C OLLABORATIVE P RODUCTION Collective Intelligence Peer Production User Generated Content (USG) Crowd sourcing.

COLLABORATIVE PRODUCTIONCollective Intelligence

Peer Production

User Generated Content (USG)

Crowd sourcing

“IT’S A PEOPLE DRIVEN ECONOMY STUPID”

-ERIK QUALMAN, 2009

USER 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.

PERSON OF THE YEAR 2006 – YOU!

USER GENERATED CONTENT

GOOGLE AND UGC

Google results for Samsonite Luggage in January 2010, which had no social media integration.

GOOGLE AND UGC

New value is delivered to the user via local places, product availability, price comparison, and social content. You’ll notice the UGC — customer reviews are included in the Shopping OneBox.

BOTTOM 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 STATISTICS

TOP 15 MOST POPULAR WEB 2.0 WEBSITES OCTOBER 2011

Source: http://www.ebizmba.com/articles/web-2.0-websites

“WHEN COSTS OF PARTICIPATION ARE LOW ENOUGH, ANY MOTIVATION MAY BE SUFFICIENT TO LEAD TO A CONTRIBUTION” -MICHAEL FELDSTEIN

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 Rifkin’s “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 another’s

plight One extended family resulting in empathetic bonds tend to

broaden as technology and societal structures evolve

AGE OF PEER PRODUCTION……….. PEOPLE 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

WHAT 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.

Technology is what makes it different today

COLLECTIVE INTELLIGENCE 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

EVOLUTION OF COLLECTIVE INTELLIGENCE

CROWDSOURCING AND COLLECTIVE INTELLIGENCE

“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.

WHAT IS CROWDSOURCING

CROWDSOURCING

Microtask.com

CROWDSOURCING

INNOCENTIVE SUCCESS STORIES

FUTURE OF CROWDSOURCING SUMMIT (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

CROWDSOURCING TRENDS

Curated Crowd – bigger not always better

Quality improvements – extra level of quality control

Standardization

Corporate Acceptance

Early adoption

http://www.businessesgrow.com/2011/08/31/the-top-five-crowdsourcing-mega-trends/

TOM MALONE: THE COLLECTIVE INTELLIGENCE GENOME

Tips and Guidelines

CROWDSOURCING TIPS

Crowdsourcing has three unique requirements to deliver collective intelligence1. 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)

GUIDELINES FOR SUCCESSFUL PEER PRODUCTION

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

GUIDELINES FOR SUCCESSFUL PEER PRODUCTION

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

The Future?

PAST, PRESENT, AND FUTURE

Steam power replaced muscle power and launched the Industrial Revolution

Henry Ford’s 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

WHAT IS NEXT?THIRD INDUSTRIAL REVOLUTION

IT 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.