{"id":42734,"date":"2012-05-24T08:30:00","date_gmt":"2012-05-24T07:30:00","guid":{"rendered":"https:\/\/visionarymarketing.wordpress.com\/?p=2750"},"modified":"2021-01-22T16:05:55","modified_gmt":"2021-01-22T15:05:55","slug":"verizon-using-crowdsourcing-to-get-products-right-or-wrong","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/en\/2012\/05\/24\/verizon-using-crowdsourcing-to-get-products-right-or-wrong\/","title":{"rendered":"Verizon: using crowdsourcing to get products right – or wrong"},"content":{"rendered":"

A few weeks ago in San Francisco, I attended the fiftieth Blogwell<\/a> presentation since the beginning. Laurie Shook is portfolio leader at Verizon, a leading US telecom operator. She is a product marketer who uses social media, not a social media expert and she even describes herself as a \u201cmarketeer with a passion for Social Media\u201d on her LinkedIn profile.<\/em><\/p>\n

Verizon: using crowdsourcing to get products right – or wrong<\/h2>\n
\"Verizon:<\/a>
Verizon: using crowdsourcing to get products right – or wrong<\/figcaption><\/figure>\n

Verizon\u2019s Idea exchange was developed in July 2010, as a place for customers to exchange ideas about services and things that customers would like Verizon to do.<\/p>\n

The platform provides means for ranking ideas. It is \u201csemi-anonymous\u201d Laurie said and \u201cgives the idea to people that they can speak freely\u201d she added. In a nutshell, it is n opportunity for Verizon clients to express themselves and \u201cit\u2019s also a great opportunity for marketers\u201d Laurie said.<\/p>\n


\nHD TV high on the agenda<\/h3>\n

\u201cMany customers comment on HD TV and mostly on TV programs. \u201cThey said for instance that they\u2019d like to see certain channels in HD or hide channels which they aren\u2019t subscribed to and Verizon subsequently implemented that option\u201d she said.<\/p>\n

There are all kinds of ideas on that platform though and some of them are content related. Customers vote and propose ideas and sometimes they even propose to vote against ideas which they oppose.<\/p>\n

913 ideas received 280+ launched<\/h3>\n

Laurie went on describing a business case study:\u00a0 the \u201cIMG 1.9\u201d plan; IMG is the abbreviation for \u201cinteractive media guide\u201d.<\/p>\n

“There is one release a year, it\u2019s a lot of work and once we\u2019re done, we involve 100 customers before launching it\u201d Laurie said. \u201cLast summer [2011], we extended the HD channel guide, hid unsubscribed channels, added DVR chapter selection and made the channel guide softer and easier on the eyes. That was based on feedback : \u2018made fonts bigger, change the background etc.\u2019\u201d<\/p>\n

Yet, even though a majority \u201cloved the ideas\u201d, things weren\u2019t so easy since there also were other users who were \u201cvery vocal and critical\u201d. Some didn\u2019t hesitate to post comments such as \u201cyou really screwed up your tv guide\u201d Laurie said.
\nwhat do you do with negative feedback?<\/p>\n

The next question is familiar to any marketer in charge of communities. \u201cwhat do you do with that kind of feedback?\u201d Should you ignore it, or make it a priority? Laurie\u2019s answer makes perfect sense:<\/p>\n

\u201cYou don\u2019t respond immediately. Sometimes, people are pissed off with change and you have to wait for the dust to settle. Acknowledge the status and wait. However, the post became popular, and even the most popular on the platform\u201d Laurie went on.<\/p>\n

Facilitation tips from Verizon<\/h3>\n

She admitted to not finding this very pleasant but you have to bite the bullet and you also have to respond she said. Here are her recommendations:<\/p>\n

    \n
  1. \u201cCool you jets before responding\u201d (remain cold-blooded, there is no need to heat up and start an online battle)<\/li>\n
  2. \u201cIt\u2019s best not to respond immediately and to respond with the medium\u201d (i.e. Idea Exchange rather than choose another tool)<\/li>\n
  3. \u201ca personalised response is necessary\u201d such as \u201cI\u2019m sorry you are not of the same mind \u2026 and we will work to make you happy again\u201d<\/li>\n<\/ol>\n

    Are early innovators biased?<\/h3>\n

    \u201cMaybe it was an execution issue or a community bias, whereby people who join forums are early innovators and do not represent customers. Maybe the rank and file TV viewers aren\u2019t represented?\u201d Laurie went on \u201cbut when that guy commented, we had more people joining\u201d. Laurie suggested that there was some sort of Hawthorne effect in reverse and that conclusions had to be drawn from that experiment with regard to crowdsourcing and how much hindsight you should introduce when conducting such projects.<\/p>\n

    On the positive side<\/h3>\n

    Beyond this bias, there are some positive conclusions to be drawn from that experiment Laurie added. Here is what she thinks has worked for Verizon:<\/p>\n

      \n
    1. faster customer feedback (before Idea exchange\u00a0 there were disconnects but you didn\u2019t know why or how or how much. \u201cWith direct feedback, you know immediately and you understand much better\u201d she added)<\/li>\n
    2. nuances of customer opinions are highlighted<\/li>\n
    3. there is an incentive for more focus on customer priorities<\/li>\n
    4. there are customer expectations of \u201cInternet time\u201d and this forces a large organisation to do things more quickly<\/li>\n<\/ol>\n

      Laurie added that \u201cthis example is strictly consumer-orientated, and that Verizon business is working with customer advisory boards, in a much more face-to-face format\u201d.<\/p>\n","protected":false},"excerpt":{"rendered":"

      A few weeks ago in San Francisco, I attended the fiftieth Blogwell presentation since the beginning. Laurie Shook is portfolio leader at Verizon, a leading US telecom operator. She is a product marketer who uses social media, not a social media expert and she even describes herself as a \u201cmarketeer with a passion for Social …<\/p>\n","protected":false},"author":2,"featured_media":57859,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4073],"tags":[4170,4249,4296,4414,4487,4891,5002],"class_list":["post-42734","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-social-media","tag-blogwell","tag-collaboration","tag-crowdsourcing","tag-forums","tag-idea-exchange","tag-social-media","tag-verizon"],"yoast_head":"\nVerizon: using crowdsourcing to get products right - or wrong<\/title>\n<meta name=\"description\" content=\"A few weeks ago in San Francisco, I attended Laurie Shook's presentatino. 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Laurie is portfolio leader at Verizon, leading US telecom operator\" \/>\n<meta property=\"og:url\" content=\"https:\/\/visionarymarketing.com\/en\/2012\/05\/24\/verizon-using-crowdsourcing-to-get-products-right-or-wrong\/\" \/>\n<meta property=\"og:site_name\" content=\"Marketing and Innovation\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/vismktg\" \/>\n<meta property=\"article:author\" content=\"http:\/\/facebook.com\/ygourven\" \/>\n<meta property=\"article:published_time\" content=\"2012-05-24T07:30:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2021-01-22T15:05:55+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2012\/05\/verizon-laurieshook_thumb-1-e1602351899434.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"519\" \/>\n\t<meta property=\"og:image:height\" content=\"340\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Yann Gourvennec\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@ygourven\" \/>\n<meta name=\"twitter:site\" content=\"@ygourven\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Yann Gourvennec\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"NewsArticle\",\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/en\\\/2012\\\/05\\\/24\\\/verizon-using-crowdsourcing-to-get-products-right-or-wrong\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/en\\\/2012\\\/05\\\/24\\\/verizon-using-crowdsourcing-to-get-products-right-or-wrong\\\/\"},\"author\":{\"name\":\"Yann Gourvennec\",\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/en\\\/#\\\/schema\\\/person\\\/3754fee1e558f47b8deb46f53c37423e\"},\"headline\":\"Verizon: using crowdsourcing to get products right – or wrong\",\"datePublished\":\"2012-05-24T07:30:00+00:00\",\"dateModified\":\"2021-01-22T15:05:55+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/en\\\/2012\\\/05\\\/24\\\/verizon-using-crowdsourcing-to-get-products-right-or-wrong\\\/\"},\"wordCount\":774,\"commentCount\":0,\"image\":{\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/en\\\/2012\\\/05\\\/24\\\/verizon-using-crowdsourcing-to-get-products-right-or-wrong\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/visionarymarketing.com\\\/wp-content\\\/uploads\\\/2012\\\/05\\\/verizon-laurieshook_thumb-1-e1602351899434.jpg\",\"keywords\":[\"blogwell\",\"collaboration\",\"crowdsourcing\",\"forums\",\"Idea exchange\",\"social media\",\"Verizon\"],\"articleSection\":[\"social media & social networks\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/visionarymarketing.com\\\/en\\\/2012\\\/05\\\/24\\\/verizon-using-crowdsourcing-to-get-products-right-or-wrong\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/en\\\/2012\\\/05\\\/24\\\/verizon-using-crowdsourcing-to-get-products-right-or-wrong\\\/\",\"url\":\"https:\\\/\\\/visionarymarketing.com\\\/en\\\/2012\\\/05\\\/24\\\/verizon-using-crowdsourcing-to-get-products-right-or-wrong\\\/\",\"name\":\"Verizon: using crowdsourcing to get products right - or wrong\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/en\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/en\\\/2012\\\/05\\\/24\\\/verizon-using-crowdsourcing-to-get-products-right-or-wrong\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/en\\\/2012\\\/05\\\/24\\\/verizon-using-crowdsourcing-to-get-products-right-or-wrong\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/visionarymarketing.com\\\/wp-content\\\/uploads\\\/2012\\\/05\\\/verizon-laurieshook_thumb-1-e1602351899434.jpg\",\"datePublished\":\"2012-05-24T07:30:00+00:00\",\"dateModified\":\"2021-01-22T15:05:55+00:00\",\"author\":{\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/en\\\/#\\\/schema\\\/person\\\/3754fee1e558f47b8deb46f53c37423e\"},\"description\":\"A few weeks ago in San Francisco, I attended Laurie Shook's presentatino. 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