Do you remember the famous Russian fairy tale about turnip? – So, this is the best illustration for crowdsourcing. While it is successfully used by foreign market giants such as Microsoft, P & G and Sberbank, Russian small and medium business are very cautious to this source. Crowdsourcing - is the transfer of production functions to the public, the solution of social and business problems with the help of volunteers, which are combined with social networking and other information technology. Despite the fact that the term "crowdsourcing" is quite young, appeared in 2006, in one degree or another crowdsourcing has been used by every one of us who has ever sought advice on the forums or ask the opinion of your friends about your product, idea or service in social networks. Despite this, we found that the businessmen, still have some fears of crowdsourcing.

Fear # 1. Crowdsourcing is expensive

In Russia, talking loudly about crowdsourcing began with the launch of "Sberbank" the same name of the site "Sberbank Crowdsourcing", when the bank with the help of clients and outside experts identified hundreds causes of bursts. So, many owners of small and medium-sized businesses believe that such a instrument - it's too expensive for them. This is not so. Initially, crowdsourcing can be either paid or even free of charge. You can pay for your advice eminent experts. So does the American company Inno Centive, which invites scientists for competitive award of $ 10 thousand to $ 100 thousand to solve the problems posed by such companies as Procter & Gamble, DuPont and BASF. But you can pay nothing. Japanese furniture firm Muji collects ideas of visitors on furniture design and runs into production the results of the competition. NASA research center attracts amateur astronomers to analyze the images of the surface of Mars. Currently, crowdsourcing has been used to produce architectural concept projects in the field of residential real estate. For example, such a contest conducted LSR in the development of IFC project in the Petrograd district. - tells about the recent examples of crowdsourcing Olga Trosheva, Head of Consulting Centre "Petersburgskaya Nedvijimost" -I think that such cooperation is beneficial to both parties - the developer gets the original project, "fresh" ideas from young professionals. Experts are so altruistic because many of them will able to say "I took part in the research NASA», etc. In turn, it does not cost anything to organize a discussion on the corporate website or on social networks, which makes the crowdsourcing universal. The thing is that in crowdsourcing for expertise is not important to reward, and the opportunity to participate in the development of large companies, the opportunity to really change their activity with their advice and ideas - explains the founder of Russian crowdsourcing project OmniVision Michael Treyvish - In real life, many talented people have no chance to take and offer their ideas directly to a large company. So, in essence, crowdsourcing, however, can reduce the cost of the same advice, which would have cost the company a lot of money.

Fear # 2. Quality of advice

However, it is the altruism of crowdsourcing participants where lies fears of business owners. In Russia, few people believe that the free advice may be good, it stops domestic companies from using crowdsourcing. If we do not motivate them money or other material goods, then the probability of quality work is reduced, - says Vitalija Lvova, CEO of Promotion Realty company. Also the heads are unfamiliar with the practice of crowdsourcing, of the opinion that free advice will provide only pensioners and students. Crowdsourcing - it's just a personal PR, if we're talking about bringing unskilled - young and old people - adds Vitalija Lvova Existing projects prove that it is not. For example, in the same OmniVision has about 10 experts - business leaders from different fields - finance, factoring, branding, PR, marketing, crisis management. In business, crowdsourcing is becoming more and more fashionable, especially in the EU, and, therefore, within the overall wave appears "foam" of unfortunate and questionable projects, - says Mikhail Treyvish , president of OMNI GRADE - The most important thing, in my opinion - the quality of the expert community. A large number of "random people" could compromise the project. It is important that these people were willing to work constantly during the project, with the responsible attitude to what they offer.

Fear # 3. About stealing ideas

Another reason, which is still stops us from using crowdsourcing - its publicity, and therefore fear that competitors will steal the plans & ideas for companies. Creator of crowdsourcing project Mikhail Treyvish, in contrast, believes that companies can report on what they have used the ideas and earn points. Companies involved in the project really use advice from experts,- says Mikhail Treyvish - In the near future we will start monitoring the activities of companies to understand how companies are being introduced in the advice of the experts. We are not afraid that someone finds out about the project through our plans and overtake us at any idea, so if anyone thinks he can realize this service faster and better than us, let him try – says the director of PR agency News Factory Oksana Belyanskaya - Our participation in OmniVision - above all the ability to directly know the opinion of our target audience - the business leaders. Try this technology, every company has something to ask experts or consumers.

TOTAL: The main advantages of crowdsourcing: Fresh view of the company's activities Access to talent around the world Easy to implement (using the website or social networking) Ability to raise awareness of the company, services, brand, product, opportunity for experts to improve their status in the professional community crowdsourcing Disadvantages: Lack of experience in the implementation and understanding of the mechanism in Russian companies Ideas and solutions are made public and can be used by competitors Quality of proposed solutions depends on the interest and expertise of volunteers