5/19/2011
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Ensuring the success of crowdsourcing initiatives:
key governance issues
Isabel RamosIsabel RamosIsabel RamosIsabel Ramos
University of Minho, Portugal
http://www.dsi.uminho.pt/~iramos
University of MinhoUniversity of Oulu
Topics covered
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O Motives to participate in Crowdsourcing Initiatives
O Incentive Mechanisms
O Building Reputation
O Principles Guiding the Design of Web Platforms
O IP and Legal Issues
O Risks of Crowdsourcing
O Measures of Success
University of MinhoUniversity of Oulu
5/19/2011
2
19-05-2011Crowdsourcing Creative Tasks | Isabel Ramos 3
University of MinhoUniversity of Oulu
Why do people participate?
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MotivationsMotivationsMotivationsMotivations
Altruism and Ideology Sense of efficacy, influencing
Care for community, attachment to the
Group
Monetary rewards
Recognition and reputation Need, software improvements, technical
reasons
Friendships, relationships, social support Recreation
Knowledge exchange, personal learning,
social capital
Adapted from Antikainen et al., 2010
University of MinhoUniversity of Oulu
5/19/2011
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Role of Incentives
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Motives
Incentives
Activation Behavior
Adapted from Rosenstiel (2007)
University of MinhoUniversity of Oulu
Incentive Mechanisms (1/3)O Altruistic InitiativesAltruistic InitiativesAltruistic InitiativesAltruistic Initiatives, where people are cooperating with each other or
providing information at large just because they think it’s important (caring
and collaborative)
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University of MinhoUniversity of Oulu
Participation
Evaluation
Appreciation
Visibility
Achieved Results
Of Peers
Of the Organizer
Individual Contribution
Collective Contribution
Contributions to the cause/others
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Incentive MechanismsO CollaborativeCollaborativeCollaborativeCollaborative, where people are interacting with each other with a clear
output invites and a cordial tone.
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University of MinhoUniversity of Oulu
Participation
Evaluation
Access
Visibility
Experience/expertise
Knowledge of Mentors
Knowledge of Experts
Peer Recognition Contributions
Knowledge of Peers
Incentive MechanismsO EgocentricEgocentricEgocentricEgocentric, participants may want to show that they are better than others,
to be masters…(competitive and combative)
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University of MinhoUniversity of Oulu
Participation
Evaluation
Personal Branding
Visibility
Experience/expertise
Links to Personal Web Pages
Scoring of contributionsOf contributions to potential
employers
Recognition through Leader Boards
Blogging Opportunities
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Examples of Mechanisms for Incentives/Reputation
O What kind of mechanism should be deployed to support
INNOCENTIVE, Buzzbnk.org and Peer-to-Patent initiatives?
Think about it and make some notes.Think about it and make some notes.Think about it and make some notes.Think about it and make some notes.
19-05-2011Crowdsourcing Creative Tasks | Isabel Ramos 9
University of MinhoUniversity of Oulu
Innocentive
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University of MinhoUniversity of Oulu
5/19/2011
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Buzzbnk.org
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University of MinhoUniversity of Oulu
Intrinsic Motivation to Do GoodIntrinsic Motivation to Do GoodIntrinsic Motivation to Do GoodIntrinsic Motivation to Do Good
Peer-to-Patent
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“It “It “It “It makes public participation relevant to actual makes public participation relevant to actual makes public participation relevant to actual makes public participation relevant to actual decisiondecisiondecisiondecision----making “(ideology)making “(ideology)making “(ideology)making “(ideology)
University of MinhoUniversity of Oulu
5/19/2011
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Reputation is Key
O Build Build Build Build Trust.Trust.Trust.Trust. Encouraging good behaviors and discouraging bad ones within the context of aims of the initiative.
O Promote Promote Promote Promote qualityqualityqualityquality. Recognizing and featuring high quality contributors that usually are only a few from the online community linked to the initiative.
O Facilitate Facilitate Facilitate Facilitate Member Matching.Member Matching.Member Matching.Member Matching. Helping community members assess the expertise of other members so that they can decide how much to trust someone’s posting or whether to initiate collaboration.
O Sustain Sustain Sustain Sustain Loyalty.Loyalty.Loyalty.Loyalty. Loyalty is connected with the member’s reputation built within the initiative. Once a member has built a reputation, it becomes harder to leave the initiative or move to another where he/she is not known yet.
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University of MinhoUniversity of Oulu
Monitoring Behavior
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• Never let people rate or comment on other people, only
contributions;
• Foster self-control – mechanisms to build reputation and therefore,
have easier access to resources and knowledge;
• Define clear norms for participation and use social pressure to
support compliance;
• Respond quickly to remove inappropriate contributions.
University of MinhoUniversity of Oulu
5/19/2011
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Designing a Platform
O Focus the task that provide most value for all involved;
O Support the business model that renders the collaboration
sustainable;
O Individuals vs network vs community – what is best to get high
quality contributions?
O Add functionalities that ensure people return;
O Remember motivation remains for a short time: be creative in
defining online incentives
O “Bad guys” will show up… implement functionalities to detect them
and to help counter act them;
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University of MinhoUniversity of Oulu
Please, use the analytical tool provided with the documentation to analyze
one initiative of your choice.
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University of MinhoUniversity of Oulu
Crowdsourcing Crowdsourcing Crowdsourcing Crowdsourcing
InitiativeInitiativeInitiativeInitiative
AnalysisAnalysisAnalysisAnalysis
Problem/need
Problem/need
Problem/need
Problem/need
Problem/NeedProblem/NeedProblem/NeedProblem/Need
� What drives the initiative meaningful
Vision/StrategyVision/StrategyVision/StrategyVision/Strategy
� Crowd Wisdom
� Crowd Creation
� Crowd Voting
� Crowd Funding
� Crowd Democracy
� Crowd Reviews
CredibilityCredibilityCredibilityCredibility
� Alliances,
� Partmerships,
� Endorsements,
� Clients,
� Participations
PlatformPlatformPlatformPlatform
� Scope,
� Usability,
� Amount ofInformation
� Collaborationsupport
Task/OfferTask/OfferTask/OfferTask/Offer
� One time/continuous
� Level of Effort (low, med, high)
� Individual/Group
� Expertise (generalist, amateur, specialist)
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University of MinhoUniversity of Oulu
IP and Legal Issues
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• As in any case of open innovation, crowdsourcing should be used to seek
innovations that are not strategic;
• The value of IP generated in more complex tasks may be difficult to
determine;
• Contributors may be in any place in the world; different countries may tax
rewards differently and crowd members may not declare earnings;
• Contracts are necessary to define obligations of both requestors and
providers; it may be difficult to deal with situations where the contract is not
respected;
• The originality of contributions must be ensured; the crowd may be
requested to verify originality.
• Labels matter in the eyes of the law. Initiatives that draw heavily on crowd
contributions have to pay close attention to legal nuances that govern how
contributors/volunteers/members are treated.
University of MinhoUniversity of Oulu
5/19/2011
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Some of the Risks
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O Disclosure of the innovation strategy;
O Weak control of Intellectual Property Rights;
O IP Fraud
O Lack of control regarding the participation of the crowd;
O Contractual conflicts that are not easy to solve due to geographical dispersion of the community and client companies
O Solutions rely on immature technologies
O Resistance to the solution by employees from the client company
O Security leaks
University of MinhoUniversity of Oulu
Measuring Success
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• The majority of tasks receive high-quality contributions;
• The crowd keeps constant in numbers (or is growing according to the necessity
of tasks) – usually only 1% of members create high-quality contributions;
• Complex tasks find small teams within the crowd easily;
• Collaboration and interaction norms and rules are followed;
• A minimum of contractual conflicts arise;
• The crowd and clients/users are loyal to the initiative;
• Tasks are always available and trigger the interest of the crowd.
University of MinhoUniversity of Oulu
5/19/2011
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Exercise
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Identify an initiative you are working on or have worked in the past
and identify how Crowdsourcing could be used
5 mn for notes
5 mn to explain to your neighbor
5 mn to reverse roles
Open discussion – 5 mn
University of MinhoUniversity of Oulu
Thank you!
O Isabel Ramos, www.dsi.uminho.pr/~iramos,
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University of MinhoUniversity of Oulu
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