Discussed during the MediaCamp 2010 IJF2010 Perugia - 25-4 2010

1. The Dark Side of Crowd
Media Camp
25.04.2010
Perugia
Riccardo Maiolini

2. What is croudsourcing
"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.”
Jeff Howe 2006-2009

3. What is croudsourcing
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.

4. Strenght of crowdsourcing
 Improve productivity and creativity
 Minimizing labor and research investments Before
 Reduce Market Uncertainty
 Improve new products entusiasm
 Refine Marketing, Branding and product During
develpoment campaign
 Good quality of feedback from a passionate
community of customers
After
 Reduce costs of collecting data
(benchmark, Focus groups)

5. Weakeness of crowdsourcing
 No control
Before
 Time variation
 Tension (especially on data quality)
During
Between amateurish & professional
 Risk of infobesity
 Soliciting customer sustainability After
 Argument Saturation V.S. Scarcity

6. Weakeness of crowdsourcing
Traditional top-down organizations
Who Decides?

7. Phases of Decision Process
Identification Development Selection
How crowdsourcing impact on decision process?

8. Actual Decision Process
Stakeholders
Identification
Development Crowdsourcing
Selection
Internal
Decision
Customers

9. New Decision Proces Model
Identification
Crowsourcing
Development Selection

10. What Might Change
New skills for Managers
not a mediator
not a negotiator
not an entertainer
facilitator
supporting individual and collective
dialogical processes

11. The real power of the facilitator derives fro
his capabilities to acquire and convoy
the wisdom of crowd

12. MAY THE FORCE BE WITH YOU
In my opinion:
w3rickymaiolini.blogspot.com