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UPS: Proactive social listening, presented by Vincent Washington

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In his SocialMedia.org Member Meeting case study presentation, UPS' Vincent Washington explains how they're adopting proactive social listening.

He shares examples of how UPS is using social listening to surface business opportunities, increase engagement with their content, and improve employee perception.

Published in: Social Media
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UPS: Proactive social listening, presented by Vincent Washington

  1. 1. MEM BER MEETIN G 39 SOC IALMEDIA. ORG UPS Vincent Washington Proactive social listening Learn more about Member Meetings socialmedia.org/meetings SOCIALMEDIA.ORG CASE STUDIES Member Meeting 39 Chicago 5-3-2016
  2. 2. Proactive Social Listening May 3, 2016
  3. 3. Agenda 2 • Who we are o The Team. The Team. The Team. • Social Listening Strategies o Reactive or Proactive
  4. 4. Who We Are The Team. 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. 5. Humanizing Our Brand through amazing story telling, a rich history, and premium partnerships 4
  6. 6. It’s great working for UPS…Until it isn’t 5
  7. 7. The Majority of Social Media Listening is Reactive Traditional listening fell into one of these 3 themes Sentiment Analysis Employee “Engagement” Content Performance 6
  8. 8. Content Discovery was another Key Issue 7
  9. 9. The Premise……. 1. Surface business opportunities. 2. Inform the creation and increase engagement with UPS Content. 3. Improve Employee perception. Could we use Proactive social listening to: 8
  10. 10. 1. Surface Business Opportunities Leverage Social Listening for Sales Engagement Working with UPS Sales AEs. Align Social Conversation with UPS Solutions 9
  11. 11. Conduct a Social Audit of a Potential Customer 10,770 conversations! Customers love Optics Planet with over 96% favorable sentiment. 10
  12. 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. 13. UPS My Choice - Customer Experience Opportunities 12
  14. 14. 2. Inform the Creation and Increase Engagement with UPS Content Listen to engage in existing conversations in a meaningful way 13
  15. 15. Surface relevant UPS content into the existing conversation. 14 2. Inform the Creation and Increase Engagement with UPS Content
  16. 16. Get in front of your customer with relevant conversation Existing UPS study. 15 2. Inform the Creation and Increase Engagement with UPS Content
  17. 17. Several new social tools allow us to narrow our targeting to reach a key influencer audience 16 2. Inform the Creation and Increase Engagement with UPS Content
  18. 18. 3. Improve Employee Perception UPS Micro documentary series exposes customers to great UPSers . 17
  19. 19. 3. Improve Employee Perception This success ultimately inspired our TED@UPS event 18
  20. 20. Proactive Social Listening Works • 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. 21. Thank you for your trust & your business. Vincent Washington Social Media Mgr. | UPS @VincentWash
  22. 22. MEM BER MEETIN G 39 SOC IALMEDIA. ORG Learn more about 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

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