Sprint Socialcaresocialpulse11
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Social Pulse 2011, Las Vegas, NV
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Sprint Socialcaresocialpulse11
- 1. 1 Leveraging Social Media to Increase Customer Engagement, Retention & Satisfaction Richard Pesce Sprint Nextel Sr. Manager, Social Media and Digital Communications 3/23/11
- 2. Listening to and Engaging Customers
- 3. Passion of the mobile device 3
- 4. 4 Who, Where, Why Social Media? “42 MM (53%) of women are actively engaging (weekly) in social media with more boomers and Gen X’ers participating than Millennials” ** COMMUNICATE “In 2009, more than four out of five online Americans are active in either creating, participating in, or reading some form of social content at least once a month.”* If Facebook were a country it would be the third largest in the world.+ Our Customers and Prospects GROWTH EDUCATE OPPORTUNITY ADVOCACY 80% of Twitter usage is on mobile devices+ 25% of search results for the word’s top 20 brands are links to user generated content+ *http://blogs.forrester.com/groundswell/ +www.socialnomics.com **http://assets3.blogher.com/files/2009_Compass_BlogHer_Social_Media_Study_042709_FINAL.pdf
- 6. New social channels creates opportunities to engage with customers.
- 8. Engagement Opportunities Are Also Growing Rapidly 500,000+ online Fans/Followers of Sprint brands 15% avg. monthly growth in total Fans / Followers 25,000 mentions of Sprint per month ~1,000 Customers engaged each month and growing 7 Blogger Ecosystems Sentiment Dashboard Daily Volumes Topic Analysis
- 9. Focus on relationships, Leveraging technologies Moving From Communication that is… Striving for Communication that is… One-way Transactional Occasional Impersonal Short-term Two-way Passionate Constant Personal Loyal
- 10. Stop, Look, Listen…but Don’t Forget to HEAR H – Helpful E – Engage A – Accessible R - Responsible 9
- 11. Golden Age of Engagement “The difficulty lies, not in the new ideas, but in escaping from the old ones, which ramify, for those brought up as most of us have been, into every corner of our mind.” -John Maynard Keynes 10
- 13. Now averaging 250 unique customers engaged per week
- 15. 2010 Hermes Creative Platinum Award11
- 16. Customers expect us to meet them there. And others are watching to see if we engage and if so…how we engage
- 18. Advise of Sprint policies
- 19. Educate about Sprint resources,customer assistance
- 22. Pointing to self-service online resources, other information14
- 23. Making Progress – Sprint Brand Image Sentiment toward Sprint Brand in Social Media 15 June 2008 January 2011 Red=Negative (64%) Yellow=Mixed (10%) Green=Positive (26%) Red=Negative (38%) Yellow=Mixed (11%) Green=Positive (51%)
- 25. Engage Many
- 26. Engage Often
- 27. Use social data to help drive business decisions
- 29. Thank You! Contact me: richard.pesce@sprint.com 703-592-8424 (Twitter) @rpesce (LinkedIn) http://www.linkedin.com/in/richpesce 17
Editor's Notes
- Social media has changed the way that brands engage with consumers and vice versa.For me – I like to call this the ‘Clif Bar moment’
- It’s probably safe to say that my passion for Clif Bars is unique – however I also think it’s safe to say that most of us in this room are passionate about our wireless service.Whether you have a basic phone, an Android smarthphone or even a phone from that company in Cuptertino – your mobile device is probably the one thing that if you forget it when you leave the house you will go back for it.
- The conversations about your brand…
- Maytag
- 28 minute turnover on our facebook page.
- What we set out to do at Sprint.Meet our customers where they are online – for us at the start that was Twitter.Join the conversation that is already taking place. Be activeParticipate in authentic and transparent 2-way conversation – not marketing speak.
- I think we can all relate to this quote in some way.For Sprint it leads me to share with you what I like to call the light bulb moment for our legal team and customer care organization.Share the retail story.
- Learn from our customers – example – Android software update.
- Inside circles are Sentimented (Tan) vs. Non-Sentimented (Blue)2008 Sentimented (63%), Non-sentimented (37%)2011 Sentimented (31%), Non-sentimented (69%)Sentimented = “I $%@# HATE SPRINT!!” or “Sprint is so awesome!”Non-sentimented = “I’m wonder what Sprint’s coming out with, I hope it’s cool.”Reduction in sentiment along with our increased Positive sentiment is a Good Thing; it means people aren’t as furious with us as they once were and are turning toward advocacy.