The document provides an overview of social product development and crowdsourcing. It discusses using external input and ideas from customers, experts and partners throughout the product development lifecycle. It provides examples of companies like Dell, Quirky and Threadless that use crowdsourcing for product selection and development. The document also demonstrates the Ideavibes Crowd Engagement Platform, a tool for running multiple crowdsourcing and crowdfunding campaigns.

1. Drop your card in the bowl to win a ‘door prize’ and we
will sign you up for the freemium version of the
Ideavibes Crowd Engagement Platform.
Get Social
Social Product Development
Paul Dombowsky

2. Welcome
20 minutes for a quick overview of social product
development and crowdsourcing with some
examples and a demonstration of the Ideavibes
Crowd Engagement Platform.
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3. Everyone’s Doing It
“…the world is becoming too fast, too complex and too
networked for any organization to have all the answers inside.”
Yochai Benkler, Yale University from the Wealth of Networks
“Peer production is about more than sitting
down and having a nice conversation… Its about
harnessing a new mode of production to take
innovation and wealth creation to new levels.”
Eric Schmidt, Google
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4. Terminology
• Social Product Development
• Open Innovation
• Collaborative Development
• Crowdsourcing
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5. What is Social Product Development?
The opening up of innovation to internal and external input for
the development of products in various stages of the product
development lifecycle.
Crowdsourcing can be part of an open innovation or social
product management strategy.
• New Products
• Follow along Product Development
vX.x
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6. Why Social Matters?
According to Forrester Research (2010),
71% of people say they trust the opinions of
family, friends and colleagues (their crowd or their
tribe) as a source of information on products and
services.
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7. Product Development Lifecycle
Capture new
customers with
Crowdsource options & features
Option: they are looking
features & for.
functionality
Define Define Develop Deliver Refine
Vision/Need Test Product
Customer Product Product Product Product
Socializing requirements and Crowdsource
Testing – early
prioritization gathering adopters reward
improves decision making
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8. Where the conversations are happening?
Official & Unofficial
• Google Groups
• Wiki’s
• User Groups Why not tap into the
• Podcasts conversations that are
• Blogs already happening?
• User Voice
• Epinions Get the crowd
• Cnet working for you.
• Reviewsarena
• Buzzillions
• Tribe Smart
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9. Traditional Product
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10. Social Product Development
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11. Sources of Innovation
Internal Does participation require
R&D a reward?
Other
internal
Customers
team Do people contribute for
members
the good of the brands
they like?
Sources of
Innovation
How do you democratize
Prospects Experts
the input?
Suppliers Partners
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12. Product Roadmap
Discovery Exploration Scoping
Ideation
Testing Development Build Biz Case
Launch Discovery…
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13. Think Social – if your market is social
Millennials (born ’91 and after)
Gen Y (born ’81-’91)
Gen X (born ’65-’80)
Boomers (born ’46-’64)
Civics (born ’45 or earlier)
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14. What is Crowdsourcing?
Defined
Crowdsourcing is an engagement process whereby organizations seek input
from either open or closed communities of people, either homogenous or
not, to contribute ideas, solutions, or support in an open process whereby the
elements of creativity, competition and campaigning are reinforced through
social media to come up with more powerful ideas or solutions than could be
obtained through other means.
Why Bother?
Organizations have a difficult time engaging with their communities to
strengthen their relationship and be citizen focused. Internal or external, the
community has ideas that can be harnessed that come from diverse
backgrounds, experiences and education.
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15. Who is your crowd?
Internal
Experts
Emergent Experts
(online community leaders,
Engagement product advocates)
Targets
Customers & Prospects
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16. The Appeal
• Crowdsourcing surfaces new perspectives
• Invites participation from nontraditional
sources
• Infuses real energy into the process of generating ideas
• Empowers people when they feel their voice is being heard
• Technology can enable participation by disenfranchised
(ie. PCs in libraries can help those not connected at home)
• Builds engagement and relationships with new audiences
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17. Crowdsourcing Product Features
What do your current
customers want to see on
your roadmap?
What features are needed
to turn prospects into
customers?
Democracy?
1 vote = 1 customer
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18. Example 1: Dell
IdeaStorm was created to give a direct
voice to Dell’s customers and an
avenue to have online “brainstorm”
sessions to allow them to share ideas
and collaborate with one another and
Dell. Their goal through IdeaStorm is to
hear what new products or services
you’d like to see Dell develop.
In almost three years, IdeaStorm has
crossed the 10,000 idea mark and
implemented nearly 400 ideas!
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19. Example 2: Quirky
Quirky is an all in one
product development
shop for inventors.
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20. Example 3: Threadless
Threadless’ business
model is social product
development and they run
regular campaigns to
select designs that are
then produced and sold to
a ready-made market that
participated in the product
selection.
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21. Example 4: Product Selection by the Crowd
Starbucks uses the same platform as Dell and
Salesforce.com for their social product development.
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22. Build a Social Product Strategy
• Reach customers & prospects where they live – join in the
conversations that are happening already
• Capitalize on valuable customer and prospect insight
• Develop a culture of collaboration
• Implement the right social technology to get the job done
• Communicate results and intentions and be open as
possible
• Let conversations happen in the open
• Be crowd friendly on an ongoing basis
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23. Ideavibes Crowd Engagement Platform
• Easy to set-up and deploy
• Able to run multiple campaigns at once
• Can run Crowdsourcing and Crowdfunding Campaigns
• Build stickiness and community around those that engage
(sign-in and see past votes, comments, ideas)
• Hosted solution (in Canada)
• Able to be implemented on existing website or set-up in
new, destination site
• Social Media connected
• One of few sub $1000/month solutions
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24. How Does Ideavibes Compare?
• Enterprise Collaboration or Idea Management
– Large – multi-functioning platforms for Idea Management
– Integrated into change management and process improvement
lifecycles
– Chaordix, Bright Idea, etc.
• Middle-tier Focused Crowdsourcing Apps
– Purpose-built customizable apps focused on crowdsourcing
– Narrow or wide focus
– Multiple crowdsourcing and crowdfunding campaigns
– Ideavibes, Spigit
– Note – Ideavibes is only white label crowdfunding platform available
• Ad-hoc website or Social Media widgets
– Developed by web teams with basic functionality
– Functionality as opposed to business process driven
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25. White Paper – Social Product Development
Coming out Nov 15th.
Sign-up at www.ideavibes.com
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26. Fiat Video
http://youtu.be/hg0b8Z51YC0
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27. Thank you
Paul Dombowsky | 613.878.1681 | paul@ideavibes.com
www.ideavibes.com