1. Social… business as unusual
Bian Salins, Head of Social Media Innovation, BT
http://www.twitter.com/btcare
http://www.twitter.com/b1an

2. © British Telecommunications plc

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4. QUESTIONS WE ASKED OURSELVES
Who is my
What do I have audience?
that is of value to
my audience?
Where are my
audience hanging
What am I trying to out?
achieve by wanting
to engage with
consumers?
How will I
engage?
How will I
measure success?
Who will engage?
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5. HAVE A …
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6. There’s one thing customers really really want…
I let my heart rule my
head when it comes to
I like to take time to making decisions
make the right
30%
decisions in life
I’ve got a very good I plan and research
83% attention to detail most of my purchases
78% 78%
I enjoy chatting for
long periods of time I never have enough time I buy more from companies
with friends, family, to get everything done in that make it easier for me to
colleagues life do business with them
59% 53% 83%
2 1 0 1 2 3 4 5
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Copyright - BT Global Services/Avaya, 2010

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9. CHALLENGES…
DATA AND
SECURITY
TECHNOLOGY
AND GOVERNANCE
INTEGRATION
POLITICS ROI
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10. THE OUTCOME
BT.com Community Forums Twitter – @BTCare/@BTUK
You Tube
BTCare/BTCampaigns
Channels
BT.com Community Forums
Mobile FACEBOOK /BUK
UK Consumer and Technical Forums
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11. So what has going social done for our business?
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12. Drive Satisfaction
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13. Build reputation
- Shortlisted for best use of technology
at the National Customer Service
awards and for the National Customer
Experience awards
- Bagged a place in the Top 100 social
brands 2011
- Won UK Customer Satisfaction Award for
Best Use of Social Media
- Won Social Media Innovation award at
the Planning Forum
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14. 14
MANAGE CRISES
Huge
increase
Great response:
rscales@BTCare not affected by today’s
problems but if I was I’d find your updates
really useful, keep it up!
500 views in 10 mins
RadioTaxisGroup @BTCare Thanks for
9000 views to date! update - we've 19 radio aerial sites + 3000
taxis radio network is out we're using
mobile phones to keep going.
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15. #londonriots
@BTCare: Major pressure on 999
tonight, please call in absolute
emergency only #londonriots
The tweet reached 311,896 people via
385 tweets
our top sources of retweets (above
5000 each) were:
@MoneySavingExp 54,418
@MartinSLewis 42,985
@Mazi 33,597
@leetstreetfox 24,911
@latikambourke 16,342
The result: We went from a wait time
of 41 seconds to 0 seconds to answer
999 calls.
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16. 16
BUILD COMMUNITY AND COLLABORATION
Community Leader Programme:
• 4,655 messages posted
• 376 ratings from other users
• 76.5 full days spent online
reading over 155k messages and
helping our customers
Ideas Bank:
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20. EVERY CHANNEL IS DIFFERENT AND MAKING SENSE OF THE METRICS IS
TOUGH!
Understanding how
each channel works
takes time and a lot of
trial and error.
Learning from your
mistakes is the best way
to get it right.
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21. THE FIRST RULE OF SOCIAL MEDIA ROI
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22. PROBLEM STATEMENT
“The only time I hear from BT is when they want to sell to me” - Andy G, BT customer
“BT is a faceless brand.... BT needs a face that its customers can relate to” – David B, BT and SKY customer
How did this compare to what are people saying about us on the social web?
Social share of voice is largely
focussed on faults
BTCare activity is addressing the
balance but needs to be scaled.
There’s a real need for honesty,
transparency and human connection
and persistent relationships with our
brand.
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23. Customers tell us they find it easy to deal with BTCare via social channels and
prefer it to more traditional channels
60%
44% 44%
40%
29%
20%
0%
-2%
-7%
-20%
-40%
-47%
-60%
Live Chat Social Media BT.com Voice Email White Mail
Customer feedback has helped us ‘make it easy’
• Contact Us Forms & Live Chat • Ideas Bank & Meet Up
• Response <60 mins • Having a multi-channel strategy
• “One Stop Shop” • Being available – Opening Hrs
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24. The BTCare metrics…
RESPONSE TIME FULLY RESOLVED
600
500
400
Response Time
300
200 Target response
time SATISFACTION
100
0
Twitter Forums
LIKELY HOOD TO CHURN
Calls deflected: 38,023 Calls deflected: 504,411
3,456 per month avg 45,855 per month avg
YouTube
CUSTOMER EFFORT
Calls deflected: 54,933
4,994 per month avg
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25. #3: Making it work
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26. LEARNING
Social media represents an opportunity for but is
not without risks and costs
You need a goal, governance and a strong virtual
cross organisation team
You need to know how you’re going to impact the
bottom line
Don’t do too much if you can’t support it well
enough
Create fluidity in your resource and have a ‘cross
channel strategy’.
The real insight is not in the noise, it’s in analysing
the noise
Keep going back to the drawing board
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27. Today’s consumer has changed…
The Autonomous Customer
Better access to The rise of Self-Service Customers helping Super-charged by Smart Organisation – declining
information customers Phones/mobile devices loyalty
Increasingly Internet and voice Customers are turning Smart phone users Consumers are less
consumers are self-service are to each other rather have more consumer reliant on brands as
‘shopper swots’, growing fast than organisations power information improves
researching offers
online • 58% say self-service • 37% contribute to • 20% want to use • 46% say loyalty is a
is good as it puts you online forums e.g. Trip video to contact thing of the past
• 78% plan purchases in control Advisor organisations • Only 24% agree
online • 59% prefer online • 51% trust customer • 15% have scanned when they like a
• 75% review products because no one tries forums more than products in store brand they stick to it,
to check quality to sell you anything organisations‘ sites using their mobile a decline on 2008
Source: Survey 1,000 US and UK consumers 2010 Copyright - BT Global Services/Avaya, 2010
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28. Success factors: People
(social stems from the inside out)
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29. Framework for….
Process -Social policy
-Guidelines
SERVICE
-Governance
-Decisions
-Contacts
Social
service
STRATEGY lead MARKETING
social Social
strategy marketin
lead g lead/s
Social
media
strategy &
execution
Social
Social PR
product
lead/s
lead
Social
sales lead
PR PRODUCT
SALES
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30. Success factors: Technology
Aggregate your social
data and marry it to
your CRM system
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31. BIGGEST LEARNING? When you take your
customer on a journey
from this…
TO THIS…
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32. IT CAN ONLY LEAD TO THIS…
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33. THANKS
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