Date post: | 29-Jul-2015 |
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Business |
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HOW TO WORK A CROWD: DEVELOPING CROWD CAPITAL THROUGH CROWDSOURCING
Ian P. McCarthyBeedie School of [email protected]
Based on the following research:
Prpić, J., Shukla, P. P., Kietzmann, J. H., & McCarthy, I. P. (2015). How to work a crowd: Developing crowd capital through crowdsourcing. Business Horizons, 58(1), 77-85.
Access the full paper here.
Traditionally the term ‘crowd’ was used almost exclusively in the context of people who self-organized around a common purpose, emotion, or experience.
CROWDSOURCING DEFINED
• Today, firms often refer to crowds as “collections of individuals who can be engaged for organizational purposes” (Prpić et al. 2015: 77).
• Crowdsourcing is “the use of information technologies to outsource business responsibilities to crowds” (Prpić et al. 2015: 77).
TYPES OF CROWDSOURCING
Crowd-voting
An organization requests choices between
alternatives and then aggregates the votes
e.g., American Idol
Idea outsourcing
An organization invites ideas about questions and issues and then evaluates the proposed ideas
e.g., Threadless
Micro-task crowdsourcing
An organization breaks a problem or task into smaller tasks and then re-assembles
the completed tasks
e.g., ReCAPTCHA
Solution outsourcing
An organization invites and tests developed solutions to challenges and adopts the best ones
e.g., Netflix Prize
Subjective Content
Objective Content
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Contributions
Prpić, J., Shukla, P. P., Kietzmann, J. H., & McCarthy, I. P. (2015). How to work a crowd: Developing crowd capital through crowdsourcing. Business Horizons, 58(1), 77-85.
THE THEORY OF CROWD CAPITAL (TCC)
Prpić, J., Shukla, P. P., Kietzmann, J. H., & McCarthy, I. P. (2015). How to work a crowd: Developing crowd capital through crowdsourcing. Business Horizons, 58(1), 77-85.
1. Determine why you want to crowdsource. Why do you want to outsource a task to a crowd?
2. Define the population of individuals needed to perform the task. Who are they? Where are they? Why will they help? How will they help? How diverse is the population? How independent are the individuals?
3. Determine the simple rules that individuals would follow so as to (i) construct the crowd, and (ii) harness the capital of the crowd.
4. Determine the technologies needed to acquire and assimilate the capital from the crowd.
HOW TO WORK A CROWD
CAPTION CONTESTS• Caption contests are a
longstanding form of crowdsourcing.
• Please submit your caption using the SlideShare comment function for this presentation