Crowdflower – As pessoas são melhores que os computadores

Enterprise Crowdsourcing

Lukas  Biewald  São  Paulo  August  29,  2011    

Image  Source:  New  York  Times  

US  Unemployment  Rate  

1948   2010  

Global Unemployment Rates

Source:  OECD  

Size  of  US  Labor  Force  

1948   2010  

Source:  OECD  

Annual Labor Force for OECD Countries

What is Crowdsourcing?

Crowdsourcing is …"

**J. Howe. Crowdsourcing: Why the Power of the Crowd Is Driving the Future of Business. Crown Business, 2008.

“Engaging distributed groups of people to complete microtasks or generate information.”

– Jeff Howe

Civic Engagement

• Charity and Non Profits

• Education • Emergency Response

• Environment • Global Issues • Government & Politics

• Humanitarian • Local Community • Religion • Volunteering

Collective Knowledge

• Citizen Journalism • Citizen Science • Directories • Film • Forecasting & Prediction

• Health • Help • Maps • Market Intelligence • Opinion • Polling • Q&A • Reference • Reviews • Social Production • Translation • Travel

Collective Creativity

• Advertising • Apparel • Art • Audio/Video • Branding • Consumer Goods • Design • Film • Music & Music Videos

• Photography • Writing

Community Building

• Brand Engagement • Customer Engagement

• Employee Engagement

• Fans & Followers

Open Innovation

• Design • Idea Generation • Optimization • R&D

Cloud Labor

• Expert-tasks • Freelance Platforms

• Micro-tasks

Crowdfunding

• Donations, Philanthropy & Sponsorship

• Investing • Lending

Tools

Crowdsourcing

Crowdsourcing  Industry  by  Category  &  Subcategory  

How Crowdsourcing Works

Like  cloud  compuQng…   We access human processing power in the cloud.

Source:  Google  Trends.  August  24,  2011  

Search Volume for ‘Crowdsourcing’

Source:  Google  Trends.  August  24,  2011  

Search Volume for ‘Crowdsourcing’ & ‘Outsourcing’

0  

500  

1000  

1500  

2000  

2500  

3000  

2006   2007   2008   2009   2010  

Ar#cles  

Year  

Google Scholar Articles Mentioning ‘Crowdsourcing’

0  

5,000,000  

10,000,000  

15,000,000  

20,000,000  

Oct-­‐04  

Jan-­‐05  

Apr-­‐05  

Jul-­‐0

5  

Oct-­‐05  

Feb-­‐06  

Apr-­‐06  

Jul-­‐0

6  

Nov-­‐06  

Jan-­‐07  

Apr-­‐07  

CrowdFlower Judgments By Month

Business  LisQng  VerificaQon  

Product Categorization

Search Relevance

Lead Generation

Enterprise Crowdsourcing Solutions

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%

Enterprise Solution: Generate Content

Example content includes: •  Answers to user-generated questions •  Website summaries •  SEO texts

You give us input data, we generate fresh content that matches your criteria."

CONTENT GENERATION

Can I purcahse acollege degree? It is possible to purchase

a college degree online. However, you cannot purchase a valid college degree that will be recognized by an employer.

Common client criteria: •  Length (e.g., 100 - 1000 characters) •  Tone (e.g., polite and professional) •  Proper grammar, spelling, and punctuation

Enterprise Solution: Product Image Moderation

Scalability  of  Enterprise  Crowdsourcing  

6,000

1,000

500

0

178565339365

5,863

901511332224174

6-Sep

4-Sep

5-Sep

3-Sep

2-Sep

1-Sep

31-Aug 30-Aug 29-Aug 28-Aug

Daily FTE for CrowdFlower tasks: May 2010 – Nov 2010 Number of FTEs

Daily FTE for CrowdFlower tasks: 8/28/2010 - 9/6/2010 Number of FTEs

Scaling up

5,689 FTEs in 5 days

Scaling down

5,685 FTEs in 4 days

•  In October, CrowdFlower delivered work equivalent to 1,208 FTEs outsourcing company

•  In September, the company scaled-up from 174 FTEs to 5,863 FTEs in 5 days, seamlessly delivering consistent high quality output

CrowdFlow Digital Assembly Line

1 worker writes content to match your business rules

Multiple workers verify the content We keep them on track with CrowdFilter

technology.

Verified content! Worker is allowed to keep working.

Accuracy Through Peer Review

Accuracy Through an Automated Workflow

Total = 9

94.5

9

1.6

7

1.8

5

2.1

3

3.3

1

85.7

95.0

Accuracy per workers - content moderation application1 Percent accuracy (Incremental)

Total = 3.9

Accuracy Through Redundancy

Need  for    Kreyol-­‐English    Translators  

January  12,  2010  

Graphic  by  Ushahidi  

Crisis response in Haiti: User interface

Crisis response in Haiti: Result