Embrace social media to accelerate innovation in your organization:

Embrace social media to accelerate innovation in your organization:

8 success factors for turning customer insights into action by : dirk shaw

June 2006

Current trends in online behavior8 success factors for turning insights into action

vignettes role

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

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

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.

Today’s customers are actively participating, connecting and

sharing ideas through a number of channels.

* Social ComputingForrester Research

175,000 blogs are created each day; that is about 2 every second, totaling 50 million blogs.

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?

Quickly respond to the pulse of these conversations to outpace competition

Integrate customer insights to ensure you meet demand, reduce waste and increase

loyalty

Customer

Employee

Partner

Innovation Process

Engage customers in the innovation process with social software to identify latent needs

* Running a business on Web-based software By:Dion Hinchcliffe

*

Identify and engage key influencers who are shaping perception of your

brand

Build a global collaboration platform to validate, refine and test ideas

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

The idea lifecycle dashboard using Vignette’s collaboration services

Source new ideas in context of an experience (online, call center or in store)

Use multiple perspectives to ensure good ideas are not dismissed

Become an active participant in the social web

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

Vignette’s Next Generation Web Solutions

• Accelerate idea to value creation

• Increase competitive differentiation

• Increased understanding of changing customer behaviors

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

Will your organization leverage the wisdom of the crowd to drive

innovation?

More conversations are taking place online about your brand today than

ever before

Integrating customer insights will accelerate new opportunities for

innovation

Using the crowds to build an idea pipeline can drive competitive

differentiation

Embrace social media to accelerate innovation in your organization