Social Tools in ACTION Julie Walker [email_address]

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

A potted History of social tools

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 Awareness 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 Listen & Learn Share Update Share and disseminate Content which is Entertaining Educational Engaging Social Informative Encourage and Enable Participation Social Tools Social Tools Web site Blog Micro-blog Wiki Forums Brand Community Online Game Community Email/Chat Text/SMS Video Podcast

Enable Individuals, Organisations and Brands

Connect

Communicate

Collaborate

Converse

Listen & Learn

Share

Update

Share and disseminate Content which is

Entertaining

Educational

Engaging

Social

Informative

Encourage and Enable Participation

Who uses social tools? Employees Customers Stakeholders Investors Partners Influencers Suppliers Advocates Company Employees Sales Customer Service Man/Prod Public Relations Marketing Accounts Logistics Customer Collaboration Communication Conversation Collaboration Communication Conversation

We ALL use Social Tools

Social Tools in Action Purpose Strategy Tools Results

Companies – Intra/Extranets Tailored Content Client, Social & Knowledge Communities Discussion Forums Company and client news IM and online chat Blog & micro blogging tools Tools selected and managed by the COMPANY Bespoke to individual COMPANY.

Individuals – personet Tools selected and managed by the INDIVIDUAL. Bespoke to INDIVIDUAL. Blog Tailored Content Interesting news micro blogging Professional Friends & Social Knowledge Communities Discussion Forums IM & Chat

Joining it up - Individual Presentations Blog Detailed Experience Experience Summary

Personal Online Brand Purpose To develop an online brand Develop credibility through demonstration of capabilities, knowledge and samples of work Develop understanding of free consumer social tools Strategy Utilise multiple channels and complimentary tools to provide a view of skills and capabilities. Tools Tool s Website, Blog, LinkedIn, Twitter Slideshare, Librarything, Ning Result Understanding of tools and their benefits Joined up imitative launched in summer 2009 results to be determined

Market Research www.communispace.com www.facegroup.co.uk 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. 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 The benefits of a private community

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.

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

Habbo Hotel Quick Habbo facts (August 2009): 31 local communities Registered users: 144,000,000 Unique visitors: 13,000,000 / month Page impressions: 990,000,000 / month Age distribution: 90 % between 13-18yrs Average visit: 43 minutes / session Mountain Dew Founded in Finland 2005 35m registered users Revenue US$18m 144m registered users Revenues US$74m

Founded in Finland

2005 35m registered users

Revenue US$18m

144m registered users

Revenues US$74m

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 Pets Shop Purpose To sell lots of small plastic animal toys To sell lots of LPS VIP furry animal toys To gain a “collectable” status within 5 to 10 year old girls Strategy Develop “collectable” brand for 5 to 10year old girls Package LPS toys in “gift” price range for collectables Develop LPS VIP cuddly toy range with secret code to access secure online world Tools Primary Tool LPS VIP with secret code, Online games and Chat Result Develop a online and offline “collectable” brand of toys Engage 6 to 10 year old girls to collect and swap small toys and “pester” their parents, aunts and other relatives to purchase LPS VIP toys

Fund Raising – Red Nose Climb Kilimanjaro Climb Website Radio 1 Website BBC Website Kilimanjaro Climb Facebook Page Follow the climbers Hourly/Daily Post Updates Twitter Youtube Flickr

Fund Raising – Red Nose Climb Purpose Raise Money for Red Nose Charity Strategy Instantly communicate progress of climb Tools Primary Tools Twitter, Youtube Secondary Tools Websites, Facebook & Flickr Result £3million raised through the climb

KOGI BBQ - LA Tweet – location of BBQ vans in LA Twitter Web site Facebook Flickr

KOGI BBQ - LA Purpose Sell Korean BBQ Tacos in LA Strategy Instantly communicate location of vans Tools Primary Tool Twitter Secondary Tools Website, Facebook & Flickr Result Sell lots of Korean BBQ Tacos Groups of up to 300-800 customers turn up to buy BBQ Tacos at different

SME - Wiggly Wigglers www.wigglywigglers.co.uk Wiggly Wigglers was a finalist in Dells Best use of social media tools by a small company award in 2008. Podcasts Cinema Blog You tube Twitter 1,445 followers Tweets Facebook 2,148 fans

www.WigglyWigglers.co.uk Purpose To sell worms and worm based gardening equipment through educating gardeners about the benefits of using worms to cultivate and manage their garden. Reduce marketing and advertising costs Strategy Utilise multiple online channels to support an education based marketing campaign. Tools Primary Tools Website, Podcasts, Youtube Twitter, Facebook & Flickr Result Reduced marketing costs by 80% Dell SME award for best use of Social Media Good PR and relationship with Dell

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

Alex Milway Purpose To sell Mousehunter book To create a following of teenage readers To promote Alex as a new author To attract publishing deals Strategy Utilise multiple channels to generate interest in books Partner with local independent bookseller to launch book Tools Primary Tool Book Website, Blog, Twitter Secondary Tools Author channels Result Increased awareness of his books in target audience Publishing deal for Mousehunter trilogy New publishing deal for new series

Heels - women's online shoe retailer

www.Heels.com Purpose To sell shoes To create a loyal repeat purchase customer base Strategy Utilise multiple channels to generate interest in shoes To personalise selling shoes online To provide an easy to purchase process Tools Tool’s Website, Blog, Twitter, Flickr, Facebook Brightkite, LinkedIn, Wishpot, Google Result Multi Channel communications No sales numbers ?????

Starbucks – B2C

Starbucks Purpose To engage Starbucks customers Find new revenue through streams customer engagement - Via instant coffee - Starbucks micro payment iphone app To maintain innovator “label” in coffee market Strategy Utilise multiple channels to engage customers To listen and respond to customer feedback Tools Tool s Website, mystarbucksidea forum shared planet microsite Blog, Twitter, youtube, facebook Result Launch of Via instant coffee Launch of micro payment iphone app Recognition of innovative use of tools and new tech

Before you start....

Key Questions What is the purpose/objective of the initiative? Where am I adding value? Who am I engaging with? Conversation, Communication, Collaborate or Educate? What tools do I want to use ? What are my target channels (online, mobile, offline)? What is the context of the content? What skills does my team need? How will measure the impact? How do we feedback into the business what we learn? When do we start?

What is the purpose/objective of the initiative?

Where am I adding value?

Who am I engaging with?

Conversation, Communication, Collaborate or Educate?

What tools do I want to use ?

What are my target channels (online, mobile, offline)?

What is the context of the content?

What skills does my team need?

How will measure the impact?

How do we feedback into the business what we learn?

When do we start?

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