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What happens when you brainstorm with 1000s of people? You can find great ideas (and plans, prototypes, partners and people). We call it crowdstorming. But organizing 1000s of people introduces some new challenges. We studied 100s of projects to understand what works. This deck is what we use in our workshops to introduce the main crowdstorming concepts. It is also the outline of our book, Crowdstorm. Enjoy Shaun, Pete and Bastian.
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MAKE IT SAFE SAFER TO FIND GREAT IDEAS WITH CROWDS @SHAUNABE HTTP://SLIDESHA.RE/XOYZCP
CROWDS CAN DELIVER GREATNESS�LIKE THIS
AND THIS
AND THIS
AND THIS
AND THIS
IT DOESN’T �HAVE �TO END�THIS WAY
HOW DO WE MAKE IT SAFE SAFER TO FIND GREAT IDEAS WITH CROWDS?
SOME CONTEXT
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
2003!
2001!
2001!
2000!1991!
2000!
2004!
1999!
2005!
1996!
1995!
(MORE THAN) A DECADE OF DISRUPTIONS CREATED BY ONLINE CROWDS
Labo
r
Capita
l
Assets
Influ
ence
Data
ONLINE CROWDS AS THE GATEWAY TO CRITICAL RESOURCES
TEAMING UP TO GET BETTER IDEAS�THE 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
BRAINSTORMING �+�LOW �TRANSACTION�COSTS�= �CROWDSTORMING
< You Are Here
ASK THE RIGHT QUESTION
HOW CAN YOU IMPACT THE ORGANIZATION?�BUSINESS MODEL CANVAS CAN HELP
1
2
4
3
CLEAR CHALLENGES�CLEAR EVALUATION CRITERIA
A GREAT STORY �ABOUT THE FUTURE
MOTIVATE
TEN THOUSAND PEOPLE A YEAR �SEEK OUT FAME + FORTUNE
MORE THAN A JOB�EXPERIENCE + GOOD
CAN YOU DELIVER �ON YOUR PROMISES?
THE RIGHT MIX OF INCENTIVES�FOR YOUR CROWDSTORM PARTICIPANTS
BUILD THE COALITION
WHO CAN HELP YOU�INCENTIVISE, RECRUIT, ORGANIZE, PRODUCE
RECRUIT THE BEST
THE PARTICIPANT JOURNEY �FROM AWARENESS TO ADVOCACY
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
< Before we do this, lets talk patterns
CROWDSTORM�PATTERNS
FIND IDEAS�FIND + EVALUATE IDEAS
COMPLEX PRODUCT�SIMPLE CROWDSTORM PATTERN
SIMPLE PRODUCTS (OFTEN)�COMPLEX CROWDSTORM PATTERN
ENCOURAGE PRODUCTIVE BEHAVIORS
WHY DO WE ORGANIZE �THE WAY THAT WE DO?
Elinor Ostrom “Complexity is not the same as chaos” About 3 years ago
TO EFFECTIVELY ORGANIZE, WE NEED� ��MONITORING, ��SUPPORT, ADVOCACY, ��VALUE EXCHANGE [OR FAIR INCENTIVES]��SANCTIONS,��COLLECTIVE CHOICE��MEMBERSHIP, NESTING� Source: Adapted from Elinor Ostrom’s collective action design principles
Source: Getsatisfaction.com
UNDERSTAND CONTRIBUTIONS
MORE ACTIVITY OR�MORE 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.
FROM COUNTING ACTIONS�TO EVALUATING INFLUENCE
Sources: klout.com, quirky.com
MONITORING TOOLS TO �KEEP UP WITH MASSIVE TEAMS
Source: Wikipedia Foundation 2011 Summer Research
SELECT�THE BEST
EXPERTS HAVE DEMONSTRATED SUCCESS�HOW DO THEY SCALE?
LET THE CROWD HELP�TO FILTER THE MOST PROMISING
WHO SHOULD VOTE?
HOW TO ORGANIZE�A DECISION-MAKING PROCESS
HYBRID MODELS�CROWD FILTER + EXPERT SELECTORS
CHOOSE THE �RIGHT SPACE �
SIMPLE SEARCH COMPLEX COLLABORATION
!Monitor!Support!
!Monitor!Support!
Advocacy!Sanctions!
Collective Choice!Value Exchange!
Membership!
Gotchas >
GOTCHAS
TRAPPED BY �THE CASTLE
FEAR OF�IP
JOURNEY TO TRUST�
WE CAN REDUCE �BRAND RISKS, TOO
SAVE IDEAS FROM�NOT INVENTED �HERE
Almost done >
MAKE IT SAFE SAFER TO FIND GREAT IDEAS WITH CROWDS @SHAUNABE HTTP://SLIDESHA.RE/XOYZCP
