uTest CMO Matt Johnston Presents "Online Communities: Changing the Way Work Gets Done" at E2.0
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Transcript of uTest CMO Matt Johnston Presents "Online Communities: Changing the Way Work Gets Done" at E2.0
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Online CommunitiesAnd How They’re Changing the Way
Work Gets Done
Matt Johnston | Chief Marketing Officer
[email protected] | @matjohnston
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Agenda
• Session Intro• Crowdsourcing 101• Secret Sauce• Where It Fits (And Where It Doesn’t)• Myths & Misconceptions• Q&A
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What’s Crowdsourcing?
“The act of taking a job or service traditionally performed by a designated person or team and sourcing it to a large group of people in the form of an open call.”
- Jeff Howe, Wired journalist & author of Crowdsourcing
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Crowdsourcing Across Industries
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BUT crowds often look (and act) like unruly mobs
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And mobs don’t work in every category
Example:
Delivering a skilled service at an enterprise level of predictability and efficiency requires an orderly “community” capable of consistently producing the desired results
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So how do you turn this –
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…. into this?
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The Secret Sauce of Crowdsourcing
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4 Crowdsourcing Building Blocks
1. Community profiling– Technical: OS, browser, mobile devices, carriers– Geographic: City, country, languages– Demographic: Age, gender, education, hobbies
2. Community ratings & micro-ratings– By testing type– By industry
3. Highly precise matching– Between each project & each tester
4. Services layer for enterprise clients– Maximize throughput– Minimize overhead
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How Does This Work In Testing?
Recruit, train & incentivize testers:• Two forms of compensation in crowdsourcing
1. Monetary– Paid for approved bugs, test cases, usability surveys
2. Reputation– Robust tester rating system and badges
– Customers can mark testers as ‘favorites’
• Other forms of community engagemento EG: uTest University (all community-driven)
– Training & certification
– Career advice
– Networking with peers
– Product reviews
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Community Management: (Hard) Lessons Learned
Scaling Requires:• Rating & reputation systems that drive desired behavior• Matching that sets people up to succeed• Creating tools & programs to serve the masses
- Best proof point: Two years ago, uTest community was 3x with 10x revenue… yet total inquiries in 2011 are now lower
• Embracing FUBU concepts, such as:- Community vetting community: uTest Sandbox
- Community teaching community: Crash Courses
- Community managing community: Test Team Leads
- Community policing community: Forums Moderators
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Where Crowdsourcing Fits(And Where It Doesn’t)
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Tenet 1: Know Thy Task
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• Is your culture highly cautious & risk-averse?• Are you in a highly regulated industry?
– Defense industry– PII and PHI
• Do you have an appetite for innovation?• Are you centrally organized or decentralized?
– Sourcing
– IT & IS
– Engineering
Tenet 2: Know Thyself
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Selection criteria are vital:• Referenceable customer successes
– By company size– By industry
• Ability to adapt to your legacy systems and processes• Ability to satisfy legal requirements
– IP protection– NDA
• Ability to do the job– Consistent– Predictable– Professional
Tenet 3: Know Thy Partner
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(Enterprises that already leverage crowdsourcing)
Tenet 4: Know Thy Trends
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Myths & Misconceptions
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Myth #1Less In-House Staff, Less Overhead
TRUTH:
• Complement & scale “as needed”…not replace
• Only employees will fully understand strategy,
company position, internal processes
BEST PRACTICES:
• Build strengths around employees’ core competencies
• Where does the crowd ‘fits’ into your team?– Fresh eyes, fresh perspectives, and fresh ideas
– Rote or repetitive tasks
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Case Study How Google Taps Into The Crowd…
To Launch Great Apps
BACKGROUND:
• Google tests 15+ software products via crowdsourcing- Web products- Desktop clients- Mobile applications
LESSONS from a BRAND LEADER:
• Pick the right projects– Public-facing apps with diverse user bases
• Rethink ‘outside the box’ in maximizing team expertise
• Rethink ‘team’ to maximize flexibility and scale
• Save overhead on testing that might otherwise be cost-prohibitive
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Myth #2…One Less Project to Manage—Yeah!
TRUTH:
• Crowdsourcing (when executed well) should NOT require more time to manage than internal team… should make life easier, not harder
• But, it still requires effective, detailed communications
BEST PRACTICES:
• Assign an internal project manager– Secure executive buy-in
– Ensure flow of information
– Track deadlines, progress
• Hand-off clearly defined “pieces” of a project
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Myth #3One crowdsourcing vendor should be all I need.
TRUTH:
• Some crowdsourcing firms do many, different tasks well within similar scope
– Crowdflower
– Samasource
– TaskRabbit
• Crowdsourcing boom = specialization
BEST PRACTICE:
• Match the work to the vendor– A crowd vendor produced great web design for you…
– But…should that same company be your ‘go-to’ for advertising vs.Trada?
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TRUTH:
• Intellectual property (IP) is a legit issue, esp. for the new & innovative– Copywriting
– Design
– Animation
– Code writing
• IP policies vary within crowdsourcing orgs
BEST PRACTICES:
• Establish the ground rules: What’s their IP policy?– How is it communicated to the crowd?
– How is it enforced?
Myth #4But we need to own the results
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Myth #5Tell the crowd? But we’re in stealth mode!
TRUTH:
• Confidentiality is a serious matter with material consequence.
• Crowdsourcing is often used for pre-launch products
BEST PRACTICES:
• Ask upfront about preventative measures– Precautions… NDAs? What else?
– Is the policy all-inclusive? e.g. incl. social media, message boards, etc.
– What are the consequences for breaches?
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Key Takeaways
• The nature of “work” and “jobs” is changing• Crowdsourcing has already permeated the enterprise• Moving upstream into more technical, sophisticated work
• Engineering
• Testing
• Advertising
• Marketing
• And like any other trend- There are highly proficient actors… and posers
- There are times to leverage it… and not
- Growing in momentum… and based on VC funding, that won’t change
- The enterprises that figure out how/where/when to deploy it, will win
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Questions?
Answers.