Presentation Transcript

1. Fatima Tufail KhizerZulfiqar YasirChowdhrey Tarique Ali Abdulrafay
2. 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
3. CrowdSourcing Examples: for idea generation!
4. CrowdSourcing examples: In Institutes
5. CrowdSourcing Examples: Brand tagging
6. CrowdSourcing Examples: Co-creation and product development
7. CtowdSourcing Examples: Peer Production and P2P
8. 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
9. Cons Time consuming Exhaust the crowd, disappointing a few Produce lackluster results Missed Opportunities
10. What is crowd sourcing?
11. 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.
12. Most common objectives and strategiesof Crowd sourcing: Content development Product development Marketing
13. 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
14. 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.
15. 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.
16. Marketing Ask your audience how to market your product. Example Dorito’s “Crash the Super Bowl “ KFC Adwar
17. Crowdsourcing Models All the strategies discussed fits into different crowdsourcing models: The online market place The competition model The ideas bank
18. 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
19. 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.
20. 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
21. Research and development platforms 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
22. 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
23. Platforms Social media platforms The 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
24. 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
25. 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.
26. 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.
27. 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.
28. 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
29. My Startbucks Idea - shaping the future of Starbucks
30. Dell IdeaStorm - external idea sourcing
31. Public service Picnic Green Challenge - ideas to save the planet Video.
32. 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 communication But they didn’t explain certain technologies.
33. Cont……. Social Software Summit. new genres of social technologies. conference reinforced the idea that social software is all about the new.
34. 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.
35. 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 newnew, generating as much hype as possible.
36. 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.
37. If we accept social software as a shift, how is it different? And why does it matter?
38. 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.
39. How Technologies are designed?
40. 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. Myspacev.sFriendster.
41. 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!
42. “BUT”There are pros and cons to each of these common practices
43. 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.
44. 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.
45. 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.
46. 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?
47. 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.
48. Cont… Most social applications pre-boom were all about connecting people around topics Then the boom hit and everything became commercial commercialcommercial. 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.
49. 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.
50. 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.
51. Thank You 