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The Wisdom of Crowds (WOC) theory does not mean that people are smart in groups—they’re not. Anyone who’s seen an angry mob knows it. But crowds, presented with the right challenge and the right interface, can be wise. When it works, the crowd is wiser, in fact, than any single participant. You need a few things to enable online crowds to be wise: Simplicity. Interface. Aggregation. Participation. Selfishness. Scores. Leaderboards. Explicit vs Implicit Feedback. Voting.

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wisdomofcrowds communities ui ux social enterprise20

It’s not an skill that’s been widely understood until quite recently, however community management has begun to move to the forefront of social computing in the enterprise as the use of social tools begins to climb the maturity curve. Now it’s increasingly proving not just useful but a critical component of Enterprise 2.0 efforts despite an often vague understanding of what it is and where it should be situated in the org chart.

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enterprise20 communities community management adoption

It’s rare to find a community that doesn’t have some people and organizations playing these roles to some extent. But it’s also rare to find a place that has built a full-scale system, an enduring capacity, to enable high-quality execution of civic brokering, system preparation, investment, and idea development—the key functions of community innovation. Many communities don’t recognize that innovation can be accelerated and improved through intentional development of a community-level innovation system.

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communities community innovation management

Let me start out by saying that it is purely accidental that I am lashing out at Campbell Soup Company in this blog post. It could have been several other companies as Campbell has not really done things that have not been done at other companies that set up programs to accept innovative ideas from external sources. While their intentions may be good, their execution is so poor that I can’t imagine they’ll have much success at this attempt at open innovation.

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innovation idea communities management voice-of-the-customer ideation

It seems that of the Hidden Champions Simon has studied, 88.7 % of them have this characteristic in common: Five times as many employees (25-50%) have regular customer contact. This is compared to larger companies who typically have only 5-10 % of their employees who have regular customer contact.

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innovation customers communities

The value of communities to businesses and non-profits is for market insights or research. She gave the example of an ‘employee community’ that saved $5m a year through insights gained in the community. They were little ideas not huge complicated ones.

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communities innovation enterprise20

First, before we get to features, there's a new conceptual view. The old 2007 "SharePoint donut" got tons of usage since most everyone is at a loss to describe what SharePoint is without it. Sure, it's a "collaboration server", but what does it do? Well, let me whip out this diagram and walk through it …

Here's my best guess so far on how the old donut maps to the new one.

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sharepoint enterprise20 2010 communities collaboration

This focused approach to (a) participating in social media and (b) gathering customer suggestions would be easier for a company with no meaningful social media experience to manage. It would also make it easier for Starbucks customers to follow-along.

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idea management customer communities starbucks

What can we learn from these success stories and a rapidly emerging set of business practices? Quite a bit as it turns out. I’ve taken as as many lessons learned as possible from the available outcomes of customer community efforts, as well as my hands-on experiences, and the synthesis forms the list that you see below.

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customer communities best practices

If I were a bettin' diva I would say that Digital Ideology sites will become more prevalent across industries and sectors. Maybe even to engage in real exchanges. For now it seems that companies are using it in a traditional media/marketing way.

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innovation idea management dell ideastorm external communities