blogs, social networks and podcasts: corporate communications 2.0
DESCRIPTION
Speaker: Martin HuberTRANSCRIPT
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Kontakt: Dr. Martin Huber – [email protected] – Telefon 0821/259 28 43
Corporate Blogging and networked communication for
developing media products (newspaper)
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How does corporate communications operate today, in a world full of direct communication with customers via web sites, email, blogs, and video?
Marketing Blogs Campaign Blogs SEO-BlogsKnowledge-Blogs Project-Blogs Customer-Relationship-Blogs Crisis Blogs CEO-
/Executive-Blogs Employee-Blogs
How does corporate communiactions work today?
Social network applications (Twitter, Facebook, …, proprietary social networks) to integrate your corporate stakeholders:
Customer, supplier, investors, employees
In the past: one-to-many
the future: Many-to-many: networked corporate communication
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• Classical view: – Product innovations come from the product manufacturer (publisher)– The manufacturer generates ideas and develops prototypes
• New perspective:– Many innovations do not come from manufacturers but from users of the
product (newspaper)– Users often supply not only the idea, but also prototypes or complementary
services (online)– The distribution of innovative activity along the value chain varies strongly
between industries and includes also industries with tangible products (newspaper, cars, food, consumer goods, ...)
Why integration your customer? Sources of innovation
Efficient communication with your customer – customer integration –can boost all stages of Product & Service Development
Hybrid model of innovation: To systematically and repeatedly exploit commercially the innovations generated and freely-revealed by a user community.
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hybrid innovation in a collaborative manner hybrid innovation in a
collaborative manner
open source, mash-ups –pure bundling, no manufacturer interfering in technical matters (high sensitivity of community)
typical innovation mode
robustness, safety, simplicity
functionality, specificity of solution, ease of use
technical excellence, functionality
most appreciated product features
low to mediumMedium to highhightechnical sophistication of community members/customers
users with little expertise in either the technical or the problem domain
users with some experience in the technical domain and high experience in the problem domain
users with high expertise in the technical and the
problem domain
dimension of heterogeneity
User heterogentity and different tools for integration (communication)
95% of (y)our typical users
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• Users often have “sticky information“ on needs and solution approaches, but lack technical means todesign a solution
• Users can provide feedback not only on the final product but also on your product concept and all the early stages of the development funnel
• Corporate blogging and social network apps are tools to integrate your customers early in the process – month before the final product is in the market or days before thr next version of your service is released
Frontloading – Saves time and money
competitor and market analysis
Identification of customer needs
technology assessment
concept development
product and process design launch
Alpha-version
Beta-testing
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Kontakt: Martin Huber – [email protected]