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