SlideShare a Scribd company logo
1 of 51
Shut Up and Take My Money:
 LEGO® Does Crowdsourcing
 SXSW Interactive, March 11, 2013
 #LEGOcrowd

 Tim Courtney (@timcourtney)
 Community Manager, LEGO CUUSOO

 Peter Espersen (@virtualpeter)
 Head of Online Community
©2013 The LEGO Group   l
Page 2   ©2013 The LEGO Group   By Iain Clifford Heath
Peter Espersen

• Head of Community Co-Creation at the LEGO Group
• I create digital experiences with our fans targeted
  mainly at 13+ users
• I’ve also worked for OMD and lead the MMOG
  Habbo Hotel in Scandinavia




              MY LEGO!
Tim Courtney

• Community Manager for LEGO CUUSOO
• I lead site operations and public communication
• Co-wrote “Virtual LEGO” (No Starch Press) in 2003
• Also co-founder SocialDevCamp Chicago
Today we will discuss
   • Some background on the LEGO Fan community
   • Our crowdsourcing journey so far
   • What we’ve learned




Page 5   ©2013 The LEGO Group
The Wisdom of Crowds




Page 6   ©2013 The LEGO Group
How did we get here?




                                80 Years        15 Years
         Only the Best is Good Enough      Blood, Sweat & Tears



Page 7   ©2013 The LEGO Group
“I always welcome fans to write, call and interact
 with me directly and personally because I learn so
 much from them.”
                            Jørgen Vig Knudstorp, CEO
Shut Up and Take My Money: LEGO Does Crowdsourcing
LEGO Fan Clubs in North America
These people are also LEGO fans!
Our Crowdsourcing Journey So Far




Page 12   ©2013 The LEGO Group
Kids dream of being a LEGO designer.
Shut Up and Take My Money: LEGO Does Crowdsourcing
“Although we're flattered that you chose to share a special idea with
 us, we aren't allowed to use LEGO consumers' suggestions for new
 sets or other related items. This policy is in place because we have
 invested considerable resources in our own product-development
 department in Denmark…”
How does it work?




Page 16   ©2013 The LEGO Group
Shut Up and Take My Money: LEGO Does Crowdsourcing
”Your LEGO Wish”
Shut Up and Take My Money: LEGO Does Crowdsourcing
Shut Up and Take My Money: LEGO Does Crowdsourcing
Shinkai 6500 Submersible
Hayabusa
Shut Up and Take My Money: LEGO Does Crowdsourcing
“Lego is finally crowdsourcing designs with its new
Cuusoo platform; it's basically a Lego Kickstarter.”



Page 24   ©2011 The LEGO Group
Shut Up and Take My Money: LEGO Does Crowdsourcing
It was all fun and games until…
Notch posted and crashed our servers.
Notch who?
Still the quickest project to the top.




                       2 days    77 days   420 days
Shut Up and Take My Money: LEGO Does Crowdsourcing
Shut Up and Take My Money: LEGO Does Crowdsourcing
Yo dawg, I heard you like recursion jokes.




                                       By Flickr user Tzidik
The Lego Back to the Future Set is Now OFFICIAL!



Page 33   ©2011 The LEGO Group
LEGO CUUSOO: Timeline

        2009             2010    2011              2012

               Japan-Only Beta                      Global Open Beta

  Shinkai

                                        Hayabusa

                                             Minecraft

                                    DeLorean

                                                                       ???
Complexity of Production




                      vs.
Who makes this happen?




                                                 Fan Designer

                                                 Community
                                                  Manager

                                                  Business
                                     PR Team                    Model Designer
                                                  Manager

                       Corporate    Department    Project          Graphic
                       Leadership   Leadership    Manager         Designers

                                                   Project
                                     Licensing
                                                 Supporters

                                      Legal      Supply Chain


                                     Markets
Page 36   ©2011 The LEGO Group
Working with the crowd:
   What We’ve Learned…




Page 37   ©2013 The LEGO Group
+ __________ = Awesome!
Different initiatives with our community




LEGO developed – User Hacked
Different initiatives with our community




Co-developed – LEGO Published



LEGO developed – User Hacked
Different initiatives with our community




User developed – LEGO Published



Co-developed – LEGO Published



 LEGO developed – User Hacked
Different initiatives with our community




User developed – User Published



User developed – LEGO Published



Co-developed – LEGO Published



 LEGO developed – User Hacked
Different initiatives with our community



 User enterprise – LEGO Partner



User developed – User Published



User developed – LEGO Published



Co-developed – LEGO Published



 LEGO developed – User Hacked
Different initiatives with our community
Crowdsourced – LEGO Published



 User enterprise – LEGO Partner



User developed – User Published



User developed – LEGO Published



Co-developed – LEGO Published



 LEGO developed – User Hacked
We decide if an idea fits.




Page 45   ©2013 The LEGO Group
So what insight can we derive from this?




Page 46   ©2013 The LEGO Group
Do you have a community?         …Oh you work for
                                 LEGO, I have this
                                  great idea; why
                                    don’t you…




Page 47   ©2013 The LEGO Group
Lets revisit The Wisdom of the Crowds?




                        OR
You’re never prepared for what will happen!
Finally… you can’t make everyone happy.




                                  Illustration by Paul Lee
Thank you!




©2011 The LEGO
Group. Page - 51

More Related Content

Viewers also liked

LEGO is full of WIN
LEGO is full of WINLEGO is full of WIN
LEGO is full of WINRoo Reynolds
 
Lego® Serious Play® in a Nutshell - by StrategicPlay®
Lego® Serious Play® in a Nutshell - by StrategicPlay®Lego® Serious Play® in a Nutshell - by StrategicPlay®
Lego® Serious Play® in a Nutshell - by StrategicPlay®StrategicPlay®
 
The Lego case study, the great turnaround 2003 - 2013
The Lego case study, the great turnaround 2003 - 2013The Lego case study, the great turnaround 2003 - 2013
The Lego case study, the great turnaround 2003 - 2013John Ashcroft
 
Crowdsourcing Business Models
Crowdsourcing Business ModelsCrowdsourcing Business Models
Crowdsourcing Business ModelsShaun Abrahamson
 
Crowdsourcing 101 - tapping into the wisdom of crowds
Crowdsourcing 101 - tapping into the wisdom of crowdsCrowdsourcing 101 - tapping into the wisdom of crowds
Crowdsourcing 101 - tapping into the wisdom of crowdsMeddle
 
LEGO CUUSOO at Brickworld 2012
LEGO CUUSOO at Brickworld 2012LEGO CUUSOO at Brickworld 2012
LEGO CUUSOO at Brickworld 2012Tim Courtney
 
Workshop on Crowd-sourcing
Workshop on Crowd-sourcingWorkshop on Crowd-sourcing
Workshop on Crowd-sourcingeXascale Infolab
 
Crowd Sourcing: Tap into Your Customer's Brainpower
Crowd Sourcing: Tap into Your Customer's BrainpowerCrowd Sourcing: Tap into Your Customer's Brainpower
Crowd Sourcing: Tap into Your Customer's BrainpowerMediaSauce
 
Crowdsourcing Creative Ideas
Crowdsourcing Creative IdeasCrowdsourcing Creative Ideas
Crowdsourcing Creative Ideasquirkemarketing
 
Crowd Sourcing panel #webplay at pnp with #fixya #peerpong #zecco #zanox
Crowd Sourcing panel #webplay at pnp with #fixya #peerpong #zecco #zanoxCrowd Sourcing panel #webplay at pnp with #fixya #peerpong #zecco #zanox
Crowd Sourcing panel #webplay at pnp with #fixya #peerpong #zecco #zanoxThomas Hessler
 
From Crowdsourcing to Crowd Making: The Path From Ideas to Solutions
From Crowdsourcing to Crowd Making: The Path From Ideas to SolutionsFrom Crowdsourcing to Crowd Making: The Path From Ideas to Solutions
From Crowdsourcing to Crowd Making: The Path From Ideas to SolutionsSeattle Interactive Conference
 
Crowdsourcing for Marketing Workshop - New York
Crowdsourcing for Marketing Workshop - New YorkCrowdsourcing for Marketing Workshop - New York
Crowdsourcing for Marketing Workshop - New YorkRoss Dawson
 
Presentation Edge Amsterdam Crowdsourcing
Presentation Edge Amsterdam CrowdsourcingPresentation Edge Amsterdam Crowdsourcing
Presentation Edge Amsterdam CrowdsourcingDerek Ariëns
 

Viewers also liked (20)

LEGO is full of WIN
LEGO is full of WINLEGO is full of WIN
LEGO is full of WIN
 
Lego® Serious Play® in a Nutshell - by StrategicPlay®
Lego® Serious Play® in a Nutshell - by StrategicPlay®Lego® Serious Play® in a Nutshell - by StrategicPlay®
Lego® Serious Play® in a Nutshell - by StrategicPlay®
 
The Lego case study, the great turnaround 2003 - 2013
The Lego case study, the great turnaround 2003 - 2013The Lego case study, the great turnaround 2003 - 2013
The Lego case study, the great turnaround 2003 - 2013
 
Crowdsourcing Business Models
Crowdsourcing Business ModelsCrowdsourcing Business Models
Crowdsourcing Business Models
 
Crowdsourcing 101 - tapping into the wisdom of crowds
Crowdsourcing 101 - tapping into the wisdom of crowdsCrowdsourcing 101 - tapping into the wisdom of crowds
Crowdsourcing 101 - tapping into the wisdom of crowds
 
LEGO CUUSOO at Brickworld 2012
LEGO CUUSOO at Brickworld 2012LEGO CUUSOO at Brickworld 2012
LEGO CUUSOO at Brickworld 2012
 
FLIRT crowdsourcing
FLIRT crowdsourcingFLIRT crowdsourcing
FLIRT crowdsourcing
 
Lego cuusoo project
Lego cuusoo project Lego cuusoo project
Lego cuusoo project
 
Lego group
Lego groupLego group
Lego group
 
Workshop on Crowd-sourcing
Workshop on Crowd-sourcingWorkshop on Crowd-sourcing
Workshop on Crowd-sourcing
 
Crowd Sourcing: Tap into Your Customer's Brainpower
Crowd Sourcing: Tap into Your Customer's BrainpowerCrowd Sourcing: Tap into Your Customer's Brainpower
Crowd Sourcing: Tap into Your Customer's Brainpower
 
Crowdsourcing Creative Ideas
Crowdsourcing Creative IdeasCrowdsourcing Creative Ideas
Crowdsourcing Creative Ideas
 
Crowd Sourcing panel #webplay at pnp with #fixya #peerpong #zecco #zanox
Crowd Sourcing panel #webplay at pnp with #fixya #peerpong #zecco #zanoxCrowd Sourcing panel #webplay at pnp with #fixya #peerpong #zecco #zanox
Crowd Sourcing panel #webplay at pnp with #fixya #peerpong #zecco #zanox
 
From Crowdsourcing to Crowd Making: The Path From Ideas to Solutions
From Crowdsourcing to Crowd Making: The Path From Ideas to SolutionsFrom Crowdsourcing to Crowd Making: The Path From Ideas to Solutions
From Crowdsourcing to Crowd Making: The Path From Ideas to Solutions
 
Crowdsourcing
CrowdsourcingCrowdsourcing
Crowdsourcing
 
Crowdsourcing for Marketing Workshop - New York
Crowdsourcing for Marketing Workshop - New YorkCrowdsourcing for Marketing Workshop - New York
Crowdsourcing for Marketing Workshop - New York
 
Crowd Sourcing Platforms - An UnPresentation
Crowd Sourcing Platforms - An UnPresentationCrowd Sourcing Platforms - An UnPresentation
Crowd Sourcing Platforms - An UnPresentation
 
Presentation Edge Amsterdam Crowdsourcing
Presentation Edge Amsterdam CrowdsourcingPresentation Edge Amsterdam Crowdsourcing
Presentation Edge Amsterdam Crowdsourcing
 
Megatrend Crowdsourcing
Megatrend CrowdsourcingMegatrend Crowdsourcing
Megatrend Crowdsourcing
 
Crowdsourcing Introduction
Crowdsourcing IntroductionCrowdsourcing Introduction
Crowdsourcing Introduction
 

Similar to Shut Up and Take My Money: LEGO Does Crowdsourcing

Understanding Design Tokens, from UX tool to production - Débora Barreto Orne...
Understanding Design Tokens, from UX tool to production - Débora Barreto Orne...Understanding Design Tokens, from UX tool to production - Débora Barreto Orne...
Understanding Design Tokens, from UX tool to production - Débora Barreto Orne...Wey Wey Web
 
Crowdsourcing Innovation: Lego Cuusoo website & Minecraft Microworld success ...
Crowdsourcing Innovation: Lego Cuusoo website & Minecraft Microworld success ...Crowdsourcing Innovation: Lego Cuusoo website & Minecraft Microworld success ...
Crowdsourcing Innovation: Lego Cuusoo website & Minecraft Microworld success ...Rajesh Prabhakar
 
Lego Case Study.pptx
Lego  Case Study.pptxLego  Case Study.pptx
Lego Case Study.pptxM D Agrawal
 
To succeed in social media, you need to be social
To succeed in social media, you need to be socialTo succeed in social media, you need to be social
To succeed in social media, you need to be socialAndrew Arnold
 
Achieving business results through people
Achieving business results through peopleAchieving business results through people
Achieving business results through peopleJohn Arul
 
Bradfield, Chris - Godot engine game development projects_ build five cross-p...
Bradfield, Chris - Godot engine game development projects_ build five cross-p...Bradfield, Chris - Godot engine game development projects_ build five cross-p...
Bradfield, Chris - Godot engine game development projects_ build five cross-p...Francisco S. Barralaga
 
[Forum Global Edition] Building Social Equity Brick by Brick
[Forum Global Edition]  Building Social Equity Brick by Brick[Forum Global Edition]  Building Social Equity Brick by Brick
[Forum Global Edition] Building Social Equity Brick by BrickE-Commerce Brasil
 
Starting a New Games Brand - dojit
Starting a New Games Brand - dojitStarting a New Games Brand - dojit
Starting a New Games Brand - dojitDo Jit
 
Serious Work How to Facilitate Meetings and Workshops Using the LEGO® SERIOUS...
Serious Work How to Facilitate Meetings and Workshops Using the LEGO® SERIOUS...Serious Work How to Facilitate Meetings and Workshops Using the LEGO® SERIOUS...
Serious Work How to Facilitate Meetings and Workshops Using the LEGO® SERIOUS...Marko Rillo
 
Jobs to Thrill Your Inner Child: A Life of LEGO
Jobs to Thrill Your Inner Child: A Life of LEGOJobs to Thrill Your Inner Child: A Life of LEGO
Jobs to Thrill Your Inner Child: A Life of LEGOmadlytroupe9498
 
Module 11 - Case Study 1.pptx
Module 11 - Case Study 1.pptxModule 11 - Case Study 1.pptx
Module 11 - Case Study 1.pptxcaniceconsulting
 
Lego® SERIOUS PLAY® OPEN SOURCE
Lego®  SERIOUS PLAY® OPEN SOURCELego®  SERIOUS PLAY® OPEN SOURCE
Lego® SERIOUS PLAY® OPEN SOURCEZein Abubakar
 
LEGO SERIOUS PLAY Open Source Guide Issued by LEGO Group
LEGO SERIOUS PLAY Open Source Guide Issued by LEGO GroupLEGO SERIOUS PLAY Open Source Guide Issued by LEGO Group
LEGO SERIOUS PLAY Open Source Guide Issued by LEGO GroupMarko Rillo
 
World IA Day 2014: Everything I Really Need to Know About IA and UX I Learned...
World IA Day 2014: Everything I Really Need to Know About IA and UX I Learned...World IA Day 2014: Everything I Really Need to Know About IA and UX I Learned...
World IA Day 2014: Everything I Really Need to Know About IA and UX I Learned...Jeffrey Ryan Pass
 
Cross-Cultural Management
Cross-Cultural ManagementCross-Cultural Management
Cross-Cultural ManagementStacey Cruz
 
Set Up, Step Back, Shut Up: The Secrets Behind Lego's Social Media Success
Set Up, Step Back, Shut Up: The Secrets Behind Lego's Social Media SuccessSet Up, Step Back, Shut Up: The Secrets Behind Lego's Social Media Success
Set Up, Step Back, Shut Up: The Secrets Behind Lego's Social Media SuccessGraham Brown
 

Similar to Shut Up and Take My Money: LEGO Does Crowdsourcing (20)

Understanding Design Tokens, from UX tool to production - Débora Barreto Orne...
Understanding Design Tokens, from UX tool to production - Débora Barreto Orne...Understanding Design Tokens, from UX tool to production - Débora Barreto Orne...
Understanding Design Tokens, from UX tool to production - Débora Barreto Orne...
 
Crowdsourcing Innovation: Lego Cuusoo website & Minecraft Microworld success ...
Crowdsourcing Innovation: Lego Cuusoo website & Minecraft Microworld success ...Crowdsourcing Innovation: Lego Cuusoo website & Minecraft Microworld success ...
Crowdsourcing Innovation: Lego Cuusoo website & Minecraft Microworld success ...
 
Lego Serious Play pour les coachs agiles et les Scum Masters
Lego Serious Play pour les coachs agiles  et les Scum MastersLego Serious Play pour les coachs agiles  et les Scum Masters
Lego Serious Play pour les coachs agiles et les Scum Masters
 
Lego Case Study.pptx
Lego  Case Study.pptxLego  Case Study.pptx
Lego Case Study.pptx
 
Design at Lego
Design at LegoDesign at Lego
Design at Lego
 
To succeed in social media, you need to be social
To succeed in social media, you need to be socialTo succeed in social media, you need to be social
To succeed in social media, you need to be social
 
Achieving business results through people
Achieving business results through peopleAchieving business results through people
Achieving business results through people
 
Bradfield, Chris - Godot engine game development projects_ build five cross-p...
Bradfield, Chris - Godot engine game development projects_ build five cross-p...Bradfield, Chris - Godot engine game development projects_ build five cross-p...
Bradfield, Chris - Godot engine game development projects_ build five cross-p...
 
[Forum Global Edition] Building Social Equity Brick by Brick
[Forum Global Edition]  Building Social Equity Brick by Brick[Forum Global Edition]  Building Social Equity Brick by Brick
[Forum Global Edition] Building Social Equity Brick by Brick
 
Starting a New Games Brand - dojit
Starting a New Games Brand - dojitStarting a New Games Brand - dojit
Starting a New Games Brand - dojit
 
Serious Work How to Facilitate Meetings and Workshops Using the LEGO® SERIOUS...
Serious Work How to Facilitate Meetings and Workshops Using the LEGO® SERIOUS...Serious Work How to Facilitate Meetings and Workshops Using the LEGO® SERIOUS...
Serious Work How to Facilitate Meetings and Workshops Using the LEGO® SERIOUS...
 
Jobs to Thrill Your Inner Child: A Life of LEGO
Jobs to Thrill Your Inner Child: A Life of LEGOJobs to Thrill Your Inner Child: A Life of LEGO
Jobs to Thrill Your Inner Child: A Life of LEGO
 
Module 11 - Case Study 1.pptx
Module 11 - Case Study 1.pptxModule 11 - Case Study 1.pptx
Module 11 - Case Study 1.pptx
 
Lego Case.pdf
Lego Case.pdfLego Case.pdf
Lego Case.pdf
 
Lego® SERIOUS PLAY® OPEN SOURCE
Lego®  SERIOUS PLAY® OPEN SOURCELego®  SERIOUS PLAY® OPEN SOURCE
Lego® SERIOUS PLAY® OPEN SOURCE
 
LEGO SERIOUS PLAY Open Source Guide Issued by LEGO Group
LEGO SERIOUS PLAY Open Source Guide Issued by LEGO GroupLEGO SERIOUS PLAY Open Source Guide Issued by LEGO Group
LEGO SERIOUS PLAY Open Source Guide Issued by LEGO Group
 
World IA Day 2014: Everything I Really Need to Know About IA and UX I Learned...
World IA Day 2014: Everything I Really Need to Know About IA and UX I Learned...World IA Day 2014: Everything I Really Need to Know About IA and UX I Learned...
World IA Day 2014: Everything I Really Need to Know About IA and UX I Learned...
 
Lego Serious Play pour les product Owners
Lego Serious Play pour les product OwnersLego Serious Play pour les product Owners
Lego Serious Play pour les product Owners
 
Cross-Cultural Management
Cross-Cultural ManagementCross-Cultural Management
Cross-Cultural Management
 
Set Up, Step Back, Shut Up: The Secrets Behind Lego's Social Media Success
Set Up, Step Back, Shut Up: The Secrets Behind Lego's Social Media SuccessSet Up, Step Back, Shut Up: The Secrets Behind Lego's Social Media Success
Set Up, Step Back, Shut Up: The Secrets Behind Lego's Social Media Success
 

Recently uploaded

Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfTalent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfCharles Cotter, PhD
 
Amazon ppt.pptx Amazon about the company
Amazon ppt.pptx Amazon about the companyAmazon ppt.pptx Amazon about the company
Amazon ppt.pptx Amazon about the companyfashionfound007
 
To Create Your Own Wig Online To Create Your Own Wig Online
To Create Your Own Wig Online  To Create Your Own Wig OnlineTo Create Your Own Wig Online  To Create Your Own Wig Online
To Create Your Own Wig Online To Create Your Own Wig Onlinelng ths
 
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...Khaled Al Awadi
 
Entrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsEntrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsP&CO
 
Trauma Training Service for First Responders
Trauma Training Service for First RespondersTrauma Training Service for First Responders
Trauma Training Service for First RespondersBPOQe
 
MC Heights construction company in Jhang
MC Heights construction company in JhangMC Heights construction company in Jhang
MC Heights construction company in Jhangmcgroupjeya
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access
 
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)tazeenaila12
 
Anyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyAnyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyHanna Klim
 
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfPDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfHajeJanKamps
 
Chapter_Five_The_Rural_Development_Policies_and_Strategy_of_Ethiopia.pptx
Chapter_Five_The_Rural_Development_Policies_and_Strategy_of_Ethiopia.pptxChapter_Five_The_Rural_Development_Policies_and_Strategy_of_Ethiopia.pptx
Chapter_Five_The_Rural_Development_Policies_and_Strategy_of_Ethiopia.pptxesiyasmengesha
 
NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023Steve Rader
 
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...Brian Solis
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access
 
Upgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking ApplicationsUpgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking ApplicationsIntellect Design Arena Ltd
 
MoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor PresentationMoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor Presentationbaron83
 
A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.mcshagufta46
 

Recently uploaded (20)

Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfTalent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
 
Amazon ppt.pptx Amazon about the company
Amazon ppt.pptx Amazon about the companyAmazon ppt.pptx Amazon about the company
Amazon ppt.pptx Amazon about the company
 
To Create Your Own Wig Online To Create Your Own Wig Online
To Create Your Own Wig Online  To Create Your Own Wig OnlineTo Create Your Own Wig Online  To Create Your Own Wig Online
To Create Your Own Wig Online To Create Your Own Wig Online
 
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
 
Entrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsEntrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizations
 
Trauma Training Service for First Responders
Trauma Training Service for First RespondersTrauma Training Service for First Responders
Trauma Training Service for First Responders
 
MC Heights construction company in Jhang
MC Heights construction company in JhangMC Heights construction company in Jhang
MC Heights construction company in Jhang
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024
 
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
 
Anyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyAnyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agency
 
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfPDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
 
Chapter_Five_The_Rural_Development_Policies_and_Strategy_of_Ethiopia.pptx
Chapter_Five_The_Rural_Development_Policies_and_Strategy_of_Ethiopia.pptxChapter_Five_The_Rural_Development_Policies_and_Strategy_of_Ethiopia.pptx
Chapter_Five_The_Rural_Development_Policies_and_Strategy_of_Ethiopia.pptx
 
NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023
 
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024
 
Investment Opportunity for Thailand's Automotive & EV Industries
Investment Opportunity for Thailand's Automotive & EV IndustriesInvestment Opportunity for Thailand's Automotive & EV Industries
Investment Opportunity for Thailand's Automotive & EV Industries
 
Upgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking ApplicationsUpgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking Applications
 
WAM Corporate Presentation Mar 25 2024.pdf
WAM Corporate Presentation Mar 25 2024.pdfWAM Corporate Presentation Mar 25 2024.pdf
WAM Corporate Presentation Mar 25 2024.pdf
 
MoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor PresentationMoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor Presentation
 
A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.
 

Shut Up and Take My Money: LEGO Does Crowdsourcing

  • 1. Shut Up and Take My Money: LEGO® Does Crowdsourcing SXSW Interactive, March 11, 2013 #LEGOcrowd Tim Courtney (@timcourtney) Community Manager, LEGO CUUSOO Peter Espersen (@virtualpeter) Head of Online Community ©2013 The LEGO Group l
  • 2. Page 2 ©2013 The LEGO Group By Iain Clifford Heath
  • 3. Peter Espersen • Head of Community Co-Creation at the LEGO Group • I create digital experiences with our fans targeted mainly at 13+ users • I’ve also worked for OMD and lead the MMOG Habbo Hotel in Scandinavia MY LEGO!
  • 4. Tim Courtney • Community Manager for LEGO CUUSOO • I lead site operations and public communication • Co-wrote “Virtual LEGO” (No Starch Press) in 2003 • Also co-founder SocialDevCamp Chicago
  • 5. Today we will discuss • Some background on the LEGO Fan community • Our crowdsourcing journey so far • What we’ve learned Page 5 ©2013 The LEGO Group
  • 6. The Wisdom of Crowds Page 6 ©2013 The LEGO Group
  • 7. How did we get here? 80 Years 15 Years Only the Best is Good Enough Blood, Sweat & Tears Page 7 ©2013 The LEGO Group
  • 8. “I always welcome fans to write, call and interact with me directly and personally because I learn so much from them.” Jørgen Vig Knudstorp, CEO
  • 10. LEGO Fan Clubs in North America
  • 11. These people are also LEGO fans!
  • 12. Our Crowdsourcing Journey So Far Page 12 ©2013 The LEGO Group
  • 13. Kids dream of being a LEGO designer.
  • 15. “Although we're flattered that you chose to share a special idea with us, we aren't allowed to use LEGO consumers' suggestions for new sets or other related items. This policy is in place because we have invested considerable resources in our own product-development department in Denmark…”
  • 16. How does it work? Page 16 ©2013 The LEGO Group
  • 24. “Lego is finally crowdsourcing designs with its new Cuusoo platform; it's basically a Lego Kickstarter.” Page 24 ©2011 The LEGO Group
  • 26. It was all fun and games until…
  • 27. Notch posted and crashed our servers.
  • 29. Still the quickest project to the top. 2 days 77 days 420 days
  • 32. Yo dawg, I heard you like recursion jokes. By Flickr user Tzidik
  • 33. The Lego Back to the Future Set is Now OFFICIAL! Page 33 ©2011 The LEGO Group
  • 34. LEGO CUUSOO: Timeline 2009 2010 2011 2012 Japan-Only Beta Global Open Beta Shinkai Hayabusa Minecraft DeLorean ???
  • 36. Who makes this happen? Fan Designer Community Manager Business PR Team Model Designer Manager Corporate Department Project Graphic Leadership Leadership Manager Designers Project Licensing Supporters Legal Supply Chain Markets Page 36 ©2011 The LEGO Group
  • 37. Working with the crowd: What We’ve Learned… Page 37 ©2013 The LEGO Group
  • 38. + __________ = Awesome!
  • 39. Different initiatives with our community LEGO developed – User Hacked
  • 40. Different initiatives with our community Co-developed – LEGO Published LEGO developed – User Hacked
  • 41. Different initiatives with our community User developed – LEGO Published Co-developed – LEGO Published LEGO developed – User Hacked
  • 42. Different initiatives with our community User developed – User Published User developed – LEGO Published Co-developed – LEGO Published LEGO developed – User Hacked
  • 43. Different initiatives with our community User enterprise – LEGO Partner User developed – User Published User developed – LEGO Published Co-developed – LEGO Published LEGO developed – User Hacked
  • 44. Different initiatives with our community Crowdsourced – LEGO Published User enterprise – LEGO Partner User developed – User Published User developed – LEGO Published Co-developed – LEGO Published LEGO developed – User Hacked
  • 45. We decide if an idea fits. Page 45 ©2013 The LEGO Group
  • 46. So what insight can we derive from this? Page 46 ©2013 The LEGO Group
  • 47. Do you have a community? …Oh you work for LEGO, I have this great idea; why don’t you… Page 47 ©2013 The LEGO Group
  • 48. Lets revisit The Wisdom of the Crowds? OR
  • 49. You’re never prepared for what will happen!
  • 50. Finally… you can’t make everyone happy. Illustration by Paul Lee
  • 51. Thank you! ©2011 The LEGO Group. Page - 51

Editor's Notes

  1. Some rulesDo you have a communityIs your product suited for it?You’re not prepared – EVER!And you can’t make everyone happy
  2. Actually no. The reference to oxen in the title is aboutsomethingelse. Back in 1906 an 85-year-old gentleman by the name of Sir Francis Galton, cousin of Darwin, begetter of statisticalanalysis, and prettyclose to engaginglybonkers, went to a fair in Devon (where it is raining just now.) Therewas a Guess the Weight of the Oxcompetition. It was a rather large ox.PedigreeAlnwickShorthornbull “Sunstreak”, photographed by Sir Francis GaltonNone of the visitors to the fair, as far as weknow, wereparticularlyexpert at ox-weight-guessing. Seven hundred and eighty-sevenpeoplepaidtheir sixpence to join in, and wrotetheirguessesonpiece of paper. Not one of themguessed the weight of the animalright.ButGaltoncollected up all theirguesses, and addedthem up, and averagedthem. It came to 1197 pounds. And guesswhat? Collectively, all thosenon-expertshad got it exactly right. The actualweight of the oxwas 1198 pounds. The average of all theirguesseswas as close to spot-on as anyonecould ask. The wisdom of crowds, heconcluded, couldoftengetthingsexactly right whennoindividualcould do it.ReMemberthis is not LeadUser innovationSunstreak1197 poundsAudience hit 1198 pounds!
  3. Crowds aren’t always wise.It must be a win-win for everyone.It isn’t a free-for-all.
  4. Ideas for LEGO products come from everywhere.We receive 50 calls and emails per DAY to our Consumer Services department with ideas for new products. That’s almost 20,000 per year.If I tell someone I work for LEGO in public, they’re like “oh, I’ve got this idea…”
  5. Do a joke “who is speaking” – it’s your voice right?
  6. Partnership with CUUSOO System, tested in Japan for two yearsExpanded globally to test the concept on a large scaleDifferent from Threadless, Kickstarter, and Quirky as we are taking a traditional business and opening a portion of it to crowdsourced ideas.Open innovation - allow external ideas to shape new developmentsSharing risk and reward
  7. Partnership with CUUSOO System, tested in Japan for two yearsExpanded globally to test the concept on a large scaleDifferent from Threadless, Kickstarter, and Quirky as we are taking a traditional business and opening a portion of it to crowdsourced ideas.Open innovation - allow external ideas to shape new developmentsSharing risk and reward
  8. They shared some very weird things … and some sensible things too.
  9. October 2011
  10. Make the audience guess how long it took, before revealing!
  11. Contrast the complexity of doing this with Threadless. A screen printer and a website. Masters of community – and BRILLIANT for keeping things simple!
  12. Crowds aren’t always wise.It must be a win-win for everyone.It isn’t a free-for-all.
  13. Interest communities surprised us. People saw they had the chance to have their favorite thing in LEGO, and spread the word.And especially – the LEGO community + another community = CUUSOO product
  14. Structuring the different levels of involvement with our communityKey – insert LEGO jewlery!
  15. Structuring the different levels of involvement with our communityKey – insert LEGO jewlery!
  16. Structuring the different levels of involvement with our communityKey – insert LEGO jewlery!
  17. Structuring the different levels of involvement with our communityKey – insert LEGO jewlery!
  18. Structuring the different levels of involvement with our communityKey – insert LEGO jewlery!
  19. Structuring the different levels of involvement with our communityKey – insert LEGO jewlery!
  20. Sometimes things don’t fit….And sometimes our fans use our own tools against us
  21. Some rulesDo you have a communityIs your product suited for it?You’re not prepared – EVER!And you can’t make everyone happy
  22. Wisdom of crowds vs. Lead User InnovationWhere users get confused.Where crowd wisdom fails us.http://en.wikipedia.org/wiki/The_Wisdom_of_Crowds#Failures_of_crowd_intelligenceDo you want quality or quantity? (Creating a successful LEGO product is difficult!)Don’t think that this will replace product development (limits to collective wisdom)Setting the bar right (10K?)
  23. This should go to the learnings section This is not a method for people to demand we do something.Products must fit our values and make business sense.We are the sole deciders of what fits.
  24. Let’s get a more interesting picture…