social media - qwest story
Post on 18-Sep-2014
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Believe it or not, a lot of companies still see social media as a fad and think it may go away. As more and more people understand social media and realize the benefits of social tools, the more permanent it becomes. Discover why it’s important to design a social media strategy instead of jumping in to swim and having to dog paddle to stay afloat.TRANSCRIPT
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
Thank You! Questions/Comments/Thoughts?