social media in a corporate context, manchester 2010 - martin thomas, snapper communications
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TRANSCRIPT
Crowdsourcing Comes of Age
A natural cycle
Apologies to Gartner Hype Cycle
Superficial publicity gimmicks, tokenism, cheap creative work
Game changing business applications
Alvin Toffler, The Third Age 1980 = “prosumers”
Socio Cultural Trend… rather than a short-term fad
Self expression
+
Collective action
The spirit of collective action
Informal, Spontaneous, Powerful
When self expression meets collective action
Capturing the mood of the times
A vicious or virtuous circle?
Virtually unlimited technological Capability
People’s insatiable
Desire to collaborate,
personalise & manipulate
Co-creation A two-edged sword
Co-creation A two-edged sword
Numbers are Compelling
• 70% of companies regularly create value through use of web-based communities
• Using customer communities to solve customer
problems costs 10% of traditional call centres
• Product revenues +200%
* McKinsey 2010
Value of Institutionalising Problem Solving
35% of new products have elements from outside company
R&D productivity up
60%
Evolution of Crowdsourcing
Customising
Contributing
Creating
Solving
Collaborating
Collaborative Journalism
“mutualisation” = “getting readers to care about, inform and enhance our coverage” Meg Pickard
Collaborative Government?
Collaborative Business Models
Community Commerce
Self-sustaining creative community Members submit designs => 80,000+
submissions
• Opportunity to pre test beta versions
Community votes => 800+ designs
Designers receive $2,500 + marketing advice + retain IP
No professional designers, no salesforce, no distribution, no market research, no advertising=> $30m revenues … high margins
Community Commerce
People-powered mobile network (from O2) Members receive points for recruiting new
people, making suggestions & solving problems, which are converted into cash
20% actively involved
Aim that 25% of members will get half of cost of calls returned to them for contribution to community
Plans to involve community in pricing & marketing decisions
Not reliant on call centres, expensive marketing & product support
Formula for Success
Ensuring strategic focus Publicity as bi-product not sole objective
Planning – who, what & how? Obama’s 100
Devolving control to community Continuous feedback loops
Anticipating subversion Bieber in North Korea
Managing IP rights
www.crowdsurfing.net#crowdsurfing