social media - qwest story
Post on 18-Sep-2014
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Well Actually, there is a lot to
about Social Media..
Joshua ‘Sipp’ Sippola
@TalkToQwest Team Lead &
Social/New Media Strategist
@SippSippola - #CCSummit
Measuring Success of Social Media Efforts Including R.O.I.
Who Is Qwest?
• Qwest Communications International Inc.® provides industry-leading national fiber-optic network and world-class
customer service for communications and entertainment needs. • Along with fiber-optic-fast Internet services, Qwest offers home phone, Verizon Wireless and DIRECTV® services to 14 western and central U.S. states.
• Qwest also provides nationwide service to small businesses, large businesses, government agencies, private institutions and wholesale customers.
• 25,000+ employees and HQ is in Denver, CO.
Today’s Agenda:
• Social Statistics.
• Discover why it’s important to design an actual SM strategy and set goals.
• The Qwest Approach to Social Media.
• Upset to Advocate.
• Driving Sales Conversions and How to Approach.
Let’s examine some statistics…
Comscore data released Nov. ’10: Smartphone usage:
• Up over 61.5M.
• Increased over 10% from previous 3 month period.
Smartphone Usage on the Rise:
• Friends.
• Family.
• Followers.
• Fans.
The Immediate Expectation:
Not quite that simple..
Find a Need, Plant a Seed, Build it Right, Watch it Grow.
Social Media Implementation Strategy:
• Build lasting relationships with customers.
• SM is a compliment, not a replacement.
• Benefits go a long way toward R.O.I.
• R.O.I. goals are different for every group and every company.
S
m
a
r
t
Specific
Measurable
Attainable
Relevant
Time-Bound
Setting the Right Goals:
Let’s take a look at how Qwest approached
Goal Examples:
• Number of people who have filled in the ‘Get More Info’ Form in the last month.
• Number of New Customers/Sales in a week.
• Number of Repeating or Unique Visitors to your site today.
• How many times a coupon was used on a specific campaign.
2008
Our Approach to @TalkToQwest:
Deeper Dive into Conversation:
Paid Tools:
Deeper Dive into Conversation:
Free Tools:
Legal/Risk:
• Customer Privacy.
• Communication Methods and Platforms.
• Standard M & P processes different medium.
• Very involved.
Establish Stakeholders from each Business Group as part of a ‘Core Team’.
Build on your talent from within:
Establish an Identity.
L E
FA
Listen
Engage
Act Accordingly
Follow thru / Follow Up
Conversations with Customers:
When Employees are trained to respond and are:
• Open
• Honest
• Available
• Transparent
• Apologetic
• Resolving
In public online spaces, you tell a powerful story, and you have a recipe for success! And we start to see some R.O.I.
Lessons we were Learning:
Wow Factor has R.O.I.:
Surprise and Delight has R.O.I.:
Conversation has R.O.I.:
=
‘Experience Sharing’ has R.O.I.:
=
Advocacy has R.O.I.:
Retention has R.O.I.:
Recommendations have R.O.I.:
5000 X $71.84
ROI Example for proving worth of facebook.
Goal = 2x the investment.
=
$359,200 / year or$29,933.33 / monthIn increased Revenue
$359,200 - $50,000
$50,000ROI = = 6.184
A Positive R.O.I.
(Avg. value a facebook fan spends with a company vs. non fans according to Syncapse Media industry study)
http://www.syncapse.com/media/syncapse-value-of-a-facebook-fan.pdf
=
1 employee at $50,000/year
Above ‘0’ = Positive R.O.I.
These traits can turn a someone from:Shopper Customer.
Upset Advocate.Liker Lifer.
To Help Ensure Success:
Simplification
LoyaltyTrust
PassionInteraction
Brand Awareness
Confidence
RetentionRecommendations
WowAdvocacySurprise & Delight
Experience
Convenience
One-Touch Resolution
Customer TermsRelationships
Knowledge
• Establish & Build On Keys we talked about:
To Help Ensure Success continued..:
• Figure out what Metrics are Important to your company.
• Stay Consistent with other Business Group Metrics.
• Keep Your Goals ‘SMART’.
• Only 1 company.
• 6.2-percentage-point drop in ‘poor’ marks.
• 5.2-percentage-point gain in ‘good’ or ‘excellent’.
• From fifth-worst in 2008 to seventh-worst in 2009 to off the list in 2010. • Work hard every day to perfect the customer experience.
• We how bright our future is.
Results = 1st and Only:
Joshua ‘Sipp’ Sippola
@TalkToQwest Team Lead &
Social/New Media Strategist
Twitter - @Sippola
Joshua.Sippola@qwest.com
Thank You! Questions/Comments/Thoughts?
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