espm social production & crowdsourcing session

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How Crowdsourcing Can Change The World

Introduction – 5minCoop Game – 10min10 Steps to Social Production – 40min

Break – 5min

Betacup Case – 15minDiscussion – 45min

.Shaun Abrahamson

@shaunabe@hellomutopo

The producer-consumer relationship.

Are organizations capable of different relationships?

We see you, but how do we work together?

An explosion of outside organizations

How can we make paper cups disappear?

More ways to house 2 billion people?

How can they work with their fans?

Tapping into the Used Brick market

Where is the traffic-free future we were promised?

SOCIAL PRODUCTIONOutomes, People, Organization, Tools

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Coopetition Game+ First person/team to get all 4 words+ Please don’t get up or move around+ You only have 5 minutes+ Submit response at mutopo.com/coop

[some of you will want to shout out the words – this is a bad strategy]

DEBRIEF

⬅⬅

+ how did you motivate people to help/join you?

+ how did you generate awareness about what your we doing/offering?

⬅⬅

+ how did you decide who to trust?

+ what role were you playing in your group?

+ what tools did you use?

OUTCOMES

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1 Consumproduction

How many of us work for Google?

Source: David Armano

Support

PlanResearch

Source: David Armano

Customer -Designers

EntrepreneursGovernment

Suppliers

Customer - Supporters

Customer - Influencers

Support

Plan

Research

Opportunities to change how we create value

Research Plan Produce Launch Sell Support

2 Communication as a By-product

If you build it, they may join you

Research Develop Plan Produce Launch Sell Support

If you build it with them, they already have

Research Develop Plan Produce Launch Sell Support

PEOPLE

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3 The invisible workforce

What’s missing from our LinkedIn profiles?

4 MEGAS

Money

ExperienceAttention

Good

Stuff

Would you offer to pay for dinner in someone’s home?

Dan Ariely Predictably Irrational

5 Engagement Value Exchange

Why would I write for BBH?

OUTSIDE

HYBRID

Value exchange makes the world go round

ORGANIZATION

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6 BIG Decisions

Decide how to decide

7 Ecosystem Design

TEAMS

FANS IN THE STADIUM

FANS AT HOME

Every ecosystem has many roles

Platform vs Challenge

Asmbl.us vs myStarbucksIdea

Ideas, discussion, voting and promotion

Intelligence and awareness

8 Rights, Rogues & Resistance

With more contributions, more ownership complexity

Don’t feed the trolls Don’t feed the trolls

Reasons may vary

TOOLS

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9 Bioinstrumentation

Understanding our tastes

Understanding our relationships with others

Evaluating our performance

10 Scaffolding

Scaffolding for FIFA fans

Tools to organize around a deal

10 Steps to Social Production

1 Consumproduction2 ”Communication” as a By-

product3 The Invisible Workforce4 The MEGAS5 Engaging Value Exchange6 Ecosystem Design7 Decide how to decide8 Rights, Rogues &

Resistance9 Bioinstrumentation10 Scaffolding

BREAK

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CASESBetacup, DARPA, Jovoto, LEGO

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“This project was highly successful”

– Jim Hanna, Starbucks

Research DevelopConcepts

In storeTest

EvaluateConcepts

Concept -> feedback -> store trials

13,000 ratings

5,000 comments

1,500 idea updates

430 ideas

Betacup ecosystem

+ 10,000,000 media impressions

Communication as a by-product

How to use large scale collaboration

to find weather balloons (or ideas, talent, partners, leads etc)

Find 10 red weather balloons

A winning recruiting strategy

Different alignment and decision-making strategies1st 2nd 3rd 5th

Balloons Found 10 9 8 8

MEGAS Money x x x Good x x x Meaning x x x x

Ecosystem Team size 5 8 1 10 Network size 5,000 1,000 50,000* 80,000** Existing network? no no yes yes

Elements of successful social media and community building

+ traditional media coverage of the team

+ brand recognition (MIT, Georgia Tech)

+ search rank optimization for team websites

+ deployment of mobile apps to aid participants

+ work with existing social networks

+ overall team strategy

Source: DARPA Network Challenge Project Report http://www.eecs.harvard.edu/cs286r/papers/ProjectReport.pdf

Familiar elements of success

New elements of successful communications

+ collaboration/trading with other teams

+ extracting data from online sources

+ operations center for coordinating/decisions

+ method used to search twitter (real-time)

+ websites that motivate, encourage recruitment

+ recursive recruiting using money or charity

Source: DARPA Network Challenge Project Report http://www.eecs.harvard.edu/cs286r/papers/ProjectReport.pdf

Emerging elements of success

Understanding, evaluating and recruiting talent to change how work is done.

Ongoing data about performance

It’s not all about the money

Economic value from “Karma”

Working with Customers to Create and Evolve Products

Creating new products with the outside organization

Linking business models, value and collaboration

source: http://www.innovationgovernance.net/harvardbusinessreview_lego.pdf

Where do you go from here??

.Shaun Abrahamson

@shaunabe@hellomutopo