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Center for Technology, Innovation and Business (CTIB),
VIA University College, Horsens
Kean Sørensen: Consultant & Teacher
• Innovation, methods & tools
• Strategy & Business development
• Project management (UseBox)
• Consultant (mainly public customers)
Spare time activities: Became father in march Building a house… [email protected]
GETTING STARTED
http://www.youtube.com/watch?v=3SuNx0UrnEo
TODAYS: PROGRAM
Short introduction to the “the experience economy” and the
use of social medias
Then you have to work with ThinkTank
A short presentation of your outcome
SETTING THE STAGE
When I say customers… Its our students from companies on
our diploma educations: Project Management and Business
Engineering Administration
It is a mix of theories and the latest articles
And my own experiences (I try to be a nerd/gadget freak)
Niels talked about “personal communication” , my
presentation is more focused on a strategic level
NOT A NEW THING!
(WORK IS THEATRE & EVERY BUSINESS
A STAGE)
The experience economy
Pine & Gilmore 1999
Widely used in the 00’s
Focus on giving the customers more than they bargained for
Story telling, extreme services, staging events & happenings etc.
Updated in 2007:
Authenticity – What consumers really want
Bottom line: Make people pay more for an extra experience
200.000$ ticket
FAST FORWARD!
Anno 2011 – will our customers still pay for experiences?
Not in the same way as before 2008…
Not saying that we should forget all about it - our customers’ demands are stilling growing and they expect more from us!
And at the same time competition is getting more uncompromising – we talk about the red ocean – China is coming – globalization
THE WORLD IS
BECOMING TOO
FAST, TOO COMPLEX
AND TOO
NETWORKED FOR
ANY COMPANY TO
HAVE ALL THE
ANSWERS INSIDE
Yochai Benkler
COMMUNICATION IN THE
EXPERIENCE ECONOMY?
Endless possibilities!
Just think about how the Internet has changed the way we
communicate with friends, colleagues and business partners.
THE SOCIAL MEDIAS are the fastest growing channel of
communication between companies and their customers…
We mix the theory with delivering “experiences” with the use
of Facebook , Twitter or Google. Docs = what do we get?
Involved customers!
INVOLVED
CUSTOMERS
They talk about your product/services (online, blogs, facebook, Linkedin, etc.)
They like to give feedback, they expect that you read or hear it
The average “American” has 634 ties – online people has more than 750
(Pew Internet & American Life Project 2011)
Unsatisfied customers, they blog even more!
Try and google: Vordingborg Køkken
Nr 3 hit:
Brug aldrig Vordingborg Køkken
Min kone og jeg gik ind hos Vordingborg Køkkenet - Søborg Hovedgade 48. Sælgeren sagde : "Det tager kun 2 uger" for en total løsning (130.000,-) ...
OUR PARADIGM IS
CHANGING
Involved customers = Goodwill , the capital needed for
creating involved people
History has told us the following:
• Financial capital
• Organizational capital
• Intellectual capital
• The new thing is social capital
Social capital is the sum of a company’s relations to
customers, users, suppliers, workers and the public in
general.
THE KNOWLEDGE OR
NETWORK ECONOMY?
We are moving away from the industrial society
And into something new, that’s for sure!
The old theories are challenged, be it management or
communication
Communication on the Internet and the use of Social medias
are still very new – Google+ is the fastest growing website,
25 mio. Unique hits in 1 month
The chance to me first mover ?
SOCIAL CAPITAL AT
LEGO
LEGO has changed/transformed its organization with use
of a facilitating and participatory management style
Jørgen Vig Knudstrops has his own intern blog at LEGO
LEGO also invited the customers inside to participate in
the development of new products and they facilitate this
online
CuuSoo.com – online community in Japan, makes new
models/designs – 1000 votes = then LEGO makes them
THERE IS
ONE RULE! BOOK: NQ BY JACOB BØTTER
NO BULLSHIT
COMMUNICATION IN
THE SOCIAL MEDIAS
•It is not about control
•Focus is on involvement and
•Dialog with the customers and the coworkers
Innovation is essential for all these days, but it is no longer
being developed in locked R&D departments. The social
medias has given us the chance to involve the customers in
our “product development” and some times completely
surrender the process to them
HOW CAN WE DO IT?
At VIA in Horsens:
Before: Invite the customer and her/his leader to a meeting.
What are they expecting from the education?
Are they willing to provide additional information?
Could the teacher visit the company and stay for a day?
Make a common platform on “studienet” where both
company, “student” and teacher has access
(alternative we also use Linkedin – using the group function)
TEACHING IN NEW
WAYS
•Expectations are discussed on class
•Active use of social medias – the assignments are located
online – forced knowledge sharing
•Use of IT – ThinkTank, Zing Systems, Google Docs etc.
•Real everyday cases are used
•Student presentations every time (almost)
•VIA employees are motivated to Blog
AFTER
Did we meet the expectations? How can we improve the
process?
Online evaluation
Reflections
We use our Blogs to “talk” about the outcome/ the good stories
Our blogs:
http://via4u.net/gummiand/
http://nyprojektledelse.blogspot.com/
INSPIRATION FORM
THE REAL WORLD
Viral communication: Free communication on the social
medias
Share every thing!
People share – so help them
share and make sure you also
share all the knowledge
possible!
ORIGINAL
COMMUNICATION?
http://www.youtube.com/watch?v=lAl28d6tbko&feature=relmfu
12.083.514 hits (last weekend)
2006: CEO Tom Dickson started to blend things – sales rose 700
procent since!
DANISH EXAMPLE
http://www.youtube.com/watch?v=xgOyTNtsWyY
Flash mob
A good story
CROWD SOURCING
Another dimension to Social medias - The use of every
person out there:
The British parliament 2009: 450.000 pages of bills - The
Guardian published these and 170.000 readers helped them
finding the good stories
Example at VIA’s seminar for the employees :
Bring your favorite YouTube clip – 200 teachers/consultants
= that’s some nice material for future use
STOP UP AND THINK
Think about the possibilities – There are many ways we can
communicate with our customers more directly. They can
even help us spreading the message and help develop new
courses, products or ideas!
YOUR TURN TO WORK
A creative process: Brainstorming with ThinkTank
Ideas for using the social medias in your line of
work.
1. Criticism and assessment is absolutely forbidden!
2. The goal is to get as many ideas as possible. Quantity over quality (diverge and NOT converge – open up and NOT close down)
3. Spontaneity is desired. “Wild” ideas are okay – “basic or ordinary” ideas as well…
4. Combine and improve ideas! A chain reaction might arise from this - that may end up with a workable idea which is a combination of several “wild” ideas” / “basic or ordinary” ideas...
4 RULES FOR BRAINSTORMING
Discovery
the creative
process
Log on to ThinkTank
(quick intro)
5 min. For individual brainstorm
Start typing in ThinkTank – its okay to
type in Norwegian, Swedish or Danish
FOCUS QUESTION
How can you communicate in new
ways to your customers with the help
of Social Medias?
• Could you combine the findings
from DISC with the use of Social
Medias? • (Please tell of your own good examples, what you are doing
already)
READ
IDEAS
5 MIN
PRESENTATION OF
”HIGH LIGHTS”
Each group: 2 min. What high lights would you point out?
THAT'S ALL FOR NOW
QUESTIONS?
Tomorrow’s program:
User innovation – why & how
The future process – what will
you do?
USER DRIVEN
INNOVATION
KEAN SØRENSEN
Defining Understanding
the need
Discovery
The creative
process
Development prioritizing and
making concepts
Implement
ation Create value
WHAT IS
INNOVATION?
We are not sure yet – academics have discussed the subject
for 100 years
It is nothing new, that’s for sure.
Anything that won’t sell, I don’t want to
invent. Its sale is proof of utility, and
utility is success: Thomas A. Edison
DRAW A…. DOG
OUR BRAIN DRAWS
PATTERNS
2 TYPES OF CREATIVE THINKING
If you always think the way
you always thought, you'll
always get what you've always
got. Michael
Michalko
1. Reproductive thinking Known situations – what we have tried before
rational thinking – analyzing
Excluding options
Focused on a solution
2. Productive thinking (creative) How many ways can I see this on?
Continues improving of ideas and processes
Challenge what is known
INNOVATION THE
LAST 250 YEARS
Innovation comes in waves and the big ones are changing
society
And we are at the very top on one - the network society where
knowledge is value/power
Prepare Understand the
need
Discovery
The creative
process
Development
INNOVATION PROCESS
4 STEPS - 4 DIFFERENT NEEDS /
MIND SETS
4 Steps to Innovation / CTIB / VIA
UC
Implementation Value added
A LITTLE MOVIE
http://www.youtube.com/watch?v=9KsFrkxjtj8
OUR PARTNERS
Design company in
Aarhus
Ligabold.dk all non
professional football in DK
Sponsor website
Digital solution for public
schools
USER DRIVEN
INNOVATION
So if it is hard to be innovative – why not let others help you?
User driven innovation is observing, interacting (involving) and listing to the users/customers
Users are motivated by being involved
Much more brainpower for the company
This is how:
ITS A PROCESS (THE USEBOX WAY) A VIA
PROJECT
Before:
• Is it something for us?
• What is our need?
• How do we get in touch with out users?
Under:
• Before you start
• All the practical
• Getting the good idea
• Choosing the idea
• Building a mock-up
After
• Evaluation
• Bring the ideas into life
STEP 1: DEFINING THE NEED
What is the need for innovation and what is the real challenge?
Output: A well-defined focus for the future process
Tool Rack
Felt studies
MOBILE PROBES
INTERVIEWS
ONLINE COMMUNITIES
FINDING THE USERS
That’s a challenge!
It takes time and resources - and you need to be able to
promise them something for their time
And it is not only the every day users, also people that are
not using your products or “potential” users.
Microsoft project: Finding the really innovative pupils –
different kind of social network.
We have developed a questionnaire together with 2 ph.d.
from Syd Dansk University and it seems to work!
BEFORE YOU START
Prepare you self for the first meeting with the users
Make sure you are ready for the workshop, prepare the
process, the tools needed etc.
Remember the 4 stages for innovation – where do you want
to involve the users – Stage 2 (the creative) is often used by
many.
CHOOSING AND
BUILDING THE IDEAS
At some point ideas are chosen for further development
(that’s your decision – the users can help)
Building Mock-ups
At VIA Horsens we have 3D printers and scanners to help us.
(we try to use our in-house strengths) Access to engineers,
product designer…)
AFTER
• Evaluation (did it work?)
• Bring the ideas into life – the biggest challenge !!
Inspiration at: www.usebox.dk
Beta site at: http://www.hellogram.dk/useboxsd/
VEJLE’S CENTER FOR
DRUG ABUSE:
Workshop with active drug users
Focus: How do we avoid the “needles “ in the city?
NEXT STEP
New workshop with focus on design and development of a
prototype.
People coming: Product designer, “decision maker” from the
municipality and some end-users
QUESTIONS FOR
USER INNOVATION?
A lot of arguments that you should listen to your customers
and users
Von Hippel is the Guru – just google him
WHAT WILL YOU DO
NOW?
Brainstorming in ThinkTank
Focus questions:
1. What will you do/change when you come home to your
own organization?
• (given this seminars input)
2. How will you use your new knowledge?
3. Which goals and action is needed? New ideas for
SkanKomp?
20 min. for each question