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                                    Video Case Studies



   SocialMedia.org
         This video is from
    Case Studies
           BlogWell
            San Francisco
            June 20, 2011
This presentation is from
         socialmedia.org/blogwell



BlogWell                             Keith McArthur
    San Francisco
    March 27, 2012                    Haters Can Be Lovers
   socialmedia.org/blogwell
Android Invasion
How Rogers turned its harshest
critics into brand ambassadors

Keith McArthur, VP, Social Media   @RogersBuzz
March 27, 2012                     @keithmcarthur
                                   @RogersKeith
2
Android Revolution
We were FIRST to launch Android phones in Canada

                                              “Rogers has gone and
                                              ‘done did it’”
                                              -IntoMobile, June 2009




“Well, it looks like Canadians will
FINALLY get their wish of Android
powered handsets! Rogers has
                                      “Yesterday was a milestone day
announced today that they will be
                                      for Canadians–they finally got a
releasing Android phones…”
-AndroidinCanada, May 2009            taste of Android smartphones in
                                      Canada.” -iPhoneinCanada, June 2009
                                                                            3
Happiness Can be Fleeting, However…
Within months, discontent came creeping in




                                             4
Issues Escalate Quickly in Social Media
 Customers become online influencers

      “I definitely think releasing the Dream
      as it is, an almost out of date device,
      was a strange move.”
                                              “Pretty disappointing to say the
                                              least especially when the phones
“My girlfriend just got the HTC Dream         were launched they were dubbed a
from Rogers and her phone has the             ‘Revolution’ by Rogers.”
1.5 firmware. When accessing the
Market, there are apps which will only
work correctly on 1.6. “




                                                                             5
Short-Term Action Plan
We committed to protecting brand & helping customers

                          -   We spent a lot of time listening
                              and engaging with our customers
                          -   We got to know the issue
                          -   We understood their concerns


                          -   We became ambassadors for
                              customer needs
                          -   We shared what we learned with
                              our internal partners
                          -   We worked with manufacturers
                              to find a resolution
                          -   We shared what we learned,
                              honestly and transparently
                          -   We continued to engage with the
                              community even after the issue
                              was resolved
                                                                 6
Resolutions Spread Quickly
The influencers helped balance the conversation




                                                  7
There’s No Such Thing As A “One-Off”
Problems can snowball and create a reputational issue


                                                  The
  The                                            Dream
 Reality




                                      Positive
                       Neutral
           Negative




                         The
                         Goal
                                                         8
Nurturing the Relationship Helped it Grow
We took it to the next level

                          We share IRL
                          milestones with
                          them …..




  We created an
  Android Customer
  Panel with 10-13 of
  our top online
  influencers. Hosted
  quarterly, it’s an
  opportunity to share
  information.
                                            9
Conversations Don’t Just Stop
We continued to engage in real life




                                      10
Turning Influencers into Ambassadors
We leveraged their experience




                                       11
Turning Influencers into Advocates
Trusted relationships help protect our brand




                                               12
Android Share of Positive Voice
Significant Progress through 2011




                                    13
Thank you!
Questions?




             Keith McArthur
             VP, Social Media
             Rogers Communications

             Keith.mcarthur@rci.rogers.com

             @RogersKeith
             @keithmcarthur



                                             14
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    March 27, 2012
   socialmedia.org/blogwell

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BlogWell San Francisco Case Study: Rogers Communications, presented by Keith McArthur

  • 1. SocialMedia.org Video Case Studies SocialMedia.org This video is from Case Studies BlogWell San Francisco June 20, 2011 This presentation is from socialmedia.org/blogwell BlogWell Keith McArthur San Francisco March 27, 2012 Haters Can Be Lovers socialmedia.org/blogwell
  • 2. Android Invasion How Rogers turned its harshest critics into brand ambassadors Keith McArthur, VP, Social Media @RogersBuzz March 27, 2012 @keithmcarthur @RogersKeith
  • 3. 2
  • 4. Android Revolution We were FIRST to launch Android phones in Canada “Rogers has gone and ‘done did it’” -IntoMobile, June 2009 “Well, it looks like Canadians will FINALLY get their wish of Android powered handsets! Rogers has “Yesterday was a milestone day announced today that they will be for Canadians–they finally got a releasing Android phones…” -AndroidinCanada, May 2009 taste of Android smartphones in Canada.” -iPhoneinCanada, June 2009 3
  • 5. Happiness Can be Fleeting, However… Within months, discontent came creeping in 4
  • 6. Issues Escalate Quickly in Social Media Customers become online influencers “I definitely think releasing the Dream as it is, an almost out of date device, was a strange move.” “Pretty disappointing to say the least especially when the phones “My girlfriend just got the HTC Dream were launched they were dubbed a from Rogers and her phone has the ‘Revolution’ by Rogers.” 1.5 firmware. When accessing the Market, there are apps which will only work correctly on 1.6. “ 5
  • 7. Short-Term Action Plan We committed to protecting brand & helping customers - We spent a lot of time listening and engaging with our customers - We got to know the issue - We understood their concerns - We became ambassadors for customer needs - We shared what we learned with our internal partners - We worked with manufacturers to find a resolution - We shared what we learned, honestly and transparently - We continued to engage with the community even after the issue was resolved 6
  • 8. Resolutions Spread Quickly The influencers helped balance the conversation 7
  • 9. There’s No Such Thing As A “One-Off” Problems can snowball and create a reputational issue The The Dream Reality Positive Neutral Negative The Goal 8
  • 10. Nurturing the Relationship Helped it Grow We took it to the next level We share IRL milestones with them ….. We created an Android Customer Panel with 10-13 of our top online influencers. Hosted quarterly, it’s an opportunity to share information. 9
  • 11. Conversations Don’t Just Stop We continued to engage in real life 10
  • 12. Turning Influencers into Ambassadors We leveraged their experience 11
  • 13. Turning Influencers into Advocates Trusted relationships help protect our brand 12
  • 14. Android Share of Positive Voice Significant Progress through 2011 13
  • 15. Thank you! Questions? Keith McArthur VP, Social Media Rogers Communications Keith.mcarthur@rci.rogers.com @RogersKeith @keithmcarthur 14
  • 16. SocialMedia.org This video is from Case Studies Learn more about past and BlogWell San Francisco June 20, 2011 upcoming BlogWells This presentation is from socialmedia.org/blogwell BlogWell socialmedia.org/blogwell San Fracisco March 27, 2012 socialmedia.org/blogwell