ISPIM-Managing the fuzzy front-end of Innovation

Managing the Fuzzy Front-End of Innovation within Cooperative Companies through Social Web Applications Igor Santos Ellakuria – ISEA S. COOP. Ainara Martinez Rivera – ISEA S. COOP. XXI ISPIM Conference, Bilbao, 6-9 June 2010

Agenda
Introduction
Objectives
Case study description
Analysis of results
Conclusion and future work

Early Front-End Innovation Management
Idea generation and filtering
Most consuming but necessary task
“ the best innovators invest more than three times as much effort in the beginning stages of the innovation process than do the followers” (A.T. Kearney, 2008)
Critical success factors
Collaboration -> “Architecture of Participation” -> Social Web
Definition of the innovation space
How does this work in a cooperative environment?

Agenda
Introduction
Objectives
Case study
Analysis of results

Objectives
Analyze existing state of the practice on the adoption of social media for innovation management
Deploy a social networking platform within a set of cooperatives
Analysis of the factors behind the successful deployment of social Web applications within cooperative organizations
Analysis of the success factors of idea generation campaigns

Agenda
Introduction
Objectives
Case study
Analysis of results

Definition of Success Factors
Architecture of Participation
“ Systems designed for user contribution” (O’Reilly, 2004)
“ Better social connections improve ideas” (Burt, 2004)
Establishes rules and guidelines to regulate innovation network
Innovation space
A line ranging from defined to non defined targeted innovation
Clearly defined problem space facilitates focused ideas
Ensures that submitted ideas are aligned with business strategy

Renown Case Studies
IBM Beehive internal social network (DiMicco, 2008) – motivations:
Connecting on a personal level
Career advance within the company
Campaigning for projects and ideas
Web 2.0 adoption at CISCO
From wikis to social networking platform with idea management capabilities
Architecture of participation -> IBM Social Computing Guidelines
Innovation space -> Innovation Jam 2006: 46,000 ideas

Approach
Target audience: 34 cooperatives from the Engineering and Services Division of MONDRAGON
MISEURA Platform: NING Social Networking Platform (hosted)
Innovation space: water sector
Selected users were invited
Metrics defined:
Traffic metrics: Web page views, unique visitors, average time spent on site, repeat visitors.
Structural metrics: number of members, active members.
Activity: blog posts, events, forum discussions.
Innovation: ideas, comments.

MISEURA

Agenda
Introduction
Objectives
Case study
Analysis of results

Results 4 Number of comments 5 Number of submitted ideas Innovation 8 Number of forum discussions 18 Number of events 140 Number of blog posts Activity 38% Percentage of active members 23 Number of members Structural 82,83% Repeat visitors 00:07:54 Average time spent on site 109 Unique visitors 5,590 Web Page views Traffic Results Metrics Category

Lessons learned
Need for a community manager
Traffic metrics were satisfactory
Considerable number of registered members
Low number of active members
Remarkable activities: Blog posts and event publication
Idea generation below expected results
Motivations:
Collaborate at a professional level
Campaigning for project ideas

Agenda
Introduction
Objectives
Case study
Analysis of results

Conclusion and Future Work
Social Web applications at the early stage of innovation process are of great use
Satisfactory participation and useful extracted conclusions
Results below expectations in terms of idea generation
No remarkable distinctions between cooperatives and rest of organizations
Future Work:
Improvement of idea generation mechanisms: methods and tools
Cooperatives and Social Web : thorough analysis

Igor Santos Ellakuria R&D Coordinator Tel.: +34 943 77 20 64 E-mail: [email_address] Ainara Martínez Rivera R&D Coordinator Tel.: +34 943 77 20 64 E-mail: [email_address]

ISPIM-Managing the fuzzy front-end of Innovation

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