Social media has changed the way that brands engage with consumers and vice versa.For me – I like to call this the ‘Clif Bar moment’
It’s probably safe to say that my passion for Clif Bars is unique – however I also think it’s safe to say that most of us in this room are passionate about our wireless service.Whether you have a basic phone, an Android smarthphone or even a phone from that company in Cuptertino – your mobile device is probably the one thing that if you forget it when you leave the house you will go back for it.
The conversations about your brand…
28 minute turnover on our facebook page.
What we set out to do at Sprint.Meet our customers where they are online – for us at the start that was Twitter.Join the conversation that is already taking place. Be activeParticipate in authentic and transparent 2-way conversation – not marketing speak.
I think we can all relate to this quote in some way.For Sprint it leads me to share with you what I like to call the light bulb moment for our legal team and customer care organization.Share the retail story.
Learn from our customers – example – Android software update.
Inside circles are Sentimented (Tan) vs. Non-Sentimented (Blue)2008 Sentimented (63%), Non-sentimented (37%)2011 Sentimented (31%), Non-sentimented (69%)Sentimented = “I $%@# HATE SPRINT!!” or “Sprint is so awesome!”Non-sentimented = “I’m wonder what Sprint’s coming out with, I hope it’s cool.”Reduction in sentiment along with our increased Positive sentiment is a Good Thing; it means people aren’t as furious with us as they once were and are turning toward advocacy.
1. 1<br />Leveraging Social Media to Increase Customer Engagement, Retention & Satisfaction in the Social Channel<br />Richard Pesce<br />Sprint Nextel<br />Sr. Manager, Social Media and Digital Communications<br />3/23/11<br />
2. Listening to and Engaging Customers<br />
3. Passion of the mobile device<br />3<br />
4. 4<br />Who, Where, Why Social Media? <br />“42 MM (53%) of women are actively engaging (weekly) in social media with more boomers and Gen X’ers participating than Millennials” **<br />COMMUNICATE<br />“In 2009, more than four out of five online Americans are active in either creating, participating in, or reading some form of social content at least once a month.”* <br />If Facebook were a country it would be the third largest in the world.+<br />Our Customers and Prospects<br />GROWTH<br />EDUCATE<br />OPPORTUNITY<br />ADVOCACY<br />80% of Twitter usage is on mobile devices+<br />25% of search results for the word’s top 20 brands are links to user generated content+<br />*http://blogs.forrester.com/groundswell/<br />+www.socialnomics.com<br />**http://assets3.blogher.com/files/2009_Compass_BlogHer_Social_Media_Study_042709_FINAL.pdf<br />
5. 5<br />New environment changes how companies engage with customers <br /><ul><li>World of communicating and servicing customers has changed dramatically.
6. New social channels creates opportunities to engage with customers.
7. Sprint was one of first wireless carriers to engage customers through social media – we get it!</li></li></ul><li>General Trends: Social Media Use is Growing Rapidly<br />6<br />Adult Internet users who visit or have a profile on an online social network site<br />75%<br />8%<br />2005<br />2010<br />22%<br />Percentage of all time spent online that is “social” (one in every four minutes, 22 sec)<br />2010<br />New media users who engage companies or brands at least once per week<br />37%<br />25%<br />2008<br />2009<br />
8. Engagement Opportunities Are Also Growing Rapidly<br />500,000+ online Fans/Followers of Sprint brands<br />15% avg. monthly growth in total Fans / Followers<br />25,000 mentions of Sprint per month<br />~1,000 Customers engaged each month and growing<br />7<br />Blogger<br />Ecosystems<br />Sentiment Dashboard<br />Daily Volumes<br />Topic Analysis<br />
9. Focus on relationships, Leveraging technologies<br />Moving From Communication that is… <br />Striving for Communication that is… <br />One-way<br />Transactional<br />Occasional<br />Impersonal<br />Short-term<br />Two-way<br />Passionate<br />Constant<br />Personal<br />Loyal<br />
11. Golden Age of Engagement<br />“The difficulty lies, not in the new ideas, but in escaping from the old ones, which ramify, for those brought up as most of us have been, into every corner of our mind.”<br /> -John Maynard Keynes<br />10<br />
12. Customer engagements growing<br /><ul><li>Nine dedicated Executive Escalations analysts focused on three sites: Facebook, Twitter, Sprint.com Community
13. Now averaging 250 unique customers engaged per week
14. Over 5,800 customers engaged in 2010</li></ul>Program has won two awards for Excellence in Social Media:<br /><ul><li>2009 SNCR Commendation of Merit
16. Customers expect us to meet them there.<br />And others are watching to see if we engage and <br />if so…how we engage<br />
17. 13<br />Engaging with employees – Sprint Social Media Ninjas<br />Ninja Mission:<br /><ul><li>Improve Sprint’s reputation by harnessing the powerful influence of our employees who are in a unique position to be online ambassadors for our company</li></ul>Sprint Social Media Ninjas:<br /><ul><li>Share best practices in social media
18. Advise of Sprint policies
19. Educate about Sprint resources,customer assistance
20. ~1,000 employees inducted</li></li></ul><li>A Sprint Ninja in Action<br /><ul><li>Listening to customer questions, concerns
21. Responding with answers
22. Pointing to self-service online resources, other information</li></ul>14<br />