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 “Weblog...
Socialsquare
make participation happen!

                                                                                 ...
worldview
            before




INTERNAL               EXTERNAL
worldview
           now




        PARTICIPATION
            process
             tools
         communication
         ...
PEOPLE              PROCESS




         PLATFORM




                              7   7
What is innovation?
Innovation
”ideas applied successfully in practice”

”Process by which an idea or invention is
translated into a good or s...
What is userdriven
 innovation?
Userdriven innovation
Innovation that happens with customers, partners,
citizens, vendors, stakeholders involved

Userdriv...
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
•  3...
Source:
forrester.com/groundswell

Blog + book:
Groundswell af Josh Bernoff
& Charlene Li

Some people are
motivated by
cre...
Motivation
 Be open
 Make it shareable
 Promote critics
 Enable comments
To sum it up…
Userdriven innovation is motivated
 by your own…

                           Network


              Sharing              ...
SOCIALSQUARE




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

Website = www.socialsquare.dk
L...
Userdriven Innovation in the age of social
Userdriven Innovation in the age of social
Userdriven Innovation in the age of social
Userdriven Innovation in the age of social
Userdriven Innovation in the age of social
Userdriven Innovation in the age of social
Userdriven Innovation in the age of social
Userdriven Innovation in the age of social
Userdriven Innovation in the age of social
Userdriven Innovation in the age of social
Userdriven Innovation in the age of social
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Userdriven Innovation in the age of social

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PlanB customer event april 2010 - focusing on innovation with and for users

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Userdriven Innovation in the age of social

  1. 1. Userdriven innovation in the age of social Trine-Maria Kristensen Adviser, Socialsquare www.socialsquare.dk
  2. 2. Trine-Maria Kristensen: - Master in Sociology and PR - Marketing & Communication - Blogging since 2004 - Author of “Weblogs”, Børsens Forlag, 2007
  3. 3. Socialsquare make participation happen! Thilde Vesterby Andreas Magnus Trine-Maria Thomas Andreas Martin Sønderlev Henrik Esben Thilde Jeppe Johannsen Christensson Kristensen Madsen-mygdal Lloyd Christensen Moltke Trier Westerby Kabell
  4. 4. worldview before INTERNAL EXTERNAL
  5. 5. worldview now PARTICIPATION process tools communication EXTERNAL INTERNAL business EXTERNAL market
  6. 6. PEOPLE PROCESS PLATFORM 7 7
  7. 7. What is innovation?
  8. 8. 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.”
  9. 9. What is userdriven innovation?
  10. 10. 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…
  11. 11. Markets are conversations
  12. 12. Userdriven innovation happens when users help us find a new idea, a concept and get it to market…
  13. 13. Userdriven new ideas
  14. 14. 10.000+ ideas +200 implementet – 45.000 registered users - 2 employees
  15. 15. So how do we motivate users to share their new ideas ?
  16. 16. traditional… Letter-box E-mail-adress Availability
  17. 17. Motivation Trust Longterm relations Feedback Acknowledgement
  18. 18. Userdriven concepts
  19. 19. traditional… Workshops Focus-groups Labs
  20. 20. 28
  21. 21. Motivation The greater good I can fix this Personal benefits Listen & engage
  22. 22. Userdriven marketing
  23. 23. traditional… Word of mouth Ambassador programs Member get member
  24. 24. 34
  25. 25. Chevy – Tahoe – customermade video
  26. 26. 36
  27. 27. 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”
  28. 28. 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
  29. 29. Motivation Be open Make it shareable Promote critics Enable comments
  30. 30. To sum it up…
  31. 31. Userdriven innovation is motivated by your own… Network Sharing Presence Identity Conversations Trust Collaboration
  32. 32. SOCIALSQUARE 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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