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Key note presentation crowdsourcing


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Eduprof Expertmeeting 14-15 April 2011 Groningen.

Key note presentation on crowdsourcing by Mrs. I. Borst. Associate professor Erasmus University Rotterdam, The Netherlands

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Key note presentation crowdsourcing

  1. 1. UnderstandingCrowdcouring
  2. 2. Agenda1.Crowdsourcing defined2.Research on motivation – rewards – performance in crowdsourced activities© Logica 2010. All rights reserved
  3. 3. Crowdsourcing defined
  4. 4. Definition The act of taking a task traditionally performed by an employee or contractor, and outsourcing it to an undefined, generally large group of people, in the form of an open call Jeff Howe, 2006© Logica 2010. All rights reserved
  5. 5. Positioning of crowdsourcing Online communities Crowd Open sourcing source© Logica 2009. All rights reserved No. 5
  6. 6. Types of activities crowdsourced Co-creation / Viral marketing user innovation Crowd intelligence Folksonomy Crowdfunding User generated content© Logica 2009. All rights reserved No. 6
  7. 7. Benefits of crowdsourcing•Extension of firm’s resources: =Knowledge =Creativity =Hands (many ‘vain’ resources) =Trust =Money• Time benefits (shorter time-to-market)• Cost savings© Logica 2010. All rights reserved
  8. 8. Drawback of crowdsourcingEffectiveness & Efficiency© Logica 2009. All rights reserved No. 8
  9. 9. Crowdsourcingresearch
  10. 10. Theoretical model Motivation Performance -•Intrinsic: pleasure & challenge•Extrinsic: desire for Participationcompensation & recognition •Decision to contribute •Quantity •Usefulness •Novelty Rewards •Presence •Absence © Logica 2010. All rights reserved
  11. 11. HypothesesIntrinsic motivation High Enthusiasts Professional volunteers Amotived Reward seekers Low Low High Extrinsic motivation Positive effects of intrinsic motivation (excluding usefulness) Effects of extrinsic motivation dependent on absence /presence of rewards Interaction effects intrinsic – extrinsic motivation © Logica 2010. All rights reserved
  12. 12. Cases researched Reputation rewards, no financial rewards Reputation rewards, small financial rewards Reputation rewards, extreme money rewards© Logica 2010. All rights reserved
  13. 13. Methodology•Websurvey for measuring individual’s motivationOver 1900 respondents•Participation and performance data from crowdsourcing firmResponses to news items, number of page views, ratingNewsphoto’s, number of page viewsBusiness plans, assessments•Expert panel assessing performance750 news photo’s85 business plans•Statistical analysis© Logica 2010. All rights reserved
  14. 14. Conclusions Which individuals show optimal performance? Enthusiasts in absence of rewards Does it make sense to offer rewards? Yes, since there are more professional volunteers than enthusiasts Through reward criteria, a firm can better indicate which performance is preferred Do I have to offer financial or reputation rewards? Reward criteria from financial rewards appear to be more effective Does performance increase when I offer bigger money rewards? Extreme money rewards have negative side-effects: a substantial ‘idols’ effect© Logica 2010. All rights reserved
  15. 15. dr. Irma Borst irma.borst@logica.comLogica is a leading IT and business services company, employing 39,000 people across 36 countries. It provides business consulting, systems integration,and IT and business process outsourcing services. Logica works closely with its customers to release their potential – enabling change that increases theirefficiency, accelerates growth and manages risk. It applies its deep industry knowledge, technical excellence and global delivery expertise to help itscustomers build leadership positions in their markets. Logica is listed on both the London Stock Exchange and Euronext (Amsterdam) (LSE: LOG; Euronext:LOG). More information is available at