Embrace social media to accelerate innovation in your organization : 8 success factors for turning customer insights into action by : dirk shaw June 2006

Current trends in online behavior 8 success factors for turning insights into action vignettes role

Italian motorcycle manufacturer Ducati aligned its marketing department with a central “community” function, involving its customers in design, communication, and the brand experience. The firm sold 31% more bikes in Q3 2005 than it did a year earlier Increased number of page views by 60% in 2004, 9 million downloads of brochures, bike sounds, and movies . “ Ducati killed its marketing – and prospers” Forrester research

The firm sold 31% more bikes in Q3 2005 than it did a year earlier

Increased number of page views by 60% in 2004,

9 million downloads of brochures, bike sounds, and movies .

Lego’s toy community draws in users to share with one another and influence the direction of the company. Input on product development recouped the investment 10 times over in 18 months

Input on product development recouped the investment 10 times over in 18 months

Innocentive.com enables Eli Lilly's 6000 researchers to use 25,000 solvers from 125 countries. Companies have documented 20-fold increase in R&D productivity. Reduces biological drugs’ time-to-market using nimble biotech startups.

Companies have documented 20-fold increase in R&D productivity.

Reduces biological drugs’ time-to-market using nimble biotech startups.

Today’s customers are actively participating, connecting and sharing ideas through a number of channels. * Social Computing Forrester Research

175,000 blogs are created each day; that is about 2 every second, totaling 50 million blogs.

News: Nike is recognized by FORTUNE in 2006 News: NASA Announces New Window For Next Space Shuttle Mission What compelling events are triggering a spike in conversation?

Quickly respond to the pulse of these conversations to outpace competition

Integrate customer insights to ensure you meet demand, reduce waste and increase loyalty Customer Employee Partner Innovation Process

Engage customers in the innovation process with social software to identify latent needs * Running a business on Web-based software By:Dion Hinchcliffe *

Identify and engage key influencers who are shaping perception of your brand

Build a global collaboration platform to validate, refine and test ideas

Formalize the lifecycle of an idea to accelerate the process from inception to value creation

The idea lifecycle dashboard using Vignette’s collaboration services

Source new ideas in context of an experience (online, call center or in store)

Use multiple perspectives to ensure good ideas are not dismissed

Become an active participant in the social web

Collaboration Discovery User reviews Social Software 3 rd Party Monitoring Online Prototyping Idea Management Issue Management Online Panels Context Issues Key Influencers Trends Notifications Monitoring Tracking Lead Users Customer Insights Dashboard Vignette’s Solution to turn insights into action… Competitive Landscape Feedback Feedback Ideas

Vignette’s Next Generation Web Solutions Accelerate idea to value creation Increase competitive differentiation Increased understanding of changing customer behaviors

Accelerate idea to value creation

Increase competitive differentiation

Increased understanding of changing customer behaviors

Quickly respond to the pulse of these conversations to outpace competition. Integrate customer insights to ensure you meet demand, reduce waste and increase loyalty Engage customers in the innovation process with social software to identify latent needs Identify and engage the key influencers who are shaping perception of your brand Build a global collaboration platform to validate, refine and test ideas Formalize the lifecycle of an idea to accelerate an idea to value creation Use multiple perspectives to ensure good ideas are not dismissed Become an active participant in the social web. 8 success factors for turning customer insights into action

Quickly respond to the pulse of these conversations to outpace competition.

Integrate customer insights to ensure you meet demand, reduce waste and increase loyalty

Engage customers in the innovation process with social software to identify latent needs

Identify and engage the key influencers who are shaping perception of your brand

Build a global collaboration platform to validate, refine and test ideas

Formalize the lifecycle of an idea to accelerate an idea to value creation

Use multiple perspectives to ensure good ideas are not dismissed

Become an active participant in the social web.

Will your organization leverage the wisdom of the crowd to drive innovation?

More conversations are taking place online about your brand today than ever before

Integrating customer insights will accelerate new opportunities for innovation

Using the crowds to build an idea pipeline can drive competitive differentiation

Embrace social media to accelerate innovation in your organization