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… KESO@VIAUC.DK

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

THE REPORT WILL BE

SENT

Thank you for your time!

KESO@VIAUC.DK