myheimat.de
Corporate Blogging and networked communication for
developing media products (newspaper)
Kontakt: Dr. Martin Huber – huber@gogol-medien.de – Telefon 0821/259 28 43

How does corporate communiactions work today? myheimat.de
How does corporate communications operate today, in a world full of direct
communication with customers via web sites, email, blogs, and video?
In the past: one-to-many
Marketing Blogs Campaign Blogs SEO-Blogs
Customer-
Knowledge-Blogs Project-Blogs
Relationship-Blogs Crisis Blogs CEO-
Employee-Blogs
/Executive-Blogs
the future: Many-to-many: networked corporate communication
Social network applications (Twitter, Facebook, …, proprietary
social networks) to integrate your corporate stakeholders:
Customer, supplier, investors, employees

Why integration your customer? Sources of innovation myheimat.de
• Classical view:
– Product innovations come from the product manufacturer (publisher)
– The manufacturer generates ideas and develops prototypes
• New perspective:
– Many innovations do not come from manufacturers but from users of the
product (newspaper)
– Users often supply not only the idea, but also prototypes or complementary
services (online)
– The distribution of innovative activity along the value chain varies strongly
between industries and includes also industries with tangible products
(newspaper, cars, food, consumer goods, ...)
Efficient communication with your customer – customer integration –
can boost all stages of Product & Service Development
Hybrid model of innovation: To systematically and repeatedly exploit commercially the
innovations generated and freely-revealed by a user community.

User heterogentity and different tools for integration (communication) myheimat.de
users with some
users with high expertise experience in the technical users with little expertise in
dimension of
in the technical and the domain and high either the technical or the
heterogeneity
problem domain experience in the problem problem domain
domain
technical sophistication
of community high Medium to high low to medium
members/customers
most appreciated technical excellence, functionality, specificity of robustness, safety,
product features functionality solution, ease of use simplicity
open source, mash-ups –
hybrid innovation in a
pure bundling, no
hybrid innovation in a collaborative manner
typical innovation mode manufacturer interfering in
collaborative manner
technical matters (high
sensitivity of community)
95% of (y)our typical users

Frontloading – Saves time and money myheimat.de
• Users often have “sticky information“ on needs and solution approaches, but lack technical means to
design a solution
• Users can provide feedback not only on the final product but also on your product concept and all
the early stages of the development funnel
• Corporate blogging and social network apps are tools to integrate your customers early in the
process – month before the final product is in the market or days before thr next version of your
service is released
competitor and
market analysis
product and
Identification of concept process design Beta-testing launch
customer needs development
Alpha-version
technology
assessment

myheimat.de
Kontakt: Martin Huber – huber@gogol-medien.de