crowdflower – as pessoas são melhores que os computadores
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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
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