Entries in crowdsourcing (17)

Monday
Jun072010

Australian government crowdsources its website photos; artists up in arms

Fighting a losing battle against the rise of sites like U.S. startups 99Designs and Genius Rocket, the No!Spec movement has found some sympathizers internationally. Australian artists are railing against the "worrying precedent" potentially set by their government's new effort to solicit photography contributions from average citizens as part of their campaign to revitalize their tourism marketing.

Nothing Like Australia, the new tourism site features photos sent in from around the country to help would-be tourists get a better sense of the real Australia that they can experience. Professional photographers, meanwhile, are upset that the government is willing to use free photos rather than relying on professional photos, saying,

Refusing to license these photographic works in an appropriate way sends a message that it (government) does not value creative work in the same way as it values other economic assets.

I've been sympathetic to some of the NoSpec! critiques, notably the winner-takes-all approach that encourages quantity over quality design. But the Australian artist response is a bit outrageous: the Australian tourism site is pretty great (better than any comparable city or country tourism campaign that I've seen before) and its strength is surely attibutable to the diversity of the photos submitted by average Australians depicting their way of life (rather than say, perfectly composed sunset and mountain photos typical to such campaigns).

Designers: you are right to demand that your work is properly valued, but pick your battles. In seeking to gain a taste of the diversity of Australia, the crowd of amateurs is more valuable.

Wednesday
May262010

America Speaking Out may be the worst community website ever created

Hi GOP, how desperate can you be to attempt to crowdsource your agenda?

America Speaking Out is your attempt to hear the voices of America, but the thoughtless design violates just about every principle of a good community website, featuring pure anonymity, no structure to the "discussion", lame "badges" to reward participation, and zero moderating. The result is a vapid waste, but what did you expect when you failed to put any of your own ideas out there to kickstart a discussion? If you won't take this seriously, neither will the public.

Rep Lungren (R-CA) offers:

House Republicans are offering the country a new set of policy solutions, but rather than handing an agenda down from the Washington DC, we want to include the American people in building it... So to show that the voices of the America people can still make a difference in Washington, we are introducing America Speaking Out and giving citizens a new opportunity to lend their ideas to the creation of a new national policy agenda.

Connecting to the public online to get input is actually a good idea.  But the public isn't here to do your job for you, GOP. A much more effective way to engage would be for you to actually draft a set of policy options, put together the key elements of the agenda, and then let the public comment on, vote on, and prioritize the elements.

Take a page from Less Wrong, one of the best community websites out there. Its model allows writers to compose thoughtfuls piece that are opened to the community for voting (more votes bring it closer to the top) and comments (that are threaded so there is actually a robust discussion). I would love to see Republican leaders compose an opinion piece on each of the elements of their agenda that they then open for annotation and comment.  That's a real way to engage the population in a civil discourse. Soundbites destroy real policymaking; take a moment to write out your argument and post it online. See what ideas stick and which flop. You may be suprised. That would be a discussion worth having.

Monday
Mar292010

Crowdsourcing a book club; when will it end?

The adoration of the crowd has really gone too far.

Jeff Howe, of Crowdsourcing fame has "a dream. An idea. A maybe great notion."  He wants everyone on Twitter to read the same book at the same time to form “a massive international book club.” The idea, One Book One Twitter (#1b1t) is modeled after some city programs that took off earlier in the decade and were publicized by local libraries and politicians to encourage, for example, residents of the city of Chicago to read To Kill a Mockingbird in 2002. Howe writes:

“When the program works — and it doesn’t always — it gets more people reading, more people talking and more people generally appreciating the written word. What’s not to like?”

A lot.

Click to read more ...

Sunday
Mar072010

Most terrifying application of crowdsourcing ever

The term alone is mildly disturbing - "human flesh search" - and its application - vigilatism translated from the online to real-life worlds is terrifying. Simulatenously, it may be one of the more impressive examples of crowdsourcing around. Human flesh searches in China have tracked down individuals accused of wrongs ranging from stomping a kitty to death to instigating the suicide of a young woman based solely on images and videos uploaded to the internet. Intensively active chat room users put together the pieces to identify the wanted individuals' identities and place their personal details online for the community to enact its retribution.

Click to read more ...

Monday
Mar012010

Book Review: You are Not a Gadget by Jaron Lanier

The ascendant tribe is composed of the folks from the open culture/Creative Commons world, the Linux community, folks associated with the artificial intelligence approach to computer science, the web 2.0 people, the anticontext file sharers and remashers and a variety of others. Their capital is Silicon Valley...their favorite blogs include Boing Boing, TechCrunch, and Slashdot, and their embassy in the old country is Wired.

Thus Jaron Lanier describes the "cybernetic totalists" or "digital maoists" whose rising influence Lanier fears is leading us down a path of online culture where appreciation for humanity is displaced by blind trust in technology. In You are Not a Gadget Lanier laments recent trends in the online world - belief in the wisdom of crowds, reliance on algorithms for recommendations rather than people,  mashups and other piecemeal appropriation of others' content, templated web 2.0 designs - and argues that this failure to appreciate individual expression in the web world may have grave consequences for creativity and culture.

Click to read more ...

Saturday
Dec262009

Do crowdsourced Q&A sites deliver any value?

The theory behind free Q&A sites is appealing: ask a question to the masses and someone out there should have the answer. Yet, I'm beginning to think that free advice really isn't so great. Here's why:

Yahoo Answers. Probably the oldest and most known of these sites, the quality of answers on this site is appalling. Maybe worse is the quality of the questions. Perusing the questions can be mildly amusing for a while, e.g., Q: "Can your baby get pregnant if you have sex while pregnant?" A: "The baby can get pregnant only if it's a female. If you suspect that your baby is pregnant, try not to have sex again. You run the risk of getting your baby's baby pregnant and that can lead to complications like an infinite loop." But actually, it's overall more just depressing. I can't imagine the site making a comeback; the people contributing seem to be so useless and the domain of answers is so vast, that smart, new participants can't possibly feel any karma by helping others as the probability that they will be helped themselves is so low.

Hunch. I've written about its weaknesses before, but in a nutshell, the challenge is that the value of the site is entirely driven by the participation of the community. Since Hunch allows you to ask questions about anything, my experience is that across the board, the Q&A engine is weak.

Aardvark. I participate in this community and answer a lot of questions (which I like to think add value), but I must admit that I have never had a question of my own satisfactorily answered on this site. Recent example: Q: "What is a good website to discover apartments for rent in Washington, DC (anything but Craigslist please)" A1: "Craigslist" A2: "Craigslist". Their model makes a lot of sense though: identify what you areas you actually know something about (e.g., cooking blogs, the south of France, decoupage) and questions will be filtered before they arrive in your inbox. Both the questioner and I are better off by not waiting on me to give an answer on something say, sports-related.

Mahalo. It's like a slightly more intellectual Yahoo Answers. They try to encourage the karma factor by awarding "points" for participation, and allowing questioners to give "tips" for good answers, but these points only buy you karate-inspired levels. To attain a black belt, for example, you need 13,000 points. Almost all activity, however is in ONE point increments (with the notable exceptions of 1) initially joining and 2) embedding the Mahalo widget on your website, each which is a one time 50 point add), so this is a ridiculous amount of dedication. I'd rather go after a real karate belt.

What would I like to see? A movement towards niche, small community Q&A sites. By definition, all crowdsourced sites depend on their community for their power and in turn, communities are most engaged when they are focused. I like the attitude of Aardvark, but it is still challenged by how diverse it seeks to be; I am getting discouraged by the number of questions I am asked that I am forced to pass on because I have nothing of value to add. Etsy forums is a good example of a dedicated community question site, but it's not quite at the level of a true decision engine.

Saturday
Oct312009

Victors & Spoils – the First Ad Agency based on Crowdsourcing Principles

Thursday marked the launch of Victors & Spoils, the world’s first creative advertisement agency built on crowdsourcing principles.

The company is based on the idea that bringing together the leadership and management of an ad agency together with the diverse creativity of crowdsourcing can create a new business model that can change the industry.

The company is still figuring some things out.  The logo and branding for Victors and Spoils will be the first project to be outsourced.  The compensation for designers also seems to be a work in process.  However, the company’s founders have made it clear that they believe that all participants should be rewarded in some form for being a part of the creative process.  As they state in their blog, “members will not only be rewarded for the solutions they develop (both individually and as a group) but also for participating in the community itself.”

In a response to the controversy surrounding spec and to shed more light on compensation, Victors & Spoils explains in another post:

Now if you’re thinking that “crowdsourcing” has gotten a bit of a bad rap lately from the “No-Spec!” movement, you’re right. It has. And we believe those naysayers make some really great points. So another thing to know about our model is that each V&S project will always yield more than one winner (Victors), will always provide more than one way to “win,” and will always have some of the largest rewards in crowdsourcing (Spoils) attached to it.  And perhaps the most important thing to know about our model is that all of these ways to contribute and win will build each creative’s V&S Reputation Score (or better name TBD).”

It doesn’t seem that Victors & Spoils plans to set up their own crowdsourcing platform for the time, but instead leverage existing ones, such as CrowdSPRING, 99 Designs, and Genius Rocket. 

As the company continues to develop its operational process it will be interesting to see what develops.  Will it make more use of social networking principles to build the community that its founders envision? Will decision making be limited to the company managers?  Will it truly become a place where talent is developed, so that even if participants don’t win a prize they win a better chance at a job somewhere else in the long run? I believe that this new company has many opportunities to innovate a new model that truly uses the masses to create a better product.  A part of how successful it will be in doing so depends on how far it is able to limit the “sweepstakes” model.  But there is also room for adopting new and innovative tools and processes.  As the first of its kind, I look forward to following its development.

Tuesday
Sep292009

Kickstarter is the epitome of awesomeness

22 hours to go to contribute to the development of "Put This on: A Web Video Pilot About Dressing Like a Grownup," a project crowdsourcing its financing on Kickstarter.  The project is already 264% funded and it's easy to see why.

Donations can be as small as $2 (with the reward of a warm and fuzzy feeling) to $50 (to receive funding credit in the video) to $250 (earning a personal style consultation with the project's creator), and beyond. No one has taken up the $250 offer, although it is creative rewards like that that make this site so fun to browse.

Contribute to an artist's dream project + concretely share in the experience. So cool.

Friday
Sep252009

Taking the prize model to government: innovation, taxpayer savings, greening

Following the model of the Netflix Prize (winners officially announced this past week), the Department of Energy has its own L Prize: $10 million and consideration for future federal purchasing agreements in exchange for inventing a bulb that produces the same amount of light and color of a 60 watt bulb while using only 10 watts of power.  For the government procurement business, known for waste, contractor relationships, and stringent statements of work that hamper creativity, this type of open call for innovation by industry at a total bargain to the government is a welcome approach.

Like Netflix, DoE is implementing a goal-oriented program. Netflix told its participants that it wanted a 10% improvement in its recommendation engine; it did not say how that target should be reached. Similarly, DoE has laid out clear metrics on what the bulbs should be able to achieve, noting the ultimate goal that replacing 60 watt incandescent bulbs in the United States with their LED equivalents as described by the Department would cut carbon emissions by 5.6 metric tons annually; it did not provide the interim benchmarks and deliverables standard in government contracts.

Which gets to a major take-away: By freeing itself from traditional government contracting procedures, DoE has been able to incentivize massive research and development at private companies at a great cost savings to the government. Phillips has already submitted the first entry that is currently undergoing testing in the Department, while other companies are said to also be developing their own alternatives. DoE is also shaking up the lighting industry that has seen very little innovation since the 19th century when the incandescent lightbulb was first invented, by targeting the ubiquitous bulb that has nearly 50% market share in this country. An industry that wasn’t really taking energy efficiency seriously is now encouraged to pay attention. It’s the best type of government intervention: nudging through incentivizing rather than new standards that just pass additional costs onto consumers.

Of course, the prize model has its drawbacks. Just as The Ensemble in the Netflix contest found out upon submitting a winning product 10 minutes after BelKor’s Programmatic Chaos, there is no reward for second place. Three years and thousands of hours of work in this case lead to $0. It’s similar to the critique made of many creative design crowdsourcing sites – participating in prize competitions is inherently risky. Maybe there is a bit of glory in making it to spots 2 or 3, but in most cases, that is not worth the effort expended. When small designers are the ones slaving away in this high risk environment, it’s hard not to feel that something isn’t quite right. However, when huge industry behemoths that have resisted innovation for years are competing for lucrative government contracts, the drawback of this model – a first place winner-take-all outcome – seems to be greatly outweighed by the benefits – fostered innovation, taxpayer savings, and greening.

Saturday
Sep192009

Unilever Testing the Value of Crowdsourcing

As the heated debate surrounding crowdsourcing in design and marketing rages on, another big name has decided to turn to the crowds for some help in branding.  Unilever, one of the world’s largest fast-moving consumer product companies, recently decided to offer a $10,000 reward on Idea Bounty for the winner of a competition to advertise Peperami, the company’s popular meat snack for children. 

Unilever owns more than 400 brands, including those pictured to the right.

Idea Bounty is a new crowdsourcing platform for designers and despite being less than a year old, it has attracted big names such as Redbull, BMW, and World Wildlife Fund.

Unilever claims this is not a publicity stunt.  In fact  the company believes that crowdsourcing marketing ideas might be a sustainable strategy they would be willing to consider for their other brands as well. The Peperami competition seems to be in some ways their pilot to test the value of crowdsourcing. Unilever’s Matt Burgess, (Managing Director of the division that owns Peperami) indicates that the company sees potential in creative platforms: "We want to get the creative back from 'good' to 'outstanding' again. The best way to increase our chances was to increase the amount of creatives exposed to this brief. This is the overriding driver."

Putting aside the debate about sites such as Idea Bounty or 99 Designs, it is interesting to see Unilever step into this space in such a strong manner.  Unilever is a company that is willing to take risks in the name of innovating ways to stay ahead of its completion.  One example is its Shakti program in India. By partnering with self-help groups it enables rural, poor entrepreneurial women to take on microcredit and purchase consumer goods from small retailers that they can then sell door-to-door and earn income. After several years, some pilots, and alterations, the program broke even, scaled rapidly, and increased revenues by cutting costs, reaching new clientele, and leveraging (while also supporting) local microenterprises to better market its products.   Could Unilver’s decision to crowdsource mark another such attempt to stay ahead of the competition? And if such an attempt is a success, what could it mean for sites like 99 Designs and Idea Bounty?

The truth is that companies like Unilever are not the typical “clients” one might expect at crowdsourcing sites.  Their entry into this field may mark a transformation for creative platforms, (from platforms generally catering to the small guys to ones that have real value for companies earning annual revenues in the billions) and it will be interesting to see the implications of such a transformation.