When Jeff Howe coined the term crowdsourcing back in 2006, he defined it as »the act of a company or institution taking a function once performed by employees and outsourcing it to an undefined (and generally large) network of people in the form of an open call » (this definition is still on Wikipedia). Today, other buzzwords like co-creation and open innovation flood the marketing and innovation blogs. To know what’s happening with crowdsourcing, let’s just take a look at how the platforms based on crowdsourcing principles evolve. Let’s take a look at different types of platforms using crowdsourcing principles : virtual ad agencies, creativity platforms and (still) the crowd-sourcers.
VIRTUAL AD AGENCIES
I recently found an interesting blog post about discussing well-known crowdsourcing websites. Peter La Motte, president of GeniusRocket, describes how his websites’ model is not an open crowdsouring platform anymore, but rather « an agency powered by the crowd «. This means that ideas and storyboards are crowdsourced, but they only go into production when the client has given feedback and approves the project. This is the main difference with open platforms like Poptent or eYeka, who are open platforms for various creative people who can choose which projects they want to participate in. Other virtual ad agencies include Victors&Spoils, founded by John Winsor (a review of his book Flipped here), and Tongal. I like Tongal’s video because it explains how the crowd is leveraged to select and refine ideas: