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Kontakt: Dr. Martin Huber – huber@gogol-medien.de – Telefon 0821/259 28 43

Corporate Blogging and networked communication for

developing media products (newspaper)

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How does corporate communications operate today, in a world full of direct communication with customers via web sites, email, blogs, and video?

Marketing Blogs Campaign Blogs SEO-BlogsKnowledge-Blogs Project-Blogs Customer-Relationship-Blogs Crisis Blogs CEO-

/Executive-Blogs Employee-Blogs

How does corporate communiactions work today?

Social network applications (Twitter, Facebook, …, proprietary social networks) to integrate your corporate stakeholders:

Customer, supplier, investors, employees

In the past: one-to-many

the future: Many-to-many: networked corporate communication

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• Classical view: – Product innovations come from the product manufacturer (publisher)– The manufacturer generates ideas and develops prototypes

• New perspective:– Many innovations do not come from manufacturers but from users of the

product (newspaper)– Users often supply not only the idea, but also prototypes or complementary

services (online)– The distribution of innovative activity along the value chain varies strongly

between industries and includes also industries with tangible products (newspaper, cars, food, consumer goods, ...)

Why integration your customer? Sources of innovation

Efficient communication with your customer – customer integration –can boost all stages of Product & Service Development

Hybrid model of innovation: To systematically and repeatedly exploit commercially the innovations generated and freely-revealed by a user community.

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hybrid innovation in a collaborative manner hybrid innovation in a

collaborative manner

open source, mash-ups –pure bundling, no manufacturer interfering in technical matters (high sensitivity of community)

typical innovation mode

robustness, safety, simplicity

functionality, specificity of solution, ease of use

technical excellence, functionality

most appreciated product features

low to mediumMedium to highhightechnical sophistication of community members/customers

users with little expertise in either the technical or the problem domain

users with some experience in the technical domain and high experience in the problem domain

users with high expertise in the technical and the

problem domain

dimension of heterogeneity

User heterogentity and different tools for integration (communication)

95% of (y)our typical users

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• Users often have “sticky information“ on needs and solution approaches, but lack technical means todesign a solution

• Users can provide feedback not only on the final product but also on your product concept and all the early stages of the development funnel

• Corporate blogging and social network apps are tools to integrate your customers early in the process – month before the final product is in the market or days before thr next version of your service is released

Frontloading – Saves time and money

competitor and market analysis

Identification of customer needs

technology assessment

concept development

product and process design launch

Alpha-version

Beta-testing

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Kontakt: Martin Huber – huber@gogol-medien.de