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Wikinomics: How MassCollaboration Changes Everything

Anthony D. Williams

Co-author of Wikinomics

IT@cork

28 November, 2007

[email protected]

New Paradigm Learning Corporation 2007

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The Rise of Self-Organization

10 M

June 2005

70 M

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vs.

The Power of Collaborative Communities

Blogger.com beats CNN.com
http://www.consumerreports.org/cro/home.htmhttp://www.epinions.com/

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vs.

Wikipedia.org beats Britannica.com

http://www.friendster.com/http://images.google.ca/imgres?imgurl=http://www.corante.com/mooreslore/archives/images/CNN-logo.jpg&imgrefurl=http://www.corante.com/mooreslore/archives/internet/&h=146&w=284&sz=15&tbnid=bdp7dvQ32Vs4wM:&tbnh=56&tbnw=110&hl=en&start=1&prev=/images%3Fq%3DCNN%2Blogo%26svnum%3D10%26hl%3Den%26lr%3D%26safe%3Doff

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vs.

Myspace.com beat MTV.com


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Age of Participation

Age of

Participation
http://images.google.ca/imgres?imgurl=http://upload.wikimedia.org/wikipedia/commons/f/f0/Wikipedia-logo-de.png&imgrefurl=http://de.wikipedia.org/wiki/Benutzer:WXW&h=1296&w=1058&sz=386&tbnid=wqqrmtjKz_99BM:&tbnh=150&tbnw=122&hl=en&start=1&prev=/images%3Fq%3Dwikipedia%2Blogo%26svnum%3D10%26hl%3Den%26lr%3D%26safe%3Doff

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Wikinomics

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9

A Technology Revolution:

The Pervasive, Mobile, Geospatial, Multi-Media, 3D Internet

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10

The Democratization of Value Creation

200,000,000 Skype callers

85% of college students are

using Facebook

250,000,000 MySpace profiles

20,000,000 YouTube visitors

per month

20,000,000 Tripadvisor-inspired

travelers per month

1 million Wikipedia editors

100,000,000 bloggers

1,000,000,000,000 Net-

connected inert objects

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11

A Demographic Revolution

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Globally:

Extensive literature review

Qualitative: User submitted video project

Quantitative:

Global survey research project

7,692 interviews in 12 countries (United States,

Canada, United Kingdom, France, Spain,

Germany, Russia, Mexico, Brazil, China, Japan,India)

Oversamples of Gen X and Boomers in the U.S.and Canada

Global Net Generation Research

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13

Sheer Demographic Muscle

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Under 25 Population(thousands)

Global N-Gen Population

Source: United Nations

(N-Gen in India + China) =

9.5 x (N-Gen in U.S. and Canada)

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The World: Land Area

Source: Worldmapper

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The World: Number of Children Under 15 (2004)

Source: Worldmapper

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The N-Gen Wants the Internet

Which would you rather do?

Source: 2007 New Paradigm Global Study (Q825)

* Significantly higher than for Xers/Boomers

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The N-Gen Life Without Technology

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The N-Gen Life Without Technology

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64%

81%

41%

67%

75%

64%

71% 78%

64%

95% 94%

69%

USA

Canada

Mexico

Brazil

U.K.

France

Germ

any

Spain

Russia

Indi

a

Chin

a

Japan

% Regularly Add or Change Things Online

A Generation of Content Creators

Source: 2007 New Paradigm Global Study (Q640)

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The N-Gen are Creative Online

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The N-Gen Mind

Digital technologies impact brain function

Perception and cognitive abilities

Skill acquisition

Learning

Empathy, altruism and other

fundamental human traits

How does growing up digital influencesocial, interpersonal and consumerbehavior?

Implications for marketing and

management

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The Social Revolution
http://www.epinions.com/http://images.google.ca/imgres?imgurl=http://upload.wikimedia.org/wikipedia/commons/f/f0/Wikipedia-logo-de.png&imgrefurl=http://de.wikipedia.org/wiki/Benutzer:WXW&h=1296&w=1058&sz=386&tbnid=wqqrmtjKz_99BM:&tbnh=150&tbnw=122&hl=en&start=1&prev=/images%3Fq%3Dwikipedia%2Blogo%26svnum%3D10%26hl%3Den%26lr%3D%26safe%3Doff

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The Economic Revolution

Extended

Enterprise

Industrial Age

Corporation

ValueCreation

Critical Resources

Physical

Financial

Knowledge

Self-Organization

TraditionalHierarchy

BusinessWebs

MassCollaboration

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LINUX

Strategy 1: Peering

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Marketocracy.com Investment Management

A Peer-Produced Mutual Fund

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Zopa.com

peer lending

Peer-to-Peer Lending

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Peer-Produced National Intelligence

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Strategy 2: Ideagoras

Hire and retain

the best people

Outsource and

offshore business

processes

True open

markets

for talent

Inside the

firm

Outside thefirm
http://www.ninesigma.com/http://www.innocentive.com/http://www.yet2.com/

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An eBay for innovation How do you create a vibrant marketplace where

you leverage other people's talents, ideas and

assets quickly and move on?

P&Gs Larry Huston: Alliances and joint

ventures don't open up the spirit of capitalism

within the company. They're vestiges of the central

planning approach when instead you need free

market mechanisms.

Feeding a Hungry Growth Engine
http://images.google.ca/imgres?imgurl=http://www.uk.pg.com/images/pg_logo_IL.jpg&imgrefurl=http://www.uk.pg.com/news/imageLibrary/corporate.html&h=304&w=700&sz=36&hl=en&start=1&tbnid=g4olIww7a_DCYM:&tbnh=61&tbnw=140&prev=/images%3Fq%3DP%26G%2Blogo%26gbv%3D2%26svnum%3D10%26hl%3Den%26safe%3Doff

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Tapping a Global Talent Pool

Less developed countriesMore developed countries

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Strategy 2: Ideagoras Go Mainstream
http://images.google.ca/imgres?imgurl=http://www.kdheks.gov/kdsi/images/ARD/LOGO%20-%20Staples%20Color.jpg&imgrefurl=http://www.kdheks.gov/kdsi/ard_toolkit.html&h=144&w=290&sz=85&hl=en&start=1&um=1&tbnid=XrifN4044o-tOM:&tbnh=66&tbnw=134&prev=/images%3Fq%3DStaples%2Blogo%26svnum%3D10%26um%3D1%26hl%3Den%26safe%3Doff%26sa%3DNhttp://images.google.ca/imgres?imgurl=http://www.hillandknowlton.com/traffic/images/pics/Hasbro%20Logo%20fin.jpg&imgrefurl=http://www.hillandknowlton.com/traffic/traffic_oct_04/newwins_layout.htm&h=236&w=236&sz=22&hl=en&start=2&um=1&tbnid=1IZqKWUom6dBIM:&tbnh=109&tbnw=109&prev=/images%3Fq%3DHasbro%2Blogo%26svnum%3D10%26um%3D1%26hl%3Den%26safe%3Doff%26sa%3DNhttp://images.google.ca/imgres?imgurl=http://www.bmxq.org.au/downloads/2006%20State%20Championships/Sponsors%20Logos/Toys%20R%20Us.jpg&imgrefurl=http://www.bmxq.org.au/2006%20State%20Championships.html&h=134&w=448&sz=12&hl=en&start=2&um=1&tbnid=hlWyE5H6VhLyrM:&tbnh=38&tbnw=127&prev=/images%3Fq%3DToys%2Br%2BUs%2Blogo%26svnum%3D10%26um%3D1%26hl%3Den%26safe%3Doff%26sa%3DNhttp://www.dsm.com/',%20'member_linkhttp://www.cibasc.com/',%20'member_linkhttp://www.samsung.com/',%20'member_linkhttp://images.google.ca/imgres?imgurl=http://www.alliedworldwide.com/images/clients/viacom_logo.gif&imgrefurl=http://www.alliedworldwide.com/clients/Clients.aspx&h=71&w=127&sz=1&hl=en&start=4&um=1&tbnid=TkOAWoBTfl0zFM:&tbnh=50&tbnw=90&prev=/images%3Fq%3DViacom%2Blogo%26svnum%3D10%26um%3D1%26hl%3Den%26safe%3Doff%26rlz%3D1T4GGIG_enCA211CA211%26sa%3DNhttp://images.google.ca/imgres?imgurl=http://www.iplus.ro/images/microsoft-logo.jpg&imgrefurl=http://www.iplus.ro/categorii/87_97.html%3FPHPSESSID%3D57ed60fd8e3b906e9122c6899eae136c&h=360&w=450&sz=12&hl=en&start=4&um=1&tbnid=5kHCW9BXY16UEM:&tbnh=102&tbnw=127&prev=/images%3Fq%3DMicrosoft%2Blogo%26svnum%3D10%26um%3D1%26hl%3Den%26safe%3Doff%26rlz%3D1T4GGIG_enCA211CA211%26sa%3DNhttp://www.lilly.com/index.htmlhttp://images.google.ca/imgres?imgurl=http://www.test-diagnostics.org/Boeing_logo.jpg&imgrefurl=http://www.test-diagnostics.org/members.html&h=120&w=404&sz=16&hl=en&start=4&um=1&tbnid=DSWUi7Vkn-KwKM:&tbnh=37&tbnw=124&prev=/images%3Fq%3DBoeing%2Blogo%26svnum%3D10%26um%3D1%26hl%3Den%26safe%3Doff%26rlz%3D1T4GGIG_enCA211CA211%26sa%3DNhttp://www2.dupont.com/DuPont_Home/en_US/http://images.google.ca/imgres?imgurl=http://www.quest-online.com/NewFiles/images/Kraft_logo_big.JPG&imgrefurl=http://www.quest-online.com/NewFiles/QuestXII25.html&h=224&w=414&sz=11&hl=en&start=1&um=1&tbnid=McGksXsdmdd0uM:&tbnh=68&tbnw=125&prev=/images%3Fq%3Dkraft%2Blogo%26svnum%3D10%26um%3D1%26hl%3Den%26safe%3Doff%26rlz%3D1T4GGIG_enCA211CA211%26sa%3DNhttp://www.dow.com/http://www.pg.com/en_US/index.jhtmlhttp://www.generalmills.com/corporate/index.aspx

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Strategy 3: Prosumers

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Remix and Share

The commercial roles of music companies will be more as facilitatorsfor bringing music and the rights that support them in to the marketplace, as opposed to being originators of the content itself.

Roger Faxon, chief executive of EMI Music Publishing

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Turning Gamers into Game Developers

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Resistance is Futile

Closed - Proprietary OS andapplications

Prosumers Developers collaborativelycreated a free unlock solution

Vertically Integrated Customersmust use AT&T

Prosumers hacked, modified, andcreated applications

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The Power of Mass Collaboration

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Nokias Open Strategy

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Just Ask Your Customers for Ideas

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A 21stCentury Digital Utility

Strategy 4: Platforms for Innovation

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0

2,000,000

4,000,000

6,000,000

8,000,000

10,000,000

12,000,000

0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18

Months from First Users

Users

Months

Skype

Kazaa

ICQ

Hotmail

iLike

Monthly growth of Web services since launch

Number of subscribers

Facebook

launch

iLike on Facebook vs. Other Fast Growing Applications

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Strategy 5: The New Alexandrians

Earth SystemsGrid

Sloan Digital Sky Survey GenBank:

Human Genome Project

World Community GridMIT Open Courseware

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Source: Howard Ratner, CTO, Nature Publishing Group

New Models of Scientific Collaboration

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Source: HowardRatner, CTO, Nature

Publishing Group

New Models of Scientific Collaboration

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Strategy 6: Global Plant Floor

The Lego Block Airplane

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Small Companies Can Go Global Too

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Strategy 7: the Wiki Workplace
http://images.google.ca/imgres?imgurl=http://upload.wikimedia.org/wikipedia/commons/f/f0/Wikipedia-logo-de.png&imgrefurl=http://de.wikipedia.org/wiki/Benutzer:WXW&h=1296&w=1058&sz=386&tbnid=wqqrmtjKz_99BM:&tbnh=150&tbnw=122&hl=en&start=1&prev=/images?q=wikipedia+logo&svnum=10&hl=en&lr=&safe=off

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Building a Wiki Workplace

BlogIdeas & Comments

Personal Attractor

WikiShared Documents

Status/Policies/etc.

ForumQuestion & Answer

Discussion Point

Shared BookmarksCo-developed resource

Research/Look up

Feed ReaderUpdates in one place

Quick scan

Social NetworkingSearch & Find People

Bonds over distance

RSS Feeds and Tags Act as Linking Mechanism

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Challenging Traditional Norms and Culture

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Harnessing Mass Collaboration

1. Peer Pioneers

2. Ideagoras

3. Prosumers

4. The New Alexandrians

5. Platforms for Innovation

6. The Global Plant Floor

7. The Wiki Workplace

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Growth

Lower costs

Time to market

Customer affinity, innovation and commerce

Collective intelligence

Tapping new markets and latent talent pools

Business Value of Collaboration
http://images.google.ca/imgres?imgurl=http://www.uk.pg.com/images/pg_logo_IL.jpg&imgrefurl=http://www.uk.pg.com/news/imageLibrary/corporate.html&h=304&w=700&sz=36&hl=en&start=1&tbnid=g4olIww7a_DCYM:&tbnh=61&tbnw=140&prev=/images%3Fq%3DP%26G%2Blogo%26gbv%3D2%26svnum%3D10%26hl%3Den%26safe%3Doff

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Getting Going . . .

Peering: Open source a product to unleash your ecosystem

Ideagoras: Experiment, especially in R&D and IT

Prosumers: Ideastorm for partners and end-customers

Platforms: Open up an API or leverage a platform

Plant Floor: Create an internal Ponoko for suppliers

Wiki Workplace: Collaboration starts at home
http://www.facebook.com/r.phphttp://www.ideastorm.com/http://www.innocentive.com/

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Wikinomics and the World

EducationGLOBAL CHANGEDemocracy

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Web-based Platforms for Problem Solving

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The Decline of Engagement

Voter participation in many mature democracies fell in second half of20th century Ireland, France, Austria, Germany, Italy, Switzerlandand Canada

60

65

70

75

80

85

45 49 53 57 58 62 63 65 68 72 74 79 80 84 88 93 972000

% Turnout

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Transparent Government: Democratizing Access to Data

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Digital age creates aninfrastructure and ademand for a moregenuine role for citizens intheir own governance

Netizens are a growing

cohort with more access todiverse perspectives, betterinformation and accustomedto tools for self-directedactivities

The issue for 21st centurydemocracy: creating roomand a role for citizens ingovernance

New Models of Engagement

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New Paradigm Learning Corporation 200759Breadth

Depth

polling

workshops

deliberative polling

focus groups

citizen juriescommissions

referendaelections

policy networks

solicited feedback

question periods

targeted communications

town halls

policy portals

moderated brainstorming

idea zone

recommendation

zone

education zone

decision zone

The Engagement Toolkit is Growing

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The Power of Experimentation