social media and product innovation

Social Media

&

Product Innovation

Vanina Delobelle, PhD

www.vaninadelobelle.com

July 2008

Social MediaSocial Media

Social Media: the real viral strategySocial Media: the real viral strategy

The power of reaching crowdsThe power of reaching crowds

The brandThe brand

Which Social Media Which Social Media for Product Innovation ?for Product Innovation ?

SocSocial networksial networks

ForumsForums

MicrobloggingMicroblogging

Multimedia sharingMultimedia sharing

DiggsDiggs

Blogs Blogs and Livecastsand Livecasts

Virtual UniversesVirtual Universes

The user connectionsThe user connections

Social networks

Microblogging

Blogs

Forums

DiggsMultimedia

sharring

The Innovation processThe Innovation process

The product innovation cycleThe product innovation cycle

Research &Research &

Concept Concept

DefinitionDefinition

TestingTesting

LaunchLaunch

Social Media are used to share and learn

Social Media are used to share and learn

Research & Concept DefinitionResearch & Concept Definition

• Market trends analysis : read content related to industry and concept

• Benchmarking : read user reviews and content published about competition

• Competition analysis : read user reviews and content published about competition

• Surveys : share surveys and/or find participants via blogs, social networks and microbogging

• User ideas generation : read blogs where users share ideas about the possible evolutions of your product

TestingTesting

• User testing : test some functionalities with one panel of users and recruite and/or share via the social media

• Beta : launch a private version of the product and recruite/share via the social media

LaunchLaunch

• Communication : use social media and the power of crowds to talk about the launch of your product

• User engagement : use social networks to invite new users and engage a viral effect

• Users feedbacks : use the social media to learn about how your users appreciate your product. Can be surveys or simply reading posts.

Social Media and Social Media and InnovationInnovation

The golden ruleThe golden rule

Users are happy to be Users are happy to be engaged !engaged !

• Use your users as they want to take part of your product

• Lean on your users to share about the productBecause they participate they will be even more eager to communicate about it

• Rely on them as they will be the ones using the product

For more conversations…

www.vaninadelobelle.com