INsourcing CROWDsourcing OUTsourcing by Augustine Fou Tom Cunniff


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When to do which - in-source, out-source, crowd-source.

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INsourcing CROWDsourcing OUTsourcing by Augustine Fou Tom Cunniff

  1. 1. Crowd + sourcing Dr. Augustine Fou Tom Cunniff January 16, 2013 Augustine Fou- 1 - In + Out +
  2. 2. Crowdsourcing Augustine Fou- 2 - Interest in crowdsourcing continues to go up; but usage of some sites continue to go down. Why? Google Insights: “crowdsourcing” Compete:
  3. 3. Executive Summary • Some things lend themselves better to crowdsourcing; others do not. • As crowdsourcing matures, what are the areas where it works well and others where it doesn’t? • Is there a systematic way of identifying which is which? Augustine Fou- 3 -
  4. 4. Subjective Examples Augustine Fou- 4 -
  5. 5. Augustine Fou- 5 - Crowdsourcing design and creative Compete: Sometimes, just having more of something (like dozens of design submissions) may still not be enough to find a good one.
  6. 6. Objective Examples Augustine Fou- 6 -
  7. 7. Waze Augustine Fou- 7 - Real time traffic via 30 million live data points “30 million drivers out on the roads, working together towards a common goal.”
  8. 8. Kickstarter Augustine Fou- 8 - Crowd funding “long tail” creative projects Enabling creative producers with “long tail” creative projects to find the users who like their work enough to pre-fund it. In this case, casting a wider net is better, to find those hard-to-find needles in a haystack.
  9. 9. Threadless Augustine Fou- 9 - Crowdsourced t-shirt designs Designers create designs that the community votes on; the most popular ones get made into t-shirts for sale.
  10. 10. Kiva Augustine Fou- 10 - Community based micro-loans People in need post projects that are looking for loans in order to complete. Other people can make loans to support a cause and help individuals or groups complete their project or goals.
  11. 11. Augustine Fou- 11 - Microfunding teachers’ in-classroom projects Teachers post school projects that need funding for supplies. Individuals can contribute instantly via credit cards.
  12. 12. PressureNet Augustine Fou- 12 - Atmospheric pressure info to predict the weather Source: Wired, Jan 7, 2013
  13. 13. Real-Time Crowdsourcing Crowdsourcing has gone real-time, thanks to mobile Source: KPCB Mary Meeker Internet Trends 2013
  14. 14. When to do what-sourcing • In-source – in-source strategy because it relies on a unique and in-depth knowledge of your product, business, and industry • Out-source – out-source functions which are not your primary area of expertise, not directly tied to it, but which is standardized and has mature metrics of success and quality (e.g. HTML coding) • Crowd-source – crowd-source activities where more is better (e.g. Waze) and which is more objective (e.g. community donations and loans) versus subjective (e.g. designs) Augustine Fou- 14 -
  15. 15. So What? “For subjective things like design, more is not necessarily better; for other things like funding, if the idea is good enough and many people understand it well enough to fund it, then more is better.” - Dr. Augustine Fou Augustine Fou- 15 -
  16. 16. Op/Ed “On subjective matters, particularly creative ones, more advice is not better advice. Too many choices create anxiety and an insatiable hunger: if only we could see a few more choices, the answer would be clearer…” - Tom Cunniff Augustine Fou- 16 -
  17. 17. Overchoice: Why Variety Backfires Subjective things are “a ‘nonalignable’ assortment (…) that simultaneously vary along multiple, noncompensatory dimensions, demanding between- attribute trade-offs.” -John Gourville, Harvard Business School Author, “Overchoice: and Assortment Type: When and Why Variety Backfires.” Augustine Fou- 17 -
  18. 18. When Crowdsourcing Bombs Augustine Fou- 18 - Source: Business Insider January 16, 2013 Yes folks, an advertising agency, which on its Web site, claims to be an agent of positive change, does not seem capable of changing their own name – And exactly what is wrong with DW+H, anyway? So, they paid “flavor of the month,” crowdsourcing agency, Victors & Spoils, to do it for them. Readers should know that the crowdsourcing business model is based on getting lots of people to bust their chops for nothing in the hope that their submission might be the one in a thousand winner, for which they might receive hundreds.
  19. 19. Dr. Augustine Fou – Chief Digital Strategist “I analyze trends and advise clients on getting out in front of them, rather than be a victim to them.” FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM) MCKINSEY CONSULTANT CLIENT SIDE / AGENCY SIDE EXPERIENCE PROFESSOR AND COLUMNIST ENTREPRENEUR / SMALL BUSINESS OWNER PHD MATERIALS SCIENCE (MIT '95) AT AGE 23 ClickZ Articles: Slideshares: LinkedIn: Augustine Fou@acfou
  20. 20. Tom Cunniff – Chief Digital Strategist “I help clients penetrate the dense digital fog to identify new opportunities rooted in genuine consumer needs.” CHAIRMAN, ANA DIGITAL COMMITTEE FORMER GLOBAL DIRECTOR OF INTERACTIVE COMMUNICATIONS, COMBE INCORPORATED CLIENT SIDE / AGENCY SIDE EXPERIENCE ENTREPRENEUR / SMALL BUSINESS OWNER CREATED FIRST CPG WEBSITE IN HISTORY MediaBizBloggers: LinkedIn: Tom Cunniff@tomcunniff
  21. 21. Related Slideshares Crowdsourcing, Crowdfunding, Fads? By: Augustine Fou, March 26, 2012 Do Different: Experiential Marketing By: Augustine Fou, October 22, 2012. Innovation Old and New By: Augustine Fou, January 9, 2013. Augustine Fou- 21 -
  22. 22. APPENDIX Augustine Fou- 22 -
  23. 23. Successful Kickstarter Projects Augustine Fou- 23 - Source: The Economist, Jan 17, 2013