BDI 1/13/10 Social Integration Conference - Sprint Case Study

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Case Study: Organizations use Social Media to Listen to Stakeholders and Respond Presented by: Richard Pesce, Social Media & Digital Communications, Sprint Nextel

Business Technology

Focus on Relationships; Leverage
Technologies

Leveraging Social Media to Listen and Respond to
Stakeholders

Richard Pesce
Sprint Nextel
Social Media & Digital Communications
(e) richard.pesce@sprint.com
Twitter: @rpesce

© 2007 Sprint Nextel. All rights reserved.

Focus on relationships, leveraging technologies

What is Social Media?
• People connecting using technology to get the things they need from each other,
bypassing traditional institutions like corporations.
– Groundswell, Charlene Li and Josh Bernoff

Moving From… To…

• Transactional • Passionate
• Occasional • Constant
• Impersonal • Personal
• Short-term • Loyal

© 2007 Sprint Nextel. All rights reserved.

Sprint’s Growing Social Media
Presence
• We want to claim National Leadership in showing
how to connect with customers and others across
platforms Talking With Customers
– Twitter
AND
– Facebook
Telling the Sprint Story
– YouTube
– Buzz about Wireless
– other

© 2007 Sprint Nextel. All rights reserved.

Corporate Communications Role
Direct engagement
Corporate Communications Social Media team offers expertise
suited to:
• Day-to-day news developments
• Rapid response
• Telling the Sprint Story
• Issue management
• Personal dialogue in real time

© 2007 Sprint Nextel. All rights reserved.

Engagement: Proven and Successful Approach
• June 2009: Twitter Care team partnership – six Executive
Escalations analysts + three Corp Communications
managers

© 2007 Sprint Nextel. All rights reserved.

Customers expect us to meet them there.

And others are watching to see if we engage and
if so…how we engage

© 2007 Sprint Nextel. All rights reserved.

The document appears to be an agenda for IRD's Social Media Summit on December 14, 2010. The agenda includes an introduction to social media by Steve Rubel, a discussion of social media for social good by Eric Rardin, a presentation of IRD's social media policy by Mike Krempasky, and a keynote address on telling your story through social media by Dr. Mark Drapeau. The agenda indicates IRD's success with social media depends on employee support and participation.

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BDI 1/13/10 Social Integration Conference - Sprint Case Study

1. Focus on Relationships; Leverage Technologies Leveraging Social Media to Listen and Respond to Stakeholders Richard Pesce Sprint Nextel Social Media & Digital Communications (e) richard.pesce@sprint.com Twitter: @rpesce © 2007 Sprint Nextel. All rights reserved.

2. Focus on relationships, leveraging technologies What is Social Media? • People connecting using technology to get the things they need from each other, bypassing traditional institutions like corporations. – Groundswell, Charlene Li and Josh Bernoff Moving From… To… • Transactional • Passionate • Occasional • Constant • Impersonal • Personal • Short-term • Loyal © 2007 Sprint Nextel. All rights reserved.

3. Telling the Sprint Story Dovetail Social Media with National Messaging Strategy FOCUS AREAS: • Blogger & On-line Engagement • Twitter Leader • Social Media Integration with Brand & Campaigns • Building Social Media Expertise Internally © 2007 Sprint Nextel. All rights reserved.

4. Sprint’s Growing Social Media Presence • We want to claim National Leadership in showing how to connect with customers and others across platforms Talking With Customers – Twitter AND – Facebook Telling the Sprint Story – YouTube – Buzz about Wireless – other © 2007 Sprint Nextel. All rights reserved.

5. Corporate Communications Role Direct engagement Corporate Communications Social Media team offers expertise suited to: • Day-to-day news developments • Rapid response • Telling the Sprint Story • Issue management • Personal dialogue in real time © 2007 Sprint Nextel. All rights reserved.

6. Engagement: Proven and Successful Approach • June 2009: Twitter Care team partnership – six Executive Escalations analysts + three Corp Communications managers © 2007 Sprint Nextel. All rights reserved.

BDI 1/13/10 Social Integration Conference - Sprint Case Study

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