This document discusses social media and innovation. It provides examples of how companies are using social media and crowd-sourcing to improve processes, develop new products and technologies, and drive business goals like increasing revenue and reducing expenses. Specific strategies mentioned include using social networks internally to engage employees in strategic planning and problem solving, and externally to get customer feedback and drive product trials. The document emphasizes that social innovation blends internal and external networks to build communities and shared value for companies.

1. Welcome
#dmaDetroitEd
Melissa Fisher | February 28, 2014

2. Digital Innovation
New Technologies– something for everyone.
DMA Detroit | Melissa Fisher
February 2014

3. 2.5 Billion Searches Daily

4. But wait, there’s more…

5. by James Faulkner

8. NFC-Enabled Smartphones Replace Hotel
Room Keys and Check-ins at Clarion Hotels

9. Digital Innovation Workshop
Social Media – something for everyone.

10. 600 Million Active Facebook Users
10

12. Rapid Fan Page Growth Requires Focused Effort
2010
2011

13. Social Media: Facebook Leads
while others are rising fast

15. 2+ Billion Videos Watched Daily

16. Twitter: 200 Million Users
Tweets: Almost 100 Million per day
Source: Mashable

17. 200+ Million
The number of blogs on the Internet.

18. 227 Million Users
187 Million Unique Visitors per Month

19. • 40% check in daily, 92% after work
• 3M company sites but only 1.2 featuring products/services
• 2.1 Million Groups
• 75,000 developers using Linkedin’s API

21. •
•
•
•
•
•
•
•
•
•
•
your clients
your customers
your employees
your channel partners
your volunteers
your investors
your donors
your critics
your fans
your competition....
anyone who has internet access…..and an opinion.

22. Social Innovation for Marketers
DMA Detroit | February 2014
Melissa Fisher

23. 1. They Experiment
2. They Plan
3. They Listen
4. They’re Transparent
5. They Share
6. They Get Personal
7. They Contribute
8. They Welcome Criticism
9. They’re Proactive
10. They Measure

24. 1. With their customers
2. With their customer data in mind
3. With their agencies in new ways

25. Socially Innovating
Innovation: Doing something different
Social: With other people

26. Social Media as Innovation CAPABILITY
Outside
Inside
Incremental
Disruptive

Increase
Revenue
Reduce
Expenses
Improve Customer
Experience
Another Company
Strategy or Goal

27. Crowd Sourcing to Improve…
Submit, Discuss, Vote

28. Crowd Sourcing to Improve…

29. Crowd Sourcing to Improve…
Strategic Planning
Process Improvement
Sparx
Retiree Solutions, EAG/Key,
Health Plans, Accredo, Wireless
Strategy, DNA Direct, Verbal Rx
Proposals, UHG, Accredo Sales
Forum, PBM Revenue Admin.,
UBC Recruiting, Accredo Nurse
Scheduler
Technology
Enhancements
•Screen prototypes across all
BPR work streams
•iPad screen prototypes for
Accredo in-home nurses
SWAT
30 events
3,000+ unique
participants
2,800+ ideas
Healthcare Operations, Physician
Operations, Patient Operations,
Order Processing

30. Sponsor Testimonial
“Our main focus was strategic planning for this year and
beyond. Specifically, we wanted to identify ways to
enhance our existing programs and create a future road
map aligned with Medco’s objectives of winning and
retaining new business, improving profitability, and
driving a sustainable service margin.
Sparx enabled us to seamlessly connect all of our
employees and expedite our planning process that
otherwise would’ve taken a much longer time to complete.
The amount of idea generation and documentation that we
accomplished through virtual conversations was
incredible.”
- Event Sponsor
30
Medco Extra, January 20, 2013

31. Crowd Sourcing to Develop the Next…
“One challenge. One idea.
Millions of dollars in results.
One idea.
Several billion dollar businesses.”
MIKE NEFF, Director Consumer Products
Computer Science Corporation, Detroit
Mr. Neff is a partner in CSC's Global
Technology and Consumer Vertical and a
Practice Director for the Consumer/Retail
Segment.
“115X ROI”
JEFF PIERCE, Innovation Architect
PITNEY BOWES

32. Targeted Social-Mobile to Drive Trial

33. Keeping Fans Engaged
33

34. Why Are People Doing This?
“Self Expression is the
new entertainment.”
- Arianna Huffington

35. Crowd Sourcing to Improve…
Create Your Own Private Online
Communities

36. Crowd Sourcing to Improve…

37. Crowd Sourcing to Improve…

38. Crowd Sourcing to Improve…
If you don’t, they will…
• http://www.youtube.com/watch?list=RDAy7h
FIYQFnw&v=5YGc4zOqozo
1:36

39. Crowd Sourcing to Improve…

40. Crowd Sourcing to Improve…

41. Crowd Sourcing to Improve…

43. Crowd Sourcing to Improve…

44. Crowd Sourcing to Improve…

45. Crowd Sourcing to Develop the Next…
Social Product Development
https://www.quirky.com/ge

46. Crowd Sourcing to Develop the Next…
Fan Favorites

47. Adding FB, Twitter, to enterprise innovation

48. “Social” as the Innovation Platform

49. Google’s Invitation …to Play in Their Lab

50. Using Linked In to Engage Innovators

51. Business School.
Interns & Insights
Business
Development
Partnership
Got Stuck.
Got Help.
Knowledge
Exchange
Stayed Connected
Customer Insights
Knowledge
Exchange
Knowledge
Exchange
Career
Opportunity

52. Takeaways
• It’s a blend: use Social Innovation leveraging your
networks inside + outside
• Social Innovation builds community + company
• Communities = shared entertainment + shared
innovation
• B2C Social strategies can be repurposed for B2B
• Where do you focus? Internal or Externally
• What do you use? Facebook, Twitter, YouTube, LinkedIn
• Get going…

53. Experiment!
 Experiment personally
before professionally
 Join some LinkedIn groups
 Try a variety of social tools
Be yourself, make some
friends, and share

54. Workshop Instructions
•
•
•
•
•
Pick one quadrant you want to explore
Borrow one of these takeaways or another idea
Blend
Share with partner
Share with us and get feedback / questions
Takeaways
•
•
•
•
•
•
Giving it away “free” is not free, i.e. have a social media budget
Free (great) content builds community + company
Communities = shared entertainment + shared innovation
Social strategies can be repurposed for B2B
Internal or Externally: Facebook, Twitter, YouTube, Linked In, etc.
Get going…

55. Workshop on Social Innovation
Innovation: Doing something different
Social: With other people
Outside
Inside
Incremental
Disruptive
(product, service)
(the future)
Increase
Revenue
Reduce
Expenses
Improve Customer
Experience
Another Company
Strategy or Goal

56. Customer Centric Innovation Marketing
& Gaining Executive Buy In
Linking new marketing strategies
to core business value

57. Winds of Change
http://www.youtube.com/watch?v=zxDfcyT92wQ

59. Define Your Market Segments
Both Internally & Externally
What motivates your CMO, CFO or CEO?

60. Price
Ancillary
Sales
Service
Time
C.O.G.S.
Margin
8 Cash Flow
& Profit Drivers
A/R
Days
Labor Cost
G&A
Expenses
Errors &
Mistakes

61. Filter for Priorities That
Deliver One of 4 Key Deliverables
Increase
Revenue
Reduce
Expenses
Improve Customer
Experience
Another Company
Strategy or Goal
To get the true attention of senior leaders…
When selling new strategies & tactic's, correlate them to delving business value.

62. Do You Find Gaining Funding Easy?
How do you gain support?
(group discussion)

63. • http://thenakedbrand.com/

64. Thank You…
Personal email: melissafisher7@gmail.com
Professional: melissa.fisher@peakroadpartners.com
LinkedIn.com/in/MelissaFisher7
Twitter.com/MelissaFisher7
Google+/MelissaFisher7
www.RebootPartners.com ©