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Agenda
• A potted History of social tools
• Business Value Measures
• Social Tools In Action
• Key questions to ask BEFORE you start the project.
1980’s
Business ToolsOnline Chat
Public access to tools
1960’s
EMAIL 1990’s
IntranetsWeb sites
Online CommunitiesOnline Dating
BLOGSGoogle
Digital Audio PlayersDigital Cameras
RSSCustomer ComOpen Source
Initiative
1970’s
Online GamesBulletin Board
SystemsForums
BRANDED Services
WikipediaWikia
Friends ReunitedLinkedin/Xing
YouTubeFlickr
FacebookSecond Life Habbo Hotel
World of Warcraft
NINGTwitterJellycastBritkiteTBC.....
Potted History
Social Tools
WikisBlogs
PodcastsiTunes
IPOD’s/MP3Digital VideoDigital Photo
AlbumsMini-BLOGS
Online Twitter
NingFriendfeedSlideshare
Scribd
2000....
Social Tools• 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
Social Tools
Web site
Blog
Wiki
Brand Community
Online Game
Community Email/Chat
SMS
Video
Podcast
Business Value
Revenue
Profitability
Market Share
Brand Recognition
Customer Satisfaction
Share of Wallet
Cross – Selling Ratio
Campaign Response Rate
Customer Retention
Customer Loyalty
Business ValueMeasuresThere are a number of ways to measure Business Value, examples in the table.
StakeholdersOrganisations operate in partnership with different Stakeholder groups, each one may prioritise a business value measure in a different way:
•Customers•Employees•Shareholders•Suppliers•Business Partners•Advocates
Business Value InitiativesProjects looking to deliver business value must •Have a clear objective•Be aligned to the business goals•Obtain Stakeholder Support
Social Tools in Action
The ToolsThe Brands
YouTube ChannelsIndividual Videos Video Channels
Most viewed Video
Toddlers - 83.2m views
Most viewed CHANNEL
Leona Lewis – 198.8 views
Kogi BBQ twitters where it stops in LA
Red Nose Kilimanjaro Climb
Adobe Corporate and Product News
TED2009
Founded in 2006
Started as a side project to •Provide 140 character update•Broadcast updates to many friends•provide simple status updates to friends about what you are doing right now.•share moments as they happen•Follow topics and people you are interested in
New uses everyday•Citizen journalism
• Hudson Plane Crash•Neighbourhood alert
• LA Wildfires• Salmonella outbreak
•Marketing • Kogi BBQ in LA
Over 200 Twitter tools
Tweetdeck
www.Communispace.comCommunispace Clients
•Starwood Hotels and resorts
•Charles Schwab.
•Hallmark Cards
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.
Founded 1999Private Communities for Client Organisations300 invited membersEngaged Targeted CommunitiesProfessional Market Research teams
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 10Parents buying gifts for their child's friends
Business Goal To sell large numbers of small plastic animals To sell large numbers of fluffy VIP animalsTo make LPS the toy of choice for target market
Business Value
Revenue
Profitability
Market Share
Brand Recognition
Customer Satisfaction
Share of Wallet
Cross – Sell Ratio
Campaign Response Rate
Customer Retention
Customer Loyalty
Social Tools
Web site
Blog
Wiki
Brand Community
Online Game
Community Email/Chat
SMS
Video
Podcast
Littlest Pet Shop
Social Network Initiatives
Twitter UK Outlet
YouTube Channel
EBay Reseller Shop
Corporate Blog
Dell Podcasts
Dell Wiki
Facebook CommunitiesCustomer Support
Twitter Sites
DELL
Social Tools
Web site
Blog
Wiki
Brand Community
Online Game
Community Email/Chat
SMS
Video
Podcast
RSS
Business Value
Revenue
Profitability
Market Share
Brand Recognition
Customer Satisfaction
Share of Wallet
Cross – Sell Ratio
Campaign Response Rate
Customer Retention
Customer Loyalty
Alaska, USA & New Zealand
The Mousehunter - Alex Milway
Book LaunchWeb site
From Crystal Palace to
Shetland
BLOG
Podcasts
Business Value
Revenue
Profitability
Market Share
Brand Recognition
Customer Satisfaction
Share of Wallet
Cross – Sell Ratio
Campaign Response Rate
Customer Retention
Customer Loyalty
Social Tools
Web site
Blog
Wiki
Brand Community
Online Game
Community Email/Chat
SMS
Video
Podcast
The Mousehunter
Before you start....
Key Questions
• Where am I adding value to the business?
• What is the objective of the initiative?
• Who am I engaging with?
• Conversation, Communication, Collaborate or Educate?
• What tools do I want to use ?
• What are my target devices?
• What is the context of the content?
• Which content formats do I want to use?
• What skills does my team need?
• When do we start?
