Getting Things Done with Crowdsourcing PWI May-2014
-
Upload
corina-ciechanow -
Category
Internet
-
view
83 -
download
0
Transcript of Getting Things Done with Crowdsourcing PWI May-2014
http://bitsofknowledge.waterloohills.com
• What is Crowdsourcing?• Crowd Motivations• What can it be used for?• Pro’s & Con’s• Quality Mgt & Workflows• Economical shift
PWI – May 22, 2014 [email protected]
http://bitsofknowledge.waterloohills.com
http://bitsofknowledge.waterloohills.com
Crowd or Community (online audience)
Crowdsourcing
1 2
3
4
http://bitsofknowledge.waterloohills.com
Example Design
http://bitsofknowledge.waterloohills.com
Example Design
http://bitsofknowledge.waterloohills.com
Example Freelance Jobs
http://bitsofknowledge.waterloohills.com
Example Freelance Jobs
http://bitsofknowledge.waterloohills.com
Ex: “Adult Websites” Classification
• Large number of sites to label• Get people to look at sites and classify them as:
– G (general audience) – PG (parental guidance) – R (restricted) – X (porn)
[Panos Ipeirotis. WWW2011 tutorial]
http://bitsofknowledge.waterloohills.com
Ex: “Adult Websites” Classification• Large number of hand‐labeled sites• Get people to look at sites and classify them as:
– G (general audience) – PG (parental guidance) – R (restricted) – X (porn)
Cost/Speed Statistics:• Undergrad intern: 200 websites/hr, cost: $15/hr• MTurk: 2500 websites/hr, cost: $12/hr
[Panos Ipeirotis. WWW2011 tutorial]
http://bitsofknowledge.waterloohills.com
Crowd Demography(background defines motivation)
• Amazon’s Mechanical Turk workers come mainly from 2 countries: a) USAb) India
http://bitsofknowledge.waterloohills.com
Crowd Demography
http://bitsofknowledge.waterloohills.com
• What is Crowdsourcing?• Crowd Motivations• What can it be used for?• Pro’s & Con’s• Quality Mgt & Workflows• Economical shift
PWI – May 22, 2014 [email protected]
http://bitsofknowledge.waterloohills.com
http://bitsofknowledge.waterloohills.com
Crowd Motivation
• €,$ = Money!
• Self-serving purpose (learning new skills, get recognition, avoid boredom, enjoyment, create a network with other profesionals)
• Socializing, feeling of belonging to a community, friendship
• Altruism (public good, help others)
http://bitsofknowledge.waterloohills.com
Examples: Altruism
http://bitsofknowledge.waterloohills.com
• What is Crowdsourcing?• Crowd Motivations• What can it be used for?• Pro’s & Con’s• Quality Mgt & Workflows• Economical shift
PWI – May 22, 2014 [email protected]
http://bitsofknowledge.waterloohills.com
http://bitsofknowledge.waterloohills.com
What kind of activities can be done?
• Find Suppliers for:
Creative work (logos, websites, products..) Look for specific talent Software Testing Support (call centers, secretarial tasks, translations) To offload peak demands Tackle problems that need specific communities or human variety
http://bitsofknowledge.waterloohills.com
Mass work, Distributed work, or just tedious work. 3 main goals:
1. Minimize Cost (cheap)
2. Minimize Completion Time (fast)
3. Maximize Quality (good)
Remember Crowd Motivation!(ex.: Game-ify your task,
Explain the final purpose)
What else can be done?
http://bitsofknowledge.waterloohills.com[Panos Ipeirotis. WWW2011 tutorial]
http://bitsofknowledge.waterloohills.com
Examples: Games
http://bitsofknowledge.waterloohills.com
Gamification and Collaboration• Game FoldIt: In 2011, a puzzle was
presented to the participants. Gamers built on each other’s results, and in 10 days they found the molecular structure of a protein-cutting enzyme from an AIDS-like virus.
http://bitsofknowledge.waterloohills.com
Gamification and Collaboration
http://bitsofknowledge.waterloohills.com
And still more…
• Market research
• Innovation
• Create buzz, generate customers!
• Find support, be backed up
• Crowdsourcing is your business!
• Be financed: Crowdfunding
http://bitsofknowledge.waterloohills.com
Examples of FundingUS: JOBS act legal to give equity to private
investors.
Europe: check if crowdfunding site is authorised by financial regulators
(US/UK) (US/DE)
(US) (LU)
CrowdCube (UK) Symbid (NL)
Angel.me (BE) Identitycoop (BE)
LookandFin (BE) Patreon (US)
Companisto (DE) Seedrs (UK)
Siamosoci (IT)
http://bitsofknowledge.waterloohills.com
• What is Crowdsourcing?• Crowd Motivations• What can it be used for?• Pro’s & Con’s• Quality Mgt & Workflows• Economical shift
PWI – May 22, 2014 [email protected]
http://bitsofknowledge.waterloohills.com
http://bitsofknowledge.waterloohills.com
Pro’s
• Quicker: Parallellism reduces time• Cheap• Creativity, Innovation • Quality (*depends)• Access to scarce resources: The ‘long tail’• Multiple feedback• Allows to create a community (followers)• Business Agility• Scales up! (*up to a level)
http://bitsofknowledge.waterloohills.com
Con’s
• Lack of professionalism: Unverified quality • Too many answers• No standards • Not always cheap: Added costs to bring a project to conclusion• Too few participants if task or pay is not attractive• If worker is not motivated, lower quality of work• Legal issues
http://bitsofknowledge.waterloohills.com
• What is Crowdsourcing?• Crowd Motivations• What can it be used for?• Pro’s & Con’s• Quality Mgt & Workflows• Economical shift
PWI – May 22, 2014 [email protected]
http://bitsofknowledge.waterloohills.com
http://bitsofknowledge.waterloohills.com
Crowdsourcing websitesWorkflow Patterns
• Generate / Create• Find • Improve / Edit / Fix
Creation• Vote for accept‐reject• Vote up, vote down, to generate rank• Vote for best / select top‐k
Quality Control, e-Reputation
• Split task• Aggregate Flow Control• Iterate
Flow Control
http://bitsofknowledge.waterloohills.com
http://bitsofknowledge.waterloohills.com
• What is Crowdsourcing?• Crowd Motivations• What can it be used for?• Pro’s & Con’s• Quality Mgt & Workflows• Economical shift
PWI – May 22, 2014 [email protected]
http://bitsofknowledge.waterloohills.com
http://bitsofknowledge.waterloohills.com
Economical Shift• From Social Networking to Social Production
through Collaborative Innovation
Mass-Collaboration changes how Products & Services are Designed, Manufactured, Marketed
• Classical geo-political and economical organisations do not correspond to new economy
Realignment of competitive advantages Move towards Collaborative Enterprises based on Open Infrastructure
http://bitsofknowledge.waterloohills.com
Societal ShiftMoral values Reinforcement
Creates positive correlation between Ethical values and ROI
Open Data access
Transparent actions
Accountable people
Integrity E-ReputationCommunity Support
http://bitsofknowledge.waterloohills.com
[email protected]://bitsofknowledge.waterloohills.comPWI – May 22, 2014
Questions?
http://bitsofknowledge.waterloohills.com
References• Wikipedia,2011• Dion Hinchcliffe Crowdsourcing: 5 Reasons Its Not Just For Start Ups Anymore,2009• Tomoko A. Hosaka, MSNBC. "Facebook asks users to translate for free“,2008. • Daren C. Brabham. "Moving the Crowd at iStockphoto: The Composition of the Crowd and Motivations for Participation in a Crowdsourcing Application", First Monday, 13(6),2008.• Karim R. Lakhani, Lars Bo Jeppesen, Peter A. Lohse & Jill A. Panetta. The value of openness in scientific problem solving (Harvard Business School Working Paper No. 07-050),2007.• Klaus-Peter Speidel How to Do Intelligent Crowdsourcing,2011• Panos Ipeirotis. Managing Crowdsourced Human Computation, WWW2011 tutorial,2011• Omar Alonso & Matthew Lease. Crowdsourcing 101: Putting the WSDM of Crowds to Work for You, WSDM Hong Kong 2011. • Sanjoy Dasgupta, http://videolectures.net/icml09_dasgupta_langford_actl/,2009•Don Tapscott, Anthony Williams. Macrowikinomics, 2010.