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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