Marketing Innovation: Keys to Open Innovation Success

1,587 views

Published on

To build a groundswell of awareness, support and demand for your innovation initiatives - you need to establish a strong internal communications program.

Published in: Technology
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,587
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
57
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Marketing Innovation: Keys to Open Innovation Success

  1. 1. Marketing InnovationKeys to Open Innovation Success<br />Jeff Boehm<br />Chief Marketing Officer<br />Invention Machine<br />
  2. 2. Key Points<br />Successful open innovation requires a strong internal innovation framework<br />Processes, information and communities should be integrated as three key ingredients for innovation<br />Innovation success requires internal communications<br />Page 2<br />
  3. 3. Internal Innovation Foundation<br />Page 3<br />
  4. 4. Innovation Challenges<br />Innovation remains an ad-hoc process<br />Forrester: CEO’s are clamoring for continuous vs. ad-hoc innovation to stay ahead of competition<br />Knowledge is hidden in plain sight<br />IDC: Knowledge workers are failing in their quest to obtain the information they need<br />Innovators work in isolation<br />Harvard Business School: Traditional innovation approaches are outdated – firms must develop the ability to collaborate<br />Page 4<br />
  5. 5. An Innovation Ecosystem<br />Innovation remains an ad-hoc process<br />Forrester: CEO’s are clamoring for continuous vs. ad-hoc innovation to stay ahead of competition<br />Knowledge is hidden in plain sight<br />IDC: Knowledge workers are failing in their quest to obtain the information they need<br />Innovators work in isolation<br />Harvard Business School: Traditional innovation approaches are outdated – firms must develop the ability to collaborate<br />Page 5<br />Information<br />Get the right information within the right time<br />Capture & reuse expertise & new intellectual capital<br />Communities<br />Innovation Activities<br />Work collaboratively with repeatable & effective methods<br />
  6. 6. Deploying Innovation Internally<br />Positioning<br />Make it relevant<br />Show success<br />Promotion<br />Make it obvious<br />Calls to action<br />Make it easy<br />Sustaining momentum<br />Make it stick<br />X<br />MANDATE<br />Commencing today, you will INNOVATE!<br />Page 6<br />
  7. 7. Positioning – Make it Relevant<br />Value<br />Costs<br />Timeline<br />Results<br />…<br />What does it mean to me?<br />How does it fit into my current role?<br />Who else is on-board?<br />…<br />Page 7<br />Audiences<br />User Communities<br />Executives<br />
  8. 8. Positioning – Make it Relevant<br />In context<br />Meaningful<br />Page 8<br />(examples removed due to confidentiality)<br />
  9. 9. Positioning – Make it Relevant<br />Voice of the user<br />Page 9<br />(examples removed due to confidentiality)<br />
  10. 10. Promotion – Make it Obvious<br />Use all available channels<br />Drumbeat – not one-off<br />A rolling roadmap/ project plan<br />Page 10<br />(examples removed due to confidentiality)<br />
  11. 11. Promotion – Make it Obvious<br />Use all available channels<br />Drumbeat – not one-off<br />A rolling roadmap/ project plan<br />Page 11<br />LCD Displays<br />Newsletter<br />Tech fairs<br />Blogs<br />Tent cards<br />Staff meetings<br />Email<br />Magazines<br />Intranet<br />Posters<br />Tchotchkes<br />Wiki<br />Badges<br />
  12. 12. Calls to Action – Make it Easy<br />Clear instructions to learn more and engage<br />Page 12<br />(examples removed due to confidentiality)<br />
  13. 13. Sustaining Momentum – Make it Stick<br />User Communities<br />Regular communications<br />(examples removed due to confidentiality)<br />
  14. 14. Key Points<br />Successful open innovation requires a strong internal innovation framework<br />Processes, information and communities should be integrated as three key ingredients for innovation<br />Innovation success requires internal communications<br />Positioning – make it relevant & show success<br />Promotion – make it obvious<br />Calls to action – make it easy<br />Sustain momentum – make it stick<br />Page 14<br />
  15. 15. www.inventionmachine.com<br />www.thesustainableinnovationblog.com<br />Page 15<br />

×