flirt crowdsourcing
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8.5.2007 Sami Viitamäki
8.5.2007 Sami Viitamäki
The FLIRT model of Crowdsourcing:
Customer involvement in business functions and business development
Crowdsourcing?
Wide scale participation of customers in various business functions and their development
Digital Channels
Mutual benefit
8.5.2007 Sami Viitamäki
FLIRT
FLIRT model of Crowdsourcing
FocusLanguageIncentivesRulesTools
CreatorsCriticsConnectorsCrowds
FLIRT model of Crowdsourcing
8.5.2007 Sami Viitamäki
FOCUS
Focus
Business Area
Scale of collaboration
Depth of customer control
Business areas
InnovationsProduct development
–new–existing
Content generationDecision makingFundingMarketing
–Advertising–Sales–w-o-m
DistributionEtc.
Business areas
InnovationsProduct development
– new– existing
Content generationDecision makingFundingMarketing
– Advertising– Sales– w-o-m
DistributionEtc.
Business areas
InnovationsProduct development
– new– existing
Content generationDecision makingFundingMarketing
– Advertising– Sales– w-o-m
DistributionEtc.
Business areas
InnovationsProduct development
– new– existing
Content generationDecision makingFundingMarketing
– Advertising– Sales– w-o-m
DistributionEtc.
Business areas
InnovationsProduct development
– new– existing
Content generationDecision makingFundingMarketing
– Advertising– Sales– w-o-m
DistributionEtc.
Business areas
InnovationsProduct development
– new– existing
Content generationDecision makingFundingMarketing
– Advertising– Sales– w-o-m
DistributionEtc.
Business areas
InnovationsProduct development
– new– existing
Content generationDecision makingFundingMarketing
– Advertising– Sales– w-o-m
DistributionEtc.
FOCUS
FOCUS
FOCUS
8.5.2007 Sami Viitamäki
LANGUAGE
LANGUAGE
Authenticity
Transparency
Understand & respect
context
customer
Know social objects & emphasize social verbs
Show them you’re affected
8.5.2007 Sami Viitamäki
INCENTIVES
INCENTIVES
Intrinsic• Better life• Challenge• Creativity• Satisfying curiosity• Learning• Fun & Enjoyment
Extrinsic– Immaterial
• Fame• Recognition (peer & company)• Access to channels & resources• Reciprocity / community
– Material• Own products and services• 3rd party offerings• Other non-monetary rewards• Cash rewards
8.5.2007 Sami Viitamäki
RULES
RULES
Communicate: shared focus and objectives
Rules of initiation
Rules of interaction
Rules of intellectual exchange
Manufacturing constraints
Arbitrary rules
spur creativity
8.5.2007 Sami Viitamäki
TOOLS
TOOLS
Platform– own / 3rd party / hybrid
Tools for creation– web service / SW / physical devices / ideas
Encourage unexpected useSkills & knowledge
– required education
Company tools– harvesting & measuring contribution– converting it into action
8.5.2007 Sami Viitamäki
GROUPS
CREATORS
Generate original ideas/content
Compete for the best solution
In it for– the challenge– learning– fame– recognition– explicit rewards
Key issues– feed intrinsic motivation– offer relevant extrinsic motivation– ensure sufficient level of creative freedom
CRITICS & CONNECTORS
Involved in the conversation
Spread the word
Aim to influence a large # of people
Critics– emphasize opinions
– seek authority among their audience
Connectors– emphasize sharing
– seek to connect with a large audience
Key issues– Be transparent & authentic
– Enable effective conversation
– Interact
CROWDS
Low-level participation
Activate in key events
”The group formerly known as consumers”
Communicate mostly with ”friends”
Decide what truly has value and what is useless
Key issues– eliminate barriers to participation– show influence in real time– draw into deeper levels of participation
GROUPS
Traditionally:– 1-9-90 rule
However:– ”80% of Facebook users post on the wall”– ”28% of internet users categorize / tag content”– ”25% send links to friends”– rate content (videos, designs, etc.)?– vote on content?– active viewing?
GROUPS
Participation on the rise
Aim maximize participation at all levels
Design to terminate barriers to participation
Design to draw people deeper step by step
Crowdsourcing = Amateurs
Used primarily for recreation–Interests–Venting–Creativity–Hobbies–Secret desires–Latent skills
Crowdsourcing = Amateurs
am·a·teur
Pronunciation: 'a-m&-(")t&r, -"tur, -"tyur, -"chur, -ch&r
Function: noun
Etymology: French, from Latin amator lover, from amare to love
Customer
Your Brand
Customer’s Wants
CustomerCustomer’s
Wants
Your Brand
