Ideavibes and Urban Resilience - Crowdsourcing for Citizen Engagement and Open Innovation

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Ideavibes and Urban Resilience ran a workshop in Calgary to participants from the City, Public Institutions, environmental groups, etc. with a focus on helping them utilize crowdsourcing in their citizen engagement and open innovation initiatives.

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Ideavibes and Urban Resilience - Crowdsourcing for Citizen Engagement and Open Innovation

  1. 1. Engaging the CrowdPaul Dombowsky - IdeavibesShawn Ripley – Urban Resilience
  2. 2. Introductions Paul Dombowsky – founder and ceo of Ideavibes and Fundchange Crowdsourcing and social product development and examples Shawn Ripley – CEO of Urban Resilience Citizen engagement models and how crowdsourcing and social media fit 2
  3. 3. WelcomeWhat we’ll cover today:• Practical Crowdsourcing - what is it and how can you use it?• Social media and its part in engaging and mobilizing crowds.• Citizen Engagement through crowdsourcing – successful case studies.• How to tap into the conversations that are already going on to make better decisions.• What is social product development? How can that help you acquire new customers?• Best practices and how to implement in your organization. How to satisfy the skeptics. 2
  4. 4. Challenge #1 Traffic congestion is a major challenge to the environment, quality of life, and economic growth of Vancouver. How would you encourage your fellow citizens to make alternative choices for getting around the city each day? 2
  5. 5. Challenge #2 Brand X needs help with the new version of their app to ward off cheap competitors and to avoid losing customers. As a current or potential customer, what would you do to the app to improve it? 2
  6. 6. CrowdsourcingDefinedAn engagement process whereby organizations seek input from either openor closed communities of people, either homogenous or not, to contributeideas, solutions, or support in an open process whereby the elements ofcreativity, competition and campaigning are reinforced through social mediato come up with more powerful ideas or solutions than could be obtainedthrough other means.Why Bother?Organizations have a difficult time engaging with their communities tostrengthen their relationship and be citizen/crowd focused. Internal orexternal, the community has ideas that can be harnessed that come fromdiverse backgrounds, experiences and education. 7
  7. 7. Citizen Engagement for Calgary Web 2.0 • There are many one way conversations happening: • Blogs • Calgaryherald.com/blog Driven by Social • Calgarycitynews.com Media Platforms • Calgary.ca/centre-city • Centrecitytalk.com • Blog.calgarymayor.ca • Ward11calgary.ca • Make no mistake – your citizens want to be involved in transforming the City of today to City 2.0. • Where is the engagement? Where is the innovation happening? 4
  8. 8. Engagement – Who Participates? Millennials (born ’91 and after) Gen Y (born ’81-’91) Gen X (born ’65-’80) Boomers (born ’46-’64) Civics (born ’45 or earlier) 5
  9. 9. Who is your crowd? CITY Explicit Experts Emergent Experts (community leaders, front Engagement line stakeholders) Targets General Audience 6
  10. 10. Where Innovation / Crowdsourcing Fits Open Space How we gather Open Innovation Social Media Crowdsourcing Community How we talk Where ideas come from Leadership How we inspire & enable 8
  11. 11. Innovation: Crowdsourcing vs The Survey Crowdsourcing Surveys • Lends itself to diversity of participation • Great for solidifying preconceived • Fewer barriers to participation ideas or directions • Drives innovation – new ideas from left • Hidden field that have merit • Requires interpretation which is open • Easy to interpret – the crowd generally to biases by reviewers makes things clear • Doesn’t encourage creativity • Comments are focused 9
  12. 12. The Appeal• Crowdsourcing surfaces new perspectives• Invites participation from nontraditional sources• Infuses real energy into the process of generating ideas and content• Empowers people when they feel their voice is being heard• Technology can enable participation by disenfranchised (ie. PCs in libraries/shelters with citizen engagement campaigns)• Builds engagement and relationships with new audiences 10
  13. 13. Things to Watch For• Excessive lobbying and promotion• Narrow crowds product narrow results• No follow-through causes creditability hit• If you say you are generating solutions for X, communicate what happened and why• Broad ideation campaign descriptions will result in less focused results BUT too narrow will restrict creativity• Dismissing ideas that seem far fetched• Ideation often requires refinement – understanding what your crowd is saying by ‘x’ 11
  14. 14. Example 1: Citizen Engagement NYC Citizen Engagement Program 12
  15. 15. Example 2: Citizen Engagement in SF San Francisco Engage4change Citizen Engagement Program (2 weeks) • No. of Engagements = 2252 • Referrals = 64% from Twitter • Cost = 500 ice cream cones ($1,000) • Humphry Slocombe’s Crowd = 320,000 twitter followers and Facebook Friends 13
  16. 16. Example 3: Open Innovation with Citizens City of Ottawa Have a Say Sustainability Campaign • No. of Engagements = 5700 • Goal: 1500 • Drivers: Twitter, Facebook, Media Event (related) • Number of ideas: 200 • English and French 15
  17. 17. Example 4: Myscouts Innovation Launching in April, 2012 Designed to move ideas for improving Scouts and the web experience from email to an open innovation platform. 14
  18. 18. Crowdsourcing starts with a Question /Problem • Needs to be: – Clear and compelling – Not leading – Allow for open innovation – Encourage participation – Allow for outliers to feel comfortable 17
  19. 19. Possible Application: • Land use determination – who drives the agenda and the conversation? • Two approaches • Opportunity driven • Innovation driven • The difference lies in where the ideas come from • From the user or the customer • From the supplier 18
  20. 20. Possible Application – Land Use:Opportunity Driven (supplier) Innovation Driven (customer) City releases RFI City Posts Challenge Developers Selection Respond Developers invited Crowdsourcing used to respond to to generate ideas specific RFP Study Short list Feasibility Review Crowd determines takes place their preference Consultation 19
  21. 21. Government as a Platform• Ideas and information produced by and on behalf of the citizen or the crowd• Crowd is empowered to spark the innovation that will result in an improved approach to governance• Move away from ‘Vending Machine Government’ Expect Pay Taxes Repeat Services• Responsibility is shared between citizens and staff 20
  22. 22. Crowdsourcing Pros and ConsPROS CONS• Reduced time to market • Less control• Reduced risk due to early customer • Needed trust not easily come by in input some organizations• Increased customer lifecycle value • Requires community management• Broader source of innovation • Suffers if crowd is too narrow• Strengthened brand through participation • Disruptive to traditional timelines for• Organizations can’t have all the product roll outs brightest people on staff • First attempt is risky until you• Ideas don’t have to be discovered by understand your crowd internal R&D teams to be capitalized • Need to know your target audience upon• Benefits from varied experiences 35
  23. 23. Social Product Development • Create social media conversations for: – Idea/Requirements gathering – Validation (strategy, requirements, usability +) – Use Cases, User Stories – Persona development – Beta recruitment – Success stories – Testimonials – Usability / Product Appeal – Scalability 35
  24. 24. Social Product Development Custome rs Advisory Analysts Boards Technol Influenc ogy ers Trends Product Industry Investors Management Trends Stake- Competit holders ion Crowd Partners sourcing Prospects 35
  25. 25. Example 1: Innovation from the Crowd IdeaStorm was created to give a direct voice to Dell’s customers and an avenue to have online “brainstorm” sessions to allow them to share ideas and collaborate with one another and Dell. Their goal through IdeaStorm is to hear what new products or services you’d like to see Dell develop. In almost three years, IdeaStorm has crossed the 10,000 idea mark and implemented nearly 400 ideas! 36
  26. 26. Example 2: Product Development from the Crowd Quirky is an all in one product development shop for inventors. 37
  27. 27. Example 3: Product Selection by the Crowd Threadless runs regular campaigns to select designs that are then produced and sold to a ready-made market that participated in the product selection. 38
  28. 28. Example 4: Product Selection by the Crowd Starbucks uses the same platform as Dell and Salesforce.com for their social product development. 39
  29. 29. Example 5: Salesforce What do your current customers want to see on your roadmap? What features are needed to turn prospects into customers? Democracy? 1 vote = 1 customer 40
  30. 30. Best Practices • Have a clear strategy for using crowdsourcing • IP Ownership • Competitive visibility • Break things down so crowd is clear what you are looking for • Build trust • Be open in your communications about the crowd’s role in the process • Do what you say you are going to do • ABEYC – always be expanding your crowd • The crowd needs to be big enough – but not too big • ABRYC – always be refining your crowd • Creating diversity is as important as creating size 41
  31. 31. Build a Social Product Strategy • Reach customers & prospects where they live – join in the conversations that are happening already • Capitalize on valuable customer and prospect insight • Develop a culture of collaboration • Implement the right social technology to get the job done • Communicate results and intentions and be open as possible • Let conversations happen in the open • Be crowd friendly on an ongoing basis 42
  32. 32. How an Engagement Platform Works 22
  33. 33. Implementation Process City creates website landing page City develops Moderator Citizens post Results campaign in checks and ideas Platform releases ideas analyzed & presented City promotes Initiative initiative Citizens share Citizens through social launched – media / ideas with vote/comment site live their crowd on ideas traditional media 22
  34. 34. Ideavibes Citizen Engagement Platform• Easy to set-up and deploy• Able to run multiple campaigns at once• Can run Crowdsourcing and Crowdfunding Campaigns• Build stickiness and community around those that engage (sign-in and see past votes, comments, ideas)• Hosted solution (in Canada)• Able to be implemented on existing website or set-up in new, destination site• Social Media connected• One of few sub $1000/month solutions 21
  35. 35. What we offer• Platform• Consulting support to help you get going through our partnership with Urban Resilience• Social media support• 45 Day Trial to get started and run your first campaign 21
  36. 36. Thank youPaul Dombowsky | 613.878.1681 | paul@ideavibes.com | www.ideavibes.com

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