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Managing Crowdsourcing Ventures

Managing Crowdsourcing Ventures. Daren C. Brabham, Ph.D. University of North Carolina at Chapel Hill October 27, 2011 MBA 812: Strategic Communication & Social Media Prof. Michael Meredith. Agenda. How and why I study crowdsourcing What crowdsourcing is

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Managing Crowdsourcing Ventures

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  1. Managing Crowdsourcing Ventures Daren C. Brabham, Ph.D. University of North Carolina at Chapel Hill October 27, 2011 MBA 812: Strategic Communication & Social Media Prof. Michael Meredith

  2. Agenda • How and why I study crowdsourcing • What crowdsourcing is • Four types for four kinds of problems • Effective management principles for crowdsourcing ventures • Q&A

  3. How & Why I Study Crowdsourcing

  4. How & Why I Study Crowdsourcing • Crowdsourcing as a model for problem solving • A critical, humanist approach • More concerned with relationships & human experience • I’m optimistic, multi-method, holistic in research • Less concerned with performance & efficiency • Those are the computer scientists and business innovation scholars

  5. A Struggle Over the Term • Challenges “in the form of an open call” • “An online, distributed problem solving and production model” • Like anything in Wired, “crowdsourcing” was an instant buzzword • Old wine in new bottles? • A bloated concept makes for unclear research

  6. Generally, Crowdsourcing is… • A process whereby: • an organization poses a specific challenge to an online community (a crowd) • the crowd answers that challenge • the organization benefits from the crowd’s labor • Driven by collective intelligence & wisdom of crowds • Openness + top-down management

  7. A Crowdsourcing Typology • Knowledge Discovery and Management • Broadcast Search • Peer-Vetted Creative Production • Distributed Human Intelligence Tasking

  8. Knowledge Discovery & Mgmt • Online communities challenged to uncover existing knowledge in the network • Amplify discovery capabilities of an organization with limited resources • Ideal for info. gathering, organizing, and reporting problems (e.g., creating collective resources)

  9. Knowledge Discovery & Mgmt

  10. Broadcast Search • Online communities challenged to find empirical solutions to difficult problems • Casting a wide net finds the “needle in the haystack” – the genius able to solve the problem • Ideal for ideation problems with empirical solutions (e.g., scientific problems)

  11. Broadcast Search

  12. Peer-Vetted Creative Production • Online communities challenged to develop and choose solutions to ideation problems • Inviting lot of diverse input brings in many (different) ideas. People “find the best stuff” • Ideal for ideation problems where solutions are matters of taste or market support (e.g., design/aesthetic and policy problems)

  13. Peer-Vetted Creative Production

  14. Peer-Vetted Creative Production

  15. Distributed Human Intelligence Tasking • Online communities tasked to perform simple tasks that computers cannot do well • Decomposing a problem/task requiring human intelligence into smaller pieces and distributing it is faster, better • Ideal for large-scale data analysis requiring human intelligence

  16. Distributed Human Intelligence Tasking

  17. Typology Summary • KD&M – Knowledge exists “out there.” Let’s find it and organize it. (collective resources) • BS – There’s an empirically right answer. We just don’t know it. Let’s find it. (scientific problems) • PVCP – The “right” answer is a matter of taste. Let’s have the market submit and select what it wants. (design & aesthetic problems) • DHIT – We have lots of data to analyze. Computers won’t do. Let’s break the problem down and get people to do the work. (data analysis problems)

  18. 10 Crowdsourcing Mgmt Principles • 1. Clearly define your problem, solution parameters, and selection mechanism.

  19. 10 Crowdsourcing Mgmt Principles • 2. Determine your level of commitment to the outcomes. The impact of the crowd’s ideas on your organizational decisions Policy Advisory

  20. 10 Crowdsourcing Mgmt Principles • 3. Know the crowd and their motivations. or or or

  21. 10 Crowdsourcing Mgmt Principles • 4. Invest in usable, interesting, well designed tools.

  22. 10 Crowdsourcing Mgmt Principles • 5. Invest in legal help. Consider legal needs of you and the crowd.

  23. 10 Crowdsourcing Mgmt Principles • 6. Have a promotional plan & a plan to grow and sustain the community.

  24. 10 Crowdsourcing Mgmt Principles • 7. Be honest, transparent, and responsive.

  25. 10 Crowdsourcing Mgmt Principles • 8. Be involved, but let go of control.

  26. 10 Crowdsourcing Mgmt Principles • 9. Acknowledge users and follow through on obligations.

  27. 10 Crowdsourcing Mgmt Principles • 10. Assess the project from many angles. • Site traffic analytics, user registration data • Interviews with participants • Analysis of submissions • Public relations impact (even in failure)

  28. Thank You! • Questions? www.linkedin.com/in/darenbrabham @dbrabham darenbrabham

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