FLIRT crowdsourcing

8.5.2007 Sami Viitamäki


The FLIRT model of Crowdsourcing:

Customer involvement in business functions and business development

Crowdsourcing?

Wide scale participation of customers in various business functions and their development

Digital Channels

Mutual benefit


FLIRT

FLIRT model of Crowdsourcing

FocusLanguageIncentivesRulesTools

CreatorsCriticsConnectorsCrowds

FLIRT model of Crowdsourcing


FOCUS

Focus

Business Area

Scale of collaboration

Depth of customer control

Business areas

InnovationsProduct development

–new–existing

Content generationDecision makingFundingMarketing

–Advertising–Sales–w-o-m

DistributionEtc.

Business areas


– new– existing


– Advertising– Sales– w-o-m

DistributionEtc.

Business areas


– new– existing



DistributionEtc.

Business areas


– new– existing



DistributionEtc.

Business areas


– new– existing



DistributionEtc.

Business areas


– new– existing



DistributionEtc.

Business areas


– new– existing



DistributionEtc.

FOCUS

FOCUS

FOCUS


LANGUAGE

LANGUAGE

Authenticity

Transparency

Understand & respect

context

customer

Know social objects & emphasize social verbs

Show them you’re affected


INCENTIVES

INCENTIVES

Intrinsic• Better life• Challenge• Creativity• Satisfying curiosity• Learning• Fun & Enjoyment

Extrinsic– Immaterial

• Fame• Recognition (peer & company)• Access to channels & resources• Reciprocity / community

– Material• Own products and services• 3rd party offerings• Other non-monetary rewards• Cash rewards


RULES

RULES

Communicate: shared focus and objectives

Rules of initiation

Rules of interaction

Rules of intellectual exchange

Manufacturing constraints

Arbitrary rules

spur creativity


TOOLS

TOOLS

Platform– own / 3rd party / hybrid

Tools for creation– web service / SW / physical devices / ideas

Encourage unexpected useSkills & knowledge

– required education

Company tools– harvesting & measuring contribution– converting it into action


GROUPS

CREATORS

Generate original ideas/content

Compete for the best solution

In it for– the challenge– learning– fame– recognition– explicit rewards

Key issues– feed intrinsic motivation– offer relevant extrinsic motivation– ensure sufficient level of creative freedom

CRITICS & CONNECTORS

Involved in the conversation

Spread the word

Aim to influence a large # of people

Critics– emphasize opinions

– seek authority among their audience

Connectors– emphasize sharing

– seek to connect with a large audience

Key issues– Be transparent & authentic

– Enable effective conversation

– Interact

CROWDS

Low-level participation

Activate in key events

”The group formerly known as consumers”

Communicate mostly with ”friends”

Decide what truly has value and what is useless

Key issues– eliminate barriers to participation– show influence in real time– draw into deeper levels of participation

GROUPS

Traditionally:– 1-9-90 rule

However:– ”80% of Facebook users post on the wall”– ”28% of internet users categorize / tag content”– ”25% send links to friends”– rate content (videos, designs, etc.)?– vote on content?– active viewing?

GROUPS

Participation on the rise

Aim maximize participation at all levels

Design to terminate barriers to participation

Design to draw people deeper step by step

Crowdsourcing = Amateurs

Used primarily for recreation–Interests–Venting–Creativity–Hobbies–Secret desires–Latent skills

Crowdsourcing = Amateurs

am·a·teur

Pronunciation: 'a-m&-(")t&r, -"tur, -"tyur, -"chur, -ch&r

Function: noun

Etymology: French, from Latin amator lover, from amare to love

Customer

Your Brand

Customer’s Wants

CustomerCustomer’s

Wants

Your Brand

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