ºÝºÝߣ

ºÝºÝߣShare a Scribd company logo
Running a Crowd-Sourced
         Startup

       YUMIO SANEYOSHI
           @yumio
6 Billion




300 Million   600 Million Answers
10 Million
              30 Million
                           15 Million
Experts
Wisdom of Crowds
Crowd-Sourcing Content for Your Startup

? Crowd-sourced Communities as Marketplace
  ? Buyers & Sellers

  ? Currency of Appreciation

  ? What makes your marketplace special - Reputation

  ? Why mixing advertising is hard

? Tips to Running a Crowd-sourced Community
  ? Motivation Thru Thank You¡¯s, Points

  ? Channeling Power Users

  ? Fighting Abuse

  ? Hiring Community Managers
Content Site = Marketplace
Crowd-sourced Communities are a Marketplace

? Sellers = providers of content
? Buyers = consumers of content
? Currency = Appreciation
? Repeated Transactions Sustained by Reputation
? Like a Bazaar
? Popularity = Quality/Quantity of your contribution
Long Tailed Singleton




Focus on Diversity
Focus on Attracting Sellers of Unique Content

? Unique Sellers are the key to your marketplace (you
  will not win selling a commodity)
? How do you let the Sellers earn appreciation
? Unique content is not just from power users, focus
  on the longtail singletons ¨C they provide the
  breadth/diversity
How to Channel Your Power Users

? Crowd-sourced sites reward people with a lot of time
? You will find people who spend 15 hours a day on
  your site
? Direct them toward editing, content cleanup ¨C
  fighting Abuse
Abuse

? Fight Abuse Hard
  ? What you do to First 1000 abuses will determine your quality
    one year later
  ? Once you set a tone, let the moderators go at it (everyone
    loves to be a sheriff)
  ? Fight them by not giving them the satisfaction of a response
    (delete them, but don¡¯t let them be aware)
Thank You = $1000
Points = Priceless
Chief Thank You Officer
Motivation Thru Thank You¡¯s

Thank You¡¯s
? People are hungry for appreciation
? A thank you is worth a thousand dollars


Points
? People will jump thru hoops for points
? Points can be completely meaningless
Community Managers as Chief Thank You Officer

? Energy over experience
? Online communication is very different from offline
  communication
? Professional Customer Service people are ill-suited
? Bloggers, Experts in the Field are also ill-suited ¨C its
  not about the content
Reputation = Gold
Currency = Reputation

? Repeated Games Game Theory (we will meet again)
? History of Participation
  ? History of Participation as the only currency of legitimacy

  ? Company reps, Librarians, Experts, Professionals will want
    their badges to sidestep
  ? Ultimate meritocracy breeds competition, and motivation for
    new entrants => Diversity
? Key is that Currency can only be earned within the
  system
Why Advertising is Hard to Mix

? Advertising by interested parties strikes at the heart
    of the reputation economy
?   Recent Episodes with Yelp
?   General Content ¨C difficult to target - YouTube,
    Yahoo! Answers have difficulty attracting advertisers
?   Wikipedia¡¯s non-profit status may be key to its
    success
?   There is always Google¡­
Opportunities for Crowd-sourcing

Where Currently ¡°Experts¡± & ¡°Elites¡± Are Barriers to
  Information, Opportunity Awaits
? Medical
? Legal
? Education
? Real Estate
? News
? Fashion
? Repair
Ad

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Ad

Crowdsourcing talk

  • 1. Running a Crowd-Sourced Startup YUMIO SANEYOSHI @yumio
  • 2. 6 Billion 300 Million 600 Million Answers 10 Million 30 Million 15 Million
  • 5. Crowd-Sourcing Content for Your Startup ? Crowd-sourced Communities as Marketplace ? Buyers & Sellers ? Currency of Appreciation ? What makes your marketplace special - Reputation ? Why mixing advertising is hard ? Tips to Running a Crowd-sourced Community ? Motivation Thru Thank You¡¯s, Points ? Channeling Power Users ? Fighting Abuse ? Hiring Community Managers
  • 6. Content Site = Marketplace
  • 7. Crowd-sourced Communities are a Marketplace ? Sellers = providers of content ? Buyers = consumers of content ? Currency = Appreciation ? Repeated Transactions Sustained by Reputation ? Like a Bazaar ? Popularity = Quality/Quantity of your contribution
  • 9. Focus on Attracting Sellers of Unique Content ? Unique Sellers are the key to your marketplace (you will not win selling a commodity) ? How do you let the Sellers earn appreciation ? Unique content is not just from power users, focus on the longtail singletons ¨C they provide the breadth/diversity
  • 10. How to Channel Your Power Users ? Crowd-sourced sites reward people with a lot of time ? You will find people who spend 15 hours a day on your site ? Direct them toward editing, content cleanup ¨C fighting Abuse
  • 11. Abuse ? Fight Abuse Hard ? What you do to First 1000 abuses will determine your quality one year later ? Once you set a tone, let the moderators go at it (everyone loves to be a sheriff) ? Fight them by not giving them the satisfaction of a response (delete them, but don¡¯t let them be aware)
  • 12. Thank You = $1000
  • 14. Chief Thank You Officer
  • 15. Motivation Thru Thank You¡¯s Thank You¡¯s ? People are hungry for appreciation ? A thank you is worth a thousand dollars Points ? People will jump thru hoops for points ? Points can be completely meaningless
  • 16. Community Managers as Chief Thank You Officer ? Energy over experience ? Online communication is very different from offline communication ? Professional Customer Service people are ill-suited ? Bloggers, Experts in the Field are also ill-suited ¨C its not about the content
  • 18. Currency = Reputation ? Repeated Games Game Theory (we will meet again) ? History of Participation ? History of Participation as the only currency of legitimacy ? Company reps, Librarians, Experts, Professionals will want their badges to sidestep ? Ultimate meritocracy breeds competition, and motivation for new entrants => Diversity ? Key is that Currency can only be earned within the system
  • 19. Why Advertising is Hard to Mix ? Advertising by interested parties strikes at the heart of the reputation economy ? Recent Episodes with Yelp ? General Content ¨C difficult to target - YouTube, Yahoo! Answers have difficulty attracting advertisers ? Wikipedia¡¯s non-profit status may be key to its success ? There is always Google¡­
  • 20. Opportunities for Crowd-sourcing Where Currently ¡°Experts¡± & ¡°Elites¡± Are Barriers to Information, Opportunity Awaits ? Medical ? Legal ? Education ? Real Estate ? News ? Fashion ? Repair