espm social production & crowdsourcing session
DESCRIPTION
An introduction to Social Production. + Outcomes+ People+ Organization+ TechnologyCases: LEGO, Jovoto, DARPA, BetacupTRANSCRIPT
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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
⬅⬅
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
⬅⬅
CASESBetacup, DARPA, Jovoto, LEGO
⬅⬅
“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