Ok. Lets invite our fans to help us name a new drink. What could possibly go wrong?
Or, we’re an agency that does awesome work, so lets see if we can invite people to do a logo design. Response was swift. Crispin was accused of trying to get work for free “spec work”… Not really the result brammo or Crispin was looking for
And even Google stumbled. They set up a platform called Prizes.org Idea was simple. Anyone could sign up to post a project – logos, website design etc. But earlier this year they shut it down.
Even fake crowds failed
- Crowds are getting better
+ the team from CP&B + John Winsor and Even Fry + set up V&S to take the idea of working with crowds, further + recently sold to Havas – done work with Harley, General Mills, Adidas + big question is can they win awards? More about that in a bit
“ Crash the Superbowl ” – started in 2006 Been through different iteratons in terms of selection process (most recently moved to FB) and prizes. Bonuses paid when achieving specific outcomes like making it onto USA Today Ad Meter Poll…
+ what exactly are we talking about? + most organizations depend on some combination of these resources + the most interesting thing is that e are changing how we get access to these resource + lower cost devices + broadband + marketplaces + analytics + reputation --- dramatically lowering cost of getting access
+ betty white + on why to enter
+ amazon gets to recruit from lots of interesting areas + they know who the active reviewers are (and those who produce useful reviews) + they can create focus groups, since they know what we watch + they have a site that gives them lots of options to advertise…to different groups…those in the studios program / those wathcing video
+ activate a core group + give them insider info + use this to reach out to their networks
WHY DO WE Organizethe way that we do?Ronald Coase“Given that production could becarried on without any organizationthat is, firms at all, why and underwhat conditions should we expectfirms to emerge?”About 75 years ago
20032001200120001991200020041999200519961995(More than) a decade of DisruptionsCreated by online crowds
LaborCapitalAssetsInfluenceDataOnline CROWDs ASthe gateway to critical resources
20032001200120001991200020041999200519961995AND we seelots of crowdstorming successes
Teaming up to get better ideasThe birth of brainstormingAlex F. Osborn (the O in BBDO)“when it comes to thinking, let’stry to act as if we were twopeople – at one time, a thinkerupper, a producer of ideas; atanother, a weigher of ideas”About 65 years ago
42SPOT THE DIFFERENCEGOTHAM FOUNDARY DEMO MAKES THECASE TO HARDCORE URBAN BIKERS
1st2nd3rd5thBalloons Found 10 9 8 8MotivationMoney x x xGood x x xMeaning x x x xCoalitionTeam size 5 8 1 10Network size 5,000 1,000 50,000* 80,000**Existing network? no no yes yesSource: DARPA network challenge report + team data
More activity ormore valuable activityAaron Swartz“…insiders account for the vast majority ofedits. But it’s the outsiders who providenearly all of the content.”About 6 years agoCommenting on his analysis of who creates Wikipedia.