Innovation in Online Communities

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Presentation at the User-Centric Media conference in Venice, Italy 10th of Dec. 2009

Text of Innovation in Online Communities

  • Innovation in online communities - Towards community-centric design 1st International ICST Conference on User Centric Media - UCMedia 2009 Venice, 9-11 December 2009 Petter Bae Brandtzg PhD candidate at SINTEF ICT & University of Oslo Twitter @PetterBB 1
  • Co-authors Asbjrn Flstad, SINTEF ICT Marianna Obrist, University of Salzburg David Geerts, University of Leuven Rdiger Berg, NetColgone 2
  • Lessons learned (IST, FP6, 2006-2009) ( , 2006-2010) Both projects explore how people interact and create user-generated content in online communities Experiences from the user involvement of more than 10.000 people Challenges and opportunities involving online communities and a shift from user centricdesign towards community-centric design 3
  • anything that changes the way groups get things done will affect society as a whole (p. 23) 4
  • A new form of group action driven by new tools and a new usage pattern Web 1.0 Web 2.0 Browsing Searching Creating/sharing Socializing Passive information The web got a lot of Blogging and diverse Social networking gets consumption on the web. information. The amount of Web 2.0 services makes it popular. User collaborate Activity was related to write in information made easier for the non- and co-create new virtual addresses to find information it difficult for the users to find professional environments and content. made by professionals. and retrieve web info. user to create and share They share, tag and educate Newspapers on the web is New search engines was digital content. YouTube each other. Social networking typical examples. taking place. Google take off. and Blogging take off. as Facebook is a Single use, passive consumption Active and collaborative group action 5 (Brandtzg & Heim, 2008)
  • 70% Online communities reach nearly 70 percent of the total global online audience, ranking as one of the most popular categories on the Web (Abraham, ComScore, 2009). 6
  • Transparency Blogs Wikis Sharing Participation Innovation Mashups Co-creation 7
  • A new i economy based on voluntary group activity in communities Increased transparency, sharing of knowledge, information, experiences, ideas, through co-creation in online communities 8
  • Mass Collaboration Wisdom of Crowds 9
  • Online communities are blurring the border between producer and users PARTICIPATION & SHARING: Involve non-professional community users to contribute with ideas TRANSPARANCY: Companies give away control (e.g. source code, professional content) to the community CO-CREATION: Enable community users to improve their product and extend their services thorough co- creation (and in that way also bridge the digital divide) 10
  • The key for the Future Internet is to bring together professional and non-professional media creators (Daras and Alvarez, 2009) 11 Daras, P., Alvarez, F (2009). A future perspective on the 3D Media Internet. In: Tselentis, G.e.a. (ed.): Towards the Future Internet A European Perspective. IOS Press. 303-312
  •, an online community to harvest and evaluate ideas (16 000 per 7.12.09) for the State of California 12
  • Dell IdeaStorm is a website launched by Dell on February 16, 2007 to allow Dell "to gauge which ideas are most important and most relevant to" the public 13
  • 14
  • Facebook is even innovating for peace 15
  • How to build successful online communities supporting innovation? Online community success Content sharing, Social capital co-creation Challenges (e.g. social distrust, privacy, low usability, etc.) 16 Brandtzg et al., submitted
  • New forms of digital divides emerge Digital consumer divides; ability to consume media content. Digital production divides; ability to produce media content. 17 (Brandtzg, 2007)
  • In large communities: 90-9-1 rule (Nilsen, 2006) 18
  • 1% contribute 19
  • Wikipedia written by single men in the age 18-30 years 1 out 10 are women Source: Wikimedia/J.Wales (2009): 20
  • Participation and user generated content is not for the average user "The average user is too busy" "They just want to get work done" Jakob Nielsen, a Web design expert BusinessWeek Online 2007 with consultant Nielsen Norman 26.Sept. Its a whole new web Group 21
  • In small communities: 50-30-20 rule 20% 30% 50% Lurkers (Brandtzg & Heim, in press) 22
  • Sohow to involve all community-users in the innovation process? Foto: michelhrv (Flickr, creative commons) 23
  • Challenges How to filter and analyze all the contributions How to identify the right kind of communities and participants? Participation, yes! But what about commitment in long innovation processes? 24
  • The Living Lab revival 25
  • What are Living Labs? Environments for innovation and development where users are exposed to new solutions in familiar contexts as part of medium or long term studies New term within the field of ICT Emerging concept Limited literature Innovation support Context research Main target of ENoLL Living Labs Discovery even though Living Labs were not originally Co-creation thought of as arenas for co-creation and Commercially community action Evaluat