the dark side of crowd

The Dark Side of Crowd Media Camp

25.04.2010 Perugia

Riccardo Maiolini

"the act of taking a job

traditionally performed by a designated agent (usually an employee)

and outsourcing it to an undefined, generally large group of people

In the form of an open call.”

What is croudsourcing

Jeff Howe 2006-2009

Crowdsourcing is a very real and important business idea

Potentiality:

Firms to tap into the collective intelligence of the public at large to complete business-related tasks that a company would normally either perform itself or outsource to a third-party provider;

Enables managers to expand the size of their talent pool while also gaining deeper insight into what customers really want.

What is croudsourcing

Strenght of crowdsourcing

  Improve productivity and creativity

  Minimizing labor and research investments

  Reduce Market Uncertainty

  Improve new products entusiasm

  Refine Marketing, Branding and product

develpoment campaign

  Good quality of feedback from a passionate

community of customers

  Reduce costs of collecting data

(benchmark, Focus groups)

Before

During

After

Weakeness of crowdsourcing

 No control

 Time variation

 Tension (especially on data quality)

Between amateurish & professional

 Risk of infobesity

 Soliciting customer sustainability

 Argument Saturation V.S. Scarcity

Before

During

After

Traditional top-down organizations

Weakeness of crowdsourcing

Who Decides?

Identification Development Selection

Phases of Decision Process

How crowdsourcing impact on decision process?

Identification

Development

Selection

Crowdsourcing

Actual Decision Process Stakeholders

Customers

Internal Decision

New Decision Proces Model

Identification

Development

Crowsourcing

Selection

What Might Change

New skills for Managers

not a mediator not a negotiator

not an entertainer

facilitator supporting individual and collective

dialogical processes

The real power of the facilitator derives fro his capabilities to acquire and convoy

the wisdom of crowd

MAY THE FORCE BE WITH YOU

In my opinion: w3rickymaiolini.blogspot.com