Integrating Social Media in a Fortune 500


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The Embarq team shares the company’s social media roadmap; discuss how they partnered at a silo bashing, grassroots level to roll out Brand and Customer Service objectives and tactics; and, touch on how they are shifting from campaigns to conversations.

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  • Integrating Social Media in a Fortune 500

    1. 1. Social Media Implementation within a Large Enterprise Joey Harper - @ EMBARQ_Joey Linda O’Neill - @ lindaoneill Kevin Cobb - @ kevinjcobb Zena Weist - @zenaweist April 27, 2009 PAGE ©2009 Embarq Holdings Company LLC. All rights reserved.
    2. 2. EMBARQ Residential Profile PAGE <ul><ul><li>Home Phone, Local and Long Distance </li></ul></ul><ul><ul><li>High-Speed Internet </li></ul></ul><ul><ul><li>Satellite TV from DISH Network </li></ul></ul><ul><ul><li>Home Computer & Technical Support </li></ul></ul>Servicing 3.5M HHs across 18 states
    3. 3. Listening <ul><li>In the beginning… </li></ul><ul><ul><li>Google Alerts (Yahoo) </li></ul></ul><ul><ul><li>Google Blog searches </li></ul></ul><ul><ul><li>BlogPulse </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li>Complaint boards </li></ul></ul><ul><ul><li>Technorati </li></ul></ul><ul><li>Later… </li></ul><ul><ul><li>Collective Intellect </li></ul></ul><ul><ul><li>All of the above </li></ul></ul><ul><ul><li>Addictomatic </li></ul></ul><ul><li>Now… </li></ul><ul><ul><li>Radian6 </li></ul></ul><ul><ul><li>All of the above </li></ul></ul>
    4. 4. Social Media Roadmap <ul><li>Corporate Social Media Mission: </li></ul><ul><li>Develop, implement and cultivate social media strategies with an evolving tool kit to enhance communications and brand perceptions among employees, customers, prospects, shareholders and the media – aka: “multi-influencers.” </li></ul><ul><ul><ul><ul><ul><li>- November 17, 2007 </li></ul></ul></ul></ul></ul>
    5. 5. Social Media Strategies <ul><li>Delivering on our Practical Ingenuity brand promise, we will leverage social media to communicate with our multi-influencers with the following: </li></ul><ul><li>EDUCATE : Train to create breadth and depth in our employee base to give them the tools and opportunity to actively engage in social and emerging media. </li></ul><ul><li>SEEK & CULTIVATE: New employee talent and corporate resources to better position EQ as a “thought-leader” in this emerging space while tapping external influencers. </li></ul><ul><li>3) INTEGRATE: Listen to and become part of conversations that are media agnostic and evergreen; ensure all marketing and communication strategies are interwoven to create consistent messaging. </li></ul><ul><li>4) RESEARCH: Invest in socmed-specific research to identify emerging trends, shifting EQ from followers to leaders; monitor brand perceptions to identify opportunities and gaps. </li></ul><ul><li>5) MEASURE : Use media appropriate metrics to evaluate performance against best-in-class examples. </li></ul><ul><li>6) INNOVATE & EXPERIENTAL: Utilize the socmed opportunity to evolve the brand into one that is dynamic, interactive and relevant; leverage opportunities via conversations to position the brand for future growth. </li></ul>
    6. 6. Social Media Strategies Engaging in online conversations to improve: Customer Experience, Brand Perception & Employee Morale <ul><li>CS Online Outreach (12/07) </li></ul><ul><li>Twitter (2/08) </li></ul><ul><li>YouTube (10/08) </li></ul>INNOVATE & EXPERIENTIAL Care & Brand MEASURE Brand RESEARCH Care & Brand INTEGRATE Internal stakeholders SEEK & CULTIVATE Online communication policy EDUCATE Accomplished Strategy
    7. 7. 4Q07 1Q08 2-3Q08 Still Have Customers Who Won’t Recommend Embarq <ul><li>Executives and employees increasingly concerned with negative Customer posts and no Embarq response. </li></ul><ul><li>Passion for Customer care drives initiative to ignite with a grass-roots Customer care effort: </li></ul><ul><ul><li>Update/publish the Online Communication policy </li></ul></ul><ul><ul><li>Pool resources from front-line to get in on ground floor to develop a sustainable, no-cost process. </li></ul></ul><ul><ul><ul><li>Discovery </li></ul></ul></ul><ul><ul><ul><li>Assessment </li></ul></ul></ul><ul><ul><ul><li>Recommendations </li></ul></ul></ul><ul><ul><ul><li>Implementation </li></ul></ul></ul><ul><li>Integrate Strategy redefined to focus on a Customer care concern. </li></ul>Customers Definitely Recommend Customers Likely to Recommend
    8. 8. Our performance and success <ul><li>Built a listening infrastructure/process within a couple of weeks and continue to keep abreast of best practices to engage where others are engaged. </li></ul><ul><li>81% Success Rate (Dec. ’07 through Mar ’09) </li></ul><ul><ul><li>Tracked ~1,500 initial inquiries. </li></ul></ul><ul><ul><li>Able to communicate with >950 people who both accepted the communication and were satisfied at the end. </li></ul></ul><ul><li>Responsiveness </li></ul>Total Responded Response time Total Responded Response time 1.3% 1.3% 97.5% 72+ hours 48 - 72 hours 24 - 48 hours 0 - 24 hours 48 - 72 hours 24 - 48 hours 0 - 24 hours 0%
    9. 9. Examples of Customer Impact specialties/225381-thank-you-embarq.html “ Our phones are down today, thanks to Embarq!” “Embarq screwed up something and now my phone lines are dead!!!” “ Wowzers Batman! that's a first. I do have to say that they were right on top of things and got it resolved within a few hours. Their customer service is almost as good and efficient as mine!” “ Wondering if a switch to something else will save me money. .. last week I had a problem with my DSL. It took just a phone call to get it resolved, Embarq made some changes, got me back online and promptly sent me a new modem. A small mention of this in my blog led to a comment by an Embarq customer service rep, letting me know to contact them if there is any problem. Then, an Embarq guy started following me on Twitter, also telling me to let them know if there is any problem. And you know what? As a result, I will not even consider leaving Embarq. Why? CUSTOMER SERVICE ! ” “ It just so happens that Embarq is on Twitter (who knew?) and had come across my complaints. I told him my DSL saga and within 24 hours I had an Extended Reach DSL installation scheduled on 2/27. Amazing! He was helpful, did what he said he would do and followed up. He also went on to help my mom get DSL that had just been added to her rural area last week. And my mom was ready to ditch Embarq altogether .” Negative Positive Neutral Positive Negative Positive
    10. 10. Reaching prospects…reaching us… <ul><li>Customer conducts a Google search and finds @Embarq_Joey on Twitter… </li></ul><ul><li>From: Willie XXXXX [ ] </li></ul><ul><li>Sent: Monday, January 05, 2009 2:20 PM </li></ul><ul><li>To: Embarq_Joey </li></ul><ul><li>Subject: extended reach dsl </li></ul><ul><li>Joey, </li></ul><ul><li>I hope you can help me, My neighbors on either side of me are able to sign up for DSL service but I am not. I have recieved serveral different explanations for this but I still think there is something that can be done to get service to my home. My home number is XXX-XXX-XXXX. Can you please explore this matter, any help is greatly appreciated. </li></ul><ul><li>Thank you, </li></ul><ul><li>Willie XXXXX </li></ul>
    11. 11. Highlights 1Q08 2-3Q08 <ul><li>Connecting customers becomes advocates for Embarq to other customer and prospects </li></ul><ul><li>Customers find virtual walkthroughs helpful </li></ul><ul><li>Launch of YouTube How-to videos by brand team </li></ul><ul><li> Forum </li></ul><ul><li>DSL Forum Moderators trust us </li></ul><ul><ul><li>Moderator thanked us for being available </li></ul></ul><ul><ul><li>We manage the FAQs </li></ul></ul><ul><ul><li>We can post promotional “information” </li></ul></ul><ul><li>Forum participants self-correcting negative/misleading posts </li></ul><ul><li>Building positive sentiment </li></ul><ul><li>Begin participating on Twitter </li></ul>Customers Definitely Recommend Customers Likely to Recommend
    12. 12. Brand Marketing Objectives <ul><li>Build brand awareness </li></ul><ul><li>Create a presence in an online community where customers & prospects are already engaged </li></ul><ul><ul><li>Go where our target is- bring our brand to them </li></ul></ul><ul><ul><li>Promote customer and prospect engagement and interactivity </li></ul></ul><ul><ul><li>Expand positive sentiment built through online customer outreach </li></ul></ul>PAGE
    13. 13. <ul><li>4 th largest US site: Larger than eBay, Amazon, MySpace or Facebook </li></ul><ul><li>65M unique visitors/month </li></ul><ul><li>420 hrs of content uploaded/hr- Represents 42.9% of online video views* </li></ul><ul><li>1:4 Fortune 500s </li></ul><ul><li>1:4 Searches – YouTube is the 2 nd most popular search engine.* </li></ul>PAGE
    14. 14. Customers Seek Product Information on YouTube 2008 YouTube Engagement Study Base: Tech-Decision-Makers Who Visited YouTube in Past 6 Months and Have Viewed, Uploaded or Shared Tech-Related Videos Q: Which types of technology or electronics-related videos have you viewed, uploaded or shared? <ul><li>Type of Technology Videos Watched </li></ul>PAGE
    15. 15. Technology Videos on YouTube Prompt Action 67% Have taken action as result of seeing technology or electronics-related content on YouTube . 21% Told someone about a product or service 13% Bought a technology or electronics-related product or service 47% Gathered more information about a product or service 2008 YouTube Engagement Study Base: Past 6 Month YouTube Visitors Who Watch Technology or Electronics-Related Videos. Q: Which of these actions, if any, have you taken as a result of seeing a video about technology or electronics content (e.g., videos, user comments or reviews) on YouTube? 27% Thought more favorably toward a product, brand or service 34% Considered buying a technology product or service PAGE
    16. 16. Take the time to test, validate gut PAGE
    17. 17. Content Strategy <ul><li>Short-term: Contest </li></ul><ul><ul><li>HSI focus </li></ul></ul><ul><li>Long-term: How-to Videos </li></ul><ul><ul><li>Top 10 Customer Service issues </li></ul></ul><ul><ul><ul><li>Online Outreach </li></ul></ul></ul><ul><ul><ul><li>Call Centers </li></ul></ul></ul><ul><ul><li>Continue to interact/use feedback loop </li></ul></ul>PAGE
    18. 18. Content Strategy PAGE “ This is not a campaign, this channel is a strong extension of our brand promise – practical ingenuity. It’s a practical communication’s vehicle helping us build relationships, continue conversations, and form deeper ties in an innovative format.”
    19. 19. Objectives Sync with Brand Promise <ul><li>Channel Objectives </li></ul><ul><ul><li>Build brand awareness through engagement </li></ul></ul><ul><ul><li>Increase EMBARQ core services awareness </li></ul></ul><ul><ul><li>Leverage and support EQ online initiatives </li></ul></ul><ul><li>Contest Objectives </li></ul><ul><ul><li>Drive traffic to the channel </li></ul></ul><ul><ul><li>Engage customers and prospects with the brand </li></ul></ul><ul><ul><li>Build EQ HSI awareness and preference </li></ul></ul>Customer Focus Simple & Easy to Do Business With
    20. 20. Getting the word out <ul><li>Integrated online media campaign/communication plan to meet all marketing objectives </li></ul><ul><ul><li>Interact & Engage: Channel & Display </li></ul></ul><ul><ul><li>Drive Traffic: Search & Display </li></ul></ul><ul><ul><li>Social Media Outreach: </li></ul></ul><ul><ul><ul><li>Online socmed press release </li></ul></ul></ul><ul><ul><ul><li>Blogger outreach (Industry & Video-enthusiasts) </li></ul></ul></ul><ul><ul><ul><li>Twitter </li></ul></ul></ul>PAGE
    21. 21. What can you do in 48 seconds????? PAGE
    22. 22. Generating BUZZ PAGE
    23. 23. Generating BUZZ - How-To Videos “ Now a great example, I think one of the best examples of how-to videos, is done by Embarq… some of the videos have been, have really decent view counts considering, you know, where it comes from, that it’s coming from a brand. That makes sense because its helped get this company’s name out to a broader consumer base, and if you just Google, you know, “How to install a blank, blank, a T1 line or a DSL line”, or whatever it is, there’s a good chance that you might come across those videos and then you know about this company and its services.” - Daisy Whitney on Dishymix Podcast Episode 90 PAGE “ They’re all trying to figure out how to tap YouTube’s mass appeal for their own gain. Embarq’s twist on it is interesting. I didn’t do an exhaustive search, but I didn’t see other service provider examples of a customer service angle. Most are using it strictly for promotional purposes. Of course Embarq is too, but using the customer service hook seems to be unique…” Telecompetitor, October 06, 2008
    24. 24. Positive sentiment Comments Cloud PAGE
    25. 25. Compared to similar online initiatives, we kicked it! Percentile Ranking of Delta (  ) AdIndex Score: Normative Benchmarking of Brand Metric Deltas* ^ NOTE: Metrics benchmarked against Purchase Intent norms * MarketNorms Q3/08 (Category: Telecommunications - Other, Last 3 years Baseline Unadjusted, N=43 campaigns) Avg Delta 4.1 4.5 3.1 2.3 0.6 0.6 PAGE Below Average Average Above Average Excellent Aided Brand Awareness Online Ad Awareness Brand Favorability Sign-Up/Switch Intent^ Recommend Intent^ Message Association
    26. 26. How’s it going? <ul><li>Channel </li></ul><ul><ul><li>Total video views: >500,000 </li></ul></ul><ul><ul><li>Subscribers: 648 </li></ul></ul><ul><ul><li>Comments: 148 </li></ul></ul><ul><ul><li>Orders: ~3000 </li></ul></ul><ul><li>Contest </li></ul><ul><ul><li>Contest Videos Submitted: 281 </li></ul></ul><ul><ul><li>Votes: 15,500 </li></ul></ul><ul><ul><li>Contest: 4200 hrs spent with brand </li></ul></ul><ul><ul><li>More video contest submissions than Kmart national campaign (w/ a higher media spend) </li></ul></ul><ul><li>How-to Videos </li></ul><ul><ul><li>Hours spent with brand ~11,900hrs </li></ul></ul><ul><ul><li>Average rating 3.87 stars </li></ul></ul>PAGE
    27. 27. PAGE
    28. 28. <ul><li>Kevin Cobb: @ kevinjcobb (Interactive Brand Identity Manager, the man with the how-to plan, socmed force) </li></ul><ul><li>Jerry Green: @ stickmantoo (Group Manager, he who holds the purse strings, Understands our target is media agnostic) </li></ul><ul><li>Linda O’Neill: @ LindaOneill (CS General Manager, customer advocate) </li></ul><ul><li>Joey Harper: @ Embarq_Joey (Outreach lead, CS superhero) </li></ul><ul><li>Zena Weist: @zenaweist (Interactive Brand Strategy Manager, integrated marketing zealot) </li></ul><ul><li>Alisa Hansen: @ alisamleo (iCrossing, Social Media Strategist, she is all that) </li></ul><ul><li>Heather White-Laird : @ howlvenice (iCrossing, Executive Creative Producer - continuous positive force) </li></ul><ul><li>Dan Alcazar: @ danalcazar (CMO, he who said “Go do!”) </li></ul>PAGE ©2009 Embarq Holdings Company LLC. All rights reserved.