Roberts & Piller (2016): Finding the right role for social media in innovation
25 important questions on Roberts & Piller (2016): Finding the right role for social media in innovation
Was the effect positive or negative for companies who utilized social media sources exclusively to search for technical information?
Why does this research suggest that the expected positive results are frequently not realized in practice?
- The use of social media by companies for NPD lags far behind social media use by the general public
- Many companies do not know how to utilize social media for innovation
- Some companies have seen their innovation performance negatively affected
Why did some companies benefit from using social media for NPD, what did they do?
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Which 3 types of goals can organizations strive for with using social media for the NPD process?
- To understand the latest trends in their marketplace and obtain customer insights
- To co-create with customers to develop new ideas and concepts
- To support the launch of their new products and use social media to create awareness and positive word of mouth among users
To realize the potential of social media for new product development, product developers must engage in three interrelated activities. Which ones?
- They need to listen to and learn from user-generated content
- They need to engage and facilitate dialogue with customer innovators
- They need to find an audience of early adopters to create excitement for new products and collect feedback for their improvement
Companies that lack a ...... by incorporating social media into their new product development process won’t be able to reap the potential rewards. What is ?
What are the advantages of co-creation in the NPD process?
Social media use does not automatically lead to improved performance in new product development. When can it lead to improved performance?
To tap the potential of social media, innovators have to determine which skills and competencies they need to be effective in different stages of the new product development process. Which skills are critical in the early and later stages?
In the later stages the most essential skills are the ability to communicate with different types of potential buyers and the ability to understand and manage the impact of both positive and negative word of mouth.
What are the two recommendations for companies to seek to use their social media capabilities to inform their innovation efforts?
Companies that recognized the importance of the “social” and helped to create an environment for socializing - one that helped people to create/ enhance relationships — benefited through people’s subsequent engagement with the company’s online innovation activities.
Customize your approach to each platform
To obtain valuable NPD insights from social media platforms, companies need to take a unique approach to each platform, since people use different social media platforms for different purposes.
What are the 3 main findings of the article by Roberts & Piller (2016)?
- Less than 50% of the companies surveyed use social media during the new product development process.
- For many companies, the benefits of using social media for new product development fell short of expectations.
- To generate improvements, companies should develop strategies that link social media to their corporate objectives.
If a company’s objective is to identify market trends and to generate customer insights, the activities are designed to .....?
What are the activities within Camp Cocreate focused on?
What is the main conclusion drawn based on the collected data in the study?
Attaining positive affirmations (such as “likes” on Facebook or Twitter) can attract attention, which can stimulate......?
If the company’s goal is to generate awareness and publicize the launch of new products, what needs to be the core activity to learn?
If the company’s goal is to generate awareness and publicize the launch of new products, what needs to be the core activity to learn?
What is an important skill to learn in Camp Communicate?
When might it be a good idea to communicate with Facebook fans?
Which medium is best to use by organizations when they are looking for latent insights from lead users?
Which medium is best to use by organizations when they are looking for latent insights from lead users?
What is critical in the effectiveness of social media for new product development and why?
What is the job of a social media innovation leader?
company’s different social media camps.
Why are consultants and academics touting (aanprijzen) social media as a resource for innovation and new product development?
To realize the potential of social media for new product development, product developers must engage in three interrelated activities. Which ones?
- They need to listen to and learn from user-generated content
- They need to engage and facilitate dialogue with customer innovators
- They need to find an audience of early adopters to create excitement for new products and collect feedback for their improvement
The question on the page originate from the summary of the following study material:
- A unique study and practice tool
- Never study anything twice again
- Get the grades you hope for
- 100% sure, 100% understanding
