Get SocialSocial Product DevelopmentPaul Dombowsky

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.

Welcome

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20 minutes for a quick overview of social product development and crowdsourcing with some examples and a demonstration of the Ideavibes Crowd Engagement Platform.

Everyone’s Doing It

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“…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

• Social Product Development• Open Innovation• Collaborative Development• Crowdsourcing

Terminology

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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

What is Social Product Development?

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Why Social Matters?

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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.

Product Development Lifecycle

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Vision/Need

Define Customer

Define Product

Develop Product

Test Product

Deliver Product

Refine Product

Crowdsource Option: features & functionality

Capture new customers with options & features they are looking for.

Crowdsource Testing – early adopters reward

Socializing requirements and prioritization gathering improves decision making

Where the conversations are happening?

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Official & Unofficial• Google Groups• Wiki’s• User Groups• Podcasts• Blogs• User Voice• Epinions• Cnet• Reviewsarena• Buzzillions• Tribe Smart

Why not tap into the conversations that are already happening?

Get the crowd working for you.

Traditional Product

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Social Product Development

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Sources of Innovation

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Sources of Innovation

Internal R&D

Customers

Experts

PartnersSuppliers

Prospects

Other internal

team members

Does participation require a reward?

Do people contribute for the good of the brands they like?

How do you democratize the input?

Product Roadmap

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Discovery Exploration Scoping

Build Biz CaseDevelopmentTesting

Launch Discovery…

Ideation

Think Social – if your market is social

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Millennials (born ’91 and after)

Gen Y (born ’81-’91)

Gen X (born ’65-’80)

Boomers (born ’46-’64)

Civics (born ’45 or earlier)

DefinedCrowdsourcing 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.

What is Crowdsourcing?

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InternalExperts

Emergent Experts(online community leaders,

product advocates)

Customers & Prospects

Who is your crowd?

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EngagementTargets

The Appeal

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• 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

Crowdsourcing Product Features

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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

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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Example 1: Dell

Quirky is an all in one product development shop for inventors.

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Example 2: Quirky

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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Example 3: Threadless

Starbucks uses the same platform as Dell and Salesforce.com for their social product development.

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Example 4: Product Selection by the Crowd

Build a Social Product Strategy

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• 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

• 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

Ideavibes Crowd Engagement Platform

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How Does Ideavibes Compare?

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• 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

White Paper – Social Product Development

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Coming out Nov 15th.

Sign-up at www.ideavibes.com

Fiat Video

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http://youtu.be/hg0b8Z51YC0

Thank youPaul Dombowsky | 613.878.1681 | paul@ideavibes.com

www.ideavibes.com