Using Social Communities in Product Development


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Using Social Communities in Product Development

  1. 1. Social Communications as a Competitive Advantage Resetting Strategy, Organization and Execution Through Community 2012 Annual Conference Jeanne Bradford @jeannebradford TCGen, Inc Cupertino, CA May 2012April 8, 2013 - @jeannebradford 1
  2. 2. Social Communications – Yikes! A common interpretation of social media – especially for the enterpriseApril 8, 2013 - @jeannebradford 2
  3. 3. Social Communications – Yikes! A common interpretation of social media – especially for the enterprise • We’re not talking about FaceBook & Twitter Path to accelerate positive results across your businessApril 8, 2013 - @jeannebradford 3
  4. 4. Social Technologies, Competitive Advantage? Making better decision faster *Barry Libert Collaboration High quality data Social technologies is not a fad - Companies that figure this out will win, those that don’t will spend valuable time and resources trying to catch up.April 8, 2013 - @jeannebradford 4
  5. 5. Navigating the Social MazeApril 8, 2013 - @jeannebradford 5
  6. 6. TCGen: Innovating Products Faster • Silicon Valley-based management consultancy • Practice Areas: Strategy, product creation best practices, product definition, predictive metrics, change management • Combine experience with contemporary best practices to create lasting change 40 graphical tools: • Strategy • Management • Execution • Organization • Process Social Innovation Best Practices Benchmark Study10 best practices for Strategy, Management & Execution April 8, 2013 - @jeannebradford 6
  7. 7. The Enterprise Social Landscape• Organizations are applying social technologies broadly across the company.• Recent data indicates that investment is increasing.• Companies know they need to invest – the challenge is how to get started and be effective with their investment. Execution Organization Strategy Babson/Mzinga Social Media Usage ReportApril 8, 2013 - @jeannebradford 7
  8. 8. Social Media Concepts: The Basics• Social Communication: Engagement and interaction with clients/customers, partners, employees, and competitors through a platform.• Social Technology: Tools and applications that facilitate the creation and exchange of content.• Communities: • Purpose driven to provide focus, engagement • Value for all participants (WIIFM) • Allows multi-directional communication flow – “cross talk” • Structure: Open, Closed, Expert• Innovation (our context): A new concept with significant business relevance• Social Innovation: Innovation leveraging Social Media TechnologyApril 8, 2013 - @jeannebradford 8
  9. 9. How to start, where to focus
  10. 10. Collaboration: Effective Communities• 5 characteristics of effective communities 1. Well defined, shared objectives (mutually beneficial) 2. Proactively managed (community manager) 3. Vibrancy (relevant content) 4. Acknowledge/reward participation 5. Data generated is actionable • Communities are organized in different ways to accomplish different objectives – Participation • Crowd vs Expert – Focus • Problem vs. SolutionApril 8, 2013 - @jeannebradford 10
  11. 11. Community Organizing Principles ExpertsParticipation Closed Open Problem Focus Solution April 8, 2013 - @jeannebradford 11
  12. 12. Community Organizing Principles ExpertsParticipation Closed Open Problem Focus Solution April 8, 2013 - @jeannebradford 12
  13. 13. Community Organizing Principles ExpertsParticipation Closed Open Problem Focus Solution April 8, 2013 - @jeannebradford 13
  14. 14. Community Organizing Principles ExpertsParticipation Closed Open Problem Focus Solution Not one way to organize, but successful communities are well defined April 8, 2013 - @jeannebradford 14
  15. 15. Social Community Matrix • What is the tool? Social Community Matrix o Constructs the most effective community for the problem you’re trying to solve. o Organizes by focus and participation. o Focus refers to the overall objective of the community. o Participation: identifying the most qualified voices o Allows you to come up with specific solutions for a well-stated problem. o It’s a myth that social communities should be open to anyone with an opinion on the problem • Benefits o Allows you to quickly define the right type of community to create based on the problem o Accelerates results by increasing focus on the most important issues o Provides an effective tool to gather the collective intelligence o Minimizes “noise” that comes from data overloadApril 8, 2013 - @jeannebradford 15
  16. 16. Social Community MatrixApril 8, 2013 - @jeannebradford 16
  17. 17. Social Innovation Readiness Score Card • What is the tool? Social Innovation Readiness Score Card – Decision-making tool that provides an objective view of their organization’s capability for successfully implementing social technologies. – Helps you determine whether or not your organization is prepared to launch a community. – Allows you to identify the critical areas that many organizations overlook and the weak areas that you need to address prior to launching a social development initiative. – The scorecard is a spreadsheet that you develop with a group process. • Benefits – Provides a new methodology for accelerating innovation – Identifies strengths and weaknesses that will impact your probability of success – Helps you avoid mistakes in the implementation process – Creates a framework for managing the implementation of social solutionsApril 8, 2013 - @jeannebradford 17
  18. 18. Poise Your Team for SuccessApril 8, 2013 - @jeannebradford 18
  19. 19. Social Innovation Readiness ScorecardApril 8, 2013 - @jeannebradford 19
  20. 20. Social Innovation Readiness ScorecardApril 8, 2013 - @jeannebradford 20
  21. 21. Poise Your Team for SuccessApril 8, 2013 - @jeannebradford 21
  22. 22. Applying Collaboration: Community Driven Strategy & Tactics • Community driven corporate product strategy – with 80% of the priorities aligned with external input Practice • Allow users to influence product development at many levels – strategic and tactical Goal • Up to 80% of user driven priorities are implemented ResultsAllowing customers & partners to set development direction, priorities, and feature definitions via communities demonstrates how voice of the customer can be obtained at many levels efficientlyApril 8, 2013 - @jeannebradford 22
  23. 23. Collaboration Solutions & Dedicated Team • Formed a small group to serve as an innovation management team. • Use out-of-box platforms to quickly harness innovation on new Practice problems within large, distributed organizations. • Collaborate and innovate more quickly across very large, globally dispersed teams. Goal • The team, formed to drive innovation, was widely tapped to help many of the operating businesses achieve their innovation goals. Results • Standardized platforms allowed flexibility to customize, while allowing data sharing across the global organization. Typically innovation programs require a long time to get up and running even if leveraged by technology – but there are rapid deployment solutions available.April 8, 2013 - @jeannebradford 23
  24. 24. “Expert” Sourcing: Optimizing the Crowd • The best ideas come from the best people. Quality trumps quantity. The best systems start with qualified participants and Practice then track the participation and quality of ideas. • Maximize the quality of data generated by a community to drive decision making & execution Goal • Qualified participants yield a much higher quality of data. Additionally, with the use of subject matter experts, learning Results curves for subsequent campaigns are shortened. There is only wisdom of the crowd if participants are qualified to contributeApril 8, 2013 - @jeannebradford 24
  25. 25. Summary• Social technologies in the enterprise are not a fad!• Can be applied to Strategy, Management & Execution• Lack of community purpose and vibrancy is a common reason for failure• Not all voices are created equal: Crowd sourcing vs. expert sourcing – You can generate high quality data• Changes in the balance of power and decision making in companiesApril 8, 2013 - @jeannebradford 25
  26. 26. How Can I Help? Jeanne Bradford @jeannebradford 408.828.5168 TCGen, Inc Cupertino, CA www.tcgen.comApril 8, 2013 - @jeannebradford 26