crowdsourcing and social engagement: potential, power and freedom for libraries and users. keynote....

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Crowdsourcing and Social Crowdsourcing and Social Engagement:Engagement:

Potential, Power and Freedom Potential, Power and Freedom for libraries and usersfor libraries and users

Keynote presentation by Rose Holley, Digital Librarian Keynote presentation by Rose Holley, Digital Librarian [email protected]

Pacific Rim Digital Library Alliance (PRDLA) Conference, Pacific Rim Digital Library Alliance (PRDLA) Conference,

Libraries at the end of the world: Digital Content and Knowledge Libraries at the end of the world: Digital Content and Knowledge CreationCreation

Auckland, New Zealand, 18-20 November 2009Auckland, New Zealand, 18-20 November 2009

mailto:[email protected]

Thank you for inviting me to speak here today. In the Thank you for inviting me to speak here today. In the next hour I am going to talk about the potential of next hour I am going to talk about the potential of crowdsourcing for libraries.crowdsourcing for libraries.

I am speaking in my own personal capacity and my I am speaking in my own personal capacity and my talk is based upon my own recent personal talk is based upon my own recent personal research in this area (published in the E-Lis Library research in this area (published in the E-Lis Library repository). I will draw on my own experience as repository). I will draw on my own experience as manager of a crowdsourcing site, and on the manager of a crowdsourcing site, and on the experiences of other crowdsourcing site managers experiences of other crowdsourcing site managers that I have interviewed.that I have interviewed.

I am expressing my own personal viewpoints today, I am expressing my own personal viewpoints today, not those of any particular library or organisation.not those of any particular library or organisation.

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What is crowdsourcing?What is crowdsourcing?Social engagement (web 2.0) = Social engagement (web 2.0) =

Interactions with data on a personal levelInteractions with data on a personal level Marking, reviewing, correcting, classifying Marking, reviewing, correcting, classifying

items etc to help yourselfitems etc to help yourself May require less involvement and effort than May require less involvement and effort than

crowdsourcingcrowdsourcing

Crowdsourcing = Crowdsourcing = Large group of unpaid volunteersLarge group of unpaid volunteers Each doing small tasksEach doing small tasks Working towards a clear goalWorking towards a clear goal Goal is big and for the ‘common good’Goal is big and for the ‘common good’ Usually using social engagement strategiesUsually using social engagement strategies

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For ExampleFor Example

Making out of copyright books Making out of copyright books electronically availableelectronically available

Transcribing birth, death and marriage Transcribing birth, death and marriage hand written records so that they hand written records so that they become searchable become searchable

Writing articles to make a free online Writing articles to make a free online encyclopediaencyclopedia

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Benefits for librariesBenefits for libraries

1.1. Achieving goals that the library Achieving goals that the library does not have resource fordoes not have resource for

2.2. Quick results for a big taskQuick results for a big task

3.3. Active engagement with the Active engagement with the communitycommunity

4.4. Utilising knowledge of Utilising knowledge of communitycommunity

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BenefitsBenefits

5.5. Improving/adding value to your Improving/adding value to your resource/serviceresource/service

6.6. Encouraging sense of public ownership Encouraging sense of public ownership and responsibility towards cultural and responsibility towards cultural heritage itemsheritage items

7.7. Building trust and loyalty of the Building trust and loyalty of the communitycommunity

8.8. Demonstrating relevance and value of Demonstrating relevance and value of librarieslibraries

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Australian NewspapersAustralian Newspapers

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User Interaction at article User Interaction at article levellevel

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AchievementsAchievements

November 2009 (1 year in)November 2009 (1 year in) 6,000+ volunteers6,000+ volunteers 7 million lines of text corrected in 7 million lines of text corrected in

in 318,000 newspaper articlesin 318,000 newspaper articles 200,000 tags added200,000 tags added 4,600 comments added4,600 comments added

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Picture AustraliaPicture Australia

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October 2009 (4 years in)October 2009 (4 years in) 2,641 volunteers2,641 volunteers 55,664 images created and added to 55,664 images created and added to

the collectionthe collection

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FamilySearchIndexingFamilySearchIndexing

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January 2009 (4 years in)January 2009 (4 years in) 160,000 volunteers160,000 volunteers BDM records transcribed BDM records transcribed

internationallyinternationally

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Distributed ProofreadersDistributed Proofreaders

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October 2009 (9 years in)October 2009 (9 years in) 90,000 volunteers (3,000 active per 90,000 volunteers (3,000 active per

month)month) 16,000 E-books created and 16,000 E-books created and

availableavailable

(consistently create approx 2,000 per (consistently create approx 2,000 per year)year)

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WikipediaWikipedia

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December 2008 (8 years in)December 2008 (8 years in) 156,000 active volunteers out of 10 156,000 active volunteers out of 10

million totalmillion total A free online encyclopaediaA free online encyclopaedia 3 million articles created in English 3 million articles created in English

WikipediaWikipedia 10 million articles created in 250 10 million articles created in 250

languageslanguages

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Personal Names Data Personal Names Data ProjectProject

PND – 20,000 checked in 2 weeks by German wikipedians.PND – 20,000 checked in 2 weeks by German wikipedians.

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The Guardian MP’s The Guardian MP’s ExpensesExpenses

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June 2009 (80 hours in)June 2009 (80 hours in) 20,000 volunteers20,000 volunteers 170,000 pages read and checked170,000 pages read and checked

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Galaxy ZooGalaxy Zoo

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July 2008 (1 year in)July 2008 (1 year in) 150,000 volunteers150,000 volunteers 50 million galaxy images classified50 million galaxy images classified

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BBC WW2 Peoples WarBBC WW2 Peoples War

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January 2006 (2.5 yrs and end of January 2006 (2.5 yrs and end of project)project)

32,000 volunteers32,000 volunteers 47,000 memories added47,000 memories added 15,000 personal images added15,000 personal images added

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Shipping in Australian Shipping in Australian waterswaters

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FreeUKGenFreeUKGen

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Can libraries do it and how?Can libraries do it and how?

Are the experiences unique?Are the experiences unique? Are there common factors?Are there common factors? Why did it work so well?Why did it work so well? What have they learnt?What have they learnt? How can we apply what they have How can we apply what they have

learnt?learnt?

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Common FactorsCommon Factors

1.1. Volunteer numbers and Volunteer numbers and achievementsachievements

2.2. Volunteer profilesVolunteer profiles

3.3. Volunteer motivationsVolunteer motivations

4.4. Rewards and acknowledgementRewards and acknowledgement

5.5. Management of volunteersManagement of volunteers

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Volunteer numbers and Volunteer numbers and achievementsachievements

All started ‘quietly’All started ‘quietly’ None have done major advertisingNone have done major advertising Most harnessed small numbers initially Most harnessed small numbers initially

which grew rapidlywhich grew rapidly In all cases volunteers did far more In all cases volunteers did far more

work to a higher standard than work to a higher standard than expectedexpected

Significant achievementsSignificant achievements

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Volunteer Profile – Volunteer Profile – anyone/everyoneanyone/everyone

Flickr: LucLeqay

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Volunteer profileVolunteer profile

Majority of work done by 10% of people = Majority of work done by 10% of people = ‘super’ volunteers‘super’ volunteers

Age variesAge varies Prefer to work for non-profit making orgsPrefer to work for non-profit making orgs Almost always ‘educational’Almost always ‘educational’ 50/50 ‘volunteering’ /interested in subject50/50 ‘volunteering’ /interested in subject 50/50 want to choose work/be given work50/50 want to choose work/be given work

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Volunteer motivationsVolunteer motivations

I love itI love it It’s interesting and funIt’s interesting and fun It is a worthy causeIt is a worthy cause I am helping with something I am helping with something

important e.g. recording history, important e.g. recording history, finding new things, discovering finding new things, discovering scientific items scientific items

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MotivationsMotivations

You put a lot of trust in meYou put a lot of trust in me It’s a big challengeIt’s a big challenge I can help the groupI can help the group I want to give something back to I want to give something back to

communitycommunity It’s addictiveIt’s addictive

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Increasing motivationIncreasing motivation

Give more stuff to do

Progress chart Raise the bar Online camaraderie Clear instructions Acknowledgement Reward

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Profiles of top correctorsProfiles of top correctors

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Rewards and Rewards and AcknowledgementAcknowledgement

Identifying individualsIdentifying individuals Options to have profiles publicOptions to have profiles public Ranking tablesRanking tables CertificatesCertificates Promotional giftsPromotional gifts Meeting paid staffMeeting paid staff

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Management of volunteersManagement of volunteers Volunteers manage each otherVolunteers manage each other

Be IT savvy – forums, blogs, wiki’sBe IT savvy – forums, blogs, wiki’s

No paid staff to manage and do not No paid staff to manage and do not recommendrecommend

Paid staff only create/establish Paid staff only create/establish endorse policies/FAQ/Guidelinesendorse policies/FAQ/Guidelines

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Tips for crowdsourcingTips for crowdsourcingTip 1. Clear and big goal - homepage

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Tip 2.Tip 2. Progress towards goal Progress towards goal

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Tip 3.Tip 3. Quick, reliable Quick, reliable

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Tip 4.Tip 4. Easy and Fun Easy and Fun

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Tip 5.Tip 5. Make results/outcome Make results/outcome visiblevisible

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Tip 6.Tip 6. Rewards and Rewards and acknowledgementsacknowledgements

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Tip 7.Tip 7. Content or thing must be interesting Content or thing must be interesting

Tip 8.Tip 8. Give volunteers options to be visible Give volunteers options to be visible

Tip 9.Tip 9. Give volunteers an online team Give volunteers an online team environment e.g. wiki, forumenvironment e.g. wiki, forum

Tip 10.Tip 10. Give volunteers choices Give volunteers choices

Tip 11.Tip 11. Assume it will be done well Assume it will be done well

Tip 12.Tip 12. Keep the site alive Keep the site alive

Tip 13.Tip 13. Take advantage of topical events Take advantage of topical events

Tip 14.Tip 14. Listen to your ‘super’ volunteers Listen to your ‘super’ volunteers carefullycarefully

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PotentialPotential

Hundreds of thousands/millions of Hundreds of thousands/millions of volunteers if publicizedvolunteers if publicized

Libraries have lots of dataLibraries have lots of data

Could really open up access to archives, Could really open up access to archives, and improve content on mass scale.and improve content on mass scale.

A global pool of volunteers and projectsA global pool of volunteers and projects

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My personal big ‘global My personal big ‘global vision’vision’

Digital users do not see institution walls.Digital users do not see institution walls. Walls are now down for digital access via federated Walls are now down for digital access via federated

searches and national services eg Digital NZ, Picture searches and national services eg Digital NZ, Picture Australia, Matapihi, TroveAustralia, Matapihi, Trove

Walls need to be down for crowdsourcing projects tooWalls need to be down for crowdsourcing projects too

E.g. if you want to improve/transcribe text on shipping E.g. if you want to improve/transcribe text on shipping lists you should be able to come to a central portal to lists you should be able to come to a central portal to find all the projects and countries involving shipping find all the projects and countries involving shipping lists. Not have to go separately to Australian lists. Not have to go separately to Australian Newspapers, FamilySearchIndexing, Australian Ships Newspapers, FamilySearchIndexing, Australian Ships and Mariners.and Mariners.

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Why should libraries lead?Why should libraries lead?

??

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We have the contentWe have the content

We have the technologyWe have the technology

We have the public supportWe have the public support

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What makes us differentWhat makes us different(to Google, Amazon, (to Google, Amazon,

Wikipedia?)Wikipedia?)

Long term preservation and accessLong term preservation and access

Not constrained by commercial pressuresNot constrained by commercial pressures

Universal accessUniversal access

““Free for all”Free for all”

ALWAYS and FOREVER….ALWAYS and FOREVER….

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Technology enables libraries to Technology enables libraries to evolve and to stay relevant.evolve and to stay relevant.

Q.Q. So what is stopping us? So what is stopping us?

A.A. The Power and Control The Power and Control Game?Game?

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Pre Enlightenment reality Divine Right of Kings Theocracy Important decisions made by a

privileged and powerful few

Post Enlightenment values Reason Liberty Democracy

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Pre web, information was Produced by a relatively few large

and powerful publishers Discovered by metadata hand-

crafted by librarians Expensive and centralised

Post web, information is Produced by anyone Discovered by full text and bottom-

up linking effects Cheap and distributed

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This is scaryThis is scary

This is threatening This is threatening

This makes the public ask what This makes the public ask what our role isour role is

Back to the big question again….Back to the big question again…. “ “Are libraries needed anymore?”Are libraries needed anymore?”

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Loss of Power/control?Loss of Power/control? Vandalism or disinterestVandalism or disinterest

NO. Loyal and responsibleNO. Loyal and responsible Data corruptedData corrupted

NO. Keep in layers, keep separate, only NO. Keep in layers, keep separate, only integrated together for public viewintegrated together for public view

NO. Data is enhanced and value added.NO. Data is enhanced and value added. Loss of control Loss of control

NO. Volunteers NO. Volunteers wantwant guidance/co-ordination guidance/co-ordination Loss of powerLoss of power

NO. Gate keepers open as well as close NO. Gate keepers open as well as close doors! doors!

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Public power and Library PowerPublic power and Library Power= SUPER POWER!!= SUPER POWER!!

"Don't under estimate the power of people "Don't under estimate the power of people who join together…. they can accomplish who join together…. they can accomplish amazing things,"amazing things,"

Barack Obama 19 Jan 2009 Speaking on community engagement and Barack Obama 19 Jan 2009 Speaking on community engagement and involvement and voluntary workinvolvement and voluntary work

Rose says:Rose says:

People want to work together to achieve People want to work together to achieve amazing things – we as librarians have amazing things – we as librarians have the power to give them both the data and the power to give them both the data and tools to do this - they will do the rest……tools to do this - they will do the rest……

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Power vs FreedomPower vs Freedom

“ “Freedom is actually a bigger game Freedom is actually a bigger game

than power. than power.

Power is about what you can control.Power is about what you can control.

Freedom is about what you can Freedom is about what you can

unleash.”unleash.”

Harriet RubinHarriet Rubin

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What Do We Need to Think What Do We Need to Think About?About?

How we build back social How we build back social engagement into all our interactionsengagement into all our interactions

What we want crowdsourcing help What we want crowdsourcing help withwith

Why do we want the help: improve Why do we want the help: improve quality, social engagement, add quality, social engagement, add new contentnew content

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What Do We Need to Think What Do We Need to Think About?About?

Building partnerships with existing Building partnerships with existing non-non-profit crowdsourcing profit crowdsourcing organisationsorganisations

Working towards a global pool of Working towards a global pool of volunteers and projectsvolunteers and projects

How we market crowdsourcing in How we market crowdsourcing in librarieslibraries

How we change strategic thinking How we change strategic thinking from from power to freedompower to freedom

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Will we start crowdsourcing?Will we start crowdsourcing?

Help Tip:Help Tip:

Power is about what you can control.Power is about what you can control.Freedom is about what you can Freedom is about what you can unleashunleash