The FLIRT model of Crowdsourcing

FOCUS LANGUAGE INCENTIVES RULES TOOLS

Five steps to successfully engaging the crowds

Friday, February 8, 2008

Company Perspective

Customer Perspective

Strategic

FOCUS

WHAT? WHY? WHAT?

LANGUAGE

WHY?

Tactical

INCENTIVES

HOW? RULES

HOW?

Technical

TOOLS

Friday, February 8, 2008

Creation & Interaction

IP transfer & Legal

Platform

Creation & Sharing

Initiation

RULES

Scale of Activity

Customers/ Participants

TOOLS

Monitoring & Action

Business Objectives

FOCUS

Depth of Activity

Extrinsic Objective

INCENTIVES

Area of Activity

Organization Capabilities

LANGUAGE

Social Objects

Extrinsic Subjective

Intrinsic

Organization Presence

Social Interaction

Friday, February 8, 2008

Creation & Interaction

IP transfer & Legal

Platform

Tools of Creation

Initiation

RULES

Scale of Activity

Customers/ Participants

TOOLS

Tools for the Company

Business Objectives

FOCUS

Depth of Activity

Extrinsic Objective

INCENTIVES

Area of Activity

Organization Capabilities

LANGUAGE

Social Objects

Extrinsic Subjective

Intrinsic

Organization Presence

Nature of Interaction

Friday, February 8, 2008

Focus consists of six subelements

Business objectives Customer participants Organization Capabilities These non-negotiable determinants are to be taken into account as given when dening activity. In the long run also these determinants become negotiable.

Scope of activity Scale of activity Depth of activity These negotiable determinants are used to dene the planned crowdsourcing activity on a rough scale. When dening these three elements, they need to be reected on each of the constraints - as follows...
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Friday, February 8, 2008

Focus
Scope Scale Depth

Answers central business needs?

Customer Participants

Added cost vs. economies of scale?

Customer Participants

Business benets exceed added risk?

Customer Participants

Business Objectives

Scope of Activity

Suitable for human systems?

Business Objectives

Scale of Activity

Manageable by the people?

Business Objectives

Depth of Activity

Signicance of control and access sufcient?

Respective resources committed and capable?

Organization Capabilities

Support for scaling across organizational borders?

Organization Capabilities

Organization able to bear and manage risk?

Organization Capabilities

Friday, February 8, 2008

Creation & Interaction

IP transfer & Legal

Platform

Tools of Creation

Initiation

RULES

Scale of Activity

Customers/ Participants

TOOLS

Tools for the Company

Business Objectives

FOCUS

Depth of Activity

Extrinsic Objective

INCENTIVES

Area of Activity

Organization Capabilities

LANGUAGE

Social Objects

Extrinsic Subjective

Intrinsic

Organization Presence

Social Interaction

Friday, February 8, 2008

Language
Social Objects The social glue of the community: why people talk to these people/this company instead of talking to other people/other companies Not scope as in Focus element but instead the medium via which to sell the scope of the company to the people In order for the community to thrive, these social objects need to be playable and able to activate people Social Interaction The nature of interaction around the social objects, focus on: Identity Presence Relationships Conversations Grouping Reputation Sharing Company Presence Authenticity Transparency Human Face / Community Management
Friday, February 8, 2008 8

Creation & Interaction

IP transfer & Legal

Platform

Tools of Creation

Initiation

RULES

Scale of Activity

Customers/ Participants

TOOLS

Tools for the Company

Business Objectives

FOCUS

Depth of Activity

Extrinsic Objective

INCENTIVES

Area of Activity

Organization Capabilities

LANGUAGE

Social Objects

Extrinsic Subjective

Intrinsic

Organization Presence

Nature of Interaction

Friday, February 8, 2008

Incentives
Intrinsic incentives Related to the reward from simply undertaking activity, e.g. Self Efcacy Learning from doing Challenge Satisfying need for creativity Obligation Extrinsic subjective incentives Related to the reward of undertaking activity as part of community / for an organization, e.g. Peer recognition Company recognition Learning from others Exposure Reputation Social Capital Exclusivity (channels / resources) Extrinsic objective incentives Explicit rewards, have direct monetary value, e.g. Products Services Gift cards Subscriptions Cash
Friday, February 8, 2008 10

Creation & Interaction

IP transfer & Legal

Platform

Tools of Creation and Sharing Tools for the Company

Initiation

RULES

Scale of Activity

Customers/ Participants

TOOLS

Business Objectives

FOCUS

Depth of Activity

Extrinsic Objective

INCENTIVES

Area of Activity

Organization Capabilities

LANGUAGE

Social Objects

Extrinsic Subjective

Intrinsic

Organization Presence

Nature of Interaction

Friday, February 8, 2008

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Rules
Initiation Open or closed? Screening protocols? Personal info required? Creation Quality constraints Format constraints Manufacturing constraints Arbitrary constraints Deadlines Criteria of Approval Other constraints Interaction Seeing others ideas Building on others ideas Remixing / mashing up IP & Legal IP transfer Copyright issues Responsibility releases
Friday, February 8, 2008 12

Creation & Interaction

IP transfer & Legal

Platform

Creation & Sharing

Initiation

RULES

Scale of Activity

Customers/ Participants

TOOLS

Monitoring & Action

Business Objectives

FOCUS

Depth of Activity

Extrinsic Objective

INCENTIVES

Area of Activity

Organization Capabilities

LANGUAGE

Social Objects

Extrinsic Subjective

Intrinsic

Organization Presence

Nature of Interaction

Friday, February 8, 2008

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Tools
Platform proprietary 3rd party hybrid Creation web tools downloadable software / client 3rd party physical tools Interaction Monitoring Technology / algorithm Pre-moderation Post-moderation Customer input Action Taking the ideas into the process within the
company

Identity prole pages and customization tools Presence presence indicators location indicators nearness indicators Relationships social network (binary) social graph (typological) Conversations IM IRC Forum Grouping groups applications Reputation ranking lists average rating Sharing Within community (tagging, sending, recommending) Outside (embeds, links, social bookmarking services
other means)

Friday, February 8, 2008

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CREATORS
content to scrutinize critique & support

CRITICS

aggregated content audience & readership

CONNECTORS
Friday, February 8, 2008

CROWDS
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opinions & viewpoints

o tt en ive nt ct co

increased exposure

ag gr op eg in at io ed ns co & nt vi en ew t po in ts

content to share

expert status

lle co

te u a ent al m ev

ju

dg

FOCUS

LANGUAGE

INCENTIVES

RULES

TOOLS

Friday, February 8, 2008

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