Case Studies: Using the Social Web for New Product Development

Comments: 1

  • Mark,

    Fantastic case studies that will come in very useful for spreading the word about social business success and the various routes to achieving it.

    It’s interesting to see most of these examples have incentivized user feedback through competitions and cash rewards.

    I think the widespread integration of crowd-sourcing with business will take place in a less grandiose manner, with companies adopting a long-term ‘listening’ stance to allow customers to express their ideas at any time, not necessarily only in competitions. Spectacle projects like GE’s are a great way to kick-start that and begin to reposition companies as listeners as well as providers. The incentive for the customer to contribute feedback will become less like buying a lottery ticket with the hope of winning the grand prize- rather, the customer will want to contribute because they are made to feel they are valued by the company and this quieter, more dialogic approach may be slower, but will require less fanfar (resources) and will foster brand loyalty.

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