This document discusses crowdsourcing and outlines seven building blocks for customer engagement: scale of activity, depth of activity, scope of activity, focus, incentives, rules, and tools. It examines different aspects of each building block, such as business objectives, organization capabilities, and social interaction. The seven building blocks form a framework for developing a crowdsourcing model.

1. Crowdsourcingin
FLIRT-malli
Modernin asiakasosallistamisen aakkoset
Sami Viitamäki, eChannels, TeliaSonera Finland

2. Scale of Customer
Activity Participants
Business Depth of
FOCUS
Objectives Activity
Scope of Organization
Activity Capabilities

3. Scale of Customer
Activity Participants
Business Depth of
FOCUS
Objectives Activity
Scope of Organization Social
LANGUAGE
Activity Capabilities Objects
Organization Social
Presence Interaction

4. Scale of Customer
Activity Participants
Business Depth of
FOCUS
Objectives Activity
Extrinsic Scope of Organization Social
INCENTIVES LANGUAGE
Objective Activity Capabilities Objects
Extrinsic Organization Social
Intrinsic Presence Interaction
Subjective

5. Creation & IP transfer
Interaction & Legal
RULES Scale of Customer
Initiation
Activity Participants
Business Depth of
FOCUS
Objectives Activity
Extrinsic Scope of Organization Social
INCENTIVES LANGUAGE
Objective Activity Capabilities Objects
Extrinsic Organization Social
Intrinsic Presence Interaction
Subjective

6. Creation & IP transfer Creation &
Platform
Interaction & Legal Interaction
Scale of Customer Monitoring &
Initiation RULES TOOLS
Activity Participants Action
Business Depth of
FOCUS
Objectives Activity
Extrinsic Scope of Organization Social
INCENTIVES LANGUAGE
Objective Activity Capabilities Objects
Extrinsic Organization Social
Intrinsic Presence Interaction
Subjective

7. Company Customer
Perspective Perspective
WHAT?
Strategic FOCUS
WHY?
WHAT?
LANGUAGE
WHY?
Tactical INCENTIVES
HOW?
RULES
HOW?
Technical TOOLS

8. FOCUS

9. Scale of
Activity
Depth of
FOCUS
Activity
Scope of
Activity

10. Scale of Customer
Activity Participants
Business Depth of
FOCUS
Objectives Activity
Scope of Organization
Activity Capabilities

11. Scope

12. Business areas
Innovations
Product development
new
existing
Content generation
Decision making
Funding
Marketing
Advertising
w-o-m
Recommendations
Distribution
Sales

13. Business areas
Innovations
Product development
new
existing
Content generation
Decision making
Funding
Marketing
Advertising
w-o-m
Recommendations
Distribution
Sales

14. Business areas
Innovations
Product development
new
existing
Content generation
Decision making
Funding
Marketing
Advertising
w-o-m
Recommendations
Distribution
Sales

15. Business areas
Innovations
Product development
new
existing
Content generation
Decision making
Funding
Marketing
Advertising
w-o-m
Recommendations
Distribution
Sales

16. Business areas
Innovations
Product development
new
existing
Content generation
Decision making
Funding
Marketing
Advertising
w-o-m
Recommendations
Distribution
Sales

17. Business areas
Innovations
Product development
new
existing
Content generation
Decision making
Funding
Marketing
Advertising
w-o-m
Recommendations
Distribution
Sales

18. Business areas
Innovations
Product development
new
existing
Content generation
Decision making
Funding
Marketing
Advertising
w-o-m
Recommendations
Distribution
Sales

19. Business areas
Innovations
Product development
new
existing
Content generation
Decision making
Funding
Marketing
Advertising
w-o-m
Recommendations
Distribution
Sales

20. Scope of
Activity

21. Answers
central
business needs?
Business Scope of
Objectives Activity

22. Answers
Customer
central
Participants
business needs?
Suitable
Business Scope of
for ‘human’
Objectives Activity
systems?

23. Answers
Customer
central
Participants
business needs?
Suitable
Business Scope of
for ‘human’
Objectives Activity
systems?
Resources
Organization
committed
Capabilities
and capable?

24. Scale

29. Scale of
Activity

30. Added cost
vs. economies
of scale?
Business Scale of
Objectives Activity

31. Added cost
Customer
vs. economies
Participants
of scale?
Manageable
Business Scale of
by the
Objectives Activity
people?

32. Added cost
Customer
vs. economies
Participants
of scale?
Manageable
Business Scale of
by the
Objectives Activity
people?
Support for
scaling across Organization
organizational Capabilities
borders?

33. Depth

38. Depth of
Activity

39. Business
benefits exceed
added risk?
Business Depth of
Objectives Activity

40. Business
Customer
benefits exceed
Participants
added risk?
Significance of
Business Depth of
control and
Objectives Activity
access sufficient?

41. Business
Customer
benefits exceed
Participants
added risk?
Significance of
Business Depth of
control and
Objectives Activity
access sufficient?
Organization
Organization
able to bear and
Capabilities
manage risk?

42. Creation & IP transfer Tools of
Platform
Interaction & Legal Creation
Scale of Customers/ Tools for the
Initiation RULES TOOLS
Activity Participants Company
Business Depth of
FOCUS
Objectives Activity
Extrinsic Area of Organization Social
INCENTIVES LANGUAGE
Objective Activity Capabilities Objects
Extrinsic Organization Social
Intrinsic Presence Interaction
Subjective

43. Social Objects

48. Social Interaction

49. 7 Building Blocks of the social web
Sharing Presence
Conversations Identity Relationships
Groups Reputation
http://nform.ca/publications/social-software-building-block

51. Sharing Presence
Conversations Identity Relationships
Groups Reputation

53. Sharing Presence
Conversations Identity Relationships
Groups Reputation

55. Sharing Presence
Conversations Identity Relationships
Groups Reputation

56. Authenticity?

57. http://www.youtube.com/watch?v=5dzi_8Rscfs

67. Creation & IP transfer Tools of
Platform
Interaction & Legal Creation
Scale of Customers/ Tools for the
Initiation RULES TOOLS
Activity Participants Company
Business Depth of
FOCUS
Objectives Activity
Extrinsic Area of Organization Social
INCENTIVES LANGUAGE
Objective Activity Capabilities Objects
Extrinsic Organization Nature of
Intrinsic Presence Interaction
Subjective

76. What’s in it for the participant?

77. What’s in it for the participant?
“Managing the marriage of money and nonmoney
without making nonmoney feel like a sucker.“
Yochai Benkler

78. Creation & IP transfer Tools of
Platform Creation and
Interaction & Legal
Sharing
Scale of Customers/ Tools for the
Initiation RULES TOOLS
Activity Participants Company
Business Depth of
FOCUS
Objectives Activity
Extrinsic Area of Organization Social
INCENTIVES LANGUAGE
Objective Activity Capabilities Objects
Extrinsic Organization Nature of
Intrinsic Presence Interaction
Subjective

84. Creation & IP transfer Creation &
Platform
Interaction & Legal Sharing
Scale of Customers/ Monitoring &
Initiation RULES TOOLS
Activity Participants Action
Business Depth of
FOCUS
Objectives Activity
Extrinsic Area of Organization Social
INCENTIVES LANGUAGE
Objective Activity Capabilities Objects
Extrinsic Organization Nature of
Intrinsic Presence Interaction
Subjective

93. C4 – The Groups

96. CREATORS CRITICS
opportunity to show expertise
critique & support
co
opinions & viewpoints
status & confirmation
nt
n
increased exposure
io
en
content to report
at
co
tf
eg
lle
or
ts
gr
ct
in
ag
ive
po
&
w
n
e
io
vi
ev
at
&
m
al
s
on
ua
r
fo
ju
ni
tio
in
dg
i
op
n
m
en
t
information & aggregation
audience & joy of sharing
CONNECTORS CROWDS

97. “Itekki Tekisin”
User Generated Advertising Campaign
Aug - Sep 2007

98. Tavoitteet

99. Tavoitteet
• Nostaa brändin relevanssia ja ajankohtaisuutta sekä
luoda kiinnostusta nuorissa kohderyhmissä

100. Tavoitteet
• Nostaa brändin relevanssia ja ajankohtaisuutta sekä
luoda kiinnostusta nuorissa kohderyhmissä
• Tuoda katu-uskottavuutta peliin

101. Tavoitteet
• Nostaa brändin relevanssia ja ajankohtaisuutta sekä
luoda kiinnostusta nuorissa kohderyhmissä
• Tuoda katu-uskottavuutta peliin
• Olla luonnollinen osa nuorten ajanviettoa

102. Tavoitteet
• Nostaa brändin relevanssia ja ajankohtaisuutta sekä
luoda kiinnostusta nuorissa kohderyhmissä
• Tuoda katu-uskottavuutta peliin
• Olla luonnollinen osa nuorten ajanviettoa
• Mahdollistaa hauska itseilmaisu ja kommunikointi

103. Tavoitteet
• Nostaa brändin relevanssia ja ajankohtaisuutta sekä
luoda kiinnostusta nuorissa kohderyhmissä
• Tuoda katu-uskottavuutta peliin
• Olla luonnollinen osa nuorten ajanviettoa
• Mahdollistaa hauska itseilmaisu ja kommunikointi
• Tukea Minun Sonera -pääviestiä:
“Juuri sellainen kuin sinä haluat”

106. Ne vie meidän
brändin...
http://www.flickr.com/photos/nas-city/355756123/

111. Statistiikkaa

112. Statistiikkaa
• Miltei 35000 uniikkia kävijää

113. Statistiikkaa
• Miltei 35000 uniikkia kävijää
• miltei 3500 taitelijaa

114. Statistiikkaa
• Miltei 35000 uniikkia kävijää
• miltei 3500 taitelijaa
• ~10% osallistui luomisprosessiin

115. Statistiikkaa
• Miltei 35000 uniikkia kävijää
• miltei 3500 taitelijaa
• ~10% osallistui luomisprosessiin
• 4000 työtä julkaistiin

116. Statistiikkaa
• Miltei 35000 uniikkia kävijää
• miltei 3500 taitelijaa
• ~10% osallistui luomisprosessiin
• 4000 työtä julkaistiin
• (400 jouduttiin eväämään)

117. Statistiikkaa
• Miltei 35000 uniikkia kävijää
• miltei 3500 taitelijaa
• ~10% osallistui luomisprosessiin
• 4000 työtä julkaistiin
• (400 jouduttiin eväämään)
• Saitilla keskimäärin kulutettu aika ~ 10 min.

118. Valittuja paloja...

146. Kiitos!
Sami Viitamäki
www.samiviitamaki.com
sami.viitamaki@gmail.com