Presentation on theme: "C OLLABORATIVE P RODUCTION Collective Intelligence Peer Production User Generated Content (USG) Crowd sourcing."— Presentation transcript:
C OLLABORATIVE P RODUCTION Collective Intelligence Peer Production User Generated Content (USG) Crowd sourcing
I T S A PEOPLE DRIVEN ECONOMY STUPID -E RIK Q UALMAN, 2009
U SER GENERATED CONTENT The production of content by the general public rather than by paid professionals and experts in the field. Also called "peer production," and mostly available on the Web via blogs and wikis, user-generated content refers to material such as the daily news, encyclopedias and other references, movie and product reviews as well as articles on any subject, all of which have been traditionally written by editors, journalists and academics.expertsWeb
P ERSON OF THE YEAR 2006 – YOU !
U SER G ENERATED C ONTENT
G OOGLE AND UGC Google results for Samsonite Luggage in January 2010, which had no social media integration.
G OOGLE AND UGC New value is delivered to the user via local places, product availability, price comparison, and social content. Youll notice the UGC customer reviews are included in the Shopping OneBox.
B OTTOM LINE – UGC MATTERS NOW MORE THAN EVER Search and social used to be two separate spheres, but those worlds have collided Business should evaluate their websites. Consumers want: Right product at the right price Easy to navigate user experience Easy checkout and fast delivery Business should also increase quantity and quality of customer reviews Organize reviews so easy to find and browse At-a-glance summaries (pros, cons, and best uses of product) Average rating
UGC S TATISTICS
T OP 15 M OST P OPULAR W EB 2.0 W EBSITES O CTOBER 2011 Source:
W HEN COSTS OF PARTICIPATION ARE LOW ENOUGH, ANY MOTIVATION MAY BE SUFFICIENT TO LEAD TO A CONTRIBUTION -M ICHAEL F ELDSTEIN Daniel Pink Drive: the Surprising Truth about What Motivates Us Financial incentives only serve to motivate positive performance in the most narrow of circumstances Workplace motivation and job performance is really driven by need for autonomy, mastery, and purpose Jeremy Rifkins The Empathic Civilization We are social creatures with a biological propensity to help each other out Neuroscience has found that human brains are actually soft-wired for belonging, socialability, and companionship Studies confirm it is in our biology to experience anothers plight One extended family resulting in empathetic bonds tend to broaden as technology and societal structures evolve
A GE OF P EER P RODUCTION ……….. P EOPLE POWER ! " Peer production is viable when: 1. capital costs (needed for production) fall far enough and 2. coordination costs fall far enough. Cheap computing and communication reduce both of these exponentially, so peer production becomes inevitable. - p2pfoundation.net
W HAT IS COLLECTIVE INTELLIGENCE ? Collective intelligence – Groups of individuals doing things collectively that seem intelligent -MIT Center of Collective Intelligence Has been around for a long time In 1911 William Morton Wheeler observed ants working in a group and saw them as not individuals but as one single unit working as one in a colony which created a superorganism A year later in 1912, Émile Durkheim identified society as the sole source of human logical thought. Which we believe to be a true statement because a lot of our knowledge is from other people so we are like the ant colony.Émile Durkheim Technology is what makes it different today
C OLLECTIVE I NTELLIGENCE A BIG BUSINESS Allows an individual to quickly leverage the expertise of millions in just a few seconds If you have looked at product ratings and reviews on Amazon you just tapped into collective intelligence brought to you by social media
E VOLUTION OF C OLLECTIVE I NTELLIGENCE
C ROWDSOURCING AND C OLLECTIVE I NTELLIGENCE A central principle animating crowdsourcing is that the group contains more knowledge than individuals – Jeff Howe Even if most of the people within a group are not especially well-informed or rational, it can still reach a collectively wise decision – James Suroweicki It is the science that explains why when asked for a lifeline on Who Wants to Be a Millionaire, the crowd guesses 91% correctly, whereas experts have a 61% likelihood of getting the right answer.
W HAT IS C ROWDSOURCING
C ROWDSOURCING Microtask.com
I NNOCENTIVE SUCCESS STORIES
F UTURE OF C ROWDSOURCING S UMMIT (2010) Ecoimagination – building the next generation power grid Connect & Develop – product innovations outside of the firm Help Create The.gov You Deserve - October 2011 Daily Crowdsource
C ROWDSOURCING TRENDS Curated Crowd – bigger not always better Quality improvements – extra level of quality control Standardization Corporate Acceptance Early adoption
T OM M ALONE : T HE C OLLECTIVE I NTELLIGENCE G ENOME
Tips and Guidelines
C ROWDSOURCING T IPS Crowdsourcing has three unique requirements to deliver collective intelligence 1. Diverse crowd Diverse set of minds to go at the question at different angles 2. Qualified crowd People must be interested and capable 3. Right sized crowd Simpler the crowdsourcing question the larger the crowd needed (American Idol vs. more technical question)
G UIDELINES FOR S UCCESSFUL P EER P RODUCTION Find other people who have the same (or similar) problem or goal as you Join forces with them in order to produce what you want to have or achieve Be fair and accept the others as your peers Be generous and share what you can Be open and welcoming to make it easy for new people to join and contribute to your project
G UIDELINES FOR S UCCESSFUL P EER P RODUCTION Leave hints on what there is to do and which contributions you would like to see Jointly develop the rules and structures that are most suitable for reaching your goals Strive to reach rough consensus regarding the goals of your projects and the best ways of realizing them
P AST, P RESENT, AND F UTURE Steam power replaced muscle power and launched the Industrial Revolution Henry Fords assembly line, along with advances in steel and plastic, ushered in the Second Industrial Revolution Next, silicon and the Information Age Now the age of peer production Third Industrial Revolution – Jeremy Rifkin
W HAT IS NEXT ? T HIRD I NDUSTRIAL R EVOLUTION
I T IS NOT AN INDIVIDUALS IQ We may focus on the stories of individual genius, but it will be harnessing the intelligence of the collective that enables humanity to solve its future problems.