C2.0 2010 d lacallade presentation version

Outsourcing Product Development to your Community Dawn Lacallade Community Manager, SolarWinds @DawnL and #solarwinds

Who wouldn’t want this?
Marketing and Brand
Clearer Understanding of your Brand Identity
Stronger Marketing Content
Product Recommendations & Case Studies
Brand Advocates- Word of Mouth Marketing
Research & Development
Better Ideas for Next Products
Prioritization of those Ideas
Fewer Bugs- Beta Testing
Free Development- Software
- Slide -

Traditional Product Development

SolarWinds
SolarWinds (NYSE: SWI) provides powerful and affordable IT management software to more than 90,000 customers worldwide – from Fortune 500 enterprises to small businesses. Focused on the real-world needs of IT professionals, SolarWinds products are downloadable, easy to use and maintain, and provide the power, scale, and flexibility needed to manage today’s complex IT environments.
SolarWinds’ online community, thwack
90,000 content items
40,000 members
Forums, blogs, content exchange, product feature discussions

Product Development Cycle Input to Refine Industrial Research & Trends Generate Ideas Prioritize Campaign Feedback WOM Mktg Beta Testing- less bugs Co-development Case Studies Input: Better Requirements Strategic Direction Process Feedback

Results
As a rule of thumb, what do software companies spend on Research and Development?
Heavy investment mode: 20-30% of their revenue
Mature companies: 20-25%
Harvest phase: 10-15%
Between the our development model and Community feedback, SolarWinds has kept R&D around 9%.

Modify This Footer: View -> Header & Footer - Slide - Ok, sign me up.

Business Need Co-Development Depth of Involvement Resources Required Value to the Company Feedback

Who do you want to engage?
Validate directional feedback
Solicit for direct feedback
Partner for deeper engagement
- Slide - Photo Credit: http://thumbs.dreamstime.com/thumb_176/11874349443IqVPV.jpg 80% Watchers 1% Power Users 9% Contributors

Determining how to engage
Where are they- your site or other?
What technology to use- forums/ideas/blog
WIIFM
Incentive
Buy in
Showing results
Company participation
- Slide - http://www.flickr.com/photos/kh-67/3339157498/

Photo Credit: http://www.flickr.com/photos/mckaysavage/3016006648/

Plan for Company Engagement
VERY important
Schedule resources to engage with customers
Find skill-set match
Get complete buy in
Have a project level nag person identified
Training for voice and technique & tool how to
Legal involvement/concerns (IP concerns)
Ensure you allocate the resources to implement.
Have the project cycles- ie don’t ask for input too late to use
Ensure you have implementation mapped for EVERYthing you will ask for feedback on
- Slide - Photo Credit: http://www.flickr.com/photos/saxcubano/440777294/

Modify This Footer: View -> Header & Footer - Slide - RELATIONSHIPS are critical.

Keeping it going…
Personal Connection
Personal- get to know them
Don’t be afraid to move to in person
Remembering to say Thank You
All levels- mean it
Be creative
Rewards/ Recognition
Inclusion
Publicity
Travel
Last option: stuff
- Slide -

How do you measure it?
Business Value
Content Creation: Content created, views of content, comments, success of campaigns, number and quality of ideas
PR/Brand : Net promoter score, sentiment
Community Health
Participation: interactions, comments, # of contributions per person, % of participation from community vs. company, amount of content created
Feedback : amount and quality; Number and participation of beta testers
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THANK YOU! Questions?

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C2.0 2010 d lacallade presentation version

by Dawn Lacallade on May 04, 2010

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