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Professor Hannu Kärkkäinen
Tampere University of Technology
22.11.2012 9.30-17.00
HELSINKI , FINLANDIA HOUSE




               PANEL 1: BOOSTING USER-DRIVEN
                  INNOVATION IN BUSINESS?
                                ’SOCIAL MEDIA AS AN
                        INTERFACE OF INNOVATION PROCESSES’
1. BACKGROUND AND MAIN OBJECTIVES
PROJECT “SOITA”
     SOCIAL MEDIA IN THE CREATION OF CUSTOMER UNDERSTANDING
     IN BUSINESS-TO-BUSINESS COMPANIES


Major research questions of TUT:
1. How can social media be used in the creation of new customer and
   user understanding in Business-to-Business context in the
   different phases of the innovation process?
2. What types of best social media practices are there in the
   innovation process of B-to-B companies, and how could these be
   applied in Finnish B-to-B companies?


NOVI RESEARCH CENTER                             23.11.2012       2
2. MAIN RESULTS AND IMPLICATIONS (SEE WEB LINKS)
•   Demonstrated, despite earlier common doubts, that social media can be used and has
    been used beneficially in the customer interface of B2B companies’ innovation process
    in various innovative ways to create new customer understanding
•   Customer understanding was found to be created and extractable in B2B context by
    large variety of social media approaches, very different types of interaction forms, from
    various types of stakeholders, and by combining social media innovatively with design
    toolkits, configurators, virtual worlds and other means
•   Carried out the first extensive quantitative investigations about Finnish B2B and
    Technology Industry companies’ social media- related challenges, current use rates,
    various ways of using, and experienced benefits
•   Broke various myths and misunderstandings of social media use both internally and
    with customers, utilizing mainly Finnish companies as illustrative examples
•   Demonstrated that crowdsourcing is possible in various ways not only in consumer
    sector (as presumed) but also in B2B relationships and development of B2B products
•   Created various models and approaches to help B2B companies to better adopt and
    utilize social media to create customer understanding in innovation (e.g. Social
    Customer Learning model, maturity models)
•   Co-founded of some of the first extensive collaborative forums (SMAT, CMAD, CMF, one
    public collection of B2B-social media cases in sosiaalinenmedia.org wiki) for social
    media and community researchers and other interested parties in Finland
NOVI RESEARCH CENTER                                                 23.11.2012             3
3. IMPLICATIONS TO INNOVATION
POLICY, COMPANIES AND OTHER
ACTORS
• Novel ways of collaboration and multi-stakeholder value creation in
  TEKES- funded research projects (companies, consultants, interest
  groups); experiments
• Need to develop IPR-practices and even legislation to facilitate
  social media- supported B2B collaboration in innovation
• Need to develop information and knowledge security practices and
  policies, which balance risks and opportunities of social media use




NOVI RESEARCH CENTER                                 23.11.2012         4
4. NOVEL TRENDS, CHALLENGES,
OPPORTUNITIES AND RESEARCH
NEEDS?
• Instead of internal and marketing use, using social media as real
  enabler of knowledge co-creation in B2B relationships
• Integration of enterprise information systems and social media
• Development and integration of modern IT , e.g. 3D technologies
  and user toolkits with social media enabled communities
• Development of value creation and business models for B2B social
  media use


• Further information, and reports referred to in this presentation:
  http://www.tut.fi/soita/
NOVI RESEARCH CENTER                                 23.11.2012        5

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Social media as an interface of innovation processes

  • 1. Professor Hannu Kärkkäinen Tampere University of Technology 22.11.2012 9.30-17.00 HELSINKI , FINLANDIA HOUSE PANEL 1: BOOSTING USER-DRIVEN INNOVATION IN BUSINESS? ’SOCIAL MEDIA AS AN INTERFACE OF INNOVATION PROCESSES’
  • 2. 1. BACKGROUND AND MAIN OBJECTIVES PROJECT “SOITA” SOCIAL MEDIA IN THE CREATION OF CUSTOMER UNDERSTANDING IN BUSINESS-TO-BUSINESS COMPANIES Major research questions of TUT: 1. How can social media be used in the creation of new customer and user understanding in Business-to-Business context in the different phases of the innovation process? 2. What types of best social media practices are there in the innovation process of B-to-B companies, and how could these be applied in Finnish B-to-B companies? NOVI RESEARCH CENTER 23.11.2012 2
  • 3. 2. MAIN RESULTS AND IMPLICATIONS (SEE WEB LINKS) • Demonstrated, despite earlier common doubts, that social media can be used and has been used beneficially in the customer interface of B2B companies’ innovation process in various innovative ways to create new customer understanding • Customer understanding was found to be created and extractable in B2B context by large variety of social media approaches, very different types of interaction forms, from various types of stakeholders, and by combining social media innovatively with design toolkits, configurators, virtual worlds and other means • Carried out the first extensive quantitative investigations about Finnish B2B and Technology Industry companies’ social media- related challenges, current use rates, various ways of using, and experienced benefits • Broke various myths and misunderstandings of social media use both internally and with customers, utilizing mainly Finnish companies as illustrative examples • Demonstrated that crowdsourcing is possible in various ways not only in consumer sector (as presumed) but also in B2B relationships and development of B2B products • Created various models and approaches to help B2B companies to better adopt and utilize social media to create customer understanding in innovation (e.g. Social Customer Learning model, maturity models) • Co-founded of some of the first extensive collaborative forums (SMAT, CMAD, CMF, one public collection of B2B-social media cases in sosiaalinenmedia.org wiki) for social media and community researchers and other interested parties in Finland NOVI RESEARCH CENTER 23.11.2012 3
  • 4. 3. IMPLICATIONS TO INNOVATION POLICY, COMPANIES AND OTHER ACTORS • Novel ways of collaboration and multi-stakeholder value creation in TEKES- funded research projects (companies, consultants, interest groups); experiments • Need to develop IPR-practices and even legislation to facilitate social media- supported B2B collaboration in innovation • Need to develop information and knowledge security practices and policies, which balance risks and opportunities of social media use NOVI RESEARCH CENTER 23.11.2012 4
  • 5. 4. NOVEL TRENDS, CHALLENGES, OPPORTUNITIES AND RESEARCH NEEDS? • Instead of internal and marketing use, using social media as real enabler of knowledge co-creation in B2B relationships • Integration of enterprise information systems and social media • Development and integration of modern IT , e.g. 3D technologies and user toolkits with social media enabled communities • Development of value creation and business models for B2B social media use • Further information, and reports referred to in this presentation: http://www.tut.fi/soita/ NOVI RESEARCH CENTER 23.11.2012 5