Presentation at project workshop on 14.2.2013 at Teknologiateollisuus, Helsinki, Finland.

1. CROWDS & COMMUNITIES IN GAINING
NEW IDEAS
14.2.2013 Teknologiateollisuus, Helsinki
D.Sc. Miia Kosonen

2. Why Online Co-Creation?

3. Online Co-Creation: Concepts
Open innovation
Using external and internal ideas and knowledge
offlineonline
CO-CREATION
Developing and improving products
and services in collaboration with
• companies
• institutions
• customers
• end users/consumers
low
high
Idea crowdsourcing
User generated
content
Online communities
Online panels
Virtual design centers
Testing and prototyping
Inter-
activity

4. Online Community Models
User community
e.g. Linux or Apache
Community
Users and customersCompany
Company
…within
independent
communities
…within
customer-
company
interface
…within a
single
community of
users
Company
e.g. Nokia IdeasProject,
Dell IdeaStorm
CONTENT RULE: 1 % CREATES, 9 % EVALUATES AND 90 % CONSUMES

5. Crowdsourcing Models
Dell IdeaStorm
Nokia IdeasProject
GrabCAD
IBM Innovation Jam Kickstarter
InnoCentive
SAPiens
Bombardier YouRail

6. Case IdeasProject – What Drives
User Participation?
Trust in the
hosting firm
Easiness of
use
Support for
knowledge
integration
Based on a web survey and 283 responses from
Chinese IdeasProject users, effective sample 244.

7. Lessons learnt
1. If you have a true community, focus on community-level attributes and not
only on individual contributors!
2. Inspiration drives participation – the hosting firm as a role model
3. Altruism beats opportunism: sociability and ’love of community’ are valuable
also online
4. Willingness to learn new drives participation in professional communities
5. More explicit linkages with experts and professionals needed to support
knowledge integration

8. Three paths into successful
online communities

9. Lessons for Community Management
On community managers’ qualities, see www.somemonitor.com,
mashable.com/2013/01/27/community-manager-qualities/ , http://www.tut.fi/soita, Twitter: #cmadFI
NETWORK LEVEL
INDIVIDUAL LEVELCOMPANY LEVEL
• Building partnerships
• Decomposition of valuable
knowledge
• Empathic, extrovert, good listener,
dedicated, passionate –
Giving face to the brand
• Communication, organizing, good
judgment, analytics, coaching –
Making the community tick
• Aligning OCs into strategy
• Co-creative thinking/mindset
• Resourcing in OC management
• Facilitating knowledge
integration and use

10. Lessons for Community Management
On community managers’ qualities, see www.somemonitor.com,
mashable.com/2013/01/27/community-manager-qualities/ , http://www.tut.fi/soita, Twitter: #cmadFI
NETWORK LEVEL
INDIVIDUAL LEVELCOMPANY LEVEL
• Building partnerships
• Decomposition of valuable
knowledge
• Empathic, extrovert, good listener,
dedicated, passionate –
Giving face to the brand
• Communication, organizing, good
judgment, analytics, coaching –
Making the community tick
• Aligning OCs into strategy
• Co-creative thinking/mindset
• Resourcing in OC management
• Facilitating knowledge
integration and use