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Conference Board presentation

  1. 1. Leveraging and Integrating Social Media Into Your Business Tuesday, February 10, 2009
  2. 2. Leveraging and Integrating Social Media Into Your Business John Kembel CEO, HiveLive, Inc. john@hivelive.com Tuesday, February 10, 2009
  3. 3. Our Conversation Today Tuesday, February 10, 2009
  4. 4. Our Conversation Today Think beyond blog + wiki + forum Tuesday, February 10, 2009
  5. 5. Our Conversation Today Think beyond blog + wiki + forum Need to find new ways to innovate Tuesday, February 10, 2009
  6. 6. Our Conversation Today Think beyond blog + wiki + forum Need to find new ways to innovate Promising wave 1: “design thinking” Tuesday, February 10, 2009
  7. 7. Our Conversation Today Think beyond blog + wiki + forum Need to find new ways to innovate Promising wave 1: “design thinking” Promising wave 2: “community thinking” Tuesday, February 10, 2009
  8. 8. Our Conversation Today Think beyond blog + wiki + forum Need to find new ways to innovate Promising wave 1: “design thinking” Promising wave 2: “community thinking” Applied: design thinking + community thinking Tuesday, February 10, 2009
  9. 9. Think Beyond Blog, Wiki, Forum Tuesday, February 10, 2009
  10. 10. Social Marketing Myths Tuesday, February 10, 2009
  11. 11. Social Marketing Myths It’s about blogs, wikis, forums & social networks Tuesday, February 10, 2009
  12. 12. Social Marketing Myths It’s about marketing in *new* channels Tuesday, February 10, 2009
  13. 13. Social Marketing Myths It’s about spreading my brand in viral ways Tuesday, February 10, 2009
  14. 14. Social Marketing Myths It’s about engagement and participation Tuesday, February 10, 2009
  15. 15. Social Marketing Myths ANOTHER ONE? Tuesday, February 10, 2009
  16. 16. Tuesday, February 10, 2009
  17. 17. Tuesday, February 10, 2009
  18. 18. Podcasts Mashups Digg Feed Burner RSS Wikis Web 2.0 Profiles MySpace Technorati Complex LinkedIn Twitter Widgets Forums Facebook Blogs Nodes Communities Social Capital Networks Metrics Network Theory E-learning Tuesday, February 10, 2009
  19. 19. Tuesday, February 10, 2009
  20. 20. QUALITY CONVERSATIONS Tuesday, February 10, 2009
  21. 21. QUALITY CONVERSATIONS DRIVE YOUR BUSINESS Tuesday, February 10, 2009
  22. 22. QUALITY CONVERSATIONS Tuesday, February 10, 2009
  23. 23. CUSTOME R PEER-TO- CARE PEER CROWD SUPPORT SOURCING QUALITY CONVERSATIONS CO- RELEVANT + RICH ORGANIC + ADAPTABLE WORD OF DESIGN MOUTH Tuesday, February 10, 2009
  24. 24. CUSTOME R PEER-TO- CARE PEER CROWD SUPPORT SOURCING QUALITY CONVERSATIONS CO- RELEVANT + RICH ORGANIC + ADAPTABLE WORD OF DESIGN MOUTH Tuesday, February 10, 2009
  25. 25. CUSTOME R PEER-TO- CARE PEER CROWD SUPPORT SOURCING QUALITY CONVERSATIONS CO- RELEVANT + RICH ORGANIC + ADAPTABLE WORD OF DESIGN MOUTH INNOVATION Tuesday, February 10, 2009
  26. 26. Tuesday, February 10, 2009
  27. 27. BUSINESS INNOVATION Tuesday, February 10, 2009
  28. 28. BUSINESS INNOVATION DESIGN COMMUNITY THINKING THINKING -COMMUNITY D. PROCESS - UNDERSTAND & OBSERVE - GENERATE & PROTOTYPE - TEST & ITERATE PEOPLE COMMON GROUND Tuesday, February 10, 2009
  29. 29. We Need New Ways to Innovate Tuesday, February 10, 2009
  30. 30. Innovation is Important “Innovation is now recognized as the single most important ingredient in any modern economy” Tuesday, February 10, 2009
  31. 31. Business Execs Agree 23%! Top priority! 43%! Top-three priority! Top-10 priority! 27%! Not a priority! 7%! “Where does innovation rank among your company’s strategic priorities?”! Base: 2,468 senior executives at the 1,500 largest global corporations (by market capitalization)! Source: Boston Consulting Group, “Innovation 2007: A BCG Senior Management Study,” October 2007quot; Tuesday, February 10, 2009
  32. 32. Business Execs Agree 23%! Top priority! TOP 3 PRIORITY 66% 43%! Top-three priority! Top-10 priority! 27%! Not a priority! 7%! “Where does innovation rank among your company’s strategic priorities?”! Base: 2,468 senior executives at the 1,500 largest global corporations (by market capitalization)! Source: Boston Consulting Group, “Innovation 2007: A BCG Senior Management Study,” October 2007quot; Tuesday, February 10, 2009
  33. 33. Companies are Investing in Innovation $447 Billionquot; Spending billions on ! new product development! 2006quot; Source: Top 1,000 R&D spenders, Booz Allen Hamilton Global Innovation 1000! Tuesday, February 10, 2009
  34. 34. Innovation Pays Off Innovative products capture market share Products Launched! Average Share! Breakthroughquot; 2%! 26%! innovation! Incremental quot; 32%! 4%! innovationquot; Line extension! 66%! 1%! Source:The McKinsey Quarterly: For 261 new products, across 18 high-growth categories, launched 2000-04! Tuesday, February 10, 2009
  35. 35. Paradigm Shift in Innovation “This is really the biggest paradigm shift in innovation since the Industrial Revolution. For a couple hundred years or so, manufacturers have been really imperfect at understanding people’s needs. Now people get to decide what they want for themselves.” Eric von Hippel! MIT Professor of Innovation & Entrepreneurshipquot; Tuesday, February 10, 2009
  36. 36. Companies Discovering New Ways to Innovate Engage customers online in dynamic, disruptive, cutting edge models Companies are involving customers ! online to … quot; -! co-design new productsquot; -! crowdsource product ideas ! and prioritiesquot; -! test products and gather rapid ! feedback cycles.quot; -! accelerate time-to-market! CUSTOMER-POWERED INNOVATION Tuesday, February 10, 2009
  37. 37. Companies Discovering New Ways to Innovate Engage customers online in dynamic, disruptive, cutting edge models Companies are involving customers ! online to … quot; -! co-design new productsquot; -! crowdsource product ideas ! and prioritiesquot; -! test products and gather rapid ! feedback cycles.quot; -! accelerate time-to-market! CUSTOMER-POWERED INNOVATION Tuesday, February 10, 2009
  38. 38. Design Thinking Tuesday, February 10, 2009
  39. 39. Design Thinking Design Thinking is an approach that uses the designer’s sensibility and methods for problem solving to meet people’s needs in a technologically feasible and commercially viable way. In other Tim Brown words, design thinking is human-centered innovation.” IDEO http://ideo.com/thinking/approach/ Tuesday, February 10, 2009
  40. 40. P&G Changes Its Game How Procter & Gamble is using design thinking to crack dificult business problems …from new product initiatives to other types of pressing business issues such as strategy, retail relationship building, and matters of operational excellence… …visualization, prototyping, and iteration are facilitating communication internally and with customers like never before.” July 28, 2008 . http//snurl.com/5bsdt Tuesday, February 10, 2009
  41. 41. Recipe for Routine Innovation Generate Prototype Understand Observe Test Iterate “We engage end users throughout the design process.” Tim Brown IDEO Tuesday, February 10, 2009
  42. 42. 1. Understand Observe EMPATHY Tuesday, February 10, 2009
  43. 43. 1. Understand Observe EMPATHY We want people to use these techniques daily in their work—using broad insights; learning faster; failing faster. Design thinking can be applied everywhere, every day.” Tuesday, February 10, 2009
  44. 44. 2. Generate Prototype OPTIONS We want people to use these techniques daily in their work—using broad insights; learning faster; failing faster. Design thinking can be applied everywhere, every day.” Tuesday, February 10, 2009
  45. 45. 3. Test Iterate ITERATION We want people to use these techniques daily in their work—using broad insights; learning faster; failing faster. Design thinking can be applied everywhere, every day.” Tuesday, February 10, 2009
  46. 46. Design Thinking Recipe for routine innovation Generate Prototype Understand Observe Test Iterate Tuesday, February 10, 2009
  47. 47. Design Thinking Recipe for routine innovation Generate Prototype Understand Observe Test Iterate 1. Diversity of perspectives 2. Customer-centered 3. Empathy + options + iteration Tuesday, February 10, 2009
  48. 48. Community Thinking Tuesday, February 10, 2009
  49. 49. Tuesday, February 10, 2009
  50. 50. Tuesday, February 10, 2009
  51. 51. Podcasts Mashups Digg Feed Burner RSS Wikis Web 2.0 Profiles MySpace Technorati Complex LinkedIn Twitter Technologies Widgets Forums Facebook Blogs Nodes Communities Social Capital Networks Metrics Network Theory E-learning Tuesday, February 10, 2009
  52. 52. Podcasts Mashups Digg Feed Burner RSS Wikis Web 2.0 Profiles MySpace Technorati Complex LinkedIn Twitter Technologies Widgets Forums Facebook Blogs Nodes Communities Social Capital Networks Metrics Think beyond blogs + wikis + forums + social Network Theory E-learning Tuesday, February 10, 2009
  53. 53. It’s About the People Tuesday, February 10, 2009
  54. 54. Business-purposed Communities are Like Onions Tuesday, February 10, 2009
  55. 55. People + Activities Drive the Business Business-purposed communities Think beyond blog + wiki + forum: … UGC ethnographies, idea generation, crowdsourcing priorities, co-design, concept-testing … Tuesday, February 10, 2009
  56. 56. People + Activities Drive the Business Business-purposed communities A company asset A place to customers to connect and share A WOM lead-generation engine A way to foster loyalty and participation A powerful insights tool for PMs A place to get answers and support Think beyond blog + wiki + forum: … UGC ethnographies, idea generation, crowdsourcing priorities, co-design, concept-testing … Tuesday, February 10, 2009
  57. 57. Business Benefits of Customer Communities Communities deliver benefits across all dimensions of marketing and CRM Existing Approaches Existing Approaches Search (SEO) Loyalty programs Online ads (PPC) E-mail marketing New media campaigns Cu Community Approaches Lo st ad tion Community Approaches Authenticity and trust y ra om y Ge Le Word-of-mouth Membership and alt ne er Invitations participation Viral content Community Approaches Community Approaches Cu p Ideastorms co-design P2P customer care om ar t st ke ar Su Crowdsourcing and voting Community help ch po er M se rt Concept testing and support Re Existing Approaches Existing Approaches Third-party research Call centers Focus groups Online support Online surveys Virtual agents Tuesday, February 10, 2009
  58. 58. Design Thinking + Community = Innovation Tuesday, February 10, 2009
  59. 59. Customer Centeredness Drives Innovation Customers participate in the innovation process Tuesday, February 10, 2009
  60. 60. Customer Centeredness Across Entire Cycle Involve customers as part of your team Generate Prototypequot; Understand ! Observequot; Test ! Learnquot; Innovation Process! Hasso Platner Institute of Design at Stanford (the “d.school”) | IDEO! Tuesday, February 10, 2009
  61. 61. Customer Centeredness Across Entire Cycle Involve customers as part of your team Generate Prototypequot; Understand ! DEEPEN Observequot; EMPATHY Test ! Learnquot; Innovation Process! Hasso Platner Institute of Design at Stanford (the “d.school”) | IDEO! Tuesday, February 10, 2009
  62. 62. Customer Centeredness Across Entire Cycle Involve customers as part of your team INCREASE OPTIONS Generate Prototypequot; Understand ! DEEPEN Observequot; EMPATHY Test ! Learnquot; Innovation Process! Hasso Platner Institute of Design at Stanford (the “d.school”) | IDEO! Tuesday, February 10, 2009
  63. 63. Customer Centeredness Across Entire Cycle Involve customers as part of your team INCREASE OPTIONS Generate Prototypequot; Understand ! DEEPEN Observequot; EMPATHY Test ! Learnquot; SUCCEED SOONER Innovation Process! Hasso Platner Institute of Design at Stanford (the “d.school”) | IDEO! Tuesday, February 10, 2009
  64. 64. The Innovation Challenge Involving customers throughout the entire process is impractical for most companies Generate Generate Customer Centeredness is:! Prototype! Prototypequot; $! Expensive! Understand quot; Observe! Understand ! Observequot; Time Intensive! Test ! Test quot; Learnquot; Learn! Tuesday, February 10, 2009
  65. 65. The Innovation Challenge Involving customers throughout the entire process is impractical for most companies Generate Generate Customer Centeredness is:! Prototype! Prototypequot; $! Expensive! Understand quot; Observe! Understand ! Observequot; Time Intensive! Test ! Test quot; Learnquot; Learn! Tuesday, February 10, 2009
  66. 66. Communities Involve Customers Full Cycle UNDERSTAND OBSERVE GENERATE PROTOTYPE TEST LEARN Tuesday, February 10, 2009
  67. 67. Customer Communities Facilitate Discovery UNDERSTAND DISCOVERY! OBSERVE GENERATE PROTOTYPE TEST LEARN Tuesday, February 10, 2009
  68. 68. On-Demand Discovery Understanding DIRECT TRANSPARENT UNDERSTAND OBSERVE! DISCOVERY! PEER-TO- PEER Deep understanding! Authentic! New insights! CONVERSATIONAL Tuesday, February 10, 2009
  69. 69. Customer Communities Fuel Collaboration UNDERSTAND OBSERVE GENERATE COLLABORATION! PROTOTYPE TEST LEARN Tuesday, February 10, 2009
  70. 70. On-Demand Customer Powered Ideas RICH CONTENT GENERATE PROTOTYPE! SELF COLLABORATION! ORGANIZING Rich expression of ideas! Diversity of viewpoints! Stronger concepts! DIVERSE MEMBERSHIP Tuesday, February 10, 2009
  71. 71. Customer Communities Drive Iteration UNDERSTAND OBSERVE GENERATE PROTOTYPE TEST ITERATION! LEARN Tuesday, February 10, 2009
  72. 72. On-Demand Iteration FIXED COSTS TEST LEARN! ITERATION! Faster, on-demand feedback! Cost effective cycles! AUDIENCE PRECISION CONTINUOUS CONNECTIONS Tuesday, February 10, 2009
  73. 73. Tuesday, February 10, 2009
  74. 74. VIGNETTES Tuesday, February 10, 2009
  75. 75. Tuesday, February 10, 2009
  76. 76. Co-Designing Products CASE STUDY Tuesday, February 10, 2009
  77. 77. agilecommons.org CASE STUDY Tuesday, February 10, 2009
  78. 78. FINALIST SUPPORT agilecommons.org CASE STUDY Tuesday, February 10, 2009
  79. 79. CUSTOMERS ENGINEERS PRODUCT MANAGERS agilecommons.org CASE STUDY Tuesday, February 10, 2009
  80. 80. FEEDBACK CONCEPTS CUSTOMERS ENGINEERS PRODUCT MANAGERS agilecommons.org CASE STUDY Tuesday, February 10, 2009
  81. 81. FEEDBACK CONCEPTS CUSTOMERS ENGINEERS PRODUCT MANAGERS agilecommons.org ROADMAP CASE STUDY Tuesday, February 10, 2009
  82. 82. FEEDBACK CONCEPTS CUSTOMERS ENGINEERS PRODUCT MANAGERS agilecommons.org ROADMAP DEVELOPMEN T CASE STUDY Tuesday, February 10, 2009
  83. 83. FEEDBACK CONCEPTS RELEASE CUSTOMERS ENGINEERS PRODUCT MANAGERS agilecommons.org ROADMAP DEVELOPMEN T CASE STUDY Tuesday, February 10, 2009
  84. 84. CONCEPT RELEASE CUSTOMERS ENGINEERS PRODUCT MANAGERS agilecommons.org ROADMAP DEVELOPMEN T CASE STUDY Tuesday, February 10, 2009
  85. 85. CONCEPT Business Agility RELEASE Routine Innovation CUSTOMERS Quality Conversations ENGINEERS PRODUCT MANAGERS agilecommons.org ROADMAP DEVELOPMEN T CASE STUDY Tuesday, February 10, 2009
  86. 86. Tuesday, February 10, 2009
  87. 87. Software Marketplace CASE STUDY Tuesday, February 10, 2009
  88. 88. community.serena.com CASE STUDY Tuesday, February 10, 2009
  89. 89. community.serena.com CASE STUDY Tuesday, February 10, 2009
  90. 90. EXCHANGE CRM ANALYTICS community.serena.com CASE STUDY Tuesday, February 10, 2009
  91. 91. PARTNER EXCHANGE CRM ANALYTICS community.serena.com FREE TOOL COMPOSER CASE STUDY Tuesday, February 10, 2009
  92. 92. PARTNER STOREFRONT EXCHANGE CRM ANALYTICS community.serena.com FREE TOOL COMPOSER CASE STUDY Tuesday, February 10, 2009
  93. 93. $ CUSTOMER PARTNER STOREFRONT EXCHANGE CRM ANALYTICS community.serena.com FREE TOOL COMPOSER CASE STUDY Tuesday, February 10, 2009
  94. 94. $ CUSTOMER PARTNER STOREFRONT EXCHANGE CRM ANALYTICS community.serena.com FREE TOOL VIRAL DISTRIBUTION COMPOSER CASE STUDY Tuesday, February 10, 2009
  95. 95. $ CUSTOMER PARTNER STOREFRONT EXCHANGE CRM ANALYTICS community.serena.com FREE TOOL VIRAL DISTRIBUTION COMPOSER CASE STUDY Tuesday, February 10, 2009
  96. 96. $ CUSTOMER PARTNER STOREFRONT EXCHANGE CRM ANALYTICS community.serena.com FREE TOOL VIRAL DISTRIBUTION COMPOSER CASE STUDY Tuesday, February 10, 2009
  97. 97. $ CUSTOMER Innovation PARTNER Customer-powered STOREFRONT Marketing EXCHANGE Quality Conversations CRM ANALYTICS community.serena.com FREE TOOL VIRAL DISTRIBUTION COMPOSER CASE STUDY Tuesday, February 10, 2009
  98. 98. Tuesday, February 10, 2009
  99. 99. Customer Communities Work in Most Industries Innovation is not just for software ELECTRONICS B2B INDUSTRIAL GOODS E-COMMERCE FINANCIAL AUTOMOTIVE SERVICES CONSUMER MEDIA GOODS ENTERTAINMENT Tuesday, February 10, 2009
  100. 100. Customer Communities Work in Most Industries Innovation is not just for software ELECTRONICS ELECTRONICS ELECTRONICS ELECTRONICS B2B INDUSTRIAL B2B INDUSTRIAL B2B INDUSTRIAL B2B INDUSTRIAL GOODS GOODS GOODS GOODS E-COMMERCE E-COMMERCE E-COMMERCE E-COMMERCE FINANCIAL AUTOMOTIVE FINANCIAL AUTOMOTIVE FINANCIAL AUTOMOTIVE FINANCIAL AUTOMOTIVE SERVICES SERVICES SERVICES SERVICES CONSUMER CONSUMER CONSUMER CONSUMER MEDIA MEDIA MEDIA MEDIA GOODS GOODS GOODS GOODS ENTERTAINMENT ENTERTAINMENT ENTERTAINMENT ENTERTAINMENT Tuesday, February 10, 2009
  101. 101. Customer Communities Work Across Marketing Innovation is not just for product development LEAD GENERATION CUSTOMER LOYALTY PEER-TO-PEER LOYALTY CUSTOMER INSIGHT Tuesday, February 10, 2009
  102. 102. Customer Communities Work Across Marketing Innovation is not just for product development LEAD LEAD GENERATION GENERATION CUSTOMER CUSTOMER LOYALTY LOYALTY PEER-TO-PEER PEER-TO-PEER PEER-TO-PEER SUPPORT LOYALTY LOYALTY CUSTOMER CUSTOMER INSIGHT INSIGHT Tuesday, February 10, 2009
  103. 103. Customer Communities Work Across Business CUSTOMER! LEAD! CUSTOMER! CUSTOMER! LOYALTYquot; GENERATIONquot; SUPPORTquot; INSIGHTSquot; Tuesday, February 10, 2009
  104. 104. Customer Communities Work Across Business INSIGHTS INNOVATION CUSTOMER! LEAD! CUSTOMER! CUSTOMER! LOYALTYquot; GENERATIONquot; SUPPORTquot; INSIGHTSquot; Tuesday, February 10, 2009
  105. 105. Customer Communities Work Across Business INSIGHTS INNOVATION CUSTOMER! LEAD! CUSTOMER! CUSTOMER! LOYALTYquot; GENERATIONquot; SUPPORTquot; INSIGHTSquot; PLATFORM! FLEXIBLE ADAPTABLE! CUSTOM FIT PARTICIPATION BUSINESS AGILITY Tuesday, February 10, 2009
  106. 106. Customer Communities Work Across Business INSIGHTS INNOVATION CUSTOMER! LEAD! CUSTOMER! CUSTOMER! LOYALTYquot; GENERATIONquot; SUPPORTquot; INSIGHTSquot; PLATFORM! FLEXIBLE ADAPTABLE! CUSTOM FIT CUSTOM FIT PARTICIPATION PARTICIPATION BUSINESS AGILITY BUSINESS AGILITY Tuesday, February 10, 2009
  107. 107. Online Communities Are a Game Changer “. . .online communities will shock the qualitative market research world. They provide cheaper, faster, and newer types of insights than today’s traditional qualitative research modes, such as focus groups . . .” Brad Bortner Forrester Tuesday, February 10, 2009
  108. 108. The Takeaways A quick review of the main points we’ve covered so far To fuel quality conversations, you have to think beyond blogs, wikis, and forums. Companies must innovate to survive. Design thinking and customer communities are the new ways to drive innovation. Tuesday, February 10, 2009
  109. 109. Tuesday, February 10, 2009
  110. 110. Make Customers the Center of Your Enterprise John Kembel CEO, HiveLive, Inc. john@hivelive.com Tuesday, February 10, 2009

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