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UPS: Proactive social listening, presented by Vincent Washington
The document outlines the agenda and key takeaways from Member Meeting 39 of socialmedia.org held on May 3, 2016, in Chicago, focusing on proactive social listening strategies employed by UPS. It highlights the team structure, emphasizes the transition from reactive to proactive social media engagement, and discusses various methods for enhancing customer experience, content engagement, and employee perception. The presentation also details specific business opportunities identified through social listening and the positive outcomes achieved.
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UPS: Proactive social listening, presented by Vincent Washington
- 1. MEM BER MEETIN G 39 SOC IALMEDIA. ORG UPS Vincent Washington Proactivesocial listening Learn more about Member Meetings socialmedia.org/meetings SOCIALMEDIA.ORG CASE STUDIES Member Meeting 39 Chicago 5-3-2016
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- 3. Agenda 2 • Who weare o The Team. The Team. The Team. • Social Listening Strategies o Reactive or Proactive
- 4. Who We Are TheTeam. The Team. The Team 3 The team consist of • 2 Supervisors • 2 Specialist and 1 Intern We have a great mix of new UPSers and long tenured UPSers. Gives great perspective to our social / brand voice. We are also support by our agency of record T3 (Austin, TX) and a host of other partners.
- 5. Humanizing Our Brand throughamazing story telling, a rich history, and premium partnerships 4
- 6. It’s great workingfor UPS…Until it isn’t 5
- 7. The Majority ofSocial Media Listening is Reactive Traditional listening fell into one of these 3 themes Sentiment Analysis Employee “Engagement” Content Performance 6
- 8. Content Discovery wasanother Key Issue 7
- 9. The Premise……. 1. Surfacebusiness opportunities. 2. Inform the creation and increase engagement with UPS Content. 3. Improve Employee perception. Could we use Proactive social listening to: 8
- 10. 1. Surface BusinessOpportunities Leverage Social Listening for Sales Engagement Working with UPS Sales AEs. Align Social Conversation with UPS Solutions 9
- 11. Conduct a SocialAudit of a Potential Customer 10,770 conversations! Customers love Optics Planet with over 96% favorable sentiment. 10
- 12. Opportunity We would identify“Opportunity” themes and social influencers around their brand and the issue Delayed Shipping Missing Items Inventory Customer Service 11
- 13. UPS My Choice- Customer Experience Opportunities 12
- 14. 2. Inform theCreation and Increase Engagement with UPS Content Listen to engage in existing conversations in a meaningful way 13
- 15. Surface relevant UPScontent into the existing conversation. 14 2. Inform the Creation and Increase Engagement with UPS Content
- 16. Get in frontof your customer with relevant conversation Existing UPS study. 15 2. Inform the Creation and Increase Engagement with UPS Content
- 17. Several new socialtools allow us to narrow our targeting to reach a key influencer audience 16 2. Inform the Creation and Increase Engagement with UPS Content
- 18. 3. Improve EmployeePerception UPS Micro documentary series exposes customers to great UPSers . 17
- 19. 3. Improve EmployeePerception This success ultimately inspired our TED@UPS event 18
- 20. Proactive Social ListeningWorks • Over 100 Sales reports have been delivered to clients • Content is relevant and reaching the right audience • We are refining the listening and have been given more budget To be continued….. 19
- 21. Thank you foryour trust & your business. Vincent Washington Social Media Mgr. | UPS @VincentWash
- 22. MEM BER MEETIN G 39 SOC IALMEDIA. ORG Learn moreabout Member Meetings socialmedia.org/meetings SOCIALMEDIA.ORG CASE STUDIES Member Meeting 39 Chicago 5-3-2016 Learn more about past and upcoming Member Meetings socialmedia.org/meetings