SFU Bus495 Organizing Crowds


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This is a presentation from SFU's Social Media & Business Course, Fall 2011.

Presentation by Jon Tingling, Stephanie Ram, Axel Hoffart, Arianna Dametto, Kim Woodward.

Published in: Self Improvement, Technology
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  • SpeakerKim Introduction
  • Speaker Kim
  • SpeakerArianna:What is a crowd? A crowd is “a set of individuals who share a common social identification of themselves in terms of that crowd” Henri TajfelGustave Le Bon, who was a social psychologist in the early 1900’s, described members of a crowd as.. “Whoever be the individuals that compose it, however like or unlike be their mode of life, their occupation, their character, or their intelligence, the fact that they have been transformed into a group puts them in possession of sort of collective mind which makes them feel, think and act in a manner quite different from that in which each individual of them would feel, think and act were he in a state of isolation”Most classic crowd psychology research is focused around unorganized crowds, offline crowds. With the emergence of social media we have brought crowds to an online sphere where the organization of crowds has changed.
  • Speaker: AriannaLooking in to who organizes and leads crowds we can narrow our focus into three categories:Social elite-The people who are writing blog posts, creating content, uploading videos, and doing the thinking for the crowd. These are the social media crowd influencers. Participators- After the social elites we find a declining level of skill and knowledge amongst the people in the crowd. These people are more inclined to participate, rather than create content contributing to the crowd. These people rate posts and comment of articles and products. Users who tag web pages and use RSS feeds to get updatesObservers-. Observers are web users who just read, watch and listen to the crowd, unmotivated to participate.
  • Kim Speaker:WhoIt is important to note that while social media gets a bad rep in mainstream media for its part in organising crowds (riots, flash mobs etc.), social media is simply an effective tool and not the cause.Most crowd organization starts off with the activity of a few who have the vision, beliefs, and motivation necessary.Ex. Tunisian Revolution: Started with those on the front lines sharing photographs and video to inform the masses of the harsh realities.Ayoung man burned himself alive in response to extreme government corruption and oppression. These photos sparked the revolution, these photos were spread rapidly via social mediaCrowds use social media to spread real time messages to organise themselvesEx. Clean Sweep: Tweeting to inform of areas already cleaned up and what areas still need helphttp://techpresident.com/blog-entry/how-social-media-accelerated-tunisias-revolution-inside-view
  • This video is in response to the Occupy Wall Street movement, it shows the process of who organizes crowds and touches on why and how crowds are organized.Online Discussion: Video Engagement Question: What are your thoughts?
  • Speaker: AriannaAn important part of understanding crowds is understanding what motivates people to participate. Within a crowd there are usually a number of different clusters social groups (ex. unions, students etc.). some of these groups may be more passive by nature, but in a crowd these groups being to influence and unify over a common goal/belief. Collective ideologies arouse peoples commitment to action. The homogeneity of individuals in a crowd can be attributed to the fact that they are all acting on the basis of a common social identity and beliefs.
  • How do Common goals evolve into action and Domino Effects?Economic instability and Corporate or political greedPeople feel a need to take actionSocial Media used as a channel for organizing crowds creates synergy effects over to traditional mediums
  • Meaningful Content: Most success comes when the subject matter is compelling and important to the audience.High audience buy-in. People will feel compelled to share it.Right message, right hands:Tunisia example: Who was tweeting mattered more than how many people were doing itThose tweeting this information were experienced activists and they had the knowledge and ability to put the images in the right handsSpreading the information to those (CNN, Amnesty International, etc.) who would be willing and are able to carry the message to a wider audienceReaching the masses:Snowball: Content going viral virtual crowds growingEcho: When Tunisians slept the outside world spread the information Occupy Wall St. is another exampleTradition media:Traditional media started displaying the imagery - crucial to engaging an older and wider audienceReal-time:Members spread messages in real time to update, inform and redirect emerging crowds The crowd can takeon a voice of its ownhttp://techpresident.com/blog-entry/how-social-media-accelerated-tunisias-revolution-inside-view
  • Axel talks about his exampleReachKim will do Summary - How people organize crowds in social media
  • Helle – An AUF local representative from Sunndal, has been active in the party for four years and writes for its magazine. She has lost numerous friends. Norwegian girl tweets “If one man can show so much hate, imagine how much love we all can show together”The Prime Minister picks up the tweet and shares it in his speech the same night in front of 200.000 people organized in a rose ceremony started on Facebook
  • before social media, crowdsourcing was simply (small) business utilizing the help of the crowds to outsource a task, say, unloading a heavy shipment. Businesses would hire the labour from the crowds, and pay for the task. Audience participation: That said, who can describe crowdsourcing today? The reality for advanced design today is dominated by three ideas: distributed, plural, collaborative. It is no longer about one designer, one client, one solution, one place. What is itCrowd + outsourcing.The crucial prerequisite is the use of the open call format and the large network of potential laborers Crowdsourcing relies on the following assumption: think about what happens if you ask a hundred people to run a 100-meter race, and then average their times. The average time will not be better than the time of the fastest runners. It will be worse. It will be a mediocre time. But ask a hundred people to answer a question or solve a problem, and the average answer will often be at least as good as the answer of the smartest member. With most things, the average is mediocrity. With decision making, it’s often excellence. You could say it’s as if we’ve been programmed to be collectively smart - James Surowiecki
  • When has it been used: how do companies crowd source today?- tasks that are time consuming, yet not simple enough for a computer. Such as finding active links relatable to a specific task. Companies would pay on a piece rate scale, as needed.  -examples, etc Recent example: Netflix used crowdsourcing to attain the algorithm that generates video recommendations to its users. For this service, it extended a $1 million dollar prize to the team who completed the task. On a smaller scale, iStockPhotouses crowdsourcing to build its bank of images. Threadless.com uses crowdsourcing to design its tee shirt graphics Audience: Is Wikipedia crowdsourcing?It is a collaborative project, not one design or project at a time. It is interest based, there is no monetary reward. It has been called the father of crowdsourcing, but it could also be called open sourceing.whose entire business model is built on input from free knowledge sharing from its users (and they still manage to attain millions in donations!) Companies exist that actually serve to be the intermediary between the company and the crowd: These are called Ideagoras. Democratic marketplaces for innovation. Proctor & Gamble taps 90,000 chemists on Innocentive.com, a forum where scientists collaborate with companies to solve R&D problems in return for cash prizes.. FoldIt, a protein folding free game online, was a recent example of when users solved a major hurdle that baffled scientists for 15 years.
  • advantages of crowdsourcing a problemdiversity of opinions. By crowdsourcing a problem, using the law of averages, you attain thoughts and suggestions from all stakeholders. You also will only get opinions from stakeholders, as others who aren’t similarly affected wont both to input.It can cost you nearly nothing> example is: open souring software. If you garner a community, and can make people interested in a specific problem, low cost- can use inputs from developing countries, which work for a lower rate of payChances are, someone outside your company’s walls has an idea that can help your company.Using the Internet to solicit feedback from an active and passionate community of customers can reduce the amount of time spent collecting data through formal focus groups or trend research, while also seeding enthusiasm for upcoming products 
  • Legal issues- who owns the Intellectual property? Companies must make this clear. If not formally agreed upon, then the inventor owns the IP, and this can cause a huge problems for a company, as if a company invests in it, they will be put in a disadvantageous bargaining position. Other risksdescribed as a “lazy approach” and cannot always generate quality ideas to solve a problem. Since the problem is open to anyone, and only those with “winning” ideas get paid, those who input ideas or content and don’t have it selected, are paid nothing. This may harm a companies image.Crowds are not employees, and managers must always keep this distinction in mindAllows both amateurs and professionals into the market (which can be an advantage and a disadvantage, depending on your position)They must be careful to not disclose sensitive data that could compromise a competitive position. 
  • Why is crowdsourcing relevant to our discussion on organizing crowds?Social media has enabled a whole new dimension of crowd sourcing. With the advent of YouTube, Facebook, and the Wiki, crowdsourcing is easier than ever. Firms must know the appropriate times and methods to utilize this crowdsourcing tactic. They must be able to drum up interest in a manner that’s beneficial to their objectives, be it with personal interest, like in a Threadless style model, or with a large cash prize, such as in the Netflix Example.
  • Trends in Organizing Crowds: Retrieved from Article on 5 top trends in social media and how we stay connected: http://mashable.com/2010/08/16/trends-connect-social-media/Activities – Connect people together including dating sites, community social get togethersLocations – Social groups will be able to connect with you based on your location and feed you things that you may potentially likeAlgorithms – Web 3.0 Enabling the computer to search for your queries based on your personal preferences – searching made smarterFor Example Hunch – You are able to log into a community in which it looks at your preferences and makes you recommendations from people that you may not know. However since you have similar preferences you may have a higher likelihood of accepted and considering the recommendation.An example of an emerging Crowd Sourcing group is Sparked – it’s a microvolunteering network in which it connects non profits to businesses to get assistance in web development, brainstorming, ideas on fundingHow it works: organizations create groups and each person fills out a profile with their personal competencies and the system matches you with 5-30 minute activities to work on. You can get affirmation from people outside your organization and group and if the creator of the requests likes your ideas you can get awards in which you can cash in for money to donate to another non-for-profit
  • Axel and Jon Questions to Class:How many peoplebrought a fork? Why did you bring the fork? Why did you participate?How many people did not bring a fork? How come?H ow many people brought a fork?How many didn’t bring a fork?How many people didn’t see a message?
  • Tips to consider on organizing crowds:There is not an exact formula for organizing crowds. However, we have touched on some interesting points to consider when trying to build your community. First you have to understand your audience and ensure your content is meaningful and valuable to be carried along by others. Consider our Fork Activity for example, if we would have been more clear in the purpose of brining a fork to class we probably would have had more people bringing in forks. This also ties into educating others of our purpose and monitoring your followers to ensure your evangelists are fuelled with the right content. When designing your plan on building your community please ensure you are flexible and adverse to change. It is sometimes hard to predict however very important to understand when building your community.You can use tools like crowd booster to see your top tweeters and feed them information first so that they feel like the messenger – building your community, brand ambassador and or Evangelist will help you promote your community in an effective way It’s important to stay active in your community and listen and respond to your audience. Failure to do so will harm your brand and image. Lastly ensure your content is easy to share and feed.
  • SFU Bus495 Organizing Crowds

    1. 1. Axel Hoffart Stephanie Ram Arianna Dametto Kimberley Woodward Jon Tingling
    2. 2. Agenda• Crowd Psychology• Organizing Crowds 101 – Who, Why, How• Crowd Sourcing• Current Trends• Community Building Plan – Tips• Fork Activity
    3. 3. Classic Crowd PsychologyWhat is a crowd?“a set of individuals who share acommon social identification ofthemselves in terms of that crowd” HenriTajfel
    4. 4. Organizing Crowds 101
    5. 5. Organizing Crowds – Who? Who organizes and leads crowds?
    6. 6. Organizing Crowds – Who?• Social media is a tool, NOT the cause• Starts with a few• Those who take up the cause• Self Organizing Crowds
    7. 7. Organizing Crowds – Who?• http://www.youtube.com/watch?v=8lrGZnKf8
    8. 8. Organizing Crowds – Why?What motivates people to participate in acrowd? Collective ideologies arouse peoples commitment to action. The homogeneity of individuals in a crowd can be attributed to the fact that they are all acting on the basis of a common beliefs and social identity.
    9. 9. Organizing Crowds – Why?• Common Goals - Connection• Economic instability and Politics• People feel a need to take action• Social Media used as a channel for organizing crowds creates synergy effects over to traditional mediums
    10. 10. Organizing Crowds – Why? Why do you get involved?
    11. 11. Organizing Crowds – How?• Few creating meaningful content - people will feel compelled to share it• Getting the right message into the right hands• Reaching the masses - Snowball effect/Virality - Echo effect• Traditional media can join in• Real-time updates
    12. 12. Organizing Crowds – How? Norway
    13. 13. Organizing Crowds – How?
    14. 14. Organizing Crowds – How?“If one man can show so much hate, imagine how much love we all can show together” – Tweet by Helle Gannestad
    15. 15. CrowdSourcing – What is it? What is it?
    16. 16. Today’s Application
    17. 17. Advantages
    18. 18. Risks
    19. 19. Concluding Thoughts - CrowdsourcingWhy is this relevant to our discussion on Organizing Crowds? How can businesses benefit today?
    20. 20. Trends• Activities• Locations• Algorithms – Web 3.0 Infrographics (Ex. Hunch)• Microvolunteering – Sparked
    21. 21. #Bringafork
    22. 22. Tips Community Building Plan • Make it meaningful and valuable • Medium • Evangelists • Easy to Share • Consistency • Allow crowd to have voice • Flexible - proactive and reactive • Listen and respond
    23. 23. Questions?
    24. 24. Weekly Discussion• We will be posting our first discussion today before 3 pm• Every day we will post an article to discuss until the next class• Follow us on Twitter #bringafork• Connect with us on the group facebook page
    25. 25. Thank You!