ideavibes presentation at 2012 online research methods conference - london
DESCRIPTION
This presentation was given at the 2012 Online Research Methods Conference in London, UK. The content focuses on an overview of crowdsourcing as a possible research methodology when appropriate.TRANSCRIPT
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CrowdsourcingUsing the crowd and social media to drive innovation and engagementPaul Dombowsky
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Opening
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“…the world is becoming too fast, too complex and too networked for any organization to have all the answers inside.”Yochai Benkler, Yale University from the Wealth of Networks
“Peer production is about more than sitting down and having a nice conversation… Its about harnessing a new mode of production to take innovation and wealth creation to new levels.” Eric Schmidt, Google
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Agenda
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Definitions
Is Crowdsourcing a viable Research Methodology?
What can the crowd do for you?
Listening to conversations that are already happening
Examples of the crowd in action
Best Practices – using crowdsourcing in your organization
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DefinedAn engagement process whereby organizations seek input from either open or closed communities of people, either homogenous or not, to contribute ideas, solutions, or support in an open process whereby the elements of creativity, competition and campaigning are reinforced through social media to come up with more powerful ideas or solutions than could be obtained through other means.
Why Bother?Organizations have a difficult time engaging with their communities to strengthen their relationship and be crowd focused. Internal or external, the community has ideas that can be harnessed that come from diverse backgrounds, experiences and education.
Crowdsourcing
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• When looking for expertise from a range of sources.• When funds and/or time are limited.• When your target audience is largely online.
When does Crowdsourcing Work?
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BMW’s Virtual Innovation AgencyReceived over 4000 ideas within 7 days for products and designs at minimal cost
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The opening up of innovation to internal and external input for the development of products in various stages of the product development lifecycle.
Crowdsourcing can be part of an open innovation or social product management strategy – just as Research is.
Social Product Development
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Why Social Matters?
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According to Forrester Research (2010),71% of people say they trust the opinions of family, friends and colleagues (their crowd or their tribe) as a source of information on products and services.
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Where the conversations are happening?
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Official & Unofficial• Facebook• Twitter• Google Groups• Forums• Wiki’s• User Groups• Podcasts• Blogs• User Voice• Epinions• Cnet• Reviewsarena• Buzzillions• Tribe Smart
Why not tap into the conversations that are already happening?
Get the crowd working for you.
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Where the crowd comes from
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Sources of Innovation
Internal R&D
Customers
Experts
PartnersSuppliers
Prospects
Other internal
team members
Does participation require a reward?
Do people contribute for the good of the brands they like?
How do you democratize the input?
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InternalExperts
Emergent Experts(online community leaders,
product advocates)
Everyone Else
The Emerging Expert
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EngagementTargets
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Where Innovation / Crowdsourcing Fits
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Community
Open SpaceHow we gather
Social MediaHow we talk
LeadershipHow we inspire &
enable
Open Innovation
CrowdsourcingWhere ideas come from
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Growing Online Participation
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Millennials (born ’91 and after)
Gen Y (born ’81-’91)
Gen X (born ’65-’80)
Boomers (born ’46-’64)
Civics (born ’45 or earlier)
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Product Roadmap
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Discovery Exploration Scoping
Build Biz CaseDevelopmentTesting
Launch Discovery…
Crowdsourcing or Ideation
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The Appeal
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• Crowdsourcing surfaces new perspectives• Invites participation from nontraditional
sources • Infuses real energy into the process of generating ideas • Empowers people when they feel their voice is being heard• Technology can enable participation by disenfranchised
(ie. PCs in libraries can help those not connected at home)• Builds engagement and relationships with new audiences
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Example 1: Salesforce
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What do your current customers want to see on your roadmap?
What features are needed to turn prospects into customers?
Democracy?1 vote = 1 customer
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IdeaStorm was created to give a direct voice to Dell’s customers and an avenue to have online “brainstorm” sessions to allow them to share ideas and collaborate with one another and Dell. Their goal through IdeaStorm is to hear what new products or services you’d like to see Dell develop.
In almost three years, IdeaStorm has crossed the 10,000 idea mark and implemented nearly 400 ideas!
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Example 2: Dell
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Quirky is an all in one product development shop for inventors.
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Example 3: Quirky
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Threadless’ business model is social product development and they run regular campaigns to select designs that are then produced and sold to a ready-made market that participated in the product selection.
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Example 4: Threadless
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Starbucks uses the same platform as Dell and Salesforce.com for their social product development.
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Example 5: Product Selection by the Crowd
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Example 6: Open Innovation with Citizens
City of OttawaHave a Say Sustainability Campaign
• No. of Engagements = 6700• Goal: 1500• Drivers: Twitter, Facebook, Media
Event (related)• Number of ideas: 200• English and French
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San Francisco Engage4change Citizen Engagement Program(2 weeks)
• No. of Engagements = 2252• Referrals = 64% from Twitter• Cost = 500 ice cream cones ($1,000)• Humphry Slocombe’s Crowd
= 320,000 twitter followers and Facebook Friends
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Example 7: Citizen Engagement
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Crowdsourcing as Part of Research Strategy
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• Reach customers & prospects where they live – join in the conversations that are happening already
• Capitalize on valuable customer and prospect insight• Develop a culture of collaboration• Implement the right social technology to get the job done• Communicate results and intentions and be open as
possible• Let conversations happen in the open• Be crowd friendly on an ongoing basis
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Crowdsourcing and Social Media
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• Work together to ensure contributions are:– Quality assured– Work with larger data sets– Use interfaces or tools that reduce complexity– Open to two way conversation
• The appeal:– Cost– Speed– Viral nature of audience building– Dialogue vs One way conversation
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Crowdsourcing vs Traditional Research
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Crowdsourcing Surveys
• Lends itself to diversity of participation• Fewer barriers – people participate to
the level they feel comfortable• Drives innovation – new ideas from left
field can have merit• Easy to interpret – the crowd helps
make things clearer• Comments are focused
• More expensive• Takes time• Perception of being very controlled• Great for solidifying preconceived
ideas or directions• Requires interpretation • Doesn’t encourage creativity
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It all starts with a Question or Problem
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• Needs to be:– Clear and compelling– Not leading– Allow for open innovation– Encourage participation– Allow for outliers to feel comfortable
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• Ideavibes• Facebook• Charodix• BrightIdeas• Spigit
Platforms and Tools
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• Pick the right model• Pick the right crowd• Offer the right incentive (being heard is #1)• Don’t replace employees with the crowd• Benevolent Dictator• Monitor ideas and content to mitigate risk (liability)• Keep in simple – break things down• The crowd is generally right – if you are accessing the right
crowd with the right question
Best Practices
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• Excessive lobbying and promotion• Narrow crowds product narrow results• No follow-through causes creditability hit• If you say you are generating solutions for X, communicate
what happened and why• Broad ideation campaign descriptions will result in less
focused • results BUT too narrow will restrict creativity• Dismissing ideas that seem far fetched• Ideation often requires refinement – understanding what your
crowd is saying by ‘x’
Things to watch for
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Fiat Mio – Research /Product Development from the Crowd
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http://youtu.be/hg0b8Z51YC0
See how Fiat used the crowd and the desire to be ‘involved’ to research and build the Mio…
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Thank youPaul Dombowsky | 613.878.1681 | [email protected] | www.ideavibes.com