Social Product Development Primer from PDMA2011
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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.
Social Product Development Primer from PDMA2011
- 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. 2
- 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 3
- 4. Terminology • Social Product Development • Open Innovation • Collaborative Development • Crowdsourcing 4
- 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 5
- 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. 6
- 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 7
- 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 8
- 9. Traditional Product 9
- 10. Social Product Development 10
- 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 11
- 12. Product Roadmap Discovery Exploration Scoping Ideation Testing Development Build Biz Case Launch Discovery… 12
- 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) 13
- 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. 14
- 15. Who is your crowd? Internal Experts Emergent Experts (online community leaders, Engagement product advocates) Targets Customers & Prospects 15
- 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 16
- 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 17
- 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! 18
- 19. Example 2: Quirky Quirky is an all in one product development shop for inventors. 19
- 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. 20
- 21. Example 4: Product Selection by the Crowd Starbucks uses the same platform as Dell and Salesforce.com for their social product development. 21
- 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 22
- 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 23
- 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 24
- 25. White Paper – Social Product Development Coming out Nov 15th. Sign-up at www.ideavibes.com 25
- 27. Thank you Paul Dombowsky | 613.878.1681 | [email protected] www.ideavibes.com
Editor's Notes
- #16: Everyone has different rationales for speaking up – they have issues with a particular aspect of a product – they see