espm social production & crowdsourcing session
DESCRIPTION
An introduction to Social Production. + Outcomes+ People+ Organization+ TechnologyCases: LEGO, Jovoto, DARPA, BetacupTRANSCRIPT
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.
How Crowdsourcing Can Change The World
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Introduction – 5minCoop Game – 10min10 Steps to Social Production – 40min
Break – 5min
Betacup Case – 15minDiscussion – 45min
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.Shaun Abrahamson
@shaunabe@hellomutopo
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The producer-consumer relationship.
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Are organizations capable of different relationships?
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We see you, but how do we work together?
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An explosion of outside organizations
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How can we make paper cups disappear?
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More ways to house 2 billion people?
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How can they work with their fans?
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Tapping into the Used Brick market
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Where is the traffic-free future we were promised?
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SOCIAL PRODUCTIONOutomes, People, Organization, Tools
⬅⬅
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Coopetition Game+ First person/team to get all 4 words+ Please don’t get up or move around+ You only have 5 minutes+ Submit response at mutopo.com/coop
[some of you will want to shout out the words – this is a bad strategy]
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DEBRIEF
⬅⬅
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+ how did you motivate people to help/join you?
+ how did you generate awareness about what your we doing/offering?
⬅⬅
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+ how did you decide who to trust?
+ what role were you playing in your group?
+ what tools did you use?
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OUTCOMES
⬅⬅
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1 Consumproduction
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How many of us work for Google?
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Source: David Armano
Support
PlanResearch
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Source: David Armano
Customer -Designers
EntrepreneursGovernment
Suppliers
Customer - Supporters
Customer - Influencers
Support
Plan
Research
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Opportunities to change how we create value
Research Plan Produce Launch Sell Support
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2 Communication as a By-product
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If you build it, they may join you
Research Develop Plan Produce Launch Sell Support
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If you build it with them, they already have
Research Develop Plan Produce Launch Sell Support
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PEOPLE
⬅⬅
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3 The invisible workforce
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What’s missing from our LinkedIn profiles?
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4 MEGAS
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Money
ExperienceAttention
Good
Stuff
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Would you offer to pay for dinner in someone’s home?
Dan Ariely Predictably Irrational
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5 Engagement Value Exchange
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Why would I write for BBH?
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OUTSIDE
HYBRID
Value exchange makes the world go round
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ORGANIZATION
⬅⬅
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6 BIG Decisions
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Decide how to decide
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7 Ecosystem Design
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TEAMS
FANS IN THE STADIUM
FANS AT HOME
Every ecosystem has many roles
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Platform vs Challenge
Asmbl.us vs myStarbucksIdea
Ideas, discussion, voting and promotion
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Intelligence and awareness
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8 Rights, Rogues & Resistance
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With more contributions, more ownership complexity
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Don’t feed the trolls Don’t feed the trolls
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Reasons may vary
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TOOLS
⬅⬅
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9 Bioinstrumentation
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Understanding our tastes
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Understanding our relationships with others
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Evaluating our performance
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10 Scaffolding
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Scaffolding for FIFA fans
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Tools to organize around a deal
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10 Steps to Social Production
1 Consumproduction2 ”Communication” as a By-
product3 The Invisible Workforce4 The MEGAS5 Engaging Value Exchange6 Ecosystem Design7 Decide how to decide8 Rights, Rogues &
Resistance9 Bioinstrumentation10 Scaffolding
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BREAK
⬅⬅
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CASESBetacup, DARPA, Jovoto, LEGO
⬅⬅
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“This project was highly successful”
– Jim Hanna, Starbucks
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Research DevelopConcepts
In storeTest
EvaluateConcepts
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Concept -> feedback -> store trials
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13,000 ratings
5,000 comments
1,500 idea updates
430 ideas
Betacup ecosystem
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+ 10,000,000 media impressions
Communication as a by-product
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How to use large scale collaboration
to find weather balloons (or ideas, talent, partners, leads etc)
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Find 10 red weather balloons
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A winning recruiting strategy
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Different alignment and decision-making strategies1st 2nd 3rd 5th
Balloons Found 10 9 8 8
MEGAS Money x x x Good x x x Meaning x x x x
Ecosystem Team size 5 8 1 10 Network size 5,000 1,000 50,000* 80,000** Existing network? no no yes yes
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Elements of successful social media and community building
+ traditional media coverage of the team
+ brand recognition (MIT, Georgia Tech)
+ search rank optimization for team websites
+ deployment of mobile apps to aid participants
+ work with existing social networks
+ overall team strategy
Source: DARPA Network Challenge Project Report http://www.eecs.harvard.edu/cs286r/papers/ProjectReport.pdf
Familiar elements of success
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New elements of successful communications
+ collaboration/trading with other teams
+ extracting data from online sources
+ operations center for coordinating/decisions
+ method used to search twitter (real-time)
+ websites that motivate, encourage recruitment
+ recursive recruiting using money or charity
Source: DARPA Network Challenge Project Report http://www.eecs.harvard.edu/cs286r/papers/ProjectReport.pdf
Emerging elements of success
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Understanding, evaluating and recruiting talent to change how work is done.
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Ongoing data about performance
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It’s not all about the money
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Economic value from “Karma”
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Working with Customers to Create and Evolve Products
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Creating new products with the outside organization
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Linking business models, value and collaboration
source: http://www.innovationgovernance.net/harvardbusinessreview_lego.pdf
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Where do you go from here??
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.Shaun Abrahamson
@shaunabe@hellomutopo