Professional Documents
Culture Documents
Causing
Mass Collaboration
Shaun Abrahamson
Master’s Thesis
Causing
Mass Collaboration
Shaun Abrahamson
Creative Leadership
Class of 2008-2009
This dissertation is the result of my own work. Material from the published or
unpublished work of others, which is referred to in the dissertation, is credited
to the author in the text.
Love Papai
Causing Mass Collaboration Shaun Abrahamson
Table of Contents
Table of Contents ...............................................................................................VI
Table of Figures................................................................................................VIII
Thesis Statement................................................................................................. 1
Background ......................................................................................................... 3
Outcomes................................................................................................. 29
People ...................................................................................................... 34
Tools ........................................................................................................ 39
Organization ............................................................................................. 45
WordPress ............................................................................................... 58
MyStarbucksIdea...................................................................................... 63
Jovoto ...................................................................................................... 66
Conclusions ....................................................................................................... 69
Recommendations............................................................................................. 73
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Causing Mass Collaboration Shaun Abrahamson
Bibliography....................................................................................................... 76
Acknowledgements............................................................................................ 82
Interview 9: Jeff Jarvis, Buzzmachine ( & What Would Google Do?) ...... 113
VII
Causing Mass Collaboration Shaun Abrahamson
Table of Figures
Figure 1 The number of blog posts containing the word “review” each years
from 2005 to 5008 reaching over 11 million posts in 2008 ................................... 7
Figure 2 Nielsen Online time spent with video, member communities and
search................................................................................................................ 13
Figure 3 A snapshot of Forrester Social Technographics for the United States
for 2008, for all ages, genders. .......................................................................... 14
Figure 4 Responses from online adults and youth about their interest in
interacting with the favorite brand or service provider in different using different
social software. .................................................................................................. 15
Figure 5 Comparison of monthly site traffic for leading companies who
outsource creative tasks, showing growth for all except Geniusrocket. .............. 17
Figure 6Top 10 skill types requested by buyers on Elance for May 2009 ..... 17
Figure 7 Growth in total hours from December 2003 to May 2009, worked by
freelancers on oDesk.com ................................................................................. 18
Figure 8 Some communications tasks appear to work well such as word of
mouth or brand awareness, however it is not clear that the economics are
improving (acquisition costs) and more complex tasks such as new product
introductions find little success. ......................................................................... 23
Figure 9 How organizations learn about online community trends. Community
and social web tools dominate. Consultants and analysts are the least likely
sources. ............................................................................................................. 24
Figure 10 Snapshot of Twitter feed for search of conversation referencing
“#iranelection” on June 21 2009 ........................................................................ 37
Figure 11 Adobe asks users if they wish to participate in the design of future
products by sharing usage information .............................................................. 44
Figure 12 Signed page from the author’s copy of What Would Google Do by
Jeff Jarvis. ......................................................................................................... 46
Figure 13 User interface for GWAP, a game that produces useful music meta
information as people play ................................................................................. 53
Figure 14 WordPress OPTO scores............................................................. 58
Figure 15 Nokia OPTO scores. .................................................................... 61
Figure 16 MyStarbucksIdea OPTO scores. .................................................. 63
Figure 17 Jovoto OPTO scores. ................................................................... 66
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Thesis Statement
What do these leading organizations have in common: Google, Apple, Wikipedia,
Starbucks and P&G? They are leaders in their respective industries in terms of
market share, growth or product innovation. They also have something else in
common – they are finding new ways to collaborate with people outside their
organizations such as customers and partners. From this observation, the
following hypothesis was developed:
Organizations are able to create the most competitive products, services and
communications when they find the right ways to engage their communities of
customers and partners in specific tasks in their creative processes.
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Definition of Terms
Community – refers to groups of stakeholders in an organization. Most
commonly, these include customers or potential customers as well as partners.
The primary distinction between the community and the organization is usually an
employment agreement- that is people who belong to the organization are
employed by the organization in some capacity.
Creative Processes – work processes that have, as their main outcome, a new
product, service or piece of communications work, usually created for the
purpose of generating profit either directly or indirectly. For example new tangible
or intangible product development, advertising creative, software application
development, architecture or motion picture script writing.
Tasks – a part of a set of actions used to achieve the overall creative outcome,
such as deciding what criteria will be used to evaluate ideas, conducting research
to better understand a problem, proposing solutions to a specific problem or
selecting the best ideas to develop further.
Tools –anything used by people involved in the creative process from software
applications to media such as images and videos. Anything that people use to
help them communicate with others involved in the creative process or to create
the outcomes of the process.
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Background
The first part of this section explores the ways that leading organizations are
using Mass Collaboration to achieve different types of outcomes – from
organizing the world’s information to generating new ideas.
The second part of the this section explores what changes are happening in the
environment in which creative organizations operate – specifically technical,
social and new insights about the creative processes that appear to be more than
temporary changes.. The section concludes with a discussion of why
organizations find it difficult to work with their communities.
However, one can see an increasing number of successful outcomes that appear
to be the result of collaboration of very large teams (often thousands of times
larger than those recommended for successful collaboration). Technology is
enabling fundamental change in the way that large groups organize. The
following section describes a number of examples from different industries. In
particular on what makes an outcome successful and describe the role played by
an “outside” community.
Wikipedia is based on a software tool called a wiki. Wiki pages are designed to
enable people to quickly contribute or modify content. Unlike word processing
software that runs on individual personal computers, this software is hosted on
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However, is this a fair way to count contributions? Are all edits or editors equal?
Aaron Swartz (Swartz, 2006) wanted to answer this question and conducted his
own analysis on randomly selected Wikipedia pages. He tried to understand the
different edits. Spelling corrections are edits. But so are the insertions of whole
new pages of original content – how can they be counted in the same way.
Indeed, if Jimmy Wales 500 are spell and grammar checkers, where is all the
content coming from?
What Aaron Swartz found was that while most edits were concentrated with a
small number of insiders, as Wales described, most of the content (i.e. large
paragraph additions, which might take just a few edits) was coming from people
outside this core group described by Wales. In other words, not all edits are
equal, but most of the content seemed to be coming from a much larger
community. While Wale’s 500 play an essential role organizing and refining, the
new information is coming primarily from a very large group of contributors.
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This may be the best example of what Mass Collaboration can achieve and how
it might be achieved. This idea is at the heart of one of the world’s most
successful companies and most valuable brands (Milward Brown Optimor, 2009).
Most of the people creating value for Google, do not work for Google.
People make Google possible because people create the links and content that
are at the heart of what Google does. Google doesn’t employ these people and it
doesn’t pay them 1 , Google has tools to continuously find and analyze the
contributions being made by these people. One need not actively engage with
Google in any way, but if one takes certain actions, like creating a new link,
Google benefits.
The less visible side of what Google does is helping to find the most effective
advertising – as measured by some action such as a click, sale or a lead. Google
relies on the actions of outsiders to generate this information, as part of activities
that these people would be doing anyway (such as searching, browsing and
purchasing). Google then shares this information back to advertisers to let them
know what is working best – which keywords, which advertising copy or creative.
Assuming that almost everyone has clicked on a Google, ad, we have all helped
some advertiser learn more about the elements of a campaign that are working.
1
Google does not pay for links. However publishers receive payments from Google
when they meet certain performance measurements for advertisements.
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How many people are participating in reviews? Amazon.com lists the top 10,000
reviewers, so there are at least this many on the site. Forrester Research
conducts ongoing surveys of online users and their Technographics Profile data
(Forrester, 2008) suggests that 37% of people in United States have written
reviews, in Germany only 14%, while in Metro China this number is 44%. So
there are some differences, but even if only 14% of people online in Germany are
contributing in this way, it still represents more than 5 million people who
contribute review content in Germany alone 1.
Aside from the contributions on well known e-commerce sites, there has been an
explosion in the production of review-related blog content. For example, the chart
below was constructed, using Google Blog search to estimate the number of blog
posts each year, containing the word “:review”.
1
Calculation based on June 2008 numbers from Clickz.com (Clickz, 2008).
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Figure 1 The number of blog posts containing the word “review” each years from 2005 to
5008 reaching over 11 million posts in 2008
Reinventing news
New tools enable news to be organized differently – for example, following the
2009 Iranian elections (Parr, 2009), a substantial portion of live updates came
from ordinary people providing information via Twitter in the form of opinion, links
to other news sources or on-the-scene images and video. Even as traditional
media organizations were prohibited from reporting, news continued to reach
beyond the borders of Iran via individual contributions.
For some this provided a useful stream of updates close to where the news was
happening, from multiple sources, much like the wire feeds provided by CNN,
Associated Press or Reuters. Some people complained that many of the updates
with not useful or that it was impossible to verify the authenticity of reports. It was
hard for many to sort fact from fiction but groups formed to take on the task of
trying to verify and check contributions.
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In Bild’s case, the organization sells a camera for 69 Euros. Within five weeks,
21,000 cameras had been sold. Footage from the cameras can be sent to the
Bild site, giving Bild an additional 21,000 reporters. The Guardian asked readers
to search through almost 500,000 pages of documents to understand how British
Members of Parliament (MPs) had been spending public money on their
expenses. The Guardian’s competitor was paying professionals to do the same
task.
The impact on the news business is not just about news. Classifieds, which
formed a core source of income for newspapers have been displaced by many
variations of directories. Perhaps the best known directory is www.craigslist.org.
One of the great challenges for Craigslist is that its lets people list their own
content – so how do they prevent abuse? How do they ensure quality? Since
Craigslist has fewer than 30 employees how do they serve almost 50 million
people in the United States (Quantcast). The Craigslist team, rely on their
community to do most of the “flagging”, alerting the Craigslist team to issues.
This has enabled Craigslist to avoid the large costs usually associated with
classified listings systems. Newspapers have found it impossible to compete with
these redefined economics.
Win an election
When Barack Obama won the Presidential election in the United States, on
November 4th, 2008, people talked about grass roots movement and various local
activities; however, subsequent analysis revealed the extent of the organization
and scale of collaboration with ordinary citizens.
While many focused on the number of donations from over 3 million people, 2
million profiles were created on the my.barackobama.com site (implying about
this number of campaign participants, although the level of activity is hard to
verify). With the help of tools on myBarackObama.com, 200,000 local events
were created. During the last 4 days of the campaign, over 3 million calls were
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made via the website’s phone tools, helping people quickly identify undecided
voters, to make these calls even more useful (Blue State Digital, 2009).
How does this compare to the scale of a benchmark “good” political campaign?
We don’t have all the numbers for direct comparison, but it is clear that the tools
made it easier to organize than has been possible in the past. We can contrast
some other numbers, for example, in Texas, Hillary Clinton, who could also bring
her husband’s supporters into the fold, had 20,000 supporters – on
myBarackObama.com, more than 100,000 volunteers had already signed up
(Technology Review, 2008).
"You could go online and download the names, addresses, and phone numbers
of 100 people in your neighborhood to get out and vote--or the 40 people on your
block who were undecided," – Joe Trippi on my.BarackObama.com tools used to
help organize in the election run-up.
The Obama campaign team empowered people to organize on their behalf. The
team realized that there was a desire for people to create their own t-shirts,
buttons, stickers, posters and other articles. They made available all of the assets
they had developed for the campaign (Coolhunting, 2009) so they could be
downloaded and used in whatever way people desired.
Starbucks and Dell have both waded into the Mass Collaboration pool by
successfully soliciting ideas via www.mystarbucksidea.com
and www.ideastorm.com. Both have shown how ideas have led to real action, for
example, the community has impacted Dell’s Linux offerings and the design of it
E-Series Notebooks (Odden, 2008). While these might be better known
examples, they are not alone. Companies such as MUJI, P&G, Intuit, 3M, Google
and Unilever are following the same path with services like MUJI.net, P&G
Connect & Develop, Intuit Community, Unilever Mindbubble, and Google
Moderator.
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It is hard to find a way to value ideas contributed by customers. After all, they are
not professionals, so how do they add value? More ideas do not mean better
ideas and ultimately better products and services, do they? Some early
qualitative feedback from these organizations suggests that they are getting
valuable ideas by opening up the process to outsiders. Aside from the
aforementioned Dell examples, 3M discovered that when they embraced
innovations from lead users (i.e. people outside their organization who had
already identified the need for their new products) they were forecast to outsell
internally developed product by 8 times! (Von Hippel, 2005).
If the dominant creative regime involves peer review and acceptance, where
peers include not only industry peers, but other stakeholders, such as customers,
then creative organizations are intimately tied to the reaction of customers or
partners to their creative output. The desire to test and subject output to focus
groups is perhaps the clearest expressing of this “peer review” process for many
creative organizations. However, the focus group is quickly becoming part of the
fossil record, as IBM concluded in their 2008 global CEO study (IBM, 2008).
As a result of this survey, IBM realized that to deliver the best products and
services the enterprise of the future “connects everyone to the customer”. In
addition, IBM found that most organizations are seeking to innovate through
collaboration with outsiders – likeminded people beyond their organizational
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borders (IBM featured Eli Lilly and its use of Innocentive, an organization studied
as part of this work).
Another early user of Innocentive, P&G, realized that to grow, they would need to
look outside to collaborate. In 2007, they were awarded The Economist
Innovation Award (Economist, 2007), for their approach to innovation
called Connect & Develop, because the award panel believed that P&G is
succeeding in allowing innovation from customers and partners as well as
internal research and development groups – in A.G. Lafley’s words:
Along a similar theme, Martin Sorrel of WPP had this to say about the future of
the advertising business –
“… It’s about applying the sort of things that Google and Microsoft and Yahoo
and AOL and Facebook and Flickr and Wikipedia and everybody else have to our
business...” (Portfolio.com, 2009)
Of the companies in this list, Google and Wikipedia have already been used as
examples of Mass Collaboration. Flickr and Facebook are also built on Mass
Collaboration ideas. What these organizations share, is that they fit well into
a Web 2.0 framework (Tim O'Reilly, 2005), first described by Tim O’Reilly.
The following section begins with a description that links social and technical
changes and then explores the impact that this has on how people participate
and interact using new tools. Beyond individual behaviors, people are able to
come together and coordinate and collaborate in new ways and these changes
are impacting many accepted ways of organizing creative work. Finally
information is presented and discussed, showing how organizations might
understand the potential benefits of changing environment, but are struggling to
capture value.
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coin the term Web 2.0 (Tim O'Reilly, 2005), a reference to the “new and
improved” web, or more specifically software design patterns and business
models that began to appear.
“Network effects from user contributions are the key to market dominance in the
Web 2.0 era.”
In 2005, Social Networks were not widely used, but P2P file sharing, Google,
Wikipedia and Flickr were examples of what was to come. In 2009, one can track
the emergence of companies that exemplify these network effects – mySpace,
Facebook, Youtube and Twitter and add them to the list of Web 2.0 examples
from 2005. The market dominance O’Reilly predicted might be framed in
different ways.
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Figure 2 Nielsen Online time spent with video, member communities and search.
Spectators – read blogs, watch video, read forums, read ratings and
reviews (i.e. they consume the aforementioned content generated by
others)
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The table below shows six types of participation for 2008 in the United States.
Figure 3 A snapshot of Forrester Social Technographics for the United States for 2008, for
all ages, genders.
It is reasonable to expect different behaviors by age. After all, people who grow
up in a social web environment are more likely to feel at home in this
environment. 38% of 18 – 24 year olds are creators versus 22% of 35-44 year
olds. 74% of 18 – 24 year olds are joiners suggesting that social networks have
likely replaced e-mail as their preferred method of communicating. This is shown
more explicitly in the figure below which shows responses when people were
asked how interested they were in different types of online social interaction with
their favorite brand, store or service provider. Overwhelmingly, the younger
audience wants more online video and social networks, while adults favor an
older interaction application, discussion forums.
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Figure 4 Responses from online adults and youth about their interest in interacting with the
favorite brand or service provider in different using different social software.
The discussion so far, has centered on the United States. Comparing some
categories across countries, Germany had fewer “creators”, only 11% identified
themselves this way. “inactives” accounted for 53% of online users. This is partly
explained by the fact that Germany’s population is older than that of the United
States. China has a younger population and so 40% of people describe
themselves as “creators”, with only 25% of people “inactive”.
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How often will organizations be looking outside for talent? It has become ever
easier to find and engage talent online thanks to systems that address various
aspects of transaction costs: search, reputation management, contracts, dispute
resolution, testing and feedback. In some cases these systems may outperform
the traditional evaluation approaches used by human resource departments who
have to rely on unverified information and limited sets or references.
Ten years later, E-lance competes with a number of firms including sites
like oDesk.com and Guru.com that focus on broad skills from copyrighting to
software development. More recently, companies
like GeniusRocket.com, OpenAd.net and Crowdspring.com are specializing in
parts of the advertising production process. This had led to much discussion
about whether or not creativity can be outsourced (Advertising Age, 2009).
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A comparison of website traffic for the larger sites if provided in the figure below.
Some of the growth might be attributable to structural economic shifts – i.e. more
people working as freelancers and more companies looking at reducing costs
through the use of these new services.
Figure 5 Comparison of monthly site traffic for leading companies who outsource creative
tasks, showing growth for all except Geniusrocket.
As an example of the types of skills, the following is an index of the top 10 skill
types requested on Elance during May 2009. These skills are the same
production skills found at “interactive agencies” spanning software development,
copywriting and graphic design.
Figure 6Top 10 skill types requested by buyers on Elance for May 2009
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Figure 7 Growth in total hours from December 2003 to May 2009, worked by freelancers on
oDesk.com
Clay Shirky (Shirky, 2008) explores ways in which new tools are enabling people
to organize without requiring the infrastructure previously only provided by
organizations. Shirky uses examples to show how organizing is increasingly
something that people can do very easily, with very little cost. As a result,
organizations such as publishers are finding that many of the roles for which their
organizations were created, are no longer required. From distribution to
production, people have found alternative cheaper ways to achieve these
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functions. The end result is that as tasks can be performed and organized
differently, previous organizational (and economic structures) have become
obsolete.
While Wikinomics takes Wikipedia as their reference, Jeff Jarvis (Jarvis, What
Would Google Do?, 2008) uses Google as an organizational reference to
understand how the ideas at the heart of the Google organization might be
applied to other organizations or industries. Interestingly Jarvis uses some of the
ideas to create his book, using his blog to solicit feedback and ideas and
ultimately incorporate material into his book.
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3. Forcing people not to knock down ideas, but to build (this often
takes some policing or at least restatement of guidelines regardless of the
forum)
All of these actions are facilitated by sharing ideas online. People post and record
their ideas and simple moderation helps to build-on versus knock down ideas.
This process enables organizations to get more from everyone, enabling the best
ideas to rise to the top independent of where they come from. Beyond the
brainstorming process, other institutional processes help to get ideas from the
people who are best suited to discover problems and solutions – one such
approach is “Kaizen”.
Kaizen was widely credited with Japanese industrial success. Among other
things, it pushes decision-making power out to individuals, challenging them to
make gradual improvements related to their specific tasks. Some Japanese firms
began to acknowledge that while Kaizen had contributed too much improvement,
some more aggressive approaches might be required to achieve greater change
(Economist.com, 2009). Nonetheless Kaizen illustrates what is possible as more
people are included in ideation and problem solving.
Harvard Business School (Kaire & Amabile, 2008) discussed the role of
leadership in managing creativity with leaders from IDEO, Intuit, Google and
Novartis during sessions with academics and industry representatives. A critical
theme emerged – find ways to get ideas from everywhere. Among other things,
discussions revealed that when Google tracked ideas that had management
support versus those that were executed without support from above, the
unsupported ideas outperformed the management supported ideas.
In 2001 Cisco experienced the dramatic slowdown that impacted the technology
sector as the growth fueled by Internet speculation, evaporated. As CEO John
Chambers transformed the company he focused on moving decision-making out
of the hands of ten people at the top of the organization. Over the last eight years
Cisco has built internal systems that now enable lower level management to
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start, lead and deliver new products that previously would have required the
attention of the most senior leadership (MIT, 2008).
This runs counter to what many organizations encourage – that is, do not share
what you are doing because a competitor might use it against you. If you share,
ideas can be stolen. One of the critical questions may well be – when does
sharing result in better results than not sharing? That’s beyond the scope of this
work, but is likely something that will need to be understood.
For each decision-process there are some guidelines – for example, one might
use a more autocratic process where time is short and potential participants are
not in the same place. Interestingly, this might be exactly the point where
technology is having an impact – issues of speed and decentralization are moot
with new communication tools. While management might have been
characterized by more autocratic approaches as a result of circumstance, the
evolving technical environment means it is easier than ever to involve groups in
decision-making. In the process, it is also setting expectations for participation –
as people become used to a more inclusive process, less inclusive processes
might meet much more resistance.
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In April 2009, the Harvard Business Review talked about the challenges
of Getting Brand Communities Right (Fournier & Lee, 2009). Brand communities
describe a type of Mass Collaboration where brands create environments to
come together with their stakeholders, usually with the objective of working
towards some shared outcome. Fournier and Lee believe that many firms aspire
to the benefits that one might find from building a community, but they find that:
“…few understand what it takes to achieve such benefits. Worse, most subscribe
to serious misconceptions about what brand communities are and how they
work.”
This is relevant because many forms of Mass Collaboration takes place in the
context of communities. Further, the decision-making norms are different
because people participate in communities for different reasons and perhaps
because of this, they demand more inclusive decision-making.
Fournier & Lee address some common misconceptions and offer advice on how
successful companies have worked with their communities.
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Figure 8 Some communications tasks appear to work well such as word of mouth or brand
awareness, however it is not clear that the economics are improving (acquisition costs) and
more complex tasks such as new product introductions find little success.
Some of the promotional tasks seem to fare well, perhaps because these don’t
require much organizational change but only a change for those managing
communications. Product development related efforts seem poor, perhaps
because these processes have not involved very much communication with
stakeholders in the past, aside from periodic focus groups or research studies.
Similar to the Fournier and Lee findings, the study showed a number of
assumptions that are likely hurting initiatives (the authors experience during
some client engagements echoes these findings):
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Finally, as organizations strive to learn how to work with communities, they are
choosing new places to learn – they are turning to their own professional
communities, perhaps in a recursive testimony to Mass Collaboration. This is
consistent with the author’s research experience – small groups of collaborators
via blogs, wikis or Twitter are sharing most of the richest information.
Figure 9 How organizations learn about online community trends. Community and social
web tools dominate. Consultants and analysts are the least likely sources.
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Research Methodology
The following sections describe approaches used to address the questions posed
in the thesis statement.
What are “the right” ways to involve communities to achieve the best
creative outcomes?
Literature review formed the first round of research to understand successful
Mass Collaboration efforts. Then some effort was made to interact with different
communities and understand the tools being used to facilitate community
organizing. However, it became clear that while tools could be identified and it
was possible to interact with communities to understand some of the community
members, it was difficult to understand how these efforts were being organized.
To understanding organizational approaches, a specific group of experts was
identified for interviews – community organizers or community managers.
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Expert survey results were combined with literature review to form an initial
framework. To facilitate the understanding of the framework, it is used to evaluate
existing Mass Collaboration efforts, both successful and unsuccessful as means
of highlighting elements critical to success or failure of the efforts.
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Outcomes
Organizations are primarily concerned with outcomes, for example –
The outcomes of interest for this work are related to creative work – specifically
processes that result in new products or services; the communications for
promoting and selling products or services; or the ongoing service and support of
these products or services. The following sections describe the types of
outcomes of creative processes that are sought from Mass Collaboration.
User stories describe what people would like to do with a product or service. As
Von Hippel (Von Hippel, 2005) describes, users of the product or service are
ideally positioned to tell the stories of how they have used or would use a product
or service or what type of experience they wish to have. Therefore, it seems that
this process can benefit by opening up beyond traditional focus groups or limited
research engagements. In his research, Von Hippel noted a number of instances
were companies such as General Electric and 3M discovered that these stories
were widely available outside organizations (not from within traditional product
teams).
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Unlike user stories, ideas are more specific – ideas do not get to the intent, but
rather to a solution to a problem or a new opportunity. Opening up a creative
process to solicit more ideas, often results in more ideas – this is not the same as
opening up the selection of an idea (i.e. deciding which idea is best), but simply
the generation of more, different ideas. Mass Collaboration can help to increase
diversity or simply the volume of ideas – often a stated desired outcome for this
process step in most product design processes.
Once products or services are in use, the lines blur between “customer service
and support” and new opportunities (for example, how can I resolve a recurring
service problem?). The idea of “always in Beta” is intended to get more frequent
feedback by giving access to products and services before they are “finished” –
more specifically, during a period where feedback can more greatly impact a
product or service.
In the Cathedral and the Bazaar (Raymond, 2001), the role of feedback is tested
and explained exposing this as a critical mechanism that allows open source
software development process to function and in many cases outperform other
development processes. Feedback can encompass not only bugs or incremental
changes but larger ideas or use stories as discussed in the previous two
sections.
Free revealing
Often customers have an idea for a product improvement and move beyond their
ideas to implement them. In this case, product teams can get working solutions to
problems they might be working on. This is a core part of the free revealing
process described by Von Hippel. In free revealing, people share improvement
and innovation with other groups of likeminded users – Von Hippel explored this
behavior among kite surfing enthusiast who shared techniques that included
hardware innovations. This mechanism is also at the heart of open source
software development as contributors move beyond ideas and identifying bugs
and are invited to develop solutions. In this case, these contributions take the
form of new code that may become part of the final software release (different
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Communications development
Communication development processes such as advertising, share some areas
in common with product and service development. There is usually an ideation
phase, some selection criteria for the ideas (what is deemed good, versus poor
work) and then an execution and refinement phase. However the outcome is
focused on the development of a piece of communication.
Much like the product development roles, ideas describe how communications
might be carried out. This covers everything from the core creative idea to how
the idea might be actualized (video, images, games, events or as one moves
beyond communication, products, services and experiences). Since people are to
be influenced by communication such as advertising or some forms of news, for
example, it seems reasonable that they be included in the process of contributing
ideas and stories.
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Propagation planning
“We needed acceptance. We needed permission…Acceptance only comes from
dialog” – Gordon Paddison (Paddison, 2009)
Planning is ultimately concerned with how to reach the right people with a
particular message or set of messages. In a participatory model, where the
people formerly known as “the audience” are now taking on “distribution” roles,
planning is far more dependent on Henry Jenkins’s multipliers – i.e. those that
ensure that an idea will be spread.
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Increasingly service and support blur the lines with communications and product
development because from specific experiences, come ideas about how things
might be better (impacting product development) and these experiences (with
positive or negative outcomes) also result in communication with other people
such as reviews or recommendations (influencing communication).
The resources requirements for Mass Collaboration are not insignificant – while
tools are often the focus and are increasingly cheap or even free, organizations
still requires time and people – i.e. resources, so the cost of organizing Mass
Collaboration has to be considered against its potential benefits.
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People
This section examines Mass Collaboration from the perspective of the individual
participants.
Critical Mass has less to do with the absolute number of people, but perhaps the
total energy invested in the initiative – that is to say, a few very active
contributors can do much to move an initiative forward. In Jeff Jarvis’s case, he
listed fewer than five people by name that he deemed critical to his community
for one reason or another.
Another view of critical mass, might be better defined “entrainment”, as was the
case with Gregory Galant’s Shorty Awards (Saw Horse Media) – within a very
short time participation ramped up with many people making small contributions.
Because of the structure of Shorty Awards, it effectively made each participant, a
recruiter. The number of other participants was clearly visible and this resulted in
more attention and more participation. The process began with just a few people
and this was enough to gather over 10,000 participants in about two weeks.
Alignment of interests
Most of the organization section is dedicated to understand why people
participate – from financial incentives to outcomes that matter. This is important
for organizations since they have to consider outcomes and tasks that can meet
these criteria. However, from the individual perspective, there must be alignment
– an idea repeated by multiple interviewees.
Alignment might not mean that interests in the overall outcome are shared – for
example, I might not care what happens if I get paid. Or I might not care what
other questions are answered on fluther.com as long as my question is answered
and I can answer questions that interest me. Ideally it seems that the sum of self
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Finally, there is the 90, often demeaned as the “passive massive”. But it depends
on your perspective – for example, let's look at someone like Amazon.com
recommendations? These are powered by the passive - but how? Amazon lets
you know what people ultimately purchased, so the passive massive don’t need
to share their recommendations or upload photos, but their simple act of
purchasing helps the community decide.
A healthy community can design tasks to fit the 90-9-1 participation profile and
track the types of contributions to get an overall sense for the level of
participation.
For example following the Iran Elections on Saturday June 13, 2009, messages
began appearing on Twitter describing how the election had been a fraud. What
followed were a variety of actions much like the events that have unfolded on
Twitter in the past around events like the Mumbai terrorist attacks. Somehow
people naturally gravitate to different roles – some act as traditional information
sources, others act as aggregators, still others act as filters trying to identify
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Tools
Tools cover all aspects of media and technology that make new kinds of
interactions possible. Craig Newmark (Newmark, 2009) has created one of the
most successful online communities and he describes the attributes of
technology needed to best serve others:
According to Mr. Newmark, this describes the service principles for Craigslist.
Items 1, 4 and 5 are discussed in the next section, but in the following Organizing
section, 2 and 3 are discussed.
User experience
If infrastructure cannot be used, it may as well not exist. Hence the critical
importance of user experience design. Following are heuristics, from some of the
leading usability practitioners, namely 37Signals (37Signals, 2006) and Jakob
Nielsen (useit.com). 37Signals describes how they think about user experience
and their products showcase this thinking well. Jakob Nielsen is a prolific
publisher covering everything from search to headline usability. Some of the key
issues include:
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As online testing often reveals, small changes in copy or layout can have a
profound impact on how many people take actions. When the goal is to work with
large numbers of people, often without pay, making actions easier, is an essential
part of making the most of people’s limited time and resources.
Media is used as scaffolding for communication in much the same way as words
stand in for concepts, so media plays an important role in giving people
something to reference to express what they are trying to convey, without having
to produce what they need to convey the message, communication is simplified.
During the Obama campaign, for example, the campaign manager, David Plouffe
(Marketingprofs, 2009) noted that one of the things that surprised the campaign,
was how often people would come to the campaign asking for help in addressing
a particular campaign issue as they were talking with prospective voters about
then candidate Obama’s merits. The campaign ultimately found that when it
could craft video statements, it helped these people to communicate more
effectively on their behalf, not by telling them what to say, but by giving them
something to use as scaffolding for communication.
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people to focus on publishing without worrying about HTML or any other online
publishing requirements. Then there are various message boards, bug-tracking
and collaboration tools, all intended to facilitate collaboration.
Going beyond APIs, services such as WordPress and software such as Mozilla
enable participation at a variety of levels such as design templates to change the
look and feel of the user experience or core code development. In the physical
world, a platform might take the form of a new building structure where property
developers can create their own units, finished as they desire. As car-lovers will
attest, cars can be platforms as different components are adjusted and replaced
to achieve better handling dynamics, fuel economy and speed
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In our interview in 2008, Roelof Botha explained how he learned much about an
ecosystem where organizations can make it easier for users to act on their behalf
– he and the Youtube founders were formerly at Paypal. Among other things
Paypal constantly found approaches to make it easy for their users to use Paypal
in different environments, such as eBay auction pages without needing to write
code. The result – Youtube constantly found opportunities to make it easy for
their audience to share and integrate their content wherever it might make sense
with as little effort as possible.
Google took an action that people were going to do anyway and turned it into the
heart of one of the most successful organizations in history. Google uses clicks
and sales data in a similar way to vote on the best ads. While some people might
ask you what you thought about copywriting or creative, Google simply analyzes
responses to creative by looking at clicks and sales.
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Adobe asks users of its software products if they will share information about how
they use the software. Most websites do this already, when you visit their sites,
but increasingly data is being gathered more actively. As Adobe clearly
communicates in the following screen shot – no action is required. There are not
surveys, no personal information is collected and without doing anything other
than using their software users “Participate in the design of future versions of
Acrobat”.
Social Mention monitors online conversations. People need not know about
Social Mention or their service, but Social Mention analyzes conversations
happening on message boards, blogs, comments and other environments where
people share their thoughts and opinions. They can compare how people feel
about a company or person or idea, but evaluating sentiment. The result is a very
large view of beliefs, opinions and feelings for anyone sharing their thoughts
publicly online.
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Figure 11 Adobe asks users if they wish to participate in the design of future products by
sharing usage information
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Organization
Determining how people work together to reach the desired Outcome is critical to
the success of Mass Collaboration. Poor organization leads to statements like -
“A camel is a horse designed by a committee” – however, this poor outcome
assumes a particular type of organization - that every decision is put to the vote.
However, this is NOT how most Mass Collaboration efforts (or communities) are
organized.
“…the mantras within the user community are ‘Wikipedia is not a democracy’ and
‘Voting is evil.’…Wikipedians typically resort to binding votes after the failure of
other options.” - Andrew Lih (Mengisen, 2009).
Interviews form the basis for most of the material in this section (and the following
section).
Among other things, Jeff Jarvis, is a community organizer. But we'll get back to
that later in this section. First, let's review some recent politics. During the
Republican Convention in the United States in 2008, then candidate Obama, was
mocked for his experience as a community organizer. How would this prepare
him to be Commander in Chief? Community Organizers do not have any real
responsibility, do they? Which led many to ask - what exactly do Community
Organizers do, anyway?
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Figure 12 Signed page from the author’s copy of What Would Google Do by Jeff Jarvis.
“Everyone goes home happy. The organization gets what they want and the
community gets what they want.”
This appears simple, but it is really for this to tend to exploitation if you don't
understand why people are part of the community in the first place. The following
sections explore how community participants are motivated, as a means to
understanding how to organize to align interests.
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Financial incentives
Crowdsourcing generally captures the idea of financial incentives in Mass
Collaboration in the form of prizes or payment to winners or contributors.
Examples include: MUJI Award (MUJI), Cisco I-Prize, X-Prize or Innocentive
(who manage Mass Collaboration efforts for companies like Eli Lilly and P&G).
Variations include CafePress and iStockPhoto where the market decides
compensation. Finally, arrangements like Mechanical Turk, reward anyone for
achieving specific, generally non-specialized tasks in an environment that greatly
simplifies the process of outsourcing.
Innocentive (Spradlin & Reinhold, 2009) may run some of the best known
Crowdsourcing operations and so it is important to understand what motivates
their "solvers" - those who work on the various problems appearing on the
Innocentive site. Karim Lakhani (Lakhani, Jeppersen, Lohse, & Panetta, October
2006) surveyed solvers and found three main motivations, with responses
divided about equally between them:
Money is interesting, but for Community Organizers it's the other motivations that
seem even more useful.
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acting in their own self-interest ultimately destroy shared resources even when it
is nobody’s long terms interest for this to happen. The Inverse Commons, asks a
different question: what happens if things get better if you use them more,
instead of getting worse or losing value?
Lego Factory lets people create their own Lego sets and in return, Lego is
constantly receiving feedback about interesting ideas and things that people
might enjoy building. They found a way to benefit from playtime that might have
happened independently and not as part of "the commons". Fluther captures
the responses to questions that might otherwise have been unavailable to the
world by encouraging responses from the community, to community member
questions. The results live on to be found primarily be people searching for the
same questions.
Jovoto (Unterberg, 2009) helps advertisers work with over 5000 creative
professionals. Before anything is delivered to the advertiser, participants post and
share their responses so that others in the community can comment and provide
feedback. Advertisers pay to participate in this process. The end result is that
everyone benefits from the work and the feedback. Once this process is
complete, the advertiser can license the intellectual property for use in their
campaign.
As more people choose to take simple actions like leaving feedback on Amazon,
updating entries on Wikipedia, answering questions on Fluther, the more the
shopping experience improves because higher quality information about products
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is fed back to the market. Or quite simply, information quality gets better with
more “use” – the tragedy of commons are inverted.
Open source software projects such as Linux, Mozilla and WordPress touch on
all of these items. Many people working on these projects believe they are
making something better than might be available through any other process –
they are increasing quality of life and righting the wrong of inferior software.
Projects like Wikipedia, various file-sharing networks, Folding@home or the
Guardian’s project to investigate MP expenses (right some wrongs) represent
additional examples of participation for meaning, where no financial incentives
exist.
When Jeff Jarvis asks for comments in response to blog posts, those of us that
choose to respond are not looking for compensation – perhaps some peer
recognition, but in many cases, they are simply trying to understand and
participate in a discussion that is meaningful.
Reinforce meaning
Barack Obama's campaign strategist, David Plouffe (Marketingprofs, 2009),,
gave a glimpse into the political campaign. As the campaign evolved, new issues
emerged and people wanted to understand how they could respond on behalf of
the campaign. The campaign constantly reminded people about why they were
doing what they were doing and obliged with supporting data and talking points.
It's easy to forget, but it's not enough to make meaning, people need to be
reminded about what is at stake and why they are doing what they do,
particularly as things become difficult.
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Continuing with the WordPress example, it provides statistics around most of its
contributions that include everything from ideas, to designs and code. These
include "votes" such as number of downloads and ratings.
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Nominations are summed to produce ranked lists of people and ultimately these
ranked lists result in awards. Simple voting took place on Twitter over a 2 week
period and resulted in the first comprehensive directory of leading people in a
variety of Twitter categories.
Social interaction
The author does not know why people feel compelled to shout answers at TV
game show hosts. But Ben Finkel of Fluther describes how people just like to
share what they know. For many, if they are asked a question there is some
innate desire to share what you know. On Fluther, this is what people do. It has
played out in a variety of formats on sites like Yahoo Answers; blog comment
sections; twitter responses; links commenting on other people’s work, etc.
What do all these things have in common online? They tend to be on the record -
that is, these answers, posts, opinions are findable by others and therefore can
serve as evidence of your knowledge and opinions, beyond the point in time
where you answer the question.
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When Google released their mobile application, Google Latitude, they showed
gratitude. They received a great deal of attention, but they didn’t claim it for
themselves, they credited the person who initially suggested the idea and
featured Lana from New York on their blog. Recognition can take many forms.
Purposeful play
As you play GWAP the games generate useful output, too. Making a contribution
need not feel like work. In fact, there is no reason why this can't be fun, too.
Perhaps the least amount of work, is not even knowing that you are working,
because you thought you were doing something else.
42 Entertainment created an elaborate game designed to spill into the real world,
generating real world news and attention for the movie, The Dark Knight. The
game was rewarding to players (and claimed to attract 10m participants) who
participated in activities that made real world news and help to promote the
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movie. The players got an entertaining experience and The Dark Knight was
widely promoted as a by-product of their play.
Figure 13 User interface for GWAP, a game that produces useful music meta information as
people play
“People who have reach and influence, People who carry weight” – Gordon
Paddison
“When does top down leadership matter? When Michael Dell says – ‘This is the
new norm. We need to do this’.” – Jeff Jarvis
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“Realizing that you don’t lead [is the greatest leadership challenge]” – Bastian
Unterberg
“Support and collaborate with your community and avoid trying to ‘suck up all the
oxygen’ by trying to do everything” – Raanan Bar-Cohen
“Every individual in our community has the power to be a social leader because
the content they share is relevant to their own sub-network (i.e. friends).” – Brian
Benatar
The following section explores leadership roles by looking at the formal leaders,
such as organization founders or people responsible for attaining specified
outcomes. Then informal leadership is examined and finally, “emergent
leadership” is explored – that is, situations in which people assume leadership
roles for specific tasks.
Formal leadership
From the interviews, most of the formal leaders seem uncomfortable describing
themselves as leaders – they have helped to establish core teams, communicate
the vision and get communities started. They seem to share some traits common
with the “Good to Great” leaders (Collins, 2001) They are not particularly well
known or visible. They tend to be humble and invest in the community, versus
their own celebrity. Interestingly, one seemingly obvious criterion is that they
have followers.
Community organizing requires a slightly different skill set because of the change
in scale and distributed nature of the communities they interact with. So in-person
contact might be much less frequent than in other organizations. For example,
many organizations interacting with large communities are small – in May 2009
WordPress had 33 employees, Jeff Jarvis is just one person, the Jovoto, Fluther
and Bigsoccer teams numbers a few employees. In all cases, they are interacting
with groups of people that number sometimes one hundred times or more the
number of full time employees.
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Informal leadership
The 90-9-1 contribution model (Ant's Eye View) suggests a specific type of
contribution in online communities. That is, of all the people who might interact
with the community in some way, a small percent does most of the work. And the
people who tend to be the informal leaders can lead because of the actions such
as specific contributions or suggestions. These professional leaders tend to
develop followings as people are interested in their opinions and thoughts.
It's not unusual for the most involved community members to be spending as
much time as employees which can lead to some complications as people realize
people are being compensated to perform similar roles. In cases such as
Innocentive, leadership follows individual professional performance versus ability
to impact the community. So in competitive situations leadership is more
professional in nature versus a role which is causing others to succeed and work
towards a common vision. In more collaborative environments, different
leadership emerges, not necessarily around professional expertise, but
organizing capacity – i.e. community organizers.
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From the interviewees, it seems clear that communities are not really created but
rather discovered and engaged in new ways. As Jake McKee described,
communities often exist and have organized before organizations decide they
want to work with them. Rather than building a community, activity is more
focused communicating with the community. This theme was echoed in almost all
interviews – communities already exist in most cases, so getting started, is more
about co-operating with existing communities and community leadership, as the
following examples show:
BigSoccer (existing fan groups and e-mail lists and their administrators)
Lord of the Rings (LOTR) (existing LOTR fan sites and their moderators)
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Community governance
Like any society, communities need guidelines and rules to operate effectively.
Some are not codified but have understood behavior from other community
members. Sometimes legal definitions are required; other times, communities
want to be clear what types of behavior are expected in their “space”. Like any
guidelines, they also need to be enforced. In the authors experiences,
communities were quite effective at policing themselves intervening when they
believed the community was being harmed.
It is not within the scope of this work to enumerate all of the governance codes,
however the reader is urged to look at the communities referenced in this work
and review their “terms of service” or “community guidelines” to understand what
is codified.
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WordPress
Product development and support - http://WordPress.com/
Outcome – 5
WordPress.com is home to more than 5m blogs and visited by about 250m users
per month, according to their analytics. That makes them one of the largest
online destinations. There are blog products managed by Google as well as a
number of other organizations, but WordPress is the largest.
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People - 4
People can contribute in a range of ways. There is the core software
development project at www.WordPress.org. And then, like Mozilla, there are
plug-ins and themes. And then a separate area for additional feedback such as
new ideas or problems – appropriately called Kvetch.
Participation levels are similar to Mozilla – almost 5000 add-ons and just over
700 themes as of May 2009. It’s harder to get a handle on how many people in
the community are providing service and support.
It’s really easy to search and find answers – in fact, for many searches using
Google or the WordPress.org or WordPress.com search will get you to the same
content (That’s significant in that this community is likely producing the best
content, then). Other people quickly respond (if not Automattic employees are
watching to make sure nothing goes unanswered). I estimated about 400 or so
new posts per day in the community. WordPress Support fields about 300
requests per day (that employees respond to).
Tools - 4
WordPress makes use of a range of tools in a similar way to Mozilla. In fact, both
projects have their roots in open source software, so this should not come as a
surprise. Communication happens via a variety of channels such as forums or
IRC. Creators have a place to promote and host their contributions and receive
feedback and key statistics such as downloads, ratings and comments.
Similarly, bloggers have multiple options, including the option to easily move out
of a hosted service to their own, easily modified and customizable environment.
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That’s unique among platforms. Like Mozilla, multiple contribution options exist
from design themes to add-ons and core code for the platform – touching all
aspects of the service except for a few services where the community is likely to
be less effective – such as core support and hosting functions.
As mentioned previously, it really easy to self serve - find answers using Google
or the WordPress.org or WordPress.com search will usually get you quickly to
useful content.
Organization – 5
WordPress enables people to benefit from participation in a number of ways.
Some members sell consulting services to people who use the platform – this is
encouraged and supported. Others receive regular visible thanks for the
contributions. People who participate receive regular feedback about the code or
designs. And so they have aligned motivations well with the objectives of
Automattic, the owners of WordPress.com.
Further, Automattic has tried to focus on commercial areas that also help the
community such as hosting and certain types of support that are areas where
communities have not performed well, when left to themselves. This clear
thinking about where the commercial organization can support the community is
unusual and points to a model that other organization might look to – i.e. seeing
the commercial entity as the utility in the way that lights, water etc are provided
by local government.
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Nokia Labs
Product development - http://betalabs.nokia.com/
Outcome - 2
It’s not clear Nokia is getting much more useful feedback than they might be
simply having people in the company using the software. That said, they are
building the tools and organization and just need to find better ways to get the
word out and incentivize people to participate. Perhaps opening up development
to outside developers? And offering some incentives to help promote this
community, will help move things along.
People - 2
Nokia takes a feedback approach to product development as part of Nokia Labs.
Participants are encouraged to try the latest Beta versions of software. It is not
clear who decides which Betas will be developed, but users are given some
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background and then invited to download and try the software before it is shipped
out to phones.
The community is still very small, although some active contributors are
emerging. This is one of the main challenges for any open-innovation or co-
creation process - getting enough feedback.
Tools – 3
The tools are intended mainly for feedback. So they are organized into the
different types of desired feedback: bugs, reviews, comments and suggestions. It
might be hard to neatly break these up, but this is one of the organizational
challenges with feedback, so not too much they can do at the moment.
There are tools for private feedback, but no other easy ways for the community to
interact.
Organization – 3
Interestingly on May 8th, 2009, a survey was posted to ask people their thoughts
on the Beta Labs. This is commendable, however there seem to be other
elements missing, such as active recruiting to get people to participate. And it’s
not clear there is much alignment yet, in terms of incentives.
There is however some attempt to recognize some of the big contributors via the
blog and a thoughtful reward, in this case. Among other things, it might make
sense to invite partners and distributors to participate in this process too.
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MyStarbucksIdea
Product development and support - http://mystarbucksidea.force.com/
Outcome – 3
The outcome is somewhat subjective, since it is hard to measure the exact
impact on Starbuck’s business. In simple terms, they have about 13,000
additional people per month joining their already 172,000 employees who are
already receiving a great deal of feedback and ideas from customers in their
physical stores. Overall though, Starbuck’s is soliciting feedback on everything
from their products and service to their communications and corporate social
responsibility – if nothing else, they are able to augment whatever other research
they are doing. In terms of quickly getting feedback on worthwhile ideas and
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However it is not clear how many ideas are making it through the process – are
ideas particularly hard to implement? Not good enough? Looking at the list of
“Launched” ideas, it seems to be a trickle when compared to the volume of ideas
being submitted on voted on. If this site is ultimately about usable ideas, this
seems like a weak outcome. Then again, if these few ideas have a large impact,
who is to say.
People - 4
From the start, Starbucks had thousands of contributors –nearly 75,000 ideas in
the first six months of operation. It’s not clear exactly how Starbucks generated
this type of response, but they overcame one of the most difficult problems –
getting critical mass for Mass Collaboration. That said, what percent of people
who visit Starbuck’s each day are submitting ideas? The site receives
almost 13,000 visitors in May 2009, according to Compete.com. If Starbucks
serves about 20 million people per week in 2004, that makes the level of
participation very low. At this scale though, Starbucks is likely benefitting from far
more ideas than most organizations (direct competitors or otherwise) so this
might not be critical.
Tools - 3
MyStarbucksIdea makes use of a suite of tools developed by Salesforce.com,
best known for their Customer Relationship Management tools. The interface is
simple and follows familiar online user experiences for submitting ideas,
commenting and voting. This means it is easy for people to get started. The use
of blog seems simple, but it is appropriate to enable flexible communications on
issues from updates on the progress of ideas to introductions to new Starbucks
Moderators.
It’s not clear why there aren’t easy ways to interact with the site via mobile – after
all, I suspect that many good ideas occur to people while they are at a Starbucks
location. Beyond that, search is weak, so it’s not clear if an idea has been
submitted before (so I don’t know where to join in). It also seems like people
should be able to interact either in very general terms, as they do now, but also
down to specific locations, as there are likely some location-specific ideas.
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Organization – 4
Behind the scenes Starbucks is doing a number of things to make sure that
people have a good experience using the tools by cleaning up duplicate ideas
and making sure sufficient moderators are available to participate in the
conversation and enforce their terms of service. Beyond the maintenance
Starbucks has managed to involved the right people from across their
organization – rather than having people search out the right department or
groups to talk to, everyone just comes to the site and makes sure that the right
Starbucks people “own” the right ideas. This removes a layer of complexity for
customers who can just focus on their ideas and not the logistics associated with
where it goes. Finally, Starbucks goes to great lengths to show what happens to
the ideas and how they are impacting the organization.
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Jovoto
Creative for Communication – www.jovoto.com
Outcome – 3
Jovoto is still early in its development, at least from the perspective of scale.
Being able to point to more successes would increase the outcome score. To
date, a number of public competitions have been held as well as an unspecified
number of private competitions (used within organizations or privately organized
communities). That said, the feedback from the clients suggests that they are
very excited and happy with the outcome and when these include some very well
known German brands, there is reason for optimism.
Jovoto deals in ideas, not necessarily final products (although some of the work
is very well executed), so there is still a final execution step which has an impact
on whether or not the ideas from the Jovoto community take flight.
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Finally, a very promising early Outcome is the way in which the community works
together. It may take a while to scale the business, but just having creative
groups come together, share their work and give feedback is a breakthrough that
moves the advertising creative process closer to what has been achieved with
open source. Jovoto has just started to experiment with approaches to enable
easy team-forming. This seems to have great promise.
People - 4
Jovoto has attracted over 5000 community members from the creative industries.
A recent competition for the city of Wurzburg in Germany attracted 90
submissions in 5 weeks. Most submissions received ratings and comments,
suggesting that everyone is getting some value beyond the winners – a critical
alignment factor. For political candidate Frank-Walter Stein Meier, over 1000
ideas were submitted, with 2400 comments and over 10000 votes (Jovoto). The
community is primarily German and so it is hard to compare Jovoto to some other
communities like Crowdspring, Innocentive or Ideabounty, as one can see
from Google Insights, comparing the four. That said, the participation numbers
suggest a very active and engaged community.
Beyond the numbers, one of the elements that is not clear, if how much
responsibility is being given to the community – there is room for direct
interaction, but it is not clear where he discussions are about the community itself
– what’s working, what needs to change, etc.
Tools - 4
Jovoto has created a suite of tools dedicated to the task at hand. The Jovoto site
is used to manage competitions and provide a forum for community interaction.
Adding and reviewing ideas is simple and a variety of notification options ensure
that people can choose how they want to stay connected and communicate – in
short, Jovoto adds very little overhead to participate and this is its major success.
The user experience, reminds one of 37Signals products, which are, from a user
experience perspective, experiences worth emulating.
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clients and people submitting ideas to competitions. However, there are some
possible additions in terms of free interaction within the community, outside of the
competitions – for example, to discuss Jovoto itself.
Organization – 3
From the outset, Jovoto has focused on empowering creative professionals. This
means they constantly seek feedback and respond with new features, policy
changes, etc.
The core processes and decisions represent a step forward from other
competition-style communities. Most importantly, while clients can license ideas,
as they can in other competitions, Jovoto has added a new dimension by finding
a way for the community to interact and provide feedback while balancing the
need for intellectual property rights. This means that Jovoto is unlocking the real
potential of the community – the comments, votes and questions that enable
work to be improved, clients to make decisions and ultimately benefit everyone in
the community. This also serves to align interests because in addition to the
possibility of winning, participants are also gaining useful feedback about their
work, which they would not get in pure competition formats (how most
“Crowdsourcing Creative” endeavors are structured).
The end result is that the Jovoto community behaves like a software
development and design community like WordPress, where the open source
licensing has made this interaction possible – Jovoto is getting the benefits of this
interaction, while preserving the ability for work to be licensed.
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Conclusions
Successful Mass Collaboration efforts have specific approaches to organizing,
people and tools to achieve their outcomes. As a result, a framework can be
used to evaluate and improve relative performance of Mass Collaboration efforts.
When efforts evaluate poorly, they are unlikely to deliver improvements over an
organization’s internal creative processes.
In our interview, Jeff Jarvis pointed out that “You win when you lose control“;
however leadership is required to determine what control to share (or give up).
Successful organizations figure out what tasks the community is good at and
where communities need support. They are able to determine when leadership
emerges from the community versus when leadership is required by the
organization.
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Build or join
Much like build versus buy decisions, the paths to Mass Collaboration might
involve joining an existing effort or starting up a new one – for example, one way
to get new ideas in a creative process is to work with an organization like
Innocentive, Ideabounty or Jovoto. An alternative pursued by organizations
Google, Amazon, P&G, Lego, Fluther and Wordpress is building the necessary
organizations to recruit and organize their own communities. The benefits of the
intermediary communities might be their ability to engage their communities with
more new challenges, which is more attractive to the participants. However, for
brands, there are benefits to direct relationships with the communities.
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Jovoto, encourages people to submit ideas for public commentary, without giving
up any rights (other than any risks associated with public disclosure).
Organizations like P&G, Starbucks, Innocentive and Ideabounty have strict rights
management processes – by submitting an idea participants agree to give up
rights.
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For example, while the community can vote on Jovoto, there is also a vote by a
jury or client. This is consistent with box-office versus Academy award votes –
they do not have to agree and can serve different purposes. One of the primary
benefits of Mass Collaboration is more participation in the form of ideas and
feedback. Decision-makers need not give up control over decision-making but
consider this as additional input to decision-making.
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Recommendations
The following section discusses recommendations for future work.
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President Obama extends his participation models from his election campaign
into the administration. In scientific research, a number of efforts, are emerging,
too. This work focused on business to consumer relationships, but business-to-
business interaction might benefit in a similar way. Further research is required to
understand how these types of organizations might use the proposed framework.
Google holds multiple patents related to its search algorithm and at the same
time has a number of very public dialogs on what features or products to build as
well as a host of ways in which people can get access to and build on this IP.
Conversation with P&G is difficult unless you agree to one of two specific paths –
you have a patented/protected idea you would like to discuss in terms of
licensing or you will willingly “share” ideas without financial compensation.
This issue is likely to evolve as Mass Collaboration grows. Stakeholders will likely
become more aware of their value and expect some offerings in return. Will it be
more appropriate to use open source or creative commons licensing to attract
certain types of participants? Can licensing models be refined? For example
Jovoto asks clients to pay specifically to participate in collaboration, however
intellectual property is still clearly owned by core contributors and must be
licensed if it is to be used beyond the collaboration environment.
What are the benefits of different ownership models to enabling different Mass
Collaboration approaches – what should organizations try to own versus share
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more broadly with stakeholders? Moreover, under what terms should sharing
happen? This will likely be a source of much future research.
Since you have come this far, why not join us at http://www.colaboratorie.org?
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Bibliography
37Signals. (2006). Getting Real. Retrieved from 37Signals:
http://gettingreal.37signals.com/
Clickz. (2008, June). Active Home Internet Users by Country. Retrieved 2009,
from Clickz: http://www.clickz.com/3630436
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Fournier, S., & Lee, L. (2009, April). Getting Brand Communities Right.
Retrieved from Harvard Business Review:
http://hbr.harvardbusiness.org/2009/04/getting-brand-communities-right/ar/1
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Jenkins, H. (2009, February 13). If It Doesn't Spread, It's Dead (Part Two):
Stikcy and Spreadable - Two Paradigms. Retrieved from Confesssions of an
Aca-Fan: http://henryjenkins.org/2009/02/if_it_doesnt_spread_its_dead_p_1.html
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Leader. Retrieved from Harvard Business Review:
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Kupferberg, F. (2006, Spring). Creativity Regimes. Int. Studies of Mgt. & Org.
vol 36 , pp. 81-103.
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Value of Openness in Scientific Problem Solving. Retrieved from Harvard
Business School: http://www.hbs.edu/research/pdf/07-050.pdf
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Milward Brown Optimor. (2009). Bradz Top 100. Milward Brown Optimor.
Nielsen Online. (2009, April). The Global Online Media Landscape. Retrieved
May 2009, from Neilsen Online: http://blog.nielsen.com/nielsenwire/wp-
content/uploads/2009/04/nielsen-online-global-lanscapefinal1.pdf
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Parr, B. (2009, June). HOW TO: Trakc Iran Election with Twitter and Social
Media. Retrieved from Mashable: http://mashable.com/2009/06/14/new-media-
iran/
Raymond, E. S. (2001). The Cathedral & the Bazaar. O'Reilly Media, Inc.
Saw Horse Media. (n.d.). Shorty Awards. Retrieved from Shorty Awards:
http://www.shortyawards.com/
Spradlin, D., & Reinhold, L. (2009, March 18). CEO, Innocentive; VP Client
Services. (S. Abrahamson, Interviewer)
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Technology Review. (2008, October). How Obama Really Did It. Retrieved
from Technology Review`: https://www.technologyreview.com/web/21222/page1/
Tim O'Reilly. (2005, September). What is Web 2.0. Retrieved from O'Reilly:
http://www.oreillynet.com/pub/a/oreilly/tim/news/2005/09/30/what-is-web-20.html
Winsor, J., & crowd), (. (n.d.). The Crowd Has Its Say. Retrieved from
Business Week:
http://images.businessweek.com/ss/09/06/0615_crowd_on_crowdsourcing/1.htm
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Acknowledgements
The following 41 people have helped in a variety of ways by contributing support,
time and insights, which I have tried to summarize here and apply properly to this
work.
My Wife, Andrea – for reviewing, discussing, supporting and inspiring me, while
working with me and still managing to be a loving mom to Max and Oli
My Parents, Lawrence & Karen – for their interest, unconditional support and
for getting through an early draft
Makoto Arai – for his help sourcing and explaining all the information about
MUJI most of which was only available in Japanese
Eoin Banahan – for his support and feedback throughout the thesis process,
even as I changed direction multiple times
Ranaan Bar-Cohen – for his interview about Wordpress and Automattic Inc and
his additional feedback on the thesis
Brian Benatar – for his interview on Thunda, interest, support and insights
Marcel Botha – for his general support and specific help discussing the role of
Mass Collaboration in the product development process
Roelof Botha – for sharing his insights from his current and past startup
experiences with Paypal, Youtube and Zappos that have defined successful
products and marketing in recent years
David Camp – for his interview on Spinspotter and for reminding me how many
hard questions were still unanswered
Michael Conrad – for disagreeing strongly with my initial thesis and his
enthusiasm. feedback and support as I progressed
Jason Fried – for responding to my queries about how 37Signals has marketed
their organization without spending on advertising
Ben Finkel – for sharing his thoughts and feedback in our interview on Fluther
Greg Galant – for his interview on Shorty Awards and very humorous, yet
insightful twitter feed
Mauricio Garnier – for being sufficiently skeptical
Nick Gogerty – for bringing the anthropologist-quant-trader perspective which
led me to the most useful reference texts
Rikke Gruntvig – for reminding me that this has to result in something
immediately useful
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Doug Guthrie – for introducing his leadership framework at the Berlin School
that inspired the development of this framework
Jesse Hertzberg – for his interview and thoughts on BigSoccer and organizing
communities which he will hopefully have a hand in at Etsy
Jeff Jarvis – for his wide ranging interview and for provoking, encouraging and
sharing his thoughts via any and all available media
Jeff Leventhal – for his interview and constant flow of new innovative ideas
particularly related to the changing ways in which people work
Ben Linder – for talking through how product development might benefit from
Mass Collaboration
Lee Maicon – for encouragement and insights about the advertising industry
Craig Marcus – for a flow of relevant inspiring e-mail at the most unexpected
times that will likely make this much easier to explain in a presentation
Jake McKee – for his interview on Lego and his other community organizing
experience as a consultant as well as a constant stream of useful blog posts and
twitter updates
Gordon Paddison – for being far ahead and sharing his wealth of knowledge
about how brands and communities can work together online
Saneel Radia – for talking me out of my original thesis idea and then constantly
testing and supporting me on this idea even when he had his own work to do
Anjali Ramachandran – for organizing the Crowdsourcing Example wiki
Leah Ramella – for encouragement, constant feedback and document reviews
Matt Riley – for his interview, interest and insights
Adriana Scalabrin – for her support and detailed, clear, insightful feedback and
encouragement
Rob Shwets – for his constant humor, relevant interview contacts and out of the
blue great insight
Amanda Siebert – for a last minute review and feedback when I needed a
perspective from someone who had never heard me discuss the work before
David Slocum – for slogging through an early draft and providing detailed,
insightful feedback which was frankly beyond me to properly incorporate
Dwayne Spradlin – for his interview, insights and useful twitter feed on
Innocentive
Dimitris Tranakas – for shouts of encouragement and “Bravos”
Geng Tan – for pulling together some of the initial case studies to clarify how
Mass Collaboration gets done
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James Toledano – for his interview on the Ford Models community and sense of
humor
Bastian Unterberg – for his interview and his support for a non-designer in the
Jovoto community
Gregg Watt – for his support and feedback
John Winsor – (who I have never met) for asking interesting questions and
sharing his thoughts on how Crowdsourcing will impact the advertising business
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What do you get from your community (that you don’t think your could get
from within your organization)?
Do you have a set of guidelines or a manifesto that guides how you and
your team interact with your community?
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What do you get from your community (that you dont think your could get
from within your organization)?
What will the business look like?
Havent really built a plan. Spent more time responding to what people want.
What do people care about and what do they use.
Get people to post really good answers to question
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If you ask someone to fill out a survey - offer $1 and nobody does. if it free, they
will help
Great satisfaction in sharing knowledge that you already have
Natural social desire to share and tell people what you know
Innate to want to respond, if you have the answer
Public recognition of having people see the answers
money makes it more difficult in some instance
original - when google launched, you couldnt pay for the top position - some
things cant be bought
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Do you have a set of guidelines or a manifesto that guides how you and
your team interact with your community?
Grew organically as they were needed
For example as moderators were added, created as a reference
Important to be transparent - need to have some consistency
If a member has been around longer, they have more latitude VS someone new
who may show up and pitch a product.
http://www.fluther.com/faq/#guidelines
Moderators also get training docs, but not much around guidelines
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what are the business objectives? for example do you want customer insights?
do you want help communicating?
general want to get benefits from being "closer" to the community
Often there is an existing community that has organized somewhere and you can
find ways to reach out to them
What do you get from your community (that you dont think your could get
from within your organization)?
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- outside perspective
- valuable insights for people who are often too close to the process (product
development, key business decision)
- amazing how poor this can be handled - discussed recent Facebook fumbles
- same reason companies look to consultants to get more perspective, more
feedback for any number of reasons
The ideal is that "everyone goes home happy". That is, the people in the
community get what they want and the organization gets what they want
There is some tension in this relationship, as it can tend to exploitation.
- varies by community
- for example, a leader in one context might fall flat in another
- main issue is how the group addresses its needs and from this leaders are
selected
Do you have a set of guidelines or a manifesto that guides how you and
your team interact with your community?
Yes, it's usually a good idea to do "training" for companies... I don't like the idea
of guidelines because it tends to tell people what they CAN'T do (whether
consciously or subconsciously) rather than helping them get excited about the
opportunities and respectful of the risks. I like to couch the process in "training"
documents, sessions, mentoring, etc.
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What do you get from your community (that you dont think your could get
from within your organization)?
Biggest is message boards - conversational and largely unstructured
More to crowdsourcing - wiki content, statistics, but not as popular
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Example - soccer fans trying to get a stadium built in Newton - said - I went on
Bigsoccer and this is how I started to petition. - was on CNN.
Coordinate travel since soccer involves a lot of travel. People need help around
tickets and planning.
Most common issue - preventing power trips for new and younger moderators.
Do you have a set of guidelines or a manifesto that guides how you and
your team interact with your community?
Nothing beyond terms of use.
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Size - signal to noise gets hard as you get started - newbies have a hard time
getting involved because more established
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What do you get from your community (that you dont think your could get
from within your organization)?
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Be inside innovators
2008 - IBM Global CEO Study - companies that are more open to outside
innovation are doing better - Question Asked: what % of ideas come from outside
- business, innovation, etc - took each company and looked at top ones in each
industry. Outperformers admitted that 33% more ideas come from outside.
Companies are realizing what P&G
Key Findings - survey the solver community - 3 main reasons - split pretty evenly
- work on problems that MATTER (retired people continuing to work on
interesting issues)
- peer engagement recognition - want to be recognized for solving a problem
- money is 3rd (Seekers signal importance by putting a bounty)
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A lot of IP treatment
- Seekers trust - manage IP and confidentiality
- testing different ideas
Turned on Solver Blog - lets Solvers and Seekers to tell stories on Blog - let
winning solvers tell stores
Do you have a set of guidelines or a manifesto that guides how you and
your team interact with your community? [with Lisa]
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- not for profit clients want more openness, but still concerned that IP would
become unavailable - locked up or not available.
asking for regular feedback and making sure that we are acting on the feedback
solvers are referring other solvers - this is the source of the more productive
solvers
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Head up media services. Work with large partners and publishers. Host for BBC,
Time Inc, etc.
Hosting a site for big blog. Not a service company - focus on platform. So
connect with professionals, as necessary.
Positioning -
WordPress will turn 6.
Wordcamp - in May 2009
Founder of WordPress - wasnt happy and started with b2 cafe which was an
open source project
Automattic is 3.5yrs now
Can you align yourself and support open source AND build commercial
opportunity?
Spend a lot of engineering time contributing (with company resources)
BBPress
Buddypress
Very open about how the company is run - from how servers are set up to code
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Word of mouth
Existing developer community
Mailing list
IRC channel
Blogs
Documentation sites
Trac System - can pick up a ticket and solve something
What do you get from your community (that you dont think your could get
from within your organization)?
No professional services, no custom dev.
Hosting only
Support program - developer to developer
Community - good for professional services - from free themes to custom agency
work
Advantages of the company over the community - focus on heavy lifting - where
centralization is good
1000 servers
Centralized hosting
Contracts with hosting and CDNs
Need consistency and responsiveness
Manage a directory of plug-ins etc
Version notification - manage notifications
If a hosted service goes down - want to be responsive
Allows community not to worry about some aspects of what they do.
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Large organizations are more and more comfortable with open source - because
there is a stable well-known company behind WordPress. Less amorphous.
Resume - people mention that they have contributed to a community. Its on the
public record.
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http://WordPress.org/about/
- about 40% are Automatic and the rest are contributing for one reason or
another
10 - Automatic
24 - non-Automatic
Forums - they monitor for specific types of questions. For many questions,
people are asking the community. In some instances, there is a specific issue
such a bug with Firefox uploads, they will jump in and help. So dont respond to
TIPS, Advice, Opinion.
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Do you have a set of guidelines or a manifesto that guides how you and
your team interact with your community?
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Background:
Gregory Galant
Saw Horse Media
Shorty Awards
http://www.sawhorsemedia.com/
http://www.shortyawards.com
http://www.linkedin.com/pub/gregory-galant/0/523/323
What do you get from your community (that you dont think your could get
from within your organization)?
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- give recognition
- like to get recognition
- leaderboard and competitiveness - I am doing a better job, so should be ahead
- fun element
a. 2 levels
- most voted for
Do you have a set of guidelines or a manifesto that guides how you and
your team interact with your community?
Enforcement
- combination of algorithms - looked at suspicious looking behavior
- human judgment
- peer reporting (report on their competitors)
Evolved over time as they figured out how people were gaming.
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Background:
Gordon Paddison
Principal at Stradella Road
Formerly EVP New Media Marketing at New Line Cinema
http://www.linkedin.com/pub/gordon-paddison/5/a2b/136
http://www.stradellaroad.com/
What do you get from your community (that you dont think your could get
from within your organization)?
- acceptance
- needed the experts
- needed permission
- many skeptics - felt it (the movies) shouldnt be done
- Peter Jackson was unknown at the time
- not be definitive, just a personal reflection
- didnt have to embrace but accept
- april 7 2000 - online only piece to let people know how it was going to be
- first time people got excited
- acceptance only comes from dialog
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- benchmarks
- realtime feedback
- find methods to develop - find paralllel components that tie in
-
- greed - business
- fandom - fame
- sex, drugs, rock & roll
- fans - appeal that studio is listening. just didnt expect someone to reach out.
thrilled that people care. turn people around.
- people were treating people like dirt at the time
- fans were happy to fall in line - people would email every day asking for
information
- people's motivations online are pretty clear and they are clear about that they
want
Do you have a set of guidelines or a manifesto that guides how you and
your team interact with your community?
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Background
Matt Riley
www.ideabounty.com
http://www.linkedin.com/in/mattisonline
Quirk eMarketing
www.quirk.biz
Referring and direct (word of mouth) is our biggest traffic driver. Search is
starting to become more important as awareness of the category (crowdsoucing
) is growing.
What do your clients get from your community (that you don't think they
could get from their organization or their current vendors/partners)?
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Easy - fresh thinking. The current 'traditional' agency model of charging for
creative product means you pay per person per hour. This means a client has at
most 4 people thinking about their brief, and usually over a long period of time.
So thinking eventually becomes unsurprising and static. We offer an injection of
dynamic thinking for a cost that does not grow exponentially as more individuals
join in.
The challenge of the brief (some briefs get high responses purely because of
their contents) , the opportunity to work on real world problems for brands they
might not have access to, and finally and i think primarily the financial incentive of
the Bounty (although our largest bounty did not attract the most submissions)
We don't have any stand out figures. Just consistent advocates - a retweet here,
a blog post there. The nature of the offering is that individuals do not have to
organise themselves into groups to participate - so there is no real opportunity for
leadership to emerge - which is kind of nice- everyone is on the same playing
field.
Do you have a set of guidelines or a manifesto that guides how you and
your team interact with your community?
Its simple. Be honest. Creatives needs first - client needs only if its not harming
our creatives. Add value - don't spam, contribute.
I don't think I'm a leader. My team and I try to be the hard workers that make
others lives easier. We dig up the cool content to keep people stimulated. We
work to give our creatives great opportunities to work on brands that we'd like to
work on ourselves. So that's hard - its a challenge to know what people want.
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I always explain the risks to clients of 'going social' , and its my responsibility to
ensure that we work with our clients to develop a brief that will give them
maximum return and at the same time allow them to retain competitive
advantage. Idea Bounty's greatest upside in this regard is that we don't rely on
'aggregation'. There is no public voting on ideas. The only people that view the
ideas are the client and the creative who submitted it - our legal frame work
enforces this. That way our clients can a) seed knowledge of new product activity
(a powerful offshoot of crowdsourcing) and b) retain the strategic advantage of
surprise.
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people found me
Dell Hell - message got attention, not the fact that he was an expert
Twitter - when you say things, it matters -> short half life
Dell - started with people supporting each other in the 90s -> how do you create a
platform to let others succeed?
can you set up your own support businesses? let people support and get paid
directly?
how do you deputize people on the outside? how do you support specific
people?
- get information
- sell ads
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Amsterdam
- interviewed by Vrij Nederland
- asked for consultation as part of the interview
- so magazine asked their readers - whats their value?
Biggest lesson - people like to create and find their audience, so everyone can
have an audience
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Talked with 500 government webmasters - they need to learn how to fail. If you
cant fail, you cant experiment. You cant create.
What do your clients get from your community (that you don't think they
could get from their organization or their current vendors/partners)?
Fred Wilson
- links
- comments
Jay Rosen
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Do you have a set of guidelines or a manifesto that guides how you and
your team interact with your community?
[my note: if you dont care where you are going, it doesnt matter where you go to]
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Plugging into existing social nets and leveraging digital memes via Facebook,
YouTube, Twitter
Encouraging early adoptors and loyalists to evangelize their friends via online
word of mouth"
What did you get from your community (that you don’t think you could get
from within your organization)?
Validation. Invested and in the know but dispassionate 3rd party feedback.
Every organization big and small suffers from the inhalation of its own smoke. A
good community is the best means of getting valuable feedback on everything
from good, bad, ugly product reviews to ideas about new features, to help
prioritizing and staying out of trouble with messaging and marketing, etc
Ultimately, most people are motivated to participate either because of the social
capital gained by bragging to friends that they are cool and hip, or the recognition
that we the biz try to provide back to them.
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Do you have a set of guidelines or a manifesto that guides how you and
your team interact with your community?
No formal guidelines as of yet.
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Background
James Toledano
http://www.linkedin.com/in/jamestoledano
What do you get from your community (that you don’t think your could get
from within your organization)?
We get feedback and a newer audience... Facebook is a younger demo and ideal
for us given that our aspirant community is usually young too....
They want to be close to the brand. It represents a certain lifestyle and dream if
you will... www.facebook.com/fordmodels
We moderate and in time will be more active in blogging too - but using organic
web talent...
Do you have a set of guidelines or a manifesto that guides how you and
your team interact with your community?
Simply put, we respect our brand and need to be mindful of our legacy/history.
So that means, we are also responsible and focus on fashion and talent...
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Sometimes you attract negativity or mean-spirited people who want to ruin it for
the others.... So you have to block them.... Other biggest issue is having enough
content to serve the voracious appetites of the masses...
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Jeffrey Leventhal
Founder of www.onforce.com
http://www.linkedin.com/pub/jeff-leventhal/6/a03/a7b
What do you get from your community (that you dont think your could get
from within your organization)?
Fast, straight answers from precise experts
Do you have a set of guidelines or a manifesto that guides how you and
your team interact with your community?
Yes - straight person to person casual, everything always communicated from a
person, not The Company.
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Founder www.jovoto.com
What do you get from your community (that you dont think your could get
from within your organization)?
insights and tons of interesting conversations, unlimited points of view, honest
feedback (although it's tough sometimes), a lot fun, visibility elsewhere,
motivation
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build your staff out of outperforming community members is a secret recipe for
building a great team, which is being trusted be your community. It is like in real
life: You don't spend time (or at least you don't enjoy it) with people or within
communities you don't trust in a basic way."
Do you have a set of guidelines or a manifesto that guides how you and
your team interact with your community?
not really. our community managers are kind "at home" and you don't need
provide them a specific guidance. I believe that a community manager, who has
to "learn" how to interact with a community is a wrong pick.
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Causing Mass Collaboration Shaun Abrahamson
Founder www.thunda.com
What do you get from your community (that you dont think your could get
from within your organization)?
Our community was established as a means to build an audience of people to
whom we could promote the products and services of our advertisers and
sponsors in ways relevant to their lives.
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Causing Mass Collaboration Shaun Abrahamson
Over and above this, celebrities, well known people and people with social
standing and street credibility attract interest through their posts from a wider
group of people, given their following.
Do you have a set of guidelines or a manifesto that guides how you and
your team interact with your community?
2. being modest - emphasizing that every photo counts (i.e. our community is
centered around photographs and so every photo we capture has bearing on our
relationship with those members of our community who appear in that
photograph)
3. maintaining brand cache - ensuring that the brand taps into the aspirations of
the people with whom we are interacting; and that the brand doesn't lose its cool.
This involves managing a complex set of offline / online brand cues, relationships
and associations.
4. remaining true to one's origins, whilst innovating in ways that users can readily
detect are meaningful extensions of where you have come from.
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Causing Mass Collaboration Shaun Abrahamson
Is there a character limit on this input box ??? So much more ...
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