Crowdstorm CrossCampus
Upcoming SlideShare
Loading in...5
×
 

Crowdstorm CrossCampus

on

  • 299 views

How to find big ideas from large online groups.

How to find big ideas from large online groups.

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

Statistics

Views

Total Views
299
Views on SlideShare
299
Embed Views
0

Actions

Likes
1
Downloads
11
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • 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&B + John Winsor and Even Fry + set up V&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

Crowdstorm CrossCampus Crowdstorm CrossCampus Presentation Transcript

  • 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, firms at all, why and underwhat conditions should we expectfirms to emerge?”About 75 years ago
  • 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 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
  • 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 5,000 1,000 50,000* 80,000**Existing network? no no yes yesSource: DARPA network challenge report + team data
  • < 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 years ago
  • 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
  • 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 who providenearly all of the content.”About 6 years agoCommenting on his analysis of who creates Wikipedia.
  • 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, THREADLESS, XPRIZE--> goo.gl/yNJx7