By Joanne Celens, Synthetron. Presented at Crowdsourcing Week Global 2015. Learn more and join us at our next event: www.crowdsourcingweek.com

1. Crowdsourcing:
a Corporate
Management
Tool?
A Decade of Stories and
Lessons in Crowdsourcing
Joanne Celens Synthetron

2. © Synthetron 2015
We started 10 years ago..
•engaging 10-1000’s
•and getting the best ideas
•translating these into actionable
insights
Synthetron helps
organisations
to better change
and transform
We bring a decade
of stories and
lessons in
Crowdsourcing
We started 10 years ago..
•Crowdsourcing dialogues
•Engage from 10 to thousands
•Corporate and civil society
•Get their best ideas
•Translate them into actionable insights
FNV

5. Synthetron solves:
•Scale & Synthesis
•Peer & Real Dialogue
Instant
short list
of
top opinions
& ideas
evolutionary
discussion
clever
virtual scalable
table setting
Deep analysis
actionable
insight
Online
www
moderated
Qualified data
set
synthetrons

6. Cases

7. © Synthetron 2015
Crowdsourcin
g to address
employee
engagement,
resilience
Corporate
HR

8. © Synthetron 2015
Input directly
from shop
floor
on new staff
planning
Corporate
Operations

9. © Synthetron 2015
Engage top
1.000
worldwide
Co-create and
test vision &
strategic
options
Corporate
Strategy

10. © Synthetron 2015
Finger on pulse
during change,
feedback & co-
create
Corporate
Change

11. • Merger aspiration
• &
• Culture change
• Co-create meaning
Corporate
Culture

12. What did
we
learn?

13. © Synthetron 2015
•People are not against change
•Head Heart Hands1
Change
only
happens if
people
change

14. © Synthetron 2015
•CEO, HR, Operations, line,
procurement, strategy
•Takes guts
•Listen to learn, learn to listen
•Culture where people are not
objects - you measure
but participants co-create
2
Corporate
Strategy:
change
needs
corporate
fit

15. © Synthetron 2015
3
Make
choices
- Context
- Purpose
- Crowd
- Value
- Practicalities
Desired
output
Crowd - Source
Wisdom
potential
Intervention
impact
Follow up

16. © Synthetron 2015
Crowds
•Recruit & Stimulate
•Engage & Respect
•Trigger slow and fast thinking
with clever questions
4
Engage

17. © Synthetron 2015
Stupid crowds risk:
Safe space
Pitfalls: groupthink, herding, ..
Crowd dialogue breaking lines
5
Avoid
pitfalls #

Experience

=
=  Knowledge/Info  #
chit chatpolicy
beliefs
Concept
discussion
deep
dialogue
Experience
focused
discussions

18. © Synthetron 2015
New habits, new skills
Grey-zone social collaboration,
knowledge management,
brainstorm and meeting
formats
We believe in the value of
•Dialogue
•Anonymity
6
New
competenc
e

19. © Synthetron 2015
Crowdsourcing is
not
decision making
7
Manageme
nt
implications

20. 1.Change if people change
2.CS needs corporate fit
3.Make choices
4.Engage
5.Avoid pitfalls
6.Develop competence
7.NOT a decision delegation
Reca
p
7 lessons

21. © Synthetron 2015
•Wrong crowd
•Not sincere, use <-> engage
•Ill prepare
•Hear out, flat or wide questions,
induce groupthink
•Promise crowd something that
won’t be delivered
•Manipulate data
Don’ts

22. •Be sincere in listening
•Choose participants carefully
•Prepare well and focus
•Think of the crowd journey
• it, them, us, we, I, leader
• Ratio- emo, feedback- feedforward
•Respect data, outcome
•Follow up
Do’s

23. What did we learn

24. © Synthetron 2015
Crowds are
a great corporate source & lever
for corporate change
dont miss out
on their capacity
to help your business
progress faster
get their
actionable insights