Social Media & Product Innovation Vanina Delobelle, PhD www.vaninadelobelle.com July 2008

Social Media

Social Media: the real viral strategy

The power of reaching crowds The brand

Which Social Media for Product Innovation ? Soc ial networks Forums Microblogging Multimedia sharing Diggs Blogs and Livecasts Virtual Universes

The user connections Forums Diggs Multimedia sharring Social networks Microblogging Blogs

The Innovation process

The product innovation cycle Social Media are used to share and learn Research & Concept Definition Testing Launch

Research & Concept Definition Market trends analysis : read content related to industry and concept Benchmarking : read user reviews and content published about competition Competition analysis : read user reviews and content published about competition Surveys : share surveys and/or find participants via blogs, social networks and microbogging User ideas generation : read blogs where users share ideas about the possible evolutions of your product

Market trends analysis : read content related to industry and concept

Benchmarking : read user reviews and content published about competition

Competition analysis : read user reviews and content published about competition

Surveys : share surveys and/or find participants via blogs, social networks and microbogging

User ideas generation : read blogs where users share ideas about the possible evolutions of your product

Testing User testing : test some functionalities with one panel of users and recruite and/or share via the social media Beta : launch a private version of the product and recruite/share via the social media

User testing : test some functionalities with one panel of users and recruite and/or share via the social media

Beta : launch a private version of the product and recruite/share via the social media

Launch Communication : use social media and the power of crowds to talk about the launch of your product User engagement : use social networks to invite new users and engage a viral effect Users feedbacks : use the social media to learn about how your users appreciate your product. Can be surveys or simply reading posts.

Communication : use social media and the power of crowds to talk about the launch of your product

User engagement : use social networks to invite new users and engage a viral effect

Users feedbacks : use the social media to learn about how your users appreciate your product. Can be surveys or simply reading posts.

Social Media and Innovation

The golden rule Users are happy to be engaged ! Use your users as they want to take part of your product Lean on your users to share about the product Because they participate they will be even more eager to communicate about it Rely on them as they will be the ones using the product

Users are happy to be engaged !

Use your users as they want to take part of your product

Lean on your users to share about the product

Because they participate they will be even more eager to communicate about it

Rely on them as they will be the ones using the product

For more conversations… www.vaninadelobelle.com