Userdriven Innovation in the age of social
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Userdriven innovation in the age of social
Trine-Maria Kristensen Adviser, Socialsquare
www.socialsquare.dk
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Trine-Maria Kristensen: - Master in Sociology and PR - Marketing & Communication - Blogging since 2004 - Author of “Weblogs”, Børsens Forlag, 2007
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Socialsquare make participation happen!
Magnus Christensson
Trine-Maria Kristensen
Thomas Madsen-mygdal
Martin Sønderlev Christensen
Andreas Lloyd
Andreas Johannsen
Henrik Moltke
Esben Trier
Thilde Vesterby
Jeppe Kabell
Thilde Westerby
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INTERNAL EXTERNAL
worldview before
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EXTERNAL INTERNAL
worldview now
PARTICIPATION process
tools communication
business market
EXTERNAL
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7
PEOPLE PROCESS
PLATFORM
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What is innovation?
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”ideas applied successfully in practice”
”Process by which an idea or invention is translated into a good or service for which people will pay.”
Innovation
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What is userdriven
innovation?
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Innovation that happens with customers, partners, citizens, vendors, stakeholders involved
Userdriven innovation = decidedly involving customers
70% of innovation comes from customers, users and stakeholders…
Userdriven innovation
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Markets are conversations
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Userdriven innovation
happens when users help us find a new idea, a concept and get it to market…
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Userdriven new ideas
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10.000+ ideas +200 implementet – 45.000 registered users - 2 employees
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So how do we motivate
users to share their new ideas ?
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traditional… Letter-box E-mail-adress Availability
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Motivation Trust Longterm relations Feedback Acknowledgement
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Userdriven concepts
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traditional… Workshops Focus-groups Labs
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Motivation The greater good I can fix this Personal benefits Listen & engage
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Userdriven marketing
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traditional… Word of mouth Ambassador programs Member get member
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Chevy – Tahoe – customermade video
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Search and usergenerated marketing • 25% of search for 20 biggest brands lead
to sites with usergenerated content • 34% of all bloggers writes about service
and products • 78% trust recommandations from friends • 14 % trust commercials
Source: socialnomics.com presentation: ”Social Media Revolution”
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Source: forrester.com/groundswell
Blog + book: Groundswell af Josh Bernoff & Charlene Li
Some people are motivated by creating
Some people will talk about your product Some people
will join your cause
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Motivation Be open Make it shareable Promote critics Enable comments
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To sum it up…
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Presence Sharing
Conversations Trust
Network
Identity
Collaboration
Userdriven innovation is motivated by your own…
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Questions? Trine-Maria Kristensen [email protected] 27 29 17 04
Website = www.socialsquare.dk Linkedin = dk.linkedin.com/in/trinemaria Facebook = facebook.com/trinemaria Blog = www.hovedetpaabloggen.dk
SOCIALSQUARE