![Putting know-how into action
1. Assess the degree and distribution of know-how
e.g. identifying lead users: netnography, social network visualization
2. Specify tasks/problems on appropriate level
“At times, we have had challenges [contests] with less ideas provided by
the crowd. These have been moments of learning to us: the core things
are, firstly, finding the right community, and secondly, kind of having the
right level of specifying what we are actually looking for. We had to be
more accurate.”
3. Support task interpretation
4. Encourage collaboration, identify and support communititors](https://image.slidesharecdn.com/ispim19062013-130614043712-phpapp02/85/How-to-facilitate-crowd-participation-presentation-in-ISPIM-2013-7-320.jpg)
Uploaded byMiia Kosonen
How to facilitate crowd participation - presentation in ISPIM 2013
This document discusses using crowdsourcing as a problem-solving strategy. It summarizes research on when crowdsourcing is effective based on the nature of the problem, required knowledge, size and motivation of the crowd. It also provides examples of contest, community and hybrid crowdsourcing modes. Finally, it discusses how to facilitate crowd participation by breeding motivation, assessing and specifying problems, and encouraging collaboration.
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How to facilitate crowd participation - presentation in ISPIM 2013
- 1. Cheer the crowd?Exploiting crowdsourcing as a problem-solving strategy Miia Kosonen, Kaisa Henttonen Lappeenranta University of Technology, Finland ISPIM, Helsinki 19.6.2013
- 2. Research project Knowledge Protectionand Sharing in Global Value Networks, 7/2011 – 6/2013 − different mechanisms for knowledge protection and sharing − different products & markets (CHN, FIN, USA) − in workpackage 2, focus on open knowledge sharing mechanisms: online co-creation and crowdsourcing Survey of 244 IdeasProject users ISPIM Barcelona, 2012 ISPIM Symposium, Seoul, 2012 ISPIM Helsinki, 2013
- 3. Background Co-innovators and consumerism •valuable user input into the innovation process • lead over companies that do not empower customers Crowdsourcing as a form of distant/broadcast search (Afuah and Tucci, 2012; Poetz and Schreier, 2012; Jeppesen and Lakhani, 2010) Problem-solving effectiveness key to organizational performance (Nickerson and Zenger, 2004) Complexity typical for solving innovation-related problems and tasks
- 4. When to usecrowdsourcing (Afuah and Tucci, 2012) Feature Dimensions Nature of the problem Ease of delineation/transmission Modularizability Knowledge required to solve Tacitness/complexity Effective distance The crowd Size Know-how Motivation Solutions to be evaluated Type of solution Number of evaluators However, an important question remains: after a decision to crowdsource has been made, what types of facilitating actions does this require from the company aiming at having benefit from the proposed solutions?
- 5. Examples of crowdsourcing CONTESTMODE COMMUNITY MODE HYBRID MODE
- 6. Breeding crowd motivation 1.Provide mentally stimulating tasks 2. Provide timely feedback “Once you have a prosperous community, you have to give credit back to its members, by giving attention and taking effort alike.” 3. Facilitate interaction 4. Reward appropriately 5. Build sense of community 6. Select the right communication technologies
- 7. Putting know-how intoaction 1. Assess the degree and distribution of know-how e.g. identifying lead users: netnography, social network visualization 2. Specify tasks/problems on appropriate level “At times, we have had challenges [contests] with less ideas provided by the crowd. These have been moments of learning to us: the core things are, firstly, finding the right community, and secondly, kind of having the right level of specifying what we are actually looking for. We had to be more accurate.” 3. Support task interpretation 4. Encourage collaboration, identify and support communititors
- 8. Summary and implications Basedon the literature review, three case examples and four background interviews with IdeasProject hosts, we incorporated a hosting firm’s perspective to study how to facilitate crowd participation in solving innovation related-tasks. Breeding crowd motivation and putting know-how into action Requires resourcing, learning from experience, incorporating crowds also in outlining problems Three modes of crowdsourcing opened up; means to facilitate participation in both contest and community modes While community in general is more challenging, it also opens up better opportunities to co-create together with users.
- 9. Conclusions Further research encouragedon − crowdsourcing innovation-related tasks in general (Santonen et al., 2012) − when to use the different modes of crowdsourcing: which types of problems are best solved by contest, community, or hybrid settings? (Hutter et al., 2011) − how to overcome other challenges, i.e. related to the nature of problems and their solutions, or knowledge complexity/tacitness typical to innovation-related tasks? (Afuah and Tucci, 2012)
- 10. Thank you! Contact details MiiaKosonen Lappeenranta University of Technology P.O.Box 20, 53851 Lappeenranta Finland miia.kosonen@lut.fi Twitter: @MiiaKosonen