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What crowdsourcing typology to use?

This Jeffery Philips crowd sourcing typology. This based on two (2) focus:

  1. Whether challenge or campaign is framed (Directed or Suggestive)
  2. Whether the participates are open or closed (Participative or Invitational

Other considetations with deciding whether Directed/Suggestive or Participative/Invitational

  1. Are you interested incremental or disruptive ideas?
  2. Have a public/open participation or closed “confidential” ?
  3. Do you have resources to manage community on-going?

 

Suggestive Participative

Dells http://www.ideastorm.com/ is Suggestive Participative model, open to anyone to post anything regard Dell ideas but over the years due to number of idea, Dell frame challenges within the site called “Storm Session” to address a specific concern or business topic

 

Summary:

  1. Idea volumes with be vast
  2. Review and selection process must be clear and time consuming
  3. It’s more “social media” as idea owner ask others to participate (ie vote, comment). People expect others to comment and vote
  4. Likely to be incremental innovation – large groups will reject idea if they are too radical @
  5. It tends to be an continuous engaging platform – keep running challenges and engagging people to participate
  6. Community communication – need to interact and take time to engage community. Need to response and provide feedback else community will not come back

 

Suggestive Invitational

 

Here is innovation sponsor invites people. Like AMP’s IdeaLab. IBM IdeaJam where it’s a board topics like environmental issues.  People are selected more carefully because of their belief, insight or expertise. 
Summary
  1. May generate few idea but more aligned to challenge
  2. It can lead to “groupthink” if crowd is not diversified enough
  3. Selection and evaluation tends to be simpler
  4. Less liable to “social media”
  5. Ideasa more likely to discruptive (rather increment) and more align to strategic intend.
  6. Event driven, short period of time

Directed Invitational

Pre-defined and Pre-screen participates (eg P&G Connect and Develop with selected customers, partners and prospects) another is Innocentive. Typically have expertises.

Summary:

  1. May generate few idea but more aligned to challenge
  2. May be less innovative idea – participates tend to know too much and don’t stench their thinking
  3. Ideas that are submitted are govern by sponsors frame rather open and wisdom of the crowd or taking a “customer back” or the voice of the customer

Directed Participative

The sponsor directs participates to address a specific problem or opportunity. Anyone who cares about this topic can participate. For example, AMP Bank IdeaLab on home and mortgage. Ask any who cares about their home loan or gone through the process to participate or Dell’s IdeaStorm sessions

 

Summary:

 

  1. Idea posted are limited to the sponsors framed challenge. 
  2. You are tapping to people’s passion and interest – who want to voice their opinion.
  3. Selection and evaluation is simpler as challenge is framed
  4. Can typically attract a lot of passionate participates depending on the predefined topic
  5. It’s more “social media” as idea owner ask others to participate (ie vote, comment). People expect others to comment and vote. You may need to monitor and mentor participates within the community.
  6. Can be less innovative as sponsor directs, frame and selects ideas
  7. Campaign driven and can exist for a longer time to get participation.
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