Reaching Out:Involving users ininnovation tasksthrough social mediaRemko Helms, Eric Booy, Marco Spruit(Utrecht University)
Z-Boys’ creating new style               http://bit.ly/bLBzTc
Professional designer or a fan?Füller, J., Jawecki, G., & Mühlbacher, H. (2007). Innovation creation by onlinebasketball c...
Observed problem• Companies struggling to decide where to use  social media in the innovation process and  which social me...
Research goal• Close gap by researching how social media can  be of value in integrating the users in the  innovation proc...
Main concepts• Innovation task   – Task in the innovation process in which you want to     involve customers• Social Media...
Social Media characteristicsBased on: Kietzmann, J. H., Hermkens, K., McCarthy, I. P., & Silvestre, B. S. (2011). Social m...
Outline of the SMIM methodSocial Media   Innovation    Social Media strategies       Task        platforms               I...
Case study
Step 1: Define innovation task• Designing the layout and floor plan of a  house before its construction.• Two major object...
Step 2: Specify relevantcharacteristics• Audience: very focused,  relatively young people, age  30-35 with a high academic...
Step 3: Compare case task witharchtetypes
Step 4: Select most suitableplatform(s)• Six social media platforms were analyzed:  – Twitter, Hyves, Facebook, YouTube, L...
Step 5: Design
Evaluation• Project manager agreed with identified social  media characteristics• More intuitive use of colors suggested• ...
Conclusions• Practical contribution: SMIM method provides  a deeper understanding of social media and  enables the organiz...
Questions Contact details:           Presentation at SlideShare: – R.W.Helms@uu.nl          – xxxx – @remhelms – remhelms....
June 5-8, Utrecht, NL
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Ecis2012 Reaching Out: Social Media in Innovation Tasks

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Presentation on in the Social Media and Collaboration Track at ECIS 2012, June 11-13 in Barcelona.

Co-authors: Eric Booy and Marco Spruit

Published in: Education, Technology, Business
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  • In the mid-'70s, skateboarding was widely seen as a fad of the 1960s that had all but died out, except for a handful of committed fans in California. But that began to change with the emerge of the Z-Boys, a team of teenaged skateboarders who emerged from a decaying urban community in Santa Monica, CA. Hard-core surfers who sought to translate the hot-dogging stunts of world-class wave riders onto their skateboards began hanging out at the Zephyr Productions Surf Shop, a store that stocked top-grade equipment for local surfers and skaters, and with the help of the store's owner Jeff Ho, twelve of the skaters organized themselves into a team to compete at local skate events. Soon the radical moves and scruffy-streetwise style of the Zephyr Skate Team -- the Z-Boys for short -- upended public preconceptions of skateboarding as a sport and a lifestyle, and the wild style of Z-Boy skaters such as Tony Alva, Jim Muir, and Jay Adams made them celebrities who blazed the trail for the extreme sports movement. But while the Z-Boys' success brought them a measure of fame and fortune -- lucrative endorsement contracts, deals to manufacture their own custom skateboards, and even movie roles (Tony Alva starred opposite Leif Garrett in Skateboard, while Z-Boy Stacy Peralta was top-billed in Freewheelin') -- their fame proved to be fleeting, and several of the Z-Boys fell prey to drugs, crime, and ego. Dogtown and Z-Boys is a documentary by former Z-Boy Stacy Peralta that chronicles the glory days of the Z-Boys through footage of the skaters in their prime and interviews with the pioneers of the Southern California skate scene. Rock musicians and noted skate enthusiasts Ian MacKaye, Henry Rollins, and Jeff Ament also appear to discuss the importance of the Z-Boys' legacy; Sean Penn narrates. ~ Mark Deming, Rovi
  • Describing social media needs (demand) and social media platform capabilities (deliver).
  • Descriptive case + Walkthrough of the methodSpatial planning project in the city of Vleuten:- A completely new neighborhood- Buyers are able to design their house themselves -amount of bedrooms - the size of the kitchen -etcetera-People need to be encouraged to share these designs-Visit their house and the neighborhood in a virtual world (currently in development at a game developer)
  • Based on interview with the project manager.Strategy before Platform selection: This will allow a more appropriate matching of social media platforms to the envisioned project, since social media platforms that by definition do not fit to a particular strategy can be excluded beforehand, streamlining the process.
  • Mention that it is an improved method based on the input from the evaluation.
  • Galaxy Zoo - Hanny’sobjecy – Dutch School TeacherFoldit – Unfolding proteins
  • Ecis2012 Reaching Out: Social Media in Innovation Tasks

    1. 1. Reaching Out:Involving users ininnovation tasksthrough social mediaRemko Helms, Eric Booy, Marco Spruit(Utrecht University)
    2. 2. Z-Boys’ creating new style http://bit.ly/bLBzTc
    3. 3. Professional designer or a fan?Füller, J., Jawecki, G., & Mühlbacher, H. (2007). Innovation creation by onlinebasketball communities. Journal of Business Research, 60(1), 60-71.
    4. 4. Observed problem• Companies struggling to decide where to use social media in the innovation process and which social media platforms to use.• Rather than selecting one social media tool, it is about using a set of tools to serve a particular innovation task
    5. 5. Research goal• Close gap by researching how social media can be of value in integrating the users in the innovation process.• Develop Social Media Innovation Method (SMIM) that supports selecting social media platforms that best fit an innovation task.• Design Science Research method and Walk Through Scenario analysis for evaluation.
    6. 6. Main concepts• Innovation task – Task in the innovation process in which you want to involve customers• Social Media platform – Twitter, Facebook, Xing, Tumblr, Flickr, YouTube, Yelp• Social Media Strategy (for innovation tasks) – Active: Engagement, Ideas Competition, Interactive Value Creation, Participatory Design, Product Design – Passive: Netnography, Profiling, Content Analysis
    7. 7. Social Media characteristicsBased on: Kietzmann, J. H., Hermkens, K., McCarthy, I. P., & Silvestre, B. S. (2011). Social media? Getserious! Understanding the functional building blocks of social media. Business Horizons, 54(3), 241-251.
    8. 8. Outline of the SMIM methodSocial Media Innovation Social Media strategies Task platforms Interaction Design
    9. 9. Case study
    10. 10. Step 1: Define innovation task• Designing the layout and floor plan of a house before its construction.• Two major objectives 1. users need to be able to share the design they create 2. get feedback on that design from other people.• Ultimayely people should feel they are in control of the construction of their house
    11. 11. Step 2: Specify relevantcharacteristics• Audience: very focused, relatively young people, age 30-35 with a high academic education• Media Richness: pictures / photographs and even video. Possibly virtual content.• Longevity: the project remains ongoing long after the houses have been built and people have moved in
    12. 12. Step 3: Compare case task witharchtetypes
    13. 13. Step 4: Select most suitableplatform(s)• Six social media platforms were analyzed: – Twitter, Hyves, Facebook, YouTube, LinkedIn, Foursquare• Most suitable: Twitter, Facebook, YouTube
    14. 14. Step 5: Design
    15. 15. Evaluation• Project manager agreed with identified social media characteristics• More intuitive use of colors suggested• Identify social media strategy before selecting platforms• A strategy of Product / Participatory design was in line with their own findings – Community Engagement was something they were still thinking about. After coming up in this analysis it was added to their proposal• Quantitative matching algorithm required
    16. 16. Conclusions• Practical contribution: SMIM method provides a deeper understanding of social media and enables the organization to identify its best opportunities for utilizing social media• Theoretical contribution: Social Media Strategies in innovation• Research Method contribution: Walk Through Scenario Analysis as evaluation technique for DSR
    17. 17. Questions Contact details: Presentation at SlideShare: – R.W.Helms@uu.nl – xxxx – @remhelms – remhelms.wordpress.com
    18. 18. June 5-8, Utrecht, NL

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