Shaun Abrahamson - Modelos de Negócios de Crowdsourcing
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Transcript of Shaun Abrahamson - Modelos de Negócios de Crowdsourcing
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Crowdsourcing Business ModelsUnderstanding how organizations work with crowds to create value.
Shaun Abrahamson@[email protected]
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+ a few ideas from day 1+ what defines crowd_______ business models+ a few cases
+ startup cases (crowd at the core)+ large enterprise cases (crowds where it
counts)+ how can you re-imagine your business model?
From Social Media to Social Production
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“Re-Imagination of Nearly Everything – Powered by New Devices, Connectivity + UI + Beauty”
“Magnitude of upcoming change will be stunning”
– Mary Meeker, partner KPCB
About 50% of this Re-Imagination enabled by crowds
Source: Mary Meeker presentation at All things D.
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Crowdsourcing classics
2003
2001
2001
20001991
2000
2004
2006
1999
2005
1996
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More recent examples show the accelerating trend
2003
2001
2001
20001991
2000
2004
2006
1999
2005
1996
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What defines Crowd______ business models?
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Labo
r
Cap
ital
Ass
ets
Influ
ence
Dat
a
People as brokers of critical resources at internet scale
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Sharing, Commenting, Reviewing
Open Innovation, Co-Creation, Micro Tasks
Crowd Funding, Crowd Lending
Collaborative Consumption
Labo
r
Cap
ital
Ass
ets
Influ
ence
Dat
a
“Big Data”
New ways to access critical resources more efficiently
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Labo
r
Cap
ital
Ass
ets
Influ
ence
1. What resources are being exchanged?
Dat
a
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Ronald Coase“Given that production could be carried on without any organization that is, firms at all, why and under what conditions should we expect firms to emerge?”About 75 years ago Shaun Abrahamson and millions of others like this
Why do we organize firms a certain way?
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2. Who is doing the work?
Value Created
Income/Expenses
Empl
oyee
sPa
rtner
s
Sales Marketing Operations ProductionR + D
New
Partn
ers
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Impact across business functions
Sales Marketing Operations ProductionR + D
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3. Is there a fair value exchange?
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A few new elements to expect
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You need to organize differently
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You need new ways to understand performance
Influence (Klout) My Giving (Crowdtwist)
Creative Impact (Jovoto)
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You need to manage and communicate differently
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+ AirBnB+ TaskRabbit
+ Mealku+ Cuusoo (LEGO)
+ BetaCup (Starbucks)+ Threadless + GAP
+ GiffGaff (O2)
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A place to stay from the crowd
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Who is doing what at AirBnB?
Value Created
Income/ExpensesEm
ploy
ees
Sales Marketing Operations ProductionR + D
New
Partn
ers
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Customer to supplier cycle
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Very very high cost of trolls
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Managing behavior through metrics + reputation
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Accessing capital + networks
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Who is doing what on Kickstarter?
Value Created
Income/ExpensesEm
ploy
ees
Sales Marketing Operations ProductionR + D
New
Partn
ers
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50% of 50,000 projects are completely funded
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66,694 people vs 1 Bank (or VC)
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50% of 50,000 projects are completely funded
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Incentives + Media + Reputation
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Who is doing what on TaskRabbit?
Value Created
Income/ExpensesEm
ploy
ees
Sales Marketing Operations ProductionR + D
New
Partn
ers
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Simple, fast way to reach lots of qualified workers
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Reputation again
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Don’t forget the value of the data
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Who is doing what on Mealku?
Value Created
Income/ExpensesEm
ploy
ees
Sales Marketing Operations ProductionR + D
New
Partn
ers
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The value exchange
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Reputation again
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Another way of dealing with reputation and trust
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Crowdsourcing for product development + communication objectives.
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Who is doing what during BetaCup?
Value Created
Income/Expenses
Empl
oyee
s
Sales Marketing Operations ProductionR + D
New
Partn
ers
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What tasks can be performed?
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InspirationRecruiting
(Re)SubmissionFeedback
Selection PilotsR&D
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InspirationRecruiting
(Re)SubmissionFeedback
Selection PilotsR&D
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Concept -> feedback -> store trials
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13,000 ratings
5,000 comments
1,500 idea updates
430 ideas
Betacup ecosystem
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+ 10,000,000 media impressions
Communication as a by-product
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Social production for a complex service
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Homepage hints at how this works
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Who is doing what on GiffGaff
Value Created
Income/Expenses
Empl
oyee
s
New
Partn
ers
Sales Marketing Operations ProductionR + D
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What tasks can be performed?
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Payouts = cash, minutes or donations to charity
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How is this growing? Also NPS = 73 (Apple = 79)
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Customer led set development and marketing
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Different organizations for different collaborations
Sales Marketing Operations ProductionR + D
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Who is doing what on LEGO Cuusoo?
Value Created
Income/Expenses
Empl
oyee
s
New
Partn
ers
Sales Marketing Operations ProductionR + D
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Hijacking or very different path to business development?
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WARNING: some new management requirements
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Crowd creativity + curation + traditional retail distribution
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Who is doing what with Threadless + GAP?
Value Created
Income/Expenses
Empl
oyee
s
New
Partn
ers
Sales Marketing Operations ProductionR + D
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Ensuring that stakeholders are happy
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How will the crowd do vs traditional GAP sourcing?
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How can you use these ideas for your business?
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Labo
r
Cap
ital
Ass
ets
Influ
ence
1. What resources are being exchanged?
Dat
a
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2. Who is doing what?
Sales Marketing Operations ProductionR + D
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3. Is this a fair value exchange?
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You need to organize differently
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You need new ways to understand performance
Influence (Klout) My Giving (Crowdtwist)
Creative Impact (Jovoto)
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You need to manage and communicate differently
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Crowdsourcing Business ModelsUnderstanding how organizations work with crowds to create value.
Shaun Abrahamson@[email protected]