Social Business presentation from Kukutana Social Business Cafe @JWT in London.

1. Kukutana Social Business Cafe Kukutana Social Business Cafe Welcome toKukutanaSocial Business Cafe

2. Agenda Welcome to Kukutana A potted History of social tools Examples of how Social Tools are changing business A framework for Social Tools

3. 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.

4. 2000.... 1960’s BRANDED Services Wikipedia Friends Reunited Linkedin/Xing YouTube Flickr Myspace Facebook Second Life Communispace Habbo Hotel World of Warcraft NING Twitter Jellycast Britkite TBC..... 1990’s Social Tools Wikis Blogs Podcasts iTunes IPOD’s/MP3 Digital Video Digital Photo Albums Mini-BLOGS Online Twitter Ning Friendfeed Slideshare Scribd EMAIL 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 1980’s Business Tools Online Chat Public access to tools Potted History of Social Tools

5. Social Tools ….? Social Tools ... Social Tools are.. 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 Web sites Blogs Microblog/Twitter Wikis Brand Communities Online Games Community Email/Chat SMS Videos Podcasts

6. 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

7. Individual Campaign Red Nose Day

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

9. Duration January – March 2009 PurposeRaise Money for Red Nose Charity StrategyInstantly communicate progress of climb Tools Primary Tools Twitter, Youtube Secondary Tools Websites, Facebook & Flickr Result£3million raised through the climb Red Nose Day – Kilimanjaro Climb

10. Engaging Stakeholders Dell Starbucks

11. Dell’s Social Stakeholder Initiatives YouTube Channel Facebook Communities Dell Wiki (knowledgebase) Corporate Blog Customer Support Twitter Sites Dell Podcasts Twitter UK Outlet EBay Reseller Shop

12. PurposeSell Computer technology across the globe StrategyUse social tools and consumer social networks to communicate to, collaborate with, support and sell to customers and inform other stakeholders. ToolsPrimary Tools Website, Twitter daily discounts Customer Support Forums Secondary Tools Facebook, Youtube, ResultUS$6.5m revenue through Twitter channel (Dec 2009) Reduction in Customer Support Costs (since 2000) Ongoing multi channel communications to stakeholders Dell Computers

13. Starbucks – asking for ideas

14. Duration Ongoing PurposeListen to Starbucks Customers for new product lines and initiatives StrategyUse 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. ToolsStarbucks Community ResultStarbucks launch new products lines Via instant coffee Plenta and Micra cup sizes, Fall 2010 in US & Canada Starbucks

15. Launch & Develop New Business Kogi BBQ - Los Angeles

16. KOGI BBQ - LA Tweet – location of BBQ vans in LA Twitter – 61, 260 followers Flickr Facebook – 9, 364 Web site

17. FoundedNovember 2008 PurposeSell Korean BBQ Tacos in LA StrategyUse Twitter to instantly communicate van’s location ToolsPrimary Tool Twitter Secondary Tools Website, Facebook & Flickr ResultNov 2008 1 van April 2010 1 Restaurant opened – March 2010 4 Vans selling Korean BBQ Tacos Groups of up to 300-800 customers turn up to buy BBQ Tacos at different locations Kogi BBQ – Los Angeles

18. Supporting Customers Sony

19. Sony PlayStation Lithium Social CRM Benefits Direct and Indirect Support Call Deflection Peer-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 Calls Community content expands and enhances relevance of knowledge base for support reps. Elimination of Alternative Support Channels Email 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.

20. Recruitment Graduate Recruitment Marketing Recruitment

21. Graduate Recruitment Facebook – 506 Twitter – 50 Clifford Chance, the international Law firm added social networks as channels in their graduate recruitment program within the last few months. Youtube – 19 subscribers

22. Marketing Recruitment Youtube - 6 Onlymarketingjobs.com LinkedIn – 14, 153 Facebook – 867 Twitter – 941 Own Community – 2,920

23. Creating New Business Services Market Research – Private Communities Monitoring/Listening to Social Communications

25. Facilitated by 3rd party companies to conduct research

26. Communities are managed to deliver

27. Market Research

28. Consumer Insight

29. Product Innovation

30. Brand Strategy direction

32. Segment target audience for new product development/innovation

33. Identifying the right participant will increase the validity of the information obtained

34. Creation of an “engaged” group of customers who feel more aligned to your organisation

36. A framework for Social Projects

37. Identify Impact Areas Understand Impact & Risks Brand Reputation Shareholders Customers Executives Reputation Regulation Competitors Online & Social Monitor/Listen Who is talking Where are they talking What are they talking about You Your competitors Who is listening Is it damaging Is it positive or negative Scenario Planning Identify Impact Areas Monitor/Listen Deliverables Business Objectives Engagement Guidelines Scenario Planning Brand Reputation Customer Experience Employee Engagement Unions CEO Shareholders Management Policies Define key actions Identify key measures Report to stakeholders Define key responses Join the conversation Make a statement Listen, learn and inform Change a business process Empower colleagues Scenario Planning Take Action Colleague Awareness & Education Program 27 Framework for Social Initiatives

38. 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

39. Social Business 10 step plan

40. 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…….

41. Thank you

42. Kukutana Social Business Cafe Kukutana Social Business Cafe Kukutana Social Business Cafe