Nokia crowdsourcing pia erkinheimo
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Nokia crowdsourcing pia erkinheimo

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Sosiaalinen media Valion viestinnässä -diaesitys ...

Sosiaalinen media Valion viestinnässä -diaesitys
Head of Crowsourcing Pia Erkinheimo, Nokia Oyj

Sosiaalisen median seminaarisarja 2011
Osaaminen, työ ja sosiaalinen media -seminaari 17.5.2011
Koulutus- ja kehittämiskeskus Palmenia
http://sosiaalisenmedianseminaarisarja.blogspot.com/

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  • 1. Crowdsourcing at NokiaPia ErkinheimoHead of CrowdsourcingConcepting & InnovationMay 20111 Company Confidential © 2011 Nokia Crowdsorucing at Nokia
  • 2. Crowdsourcing is in the junction of OpenInnovation and Social Media (NokiaDefinition) Open Innovation Social Media User Driven Innovation2 Company Confidential © 2011 Nokia Crowdsorucing at Nokia
  • 3. Crowdsourcing defined by academic research Open Innovation User Innovation Co-Creation Crowdsourcing Source: Modified from Schenk and Guittard, 20093
  • 4. Innovation defined by Nokia Source: Nokia Term Bank 2011 Company Confidential © 2011 Nokia Crowdsorucing at Nokia
  • 5. Portfolio approach to Open InnovationPeer-productionCrowd-sourcing &co-creation CONCEPTING & IDEA GENERATION GAME PLANNING DIFFUSION & GTM in-unit/cross-unit/external screening and initial GTM , localise, scale funding/from idea to resultsPartnering,“ExtendedEnterprise”ExternalCompanies Company Confidential © 2011 Nokia Crowdsorucing at Nokia
  • 6. Democratising R&D Department of6 Innovation Company Confidential © 2011 Nokia IdeasProject2.0] Millions
  • 7. Nokia is looking for all kinds of innovations Biggest Pay-Off Least likely to succeedSuited to unstable markets Business Model Innovation More valuable than product innovation More likely to succeed Friendly to course-correction Process Innovation Product Innovation Source: Christian Hamilton, ILO: Speakers Series Feb 29 2008
  • 8. Idea Crowdourcing as part of enterprise social mediastrategy8 Company Confidential © 2011 Nokia Crowdsorucing at Nokia
  • 9. Ramping up the Nokia crowdsourcing capability Internal External Passion for Innovation Hear 20% Innovation Leadership Listen Co-creation Observe Employer Branding Talk With 70% Be Authentic Marketing, dialogue with consumersNokia Innovation Management Processes & Pipelines Internal Communities 80% Rules of the Game Co-Creation 30% 9 Company Confidential © 2011 Nokia Crowdsorucing at Nokia
  • 10. There are many interfaces to Nokia Crowdsourcing www.ideasproject.comwww.ideasproject.com/mobile mobile-friendlysite for iPhone, Android, Symbian3 – WP7working in progress Partner platforms e.g. sphere.nokia.com (internal) Consumers Enthusiasts Start-ups Developers Company Confidential © 2011 Nokia Crowdsorucing at Nokia
  • 11. Various Audiences makes Nokia CrowdsourcingAlive Consumers CommunitiesConsumers Investors Allliances Lead Users Technology trend setters Universities and research Partners FIRE (Nokia Innovation (B2B Crowdsourcing) Strategy Community) Operators Retail NRC Care Sourcing Nokia Marketing Developers – WP / Navteq Consumer Smart Analytics Devices and Insights FUTURE DISRUPTIONS Services Portfolio Meltemi, Googles, Management Mobile Apples, LGs, Phones MediaTeks, Etc. Nokia 11
  • 12. Great benefits of open innovation andcrowdsourcing•Speed the development of new products, services, apps -> increased revenues and market share•Shorten time to market for new products, services, apps and accelerate profits•Tap in to disruptions outside stated strategy•Improve the success rate of product, services, apps and invite the audience to promote products andservicesIt is also about:• Buiding brand association and brand stickiness – profiling the company•Turning openness and transparency into an business opportunity• Open, direct and honest discussion with the whole ecosystem; customers, developers, partners, NGOs, Universities,Society• Challenging ”status quo” in-house (internal R&D)• B2B co-creation• Hearing & listening consumers’ voice, it’s about caring and giving individual attention to our customers• Empowerment and Communities Connecting People 12 Company Confidential © 2011 Nokia Crowdsorucing at Nokia
  • 13. Collaboration is based onsemantic serendipity 13 Company Confidential © 2011 Nokia IdeasProject2.0]
  • 14. Ideators have multiple motivations to participatein crowdsourcing Lead Users as ideators Normal Users as ideators 1 Intellectual stimulations Chance of getting new mobile phone or other technical device 2 Personal learning Making better products/ services 3 Seeing own ideas come true Change of getting a lot of money if my idea wins 4 Enjoyment and fun Seeing own ideas come true 5 Change of getting a lot of Knowledge exchange money if my idea wins Source: Harjanne 2011 Company Confidential © 2011 Nokia Crowdsorucing at Nokia
  • 15. The Crowdsourcing “Process” Sea of Ideas Setting the scene and rules Awareness raising, Marketing All ideas Facilitating, Responding “likings”, votes Coaching, Dialoguing Comments Dialogues, teaming around ideas Statistical analysis * Harvesting the ideas Approx 200 ideas by “wisdom of the crowds” rating Selecting the finalists Approx 6-12 after harvesting go to finals Decision making Decisions by Business “concepts” Owner/s* text mining, clustering & regression analysis, data visualisation withneuro networks “Industry Firsts” “Nokia Firsts” Company Confidential © 2011 Nokia Crowdsorucing at Nokia 15
  • 16. “What happens to the idea?”Let’s make digital art out of ideas! Nokia Developers World Your Idea To other ideators in the Your idea finds community its way. Co-creation partners e.g. operators, content Nokia Strategy providers, & Consumer universities, Analytics & NGOs Insights professionals Nokia business development Nokia decision makers R&D, NRC 16 Company Confidential © 2011 Nokia Crowdsorucing at Nokia
  • 17. It Takes Two to Tango: Consumers and Nokia Developers17 Company Confidential © 2011 Nokia Crowdsorucing at Nokia
  • 18. Clear strategic goal: Bringingdevelopers closer to consumersThe opportunityOpening the dialogue betweenconsumer and developers is thesource.Nokia can leverage developer brand,authenticate brand essence to fuelinnovation.Nokia connects people with ideas tothose who can make things happen.This will create rich participation in theapp ecosystem, thus creating widerand deeper developer relationshipsLet’s empower dialogue betweenconsumers and developers. 18 Company Confidential © 2011 Nokia Crowdsorucing at Nokia
  • 19. By the end of 2011 5000 members 10 000 ideas from crowd 10 000 000 page views 19 Company Confidential © 2011 Nokia Crowdsorucing at Nokia
  • 20. Team Heli Haapkylä, Karoliina Harjanne, Ali Pitkänen Pia Erkinheimo Manager, Community Manager Senior Manager, Crowdsourcing Head of Crowdsourcing Crowdsourcing & Innovation Valerie Buckingham Director, Nokia Developer Brand Management “Business co-owner” of www.ideasproject .com20
  • 21. Additional ppts21 Company Confidential © 2011 Nokia Crowdsorucing at Nokia
  • 22. WE BELIEVE. WE PROMISE. Nokia will empower everyone to Connecting people to what share and make the most their matters and empowers them to life by offering indispensable make the most of every moment personal experiences22 Company Confidential © 2011 Nokia Crowdsorucing at Nokia
  • 23. Every idea counts Your Idea NOKIA23 Company Confidential © 2011 Nokia Crowdsorucing at Nokia