Crowdsourcingin
       FLIRT-malli

  Modernin asiakasosallistamisen aakkoset



Sami Viitamäki, eChannels, TeliaSonera Fi...
Scale of       Customer
        Activity      Participants



 Business                      Depth of
                   F...
Scale of       Customer
        Activity      Participants



 Business                      Depth of
                   F...
Scale of       Customer
                             Activity      Participants



                     Business          ...
Creation &    IP transfer
       Interaction     & Legal



                 RULES           Scale of       Customer
Initi...
Creation &    IP transfer                                     Creation &
                                                 ...
Company       Customer
                         Perspective   Perspective

                         WHAT?
Strategic     FO...
FOCUS
Scale of
Activity



                   Depth of
           FOCUS
                   Activity



Scope of
Activity
Scale of       Customer
        Activity      Participants



 Business                      Depth of
                   F...
Scope
Business areas
Innovations
Product development
    new
    existing
Content generation
Decision making
Funding
Marketing
 ...
Business areas
Innovations
Product development
    new
    existing
Content generation
Decision making
Funding
Marketing
 ...
Business areas
Innovations
Product development
    new
    existing
Content generation
Decision making
Funding
Marketing
 ...
Business areas
Innovations
Product development
    new
    existing
Content generation
Decision making
Funding
Marketing
 ...
Business areas
Innovations
Product development
    new
    existing
Content generation
Decision making
Funding
Marketing
 ...
Business areas
Innovations
Product development
    new
    existing
Content generation
Decision making
Funding
Marketing
 ...
Business areas
Innovations
Product development
    new
    existing
Content generation
Decision making
Funding
Marketing
 ...
Business areas
Innovations
Product development
    new
    existing
Content generation
Decision making
Funding
Marketing
 ...
Scope of
Activity
Answers
          central
      business needs?



 Business         Scope of
Objectives        Activity
Answers
                          Customer
          central
                         Participants
      business needs?

...
Answers
                          Customer
          central
                         Participants
      business needs?

...
Scale
Scale of
Activity
Added cost
       vs. economies
          of scale?



 Business         Scale of
Objectives        Activity
Added cost
                          Customer
       vs. economies
                         Participants
          of scal...
Added cost
                           Customer
       vs. economies
                          Participants
          of sc...
Depth
Depth of
Activity
Business
      benefits exceed
        added risk?



 Business        Depth of
Objectives       Activity
Business
                         Customer
      benefits exceed
                        Participants
        added risk?

...
Business
                          Customer
      benefits exceed
                         Participants
        added risk?...
Creation &    IP transfer                                      Tools of
                                                  ...
Social Objects
Social Interaction
7 Building Blocks of the social web

                Sharing          Presence




      Conversations       Identity    R...
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
                                                  ...
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 suck...
Creation &    IP transfer                                       Tools of
                                                 ...
Creation &    IP transfer                                     Creation &
                                                 ...
C4 – The Groups
CREATORS                                                                             CRITICS


                           ...
“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
•   Tuod...
Tavoitteet

•   Nostaa brändin relevanssia ja ajankohtaisuutta sekä
    luoda kiinnostusta nuorissa kohderyhmissä
•   Tuod...
Tavoitteet

•   Nostaa brändin relevanssia ja ajankohtaisuutta sekä
    luoda kiinnostusta nuorissa kohderyhmissä
•   Tuod...
Tavoitteet

•   Nostaa brändin relevanssia ja ajankohtaisuutta sekä
    luoda kiinnostusta nuorissa kohderyhmissä
•   Tuod...
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 j...
Statistiikkaa
• Miltei 35000 uniikkia kävijää
 • miltei 3500 taitelijaa
 • ~10% osallistui luomisprosessiin
• 4000 työtä j...
Statistiikkaa
• Miltei 35000 uniikkia kävijää
 • miltei 3500 taitelijaa
 • ~10% osallistui luomisprosessiin
• 4000 työtä j...
Valittuja paloja...
Kiitos!
   Sami Viitamäki
 www.samiviitamaki.com
sami.viitamaki@gmail.com
Flirt Crowdsourcing Talentum 20080206
Flirt Crowdsourcing Talentum 20080206
Flirt Crowdsourcing Talentum 20080206
Flirt Crowdsourcing Talentum 20080206
Flirt Crowdsourcing Talentum 20080206
Flirt Crowdsourcing Talentum 20080206
Flirt Crowdsourcing Talentum 20080206
Flirt Crowdsourcing Talentum 20080206
Flirt Crowdsourcing Talentum 20080206
Flirt Crowdsourcing Talentum 20080206
Flirt Crowdsourcing Talentum 20080206
Flirt Crowdsourcing Talentum 20080206
Flirt Crowdsourcing Talentum 20080206
Flirt Crowdsourcing Talentum 20080206
Flirt Crowdsourcing Talentum 20080206
Flirt Crowdsourcing Talentum 20080206
Flirt Crowdsourcing Talentum 20080206
Flirt Crowdsourcing Talentum 20080206
Flirt Crowdsourcing Talentum 20080206
Flirt Crowdsourcing Talentum 20080206
Flirt Crowdsourcing Talentum 20080206
Flirt Crowdsourcing Talentum 20080206
Flirt Crowdsourcing Talentum 20080206
Flirt Crowdsourcing Talentum 20080206
Flirt Crowdsourcing Talentum 20080206
Flirt Crowdsourcing Talentum 20080206
Flirt Crowdsourcing Talentum 20080206
Flirt Crowdsourcing Talentum 20080206
Flirt Crowdsourcing Talentum 20080206
Flirt Crowdsourcing Talentum 20080206
Flirt Crowdsourcing Talentum 20080206
Flirt Crowdsourcing Talentum 20080206
Flirt Crowdsourcing Talentum 20080206
Flirt Crowdsourcing Talentum 20080206
Flirt Crowdsourcing Talentum 20080206
Flirt Crowdsourcing Talentum 20080206
Flirt Crowdsourcing Talentum 20080206
Flirt Crowdsourcing Talentum 20080206
Flirt Crowdsourcing Talentum 20080206
Flirt Crowdsourcing Talentum 20080206
Flirt Crowdsourcing Talentum 20080206
Flirt Crowdsourcing Talentum 20080206
Flirt Crowdsourcing Talentum 20080206
Flirt Crowdsourcing Talentum 20080206
Flirt Crowdsourcing Talentum 20080206
Flirt Crowdsourcing Talentum 20080206
Flirt Crowdsourcing Talentum 20080206
Flirt Crowdsourcing Talentum 20080206
Flirt Crowdsourcing Talentum 20080206
Flirt Crowdsourcing Talentum 20080206
Flirt Crowdsourcing Talentum 20080206
Flirt Crowdsourcing Talentum 20080206
Flirt Crowdsourcing Talentum 20080206
Flirt Crowdsourcing Talentum 20080206
Flirt Crowdsourcing Talentum 20080206
Flirt Crowdsourcing Talentum 20080206
Flirt Crowdsourcing Talentum 20080206
Flirt Crowdsourcing Talentum 20080206
Flirt Crowdsourcing Talentum 20080206
Flirt Crowdsourcing Talentum 20080206
Flirt Crowdsourcing Talentum 20080206
Flirt Crowdsourcing Talentum 20080206
Flirt Crowdsourcing Talentum 20080206
Flirt Crowdsourcing Talentum 20080206
Flirt Crowdsourcing Talentum 20080206
Flirt Crowdsourcing Talentum 20080206
Flirt Crowdsourcing Talentum 20080206
Flirt Crowdsourcing Talentum 20080206
Flirt Crowdsourcing Talentum 20080206
Flirt Crowdsourcing Talentum 20080206
Flirt Crowdsourcing Talentum 20080206
Flirt Crowdsourcing Talentum 20080206
Flirt Crowdsourcing Talentum 20080206
Flirt Crowdsourcing Talentum 20080206
Flirt Crowdsourcing Talentum 20080206
Flirt Crowdsourcing Talentum 20080206
Flirt Crowdsourcing Talentum 20080206
Flirt Crowdsourcing Talentum 20080206
Flirt Crowdsourcing Talentum 20080206
Flirt Crowdsourcing Talentum 20080206
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Flirt Crowdsourcing Talentum 20080206

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

Published in: Business, News & Politics

Flirt Crowdsourcing Talentum 20080206

  1. 1. Crowdsourcingin FLIRT-malli Modernin asiakasosallistamisen aakkoset Sami Viitamäki, eChannels, TeliaSonera Finland
  2. 2. Scale of Customer Activity Participants Business Depth of FOCUS Objectives Activity Scope of Organization Activity Capabilities
  3. 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. 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. 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. 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. 7. Company Customer Perspective Perspective WHAT? Strategic FOCUS WHY? WHAT? LANGUAGE WHY? Tactical INCENTIVES HOW? RULES HOW? Technical TOOLS
  8. 8. FOCUS
  9. 9. Scale of Activity Depth of FOCUS Activity Scope of Activity
  10. 10. Scale of Customer Activity Participants Business Depth of FOCUS Objectives Activity Scope of Organization Activity Capabilities
  11. 11. Scope
  12. 12. Business areas Innovations Product development new existing Content generation Decision making Funding Marketing Advertising w-o-m Recommendations Distribution Sales
  13. 13. Business areas Innovations Product development new existing Content generation Decision making Funding Marketing Advertising w-o-m Recommendations Distribution Sales
  14. 14. Business areas Innovations Product development new existing Content generation Decision making Funding Marketing Advertising w-o-m Recommendations Distribution Sales
  15. 15. Business areas Innovations Product development new existing Content generation Decision making Funding Marketing Advertising w-o-m Recommendations Distribution Sales
  16. 16. Business areas Innovations Product development new existing Content generation Decision making Funding Marketing Advertising w-o-m Recommendations Distribution Sales
  17. 17. Business areas Innovations Product development new existing Content generation Decision making Funding Marketing Advertising w-o-m Recommendations Distribution Sales
  18. 18. Business areas Innovations Product development new existing Content generation Decision making Funding Marketing Advertising w-o-m Recommendations Distribution Sales
  19. 19. Business areas Innovations Product development new existing Content generation Decision making Funding Marketing Advertising w-o-m Recommendations Distribution Sales
  20. 20. Scope of Activity
  21. 21. Answers central business needs? Business Scope of Objectives Activity
  22. 22. Answers Customer central Participants business needs? Suitable Business Scope of for ‘human’ Objectives Activity systems?
  23. 23. Answers Customer central Participants business needs? Suitable Business Scope of for ‘human’ Objectives Activity systems? Resources Organization committed Capabilities and capable?
  24. 24. Scale
  25. 25. Scale of Activity
  26. 26. Added cost vs. economies of scale? Business Scale of Objectives Activity
  27. 27. Added cost Customer vs. economies Participants of scale? Manageable Business Scale of by the Objectives Activity people?
  28. 28. 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?
  29. 29. Depth
  30. 30. Depth of Activity
  31. 31. Business benefits exceed added risk? Business Depth of Objectives Activity
  32. 32. Business Customer benefits exceed Participants added risk? Significance of Business Depth of control and Objectives Activity access sufficient?
  33. 33. 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?
  34. 34. 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
  35. 35. Social Objects
  36. 36. Social Interaction
  37. 37. 7 Building Blocks of the social web Sharing Presence Conversations Identity Relationships Groups Reputation http://nform.ca/publications/social-software-building-block
  38. 38. Sharing Presence Conversations Identity Relationships Groups Reputation
  39. 39. Sharing Presence Conversations Identity Relationships Groups Reputation
  40. 40. Sharing Presence Conversations Identity Relationships Groups Reputation
  41. 41. Authenticity?
  42. 42. http://www.youtube.com/watch?v=5dzi_8Rscfs
  43. 43. 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
  44. 44. What’s in it for the participant?
  45. 45. What’s in it for the participant? “Managing the marriage of money and nonmoney without making nonmoney feel like a sucker.“ Yochai Benkler
  46. 46. 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
  47. 47. 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
  48. 48. C4 – The Groups
  49. 49. 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
  50. 50. “Itekki Tekisin” User Generated Advertising Campaign Aug - Sep 2007
  51. 51. Tavoitteet
  52. 52. Tavoitteet • Nostaa brändin relevanssia ja ajankohtaisuutta sekä luoda kiinnostusta nuorissa kohderyhmissä
  53. 53. Tavoitteet • Nostaa brändin relevanssia ja ajankohtaisuutta sekä luoda kiinnostusta nuorissa kohderyhmissä • Tuoda katu-uskottavuutta peliin
  54. 54. Tavoitteet • Nostaa brändin relevanssia ja ajankohtaisuutta sekä luoda kiinnostusta nuorissa kohderyhmissä • Tuoda katu-uskottavuutta peliin • Olla luonnollinen osa nuorten ajanviettoa
  55. 55. 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
  56. 56. 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”
  57. 57. Ne vie meidän brändin... http://www.flickr.com/photos/nas-city/355756123/
  58. 58. Statistiikkaa
  59. 59. Statistiikkaa • Miltei 35000 uniikkia kävijää
  60. 60. Statistiikkaa • Miltei 35000 uniikkia kävijää • miltei 3500 taitelijaa
  61. 61. Statistiikkaa • Miltei 35000 uniikkia kävijää • miltei 3500 taitelijaa • ~10% osallistui luomisprosessiin
  62. 62. Statistiikkaa • Miltei 35000 uniikkia kävijää • miltei 3500 taitelijaa • ~10% osallistui luomisprosessiin • 4000 työtä julkaistiin
  63. 63. Statistiikkaa • Miltei 35000 uniikkia kävijää • miltei 3500 taitelijaa • ~10% osallistui luomisprosessiin • 4000 työtä julkaistiin • (400 jouduttiin eväämään)
  64. 64. Statistiikkaa • Miltei 35000 uniikkia kävijää • miltei 3500 taitelijaa • ~10% osallistui luomisprosessiin • 4000 työtä julkaistiin • (400 jouduttiin eväämään) • Saitilla keskimäärin kulutettu aika ~ 10 min.
  65. 65. Valittuja paloja...
  66. 66. Kiitos! Sami Viitamäki www.samiviitamaki.com sami.viitamaki@gmail.com

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