SXSW 2013 Sampler

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9 traditionally enabled via relationships with firms employees partner firms (suppliers, distributors) professional service firms broadcast media in person social + professional networks expert reviews + recommendations data samples research firms purpose built data collection financial institutions loans or equity via financial institutions donations via high net worth individuals credit via credit card companies individual ownership finance asset via financial institution lease via rental or leasing firm labor communication data capital assets Figure 1.1 The Ways Crowds Deliver Value $€¥ crowd-enabled via relationships with people “cocreation, microtasks, open innovation” freelance and micro-work marketplaces expert communities customer communities “social media” content distributed via social networks peer reviews + recommendations “big data” continuous data collection data as a by-product “crowdfunding” micro loans or equity via large crowds micro donations via large crowds pre-purchase via prospective customers “collaborative consumption” asset sharing peer-to-peer lending
10 CROWDSTORM then-candidate Barack Obama made use of a whole array of crowd funding sources. This approach tends to focus on different models for sourcing and allocating capital, usually in return for products, services, or equity. Examples of this approach include IndieGoGo, Kickstarter, and LendingClub. Networks: A good deal of social media is concerned with how organizations can get people to influence their social networks, very often via content that is likely to be shared for a variety of reasons, including humor or utility. Having the crowd distribute content in this way is not just cheaper than paying for distribution (often called paid media), but it often has the benefit of being more believable because it comes via people we know. Data: As we have shifted more of our business and social interaction online, we are creating “Big Data”—that is, massive amounts of data that organizations are trying to understand to use for many purposes. For example, the data is used to determine what ads we see online and what we might prefer to purchase or rent. The data can be used to monitor our driving, qualify us for better insurance, or compute traffic flow and propose better routing. The main challenge is understanding all of this data. Of course you can connect with a crowd to help with this now. Kaggle will let you connect with data scientists who are expert in the processes of teasing insights and models from these large data sets. Each of these are fascinating, fast-moving shifts in how we (and our organizations) access resources. But our primary concern is the Labor category. Within this category are a number of models for connecting organizations and crowds. There are labor marketplaces (e.g. oDesk, Task Rabbit, eLance, Workmarket, Mechanical Turk) to connect organizations with independent professionals in areas ranging from administrative tasks to software testing, from graphic design to assembling Ikea furniture. These are classic jobs made more accessible because of lower transaction costs, which is what Coase was concerned with. Then there are microtasks—small pieces of work that
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SXSW ® 2013 Sampler Foreword by Je
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Contents Acknowledgements ix Introd
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4 Twitter 53
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56 Channels Percentage of Tweets Th
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58 Channels tweeted around 22 times
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60 Channels Average # of Followers
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62 Channels Percentage of Tweets Re
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64 Channels 6 5 4 3 2 1 0 12:00 am
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66 Channels life, feel free to talk
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68 Channels 1. game 2. going 3. hah
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70 Channels CTR 18% 16% 14% 12% 10%
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72 Channels If you ’re sharing co
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74 Channels 0.2% 0% -0.2% -0.4% -0.
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Chapter 1 Great Britain ‘‘In a
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Great Britain 29 programs. This aus
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Great Britain 31 that made WhipCar
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Great Britain 33 younger drivers, s
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Great Britain 35 On the night we me
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Great Britain 37 she recalled, ‘
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Great Britain 39 things as basic as
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Great Britain 41 system and from so
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Great Britain 43 proposals to suppo
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Great Britain 45 motivate others to
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Great Britain 47 The average return
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Great Britain 49 The consumers are
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Great Britain 51 well-known local o
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Great Britain 53 Remarkably, Cherie
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11 IMPROVING THE UMOT TO OPTIMIZE T
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TOTAL RECALL
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How do we ensure that our customers
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Yet even with the pervasiveness of
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BETH KANTER KATIE DELAHAYE PAINE FO
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x SIX The Ladder of Engagement: How
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The Secret Sauce for Nonprofi ts Ne
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United States (HSUS), the nation
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without a measurement plan is a was
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An important part of MomsRising ’
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Theme 9: Measurement Is Valuable at
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I N T R O I INTRODUCTION A BRIEF HI
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C H A P T E R 04 EDITORIAL INFOGRAP
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C H A P T E R 08 WHAT MAKES A GOOD
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fig. 1.1-1.17 01 02 03 08 09 10 IMP
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I M P O R TA N C E A N D E F F I C
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vi Contents 13 How to Apologize to
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1 How One Man Changed a Billion-Dol
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How One Man Changed a Billion-Dolla
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Marketing Is a Verb 5 haven’t eve
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3 Companies Aren’t Awesome; Peopl
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Companies Aren’t Awesome; People
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Contents 1 Usually High Call Volume
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Contents vii 33 Hall of Shame 103 3
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2 The Book of Business UnAwesome do
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4 The Book of Business UnAwesome If
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3 Customers Don’t See Silos Being
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4 How to Flip Off Your Customers It
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10 The Book of Business UnAwesome T
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xii Contents The Toilet Business 31
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xiv Contents Hypnotizing Chickens 1
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xxviii Introduction: Likeability, R
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xl Introduction: Likeability, Rogue
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CONTENTS Foreword vii by Jeff Dachi
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FOREWORD Everything that can be soc
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Foreword ix commit to the path of s
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2 SOCIAL BUSINESS BY DESIGN future
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4 SOCIAL BUSINESS BY DESIGN moving
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viii Contents 9 Connected TVs: Blen
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x Preface screen” companion conte
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2 Introduction see Granny chase a k
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4 Introduction us to watch and expe
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6 Introduction share the programmin
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Contents Introduction 1 1 The Art o
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Introduction Though I’ve run a sm
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Introduction 3 Small businesspeople
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Introduction 5 the ads that refl ec
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Introduction 7 Consider any job or
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Introduction 9 You might say that,
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Introduction 11 of your customers c
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Contents Foreword by David Meerman
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Contents ix Off-Page SEO: The Power
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Contents xi Chapter 13. Picking and
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4 Inbound Marketing well. More rece
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6 Inbound Marketing Ten years ago,
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8 Inbound Marketing co-founder of F
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