The Mutopo Social Production Landscape Report | colaboratorie mutopocolaboratorie mutopo

The Mutopo Social Production Landscape Report

Download the Social Production Landscape report

As organizations increase their use of social media, we believe social production is the next step to start new conversations and solve complex, shared problems.

We define social production as the process of working with people outside your organization to create products, services and communications.

In this report, we explore data from a sample of almost one hundred creative challenges from organizations like Disney, Mini, Samsung, GE, Amazon, the City of New York as well as a number of smaller organizations.

The goals of the Social Production Landscape Report are to:

+ explore how organizations are using social production

+ understand different approaches from incentive structures and task types to technology platforms and the role of existing online communities

+ encourage thinking about how social production can be used to achieve communication and product/service development objectives

This is our first report on the Social Production landscape. We still have lots of questions and we’d like to know what you think, so please leave a comment or say hello on @hellomutopo.

11 Comments

  1. I liked the report and the acknowledgement of motivations. the area is one with a lot of promise.

  2. Shaun Abrahamson

    thanks nick. motivations are a critical part of this evolving space. employee – employer relationships are somewhat understood, however the relationships in these scenarios take on a wider range, complicated by the fact that many of the exchanges are not financial.

  3. Great report and synthesis of information. One of the common hurdles we have to overcome with clients are legal requirements and concerns.

    Rights management, rights clearances, warranties on work, NDAs and confidentiality all have come up and we’ve had to solve them in creative ways that protected companies while balancing the rights for contributors.

    Looking forward to future reports!

  4. Shaun Abrahamson

    thanks james.

    we’ve seen the same concerns around content/communications. and our discussions with r&d teams always land up around patents and licensing until you reach the tech/software firms who have found ways to create platforms/apis/sdks/etc to overcome this issue. the architecture community also seems to have figured out a range of ways to balance contributor interests.

    this seems like a worthwhile topic for the next report. would you be interested in contributing?

  5. Absolutely. Thanks, Shaun.

    We’ve had to build some tools into our platform and processes to accommodate concerns and make things work, so I’m glad to share.

    And you’re right about the tech / software firms finding this much easier. Our work with Microsoft was relatively painless while some CPG brands have been more hands-on.

    And industries with tight regulation like pharma and alcohol require even more work to get the process right and the details confirmed.

  6. Excellent report on one of the most exciting areas of innovation out there. I hope this is part of a regular series and there are more to come..

  7. Shaun Abrahamson

    Thanks very much Upe. This was a first attempt to interpret and share what we are seeing. Have a few more ideas on how to expand on this. Maybe we should do one specifically for news? Quite liked this overview – http://mashable.com/2010/09/13/future-social-media-journalism/

  8. Great report and synthesis of information. One of the common hurdles we have to overcome with clients are legal requirements and concerns. Rights management, rights clearances, warranties on work, NDAs and confidentiality all have come up and we’ve had to solve them in creative ways that protected companies while balancing the rights for contributors. Looking forward to future reports!

  9. Shaun Abrahamson

    Thanks Michele. No doubt IP will remain one of the core challenges. We hope to revisit this issue in some detail in a specific report – we’ll start by taking a look at the terms that are being used across a range of challenges and then invite some comment from the law experts.

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