Kukutana @JWT London 19th April
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Social Business presentation from Kukutana Social Business Cafe @JWT in London.

Social Business presentation from Kukutana Social Business Cafe @JWT in London.

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Kukutana @JWT London 19th April Kukutana @JWT London 19th April Presentation Transcript

  • Kukutana
    Social Business Cafe
    Kukutana
    Social Business Cafe
    Welcome toKukutanaSocial Business Cafe
  • Agenda
    Welcome to Kukutana
    A potted History of social tools
    Examples of how Social Tools are changing business
    A framework for Social Tools
  • Kukutana
    Founded in October 2009
    Kukutana means “to meet one another” in Swahili
    Inspired by Tuttle Club (Founded Feb 2008 by Lloyd Davis)
    “It’s a place. A place where people like us, people who “get” this social media, blogging, podcasting, video blogging, online social networking stuff and are using it in interesting ways to make things happen in businesses, government and in our own lives.
    There are places like this in other parts of the world, but we want one in our town – London. So we’re making it…”
    Kukutana was created to bring people together to "meet one another“ and to learn from each other through sharing knowledge, work experiences and business successes from social tools and collaborative business projects.
    Every Kukutana meeting has a speaker who leads the session on a specific topic and the group is encouraged to participate, by asking questions and adding their experiences to the discussion.
  • 2000....
    1960’s
    BRANDED Services
    Wikipedia
    Friends Reunited
    Linkedin/Xing
    YouTube
    Flickr
    Myspace
    Facebook
    Second Life
    Communispace
    Habbo Hotel
    World of Warcraft
    NING
    Twitter
    Jellycast
    Britkite
    TBC.....
    1990’s
    Social Tools
    Wikis
    Blogs
    Podcasts
    iTunes
    IPOD’s/MP3
    Digital Video
    Digital Photo Albums
    Mini-BLOGS
    Online
    Twitter
    Ning
    Friendfeed
    Slideshare
    Scribd
    EMAIL
    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
    1980’s
    Business Tools
    Online Chat
    Public access to tools
    Potted History of Social Tools
  • Social Tools ….?
    Social Tools ...
    Social Tools are..
    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
    Web sites
    Blogs
    Microblog/Twitter
    Wikis
    Brand Communities
    Online Games
    Community Email/Chat
    SMS
    Videos
    Podcasts
  • Social Tools are changing business…
    Supporting Individual campaigns
    Engaging stakeholders, including customers, employees, shareholders, business partners and influencers
    Launching and developing new businesses
    Supporting customers
    Recruitment
    Creating new services
  • Individual Campaign
    Red Nose Day
  • Fund Raising – Red Nose Climb
    Kilimanjaro
    Climb
    Website
    Kilimanjaro
    Climb
    Facebook
    Page
    Twitter
    Follow the climbers
    Hourly/Daily
    Post Updates
    Radio 1
    Website
    Youtube
    BBC
    Website
    Flickr
  • Duration January – March 2009
    PurposeRaise Money for Red Nose Charity
    StrategyInstantly communicate progress of climb
    Tools Primary Tools Twitter, Youtube
    Secondary Tools Websites, Facebook & Flickr
    Result£3million raised through the climb
    Red Nose Day – Kilimanjaro Climb
  • Engaging Stakeholders
    Dell
    Starbucks
  • Dell’s Social Stakeholder Initiatives
    YouTube Channel
    Facebook Communities
    Dell Wiki (knowledgebase)
    Corporate Blog
    Customer Support
    Twitter Sites
    Dell Podcasts
    Twitter UK Outlet
    EBay Reseller Shop
  • PurposeSell Computer technology across the globe
    StrategyUse social tools and consumer social networks to communicate to, collaborate with, support and sell to customers and inform other stakeholders.
    ToolsPrimary Tools Website,
    Twitter daily discounts
    Customer Support Forums
    Secondary Tools Facebook, Youtube,
    ResultUS$6.5m revenue through Twitter channel (Dec 2009)
    Reduction in Customer Support Costs (since 2000)
    Ongoing multi channel communications to stakeholders
    Dell Computers
  • Starbucks – asking for ideas
  • Duration Ongoing
    PurposeListen to Starbucks Customers for new product lines and initiatives
    StrategyUse Starbucks online community and consumer research to get permission from customers to create an instant product ensuring that an instant product line adds revenue and does not damage the brand with existing customers.
    ToolsStarbucks Community
    ResultStarbucks launch new products lines
    Via instant coffee
    Plenta and Micra cup sizes, Fall 2010 in US & Canada
    Starbucks
  • Launch & Develop New Business
    Kogi BBQ - Los Angeles
  • KOGI BBQ - LA
    Tweet – location of BBQ vans in LA
    Twitter – 61, 260 followers
    Flickr
    Facebook – 9, 364
    Web site
  • FoundedNovember 2008
    PurposeSell Korean BBQ Tacos in LA
    StrategyUse Twitter to instantly communicate van’s location
    ToolsPrimary Tool Twitter
    Secondary Tools Website, Facebook & Flickr
    ResultNov 2008
    1 van
    April 2010
    1 Restaurant opened – March 2010
    4 Vans selling Korean BBQ Tacos
    Groups of up to 300-800 customers
    turn up to buy BBQ Tacos at different locations
    Kogi BBQ – Los Angeles
  • Supporting Customers
    Sony
  • Sony PlayStation
    Lithium Social CRM Benefits
    Direct and Indirect Support Call Deflection
    Peer-to-peer Q&A via forum threads and search serves as a self-service alternative to call centre channel.
    Faster Issue Resolution and Few Escalated Support Calls
    Community content expands and enhances relevance of knowledge base for support reps.
    Elimination of Alternative Support Channels
    Email and chat-based support is re-directed to the community, with an escalation path for unanswered posts.
    Sony have been supporting their PlayStation customers for 10 years using the Lithium platform, in 10 languages.
  • Recruitment
    Graduate Recruitment
    Marketing Recruitment
  • Graduate Recruitment
    Facebook – 506
    Twitter – 50
    Clifford Chance, the international Law firm added social networks as channels in their graduate recruitment program within the last few months.
    Youtube – 19 subscribers
  • Marketing Recruitment
    Youtube - 6
    Onlymarketingjobs.com
    LinkedIn – 14, 153
    Facebook – 867
    Twitter – 941
    Own Community – 2,920
  • Creating New Business Services
    Market Research – Private Communities
    Monitoring/Listening to Social Communications
  • Private Consumer Communities
    Face Group – UK company
    Private consumer communities
    • Groups of brand, product or company customers
    • Facilitated by 3rd party companies to conduct research
    • Communities are managed to deliver
    • Market Research
    • Consumer Insight
    • Product Innovation
    • Brand Strategy direction
    • Communities created with a clear objective in mind.
    Communispace – US company
    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.
  • Social Media Monitoring
    Monitor conversations, blog posts, comments, reviews, articles and news ABOUT your customers, organisation, brand, product, leadership team, employees, share price or company announcements
    Evaluate
    what impact (if any) is the online social activity having on your business
    Which area of your business is being impacted
    Plan if and how your organisation should respond
    Ignore
    Participate in conversations
    Change internal business processes
    Publish guidelines to internal teams and external communication partners
    Alterian SM2
    Sentiment Metrics
    Radian6
  • A framework for Social Projects
  • Identify
    Impact Areas
    Understand Impact & Risks
    Brand
    Reputation
    Shareholders
    Customers
    Executives Reputation
    Regulation
    Competitors
    Online & Social
    Monitor/Listen
    Who is talking
    Where are they talking
    What are they talking about
    You
    Your competitors
    Who is listening
    Is it damaging
    Is it positive or negative
    Scenario
    Planning
    Identify
    Impact Areas
    Monitor/Listen
    Deliverables
    Business Objectives
    Engagement Guidelines
    Scenario Planning
    Brand
    Reputation
    Customer Experience
    Employee Engagement
    Unions
    CEO
    Shareholders
    Management Policies
    Define key actions
    Identify key measures
    Report to stakeholders
    Define key responses
    Join the conversation
    Make a statement
    Listen, learn and inform
    Change a business process
    Empower colleagues
    Scenario
    Planning
    Take
    Action
    Colleague Awareness & Education Program
    27
    Framework for Social Initiatives
  • Social Media Guidelines - example
    Be aware that what you publish online lives forever
    Be honest
    Provide factual information
    Please do not criticise clients, colleagues or business partners
    Do not disclose company confidential information
    Please link to online references and original source materials directly
    Please respect others when articulating your opinions
    Please aim to add value when creating a post or commenting on others posts
    Please use your own voice when contributing, you may take a few posts to find your voice
    Please correct errors quickly
    Please respect others points of view
    Please reply to comments made on your posts as promptly as possible
    Please ensure all links to external sources are valid
    Please identify yourself, relationship to “company/organisation” and area of expertise
    Do not feel under pressure to be active 24/7
    28
  • Social Business
    10 step plan
  • 10 steps to social business…
    Identify Business Goal
    Does it involve customers, employees, shareholders, business partners and influencers?
    Can social tools add value?
    Identify a social toolkit
    Develop engagement guidelines
    Train your teams
    Get started
    Review, what is working, what is not
    Adapt, refine, replace, remove
    Keep going…….
  • Thank you
  • Kukutana
    Social Business Cafe
    Kukutana
    Social Business Cafe
    Kukutana Social Business Cafe