El crowdsourcing es un fenómeno relativamente reciente en nuestro país, que tiene su origen en Estados Unidos, y que cada vez cobra más presencia en Internet. Este término, acuñado por Jeff Howe, escritor y editor de la revista “Wired”, surgió como una forma de externalizar trabajos y de aprovechar las mejores ideas de un colectivo a través de Internet, pero gracias a su éxito se ha transformado en un modelo de negocio en el que ya confían muchas empresas de diferentes sectores de actividad. Seguir leyendo “Crowdsourcing creativo o la democratización del talento | Juan Ramón Moreno | Marketing Comunidad”
We’ve seen crowdsourcing and voting campaigns done before in the fashion world, often to great effect but fashion site brandalley.co.uk has taken that a step further by allowing their users to decide which designs actually get commissioned and sold on the site. Their new fashion site was previewed late last year and has now gone live to the public. The campaign takes place in a section of the site called ‘Le Lab and the concept is fairly simple. The latest creations are showcased on the site and public votes allow you to see which designs/designers have received the most votes. The designs that gather 2000 votes are sent forward for consideration by Brand Alley, to go through to an actual launch :
While adopting crowdsourcing for innovation certainly can lead to breakthrough ideas, solutions and crowd efforts, I believe there is too much focus on the breakthrough and not enough value assigned to the many other benefits of engaging your stakeholders using crowdsoucing methods. In fact, even if a breakthrough is unlikely, there are still ample reasons to begin crowdsourcing. Here are a few:
Seed concepts: If you are looking for that next great idea or solution, crowdsourcing will help you get there even if the crowd itself doesn’t come up with it directly. The crowd will definitely spur your thinking, get you out of your rut, and perhaps plant the seed of a new idea or concept that will blossom into the breakthrough idea you are seeking.
Market validation: All companies have hunches – but often don’t have the proof of whether their hunches are right or not. At a bare minimum, crowdsourcing will confirm some of the hunches you have, and even better, help you refine your hunches into market proven data points. Or it will warn you that your hunch is wrong and prevent a potentially costly mistake. Seguir leyendo “Looking Beyond the Breakthrough Idea”
… Only a mocking fake Twitter account, a fake Gap logo generator called Craplogo, a Twitter and Facebook avatar campaign, a failed logo crowd sourcing project, unflattering comparisons to MySpace which also launched a new logo, the unearthing of a Gap branding lawsuit, an Ad Age article which posited that the company had designed an intentionally bad logo on purpose and $247 million dollars in stock loss (the logo design unfortunately coincided with a disappointing sales report, see below). Whew!
From their President of Brand, Marka Hansen.
“We’ve learned a lot in this process. And we are clear that we did not go about this in the right way. We recognize that we missed the opportunity to engage with the online community. This wasn’t the right project at the right time for crowd sourcing.” Seguir leyendo “What Did It Take To Get The Gap To Reverse Its Logo Redesign?”
Randy Corke| http://www.chaordix.com/blog
One of the common complaints about crowdsourcing is that it can become a popularity contest: the idea that gets the most early votes rises to the top of the list, therefore gets more views, and therefore more votes and becomes the winner. And, unfortunately, for many so-called “crowdsourcing” sites, this is true. You see it on sites like Digg – get enough early “diggs” for your submission to get on the “top news” list and your submission can get visibility for a long time.
We work hard to surface the best quality results for our clients from their crowdsourcing projects, so as you would expect, we have developed ways to avoid this “early vote” bias and other forms of bias. But even with great design and planning, the best technology and the right methodology, you can’t completely eliminate the possibility of a less-worthy idea getting the most votes. However, it IS possible to use analysis and crowd management techniques to ensure that other highly worthy ideas can be identified, so that the chances of truly finding the best idea are maximized.
Claudia Moore | http://www.chaordix.com
Is it true? Do I understand it? Is it data I can apply to perform better, right now?
This week at a beautiful desert oasis in New Mexico, Chaordix participated on IBM’s Data Governance Council Forum to work on strengthening and modernizing the Maturity Model that sets out best practices for information governance that distinguish leading organizations. Among an elite of IT, governance and finance professionals for some of the world’s largest organizations in health, banking, utility sector and the US Army, I began feeling an outsider to the scope and scale of information management challenges that these organizations face.
But when asked what they wanted to talk about, it turned out their top 3 interests were the same as top concerns enterprises have about data that is…crowdsourced! Seguir leyendo “Making sense of crowdsourced data”
By Stefan Lindegaard
Many people ask what open innovation is. I suggest that you should view open innovation as a philosophy or a mindset that you should embrace within your organization. In a more practical definition, open innovation is about bridging internal and external resources and act on those opportunities. The value proposition this gives companies that get it right is simply too good to miss out on.
I also like this quote from Henry Chesbrough; “Open innovation is a paradigm that assumes that firms can and should use external ideas as well as internal ideas, and internal and external paths to market, as the firms look to advance their technology”
This still leaves three other questions:
What is crowdsourcing? Wikipedia states that “crowdsourcing is the act of outsourcing tasks, traditionally performed by an employee or contractor, to a large group of people or community (a crowd), through an open call.” I view crowdsourcing as a tool that can be used to bring external input into your organizations.
What is user-driven innovation? I view this as a technique in which companies gain insights from users, which can then be used in the innovation process. I think that a key element in user-driven innovation is the observation of users rather than the use of questionnaires and focus groups. Erich von Hippel is an important influencer with his contributions on lead-user innovation. Seguir leyendo “What is Open Innovation? | Crowdsourcing? | User innovation? | Co-Creation?”
More ideas: With a traditional survey, each recipient fills out the questions based on their thinking right then. Once they have filled out the survey, they usually can’t go back to add additional thoughts that might come to them later. In addition, since they can’t see other respondents’ replies to the survey (by design), their own thinking isn’t triggered by the thoughts of others. How many times has a good idea come to you because of something someone else said? Crowdsourcing provides not only a way to capture ideas both now and later, since most crowdsourcing sites live on for weeks if not months, it also enables the sharing of responses that can trigger more thoughts and ideas.
Better ideas: With traditional surveys, each respondent puts in their own ideas, and then those ideas are rolled up and analyzed, but at no point is there collaboration that enables the improvement of those ideas. Sometimes this is desirable and intended, but if you are looking for innovation, what you really want are the best ideas, shaped and enhanced by the collective intelligence, experience and viewpoints of the community. In some crowdsourcing models, the submitters or “owners” of the ideas can revise and enhance their ideas based on the feedback and comments from the crowd. In addition, through ranking or voting, you get a relative rating of how the crowd feels about a particular idea relative to the other ideas submitted. This can result in both better input, and a way to more clearly determine market preference. Seguir leyendo “Crowdsourcing for Market Research Part 2: Getting Better Input”
With the plethora of market research techniques out there, some people might question the application of crowdsourcing to get information from the market. What with surveys, panels, focus groups, Neilsen, Ipsos, MyPoints, suggestion boxes, etc. we should be able to get all the input we need, right? After all, if over 50% of Fortune 500 firms only used focus groups, they’ve gotta be good right?*
Well, yes and no. The issue isn’t getting input, it’s getting reliable, accurate, unbiased input that’s most important. Getting market input isn’t all that hard. Ensuring that it’s accurate feedback that represents what the market truly wants and being able to assess all of that information to pull out only the most salient information is very hard to do well. And that’s where crowdsourcing differs significantly from traditional research. Seguir leyendo “Crowdsourcing for Research Part 1: Getting unbiased results”
There are lots of success stories about crowdsourcing out there, but unfortunately, there are also a fair number about crowdsourcing failures. Recently I’ve read about or heard about some perceived failures, in particular the Pepsi Refresh Challenge and the Mad Men Casting Call, which have motivated me to write about why some crowdsourcing goes wrong. Naturally, we don’t like to talk about the failures; we’d much rather say all crowdsourcing projects provide benefit… Seguir leyendo “When Crowdsourcing Goes Wrong”
Out at the GROW2010 conference in Vancouver (not to be confused with grow events of the horticulture variety), we got to hear from Lane Becker, Co-founder and VP Strategy of Get Satisfaction talked about “well that didn’t work – startup lessons learned.”
Get Satisfaction is a peer to us – as Lane described they offer “Customer service communities online – getting customers to engage with and support each other.” Chaordix has a different focus on innovation and insight communities. Our members through crowdsourcing are collaborating with each other, but also with the company personally and via our moderation team. We generate innovation and insight for companies, where Get Satisfaction offloads work from companies, reducing customer support costs. Seguir leyendo “Moderation – Mandatory for Crowdsourcing Success”
If the general trend toward crowdsourcing is any clue, then we are all well aware of the value of the Internet masses. Having access to a loyal fan base can be like a fount of free ideas and labor. From translating Wikipedia and Facebook to beta testing Google Chrome, crowdsourcing is used all across the Web for a number of purposes and analyst firm Forrester is suggesting one more – co-creation.
According to a report released this week, U.S. consumers a willing “co-creators”, a fact that many companies have yet to take advantage of. Seguir leyendo “Forrester: Consumers Will Not Only Buy, They’ll Help Create”
How can we establish – or improve – programs that makes us better at identifying and developing ideas and let our own people (intrapreneurs) – turn them into revenue and profits?
I have had two requests on this within a few weeks after a long time with almost no focus on this. A new trend? Perhaps. It also comes with a new twist as some companies finally try to combine this with their open innovation efforts. Very interesting…
Check this article to get an idea of intrapreneurship programs: Driving Innovation In Large Corporations Seguir leyendo “Top 5 Innovation Trends and Issues”
The Ad Council and Google DC recently held its latest Seminar Series briefing, Online Contests: A New Way to Raise Awareness and Engage Audiences! The content was pretty 101 for anyone who’s been a Facebook Page administrator but several panelists and attendees offered great tips for video contests; I’ve compiled them below with attribution.
Tips: YouTube Tools
From: Ramya Raghavan, YouTube
- YouTube’s Moderator tool helps you moderate dialogue and organize your videos and response videos together.
- YouTube Direct allows visitors to your website to enter a contest or upload their videos to your YouTube page without ever leaving your site, pretty nifty.
- YouTube contest modules will run you about $50-100 k but simplify the process a lot and you can find out more by contacting their sales department.
- Advertising on http://www.studentfilmmakers.com/ or http://www.onlinevideocontests.com/ can bring interested talent to your contest and cost less that $50. Seguir leyendo “Video Contests: Best Practices and New Tools”
Here comes a list of my current favorite open innovation companies.
The list is by no means based on in-depth research. It is based on actions, initiatives or shared insights of these companies over the last month or so – and thus what I believe should inspire other companies.
1. GE – for leading the way with a $200 million challenge
GE shows us the future of innovation by assembling a great team of partners as well as the rest of us as they work to solve some critical issues. Their challenge is a great initiative that I will write more about in a separate post.
2. P&G – for addressing language barriers on their Connect+Develop platform
The more time I spent in places such as Brazil and China, I begin to understand the importance of having multi-language versions of open innovation initiatives. It is simply not good enough that companies with plenty of resources for unknown reasons decide not to address language issues. They miss out on interesting opportunities.
3. Siemens – for a report that provides great insights into b2b open innovation
Granted, the report is a few months old, but I still think it is an impressive presentation of open innovation initiatives in a large b2b-focused company… Seguir leyendo “Top 5 Open Innovation Companies – July”