Userdriven innovation in the age of social

Trine-Maria Kristensen Adviser, Socialsquare

www.socialsquare.dk

Trine-Maria Kristensen: -  Master in Sociology and PR -  Marketing & Communication -  Blogging since 2004 -  Author of “Weblogs”, Børsens Forlag, 2007

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

INTERNAL EXTERNAL

worldview before

EXTERNAL INTERNAL

worldview now

PARTICIPATION process

tools communication

business market

EXTERNAL

7

PEOPLE PROCESS

PLATFORM

7

What is innovation?

”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

What is userdriven

innovation?

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

Markets are conversations

Userdriven innovation

happens when users help us find a new idea, a concept and get it to market…

Userdriven new ideas

10.000+ ideas +200 implementet – 45.000 registered users - 2 employees

So how do we motivate

users to share their new ideas ?

traditional… Letter-box E-mail-adress Availability

Motivation Trust Longterm relations Feedback Acknowledgement

Userdriven concepts

traditional… Workshops Focus-groups Labs

28

Motivation The greater good I can fix this Personal benefits Listen & engage

Userdriven marketing

traditional… Word of mouth Ambassador programs Member get member

34

Chevy – Tahoe – customermade video

36

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”

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

Motivation Be open Make it shareable Promote critics Enable comments

To sum it up…

Presence Sharing

Conversations Trust

Network

Identity

Collaboration

Userdriven innovation is motivated by your own…

Questions? Trine-Maria Kristensen trinemaria@socialsquare.dk 27 29 17 04

Website = www.socialsquare.dk Linkedin = dk.linkedin.com/in/trinemaria Facebook = facebook.com/trinemaria Blog = www.hovedetpaabloggen.dk

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