User Generated
Content and
Crowdsourcing
MIS5801SUNIL WATTAL
Adapted from material by Munir Mandviwalla, Steven L. Johnson, and David Schuff
EVOLUTION OF INTERACTIVITY
Web 1.0
Web 2.0
• Non interactive
• One-way flow
• Interactive
• User generated
Web ?
WHAT WEB 2.0 MEANS
Individuals
• New ways to
communicate
• Personal
• Professional
• Internal
• Locate expertise and
knowledge sharing
Organizations
• External
• Public relations,
product promotion
2012 ELECTIONS
Listen & Brand | Mine & Decide | Converse & Share| Co-create & Innovate
LISTEN AND BRAND
LISTEN AND BRAND
Reviews/Votes | Likes | Friends | Blogs
CONCEPTS
1. Marketing vs. Public relations
STRATEGIES
2. Brand as a social construct
Build | Manage | Protect
2. Risk management
• Monitoring
• Mission control
3. Engines
A. Word-of-mouth & Network effect
B. Social networking
1. Partner: Marketing, Legal
3. Web metrics
RISKS
KEY QUESTIONS
1. Discount/deals only focus
1. Listen only or Listen and Brand?
2. What is the ROI for your industry?
2. Compliant box
3. Free-for-all
MINE AND DECIDE
MINE AND DECIDE
Text | Membership | Demographics | Friends
CONCEPTS
1. Structured vs. Unstructured data
Search | Taxonomy | Algorithms
Visualizations | Types
2. Big data: Velocity | Variety | Volume
STRATEGIES
1. Enterprise BI + Social
2. Universities and Analytics
3. Data warehousing
3. Engines
A. Power distribution
B. Social network analysis
RISKS
KEY QUESTION
1. Data: Quality | Reliability | Size
Which topic should you invest in first
(and which should be deferred)?
2. Regulations
3. Causality and large data sets
Source: http://en.wikipedia.org/wiki/File:Long_tail.svg)
CONVERSE AND SHARE
CONVERSE AND SHARE
Networks | Knowledge | Ideas | Community
CONCEPTS
STRATEGIES
1. Many-to-many
Speed | Formality | Control
1. Partner: R&D, HR, C-suite
2. Community
Stages | Light vs. full
3. Incentives
2. Community managers
3. Engines
A. User generated content
B. Network effects
C. Social capital
RISKS
KEY QUESTION
1. Culture
1. What is the right platform?
2. How do you sustain the conversation
and sharing?
2. Sustain critical mass
3. Security and privacy
CO-CREATE AND INNOVATE
CO-CREATE AND INNOVATE
CO-CREATE AND INNOVATE
Crowd source| Ratings| Reviews | Achievements
CONCEPTS
1. Open Innovation: Types | Control
2. Web 2.0: Flatness | Interactivity
3. Engines
A. User generated content
B. Sourcing
Content | Tags |Reviews |
Prediction | Funding
STRATEGIES
1. One-off vs. sustained
2. Partner: External consultant, C-suite
3. Project management
RISKS
KEY QUESTIONS
1. Ideas vs. opinions
1. Co-creation or innovation?
2. How do you ensure ROI?
2. Intellectual property
3. Costs
Startup | Quality | Scale |Manage
Crowdsourcing
Condorcet's jury theorem (i.e., Sunstein, 2006)
If each voter is right more
than half of the time, then
adding more people
greatly increases accuracy
of majority decision.
Listen & Brand | Mine & Decide | Converse & Share| Co-create & Innovate
SOCIAL MEDIA STRATEGIC COMPARISON
Skill sets
Listen and Brand
Digital Marketing
Mine and Decide
Econometrics
Analytics
Visualization
Converse and
Share
Community
management
Knowledge curation
Co-create and
innovate
Digital entrepreneur
SOCIAL MEDIA FRAMEWORK IN HIGHER EDUCATION
Listen & Brand
Mine & Decide
• Identity
management
• E-Portfolio
• Knowledge
aggregation
• Comment alerts
• Search
• Tags
• Google analytics
Converse & Share
•
•
•
•
Open content
Site wide activity
Profile fields
Comments and
ratings
• Peer-to-peer
Co-create &
Innovate
• Co-author
• All users have
sites
REFLECTION
A. What would you
like to remember
about SM and
Crowdsourcing?
B. What do you
have questions
about?