Crowdsourcing Comes of Age
A natural cycle
Apologies to Gartner Hype Cycle
Superficial publicity gimmicks, tokenism,
cheap creative work
Game changin...
Socio Cultural Trend
… rather than a short-term fad
Self expression
+
Collective action
The spirit of collective action
Informal, Spontaneous, Powerful
When self expression meets
collective action
Capturing the mood of the times
A vicious or virtuous circle?
Virtually unlimited technological
Capability
People’s insatiable
Desire to collaborate,
pers...
Co-creation
A two-edged sword
Co-creation
A two-edged sword
Numbers are Compelling
• 70% of companies regularly create value
through use of web-based communities
• Using customer com...
Value of Institutionalising
Problem Solving
35% of new products
have elements from
outside company
R&D productivity up
60%
Evolution of Crowdsourcing
Customising
Contributing
Creating
Solving
Collaborating
Collaborative Journalism
“mutualisation” = “getting readers to care about,
inform and enhance our coverage” Meg Pickard
Collaborative Government?
Collaborative Business Models
Community Commerce
Self-sustaining creative community
Members submit designs => 80,000+
submissions
• Opportunity to pre...
Community Commerce
People-powered mobile network (from O2)
Members receive points for recruiting new
people, making sugg...
Formula for Success
Ensuring strategic focus
Publicity as bi-product not sole objective
Planning – who, what & how?
Ob...
www.crowdsurfing.net
#crowdsurfing
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Social Media in a Corporate Context, Manchester 2010 - Martin Thomas, Snapper Communications

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Social Media in a Corporate Context, Manchester 2010 - Martin Thomas, Snapper Communications

  1. 1. Crowdsourcing Comes of Age
  2. 2. A natural cycle Apologies to Gartner Hype Cycle Superficial publicity gimmicks, tokenism, cheap creative work Game changing business applications Alvin Toffler, The Third Age 1980 = “prosumers”
  3. 3. Socio Cultural Trend … rather than a short-term fad Self expression + Collective action
  4. 4. The spirit of collective action Informal, Spontaneous, Powerful
  5. 5. When self expression meets collective action
  6. 6. Capturing the mood of the times
  7. 7. A vicious or virtuous circle? Virtually unlimited technological Capability People’s insatiable Desire to collaborate, personalise & manipulate
  8. 8. Co-creation A two-edged sword
  9. 9. Co-creation A two-edged sword
  10. 10. Numbers are Compelling • 70% of companies regularly create value through use of web-based communities • Using customer communities to solve customer problems costs 10% of traditional call centres • Product revenues +200% * McKinsey 2010
  11. 11. Value of Institutionalising Problem Solving 35% of new products have elements from outside company R&D productivity up 60%
  12. 12. Evolution of Crowdsourcing Customising Contributing Creating Solving Collaborating
  13. 13. Collaborative Journalism “mutualisation” = “getting readers to care about, inform and enhance our coverage” Meg Pickard
  14. 14. Collaborative Government?
  15. 15. Collaborative Business Models
  16. 16. Community Commerce Self-sustaining creative community Members submit designs => 80,000+ submissions • Opportunity to pre test beta versions Community votes => 800+ designs Designers receive $2,500 + marketing advice + retain IP No professional designers, no salesforce, no distribution, no market research, no advertising => $30m revenues … high margins
  17. 17. Community Commerce People-powered mobile network (from O2) Members receive points for recruiting new people, making suggestions & solving problems, which are converted into cash 20% actively involved Aim that 25% of members will get half of cost of calls returned to them for contribution to community Plans to involve community in pricing & marketing decisions Not reliant on call centres, expensive marketing & product support
  18. 18. Formula for Success Ensuring strategic focus Publicity as bi-product not sole objective Planning – who, what & how? Obama’s 100 Devolving control to community Continuous feedback loops Anticipating subversion Bieber in North Korea Managing IP rights
  19. 19. www.crowdsurfing.net #crowdsurfing

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