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Ideate, innovate! Co-creating with Social Customers


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• Accelerate product and marketing innovation with customer-generated input.
• Engage community leaders and superfans in the ideation process.
• Develop practical, actionable steps for capturing customer feedback and feeding it in to the innovation cycle.

Published in: Business, Technology
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Ideate, innovate! Co-creating with Social Customers

  1. 1. Ideate, Innovate!Co-creating with <br />Social Customers<br />April 12, 2011<br />
  2. 2. Today’s Speakers<br />Doug Williams<br />Rebecca Carroll<br />Laura Feeney<br />Paul Gilliham<br />National Instruments<br />@lfeeney<br />Lithium<br />@bladefrog<br />Forrester Research, Inc.<br />@DougWilliamsMHD<br />Verizon<br />@bcarroll7<br />#lithcast<br />
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  4. 4. Lithium Webcast: Ideate, Innovate! Co-creating with Social Customers<br />Doug Williams, Analyst<br />April 12, 2011<br />
  5. 5. Source:<br />Image source:<br />
  6. 6. Ideation kick-starts the innovation engine<br />Image source:<br />
  7. 7. Ideation is the critical first step in the new product development process<br />Validation of Plan<br />Validation of Idea<br />Validation of Project<br />Validation of Product<br />Is this idea worth investing time and resources?<br />Is this project worthy of substantial investment?<br />Does the developed product deliver value and is the business plan solid?<br />Is the product and business plan ready for commercialization?<br />Source: Forrester Research<br />
  8. 8. Why invest in the collection and validation of ideas?<br />Identify the best ideas<br />Engage directly with consumers or customers<br />Clarify the idea<br />Conduct research into markets, consumers and competitors<br />
  9. 9. Make the ‘fuzzy front-end” of development less fuzzy<br />Kill bad ideas early…. <br />…Which reduces wasted resources. <br />Generate better ideas to begin with... <br />…Which translates into more efficient allocation of resources.<br />
  10. 10. Today, product strategists rely on internal resources for ideation<br />The first step in the product development process is to gather ideas for new products or features. How does your team gather ideas for new products and services? (Select all that apply)<br />Internal resource<br />Traditional market research tool<br />Co-creation tool<br />Other/None of the above<br />Source: Q1 2011 Consumer Product Strategy Panel Survey<br />Base: 212 product strategy professionals<br />
  11. 11. Social co-creation unlocks new opportunities to engage with consumers in product creation<br />
  12. 12. What is co-creation?<br />Forrester defines co-creation as:<br />Social co-creationis the use of social media or other social technologies to enable co-creation.<br />“The act of involving consumers directly, and in some cases repeatedly, in the product creation or innovation process.”<br />Source: July 9, 2010, “Social Co-Creation” Forrester report<br />Image source:<br />
  13. 13. Today’s social technologies unveil product improvement opportunities<br />Source: July 9, 2010, “Social Co-Creation” Forrester report<br />
  14. 14. Co-creation delivers unique benefits<br />Source: July 9, 2010, “Social Co-Creation” Forrester report<br />
  15. 15. Nearly half of companies that use social media use it to influence product strategy…<br />Do the product teams at your company use social media to engage directly with consumers in order to influence product design, product creation, and product strategy?<br />Does your company engage with consumers (in any way) using social media?<br />Base: 181 consumer product strategy professionals<br />Base: 151 consumer product strategy professionals whose companies currently use social media<br />Source: Q2 2010 Global Consumer Product Strategy Research Panel Online Survey<br />
  16. 16. …But many focus on the low-hanging fruit<br />Source: Q1 2011 Global Consumer Product Strategy Research Panel Online Survey<br />
  17. 17. Ideation sites give product strategists access to customer-led innovation<br />
  18. 18. Consumers want to be involved…<br /><ul><li>61% of US online adults are willing co-creators
  19. 19. 56% of willing co-creators are agnostic about product, service and brand
  20. 20. 67% of willing co-creators are concerned about the time commitment
  21. 21. 63% of willing co-creators require some form of incentive</li></ul>Source: North American Technographics® Consumer Technology Online Benchmark Recontact Survey, Q2 2010 (US)<br />Image source:<br />
  22. 22. …And they are interested in co-creation across diverse industries<br />Please rate your level of interest in participating in co-creation efforts with respect to the following industries. (4 or 5 on a scale from 1 [strongly disagree] to 5 [strongly agree])<br />Base: 2,432 US online consumers willing to participate in co-creation<br />Source: North American Technographics® Consumer Technology Online Benchmark Recontact Survey, Q2 2010 (US)<br />
  23. 23. How can an ideation site help your company succeed?<br />Provide fuel for innovation<br />Collect ideas that would otherwise be shared elsewhere<br />Act as a validation tool<br />Speed up the product development process<br />Give consumers an opportunity to help their favorite brands<br />
  24. 24. Thank you<br />Doug Williams<br /><br />@DougWilliamsMHD<br />+1 781.631.2948<br />
  25. 25. About your communities. <br />#lithcast<br />
  26. 26. CommunitySnapshot<br /><ul><li>Verizon’s Residential Community is 3 years old, 80K members
  27. 27. Ranked #1 Community in industry, 6th overall for consumers by ComBlu</li></ul>Source: State of Online Communities report, November 2010<br />
  28. 28. Verizon Social EngagementA Sampling<br />
  29. 29. NI Facts<br />NI first launched forums around 1999<br />LabVIEW Idea Exchange launched in July 2009<br />More than 150,000 users<br />Idea Facts:<br />100 ideas submitted/mnth<br />400 comments/mnth<br />2000 votes/mnth<br />
  30. 30. Recognition<br />2008 Supporting Category Winner: Nerd Network: Building an Online Community for Developers<br />2010 Embracing Category Winner: Embracing our Customers for Software Development<br />#LithCast<br />
  31. 31. Why ideation / co-creation?<br />#lithcast<br />
  32. 32. Idea Exchange: Open Innovation<br />
  33. 33. Objectives<br /><ul><li>Identify new product and service enhancement opportunities
  34. 34. Facilitate customer-driven product/service enhancements or new products/services
  35. 35. Enhance Verizon brand as establishing innovative ways to engage with and serve customers</li></li></ul><li>Objectives<br />
  36. 36. What results have you seen?<br />#lithcast<br />
  37. 37. Results<br />14 Ideas implemented in LabVIEW 2010<br />NIWeek 2010 included a video of idea authors sharing their thoughts about their implemented ideas<br />Feedback-Driven Improvements were part of the overall marketing message for the 2010 launch<br />13 Ideas currently “In Beta”<br />
  38. 38. Results<br /><ul><li>Number of ideas submitted: 1300+
  39. 39. Number of ideas in progress: 200
  40. 40. Number of ideas implemented: 16</li></ul>Since launch…<br /><ul><li> 107% growth in comments
  41. 41. 403% growth in votes
  42. 42. 555% growth in visitors</li></ul> <br />
  43. 43. About Lithium<br />The Lithium Social Customer Suite helps great companies turn social customer passion into marketing, product development, and customer service assets. <br />The Lithium Social Customer Suite offers complete social monitoring, a comprehensive community platform, and actionable analytics across millions of blogs, forums, and social networking sites. <br />For market leaders such as Best Buy, AT&T, Research In Motion Limited (RIM), Univision, and PayPal, Lithium is the leading provider of social customer solutions that deliver real business results. <br /><br />#lithcast<br />
  44. 44. About Lithium<br />DeepEngagement<br />Social Science<br />Social Success<br />Rich data for analysis, benchmarking, and optimizing your social investments.<br />Driving real business outcomes.<br />Great experiences for your most passionate contributors—your superfans.<br /><br />
  45. 45. About Lithium<br />Lithium is Number 1 in:<br />Current offering<br />Features<br />Strategy<br />Clients<br />November 2010 “The Forrester Wave™: Community Platforms, Q4 2010”<br /><br />
  46. 46. Lithium Resources<br />37<br />Best Practice Ideation<br />Gartner Magic Quadrant for Social CRM Q3 2011<br />Forrester Wave for Community Platforms Q4 2010<br />The Lithium Social Customer Suite<br />Lithium Community Platforms<br />Lithium Social Media Monitoring<br />Lithium Customer Intelligence Center<br />LevelUp for Facebook <br />