Managing Digital Crowds

March 21, 2017

Read The Full Prompt

In this module we have examined how firms can leverage digital technologies to harness the power of collective intelligence from the crowds to tackle a range of problems such as innovation problems and funding startups. For this assignment you have three options:

1 – Pick one industry where no firms have leveraged crowds, and come up with a crowd-based business model that may potentially transform the industry. Describe how you plan to create and capture value. Explain why the crowd will participate, and why your crowd-based model is better than the current model employed by the incumbents.

2 – Describe a company that is using crowds (external or internal) in an innovative manner. Describe how they incentivize participation and manage the crowd. What are the challenges? Describe how value creation and value capture occur, and the growth potential of this business.

3 – Companies often struggle with crowds as well. Describe failed crowdsourcing efforts and explain how and why the company failed. Given what you have learned in the course, what would you do differently?

Create an approximately 500-750 word post to make your contribution by 6pm on March 20. Please create appropriate tags for your post. Please also respond to and comment on three other posts per module. Feel free to use graphics, data, videos and links to other sites to corroborate your points.

Please prepare a two minute pitch about your blog entry before the class.

Submitted (92)

I’m not a Robot!
Posted on March 20, 2017 at 1:44 pm
How ReCaptcha helped Google digitize all books
GoPro: Falling short in capturing value from crowds
Yi Xie
Posted on March 19, 2017 at 11:01 pm
GoPro’s attempts to capitalize on User Generated Content has led them through a journey of value creation, to value capture, and then back to value creation again, as it struggles to grow beyond its camera product line.
Transforming Governments via Citizensourcing
Chun Pan
Last modified on March 20, 2017 at 5:40 pm
How cities of Medellin, Colombia and Paris, France, as well as Belgian startup CitizenLab leverage technology to crowdsource solutions to city issues from its own citizens.
Crowd-Sourcing Community Problems and Projects
Posted on March 20, 2017 at 3:22 pm
Use crowd-sourcing to lower the personal costs of participating in community activities.
Crowdsourcing AI at Drift: Does Analyzing Crowdsourced Information Actually Make Bots Smarter?
Ellen DaSilva
Last modified on March 12, 2017 at 7:40 pm
The proliferation of chatbots over the last two years has made life easier for some people. But are these bots really learning from their crowdsourced data inputs to make the outcome better for all users?
Frito-Lay’s Do Us a Flavor Contest
Posted on March 20, 2017 at 9:34 am
Lay's potato chips crowd-sources new flavors in an annual contest - but is it more marketing engine than product development innovation?
HitRecord: Paving the way for crowdsourcing in entertainment industry
Onaizah P
Last modified on March 20, 2017 at 9:19 pm
How HitRecord was able to build, nurture and monetize a community of creative artists
Transforming Government – Giving some power back to the people!
Andrew Banovic
Posted on March 16, 2017 at 3:31 pm
Utilizing technology, can we do a better job making decisions about the future of our country than our elected officials?
Quora – Capturing the World’s Knowledge
Last modified on March 19, 2017 at 5:01 pm
About Quora Quora is a question and answer site, where anyone can sign up for an account and start posting questions or responding to questions posted on the site. The company’s mission is to “share and grow the world’s knowledge.” It [...]
De Correspondent: member-based journalism
Daniel C
Last modified on March 21, 2017 at 12:26 am
In 2017, the Dutch online newspaper “De Correspondent” reached a new milestone: 50,000 paying members1. Even though only 4 years old, the new venture is already rivaling the biggest newspapers in digital users5. Their secret? Building and sustaining an active, [...]
#KissandTell: Lulu’s Failed Attempt to Crowdsource “Dating Intelligence”
Last modified on March 11, 2017 at 11:30 pm
Lulu created a community where five million women were willing to “rate” their dates. In a world where online reviews guide everything from hiring a handyman to picking our pizza, where does the wisdom of crowds cross the line?
JD Equity Crowdfunding Platform: the Challenges It Has Been Facing
Posted on March 20, 2017 at 9:38 am
Is crowdsourcing a solution for everything? What could go wrong in equity crowdfunding?
Zooniverse: Scientific Research through Crowdsourcing
Bipul Sinha
Last modified on March 20, 2017 at 5:37 pm
Zooniverse allows the general public to analyze scientific data and allows faster solving of big scientific problems.
Thoughts on Utilizing Crowds to Disrupt the Airline Industry
Brandon K
Posted on March 20, 2017 at 12:20 am
Flying on an airplane is a highly individualized experience that seems to disregard the value of the opinion of the customer. This post brainstorms some ideas for leveraging the power of the crowd for airlines.
3: Kaggle’s Krowd Woes
Posted on March 19, 2017 at 5:09 pm
Kaggle’s recent acquisition by Google casts doubt on the viability of crowd-sourced expertise as a service.  What went wrong?
Impact Guru: Crowd funding for your need
Last modified on March 22, 2017 at 12:39 am
Are you one of the following in the need of money: NGO raising funds for its operation, an individual trying to figure out the medical expenses, or a startup looking to raise capital, Impact Guru is there to help.
Angie’s List: The Original in Crowd-Sourced Reviews
Last modified on March 20, 2017 at 3:24 pm
For over 20 years, Angie's List has leveraged technology to help homeowners make wise purchasing decisions, but does the company have staying power?
[2] Kaggle: Building deep communities for deep learning
Last modified on March 20, 2017 at 1:40 am
Kaggle is a competition platform that leverages crowdsourcing to find solutions for deep learning problems. This blog summarizes how Kaggle managed to create value and its challenge to stay relevant Crowdsourcing Genealogy
Posted on March 20, 2017 at 12:43 pm uses a combination of technology, historical archives, DNA testing and the contributions of members to help amateur genealogists trace their family histories. Ancestry has over 2.5M paying subscribers and over 20Bn records dating back to the 13th century that [...]
TED: Changing the World, 18 Minutes at a Time
Kathy Wang
Last modified on March 21, 2017 at 8:00 am
Power posing. Underwater sea creatures. Reinventing the education system. Most of us have watched a TED Talk – but how did it leverage its community to grow into a global phenomenon, or is it really just one big groupthink bubble?
Waze: Traffic from the Crowd
Will Newell
Last modified on March 20, 2017 at 4:02 pm
Waze promises more reliable traffic information using active and passive driver inputs.
Quantopian: Crowd Sourcing Hedge Funds
Posted on March 17, 2017 at 5:34 pm
Quantopian harnesses the power of crowds by allowing anyone to contribute quantitative investment strategies through their platform - and get paid for performance.
Athenahealth Marketplace – crowdsourcing in health care
Posted on March 20, 2017 at 3:36 am
In 2013, Athenahealth launched the “More Disruption Please” (MDP) program, a platform that brings together entrepreneurs, investors, clinicians and industry experts to discover new ways to improve healthcare. The MDP Accelerator invests in startups through the MDP program and provides [...]
Unilever – Crowdsourcing Sustainability
Posted on March 19, 2017 at 10:46 pm
Can Unilever effectively utilize its consumers to reach its lofty sustainability goals?