The document discusses how crowdsourcing can be used as a good force for change. It describes Synthetron, a company that facilitates crowdsourced dialogues to provide live insights. Through carefully designed crowdsourcing processes, Synthetron helps crowds feel respected, not alone, safe, engaged, and that they have learned and have ownership. This increases change readiness within organizations. When done well with the right crowd, process, and nudging, crowdsourcing wisdom can significantly boost change forces and be an effective way to monitor and facilitate change projects.

1. Crowdsourcing
A Good Force
for Change?
Joanne Celens
CEO Synthetron
CSW Global 2018
Washington DC October 2018

2. © Synthetron
Is there is more to
Crowdsourcing
than sourcing Wisdom ?
What happens to the Crowd ?

3. Crowdsourcing Wisdom
a Good Force for Change ?

4. www.synthetron.com
What does
Synthetron do?

5. Synthetron
get answers
Scale & Synthesis
Peer & Authenticity
Focus & Real-time
Reflection and
Interactivity
5
© Synthetron

6. © Synthetron
>10 years of
experience
Crowdsourced
Dialogues
Live Insights
FNV

7. •Citizens
• Members
• Customers
• Stakeholders
•Strategy alignment
•Monitor change
Cases
Actionable
Insights
1. HR/People
management
2. Strategy &
Change
3. Stakeholders
•Engagement
•Values-jam
•Policy review
© Synthetron

8. www.synthetron.com
What is
Crowd sourcing
Wisdom about?

9. Intelligent child wise old (wo)men
www.synthetron.com

10. www.synthetron.com
Intelligence
+ Experience
Wisdom
intelligence = fruit
wisdom = not in fruit salads
Neal Stephenson
© Synthetron

11. © Synthetron
Crowd
+ Outsourcing
= Crowdsourcing
Crowd
+ Conditions
= Wisdom of
the Crowd
Digitalization
Crowd
Sourced
Wisdom

12. © Synthetron
Sourcing ?
to source
= to obtain from a
source
sourcing
= the process of
finding suppliers of
goods or services
© Synthetron

13. © Synthetron
Sourcing wisdom
In
the
crowd
From
the
crowd
Of
the
crowd© Synthetron

14. What is the Impact
on the Crowd?
Crowd’s
journeyOf
the
crowd
© Synthetron

15. Listening Thank you for
involving us
Thanks for asking
these questions and
listening to us!
Take into
consideration the
needs of your
members
I really feel
someone was
listening to me
Respected
… the crowd feels
© Synthetron

16. Social
I love talking
like this – it is
nice to see how
others react to
honesty..
Good to know
others share the
same thoughts
Good to feel
that I am not
alone on this
Respected
Not alone
… the crowd feels
© Synthetron

17. It is perfect. We
can add our
comments freely
There are real
advantages of
being honest and
talking like this – it
is really interesting
Freedom
Respected
Not alone
Safe
It’s nice to see how others
react to honesty...
... the crowd feels
© Synthetron

18. Focus &
Reflection
..it nice to see how
others react to
honesty…
Really got me
into the topic,
I learned
something ..
Really good...
sharing experiences,
discussing solutions,
increasing
understanding
Learned
Respected
Not alone
Safe
… the crowd feels
© Synthetron

19. Co-creation
…you created the
right spirit to support
each other and to
start new things
The actionable insights will help
us to take difficult decisions
Do again: engage
employees like you
did today to gather
feedback to act upon
Ownership
Learned
Respected
Not alone
Safe
… the crowd feels

20. Looking back
Engaged
…Thank you
everyone. I
enjoyed this...
and I look
forward to future
discussions
Ownership
Learned
Respected
Not alone
Safe
© Synthetron

21. © Synthetron
Change
Agent Respected
Not alone
Ownership
Safe
Engaged
Learned

22. © Synthetron
“This is a fantastic way to take the pulse of
an organization in a really efficient way.
I encourage all project leaders to do this.
It’s a very effective way to make monitor
the current state of a change project and
to nudge the organization forward.”
HR talent manager
Pharmaceutical company

23. Can we measure
the Crowd
impact?
© Synthetron

24. © Synthetron
Change
Curve
Uplift
resistant
very
worried
uneasy/
concerns
accepting/
neutral
engaged/
reasonably
excited/
very
confident
How do you feel about the changes
ahead? (100%)
Today - start Looking back - closing© Synthetron

25. Mindset
Dynamics
Change
Readiness
Benchmark end
Benchmark start
0
25
50
75
1 2 3 4 5 6 All
start
end
end
start
%
ChangeReadiness
Mindset Dynamics
© Synthetron

26. © Synthetron
Change
Force
Analysis
EBC
Research
Barrier
19%
Enabler
56%
Critical
25%

27. Change
Force
Analysis
3H
Research

28. © Synthetron
Crowd
Nudging
How Crowd Sourcing
Wisdom can make a big
difference for Change
Change
Agents
© Synthetron

29. Risks ?
Can it
go wrong ?

30. Avoid
Pitfalls
Nudge
well
© Synthetron 2018

31. Stimulate
the slow
brain
nudge
well
Daniel Kahneman
The fast
brain takes
over for the
wrong things
Slow brain
is lazy
© Synthetron 2018

32. • Incorrect information signals
• Reputation pressure
• Lack of cititcal thinking
• Incompetent or inexperienced
Prevent
Group-
think
Nudge
well
© Synthetron 2018

33. Design the
Crowd
sourcing
key
conditions
Set it up well
•Right Crowd
• Right Process
• Right attitude
• Right motivation
Nudge
well
© Synthetron

34. Design the
participant’s
journey • Flow: divergence to convergence
• Ground: call on experience
• Engage: powerful questions
• Position: it, them, us /we, me/I
• Solve: feedback + co-creation
• Focus: on what matters
• Respect: listen and adapt
Nudge
well
© Synthetron
Engaged
Ownership
Learned
Respected
Not alone
Safe

35. © Synthetron
Wisdom How to Move on
+ Engaged Change Agents
= 2 x Change Forces
Crowdsourcing Good Force for Change?

36. © Synthetron 2018
Crowd
+ Outsourcing
= Crowdsourcing
Crowdsourcing
+ Conditions
= Wisdom of
the Crowd
Crowd Sourcing + Nudging
Crowd Wisdom
+ Engagement
= Crowd Nudging

37. Crowdsourcing
Twice a
Good Force
for Change
Synthetron
CSW Global 2018
Washington DC October 2018
..more than
sourcing Wisdom
Design how you are
Crowd Nudging
© Synthetron