1. Social media and analytics on
product development
Aslam Hirani

2. Customers and Devices used by them are connected
3 Billion
internet
users**
1.75 Billion
smart
phones/tablets*
4.9+ Billion
Connected
devices ***
● http://www.statista.com/statistics/278414/number-of-worldwide-social-network-users/
** www.statista.com/statistics/273018/number-of-internet-users-worldwide/
*** http://www.gartner.com/newsroom/id/2905717

3. … and social media has become the largest focus group
Customers are
fast in reporting
product/service
dislikes
2 Billion social
media users*
Co-Creation market is
projected to grow to 5.5
billion in 2015**
● Less than 24 hours after removing the offline maps browsing capability from Google Maps
for Android, Google has returned the feature back to the app
● Urban Outfitters pulled a shirt covered in the word "depression" after outraged customers
took to social media to rant.
● http://www.statista.com/statistics/278414/number-of-worldwide-social-network-users/
** Business Innovation Observatory Contract No 190/PP/ENT/CIP/12/C/N03C01

4. Technology and demanding customer are pushing for
faster response
42% of users
complaining in
social media
expect 60 minute
response time.

5. Only some companies are using social media for product
development
kalypso survey

6. Companies are still catching up with demanding customer
and new technologies
Only 33% analyze
customer insight across
organizational
boundaries.*
96% of mobile apps
currently lack in-line
service **
● Forrester 2014
** Gartner Research 2014

7. Challenges
… As Companies are facing multiple Challenges in using
social media and analytics
Minimal IT
Experience
internally to build or
integrate complex
systems
No Formal Strategy
for utilization of
social media inputs
Unable to
build/Utilize
collaborative focus
groups
No Actionable
analytics
Low Budget for
Social/Device
Analytics

8. … Its Time for sharing Knowledge
• How are you or your company's product development
teams using social media and analytics for product
development?
• Challenges that your company has faced in using social
media or analytics for product development?

9. Social media and Analytics can be used in 3 different ways
• Ideation
• Design Improvement
• Remote Support

10. Social media and Analytics can be used in 3 different ways
• Ideation
• Design Improvement
• Remote Support

11. Online and Physical focus groups to engage the customers
Extract
Information
Product
Development
Involve experts
Share Knowledge
Resolve issues
Brainstorm ideas
Provide incentives
IBM
Vision

12. IBM - Internal Crowd sourcing of ideas - to bring emerging
technologies in market early.
IBM CIO - “Internal community of
innovators and early adopters to try
new and beta versions of IBM
technologies and give feedback to
shape the development of the
technology”.

13. Import.io engages users by sourcing their ideas and voting
by peers

14. Generate new ideas for product development or solving
specific problems using crowdsourcing and open innovation
Process to
evaluate the
ideas
Select the idea
Reward the
participants

15. Open Innovation used by companies for research areas
Tata Steel using NineSigma open innovation framework

16. Some companies are using the competition route to solve
problems

17. Industry leaders are using open Innovation to generate new
Ideas
Samsung
“We get most of our ideas from
the market,”
- Kim Hyun-suk, an executive vice president at Samsung,
in a conversation about the future of mobile devices and
television.

18. Companies can reap 3 major advantages of Open
Innovation
Wide Pool of Ideas
Fast Development
Cost Reduction

19. … Its Time for sharing Knowledge
• How is your company involved in open
Innovation/Focused Customer Engagement?
• What are the challenges that your company has faced
in using Open Innovation/Focused customer
engagement?
• Are your product development teams involved in Open
Innovation or Focused Customer Engagement?

20. Social media and Analytics can be used in 3 different ways
• Ideation
• Design Improvement
• Remote Support

21. product design improvements can be continuously done by
listening to feedback from device usage
customers/
Device/
Software
Product
development
Update of product
features Usage of features
Product usage
Patterns
Product
performance
Product issues

22. … and product design improvements can be done by
listening to feedback from social media sources
Device/
Software
Product
development
Update of product
features Usage of features
Product
feedback
Competitor
feedback
New feature ideas
Social
Media/
Discussion
Groups
Feedback,
Product Ideas

23. … and product design improvements can be done by
listening to feedback from warranty and customer support
Social
Media/
Discussion
Groups
Warranty/Cu
stomer
Support
Device/
Software
Product
development
Feedback,
Product Ideas
Product Returns
product issues
Update of product
features Usage of features
Defect reported Product returns Usability issues

24. … and product design improvements can be done by
listening to feedback from operations
Social
Media/
Discussion
Groups
Warranty/Cu
stomer
Support
Device/
Software
Product
development
Feedback,
Product Ideas
Product Returns
product issues
Operations
Product
Performance
Update of product
features Usage of features
Production
performance
Product
deployment
Operation
complexity

25. BMW uses big data and analytics technology
to help detect and fix vulnerabilities in
automobiles before new models are launched.
prototype test runs Workshop reports
Analytics
Engine
New Models
Advantage :
● Reduce expensive and time-
consuming repairs later on
● Number of workshop Visits

26. Social media and Analytics can be used in 3 different ways
• Ideation
• Design Improvement
• Remote Support

27. Cost of Returns is high and most of the returns don’t have
issues
● 8% of customer sales
● 5–6% of sales on managing returns
70% of these returns can be reported as
“no trouble found,”
Cost of returns is
Whereas

28. Multichannel support need to be provided to the customer
for resolving product issues
Social
Media/
Discussion
Groups
Device/
Software
Product
development
Resolve
issues
Software update
Self Support

29. Multichannel support need to be provided to the customer
for resolving product issues and educate on product usage
Social
Media/
Discussion
Groups
Customer
Support
Resolve
issues
Mobile
/Website
live support

30. GE uses predictive analytics to fix the problems before they
occur
Analytics Engine
Huge Data frommachine parts
Change the Parts
before they fail

31. Social media and analytics framework
Collect data
People
and
Platform to
Analyze
data
Product
Developm
ent
Customer
engagement
Collect data
Consolidat
e the data
Data collection
tool

32. Linked in - in.linkedin.com/in/aslamhirani
Twitter - @aslamhirani
Skype - hiraniaslam
Website - www.innobryx.com
Thanks