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Crowd e a pegada de carbono - CICI2011Palestrante: Shaun Abrahamson
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Crowd e a Pegada de Carbono
Crowd and Carbon Free
Working with the crowd
+ Quick Introduction – 5min
+ Coop Game (if we have enough people) – 10min
+ 10 Steps to Social Production – 45min
Break – 5min
A real challenge: BetaTraffic
+ Introduction - 10min
+ Group Planning – 20min
+ Group Presentations and Discussion – 20min
The producer-consumer relationship.
More symbiotic relationships?
I see you, but how do we work together?
Massive explosion of ways to work with crowds
How can we make paper cups disappear?
Can we reduce out footprint at home by 80%?
More ways to house 2 billion people?
Where is the traffic-free future we were promised?
COOPETITION GAME
⬅ ⬅
Coopetition Rules
1. First person or team to get all 4 words, wins the prize
2. Please don’t get up or move around
3. Some of you will want to shout out the words – this is not a good strategy
4. You only have 5 minutes
5. Submit response at mutopo.com/coop
DEBRIEF
⬅ ⬅
+ how did you motivate people to help/join you? + how did you generate awareness about what your we doing/offering?
⬅ ⬅
+ how did you decide who to trust? + what tools did you use (email, twitter, search, etc)? + what would you have done differently if you had more time?
SOCIAL PRODUCTION
⬅ ⬅
OUTCOMES
⬅ ⬅
1 Consumproduction
How many of us work for Google?
Source: David Armano
Support
Plan Research
Source: David Armano
Customer -Designers
Entrepreneurs
Government
Suppliers
Customer - Supporters
Customer - Influencers
Support
Plan
Research
Opportunities to change how we create value
Research Plan Produce Launch Sell Support
2 Communication as a By-product
If you build it, they may join you
Research Develop Plan Produce Launch Sell Support
If you build it with them, they already have
Research Develop Plan Produce Launch Sell Support
PEOPLE
⬅ ⬅
3 The invisible workforce
What’s missing from our LinkedIn profiles?
4 MEGAS
Money
Experience Attention
Good
Stuff
Would you offer to pay for dinner in someone’s home?
Dan Ariely Predictably Irrational
5 Engagement Value Exchange
Why would I write for BBH?
OUTSIDE
HYBRID
Value exchange makes the world go round
ORGANIZATION
⬅ ⬅
6 BIG Decisions
Decide how to decide
7 Ecosystem Design
TEAMS
FANS IN THE STADIUM
FANS AT HOME
Every ecosystem has many roles
Platform vs Challenge
Asmbl.us vs myStarbucksIdea
An ecosystem for better product, service & sustainability
An ecosystem for security
8 Rights, Rogues & Resistance
With more contributions, more ownership complexity
Don’t feed the trolls Don’t feed the trolls
Reasons may vary
TOOLS
⬅ ⬅
9 Bioinstrumentation
Better than we know ourselves
10 Scaffolding
Scaffolding for FIFA fans
Tools to organize around a deal
BetaTraffic Planning 1 Consumproduction
2 ”Communication” as a By-product 3 The Invisible Workforce 4 The MEGAS
5 Engaging Value Exchange 6 Ecosystem Design 7 Decide how to decide 8 Rights, Rogues & Resistance 9 Bioinstrumentation 10 Scaffolding
Bioinstrumentation
Tools to organize around an idea
BREAK
⬅ ⬅
Can we work with crowds to eliminate Traffic Congestion?
Yes, it is worth solving
1 hour avg traffic delay worldwide
2 ½ hours avg traffic delay in Moscow
3.9 billion gallons of gas in US burned sitting in traffic
300% Increase in fuel consumption and
emissions due to congestion
Sources: 2010 Commuter Pain Study 2010 Urban Mobility Report
BetaTraffic Planning 1 Consumproduction
2 ”Communication” as a By-product 3 The Invisible Workforce 4 The MEGAS
5 Engaging Value Exchange 6 Ecosystem Design 7 Decide how to decide 8 Rights, Rogues & Resistance 9 Bioinstrumentation 10 Scaffolding
BetaTraffic Planning + who should we work with? + what does the value exchange look like?
5 Engaging Value Exchange 6 Ecosystem Design
+ what might a p2p traffic management system look like? + what might an open data traffic system look like?
ADDITIONAL CASES
⬅ ⬅
How to use large scale collaboration
to find weather balloons (or ideas, talent, partners, leads etc)
Find 10 red weather balloons
A winning recruiting strategy
Different alignment and decision-making strategies 1st 2nd 3rd 5th
Balloons Found 10 9 8 8
MEGAS Money x x x Good x x x Meaning x x x x
Ecosystem Team size 5 8 1 10 Network size 5,000 1,000 50,000* 80,000** Existing network? no no yes yes
Elements of successful social media and community building
+ traditional media coverage of the team + brand recognition (MIT, Georgia Tech) + search rank optimization for team websites + deployment of mobile apps to aid participants + work with existing social networks + overall team strategy Source: DARPA Network Challenge Project Report http://www.eecs.harvard.edu/cs286r/papers/ProjectReport.pdf
Familiar elements of success
New elements of successful communications
+ collaboration/trading with other teams + extracting data from online sources + operations center for coordinating/decisions + method used to search twitter (real-time) + websites that motivate, encourage recruitment + recursive recruiting using money or charity Source: DARPA Network Challenge Project Report http://www.eecs.harvard.edu/cs286r/papers/ProjectReport.pdf
Emerging elements of success
Understanding, evaluating and recruiting talent to change how
work is done.
Ongoing data about performance
It’s not all about the money
Economic value from “Karma”
Working with Customers to Create and Evolve Products
Creating new products with the outside organization
Linking business models, value and collaboration
source: http://www.innovationgovernance.net/harvardbusinessreview_lego.pdf
Where do you go from here??
“This project was highly successful” – Jim Hanna, Starbucks
Research Develop Concepts
In store Test
Evaluate Concepts
Concept to feedback to store trials
13,000 ratings
5,000 comments
1,500 idea updates
430 ideas
Successful ecosystem
+ 10,000,000 media impressions
Communication as a by-product
