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 ).
“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).
The 19th century Oxford English Dictionary was crowdsourced.
In 1714 the Longitude prize was awarded for the simplest solution for determining a ships longitude.
Is more connected
Offers more levels of skill for contributions
Provides a global distribution channel
Allows for fasterpublishing
Means ideas are now regulated by value
Organisations can gaininsight into their customers’ needs and desires and buildproducts and services that meetthem.
Pay once-off for numerous solutions
Pay only for solutions they use
Not limit themselves to ‘traditional’ solutions
Non-commercially the crowd can create a poolofinfo and ensure it is accurate.
An idea that took tenminutes to come up with may be as good or better than one that took ten hours to develop.
e.g. My Starbucks Idea (www.mystarbucksidea.com)
Creation – new content created, owned and maintained by a community on an existing platform.
e.g. Idea Bounty (www.ideabounty.com).
Organisation – Create new content by organising already existing content.
e.g. Digg (www.digg.com)
Prediction – predict trends by asking the community to submit ideas and vote.
e.g. Yahoo! Buzz (www.yahoo.com/buzz)
For newbusiness and initiatives
Prediction and forecasting
A guidingforce is used to channel ideas and formalise the process.
The community controls the process and the outcome.
Aim to understand why they exist and what motivates people to participate
How should it be managed?
What rewards should be put in place?
Opportunities and connections that did not exist before
Problems can be explored quickly at low cost
Tap into a range of talent outside internal resources
Gain valuable insight into the desires of their customers
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
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
Through crowdsourcing, amateurs can now communicate ideas to global brands.
This generatesPR and direct interaction with a consumer base.
Image credit: ming888
But a marketing agency will still be needed for brand strategy development.
Remunerate communities adequately to avoid a negative PR backlash
Use crowdsourcing to tap into the collective knowledge of more than one billion people