Catch A Choo!

Implementing social technologies will not only giving business tangible and intangible benefits, it will also lead to the return of investment. The return of investment (ROI) is somehow require to be measured for both quantitative and qualitative ways. For this post, I decide to discuss on the ROI of implementing social technology by luxury shoe designer, Jimmy Choo.

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In a recent social campaign, Jimmy Choo used Twitter and Foursquare to run a “Trainer Hunt” in which the newly launched designer sneakers “checked in” from various upscale locations around London. FreshNetwork, hired by Jimmy Choo for this project, came up with a unique angle that set about creating an online community centered around a photo competition themed “Catch A Choo“. Thousands of people from 135 different countries entered the competition which had a grand prize of 7 pairs of Jimmy Choos and 2 Jimmy Choo bags.

COST

There is no exact monetary figure that can be shown for overall cost that has been invested by Jimmy Choo for this social media technology campaign, however from brief overview, these are the costs that might involved :

  • Service cost to FreshNetworks to come up with the idea, however the exact amount can’t be found
  • Social Media Administrator (Twitter, Facebook, FourSquare)
  • Valuable Prize (including 7 pairs of Jimmy Choos shoes and 2 Jimmy Choo bags)
  • Video Advertisement cost

Though the cost seems big, but it significantly gives Jimmy Choo a big return on investment.

Benefit

The blogosphere was awash with buzz, with over 9,165 mentions. Over 1,600 bloggers wrote about the campaign, helping to spread online word-of-mouth. The campaign run resulted in 500 new search terms, as well as thousands of organic visits to the JimmyChoo72 community.  What’s more the conversion rate of people who engaged with the community was twice that of those that hadn’t, helping Jimmy Choo drive sales from this campaign. An increase of 40% in positive brand mentions was observed which was tied directly to an increase of 33% in in-store shoe sales during the campaign

Overall FreshNetworks campaign generated 20 times the ROI of other forms of advertising, and the community was 4 times more effective than Facebook in driving the “Hunter” collection sales.

Monitoring Suncorp’s Bank Social Media and Network

According to Qualman, to succeed in today’s connected world, companies will need to build a community around their brand and products. Over the last decade, social media monitoring has become a primary form of business intelligence, used to identify, predict, and respond to consumer behavior.

Listening to what the customers, competitors, critics, and supporters are saying about their company is key to getting great results from social media. There are countless tools out there, offering many ways to analyze, measure, display, and reports about engagement efforts.

For today’s post I will try to monitor Suncorp Bank social network and social media using Social Mention and Topsy.

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Suncorp Bank is one of Australia’s leading regional bank.  It has more than one million personal, agribusiness, small business and commercial banking customers and more than 230 branches and 2200 ATMs.

Suncorp Bank continues to be recognised by industry and consumer groups for its commitment to putting customers first and award winning products.  Just like any other companies, to be able to deliver that commitment successfully, social media is one aspect that they really need to monitor. By monitoring their social network and social media, they will know what their customers, competitors, and supporters know about them, and of course help them improve their performance.

The social media monitoring tools I’ll use here are Social Mention and Topsy

Social Mention

Social Mention is a real time search and analysis tool that gathers information about a particular topic. It has customised advance search features enabling the business to retrieve and analyse data from multiple media platforms.

The main analyzed area by Social Mention are :

  • Strength – The likelihood of the topic being discussed in social media
  • Sentiment – The ratio of positive and negative feedback
  • Passion – Measure of individuals repeatedly talking about the topic
  • Reach – The range of influence the product has measured by the number of unique authors talking about the topic divided by the number of total references to the topic

Using ‘Suncorp Bank’ as a keyword it gathered me a range of result from friendfeed, youtube, facebook, twitter, and yahooAsk.  This shows that ‘Suncorp Bank’ has attempted to build a relationship with the public. The analysis shows that the strength criteria of ‘Suncorp Bank’ is only 3%  which means the likelihood of it being discussed in social media is so little. I believe that Suncorp can works more on this area to improve their social media presence, another thing to improve is regarding their passion level which is 41%, their advocate should be able to talk more about Suncorp Bank.

Topsy

The second social media monitoring tool I use was Topsy. Not only it gives overview of Suncorp Bank’s social search, it provides the ability to compare it between the competitors using the Analytics tool. It can compare exact metrics for up to 3 terms, hashtags or Twitter usernames.

For this case, I compared the term Suncorp Bank”, “Bank of Queensland”, and “Heritage Bank”. It shows that Suncorp Bank was a bit better compared to BOQ, but Heritage Bank term was mentioned more than Suncorp. Once again, this is a room for improvement for Suncorp if they want to be better than Heritage Bank.

However, I would have to say that there are still a lot of limitation of using this different free social media monitoring tool. Perharps, using a pro version will give better result and can be more reliable. I have to agree with Patrick, that Statistical data is great to evaluate and compare but I think its best sometimes to look at the overall picture.

Thanks you for stopping by and some feedback would be greatly appreciated!

How Carbon Five Embrace Enterprise 2.0

Enterprise 2.0 has been a necessary tool to success in today’s competitive business. Most businesses, organizations, and professional services have integrated the use of Enterprise 2.0 to their work. On previous post, I’ve talked about the benefits of leveraging social technology value in organizations and business. Sure enough there are value creations potential from social technologies within professional services. According to McKinsey Global Institute report, those value range in different areas such as: Product development, operations, marketing and sales, and value shifts.

Carbon Five

ImageToday’s post will focus on a professional service called Carbon Five, a professional IT service company consisted of skilled developers that create high quality web and mobile applications for clients.  They have mobilized different social technology resource to enhance their business. Their website leverage Facebook, Twitter, and Linked in providing marketing and sales value to their customer as well as improve their entire customer relationship process.

Social Media

According to McKinsey Annual report, social media is a powerful tool to build overall brand strength and awareness and to signal subject matter expertise.  Through the different social media incorporated by Carbon Five, especially their twitter page, they have managed to establish credibility at relatively low cost. Using their Facebook and Twitter, not only they benefit in marketing but also able to build a relationship with larger audience.

However, I’m pretty sure that they can do more in term of engaging and promoting themselves on Facebook as they only have little followers on their Facebook Page. One suggestion is probably to frequently post engaging content to interact and foster relationship with their followers.

Blog

Carbon Five regularly updates their homepage and blog to inform their loyal customers about their current and latest issue, building public awareness about what they are doing. Utilizing these two platforms, Carbon Five managed to recruit employees easier with lower cost compared to traditional recruitment as they can easily reduce the cost of recruiting agencies. Through Twitter, they demonstrate their knowledge idea and intellectual powers to the society and by that increase their value in the eye of their customers.

Wiki

They use both internal and external wikis. According to Don Thompson, co-founder of Carbon Five, “Each client gets their own “space”, an area where they can collaborate on projects with the team at Carbon Five”. This is what leads me to believe they are incorporating the value lever of Product Development and Operations. Through their external wikis shared with clients, Carbon Five created unique services through collaboration and knowledge sharing that engages and attaches clients more closely to them. The internal wikis shared among employees help them to search, contribute, modify, and interact with others. This allows and promotes flexible work flows as well as global collaboration within employees.

Similarly like other organizations and business I’ve talked about in my previous posts, Carbon Five definitely has been benefiting from social technology. However, I’m sure they will be able to do better in leveraging the value of Facebook for their professional service.

Any comments or suggestion on how they might improve their Facebook page to support their business will be highly appreciated!

Unidus Community Center

Hello all, after a week of blogging-rest I hope you all still eggcited to read this blog :p

Sorry to dissapoint you, but unfortunately, no Pizza for this week.
Today I will talk about a non-profit organization which has benefitted from Enterprise 2.0. Specifically for this week activity, I will refer it to McKinsey’s Global Institute Analysis.

So… the chosen organization is

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Unidus Community Centre was established upon Christian principles, believing that God’s heart is for people. It is a place meant for people to unite as a community, where love and acceptance is freely expressed and a helping hand is extended to those in need. Unidus Community Centre aim to be a place where people of the local area can have a nurturing environment that different people from different walks of life are able to come and help one another. This centre is also a training center for equipping volunteers for missions, ministry work and community programs. More information about them can be read here

Being a non-profit organization, Unidus Community Centre expands their value through social technologies. Not only having their website, they also maintain their facebook, twitter, and youtube regularly.  

Mobilizing Resources

For this post, I will concentrate on how Unidus Community Center creates value across social-sector organization in the area of Mobilizing Resources. Just like any other social-sector organization, mobilizing money and personnel is crucial for Unidus Community Center as they rely entirely on donations and they also depend on volunteers to help carry out their mission.  

Fundraising

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Unidus Fundraising Facebook Page

Unidus Community Centre utilize facebook page to promote and target their fundraising efforts. They purposely create a separate Fundraise page which focus on all things regarding their fundraising activity, using this separate fundraising page, they can save money and increase revenue. Furthermore, they frequently updates their member about their fundraising activity and create engaging video about Unidus Community Centre which can raise people’s attention towards them.

Creating and Expanding Volunteer Network

Unidus Community Center also uses youtube and their main facebook page to target people who are likely to engage with their mission. Volunteers will then become friends with people they meet and through that circle of friends on social media, they can encourage other to join as well. Their volunteers even started a new facebook page Imagecalled the “Door Keeper” for volunteers who are specialized in maintenance, gardening, interest reporting, cleanliness and any other required activity for Unidus Community Center.

Retaining Supports

Their facebook page also helps them to retain support by engaging their members and volunteer through different posts about things happening at Unidus Community Centre. They use the facebook page to share news, respond to comments and criticism, amplify positive comments on daily basis.

 

So I guess that’s all for today…

Overall I guess UnidusCC has utilize their social technology to mobilize both money and personnel resources. Perhaps you may have some ideas on how this organization can better use their facebook, youtube, and twitter?
please share in the comments, cheers!

Dominos Pizza Strike Again

Seems like I’ve becoming a fan of Domino’s Pizza lately, but oops~ I’m late.
Saw Alshammriy’s blog post there talking about Domino’s Pizza as well. Anyway, I will still go for it.

In case you are a first year international student and haven’t heard about Domino’s Pizza, it is an international pizza delivery corporation from US. They’ve been doing really good in term of leveraging their customer using web 2.0 (refer to my previous post here)

ImageWell yeah, been talking about all the good stuffs about Domino’s Pizza and how well they’ve been using social media to enrich their brand. Social media is a powerful communication mechanism, However, similarly, to many other companies Domino’s have had their problems with the rise of social media and its effects on the world.

 Disclosure of Confidential information

Nowadays, with a huge number of social media, leaking confidential information is easy and potential to public. For example, Domino’s Pizza  employees may  disclosure company’s confidential information by mistake to social media such as Face book or Twitter or may false empoloyee in Domino’s pizza who leaks confidential information by social media to competitor companies to get money.

What happened was two Domino’s employees posted a video on YouTube with unsavory pictures of how they prepared the food. This video quickly went viral with just under a million views on YouTube and mentions all around the web.

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Not only was the publics perception of Domino’s heavily affected, the stock market reacted similarly, as Domino’s stock price dropped 10% over the week costing shareholders millions.

Reputation Risk

In the case of the Domino’s disaster the main legal risk is the risk of losing ones reputation. A company’s reputation, is one of the most valuable assets that it can hold.

The video that was posted online had an enormous effect on the company’s reputation and even though the responsible parties were disciplined, the damage had been done.

Social Media Policy Helps!! 

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What Domino’s did that prevented the situation from going out of hand was that they quickly responded to false, misleading or deceptive comments instead of removing them

ImageDomino’s changed its ingredients for all its pizzas and worked hard to get the word out on social media that it was a whole new era. It put up PizzaTurnaround.com, a social micro-site which documents the company’s efforts and uses third-party endorsements through Twitter to show that it’s the real deal. It embraced Twitter, staying consistent with it’s #newpizza hashtag and keeping a constant stream of commentary with consumers.

Has it worked? Do you think Domino’s has redeemed itself? Let me know in the comments.

Pizza 2.0

So, last week I talked about Boost Juice and Hungry Jack.. This week, recalled that RickyHui mentioned about Domino’s Pizza. I decided to go for it!

What am I going to do with Domino? Well, after having my yummy Grand Supreme dinner I started to go through their business and see how they have used Enterprise 2.0 and benefitted from it.

Wait, in case you guys don’t know what Domino is, It’s the largest quick service pizza franchise in Australia; selling pizzas and pastas. I think Domino’s Pizza has done a brilliant job of taking their web site to the next level by making ordering a pizza simple and fun, further more they’ve used social media in a very good way as well.Image

For Domino, I will say that the web has become just as important as the tomato sauce. How social media has pushed its way into every aspect of life – even when it comes to ordering a slice of pie.

Refering to McKinsey Value Lever Table, Domino’s Pizza seems to fully utilized web2.0 for it’s organizational function in several different ways

  • Product Development

Using their facebook page, Dominos Pizza constantly trying to derive customer insight and finding out about what their customers love. They also often held a “fan suggestion day” which help them to co create products based on their customers opinion.

  • Operation and Distribution

Using their website, customer can easily order pizza in a simple and fun way. Domino’s are projecting that online ordering (desktop web, iPhone app, mobile web) will produce 50% of their revenue in the next 3 years, and that orders from all mobile devices will make 25% of the companies total revenue.

Domino's Pizza Tracker

Domino’s Pizza Tracker

Moreover, early this year, Domino’s rolled out its “Pizza Tracker.” It’s one of the technologies to inform customers with their order progress. These use of web 2.0 reduce questions, anxiety – reduce calls back to the stores. This is an example where they looked out and saw a technology that could be use in traditional retail sector.

The Pizza Tracker is a thermometer. Once you’ve ordered a pizza – either online or through the phone – the thermometer will glow red at various steps of the process. Order placed, prep, bake, quality check, and delivery – each step is tracked and updated. It tells you who is making your pizza and who is delivering the pizza.

Awesome right?

  • Marketing And Sales

Sure enough website, facebook page, and twitter are part of their marketing communication tools and their social commerce. It can be used to derive customer insight as well as providing customer care. Through their facebook page Domino’s Pizza constantly reply professionally to customers feedback and building a communal relationship with the consumers to assuage any worries or fears that may arise from the disservice of their product.

ImageI would say that Domino’s has done a good job on taking the mystery and the questioning out of waiting for a pizza.. In a restaurant your waiter or waitress comes by, fills your water, asks you how you are doing, tells you that the food will be out in a few minutes.. Domino’s doesn’t do that, they’ve gone a bit techy! Using Enterprise 2.0 and social media smartly, they benefit a lot and gain so much value in their business. With the technology, they let customer to be able to customise and track their order easily, whenever and wherever they are!

Well, I guess that’s my story of a disk of dough topped with sauce and cheese for today. .Hope you guys find it useful, let me know if you have any suggestion or comments! Thanks!

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They use Web2.0 the smart way!

click-meHi everyone! Hope you all doing great…

Well, lately I’ve noticed more organisations and businesses are using Web 2.0 to achieve their goals. Almost every company is now interacting with their customers through blogs, social media, and even custom apps. For today post, I’ll give two food companies that has been successfully used web 2.0 for their business.

Boost Juice Bars

Here’s a good example of business that has been successfully making a buzz with web 2.0. Not only having their own well-designed website, they also have their own facebook page, twitter and even instagram!

Boost Juice Website

Boost Juice Website

Their website is designed uniquely and interactively which provides all detailed information about Boost Juice. Through the website, customers can easily find information about all Boost Juice menu,event, promo and basically all the little things they need to know

Using their well-managed facebook page, they always post their newest promotion and updates which provide their customers with inside scoop of what’s going on and also keeps them excited about them.

Boost Juice Facebook Page

Boost Juice Facebook Page

Clear enough that Boost Juice has been putting peering into practice by taking advantage of a collaborative ‘forum’ by continually encouraging customer to share idea regarding what flavor they like to sip the most, guiding Boost in creating new recipe.

Their constantly updated facebook and twitter page also prompts customers’ to give their feedback about their newest product, whether they like it or not. Well, it’s not rare to find customers giving bad feedback about their newest product. But awesomely, more people are actually shared about how good their products are and promote it to their friends. Being open to the public, as well as allowing them to share their experience to friends actually enable them to sucking more customers globally.

Boost Juice Twitter

Boost Juice Twitter

Through their facebook page customers can easily engaged and interact with them. Attracting customers to post pictures on instagram using hashtags is their other business strategy to promote their newest products or events.

With the proper use of social media, Boost Juice has actually achieved one of their objectives to put customer as their first priority! They have also embraced all the principals covered by the Wikinomics business model in a very simple and effective way..

Hungry Jacks

Besides Boost Juice, Australia’s iconic fast food chain, Hungry Jack’s is also using web 2.0 to a further degree. With more than 380K likes on their Facebook Page, Hungry Jack has been able to built their credibility towards customers. They can also engage and interact with customer very well.

Hungry Jacks Facebook Page

Hungry Jacks Facebook Page

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Using the facebook ‘asked a question’ they put peering into practice to help them make a better business decision. And just like any other facebook page, through Hungry Jacks page, people can share their feedback, showing how they’re willing to be open to they’re general audience.

Hungry Jacks App

Hungry Jacks App

Having not only their own website, twitter, and facebook page, Hungry Jack has also developed a custom app which awards their customers with discounts upon check-in at Hungry Jack’s with their Facebook account. A post would then appear on their customer’s Facebook wall telling all their friends about their visit to Hungry Jacks. A new way of sharing  customer’s experience to other people.

Just like Boost Juice, Hungry Jacks seems to have successfully utilize web 2.0 to achieve their goal and at the same time embrace all the Wikinomics principal of peering, being open, sharing, and acting global.

I reckon that social media, especially facebook page is currently the most popular web 2.0 used by organization. Do you guys find any other form of web 2.0 which is highly used and more effective than facebook page? Let me know by commenting on the post hey! Thanks!