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Welcome to  
                                                        l
                                       What winning...
Get the most from this webinar
                                       Technical help
                                     ...
The innovation imperative


                                       •   The importance of getting it right
                ...
What winning teams are
doing right in today’s
economy
Using social media to power innovation
    g                 p


Tom...
Innovation is both an
                                                 art and a science. Social
                         ...
Agenda

     • Innovation and its discontents
     • Th promise of social media
       The    i    f    i l   di
     • Ne...
Agenda

     • Innovation and its discontents
     • Th promise of social media
       The    i    f    i l   di
     • Ne...
Innovation, we hardly knew ya

                                                                         How we wish
      ...
Innovation, we hardly knew ya


    Other people in 
    Other people in                                                  ...
Innovation, we hardly knew ya

                                                                                   INVENTIO...
Innovation, we hardly knew ya

                                                                                 ADOPTION
 ...
Actually, we did sorta know you




                            SOURCE: Everett Rogers, The Diffusion Of Innovation (1964)...
Bad information cripples innovation

                                                                            Ideation ...
The trough of ignorance
                           Active data
                         collection from
                  ...
Bad information cripples innovation

      • EXAMPLE: The customers you already know
                 – Ideation Fanbo ism...
Traditional sources should worry you

             Top 3 Sources                                                  Limitati...
Agenda

      • Innovation and its discontents
      • Th promise of social media
        The    i    f    i l   di
      ...
Good information helps innovation

         INNOVATION CHALLENGE                                               HOW SOCIAL ...
What do you mean by social media?


                                                                            YOUR SITES...
What do you mean by social media?
                                                                             OTHER
     ...
What type of question are you asking?

                                                                CORE
              ...
What type of data do you need?



                                                                Understand the bigger co...
Now, take your pick

                                                                                 Independent
        ...
Agenda

      • Innovation and its discontents
      • Th promise of social media
        The    i    f    i l   di
      ...
Define the problem you want to solve
      • Long-term
                 – Where can social media do the most good?
       ...
Be methodical about how getting answers

                                                                            Who i...
Success requires investment

      • New sources
                 – Some sponsored, some disco ered
                      ...
Success requires investment
      • New deliverables
                 – Personas use cases, solution architectures
       ...
New information management challenges


             COLLECTION                                    ANALYSIS         DECISI...
Stages of an inbound social media strategy



                                                                            ...
Make innovation work



                               IDEATION                                       INVENTION       ADOP...
Thank you

      Tom Grant
      +1 650.581.3846
      tgrant@forrester.com
      http://blogs.forrester.com/product_manag...
Questions and Discussion

                                         • Two ways to ask a question
                          ...
Thank you for attending


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What winning product teams are doing right in today's economy

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A webinar presentation by Tom Grant, Sr. Analyst from Forrester and hosted by Accept Software & AIPMM.

Social media have demolished the myth that technology vendors were the sole source of innovation in this industry. While technology vendors have great ideas, so too do customers. Just as importantly, innovation is more than just “ideation” or invention. The classic friction between IT and business shows how the success of new ideas depends on acceptance and adoption.

Social media now offer a way for technology vendors to harness the good ideas of their customers, often through the Web 2.0 tools (forums, blogs, Wikis, etc.) that the vendors themselves sponsor. At the same time, social media can help vendors get under the skin of their target users and stakeholders, gaining critical insights that can help make better product decisions more quickly. The broader landscape of social media, beyond what the vendors themselves sponsor, are often the sources of these insights.

However, using social media in this fashion is not for amateurs. Meeting the information management challenges these new resources pose requires skill that not every product team may have, and tools with greater capabilities than spreadsheets and word processing documents.

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What winning product teams are doing right in today's economy

  1. 1. Welcome to   l What winning product teams are doing  right in today s economy  right in today’s economy Innovation Management Solutions Today’s presenter:  Tom Grant Forrester Senior Analyst Forrester Senior Analyst Association of International Product May 28, 2009, 10am Pacific, 1pm Eastern   Marketing and Management 1
  2. 2. Get the most from this webinar Technical help T h i lh l Virtual Classroom Technical Issues • US & CDN Dial: 800.263.6317 • Direct Dial: Country Code+1‐805‐690‐5753 Phone Issues • Press *0 to Contact Our Operator Ask a question • Two ways to ask a question y q • GoToWebinar • Locate question window at right  • Type your question (Enter a question for staff) yp y q ( q ) • Press quot;send“ Innovation Management Solutions • Twitter • Use Hashtag #acceptsoftware g p Association of International Product • Questions will be answered at the end of the webinar Marketing and Management 2
  3. 3. The innovation imperative • The importance of getting it right • The need for certainty • Listening to your market • Web 2 0 enabling new solutions 2.0 Innovation Management Solutions Association of International Product Marketing and Management 3
  4. 4. What winning teams are doing right in today’s economy Using social media to power innovation g p Tom Grant Senior Analyst Forrester Research May 28, 2009
  5. 5. Innovation is both an art and a science. Social media help with both. 5 Entire contents © 2009 Forrester Research, Inc. All rights reserved.
  6. 6. Agenda • Innovation and its discontents • Th promise of social media The i f i l di • Next steps 6 Entire contents © 2009 Forrester Research, Inc. All rights reserved.
  7. 7. Agenda • Innovation and its discontents • Th promise of social media The i f i l di • Next steps 7 Entire contents © 2009 Forrester Research, Inc. All rights reserved.
  8. 8. Innovation, we hardly knew ya How we wish innovation could work i ti ld k INVENTOR CONSUMER 8 Entire contents © 2009 Forrester Research, Inc. All rights reserved.
  9. 9. Innovation, we hardly knew ya Other people in  Other people in IDEATION your company It’s not just for engineers any more. Customers and partners 9 Entire contents © 2009 Forrester Research, Inc. All rights reserved.
  10. 10. Innovation, we hardly knew ya INVENTION It I requires perspective—— on the technology, the use case and the case, business case INVENTOR INTERNAL  STAKEHOLDER Is this a good fit for our company? What’s in it for us? What s in it for the customer? What’s in it for the customer? 10 Entire contents © 2009 Forrester Research, Inc. All rights reserved.
  11. 11. Innovation, we hardly knew ya ADOPTION It’s not strictly under your control. Do we understand what you’ve built? Does it address our problem? p Who makes the decisions to buy or implement? 11 Entire contents © 2009 Forrester Research, Inc. All rights reserved.
  12. 12. Actually, we did sorta know you SOURCE: Everett Rogers, The Diffusion Of Innovation (1964) 12 Entire contents © 2009 Forrester Research, Inc. All rights reserved.
  13. 13. Bad information cripples innovation Ideation Invention Adoption Unrepresentative samples Undersized samples Customers you already know Features, not use cases Don’t understand users Don’t understand stakeholders Sporadic data collection 13 Entire contents © 2009 Forrester Research, Inc. All rights reserved.
  14. 14. The trough of ignorance Active data collection from target customers IDEATION INVENTION ADOPTION 14 Entire contents © 2009 Forrester Research, Inc. All rights reserved.
  15. 15. Bad information cripples innovation • EXAMPLE: The customers you already know – Ideation Fanbo ism Ideation: Fanboyism – Invention: Market development – Ad ti Adoption: N New users and stakeholders d t k h ld 15 Entire contents © 2009 Forrester Research, Inc. All rights reserved.
  16. 16. Traditional sources should worry you Top 3 Sources Limitations Customer meetings A lot of work for a small sample May talk to the wrong user Not the customers you don’t have E-mail feedback from Incidental after-effects customers Your language, not the user’s Not the customers you don’t have Bug reports Incidental after-effects Technical issues, not use cases Not the customers you don’t have Source: June 16, 2008, “Improving Your Product Management Tools” 16 Entire contents © 2009 Forrester Research, Inc. All rights reserved.
  17. 17. Agenda • Innovation and its discontents • Th promise of social media The i f i l di • Next steps 17 Entire contents © 2009 Forrester Research, Inc. All rights reserved.
  18. 18. Good information helps innovation INNOVATION CHALLENGE HOW SOCIAL MEDIA CAN HELP Unrepresentative samples Peruse a greater variety of sources Undersized samples Enlarge the pool Customers you already k C t l d know Go b G beyond your forums d f Features, not use cases Listen to users directly Don t Don’t understand users Hear what matters to them Don’t understand stakeholders Understand the decision-makers Sporadic data collection Combine feeds and projects 18 Entire contents © 2009 Forrester Research, Inc. All rights reserved.
  19. 19. What do you mean by social media? YOUR SITES 19 Entire contents © 2009 Forrester Research, Inc. All rights reserved.
  20. 20. What do you mean by social media? OTHER PEOPLE’S SITES 20 Entire contents © 2009 Forrester Research, Inc. All rights reserved.
  21. 21. What type of question are you asking? CORE ASPECTS QUESTION Persona For whom are we PROBLEM- PROBLEM Solution building CENTRIC Market technology? Innovation Prioritization Invention PRODUCT- What technology Design g CENTRIC should we build? Roadmap Competition 21 Entire contents © 2009 Forrester Research, Inc. All rights reserved.
  22. 22. What type of data do you need? Understand the bigger context IN-DEPTH Reach the “Aha!” moment Anticipate issues Increase confidence I fid AGGREGATE Estimate business impact Identify and segment markets 22 Entire contents © 2009 Forrester Research, Inc. All rights reserved.
  23. 23. Now, take your pick Independent Vendor  blogs forums f Vendor  Independent innovation  forums Vendor  RODUCT PROBLE blogs bl sites Independent d d networking Vendor  Wikis Social EM PR bookmarking Vendor code  Collaborative libraries Micro‐ aggregation Vendor  blogging subscription Open source projects Vendor  p Independent networking code libraries 23 Entire contents © 2009 Forrester Research, Inc. All rights reserved.
  24. 24. Agenda • Innovation and its discontents • Th promise of social media The i f i l di • Next steps 24 Entire contents © 2009 Forrester Research, Inc. All rights reserved.
  25. 25. Define the problem you want to solve • Long-term – Where can social media do the most good? • EX: Not breaking out of our current market – What are the measurable outcomes? • EX: Can reach decision on new market, strategy for entry in no more than 3 months • Sh t t Short-term – How can we best get started? • EX: Understand people with similar use cases in an adjacent market – What are the measurable outcomes? • EX: Identify and profile all personas involved in new use case 25 Entire contents © 2009 Forrester Research, Inc. All rights reserved.
  26. 26. Be methodical about how getting answers Who is the target user or stakeholder? PERSONA What Wh t problems d th f bl do they face? ? What tasks do they perform? How do people in this demographic use LOCATION social media? i l di ? Where can I find them? What is the question that we want to pose? OPTIONS What Wh are the options among which we’re h i hi h ’ choosing? How do we get a credible, actionable TEST answer? 26 Entire contents © 2009 Forrester Research, Inc. All rights reserved.
  27. 27. Success requires investment • New sources – Some sponsored, some disco ered sponsored discovered • New roles – “Community manager” – Assists both inbound and outbound • New skills – Social scientific disciplines (aggregate, in-depth) – Does your team have them? 27 Entire contents © 2009 Forrester Research, Inc. All rights reserved.
  28. 28. Success requires investment • New deliverables – Personas use cases, solution architectures Personas, cases – Reports, dashboards • New projects – Ongoing research – Incidental research – Skills upgrade • New tools – Accelerate, simplify the process – Translate into actionable product terms – Fit into your portfolio i t tf li 28 Entire contents © 2009 Forrester Research, Inc. All rights reserved.
  29. 29. New information management challenges COLLECTION ANALYSIS DECISION COMMUNICATION Are we looking How do we Are we using How do we share at the right make sense the data the the data and our sources? of the data? right way? decisions? 29 Entire contents © 2009 Forrester Research, Inc. All rights reserved.
  30. 30. Stages of an inbound social media strategy PM skills expansion Goals for Product social media decisions Pilot social Changes to media project PM roles PM skills inventory Future S.M. First major projects S.M. projects INITIATION PILOT ADJUSTMENT LAUNCH 30 Entire contents © 2009 Forrester Research, Inc. All rights reserved.
  31. 31. Make innovation work IDEATION INVENTION ADOPTION Capturing,  Finding the understanding,  g, Deciding what  g p path to  and evaluating to build the user ideas Seeking  Making the Ensuring inspiration  business  successful through  case for  adoption understanding d di building it b ildi i 31 Entire contents © 2009 Forrester Research, Inc. All rights reserved.
  32. 32. Thank you Tom Grant +1 650.581.3846 tgrant@forrester.com http://blogs.forrester.com/product_management @TomGrantForr 32 Entire contents © 2009 Forrester Research, Inc. All rights reserved.
  33. 33. Questions and Discussion • Two ways to ask a question • GoToWebinar • Locate question window at right  • Type your question (Enter a Type your question (Enter a  question for staff) • Press quot;send“ • Twitter • Use Hashtag #acceptsoftware Use Hashtag #acceptsoftware Innovation Management Solutions Association of International Product Marketing and Management
  34. 34. Thank you for attending Webinar replay  Visit www.acceptsoftware.com in the next few days Upcoming webinars • Upcoming webinars will be announced shortly on  www.acceptsoftware.com Invitations will be sent out soon, or visit Accept and  g f AIPMM websites over the coming weeks for more  information. Innovation Management Solutions Association of International Product Marketing and Management 34

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