BlogWell Chicago Social Media Case Study: U.S. Cellular, presented by Sherri Maxson and Jessica Masterson

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In their BlogWell Chicago presentation, U.S. Cellular’s Director of Digital Marketing & Social Media, Sherri Maxson, and Social Media Manager, Jessica Masterson, share how they build relationships by empowering their network of passionate store associates and local advocates.

Sherri and Jessica talk specifically about how their use of local social media engagement with fans aids their brand buzz on a national level.

Watch the video of the presentation here: https://vimeo.com/49840809

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BlogWell Chicago Social Media Case Study: U.S. Cellular, presented by Sherri Maxson and Jessica Masterson

  1. 1. SocialMedia.org Video Case Studies SocialMedia.org This video is from Case Studies BlogWell San Francisco June 20, 2011This presentation is from socialmedia.org/blogwell Sherri Maxson &BlogWell Jessica Masterson Chicago July 18, 2012 Local Relationships Support socialmedia.org/blogwell National Goals
  2. 2. Local Relationships Support National Goals @USCellular Speakers: Sherri Maxson, @smaxson Jessica Masterson, @AWomansWorkContains U.S. Cellular® confidential information. Not for external use or disclosure without proper authorization.
  3. 3. Once upon a time in Milwaukee…2 Contains U.S. Cellular® confidential information. Not for external use or disclosure without proper authorization.
  4. 4. …there was a community of happy customers3 Contains U.S. Cellular® confidential information. Not for external use or disclosure without proper authorization.
  5. 5. Social Engagement Increased Sales 22%4 Contains U.S. Cellular® confidential information. Not for external use or disclosure without proper authorization.
  6. 6. Customer & Communities Set us Apart At U.S. Cellular® we are passionate about our customers and our communities. At the end of the day, we know that this passion sets us apart from others in our industry. To our communities, we are more than just a wireless provider.5 Contains U.S. Cellular® confidential information. Not for external use or disclosure without proper authorization.
  7. 7. Conversations are always happening “THANKS FOR BEING AT THE WISCONSIN STATE FAIR!!! & THE BEST PROVIDER OUT THERE!!!! ♥” “I would love to thank you to Brad, Heather, Ashley and Lisa for all your help on Sunday May 27th, at the Ankeny, IA store” “I walked into the Roscoe Village (Chicago) store and Brandon helped me with a Phone Replacement for a brand-new device. Yay!” “So glad I have U.S. Cellular. Feels good to have service in Cowen.”6 Contains U.S. Cellular® confidential information. Not for external use or disclosure without proper authorization.
  8. 8. Scalable Local Strategy Opportunity: Customers and prospects demonstrate buying signals online every day, but without a social media sales capability U.S. Cellular® is unable to capitalize. Strategic Solution: • Create a nimble distributed social sales function in local markets • Pursue an integrated sales approach that exploits short-term opportunities (relationship building) and creates future leads • Define clear social media sales roles and responsibilities7 Contains U.S. Cellular® confidential information. Not for external use or disclosure without proper authorization.
  9. 9. Scalable Local Strategy8 Contains U.S. Cellular® confidential information. Not for external use or disclosure without proper authorization.
  10. 10. Implementing the strategy9 Contains U.S. Cellular® confidential information. Not for external use or disclosure without proper authorization.
  11. 11. Regional Social: Defined guidelines • Your voice: We want to hear it • The respect you project: Our brand reputation matters • The content you share: Links add credibility to responses • Support: Support your community • Sales: Sell softly — social channels are sensitive channels10 Contains U.S. Cellular® confidential information. Not for external use or disclosure without proper authorization.
  12. 12. Regional Social: Launched September 2011 • Beta program, 5 regional stores • Corporate Training – Toolkit + Webinars + Collaborative • Regular participation • Engage local online communities • Produce quarterly “social” events (Tweet-up, Social Media for Biz Workshop) • Manage new relationships holistically11 Contains U.S. Cellular® confidential information. Not for external use or disclosure without proper authorization.
  13. 13. Engagement is Key12 Contains U.S. Cellular® confidential information. Not for external use or disclosure without proper authorization.
  14. 14. Customer Crew: Local Advocates “These are the most awesome group of people you will ever meet. When you walk into the store its like family. They go far and beyond…I don’t’ think these people have bad days and if they do, it don’t show. These wonderful people are the reason why Ill never leave USCC. You are not just a number in a system, you are family.” “I cant speak for other wireless companies....but US Cellular has brought a lot of people together and the passion we all share for our wireless company says something for the company itself.”13 Contains U.S. Cellular® confidential information. Not for external use or disclosure without proper authorization.
  15. 15. Results14 Contains U.S. Cellular® confidential information. Not for external use or disclosure without proper authorization.
  16. 16. Build It • Build it (community, relationships, trust) and they will come • For those that have “built it”, seeing business results & forging new relationships, FASTER than traditional networking channels • Local efforts, aid brand efforts15 Contains U.S. Cellular® confidential information. Not for external use or disclosure without proper authorization.
  17. 17. More Visible in Our Communities16 Contains U.S. Cellular® confidential information. Not for external use or disclosure without proper authorization.
  18. 18. Local Events Drive Sales MODEL STORE STORE 1 EVENT STORE 2 EVENTS Jan – July 2010 - 3 New Accounts - 5 New Accounts - Community Build - 35 Social Conversations - 62 Attendees, 1st event Aug - Dec 2010 - 20 additional followers - 64 Attendees, 2nd event - 3 Events - 2nd qtr 50% lift over 2009 sales, 150% of budget17 Contains U.S. Cellular® confidential information. Not for external use or disclosure without proper authorization.
  19. 19. Each Conversation, An Opportunity Nearly 3,000 tweets have taken place at the store level since inception; each conversation an opportunity to convert sales and create brand loyalists 60,000 49,869 Consumers 50,000 Engaging with U.S. 40,000 Locations, Cellular 30,000 24% Twitter Handles, 20,000 76% 10,000 2,721 0 U.S. Cellular U.S. Cellular Retail Locations Through June 10, 2012, Courtesy of Nielsen18 Contains U.S. Cellular® confidential information. Not for external use or disclosure without proper authorization.
  20. 20. Local Engagement Aids Brand Buzz Buzz Volume Trend – U.S. Cellular and Retail Locations 98% twitter growth year-over-year 160 2,500 # of Tweets - Retail Locations 140 # of Tweets - U.S. Cellular 2,000 120 100 1,500 80 1,000 60 40 500 20 0 0 U.S. Cellular U.S. Cellular Retail Locations Includes Twitter posts from January 1, 2011 – June 10, 2012 Courtesy of Nielsen19 Contains U.S. Cellular® confidential information. Not for external use or disclosure without proper authorization.
  21. 21. Local Engagement Aids Brand Sentiment Net Sentiment – U.S. Cellular VS. Competitors 1.0 0.5 0.0 -0.5 -1.0 U.S. Cellular Competitor Avg Delta (U.S. Net Sentiment vs Competitor Avg) Through April, 2012, Courtesy of Nielsen20 Contains U.S. Cellular® confidential information. Not for external use or disclosure without proper authorization.
  22. 22. Next Steps: Refinement • Staffing • Retail Priorities • Support/Training • Growth • Tools (Content, Analytics, Collaborative) • Actionable Insights21 Contains U.S. Cellular® confidential information. Not for external use or disclosure without proper authorization.
  23. 23. It Takes A Tribe @USCellular The stars (our social stores): https://twitter.com/#!/AWomansWork/uscc-stores-on-twitter Special thanks to: • Sharif Renno, Manager Social Media, @SharifRenno • Liz Hebbe, Sales Manager, @USCCOshkosh, @libbylou2323 • Our Agency Partners & Entire Social Team U.S. Cellular speakers: • Sherri Maxson, Director, Interactive, @smaxson • Jessica Masterson, Social Media Manager, @AWomansWork22 Contains U.S. Cellular® confidential information. Not for external use or disclosure without proper authorization.
  24. 24. 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 Chicago July 18, 2012 socialmedia.org/blogwell

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