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
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
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
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
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.
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
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
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
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…….