Idea Management in General Purpose Social Networks

Transcript

1. in Idea Management Social Networks General Purpose
2. Current Trend “The  task  of  innova/on  is  passing  from  the  manufacturer   to  users,  who  have  both  a  greater  need  and  a  greater   ability  to  improve  a  product’s  performance.”     ! Jeff Howe – Crowdsourcing, why the power of the ! crowd is driving the future of business! “The  power  of  the  outside  community  can  play  a  strong   role  in  shaping  the  direc/on  for  new  products  and   services.”     Mark Fidelman – Socialized! How the most successful ! business harness the power of social! Yet  organiza,ons  are  leveraging  on  ideas  coming  from   their  customers,  members,  employees  to  fuel  their   innova,on  processes   2  
3. (some) Well-known Initiatives My Starbucks Idea! 150k+ ideas - 180k+ users! Dell Idea Storm! 19k+ ideas – 200k+ users! My Ideal City! 4k ideas - 100k+ users! The People’s Budget NYC! 150 ideas – 1k+ users! Business! Governmental! 3  
4. Idea Management Defines an idea campaign! Asks the crowd! for ideas! Generate, votes, refines ideas! Evaluates Ideas! Implements promising ideas ! Innovation! Need for! Innovation! Input   Output   4   Idea  Management  is  the  structured  process  that  allows   organiza,ons  to  carry  out  this  “open  innova,on”  process  
5. Idea Management Systems The  execu,on  of  idea  management  processes  is   supported  by  soCware  systems  so-­‐called     Idea  Management  Systems   5  
6. Problem 6   Engaging the right number of participants is key to succeed! There are also small and mid-term organizations trying to harness their customers’/members’ ideas to fuel their innovation processes! Many of these initiatives fail because they cannot have enough number of participants!
7. Solution 7   Bringing idea management processes close to general purpose social networks can increase the chances of having an enough number of participants! 700 millions of active users *! 297 millions of active users *! 135 millions of active users *! *  Source:  Global  Web  Index      
8. Existing Initiatives 8   Facebook ! App! Idea Scale App!
9. 9   Also, there are organizations that are implementing their ideas campaigns using only the existing features of general purpose social networks! Grocery Store! Pizza Restaurant! Non-Profit Organization!
10. Facebook  Page     Manager   Campaign  kick-­‐off  post   Starts  the  campaign   1 Dear  students,     Understanding  the  difficul,es  of  having  no  place  for  lunching   when  bringing  your  own  food  we  decide  to  start  a  campaign  in   which  we  want  to  listen  you  about  ideas  to  address  this   problem.     Share  your  ideas  by  commen,ng  this  posts.  Ideas  outside  this   post  will  not  be  considered.   Vote  for  the  ideas  proposed  by  your  colleagues  by  liking  the   comment  that  contain  the  idea.   Refine  and  improve  the  proposed  ideas  by  replying  the   comment  that  contain  the  idea   Dear  students,     Understanding  the  difficul,es  of  having  no  place  for   lunching  when  bringing  your  own  food  we  decide  to   start  a  campaign  in  which  we  want  to  listen  you  about   ideas  to  address  this  problem.       read  more   Re-­‐nego,ate  the  contract  with  the  company   that  provides  the  service  in  the  mensa  asking   them  to  allow  the  lunch  of  students  with  their   own  food   posts   likes  (+1  votes)   The  contract  cannot  be  re-­‐  nego,ate  un,l  its   finished  (two  years  from  now)   replies   (guides)   the  food  in  the  mensa  is  horrible!!,  please   CHANGE  these  people!     Please  no  complaints,  let’s  try  to  concentrate   our  effort  toward  ideas  that  can  solve  this   problem,  we  know  you  can  do  it!!   replies   (moderates)   posts   Add  a  curtain  surrounding  one  of  the  corners  of   in  the  sofas  area  and  add  more  tables  and   chairs   likes     (+1  votes)   likes  (+1  votes)   likes     (+1  votes)   likes     (+1  votes)   what  is  about  this  stupid  campaign??   blocks   (moderates)   posts   2 Moderator   Par,cipant   Par,cipant   Par,cipant   Par,cipant   Par,cipant   Par,cipant   10   How they do
11. How effective and suitable is Facebook as means to instrument idea management processes?! 3 Facebook  Page     Manager   Dear  students,     Understanding  the  difficul,es  of  having  no  place  for   lunching  when  bringing  your  own  food  we  decide  to   start  a  campaign  in  which  we  want  to  listen  you  about   ideas  to  address  this  problem.       read  more   Re-­‐nego,ate  the  contract  with  the  company   that  provides  the  service  in  the  mensa  asking   them  to  allow  the  lunch  of  students  with  their   own  food   The  contract  cannot  be  re-­‐  nego,ate  un,l  its   finished  (two  years  from  now)   the  food  of  the  mensa  is  horrible!!,  please   CHANGE  these  people!     Please  no  complaints,  let’s  try  to  concentrate   our  effort  toward  ideas  that  can  solve  this   problem,  we  know  you  can  do  it!!   Add  a  curtain  surrounding  one  of  the  corners  of   in  the  sofas  area  and  add  more  tables  and   chairs   what  is  about  this  stupid  campaign??   Evaluates ideas! Facebook  Page     Manager   4 Pick the most promising! ? How they do
12. Study – Part I idea campaigns ran in Facebook was taken as case studies to study the effectiveness of Facebook as a platform for obtaining valuable ideas from the people! 3
13. free dinner ! 4 days! pizza restaurant! 4 posts! Campaign 1! Ideate a new pizza flavor 13  
14. no incentive! 6 days! NGO! 3 posts! Campaign 2! Ideate the interior accommodations for the new NGO’s headquarter 14  
15. free dinner! 6 days! NGO! 3 posts! Campaign 3! Ideate the exterior design for the new NGO’s headquarter 15  
16. Study – Part I through an analytical analysis we study whether the organizations were able to engage their Facebook fans in a campaign for collecting ideas related to a “challenge”! after finishing the campaigns we contacted the organizations asking them whether they would put to work some of the ideas collected during the campaigns!
17. 29 different  ideas   34 par,cipants   2 of  the  flavors   proposed  will  be   added  to  the   Indigo’s  menu     85% shared  ideas   15% only  vote   Campaign 1! Results 17  
18. 35 different  ideas   31 par,cipants   35% shared  ideas   65% only  vote   17 of  the  ideas  were   included  as  part  of   the  new   headquarters'  spec   document   Campaign 2! Results 18  
19. 9 different  ideas   5 par,cipants   60% shared  ideas   40% only  vote   5 of  the  ideas  were   included  design   specificaHon  of  the   new  headquarter   Campaign 3! Results 19  
20. Each organization could satisfactorily use Facebook to contact their members/customers to get ideas for fueling their innovation processes! Participants of the campaigns could use Facebook for proposing their ideas, and for voting and commenting on ideas proposed by others! Managers and moderators of these organizations’ Facebook page could facilitate and moderate the campaigns! In Summary 20  
21. The next question… Proposing Ideas! Voting Ideas! Digesting Idea ! Information ! Promoting ! Campaigns! Facilitating/Moderating Campaigns! Analyzing! Campaign Results! Commenting ! Ideas! How suitable are the Facebook’s features for: ! 21  
22. Study - Part II people, participants of these campaigns, were surveyed asking them to assess the usefulness of Facebook’s features for proposing ideas, voting and commenting on ideas, and digesting the stream of ideas! 27 manager of the NGO’s Facebook page was interview to understand whether Facebook functionalities are useful for implementing an idea campaign and for analyzing the campaign results! moderator of the NGO’s Facebook page was interview to understand whether Facebook functionalities are useful for facilitating and moderating idea campaigns! 22  
23. Feedback from participants 100% found useful the input features of Facebook for proposing ideas! 30% pointed that was complex to digest ideas with extensive descriptions! 44% mentioned that the like feature is not enough for assessing ideas! 87% evaluated  Facebook  as   an  appropriate  plaiorm   for  par,cipa,ng  in  idea   campaigns! 13% pointed that the named- nature of Facebook make the people feel uncomfortable to share their opinions! 23  
24. (some) Interesting Opinions “Facebook is oriented to share short ‘updates’, it is not oriented for long-text posts. People usually ignore long posts.”! “The ‘like’ feature allows participants to have a quick and simple 1-click way to take part of campaigns.”! “The ‘like’ feature gives a partial overview of the people’s wisdom, since it reflects only the number of people that agree with the idea, but not the number of people that disagree. ”! “Facebook is a place where people spend their online time. Therefore, the implementation of idea campaigns through this medium allows us to get information from where the people are. ”! 24  
25. Feedback from the moderator The notification feature of Facebook’s pages was found useful for following the participants actions during the campaigns ! The reply-to-comments feature was evaluated as a suitable functionality for interacting with participants! Facebook lacks a more proper method for promoting idea campaigns without the need to re-publish the kick-off post. The re-publication of the kick-off post split the information of the campaign making harder the analysis of the results! 25  
26. Feedback from the manager Facebook’s post was found useful as a container of the ideas generated during a campaign! The use of hash tags, as part of the kick-off post’s content, facilitates the localization of campaign information! Facebook misses features for processing the stream of information generated during campaigns. “It can be a chaos in campaigns with high a participation.”, said the manager ! # 26  
27. Conclusions 27   At least in these three (small) campaigns, Facebook proved to be an effective tool for getting useful and valuable ideas from the people! In general, participants assess Facebook as an appropriate tool to take part in idea campaigns! In general, the existing features of Facebook were found appropriate for facilitating and moderating idea campaigns ! Facebook features were found extremely limited for promoting campaigns, for analyzing campaign results!
28. Findings and Shortcomings 28   It is necessary to ideate a new voting system. The use of ‘like’ were found inappropriate to assess ideas! Posting ideas anonymously is another need detected in the study! It is required to find out a new method for promoting idea campaigns! Facebook was reported as inappropriate for digesting long texts! 4 2 3 1
29. Findings and Shortcomings 29   It is required to implement features to help managers in the analysis of campaign results! It is needed to structure the input features to “force” the people share only one idea per comment! 6 5
30. General Solution Proposal Extending the existing features of general purpose Social Networks to overcome the discovered limitations. Making these SNs more appropriate systems to conduct idea management processes! Idea Mgmt. Systems! Social Networks! Facebook! Twitter! Google+! Platforms (Apps) on ! top of SN!
31. How? 31   We are still finding out we can extend Facebook to overcome the discovered limitations…! Thank you!, questions?
32. Sub  Ques,ons   1.  Is  Facebook  an  effec,ve  tool  for  reques,ng,   collec,ng,  selec,ng  and  evalua,ng  ideas   from  the  crowd?   2.  Is  Facebook  an  effec,ve  tool  for  sharing,   vo,ng  and  commen,ng  on  ideas?   3.  Is  Facebook  an  effec,ve  tool  for  genera,ng   valuable  ideas  within  an  idea  campaign?   32  
33. Hypothesis   1.  The  exis,ng  func,onali,es  of  Facebook  are  effec.ve   for  crea,ng  idea  campaigns  and  announce  the   campaign  results.  Also,  they  are  effec.ve  for   proposing,  vo,ng  and  commen,ng  on  ideas.   2.  The  exis,ng  Facebook’s  features  are  not  enough  for   modera,ng  discussions  and  misbehavior  of  the   par,cipants,  and    for  promo,ng  idea  campaign.   3.  The  exis,ng  func,onali,es  of  Facebook  are  not   appropriated  for  processing  the  stream  of   informa,on  generated  during  idea  campaigns.           33  
34. Community-driven Innovation “The  task  of  innova/on  is  passing  from  the  manufacturer   to  user’s  communi/es,  which  has  both  a  greater  need   and  a  greater  ability  to  improve  a  product’s   performance.”     Jeff Howe! 34  
35. Key to success 35   Engaging the right number of participants is key to succeed! What if you don’t have the power of a world-wide- brand, as Starbucks, to bring your customers to your idea management platform?! What if you are not a computer giant, as Dell, to gather a community of more than 200k members to generate new innovative ideas?! What if you do not have 7M citizens to engage in discussions of creative ways for solving city- wide problems?!