@BigPondTeam - how a corporate
    settler joined the digital natives
    March 10, 2009

1   Mike Hickinbotham – Social M...
Challenges faced by corporate settlers

        Legacy communication model - push vs. pull.
        Measure performance – ...
@BigPondTeam in action




3   Mike Hickinbotham – Social Media Senior Advisor
@BigPondTeam in action




4   Mike Hickinbotham – Social Media Senior Advisor
@BigPondTeam in action




5   Mike Hickinbotham – Social Media Senior Advisor
@BigPondTeam in action




6   Mike Hickinbotham – Social Media Senior Advisor
@BigPondTeam in action




7   Mike Hickinbotham – Social Media Senior Advisor
Four reasons why we stumbled

        Spoke® in a corporate tone™.
        Applied existing online customer care processes...
Seven points why we are successful

    1. We listened and engaged.
    2. Tone and operational changes were made very qui...
10   Mike Hickinbotham – Social Media Senior Advisor
Pilot survey – Support the community
         Reasons why people communicate with @BigPondTeam
            − communicate d...
Pilot survey – Commercial messages

         63.8% of respondents are not interested in receiving
         commercial mess...
Pilot survey – Improved perception of the
     corporation

         58.5% of respondents have a more positive perception
...
Jase, Steph & Ben – Humanising the
     corporation




14   Mike Hickinbotham – Social Media Senior Advisor
@BigPondTeam (533 followers)




                                                       82 Re-tweets Total




           ...
http://twitter.com/M_Hickinbotham




     http://www.nowwearetalking.com.au/blogs/the-scrum




16    Mike Hickinbotham –...
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@BigPondTeam - how a corporate settler joined the digital natives

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@BigPondTeam - how a corporate settler joined the digital natives March 10, 2009 1 Mike Hickinbotham – Social Media Senior Advisor

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Transcript of "@BigPondTeam - how a corporate settler joined the digital natives"

  1. 1. @BigPondTeam - how a corporate settler joined the digital natives March 10, 2009 1 Mike Hickinbotham – Social Media Senior Advisor
  2. 2. Challenges faced by corporate settlers Legacy communication model - push vs. pull. Measure performance – what does success look like? Lack business processes – require resources. Public speaking for corporations – it’s scary! 2 Mike Hickinbotham – Social Media Senior Advisor
  3. 3. @BigPondTeam in action 3 Mike Hickinbotham – Social Media Senior Advisor
  4. 4. @BigPondTeam in action 4 Mike Hickinbotham – Social Media Senior Advisor
  5. 5. @BigPondTeam in action 5 Mike Hickinbotham – Social Media Senior Advisor
  6. 6. @BigPondTeam in action 6 Mike Hickinbotham – Social Media Senior Advisor
  7. 7. @BigPondTeam in action 7 Mike Hickinbotham – Social Media Senior Advisor
  8. 8. Four reasons why we stumbled Spoke® in a corporate tone™. Applied existing online customer care processes to engage customers. Lacked a planned ‘Test, Learn and Engage’ process. Fear of violating the customer’s privacy. 8 Mike Hickinbotham – Social Media Senior Advisor
  9. 9. Seven points why we are successful 1. We listened and engaged. 2. Tone and operational changes were made very quickly. 3. Personalised Telstra - Ben, Jase and Steph. 4. Culture of continuous improvement. 5. Sit watch and listen approach for new team members. 6. Greater internal networking. 7. We are effective at solving problems. 9 Mike Hickinbotham – Social Media Senior Advisor
  10. 10. 10 Mike Hickinbotham – Social Media Senior Advisor
  11. 11. Pilot survey – Support the community Reasons why people communicate with @BigPondTeam − communicate directly with the @BigPondTeam. − interest in social media/curiosity in BigPond team’s performance. − customer service. Underlying motivators why people communicate directly with @BigPondTeam − keeping up to date with the latest information. − maintain access in case of future service/product problems. − receive tips. − request for information about commercial services related to internet plans and games. 11 Mike Hickinbotham – Social Media Senior Advisor
  12. 12. Pilot survey – Commercial messages 63.8% of respondents are not interested in receiving commercial messages via Twitter. The following percentage did express an interest in receiving commercial messages about: Broadband - Wireless 17.0%; BigPond music, games and movies 14.9%; and Next G mobile 12.8%. Designer label communications – unobtrusive and informative. 12 Mike Hickinbotham – Social Media Senior Advisor
  13. 13. Pilot survey – Improved perception of the corporation 58.5% of respondents have a more positive perception of Telstra. 1.1% of respondents have a more negative perception of Telstra. 13 Mike Hickinbotham – Social Media Senior Advisor
  14. 14. Jase, Steph & Ben – Humanising the corporation 14 Mike Hickinbotham – Social Media Senior Advisor
  15. 15. @BigPondTeam (533 followers) 82 Re-tweets Total Messages reached a total of 25,239 users on Twitter 15 Mike Hickinbotham – Social Media Senior Advisor
  16. 16. http://twitter.com/M_Hickinbotham http://www.nowwearetalking.com.au/blogs/the-scrum 16 Mike Hickinbotham – Social Media Senior Advisor

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