Crowdsourcing (Oct 10)

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Presentation to Social Media in a Corporate Context conference, 19th October 2010

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Crowdsourcing (Oct 10)

  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 <ul><li>70% of companies regularly create value through use of web-based communities </li></ul><ul><li>Using customer communities to solve customer problems costs 10% of traditional call centres </li></ul><ul><li>Product revenues + 200% </li></ul>* 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 <ul><li>Self-sustaining creative community </li></ul><ul><ul><li>Members submit designs => 80,000+ submissions </li></ul></ul><ul><ul><ul><li>Opportunity to pre test beta versions </li></ul></ul></ul><ul><ul><li>Community votes => 800+ designs </li></ul></ul><ul><ul><li>Designers receive $2,500 + marketing advice + retain IP </li></ul></ul><ul><li>No professional designers, no salesforce, no distribution, no market research, no advertising => $30m revenues … high margins </li></ul>
  17. 17. Community Commerce <ul><li>People-powered mobile network (from O2) </li></ul><ul><ul><li>Members receive points for recruiting new people, making suggestions & solving problems, which are converted into cash </li></ul></ul><ul><ul><ul><li>20% actively involved </li></ul></ul></ul><ul><ul><ul><li>Aim that 25% of members will get half of cost of calls returned to them for contribution to community </li></ul></ul></ul><ul><ul><li>Plans to involve community in pricing & marketing decisions </li></ul></ul><ul><li>Not reliant on call centres, expensive marketing & product support </li></ul>
  18. 18. Formula for Success <ul><li>Ensuring strategic focus </li></ul><ul><ul><li>Publicity as bi-product not sole objective </li></ul></ul><ul><li>Planning – who, what & how? </li></ul><ul><ul><li>Obama’s 100 </li></ul></ul><ul><li>Devolving control to community </li></ul><ul><ul><li>Continuous feedback loops </li></ul></ul><ul><li>Anticipating subversion </li></ul><ul><ul><li>Bieber in North Korea </li></ul></ul><ul><li>Managing IP rights </li></ul>
  19. 19. www.crowdsurfing.net #crowdsurfing

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