MANAGING THE CROWD

A STUDY ON VIDEOGRAPHY APPLICATION

Lauri Pitkänen & Joni Salminen ABAEI, 18.11.2013

Howe 2006

Belk 2005 Kozinets & Belk 2006

Rokka 2010 Hietanen 2012

1)  Defines the method of managing crowds

2)  Defines how it could be applied

3)  How the application of the method could be evaluated

à supports the development of crowd management in theoretical and practical level

REPRESENTATION  /  OUTCOME INCENTIVES

GUIDANCE

QUALITY Design and communication  

Model for videographic crowdsourcing (Pitkänen & Salminen 2012)

REPRESENTATION  INCENTIVES

GUIDANCE

QUALITY Design and communication  

Guidance – Quality: How the researcher guides, interacts and communicates with the crowd affects the quality of material produced.

REPRESENTATION  INCENTIVES

GUIDANCE

QUALITY Design and communication  

Guidance – Representation: How the researcher guides, interacts and communicates with the crowd frames the possible research outcomes, or representations.

REPRESENTATION  INCENTIVES

GUIDANCE

QUALITY Design and communication  

Guidance – Incentives: How the researcher guides, interacts and communicates with the crowd may in some cases act as an incentive to participate per se.

REPRESENTATION  INCENTIVES

GUIDANCE

QUALITY Design and communication  

Quality – Guidance: The quality of material collected affects how the researcher is evaluating and improving future guidance.

REPRESENTATION  INCENTIVES

GUIDANCE

QUALITY Design and communication  

Quality – Representation: The quality of the material collected frames the possible representations that the researcher can create.

REPRESENTATION  INCENTIVES

GUIDANCE

QUALITY Design and communication  

Quality – Incentives: The quality of material collected affects how the researcher is evaluating and improving future incentives.

REPRESENTATION  INCENTIVES

GUIDANCE

QUALITY Design and communication  

Incentives – Guidance: Instead of removing the need for guidance, incentives may even increase it if the number of participants increases (in complex tasks).

REPRESENTATION  INCENTIVES

GUIDANCE

QUALITY Design and communication  

Incentives – Quality: Incentives may have a positive effect on quality, although this cannot be interpreted as a rule due to fuzziness of personal (hidden) motives.

REPRESENTATION  INCENTIVES

GUIDANCE

QUALITY Design and communication  

Representation – Guidance: When creating the representation, the researcher strives to hold consistency with the guidance given to participants.

REPRESENTATION  INCENTIVES

GUIDANCE

QUALITY Design and communication  

Representation – Quality: When creating the representation, the researcher is considering different criteria for judging quality.

1. Posted info about the research to different Facebook groups

2. Asked people to join research by downloading our specific app

3. Sent a research task to people who downloaded the app

4. Received videos from crowds

“Please show through video what kind of situation you are in and verbally tell why you want to play the game

in this specific place at this moment. …

explore situations in which consumers might want to play mobile multiplayer games.”

GUIDANCE

•  Theory – Tradeoff between too much and too little –

what is the optimal amount of guidance? – Agency problems – how much monitoring is

needed? •  Practice

– Need to be concise and unambiguous when giving instructions

– Need to reserve time for two-way communication

QUALITY

•  Theory – How to distinguish between low-quality and

high-quality crowd members? – What are the methods for assessing quality in

different contexts? •  Practice

– Set your own quality criteria and tolerance level before engaging the crowd

– Remember the association with guidance and incentives

INCENTIVES •  Theory

– To which extent do crowd members follow economic rationality?

– What is the cost structure of managing crowds? – How can the firm create and/or influence non-

monetary incentives? – Pricing strategies for crowd labor

•  Practice – Understand what drives “your crowd” – Start low and increase rewards if you have time;

start high if you’re in a hurry to get things done

OUTCOME

•  Theory – What are the types of outcomes firms pursue

when engaging the crowd? – How satisfied are they with the outcomes?

•  Practice – Connect the outcome to your firm’s processes – Consider chaining crowd contributions in a

meaningful way – use intervention if needed

1. Model for crowdsourcing and crowd management 2. Applied in the focal study: Producing videographic research data 3. Evaluated the application of model à Development of crowd management in theoretical and practical level

SUMMARY