The Social Enterprise: Crowdsourcing the Future

THE SOCIAL ENTERPRISE
IE Business School, Internacional MBA
September 4, 2012
©2012 clicLogix Américas INC International MBA Conferenceinfo@cliclogix.com

The Art of Listening?


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


Whatdoes a social media campaignlooklike?


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


How are companies going to extract value
from the networked economy?

1956

A camel is a horsedesigned by a
committee.Sir Alex Issigonis

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

2006

Crowdsourcing:
A processthatinvolves outsourcing tasksto a distributed
groupof people.Jeff Howe

The Social Organization

Multidirectional Partnerandproviderop
communications timization

Clientinteractiondesi Workforcecollabora
gn tion


Crowdsourcing the future

•Newparadigm

•Internal& external ideas

•Alliances, lisencing, investment
s

•Enablingtechnologies

• Future Competitiveadvantage


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


Create, collect, collaborate

•Launchcampaign

•Establish a time limit

•Create a rewardsystem

• Drive idea votingandqualifying

Maximize and record
•Manageduplication collective knowledge

•Generaterankings


Manage, Develop, Decide

• Filter the ideas

• Involve experts

• Apply intelligent filters

• Establish evaluation teams
Drive idea
• Group in clusters and Mind Maps execution


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)


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


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


Customer Idea Portals


User Feedback Site


Constant Innovation


Process Improvement Portals


Contests


Marketing initiatives


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!


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


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.


RelatedLiterature
Charlene Li ClayShirky
May 2011 June 2010

Josh Bernoff James
June 2011 Surowiecki
August 2005


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


Thankyou

The Social Enterprise: Crowdsourcing the Future

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