During a couple of sessions at the Front End of Innovation conference in Copenhagen, I got to wonder what drives engagement for online idea generation.
Well, too often companies focus more on the technology than looking at ways in which they can engage contributors initially and especially in the longer term.
It is more important to get inside the heads of the potential contributors and here I really like an equation given by Frank Hatzack, Novozymes.
Intellectually Compelling + Emotionally Engaging = Mobilization
I got to think what is most important and whether this changes from industry to industry. My conclusion is that they are equally important.
Companies with a strong R&D focus might lean more towards intellectual stimulation compared to a fast moving consumer goods company, but I think most if not all innovation professionals really like both the intellectual challenge as well as emotional engagement.
What do you think of this?
These two blog posts might also be of interest to you:
How to Use Yammer to Drive Innovation – this post looks at how to use awareness, facilitated content and user-driven content to build engagement on Yammer or other online platforms.
5 Key Elements for Making Communities Work – my advice focuses on need, value, people, communication and persistence.