This is my talk on how the fashion industry can use social media in their innovation efforts.

1. www.15inno.com
15inno by Stefan Lindegaard at LinkedIn Groups
stefanlindegaard@me.com
Twitter: @lindegaard
Hey! Freebookson 15inno.com!
Social media: A Game Changer for Innovation?
- Fashion Go Social

2. Forget about marketing, brand building,
customer loyalty and service.
Think innovation. Ask yourself: How is social
media relevant for our innovation efforts?

3. …tools, services and platforms that drive virtual
interaction, involvement for innovation efforts
Communities, idea platforms, Twitter and LinkedIn
Go beyond customer service, marketing, B2C!

4. Identify and interact with innovation partners
Generate more ideas, faster
Get market and competitor insights
Promote corporate innovation capabilities

6. Faster pace, shrinking window of opportunity,
less time for cash cows
Driven by global megatrends: faster, more
open, more transparent and more connected
We need a more holistic approach to innovation!

7. What is open innovation?
“…a philosophy or a mindset that they should
embrace within their organization.
This mindset should enable their organization to
work with external input to the innovation
process just as naturally as it does with internal
input”
Open innovation as a term will disappear in 5-7
years!

8. What is crowdsourcing?
“Crowdsourcing represents the act of a company
or institution taking a function once performed by
employees and outsourcing it to an undefined
(and generally large) network of people in the
form of an open call…” Howe
”Online, distributed problem-solving and
production model.” Brabham

9. Change how we innovate
Be competitively unpredictable
Develop the right conditions and framework

10. Social media is key for crowdsourcing
LEGO went out of comfort zone, partnered
with another company
Do you know your external touch-points? Do
you use them properly?

11. WORK
PRODUCTS FUNDING
INTER-
MEDIARIES
COMPANIES
PUBLIC

12. Companies (open innovation / crowdsourcing):
- Speed, diversity, new knowledge pools
- Experimentation (don’t be left behind)
- Marketing as well as innovation vehicle
- More cost-effective than hiring consultants
People (crowdsourcing):
- Learning opportunities
- Enjoyable process
- Financial compensation
Benefits:

13. Identify 10 keywords / terms and work with
them on LinkedIn and Twitter. What happens?

16. No networking culture? No innovation culture!
- future winners get communities to work!

17. Networking efforts (real world, virtual) require
direction, training and time. Few executives get this.

18. “Måskeskæresdernedpåleverandørerne,
fordideterkrisetid, men vi synes nu også, at
tendensen minder om co-creation. At man
indgårperspektivrigealliancerogskabernogetsam
men, og vi kanhøre, at virksomhederneer glade
for dissenæresamarbejdsrelationer.”
TEKO
Økosystemer, “Preferred partner of choice”,
lokalt/globalt

19. “Forretningsmodellerneerendnusletikkeudviklede
omkringsocialemedier. Dererkæmpemuligheder
her. Vi har her ihuset kun
selvlærtemedarbejdereindenforområdet. Deter
en storudfordring, for hvilkemedierskal vi
beherske? Hvadvirker, oghvadvirkerikke?”
Michael Ring, adm. direktørStelton A/S
Hvordankan man lære? What’s in it for me?

22. “Designernesarbejdsfeltudvides, ogdeter mere
afgørende end nogensinde, at de
forstårforretningen.”
TEKO

23. www.businessmodelsinc.com

24. “Designernesarbejdsfeltudvides, ogdeter mere
afgørende end nogensinde, at de
forstårforretningen.”
TEKO
Design + Business model innovation + Åben
innovation + Social media

25. Direktørernevedgodt, at de
socialemedierersalgskanaler med potentiale,
men de erivildrede, for hvordanskaber man
værdi her? Genererer likes ogbloggere nu også
en omsætning, ogkandetbetale sig at
inviterebloggeretilproduktlanceringer?
Innovation hos Shell – inspiration?

27. SWOT on OI – know your motivation, mandate
and strategic purposes
Map social media competence / opportunities
Experimentation + Documentation = Change
(reward behaviors, not just outcomes)
Get corporate guidelines in place

28. Innovation (R&D, product & process development)
In which ways has your organization benefited from the
use of social media? (external focus)
Benefit today
No benefit today, BUT
future expectations
No benefit today, AND
no future expectations
Do not know
Increased feedback and inspiration to
product- and process development with
customers and external partners
Improved market insights, trends,
technology development, competitor
initiatives etc.
The open innovation process has a
positive impact on the market – before
marketing and sales
Improved access to cooperation with
external innovation partners
Faster development cycles related to the
development of new products and
processes
Credit:SocialSemantic.eu

29. A CFO is wary about investing in the training
and education of the employees.
He asks the CEO: ”What happens if we
invest in developing our people and then they
leave the company?”
The CEO is a bright person and replies:
”What happens if we don’t and they stay?”

30. Do youwant to know more aboutopen
innovation? Joinmy Innovation
MasterClass – get in touch!
www.15inno.com
15inno by Stefan Lindegaard at LinkedIn Groups
stefanlindegaard@me.com
Twitter: @lindegaard
Hey! Freebookson 15inno.com!