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Lessons Learned: Die Zukunft der Mobilität mit einer internationalen Crowd kreieren

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the hello everybody is
welcome here this this particular session is going to be in English and then it's gonna be about how to crowdsource the future of mobility and my name Stephanie's attention and I a moderate this track and on behalf of die I am the mover GmbH would deal with mobility of course but also the future of
mobility and what's gonna change about mobility and how we can offer services that come in when you maybe don't wanna have a private car and so we have our own hashtag for this track is called rethink mobility we have a fuel and different sessions on this track and a hashtag is R T H and k rethink without the vocals of all the people who joined news so feel free to use that in order to exchange and maybe for us also to answer some of your questions later um so this project that I'm going to show you what I worked on for about a year and I'm not gonna talk a lot about the project today I'm gonna talk about what went wrong with it because I personally think it's best to learn from other people's failures and tool to try and not do them and I have some support luckily on that from the supplier that we did the crowdsourcing part with them going to show you the platform just very briefly so you get an idea what we're actually talking about in a minute and a supplier that we're working with is called k or dates from chaos and order and actually based in Calgary Canada to and they have this software that lets you do or all sorts of Austin crowdsourcing stuff if you use it
right which of and see what we did with that in part and an abrupt Austin is here from carrots come up and join me please some not so lonely anymore then use that chief marketing officer and we're gonna go through this together welcome bit of thanks very much the and so it does this is gonna be
about lessons learned and I'm gonna show you what we sort of try to do and what didn't work and then robs going to chime in with his experience of the communities like Lego ideas as something that cured it's is also doing that you may be familiar with and what work there and why it it has to be different here in this particular case I am also happy to have your questions in case you're wondering things are you are curious about things on the
stage managers are around with microphone so if you have a signal to me then I can and I'm happy to answer questions as well but it's a it's a bit you know nerve wracking to go in front of people you don't know and sort of reveal your fate of failures but we're going to try and do it anyways and and so this is the logo of move forward and I have a clicker thing in my pocket again so what is move forward to move forward is supposed to be the 1st online platform that deals with the future of mobility and an absolutely new way it combines 3 ways of communicating that I'm going to come to but it combines these these 3 and I have put crowd innovation as the 1st because that's our main topic crowd innovation is a combined word between crowdsourcing which is most of the time offering microtasks and 2 different people
and open innovation which is completely giving up your information from somebody else to do with it and we are combining this these tool words in crowd innovation but then there is more so we have this company strategy part well management reveals the strategy of the mobility of the future what they think is gonna come why it's gonna come and when it's gonna come in a multimedia way we have an infographic and and a video in an article that support this topic and this is also something the German companies don't do a lot that the management and it's not a glamorous video that we do there is them in their work close in our parking lot in the mobility situation telling you what parking cars are going to do in the future and then we also have a magazine where international authors and that I mean international we have people from India South America everywhere I talking about the changes in mobility that they
see and I'm gonna show you the topics in a minute that they're covering but on this platform you find these 3 combined this magazine the company strategy and the crowd sourcing and nobody else is doing that right now for the future of nobility or at all really so so this is the idea that is behind this ROC all he is the guy who also invented car to goal and the more overlap that you maybe know from from as sees the the visionary war what identifies topics like this and he wanted to have this platform so we can't can't transparently communicate the company's strategy cover topics journalistically so not only are employees are writing there it's really researches journalists experts designers product developers that out in the field developing the cars and infrastructure of the future and then we also of course 1 tool source no talents and ideas with that crowdsourcing
part that we're working on so the goal was to whenever somebody wants to read no or discuss something about the future of mobility that they're gonna come to us so you have to have the goals OK so this is just the the set up so you know how it works it's the how the parts work together is also a reason why some things maybe didn't work the way they work with other platforms so this is important for your background you see in all of the things come together in in the front page where you see parts of the community and the articles and stuff like that and then you have the magazine which is the blue part here and you have 3 topics that our C O chose because of agenda-setting reasons he things that these are the topics that will define the dialog about the future of mobility and this is what society should be talking about in the future and also right now so you have something like personal travel means of transportation Smart Mobility is about the smartphone and how that helps us to organize mobility traffic and tracing is about big data and the whole discussion about what can we trace what should we trace how should we work with the data mobility and living is how well our cities develop how we grow older how will minorities used no mobility concepts like uh autonomous driving what do we need for
people with disabilities in cities How will infrastructure change all of that the same for Country Living but just outside of cities and then we have a whole section of the legal framework where our legal team writes 1 article per week but were also inviting others and lawyers around the world to talk about what laws need to change in order to make the future of mobility happen like stuff that's happening in India right now that make autonomous driving more likely than in Germany and in this um way of looking at things and then we have the about as page where the strategy is located and the crowdsourcing where you also find articles from the
magazine but then also the crowdsourcing activities you see here that the strategy is sort of in this about a section and this is 1 of the big decisions that you're going to see and in this as well that we're not gonna talk about ourselves we're not talking about a products we're not talking about the company not talking about the people who work there and that is the rule for everybody who wants to write on the they have like a little Provo where they can write the CEO of so and so and and engineer for this and this but we don't talk about products so you will not find
any car names and the names of apps or services in there because we wanted to have a dialog that is global and that is objective and to make it really relevant you see the little navigation down here how it actually looks OK so I tried to frame of the lessons that we learned in a sort of wisdom the way I hope you if you can see that so my 1st lesson that i learned and we have the company lenders she'll wants to start something from scratch on the Internet needs patience I guess that's the lesson that most of the people who started a blog or website or anything really on the internet had to learn that it's not gonna just explode overnight it's not OK I'm not naive in that way that I thought that you know about but we're going to be famous overnight it happens to people but is not a general thing and but it just takes a lot of
effort and it takes months and it takes the support of your superiors in a C O and your company to know that I think that's a big learning here that starting something like that having a dialog about the future of mobility with an unknown crowd and is is something that takes time but on the other hand we thought that something we want to do because the mobility of tomorrow is gonna affect every single 1 of us is gonna no matter where we i if we are in a big city like the Asian cities the megacities with if we are living in a rural area this is something that we should all be concerned about and and stuff like autonomous driving has not been properly discussed yet but I think society has
and realize what's going to happen to us our cities our lives our relationships everything how Howard flats look once we have autonomous driving because these cars can actually be part of a flat if we want so there's a whole lot of dialog that hasn't happened yet but we want to have it but it's hard because it's not something that you can just sleep into but you maybe have an opinion about it and we want to hear it the so not being famous overnight on not having the best and to reach overnight has consequences for a search engine optimization or the reach that you have on a search engine it has an effect on community growth and participation where did I put it here our communities is growing but it is you you know you can compare it to like our Facebook channel for car to go on get on Facebook is a set that is growing and it just needs an understanding why this works and why it doesn't work that I have rolled who can explains a little bit more because he has the inside all and that's why we learned this lesson and what we can learn from like what we can do better great surface and
as if he said she came to secure with quite a large challenge and the challenge was as we will want to launch a community to talk about the future of mobility but we'll its non-branded commune to new brand and we want no mention of product around on so what we know through are experiencing crowdsourcing we develop crowdsourcing communities for a
number of of large France is that 1st and foremost we you need is of the new and we say affinity ideally that's affinity for a brand out but also affinity for topic areas well can be can be important and anencephaly said when you're starting something new you need to build that affinity you need to spend time and effort educating the crowd on the purpose and why they want to be involved in what quiz motivations and the form where they are going to be and so these are all important things the the affinity building but as well looking for those early adopters so just like when you would launch a brand and particularly for your watching a brand with limited uh limited resources look for those early adopters those influences how they can use their social reach to to to build that community further I showed you know these are the things the learnings from this particular community that were taking forward
and in really looking to build it you know over time absolutely I think that the new brown
thing is this is that is a definite thing that we have to face because if you look at other crowdsourcing communities most of them revolve about around brands or products that people are asked school develop a certain extra product in the limelight maybe nail polish or uh and can be or whatever or a um toys to just name a few examples
that you might know without naming the bronze um but it's really easy for consumers who know the brands to relate and then do something with it or have like this realm of imagination that is framed by the brand to work in and we don't have that we just had that global that you see which is based on a super cool trends Sigrid's you model that I don't know but made the designers no and and that's it and you have never seen it before and now is supposed to talk about how you commute to work and how we're going solve all the big mobility problems of the future and if your car parts itself and where would you use that that is just something else than creating a new piece of candy for brand that you know using the 1 direction as well as you know what what you have an affinity in you
started to build a community and we like to say your clients that because your crowdsourcing because you're looking to the crowd to innovator to join the discussion that you don't own your brand anymore you definitely a stakeholder in their brand we need to be open to the possibilities of where that brand could could go and I think that's something definitely in the move
for a community that there is that openness for are not really knowing where the dialog is going to go with being open to you know to be part of the edges what exactly is the whole point of it that we don't know the answers and we know that we don't
know but we want them still I going 2nd thing that's maybe not working so he wouldn't listen to the user experience people is either brave full or both and I am very aesthetical person and I have certain ideals about design and I I chose the design and that you can see
a little bit here but like maybe later on the
slide so we and soaring we chose angles in them a lot which is creating a flowing motion which is supposed to will underline what we're gonna do with the motion and have a futuristic look we're trying to use and new all user experience things to make it interesting and to also have the relevance to be a futuristic project but of course lots of these things are experiments for example the I am added comment a context-sensitive commenting and people of you will know what media magazine
for example quartz may know they know their system that you have a paragraph of writing and then you can click and comment on that specific paragraph which I think is genius because then you know what you're actually talking about and you're not somewhere below the text and you maybe don't remember what exactly it was enough to school up and down so we try to introduce that but because of the software we using their common slides in from the side and then it is a long thing down and it has the same effect you have to scroll up and down because it's not really come context sensitive and we're about to change that like that's not working and then dialog is 1 of our KPI so that's something we need to change and then something that's working well on the theoretical level is the believer button which is I love this 1 is is our like but you better than 1 something like like I wanted when it comes to talking about the future of ability and pitching your ideas I wanted people to say I believe in you I believe in your idea I believe in you as a person and that's why I'm going to give you all this belief which I hold was something more deep than alike and but we have to explain it to people because they're used to the light and I'm going to show it to you briefly on this side you see it here and it has this little hover text and and I think it's it's it's an awesome thing because it it's part of the spirit that we wanted to create in the community but it's not obvious in the user experience way and here you see the commenting solid slides out when you click on this but this is what to comments look like on the side of an article which make it so were hard to interact with and and we have to change that the it and
and that's something we're going through right now this is the project costs a lot of
money and a lot of time and and now I have to go and say Look guys this isn't working like you want to achieve this and this is isn't working and this is not a culture we have in Germany as far as I have experience to go and we launched in january 7th and Iive having this conversation about the commons since last month when I go OK guys I need more money to change what I just launched 2 3 years through 3 months ago and this is a culture that especially in the
start environment that we have is possible but we also have to do it even though it's probably not likely this is how you can see the design here with the with the boxes and angles a little bit but the learnings from this and I'm gonna come from Rob again at at and and you know really simple here when it comes to user experience try lots of different things and you have the ability particularly in a community like before where there's a number of different activities that people can do to you can see what's working you can see what's not working and I'm really it's about tweaking it's about refining as you go and not waiting for you know the big the next big launch to and you to make all of your changes this is a dynamic environments of dynamic community that were creating and so we need to be flexible as we go but the good thing of having somebody at their more has a software as a service is also
that they have experienced what works and what doesn't work what other things for example in communities that you're doing otherwise that work really well and what we always look for additional ways to engage the user so we have you know there's a gamification aspect in all all speak a little bit more to this a little bit later but I'm
looking for ways that that you know what's going to motivate people to contribute and you know there's gamification there's there's points based systems there's having a virtual of money to be able to allocate to 2 different aspects of the community the sorts of things I'm really help people to create some stickiness within the community and have that people engage in different ways yeah so the 3rd lesson is that she was exams as must ask the right number of people at the right questions is really hard stuff to ask the right questions I think people who are doing processing probably know this but you have in this crowd to have a lot of different people who need different triggers and different ways of phrasing things so with most of the things you can do a b testing but and we are trying to offer different sorts of levels of kernels that you can do something so we have an a different range of activities and different ways of addressing people and trying to get them into the community but you'll need to figure out how to address the people and if you have the right people that's something that I really have to learn right now because of course we have lots of people coming in but you have to ask who at was missing from my community to answer these questions because not everybody can answer the same questions yeah the learnings from that Rob yeah so the learnings and a few different things around the people within a community in you know um accurate we've been building crowdsourcing community since 2008 way back when when crowdsourcing was was new you know we've identified the others about 10 to 12 type qualities of people that will come into a community and think of it just like a community in you know if you live in a small village not everybody plays the same role people play different roles and so again you need to have the ability for people to contribute in different ways so I'm stephanie might be a creator she might come up with with amazing ideas I am a collaborator so I'll work
with those ideas and you know help to improve other people or socializes where they don't necessarily come up with the idea or even add to them but they socialize them out to the crowd and say hey these 2 people are having this interesting conversation warning you listen in and see if you believe in it or see if you can improve upon so those are just examples of the different i apologies and so you know what's important in a crowdsourcing community is to have different activities different ways keep people can contribute and you know we do storytelling activities we do quantity of surveys quick questions where you can do polls we have the ability for people to vote or to believe in something we have the ability for people to comment on things and so again just a variety of activities is is very helpful but in terms of recruiting the right people I think it's about recruiting a mix of people and again you know we have the ability within a community like this to bring in experts people they're very knowledgeable in the area that can be on sort of the rock stars of the community that the other people wanna follow and so it's about having the right mix of people and these are the sorts of things that were working on he
use exams 1 get a large number of them without something in return am also a very idealistic person and I said I want people in the community pool I there because they really want change the world and they want improve the mobility of tomorrow for themselves and the generations to come but it doesn't work like that so we have and we call it achievement framework where you can on a lot of badges even ones that only I can give you so you're at super special or I can push you on the dashboard so the entire community sees your idea a lot of non-monetary intrinsic things that there but a lot of people want to answer even simple questions if there's nothing in it for them and cell right again you and it we talk about
intrinsic an entropy that extrinsic rewards and so things that are within me so I'm you know I feel motivated self motivated to participate at trent extrinsic her rewards that come from from the outside and so on you know again there's it's important have a balance of those those 2 things that intrinsically there's definitely a number of people within the community you want to contribute to this dialog we want to be a part of shaping the future of of mobility but there are also people that would go you I'm interested in that but you competing for my time there's lots of things that that that I can be doing what's in it for me and so it's about having having that balance and you know it's extrinsic rewards to be things like contests sir it doesn't have to be you know the old way of doing things like market research where you pay somebody for
contributing to a conversation and it can be other sorts of motivations and so those things help often helped to bring people in initially and then they see the momentum they they they enjoy being part of the dialog and so that's the intrinsic motivations that this
sort of take over again we do a lot and I think we've done a really good job with badging and and having the ability to to Windsor recognition and you know other things that that we do is we can create a leaderboard of people within the community and who were the the top performers and what did they do to get to to get there and we run out quite a large community for for Lego and and and there it's about you know achieving status with your with your peers and being 1 of those top performers within the community and it's you know it's very intuitive in terms of how you how you get to that Seal brings elements together in a new way must Crofton ways for them to work I think this is the challenge of those 3 ways of communication how do we connect the magazine hard with the community and the other way round how do we have people that read articles which are not fuel get into the community and also share their ideas get in there and and tell us how they commute to work and so on In the beginning we had base that there were more coexisting and right now we're working on ways to connect them better through real estate on there on the platform and so that we try to think about it but it's really if you combine these new ways of communications people will call a sort of into silos of communications is what we found so
again and you know and this is again new new learning for all of us because we're really integrating a magazine content with the crowdsourcing community were looking for people to contribute to the conversation into and ultimately innovate and so it's really looking for ways to integrate those 2 lines of communication and so and that can be
giving the authors are are are of the magazine profile within the community making it easy for the crowd to contribute to those conversations and an even for the crowd to be part of the magazine and and inferred it also sort of come come together that way and the last 1 he walks in the past must know and remember where he is going I think that is easy said easily said because of course we agreed on KPI is in because of course we had a strategy and because of course the management knew where we were going with this I was also saying you can ask anything I mean about the future of mobility you can go anywhere you want and it is important to remember what were those KPI as what was actually the success you want I mean of course we want to
be the platform where everybody comes to and reads and discusses about the future of mobility but when we actually started what work API so something like agenda setting or dialog are part of our KPI is and how do you quantify that so you have to remember to see is what you are doing actually the right thing and not just lose yourself in the amount of options that you actually have there's a really good point um when we build crowdsourcing communities we know always the metrics the the eyes are important but they're not necessarily the same KPI eyes as you would have with your social media efforts or even your website I there's a lot of rich content that comes through the qualitative aspects of what what's being created in the community and the insights that come out of that in the ideas that come out of that so we wanna make sure that we understand what are the objectives of the community and then look for ways and
proof points in in terms of how the community is delivering on those objectives I'm really and you know if you look at the definition of crowdsourcing for crowdsourcing to to work truly the community needs to create so you need to put the crowd to work you need to solve problems you need to put the questions in front of them where they're creating and so looking for those who are outcomes is really important and you know and I would say equally important to the particular metrics of traffic and volume enough for and also revisiting of KPI as because before we started we had
this idea about what it was gonna be and when stuff doesn't work it's not like and saying OK you can just throw you can guess of the window you should do that but you need to see do they actually makes sense in the environment that I am facing now and then have a dialog about that whether you know it's actually making sense what you're trying to achieve OK the summary This is basically just what I what I've said so don't be afraid but I mean all the text that she'll seek the wisdom of the crowd needs to be ready to have her own wisdom tested and I think this is really the biggest learning about this that if you're trying to do all this if you're trying to do crowdsourcing and it's not about a brand or it's not that you're an NGO and you're trying to tackle specific problems they use we're looking for specific answers then you have to have a plan but also be prepared that that might not be working in that you have to change it fast if you don't want to failed with your project so yeah you you can see those are the things that we said before and I am I'm happy to what
many have 1 or 2 questions if you're interested does anybody want to know something yeah that regarding 1 of your
last points the KPI is understood that you think it's easy to be distracted with the KPI is because you can measure such an enormous amount of things that come from our perspective the key pairs are a way to and no Warhol for you reach your business schools so what what are the business schools basically and empower how
porribly KPI is connected to the business schools so I was I am lucky that I have a
management in this company will understands what online communication is so something like um and getting new users when we're not talking about brand is
not 1 of my KPI is but 1 of our business schools is as I said agenda setting tool influence the topics people talk about we're because we're gonna think of products synonymy along those lines and because we think this is gonna make society ready to maybe bring those products to the market faster so that's definitely a business thinking behind that and something like dialog of course as well because you get reach you get traction you get associated with that sort of topics and we have some hard ones like that of course we want to be well ranked on google we have dwelling time more than 5 minutes which is not a bad goal for when you look at what dwelling times of the social media get in like a role so there are KPI eyes like that and of course they are along the business lines but the processing is actually a different topic because we have 4 8 week programs a year and in those programs together to ask a lot of questions and the question is will how when do I asked what question in what way to whom and that is really hard and you know you have to see that it matches UKB eyes and that you can prove that it does it OK I think we have to stop and getting the stop it knows using the from the front row or
I think you guys are gonna be around if you have any more questions and thank you all here that can take the 2 of you interested In how would
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Metadaten

Formale Metadaten

Titel Lessons Learned: Die Zukunft der Mobilität mit einer internationalen Crowd kreieren
Serientitel re:publica 2015
Teil 137
Anzahl der Teile 177
Autor Söhnchen, Stefanie
Dawson, Rob
Lizenz CC-Namensnennung - Weitergabe unter gleichen Bedingungen 3.0 Deutschland:
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DOI 10.5446/31900
Herausgeber re:publica
Erscheinungsjahr 2015
Sprache Englisch
Produktionsort Berlin

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Fachgebiet Informatik
Abstract The crowd holds untapped potential in the digital realm - but it isn't easy to tap into this as a company. Especially when you are building something from scratch that does not revolve around a product or brand, but a 'bigger cause'. In this talk the moovel GmbH will present their case study together with Chaordix who pioneer crowdsourcing for brand and product innovation using a unique combination of technology and services.

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