On a recent post, one of you asked about crowdsourcing. Definitely ask when I use a word that’s new to you. I created a new tab on my blog called Definitions to describe words I use regularly. I know that I need to make them more specific.
Crowdsourcing is a relatively new term. I’ve seen it used two ways. The way I usually use it is for gathering information across a network. ReadWriteWeb has the other: Your Guide to the Crowdsourced Workforce
Crowdsourcing, a term coined by Jeff Howe in a June 2006 issue of Wired magazine, is a model of labor that has been fully embraced on the Internet over the past couple of years. Crowdsourcing takes tasks traditionally done by a single person or small groups of people, and farms them out to a global workforce. The large-scale committee approach is powerful because it leans on the concept of the “wisdom of crowds” (to a certain extent) which says basically that the more input, the better the output.
When I was doing some research for this post I found some interesting examples of crowdsourcing! The Library of Congress is using Flickr to crowdsource & tag thousands of photos. And it was announced that Facebook was going to crowdsource the site translation into Chinese.
You can do your own crowdsourcing too! It’s as easy as asking your network. Try to make your question as specific as possible but broad enough to elicit the variety of responses you’re looking for. Then choose a network to ask it in.
- ping.fm works well to ask questions across my whole set of social networks. It’s interesting because I get different answers.
- LinkedIn question feature – this worked exceptionally well! I had a question that was fairly specific & received a nice range of answers.
- Plurk offers a nice format for gathering info (click on the link to see the example).
- Amber Naslund had writer’s blog & gathered ideas from us. Our brainstorming helped her get moving. Isn’t that what friends are for?!
- ‘plurkshops‘ are great examples
- Darren Rowse, Problogger is effectively using it to gain ideas
- Mack Collier comments on how it can be used for business
What are your examples of crowdsourcing?
Scott Hammond, Nattergalen, has a great idea: You can also use crowdsourcing in a contest format to spike traffic, and to turn your users into 2.0 marketing evangelists for your site.
It’s a situational tool, one that works best when you have a site purpose that meshes well with user generated entertainment/artistic content. If you have a small budget you can set up a crowdsource contest where users generate entries, other users vote on them, and you give out prizes for the winners.
By tying vote totals to winning and subsidizing the win with a tangible prize you are encouraging all the contestants to do their own publicity, driving traffic back to your site to gain votes. If you can make your entry template a widget and allow them to embed it outside of your community you get the dual advantage of free advertising and tracking data on your members habits. By tracking which sites send the biggest backflow of traffic to your community you can identify a few fertile areas for recruitment. And best of all, its cheap, especially when you compare it to a marketing agencies campaign that generates similar results in awareness and traffic.
Hi Connie – I’m constantly impressed with the ways that my online communities – especially on Plurk and Twitter – manage to help each other out. Their generosity of spirit and wealth of information are so much a part of what makes these communities unique. Thanks for being part of them with me, and for helping me break through that pesky writers block!
Amber
That’s what we’re here for, Amber! :)
Hi Connie, indeed asking questions to your network is a great example of crowdsourcing any of us can do. I would also see a lot of case studies from the corporate world, many of great examples described in the Wikinomics book. One of them is InnoCentive – the companies present their problems to the community along with the proposed rewards, and the community comes back with solutions. Another example: prediction markets, used by organizations to harvest the crowd’s knowledge to forecast future events.
Great post, Connie. One thing I would add, as a resource for Community Managers trying to spark more activity or create a quick traffic bump crowdsourcing is a favorite of mine. On a site like LinkedIn the Q&A section is a great way to not only learn, but connect with other people who have useful information. Connecting members to each other is the best way to generate more community activity. You can also use crowdsourcing in a contest format to spike traffic, and to turn your users into 2.0 marketing evangelists for your site.
It’s a situational tool, one that works best when you have a site purpose that meshes well with user generated entertainment/artistic content. If you have a small budget you can set up a crowdsource contest where users generate entries, other users vote on them, and you give out prizes for the winners.
By tying vote totals to winning and subsidizing the win with a tangible prize you are encouraging all the contestants to do their own publicity, driving traffic back to your site to gain votes. If you can make your entry template a widget and allow them to embed it outside of your community you get the dual advantage of free advertising and tracking data on your members habits. By tracking which sites send the biggest backflow of traffic to your community you can identify a few fertile areas for recruitment. And best of all, its cheap, especially when you compare it to a marketing agencies campaign that generates similar results in awareness and traffic.
Thanks Darek! I was talking to someone the other night about his passion for open innovation. More coming on that.
And Scott – you’re totally right. Using crowdsourcing for contesting & using it to creating a marketing tool that has the potential to be viral is a topic unto itself. But it is a great example of encouraging the community to interact (which many find a challenge). Thanks for all of your ideas! They add a lot of value here. I’ll add it to the post.
Connie
Hi Connie, just wanted to highlight a couple of other interesting crowdsourcing projects which are working to solve problems via distributed intelligence: Amazon’s “Mechanical Turk” and Louis von Ahn’s “Games With a Purpose”. Louis’ (who, cute fact, invented the CAPTCHA) project is ultimately to highlight the importance of human computation to machine computation: there are some things machines can’t do quite as well just yet, that we as humans take for granted how simple they are. Image recognition, for example. His ESP Game, e.g., where two people are given an image of the same picture, and cannot communicate with each other; each lists a number of words/phrases to describe the picture and are rewarded with points per matching phrase. The “matches” are then compiled as an accurate description of the picture, and can be input into a database to refine the granularity of image searching.
… addendum: just had a quick Google and it appears than von Ahn’s ESP Game has since been licensed by Google and is now employed in their Image Search. : )
Very useful! Thx