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Flirt Crowdsourcing Talentum 20080206

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Sami Viitamäki
Sami Viitamäki

The FLIRT model of crowdsourcing as presented in Talentum seminar 6th February 2008

BusinessNews & Politics
1 of 146
Crowdsourcingin FLIRT-malli Modernin asiakasosallistamisen aakkoset Sami Viitamäki, eChannels, TeliaSonera Finland
Scale of Customer Activity Participants Business Depth of FOCUS Objectives Activity Scope of Organization Activity Capabilities
Scale of Customer Activity Participants Business Depth of FOCUS Objectives Activity Scope of Organization Social LANGUAGE Activity Capabilities Objects Organization Social Presence Interaction
Scale of Customer Activity Participants Business Depth of FOCUS Objectives Activity Extrinsic Scope of Organization Social INCENTIVES LANGUAGE Objective Activity Capabilities Objects Extrinsic Organization Social Intrinsic Presence Interaction Subjective
Creation & IP transfer Interaction & Legal RULES Scale of Customer Initiation Activity Participants Business Depth of FOCUS Objectives Activity Extrinsic Scope of Organization Social INCENTIVES LANGUAGE Objective Activity Capabilities Objects Extrinsic Organization Social Intrinsic Presence Interaction Subjective
Creation & IP transfer Creation & Platform Interaction & Legal Interaction Scale of Customer Monitoring & Initiation RULES TOOLS Activity Participants Action Business Depth of FOCUS Objectives Activity Extrinsic Scope of Organization Social INCENTIVES LANGUAGE Objective Activity Capabilities Objects Extrinsic Organization Social Intrinsic Presence Interaction Subjective
Company Customer Perspective Perspective WHAT? Strategic FOCUS WHY? WHAT? LANGUAGE WHY? Tactical INCENTIVES HOW? RULES HOW? Technical TOOLS
FOCUS
Scale of Activity Depth of FOCUS Activity Scope of Activity
Scale of Customer Activity Participants Business Depth of FOCUS Objectives Activity Scope of Organization Activity Capabilities
Scope
Business areas Innovations Product development new existing Content generation Decision making Funding Marketing Advertising w-o-m Recommendations Distribution Sales
Business areas Innovations Product development new existing Content generation Decision making Funding Marketing Advertising w-o-m Recommendations Distribution Sales
Business areas Innovations Product development new existing Content generation Decision making Funding Marketing Advertising w-o-m Recommendations Distribution Sales
Business areas Innovations Product development new existing Content generation Decision making Funding Marketing Advertising w-o-m Recommendations Distribution Sales
Business areas Innovations Product development new existing Content generation Decision making Funding Marketing Advertising w-o-m Recommendations Distribution Sales
Business areas Innovations Product development new existing Content generation Decision making Funding Marketing Advertising w-o-m Recommendations Distribution Sales
Business areas Innovations Product development new existing Content generation Decision making Funding Marketing Advertising w-o-m Recommendations Distribution Sales
Business areas Innovations Product development new existing Content generation Decision making Funding Marketing Advertising w-o-m Recommendations Distribution Sales
Scope of Activity
Answers central business needs? Business Scope of Objectives Activity
Answers Customer central Participants business needs? Suitable Business Scope of for ‘human’ Objectives Activity systems?
Answers Customer central Participants business needs? Suitable Business Scope of for ‘human’ Objectives Activity systems? Resources Organization committed Capabilities and capable?
Scale
Scale of Activity
Added cost vs. economies of scale? Business Scale of Objectives Activity
Added cost Customer vs. economies Participants of scale? Manageable Business Scale of by the Objectives Activity people?
Added cost Customer vs. economies Participants of scale? Manageable Business Scale of by the Objectives Activity people? Support for scaling across Organization organizational Capabilities borders?
Depth
Depth of Activity
Business benefits exceed added risk? Business Depth of Objectives Activity
Business Customer benefits exceed Participants added risk? Significance of Business Depth of control and Objectives Activity access sufficient?
Business Customer benefits exceed Participants added risk? Significance of Business Depth of control and Objectives Activity access sufficient? Organization Organization able to bear and Capabilities manage risk?
Creation & IP transfer Tools of Platform Interaction & Legal Creation Scale of Customers/ Tools for the Initiation RULES TOOLS Activity Participants Company Business Depth of FOCUS Objectives Activity Extrinsic Area of Organization Social INCENTIVES LANGUAGE Objective Activity Capabilities Objects Extrinsic Organization Social Intrinsic Presence Interaction Subjective
Social Objects
Social Interaction
7 Building Blocks of the social web Sharing Presence Conversations Identity Relationships Groups Reputation http://nform.ca/publications/social-software-building-block
Sharing Presence Conversations Identity Relationships Groups Reputation
Sharing Presence Conversations Identity Relationships Groups Reputation
Sharing Presence Conversations Identity Relationships Groups Reputation
Authenticity?
http://www.youtube.com/watch?v=5dzi_8Rscfs
Creation & IP transfer Tools of Platform Interaction & Legal Creation Scale of Customers/ Tools for the Initiation RULES TOOLS Activity Participants Company Business Depth of FOCUS Objectives Activity Extrinsic Area of Organization Social INCENTIVES LANGUAGE Objective Activity Capabilities Objects Extrinsic Organization Nature of Intrinsic Presence Interaction Subjective
What’s in it for the participant?
What’s in it for the participant? “Managing the marriage of money and nonmoney without making nonmoney feel like a sucker.“ Yochai Benkler
Creation & IP transfer Tools of Platform Creation and Interaction & Legal Sharing Scale of Customers/ Tools for the Initiation RULES TOOLS Activity Participants Company Business Depth of FOCUS Objectives Activity Extrinsic Area of Organization Social INCENTIVES LANGUAGE Objective Activity Capabilities Objects Extrinsic Organization Nature of Intrinsic Presence Interaction Subjective
Creation & IP transfer Creation & Platform Interaction & Legal Sharing Scale of Customers/ Monitoring & Initiation RULES TOOLS Activity Participants Action Business Depth of FOCUS Objectives Activity Extrinsic Area of Organization Social INCENTIVES LANGUAGE Objective Activity Capabilities Objects Extrinsic Organization Nature of Intrinsic Presence Interaction Subjective
C4 – The Groups
CREATORS CRITICS opportunity to show expertise critique & support co opinions & viewpoints status & confirmation nt n increased exposure io en content to report at co tf eg lle or ts gr ct in ag ive po & w n e io vi ev at & m al s on ua r fo ju ni tio in dg i op n m en t information & aggregation audience & joy of sharing CONNECTORS CROWDS
“Itekki Tekisin” User Generated Advertising Campaign Aug - Sep 2007
Tavoitteet
Tavoitteet • Nostaa brändin relevanssia ja ajankohtaisuutta sekä luoda kiinnostusta nuorissa kohderyhmissä
Tavoitteet • Nostaa brändin relevanssia ja ajankohtaisuutta sekä luoda kiinnostusta nuorissa kohderyhmissä • Tuoda katu-uskottavuutta peliin
Tavoitteet • Nostaa brändin relevanssia ja ajankohtaisuutta sekä luoda kiinnostusta nuorissa kohderyhmissä • Tuoda katu-uskottavuutta peliin • Olla luonnollinen osa nuorten ajanviettoa
Tavoitteet • Nostaa brändin relevanssia ja ajankohtaisuutta sekä luoda kiinnostusta nuorissa kohderyhmissä • Tuoda katu-uskottavuutta peliin • Olla luonnollinen osa nuorten ajanviettoa • Mahdollistaa hauska itseilmaisu ja kommunikointi
Tavoitteet • Nostaa brändin relevanssia ja ajankohtaisuutta sekä luoda kiinnostusta nuorissa kohderyhmissä • Tuoda katu-uskottavuutta peliin • Olla luonnollinen osa nuorten ajanviettoa • Mahdollistaa hauska itseilmaisu ja kommunikointi • Tukea Minun Sonera -pääviestiä: “Juuri sellainen kuin sinä haluat”
Ne vie meidän brändin... http://www.flickr.com/photos/nas-city/355756123/
Statistiikkaa
Statistiikkaa • Miltei 35000 uniikkia kävijää
Statistiikkaa • Miltei 35000 uniikkia kävijää • miltei 3500 taitelijaa
Statistiikkaa • Miltei 35000 uniikkia kävijää • miltei 3500 taitelijaa • ~10% osallistui luomisprosessiin
Statistiikkaa • Miltei 35000 uniikkia kävijää • miltei 3500 taitelijaa • ~10% osallistui luomisprosessiin • 4000 työtä julkaistiin
Statistiikkaa • Miltei 35000 uniikkia kävijää • miltei 3500 taitelijaa • ~10% osallistui luomisprosessiin • 4000 työtä julkaistiin • (400 jouduttiin eväämään)
Statistiikkaa • Miltei 35000 uniikkia kävijää • miltei 3500 taitelijaa • ~10% osallistui luomisprosessiin • 4000 työtä julkaistiin • (400 jouduttiin eväämään) • Saitilla keskimäärin kulutettu aika ~ 10 min.
Valittuja paloja...
Kiitos! Sami Viitamäki www.samiviitamaki.com sami.viitamaki@gmail.com

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Flirt Crowdsourcing Talentum 20080206

  • 1. Crowdsourcingin FLIRT-malli Modernin asiakasosallistamisen aakkoset Sami Viitamäki, eChannels, TeliaSonera Finland
  • 2. Scale of Customer Activity Participants Business Depth of FOCUS Objectives Activity Scope of Organization Activity Capabilities
  • 3. Scale of Customer Activity Participants Business Depth of FOCUS Objectives Activity Scope of Organization Social LANGUAGE Activity Capabilities Objects Organization Social Presence Interaction
  • 4. Scale of Customer Activity Participants Business Depth of FOCUS Objectives Activity Extrinsic Scope of Organization Social INCENTIVES LANGUAGE Objective Activity Capabilities Objects Extrinsic Organization Social Intrinsic Presence Interaction Subjective
  • 5. Creation & IP transfer Interaction & Legal RULES Scale of Customer Initiation Activity Participants Business Depth of FOCUS Objectives Activity Extrinsic Scope of Organization Social INCENTIVES LANGUAGE Objective Activity Capabilities Objects Extrinsic Organization Social Intrinsic Presence Interaction Subjective
  • 6. Creation & IP transfer Creation & Platform Interaction & Legal Interaction Scale of Customer Monitoring & Initiation RULES TOOLS Activity Participants Action Business Depth of FOCUS Objectives Activity Extrinsic Scope of Organization Social INCENTIVES LANGUAGE Objective Activity Capabilities Objects Extrinsic Organization Social Intrinsic Presence Interaction Subjective
  • 7. Company Customer Perspective Perspective WHAT? Strategic FOCUS WHY? WHAT? LANGUAGE WHY? Tactical INCENTIVES HOW? RULES HOW? Technical TOOLS
  • 9. Scale of Activity Depth of FOCUS Activity Scope of Activity
  • 10. Scale of Customer Activity Participants Business Depth of FOCUS Objectives Activity Scope of Organization Activity Capabilities
  • 11. Scope
  • 12. Business areas Innovations Product development new existing Content generation Decision making Funding Marketing Advertising w-o-m Recommendations Distribution Sales
  • 13. Business areas Innovations Product development new existing Content generation Decision making Funding Marketing Advertising w-o-m Recommendations Distribution Sales
  • 14. Business areas Innovations Product development new existing Content generation Decision making Funding Marketing Advertising w-o-m Recommendations Distribution Sales
  • 15. Business areas Innovations Product development new existing Content generation Decision making Funding Marketing Advertising w-o-m Recommendations Distribution Sales
  • 16. Business areas Innovations Product development new existing Content generation Decision making Funding Marketing Advertising w-o-m Recommendations Distribution Sales
  • 17. Business areas Innovations Product development new existing Content generation Decision making Funding Marketing Advertising w-o-m Recommendations Distribution Sales
  • 18. Business areas Innovations Product development new existing Content generation Decision making Funding Marketing Advertising w-o-m Recommendations Distribution Sales
  • 19. Business areas Innovations Product development new existing Content generation Decision making Funding Marketing Advertising w-o-m Recommendations Distribution Sales
  • 21. Answers central business needs? Business Scope of Objectives Activity
  • 22. Answers Customer central Participants business needs? Suitable Business Scope of for ‘human’ Objectives Activity systems?
  • 23. Answers Customer central Participants business needs? Suitable Business Scope of for ‘human’ Objectives Activity systems? Resources Organization committed Capabilities and capable?
  • 24. Scale
  • 25.
  • 26.
  • 27.
  • 28.
  • 30. Added cost vs. economies of scale? Business Scale of Objectives Activity
  • 31. Added cost Customer vs. economies Participants of scale? Manageable Business Scale of by the Objectives Activity people?
  • 32. Added cost Customer vs. economies Participants of scale? Manageable Business Scale of by the Objectives Activity people? Support for scaling across Organization organizational Capabilities borders?
  • 33. Depth
  • 34.
  • 35.
  • 36.
  • 37.
  • 39. Business benefits exceed added risk? Business Depth of Objectives Activity
  • 40. Business Customer benefits exceed Participants added risk? Significance of Business Depth of control and Objectives Activity access sufficient?
  • 41. Business Customer benefits exceed Participants added risk? Significance of Business Depth of control and Objectives Activity access sufficient? Organization Organization able to bear and Capabilities manage risk?
  • 42. Creation & IP transfer Tools of Platform Interaction & Legal Creation Scale of Customers/ Tools for the Initiation RULES TOOLS Activity Participants Company Business Depth of FOCUS Objectives Activity Extrinsic Area of Organization Social INCENTIVES LANGUAGE Objective Activity Capabilities Objects Extrinsic Organization Social Intrinsic Presence Interaction Subjective
  • 44.
  • 45.
  • 46.
  • 47.
  • 49. 7 Building Blocks of the social web Sharing Presence Conversations Identity Relationships Groups Reputation http://nform.ca/publications/social-software-building-block
  • 50.
  • 51. Sharing Presence Conversations Identity Relationships Groups Reputation
  • 52.
  • 53. Sharing Presence Conversations Identity Relationships Groups Reputation
  • 54.
  • 55. Sharing Presence Conversations Identity Relationships Groups Reputation
  • 58.
  • 59.
  • 60.
  • 61.
  • 62.
  • 63.
  • 64.
  • 65.
  • 66.
  • 67. Creation & IP transfer Tools of Platform Interaction & Legal Creation Scale of Customers/ Tools for the Initiation RULES TOOLS Activity Participants Company Business Depth of FOCUS Objectives Activity Extrinsic Area of Organization Social INCENTIVES LANGUAGE Objective Activity Capabilities Objects Extrinsic Organization Nature of Intrinsic Presence Interaction Subjective
  • 68.
  • 69.
  • 70.
  • 71.
  • 72.
  • 73.
  • 74.
  • 75.
  • 76. What’s in it for the participant?
  • 77. What’s in it for the participant? “Managing the marriage of money and nonmoney without making nonmoney feel like a sucker.“ Yochai Benkler
  • 78. Creation & IP transfer Tools of Platform Creation and Interaction & Legal Sharing Scale of Customers/ Tools for the Initiation RULES TOOLS Activity Participants Company Business Depth of FOCUS Objectives Activity Extrinsic Area of Organization Social INCENTIVES LANGUAGE Objective Activity Capabilities Objects Extrinsic Organization Nature of Intrinsic Presence Interaction Subjective
  • 79.
  • 80.
  • 81.
  • 82.
  • 83.
  • 84. Creation & IP transfer Creation & Platform Interaction & Legal Sharing Scale of Customers/ Monitoring & Initiation RULES TOOLS Activity Participants Action Business Depth of FOCUS Objectives Activity Extrinsic Area of Organization Social INCENTIVES LANGUAGE Objective Activity Capabilities Objects Extrinsic Organization Nature of Intrinsic Presence Interaction Subjective
  • 85.
  • 86.
  • 87.
  • 88.
  • 89.
  • 90.
  • 91.
  • 92.
  • 93. C4 – The Groups
  • 94.
  • 95.
  • 96. CREATORS CRITICS opportunity to show expertise critique & support co opinions & viewpoints status & confirmation nt n increased exposure io en content to report at co tf eg lle or ts gr ct in ag ive po & w n e io vi ev at & m al s on ua r fo ju ni tio in dg i op n m en t information & aggregation audience & joy of sharing CONNECTORS CROWDS
  • 97. “Itekki Tekisin” User Generated Advertising Campaign Aug - Sep 2007
  • 99. Tavoitteet • Nostaa brändin relevanssia ja ajankohtaisuutta sekä luoda kiinnostusta nuorissa kohderyhmissä
  • 100. Tavoitteet • Nostaa brändin relevanssia ja ajankohtaisuutta sekä luoda kiinnostusta nuorissa kohderyhmissä • Tuoda katu-uskottavuutta peliin
  • 101. Tavoitteet • Nostaa brändin relevanssia ja ajankohtaisuutta sekä luoda kiinnostusta nuorissa kohderyhmissä • Tuoda katu-uskottavuutta peliin • Olla luonnollinen osa nuorten ajanviettoa
  • 102. Tavoitteet • Nostaa brändin relevanssia ja ajankohtaisuutta sekä luoda kiinnostusta nuorissa kohderyhmissä • Tuoda katu-uskottavuutta peliin • Olla luonnollinen osa nuorten ajanviettoa • Mahdollistaa hauska itseilmaisu ja kommunikointi
  • 103. Tavoitteet • Nostaa brändin relevanssia ja ajankohtaisuutta sekä luoda kiinnostusta nuorissa kohderyhmissä • Tuoda katu-uskottavuutta peliin • Olla luonnollinen osa nuorten ajanviettoa • Mahdollistaa hauska itseilmaisu ja kommunikointi • Tukea Minun Sonera -pääviestiä: “Juuri sellainen kuin sinä haluat”
  • 104.
  • 105.
  • 106. Ne vie meidän brändin... http://www.flickr.com/photos/nas-city/355756123/
  • 107.
  • 108.
  • 109.
  • 110.
  • 112. Statistiikkaa • Miltei 35000 uniikkia kävijää
  • 113. Statistiikkaa • Miltei 35000 uniikkia kävijää • miltei 3500 taitelijaa
  • 114. Statistiikkaa • Miltei 35000 uniikkia kävijää • miltei 3500 taitelijaa • ~10% osallistui luomisprosessiin
  • 115. Statistiikkaa • Miltei 35000 uniikkia kävijää • miltei 3500 taitelijaa • ~10% osallistui luomisprosessiin • 4000 työtä julkaistiin
  • 116. Statistiikkaa • Miltei 35000 uniikkia kävijää • miltei 3500 taitelijaa • ~10% osallistui luomisprosessiin • 4000 työtä julkaistiin • (400 jouduttiin eväämään)
  • 117. Statistiikkaa • Miltei 35000 uniikkia kävijää • miltei 3500 taitelijaa • ~10% osallistui luomisprosessiin • 4000 työtä julkaistiin • (400 jouduttiin eväämään) • Saitilla keskimäärin kulutettu aika ~ 10 min.
  • 119.
  • 120.
  • 121.
  • 122.
  • 123.
  • 124.
  • 125.
  • 126.
  • 127.
  • 128.
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  • 137.
  • 138.
  • 139.
  • 140.
  • 141.
  • 142.
  • 143.
  • 144.
  • 145.
  • 146. Kiitos! Sami Viitamäki www.samiviitamaki.com sami.viitamaki@gmail.com