Ideavibes Presentation at 2012 Online Research Methods Conference - London


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This presentation was given at the 2012 Online Research Methods Conference in London, UK. The content focuses on an overview of crowdsourcing as a possible research methodology when appropriate.

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  • Everyone has different rationales for speaking up – they have issues with a particular aspect of a product – they see
  • Ideavibes Presentation at 2012 Online Research Methods Conference - London

    1. 1. CrowdsourcingUsing the crowd and social media todrive innovation and engagementPaul Dombowsky
    2. 2. Opening “…the world is becoming too fast, too complex and too networked for any organization to have all the answers inside.” Yochai Benkler, Yale University from the Wealth of Networks “Peer production is about more than sitting down and having a nice conversation… Its about harnessing a new mode of production to take innovation and wealth creation to new levels.” Eric Schmidt, Google 2
    3. 3. AgendaDefinitionsIs Crowdsourcing a viable Research Methodology?What can the crowd do for you?Listening to conversations that are already happeningExamples of the crowd in actionBest Practices – using crowdsourcing in your organization 3
    4. 4. CrowdsourcingDefinedAn engagement process whereby organizations seek input from either openor closed communities of people, either homogenous or not, to contributeideas, solutions, or support in an open process whereby the elements ofcreativity, competition and campaigning are reinforced through social mediato come up with more powerful ideas or solutions than could be obtainedthrough other means.Why Bother?Organizations have a difficult time engaging with their communities tostrengthen their relationship and be crowd focused. Internal or external, thecommunity has ideas that can be harnessed that come from diversebackgrounds, experiences and education. 4
    5. 5. When does Crowdsourcing Work?• When looking for expertise from a range of sources.• When funds and/or time are limited.• When your target audience is largely online. BMW’s Virtual Innovation Agency Received over 4000 ideas within 7 days for products and designs at minimal cost 5
    6. 6. Social Product DevelopmentThe opening up of innovation to internal and external input forthe development of products in various stages of the productdevelopment lifecycle.Crowdsourcing can be part of an open innovation or socialproduct management strategy – just as Research is. 6
    7. 7. Why Social Matters? According to Forrester Research (2010), 71% of people say they trust the opinions of family, friends and colleagues (their crowd or their tribe) as a source of information on products and services. 7
    8. 8. Where the conversations are happening? Official & Unofficial • Facebook • Twitter • Google Groups Why not tap into the • Forums conversations that are • Wiki’s already happening? • User Groups • Podcasts Get the crowd • Blogs working for you. • User Voice • Epinions • Cnet • Reviewsarena • Buzzillions • Tribe Smart 8
    9. 9. Where the crowd comes from Internal Does participation require R&D a reward? Other internal Customers team Do people contribute for members the good of the brands they like? Sources of Innovation How do you democratize Prospects Experts the input? Suppliers Partners 9
    10. 10. The Emerging Expert Internal Experts Emergent Experts (online community leaders, Engagement product advocates) Targets Everyone Else 10
    11. 11. Where Innovation / Crowdsourcing Fits Open Space How we gather Open Innovation Social Media Crowdsourcing Community How we talk Where ideas come from Leadership How we inspire & enable 11
    12. 12. Growing Online Participation Millennials (born ’91 and after) Gen Y (born ’81-’91) Gen X (born ’65-’80) Boomers (born ’46-’64) Civics (born ’45 or earlier) 12
    13. 13. Product Roadmap Discovery Exploration ScopingCrowdsourcing or Testing Development Build Biz CaseIdeation Launch Discovery… 13
    14. 14. The Appeal• Crowdsourcing surfaces new perspectives• Invites participation from nontraditional sources• Infuses real energy into the process of generating ideas• Empowers people when they feel their voice is being heard• Technology can enable participation by disenfranchised (ie. PCs in libraries can help those not connected at home)• Builds engagement and relationships with new audiences 14
    15. 15. Example 1: Salesforce What do your current customers want to see on your roadmap? What features are needed to turn prospects into customers? Democracy? 1 vote = 1 customer 15
    16. 16. Example 2: Dell IdeaStorm was created to give a direct voice to Dell’s customers and an avenue to have online “brainstorm” sessions to allow them to share ideas and collaborate with one another and Dell. Their goal through IdeaStorm is to hear what new products or services you’d like to see Dell develop. In almost three years, IdeaStorm has crossed the 10,000 idea mark and implemented nearly 400 ideas! 16
    17. 17. Example 3: Quirky Quirky is an all in one product development shop for inventors. 17
    18. 18. Example 4: Threadless Threadless’ business model is social product development and they run regular campaigns to select designs that are then produced and sold to a ready-made market that participated in the product selection. 18
    19. 19. Example 5: Product Selection by the Crowd Starbucks uses the same platform as Dell and for their social product development. 19
    20. 20. Example 6: Open Innovation with Citizens City of Ottawa Have a Say Sustainability Campaign • No. of Engagements = 6700 • Goal: 1500 • Drivers: Twitter, Facebook, Media Event (related) • Number of ideas: 200 • English and French 20
    21. 21. Example 7: Citizen Engagement San Francisco Engage4change Citizen Engagement Program (2 weeks) • No. of Engagements = 2252 • Referrals = 64% from Twitter • Cost = 500 ice cream cones ($1,000) • Humphry Slocombe’s Crowd = 320,000 twitter followers and Facebook Friends 21
    22. 22. Crowdsourcing as Part of Research Strategy • Reach customers & prospects where they live – join in the conversations that are happening already • Capitalize on valuable customer and prospect insight • Develop a culture of collaboration • Implement the right social technology to get the job done • Communicate results and intentions and be open as possible • Let conversations happen in the open • Be crowd friendly on an ongoing basis 22
    23. 23. Crowdsourcing and Social Media• Work together to ensure contributions are: – Quality assured – Work with larger data sets – Use interfaces or tools that reduce complexity – Open to two way conversation• The appeal: – Cost – Speed – Viral nature of audience building – Dialogue vs One way conversation 23
    24. 24. Crowdsourcing vs Traditional Research Crowdsourcing Surveys • Lends itself to diversity of participation • More expensive • Fewer barriers – people participate to • Takes time the level they feel comfortable • Perception of being very controlled • Drives innovation – new ideas from left • Great for solidifying preconceived field can have merit ideas or directions • Easy to interpret – the crowd helps • Requires interpretation make things clearer • Doesn’t encourage creativity • Comments are focused 24
    25. 25. It all starts with a Question or Problem • Needs to be: – Clear and compelling – Not leading – Allow for open innovation – Encourage participation – Allow for outliers to feel comfortable 25
    26. 26. Platforms and Tools• Ideavibes• Facebook• Charodix• BrightIdeas• Spigit 26
    27. 27. Best Practices• Pick the right model• Pick the right crowd• Offer the right incentive (being heard is #1)• Don’t replace employees with the crowd• Benevolent Dictator• Monitor ideas and content to mitigate risk (liability)• Keep in simple – break things down• The crowd is generally right – if you are accessing the right crowd with the right question 27
    28. 28. Things to watch for• Excessive lobbying and promotion• Narrow crowds product narrow results• No follow-through causes creditability hit• If you say you are generating solutions for X, communicate what happened and why• Broad ideation campaign descriptions will result in less focused• results BUT too narrow will restrict creativity• Dismissing ideas that seem far fetched• Ideation often requires refinement – understanding what your crowd is saying by ‘x’ 28
    29. 29. Fiat Mio – Research /Product Development from the Crowd See how Fiat used the crowd and the desire to be ‘involved’ to research and build the Mio… 29
    30. 30. Thank youPaul Dombowsky | 613.878.1681 | |