Chapter 5

Creating Crowdcontests

In This Chapter

Seeing what’s great about crowdcontests

Choosing between the different types

Setting up your own crowdcontest

Improving crowd engagement

Working through an example

Crowdcontests are perhaps the simplest form of crowdsourcing. Announce that you’re looking for some kind of product or idea. Establish the rules. Set a deadline. Advertise your contest. Wait for the results.

You don’t run a crowdcontest, however, simply because you like a good contest. You run a crowdcontest in order to generate new ideas. Those ideas can be creative products, new innovations, a snapshot of a big market, a strategic plan, or even just a solution to a problem that you’ve not been able to solve.

In this chapter, I take a look at why – and how – crowdcontests can work for you.

Reaping the Benefits of Crowdcontests

So what’s so great about crowdcontests? Well, three things:

Crowdcontests generate new ideas.

Crowdcontests are often associated with creative work such as logo design, T-shirt design, video production, photography and music production. However, you can use them to generate any kind of new idea, from innovative concepts for new services and processes to unique ways of using old objects. You can even find some organisations, such as Kaggle (www.kaggle.com), that use crowdcontests to create statistical analyses and financial projections.

Crowdcontests give you access to talent that you may not have in your organisation.

Not every organisation employs a full-time graphics designer, an ad copywriter or a financial analyst. With crowdcontests, though, you can access hundreds of talented people and choose the one who best meets your needs for your current project.

Crowdcontests are simple.

You describe what you want, offer an award and choose the submission that best meets your needs. You don’t worry about the background or education or credentials of the individuals who submit to your contest. The proof, as they say, is in the submission. You merely choose the submission that best meets your need.

Take these three considerations together and you have a process that you can use to solve thousands, if not thousands upon thousands, of problems.

Deepening understanding

Many organisations run contests in order to better understand their customers or their community. They run a contest for a specific idea, make a judgement, and reward the winner. However, before doing so they analyse the entire collection of submissions to get a complete picture of all the people who entered the contest. (See the later section Understanding Types of Crowdcontest for more on general research contests.)

For example, lots of companies run contests to determine how they should support charitable organisations. They ask for proposals for charitable projects from the crowd and also turn to crowd members to be the judges, giving money to the projects that get the most votes.

Crowdcontests not only give the company good ideas for charitable work, but they also tell the company about the values of its customers.

Hoover Park Hardware runs an annual room-makeover contest. According to the rules, the store is seeking to produce a low-cost makeover kit – a selection of products it can offer to customers at a discount. Contestants must submit a picture of a room they’d like to redecorate and a list of the materials they’d need. The staff of the hardware store choose the entry that they like best and award a prize: a large amount of in-store credit. In the process, the store learns how its customers would like to redecorate rooms and the products they’d need to do this.

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Good ideas don’t always come from special expertise. They often come from long-term experience. The crowd often understands the strengths and weaknesses of a product better than the engineers who designed it do. The engineers may have special expertise. The crowd is likely to have far more experience of the product, so by engaging the crowd, you deepen your understanding.

Faster, better, cheaper

Compared with conventional methods, crowdcontests can get ideas:

At a lower cost: As with all forms of crowdsourcing, you pay for just the talent you need for your project.

More quickly: You can get results without having to search long and hard for talent. You can tap in to a crowd that’s waiting to demonstrate its skills.

Of better quality and variety: You reach out to a bigger pool of expertise than you can get in your organisation or your own neighbourhood. Crowdsourcing is a means of combining expertise, especially expertise that may be overlooked. You may discover that the guy who volunteers at your organisation is a good graphic designer, or that a woman who walks dogs up the street knows everything about your city. These skills may be overlooked in an ordinary organisation. In crowdsourcing, they can contribute to the good of all.

Sometimes, running a crowdcontest within a crowd that’s limited to a specific group of people is useful. This private crowd may comprise the employees of a company or the residents of a neighbourhood. Members of a private crowd often have useful experience that they can bring to an organisation, even if they don’t have all the skills of a larger group. See the later section Using a private crowd.

Understanding Types of Crowdcontest

Crowdcontests can take many different forms, but generally fall into four different categories:

Single-request crowdcontest: The most common form. As the name suggests, you put a request to the crowd and ask for a response. The request can be for a new T-shirt design or for a new process to manage a multinational transportation fleet; the crowdcontest for each request works in the same way.

The East Bellows Falls girl scouts troop needs a web page to advertise its activities. The page can be simple; nothing fancy. It just needs basic information: meeting times, a contact list, news of recent activities, and so on. The trouble is that none of the volunteer leaders know how to make a web page. Furthermore, the girl scouts know they want the site to look different from that of the West Bellows Falls girl scouts troop. A crowdcontest could easily handle this problem.

General research crowdcontest: To the crowd, a general research contest looks just a like a single request crowdcontest. The crowd receives a request and tries to find the best possible submission to answer that request. However, the crowdsourcer isn’t as interested in the winning entry as in the information that’s found in the entire collection of submissions. The crowdsourcer is trying to understand a consumer market or a social group or a collection of institutions.

Tiber Groceries, a regional food chain, asks the crowd to identify the most creative school in the world, and offers a grant to the top ten schools that are identified as the most creative. From the submissions, the store’s managers find out where crowd members are located, the things they identify as creative and the extent to which they’re prepared to support a local school. All this information can be useful in the store’s effort to reach customers.

Student crowdcontests: Student contests, as the name implies, are contests for a restricted crowd. Such contests are generally single-request crowdcontests, but they also have an educational purpose. The crowdsourcer establishes a formal procedure for the contest that’s intended to teach certain ideas to the crowd or develop specific professional skills.

The Briand Business Foundation, a group interested in promoting international trade, runs an annual business plan contest. The contestants must be students at one of 20 schools that work with the foundation. The contest helps one student start a business and identifies other potential leaders among these school students. The students submit a plan for an international business that can be started with less than $100,000 (£63,000) and that meets certain goals of the foundation. The foundation will create a business from the winning plan, provide the necessary capital and business expertise, and take a small ownership of the firm. Finally, the foundation will recognise and promote ten more plans that it judges to be of high quality.

Professional crowdcontests: Professional crowdcontests are for a restricted crowd. To enter, an individual must have specific professional credentials, belong to a specific group such as a professional organisation, or be employed by a specific company. These crowdcontests are similar to contests traditionally held to identify the architect of a new building.

Professional crowdcontests are intended to minimise risk for an expensive or sensitive project. Some projects, like the design of a building, require specific skills in order to do the job properly and prevent trouble later. Other contests require the crowd to work with sensitive information that the members shouldn’t disseminate to competitors or to any other group. Such issues are best handled by professional crowdcontests, which allow only qualified entrants.

The leaders of Addison County decide to hold a contest to determine how to use an abandoned piece of land near the centre of the county. They recognise that they probably can’t open the contest to all county residents, because the site is polluted in a way that may rule out some uses. Instead, they decide to hold a contest that’s open to landscape professionals – individuals who know how to handle former industrial sites. The contest is judged by exerts appointed by the county but, to keep county residents engaged, they allowed residents to review the submissions and vote for their favourites. The final decision combines both the expert opinions and the votes of the residents.

Running a Crowdcontest

Essentially, crowdcontests are easy to run. You need a statement describing the goal of the contest, a set of rules, a place on the web where you can post your contest, and a mechanism for collecting the submissions. The first two items – the description of the contest goal and the set of rules – are both examples of instructions that you give to the crowd. You can find an in-depth description of how to write instructions for the crowd in Chapter 11, so you may want to refer to that chapter.

In this section, I look at ideas that you can use specifically for crowdcontests. For example, in a crowdcontest you need to write rules about the intellectual property that is submitted to the contest but doesn’t win. You may also need to write rules that describe how you’ll publicise the results of the contest. Many people participate in crowdcontests for the publicity when they win rather than for the prize.

As you read this section, you may find it useful to keep two example crowdcontests in mind: designing a bottle for a brand of iced coffee, and developing a new business process for a company. You can see that both forms of crowdcontest follow the same pattern.

Stating the goal

When you describe the goal of the crowdcontest – the thing that you hope to get from the contest – you’re writing something like a statement of work (see Chapter 11). However, the description of the goal of a crowdcontest is slightly different from a statement of work for microtasking or macrotasking. When you describe the goal of a contest, you’re trying to make sure that you get what you want, while simultaneously encouraging the creative skills of the crowd. In contrast, when you write a statement of work, you’re generally trying to make sure that the crowd members work as you’d like them to work.

To write a good goal for the contest, you have to navigate between two contradictory forces. You want to write the description with as much specific detail as possible, so that you get the kind of result you want. At the same time, you want to keep the description as broad and open as you can, so that you attract the most talent and allow the crowd to think freely.

A well-written goal has five parts:

General description of the submission and its purpose: Describe what idea you want out of the crowdcontest and what you intend to do with that idea. Make the description easy to read for any potential contestant. For example, you may say that you’re asking for a logo design, and that this design is to appear on products and websites.

Description of the context for the submission: Give background information about the idea you’re trying to crowdsource. Explain the constraints on the idea and outline other ideas that you’re currently using or have tried in the past. Start with broad and general statements and then move to technical details. Following the example of the logo design, you can give a list of previously used logos and say that a new logo has to capture some of the same spirit as its predecessors.

Properties for a successful submission: Include a section on elements that the idea must have in order to be considered. In the logo example, you may say that the logo must contain at least three interlocking circles, and that the company name must be written in Helvetica font.

Properties that the submission can’t have: Identify any elements that you don’t want in the final idea. Sometimes you exclude things because you’ve tried them and they don’t work. Sometimes you exclude things because another organisation has the rights to them.

The form of the submission: In many crowdcontests, the form of the submission is merely a message describing the idea. However, for other forms, especially those that involve artistic endeavours, you want to describe the submission format in detail. Do you want a certain kind of graphics? How big can the file be? Where should the crowd place that file?

Writing the rules

After you have a description in mind of the goal you’re seeking from the crowd, you can write the rules for your crowdcontest. Rules should be straightforward and simple. Keep in mind that they convey a lot of information to the crowd.

Be clear about what you want. Crowds don’t like ambiguity. If crowd members don’t understand the rules, they may ignore them or even invent their own rules. You may get submissions that you don’t want, can’t evaluate or can’t use. Ambiguous rules can easily make the entire contest useless.

Crowds don’t like rules that change. If you change the rules, you may communicate that the crowd isn’t able to provide you with what you want, that your description doesn’t adequately express what you want, or even that you’re not sure what you want.

Setting the deadlines

You usually want to keep your deadlines short, because deadlines that stretch into the future encourage people to delay their submissions. Still, you may need a certain amount of time to notify the crowd and get people with the right experience and talent to respond.

For many crowdcontests, a rolling deadline is useful. You can tell the crowd that you’ll begin accepting submissions immediately, that you’ll start judging them at a certain date, and that you’ll keep receiving submissions until you’ve found a submission that’s satisfactory.

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Finding your crowd

When you run a crowdcontest, you’re usually looking for crowdworkers who have certain kinds of skills. You’re looking for graphic designers, video producers or financial analysts. When you open your contest, you need to publicise it to a community of individuals who are likely to have those skills or know people who have those skills. If you’re using a commercial crowdcontest firm, you can usually assume that the firm has built a crowd of people with the appropriate skills.

Often, crowdcontests turn the process of recruiting a crowd upside down. You have a crowd that’s interested in the goal of your contest, but you don’t know which individual members of the crowd may have the right skills to win the contest. A common example of such contests is one that creates a logo or name for a company. The employees of the company have an interest in the new logo, but only a few may possess the skills necessary to produce such a logo. A crowdcontest can pull the talented people out of the general crowd.

Qualifying the crowd

If you’re dealing with a student crowdcontest or a professional crowdcontest, then you want to make sure that each member of the crowd has the appropriate credentials. You can do this task in one of two ways:

One-stage process: You ask for the credentials of each worker when he submits to the crowdcontest. If the worker doesn’t have the right credentials, you can reject the submission. This form is simple to administer but you don’t control the flow of information. You can, however, identify good submissions from people who aren’t technically qualified.

Two-stage process: You ask potential members of the crowd to submit their qualifications to you first. After you’ve determined that people are qualified, you let them join the crowd. This technique is most commonly used in professional crowdcontests, contests in which you want submissions only from people who have specific training or credentials. In most crowdcontests, you’ll only be concerned with the results, not with credentials, so in such cases you’ll not need a two-stage process.

Judging the submissions

You want to tell the crowd how you intend to judge the submissions. In many cases, you may be the only judge. For complicated ideas, you may want to have a panel of experts.

You’ll often find it useful to have more than one person judging the crowdcontest. By having more than one person involved, you talk about the brief, and try to better understand what it means and how the different entries capture that meaning. At the same time, too many judges can make it harder to select a single winner.

Setting the criteria for winning

As you plan your crowdcontest, you want to develop a clear set of criteria to determine the best entry. You may be tempted to say, ‘I can’t describe it, but I’ll know the winning entry when I see it.’ However, this strategy leads to vague descriptions and open-ended contests that generate nothing of value.

Although the criteria must be clear, they can be broad and open to the inspiration of the crowd. You can ask for a logo that’s forceful, for example, without saying what forceful means. You can ask for an idea that simplifies your operations, without specifying exactly how the idea should achieve that simplification. Remember, though, that you get the best results when you know exactly what you’re seeking.

Compensating the best entry

Crowdcontests generally compensate only a single individual, a team of workers or perhaps a small group. The simplest form of compensation is the ordinary prize: compensation given to the person who submitted the entry judged to be the best. However, you can consider two other forms of compensation:

Contingency compensation awards the prize in two stages. You give the first compensation, usually the smaller, to the winning entry immediately at the end of the contest. Then you give a second, usually larger, payment after the idea has been tested and proven to be effective.

Contingency compensation is a way of encouraging new and innovative ideas while minimising the risk to the crowdsourcer. You get time to test the idea to ensure that it actually works.

Value-added compensation is similar to contingency compensation. You award the prize in two stages. However, the second stage is directly connected to the amount of revenue the idea generates or the reduction in costs that it creates. You use this form of compensation to get people to submit bolder ideas while keeping the risk to the crowdsourcer low.

Deciding about intellectual property

You need to have a policy on the intellectual property of all submissions, both those winning and losing. You usually want all the rights to the entry that you select as the best. To get those rights is why you run the contest.

But you also have to decide what to do with the intellectual property of the entries that don’t win the contest. The standard way of handling these rights is to claim that you, as the crowdsourcer, own the intellectual property of all submissions. To understand why you might want to claim ownership of all submissions, consider a case where you’re running a crowdcontest for something that’ll be closely identified with your organisation, such as a brand, a logo or a product container. You don’t want to see a losing entry in the hands of a competitor, who might use that entry to confuse the public into thinking that its product is the same as your product.

It is, of course, unethical to use entries that you didn’t select without compensating the individuals who submitted them. In some cases, it’s actually fraudulent and doing so can get you in legal trouble.

Publicising the results

You have to do some publicity at the start of the contest in order to attract the appropriate crowd. Often, the hardest thing about crowdsourcing is bringing the first members of the crowd to your activity. After the first members of the crowd have started to come, they bring other members to the site.

Nothing requires you to publicise the result of a crowdcontest. However, doing so has benefits for you and the crowd, in terms of:

Boosting your reputation: Your reputation as a crowdsourcer helps you get the best submissions to future contests. You get better submissions from the crowd if you run fair contests, compensate the winners well and are able to identify top-quality work.

Helping out the crowd: In crowdcontests, as in many forms of contests, an individual gains compensation from winning. That compensation takes the form of an improved reputation, which, for example, may make it easier for the winner to get a job later. By publicising the results and identifying the winner, you’re allowing that individual to capitalise on his accomplishment.

You can also improve your own reputation among the crowd by publicising the list of top considerations. Doing so also allows more members of the crowd to claim improved reputations, because they were able to separate themselves from the general crowd.

Checking for submission violations: By publicising the results of your contest, you have an added check on the integrity of the winning submission. Because you want the rights to that submission, you want to know that the individual who submitted can claim the intellectual property rights to the idea. Verifying intellectual property rights is difficult unless you publicise the winner of the contest.

Of course, if someone claims that the winning idea was actually his, you can’t be certain that the winner stole the idea without further investigation. Still, if you don’t publicise the winning submission, you may find yourself in a position one or two or three years after you’ve invested in the winning idea of discovering that the entry was stolen.

You can do a great deal to protect yourself from this situation by simply searching the web. If you're crowdsourcing graphical images, you can try the search-by-image Google function (www.google.com/images), and if you're crowdsourcing videos, check out YouTube (www.youtube.com).

Improving the Crowdcontest

The simple crowdcontest sounds like a straightforward and fair way of getting information from the crowd, but is not always the most efficient method. If you follow the basic model in which you describe what you’re seeking, set the rules, and wait for the entries to arrive, you’re missing an opportunity to really get the best out of the crowd members and engage them fully. The following sections help you communicate with the crowd, split the contest into multiple stages, build a professional crowd or even run a whole series of crowdcontests.

The simplest way of giving information to the crowd is to talk with members. You can do so in three ways:

Give general updates on the contest. As the contest progresses, you may want to give the crowd information about the contest, without directly commenting on any of the submissions. You can say how many submissions you’ve received, how many days are left in the contest, and what issues you see developing.

Use a general discussion to repeat the basic requirements of the contest. Don’t just send the crowd additional copies of the original description. Put the idea in a new context, describe it in a new way or offer new insights.

Make general comments on the submissions received. Listen first and then present your ideas. In this way, you’re giving useful information to the crowd that shapes the members’ approach to the contest. Tell the crowd your impressions of the work. You can identify the strengths and weaknesses of the current submissions and let the intelligence of the crowd respond to your comments. You can also take questions from individuals about the contest and offer the answers to the entire crowd.

Don’t refer publicly to any specific entry. If you embarrass someone in front of the crowd, that person can easily react to your comments and may stir up the crowd. If you comment on an individual entry, do so only to the person who submitted it.

Sit down for a chat with the best. Often the most effective form of feedback is to provide comments directly to the individual members of the crowd. You can look at a submission and tell the crowd member what you like about it or what aspects don’t meet your requirements. You can respond when a participant asks for your opinion, or you can identify promising submissions and contact their creators.

If you run repeated crowdcontests, think about renewing your crowd – about inviting new members to join the crowd. If you don’t find new participants for new contests, your crowd tends to shrink. People who don’t win a crowdcontest aren’t always interested in trying a second or third contest by the same crowdsourcer. If people aren’t compensated in a market, they tend to leave the market.

Splitting the contest

You may find it useful to run the contest in stages:

1. Ask the crowd to submit an intermediate product.

2. Identify a small number of participants and offer them a small compensation.

3. Ask that small group to prepare a complete final submission.

Some fields lend themselves to multi-stage crowdcontests. In video production, crowdsourcers often run their contests in two stages. In the first, they ask for a storyboard – a drawn representation of the final video. Such storyboards are relatively easy and inexpensive to produce. After they’ve collected storyboards from the crowd, the crowdsourcers select five or six and compensate the authors of these storyboards. The crowdsourcers then ask that group of authors to complete finished videos based on their storyboards.

Building a stronger crowd

You can improve the quality of the result of a crowdcontest by increasing the quality of the crowd through two methods: creating a private crowd or increasing the size of the crowd.

Using a private crowd

A private crowd is only open to a select number of people. You can create a private crowd by recruiting people from a specific organisation, such as your company, or by trying to get people with recognised skills.

Recruiting people from your company is the easier of the two approaches, but it doesn’t always work. You get a crowd that may share your goals and that’s easier to track. Such a crowd always makes it easier to control any sensitive information that you may need to give to the crowd. However, the talent pool is limited, and members of the crowd may not have the skills you need.

Recruiting a crowd with specific skills is harder. One strategy for building private crowds is to recruit skilled individuals from open crowds. At the end of every open crowdcontest, you review the top submissions and invite those individuals to join the private crowd.

Attracting more participants

You can often build a stronger crowd by increasing the payment for the winning submission. This process doesn’t work in all forms of crowdsourcing. However, it can be effective in pay-one markets where you pay only one winner. (For more on market types, see Chapter 2.)

By increasing the payment for the winning submission, you attract all sorts of new people to your crowd. You’re likely to attract a few new highly qualified individuals who’ll do a good job for you. The higher prize makes it worth their while.

The higher prize is also likely to attract many people who aren’t especially qualified for the work. In a crowdcontest, you don’t have to worry about getting more entries from less-qualified participants, other than the fact that you have to review their submissions.

Increasing the payment for work usually increases the quality of work in crowdcontests. However, doing so doesn’t always improve quality in other forms of crowdsourcing.

Running a series of contests

If you’re trying to crowdsource a complicated solution or develop an answer to a difficult problem, you may find it worthwhile to run a series of crowdcontests. You start with simpler contests and use them to build a crowd that understands your needs and desires.

If you’re trying to crowdsource an advertising campaign, for example, you may start with some elements of that campaign. So you crowdsource a brand or logo, and then you follow this crowdcontest with one that develops a catchphrase or theme. From there, you build to more complicated elements of the campaign.

As you deal with a complicated series of crowdcontests, you may discover that you have to backtrack and ask the crowd to review an earlier judgement. Such backtracking is part of the process of learning. As you find out more about the crowd and what it can do, the crowd is finding out more about what you want.

Considering an Example: The Business Logo

As mentioned earlier in this chapter, a simple example to use for a crowdcontest is the business logo, a bit of graphic art that you use to identify your organisation or activity. Logos are easy to crowdsource, and the process of running a logo crowdcontest shows you much about crowdsourcing.

Running a logo contest yourself

Here are the steps you take:

1. Decide the goal. You need to have a clear idea of the kind of logo you want and how you want to use it.

2. Write the brief. Describe the elements of the logo. You may want the organisation name or specific imagery in the logo. You may want a certain font or colours. You can also include a list of adjectives to describe your logo, such as strong, rugged, feminine or minimalist.

3. Set the rules. Describe:

• Who can participate in the contest and how you want to receive the designs, such as by email to you in a standard file format or put onto a website of your design.

• The deadline. A logo is a fairly simple piece of graphic design, so you can probably have a fairly short deadline. You may select two weeks if you’ve a ready crowd, or four weeks if you haven’t.

• The criteria for winning. Clearly state what the logo is trying to accomplish and the qualities it needs to possess.

• Who’s to judge the work. Generally, you want professional judges – individuals who have the skill to understand the criteria for winning and know how to apply it. If your crowd contains students or skilled professionals, these judges give the crowd the best feedback. If you’re trying to find good work among a crowd of amateurs, professional judges are best able to recognise the gold among the dross.

• The compensation for winning. In crowdcontests, bigger prizes tend to attract a larger crowd that contains higher-quality entries.

• Intellectual property terms. For the winning entry, you want all intellectual property rights in all media. Because these logos are being designed for your organisation, they contain elements that identify your organisation. Therefore, you probably want to state that all entries to the contest become your property.

4. Publicise. If you don’t publicise the contest, you won’t raise a crowd. You can advertise the contest to members of your organisation or to local art schools. You can also send a Tweet to national design organisations, such as AIGA (former American Institute for Graphic Arts) for example, to let its members know about the contest.

5. Talk with the crowd. Talk with designers and tell them what you like about the design and what you don’t. You’re far more likely to get a satisfactory design that way.

Using a contest service to run the contest for you

You can run a crowdcontest without any special computer software. You can use a simple web page or even your Facebook page to describe your business-logo contest. Tell the world about what you’re doing with a few Twitter feeds and you’re running a crowdcontest.

However, if you feel that you need help running a crowdcontest, you can find plenty of companies interested in assisting you. They offer specialised software, expertise with rules and, most importantly, access to large crowds of workers. Working with such a company can be considerably easier than running a contest by yourself. It can also provide you with access to large and highly talented crowds.

A good way to find a list of crowdcontest companies that specialise in graphic design is to go to crowdsourcing.org (www.crowdsourcing.org) and look at the list of crowdsourcing firms under the Crowd Creativity tab. Among the firms there, you'll find 48hourslogo, 99designs, DesignCrowd and Logo Design.

All of these firms provide a standard template for running a contest. These sites provide you with fixed outline for the brief and a fixed set of contest rules. You can create simple, one-stage contests or more complicated two-stage contests where you identify a set of designers to work on a final design. You can communicate with the designers or you can let them work on their own. These sites handle all the financial transactions, recruits the designers and have a standard set of policies for intellectual property.

You may want to turn to one of these crowdcontest companies to handle your contest for four reasons:

You’re interested only in getting the result of the crowdcontest, and never plan on running a crowdcontest again. In this case, you really have little reason to try to run it yourself.

You’ve never run a crowdcontest before and aren’t sure where to start. Crowdcontest sites can show you examples of successful contests that have produced high-quality work.

You don’t have access to a good crowd, and you want to have the best crowdworkers participate in your contest.

You’re simply too busy to do the work that’s needed for a contest and are willing to pay others to do that work.