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.