flirt overview

FOCUS LANGUAGE INCENTIVES RULES TOOLS

The FLIRT model of Crowdsourcing

Five steps to successfully engaging the crowds

1Friday, February 8, 2008

WHAT?WHY?

Company Perspective Customer Perspective

WHAT?

WHY?

HOW?

HOW?

RULES

TOOLS

Strategic

Technical

Tactical INCENTIVES

LANGUAGE

FOCUS


FOCUS

Organization Capabilities

Area of Activity

Depth of Activity

Business Objectives

Scale of Activity

Customers/ Participants

LANGUAGE

SocialInteraction

OrganizationPresence

SocialObjectsINCENTIVES

IntrinsicExtrinsicSubjective

ExtrinsicObjective

RULESInitiation

Creation &Interaction

IP transfer& Legal

TOOLSMonitoring &

Action

Creation &Sharing

Platform


FOCUS


Area of Activity

Depth of Activity

Business Objectives

Scale of Activity


LANGUAGE

Nature ofInteraction




ExtrinsicObjective

RULESInitiation


IP transfer& Legal

TOOLSTools for the

Company

Tools of Creation

Platform


Focus consists of six subelements

• Business objectives• Customer participants• Organization CapabilitiesThese non-negotiable determinants are to be taken into account as given when defining activity.

In the long run also these determinants become negotiable.

• Scope of activity• Scale of activity• Depth of activityThese negotiable determinants are used to define the planned crowdsourcing activity on a rough scale.

When defining these three elements, they need to be reflected on each of the constraints - as follows...


Scope ofActivity

OrganizationCapabilities

Respective resourcescommitted

and capable?

Suitablefor ‘human’systems?

BusinessObjectives

Answerscentral

business needs?

CustomerParticipants

Scale ofActivity


Support forscaling acrossorganizational

borders?

Manageableby thepeople?

BusinessObjectives

Added costvs. economies

of scale?


Depth ofActivity


Organizationable to bear and

manage risk?

Significance ofcontrol and

access sufficient?

BusinessObjectives

Businessbenefits exceed

added risk?


FocusScaleScope Depth


FOCUS


Area of Activity

Depth of Activity

Business Objectives

Scale of Activity


LANGUAGE

SocialInteraction




ExtrinsicObjective

RULESInitiation


IP transfer& Legal

TOOLSTools for the

Company

Tools of Creation

Platform


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 the company to the people

• In order for the community to thrive, these social objects need to be playable and able to activate 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


FOCUS


Area of Activity

Depth of Activity

Business Objectives

Scale of Activity


LANGUAGE





ExtrinsicObjective

RULESInitiation


IP transfer& Legal

TOOLSTools for the

Company

Tools of Creation

Platform


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• Cash


FOCUS


Area of Activity

Depth of Activity

Business Objectives

Scale of Activity


LANGUAGE





ExtrinsicObjective

RULESInitiation


IP transfer& Legal

TOOLSTools for the

Company

Tools of Creation and

SharingPlatform


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


FOCUS


Area of Activity

Depth of Activity

Business Objectives

Scale of Activity


LANGUAGE





ExtrinsicObjective

RULESInitiation


IP transfer& Legal

TOOLSMonitoring &

Action

Creation & Sharing

Platform


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 the

company

• 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)


content to evaluate

collective

judgment

CRITICS

CROWDSCONNECTORS

CREATORS

aggregate

d conte

nt

opinions & viewpoints

incr

ease

d ex

posu

re

cont

ent t

o sh

are

exp

ert s

tatu

s

opin

ions

& v

iew

poin

ts

aggregated content

audience & readership

content to scrutinize

critique & support


FOCUS LANGUAGE INCENTIVES RULES TOOLS


flirt overview

Technology

legal sharing scale

ip transfer tools

legal creation scale

customers monitoring

platform interaction

customers tools

creation

social objects