The Digital Innovation Playbook Creating a Transformative Customer Experience

by Webb, Nicholas J.

• ISBN13: 9780470944707
• ISBN10: 0470944706
• Edition: 1st
• Format: Hardcover
• Copyright: 2011-08-30
• Publisher: Wiley

Summary

The first half The Digital Media Innovation Playbook provides comprehensive case examples of how organizations both large and small have deployed Real Open methodologies to grow both sales and profit. The case examples will include well-known companies like Word Press, Autodesk, Cisco, just to name a few (30-50 Fortune 500 and startups that rule the digital space in all). Case examples will cover a wide range of markets, including medical and biotechnologies, consumer product companies, industrial firms, service organizations, research and universities. The first half of the book lays down empirical evidentiary support to prove the benefits of these methods. The second part provides a step-by-step game plan that will allow any organization to apply these methods and achieve immediate results. The chapters will be broken down by the step-by-step process that is driven by a variety of tools that can be used to fit the unique needs of each organization. As part of the value added benefits of this book, a wide range of online free resources will be available with the proof of purchase of the book.

Author Biography

Nicholas J. Webb is the founder and President of Lassen Innovation, a management consulting firm specializing in business growth and innovation management. He is a highly successful inventor with over thirty-five technology related patents. His clients include some of the world's top corporations in several industry categories. He is a prolific author. His books include The Cost of Being Sick and The Innovation Playbook. Webb and his inventions have appeared on ABC, NBC, and Fox news.

Table of Contents

Foreword xi

Acknowledgments xvii

Introducing the Next Step: Navigating New Media 1

This Book's Setup 3

This Book Is Alive 13

Chapter 1 Mastering Digital Innovation: The Role of Digital and New Media on Innovation and Commercialization 15

Breaking It Down: The Key Words Are 'Exceptional,' 'Value,' and 'Listening' 16

Risky Business: Focusing on Failure Drives Failure 16

The Open Innovation Myth: No Initiative Can Defeat a Closed Culture 17

Jumping In with Both Feet: Digital Innovators Must Become Experts 17

A Walk through Your Digital Customer Community 18

A Social Revolution: People Are Talking All the Time, All Over 20

The Exceptional Layer: Defining Value Layer by Layer 21

Criminal Behavior: Digital Disposes of Every Level below Exceptional 22

How You Can Become Exceptional: Manage Your Culture to Become a Listener 23

Are You Trapped in Analog? Comparing Digital Socialists to Digital Capitalists 24

Communication—The Key to Everything 25

Full-Duplex Dialogue Takes the Win 26

Digital Innovation Best Practices: Commanding the Digital World 26

Creating Your Platform: Defining Wants Provides Filter Backdrop 28

Value Layered Innovation: Invent at Each Point of Contact 28

Chapter 2 The Digital Sandbox: Play, Listen, Invent, and Deploy for a Successful Strategy 31

A Walk through the Future of Mobile Technology: More and More Smart Connections 34

Blogs: The Foundation for the Social Web 37

Learning to Listen with Radian6: Helping Companies Communicate and Deploy 39

Conversations: A Previously Untapped Resource, But Are You Listening? 41

The Sandbox Mentality: Learning to Play, Listen, Invent, and Deploy 42

Playing Nice in the Sandbox: Be Aware and Share the Space 43

Giving Employees a Voice: Sharing the Brand to Make It Stronger 44

Learning New Communication: Traditional Media No More 44

A Paradigm Shift: From Listening to Engagement 45

The New Digital Multipliers: Real People Create Real Loyalty 45

Gaining Customer Credit by Being in the Conversation, Not Just Problem Solving 46

A Theory of Relativity: Weighing "What You Get" versus "What You Expected" 47

No. 251?! No More Lines 47

A Social Shift in Customer Service: Cost Effective with Power Going to the People 48

Chapter 3 The Digital Enterprise: Harnessing Social Media Intelligence, Smartly 51

The Spigit Community 52

A "Gap" in Judgment: Followers Cry Out for Old Logo 55

Cisco Looks to the Public: Widening the Idea Net 55

AAA Looks to Gen Y: Spigit Creates Innovation Community 56

A Need to Stand Out: Veridian Credit Union Pulls in Collective Intelligence of Employees on the Front Lines 57

Innovating with Collective Intelligence: Taking the Ideas and Running with Them 58

Chapter 4 The Digital Video Revolution: Digital Technology Gives Anyone the Ability to Make a Quality Television Show 61

Philip Nelson on NewTek: Revolutionizing Desktop Video 62

Chasing the Elusive Dollar: How Do Companies Monetize Their Video Efforts? 65

Video to Tell and Sell 67

Lasting Value Creates Durability 68

Taking It Live: Going Live Gets People to Plan to View 69

From Airwaves to the Screen: Radio Goes Digital 70

Live Streaming Expands Brand Potential: MTV and The Hills 71

Getting Behind the Velvet Ropes: People Like the Inside Scoop 72

The End of the Dorm Room Video: Video Makers Gain Credibility with the Advent of TV-Quality Production 72

Melding of the Screens: From Television to Cell Phones, It's All about the Content 75

The Next Five Years 76

Chapter 5 Flying High: An Open Culture Keeps an Airline Company on Top of the Competition 79

First Taste of Social Media: Video Series Ends, New Communications Begin 80

Content Controls: Editor Approves Comments with Moderation 81

An Open Culture: How Tough Is It Showing the Good, the Bad, and the Ugly? 82

Direct Line to Customers 83

Making Friends on Facebook 84

Responses for All: Yes, You'll Get Some Crazies, But It's Important to Respond to Good and Bad 84

Putting in the Time: Listening and Understanding the Feedback 86

Keeping Up with the Changes; Southwest Finds a Natural Fit with Already-Open Culture of Communication 87

Lessons from Southwest 87

Video at Southwest: Vital Communication with Employees and Customers 88

The Pits: What to Avoid in the Social Media World 89

The Next Five Years: Keep Creating Content and Finding the Best Channels 90

Chapter 6 Picture Perfect Social Media: How Kodak Got Social Media Right 93

Finding a Digital Culture: Kodak Finds a Voice to Join the Conversations 95

Behind the Brand: Kodak Connects by Sharing Stories and Correcting Misconceptions 96

What Are the Opportunities, What's in It for Us, and How Do We Create Value for Them? 98

An Open, Active Ear: Kodak Staffs Chief Listener Position 100

Making Your Customers Blue: Recognizing Actionable Listening Moments 102

Active Listening: Air Traffic Controller for Those Insights 104

A Story with a Moral: Kodak Learns Fast Action and Personal Response Avert Disaster 106

The Flavors of Communication: Learn Which to Use and When 107

A Product That Stands on Its Own: Allowing the Community to Discuss Your Brand 107

A Matter of Trust 109

Chapter 7 The Army Way: Digital Leadership from a Surprising Source 111

Eye-Opener at Blog World 111

Hands Off! Let Go or Lose It All 114

"If It's Good Enough for the Army . . ."—Despite the Risks, the Military Creates a Real Community 115

Army Strong Stories: A Matter of Trust and Respect 118

Learning from the Army 123

A Learning Process 125

A Real Commitment to Communication: Openness Is the Driving Force behind Innovations 127

The Army Can, and You Can Too 127

Chapter 8 Winning the Digital Race: IndyCar Creates the Ultimate Brand Forum with Its Strategic Multimedia Approach 129

Developing an Online Persona: How the IZOD IndyCar Series Has Added Value for Their Fans through Social and Digital Media 130

Behind the Scenes: The IndyCar Blog 134

Making Friends: Facebook and IndyCar 135

A New Community: Flickr and IndyCar 136

More Streaming: Livestream and IndyCar 138

Speed Tweeting: Twitter and IndyCar 139

Eyes on Content: YouTube and IndyCar 140

Verizon and the IndyCar Mobile App 141

Talking Back to IndyCar.com 141

The Ultimate Fan Experience 142

The Conclusion to the IndyCar Story: Keeping Up with IndyCar Communities 144

Maximizing Innovation Potential 146

Chapter 9 Digital Direct: Innovation Commercialization through Digital Direct Marketing 147

Direct Response Marketing: Advertising's Measurable Cousin 147

DR to Branding: "We've Got Creative Differences" 148

The Internet and Digital DRM: Your Media Roadmap 150

Using the Internet to Improve Allocation of Marketing Dollars 154

Online Testing the Quick and Easy Way 156

Ad Measurement: How You Know You're Winning 158

The Internet Makes Creative Fast and Easy 161

Media Optimization: More Bang for Your Buck 162

Engagement Optimization: Keeping Up with Your Customers 163

Five Advanced Digital Media Tactics to Get Even More Customers 164

What Now? 166

Turning to Innovation Strategy 166

Chapter 10 RealOpen Innovation: Developing a Framework to Manage the Flow of Ideas and Technologies 169

A Prescription, Not a Diet 171

What Is the RealOpen Innovation Framework? 172

What Is an Innovation Platform? 175

The Seven Ways to Find New Technologies and Ideas for Your Business 177

Creating a Filter with Customers in Mind 184

Forward, Forge, Forget: Fast-Track Methodologies 190

RealOpen and the Four-in-One Garlic Press 196

Innovation Scenario Tactics 199

A Medical Device Industry Example 201

Chapter 11 Creating a Digital Culture: Organizational Culture Is a Symptom: The Underlining Causality Is Collective Team Focus 207

External Focus versus Internal Focus 208

Success Referencing 212

The Four Characteristics That Define Cultural Excellence 213

The Critical Role of Leadership 217

The Components of Digital Innovation 220

Chapter 12 Rules of Engagement: Protecting the Value of Your Intellectual Property 229

One Giant Leap for Mankind 230

Rules of Engagement 233

Chapter 13 The Innovation Game Plan: Are You Ready to Deploy? 245

Learning from the Best and Brightest 246

The Most Important Takeaways 246

Becoming a True Digital Enterprise 252

About the Author 255

Special Book Offer 259

Index 261