Crowdstorm CrossCampus
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How to find big ideas from large online groups. Cases from GE, LEGO, Amazon and startups like Quirky, jovoto, Buzzfeed, Stylyt,
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Crowdstorm CrossCampus
- 2. Workshop plan 1. Crowdstorm Theory + cases 2. design your own 3. share and feedback 4. where to next?
- 4. The internet vs MTN Dew
- 5. Designers vs brammo and Cp+B
- 6. the mighty google Also failed to work with crowds
- 7. Even fake crowds failed to work
- 10. Google owes its robot car to the darpa grand challenge
- 12. And THIS
- 13. why do crowds give us goat face?
- 16. 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
- 17. 2003 2001 2001 20001991 2000 2004 1999 2005 1996 1995 (More than) a decade of Disruptions Created by online crowds
- 18. 2003 2001 2001 20001991 2000 2004 1999 2005 1996 1995 AND CROWD ENABLED DISRUPTIONS ARE ACCELERATING
- 19. Labor Capital Assets Influence Data Online CROWDs AS the gateway to critical resources
- 20. 2003 2001 2001 20001991 2000 2004 1999 2005 1996 1995 AND we see lots of crowdstorming successes
- 21. 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
- 24. ^ WE’LL START HERE
- 25. What do you need?
- 26. How can you impact the organization? business model canvas can help 11 22 44 33
- 27. Clear challenges clear evaluation criteria
- 28. A great story for a very complex brief
- 29. Clear challenges clear evaluation criteria Why you Should
- 30. Why should we join you?
- 31. ten thousand people a year seek out fame + fortune
- 32. wreck it ralph needed Experience + Good
- 33. Can you deliver on your promises?
- 34. Equity investment + partnerships GE Ecomagination
- 35. the right mix of incentives For your crowdstorm participants
- 37. Who can help you incentivise, recruit, organize, produce
- 38. Who can help you incentivise, recruit, organize, produce
- 39. Recruit the best
- 41. AMAZON STUDIOS the amazon universe
- 42. 42 SPOT THE DIFFERENCE GOTHAM FOUNDARY DEMO MAKES THE CASE TO HARDCORE URBAN BIKERS
- 43. 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
- 44. < FIRST LETS TALK PATTERNS
- 46. Find ideas Find + evaluate IDEAS
- 47. Find ideas Find + evaluate IDEAS
- 48. Complex product simple crowdstorm pattern
- 49. Simple products (often) complex crowdstorm pattern
- 51. how many ways can we organize such large groups (communities)? Elinor Ostrom “Complexity is not the same as chaos” About 3 years ago
- 52. 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
- 57. From evaluating a few to evaluating everyone
- 58. 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.
- 59. Cat Power, influence and influence Sources: klout.com, buzzfeed.com, quirky.com
- 60. select the best
- 61. Experts have demonstrated success how do they scale?
- 62. Let the crowd help to filter the most promising
- 63. How to organize a decision-making process
- 64. Hybrid Models Crowd Filter + Expert Selectors
- 66. Simple search Complex collaboration Monitor Support Monitor Support Advocacy Sanctions Collective Choice Value Exchange Membership
- 67. Reeperbahn Festival FEEDS TO KEEP TRACK OF IT ALL
- 68. TOOLS FOR DIFFERENT TYPES OF TASKS
- 69. gotchas
- 71. Fear of IP
- 72. Journey to trust
- 73. We can REDUCE brand risks, too
- 75. ENOUGH THEORY
- 76. DESIGNOPERATION
- 77. 10 CROWDSTORM BRIEFS AND LANDING PAGES AMAZON, BUZZFEED, DORITOS, GE, LEGO, LIFEEDITED, QUIRKY, SEQUOIA CAPITAL, STYLYT, THREADLESS, XPRIZE --> goo.gl/yNJx7
Notas do Editor
- Ok. Lets invite our fans to help us name a new drink. What could possibly go wrong?
- Or, we’re an agency that does awesome work, so lets see if we can invite people to do a logo design. Response was swift. Crispin was accused of trying to get work for free “spec work”… Not really the result brammo or Crispin was looking for
- And even Google stumbled. They set up a platform called Prizes.org Idea was simple. Anyone could sign up to post a project – logos, website design etc. But earlier this year they shut it down.
- Even fake crowds failed
- - Crowds are getting better
- + the team from CP&B + John Winsor and Even Fry + set up V&S to take the idea of working with crowds, further + recently sold to Havas – done work with Harley, General Mills, Adidas + big question is can they win awards? More about that in a bit
- “ Crash the Superbowl ” – started in 2006 Been through different iteratons in terms of selection process (most recently moved to FB) and prizes. Bonuses paid when achieving specific outcomes like making it onto USA Today Ad Meter Poll…
- + what exactly are we talking about? + most organizations depend on some combination of these resources + the most interesting thing is that e are changing how we get access to these resource + lower cost devices + broadband + marketplaces + analytics + reputation --- dramatically lowering cost of getting access
- + betty white + on why to enter
- + amazon gets to recruit from lots of interesting areas + they know who the active reviewers are (and those who produce useful reviews) + they can create focus groups, since they know what we watch + they have a site that gives them lots of options to advertise…to different groups…those in the studios program / those wathcing video
- + activate a core group + give them insider info + use this to reach out to their networks