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Customer Collaboration & Product Innovation Using Social Networks


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This presentation to the Silicon Valley PMI Annual Symposium discusses the migration of social networks into products and product development processes. It presents the best practices and pitfalls of innovating with customers using social media and suggests some next steps for companies that are new to the use of social networks in product development.

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Customer Collaboration & Product Innovation Using Social Networks

  1. 1. Customer  Collabora-on  &  Product  Innova-on   Using  Social  Networks  to  Extend  the  Product  Development  Team  &  Create   a  Compe??ve  Advantage  for  Your  Business     Project  Management  Ins0tute   Annual  Symposium   September  20,  2010   Jeanne  Bradford   TCGen,  Inc.   1
  2. 2. The  Opportunity  is  Here  and  Teams  Are  Not  Ready   Silicon  Valley  PMI  Annual  Symposium   2   •  Enterprise  social  media  has  become  a  way  of  life.       –  Marke-ng,  customer  support,  human  resources…….and  now  product   development.       •  Social  media  investment  in  product  development  is  trending  up.   •  Customers  have  already  engaged   Are  you  ready?   Project  Management  can  make  a   significant  contribu8on  
  3. 3. Product  Innova-on  Landscape   Silicon  Valley  PMI  Annual  Symposium   3 Opportunity   Iden-fica-on   Concept   Genera-on   Concept   Evalua-on   Design   Technical   Development   Tes-ng  Alpha   Tes-ng  Beta   Customer  Priori0za0on   Virtual   Focus   IBM  Innova0on  Jams   Closed  Beta   Open  Source   Linux   Social Innovation Technologies over the Product Development Lifecycle Wikis   Brokered  Innova0on  iPrize   •  Deeper engagement with talent beyond the walls of the company •  More collaboration throughout the entire lifecycle
  4. 4. An  increasing  number  of  companies  –  both  B2B  &  B2C  -­‐  are  embracing  the  social  web   to  drive  product  innova-on   Silicon  Valley  PMI  Annual  Symposium   4 Product  Innova-on  &  the  Social  Web   We’ve  studied  these  companies  and  their  product  innova8on  methodologies  –  and   from  them  iden8fied  best  prac8ces  you  can  begin  implemen8ng  today.    
  5. 5. Product  Innova-on  Organizing  Principles   Silicon  Valley  PMI  Annual  Symposium   5 Communities Closed Open Focus SolutionProblem Well focused communities drives effective innovation
  6. 6. Social  Media  for  Product  Development   Silicon  Valley  PMI  Annual  Symposium   6 Strategy  Innova0on   Extended  Product  Teams  Social  Product  Technology   Communi0es   Forums   Wikis   Contests   Blogging   Microblogging   Open  Source   Searching  &  Social  Tagging   Social  Networks   All  these  methodologies  can  contribute  to  product  crea8on  –  but  the   best  prac8ces  come  from  the  few  at  the  top   With  so  many  tools,  which  ones  move  the  needle  for  product  innova8on?   Itera-on   Innova0on  
  7. 7. Best  Prac-ce   Social  Media  as  a  Feature   Silicon  Valley  PMI  Annual  Symposium   7 Practice: Company with a vibrant user community, implements RSS feeds as a feature in its software application. Goal: Increase user engagement; Fast, relevant feedback into the dev team Result: Fast, direct feedback into product development every time the user launched the applications Social  Product  Technology     Social  Media  isn’t  limited   to  tools,  but  is  migra8ng   into  the  fabric  of  a   product.  
  8. 8. Best  Prac-ces:     Communi-es  Drive  User  Generated  Content   Prac-ce:    Busy  Moms  photograph  their  purses   and  design  the  ideal  “mobile”  cosme-c   solu-on.   Goal:    Significantly  Accelerate  Time-­‐to-­‐Market.   Results:    Twelve  products  in  6  months   (significant  reduc-on  in  TTM)   Silicon  Valley  PMI  Annual  Symposium   8   Better Product Decisions, Faster Know  where  your   customers  can  make  the   highest  value  contribu8ons  
  9. 9. Best  Prac-ce   Customers  Driven  Product  Strategy   Silicon  Valley  PMI  Annual  Symposium   9 Prac-ce:    Users  submit  and  vote  on   features.    Top  10  List  is  announced  at   annual  user  conference   Goal:  Allow  users  to  be  in  control  of  the   product  strategy     Results:    85%  of  user  driven  features  are   implemented   Strategy Innovation Allowing  customers  to  set     product  strategy  allows   teams  to  be  laser  focused   on  delivery;  validates   customers  voice.  
  10. 10. Best  Prac-ces   Community  Co-­‐Habitants:    Customers  &  Industry  Thought  Leaders   Prac-ce:    Harness  the  determina-on  of     customers  &  exper-se  of  thought   leaders  to  co-­‐create  solu-ons   Goal:    Channel  customer  frustra-on  into   profitable  solu-ons.       Results:    South  Beach  Diet:    48  new   products,  $100M  revenue,  6  months   Silicon  Valley  PMI  Annual  Symposium   10 Product Line Expansion Well  defined  objec8ves   drives  effec8ve   collabora8on  &  solu8on   credibility.  
  11. 11. Best  Prac-ce   Extending  the  Product  Team   Silicon  Valley  PMI  Annual  Symposium   11 Prac-ce:    En-ce  &  engage  top  global  talent  to   solve  business  cri-cal  problems.     Goal:    Highly  leverage  global  resources  to   iden-fy  the  next  big  opportunity  or  solve  a   specific  problem.   Results:   •  Cisco  iPrize:    Next  cri-cal  business   •  P&G:    1000+  innova-ons   •  Neflix:    Increased  cri-cal  performance   CEO  Driven:  but  they  don’t  have  to  be   Typically  outsourcing  is   focused  on  execu8on.    Now  there’s  an   opportunity  is  to  apply  it  to   problem  solving.  
  12. 12. Pifalls,  Landmines  &  Sand  traps   Integra-ng  Social  Innova-on   Silicon  Valley  PMI  Annual  Symposium   12 Execu-ve  support:  Who’s  in  charge?     •  Without  it,  you  can  get  a  lot  done.   •  With  it,  you  can  do  more.   The  Social  Media  Workforce   •  Employee  engagement  is  the  first  big   hurdle.   •  Rethinking  talent  acquisi-on   Aligning  with  tradi-onal  PDP   •  Changing  roles  &  responsibili-es   •  Managing  the  data   Social  Innova8on  is   redefining  many  aspects  of   how  products  get   developed  –  but  how  that   happens  is  not  cast  in  stone  
  13. 13. Pifalls,  Landmines  &  Sand  traps    Social  Innova-on  and  Intellectual  Property   Silicon  Valley  PMI  Annual  Symposium   13 Social  Innova-on  challenges  the  core   tenets  of  intellectual  property   Legal  teams  are  reluctant,  and  can  slow   progress.   Most  companies  are  “rewarding”  for  IP   ownership:    Cisco,  Neflix,  P&G   Open  Source  vs  Open  Innova-on  focuses   on  value  add,  clarifies  ownership     Recasting the property lines This  is  a  changing   landscape.    But  right  now,   legal  departments  can  slow   teams  down,  and  need  to   be  managed  proac8vely.  
  14. 14. Poising  Your  Team  for  Success   •  Are  you  using  social  innova-on?   –  If  not,  why  not?     •   Next  Step:       –  Select  one  of  these  areas.       –  Focus  on  your  low  hanging  fruit,  and  then  build  momentum.     –  If  so,  how  can  you  improve?       •  Next  Step:     –   Select  one  of  these  areas  of  best  prac-ce.       –  Apply  the  prac-ce,  accelerate  by  learning  from  others.   Silicon  Valley  PMI  Annual  Symposium   14  Most  teams  don’t  know  where  to  start.       They  need  project  leadership  –  you  have  the  right  skill  set  to  get  them  going.
  15. 15. Ques-ons?   Jeanne  Bradford   408.828.5168   TCGen,  Inc   Menlo  Park,  CA   Silicon  Valley  PMI  Annual  Symposium   15