@BigPondTeam - how a corporate settler joined the digital natives March 10, 2009 1 Mike Hickinbotham – Social Media Senior Advisor

1. @BigPondTeam - how a corporate
settler joined the digital natives
March 10, 2009
1 Mike Hickinbotham – Social Media Senior Advisor

2. Challenges faced by corporate settlers
Legacy communication model - push vs. pull.
Measure performance – what does success look like?
Lack business processes – require resources.
Public speaking for corporations – it’s scary!
2 Mike Hickinbotham – Social Media Senior Advisor

3. @BigPondTeam in action
3 Mike Hickinbotham – Social Media Senior Advisor

4. @BigPondTeam in action
4 Mike Hickinbotham – Social Media Senior Advisor

5. @BigPondTeam in action
5 Mike Hickinbotham – Social Media Senior Advisor

6. @BigPondTeam in action
6 Mike Hickinbotham – Social Media Senior Advisor

7. @BigPondTeam in action
7 Mike Hickinbotham – Social Media Senior Advisor

8. Four reasons why 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.
8 Mike Hickinbotham – Social Media Senior Advisor

9. Seven points why we are successful
1. We listened and engaged.
2. Tone and operational changes were made very quickly.
3. Personalised Telstra - Ben, Jase and Steph.
4. Culture of continuous improvement.
5. Sit watch and listen approach for new team members.
6. Greater internal networking.
7. We are effective at solving problems.
9 Mike Hickinbotham – Social Media Senior Advisor

10. 10 Mike Hickinbotham – Social Media Senior Advisor

11. Pilot survey – Support the community
Reasons why people communicate with @BigPondTeam
− communicate directly with the @BigPondTeam.
− interest in social media/curiosity in BigPond team’s performance.
− customer service.
Underlying motivators why people communicate directly with
@BigPondTeam
− keeping up to date with the latest information.
− maintain access in case of future service/product problems.
− receive tips.
− request for information about commercial services related to internet
plans and games.
11 Mike Hickinbotham – Social Media Senior Advisor

12. Pilot survey – Commercial messages
63.8% of respondents are not interested in receiving
commercial messages via Twitter.
The following percentage did express an interest in
receiving commercial messages about:
Broadband - Wireless 17.0%;
BigPond music, games and movies 14.9%; and
Next G mobile 12.8%.
Designer label communications – unobtrusive and
informative.
12 Mike Hickinbotham – Social Media Senior Advisor

13. Pilot survey – Improved perception of the
corporation
58.5% of respondents have a more positive perception
of Telstra.
1.1% of respondents have a more negative perception
of Telstra.
13 Mike Hickinbotham – Social Media Senior Advisor

14. Jase, Steph & Ben – Humanising the
corporation
14 Mike Hickinbotham – Social Media Senior Advisor

15. @BigPondTeam (533 followers)
82 Re-tweets Total
Messages reached a total of 25,239 users on Twitter
15 Mike Hickinbotham – Social Media Senior Advisor

16. http://twitter.com/M_Hickinbotham
http://www.nowwearetalking.com.au/blogs/the-scrum
16 Mike Hickinbotham – Social Media Senior Advisor