1º Conferencia Crowdsourcing Comunidades e Co-Criação. Crowdflower – As pessoas são melhores que os computadores Lukas Biewald,

1. Enterprise Crowdsourcing
Lukas
Biewald
São
Paulo
August
29,
2011

2. Image
Source:
New
York
Times

3. US
Unemployment
Rate
1948
2010

4. Global Unemployment Rates
Source:
OECD

5. Size
of
US
Labor
Force
1948
2010

6. Annual Labor Force for OECD Countries
Source:
OECD

7. What is Crowdsourcing?
Crowdsourcing is …"
“Engaging distributed groups of people to complete microtasks or
generate information.”
– Jeff Howe
**J. Howe. Crowdsourcing: Why the Power of the Crowd Is Driving the Future of Business. Crown
Business, 2008.

8. Crowdsourcing
Industry
by
Category
&
Subcategory
• Citizen Journalism
• Citizen Science
• Brand Engagement • Directories
• Customer • Film
Community Engagement • Expert-tasks • Forecasting &
Building • Employee Prediction
Cloud • Freelance
Engagement Labor Platforms • Health
• Fans & Followers • Micro-tasks • Help
Collective • Maps
Knowledge • Market Intelligence
• Opinion
• Polling
• Q&A
• Reference
• Advertising • Reviews
• Apparel • Social Production
• Art • Translation
• Audio/Video • Travel
• Branding
Collective • Consumer Goods
Creativity • Design
Crowdsourcing • Film
• Music & Music
Videos • Charity and Non
• Photography Profits
• Writing • Education
• Emergency
Response
• Environment
Civic • Global Issues
Engagement
• Government &
• Donations, Tools Politics
Philanthropy &
• Humanitarian
Crowdfunding Sponsorship • Design • Local Community
• Investing Open • Idea Generation
• Lending • Religion
Innovation • Optimization • Volunteering
• R&D

10. How Crowdsourcing Works
Like
cloud
compuQng…
We access human processing
power in the cloud.

11. Search Volume for ‘Crowdsourcing’
Source:
Google
Trends.
August
24,
2011

12. Search Volume for ‘Crowdsourcing’ & ‘Outsourcing’
Source:
Google
Trends.
August
24,
2011

13. Google Scholar Articles Mentioning ‘Crowdsourcing’
3000
2500
2000
Ar#cles
1500
1000
500
0
2006
2007
2008
2009
2010
Year

14. 0
5,000,000
10,000,000
15,000,000
20,000,000
Oct-­‐04
Jan-­‐05
Apr-­‐05
Jul-­‐05
Oct-­‐05
Feb-­‐06
Apr-­‐06
CrowdFlower Judgments By Month
Jul-­‐06
Nov-­‐06
Jan-­‐07
Apr-­‐07

15. Enterprise Crowdsourcing Solutions
Business
LisQng
VerificaQon
Search Relevance
Product Categorization
Lead Generation

16. Enterprise Solution: Business Listing Verification
Business Goals/ Objectives
1. Verify and correct stale listings
2. Retain customer base
3. Increase market share
Results
CrowdFlower increase accuracy for:
• Business URL to 97%
• Address to 95%
• Phone to 99%
• Business Name to 97%

17. Enterprise Solution: Generate Content
You give us input data, we generate fresh content that matches your criteria."
Example content includes:
• Answers to user-generated questions
• Website summaries
• SEO texts Can I purcahse a
college degree? It is possible to purchase
a college degree online.
However, you cannot purchase
Common client criteria: a valid college degree that will
• Length be recognized by an employer.
(e.g., 100 - 1000 characters)
• Tone
(e.g., polite and
professional)
CONTENT
• Proper grammar, GENERATION
spelling, and punctuation

18. Enterprise Solution: Product Image Moderation

19. Scalability
of
Enterprise
Crowdsourcing

20. Daily FTE for CrowdFlower tasks: May 2010 – Nov 2010
Number of FTEs
6,000 • In October, CrowdFlower delivered work
equivalent to 1,208 FTEs outsourcing company
1,000
• In September, the company scaled-up from 174
FTEs to 5,863 FTEs in 5 days, seamlessly
500
delivering consistent high quality output
0
Daily FTE for CrowdFlower tasks: 8/28/2010 - 9/6/2010
Number of FTEs
Scaling up Scaling down
5,689 FTEs in 5 days 5,685 FTEs in 4 days
5,863
332 511 901 365 339 565
174 224 178
28-Aug 29-Aug 30-Aug 31-Aug 1- 2- 3- 4- 5- 6-
Sep Sep Sep Sep Sep Sep

21. CrowdFlow Digital Assembly Line

22. Accuracy Through Peer Review
1 worker writes content to match your
business rules
Verified content! Multiple workers verify the content
Worker is allowed to keep working. We keep them on track with CrowdFilter
technology.

23. Accuracy Through an Automated Workflow

24. Accuracy Through Redundancy
Accuracy per workers - content moderation application1
Percent accuracy (Incremental)
94.5 95.0
1.6
1.8
2.1
3.3
85.7
1 3 5 7 9 Total = 9 Total = 3.9

25. Need
for
Kreyol-­‐English
Translators
January
12,
2010

26. Graphic
by
Ushahidi

27. Crisis response in Haiti: User interface

28. Crisis response in Haiti: Result