ProXXima MX - Crowdsourcing Introduction + Cases

MEXICO

CrowdsourcingDigital Connections, Social Production, Real Goals.

Shaun Abrahamson@shaunabeshaun@mutopo.com

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

2001

2001

20001991

2000

2004

2006

1999

2005

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@shaunabeshaun@mutopo.com