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

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

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In his presentation, Rogers Communications' Vice President of Social Media, Keith McArthur, shares how they turned their harshest critics into brand ambassadors.

Keith talks about how to combine real-life engagement with online engagement, how to find customers that are already passionate about your brand, and how to respond to negative feedback.

Watch the video of this presentation here: https://vimeo.com/42370339

In his presentation, Rogers Communications' Vice President of Social Media, Keith McArthur, shares how they turned their harshest critics into brand ambassadors.

Keith talks about how to combine real-life engagement with online engagement, how to find customers that are already passionate about your brand, and how to respond to negative feedback.

Watch the video of this presentation here: https://vimeo.com/42370339

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

  1. 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. 2. Android Invasion How Rogers turned its harshest critics into brand ambassadors Keith McArthur, VP, Social Media @RogersBuzz March 27, 2012 @keithmcarthur @RogersKeith
  3. 3. 2
  4. 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. 5. Happiness Can be Fleeting, However… Within months, discontent came creeping in 4
  6. 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Quickly in Social Media Customers become online influencers “I definitely think releasing the Dream as it is, an almost out of date device, was a strange move.”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. 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. 8. Resolutions Spread Quickly The influencers helped balance the conversation 7
  9. 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. 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. 11. Conversations Don’t Just Stop We continued to engage in real life 10
  12. 12. Turning Influencers into Ambassadors We leveraged their experience 11
  13. 13. Turning Influencers into Advocates Trusted relationships help protect our brand 12
  14. 14. Android Share of Positive Voice Significant Progress through 2011 13
  15. 15. Thank you! Questions? Keith McArthur VP, Social Media Rogers Communications Keith.mcarthur@rci.rogers.com @RogersKeith @keithmcarthur 14
  16. 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

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