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Kukutana - Social Media Tools in Action

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An overview of how different companies are using social media to meet their business objectives.

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Kukutana - Social Media Tools in Action

  1. 1. Social Tools in ACTION Julie Walker [email_address]
  2. 2. Agenda <ul><li>A potted History of social tools </li></ul><ul><li>Social Tools In Action </li></ul><ul><li>Key questions to ask BEFORE you start the project. </li></ul>
  3. 3. 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....
  4. 4. <ul><li>Enable Individuals, Organisations and Brands </li></ul><ul><ul><li>Connect </li></ul></ul><ul><ul><li>Communicate </li></ul></ul><ul><ul><li>Collaborate </li></ul></ul><ul><ul><li>Converse </li></ul></ul><ul><ul><li>Listen & Learn </li></ul></ul><ul><ul><li>Share </li></ul></ul><ul><ul><li>Update </li></ul></ul><ul><li>Share and disseminate Content which is </li></ul><ul><ul><li>Entertaining </li></ul></ul><ul><ul><li>Educational </li></ul></ul><ul><ul><li>Engaging </li></ul></ul><ul><ul><li>Social </li></ul></ul><ul><ul><li>Informative </li></ul></ul><ul><li>Encourage and Enable Participation </li></ul>Social Tools Social Tools Web site Blog Micro-blog Wiki Forums Brand Community Online Game Community Email/Chat Text/SMS Video Podcast
  5. 5. 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
  6. 6. We ALL use Social Tools
  7. 7. Social Tools in Action Purpose Strategy Tools Results
  8. 8. 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.
  9. 9. 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
  10. 10. Joining it up - Individual Presentations Blog Detailed Experience Experience Summary
  11. 11. 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
  12. 12. Market Research www.communispace.com www.facegroup.co.uk <ul><li>Creation of an “engaged” group of customers who feel more aligned to your organisation </li></ul><ul><li>As with all communities there success is determined by the management of the community and must be created with a clear objective in mind. </li></ul><ul><li>Reduced risk in new product development </li></ul><ul><li>Segment target audience for new product development/innovation </li></ul><ul><li>Identifying the right participant will increase the validity of the information obtained </li></ul>The benefits of a private community
  13. 13. 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 <ul><ul><li>Founded in Finland </li></ul></ul><ul><li>2005 35m registered users </li></ul><ul><li>Revenue US$18m </li></ul><ul><ul><ul><li>144m registered users </li></ul></ul></ul><ul><ul><ul><li>Revenues US$74m </li></ul></ul></ul>
  14. 14. 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
  15. 15. 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
  16. 16. 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
  17. 17. 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
  18. 18. KOGI BBQ - LA Tweet – location of BBQ vans in LA Twitter Web site Facebook Flickr
  19. 19. 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
  20. 20. 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
  21. 21. 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
  22. 22. Alaska, USA & New Zealand Author - Alex Milway From Crystal Palace to Shetland Book Launch Web site Twitter BLOG Podcasts
  23. 23. 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
  24. 24. Heels - women's online shoe retailer
  25. 25. 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 ?????
  26. 26. Starbucks – B2C
  27. 27. 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
  28. 28. Before you start....
  29. 29. Key Questions <ul><li>What is the purpose/objective of the initiative? </li></ul><ul><li>Where am I adding value? </li></ul><ul><li>Who am I engaging with? </li></ul><ul><li>Conversation, Communication, Collaborate or Educate? </li></ul><ul><li>What tools do I want to use ? </li></ul><ul><li>What are my target channels (online, mobile, offline)? </li></ul><ul><li>What is the context of the content? </li></ul><ul><li>What skills does my team need? </li></ul><ul><li>How will measure the impact? </li></ul><ul><li>How do we feedback into the business what we learn? </li></ul><ul><li>When do we start? </li></ul>
  30. 30. Julie Walker [email_address] www.twitter.com/juliewalker11 www.linkedin.com/in/juliewalker11

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