Business Value Through Customer Engagement Julie Walker [email_address]

Agenda A potted History of social tools Business Value Measures Social Tools In Action Key questions to ask BEFORE you start the project.

A potted History of social tools

Business Value Measures

Social Tools In Action

Key questions to ask BEFORE you start the project.

Potted History 1980’s Business Tools Online Chat Public access to tools 1960’s EMAIL 1990’s Intranets Web sites Online Communities Online Dating BLOGS Google Digital Audio Players Digital Cameras RSS Customer Com Open Source Initiative 1970’s Online Games Bulletin Board Systems Forums BRANDED Services Wikipedia Wikia Friends Reunited Linkedin/Xing YouTube Flickr Facebook Second Life Habbo Hotel World of Warcraft NING Twitter Jellycast Britkite TBC..... Social Tools Wikis Blogs Podcasts iTunes IPOD’s/MP3 Digital Video Digital Photo Albums Mini-BLOGS Online Twitter Ning Friendfeed Slideshare Scribd 2000....

Enable Individuals, Organisations and Brands Connect Communicate Collaborate Converse Share Update Share and disseminate Content which is Entertaining Educational Engaging Informative Encourage and Enabling Participation Social Tools Social Tools Web site Blog Twitter Wiki Brand Community Online Game Community Email/Chat SMS Video Podcast

Enable Individuals, Organisations and Brands

Connect

Communicate

Collaborate

Converse

Share

Update

Share and disseminate Content which is

Entertaining

Educational

Engaging

Informative

Encourage and Enabling Participation

Business Value Measures There are a number of ways to measure Business Value, examples in the table. Stakeholders Organisations operate in partnership with different Stakeholder groups, each one may prioritise a business value measure in a different way: Customers Employees Shareholders Suppliers Business Partners Advocates Business Value Initiatives Projects looking to deliver business value must Have a clear objective Be aligned to the business goals Obtain Stakeholder Support Business Value Revenue Profitability Market Share Brand Recognition Customer Satisfaction Share of Wallet Cross – Selling Ratio Campaign Response Rate Customer Retention Customer Loyalty

Measures

There are a number of ways to measure Business Value, examples in the table.

Stakeholders

Organisations operate in partnership with different Stakeholder groups, each one may prioritise a business value measure in a different way:

Customers

Employees

Shareholders

Suppliers

Business Partners

Advocates

Business Value Initiatives

Projects looking to deliver business value must

Have a clear objective

Be aligned to the business goals

Obtain Stakeholder Support

Social Tools in Action The Tools The Brands

YouTube Channels Individual Videos Video Channels Most viewed Video Toddlers - 83.2m views Most viewed CHANNEL Leona Lewis – 198.8 views

Twitter Kogi BBQ twitters where it stops in LA Red Nose Kilimanjaro Climb Adobe Corporate and Product News Founded in 2006 Started as a side project to Provide 140 character update Broadcast updates to many friends provide simple status updates to friends about what you are doing right now. share moments as they happen Follow topics and people you are interested in New uses everyday Citizen journalism Hudson Plane Crash Neighbourhood alert LA Wildfires Salmonella outbreak Marketing Kogi BBQ in LA Over 200 Twitter tools TED2009 Tweetdeck

Founded in 2006

Started as a side project to

Provide 140 character update

Broadcast updates to many friends

provide simple status updates to friends about what you are doing right now.

share moments as they happen

Follow topics and people you are interested in

New uses everyday

Citizen journalism

Hudson Plane Crash

Neighbourhood alert

LA Wildfires

Salmonella outbreak

Marketing

Kogi BBQ in LA

Over 200 Twitter tools

www.Communispace.com Communispace Clients Starwood Hotels and resorts Charles Schwab . Hallmark Cards The benefits of a private community Reduced risk in new product development Segment target audience for new product development/innovation Identifying the right participant will increase the validity of the information obtained Creation of an “engaged” group of customers who feel more aligned to your organisation As with all communities there success is determined by the management of the community and must be created with a clear objective in mind. Founded 1999 Private Communities for Client Organisations 300 invited members Engaged Targeted Communities Professional Market Research teams

Communispace Clients

Starwood Hotels and resorts

Charles Schwab .

Hallmark Cards

The benefits of a private community

Reduced risk in new product development

Segment target audience for new product development/innovation

Identifying the right participant will increase the validity of the information obtained

Creation of an “engaged” group of customers who feel more aligned to your organisation

As with all communities there success is determined by the management of the community and must be created with a clear objective in mind.

Littlest Pet Shop “ Coming Fall 2009 experience a whole new LITTLEST PET SHOP world...ONLINE!” Littlest Pets are 200 plus small plastic pets with a number of accessories to collect. Littlest Pets VIP’s are 15 plus larger fluffy pets families of pets like hamsters, or ducks. Each family has a code which gives the owner 12months access to the online world of LPS VIP’s! Target Audience Girls age 5 to 10 Parents buying gifts for their child's friends Business Goal To sell large numbers of small plastic animals To sell large numbers of fluffy VIP animals To make LPS the toy of choice for target market

Littlest Pet Shop Business Value Revenue Profitability Market Share Brand Recognition Customer Satisfaction Share of Wallet Cross – Sell Ratio Campaign Response Rate Customer Retention Customer Loyalty Social Tools Web site Blog Twitter Wiki Brand Community Online Game Community Email/Chat SMS Video Podcast

Social Network Initiatives

Twitter UK Outlet YouTube Channel EBay Reseller Shop Corporate Blog Dell Podcasts Dell Wiki Facebook Communities Customer Support Twitter Sites

DELL Social Tools Web site Blog Twitter Wiki Brand Community Online Game Community Email/Chat SMS Video Podcast RSS Business Value Revenue Profitability Market Share Brand Recognition Customer Satisfaction Share of Wallet Cross – Sell Ratio Campaign Response Rate Customer Retention Customer Loyalty

Alaska, USA & New Zealand The Mousehunter - Alex Milway From Crystal Palace to Shetland Book Launch Web site Twitter BLOG Podcasts

The Mousehunter Business Value Revenue Profitability Market Share Brand Recognition Customer Satisfaction Share of Wallet Cross – Sell Ratio Campaign Response Rate Customer Retention Customer Loyalty Social Tools Web site Blog Twitter Wiki Brand Community Online Game Community Email/Chat SMS Video Podcast

Before you start....

Key Questions Where am I adding value to the business? What is the objective of the initiative? Who am I engaging with? Conversation, Communication, Collaborate or Educate? What tools do I want to use ? What are my target devices? What is the context of the content? Which content formats do I want to use? What skills does my team need? When do we start?

Where am I adding value to the business?

What is the objective of the initiative?

Who am I engaging with?

Conversation, Communication, Collaborate or Educate?

What tools do I want to use ?

What are my target devices?

What is the context of the content?

Which content formats do I want to use?

What skills does my team need?

When do we start?

Julie Walker [email_address] www.twitter.com/juliewalker11 www.linkedin.com/in/juliewalker11