Open Innovation by Noble Charles Griffin Abbie Durmusoglu Serdar & Serdar S. Durmusoglu & Abbie Griffin

Author:Noble, Charles, Griffin, Abbie, Durmusoglu, Serdar & Serdar S. Durmusoglu & Abbie Griffin
Language: eng
Format: epub
ISBN: 9781118770856
Publisher: Wiley
Published: 2014-09-17T00:00:00+00:00

For myself/me For others

Intrinsic 1 Interest, enjoyment, and curiosity 2 Impact

3 Sense of belonging

Extrinsic 5 Financial rewards 4 Need for status and recognition

(De Wulf and De Ruyck, eds., 2013)

INTRINSIC MOTIVATION

Interest, enjoyment, and curiosity: Users want to talk about topics they are interested in. Moderators need to play upon this need by enabling members to share their passions with each other. An example: empower them to start sharing tips and tricks. By playing on their shared interests, members learn new things about their favorite topic. Furthermore, by mixing different questioning techniques such as brainstorms, polls, and battles, the moderator can trigger curiosity for what will happen next.

Impact: Participants want to feel that they have an impact on the brand or the company. Representatives of the company need to speak to the community participants and tell them what they learned and which actions will be taken based upon the input of the community. Participants tend to be realistic in this: they know that companies cannot tell them everything, that some things cannot be implemented because there is no fit with the company's strategy, or that it simply takes time to change things. In the end, it is all about managing the expectations toward users from the beginning.

Sense of belonging: The value for participants goes beyond sharing their feedback and ideas; they typically want to connect with like-minded people and learn more about them. All members have a shared goal they want to reach together. The moderator needs to emphasize this goal to create a group feeling and make participants feel proud to be part of this group.

Extrinsic motivation: Need for status and recognition: Nonmonetary returns are part of the engagement cocktail, such as the status and recognition members receive from the community. Members like to feel appreciated for their efforts. They want to be recognized as an expert on the topics they are passionate about. The next step describes how gamification on an individual level—by granting badges—is a technique to anticipate this.

Financial rewards: While extrinsic rewards with a monetary value are not the main reason for staying engaged on the community, this type of incentive still needs to be added to our cocktail. When members receive their first invitation to join the community, this monetary incentive (a voucher or topic-related gift) is considered to be very important. However, as soon as the community has kicked off, there is a shift in motivations. Members get hooked to the community; the weekly challenges and the feedback they receive from the company keeps them energized and motivated to continue. When members are only motivated by tangible rewards, it will put them in the reward mindset of a gold rush. They link their behavior to the anticipation of the reward. This does not trigger rich data and rapidly reduces activity.

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