For Marketing Leadership Professionals

The Co-Creation Maturity Benchmark

    Why Read This Report

    Co-creation is a key pillar of corporate open innovation initiatives. In Q1 2011, Forrester surveyed 212 product strategy professionals about whether and how social media assets within their companies are being used for social co-creation. The results indicate that for many, social co-creation remains a goal, not a practice. Twitter and Facebook are the low-hanging fruit when it comes to social co-creation, but fewer than 20% of product strategy professionals are leveraging those tools for co-creation. To provide insight into how some product strategists are using social media assets to influence product development, we profile three survey respondents to illustrate the state of affairs today, as well as the opportunities for the future. This report is an update to "Benchmarking Social Co-Creation Maturity," originally published in March 2011 and provides benchmarking data for product strategists interested in comparing their own efforts on co-creation with those of other product strategists.
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    TABLE OF CONTENTS

    • Product Strategists Haven't Seized Social Co-Creation Opportunities
    • Product Strategy Professionals Can Expand Social Co-Creation
    • RECOMMENDATIONS

      Capture The Value Of Social Media To Influence Product Strategy
    • Supplemental Material
    • Related Research Documents