FLIRT crowdsourcing

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FLIRT crowdsourcing

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  2. The FLIRT model of Crowdsourcing: Customer involvement in business functions and business development
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  7. Crowdsourcing? <ul><li>Wide scale participation of customers in various business functions and their development </li></ul><ul><li>Digital Channels </li></ul><ul><li>Mutual benefit </li></ul>
  8. FLIRT
  9. FLIRT model of Crowdsourcing <ul><li>F ocus </li></ul><ul><li>L anguage </li></ul><ul><li>I ncentives </li></ul><ul><li>R ules </li></ul><ul><li>T ools </li></ul><ul><li>C reators </li></ul><ul><li>C ritics </li></ul><ul><li>C onnectors </li></ul><ul><li>C rowds </li></ul>
  10. FLIRT model of Crowdsourcing
  11. FOCUS
  12. Focus <ul><li>Business Area </li></ul><ul><li>Scale of collaboration </li></ul><ul><li>Depth of customer control </li></ul>
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  27. Business areas <ul><li>Innovations </li></ul><ul><li>Product development </li></ul><ul><ul><li>new </li></ul></ul><ul><ul><li>existing </li></ul></ul><ul><li>Content generation </li></ul><ul><li>Decision making </li></ul><ul><li>Funding </li></ul><ul><li>Marketing </li></ul><ul><ul><li>Advertising </li></ul></ul><ul><ul><li>Sales </li></ul></ul><ul><ul><li>w-o-m </li></ul></ul><ul><li>Distribution </li></ul><ul><li>Etc. </li></ul>
  28. Business areas <ul><li>Innovations </li></ul><ul><li>Product development </li></ul><ul><ul><li>new </li></ul></ul><ul><ul><li>existing </li></ul></ul><ul><li>Content generation </li></ul><ul><li>Decision making </li></ul><ul><li>Funding </li></ul><ul><li>Marketing </li></ul><ul><ul><li>Advertising </li></ul></ul><ul><ul><li>Sales </li></ul></ul><ul><ul><li>w-o-m </li></ul></ul><ul><li>Distribution </li></ul><ul><li>Etc. </li></ul>
  29. Business areas <ul><li>Innovations </li></ul><ul><li>Product development </li></ul><ul><ul><li>new </li></ul></ul><ul><ul><li>existing </li></ul></ul><ul><li>Content generation </li></ul><ul><li>Decision making </li></ul><ul><li>Funding </li></ul><ul><li>Marketing </li></ul><ul><ul><li>Advertising </li></ul></ul><ul><ul><li>Sales </li></ul></ul><ul><ul><li>w-o-m </li></ul></ul><ul><li>Distribution </li></ul><ul><li>Etc. </li></ul>
  30. Business areas <ul><li>Innovations </li></ul><ul><li>Product development </li></ul><ul><ul><li>new </li></ul></ul><ul><ul><li>existing </li></ul></ul><ul><li>Content generation </li></ul><ul><li>Decision making </li></ul><ul><li>Funding </li></ul><ul><li>Marketing </li></ul><ul><ul><li>Advertising </li></ul></ul><ul><ul><li>Sales </li></ul></ul><ul><ul><li>w-o-m </li></ul></ul><ul><li>Distribution </li></ul><ul><li>Etc. </li></ul>
  31. Business areas <ul><li>Innovations </li></ul><ul><li>Product development </li></ul><ul><ul><li>new </li></ul></ul><ul><ul><li>existing </li></ul></ul><ul><li>Content generation </li></ul><ul><li>Decision making </li></ul><ul><li>Funding </li></ul><ul><li>Marketing </li></ul><ul><ul><li>Advertising </li></ul></ul><ul><ul><li>Sales </li></ul></ul><ul><ul><li>w-o-m </li></ul></ul><ul><li>Distribution </li></ul><ul><li>Etc. </li></ul>
  32. Business areas <ul><li>Innovations </li></ul><ul><li>Product development </li></ul><ul><ul><li>new </li></ul></ul><ul><ul><li>existing </li></ul></ul><ul><li>Content generation </li></ul><ul><li>Decision making </li></ul><ul><li>Funding </li></ul><ul><li>Marketing </li></ul><ul><ul><li>Advertising </li></ul></ul><ul><ul><li>Sales </li></ul></ul><ul><ul><li>w-o-m </li></ul></ul><ul><li>Distribution </li></ul><ul><li>Etc. </li></ul>
  33. Business areas <ul><li>Innovations </li></ul><ul><li>Product development </li></ul><ul><ul><li>new </li></ul></ul><ul><ul><li>existing </li></ul></ul><ul><li>Content generation </li></ul><ul><li>Decision making </li></ul><ul><li>Funding </li></ul><ul><li>Marketing </li></ul><ul><ul><li>Advertising </li></ul></ul><ul><ul><li>Sales </li></ul></ul><ul><ul><li>w-o-m </li></ul></ul><ul><li>Distribution </li></ul><ul><li>Etc. </li></ul>
  34. FOCUS
  35. FOCUS
  36. FOCUS
  37. LANGUAGE
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  43. LANGUAGE <ul><li>Authenticity </li></ul><ul><li>Transparency </li></ul><ul><li>Understand & respect </li></ul><ul><li>context </li></ul><ul><li>customer </li></ul><ul><li>Know social objects & emphasize social verbs </li></ul><ul><li>Show them you’re affected </li></ul>
  44. INCENTIVES
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  48. INCENTIVES <ul><li>Intrinsic </li></ul><ul><ul><ul><li>Better life </li></ul></ul></ul><ul><ul><ul><li>Challenge </li></ul></ul></ul><ul><ul><ul><li>Creativity </li></ul></ul></ul><ul><ul><ul><li>Satisfying curiosity </li></ul></ul></ul><ul><ul><ul><li>Learning </li></ul></ul></ul><ul><ul><ul><li>Fun & Enjoyment </li></ul></ul></ul><ul><li>Extrinsic </li></ul><ul><ul><li>Immaterial </li></ul></ul><ul><ul><ul><li>Fame </li></ul></ul></ul><ul><ul><ul><li>Recognition (peer & company) </li></ul></ul></ul><ul><ul><ul><li>Access to channels & resources </li></ul></ul></ul><ul><ul><ul><li>Reciprocity / community </li></ul></ul></ul><ul><ul><li>Material </li></ul></ul><ul><ul><ul><li>Own products and services </li></ul></ul></ul><ul><ul><ul><li>3rd party offerings </li></ul></ul></ul><ul><ul><ul><li>Other non-monetary rewards </li></ul></ul></ul><ul><ul><ul><li>Cash rewards </li></ul></ul></ul>
  49. RULES
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  53. RULES <ul><li>Communicate: shared focus and objectives </li></ul><ul><li>Rules of initiation </li></ul><ul><li>Rules of interaction </li></ul><ul><li>Rules of intellectual exchange </li></ul><ul><li>Manufacturing constraints </li></ul><ul><li>Arbitrary rules </li></ul><ul><li>spur creativity </li></ul>
  54. TOOLS
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  65. TOOLS <ul><li>Platform </li></ul><ul><ul><li>own / 3rd party / hybrid </li></ul></ul><ul><li>Tools for creation </li></ul><ul><ul><li>web service / SW / physical devices / ideas </li></ul></ul><ul><li>Encourage unexpected use </li></ul><ul><li>Skills & knowledge </li></ul><ul><ul><li>required education </li></ul></ul><ul><li>Company tools </li></ul><ul><ul><li>harvesting & measuring contribution </li></ul></ul><ul><ul><li>converting it into action </li></ul></ul>
  66. GROUPS
  67. CREATORS <ul><li>Generate original ideas/content </li></ul><ul><li>Compete for the best solution </li></ul><ul><li>In it for </li></ul><ul><ul><li>the challenge </li></ul></ul><ul><ul><li>learning </li></ul></ul><ul><ul><li>fame </li></ul></ul><ul><ul><li>recognition </li></ul></ul><ul><ul><li>explicit rewards </li></ul></ul><ul><li>Key issues </li></ul><ul><ul><li>feed intrinsic motivation </li></ul></ul><ul><ul><li>offer relevant extrinsic motivation </li></ul></ul><ul><ul><li>ensure sufficient level of creative freedom </li></ul></ul>
  68. CRITICS & CONNECTORS <ul><li>Involved in the conversation </li></ul><ul><li>Spread the word </li></ul><ul><li>Aim to influence a large # of people </li></ul><ul><li>Critics </li></ul><ul><ul><li>emphasize opinions </li></ul></ul><ul><ul><li>seek authority among their audience </li></ul></ul><ul><li>Connectors </li></ul><ul><ul><li>emphasize sharing </li></ul></ul><ul><ul><li>seek to connect with a large audience </li></ul></ul><ul><li>Key issues </li></ul><ul><ul><li>Be transparent & authentic </li></ul></ul><ul><ul><li>Enable effective conversation </li></ul></ul><ul><ul><li>Interact </li></ul></ul>
  69. CROWDS <ul><li>Low-level participation </li></ul><ul><li>Activate in key events </li></ul><ul><li>” The group formerly known as consumers” </li></ul><ul><li>Communicate mostly with ”friends” </li></ul><ul><li>Decide what truly has value and what is useless </li></ul><ul><li>Key issues </li></ul><ul><ul><li>eliminate barriers to participation </li></ul></ul><ul><ul><li>show influence in real time </li></ul></ul><ul><ul><li>draw into deeper levels of participation </li></ul></ul>
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  71. GROUPS <ul><li>Traditionally: </li></ul><ul><ul><li>1-9-90 rule </li></ul></ul><ul><li>However: </li></ul><ul><ul><li>” 80% of Facebook users post on the wall” </li></ul></ul><ul><ul><li>” 28% of internet users categorize / tag content” </li></ul></ul><ul><ul><li>” 25% send links to friends” </li></ul></ul><ul><ul><li>rate content (videos, designs, etc.)? </li></ul></ul><ul><ul><li>vote on content? </li></ul></ul><ul><ul><li>active viewing? </li></ul></ul>
  72. GROUPS <ul><li>Participation on the rise </li></ul><ul><li>Aim maximize participation at all levels </li></ul><ul><li>Design to terminate barriers to participation </li></ul><ul><li>Design to draw people deeper step by step </li></ul>
  73. Crowdsourcing = Amateurs <ul><li>Used primarily for recreation </li></ul><ul><ul><li>Interests </li></ul></ul><ul><ul><li>Venting </li></ul></ul><ul><ul><li>Creativity </li></ul></ul><ul><ul><li>Hobbies </li></ul></ul><ul><ul><li>Secret desires </li></ul></ul><ul><ul><li>Latent skills </li></ul></ul>
  74. Crowdsourcing = Amateurs <ul><li>am·a·teur </li></ul><ul><li>Pronunciation: 'a-m&-(&quot;)t&r, -&quot;tur, -&quot;tyur, -&quot;chur, -ch&r </li></ul><ul><li>Function: noun </li></ul><ul><li>Etymology: French, from Latin amator lover, from amare to love </li></ul>
  75. Customer Your Brand Customer’s Wants
  76. Customer Customer’s Wants Your Brand
  77. www.samiviitamaki.com [email_address]

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