Telstra - CRM / Social deck

iMedia Brand Summit Karen Ganschow Executive Director Relationship Marketing

Integrating Social Media And Social Networking as part of a Brands overall Customer Relationship Management Strategy Why Bother?

The Customer is escaping!

Customers are evolving rapidly! We also need to evolve in how we Service, Manage and Market to them

How we spent our time once upon a time

Family gathering now involves multitasking with TV, Mobile and Laptops all active

New Technology Adoption is Accelerating Time for emerging new media to reach 50 mlln users Radio 38 years TV 13 years Internet 4 years Ipod 3 Years Facebook 2 years Twitter 18 mths (?)

Media Consumption Media Consumption Media consumption to 89 hours up from 84 Online up to 16 from 13.7 TV dropped to under 13hrs per week PC video 4.6 hrs up from 2.5 Multitasking Online with….. 60% watch TV at the same time 50% listen to radio Ave waking hours 112 hours Source: Nielsen Online Report 2008

The world of marketing is changing; 21st Century 20th Century Two way dialogue with customers, employees & stakeholders is placing organisation’s brand websites at the centre of marketing

So now many more Customers’ Moment of Truth Retail Direct Mail Bill Message Outbound & Inbound Call Centre SMS/MMS Message Email/ Online Social Media

“ Browse” “ Buy” “ Service” The Online game has changed, from simply selling to customers to one of helping them research & buy. Then support Service, Educate & Collaborate “ Educate & Collaborate” Online Interactions

“ Browse” “ Buy” Many customers buying involved products do their research online first Online Interactions

Search / Online visitor to sale Social Media “ Search is the largest database of customer intentions” Mel Silva - Google

Telstra Experiment In Action

Attributes and Levels Test conducted on Google Search paid-ads with these variations; Search Test
Leading to 256 tested variations measured in 16 treatments

“ Browse” “ Buy” “ Service” Many Customers do want to buy online but many want online to facilitate an offline transaction Online Interactions

Customers are channel surfing with abandon!

Search / Online visitor to sale Online Shop Retail Call Centre Social Media

“ Browse” “ Buy” “ Service” Online plays an passive and active role in customer care Dynamic FAQs, Online Self Serve & Online access to consultants Online Interactions

Twitter @ Telstra team in action

Online Service @BigPondTeam in action

Online Facilitated Service @BigPondTeam in action

Jase, Scott, Tristam & Paul – Humanising Telstra

“ Browse” “ Buy” “ Service” Real power in the ability to collaborate Need to listen and interact with relevance to the context “ Educate & Collaborate” Online Interactions

Forrester’s POST method
Technology
Decide which social technologies to use
T
Strategy
Plan for how relationships with customers will change
S
Objectives
Decide what you want to accomplish
O
People
Assess your customers’ social activities
P

Tools available to listen to the conversations

50% of Telstra online conversations are on Twitter
Online consumers share telco experiences and actively seek opinions when making purchase decisions.
30% of pilot survey respondents stated @BigPondTeam impacted their purchase decision.
82% of these respondents stated they purchased a Telstra product/service.
Recorded 1,901 entries, containing 2,980 incidents, or topics, for the reporting period of November 1 – January 31, 2009 Telstra Discussion by Venue Nov–Jan 2009

Social media puts word of mouth on steroids Dove Evolution – 8.86 mlln views on Youtube PR worth $150mlln Cadbury Gorilla – 3.7 mlln views on Youtube Cadbury Eyebrows – 3.5 mlln views on Youtube in 4 mths

Give the community something to share http://www.daylife.com/photo chitra-ammas-kitchen.blogspot.com http://www.flickr.com/photos/mmleones Call Mum Campaign went viral within a week

Conversations happening with or without us

Telstra Consumer Social Media -YouTube Brand Channel Taking T-Life experience online with a portfolio of “How-Tos” Measure Unique Visitors and Customer usage profiles

82 Re-tweets Total Messages reached a total of 25,239 users on Twitter @BigPondTeam in Action for Bushfires

Traps for Young Players Four reasons where 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.

Seven points where we are now successful
We listened and engaged.
Tone and operational changes were made very quickly.
Personalised Telstra - Ben, Jase and Steph & Paul
Culture of continuous improvement.
Sit watch and listen approach for new team members.
Greater internal networking.
We are effective at solving problems.

Online is powerful medium for sales and service But also for collaboration and education What is more dangerous is not to evolve Jeff Bezos – CEO and Founder of Amazon.com

Online is powerful medium for sales and service But also for collaboration and education “ What is more dangerous is not to evolve” Jeff Bezos – CEO and Founder of Amazon.com

Thanks www.linkedin.com/in/karenganschow http://www.facebook.com/people/Karen-Ganschow/ https://twitter.com/kegans

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Telstra - CRM / Social deck

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Telstra - CRM / Social deck — Presentation Transcript