Business Value Through Customer Engagment

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.

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

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

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

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

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?

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

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Business Value Through Customer Engagment

by Purple Spinnaker on Jun 03, 2009

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Business Value Through Customer Engagment — Presentation Transcript