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The Digital Innovation Playbook: Creating a Transformative Customer Experience by Nicholas J. Webb

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Chapter 3

The Digital Enterprise

HARNESSING SOCIAL MEDIA INTELLIGENCE, SMARTLY

We've talked some, and will repeat throughout the book, about the importance of playing, listening, inventing, and deploying within the digital sandbox. Say you become an excellent listener, locating and joining in on the conversations going on throughout the web about your brand. How then do you cull the best information for you innovations from the masses of information streaming the web?

There are several systems that can do this, but companies must be extremely leery of instituting either risk-centric systems that could potentially turn away the terrible with the brilliant in an equal fashion (all ideas can look alike in a system that focuses on risk, not on the ideas themselves), or systems that aren't customized to fit your individual needs.

We talk more about this concept in Chapter 10, RealOpen Innovation, but in this chapter I'd like to introduce you to another company I've found to be a leader in this space. Innovation Superstar Spigit was founded in 2007 by Paul Pluschkell and Padmanabh Dabke. The company has evolved even in its short lifetime, but the idea—which has remained the same—behind the concept was to create a platform that harnesses the wisdom of crowds to capture, refine, collaborate on, and select the best ideas for your individual needs.

In this book and the first in the series, The Innovation Playbook, I've talked about both the greatness and the inherent dangers in crowd sourcing. ...

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