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

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