Find huge IdeasWith

Big online Crowds

Shaun abrahamson@shaunabe

Workshop plan 1. Crowdstorm Theory + cases

2. design your own

3. share and feedback

4. where to next?

SpectacularcrowdStormfailures

The internet vs MTN Dew

Designersvs brammo and Cp+B

the mighty google Also failed to work with crowds

Even fake crowdsfailed to work

So why SHOULD weBEexcited?

From CP+Bto V&S

Google owes its robot car to the darpa grand challenge

Localmotors badasseryfar from the homer

And THIS

why do crowdsgive usgoat face?

First,some context

WHY DO WE Organize the way that we do?

Ronald Coase“Given that production could be carried on without any organization that is, firms at all, why and under what conditions should we expect firms to emerge?”About 75 years ago

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(More than) a decade of DisruptionsCreated by online crowds

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AND CROWD ENABLED DISRUPTIONSARE ACCELERATING

Labo

r

Cap

ital

Ass

ets

Influ

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Online CROWDs AS the gateway to critical resources

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AND we see lots of crowdstorming successes

Teaming up to get better ideasThe birth of brainstorming

Alex F. Osborn (the O in BBDO)“when it comes to thinking, let’s try to act as if we were two people – at one time, a thinker upper, a producer of ideas; at another, a weigher of ideas”About 65 years ago

brainstorming +low transactioncosts= Crowdstorming

GreatBut what makes Crowdstormingwork?

^ WE’LL START HERE

What do you need?

How can you impact the organization?business model canvas can help

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Clear challengesclear evaluation criteria

A great story for a very complex brief

Clear challengesclear evaluation criteria Why you

Should

Why should we join you?

ten thousand people a year seek out fame + fortune

wreck it ralph neededExperience + Good

Can you deliver on your promises?

Equity investment + partnershipsGE Ecomagination

the right mix of incentivesFor your crowdstorm participants

Get help from A coalition

Who can help youincentivise, recruit, organize, produce

Who can help youincentivise, recruit, organize, produce

Recruit the best

AMAZON STUDIOSthe amazon universe

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SPOT THE DIFFERENCEGOTHAM FOUNDARY DEMO MAKES THE CASE TO HARDCORE URBAN BIKERS

1st 2nd 3rd 5th

Balloons Found 10 9 8 8

Motivation Money x x x Good x x x Meaning x x x x

Coalition Team size 5 8 1 10 Network size 5,000 1,000 50,000* 80,000** Existing network? no no yes yes

Source: DARPA network challenge report + team data

< FIRST LETS TALK PATTERNS

Crowdstormpatterns

Find ideasFind + evaluate IDEAS

Find ideasFind + evaluate IDEAS

Complex productsimple crowdstorm pattern

Simple products (often)complex crowdstorm pattern

Encourage productive behaviors

how many ways can we organizesuch large groups (communities)?

Elinor Ostrom“Complexity is not the same as chaos”About 3 years ago

to effectively organize, we need

Monitoring, Support, Advocacy,

Value Exchange [or fair incentives]

Sanctions,

Collective ChoiceMembership, Nesting

Source: Adapted from Elinor Ostrom’s collective action design principles

Source: Getsatisfaction.com

Monitoring toUnderstand contributions

From evaluating a fewto evaluating everyone

More activity ormore valuable activity

Aaron Swartz“…insiders account for the vast majority of edits. But it’s the outsiders who provide nearly all of the content.”About 6 years ago

Commenting on his analysis of who creates Wikipedia.

Cat Power, influenceand influence

Sources: klout.com, buzzfeed.com, quirky.com

selectthe best

Experts have demonstrated successhow do they scale?

Let the crowd helpto filter the most promising

How to organizea decision-making process

Hybrid ModelsCrowd Filter + Expert Selectors

Choose the right space

Simple searchComplex collaboration

MonitorSupport

MonitorSupportAdvocacySanctions

Collective ChoiceValue ExchangeMembership

Reeperbahn Festival

FEEDS TOKEEP TRACKOF IT ALL

TOOLS FOR DIFFERENT TYPES OF TASKS

gotchas

Trapped by The Castle

Fear ofIP

Journey to trust

We can REDUCE brand risks, too

Save ideas fromNIH

ENOUGH THEORY

DESIGNOPERATION

10 CROWDSTORM BRIEFSAND LANDING PAGES

AMAZON, BUZZFEED, DORITOS, GE, LEGO, LIFEEDITED, QUIRKY, SEQUOIA CAPITAL, STYLYT, THREADLESS, XPRIZE

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