Social Product Innovation is the application of social models and technologies to the innovation and product development processes. It brings value to three main areas.
First, in the front end of innovation, where companies have had success using social models and technologies to generate more new and better product ideas. This includes collecting customer ideas and requirements, community commenting and voting, and reporting and measuring capabilities to help identify and select the best ideas to promote to the innovation pipeline.
Second, in the internal product development process itself, where companies are using social models and technologies to create “communities of practice” around various product teams, supporting the way these teams work today and making it easier and faster to collaborate, solve problems and share knowledge.
Third, in the analysis and support of in-market products, where companies listen, collect and measure feedback from customer communities and the Web at large, so they can analyze sentiment, identify opportunities for new products or features, and incorporate this feedback into their innovation pipeline.
So what’s the common word that ties these three areas together? Communities. Whether communities are internal or external, built by companies themselves or customer-driven, there are several leading practices companies to consider when managing or participating in these communities.
Have you created a successful community, either inside or outside of your company? What characteristics did your community have that helped it succeed? What were your biggest lessons learned?
By Amy Kenly
Amy Kenly has over 14 years professional experience in innovation, product development and PLM. Kenly, a regular speaker and blogger on social product innovation, has been selected by PDMA to author a chapter on “Social Media and New Product Development” for the upcoming third edition of the PDMA Handbook on New Product Development. Kenly leads Kalypso’s Social Product Innovation practice, which has recently published the white paper “Social Media and Product Development: Early Adopters Reaping Benefits amidst Challenge and Uncertainty.” To access the white paper and research findings, visit kalypso.com/spike.