This document summarizes a lecture on using social media for business-to-business innovation. It discusses how social media provides new opportunities for real-time collaborative design and virtual face-to-face interactions using virtual objects. The research aims to study how companies operating in business-to-business markets can use social media in their customer interface and innovation processes, as well as how social media can be used to involve external actors in innovation. The implications are that social media can improve customer knowledge and understanding in business-to-business contexts through new ways of interacting with customers, and can help reduce the time needed to develop products.

1. Lectio Praecursoria
Social Media in Business-to-Business
Companies’ Innovation
Jari Jussila 6.11.2015
Tampere University of Technology
#JarinVäitös

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Well known social media brands

3. What about B2B companies
and B2B products?
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New opportunities include: realtime
collaborative design

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Virtual face-to-face and making use
of virtual objects

6. Aim and scope of the research
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Social
media
Business-
to-
Business
Innovation
Companies that operate in B2B markets using social media in innovation
Companies that operate in B2B markets using social media
in innovation in the customer interface
Social media in involving
external actors in innovation in
companies that operate in B2B
markets
Social media use in companies that
operate exclusively in B2B in the
customer interface of innovation
SoMe in
involving external
actors in innovation in
companies that
develop B2B
products
Targeted contribution and
maturity thinking

8. Social Customer Learning
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0
1
2
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5
Information richness
Immediacy of feedback
Level of interaction
Number of stakeholder
groups
Bombardier YouRail Tecnisa Ideas
MyDeco Community & user toolkit Crescendo Design virtual 3-D design tool
National Instruments Developer Zone
You can try the model from: http://www.tut.fi/novi/?p=2405

9. Implications of the research
Ø Customer knowledge and understanding in B2B
context can be improved by interacting with
customers in social media by several ways
Ø Use of social media can lead to several benefits,
for instance, B2B companies can reduce time
needed for the development of products
Using new tools requires also new ways of working
and transformation in mental models (e.g.
customer as co-creator)
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10. Publication available for
comments
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@jjussila
http://URN.fi/URN:ISBN:978-952-15-3621-2
Link to publication: