Crowdsourcing o como innovar utilizando la web 2.0
Borja Gómez Pesquera septiembre 13th, 2009
Ana María Llopis escribió hace unos días un artículo en Expansión sobre un modelo basado en la web 2.0 que ha venido para quedarse: las empresas externalizan parte de su trabajo, sobre todo el que requiere mayor esfuerzo intelectual, a través de internet para utilizar el potencial de millones de cerebros conectados en red.
Empresas como Proter & Gamble, SAP, DuPont basan en la innovación su ventaja competitiva. Históricamente, en sus departamentos de I+D han colaborado las trabajadores de más talento del mercado laboral, con los equipos y técnicas más avanzadas . Estas empresas se enfrentan al reto de la búsqueda continua de de nuevas ideas y soluciones y necesitan talento para hacerlos frente.
Mientras estas empresas continúan invirtiendo gran parte de sus recursos en innovación, paralelamente se ha ido desarrollando un nuevo fenómeno llamado web 2.0. Los usuarios de internet ya no sólo se limitan a mirar sino que generan contenidos de mayor o menor valor intelectual a través de blogs o se agrupan a través de las llamadas redes sociales. Internet se covierte en una referencia en cuanto a inteligencia colectiva. La forma en la que se pone en valor dicha inteligencia es a través del crowdsourcing.
Las empresas no son ajenas a este fenómeno y algunas de ellas se acercan a internet para buscar soluciones a sus problemas. Reconocen que sin dieran la espalda al crowdsourcing, posiblemente pueden llegar a las mismas soluciones pero incurriendo en mayor tiempo e invirtiendo más dinero. El ejemplo más importante de crowdsourcing es Innocentive. En este portal las empresas, seekers, exponen sus retos a la inteligencia colectiva. Abren un concurso y si la empresa está satisfecha, el solver es agraciado con un premio que puede variar entre los 5.000 y los 100.000 dólares. P&G reconoce que de cada 10 productos nuevos, 7 son fruto del crowdsourcing y el resto de la innovación de su organización.
El crowdsourcing pone en valor la web 2.0, las redes sociales, las nuevas tecnologías y puede ser la respuesta a los esfuerzos en innovación de las empresas. ¿Podría una empresa confiar su próximo spot publicitario a los usuarios vinculados a su página de facebook o de twitter? La respuesta es claramente afirmativa, lo único que tendrá que hacer es filtrar las soluciones mejor se ajuste con su estrategia, el esfuerzo de innovar puede quedar apalancado en el talento de los millones de usuarios de internet.
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- Estrategia , Innovación , Web 2.0.
- Comments(332)
Borja,
gracias por este interesante post. Efectivamente, la participación activa define la web 2.0. Ello se ve claramente observando esta forma de interacción de los más jóvenes con la red. Curiosamente parece que son ellos ahora los maestros de la gente con más experiencia laboral…
Los jóvenes pueden encontrar en el crowdsourcing un medio de ingresos a través de un canal que dominan mejor que otras generaciones. Puede que tengan una menor experiencia laboral. Las nuevas generaciones son expertos en cómo desenvolverse por la red lo cual unido con un poco de espíritu inquieto y ganas de poner en práctica su creatividad dan lugar a un cóctel muy atractivo para determinadas empresas.
Borja me parece un artículo muy interesante, y siempre que hablo con amigos o colegas del mundo sobre estos temas me asalta la misma duda. ¿Cómo se gestionará la identidad online? Está claro que ya existen muchos líderes de opinión en cuanto al medio online, profesionales que se han granjeado una identidad que transmite confianza y liderazgo con sus opiniones, pero esas personas no son la mayoría. ¿Cúantos bulos recibimos o leemos diariamente en nuestro mail, en blogs, o incluso en medios más profesionales? Es cierto que eso pasa también en el offline, que siempre hay que ser crítico con la información,y tener el cuidado de contrastar muchas opiniones y artículos. Pero una de las virtudes de internet y de las comunidades virtuales o webs 2.0., como la libertad de opinión podría convertirse en un punto desfavorable si no empieza a regularse las identidades online. Me da la sensación que esa regulación está viniendo de más bien una autoregulación, sobre todo a través de redes sociales como linkedin, facebook, xing, etc…pero es que desgraciadamente la mayoría de la gente que utiliza internet aún le cuesta entrar y saber utilizar este tipo de redes. En definitiva, internet aún es un niño que tiene que crecer, y afortunadamente para los que estamos dentro del mundo en mayor o menor medida, eso es una bendición.
En relación a lo que comenta Andreu, me gustaría añadir que, efectivamente, las nuevas generaciones están tomando el relevo en lo que a las nuevas tecnologías se refiere. Es decir, han nacido en la nueva era tecnológica y no sólo conocen lo último sino que además no saben lo que es vivir sin ello. Así, desde el punto de vista tecnológico sí es cierto que son más avanzados y expertos (lo que es una ventaja, tanto para los empresarios como para ellos), pero tienen otras características o competencias que los diferencia en la forma de afrontar los retos laborales respecto a las generaciones anteriores y que actualmente no están alineadas con la filosofía o valores empresariales (lo que puede suponer una desventaja para todos).
Por esto creo que si las empresas consiguen motivar a los “jóvenes tecnológicos” de hoy en día será un gran avance en el alineamiento desde el punto de vista laboral entre las empresas y las nuevas generaciones que puede ofrecer muchos beneficios a todos.
Os invito a leer el post sobre la Generación Y que escribí hace un par de meses en el que hablo sobre este tema: http://www.thinktank64.com/2009/07/09/la-crisis-de-la-generacion-y/
Un ejemplo http://ricardoperez.blogspot.com/2009/09/netflix-y-el-crowdsourcing.html
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