Crowdsourcing: The new R&D

It is sort of funny when you have been participating in a particular activity for a long period of time, only to find out that there is an actual name for the activity and a whole field of study developing and devoted to it. I will discuss how I have already been using this method long before I knew it had a name at the end of this entry.

The activity is called “crowdsourcing.” As I have recently completed some research in this area, the most simplistic definition is this:

'Crowdsourcing' is an open call to a variety of sources to gather information, ideas and/or innovations.

But what does that mean? To the neophyte, it might sound like a new way to describe a focus group. And, in fact, it kind of is. The main difference is, in today's high-tech world, crowdsourcing utilizes the internet, social media and word of mouth.

Let talk about what crowdsourcing can do and that might help fill out the definition for those less acquainted with the emerging media and technology that is changing the business landscape almost daily. Let's pretend I make widgets. They are good, quality widgets and I have a fairly stable customer base that buys my widgets. But there is rumor floating in the trade press (online, of course) that my biggest rival is looking at ways to improve their widget and it will revolutionize the whole widget industry. What can I do? I call in my own Research and Development (R&D) team and ask them what improvements could be made to make the widgets better. They have nothing. So I turn to my Executive Vice President (EVP) of Strategic Communication (a product of Troy University, of course) and ask her how she can help.

My EVP suggests floating the issue out on a variety of social media sites, seeking input from users about how widgets could be improved. She also suggests finding user groups that are made of people similar (but not exact) in knowledge and background to our R&D team and create a challenge -- with a $10,000 prize to the winner -- for workable ideas to improve our standard widget.

Her suggestions are, in effect, outsourcing the R&D to people who might have a slightly different view of widgets (production, features, manufacture, etc.) with a sizable reward for the winning idea as well as outsourcing some marketing research through user-oriented focus group information gathering about what the end user would like to see different about widgets in general.

The cost? Ultimately, it’s just time spent online, connecting and collecting information from the various groups and then number-crunching (for the research) and verification of the improvement submissions (at least the R&D people can do something productive). If there are no submissions that warrant awarding a prize, there is no prize to award (money saved).

If there is a prize to be awarded, my EVP can use this unconventional method of product improvement/manufacture as a public relations tool to position our widget company as not only a leader in widget development but also a progressive leader in advanced communication technology to operate smarter and more effectively within our industry.

That is an example of crowdsourcing. A recent high-profile example of crowdsourcing was the use of private citizen videos and images collected from people attending the Boston Marathon earlier this month. The authorities used traditional media as well as social media (Twitter, Facebook, etc.) to alert private citizens that the authorities wanted copies of any images or video taken near the marathon's finish line where the bombs exploded and killed three people and wounded more than 150 others.

Using those images and video, the authorities were able to identify two suspects within days of the bombing and then they used those same media outlets -- traditional and social -- to distribute images of the suspects in an effort to locate the alleged bombers. Barely more than 24 hours elapsed from when they released those images and one bomber had been killed in a crossfire and the other was in custody.

While the situations are significantly different, utilizing crowdsourcing techniques has great potential to change the landscape of almost every arena: political, law enforcement, manufacturing, marketing, media and education.

But how have I been using this leading edge technology and techniques already? I'm glad you asked. In my spare time, I build patio/deck furniture out of recycled wooden pallets. I had noticed stacks of pallets alongside a major thoroughfare where I live and thought it was a waste of wood.

I did a little research online and saw that coffee tables could be made from recycled wooden pallets. At the time, my family and I had recently moved and my wife wanted a new coffee table. So I made one for her out of recycled pallets. She was thrilled and asked if I could make some shelves in the pantry for her, too. Then a chair for our deck. Then a night table for my son. The list began to grow and grow.

I knew there was a business opportunity because except for a little glue and deck screws, I had a "free" source of materials that could be turned into anything I was capable of building. But what to build? I floated a question of two among my friends on Facebook, asking what they would want for their deck or patio. I also joined a couple online woodworking groups and joined a few ongoing discussions about using pallet wood to build furniture.

I learned that a double Adirondack-styled settee, featuring two chairs connected by a little table was what people seemed most interested in having. I also learned about the different styles of pallets -- some that are heat-treated in a kiln to ensure no bugs are living in the wood, and some are sprayed or dipped in chemicals to do the same thing. As a result, I will only use pallets with the "HT" stamp to make furniture. And one of my biggest sellers is the double "Pallirondack" Settee -- I've made four so far.

And I used crowdsourcing to gather information to help steer my side business in terms of what products to build and which materials are the best to use. I am a successful pioneer in crowdsourcing technology and techniques.

Citizen Journalists & Blogging: Buyer Beware

I started blogging back in 2004, like many people, using the Weblog as an online personal diary or sorts, giving me a place to post images of the home renovations I was doing as well as a place to write down my feelings and thoughts about my relationship with my then-current wife and her daughters. Being the clever guy I am, I named it "David's Home Work" as it included all manner of things going on at my home. We had recently purchased a small two-bedroom house and I was converting the two car garage into two new bedrooms and a mudroom.

That was my introduction to weblogs. I have been a blogger ever since. To date, I believe I have authored three different blogs, one jointly with my current wife, about our experiences raising three children: one who spent his first decade being the center of the universe and the twin sisters he gained who turned his universe on end. This is the fourth blog I have created. I feel that my blogging has matured, much like blogging in general has matured. I will state the obvious, though. "Matured" is not the same as "mature." And that goes equally for me as well as the entire blog-osphere.

My blogging has, until now, been more about tracking my own life and the events and/or milestones that have shaped my life. Blogging in general has grown to give a voice to people all around the world, not just for their own uses as a diary, but also as a means of sharing information in a format similar to media outlets. You can now find a wide variety of blogs about various products, services, information and community action/service.

Many of the information blogs are treated and styled like highly targeted newspapers or magazines, but online. These outlets have given rise to what has been termed "citizen journalists," the people publishing these blogs. There are many reasons why people publish these "news blogs" but its usually because they feel the mainstream media is 1) ignoring an important story, 2) corrupt, or 3) both.

A great study published in New Media & Society (2010) looked at political blogs and why they began and why they continued to blog. The reasons given included statements like "to provide an alternative perspective to the  mainstream media," "to help society," "to inform people about the most relevant information on topics of interest," and many more external motivations. Their internal motivations were primarily "to let off steam" but that reason faded when current motivations were considered. The findings of the study demonstrated that these political bloggers learned over time that there was a real need and desire from readers to hear an alternative viewpoint from the mainstream media relating to the political activities in the United States.

Using this one example, we can speculate that there is a similar need or desire for alternative viewpoints from the mainstream media in other areas, too, like sports, business, religions, nonprofit agencies, etc. This need has given rise to more and more of these citizen journalists establishing and promoting blogs that offer an different view of the events happening in these other areas of interest.

But just because I am motivated to publish a blog, does that mean people should actually pay attention or believe the information I publish? One of the findings from the study mentioned above was that these political bloggers found they could actually shape the national conversation to some degree by the information they provided on their blog. That can be a pretty heady position to be in for people. Having the ability to shape or even set the national agenda or conversation as it relates to a particular topic is very powerful. And we all know, power has the ability to corrupt.

Markham Nolan,  managing editor of Storyful.com, provided a great discussion on TED Talks about how journalists today have to filter through all the information available on the internet (including blogs) in an effort to provide accurate information. He provided some interesting facts about the sheer volume of information being added to the internet every minute, cautioning everyone that sifting through all that information is becoming harder and harder. Nolan had some eye-opening examples about how information can be quickly verified or debunked, but his closing message applies to the entire internet, including blogs: there is a lot of information available on the internet. Not all of it is accurate, not all of it is truthful. People using the internet need to be vigilant about the information they collect, read or use from online and be sure to confirm the validity of that information before using it.

Citizen bloggers are a great resource for people who want an alternative view or perspective from the mainstream media. Often these bloggers are motivated for good reasons to help others and serve as watchdogs for business, media and government. But relying solely on these bloggers can be treacherous, as they are not always trained as journalists. Journalists in traditional media environments are taught to fact-check their stories before ever sending it to press or air. Citizen bloggers are not always that professional, and may rush to publish information that is yet to verified or confirmed as accurate. It remains up to the media consumer, whether it be mainstream media, blogs or fringe media, to decide what information is real, accurate or appropriate for their own consumption.

Social Network Sites: Evolution is in their DNA

As with any new technology or invention, there will always be the early adopters who rave that the new “whatever” is going to change how (insert category here: i.e., business, life, the environment, sports, comedy, etc.) is done.

Social network sites (SNS), just over a decade in existence, have been simultaneously hailed as eliminating all communication barriers between people everywhere as well as being a festering pool of anti-social behavior, rampant with cyber-bullying and decreased productivity.

Yet SNS continue to evolve and appear on the digital landscape. Interestingly, a recent trend noted by a classmate of mine is movement away by today’s teen generation from the traditional “generic” powerhouses (Facebook, Twitter) to more specialized SNS like Pinterest (lifestyle) and messaging sites. Might this signal the next evolution of SNS? Time will tell.

SNS are dramatically changing the way advertisers are reaching out to potential customers. Surprising research about demographics is showing the traditional classifications (age, gender, marital status, etc.), while helpful in broad-brush generalizations about public segments, is less predictive of actual purchasing behavior than classifications about what topics interest SNS users. If a SNS user is interested in woodworking tools or videos, their age or gender is less important.

What do you look for in a SNS? Do you belong to a single SNS or do you belong to multiple SNS? SNS continue to evolve, but that is merely because it’s in their DNA.

My  background

I joined the online community in 1994, creating an account with Prodigy. Using my phone line and dial-up modem, I was able to connect to the internet (the what?) and essentially join various “chat rooms,” usually created around specific interests or topics. Later that same year, I joined America Online (MaxBrand was my account ID) because it offered better graphics and faster connection speeds. I rarely used AOL for my job as Communications Manager at Bon Secours Hospital in Grosse Pointe, Michigan.

Those early online services were created, evolved and died, eventually evolving into what we consider to be SNS today. My early use of SNS coincided with my change in marital status and move to a large urban area where my own network of friends was smaller. I was looking for ways to connect with people who shared similar interests.

By 1998, I had switched my user ID to StepDad1@aol.com and began using the actual World Wide Web to find information for use in my job.  AOL offered not only a user name but a linked email account, enabling the user to receive either instant messages (IMs) or Private Messages (PMs) as well as the linked email account. Email was becoming much more common in the business world.

By 2003 or 2004, AOL had become such a huge memory pig, I left the service for simple web browsing, a Google email account and much more specialized SNS, like Flickr. I also learned of a “new” thing called blogging. I created my own blog (David’s Home Work) about the trials and tribulations of renovations associated with converting a two bedroom house into a five bedroom house.

And this personal activity of mine with SNS enabled me to be a much more savvy communicator, looking for ways to leverage this new technology to replace (or at least compliment) the traditional communication activities I was directing at Holy Cross Children’s Services as Director of Communications (Michigan, 1996-2007).

Moving away from a paper internal newsletter to an electronic version distributed over the internal network was a substantial savings – which for a non-profit agency is always a win. Establishing an internal network (bulletin board style) for addressing issues and rumors also helped to improve internal communications for an agency with nearly 30 different sites scattered all over the State of Michigan.

Today, I am a regular user of Facebook for my personal use as well as my own home-based business (https://www.facebook.com/PallirondackChairs) making rustic patio/deck furniture from nearly 100% recycled wooden pallets. I can be found on Pinterest, Tumblr, Lumberjocks, Flickr and most recently, Twitter (@David_THD).

Today, my use of SNS is more about keeping in contact with people removed from me geographically, keeping lines of communication open with people I see on a regular basis, and seeking specialized information on topics that interest me (woodworking, photography, family,etc.).

Evolve or die

As we have discussed in previous posts, nothing remains static and survives. Newspapers and traditional media continue to evolve in order to remain viable businesses. SNS, while mere infants when compared to traditional media, have gone through a number of transformations since appearing in the mid 1990s. Expect that trend to continue. It will be up to strategic communicators to stay on top of these trends and changes and be able to adapt as well as secure C-suite buy-in to be flexible and responsive to new technology innovations.

Can a social network site create a false sense of “relationship” with people who only exist in cyberspace? Sure. Has there been an explosion of cyber-bullying as a result of SNS access. Yes. Are there research studies documenting a reduction in productivity by people using SNS like Facebook at work? Yes. Are privacy issues more critical in a SNS-connected society? Without question.

But SNS also have completely changed the way companies market their goods and services. Electronic messages or email are far more cost effective than traditional printed communications tools. SNS have opened the opportunities for writers and bloggers, not only to get their messages out, but to connect and engage with their readers. And by utilizing SNS, communication barriers between those trying to communicate and those seeking information have greatly been reduced.

But there are always dangers with any new technology. We had automobiles for nearly a century before seatbelts were not only an option but finally required to help ensure passenger safety. There are as many, if not more, benefits of SNS as there are hazards.

Which side of the fence are you on? Tweet your friends on Twitter and ask them. Or post a new status message on Facebook and find out what “everybody” else thinks.

Mobile Device Growth: Too Far?

If you follow any type of news feed relating to technology, the discussion about device convergence has been fairly steady for the past few years. Moore’s Law is routinely noted as well as references to Dick Tracy’s communicator watch, Star Trek’s “tricorder” and Nightrider’s car, Kit. All these devices conceived in fantasy but are coming closer and closer to reality.

Computers continue to get smaller, yet smartphones seem to get bigger. And now tablets seem to be bridging the gap between smartphones and computers, at least in terms of size, if not functionality.

But where does the convergence end? It must at some point, right? Or will it lead to divergence instead? There are those in the field who believe we will see the need for stand-alone devices (link), despite the push for convergence that has been ballyhooed for the past 20 years.

When put into practical, everyday applications I look at the devices we currently use at the world’s largest home improvement retailer. When I started with the company in 2008, there were stationary desktop computers located throughout the store and everything else was run through the mobile ordering carts, a combination of battery powered computer and small printer, used to create price labels. And there was usually only 3-5 of the mobile ordering carts per store. Communication was done via handheld radios and overhead public address (PA) system.

"Sure, once I hack into the family calendar, I can
send mom an email reminder and make her think the
playdate was her idea!"

Currently, the tool of choice out on the sales floor, away from the desktop computers located throughout the store, is the handheld device created by Motorola that allows any associate to do a multitude of functions, from checking on-hands and prices to creating orders, packdown lists and requesting transfers from other locations. It also functions as the “walkie talkie” for associates.

There is supposedly a camera built into the device, but as far as I know, there has never been an application to use the camera.

However the “phone” is big, heavy, bulky and consumes power much too fast – usually a new battery is required before a typical 8-hour shift is complete. They introduced an even smaller, iPhone-sized device, but the rumor[i] is that a device more along the size and style of a tablet will be the next wave of tool used by folks out on the sales floor.

It seems to be a living example of device convergence, but while the devices or tools given to associates to use on the floor have continued to get smaller and do more, a couple things haven’t changed.

There are still dedicated fax lines in every store. There are still desktop computers (albeit, they have added flat screen monitors) and hardwired, multi-lined telephones located throughout the store. And the ever-present overhead PA system.

The advance of technology in these handheld devices could surely duplicate all the functions of a fax machine, a desktop computer, a telephone system and PA system. But they have made no move to replace such devices. And this is not some little mom and pop operation. We are talking about one of the largest retailers in the world. Even the rumored next device being a larger, tablet-styled device seems to fly in the face of expected device convergence: a single, smaller device doing the functions of what had previously done on several larger devices.

Specifically, as it relates to the mobile device market, there seems to be a push for continued cross-over between mobile phone communications, increased computing and internet access capabilities, camera features – all in the tablet form.

The other aspect of this convergence of devices is the rise of mobile-first applications or “apps.” These are programs designed first and foremost for use on mobile devices, not desktop or browser based programming adapted to mobile technology, like Facebook or Pinterest. Most of the big mobile-first companies are not names commonly known outside the directly related technology field.

And the companies who create the platforms on which these apps are built are even more obscure. Names like Flurry, Appcelerator, StackMob/Parse/Kinvey, appMobi, Sencha, Geoloqi, Localytics, Crashlytics and DeviceAnywhere are huge in the mobile first world.

The apps that remain big currently are from companies like Path, Instagram, Foursquare, Flipboard, Pulse, LevelUp/Dwolla, Rovno (Angry Birds), Lookout Security and Dolphin HD Browser. These companies have mobile apps for social networking, videos, reading news, photography, location and check-ins, and many other similar services.

I try to envision what the world will look like to my four-year old twin daughters when they reach an age when they are using technology everyday that I could not even dream of at my current age. Maybe things like the Pebble Watch or Google Glass will be commonplace, or even passé, by the time they are 20 years old. Will their mobile devices still be hand-held or subcutaneous implants they have to receive as a requirement for college or their first job.

"That is great! I won't even have to cry in
front of Dad! They will both be fooled!"

Already, they try to make things happen on my laptop by touching the screen, like my iPhone or Kindle. They will grow up with touch screens, never knowing what the eerily glowing green light and phosphor burn-in was all about. Even the differences between the twins and my 14 year old son are enormous in terms of technology. He knows that television shows air on certain nights or days, while the twins believe every show they could ever want to see is on-demand.

The next few years will definitely be interesting in terms of the convergence of personal computing and personal communication devices. Is there a point where the convergence will actually reverse for some devices or will they continue to get smaller and smaller, all the while becoming more and more powerful and multifunctional? What do you think? What do you envision our future to hold? To look like? What are you looking forward to?

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[i] Rumors are a way of life in a company as large as the one referenced. There is no way to confirm this rumor has any validity.