The Social Enterprise: Crowdsourcing the Future

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Conference at IE Business School Internacional MBA. How companies are involving their customers, partners and employees in shaping their future.

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The Social Enterprise: Crowdsourcing the Future

  1. 1. THE SOCIAL ENTERPRISE IE Business School, Internacional MBA September 4, 2012©2012 clicLogix Américas INC International MBA Conferenceinfo@cliclogix.com
  2. 2. ©2012 clicLogix Américas INC International MBA Conferenceinfo@cliclogix.com
  3. 3. ©2012 clicLogix Américas INC International MBA Conferenceinfo@cliclogix.com
  4. 4. ©2012 clicLogix Américas INC International MBA Conferenceinfo@cliclogix.com
  5. 5. The Art of Listening?©2012 clicLogix Américas INC International MBA Conferenceinfo@cliclogix.com
  6. 6. ©2012 clicLogix Américas INC International MBA Conferenceinfo@cliclogix.com
  7. 7. Brands haveembraced Social Media 49.5 Brand Fan Pages (in millions of fans) 34.4 31.2 29.5 25.3 22.4 21.9 20.2 19.7 15.6 15.3 14.4 10.5 10.2 Coca-Cola Starbucks RedBull McDonalds Pringles Victoria´s Zara Secret Nov-11 Aug-12©2012 clicLogix Américas INC International MBA Conferenceinfo@cliclogix.com
  8. 8. Whatdoes a social media campaignlooklike?©2012 clicLogix Américas INC International MBA Conferenceinfo@cliclogix.com
  9. 9. POEM: The Social Media Mix PAID OWNED EARNED Audience Conversation Recommendation catalysts Hubs engines Television Packaging WOM Print Manuals Virality Radio POS Level of Noise Webs Billboards Influence Outdoor Webs Recomendations POS PR Links Social Networks Email Comments Social Media©2012 clicLogix Américas INC International MBA Conferenceinfo@cliclogix.com
  10. 10. How are companies going to extract value from the networked economy?©2012 clicLogix Américas INC International MBA Conferenceinfo@cliclogix.com
  11. 11. 1956 A camel is a horsedesigned by a committee.Sir Alex Issigonis©2012 clicLogix Américas INC International MBA Conferenceinfo@cliclogix.com
  12. 12. 2005 The Wisdom of Crowds: Why the Many Are SmarterThan the Fewand How CollectiveWisdomShapes Business, Economies, SocietiesandNations James Surowiecki MBA Conferenceinfo@cliclogix.com©2012 clicLogix Américas INC International
  13. 13. 2006 Crowdsourcing: A processthatinvolves outsourcing tasksto a distributed groupof people.Jeff Howe©2012 clicLogix Américas INC International MBA Conferenceinfo@cliclogix.com
  14. 14. The Social Organization Multidirectional Partnerandproviderop communications timization Clientinteractiondesi Workforcecollabora gn tion©2012 clicLogix Américas INC International MBA Conferenceinfo@cliclogix.com
  15. 15. Crowdsourcing the future •Newparadigm •Internal& external ideas •Alliances, lisencing, investment s •Enablingtechnologies • Future Competitiveadvantage©2012 clicLogix Américas INC International MBA Conferenceinfo@cliclogix.com
  16. 16. The Two Approaches to Open Innovation Ad-Hoc Ideas – Portal Style – Social Media/Business Social approach Focused Innovation - Campaigns – Ask a specific question/pose a challenge – Target a specificaudience – Define a time frame©2012 clicLogix Américas INC International MBA Conferenceinfo@cliclogix.com
  17. 17. Create, collect, collaborate •Launchcampaign •Establish a time limit •Create a rewardsystem • Drive idea votingandqualifying Maximize and record •Manageduplication collective knowledge •Generaterankings©2012 clicLogix Américas INC International MBA Conferenceinfo@cliclogix.com
  18. 18. Manage, Develop, Decide • Filter the ideas • Involve experts • Apply intelligent filters • Establish evaluation teams Drive idea • Group in clusters and Mind Maps execution©2012 clicLogix Américas INC International MBA Conferenceinfo@cliclogix.com
  19. 19. Plan, Socialize, Monetize • Analyse your Innovation Pipeline • Track Ideas Implementation • Integrate to existing enterprise systems • Share decision making process Deliver measurable • Run a virtual stock market results (prediction markets)©2012 clicLogix Américas INC International MBA Conferenceinfo@cliclogix.com
  20. 20. Execute, GetResults • Launch better products, faster and cheaper • Improve results by introducing discipline and collaboration •Redirect resources to winning projects •Make sure the right information reaches the right people©2012 clicLogix Américas INC International MBA Conferenceinfo@cliclogix.com
  21. 21. Types of Open InnovationProjects Marketing Initiatives Process Improvements Internal Short-Term Cost Savings Collaboration Event Ideas Customer Idea Portals External Contests User Feedback Site Time Limited Continuous©2012 clicLogix Américas INC International MBA Conferenceinfo@cliclogix.com
  22. 22. Customer Idea Portals©2012 clicLogix Américas INC International MBA Conferenceinfo@cliclogix.com
  23. 23. User Feedback Site©2012 clicLogix Américas INC International MBA Conferenceinfo@cliclogix.com
  24. 24. Constant Innovation©2012 clicLogix Américas INC International MBA Conferenceinfo@cliclogix.com
  25. 25. Process Improvement Portals©2012 clicLogix Américas INC International MBA Conferenceinfo@cliclogix.com
  26. 26. Contests©2012 clicLogix Américas INC International MBA Conferenceinfo@cliclogix.com
  27. 27. Marketing initiatives©2012 clicLogix Américas INC International MBA Conferenceinfo@cliclogix.com
  28. 28. Launching an Open Innovation Project Determine use Case Secure Management Buy-in Define Immediate and Long-term Goals Rewards & Communication Launch Recognition Strategy Get Going!©2012 clicLogix Américas INC International MBA Conferenceinfo@cliclogix.com
  29. 29. Critical issues to consider  Participation What will SUCCESS look like  Idea Generation for your innovation initiative?  Idea Implementation  ProgramOwnership Whowill be INVOLVED  CampaignSponsorship in the program?  IT, Marketing  Immediate What is the TIMELINE  On-going of yourinitiative?  No timeline set©2012 clicLogix Américas INC International MBA Conferenceinfo@cliclogix.com
  30. 30. Tools of the Trade Application Valuation Strengths +1100 -800 Training,interactivity, Idea filtering. Idea market. +701 -383 Complete suite withstrongprojectmanagementtools. +894 -711 Complete suite withboth idea andprojectmanagemen.ttools +209 -40 Focusedonpatentsandintellectualpro perty. +345 -416 Complete suite withgoodAPI´stoenterprise software. +157 -259 Complete suite withstrong idea andprojectmanagementtools. +26 -154 Cheap,only idea management.©2012 clicLogix Américas INC International MBA Conferenceinfo@cliclogix.com
  31. 31. RelatedLiterature Charlene Li ClayShirky May 2011 June 2010 Josh Bernoff James June 2011 Surowiecki August 2005©2012 clicLogix Américas INC International MBA Conferenceinfo@cliclogix.com
  32. 32. Contact Rafael Bonnelly Ricart rbonnelly@cliclogix.com twitter.com/RafaelBonnelly facebook.com/RafaelBonnelly es.linkedin.com/in/rafaelbonnelly cliclogix.com lahuellasocial.es Innovación en la Investigación maratoninteractivo.com La Huella Social TF Editores, Oct. 2010 de Mercados Alfa y Omega Editores, Sept. 2011©2012 clicLogix Américas INC International MBA Conferenceinfo@cliclogix.com
  33. 33. Thankyou©2012 clicLogix Américas INC International MBA Conferenceinfo@cliclogix.com

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