There was a great article recently in the MIT Sloan Management Review, Using Open Innovation to Identify the Best Ideas by Andrew King and Karim Lakhani, that discusses how to use open innovation, both across your company and with your customers, to find the best ideas. The article describes how companies are opening up innovation (which can be anything from game design to new products to new processes to marketing creative) but also the challenges you face when doing so. As the authors point out, success relies on finding the best ways to organize and manage the process.
Opening the ideation process
The first step in optimizing open innovation is successfully opening the idea-generation process. You need to first decide whom you are opening the process to: your entire team, the company, your key customers, all customers or the world. Once you have selected whom the process is open to, you need to create the optimal way to generate strong ideas. Continue reading “Identifying the best ideas through open innovation”
I have written several times how social game companies need to improve their marketing to encompass more than performance advertising (ads purchased on a CPC or CPI basis). It is frustrating that old school companies like Ford and Unilever are so much better at leveraging their community and social media for brand building than many companies whose products live on social media.
A recent article in the MIT Sloan Management Review, Enhancing Relationships With Customers Through Online Brand Communities, does a wonderful job of showing what strategies companies (e.g., social game companies) can use to build their business through communication with players. In the article, the authors research showed that effective communication would improve customer confidence, which in turn should lead to higher sales (especially in a free-to-play environment). The article showed four ways companies can improve the quality of communications with their customers. Continue reading “Marketing by engaging your community”
I have written several times about the opportunities for social game companies to use analytics beyond just game development, balancing and monetization. An article in the most recent issue of the MIT Sloan Management Review, “Innovating with Analytics,” shines more light on how analytics can help build competitive advantage. Given that all social and mobile game companies already use data extensively to improve their games, the only way a social game company could thus gain a competitive advantage with analytics is to innovate.
In yesterday’s post, I discussed how the Oakland A’s baseball team pioneered the use analytics to build an advantage, but then lost that advantage when other baseball teams copied their approach. This year, however, they won their division by apparently finding an innovative way to use analytics to again build competitive advantage.
Continue reading “Innovating with Analytics”