots of crowdstorming successes
    20. 20. Teaming up to get better ideasThe birth of brainstormingAlex F. Osborn (the O in BBDO)“when it comes to thinking, let’stry to act as if we were twopeople – at one time, a thinkerupper, a producer of ideas; atanother, a weigher of ideas”About 65 years ago
    21. 21. brainstorming+lowtransactioncosts=Crowdstorming
    22. 22. GreatBut whatmakesCrowdstormingwork?
    23. 23. ^ WE’LL START HERE
    24. 24. What do you need?
    25. 25. How can you impact the organization?business model canvas can help11224433
    26. 26. Clear challengesclear evaluation criteria
    27. 27. A great storyfor a very complex brief
    28. 28. Clear challengesclear evaluation criteria Why youShould
    29. 29. Why should we joinyou?
    30. 30. ten thousand people a yearseek out fame + fortune
    31. 31. wreck it ralph neededExperience + Good
    32. 32. Can you deliveron your promises?
    33. 33. Equity investment + partnershipsGE Ecomagination
    34. 34. the right mix of incentivesFor your crowdstorm participants
    35. 35. Get helpfrom Acoalition
    36. 36. Who can help youincentivise, recruit, organize, produce
    37. 37. Who can help youincentivise, recruit, organize, produce
    38. 38. Recruit the best
    39. 39. AMAZON STUDIOSthe amazon universe
    40. 40. 42SPOT THE DIFFERENCEGOTHAM FOUNDARY DEMO MAKES THECASE TO HARDCORE URBAN BIKERS
    41. 41. 1st2nd3rd5thBalloons Found 10 9 8 8MotivationMoney x x xGood x x xMeaning x x x xCoalitionTeam size 5 8 1 10Network size 5,000 1,000 50,000* 80,000**Existing network? no no yes yesSource: DARPA network challenge report + team data
    42. 42. < FIRST LETS TALK PATTERNS
    43. 43. Crowdstormpatterns
    44. 44. Find ideasFind + evaluate IDEAS
    45. 45. Find ideasFind + evaluate IDEAS
    46. 46. Complex productsimple crowdstorm pattern
    47. 47. Simple products (often)complex crowdstorm pattern
    48. 48. Encourage productivebehaviors
    49. 49. how many ways can we organizesuch large groups (communities)?Elinor Ostrom“Complexity is not the same aschaos”About 3 years ago
    50. 50. to effectively organize, we needMonitoring,Support, Advocacy,Value Exchange [or fair incentives]Sanctions,Collective ChoiceMembership, NestingSource: Adapted from Elinor Ostrom’s collective action design principles
    51. 51. Source: Getsatisfaction.com
    52. 52. Monitoring toUnderstandcontributions
    53. 53. From evaluating a fewto evaluating everyone
    54. 54. More activity ormore valuable activityAaron Swartz“…insiders account for the vast majority ofedits. But it’s the outsiders who providenearly all of the content.”About 6 years agoCommenting on his analysis of who creates Wikipedia.
    55. 55. Cat Power, influenceand influenceSources: klout.com, buzzfeed.com, quirky.com
    56. 56. selectthe best
    57. 57. Experts have demonstrated successhow do they scale?
    58. 58. Let the crowd helpto filter the most promising
    59. 59. How to organizea decision-making process
    60. 60. Hybrid ModelsCrowd Filter + Expert Selectors
    61. 61. Choose theright space
    62. 62. Simple searchComplex collaborationMonitorSupportMonitorSupportAdvocacySanctionsCollective ChoiceValue ExchangeMembership
    63. 63. Reeperbahn FestivalFEEDS TOKEEP TRACKOF IT ALL
    64. 64. TOOLS FOR DIFFERENTTYPES OF TASKS
    65. 65. gotchas
    66. 66. Trapped byThe Castle
    67. 67. Fear ofIP
    68. 68. Journey to trust
    69. 69. We can REDUCEbrand risks, too
    70. 70. Save ideas fromNIH
    71. 71. ENOUGH THEORY
    72. 72. DESIGNOPERATION
    73. 73. 10 CROWDSTORM BRIEFSAND LANDING PAGESAMAZON, BUZZFEED, DORITOS,GE, LEGO, LIFEEDITED,QUIRKY, SEQUOIA CAPITAL,STYLYT, THREADLESS, XPRIZE--> goo.gl/yNJx7
    1. A particular slide catching your eye?

      Clipping is a handy way to collect important slides you want to go back to later.

    ×