flirt overview 2
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WHAT?WHY?
Company Perspective Customer Perspective
WHAT?
WHY?
HOW?
HOW?
RULES
TOOLS
Strategic
Technical
Tactical INCENTIVES
LANGUAGE
FOCUS
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FOCUS
Organization
Capabilities
Area of
Activity
Depth of
ActivityBusiness
Objectives
Scale of
Activity
Customers/
Participants
LANGUAGE
Social
Interaction
Organization
Presence
Social
Objects
INCENTIVES
IntrinsicExtrinsic
Subjective
Extrinsic
Objective
RULESInitiation
Creation &
Interaction
IP transfer
& Legal
TOOLSMonitoring &
Action
Creation &
SharingPlatform
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FOCUS
Organization
Capabilities
Area of
Activity
Depth of
ActivityBusiness
Objectives
Scale of
Activity
Customers/
Participants
LANGUAGE
Nature of
Interaction
Organization
Presence
Social
Objects
INCENTIVES
IntrinsicExtrinsic
Subjective
Extrinsic
Objective
RULESInitiation
Creation &
Interaction
IP transfer
& Legal
TOOLSTools for the
Company
Tools of
CreationPlatform
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Focus consists of six
subelements
Business objectives
Customer participants Organization CapabilitiesThese non-negotiable determinantsare to be taken into account asgiven when defining activity.
In the long run also thesedeterminants become negotiable.
Scope of activity
Scale of activity Depth of activityThese negotiable determinants areused to define the plannedcrowdsourcing activity on a rough
scale.
When defining these threeelements, they need to be reflectedon each of the constraints - asfollows...
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Scope ofActivity
Organization
Capabilities
Respective
resources
committedand capable?
Suitablefor humansystems?
Business
Objectives
Answerscentral
business needs?
Customer
Participants
Scale ofActivity
Organization
Capabilities
Support forscaling across
organizational
borders?
Manageableby the
people?
Business
Objectives
Added cost
vs. economies
of scale?
Customer
Participants
Depth ofActivity
Organization
Capabilities
Organization
able to bear andmanage risk?
Significance ofcontrol and
access sufficient?
Business
Objectives
Business
benefits exceed
added risk?
Customer
Participants
Focus
ScaleScope Depth
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FOCUS
Organization
Capabilities
Area of
Activity
Depth of
ActivityBusiness
Objectives
Scale of
Activity
Customers/
Participants
LANGUAGE
Social
Interaction
Organization
Presence
Social
Objects
INCENTIVES
IntrinsicExtrinsic
Subjective
Extrinsic
Objective
RULESInitiation
Creation &
Interaction
IP transfer
& Legal
TOOLSTools for the
Company
Tools of
CreationPlatform
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Language
Social Objects The social glue of the community: why people talk to these people/this company instead
of talking to other people/other companies
Not scope as in Focus element but instead the medium via which to sell the scope of thecompany to the people
In order for the community to thrive, these social objects need to be playable and able toactivate people
Social Interaction The nature of interaction around the social objects, focus on:
Identity Presence Relationships Conversations
Grouping Reputation Sharing
Company Presence Authenticity Transparency Human Face / Community Management
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FOCUS
Organization
Capabilities
Area of
Activity
Depth of
ActivityBusiness
Objectives
Scale of
Activity
Customers/
Participants
LANGUAGE
Nature of
Interaction
Organization
Presence
Social
Objects
INCENTIVES
IntrinsicExtrinsic
Subjective
Extrinsic
Objective
RULESInitiation
Creation &
Interaction
IP transfer
& Legal
TOOLSTools for the
Company
Tools of
CreationPlatform
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Incentives
Intrinsic incentives Related to the reward from simply undertaking activity, e.g.
Self Efficacy Learning from doing Challenge
Satisfying need for creativity
Obligation Extrinsic subjective incentives
Related to the reward of undertaking activity as part of community / for an organization, e.g. Peer recognition Company recognition Learning from others Exposure
Reputation Social Capital Exclusivity (channels / resources)
Extrinsic objective incentives Explicit rewards, have direct monetary value, e.g.
Products Services Gift cards
Subscriptions Cash10Friday, February 8, 2008
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FOCUS
Organization
Capabilities
Area of
Activity
Depth of
ActivityBusiness
Objectives
Scale of
Activity
Customers/
Participants
LANGUAGE
Nature of
Interaction
Organization
Presence
Social
Objects
INCENTIVES
IntrinsicExtrinsic
Subjective
Extrinsic
Objective
RULESInitiation
Creation &
Interaction
IP transfer
& Legal
TOOLSTools for the
Company
Tools of
Creation and
Sharing
Platform
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Rules
Initiation Open or closed? Screening protocols? Personal info required?
Creation
Quality constraints
Format constraints Manufacturing constraints Arbitrary constraints Deadlines Criteria of Approval Other constraints
Interaction
Seeing others ideas Building on others ideas Remixing / mashing up
IP & Legal IP transfer Copyright issues Responsibility releases
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Tools
Platform proprietary 3rd party hybrid
Creation
web tools
downloadable software / client 3rd party physical tools
Interaction Monitoring
Technology / algorithm Pre-moderation
Post-moderation Customer input Action
Taking the ideas into the process within thecompany
Identity profile pages and customization tools
Presence presence indicators location indicators nearness indicators
Relationships social network (binary) social graph (typological)
Conversations IM IRC Forum
Grouping groups applications
Reputation ranking lists average rating
Sharing Within community (tagging, sending, recommending) Outside (embeds, links, social bookmarking services
other means)
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contentto
evaluate
collective
judgment
CRITICS
CROWDSCONNECTORS
CREATORS
aggreg
ated
content
opinio
ns&viewpo
ints
increasedexposure
contenttoshare
expertstatus
opinions&vie
wpoints
aggregated content
audience & readership
content to scrutinize
critique & support
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