Social media as open innovation accelerators
technologies canhelp the open innovation process to be faster, better and cheaper in orderto keep Unilever at the forefront of product development and design anddouble its business.
In Unilever’s case social media will enable to gather ideas faster,
opening up the Wants to a global audience. Better ideas can arise bytapping into niches and specialisms of collaborators and cross-polinationof knowledge.Cheaper because the process itself can be iteratively validated anddirected, plus the time-to-market diminishes as collaborators act asadvocates for the co-created solutions.
Engagement is key
Long term engagement is key and challenge, keeping people interested,in the loop and Unilever on top of mind. Engagement is needed topromote and create visibility on the Wants, the existance of the platformin order to attract the right people to collaborate with.
Attract and seek
Attracting the right people to the right challenges via the transparency of social media is one way. The second way is by actively seeking the rightpeople, making sure they will be found to collaborate. This wayUnilever and the open innovation platform will benefit from outside-inattention and promotion and inside-out discovery of collaborators.