Dmitry Bezyzvestknykh - Companies and employees interaction via the crowdsourcing platforms
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More than three years we have been crowdsourcing in Russia
and despite the fact that
crowdsourcing is rather trendy
and famous word, recently we
haven’t met many companies and people who
interact with crowdsourcing as customers
or as performers. And I would like
to know how many of you have ever been involved
in crowdsourcing. I mean,
could those of you raise your hands who
have ever interacted with crowdsourcing as a performer, I mean have shared
it’s philosophy, performed any task and got
any money as the result, points or admission,
at that platform?
I see.. [laughing] Oh, now you are three.
Three. And how many of you
have interacted as a customer, I mean
have ever placed an order from the company at a crowdsourcing platform
or an individual order?
It’s three again. Four.
More. Well,
statistics we face when we work
with companies or attract performers, speaking honestly…
There are not many companies and performers, who knows about
crowdsourcing. And today
I will try to tell you about our experience
and tell you about different platforms, interaction with them, which depends
on the company size and… on tasks
of performer and customer.
If you look at the company, which existed when there were no
social networks, everything was quite traditional, and
then the new ways of communication appeared, I mean that colleagues started
to communicate with each other and probably
with partners, and then some
companies started to use
their own social networks, there have even been cases when companies
made the employees post something once a week and included it
in employee KPI. And crowdsourcing
is probably the next step, when the company
could address the issue to external performers and
use different tools for that. I mean it could be a platform,
or other organizations.
What kind of task
could be solved rather effectively in a non-traditional way?
People work remotely, it means that
it is difficult to control them, so that a technology
or an algorithm is needed.
In general one of the most
common cases is translation. Yes, people work
remotely and can do it very qualitatively in another place.
And content generation.
Categorization. And there are
many cases like these. There are about
seventy different cases when person
can perform remotely and effectively when solving a task
for himself or for companies.
All the cases can be divided
into 4 types. The first type is when
for the task solving you need
a knowledge, for example of two foreign languages
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to be able to translate. The second type
requires the expertise,
I mean requires the person
to be a good professional, to be
the best translator and etc…
The fird type is the easiest.
That means that anybody who has a device
that is needed for task solving, for example computer,
needs to login, solve the task and
earn or gain something. And the last
type, probably most popular
type, associated with crowdsourcing is ideas generation.
It is an idea for one million, when all people think
about the same task, and somebody can solve it, and everybody
is happy that they have such a cool idea
thanks to crowdsourcing. Our platform
“Crowdsystems” is about microtasks,
any of you can become
a participant in the system. I will
tell some facts. We founded the company
three years ago. The idea came up this way:
we understood that there is a very big problem with
getting trade data, I mean data from
shops, different
channels, networks. And those
sources, that were used by companies,
were not used by us. I have spent about eight
years in FMCG, in sales
and marketing, and we used not right sources.
I mean that it is possible to get the data
faster and more effectively. And as the result
we developed a system that unites nowadays
more than three hundred thousands of people.
As performers we decided to involve usual
consumers who do tasks in the shops. It means that each
of you, for example, may register in the app right now
and find out that for Perekrestok \popular shop in Russia\, for example ,
there is a task
that allows you to earn from one hundred to five hundred rubles
by performing some action. Usually it is taking a photo.
After people
solve the task, we consolidate it.
We have a rather big staff of moderators,
and also we have freelance moderators, they process all the information
and companies get an analytical report
the next day after
the audit starts, for example, it may be
one or two thousands of dots. They get
a slice of analytics. In this way we give companies
a possibility to get information and analytics
practically the same day. This is one
of examples, as
Janssen, a sector of JNJ,
there is an option
when a person do a task in a pharmacy, I mean he takes all the
photos and creates a kind of a virtual pharmacy,
And using these photos an operator can gather up to one thousand parameters
about the brand
and so on. Also
a part of our tasks
is more about consumers, it is an investigation
when people tell us
more information about what do they do
and what do they use. In that case, for example, a person
from Novosibirsk, Alexey,
provides not only his selfie, but
also information about
his first-aid kit and what
drugs he uses to
cure diseases. It means the information about a segment.
He also told us which pharmacy he goes to.
So, in general, with an app for a smartphone
one can “go” to any place along with
the customer, meaning that when, for example, the latest takes pictures in his (or her)
house, one can make judgments about his
social class etc, or something else.
That cannot always be identified using traditional methods
working with customers, we are often called
an agency. We don’t really like being called like that
because, essentially, we are innovating company, we develop everything ourselves.
We are also a research company. Nevertheless as a company
which use a traditional model. We come into a
client company, guarantee certain time scope, certain quality
of the work we do, little bit cheaper, faster, than other companies, but essentially it is a
traditional model. And then we complete the task.
But if we look at the platform, not all the
platforms work the same way. In total there are
four types of platforms, and the first type, takes
minimum responsibility, meaning that
it just connects the client with the service provider.
Typical example is a company called
Upwork, you must have heard about it. The Companies Elance, Odesk,
merged into the company Upwork, pretty
big, such companies give the infrastructure that is needed
to find a service provider, review his or her rating score,
project history,
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chat with him/her. And such platforms even can guarantee payments.
But not more than that.
Next type of companies takes more responsibility.
This type of a company can be called “company – facilitator”. It is when a company
has an expertise in working with clients,
and this company launches a competition. Meaning
organizes a competition, for example, for the best design or
the best IT - product, and at the end the company pays only for the best product (work),
for the product (work), that was judged the best
by the platform itself, or, by the Company-client itself.
Next type is a more complex type of companies.
Tthe best example of it is Amazon
where you as a service-provider can
register
and perform a very simple tasks.
As, for example judge pictures: whether they contain any harmful information,
any offensive information, or
for example what animal is depicted. At Amazon they use this system
largely to
perform the tasks, which
cannot be performed by algorithms, for example
identify an irony, or, identify
what is depicted on a picture. Meaning they take a larger task that they have at their company
and break it into microtasks.
And people do these microtasks. Then they
gather it and send it. The only problem is that
there is no quality guarantee, companies
get just the result
they get. And
of course this
platform uses additional quality
developments. For example if three people
said that it is a dog, it most probably is a dog, even if one
person said that it is not, then a task will be
checked additionally, and by this way quality
is improved. получается. And the last type
is a non-standard type,
that we use, and is more common
for a big company, when a company gets a service by some parameters
and the platform
decides how it will provide a service,
use it’s skills. Here
is a very interesting example – a company TopCoder. It is more than
ten years old and it developes
difficult projects, big IT-projects for big companies.
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That is due to
the fact that in general people in IT business
started freelance earlier than others and etc.,
It divides very difficult unit into
several tasks and organizes competitions or
contracts and in the end has all the difficult project
made of small parts. This company was compared to
huge companies such as IBM,
by some difficult tasks, and it often
won in terms of deadlines, quality, because it
could use several millions
professionals, which have been already united for
more than ten years. In general
this is all information I would like
to share, except two trends,
at these two platforms. The first trend
is about big companies
only begins to work with crowdsourcing platforms.
The companies that
we work with for the first or second year
begin to create a staff
which works with our platform and similar platforms.
In general
I think that in some time
they will be able to manage
the tasks by the model, because they already know about
methodology, understand how does it work and
what content they may get from people.
For the big company
it would be logical to start
and then to “move down”.
But for small business the model of course
is more clear and
simple, because they can provide resources which
will search for people, for example.
And the second trend is simplification
of the task. In the beginning we asked
a person to do everything he or she can do at the spot.
He took photos, counted.
We explained how to count brands and etc.
He spent an hour there and we checked that from ten people
whom we involved only one did the task, because
only one was willing and ready to spend this time.
After simplification everything became
more interesting for
performer. He or she makes everything in five minutes and leaves,
and we process this task later
not entirely in two or three
hours, but by several moderators
and by parts for five or ten minutes of work.
It is easier and faster and more effective.
All platforms that will meet
a big content, will specialize
In simplification, will divide the content and collect
all together. This is the second trend.
I wish you to take part
in the systems as a performer.
There are not only simple
tasks, but also executive tasks. I mean
platforms where you can use a consultation
and which may be interested for
development some skills.
At the same time as a company, please start to work with crowdsourcing, because it is a market, not a big one, but developing. There are forecasts that it will be from thirty to forty percents of all the work force in several years. And now I would like to offer you to take part in our platform right now, download the app and find a task at this address, answer several questions and earn fifty rubles. [laughing] [Inaudible] [Inaudible] [laughing] Thank you.
At the same time as a company, please start to work with crowdsourcing, because it is a market, not a big one, but developing. There are forecasts that it will be from thirty to forty percents of all the work force in several years. And now I would like to offer you to take part in our platform right now, download the app and find a task at this address, answer several questions and earn fifty rubles. [laughing] [Inaudible] [Inaudible] [laughing] Thank you.