Fatima TufailKhizer ZulfiqarYasir ChowdhreyTarique Ali Abdulrafay

Introducing…Crowdsourcing!•Its not outsourcing anymore, its

crowdsourcing!•The term was coined in 2006 in Wired

Magazine•Mass collaboration enabled by web 2.0•Temporary teams and low cost

CrowdSourcing Examples: for idea generation!

CrowdSourcing examples: In Institutes

CrowdSourcing Examples: Brand tagging

CrowdSourcing Examples: Co-creation and product development

CtowdSourcing Examples: Peer Production and P2P

Pros•Expanding options and solutions•Lowering the expenses•Offering ability to create something new•Creating brand awareness and building

relationships•Funnel and redirect attention to a

business’s other marketing efforts

Cons•Time consuming•Exhaust the crowd, disappointing a few•Produce lackluster results•Missed Opportunities

What is crowd sourcing?

Developing a winning strategy•When developing a strategy the keep these in mind:▫Goals and outcome desired▫Crowd sourcing participants ( professionals or

customers)▫Timeline for completion▫Possible incentives for rewards.

Most common objectives and strategiesof Crowd sourcing:

1. Content development2. Product development3. Marketing

Content Development•Some businesses use crowd sourcing to create content.

•Crowd of professionals such as designers, writers, or web developers can be used.

•or target audience can use their own content.Examples• Behance , crowd spring , 99designs •Wikipedia (create your own content ) - free

Product development• Like content development , product

development can call upon a crowd of professionals or tap the target itself

• Eamples▫Thread less tees - submit your designs and vote

for other designs• Solutions can also be considered products in

the world of crowd sourcing.Colgate Palmolive needed a way to inject flouride

powder into a toothpaste tube without it dispersing into air.

Product development continued Colgate Palmolive needed a way to inject fluoride powder into a toothpaste tube without it dispersing into air.

•After failing to solve the problem in house, Colgate turned to cloud sourcing platform, Innocentive.

• a retired engineer , participant at Innocentive , solved the problem.

•Colgate paid him $25000.

Marketing•Ask your audience how to market your product.▫Example

Dorito’s “Crash the Super Bowl “ KFC Adwar

Crowdsourcing Models•All the strategies discussed fits into

different crowdsourcing models:

1. The online market place2. The competition model 3. The ideas bank

The online market place•The basic idea of the model fits in with content creating or product development objectives and makes it possible for many businesses to exist on crowd sourcing alone.

•Exapmle ▫iStockphot:

▫Profesionals can upload photos from all over the world.

▫Photos can be sold for $1 - $40▫Save money from professional photo shoots

The Competition Model•Most common form of crowd sourcing

•You call for submissions ,and then choose and pay only for the best submission.

•Payments are made only for the content generally in form of compensation or prize.

•Example ▫99 designs, Behance , Crowdspring

A client comes to the site , post an explanation and the reward offered.

Then chose from the submissions.

The Ideas Bank•Idea banks are based on collective collaboration •There is no compensation or prize for ideas

offered.•It more of a marketing or brand recall strategy

• “My Starbuck’s Idea” campaign ▫Customer creates accounts on company website▫Tell starbucks what they want to see in its stores.▫Vote on other ideas

•InnoCentive–High-level problem solving across many industries and platforms, used by big names like NASA™, Proctor & Gamble™ and Eli Lil

•Hypios–Problem solving at all levels for companies ranging in size from small to large

•Inkling–Platform for highly targeted prediction markets–the focus group gone digital

Research and development platforms

Content development platforms

•These solutions are perfect for posting design, Web development or

•copywriting calls.•• Behance–Design•• crowdSPRING–Design•• 99Designs–Design•• TopCoder–Web development•• Genius Rocket –Video, design, Web and

copywriting

Platforms•Social media platformsThe following sites all have one thing in

common: Community.

•YouTube™ or Vimeo™ - Video content•• Facebook – Social network•• Twitter – Micro-blogging tool•• Ning – Create your own social network

The-whole-kit-and-caboodle platforms•Some crowd sourcing platforms exist in

unlimited form. Anyone can post requests that range from translation services to proving that ghosts are real to solving societal issues such as world hunger.

•Amazon.com’s® Mechanical Turk™•• Big Carrot

Motivate and spur participation•Many experts say that the secret to

successful crowd sourcing is in the incentives offered.

•The cash payment or prize incentives are what really entice crowds to participate.

•prize-based model of crowd sourcing.•value-based model of crowd sourcing.

Secure the infrastructure and involve full-time staff•Consider transparency and balance:

•Transparency in communicating with employees what the plan is and how they are expected to fit into that plan .

•Balance what makes the most sense to be done in-HOUSE versus what to crowd source.

Final thoughts•when businesses crowd source their

consumers there is the opportunity for much greater impact—such as brand awareness, overall impressions or traffic incurred to a site. In this case, employ traditional marketing measurement tools to assess the full impact of crowd sourcing and return on investment.

•Crowd sourcing can be a great way for businesses to harness the power of collective and collaborative thinking to innovate—to work with audiences toward a common goal while providing brand awareness and incentive for engagement.

• Spreadshirt Logo Design Contest - let community design new logo• Gmail M-Velope Video Competition - viral video competition• LEGO Factory - LEGO co-creation tool• Peugeot - Peugeot’s design contest• Muji - improving and suggesting new designs• Dell IdeaStorm - external idea sourcing• Ideas Project - crowd sourcing platform by Nokia• Fiat Mio - create a car• My Startbucks Idea - shaping the future of Starbucks

My Startbucks Idea - shaping the future of Starbucks

Dell IdeaStorm - external idea sourcing

Public service•Picnic Green Challenge - ideas to save

the planet•Video.

what constitutes „social software“?Where does this term come from?•According to Clay Shirky:

“All uses of software that supports interacting groups, even if the interaction was offline”.Although other terms existed, like:▫Groupware▫Social-computing▫ computer-mediated communicationBut they didn’t explain certain technologies.

Cont…….•Social Software Summit.

▫new genres of social technologies.•conference reinforced the idea that social

software is all about the new.

Social software..cont……•Social Software can be loosely defined as

software which supports, extends, or derives added value from▫ human social behavior - message-boards.▫ musical taste-sharing.▫ photo-sharing. ▫instant messaging.▫ mailing lists.▫ social networking.

Social software..cont……•Researchers and developers of earlier

technologies that supported communication and collaboration took offense at the industry’s apparent myopia.

•According to Shirky:▫social technologies were being built,

venture capitalists and entrepreneurs were running around screaming new new new, generating as much hype as possible.

Social software..cont……•social software” is about a movement, not

simply a category of technologies.•It’s about recognizing that the era of e-

commerce centered business models is over; we’ve moved on to web software that is all about letting people interact with people and data in a fluid way.

If we accept social software

as a shift, how is it

different?

And why does it matter?

If we accept social software as a shift, how is it different? And why does it matter?•It has brought about three dramatic

changes: ▫one in the way that technologies are

designed,▫ one in the way that participation spreads,▫ and one in the way that people behave.

How Technologies are designed?

How Technologies are designed?• It involves software engineering.•Systems are designed, tested, and then

deployed.•The terms „beta“ and „version 2.1“ actually

meant something in the early days. •But Friendster killed the beta. Because,

technologies were approaching design and deployment in a fundamentally different way.

•Myspace v.s Friendster.

key design values of the social software movement:• Hack it up, get it out there.• Learn from your users and evolve the

system with them.• Make your presence known to your users

and invite them to provide feedback.•When you make mistakes, grovel for

forgiveness; you’re human too!

“BUT”

There are pros and cons to each of these common practices

CON?•This approach produces terribly unstable

code that is poorly documented, fails any extensibility test, and is often held together by magic that not even the engineers understand. As a result, once these systems are out and rolling, plumbers are constantly needed to plug the leaks. Of course, by apologizing profusely, this can be considered a feature, not a bug.

PRO?•Usability is based on a human interaction

paradigm .Bring a potential user into the lab, give them a set of tasks to do and see how well they understand the system.

The Spread of Social Software• All marketers know that the stickiness of a

product is greatly increased by learning about the product through friends instead of through advertisements.

• Flickr example• Values are built into social software and spread

through the networks of people who join i.e. collaboration.

• Digg or del.icio.us example• We always use contextual cues to figure out

what’s appropriate to say.

Cont…•Online, things aren’t that simple. While

Usenet groups might be split by topic, a little search will collapse that right down

•Teenagers on MySpace aren’t prepared for their parents – how can one be simultaneously cool to parents and peers when the norms of each are quite different?

Behaviors on Social Software•how social software creates shifts in

behavior.•Behavior is about context and context

begins with the designers, morphs with the early adopters, and continues on diversifying as a technology spreads.

•Usenet is a good example of software that came out of this era as it was designed to support groups of people gathering around specific topics.

Cont…•Most social applications pre-boom were all

about connecting people around topics•Then the boom hit and everything became

commercial commercial commercial.•When the social software movement

emerged, along with it came a new way ofbuilding context.

•That is “people first, topic second”•Yet there are people using multiple sites to

keep contexts separate.

Cont…• The problem is that monetization is hanging on the tip of

everyone's tongues again. To make money, sites have to grow. To grow, they have to expand beyond comfortable context borders.

• To what degree can it scale? And when will growth kill the system?

• Friendster could not sustain its growth and people flipped when they were faced with multiple contexts

• MySpace is definitely on sketchy ground as parents, law enforcement, and commercial entities join to befriend teens

• Ironically, the only piece of social software that is really scaling well is blogs.

Conclusion• Designers: What innovations in design process are

needed to move forward and better support the emergence of these systems so that they support users in a meaningful way?

• Researchers: What are the implications of this for society and culture?

• Business folk: Are there ways to rethink the scaling process to make social software more economically viable without killing the communities in the process?

• In gushing over the new, We don’t want to forget the old.• There are innumerable lessons to learn from earlier

experiments.

Thank You