Posts tagged #Model

Crowdsurfing Crowdsourcing

Fundamentally, the act of crowdsourcing is instead of hire a singular firm, agency or consultant a challenge is put to a group of people. Those people work individually or as a collective to accomplish overcoming that challenge; therefore, you harness more brainpower around the project. Additionally, people/firms that participate are often experts in unrelated things to your challenge and therefore bring a fresh and untainted viewpoint that you might not get if you hire a shop that specialized in "X."

Jeff Howe in 2006, a writer at that time for Wire Magazine coined the phrase "crowdsourcing." If you think of the what it means – getting/creating something from mass opinion/expertise, there's a lot more than this term that you can point at. Reviews, ratings and even your works suggestion box could theoretically apply as well.

You've seen crowdsourcing in effect for years and you've probably not realized that (by definition) that's what it was. Websites like wikipedia, flickr.com, and TripAdvisor are all types of crowdsourcing. Clearly, not all crowds are right for all challenges. While the crowdsourcing is a type of mass collaboration, it is also done typically within a given interest. What, again, makes this powerful is on both sides of the fence. It allows people that may or may not be within your perceived needs working on your challenges, but often it's FAR less expensive.

Many crowdsourcing companies have adopted a loose model that goes something like:

  1. A company (ACME) needs an advertising campaign to successfully launch product "X"
  2. ACME does not have the money to hire a BIG agency
  3. ACME reaches out to a crowdsourcing firm
  4. ACME posts it's needs, notes and direction to the firm
  5. People/Groups/firms return to the post with a possible direction
  6. ACME chooses five to pursue their thinking (these five get paid a small amount for making the cut)
  7. The Five turn in more refined creative and possible directives
  8. Two or Three are chosen to refine the thinking/budgets further  (these three get paid a larger amount for making the cut)
  9. A finalist is selected making the most as a project is there's too develop

What this allowed ACME to do is not only see a lot of great thinking for a reasonable expense, but it kept everyone in the process honest as the reward was there until the end. It also gave ACME a better understanding on what and how people price various techniques and thinking. The fact that crowdsourcing is changing the way we do things is simply an education in the online process where people of all kinds "like" certain things, "follow" other things and communicate their ideas and emotions utilizing various technologies.

What you're also seeing are smart companies letting their customers or their "crowd" participate in the development of their product and or services. You see threadless.com asking for customers to the vote on the t-shirt designs they like the most. Ergo, that is what is ultimately manufactured, which in turn is someone self-fulfilling for threadless as the people that voted for a design are predestined to want or consider purchase. We can even go as so far as to look at American Idol as entertainment crowdsourcing. You vote for the singer you want to stay and don't for those you want to go.

The mighty wiki says: "Crowdsourcing is a neologistic compound of "crowd" and "outsourcing" for 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.

For example, the public may be invited to develop a new technology, carry out a design task (also known as community-based design and distributed participatory design), refine or carry out the steps of an algorithm (see human-based computation), or help capture, systematize or analyze large amounts of data (see also citizen science).

The term has become popular with businesses, authors, and journalists as shorthand for the trend of leveraging the mass collaboration enabled by Web 2.0 technologies to achieve business goals.
"

What business models can we anticipiate it effecting? Probably more than you think: 

Advertising:
http://adhack.com/

http://www.geniusrocket.com/
http://zooppa.com/

Great Links:
http://www.innocentive.com

http://www.kickstarter.com/
http://www.crowdsourcing.com
http://www.suggestionbox.com/

Usability & Testing:
http://www.usertesting.com

http://www.goosegrade.com/
http://www.utest.com/
http://www.ideascale.com/

Graphic Design & Writing:
http://www.crowdspring.com/

http://99designs.com/

Market Research:
http://www.mob4hire.com/

Predictive Modeling:
http://inklingmarkets.com/

Naming:
http://namethis.com/name_this/

Ideas submission:
http://www.quirky.com/

For Video Creators:
http://www.poptent.net/

...Advertising Really Sucks – Introducing The iAd

From Apple's Site:
iAd is a breakthrough mobile advertising platform from Apple. With it, apps can feature rich media ads that combine the emotion of TV with the interactivity of the web. For developers, it means a new, easy-to-implement source of revenue. For advertisers, it creates a new media outlet that offers consumers highly targeted information.

So many of you are asking me my thoughts on the iAd. As and advertiser, gadget freak and creative dick, I'm as excited as a larper with a new set of crystal dice! Of course you cannot make too much fuss over the new advertising platform that will be built into the new iPhone OS Version four. Given that you did you'd be explaining to the world that not only do you hold the magic ticket to the future of 'interactive advertising' (which I'm dying to coin some stupid mash-up for like "adverteractive" or something equally as moronic) but that the potential money made the platform will be insane. You would also be telling the world that the snake oil that we sell in advertising will not only be more engaging but it might give the advertising brand more than a nanosecond to capture you're attention. It's a slippery slope, people don't want to sold on anything anymore. Word-of-Mouth, ratings and reviews are the trusted sensei of the selling world. Everyone now rebells against being hit-up on my marketing. But that could change.

Jesse Schell goes on a nightmarish tale of how the neo-world is a complex matrix of gaming and data capture. While somewhat far fetched, I don't (much to the chagrin of some of my readers) think the guy's a crackpot. Besides the fact that Jesse might want to consider decaf as an option, he does outline ad nauseam our obsession with rewards and competition.

What does this mean Justice? Get to the point!

The point is that iAds put people in an engagement arena that doesn't feel like traditional forms of marketing. There's movement, animation, game-play, data-capture, incentivizing and potentially... rewards and competition. Why should advertisers care? Simple – the iAd mobile platform, which Steve Jobs said had the opportunity to make 1 billion ad impressions a day on tens of millions of Apple mobile device users – including the iPhone and the iPad. Like it or not it's the most complete way to advertise within one space ever assembled.

Steve Jobs says of Apple new service:

“Well, we’ve got a lot of free apps — we like that, users like that, but these developers have to find a way to make some money, and we’d like to help them...What some of them are starting to do is put mobile ads in their apps… and most of this advertising sucks. We want to help developers make money with ads so they can keep their free apps free.

On a mobile device, search is not where it’s at, not like on the desktop. They’re spending all their time on these apps — they’re using apps to get to data on the internet, not generalized search...

The average user spends over 30 minutes using apps on their phone. If we said we wanted to put an ad up every 3 minutes, that’d be 10 ads per device per day — about the same as a TV show. We’re going to soon have 100m devices. That’s a billion ad opportunities per day!

...This is a pretty serious opportunity, and it’s an incredible demographic. But we want to do more than that. We want to change the quality of the advertising. We’re all familiar with interactive ads on the web. They’re interactive, but they’re not capable of delivering emotion."


Other Important items of note:

  • Apple will offer developers 60% of ad revenue, and will sell, host, and deliver ads itself.
  • This comes on the heels of Google purchase (well $750,000,000 shares) of their ad network previously called "AdMob".
  • Advertising is completely new revenue model for Apple.
  • iAd platform will not have as broad a base limiting itself to Apple products (running the iPhone OS) the iPAd, iPod Touch and iPhone.
  • iAd requires HTML5 for animation as Apples refusal to adopt Adobe Flash will seemingly never end.
  • Targeting and measurement systems remain to be seen.
  • While speculation on my part, the iPad apps right now are somewhat expensive in comparison to what we've seen in the iPhone app world. Therefore, it's reasonable to assume that the iAd model will also be costly for the advertiser at least until normality sets in – say a year.
  • What does this mean for the Apple OS?


Lastly, I leave with a question I will ponder for some time. What does it mean when you pour the advertising world into the hands of developers? Like it or not we will see!

Great related article since this post:

"Apple Introduces iAd: All iPhone 4.0 Roads Lead to Advertising"

Posted on April 9, 2010 and filed under Advertising, Interactive, Technology.