Slide 1

Crowdsourcing for Media and ContentWorkshopNew York, October 26, 2012

rossdawson.comresultsfromcrowds.com

1

AgendaLandscapeContextNewsKey issuesProcessesPlatformsCapabilities

2

Landscape

3

4

Context

10

The spectrum of media models

11

12

Branded content/ content marketing

13

Cost vs Value

14

News

15

News applications of crowdsourcingApplicationDescriptionReportingOn-the-spot reporting and information, often as news happens.InvestigationGathering information relating to specific questions and issues.Data gatheringCollecting information on the ground.Data siftingGoing through large data releases to identify newsworthy issues.Story selectionSelecting the most interesting, relevant, and appropriate content.Fact checkingChecking facts in articles before or after publicationStory compilationWeaving a story through selection of quotes and content.WritingContribution of completed articles. VideoContribution of live or recorded video, usually of news events.CopyeditingCorrecting and improving written grammar and language.MetadataIdentifying relevant tags or descriptive data to contentFundingCrowdfunding journalistic initiatives.

Reporting

17

Investigation

18

Data gathering

19

Data sifting

20

Story selection

21

Fact checking

22

Story/ content compilation

23

Writing

24

Metadata

25

Funding

26

Key issues

27

Crowd typeKey characteristicsProfessionalClosed community Experienced Significant rewardsAspiring professionalTalented Less experienced Profile is highest rewardAmateurInvite-only or openAimed at diversityOften rewarded

Types of crowds for content

IssueUse platformsOwn crowdBreadthBroad, deep pool of contributors.Usually limited size.RelevanceMay not have right contributors.Highly relevant contributors.TimeAvailable immediately.Significant time to develop.ProcessCan offer sophisticated filtering.Platforms may be less flexible.InvestmentLow establishment costsLarge investment required.AdvantageDifferentiation through skilled use.Can offer competitive advantage.

Platforms vs Own crowd

Open vs Closed crowdsIssueOpenClosedTalentAmateur or aspiring.Top talent.InnovationBroader and unexpected ideas.Within defined scope.CostUsually lower.Usually higher.RelationshipDiffuse relationship.Stronger relationship.ProcessStand alone activity.Integration into client process.IP exposureDisclosure needed.Protection possible.

Processes

31

User Generated Content - workflowModerationLanguageIntellectual propertyAutomated Post-moderationPre-moderationUser-moderated

Editorial workflowReview and approvalCopyediting

32

User Generated Content - metadataLog metadataCMS/ News workflow systemXMP

MetadataTimeLocationCreatorCreator commentsCreator contact informationCreator intellectual property

33

Crowd filtering

34

Platforms

35

Platform distinctionsType of contentPurpose of contentQuality of contentProcess integrationReward structures

36

Copy platforms

37

Service marketplaces

38

Microtask platforms

39

Capabilities

40

CapabilitiesIdentifying crowd participationAttracting talentFiltering Process integrationQuality controlExperimentation

41

AttractingMotivationIssuesFinancialMany contributors of quality content are primarily motivated by financial rewards. However acceptable pay levels are often significantly below professional rates.Being paidFor aspiring content creators, there can be strong motivation in being a paid writer, even if the amount of money involved is not significant.In-kind rewardsRewards such as access to media content or a database in return for being a contributor are well accepted.Personal brandHaving the contributors name and possibly bio publicly associated with their contribution can enhance their profile or reputation.LinksOften contributors of content will be sufficiently rewarded by a link (preferably a chosen text link) from a well-ranked website as it supports their visibility in search engines.Social impactSome contributors are seeking opportunities to have a positive social impact, for example through sharing values or assisting social initiatives.Contribution to commons or communityMany are motivated to contribute to what they consider a common good, such as reviews that assist better buying decisions, or compiling an open-access database. There is also often a desire to contribute to specific communities, both geographical and interest-based.Skill developmentWriters or video creators may be motivated by being able to improve their capabilities, and will value coaching or editorial feedback.

42