The power of crowd sourcing


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Crowd sourcing is an invitation to all people in the crowd to create, discuss, refine and rank meaningful ideas or tasks or contributions via the web.
Today organizations are using crowd sourcing for a variety of purposes,
The presentation details, The crowd sourcing landscape, who can use crowd sourcing, when to use crowd sourcing, Why should an organization use crowd sourcing, The building blocks of crowd sourcing, The crowd sourcing process and success stories associated with crowd Sourcing

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The power of crowd sourcing

  1. 1. Crowdsourcing-Discover the Power!
  2. 2. What is crowdsourcing?Crowdsourcing is an invitation to all people in thecrowd to create, discuss, refine and rank meaningfulideas or tasks or contributions via the web.Crowd OutsourcingThe crowd is essentially external to the organization.
  3. 3. Crowdsourcing isn’t about gathering a flock…
  4. 4. 4… it’s about leveraging a group of uniquely talented individuals• In reality there is no crowd doing the work, rather a variety of individuals taking on the work atwill. Most of them are willing to risk their time and effort for little or no return• The term “crowdsourcing” was coined by Jeff Howe of Wired magazine in 2006, has emerged andevolved into the internet landscape
  5. 5. Have you notice the power of crowd lately?Written entire booksand suspensethrillersManaged an entire Customersupport of a Mobile companyAn OS that is created andconstantly updated by thecrowdClassified the entire UniversePlay Chess against aworld Champion
  6. 6. Have you noticed the power of crowd lately?Run an entire Online Businesswhere buyers are also designersof productSolve Puzzles of Scienceand help unfold mysteriesof Cellular biologyHelp Discover and UnderstandBio Mapping / EmotionMapping of peopleContribute to running ainvestment portfolio of a mutualfundAn entire Multilingual InternetEncyclopediaAnd many more examplesaround us
  7. 7. Successful corporate crowdsourcinginitiatives
  8. 8. Fiat Mio - create a carGather ideas from public for a new concept car.
  9. 9. Open Innovation Sara Lee - open innovation portalof Sara LeeCreates open network that links broad bases of knowledge to better serveconsumer and customer needs.
  10. 10. My Startbucks Idea - shaping the future of StarbucksA Website to share, vote, discuss ideas and see them in action.
  11. 11. Crowdsourcing 101
  12. 12. The Crowdsourcing Landscape
  13. 13. Who can use crowdsourcing?StartupsEstablishedCorporateGroupsGovernmentsNon ProfitorganizationsIndividualsAnd just about any organizationthat needs resourcesengagement and ideas…
  14. 14. When to use Crowd sourcing?• The crowds either create or contribute or help decide /aid decision making• “We” are better than “Me” and “We” are smarter than “Me”When you need Knowledge &InformationWhen you need Money/funding supportWhen you need work force tocomplete tasks or organizethingsWhen you need to generateinnovative ideasWhen you need OpinionsWhen you need support foryour causeWhen you want to createsomething togetherCrowd Funding Crowd labourOpen-innovationCo - Creation Civic EngagementCollective KnowledgeCrowd ReviewsWhen you want to choosethe best work (Creatives andcontent)Crowd creativity
  15. 15. Why should an organization look atcrowdsourcing?• The four sides of crowdsourcing benefits are intrinsic to the value driven by crowdBusinessReduces costReduces go to market timeEasy access to ResourcesIncreased EfficiencyDe- centralization of tasksMarketingGood word of mouthBrand equity & reputationPipelines of prospects & referralsMore website trafficMore audience engagementInnovationMore Thinking heads – More ideasFresher perspectiveTalent accessCo creating value – open ideasHumanCreating stakeholders“You are Listening”“Responsive Organization”Community & belongingnessCrowdsourcing
  16. 16. The Building Blocks ofCrowdsourcingUnderstanding the Crowd and whatbrings them together
  17. 17. The Building blocks of crowdWhoWhatWhyHowDo the crowd come together?Is being accomplished?are these people?Is it being done?
  18. 18. Who are the people in the crowd?• Common Belief: The crowd is dispersed, has a short attention span and is full ofspecialists• The connectors spread the word, The salesman pursue to participate and the Mavensprovide that “Special” value• More often than not they are your existing , prospective customers or influencers
  19. 19. Why do they come together?• Money is not necessarily the motivation all the time, its usually the love ,Glory and recognition most of the timesRewardsNo HierarchyMoneyRecognition ConnectionsAutonomy BelongingnessCollectiveLearning
  20. 20. How does crowdsourcing work?Tasks/Contribution Independent DependentCreateCollection•ContestCollaborationDecideIndividual Decisions•Markets•Social networksGroup Decisions• Voting• Consensus• Averaging• Tasks and individual contribution are the key genomes
  21. 21. The Linux ExampleLinuxTasks/ContributionWhat Who Why HowCreateNew SoftwaremodulesCrowdMoneyRecognitionBelongingnessCollaborationDecideWhich moduleswarrant inclusion innext releaseLinusTravolds &associatesRecognitionBelongingnessHierarchy
  22. 22. The Wikipedia Example• aaaaTasks/ContributionLinuxWhat Who Why HowEdit ExistingWikipediaArticlesCreateNew version ofarticleCrowdRecognitionBelongingnessCollaborationDecideWhether to keepcurrent version CrowdRecognitionBelongingnessConsensusDecide WhatWikipediaarticles toincludeCreate New article CrowdRecognitionBelongingnessCollectionDecideWhether to delete(preliminary)CrowdRecognitionBelongingnessVotingDecideWhether to delete(final)AdministratorRecognitionBelongingnessHierarchy
  23. 23. How to use crowdsourcing?Crowd sourcing processDo & Don’t’s
  24. 24. Steps involved in Crowdsourcing• Six easy steps to initiate crowdsourcing• However its not all that easy…• Purpose & Intent – the key initiators of a processIdentify theProblem/NeedBroadcastthe problem/needs online-RightplatformThe CrowdSubmitssolutionsThe Crowd &Companyreview thesolutionsReward theWinningcontributors /SolutionprovidersOrganization& Communityprofit
  25. 25. Identifying the needManufacturing Start ups ITNon Profit R&D organization Services organization• Product Design• New Product ideas• Market Research•Product roll out decision•Determine pricing•Streamline processes• Raise Funds• Co create new products•Customer support• Market research•General Tasks•Content (blogs, videos, photos)• Determine pricing• Communication,Designs & Marketing• Testing of solutions• Co Create new ideas•Manage existing projects•Micro tasks•Create Process documentation•Customer support• Generate leads•Market Products globally• Raise funds• Generate volunteers•Tasks & microtasks• Customer support•News & Information• Particiation in R&D initiative•Data gathering•Crowdsource tasks• Co create ideas• Crowdsource Content• Crowdsource Tasks• Generate Content•Digitize docs• Collect news & information• Determine pricing
  26. 26. Critical Success factorsMotiveAlignmentPurposeMavens &SalesmenPlatformStickinessFactorEnvironmentcontextCrowd SourcingSuccess• The purpose: Should be global and more open – try not to establish brand or company purpose• The Platform: Should be transparent and involving the audience in the entire process.• The Mavens & Salesmen: Provide the thrust to achieve critical mass• Stickiness factor: Makes the crowd come back again & again• Environment: The general mood of the crowd – Stressed, available or transactional…
  27. 27. Dos and Donts in Corporate and Organizational ForesightPatience: Crowd sourcing is a longterm initiatives – Patience &Perseverance paysCommunity: Nurture and support thecommunities created throughcrowdsourcingIdentify: The Mavens, salesmen &connectors in the crowd to customizecommunication engagementsTransparency: Ensure completetransparency of the processLarger Purpose: The purpose shouldbe larger than marketing & salesLong term strategy: Usecrowdsourcing as a strategic platformFree: Don’t Assume thatcrowdsourcing is freeCustomer: Don’t assume that allcrowdsourcing audience is prospect /customerBrand: Crowdsourcing as a brandinitiativeCustomers: Don’t treat yourcustomers as just customersControl: Don’t try to control theoutcomes of the process – especiallyin crowd decision makingImplementation: Don’t assume thatall crowdsourcing ideas are good andimplementableDon’tsDo’s
  28. 28. 28Lets start crowdsourcingFlickr: LucLeqay
  29. 29. Thank you
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