Embrace social media to accelerate innovation in your organization:
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Transcript of Embrace social media to accelerate innovation in your organization:
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Embrace social media to accelerate innovation in your organization:
8 success factors for turning customer insights into action by : dirk shaw
June 2006
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Current trends in online behavior8 success factors for turning insights into action
vignettes role
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Italian motorcycle manufacturer Ducati aligned its marketing department with a
central “community” function, involving its customers in design, communication, and
the brand experience.
• The firm sold 31% more bikes in Q3 2005 than it did a year earlier
• Increased number of page views by 60% in 2004,
• 9 million downloads of brochures, bike sounds, and movies.
“Ducati killed its marketing – and prospers” Forrester research
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Lego’s toy communitydraws in users to share with one
another and influence the direction of the company.
• Input on product development recouped the investment 10 times over in 18 months
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Innocentive.com enables Eli Lilly's 6000 researchers to use 25,000 solvers from 125
countries.
• Companies have documented 20-fold increase in R&D productivity.
• Reduces biological drugs’ time-to-market using nimble biotech startups.
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Today’s customers are actively participating, connecting and
sharing ideas through a number of channels.
* Social ComputingForrester Research
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175,000 blogs are created each day; that is about 2 every second, totaling 50 million blogs.
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News:Nike is recognized by FORTUNE in 2006
News: NASA Announces New Window For Next Space Shuttle Mission
What compelling events are triggering a spike in conversation?
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Quickly respond to the pulse of these conversations to outpace competition
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Integrate customer insights to ensure you meet demand, reduce waste and increase
loyalty
Customer
Employee
Partner
Innovation Process
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Engage customers in the innovation process with social software to identify latent needs
* Running a business on Web-based software By:Dion Hinchcliffe
*
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Identify and engage key influencers who are shaping perception of your
brand
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Build a global collaboration platform to validate, refine and test ideas
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Product Specifications
Prototype FocusGroup
Idea Elaboration
TrainingCommunity
Employees Partners
Idea Concept
CustomerCommunity
Market sensing
Idea Generation
Idea Generation
Partners
Idea Generation
Idea Elaboration
Network
Employees Customers
Idea ResearchNetwork
Idea Prioritization
Product Development
MarketingLegal
Innovation network
Formalize the lifecycle of an idea to accelerate the process from inception to
value creation
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The idea lifecycle dashboard using Vignette’s collaboration services
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Source new ideas in context of an experience (online, call center or in store)
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Use multiple perspectives to ensure good ideas are not dismissed
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Become an active participant in the social web
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Collaboration DiscoveryUser reviews
Social Software
3rd Party Monitoring
Online Prototyping
Idea Management
Issue Management
Online Panels
Context
Issues
Key Influencers
Trends
Notifications
Monitoring
Tracking
Lead Users
Customer Insights Dashboard
Vignette’s Solution to turn insights into action…
CompetitiveLandscape
Feedback
Feedback
Ideas
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Vignette’s Next Generation Web Solutions
• Accelerate idea to value creation
• Increase competitive differentiation
• Increased understanding of changing customer behaviors
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1. Quickly respond to the pulse of these conversations to outpace competition.2. Integrate customer insights to ensure you meet demand, reduce waste and increase loyalty 3. Engage customers in the innovation process with social software to identify latent needs4. Identify and engage the key influencers who are shaping perception of your brand5. Build a global collaboration platform to validate, refine and test ideas 6. Formalize the lifecycle of an idea to accelerate an idea to value creation7. Use multiple perspectives to ensure good ideas are not dismissed8. Become an active participant in the social web.
8 success factors for turningcustomer insights into action
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Will your organization leverage the wisdom of the crowd to drive
innovation?
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More conversations are taking place online about your brand today than
ever before
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Integrating customer insights will accelerate new opportunities for
innovation
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Using the crowds to build an idea pipeline can drive competitive
differentiation
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Embrace social media to accelerate innovation in your organization