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

1. Userdriven innovation in the age of
social
Trine-Maria Kristensen
Adviser, Socialsquare
www.socialsquare.dk

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

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

5. worldview
before
INTERNAL EXTERNAL

6. worldview
now
PARTICIPATION
process
tools
communication
EXTERNAL
INTERNAL business EXTERNAL
market

7. PEOPLE PROCESS
PLATFORM
7 7

8. What is innovation?

9. 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.”

10. What is userdriven
innovation?

11. 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…

12. Markets are
conversations

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

14. Userdriven new ideas

15. 10.000+ ideas +200 implementet – 45.000 registered users - 2 employees

18. So how do we motivate
users to share their new
ideas ?

19. traditional…
Letter-box
E-mail-adress
Availability

23. Motivation
Trust
Longterm relations
Feedback
Acknowledgement

24. Userdriven concepts

25. traditional…
Workshops
Focus-groups
Labs

28. 28

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

32. Userdriven marketing

33. traditional…
Word of mouth
Ambassador programs
Member get member

34. 34

35. Chevy – Tahoe – customermade video

36. 36

37. 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”

39. 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

40. Motivation
Be open
Make it shareable
Promote critics
Enable comments

41. To sum it up…

42. Userdriven innovation is motivated
by your own…
Network
Sharing Presence
Identity
Conversations Trust
Collaboration

43. 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