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Crowdsourcing - PowerPoint PPT Presentation


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Crowdsourcing. What is it?. Image credit: Alexander Kesselaar. “ Crowdsourcing is the act of taking a task traditionally performed by an employee or contractor and outsourcing it to an undefined, generally large group of people in the form of an open call ” (Wikipedia ).

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Presentation Transcript
slide2

What is it?

  • Image credit: Alexander Kesselaar
slide3

“Crowdsourcing is the act of taking a task traditionally performed by an employee or contractor and outsourcing it to an undefined, generally large group of people in the form of an open call” (Wikipedia).

slide4

Its not a new idea…

The 19th century Oxford English Dictionary was crowdsourced.

slide5

In 1714 the Longitude prize was awarded for the simplest solution for determining a ships longitude.

slide7

Now the crowd:

Is larger

Is more connected

Offers more levels of skill for contributions

slide8

The Internet:

Provides a global distribution channel

Allows for fasterpublishing

Means ideas are now regulated by value

slide9

Organisations can gaininsight into their customers’ needs and desires and buildproducts and services that meetthem.

slide10

Commercially clients can:

Pay once-off for numerous solutions

Pay only for solutions they use

Not limit themselves to ‘traditional’ solutions

  • Image Credit: Creative commons, AMagill
slide13

Early adapters of crowdsourcing:

Threadless (www.threadless.com)

iStockphoto (www.istockphoto.com)

InnoCentive (www.innocentive.com)

slide15

An idea that took tenminutes to come up with may be as good or better than one that took ten hours to develop.

slide16

Fourtypes of crowdsourcing:

Invention

Creation

Organisation

Prediction

slide17

Invention – sourcing ideas for new or existing product development.

e.g. My Starbucks Idea (www.mystarbucksidea.com)

slide18

Creation – new content created, owned and maintained by a community on an existing platform.

e.g. Idea Bounty (www.ideabounty.com).

slide19

Organisation – Create new content by organising already existing content.

e.g. Digg (www.digg.com)

slide20

Prediction – predict trends by asking the community to submit ideas and vote.

e.g. Yahoo! Buzz (www.yahoo.com/buzz)

slide22

To developproducts

For newbusiness and initiatives

To communicateideas

Prediction and forecasting

slide24

Centrally located:

A guidingforce is used to channel ideas and formalise the process.

slide25

Community controlled:

The community controls the process and the outcome.

slide27

The most important asset in crowdsourcing

Aim to understand why they exist and what motivates people to participate

slide28

It is vital to understand and address community needs:

How should it be managed?

What rewards should be put in place?

slide30

Consumer involvement

Fresh input

Opportunities and connections that did not exist before

Problems can be explored quickly at low cost

slide31

Only pay for what is used

Tap into a range of talent outside internal resources

Gain valuable insight into the desires of their customers

slide33

Lack of agency guidance or strategic direction

Little control over production value

For spec work the risk/reward ratio is high

Ethics and opinions could be questionable, leading to incorrect assumptions of reliability

slide34

IP of work is often disregarded with no written contracts etc.

Added costs may be needed to bring a project to a conclusion

Lack of financial motivation or reward may lead to lower work quality

Difficulties may arise in maintaining a working relationship with the community

slide37

Through crowdsourcing, amateurs can now communicate ideas to global brands.

This generatesPR and direct interaction with a consumer base.

Image credit: ming888

slide40

Proper planning is essential!

Remunerate communities adequately to avoid a negative PR backlash

Use crowdsourcing to tap into the collective knowledge of more than one billion people

slide41

Further Reading?

www.quirk.biz/emarketingtextbook