SlideShare a Scribd company logo
!
"!
"The	
  Social	
  Produc>on	
  Field	
  Guide	
  V1.0	
  
"A guide to spotting and understanding
 	
  
"Crowdsourcing, Co-creation + !
 	
  
"Communities in the wild!
 	
  
 Shaun	
  Abrahamson	
  
 	
  
 	
  
 @shaunabe	
  
 	
  
 bit.ly/spfgv1	
  
 Social	
  Media	
  for	
  Communica>on	
  
 Social	
  Produc>on	
  for	
  Collabora>on	
  
Mark	
  Zuckerberg	
  
                         I	
  think	
  the	
  last	
  5	
  years	
  have	
  been	
  about	
  
                         connec>ng	
  all	
  these	
  people.	
  	
  
                         The	
  next	
  5	
  years	
  are	
  going	
  to	
  be	
  about	
  
                         the	
  crazy	
  things	
  you	
  can	
  do	
  now	
  that	
  all	
  
                         those	
  people	
  are	
  connected	
  	
  
                         about	
  2	
  months	
  ago	
  
                         	
  	
  	
  	
  	
  	
  	
  	
  Shaun	
  Abrahamson	
  and	
  thousands	
  
                         of	
  others	
  like	
  this	
  

	
  	
  From	
  Social	
  Media	
  to	
  Social	
  Production	
  
2001!                                                         2003!
                                       2005!

                  2000!


                                                 2006!
   1991!               2000!
                                                                         2004!

                                         1996!
    2001!                                                          1999!

	
  	
  A	
  Decade	
  of	
  “Crazy	
  Things	
  You	
  Can	
  Do”	
  
HINT: !
                                                                     They are
                                                                   hiding in the
                                                                       open!


	
  	
  So	
  why	
  don’t	
  we	
  see	
  more	
  examples?	
  
Google Maps Traffic Layer for Sao Paulo!

  How did
 Google get
 this data?!




                                          What
                                       would an
                                       alternative
	
  Is	
  this	
  Crowdsourcing?	
       cost?!
This is
 the biggest                   Who are
  hotel in                      these
    NYC?!                      people?!

	
  Marketplace	
  or	
  Community?	
  
	
  $300	
  house	
  
Who
     Designed
      This?!
          What Do
             They                                     Who
          Receive?!                                Decided To
                                                    Sell This
	
  The	
  answers	
  may	
  surprise	
  you	
     at LEGO?!
 
                !
	
  

        Field Guide for!
       Social Production!
    	
  

              OUTCOMES!
Value Created!
                                                                                    !
      R + D!            Production!         Operations!         Marketing!         Sales!
                                                                                      !
                                                                                    	
  
                                                                                    	
  
                                                                                    	
  
                                                                                     	
  
                                                                                     	
  
                                                                                     	
  
                                                                                    	
  
                                                                                    	
  
                                                                                    	
  



                       Income/Expenses!
	
  	
  How	
  does	
  Social	
  Production	
  impact	
  the	
  business	
  model?	
  
101 million people on !




	
  	
  What	
  tasks	
  can	
  be	
  performed?	
  
    	
  

              PEOPLE!
 	
  Who	
  should	
  participate?	
  
Stuff!                          Money!




     Attention!                                            Experience!



                                   Good!
	
  	
  What	
  do	
  people	
  expect	
  for	
  their	
  efforts?	
  
    	
  

   ORGANIZATION!
Player!

                                                Coach!

                                                              Fan at
                                                              home!

            Fan in
           stadium!


	
  	
  What	
  are	
  the	
  roles	
  in	
  the	
  ecosystem?	
  
Horse!




                                                          Horse
                                                         designed !
                                                           by a
                                                        committee!
	
  	
  How	
  are	
  decisions	
  being	
  made?	
  
 	
  What	
  are	
  some	
  of	
  the	
  business	
  challenges?	
  
    	
  

              TOOLS!
 	
  How	
  is	
  scaffolding	
  used	
  to	
  support	
  key	
  ac>ons?	
  
My Klout!                         My Giving (Crowdtwist)!




                 My Creative Impact(Jovoto)!
	
  	
  How	
  are	
  people	
  evaluated?	
  
 	
  How	
  much	
  technology	
  versus	
  how	
  much	
  people?	
  
Social Production Field Guide Cheat Sheet	
  

"   "1 What is the impact on the business model?!
"   "2 What tasks should be performed?!
"   "3 Who should participate?!
"   "4 What do they expect for their efforts?!
"   "5 What are the roles in the ecosystem?!
"   "6 How are decisions made?!
"   "7 What are some of the business challenges?!
"   "8 How is scaffolding used to support key
"   "activities?!
"   "9 How are people evaluated?!
"   "10 How much is technology (vs. people)?!
!
"!
"The	
  Social	
  Produc>on	
  Field	
  Guide	
  V1.0	
  
"A guide to understanding "!
 	
  
"Crowdsourcing, Co-creation + !
 	
  
"Communities in the wild!
 	
  
 Shaun	
  Abrahamson	
  
 	
  
 	
  
 @shaunabe	
  
 	
  
 bit.ly/spfgv1	
  

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1 social.production.field .guide-.v1-2

  • 1. ! "! "The  Social  Produc>on  Field  Guide  V1.0   "A guide to spotting and understanding   "Crowdsourcing, Co-creation + !   "Communities in the wild!   Shaun  Abrahamson       @shaunabe     bit.ly/spfgv1  
  • 2.  Social  Media  for  Communica>on  
  • 3.  Social  Produc>on  for  Collabora>on  
  • 4. Mark  Zuckerberg   I  think  the  last  5  years  have  been  about   connec>ng  all  these  people.     The  next  5  years  are  going  to  be  about   the  crazy  things  you  can  do  now  that  all   those  people  are  connected     about  2  months  ago                  Shaun  Abrahamson  and  thousands   of  others  like  this      From  Social  Media  to  Social  Production  
  • 5. 2001! 2003! 2005! 2000! 2006! 1991! 2000! 2004! 1996! 2001! 1999!    A  Decade  of  “Crazy  Things  You  Can  Do”  
  • 6. HINT: ! They are hiding in the open!    So  why  don’t  we  see  more  examples?  
  • 7. Google Maps Traffic Layer for Sao Paulo! How did Google get this data?! What would an alternative  Is  this  Crowdsourcing?   cost?!
  • 8. This is the biggest Who are hotel in these NYC?! people?!  Marketplace  or  Community?    $300  house  
  • 9. Who Designed This?! What Do They Who Receive?! Decided To Sell This  The  answers  may  surprise  you   at LEGO?!
  • 10.   !   Field Guide for! Social Production!
  • 11.     OUTCOMES!
  • 12. Value Created! ! R + D! Production! Operations! Marketing! Sales! !                   Income/Expenses!    How  does  Social  Production  impact  the  business  model?  
  • 13. 101 million people on !    What  tasks  can  be  performed?  
  • 14.     PEOPLE!
  • 15.    Who  should  participate?  
  • 16. Stuff! Money! Attention! Experience! Good!    What  do  people  expect  for  their  efforts?  
  • 17.     ORGANIZATION!
  • 18. Player! Coach! Fan at home! Fan in stadium!    What  are  the  roles  in  the  ecosystem?  
  • 19. Horse! Horse designed ! by a committee!    How  are  decisions  being  made?  
  • 20.    What  are  some  of  the  business  challenges?  
  • 21.     TOOLS!
  • 22.    How  is  scaffolding  used  to  support  key  ac>ons?  
  • 23. My Klout! My Giving (Crowdtwist)! My Creative Impact(Jovoto)!    How  are  people  evaluated?  
  • 24.    How  much  technology  versus  how  much  people?  
  • 25. Social Production Field Guide Cheat Sheet   " "1 What is the impact on the business model?! " "2 What tasks should be performed?! " "3 Who should participate?! " "4 What do they expect for their efforts?! " "5 What are the roles in the ecosystem?! " "6 How are decisions made?! " "7 What are some of the business challenges?! " "8 How is scaffolding used to support key " "activities?! " "9 How are people evaluated?! " "10 How much is technology (vs. people)?!
  • 26. ! "! "The  Social  Produc>on  Field  Guide  V1.0   "A guide to understanding "!   "Crowdsourcing, Co-creation + !   "Communities in the wild!   Shaun  Abrahamson       @shaunabe     bit.ly/spfgv1