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Crowdsourcing co creation and ideation
Crowdsourcing, co-creation and ideation using social media
Guest Lecture, University of Western Sydney
200852 Innovation, Creativity and Foresight
Google +: http://gplus.to/Soody
Crowdsourcing Drives Innovation and Creativity
18th century, the British government offers £20,000 to John Harrison for a chronometer to calculate ship longitude
1919, Raymond Orteig offers a $25,000 prize for the first nonstop transatlantic flight between New York and Paris. Charles Lindbergh
won the prize with his famous flight in the Spirit of St. Louis.
2004, Ansari X Prize, offered $10 million for reusable spacecraft
$1 million Netflix Prize improve =accuracy of movie recommendations multinational team won
Build awareness and engagement a powerful marketing tool for awareness of and engagement with a cause, initiative, or product.
A public challenge with a difficult, interesting or compelling goal can capture the imagination of the public & press
Exit surveys show people who participate in challenges develop more favorable opinion of sponsoring organization
Challenges are different from contests and sweepstakes that use chance to identify winners vs. skill and creativity.
Generate superior impact and return on investment with positive press and lasting engagement; a new or strengthened community;
and real solutions to real problems.
challenges use a pay-for-success model, but people are motivated by more than just money. Status, recognition, altruism, the joy of
problem solving and the competitive spirit are also huge motivators
Challenges lead participants to invest substantial time and sometimes capital, in developing solutions. 9 teams that competed for the
$25,000 Orteig Prizes spent $400,000 on their attempts to complete the first transatlantic flight. The $10 million Ansari X Prize led to an
estimated $100 million investment in spacecraft technology. ChallengePost has powered numerous challenges in which the value of
submissions was estimated to be 100-200 times the total prize money.
Rules of the new marketing (SMMP) using social media
Marketing is real time conversations and feedback
Brand is the conversations
What is crowdsourcing ?
Crowdsourcing = Crowd + (via open call) Outsourcing
CROWDSOURCING: A DEFINITION
Tasks outsourced via open call to a large community
I [Jeff Howe] like to use two
definitions for crowdsourcing:
The White Paper Version:
Crowdsourcing is the act of taking a
job traditionally performed by a
designated agent (usually an
employee) and outsourcing it to an
undefined, generally large group of
people in the form of an open call.
Crowdfunding (pledge based,peer to peer and equity venture investing)
crowd knowledge (Wikipedia)
Crowd creativity (99designs,Shutterstock, iStockphoto, Deviant Art , Fiverrr
Crowd labour (Amazon Turk, CrowdFlower)
Open innovation (Innocentive, challenge.gov)
Crowd receives anything from financial return to social recognition
The Soundbyte Version:
The application of Open Source
principles to fields outside of
Jeff Howe (2008) ,
“Crowdsourcing is the process by which the power of
the many can be leveraged to accomplish feats that
were once the province of a specialized few.”
Howe (2006) Wired
Key principles of the crowd
Short attention span
Full of specialists
Produce mostly rubbish
Find the best stuff
Source: “The Rise of Crowdsourcing,” by Jeff Howe (2006)
Marketers Crowdsource Video and Advertising Production
• CrowdFlower makes it possible for any company to
conveniently hire a large workforce to complete data
heavy projects by offering online labor-on-demand.
• CrowdFlower are experts at microtasking, a form of
crowdsourcing that distills massive data information
that requires human attention (such as business listing
verification, product categorization or sentiment
analysis) into tangible and actionable tasks for
processing. This processing is done by the world’s
largest, distributed labor pool – the crowd.
The Business Model Innovation Hub is where the management book bestseller
Business Model Generation was written in collaboration with 470 participants.
Google Moderator – Crowdsourcing from Large Scale Conversations
create a series and open it up for people to submit questions, ideas, or suggestions (submissions)
Submissions can contain YouTube videos
Collect questions (e.g. whitehouse.gov/OpenForQuestions) or ideas (e.g. www.google.com/tipjar)
enables a unique conversation with a community by allowing people to come together to voice
their issues and have them addressed.
gives every participant a chance to have their question rise to the top and to easily give input by
prioritizes the questions most important to your community by the number of votes received per
Encourage sharing - the sharing button allows users to share their ideas on Facebook, Twitter, and
over email. This will drive even more traffic to your series.
Embedding a Moderator series on your website immediately increases traffic, engagement, and
In addition to answering the top submissions for a series, browse through the entire list to find
good submissions, or groups of good submissions, as well (Ten similar ideas with 100 votes each is
equivalent to 1 idea with 1000 votes).
eYeka contests challenges communities to envision future products
and creative product development
Communities Leverage Existing Data In New Ways
Crowd-Sourcing Ideas for NASA's Future: Citizen Engagement Analysis
Feb 2010 General Services Administration (GSA) launched a Citizen Engagement Tool based on the IdeaScale
platform and 22 federal agencies including NASA (opennasa.ideascale.com)
Platform allows members of public to submit, rank, and comment on ideas as to how NASA can best fulfill the goals
of the Open Government Directive by becoming more transparent, participatory, collaborative, and innovative.
NASA moderators remotely work together to help shape the community
The first couple of weeks are crucial for emerging communities, as it sets the tone and behavior
NASA paid close attention and assisted ideas that were off topic to be reshaped and articulated to be more useful
to Open Government.
After a couple weeks, many people began to comment on other ideas and it became a community-moderated site.
Change the default landing page to 'most popular’ NASA elects to not move off-topic ideas, as the community
would vote them down
For promotion, web stories on www.nasa.gov, tweeted with the @NASA account, and alerts people to contribute
from Facebook page
Internally issued an Agency-wide e-mail to encourage employees to contribute to the discussion.
By March 19, when the period for collecting ideas closed, NASA had received the most traffic out of any Agency's
site, with more than 453 ideas and 8,000 votes.
Percentage of off-topic responses (25%) requires focus of discussions on relevant
and implementable ideas via clear and narrow topic for people to present their
the office or program seeking engagement should understand what they want to
get out of it and identify resources to implement the ideas generated. This
immediate feedback would then allow the community created to see the direct
response to their efforts.
Some ideas were similar, and surprisingly, in more than one case were submitted
by different NASA employees. By having an open dialogue, this has increased
internal collaboration as some people were working independently on different
solutions to a similar problem.
Some of the ideas submitted to the site were infeasible or otherwise unpractical
for NASA to address, yet received a high number of votes. Moving forward, it is
important to establish a framework and procedures for strategically implementing
ideas, including ways to work with idea authors when their submissions are, for
various reasons, not able to be accomplished by the Agency.
Whitehouse Advisors on Science and Technology
Request for Information to Provide Government wide Challenge Platform, 08 Apr 2010
"To support agencies in the execution of prizes that further the policy objectives of the Federal Government, the
Administration will make available a web-based platform for prizes and challenges within 120 days. This platform
will provide a forum for agencies to post problems and invite communities of problem solvers to suggest,
collaborate on, and deliver solutions. Over the longer term, the General Services Administration (GSA) will also
provide government-wide services to share best practices and assist agencies in developing guidelines for issuing
challenges. Additionally, GSA will develop, as expeditiously as possible, a contract vehicle to provide agency access
to relevant products and services, including technical assistance in structuring and conducting contests to take
maximum benefit of the marketplace as they identify and pursue contest initiatives to further the policy
objectives of the Federal Government.”
…This Request for Information seeks information on solutions for making available a web-based platform that
enables agencies to create, launch, and administer contests and challenges, to be brought online by July 6, 2010.
The platform being sought will be used by GSA, and offered by GSA to other federal agencies in order to launch
their own contests and challenges. More than one provider, after reading the OMB memorandum, has alerted
GSA to a no-cost solution to providing a web-based platform for government challenges. For purposes of this RFI,
GSA seeks a no-cost contract or unconditional gift. The no-cost solution must not be tied to required, ancillary feebased products or services. That is, GSA and other agencies must be able to use the product at a maximum level
of technical functionality without being required to purchase ancillary services and products from the offerer,
although the offerer may offer support for configuration, setup and other initial tasks, also at no cost. The no-cost
solution must not lock GSA or other agencies into one provider, and should be able to be discontinued at any time
by any agency without imposing legal or financial commitments upon it. GSA cannot accept a no-cost solution if
the provider's intent is to provide the solution for no-cost now, and then begin charging GSA at a later date for
what is being offered.
a public marketplace for creating contests with prizes for solving problems
Software competition platform and services to companies with open APIs,
public data, or SDKs
Web platform that connects talented problem solvers with rewarding
Clients include First Lady Michelle Obama and the USDA, the City of New York
(and the NYC BigApps challenge), Thomson Reuters, Samsung, the World Bank,
Lollapalooza, the MTA…
Created and power the Governmentwide Challenge Platform across all federal
agencies for crowdsourced problem-solving: http://challenge.gov.
Online challenge platform of US federal government
Taken from “The Onrushing wave”, Economist, 18 Jan 2014