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SocialMedia.org Video Case Studies SocialMedia.org This video is from Case Studies BlogWell San Francisco June 20, 2011This presentation is from socialmedia.org/blogwellBlogWell Keith McArthur San Francisco March 27, 2012 Haters Can Be Lovers socialmedia.org/blogwell

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Android InvasionHow Rogers turned its harshestcritics into brand ambassadorsKeith McArthur, VP, Social Media @RogersBuzzMarch 27, 2012 @keithmcarthur @RogersKeith

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Android RevolutionWe were FIRST to launch Android phones in Canada “Rogers has gone and ‘done did it’” -IntoMobile, June 2009“Well, it looks like Canadians willFINALLY get their wish of Androidpowered handsets! Rogers has “Yesterday was a milestone dayannounced today that they will be for Canadians–they finally got areleasing Android phones…”-AndroidinCanada, May 2009 taste of Android smartphones in Canada.” -iPhoneinCanada, June 2009 3

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Happiness Can be Fleeting, However…Within months, discontent came creeping in 4

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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Quickly in Social Media Customers become online influencers “I definitely think releasing the Dream as it is, an almost out of date device, was a strange move.”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 afrom Rogers and her phone has the ‘Revolution’ by Rogers.”1.5 firmware. When accessing theMarket, there are apps which will onlywork correctly on 1.6. “ 5

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Short-Term Action PlanWe 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

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Resolutions Spread QuicklyThe influencers helped balance the conversation 7

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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

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Nurturing the Relationship Helped it GrowWe 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

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Conversations Don’t Just StopWe continued to engage in real life 10

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Turning Influencers into AmbassadorsWe leveraged their experience 11

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Turning Influencers into AdvocatesTrusted relationships help protect our brand 12

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Android Share of Positive VoiceSignificant Progress through 2011 13

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Thank you!Questions? Keith McArthur VP, Social Media Rogers Communications Keith.mcarthur@rci.rogers.com @RogersKeith @keithmcarthur 14

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SocialMedia.org This video is from Case Studies Learn more about past and BlogWell San Francisco June 20, 2011 upcoming BlogWellsThis presentation is from socialmedia.org/blogwellBlogWell socialmedia.org/blogwell San Fracisco March 27, 2012 socialmedia.org/blogwell