Crowd e a pegada de carbono - CICI2011 Palestrante: Shaun Abrahamson

1. .
Crowd and Crowd e a
Carbon Free Pegada de Carbono

2. 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

3. Shaun Abrahamson
.
linkd.in/shaunabe
@shaunabe
shaun@mutopo.com

5. The producer-consumer relationship.

6. More symbiotic relationships?

7. I see you, but how do we work together?

8. Massive explosion of ways to work with crowds

9. How can we make paper cups disappear?

10. Can we reduce out footprint at home by 80%?

11. More ways to house 2 billion people?

12. Where is the traffic-free future we were promised?

13. ⬅ ⬅
COOPETITION GAME

14. 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

15. ⬅ ⬅
DEBRIEF

16. ⬅ ⬅
+ how did you motivate people to help/join you?
+ how did you generate awareness about what
your we doing/offering?

17. + 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?

18. ⬅ ⬅
SOCIAL PRODUCTION

19. ⬅ ⬅
OUTCOMES

20. 1 Consumproduction

21. How many of us work for Google?

22. Support
Plan
Research
Source: David Armano

23. Customer -
Customer - Influencers
Supporters
Customer
-Designers
Support
Plan
Research
Suppliers Entrepreneurs
Government
Source: David Armano

24. Opportunities to change how we create value
Research Plan Produce Launch Sell Support

25. 2 Communication as a By-product

26. If you build it, they may join you
Research Develop Plan Produce Launch Sell Support

27. If you build it with them, they already have
Research Develop Plan Produce Launch Sell Support

28. ⬅ ⬅
PEOPLE

29. 3 The invisible workforce

30. What’s missing from our LinkedIn profiles?

31. 4 MEGAS

32. Stuff Money
Attention Experience
Good

33. Dan Ariely Predictably Irrational
Would you offer to pay for dinner
in someone’s home?

34. 5 Engagement Value Exchange

35. Why would I write for BBH?

36. Value exchange
makes the
world go
OUTSIDE
round
HYBRID

37. ⬅ ⬅
ORGANIZATION

38. 6 BIG Decisions

39. Decide how to decide

40. 7 Ecosystem Design

41. TEAMS
FANS IN THE STADIUM
FANS AT HOME
Every ecosystem has many roles

42. Platform vs Challenge
Asmbl.us vs myStarbucksIdea
An ecosystem for better product, service & sustainability

43. An ecosystem for security

44. 8 Rights, Rogues & Resistance

45. With more contributions, more ownership complexity

46. Don’t feed the Don’t feed the trolls
trolls

47. Reasons may vary

48. ⬅ ⬅
TOOLS

49. 9 Bioinstrumentation

50. Better than we know ourselves

52. 10 Scaffolding

53. Scaffolding for FIFA fans

54. Tools to organize around a deal

55. 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

56. Bioinstrumentation
Tools to organize around an idea

57. ⬅ ⬅
BREAK

59. Can we work with
crowds to eliminate
Traffic Congestion?

60. 1 hour
avg traffic delay worldwide
2 ½ hours
avg traffic delay in Moscow
Yes, it is
3.9 billion worth solving
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

61. 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

62. 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
ystem look like?
+ what might an open data traffic system
ook like?

63. Shaun Abrahamson
.
linkd.in/shaunabe
@shaunabe
shaun@mutopo.com

64. ⬅ ⬅
ADDITIONAL CASES

65. How to use large scale collaboration
to find weather balloons
(or ideas, talent, partners, leads etc)

66. Find 10 red weather balloons

67. A winning recruiting strategy

68. 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

69. + 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
Elements of successful social media and community building
Familiar elements of success

70. + 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 communications
New elements of successful

71. Understanding, evaluating and
recruiting talent to change how
work is done.

72. Ongoing data about performance

73. It’s not all about the money

74. Economic value from “Karma”

75. Working with Customers to
Create and Evolve Products

76. Creating new products with the outside organization

77. source: http://www.innovationgovernance.net/harvardbusinessreview_lego.pdf
Linking business models, value and collaboration

78. Where do you go from here??

79. “This project was highly successful”
– Jim Hanna, Starbucks

80. Research Develop Evaluate In store
Concepts Concepts Test

81. Concept to feedback to store trials

82. 430 ideas
1,500 idea updates
5,000 comments
13,000 ratings
Successful ecosystem

83. + 10,000,000
media impressions
Communication as a by-product

84. Shaun Abrahamson
.
linkd.in/shaunabe
@shaunabe
shaun@mutopo.com