Welcome to Kukutana

Social Business Cafe

KukutanaSocial Business Cafe

KukutanaSocial 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.

1990’s

IntranetsWeb sites

Online CommunitiesOnline Dating

BLOGSGoogle

Digital Audio PlayersDigital Cameras

RSSCustomer Com

Open Source Initiative

1980’s

Business ToolsOnline Chat

Public access to tools

1960’s

EMAIL

1970’s

Online GamesBulletin Board

SystemsForums

BRANDED Services

WikipediaFriends Reunited

Linkedin/XingYouTube

FlickrMyspaceFacebook

Second Life Communispace

Habbo HotelWorld of Warcraft

NINGTwitter

JellycastBritkiteTBC.....

Social Tools

WikisBlogs

PodcastsiTunes

IPOD’s/MP3Digital VideoDigital Photo

AlbumsMini-BLOGS

Online Twitter

NingFriendfeedSlideshare

Scribd

2000....

Potted History of Social Tools

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 are..

Web sites

Blogs

Microblog/Twitter

Wikis

Brand Communities

Online Games

Community Email/Chat

SMS

Videos

Podcasts

Social Tools ...

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

Individual Campaign

Red Nose Day

Fund Raising – Red Nose Climb

Kilimanjaro Climb

Website

Radio 1 Website

BBC Website

Kilimanjaro Climb

FacebookPage

Follow the climbersHourly/Daily

Post Updates

Twitter

Youtube

Flickr

Duration January – March 2009

Purpose Raise Money for Red Nose Charity

Strategy Instantly communicate progress of climb

Tools Primary Tools Twitter, YoutubeSecondary Tools Websites, Facebook & Flickr

Result £3million raised through the climb

Red Nose Day – Kilimanjaro Climb

Engaging StakeholdersDell

Starbucks

Twitter UK Outlet

YouTube Channel

EBay Reseller Shop

Corporate Blog

Dell Podcasts

Dell Wiki (knowledgebase) Facebook Communities

Customer SupportTwitter Sites

Dell’s Social Stakeholder Initiatives

Purpose Sell Computer technology across the globe

Strategy Use social tools and consumer social networks to communicate to, collaborate with, support and sell to customers and inform other stakeholders.

Tools Primary Tools Website, Twitter daily discounts Customer Support Forums

Secondary Tools Facebook, Youtube,

Result US$6.5m revenue through Twitter channel (Dec 2009)Reduction in Customer Support Costs (since 2000)Ongoing multi channel communications to stakeholders

Dell Computers

Starbucks – asking for ideas

Duration Ongoing

Purpose Listen to Starbucks Customers for new product lines and initiatives

Strategy Use 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.

Tools Starbucks Community

Result Starbucks 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 - LATweet – location of BBQ vans in LA

Twitter – 61, 260 followers

Web site Facebook – 9, 364 Flickr

Founded November 2008

Purpose Sell Korean BBQ Tacos in LA

Strategy Use Twitter to instantly communicate van’s location

Tools Primary Tool TwitterSecondary Tools Website, Facebook & Flickr

Result Nov 2008 1 van

April 2010 1 Restaurant opened – March 20104 Vans selling Korean BBQ TacosGroups of up to 300-800 customers turn up to buy BBQ Tacos at different locations

Kogi BBQ – Los Angeles

Supporting Customers

Sony

Sony PlayStation

Lithium Social CRM BenefitsDirect and Indirect Support Call DeflectionPeer-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 CallsCommunity content expands and enhances relevance of knowledge base for support reps.

Elimination of Alternative Support ChannelsEmail 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.

Recruitment

Graduate RecruitmentMarketing Recruitment

Graduate Recruitment

Facebook – 506

Twitter – 50

Youtube – 19 subscribers

Clifford Chance, the international Law firm added social networks as channels in their graduate recruitment program within the last few months.

Marketing Recruitment

Facebook – 867

Youtube - 6

LinkedIn – 14, 153

Twitter – 941

Own Community – 2,920

Onlymarketingjobs.com

Creating New Business Services

Market Research – Private CommunitiesMonitoring/Listening to Social Communications

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.

Private Consumer CommunitiesFace Group – UK company

Communispace – US company

Private consumer communities

• Groups of brand, product or company customers• Facilitated by 3rd party companies to conduct research• Communities are managed to deliver

• Market Research• Consumer Insight• Product Innovation• Brand Strategy direction

• Communities 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

A framework for Social Projects

Scenario PlanningBrandReputationCustomer ExperienceEmployee EngagementUnionsCEOShareholders

Monitor/Listen Who is talkingWhere are they talkingWhat are they talking about You Your competitorsWho is listeningIs it damagingIs it positive or negative

Deliverables

Management PoliciesDefine key actionsIdentify key measuresReport to stakeholdersDefine key responses Join the conversation Make a statement Listen, learn and inform Change a business process Empower colleagues

27Colleague Awareness & Education Program

Understand Impact & RisksBrandReputationShareholdersCustomersExecutives ReputationRegulationCompetitors

Identify

Impact Areas

Scen

ario

Plann

ing

Online & Social

Monito

r/List

en Identify

Impact Areas

Scen

ario

Plann

ing

Take Action

Business Objectives Engagement Guidelines

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

Social Business

10 step plan

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…….

Thank you

Kukutana Social Business Cafe

KukutanaSocial Business Cafe

KukutanaSocial Business Cafe