The Brisbane airport is a hive of web 2.0 potential. You have untold numbers of commuters armed to the teeth with the latest technology sitting there through all hours of the day and night with little to do, except wait, wait, and wait some more. A paradigm shift… What if there was a way that these commuters could be rewarded for having fun and being productive at the same time?
Enter enterprise 2.0
Evan Futterman explains that “Trends and development in airport design is big business”
Who guides these trends that lead to developments?
How do we discover what people want to see introduced in airports?
Can you get direct and honest input from users of a service without spending a fortune?
How about providing commuters with a sense of ownership?
What about creating a space where the airport community can contribute as one entity, even if only for a very brief period of time?
What if there was an airport space that could only be accessed via the airport wi-fi, for people at the airport, in the airport, and those people only.
Enter “Our Airport”
“Our Airport” could be a blogging style environment where users are able to login, create profiles, comment on the posts of others, and write posts themselves. On return visits to the airport commuters could login to the same profile and build on their airport identities. Frequent travellers would love this, especially people who have to travel interestate weekly for work.
What about motivation to participate?
Status Points: Users would have a chance to earn status points by contributing to the airport environment in a constructive way, This would encourage users to blog quality only as a set number of status points are awarded per post (between 1 and 100) depending on level of insight and quality identified by airport moderators.
User Comfort: Free lunches, drinks, lollies and admission to massage chairs are given away every half hour, on the half hour to a logged in “Our Aiport” user. This is totally random, so even if users feel that they don’t have anything of quality to contribute; reading the posts of others and just immersing themselves in the environment is enough.
Quality Control: Users are given their “Our Airport” login and ID from their work place at the airport or the check in counter in their own names. While this would assist in deterring unsavoury behaviour “Our Aiport’ moderators have the final say as they approve or decline comments before they are made public. Not to do so is just too much of a risk in an airport environment (bomb scare anyone?)
You cannot expect people to participate with quality unless they are acknowledged for their time and effort. Status points should equate into real prizes, prizes that people want and not knock off rubbish that airlines want to get rid of. 100 status points should earn something decent, like a free domestic flight, and for a brilliant blog post 100 points are available in one hit, that is motivation.
Keeping it real – People are time poor.
I think it’s time that big business realises that people sitting around bored in their own airport are the same people that market research companies recruit on their behalf, and charge them big bucks for. In 2012 people do not have time to treck across town to answer questions for 3 hours for $60 dollars and a drink voucher. Through utilising enterprise 2.0, organisations are able to gather quality feedback from people in a perfect and convenient position to offer it in an almost undirected raw fashion, pure honesty, with minimal bother. Yes, in the above instance the airport would have to pay moderators, but that expense compared with traditional market research? It’s minimal at most.
Enterprise 2.0 is about right place, right time, right audience and right motivation.
Do you think a scenario like the one above could cultivate quality ideas and innovation? Leave me a comment and let me know what you think of the “Our Airport” concept.