Professional Documents
Culture Documents
Crowd Sourcing Providers
Crowd Sourcing Providers
1.) Please explain how to engage with a crowd sourcing platform provider to submit a creative brief to
receive bids – engagement between client, crowdsourcing platform and members of the crowdsourcing
platform?
Micro tasking encompasses crowd sourcing platforms that produce highly pre-determined,
Micro tasking qualitatively identical, and homogenous contributions resulting from simple tasks. Their
main goal is the scalable and time-efficient batch processing of highly repetitive tasks.
e.g., categorizing data or writing and translating small chunks of text.
e.g., Translate Facebook, in which the task of translating the social networking software is
broken down into a myriad of simplistic translation tasks which are then performed
independently by different Facebook users as contributors.
information pooling Crowdsourcing platforms for information pooling aggregate contributions such as votes,
opinions, assessments, forecasts, or other kinds of distributed information. This information
is usually aggregated through approaches such as averaging, summation, or visualization.
e.g., particularly useful for evaluating and selecting alternatives, eliciting and validating
customer needs, forecasting, market research, or gathering location-based information.
e.g., Google Maps, which infers real-time traffic information based on the GPS-data of smart
phone users.
Broadcast search Broadcast search platforms collect contributions to solve a task in order to gain alternative
insights and solutions from people outside the organization. These contributions are highly
heterogeneous as each contribution may reflect an alternative solution to the crowd
sourced task.
e.g., Broadcast search is particularly suited for solving challenging technical, analytical,
scientific, or creative 7 problems.
e.g., Netflix Prize invited contributors to submit algorithms that forecast the preferences of
Netflix customers more precisely than Netflix’s own algorithms and offered 1 million USD
for the solution.
Open collaboration Open collaboration platforms invite contributors to team up to jointly solve a complex
problem where the solution requires the integration of distributed knowledge and the skills
of many contributors.
e.g., Open collaboration is frequently used for collaborative ideation, knowledge creation,
open source software, and other open projects.
e.g., OpenIDEO, a crowdsourcing platform of the innovation agency IDEO, contributors
collaborate openly to develop joint contributions to global problems such as maternal
health or urbanization.
a. What are the criteria that the client would look into to identify potential crowd sourcing platform
providers?
Environment
•Platform: Internal (build)
vs External (available)
Management
•Budget: Small vs Large
•Crowd sourcing expert and
experience: Available vs
Non available
•Acceptance level of low
quality result risk: High vs
Low
People
•Employee for Task: Few
vs Large
•The crowd for task:
Available vs Must build
Task
• Internet vs Physical
•Interactive vs Independent
•Sensitive information vs
Non - Sensitive
•Partitioned vs Non-
partitioned
Identifying potential Crowd source Platform
Existing crowd sourcing Choosing crowd sourcing Cost saving is one main The choice between internal
should only be used for when an organization does reason to choose crowd or external platforms plays a
internet activities not have enough sourcing. Project with limited role in the Crowd sourcing
employees to deploy the budget should be crowd decision.
Interaction property, focusing tasks. sourced.
on the nature of the The availability of a crowd
relationship between the The nature of the target Importance of expertise sourcing platform can
organization and members members will influence crowd and management in different decrease the development
during crowd sourcing sourcing decisions. parts of the crowd sourcing cost.
activities crowd members to have a process, such as workflow
certain level of skill, management, members Different platforms include
Organizations to decompose availability will influence the management, and agreement different pools of members,
a task into a number of small decision to crowd source. management. which relates to the
tasks that conceal the overall probability of the decision to
picture, thus increasing the Skills and abilities of the Risk and risk management as crowd source.
ability to protect privacy or crowd as human capital in with any project, should be
intellectual property. crowd sourcing critical considered in crowd sourcing The availability of the
success factor. activities. platform that is suitable for
Crowd should be used for the defined task is valuable in
tasks that can be subdivided. term of the availability of
its members.
b. What are the different engagement models between crowdsourcing platform and its registered
members? (E.g. upfront cost for freelancers to register on crowdsourcing platform to bid for the creative
advertisement brief)
1.) How the typical payment process is carried out between client and the crowdsourcing platform
providers?
Brief:
Will the client be paying the entire amount to crowdsourcing platform or would the client be paying only a
management fee to the crowd sourcing platform?
b. Who decides the price for different services? Also, I have mentioned couple of scenarios below. Kindly
share your answers for the same.
-Our understanding is that, once a creative brief is uploaded into the platform then anyone elected to join
the portal can bid on the brief. However for e.g.: Does a director determine the price for a certain creative
brief or is it that the client declares their range of budget and then wait for members of the platform to
respond with the best bid)?
Client declares their range of budget and then wait for members of the platform
to respond with the best bid
Not Applicable
2.) What are the key parameters that the client could use to make the final selection from the list of
successful bids?
Aptitude function estimates how well workers are suited for handling a
Aptitude Function task. It is used as basis for qualification and pre-selection
3.) What are the different avenues through which client could reduce cost while engaging with a
crowdsourcing platform provider? And what would be the key negotiating parameters while engaging
with a crowd source platform provider
Idea
Generatio
n
Lead Enhanced
generation efficiency
Branding
Reduced
develope
Performance Labor cost
ment
improvement
Revenue
generating and
Enhance cost saving Diverse
service labor pool
Specialized Speed to
labor pool Turn fixed market
into
variable
cost
Performance Improvement and Revenue generation and Cost saving
Marketing Technology
Develop thousands of ad campaign ideas rather Make un-automated functions scalable
than a few (determining the best of the choices) Solve development problems more effectively
Sales Operations
Reach more customers Increase throughout
Reach customers more quickly and cost-
effectively
Develop sales leads
Generate ideas for pitch books Finance
Communicate better Reduce costs
4.) What are the industry KPIs (and benchmark values) to measure effectiveness of engagement with
crowdsourcing platform providers? Will these benchmarks vary much from an audio brief to a video brief
or other types of brief?
Benchmark varies
5.) What are the advantages and dis advantages of engaging with crowdsourcing platform providers when
compared to traditional advertising/production agencies
Advantage Disadvantage
cost and risk advantages contribution of low quality work or even the possible lack of
variety of creative ideas, is a valuable tool for participation
the interaction between business and emerging communities
foster creativity, both at the individual and at the
organizational level
crowd voting considerably reduces the complexity of the
decision-making process Project involved to take Too much time
6.) What are the different components of a crowdsourcing platform vendor’s cost structure? (E.g. For a
vendor providing customer care call centre support service key cost structure components could be
salary/labour (around 50 -60%), infrastructure, technology, Rent/Admin, profit margin etc.)
1.) Who are the key crowdsourcing platform providers existing in the market? If possible, kindly furnish them
regions wise – (North America, Latin America, Middle East & Africa, Europe, Asia Pacific)
1 Copyright Law Anyone interested in crowd sourcing creative designs such as logos, a tune or a computer
Legal Issues game must carefully consider copyright laws. Copyright originally vests in the person who
creates the work.
Author cannot transfer copyrights as such, but can – by way of an explicit or implicit
agreement - grant (exclusive or non-exclusive) rights to exploit a copyright.
2 License Contracts These complications of crowd sourcing a creative work may result in the crowd sourcing
company not having any rights in a given work – or even infringing the rights of a third
party from which a contributor may have stolen his or her contribution.
Therefore, essential for crowd sourcers to enter into appropriate contracts with the
contributors of their crowd sourcing projects.
4.) Kindly share few case studies of instances where leading brands (preferably based on companies like
Nike, Puma) have effectively used crowdsourcing for ad production
Case Study: 1
Bloomingdale’s is highlighting the idea of creativity, community and customization in a summer and fall campaign, even
if the majority of what it sells is traditional product.
The retailer promoted a collaboration with Keds and the Whitney Museum in the windows of the 59th Street flagship.
Customers could design their own custom Keds 24 hours a day through the Bloomingdale’s store windows, two of which
acted as a giant touch screen.
During store hours, three M.F.A. student artists, who won a contest judged by the three partners, painted canvases in
the store windows. Their work will be shown at a series of events through the summer. A live Webcam broadcast video
of the windows at the event blog at theoriginalsneaker.com/whitney. Visitors who “checked in” at the windows on
Foursquare got special offers, such as a two-for-one ticket to the Whitney.
Meanwhile, in the store and online, Bloomingdale’s is selling a premium Americana- and vintage-inspired collection of
Keds sneakers as well as an exclusive line designed by artist Jenny Holzer. Two more lines by artists Laura Owens and
Sarah Crowner will make their debuts in September. All the merchandise is also available on keds.com, and all profits
from the artist editions will be donated to the Whitney.
Retailer ModCloth, which turned over $19 million last year selling inexpensive vintage inspired clothing online, is crowd
sourcing its buying with its Be the Buyer program. Anyone can vote and comment on a sample, and the ones that garner
the most votes will be put into production and sold on the site.
Each sample is posted online for about two weeks so people can vote on it. At the end of two weeks, ModCloth looks at
the results, contacts the designer to confirm they still have the fabric, then places an order. Many of the items are
manufactured locally and arrive in two or three weeks, but some are imported and can take up to 10 weeks. Online, the
status of the sample is changed, so it says “you picked it” and “coming soon.” Customers can sign up to receive an e-mail
when the item is available for sale.
Since the experiment went up late last year, ModCloth has posted close to 300 samples online and produced 50 of
them. The online store has more than 1,800 products on its site, so Be the Buyer is a small part of the mix.
Since the program launched, along with a new checkout process, overall site traffic and conversion rates have increased.
“Users that participate in Be the Buyer spend more time on the site and spend more on the site,”
As the company learns more, it plans to involve more designers. Future iterations will let shoppers give much more
specific feedback. In the future, not all votes will be equal. A vote from a customer who has been to the site many times
and placed multiple orders will count more than a vote from a new visitor.
Source: wwd.com
Thank You
Einblicks Consultancy