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ISPIM-Managing the fuzzy front-end of Innovation

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  • 1. 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
  • 2. Agenda
    • Introduction
    • Objectives
    • Case study description
    • Analysis of results
    • Conclusion and future work
  • 3. 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?
  • 4. Agenda
    • Introduction
    • Objectives
    • Case study
    • Analysis of results
    • Conclusion and future work
  • 5. 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
  • 6. Agenda
    • Introduction
    • Objectives
    • Case study
    • Analysis of results
    • Conclusion and future work
  • 7. 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
  • 8. 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
  • 9. 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.
  • 10. MISEURA
  • 11. Agenda
    • Introduction
    • Objectives
    • Case study
    • Analysis of results
    • Conclusion and future work
  • 12. 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
  • 13. 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
  • 14. Agenda
    • Introduction
    • Objectives
    • Case study
    • Analysis of results
    • Conclusion and future work
  • 15. 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
  • 16. 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]

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