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Peter Svarre
Peter Svarre

Author Peter Svarre

Peter Svarre was born in 1972. He holds a Master in Political Science from University of Copenhagen and a Master of International Affairs from Columbia University in New York.

Peter works as an author, speaker and digital strategist. He spends half of his time at In2media as their Director of Digital Strategy and the other half as a speaker and teacher. In 2012 his book “Den perfekte storm” (The Perfect Storm) came out through Gyldendal Business and describes companies’ strategic work with social media. The book has been printed tree times and has occurred on the bestseller list several times as well.

Peter has worked with digital strategy, user involvement and social media for a number of large Danish and international organisations e.g. Novo Nordisk, Saxo Bank, Nike and Carlsberg.

www.petersvarre.dk

Is user involvement right for your company? 4 good tips to help you get started

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In the first two posts in this series, I looked at user involvement as a product development strategy and user involvement as a marketing strategy. Regardless of whether you are interested in one or the other, there are a few basic things you as a company should do.
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What do sci-fi Nazis know about user involvement as a marketing strategy?

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In 2012, the Finnish film Iron Sky premièred at the Berlin Film Festival. The film was a rather odd mix of sci-fi and Nazi movie, and the plot in all its absurdity was about a group of Nazis who had maintained a secret base on the dark side of the moon since 1945 and who now, in 2018, planned to return in UFO-like spaceships to invade the Earth. It was a film that would probably never have reached a mainstream audience had it not been for the producers’ skill at involving thousands of film-loving fans in its making.
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Why involve users in your product development?

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The Internet, and social media in particular, have made it possible for companies to establish new, much closer contacts with their customers and experts within their product areas. Whereas 20 years ago, dialogue with customers took place primarily through focus groups and market research, today we have the opportunity to maintain an ongoing conversation with our customers and the people who use our products daily and show an interest in them. There are hundreds of free platforms like Facebook, LinkedIn and Twitter that enable us to immediately get our users involved. The challenge isn’t the technology, but rather the sociological, human and business-related aspects of how we create user involvement and employ it to the benefit of the company.
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