NYU Open Innovation + Crowdsourcing

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Introduction to the OPTO social production framework and cases for LEGO, DARPA, Starbucks Betacup and Jovoto.

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  • Add colaboratorie to logo – priority 2
  • Add colaboratorie to logo – priority 2
  • Add colaboratorie to logo – priority 2
  • Big brother
  • This has something to do with managing the conversations – getting collaborative at every step of the game
  • Ideas: 430Comments: 4,928Ratings: 13,026Idea Views: 430,550
  • Add colaboratorie to logo – priority 2
  • NYU Open Innovation + Crowdsourcing

    1. 1. INFO GB.3255: Global Sourcing and Open Innovation21/01/12 Open Innovation + CrowdsourcingFramework and CasesShaun Abrahamson@shaunabeshaun@mutopo.comSlides available at: http://slidesha.re/oicsnyu
    2. 2. Social Production, Social Entrepreneurship, Crowdsourcing, Propaganda at mutopo.com Angel Investor at eigen-value.com Too many startups MIT, University of Cape Town, Berlin School of Creative LeadershipWho is this guy & why is he talking about Social Production?
    3. 3. Mark Zuckerberg I think the last 5 years have been about connecting all these people. The next 5 years are going to be about the crazy things you can do now that all those people are connected about 6 months ago Shaun Abrahamson and thousands of others like thisFrom Social Media to Social Production
    4. 4. 2001 2003 2005 2000 20061991 2000 2004 1996 2001 1999A Decade of “Crazy Things You Can Do”
    5. 5. HINT: They are hiding in the openSo why don’t we see more examples?
    6. 6. Who Designed This? What Do They Who Receive? Decided To Sell This atClassic Open Innovation LEGO?
    7. 7. Google Maps Traffic Layer for Sao Paulo How didGoogle getthis data? What would an alternativeInnovation from Openness cost?
    8. 8. ⬅⬅ Field Guide forSocial Production
    9. 9. Social Production Field Guide Cheat Sheet OPTO Framework Generalizes Ideas from + Berlin School of Creative Leadership 2009 Thesis by Shaun Abrahamson - Causing Mass Collaboration http://www.scribd.com/doc/16903405/Causing-Mass-Collaboration + Direct Open Innovation Challenge Experience including www.300house.com, www.LifeEdited.org, www.thebetacup.com + Benchmark Challenge Data Collection at www.asmbl.us + Ongoing Interviews and Analysis of Open Innovation Tools, Organization and Outcomes
    10. 10. ⬅⬅ OUTCOMES
    11. 11. Value Created R+D Production Operations Marketing Sales Income/ExpensesHow does Social Production impact the business model?
    12. 12. R+D Production Operations Marketing Sales + 10 years, 1000 agreements + 50% ideas from outside P&G R&D? + 40% “solve rate” on posted challenges + 6 month focused challenge + 12 new partners, 1 acquisition + 4 years, 116,000 ideas received + 150 launched (.13%)Pure open innovation perspective
    13. 13. R+D Production Operations Marketing SalesImpact far beyond R + D
    14. 14. ⬅⬅ PEOPLE
    15. 15. 101 million people onWhat tasks can be performed?
    16. 16. Who should participate?
    17. 17. Stuff Money Attention Experience GoodWhy will they participate?
    18. 18. ⬅⬅ORGANIZATION
    19. 19. What are the roles in the ecosystem?
    20. 20. Horse Horse designed by a committeeHow are decisions being made?
    21. 21. What are some of the business challenges?
    22. 22. ⬅⬅ TOOLS
    23. 23. My Klout My Giving (Crowdtwist) My Creative Impact(Jovoto)How are people evaluated?
    24. 24. How is scaffolding used to support key activities?
    25. 25. How much technology versus how much people?
    26. 26. Social Production Cheat Sheet 1 What is the impact on the business model?2 What tasks should be performed?3 Who should participate?4 What do they expect for their efforts?5 What are the roles in the ecosystem?6 How are decisions made?7 What are some of the business challenges?8 How is scaffolding used for key activities?9 How are people evaluated?10 How much is technology (vs. people)?
    27. 27. ⬅⬅ CASESBetacup, DARPA, Jovoto, LEGO
    28. 28. “This project was highly successful” – Jim Hanna, Starbucks
    29. 29. R&D Inspiration (Re)Submission Selection Pilots Recruiting Feedback
    30. 30. R&D Inspiration (Re)Submission Selection Pilots Recruiting Feedback
    31. 31. Concept -> feedback -> store trials
    32. 32. 430 ideas 1,500 idea updates 5,000 comments 13,000 ratingsBetacup ecosystem
    33. 33. + 10,000,000 media impressionsCommunication as a by-product
    34. 34. How to use large scale collaboration to find weather balloons(or ideas, talent, partners, leads etc)
    35. 35. Find 10 red weather balloons
    36. 36. A winning recruiting strategy
    37. 37. Different alignment and decision-making strategies 1st 2nd 3rd 5thBalloons Found 10 9 8 8MEGASMoney x x xGood x x xMeaning x x x xEcosystemTeam size 5 8 1 10Network size 5,000 1,000 50,000* 80,000**Existing network? no no yes yes
    38. 38. + traditional media coverage of the team + brand recognition (MIT, Georgia Tech) + search rank optimization for team websites + deployment of mobile apps to aid participants + work with existing social networks + overall team strategy Source: DARPA Network Challenge Project Report http://www.eecs.harvard.edu/cs286r/papers/ProjectReport.pdf Elements of successful social media and community buildingFamiliar elements of success
    39. 39. + collaboration/trading with other teams + extracting data from online sources + operations center for coordinating/decisions + method used to search twitter (real-time) + websites that motivate, encourage recruitment + recursive recruiting using money or charity Source: DARPA Network Challenge Project Report http://www.eecs.harvard.edu/cs286r/papers/ProjectReport.pdf New elements of successful communicationsEmerging elements of success
    40. 40. Understanding, evaluating andrecruiting talent to change how work is done.
    41. 41. Ongoing data about performance
    42. 42. It’s not all about the money
    43. 43. Economic value from “Karma”
    44. 44. Working with Customers toCreate and Evolve Products
    45. 45. R+D Production Operations Marketing SalesDifferent organizations for different collaborations
    46. 46. source: http://www.innovationgovernance.net/harvardbusinessreview_lego.pdfLinking business models, value and collaboration
    47. 47. LEGO led new “platform” development
    48. 48. Customer led set development, marketing and sales
    49. 49. Customer led new business development
    50. 50. The Social Production Field Guide V1.0A guide to understandingCrowdsourcing, Co-creation +Communities in the wildShaun Abrahamson@shaunabebit.ly/spfgv1

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