Beyond the possible outcomes explained in the previous article on the social media approach to Open Innovation, it is necessary to specify how to make it work. This article presents some approaches on how to operate social media for Open Innovation purposes.
Beyond Challenge Driven Innovation, there are many other approaches, such as the social media approach. This article explains the types of outcomes that can be obtained through social media in order to nurture the destination competitiveness.
Open Innovation may be carried out in different ways, depending on the goals and the resources which are available. There are two main approaches: Challenge Driven Innovation and social media, although other examples are also presented here.
Marketing has traditionally been rather focused on unidirectional communication, with little listening beyond marketing research or conversations in the sales meetings. As long as the competition is fiercer than ever, and the market audience is overwhelmed with thousands of marketing messages every day, it is necessary to make this strategy evolve towards a more interactive communication that works on persuasion and tailoring the conversation.