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My presentation at IIR Consumer Trends 09
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Kuluttajabisnes 2.0 jaCrowdsourcingin FLIRT-malli
Kuluttaja osallistuu yrityksenliiketoimintaan ja markkinointiin
Sami ViitamäkiAsiakkuuspäällikkö
Sonera
2
3
Agenda
• Crowdsourcing?
• FLIRT-malli?
• Case Sonera?
Organisaation alulle panemaa
5
Crowdsourcing?
Organisaation alulle panemaa
Tavoitehakuista
5
Crowdsourcing?
Organisaation alulle panemaa
Tavoitehakuista
Ei-ammattilaisten laajamittaista osallistumista toimintoihin
5
Crowdsourcing?
Organisaation alulle panemaa
Tavoitehakuista
Ei-ammattilaisten laajamittaista osallistumista toimintoihin
Molemminpuoliseksi hyödyksi
5
Crowdsourcing?
1714
Miksi nyt?
Amatöörin nousu
9
Taloudellinen ja ideologinen viitekehys
10
Kulttuurisen tuotannon hinnan radikaali lasku
11
Kulttuurisen tuotannon hinnan radikaali lasku
11
Kulttuurisen tuotannon hinnan radikaali lasku
11
Kulttuurisen tuotannon hinnan radikaali lasku
11
Yhteisöjen kyky toimia autonomisena työvoimana
12
Organisaation alulle panemaa
Tavoitehakuista
Ei-ammattilaisten laajamittaista osallistumista toimintoihin
Molemminpuoliseksi hyödyksi
Digitaalisten kanavien kautta
13
Crowdsourcing?
Joitain Keissejä...
Asiakkaille ulkoistamisessa on siis ideaa...
29
...Mutta kuinka sitätehdään oikein?
30
FLIRT
31
FOCUS
FOCUS LANGUAGE
FOCUS LANGUAGE INCENTIVES
FOCUS LANGUAGE INCENTIVES RULES
FOCUS LANGUAGE INCENTIVES RULES TOOLS
RULES
TOOLS
Strategic
Technical
Tactical INCENTIVES
LANGUAGE
FOCUS
WHAT?WHY?
Company Perspective
HOW?
RULES
TOOLS
Strategic
Technical
Tactical INCENTIVES
LANGUAGE
FOCUS
WHAT?WHY?
Company Perspective
HOW?
Customer Perspective
WHAT?
WHY?
HOW?
RULES
TOOLS
Strategic
Technical
Tactical INCENTIVES
LANGUAGE
FOCUS
FOCUS
FOCUS
Organization Capabilities
Scope of Activity
Depth of Activity
Business Objectives
Scale of Activity
Customer Participants
Scope
Business areasInnovationsProduct development
newexisting
Content generationDecision makingFundingMarketing
Advertisingw-o-mRecommendations
DistributionSales
Business areasInnovationsProduct development
newexisting
Content generationDecision makingFundingMarketing
Advertisingw-o-mRecommendations
DistributionSales
Business areasInnovationsProduct development
newexisting
Content generationDecision makingFundingMarketing
Advertisingw-o-mRecommendations
DistributionSales
Business areasInnovationsProduct development
newexisting
Content generationDecision makingFundingMarketing
Advertisingw-o-mRecommendations
DistributionSales
Business areasInnovationsProduct development
newexisting
Content generationDecision makingFundingMarketing
Advertisingw-o-mRecommendations
DistributionSales
InnovationsProduct development
newexisting
Content generationDecision makingFundingMarketing
Advertisingw-o-mRecommendations
DistributionSales
Business areas
InnovationsProduct development
newexisting
Content generationDecision makingFundingMarketing
Advertisingw-o-mRecommendations
DistributionSales
Business areas
InnovationsProduct development
newexisting
Content generationDecision makingFundingMarketing
Advertisingw-o-mRecommendations
DistributionSales
Business areas
Scope ofActivity
Scope ofActivity
BusinessObjectives
Answerscentral
business needs?
Scope ofActivity
BusinessObjectives
Answerscentral
business needs?
Suitablefor ‘human’systems?
CustomerParticipants
Scope ofActivity
BusinessObjectives
Answerscentral
business needs?
Suitablefor ‘human’systems?
CustomerParticipants
OrganizationCapabilities
Resourcescommitted
and capable?
Scale
Scale ofActivity
Scale ofActivity
BusinessObjectives
Added costvs. economies
of scale?
Scale ofActivity
BusinessObjectives
Added costvs. economies
of scale?
Manageableby the
people?
CustomerParticipants
Scale ofActivity
BusinessObjectives
Added costvs. economies
of scale?
Manageableby the
people?
CustomerParticipants
OrganizationCapabilities
Support forscaling acrossorganizational
borders?
Depth
Depth ofActivity
Depth ofActivity
BusinessObjectives
Businessbenefits exceed
added risk?
Depth ofActivity
BusinessObjectives
Businessbenefits exceed
added risk?
Significance ofcontrol and
access sufficient?
CustomerParticipants
Depth ofActivity
BusinessObjectives
Businessbenefits exceed
added risk?
Significance ofcontrol and
access sufficient?
CustomerParticipants
OrganizationCapabilities
Organizationable to bear and
manage risk?
FOCUS
Organization Capabilities
Scope of Activity
Depth of Activity
Business Objectives
Scale of Activity
Customer Participants
LANGUAGE
Social Objects
Social Interaction
7 Building Blocks of the social web
IdentityConversations
Sharing
Relationships
Presence
ReputationGroups
http://nform.ca/publications/social-software-building-block
IdentityConversations
Sharing
Relationships
Presence
ReputationGroups
IdentityConversations
Sharing
Relationships
Presence
ReputationGroups
IdentityConversations
Sharing
Relationships
Presence
ReputationGroups
Organization presence?
LANGUAGE
SocialInteraction
OrganizationPresence
SocialObjects
INCENTIVES
INCENTIVES
IntrinsicExtrinsicSubjective
ExtrinsicObjective
RULES
Initiation
Creation & Interaction
IP & Legal
http://www.flickr.com/photos/iboy_daniel/66954315/
RULESInitiation
Creation &Interaction
IP transfer& Legal
TOOLS
Platform
Creation & Interaction
Monitoring & Action
TOOLSMonitoring &
Action
Creation &Interaction
Platform
FOCUS
Organization Capabilities
Scope of Activity
Depth of Activity
Business Objectives
Scale of Activity
Customer Participants
LANGUAGE
SocialInteraction
OrganizationPresence
SocialObjectsINCENTIVES
IntrinsicExtrinsicSubjective
ExtrinsicObjective
RULESInitiation
Creation &Interaction
IP transfer& Legal
TOOLSMonitoring &
Action
Creation &Interaction
Platform
Case
Mitä seuraavaksi?
Kiitos!
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