What is Crowdsourcing?

From Daniel Nations, former About.com Guide

Crowdsourcing is a term meaning work being done by a "crowd" of people, with the crowd generally being the public at large. And believe it or not, crowdsourcing has been around long before the term was invented. We've seen it used to provide evidence of Bigfoot or UFOs or the Loch Ness monster in contests that offer a reward for providing proof. And we've seen it in open source development projects where the 'crowd' are key to the development process.

With Web 2.0 providing a greater interaction among web users, the soaring popularity of the crowdsourcing model is not unexpected. Projects such as Wikipedia provide a great example of crowdsourcing on a large scale, but crowdsourcing doesn't have to be so grandiose. A t-shirt manufacturer opening up a suggestion box for t-shirt slogans is also utilizing the idea of crowdsourcing.

In essence, crowdsourcing is any sort of outsourcing that involves a large group of people actively participating in the project. Generally, this is the public, but a business might also utilize crowdsourcing techniques to develop an internal application.

Crowdsourcing is a linguistic mashup of "crowd" and "sourcing." It means tapping a "crowd" of people to do "sourcing" of work or to collectively contribute to any kind of project.

Crowdsourcing was coined by writer Jeff Howe in a 2006 Wired magazine article. The word has come to describe a growing phenomenon that was made easier by the rise of Internet services-namely, providing online electronic tools to members of the public or to a select group of people to work together to complete a task or project.

The example of crowdsourcing most often cited is Wikipedia, the online encyclopedia that is collectively created and edited by volunteers.

More Crowdsourcing Examples:

Others include open source software development projects such as the original Firefox, WordPress and Linux.

Amazon's Mechanical Turk project is another example.

So is Ushahidi, a web software program designed for collaborative mapping. It was originally developed to let people report violence in Kenya after a disputed election, but it has since spread and is widely used for people to collaborate in crisis and emergency management.

The Ups and Downs of Crowdsourcing. The impact of crowdsourcing on the advertising industry.

By Paul Suggett, About.com Guide

If you're working in advertising or marketing, you will have at least encountered the term "crowdsourcing" by now. A term first coined by Jeff Howe of Wired Magazine, crowdsourcing is " 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. "

Crowdsourcing in Action

So, that's fine in theory. But how does it work in the advertising industry? Well, a good example of that is the current Victors & Spoils agency model. It is, in fact, the first ad agency to be built on crowdsourcing principles.

A typical project for a client involves just what you'd expect from an ad agency, including:

• An account director or AE

• A strategy director

• A creative director

• A production department

It's all housed in an office building, too. This isn't a virtual landscape. The big difference however is the creative department. This is crowdsourced, which means that every project that comes into the ad agency is outsourced to the "crowd."

Putting the Crowd in Crowdsourcing

What's the crowd? Well, it's a seemingly endless supply of freelance talent that lives out there in the world, ready to work on any jobs that come along. They include:

• Art directors

• Copywriters

• Producers

• Designers

• Writers

• Strategists

Victors & Spoils maintains a database counting hundreds (or maybe even thousands) of creatives, and they will access this database as and when they need work producing. A creative brief will be issued to the crowd, the ideas will come flooding in, and directions are chosen from the ideas the agency receives.

The Advantages of Crowdsourcing

There are many.

1. The overhead is lower. You only pay for creative people when you need them, and even then, you only pay people if their ideas are chosen. Plus, there are no benefits to pay, vacation hours and so on.

2. The talent pool is huge. An ad agency built on crowdsourcing can choose from thousands of available creatives.

3. It allows an agency to grow and shrink as needed. IN these tough times, agencies are laying off creative staff and working with a skeleton crew. When times get better, more creatives are hired. But with crowdsourcing, the creative department grows and shrinks to accommodate each job.

4. The work, theoretically, is fresher. You can have different teams working on the same client for years, rather than tapping a select few times and draining the creative well dry.

5. You have access to international talent. The barriers are gone, you can team up a writer in India with a designer in Japan, all via cloud computing. ( Cloud computing is the use of computing resources (hardware and software) which are available in a remote location and accessible over a network (typically the Internet). The name comes from the common use of a cloud-shaped symbol as an abstraction for the complex infrastructure it contains in system diagrams. Cloud computing entrusts remote services with a user's data, software and computation)

6. Great collaboration across multiple disciplines, languages and age ranges.

The Darker Side of Crowdsourcing

Unfortunately, for every action there is an equal and opposite reaction. In this case, what's good for one agency is not necessarily good for them all. And it's even worse for the talent pool out there. Major issues include:

1. Talent is only paid for chosen ideas. This means that dozens, perhaps hundreds, of people are working for free in the hope of having their idea chosen. This devalues creative talent enormously.

2. Other traditional agencies find it hard to compete. Not unlike the Shawshank Redemption, in which the prison inmates could build a railroad for a fraction of the price of a regular business, crowdsourcing is hard to beat. Does that make it wrong? No. But it does skew the marketplace in favor of freelance-only business models, which could be very bad news for creative careers.

3. Wages average out to fall well below average, for the lucky ones who actually have their ideas chosen.

4. Greater probability of failure. Creative departments in the world's top agencies are staffed with the best minds. The talent pool that remains is not comprised of the top-level talent, as 99% of those are employed. Crowdsoucring sacrifices an expensive A-team for a much cheaper B-team.

5. A breakdown of working relationships. As creatives change on each job, it's tough to build solid relationships with reliable staff.

6. No accountability. With no contracts and low (or no) wages, the creative team will always be on the lookout for the bigger, better deal. When they take it, the agency is left bag.