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Your fans your brand.
They LOVE their ideas!
If Facebook were a country…
And marketers are reacting
Social media is the
top issue among Senior
Marketers.
And budgets are swelling!
Marketers are starting to GET the need to be in the conversation
“Social networks are where consumers feel comfortable expressing their feelings-good or bad-about companies, products and services…
…Marketers have an opportunity to tap into this stream of information-sharing.”
Continuum of Engagement
Updates
Feedback/Polls
Sweepstakes/Offers
Uber-Costly Custom Events
????
So how can marketers engage?
It’s the ideas stupid!
(not yours, your fans’)
Consumer have ideas they want to share!• “THIRTY-SEVEN PERCENT report that they have developed ideas for new or improved
products, and more than 9% REPORT BUILDING PRODUCT PROTOTYPES or even MARKETABLE PRODUCTS”
• The analysis shows that more than ONE THIRD of the respondents generated ideas for improved or new products…”
• “…in our sample 32.1% report have innovated”• “We propose…innovation by end users within voluntary user communities - is a
GENERAL AND WIDESPREAD PHENOMENON”
25 MILLION
*Source: Characteristics of innovating users in a consumer goods fieldAn empirical study of sport-related product consumers; Dr. Christian Luthje **Source: How Communities Support Innovative Activities: An Exploration of Assistance and Sharing Among End-Users; Nikolaus Franke & Sonali ShahVienna University of Econ. And Business Administration | MIT Sloan School of Management
84,694,035
innovatorspotential
breakthrough products!
And they share!!“Without exception, the innovating community members we surveyed do not innovate in isolation or secrecy; they receive important advice and assistance from other community members…
Source: How Communities Support Innovative Activities: An Exploration of Assistance and Sharing Among End-Users; Nikolaus Franke & Sonali ShahVienna University of Econ. And Business Administration | MIT Sloan School of Management
But why?
• “Monetary profit is not a key motivator for either innovators or those who assisted them; instead, survey respondents cite
having fun…”**Source: How Communities Support Innovative Activities: An Exploration of Assistance and Sharing Among End-Users; Nikolaus Franke & Sonali ShahVienna University of Econ. And Business Administration | MIT Sloan School of Management
Fun Unmet Need
Creativity
Working with
/Helping
others
Why?
It's all in the need!
“Users generate functionally novel innovations because they experience novel needs well ahead of manufacturers,…
The Principles of Distributed Innovation, Karim R. Lakhani and Jill A. Panetta
Ideas pay!
• 8852 ideas• >30 initiatives
$300 MILLION
!!
Share idea
Friends review
Friends contribute
Ideas improve
Others discover
But why?
Source: How Communities Support Innovative Activities: An Exploration of Assistance and Sharing Among End-Users; Nikolaus Franke & Sonali ShahVienna University of Econ. And Business Administration | MIT Sloan School of Management
Fun
Unmet Need
Creativity
Working with
/Helping
othersWhy?
The Point
Fans have lots of ideas
Fans’ ideas are your most powerful social
media asset!
Ideas are naturally social