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Crowdsourcing

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Penghuizi Wang

on 31 August 2014

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Transcript of Crowdsourcing

Crowdsourcing
...coined in June 2006
Crowdsourcing
Jeff Howe
WIRED
when wrote an article for
Called...
“The Rise of Crowdsourcing”
Presented By:
Penghuizi Wang (Emily)
Meng Sun (Lynn)
Chen Sun (Susie)

What is Crowdsourcing?
How to make best use of it?
How does it work?
A Crowdsourcing Typology
...4 different approaches
1
2
3
4
How it Works...
Organization tasks crowd with
finding and collecting information
into a common location and format

Kinds of Problems...
Ideal for info. gathering, organizing,
and reporting problems
Knowledge Discovery and Management
1
Broadcast Search
2
How it works...
Organization tasks crowd with solving empirical problems

Kinds of Problems...
Ideal for ideation problems with empirical solutions
How it works...
Organization tasks crowd with creating and selecting creative ideas

Kind of Problems...
Ideal for ideation problems where solutions are matters of taste or market support
PeerVetted Creative Production
3
How it works...
Organization tasks crowd with analyzing large amounts of information

Kind of Problems...
Ideal for larges-cale data analysis requiring human intelligence
Distributed Human Intelligence Tasking
4
How to make best use of
crowdsourcing ?
Let us follow the steps of crowdsourcing process to see these advises separately.
Here are some advises
8
Crowdsourcing
W
How does it Work
The problem and its boundary conditions must be well defined.
Pick the right model.
Step : Company has a problem
1
Set up a great deal of transparency and trust on the part of an organization.
Keep employing people.
Step : Company broadcasts problem online
Feedback must be provided to the crowd
Be prepared for fluff
Step : Crowd submits solutions
4
Pick up the right crowd and the right outlets
Keep things simple.
The population of potential solvers must be large (easy to understand).
Step : Online ”crowd” is asked to give solutions
3
2
Crowdsourcing applications can be manipulated and gamed just like any other aspect of participatory culture.
The success of a company like Subvert and Profit, for instance, casts doubt on the organic, democratic virtues of so-called peer-recommended news aggregation sites such as Digg. Competitions, especially those in the peer-vetted creative production vein, can be flooded with fraudulent votes or phony accounts.
Issues of cheating aside, there is a fourth limitation in claiming that a crowdsourcing process resulted in something that “the people” wanted.
we can never fully claim a design that wins in a crowdsourcing competition is what is wanted by all.
Look for diamonds in the rough.
Never bother trying to sift through all the material which gets submitted to you in raw form.
Step : Crowd vets solutions
5
Offer the right incentives.
The key to keeping your crowd happy is to appropriately respect them and reward them.

Give the crowd something.
Step : Company rewards winning solvers
6
Mechanisms for managing intellectual property must be in place.
People engaged in a crowdsourcing effort need to be willing to share their ideas and add their contributions to the ideas of others.
Someone needs to filter the ideas and develop them.
Crowd-generated ideas must be processed, filtered, and developed into workable solutions.
Step : Company owns winning solutions
7
Lastly, there is a valid complaint that crowdsourcing is exploitive.
Step : Company profits
8
eferences
R
About InnoCentive (n.d.) InnoCentive, URL: http://www.innocentive.com/about/index.html

Amazon Mechnical Turk. (n.d.) Amazon Mechnical Turk, URL: https://www.mturk.com/mturk/welcome

Brabham, D. C. (in press). Crowdsourcing: A model for leveraging online communities. In A. Delwiche & J. Henderson (Eds.), The Routledge Handbook of Participatory Culture.

Brabham, D. C. (2009, March). Crowdsourcing as a model for problem solving. Presentation given at O’Reilly’s Ignite Salt Lake 2, Salt Lake City, UT.

Brabham, D. C. (n.d.). Crowdsourcing, URL: http://dbrabham.wordpress.com/crowdsourcing/

Brabham, D. C. (2011, January). Managing crowdsourcing ventures. Presentation given to the Duke University Master of Engineering Management Program Seminar Series, Durham, NC.

Howe, J. (2008). Why the Power of the Crowd is Driving the Future of Business, URL: http://www.bizbriefings.com/Samples/IntInst%20---%20Crowdsourcing.PDF

Peer-to-Patent. (n.d.) Peer-to-Patent Patent Review Project, URL: http://peertopatent.org/

Threadless (n.d.) Threadless-Submit Designs, URL: http://www.threadless.com/submit
Any Questions
The disaster of oil spill at the site of the Deepwater Horizon drilling rig in the Gulf of Mexico
The problem and its boundary conditions must be well defined.
In this case, the problem is simple-----stop the flow of oil.
The problem and its boundary conditions must be well defined.
But the boundary conditions are complex.
The problem and its boundary conditions must be well defined.
Find the best way to do that!
Pick the right type.
Many successful Crowdsourcing projects use a combination of these four approaches. So, it is suggested to pick and choose the variations you need.
Pick the right type.
The company needs to expose its proprietary data, its inner workings, or its anxieties and weaknesses.
To leverage the power of crowds, companies must surrender a bit of their own power by letting online communities become meaningful stakeholders.
Set up a great deal of transparency and trust on the part of an organization.
After broadcasting the problem online, company needs to hire someone to get things done the way they need to be done.
The key to keeping a crowd is to engage them in an ongoing conversation.
Keep employing people
Nowadays, millions of people have Internet access, but a company probably needs only a small part of active users to make the business model work.
Craft the message you send out and broadcast it through the right outlets so that you can attract the right crowd you need.
Pick up the right crowd and the right outlets
Some suitable outlets in the “oil spill” example:
http://www.innocentive.com/
http://en.wikipedia.org/wiki/Wiki
A suggestion site launched by the U.S. government's Deepwater Horizon Unified Command.
Pick up the right crowd and the right outlets
Pick up the right crowd and the right outlets
People are busy!
You will increase their likelihood of contributing or participating if what’s required is straightforward and can be fitted in a few spare minutes.
Keep things simple.
Feedback must be provided not just to individual contributors but to the crowd so that ideas can evolve.
The crowd needs to have access to the collection of partial ideas so that different parties can contribute unique expertise.
In other words, “the platform needs to be open”. This openness has been achieved in the open-source software world and in a few online communities. But these examples are more the exception than the rule. For a variety of reasons, it remains difficult to create the dynamism and clarity that enables people to build productively on the ideas of others
Provide the feedback
Anytime you invite the crowd to contribute, you’re going to get lots of rubbish along with the gems
Anticipate most of the stuff that comes in will be below acceptable standards.
Be prepared for fluff
Full transcript