This presentation was from the webinar "Crowdsourcing for Product Managers" held on May 31/11. It looks at crowdsourcing as an option for product managers to help build better products, stay in tune with the market, and create stickiness with prospects and customers.
2. Opening Thought …the world is becoming too fast, too complex and too networked for any organization to have all the answers inside. YochaiBenkler, Yale University from the Wealth of Networks 2
15. What is Product Management? The organizational structure within a business that manages the development, marketing and sale of a product or set of products throughout the product life cycle. It encompasses the broad set of activities required to get the product to market and to support it thereafter. In 2011, is this definition enough? 4
16. What is Social Product Management? 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. 5
17. Product Management Lifecycle Capture new customers with options & features they are looking for. CrowdsourceOption:features & functionality CrowdsourceTesting – early adopters reward Socializing requirements and prioritization gathering improves decision making 6
18. Where does trust sit? According to Forrester Research (2010), 71% of people say they trust the opinions of family, friends and colleagues as a source of information on products and services. Their crowd or tribe. 7
32. Sources of Innovation Does participation require a reward? Do people contribute for the good of the brands they like? How do you democratize the input? 11
34. 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. 13
40. Prospects may have bought into your brand but not your products yet – how are you keeping them engaged?15
41. 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/shelters with citizen engagement campaigns) Builds engagement and relationships with new audiences 16
56. Example 1: Innovation from the Crowd 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
57. Example 2: Product Development from the Crowd Quirky is an all in one product development shop for inventors. 19
58. Example 3: Product Selection by the Crowd Threadless runs regular campaigns to select designs that are then produced and sold to a ready-made market that participated in the product selection. 20
70. 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
79. 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 crowdfundingcampaigns 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
81. Resources The Wisdom of Crowds – James Surowiecki Crowdsourcing – Jeff Howe Crowdsourcing.org Crowdsortium.org The Daily Crowdsource Presentation will be on Slideshare by end of day today. 25
82. Thank you Paul Dombowsky | 613.878.1681 | paul@ideavibes.com www.ideavibes.com
Notes de l'éditeur
Convention wisdom says
Everyone has different rationales for speaking up – they have issues with a particular aspect of a product – they see