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Wikinomics: How MassCollaboration Changes Everything
Anthony D. Williams
Co-author of Wikinomics
IT@cork
28 November, 2007
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/8/8/2019 A Williams
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vs.
Wikipedia.org beats Britannica.com
The Power of Collaborative Communities
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%3Doff8/8/2019 A Williams
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vs.
Myspace.com beat MTV.com
The Power of Collaborative Communities
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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%3Doff8/8/2019 A Williams
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Wikinomics
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A Technology Revolution:
The Pervasive, Mobile, Geospatial, Multi-Media, 3D Internet
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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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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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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%3Doff8/8/2019 A Williams
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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/8/8/2019 A Williams
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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%3Doff8/8/2019 A Williams
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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.aspx8/8/2019 A Williams
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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
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=off8/8/2019 A Williams
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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%3Doff8/8/2019 A Williams
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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/8/8/2019 A Williams
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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