crowdstorm crosscampus
DESCRIPTION
How to find big ideas from large online groups. Cases from GE, LEGO, Amazon and startups like Quirky, jovoto, Buzzfeed, Stylyt,TRANSCRIPT
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Find huge IdeasWith
Big online Crowds
Shaun abrahamson@shaunabe
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Workshop plan 1. Crowdstorm Theory + cases
2. design your own
3. share and feedback
4. where to next?
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SpectacularcrowdStormfailures
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The internet vs MTN Dew
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Designersvs brammo and Cp+B
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the mighty google Also failed to work with crowds
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Even fake crowdsfailed to work
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So why SHOULD weBEexcited?
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From CP+Bto V&S
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Google owes its robot car to the darpa grand challenge
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Localmotors badasseryfar from the homer
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And THIS
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why do crowdsgive usgoat face?
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First,some context
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WHY DO WE Organize the way that we do?
Ronald Coase“Given that production could be carried on without any organization that is, firms at all, why and under what conditions should we expect firms to emerge?”About 75 years ago
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2003
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20001991
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(More than) a decade of DisruptionsCreated by online crowds
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2003
2001
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20001991
2000
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AND CROWD ENABLED DISRUPTIONSARE ACCELERATING
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Labo
r
Cap
ital
Ass
ets
Influ
ence
Dat
a
Online CROWDs AS the gateway to critical resources
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2003
2001
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20001991
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1996
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AND we see lots of crowdstorming successes
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Teaming up to get better ideasThe birth of brainstorming
Alex F. Osborn (the O in BBDO)“when it comes to thinking, let’s try to act as if we were two people – at one time, a thinker upper, a producer of ideas; at another, a weigher of ideas”About 65 years ago
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brainstorming +low transactioncosts= Crowdstorming
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GreatBut what makes Crowdstormingwork?
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^ WE’LL START HERE
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What do you need?
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How can you impact the organization?business model canvas can help
11
22
44
33
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Clear challengesclear evaluation criteria
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A great story for a very complex brief
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Clear challengesclear evaluation criteria Why you
Should
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Why should we join you?
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ten thousand people a year seek out fame + fortune
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wreck it ralph neededExperience + Good
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Can you deliver on your promises?
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Equity investment + partnershipsGE Ecomagination
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the right mix of incentivesFor your crowdstorm participants
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Get help from A coalition
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Who can help youincentivise, recruit, organize, produce
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Who can help youincentivise, recruit, organize, produce
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Recruit the best
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AMAZON STUDIOSthe amazon universe
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42
SPOT THE DIFFERENCEGOTHAM FOUNDARY DEMO MAKES THE CASE TO HARDCORE URBAN BIKERS
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1st 2nd 3rd 5th
Balloons Found 10 9 8 8
Motivation Money x x x Good x x x Meaning x x x x
Coalition Team size 5 8 1 10 Network size 5,000 1,000 50,000* 80,000** Existing network? no no yes yes
Source: DARPA network challenge report + team data
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< FIRST LETS TALK PATTERNS
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Crowdstormpatterns
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Find ideasFind + evaluate IDEAS
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Find ideasFind + evaluate IDEAS
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Complex productsimple crowdstorm pattern
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Simple products (often)complex crowdstorm pattern
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Encourage productive behaviors
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how many ways can we organizesuch large groups (communities)?
Elinor Ostrom“Complexity is not the same as chaos”About 3 years ago
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to effectively organize, we need
Monitoring, Support, Advocacy,
Value Exchange [or fair incentives]
Sanctions,
Collective ChoiceMembership, Nesting
Source: Adapted from Elinor Ostrom’s collective action design principles
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Source: Getsatisfaction.com
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Monitoring toUnderstand contributions
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From evaluating a fewto evaluating everyone
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More activity ormore valuable activity
Aaron Swartz“…insiders account for the vast majority of edits. But it’s the outsiders who provide nearly all of the content.”About 6 years ago
Commenting on his analysis of who creates Wikipedia.
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Cat Power, influenceand influence
Sources: klout.com, buzzfeed.com, quirky.com
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selectthe best
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Experts have demonstrated successhow do they scale?
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Let the crowd helpto filter the most promising
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How to organizea decision-making process
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Hybrid ModelsCrowd Filter + Expert Selectors
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Choose the right space
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Simple searchComplex collaboration
MonitorSupport
MonitorSupportAdvocacySanctions
Collective ChoiceValue ExchangeMembership
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Reeperbahn Festival
FEEDS TOKEEP TRACKOF IT ALL
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TOOLS FOR DIFFERENT TYPES OF TASKS
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gotchas
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Trapped by The Castle
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Fear ofIP
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Journey to trust
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We can REDUCE brand risks, too
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Save ideas fromNIH
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ENOUGH THEORY
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DESIGNOPERATION
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10 CROWDSTORM BRIEFSAND LANDING PAGES
AMAZON, BUZZFEED, DORITOS, GE, LEGO, LIFEEDITED, QUIRKY, SEQUOIA CAPITAL, STYLYT, THREADLESS, XPRIZE
--> goo.gl/yNJx7
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