How The Nielsen Company Uses Idea Management Software to Drive Innovation

We’ve heard a lot about how idea management works in theory – but how does it work in practice? Ann Marie Dumais, Senior Vice President of New Product Introductions at The Nielsen Company, was kind enough to walk us through Nielsen’s use of BrightIdea for enterprise idea management. Here are the lessons we came away with.
When Selecting Your Platform, Know What You’re Looking For

Dumais said Nielsen decided to adopt idea management software because it wanted to put process around thoughts. That may seem a bit corporate. OK, that sounds ridiculously corporate. But considering the company had found that it had no shortage of ideas coming from staff and no good means to do anything with them, it makes sense. The company wanted to drive ideation faster, and didn’t want to chase ideas that had already been considered.

Dumais said they needed something flexible – something that would enable them to make changes on the fly by themselves, without calling IT or an external vendor. She also needed something that would be easy for all staff, including those dealing with the backend. “It had to be like eBay,” she said “No one had to teach us how to use eBay – it just works.” Dumais also knew the system would have to support single sign-on.

After vetting several possibilities, Dumais and her team settled on BrightIdea because of its flexibility and usability.


By Klint Finley |  //www.readwriteweb.com

This post is part of our ReadWriteEnterprise channel, which is a resource and guide for IT managers and technologists in the Enterprise. The channel is sponsored by Intel. As you’re exploring solutions for your enterprise, check out this helpful resource from our sponsors: All New 2010 Intel Core vPro Processors and Microsoft Office 2010: Your Best Choice for Business PCs

We’ve heard a lot about how idea management works in theory – but how does it work in practice? Ann Marie Dumais, Senior Vice President of New Product Introductions at The Nielsen Company, was kind enough to walk us through Nielsen’s use of BrightIdea for enterprise idea management. Here are the lessons we came away with.

When Selecting Your Platform, Know What You’re Looking For

Dumais said Nielsen decided to adopt idea management software because it wanted to put process around thoughts. That may seem a bit corporate. OK, that sounds ridiculously corporate. But considering the company had found that it had no shortage of ideas coming from staff and no good means to do anything with them, it makes sense. The company wanted to drive ideation faster, and didn’t want to chase ideas that had already been considered.

Dumais said they needed something flexible – something that would enable them to make changes on the fly by themselves, without calling IT or an external vendor. She also needed something that would be easy for all staff, including those dealing with the backend. “It had to be like eBay,” she said “No one had to teach us how to use eBay – it just works.” Dumais also knew the system would have to support single sign-on.

After vetting several possibilities, Dumais and her team settled on BrightIdea because of its flexibility and usability. Leer más “How The Nielsen Company Uses Idea Management Software to Drive Innovation”

Building a Marketing Strategy for Innovation Efforts

We’ve covered features, and the spectrum of innovation initiatives in our previous posts, so now let’s touch on a topic central to successful idea or innovation challenges- marketing. Properly implemented, marketing will ensure a robust social community is developed and most importantly, sustained.

It’s important to define and understand the target audience of an individual campaign or idea generating initiative before beginning any marketing effort. In general, campaigns will be either internal, employee-facing campaigns, or externally-facing to customers, targeted groups, or the general public.

Used internally, campaigns leverage the collective wisdom of employees to drive innovation. This can happen among small, cross-functional, groups, entire departments, or company-wide. Marketing a campaign to an internal audience should be targeted, utilizing existing channels of communication such as intranet portals and direct email communications. Take into account the role and functions of employees to determine the most effective means of communication—the marketing approach for factory-floor workers, for example, might be different than for software product managers.

When using idea management tools to power a public-facing campaign or initiative, it’s important to narrow down who the audience will be (much like determining targeted vs. broad-spectrum campaigns) to focus efforts and still stay as broad as possible to encourage maximum participation. Identifying where the audience can be reached—social networks, blogs, through print advertising, etc. – setting a budget, and setting and communicating expectations internally are all key factors to developing a productive community with active, sustained participation.

Here are some ways to think about how to market an ideation site campaign, and real-world examples of successful initiatives, broken down into three categories: Big Splash, Continuous Communication, and Get Creative.


by James Pasmantier

Marketing StrategyWe’ve covered features, and the spectrum of innovation initiatives in our previous posts, so now let’s touch on a topic central to successful idea or innovation challenges- marketing. Properly implemented, marketing will ensure a robust social community is developed and most importantly, sustained.

It’s important to define and understand the target audience of an individual campaign or idea generating initiative before beginning any marketing effort. In general, campaigns will be either internal, employee-facing campaigns, or externally-facing to customers, targeted groups, or the general public.

Used internally, campaigns leverage the collective wisdom of employees to drive innovation. This can happen among small, cross-functional, groups, entire departments, or company-wide. Marketing a campaign to an internal audience should be targeted, utilizing existing channels of communication such as intranet portals and direct email communications. Take into account the role and functions of employees to determine the most effective means of communication—the marketing approach for factory-floor workers, for example, might be different than for software product managers.

When using idea management tools to power a public-facing campaign or initiative, it’s important to narrow down who the audience will be (much like determining targeted vs. broad-spectrum campaigns) to focus efforts and still stay as broad as possible to encourage maximum participation. Identifying where the audience can be reached—social networks, blogs, through print advertising, etc. – setting a budget, and setting and communicating expectations internally are all key factors to developing a productive community with active, sustained participation.

Here are some ways to think about how to market an ideation site campaign, and real-world examples of successful initiatives, broken down into three categories: Big Splash, Continuous Communication, and Get Creative. Leer más “Building a Marketing Strategy for Innovation Efforts”

10 Basic Principles of Innovation

Today’s post is from Matthew Greeley, Founder and CEO of Brightidea, the global leader in On-Demand Innovation Management software. Prior to founding Brightidea, Matthew consulted for Wrenchead.com, helping them raise over $100 million in venture funding from investors. He holds a degree in Computer Engineering from Stevens Institute of Technology and studied Creativity and Marketing at Stanford University. In addition to his role at Brightidea, Matthew sits on the board of directors of ClearDay Technologies.

After 10 years of working in the trenches of innovation, I have attempted to distill down the ten MOST important concepts that I believe anyone working in this field should be aware of:


Posted by Erica Templeman

Today’s post is from Matthew Greeley, Founder and CEO of Brightidea, the global leader in On-Demand Innovation Management software. Prior to founding Brightidea, Matthew consulted for Wrenchead.com, helping them raise over $100 million in venture funding from investors.  He holds a degree in Computer Engineering from Stevens Institute of Technology and studied Creativity and Marketing […]

Today’s post is from Matthew Greeley, Founder and CEO of Brightidea, the global leader in On-Demand Innovation Management software. Prior to founding Brightidea, Matthew consulted for Wrenchead.com, helping them raise over $100 million in venture funding from investors.  He holds a degree in Computer Engineering from Stevens Institute of Technology and studied Creativity and Marketing at Stanford University. In addition to his role at Brightidea, Matthew sits on the board of directors of ClearDay Technologies.

After 10 years of working in the trenches of innovation, I have attempted to distill down the ten MOST important concepts that I believe anyone working in this field should be aware of: Leer más “10 Basic Principles of Innovation”