Navigating the seas ofSocial Media12 October 2012Larry Taylor, BT Ireland
“Digital Customers”                         Recognising customers online at                                               ...
Definition of Social Media                  “ Web-based and mobile tools, used to turn                    communication in...
Social Media channels                                       I think Im going to go...                                     ...
Be Brave                                   Only slightly                                   edited Dilbert© British Telecom...
What are you trying to achieve?       •                 Exposure? The only 24/7 presence you have. The fastest growing    ...
© British Telecommunications plc
What about a Blog?                                                    Are you ready?© British Telecommunications plc      ...
Taking the plunge – customer service                                   •   Seek customers out                             ...
Dabs and boards.ie     “Good to see a representative on here, its                  “Its refreshing to see a     very reass...
YouTube        Broadcast: The new corporate business card        What can you share:        •           Stories        •  ...
Twitter Tips             •           When in emergency, or time-sensitive mode. E.g. outages.                         Espe...
LinkedIn: Empowering a small                          team of experts  •                 Schedule timetable of activity fo...
LinkedIn Labs© British Telecommunications plc
Next Steps              1. Identify Blogs and communities of interest -              E.g. For cloud computing Ireland     ...
/continued               •           Join and contribute to discussion threads - Sales specialists,                       ...
Case study – expertise request                                   1. Post subject expertise - slides                       ...
Mobile apps – the future for customers© British Telecommunications plc
Morning Ireland 14th Sept 2010               •           8:45am Brian Cowen‟s radio interview is broadcast               •...
Social media cascade                  600000                  500000                  400000   Viewers                  30...
In summary: Be Brave      Try it out1. Find the right people2. Build on what‟s good3. Choose one thing:One event, one sect...
Thank you             Suggested reading             •           „The New Handshake: Sales meets Social Media‟             ...
Social Media case studies: Travel             •           KLM – Treats. Meet and Seat                         http://www.y...
© British Telecommunications plc
© British Telecommunications plc
Upcoming SlideShare
Loading in …5
×

Social Media Overview

292 views

Published on

General overview of BT ireland\'s experience with Social Media

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
292
On SlideShare
0
From Embeds
0
Number of Embeds
6
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • BT is a huge, traditional, bricks a mortar company in a high tech worldThe historical opinion is that total control must be imposed on all comms.The reality is that most people use, LinkedIn, Facebook, Twitter, blogs, email and youtube.Opinion and statements are already getting out.We are harnessing the existing behaviour and allow staff to connect
  • Social Media Overview

    1. 1. Navigating the seas ofSocial Media12 October 2012Larry Taylor, BT Ireland
    2. 2. “Digital Customers” Recognising customers online at BT interacts with customers iswant to interact through Social Media for BT critical to good customer relations many levels, for many What do and everyevery channel Customers are immersed in reasons. Digital Technology in the home and customersdevice, at any time increasingly for where customers tools We look expect digital information, want? and personalisation from businesses. need to socialise the most and meet them there. They want: 1. Recognition of where they are, what they are doing and to be heard 2. Tools, Information and an opportunity to discuss opinions Anywhere Any Any time device© British Telecommunications plc
    3. 3. Definition of Social Media “ Web-based and mobile tools, used to turn communication into interactive dialogue between organizations, communities, and individuals”......... Wikipedia© British Telecommunications plc
    4. 4. Social Media channels I think Im going to go... I did it, I did it. Heres where I did it: Look at me doing it! Im great at doing it.... and let‟s talk about doing business© British Telecommunications plc
    5. 5. Be Brave Only slightly edited Dilbert© British Telecommunications plc
    6. 6. What are you trying to achieve? • Exposure? The only 24/7 presence you have. The fastest growing and most influential medium for influencing customers. Measured by ranking, views and viewers. • Credibility? Promoting the views of subject matter experts, thought leaders and innovation. Measured by response rate, referencing, re-posting, customer engagement • Customer satisfaction? Answering customer issues, tracking complaints, adding value to services. Measured by reduction in calls, complaints and increase in issue resolution • Customer feedback? Identifying customer recommendations for improvement. Measured by customer comments and indicates trust • Lead generation? The cumulative impact generates leads and customer conversations© British Telecommunications plc
    7. 7. © British Telecommunications plc
    8. 8. What about a Blog? Are you ready?© British Telecommunications plc Dilbert licensed for use from www.thedilbertstore.com. Licence
    9. 9. Taking the plunge – customer service • Seek customers out • Find the most damaging and provocative threads • Made contact and identify yourself • First name terms when responding to messages. • Even if the issue cannot be resolved immediately, comment on what steps are being taken to remedy the issue in general • Take the issue off-line as a call back, or email. Start a private thread if necessary, to capture customer details.© British Telecommunications plc
    10. 10. Dabs and boards.ie “Good to see a representative on here, its “Its refreshing to see a very reassuring. Ill be using dabs again in representative on (boards.ie) - it the future“ – Biro certainly gives the impression that our concerns are being heard.” – Swampthing “I’d like to thank Larry for taking the time to post here. it really does show up Dabs in a better light “Nice to see some feedback from a than it was seen previously in my opinion. Bought a Wacom gfx tablet recently off Dabs dabs employee here. Ive got a new as a result.:)” – Virgil build project coming up so I think Ill give Dabs.ie another go and see how it works this time. “ – LoLth (Moderator) Agree, its great to see a bit of representation. “ Terrafirmer (Mod) “I read the boards dabs threads so was “I went ahead with the dabs.ie order, in fact I wary of the time spent on the security made three separate orders. ..each order checking but I did the verified by visa, went through smoothly and they have been payed by paypal and had no checks to amazing. contend with. It was shipped via UPS I have no qualms about giving them my from the UK and I had it within a highest recommendation!” - Ulic couple of days, nothing but praise for them from me. “ - ekevosu© British Telecommunications plc
    11. 11. YouTube Broadcast: The new corporate business card What can you share: • Stories • Case studies • Thought leadership Scan: Check for mood and trends. Also possible for 1 customer to wreak huge damage in a creative way "United breaks guitars" was a song recorded and posted to draw attention to a single customer issue. The negative PR was absorbed by 4 million viewers in a few months. Resulted in a 10% drop in share price, or $180M© British Telecommunications plc
    12. 12. Twitter Tips • When in emergency, or time-sensitive mode. E.g. outages. Especially unscheduled outages • When customer cannot connect and web-based service is impossible http://twitter.com/btcare • Joining 3rd party tweets - Search for disruptive and damaging tweets. E.g. http://topsy.com • Respond if possible. Be aware that tweets expect to be short and productive. If the issue cannot be resolved, or constructively responded to, DO NOT TWEET. • Request Re-tweets • Start a #tag • Follow Fridays© British Telecommunications plc
    13. 13. LinkedIn: Empowering a small team of experts • Schedule timetable of activity for small group of channels/groups • Build archive of material from past and present (to use as posts and blogs) • Listen and identify opportunities for engagement • Alert experts and engage them strategically© British Telecommunications plc
    14. 14. LinkedIn Labs© British Telecommunications plc
    15. 15. Next Steps 1. Identify Blogs and communities of interest - E.g. For cloud computing Ireland All cloud groups Ireland LinkedIn groups Ireland© British Telecommunications plc
    16. 16. /continued • Join and contribute to discussion threads - Sales specialists, product managers and account managers. • Get some training • Build confidence and content • Use expertise from connected staff: Facebook users© British Telecommunications plc
    17. 17. Case study – expertise request 1. Post subject expertise - slides 2. Promote events 3. Get invitations to speak And requests for information© British Telecommunications plc
    18. 18. Mobile apps – the future for customers© British Telecommunications plc
    19. 19. Morning Ireland 14th Sept 2010 • 8:45am Brian Cowen‟s radio interview is broadcast • 8:55am Politics.ie members begin posting. 3 days later, 7 separate discussions, with up to 5,000 views each • 9:16am Simon Coveney Tweets. Re-tweeted 73 times in 2 days • 9:46am www.boards.ie begins Cowen discussions. >1,000 posts, viewed over 55,000 times in 2 days. • Afternoon: Parody songs and video posted on Youtube. 150,000 views in 2 days. 270,000 views in 2 weeks • 15 hours following the interview, 457 press articles were published in 26 countries. • Brian Cowen appears on the Six o‟clock news, on the 15th. • 33 hours between radio interview and 6-1 News© British Telecommunications plc
    20. 20. Social media cascade 600000 500000 400000 Viewers 300000 200000 100000 0 Interview 1 hour 2 days 2 weeks 1 month© British Telecommunications plc
    21. 21. In summary: Be Brave Try it out1. Find the right people2. Build on what‟s good3. Choose one thing:One event, one sector, one target4. Identify what you want:Visitors, calls, sales?5. Choose a social network6. Make (small) mistakes7. Measure and review© British Telecommunications plc
    22. 22. Thank you Suggested reading • „The New Handshake: Sales meets Social Media‟ Authors: Curtis and Giamanco Suggested Youtube videos • „Socialnomics‟ • „KLM treats‟ Larry Taylor, BT larry.taylor@bt.com Twitter.com/btinireland http://ie.linkedin.com/in/larrytaylordigital© British Telecommunications plc
    23. 23. Social Media case studies: Travel • KLM – Treats. Meet and Seat http://www.youtube.com/watch?v=eL2lWn7oup4 • Spanair unexpected luggage http://www.youtube.com/watch?v=fW5Xo4QrSBw© British Telecommunications plc
    24. 24. © British Telecommunications plc
    25. 25. © British Telecommunications plc

    ×