Rob Birgfeld at SmartBlog recounts a great example of product cocreation by IBM.
After much work building a significant community, IBM was able to gather data from comments on its blog, in its forum, on Twitter and on YouTube — and not just data on how to make the product better. The IBM team looked at how the community was describing the product — the benefits, the features — and integrated that language into the marketing materials.
To many businesses, this is the inverse of their marketing strategy. They define their messaging either in a closed room, cross their fingers and hope the message spreads across social media channels. That’s only using half the value of social media. Interacting and engaging on Twitter, Facebook, LinkedIn and blogs continues to be key in a successful social media strategy, but it’s time we take a closer look at the data we might be ignoring. Getting people to talk is great — but monitoring how they’re talking and integrating that language throughout your marketing campaigns can help extend and expand that conversation. A good message will travel regardless of where it originates. But if you use your community to help identify that message, you’re arming yourself with the best market intelligence money can buy.
See Axel Schultze's post Social Media Rock Star or Social Media Business Consultant?