1. MEXICO
Crowdsourcing
Digital Connections, Social Production, Real Goals.
Shaun Abrahamson
@shaunabe
shaun@mutopo.com

2. Consulting + advisory at mutopo.com
Angel investor at eigen-value.com
Too many startups.
MIT, University of Cape Town,
Berlin School of Creative Leadership
Who is this guy & why is he talking about Social Production?

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 8 months ago
Shaun Abrahamson and thousands
of others like this
From Social Media to Social Production

4. 2001 2003
2005
2000
2006
1991 2000
2004
1996
2001 1999
A Decade of “Crazy Things You Can Do”

5. So why don’t we see more examples?

6. Who provides the data for Google traffic?

7. Who designed this set for LEGO?

8. Who provides sales, service and R&D to this operator?

9. ⬅
⬅
Field Guide for
Social Production

10. Value Created
R+D Production Operations Marketing Sales
Income/Expenses
How does Social Production impact the business model?

11. Value Created
R+D Production Operations Marketing Sales
Income/Expenses
The key: introducing new people and new roles

12. R+D Production Operations Marketing Sales
Impact across business functions

13. 101 million people on
What tasks can be performed?

14. Stuff Money
Attention Experience
Good
Why will they participate?

15. What are the roles in the ecosystem?

16. How are decisions being made?

17. How do you hand off between groups?

18. What are some of the business challenges?

19. My Klout My Giving (Crowdtwist)
My Creative Impact(Jovoto)
A better understanding of individual performance

20. Work quality also matters

21. How much technology versus how much people?

22. Social Production Cheat Sheet
1 What is the impact on the business model?
2 Who should participate?
3 What do they expect for their efforts?
4 What are the roles in the business process?
5 How are decisions made?
6 Where are processes in danger?
7 What are some of the key challenges?
8 How can you manage quality?
9 How are people evaluated?
10 How much is technology (vs. people)?

23. ⬅
⬅
CASES
Betacup, LEGO

24. “This project was highly successful”
– Jim Hanna, Starbucks

25. R&D Inspiration (Re)Submission Selection Pilots
Recruiting Feedback

26. R&D Inspiration (Re)Submission Selection Pilots
Recruiting Feedback

27. Concept -> feedback -> store trials

28. 430 ideas
1,500 idea updates
5,000 comments
13,000 ratings
Betacup ecosystem

29. + 10,000,000
media impressions
Communication as a by-product

30. Working with customers
across business functions

31. R+D Production Operations Marketing Sales
Different organizations for different collaborations

32. source: http://www.innovationgovernance.net/harvardbusinessreview_lego.pdf
Linking business models, value and collaboration

33. LEGO led new “platform” development

34. Customer led set development, marketing and sales

35. Customer led new business development

36. MEXICO
Crowdsourcing
Digital Connections, Social Production, Real Goals.
Shaun Abrahamson
@shaunabe
shaun@mutopo.com