proxxima mx - crowdsourcing introduction + cases
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MEXICO
CrowdsourcingDigital Connections, Social Production, Real Goals.
Shaun Abrahamson@[email protected]
Who is this guy & why is he talking about Social Production?
Consulting + advisory at mutopo.com
Angel investor at eigen-value.com
Too many startups.
MIT, University of Cape Town, Berlin School of Creative Leadership
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 8 months ago Shaun Abrahamson and thousands of others like this
From Social Media to Social Production
A Decade of “Crazy Things You Can Do”
2003
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20001991
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1996
So why don’t we see more examples?
Who provides the data for Google traffic?
Who designed this set for LEGO?
Who provides sales, service and R&D to this operator?
Field Guide forSocial Production
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How does Social Production impact the business model?
Value Created
Income/Expenses
Empl
oyee
sPa
rtner
s
Sales Marketing Operations ProductionR + D
The key: introducing new people and new roles
Value Created
Income/Expenses
Empl
oyee
sPa
rtner
s
Sales Marketing Operations ProductionR + D
New
Partn
ers
Impact across business functions
Sales Marketing Operations ProductionR + D
What tasks can be performed?
101 million people on
Why will they participate?
Money
ExperienceAttention
Good
Stuff
What are the roles in the ecosystem?
How are decisions being made?
How do you hand off between groups?
What are some of the business challenges?
A better understanding of individual performance
My Klout My Giving (Crowdtwist)
My Creative Impact(Jovoto)
Work quality also matters
How much technology versus how much people?
Social Production Cheat Sheet
1 What is the impact on the business model?
2 Who should participate?3 What do they expect for their
efforts?4 What are the roles in the
business process?5 How are decisions made?6 Where are processes in
danger?7 What are some of the key
challenges?8 How can you manage quality?9 How are people evaluated?10 How much is technology (vs.
people)?
CASESBetacup, LEGO
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“This project was highly successful”– Jim Hanna, Starbucks
InspirationRecruiting
(Re)SubmissionFeedback
Selection PilotsR&D
InspirationRecruiting
(Re)SubmissionFeedback
Selection PilotsR&D
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
Working with customersacross business functions
Different organizations for different collaborations
Sales Marketing Operations ProductionR + D
Linking business models, value and collaboration
source: http://www.innovationgovernance.net/harvardbusinessreview_lego.pdf
LEGO led new “platform” development
Customer led set development, marketing and sales
Customer led new business development
MEXICO
CrowdsourcingDigital Connections, Social Production, Real Goals.
Shaun Abrahamson@[email protected]