Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
HOW TO WORK A CROWD: DEVELOPING CROWD
CAPITAL THROUGH CROWDSOURCING
Ian P. McCarthy
Beedie School of Business
Ian_mccarthy...
Based on the following
research:
Prpić, J., Shukla, P. P.,
Kietzmann, J. H., & McCarthy,
I. P. (2015). How to work a
crowd...
Traditionally the term ‘crowd’ was used
almost exclusively in the context of people
who self-organized around a common
pur...
CROWDSOURCING DEFINED
• Today, firms often refer to
crowds as “collections of
individuals who can be
engaged for organizat...
TYPES OF CROWDSOURCING
Crowd-voting
An organization requests
choices between
alternatives and then
aggregates the votes
e....
THE THEORY OF CROWD CAPITAL (TCC)
Prpić, J., Shukla, P. P.,
Kietzmann, J. H., & McCarthy, I.
P. (2015). How to work a crow...
1. Determine why you want to crowdsource. Why do you want to
outsource a task to a crowd?
2. Define the population of indi...
CAPTION CONTESTS
• Caption contests are a
longstanding form of
crowdsourcing.
• Please submit your
caption using the
Slide...
Upcoming SlideShare
Loading in …5
×

How to work a crowd: Developing crowd capital through crowdsourcing

4,243 views

Published on

Traditionally, the term ‘crowd’ was used almost exclusively in the context of people who self-organized around a common purpose, emotion, or experience. Today, however, firms often refer to crowds in discussions of how collections of individuals can be engaged for organizational purposes. Crowdsourcing–—defined here as the use of information technologies to outsource business responsibilities to crowds–—can now significantly influence a firm’s ability to leverage previously unattainable resources to build competitive advantage. Nonetheless, many managers are hesitant to consider crowdsourcing because they do not understand how its various types can add value to the firm. In response, we explain what crowdsourcing is, the advantages it offers, and how firms can pursue crowdsourcing. We begin by formulating a crowdsourcing typology and show how its four categories –— crowd voting, micro-task, idea, and solution crowdsourcing–—can help firms develop ‘crowd capital,’ an organizational-level resource harnessed from the crowd. We then present a three-step process model for generating crowd capital. Step one includes important considerations that shape how a crowd is to be constructed. Step two outlines the capabilities firms need to develop to acquire and assimilate resources (e.g., knowledge, labor, funds) from the crowd. Step three outlines key decision areas that executives need to address to effectively engage crowds.

Published in: Business
  • Be the first to comment

How to work a crowd: Developing crowd capital through crowdsourcing

  1. 1. HOW TO WORK A CROWD: DEVELOPING CROWD CAPITAL THROUGH CROWDSOURCING Ian P. McCarthy Beedie School of Business Ian_mccarthy@sfu.ca
  2. 2. Based on the following research: Prpić, J., Shukla, P. P., Kietzmann, J. H., & McCarthy, I. P. (2015). How to work a crowd: Developing crowd capital through crowdsourcing. Business Horizons, 58(1), 77-85. Access the full paper here.
  3. 3. Traditionally the term ‘crowd’ was used almost exclusively in the context of people who self-organized around a common purpose, emotion, or experience.
  4. 4. CROWDSOURCING DEFINED • Today, firms often refer to crowds as “collections of individuals who can be engaged for organizational purposes” (Prpić et al. 2015: 77). • Crowdsourcing is “the use of information technologies to outsource business responsibilities to crowds” (Prpić et al. 2015: 77).
  5. 5. TYPES OF CROWDSOURCING Crowd-voting An organization requests choices between alternatives and then aggregates the votes e.g., American Idol Idea crowdsourcing An organization invites ideas about questions and issues and then evaluates the proposed ideas e.g., Threadless Micro-task crowdsourcing An organization breaks a problem or task into smaller tasks and then re-assembles the completed tasks e.g., ReCAPTCHA Solution crowrdsourcing An organization invites and tests developed solutions to challenges and adopts the best ones e.g., Netflix Prize Subjective Content Objective Content Aggregated Contributions Filtered Contributions Prpić, J., Shukla, P. P., Kietzmann, J. H., & McCarthy, I. P. (2015). How to work a crowd: Developing crowd capital through crowdsourcing. Business Horizons, 58(1), 77-85.
  6. 6. THE THEORY OF CROWD CAPITAL (TCC) Prpić, J., Shukla, P. P., Kietzmann, J. H., & McCarthy, I. P. (2015). How to work a crowd: Developing crowd capital through crowdsourcing. Business Horizons, 58(1), 77-85.
  7. 7. 1. Determine why you want to crowdsource. Why do you want to outsource a task to a crowd? 2. Define the population of individuals needed to perform the task. Who are they? Where are they? Why will they help? How will they help? How diverse is the population? How independent are the individuals? 3. Determine the simple rules that individuals would follow so as to (i) construct the crowd, and (ii) harness the capital of the crowd. 4. Determine the technologies needed to acquire and assimilate the capital from the crowd. HOW TO WORK A CROWD
  8. 8. CAPTION CONTESTS • Caption contests are a longstanding form of crowdsourcing. • Please submit your caption using the SlideShare comment function for this presentation

×