Crowdflower – As pessoas são melhores que os computadores.

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1º Conferencia Crowdsourcing Comunidades e Co-Criação. …

1º Conferencia Crowdsourcing Comunidades e Co-Criação.
Crowdflower – As pessoas são melhores que os computadores
Lukas Biewald,

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  • 1. Enterprise Crowdsourcing Lukas  Biewald   São  Paulo   August  29,  2011    
  • 2. Image  Source:  New  York  Times  
  • 3. US  Unemployment  Rate  1948   2010  
  • 4. Global Unemployment Rates Source:  OECD  
  • 5. Size  of  US  Labor  Force  1948   2010  
  • 6. Annual Labor Force for OECD Countries Source:  OECD  
  • 7. What is Crowdsourcing? Crowdsourcing is …" “Engaging distributed groups of people to complete microtasks or generate information.” – Jeff Howe**J. Howe. Crowdsourcing: Why the Power of the Crowd Is Driving the Future of Business. CrownBusiness, 2008.
  • 8. Crowdsourcing  Industry  by  Category  &  Subcategory   • Citizen Journalism • Citizen Science • Brand Engagement • Directories • Customer • Film Community Engagement • Expert-tasks • Forecasting & Building • Employee Prediction Cloud • Freelance Engagement Labor Platforms • Health • Fans & Followers • Micro-tasks • Help Collective • Maps Knowledge • Market Intelligence • Opinion • Polling • Q&A • Reference • Advertising • Reviews • Apparel • Social Production • Art • Translation • Audio/Video • Travel • Branding Collective • Consumer Goods Creativity • Design Crowdsourcing • Film • Music & Music Videos • Charity and Non • Photography Profits • Writing • Education • Emergency Response • Environment Civic • Global Issues Engagement • Government & • Donations, Tools Politics Philanthropy & • Humanitarian Crowdfunding Sponsorship • Design • Local Community • Investing Open • Idea Generation • Lending • Religion Innovation • Optimization • Volunteering • R&D
  • 9. How Crowdsourcing WorksLike  cloud  compuQng…   We access human processing power in the cloud.
  • 10. Search Volume for ‘Crowdsourcing’ Source:  Google  Trends.  August  24,  2011  
  • 11. Search Volume for ‘Crowdsourcing’ & ‘Outsourcing’ Source:  Google  Trends.  August  24,  2011  
  • 12. Google Scholar Articles Mentioning ‘Crowdsourcing’ 3000   2500   2000  Ar#cles   1500   1000   500   0   2006   2007   2008   2009   2010   Year  
  • 13. 0   5,000,000   10,000,000   15,000,000   20,000,000  Oct-­‐04   Jan-­‐05  Apr-­‐05   Jul-­‐05  Oct-­‐05  Feb-­‐06  Apr-­‐06   CrowdFlower Judgments By Month Jul-­‐06  Nov-­‐06   Jan-­‐07  Apr-­‐07  
  • 14. Enterprise Crowdsourcing Solutions Business  LisQng  VerificaQon   Search Relevance Product Categorization Lead Generation
  • 15. Enterprise Solution: Business Listing VerificationBusiness Goals/ Objectives1.  Verify and correct stale listings2.  Retain customer base3.  Increase market shareResultsCrowdFlower increase accuracy for:•  Business URL to 97%•  Address to 95%•  Phone to 99%•  Business Name to 97%
  • 16. Enterprise Solution: Generate ContentYou give us input data, we generate fresh content that matches your criteria."Example content includes:•  Answers to user-generated questions•  Website summaries•  SEO texts Can I purcahse a college degree? It is possible to purchase a college degree online. However, you cannot purchaseCommon client criteria: a valid college degree that will•  Length be recognized by an employer.(e.g., 100 - 1000 characters)•  Tone(e.g., polite andprofessional) CONTENT•  Proper grammar, GENERATIONspelling, and punctuation
  • 17. Enterprise Solution: Product Image Moderation
  • 18. Scalability  of  Enterprise  Crowdsourcing  
  • 19. Daily FTE for CrowdFlower tasks: May 2010 – Nov 2010Number of FTEs6,000 •  In October, CrowdFlower delivered work equivalent to 1,208 FTEs outsourcing company1,000 •  In September, the company scaled-up from 174 FTEs to 5,863 FTEs in 5 days, seamlessly 500 delivering consistent high quality output 0 Daily FTE for CrowdFlower tasks: 8/28/2010 - 9/6/2010 Number of FTEs Scaling up Scaling down 5,689 FTEs in 5 days 5,685 FTEs in 4 days 5,863 332 511 901 365 339 565 174 224 178 28-Aug 29-Aug 30-Aug 31-Aug 1- 2- 3- 4- 5- 6- Sep Sep Sep Sep Sep Sep
  • 20. CrowdFlow Digital Assembly Line
  • 21. Accuracy Through Peer Review 1 worker writes content to match your business rules Verified content! Multiple workers verify the contentWorker is allowed to keep working. We keep them on track with CrowdFilter technology.
  • 22. Accuracy Through an Automated Workflow
  • 23. Accuracy Through Redundancy Accuracy per workers - content moderation application1 Percent accuracy (Incremental) 94.5 95.0 1.6 1.8 2.1 3.3 85.7 1 3 5 7 9 Total = 9 Total = 3.9
  • 24. Need  for    Kreyol-­‐English    Translators   January  12,  2010  
  • 25. Graphic  by  Ushahidi  
  • 26. Crisis response in Haiti: User interface
  • 27. Crisis response in Haiti: Result