Crowd Sourcing

27. August 2008 | From Tino Kressner | Category: Marketing 2.0

Crowd Sourcing The concept was founded in 2006 by Jeff Howe and Mark Robinson (Wired Magazine) coined and refers to the collective intelligence and manpower from "recreational workers" on the Internet. Those willing to generate content, to solve various tasks and problems in development or are involved with.

The motivation for this may have any number of factors. The rational person believes that he actually contribute to the production or improvement of the product has. The socialized human beings act according to its role in the network. As an opinion leader in the product he wants to say, the experts would like to expand his insider knowledge and the seller wants his recommendation with specially created content redistribute.

The group operates in the Crowd Sourcing as a "super organism" germeinsame and take decisions konsensbasierend. Collective intelligence is an old phenomenon, but through the Internet, it is as easy as never before the decentralized scattered knowledge of the humans. Crowd sourcing is an interactive value added, in a task that normally done by paid employees, for users on a network to participate will be proclaimed. The task might be, according to Frank Piller to innovation (creating new knowledge) or to rotate the laborative cooperation in the preparation or configuration of a product. The complete product or brand promotion it can get into the hands of customers to be. They can voluntarily decide whether to take over Extraufgabe or simply buy the finished product.

Crowd Sourcing as a modern outsourcing?

Crowd sourcing is a modern Web 2.0 Outsourcing understood. Maybe even a new business model or a new management attitude - the "commitment to customer-and solution-oriented products and services." Says the marketing expert Hannes Treichl on his weblog "ANDERS | denken". It is important that both of them have what. When the customer noticed the cart in front of a company eager to be, and only in the pockets of managers to work, the finished part. The principle of win-win situation, for example, makes the company Threadless to use and has already achieved half a million dollars profit per month. Threadless is a T-shirt company, the shirts through an online shop sells. The designs are supported by the consumers themselves. To the material, production and distribution deals the company. You add your own customers as a product design. They are proud of their own creative ideas into reality and even a wider public to be able to present. A task which they alone would not succeed.

Passive and Active Crowd Sourcing

On Crowd Sourcing can be active and passive behavior of the participants can be distinguished. When active Crowd sourcing is aware of the participants, and manages a common goal or project with their ideas, knowledge, creativity or even for their own Informationsgut.

Googles Crowd Sourcing Trailer

Google created a Crowd Sourcing trailer, to anyone with a little video about the passing of the G-mail "M" could actively participate. In accordance with the principle of a chain mail, the letter as a logo element "M", and thus the video, from station to station will be circulated. The campaign ran from 24 July to 17 August 2007 and used the opportunity to YouTube a "Video Response", ie a response to another video. Google even made a video with a few episodes online and called at the end to Participate on. At the end of the operation are remarkable 1,191 videos online.

Intermediary platforms for Crowd Sourcing

The Webservice from Amazon Mechanical Turk "are very small jobs to an undefined number of people taught. Thus Crowd Sourcing for example, ratings, classifications, Datenumkodierungen, tagging, translation, and corrections Transkripierungen used. In March 2007, "Mechanical Turk" is already 100,000 employees from over 100 countries. The company HumanGrid and the project InnoCentive by Procter & Gamble are already working well with the brokerage of small orders.

Passive Crowdsourcen at Amazon

Through the purchases, evaluations and recommendations to help the client passively, for example Amazon, the internet shop for every individual according to his needs and wishes to build. The customer assigns emblematically the shelves with the products for themselves according to the perfect shop together without specifically need to be active. It is a typical win-win situation. He feels bound to Amazon, because he remembers, much faster to find what interested him and also find products, which he still completely unknown - but in its purchase profile. The seller is not wasted the valuable time of the client with the advertising of products in which his counterpart has no interest anyway. Schreier A market that already knows what fruit the customer wants to buy, the sales pitch probably very easy.

Even more significant is attached to the principle of a bookstore, according to the interests of the customer is based. Here he finds it interesting for all the books in the first series advertised. With each book, what he looks at, he gets a selection of other books on the subject, by buying back of other customers were selected. Through this process, linking an additional buying interest in the client for him as yet unknown products. In a classic book will have many new books from large, colorful promotional displays, which for each client books he finds interesting but not because this book in the back rows are hidden below.