Social media can be leveraged throughout the product innovation process to engage with users, learn from them, and generate buzz. During research and concept definition, social media allows companies to monitor trends, benchmark competitors, analyze competition, and gather user ideas. In testing, social media is used to conduct user testing and recruit participants for private betas. Finally, during launch, social media enables communication about the launch, engagement of new users through viral sharing, and ongoing collection of user feedback. The key is to engage users as active participants who want to help shape the product.

1. Social Media & Product Innovation Vanina Delobelle, PhD www.vaninadelobelle.com July 2008

2. Social Media

3. Social Media: the real viral strategy

4. The power of reaching crowds The brand

5. Which Social Media for Product Innovation ? Soc ial networks Forums Microblogging Multimedia sharing Diggs Blogs and Livecasts Virtual Universes

6. The user connections Forums Diggs Multimedia sharring Social networks Microblogging Blogs

7. The Innovation process

8. The product innovation cycle Social Media are used to share and learn Research & Concept Definition Testing Launch

12. Social Media and Innovation

14. For more conversations… www.vaninadelobelle.com