the social enterprise: crowdsourcing the future

©2012 clicLogix Américas INC International MBA Conference [email protected]

THE SOCIAL ENTERPRISEIE Business School, Internacional MBA

September 4, 2012


The Art of Listening?


Brands have embraced Social Media

Coca-Cola Starbucks RedBull McDonalds Pringles Victoria´s Secret

Zara

34.4

25.322.4

10.5

15.6 15.3

10.2

49.5

31.2 29.5

21.9 20.2 19.7

14.4

Nov-11 Aug-12

Brand Fan Pages(in millions of fans)


What does a social media campaign look like?

http://www.youtube.com/watch?v=tVxljFkPhTM&feature=share&list=PLD6AC187C6061A94C


POEM: The Social Media Mix

WOMViralityLevel of NoiseInfluenceRecomendationsLinksComments

EARNED

TelevisionPrintRadioWebsOutdoorPOSSocial Networks

PAID OWNED

PackagingManualsPOSBillboardsWebsPREmailSocial Media

Audience catalysts

ConversationHubs

Recommendationengines


How are companies going to extract value from the networked economy?


A camel is a horse designed by a committee. Sir Alex Issigonis

1956


2005

The Wisdom of Crowds: Why the Many Are Smarter Than the Few and How Collective Wisdom Shapes Business, Economies, Societies and Nations

James Surowiecki


Crowdsourcing: A process that involves outsourcing tasks to a distributed group of people. Jeff Howe

2006


The Social Organization

Workforce collaboration

Partner and provider optimization

Multi directionalcommunications

Client interaction design


Crowdsourcing the future

• New paradigm

• Internal & external ideas

• Alliances, lisencing, investments

• Enabling technologies

• Future Competitive advantage


The Two Approaches to Open Innovation

Ad-Hoc Ideas– Portal Style– Social Media/Business Social approach

Focused Innovation - Campaigns– Ask a specific question/pose a challenge– Target a specific audience– Define a time frame


Create, collect, collaborate

• Launch campaign

• Establish a time limit

• Create a reward system

• Drive idea voting and qualifying

• Manage duplication

• Generate rankings

Maximize and record collective knowledge


Manage, Develop, Decide

• Filter the ideas

• Involve experts

• Apply intelligent filters

• Establish evaluation teams

• Group in clusters and Mind MapsDrive idea execution


Plan, Socialize, Monetize

• Analyse your Innovation Pipeline

• Track Ideas Implementation

• Integrate to existing enterprise systems

• Share decision making process

• Run a virtual stock market (prediction markets)

Deliver measurable results


Execute, Get Results

• Launch better products, faster and cheaper

• Improve results by introducing discipline and collaboration

•Redirect resources to winning projects

•Make sure the right information reaches the right people


Time Limited Continuous

Inte

rnal

Ext

erna

l

Marketing Initiatives

Short-Term Cost Savings

Event Ideas

Contests

Process Improvements

Collaboration

Customer Idea Portals

User Feedback Site

Types of Open Innovation Projects


Customer Idea Portals


User Feedback Site


Constant Innovation


Process Improvement Portals


Contests


Marketing initiatives


Launching an Open Innovation Project

Determine use Case Secure Management Buy-in Define Immediate andLong-term Goals

Rewards &Recognition

CommunicationStrategy

LaunchGet Going!


Critical issues to consider

What will SUCCESS look like

for your innovation initiative?

Participation Idea Generation Idea Implementation

Who will be INVOLVED in the program?

Program Ownership Campaign Sponsorship IT, Marketing

What is the TIMELINEof your initiative?

Immediate On-going No timeline set


Tools of the Trade

Application Valuation Strengths

+1100 -800 Training, interactivity, Idea filtering. Idea market.

+701 -383 Complete suite with strong project management tools.

+894 -711 Complete suite with both idea and project managemen.t tools

+209 -40 Focused on patents and intellectual property.

+345 -416 Complete suite with good API´s to enterprise software.

+157 -259 Complete suite with strong idea and project management tools.

+26 -154 Cheap, only idea management.


Related Literature

Charlene LiMay 2011

Clay ShirkyJune 2010

Josh BernoffJune 2011

James SurowieckiAugust 2005


Contact

Rafael Bonnelly Ricart

[email protected]

twitter.com/RafaelBonnellyfacebook.com/RafaelBonnelly

es.linkedin.com/in/rafaelbonnelly

cliclogix.comlahuellasocial.es

maratoninteractivo.comLa Huella SocialTF Editores, Oct. 2010

Innovación en la Investigación de MercadosAlfa y Omega Editores, Sept. 2011


Thank you

the social enterprise: crowdsourcing the future

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