An appreciation of the background to mass collaboration and its benefits.

1. Collaborative thinking
on how the web is
changing everything
A “Change This” Initiative from Together

2. It’s happening
all around us
People across the globe are increasingly coming
together to share with one another, work together,
or take some kind of positive action. In fact...

3. Collaboration
is becoming
second nature
The internet has made mass collaboration a social process

4. Cooperation Association Union
Collaboration by Alliance
Mutuality
different names Combine
Convene
Collectiveness
Gather
Coalition Partnership
Enable Invite
Participate
Converge Empathise
We’ve witnessed sharing (Flickr) embraced cooperation
Fraternise
Assemble
Communicate
(friends reunited) and seen the results of collaboration
(Wikipedia). Are we about to witness it’s next phase
Contribute
Exchange
“collective action”?
Togetherness Community Reciprocate Synchronise

5. Collaboration
comes of age
In fact, the scope of work that
can be done by non-institutional,
collaborative groups is now
a profound challenge to the
status quo.

6. The end in mind...
...and Mass collaboration leads
to unprecedented innovation
by users for users.

7. 3M study on
Mass Collaboration
The 3M study found that product ideas from peer
producers generated eight times the sales of ideas
generated within companies – in part because peer
producers are more likely to come up with ideas
for entire new product lines rather than minor
improvements.

8. Where it all started
We heard the same questions being asked time and time again.
Why isn’t the Web delivering against our early expectations
?
Is our marketing in sync with the organisation’s goals
What does being aligned with the customer actually mean
Who’s really in charge of this relationship, us or our customers
Should we think about starting to reposition ourselves

9. Meanwhile,
collaboration is
changing everything
Something’s happened on the Web that’s affecting the whole of everything.
An unstoppable Peer Production trend has emerged as the dominate model.
Its fundamentals are:
1 Openness 2Sharing 3Acting globally

10. The Web 1.0 Model
}
This is in stark contrast to how many organisations
have staked their proprietary claims on the Web.
This could be best described as:
Insular These 3 words
Guarded
often sum-up
their whole
Contained.
approach to
marketing.

11. When worlds
collide
Agile Awkward
Openness Insular
Sharing Guarded
Acting Globally Contained

12. The future isn’t what it
used to be
The agile Peer Producer Trend has turbo-charged
the Web’s pace of change. Without any prior warning
the Web has moved away from it’s early model of
‘disparate assembly’ to one of ‘mass collaboration’.

13. Unprecedented
technological
tinkering
This change has been largely accomplished
through the multiplicity of relatively simple
software ‘upgrades’ and the production of user
generated content introduced by countless peer
producers worldwide.

14. A group’s
complexity
grows fast
5 members of a group make 10 connections
10 members of a group make 45 connections
15 members of a group make 105 connections

15. All change
This pace of change is not only affecting how the
Internet is rapidly developing but is also upsetting
organisational responsibilities, product development
and transactional costs

16. Who are these
Peer Producers?
Also dubbed the Net Generation,
they were born between 1977 and 1996,
and represent the first generation to grow
up in the digital age. They grew up
naturally interacting, thinking critically,
exchanging views.
They think of themselves as peer producers.

17. Their big
generational
advantage
This is the first time in human history when young
people are authorities on something really important.
They are the authority on the digital revolution that’s
changing every institution in society.

18. For people with a professional
outlook, it’s hard to understand how
something that isn’t professionally
produced could affect them.
Here Comes Everybody
Clay Shirkey

19. Tapping into the talent
Companies find it difficult to tap into the talent and
enthusiasm of Net Generation employees. They often
live a different, more collaborative life outside of work.

20. Serendipitous
innovation
A consequence of mass collaboration is emergence.
This refers to the way a complex system like the web
arises out of a multiplicity of relatively simple interactions.
Witness open source creation, the blogosphere,
Google, Amazon, collaborative filtering and wikis

21. 100 years of emergence
1908 1927
Model T Ford goes Model T Ford
1993
Ford Mondeo MK1
into production ends production goes into production

22. The new emergent web
The new Web is therefore fundamentally different in
both its architecture and applications. It’s principally
about rather than about
passively receiving information. This one word best
sums where things are going.

23. Don’t take
on The Force
A small team of in-house
developers and marketers
are unlikely to out-collaborate,
out-smart and out-pace the peer
producer community.
Emergent phenomena tend to
win in the marketplace.

24. Becoming a
Participation Jedi
Peer Producer In-house Rules
Speed Ponder
Freedom Refer
Innovation Tinker
Mobile Inert
Authentic Synthetic
Playfulness Earnestness
Openness Guarded

25. Not invented
here
The peer production
trend unwittingly
bypassed agency-land,
software houses, design
studios and business
consultancies.

26. Are we really needed?
There appears to be no collective need on behalf of
peer producers to forge collaborative links with the
gatekeepers of traditional media. If anything it’s
happening the other way round.

27. What’s the secret
ingredient?
0
How are these new brands going from zero to hero so quickly?

28. It’s about trust,
not control
For today’s brands, building trust is the alternative to
controlling customers. Something really interesting
happens when you trust your customers. They trust you.

29. New paradigm
versus old school
New Paradigm Old School
Vibrant Communities Web site
Public Squares Walled Gardens
Collective Intelligence Tunnel Thinking
Open domain Guarded Property

30. Surviving audiences
of 100 million +
The most successful online brands owe their success
to mass collaboration:
Amazon – my reviews and your resellers
EBay – my stuff and your bid
YouTube – my videos and your eyeballs
Facebook – me and my friends
MySpace – my band and your fans

31. The most
annoying thing
When was the last time
you saw an ad, any sort of
ad, for Amazon, YouTube,
Facebook, and MySpace?

32. Think
WHAT CAN
LEARN
CORPORATIONS
FROM THIS?

33. You no longer have all
the answers
The pace of change and the evolving demands of
customers are such that organisations can no longer
depend-on using only internal capabilities to meet
external needs.

34. The answer
By adopting The Corporate
Model for Mass Collaboration
organisations must learn to
engage and co-create in a
dynamic fashion with everyone –
partners, competitors, educators,
governments, and, most of all,
peer producers.

35. Benefits to corporation
•Organises work appropriate to the changing landscape.
•Encourages free sharing of ideas from multiple sources.
•Turns consumers into participants in creating solutions.
•Mobilises consumers’ commitment.
•Turns just a few into many.

36. The most fertile space
Organisations should be trying to find the most
productive way to share ideas whilst making money
from them, mixing commerce and community.

37. Brands already
plugged in
P&G - Connect and Develop
Johnson & Johnson - Pharmaceutical Alliance
Nestlé - Forum

38. Amazon
community building

39. Bebo OpenMedia

40. Virgin V-Flyer

41. Doritos’ crash
the Superbowl
• In 2007 Doritos offered an opportunity to get an ad aired in the primetime
Superbowl slot – watched by an audience of 93 million.
• The slots are highly contested – in 2007 cost $2.4m for a 30 second slot.
• People were invited to submit their own commercial for Doritos designed to show
“the passion Doritos eaters feel about the flavors.”
• 1065 videos were submitted in total – Doritos selected the top 16 for the “play-offs”.
• The general public were able to vote on the final winner – the top two were
screened in slots at the Superbowl.
• Entry was not limited to the strictly amateur – entrants included small production
agencies and semi-professionals as well as people picking up a video camera for
the first time in their lives.

42. The results
• The winning commercial cost $12 to make –
USA Today ranked it 4th out of the 62 ads
that were aired.
• Frito-Lay has never before been in the top 5
ranking in the history of their Super Bowl ad
campaigns.
• In 2008 Doritos came back with another
invitation to crash the Superbowl – this time
offering a slot to an amateur musician to
showcase themselves.
• Following the Superbowl it held its own in
share of voice across blogs against brand
giants such as Coca-Cola and Disney in
discussion of Superbowl ads.
Share of voice on blogs following 2008 broadcast

43. Crash the Superbowl
the ads

44. Collaboration portals
www. innocentive.com
yet2.com
takingitglobal.org

45. Changing corporative
behaviours
Self Organising Hierarchical
Transparency Secrecy
Collaboration Loose alliance
Urgency Sluggish
Innovation Novelty
Didactic Tunnel vision

46. Yesterday,
today,
tomorrow
The real winners will always be those organisations
that tap into human knowledge and translate it into
new and useful applications.
Useful being the operative word.

47. Collaborative
Thinking
Thank you