Developing an enterprise crowdsourcing strategy

2012 Crowdsourcing, LLC | [email protected] m.2.2.012 PAGE 1

INSIGHTS. RESEARCH. ADVISORY.

DEVELOPING AN ENTERPRISE

CROWDSOURCING STRATEGY Conferencia Crowdsourcing Brazil

3 July 2012

Includes Extracts from massolutions Crowdsourcing Industry Report

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INSIGHTS. RESEARCH. ADVISORY.

CROWDSOURCING DEFINITION

CROWDSOURCING DEFINITION (OLD)

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, generally using the internet.

2012 Crowdsourcing, LLC | [email protected] m.2.2.012 PAGE 3

INSIGHTS. RESEARCH. ADVISORY.

CROWDSOURCING DEFINITION

CROWDSOURCING DEFINITION (OLD)

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, generally using the internet.

2012 Crowdsourcing, LLC | [email protected] m.2.2.012 PAGE 4

INSIGHTS. RESEARCH. ADVISORY.

CROWDSOURCING DEFINITION

CROWDSOURCING DEFINITION (OLD)

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, generally using the internet.

Crowdsourcing requires online participants to create something new and of value not every instance of an online community is crowdsourcing.

It requires the internet so that you can connect with lots of people very quickly and you can direct and organize their work.

Crowdsourcing is enabling new work to be performed that previously wasnt practical, viable or affordable

New forms of crowdsourcing are emerging: Curated, Intermediated and Private Crowds

Online communities are tapped for specific purposes requiring their knowledge, their expertise, their time or their resources.

Crowdsourcing is different from outsourcing - they differ in philosophy and models of worker participation:

With outsourcing there is restricted participation and a philosophy of end-to-end responsibility

With crowdsourcing there is open participation and a philosophy of disaggregation

2012 Crowdsourcing, LLC | [email protected] m.2.2.012 PAGE 5

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CROWDSOURCING DEFINITION

CROWDSOURCING DEFINITION (NEW)

CROWDSOURCING IS AN ONLINE MODEL FOR

DISTRIBUTED PROBLEM SOLVING, PRODUCTION AND CAPITAL FORMATION.

Daren C Brabham, Ph.D. Assistant Professor University of North Carolina at Chapel Hill

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INSIGHTS. RESEARCH. ADVISORY. CROWDSOURCING CATEGORIES

CROWDSOURCING IS AN ONLINE MODEL FOR

DISTRIBUTED PROBLEM SOLVING, PRODUCTION AND CAPITAL FORMATION.

Problem Solving Ideation

Production Micro-tasks Expertise-based tasks

Capital Formation o Crowdfunding

Donation, Reward, Debt and Equity-based

CROWDSOURCING WITHIN THE ENTERPRISE

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MARKET GROWTH AND REVENUE COMPOSITION BY

SECTOR

Source: Massolution

ENTERPRISE CROWDSOURCING MARKET COMPOSITION

Enterprise crowdsourcing continues to demonstrate aggressive and accelerating growth.

Revenues grew approximately 53% from 2009 to 2010 and then accelerated to approximately 75% from 2010 to 2011.

Almost two thirds of market revenues are derived from three industry sectors: Internet Services, Media and Entertainment, and Technology.

While Financial Services and Manufacturing are key industries driving the traditional outsourcing industry, they show a relatively low share of the crowdsourcing industry at 8% and 13% respectively.

THE ENTERPRISE CROWDSOURCING MARKET

WAS ESTIMATED TO BE WORTH OVER $500M in

2011 AND GREW AT ~75% WHEN COMPARED

TO 2010.

Source: massolution Crowdsourcing Industry Report Enterprise Crowdsourcing: Market, Provider and Worker Trends. http://crowdsourcing.org/l/8346

Crowdsourcing revenue composition by Industry sector, 2011

Crowdsourcing Industry revenue growth 2009-11

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INDUSTRY SECTORS WITH HIGH DEMANDS FOR ONLINE CONTENT AND LEADERS IN eCOMMERCE ARE BIG ADOPTERS OF CROWDSOURCING

ENTERPRISE CROWDSOURCING MARKET COMPOSITION

29%

20% 18%

13%

8%

6%

3% 2%

1%

Source: Crowdsourcing.org, 2011

TECHNOLOGY (INC. SW and HW)

MEDIA AND ENTERTAINMENT

MANUFACTURING

HEALTHCARE OTHER

TRAVEL AND HOSPITALITY

RETAIL DISTRIBUTION

FINANCIAL SERVICES

INTERNET SERVICES

Crowdsourcing revenue composition by industry sector, 2011 Percentage, based on a sample of 15 CSPs

eCommerce and Online Publishing

Travel & Hospitality

Retail and Distribution

Financial Services

Manufacturing Technology Media and Entertainment

Internet Services

Healthcare

Destination guides and reviews

Online Catalogues and eCommerce

Investment advice articles

Product descriptions and specs

Digital products and self-help guides

Digital media and eCommerce

Search engine optimized content

Healthcare advice and articles

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MARKET GROWTH AND REVENUE COMPOSITION BY

SECTOR

Source: Massolution

ENTERPRISE CROWDSOURCING MARKET COMPOSITION

Detailed analysis of crowdsourcing revenues by size of enterprise reveals that the adoption pattern varies for each category of crowdsourcing.

Expertise-based crowdsourcing is the most diversified in terms of target client segments, it exhibits almost equal share of every segment.

Ideation is focused primarily on large and medium size enterprise

clients that have matured to the point that they are looking to innovate and engage constituents in the process of product and service development. They are also using crowdsourcing to create meaningful engagement with customers.

The utilization of crowdsourcing in the form of Micro-tasks are heavily utilized by medium size enterprises companies often experiencing high-growth.

THE ADOPTION OF CROWDSOURCING VARIES

BY SIZE OF ENTERPRISE

Source: massolution Crowdsourcing Industry Report Enterprise Crowdsourcing: Market, Provider and Worker Trends. http://crowdsourcing.org/l/8346

EXPERTISE-BASED

IDEATION MICRO- TASKS

24% 20%

81%

53% 31%

25%

30%

15%

13% 21%

35%

40%

3%

5%

23% 40% 10% 2%

30%

Start-ups & small businesses ($1B in Revenues)

Crowdsourcing Industry revenue growth 2009-11

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INSIGHTS. RESEARCH. ADVISORY. ENTERPRISE PROCESSES

Source: American Productivity and Quality Center (APQC)

MANAGEMENT AND SUPPORT SERVICES

DEVELOP AND MANAGE HUMAN CAPITAL

MANAGE INFORMATION TECHNOLOGY

MANAGE FINANCIAL RESOURCES

ACQUIRE, CONSTRUCT, AND MANAGE PROPERTY

MANAGE ENVIRONMENTAL HEALTH AND SAFETY

MANAGE EXTERNAL RELATIONSHIPS

MANAGE KNOWLEDGE, IMPROVEMENT, AND CHANGE

ENTERPRISE OPERATING PROCESSES

DEVELOP VISION AND STRATEGY

DEVELOP AND MANAGE PRODUCTS AND SERVICES

MARKET AND SELL PRODUCTS AND SERVICES

DELIVER PRODUCTS AND SERVICES

MANAGE CUSTOMER SERVICE

A TYPICAL ENTERPRISE CONSISTS OF OPERATING PROCESSES SUPPORTED WITH MANAGEMENT AND SUPPORT SERVICES

Source: APQC

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INSIGHTS. RESEARCH. ADVISORY. ENTERPRISE PROCESSES

Source: American Productivity and Quality Center (APQC)

MANAGEMENT AND SUPPORT SERVICES

DEVELOP AND MANAGE HUMAN CAPITAL

MANAGE INFORMATION TECHNOLOGY

MANAGE FINANCIAL RESOURCES

ACQUIRE, CONSTRUCT, AND MANAGE PROPERTY

MANAGE ENVIRONMENTAL HEALTH AND SAFETY

MANAGE EXTERNAL RELATIONSHIPS

MANAGE KNOWLEDGE, IMPROVEMENT, AND CHANGE

ENTERPRISE OPERATING PROCESSES

DEVELOP VISION AND STRATEGY

DEVELOP AND MANAGE PRODUCTS AND SERVICES

MARKET AND SELL PRODUCTS AND SERVICES

DELIVER PRODUCTS AND SERVICES

MANAGE CUSTOMER SERVICE

Source: APQC

Process categories 5 Process groups 21 Processes 102

Process categories 7 Process groups 42 Processes 180

[RETAIL BANKING EXAMPLE]

F&A Process Category:

Process groups: 9 Processes: 26

PRIORITIZATION IS THE KEY CHALLENGE IN FINDING CROWDSOURCING OPPORTUNITIES IN THE ENTERPRISE

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