mutopo socialmedia day
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TRANSCRIPT
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Social ProductionNovas maneiras de produzir valor usando social web.
Marina [email protected]@mutopo.com
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Social media como ferramenta de comunicação
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Social Production como Colaboração
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Mark Zuckerberg“I think the last 5 years have been about connecting all these people. The next 5 years are going to be about the crazy things you can do now that all those people are connected”About 10 months ago Shaun Abrahamson and thousands of others like this
Do Social Media para Social Production
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“Crazy Things” we’ve already done
2003
2001
2001
20001991
2000
20042006
1999
2005
1996
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Porque não vemos mais exemplos?
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Quem desenhou isso para a LEGO?
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Quem fornece esses dados para o Google traffic?
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Quem vende, presta serviços e faz a parte de P&D para essa operadora?
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A chave: a introdução de novas pessoas e novos papéis
Value Created
Income/ExpensesEm
ployee
sPar
tners
Sales Marketing Operations ProductionR + D
New
Partners
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Impacto em todas as funções empresariais
Sales Marketing Operations ProductionR + D
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PESSOAS
⬅⬅
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Sharing Voting CommentingResearching Creating Engineering
Pre-Buying InvestingAsset Utilization
Labo
r
Cap
ital
Ass
ets
Net
wor
ks
Quais os recursos podem ser obtidas desta forma?
Dat
a
Big Data
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Que tarefas podem ser realizadas?
101 million people on
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Porque eles vão participar?
Dinheiro
ExperiênciaReputação
Boas ações
Outras coisas
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Organização
⬅⬅
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Quais são as regras do ecossitema?
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Quem lidera a comunidade?
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Quais são os desafios para o negócio?
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Ferramentas
⬅⬅
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Entendendo melhor a performace do indivíduo
My Klout My Giving (Crowdtwist)
My Creative Impact(Jovoto)
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Entendendo a performace geral
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A qualidade do trabalho importa.
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Rocket Science vs People Science?
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Obrigada!Social ProductionNovas maneiras de produzir valor usando social web.
Marina Miranda@[email protected]
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Social Production Cheat Sheet
1 What is the impact on the business model?
2 What tasks should be performed?
3 Who should participate?4 What do they expect for their
efforts?5 What are the roles in the
ecosystem?6 How are decisions made?7 What are some of the
business challenges?8 How is scaffolding used for
key activities?9 How are people evaluated?10 How much is technology (vs.
people)?
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6 Social Production Cases+ AirBnB
+ TaskRabbit+KickStarter+ BetaCup+ GiffGaff+ LEGO
⬅⬅
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Social Production para melhor seu imóvel
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Quem está fazendo o que no Airbnb?
Value Created
Renda/DespesasEm
ployee
s
Sales Marketing Operations ProductionR + D
New
Partners
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Cliente virando fornecedor
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Muito grande o custo dos trolls
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Gerenciando o comportamento através das métricas + reputação
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Acessando capital+ networks
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Quem está fazendo o que no Kickstarter?
Value Created
Income/ExpensesEm
ployee
s
Sales Marketing Operations ProductionR + D
New
Partners
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50% de 50,000 projetos foram completamente capitados
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66,694 pessoas vs 1 Banco (ou VC)
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Incentivos + Media + Reputação
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Quem está fazendo o que noTaskRabbit?
Value Created
Income/ExpensesEm
ployee
s
Sales Marketing Operations ProductionR + D
New
Partners
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Que tarefas podem ser executadas?
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Simples, maneira rápida de encontrar um grande número de trabalhadores qualificados
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Reputação de novo
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Não perca o valor dos dados
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Crowdsourcing para desenvolvimento de produtos + exposição da marca.
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Quem está fazendo o que no Betacup?
Value Created
Renda/Despesas
Emplo
yees
Sales Marketing Operations ProductionR + D
New
Partners
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Que tarefas podem ser executadas?
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InspiraçãoRecrutamento
(Re)SubmissãoFeedback
Seleção PilotoP&D
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InspiraçãoRecrutamento
(Re)SubmissãoFeedback
Seleção PilotoP&D
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Concepção -> feedback -> teste nas lojas
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13,000 ratings
5,000 comments
1,500 idea updates
430 ideas
Betacup ecosistema
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+ 10,000,000 media impressions
Communicação como sub-produto
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Social production para serviços complexos
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Homepage dá dicas de como isso funciona
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Quem está fazendo o que no GiffGaff
Value Created
Income/ExpensesEm
ployee
s
New
Partners
Sales Marketing Operations ProductionR + D
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Para vendas+ suporte a novos desenvolvimentos de aplicativos
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Que tarefas podem ser executas?
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Pagamentos = dinheiro, minutos ou doações para caridade
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Como isso está crescendo? NPS = 73 (Apple = 79)
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Crowdsourcing na empresa.
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Diferente organizações para diferentes colaborações
Sales Marketing Operations ProductionR + D
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Conectando modelos de negócios, valor e colaboraçãosource: http://www.innovationgovernance.net/harvardbusinessreview_lego.pdf
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LEGO criou uma nova “plataforma”desenvolvimento
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Consumidor liderando definição de desenvolvimento, Makerting e vendas
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Consumidores liderando desenvolvimento de novos negócios.
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Novas regras para gerenciar organizações source: http://www.innovationgovernance.net/harvardbusinessreview_lego.pdf
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Social ProductionNovas maneiras de produzir valor usando social web value .
Marina Miranda@[email protected]