How can Brand Communities organized around User Innovation be so successful?
Take Dell Computers’ “Ideastorm” or Starbucks’ “My Starbucks Idea”. These two Online Brand Communities have things in common that make them successful. Each website has generated way over 10.000 ideas, close to a 100.000 member comments and ½ a million votes. The phenomenon has even earned its own name; Brand Community Innovation (BCI). BCI happens when companies invite their customers to collaborate on the co-innovation of their products on websites specifically designed for the purpose.
Ideastorm and My Starbucks Idea are first of all successful because they cater for a shared consciousness among members. They identify themselves as groups of Dell users or Starbucks consumers. The actions, rituals and moral within these groups act as symbolic identification for the online communties as a whole. In other words, members use the same products, so they have something in common to talk about! Dell and Starbucks are simply there to nurture the conversation and benefit from the innovations in it.
Secondly, Ideastorm and Starbucks are successful because they have a specific purpose. They motivate the members to innovate. Why do members care? Because their product innovations can lead to better lives as consumers. Better PC’s, better lives! The role of the companies as moderators of the conversation is the third criteria for success. By providing members with ongoing feedback, the members feel they are being heard. They feel their innovations matter.
Hundreds of news ideas from members have been implemented on both Ideastorm and My Starbucks Idea. Its a win-win situation for both parties! The possibilities for similar initiatives seem endless, and tapping into the ressources of your customers can pose a major competetive edge in the future.