Module 10: Co-Creation or Crowdsourcing: Moving Beyond Multiple Choice |
Monday, March 23, 2015 - Sunday, March 29, 2015
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Sunday, 22 March 2015
Module 10: Co-Creation or Crowdsourcing
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Module 10: Co-Creation or Crowdsourcing: Moving Beyond Multiple Choice |
Monday, March 23, 2015 - Sunday, March 29, 2015
|
I have created a new blog post as opposed to adding a comment as I wanted to embed a TED Talk that I found to be relevant and powerful around the idea of our roles as consumers, creators and producers.
ReplyDeleteAccording to Zwass (2010), co-creation is defined as “the creation of value by consumers” (p. 11). He identifies several types of co-creation: “Sponsored co- creation”, which includes “activities conducted by consumer communities or by individuals at the behest of an organization” (p. 12); “autonomous co-creation” – represented by “individuals or consumer communities [ that] produce marketable value in voluntary activities conducted independently . . . although they may be using platforms provided by . . . organizations” (p. 12).
ReplyDeleteThus, with the emergence of the Web, consumers are no longer passive, but become the“value makers” (p. 12) as they actively participate in adding value in both individual and collective actions. These collective actions are facilitated by the common goods, called the commons. As such, the commons are “shared resources” that are “owned in common by individuals, online communities on Web platforms “where co-created artifacts as OSS are freely revealed for open access” (Zwass, 2010, p. 13). Therefore, because the individuals use shared resources (commons) to produce co-created activities, they have to engage in collective actions -- "superior judgment of some collectives in certain tasks” (Zwass, 2010, p. 16) -- “surpass[ing] the intelligence of the individual members” (Zwass, 2010, p. 13).
Obviously, individuals have to trust one another to create value through communal actions and collective intelligence. They also need to trust the system itself; as Zwass (2010) argues, trust creation relies heavily on “reputation systems” (p. 23).
Grmph. I had posted here previously, then hit publish, only to find out I hadn't signed in yet. Aaand of course I ignored the cardinal rule of posting - always draft offline. So, here is my attempt to recreated that which I decimated earlier:
ReplyDeleteZwass speaks of that which many of us have been studying for managing online communities. In the context of his paper, following is how I would define:
CO-CREATION - Zwass indicates that, unlike traditional markets, there is an inherent willingness for participants to contribute: "consumers are no longer just passive value takers, but have emerged as value makers" (p. 12). Whether for altruistic or other intrinsic means, or for extrinsic rewards, the fact that individuals have some control over the end product in part with the companies and organizations that attract them is incredibly appealing. It speaks to a certain control consumers/participants have that they didn't before. However, in order for co-creation to truly work, it's important for companies and organizations to abandon the old, proprietary-based, waterfall-like system of product management that focuses on top-down implementation. Instead, bottom-up forms of implementation and management such as Lean Kaizen, agile software development, and Scrum methodology need to be adopted.
COMMONS - Zwass refers to the market, the meeting place is for social rather than economic reasons. This leads me to think of the original concept of the market as meeting place for socializing as well as purchasing goods. The concept of the social market would also facilitate social capital as well as idea generation.
COLLECTIVE INTELLIGENCE - I will bow to the previous commenters here and tie collective intelligence in with wisdom of crowds or correct herd behavior. The sharing of ideas is a synergistic activity and will produce more than the sum of its parts. However, organizations and companies will need to keep in mind that collective intelligence is the result of collaboration and collective ownership. For that reason, I was taken aback by Zwass' need to determine "whether the'crowd' is smart enough for what we are trying to do" (p. 12). If "we" come in with a preconceived notion as to what the product should be, "we" will take action to shape and direct communication toward that end. This will stagnate innovation; moreover, if participants/consumers are not allowed to freely contribute, it is likely that their intrinsic motivation will be left unsatisfied, and they will abandon the community.
TRUST CREATION - I believe that trust will be created if:
1. Authentic co-creation is fostered
2. All participants are provided with a safe commons in which to authentically express themselves without fear of censure or reprisal
3. Participants are allowed to direct and control the destiny of the communication to yield products or ideas that are truly reflective of collective intelligence.