WebForward Conference 2011 - Kristen Boschma, TelstraPresentation Transcript
Joining the conversationKristen BoschmaHead of Online Comms & Social Media
Super-influentials vs everyday influencers Malcolm Gladwell Duncan Watts"is that in a given process or system, some people "If society is ready to embrace a trend, almostmatter more than others." anyone can start one--and if it isnt, then almost no one can,"3
Traditional Emerging media mediaImmediate Time Later Low Cascade effect High
Types of Social Media Programs• Listening• Customer care• Thought Leadership• Marketing and Sales
The Players• Corporate Affairs (PR)• Marketing• Legal• Product• Retail• Execs• Consumer relationship holders (sales)• Business relationship holders• Billing and finance• Customers Social Media is an ecosystem
What’s the burning platform?
Better customer experience
@BigPondTeam(533 followers) 82 Re-tweets Total Messages reached a total of 25,239 users on Twitter
A word on Twitter• 31% of all online Telstra conversations now happen on Twitter• 43% of online customer service happens on Twitter• We use Twitter to proactively offer health checks as well as offer customer service
40,000 story-tellers atTelstra
Telstra’s 3Rs of Social Media Engagement § be polite and respectful of others’ opinions, even in times of heated discussion and debate. § respect copyright, privacy, financial disclosure and other applicable laws Respect when publishing on social media platforms. § be respectful of all individuals and communities with which you interact online. § ensure you do not post material that is obscene, defamatory, threatening and harassing. § ensure you are not the first to make a Telstra announcement unless youResponsibility have received the appropriate internal clearances. § only offer advice, support or comment on topics that fall within your area of responsibility at Telstra. § disclose that you are a Telstra employee.Representation § disclose only publicly available information. You must not comment on or disclose confidential Telstra information.