Social Media - Qwest Story


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Believe it or not, a lot of companies still see social media as a fad and think it may go away. As more and more people understand social media and realize the benefits of social tools, the more permanent it becomes. Discover why it’s important to design a social media strategy instead of jumping in to swim and having to dog paddle to stay afloat.

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Social Media - Qwest Story

  1. 1. Well Actually, there is a lot to about Social Media.. Joshua ‘Sipp’ Sippola @TalkToQwest Team Lead & Social/New Media Strategist @SippSippola - #CCSummit Measuring Success of Social Media Efforts Including R.O.I.
  2. 2. Who Is Qwest? <ul><ul><li>Qwest Communications International Inc.® provides industry- leading national fiber-optic network and world-class customer service for communications and entertainment needs. </li></ul></ul><ul><ul><li>Along with fiber-optic-fast Internet services, Qwest offers home phone, Verizon Wireless and DIRECTV® services to 14 western and central U.S. states. </li></ul></ul><ul><ul><li>Qwest also provides nationwide service to small businesses, large businesses, government agencies, private institutions and wholesale customers. </li></ul></ul><ul><ul><li>25,000+ employees and HQ is in Denver, CO. </li></ul></ul>
  3. 3. Today’s Agenda: <ul><li>Social Statistics. </li></ul><ul><li>Discover why it’s important to design an actual SM strategy and set goals. </li></ul><ul><li>The Qwest Approach to Social Media. </li></ul><ul><li>Upset to Advocate. </li></ul><ul><li>Driving Sales Conversions and How to Approach. </li></ul>Let’s examine some statistics…
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  5. 5. 3 Billion ‘Likes’ a day
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  9. 9. <ul><li>Comscore data released Nov. ’10: Smartphone usage: </li></ul><ul><li>Up over 61.5M. </li></ul><ul><li>Increased over 10% from previous 3 month period. </li></ul>Smartphone Usage on the Rise: <ul><ul><li>Friends. </li></ul></ul><ul><ul><li>Family. </li></ul></ul><ul><ul><li>Followers. </li></ul></ul><ul><ul><li>Fans. </li></ul></ul>
  10. 10. The Immediate Expectation: Not quite that simple..
  11. 11. Find a Need, Plant a Seed, Build it Right, Watch it Grow. Social Media Implementation Strategy: <ul><ul><li>Build lasting relationships with customers. </li></ul></ul><ul><ul><li>SM is a compliment, not a replacement. </li></ul></ul><ul><ul><li>Benefits go a long way toward R.O.I. </li></ul></ul><ul><ul><li>R.O.I. goals are different for every group and every company. </li></ul></ul>
  12. 12. S m a r t Specific Measurable Attainable Relevant Time-Bound Setting the Right Goals:
  13. 13. Let’s take a look at how Qwest approached  Goal Examples: <ul><ul><li>Number of people who have filled in the ‘Get More Info’ Form in the last month. </li></ul></ul><ul><ul><li>Number of New Customers/Sales in a week. </li></ul></ul><ul><ul><li>Number of Repeating or Unique Visitors to your site today. </li></ul></ul><ul><ul><li>How many times a coupon was used on a specific campaign. </li></ul></ul>
  14. 14. Our Approach to @TalkToQwest: 2008
  15. 15. Deeper Dive into Conversation: Paid Tools:
  16. 16. Deeper Dive into Conversation: Free Tools:
  17. 17. Legal/Risk: <ul><ul><li>Customer Privacy. </li></ul></ul><ul><ul><li>Communication Methods and Platforms. </li></ul></ul><ul><ul><li>Standard M & P processes different medium. </li></ul></ul><ul><ul><li>Very involved. </li></ul></ul>
  18. 18. Establish Stakeholders from each Business Group as part of a ‘Core Team’. Build on your talent from within: Establish an Identity.
  19. 19. Listen Engage Act Accordingly Follow thru / Follow Up Conversations with Customers: L E F A
  20. 21. <ul><li>When Employees are trained to respond and are: </li></ul><ul><li>Open </li></ul><ul><li>Honest </li></ul><ul><li>Available </li></ul><ul><li>Transparent </li></ul><ul><li>Apologetic </li></ul><ul><li>Resolving </li></ul><ul><li>In public online spaces, you tell a powerful story, and you have a recipe for success! And we start to see some R.O.I. </li></ul>Lessons we were Learning:
  21. 22. Wow Factor has R.O.I.:
  22. 23. Surprise and Delight has R.O.I.:
  23. 24. Conversation has R.O.I.: =
  24. 25. ‘ Experience Sharing’ has R.O.I.: =
  25. 26. Advocacy has R.O.I.:
  26. 27. Retention has R.O.I.:
  27. 28. Recommendations have R.O.I.:
  28. 29. 5000 X $71.84 ROI Example for proving worth of facebook. Goal = 2x the investment. = $359,200 / year or $29,933.33 / month In increased Revenue = Above ‘0’ = Positive R.O.I. $359,200 - $50,000 $50,000 ROI = = 6.184 A Positive R.O.I. (Avg. value a facebook fan spends with a company vs. non fans according to Syncapse Media industry study) 1 employee at $50,000/year
  29. 30. These traits can turn a someone from: Shopper  Customer. Upset  Advocate. Liker  Lifer. To Help Ensure Success: <ul><li>Establish & Build On Keys we talked about: </li></ul>Simplification Loyalty Trust Passion Interaction Brand Awareness Confidence Retention Recommendations Wow Advocacy Surprise & Delight Experience Convenience One-Touch Resolution Customer Terms Relationships Knowledge
  30. 31. To Help Ensure Success continued..: <ul><li>Figure out what Metrics are Important to your company. </li></ul><ul><li>Stay Consistent with other Business Group Metrics. </li></ul><ul><li>Keep Your Goals ‘SMART’. </li></ul>
  31. 32. <ul><li>Only 1 company. </li></ul><ul><li>6.2-percentage-point drop in ‘poor’ marks. </li></ul><ul><li>5.2-percentage-point gain in ‘good’ or ‘excellent’. </li></ul><ul><li>From fifth-worst in 2008 to seventh-worst in 2009 </li></ul><ul><li>to off the list in 2010. </li></ul><ul><li>Work hard every day to perfect the customer experience. </li></ul><ul><li>We how bright our future is. </li></ul>Results = 1 st and Only:
  32. 33. Joshua ‘Sipp’ Sippola @TalkToQwest Team Lead & Social/New Media Strategist Twitter - @Sippola [email_address] Thank You! Questions/Comments/Thoughts?