Crowdsourcing Social Media

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Information about Crowdsourcing Social Media

Published on February 15, 2014

Author: ssood



Guest lecture University of Western Sydney
200792 Innovation, Creativity and Entrepreneurship

Crowdsourcing, Social Media, Creativity and Entrepreneurship Guest Lecture, University of Western Sydney 200792 Innovation, Creativity and Entrepreneurship Email: LinkedIn: sureshsood Skype: sureshsood Twitter: soody Google +: media

Crowdsourcing Drives Innovation, Creativity and Entrepreneurship 1765 - British government offers £20,000 to John Harrison for chronometer to calculate ship longitude 1810 – French military cash prize FF 12,000 won by Nicholas Appert for new method of food preservation 1919 - Raymond Orteig offers Charles Lindbery $25,000 prize for first nonstop transatlantic flight between New York and Paris. 2004 - Ansari X Prize, offered $10 million for reusable spacecraft 2009 - Netflix Prize of $1 million improve accuracy of movie recommendations multinational team won 2009 – Nasa Power beaming challenge $0.9m won by Laserrmotive 2011 – L Prize ( tomorrow lighting) of $10million cash for 60W incandescent replacement won by Philips lighting North America • 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 • Creates a new or strengthened community while finding 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.

60 W Replacement Competition- Moves the Market source:

PAR38 Replacement Competition source:

Crowdsourcing and Social Media Synergies Crowdsourcing Typology source: Brabham (2013), Crowdsourcing 1. 2. 3. 4. Knowledge Discovery & Management Distributed Human Intelligence Tasking Broadcast Search Peer-Vetted Creative Production Social Media Marketing Practice source: Sood (2010), SMMP Courses Rules of the new marketing (SMMP) using social media 1. 2. 3. 4. Authenticity Advocacy 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: • Proven tasks 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 and soundcloud) Crowd labour (Amazon Turk, CrowdFlower) Open innovation (Innocentive, Crowd receives anything from financial return to social recognition The Soundbyte Version: The application of Open Source principles to fields outside of software. Jeff Howe (2008) , Or Initial definition “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 • • • • • Dispersed 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

Use Cases • Ideation • Expertise • Freelance • Software • Micro-tasks

The largest funding platform for creative projects in the world 14

Crowdfund Investing

• CrowdFlower makes it possible for any company to conveniently hire a large workforce “the crowd” • Complete data heavy projects • Online labor-on-demand. • Ideally suited for microtasking • Distills massive data information that requires human attention – business listing verification, product categorization or sentiment analysis

Service Innovation - Crowdsourcing

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. or ideas (e.g. • 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 voting. • prioritizes the questions most important to your community by the number of votes received per question. • 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 visibility. • 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).

Communities Leverage Existing Data In New Ways innovative software applications that utilize City of New York data set(s) available on NYC Open Data at

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 ( • 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, 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.

NASA Citizen Engagement

Lessons Learnt • 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 ideas. • 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.

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 challenges • 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: • Online challenge platform of US federal government

Taken from “The Onrushing wave”, Economist, 18 Jan 2014

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