SlideShare a Scribd company logo
Social Tools in ACTION Julie Walker [email_address]
Agenda ,[object Object],[object Object],[object Object]
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....
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Social Tools Social Tools Web site Blog Micro-blog Wiki Forums Brand Community Online Game Community Email/Chat Text/SMS Video Podcast
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 ,[object Object],[object Object],[object Object],[object Object],[object Object],The benefits of a private community
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  ,[object Object],[object Object],[object Object],[object Object],[object Object]
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
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 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Julie Walker [email_address] www.twitter.com/juliewalker11 www.linkedin.com/in/juliewalker11

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Kukutana - Social Media Tools in Action

  • 1. Social Tools in ACTION Julie Walker [email_address]
  • 2.
  • 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.
  • 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. We ALL use Social Tools
  • 7. Social Tools in Action Purpose Strategy Tools Results
  • 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. 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. Joining it up - Individual Presentations Blog Detailed Experience Experience Summary
  • 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.
  • 13.
  • 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. 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. 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. 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. KOGI BBQ - LA Tweet – location of BBQ vans in LA Twitter Web site Facebook Flickr
  • 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. 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. 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. Heels - women's online shoe retailer
  • 23. 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 ?????
  • 25. 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
  • 27.
  • 28. Julie Walker [email_address] www.twitter.com/juliewalker11 www.linkedin.com/in/juliewalker11