Social… business as unusual Bian Salins, Head of Social Media Innovation, BT http: //www. twitter. com/btcare http: //www. twitter. com/b 1 an
#1: It all began with reputation © British Telecommunications plc
© British Telecommunications plc
Customers are Changing: I let my heart rule my head when it comes to making decisions I like to take time to make the right decisions in life 83% 30% I’ve got a very good attention to detail I plan and research most of my purchases 78% I enjoy chatting for long periods of time with friends, family, colleagues 59% 2 © British Telecommunications plc I buy more from companies that make it easier for me to do business with them I never have enough time to get everything done in life 83% 53% 1 0 1 2 3 4 5 Copyright - BT Global Services/Avaya, 2010
© British Telecommunications plc
The outcome… BT. com/help Twitter – @BTCare You Tube BTCare Channel BT. com Community Forums Mobile © British Telecommunications plc UK Consumer and Technical Forums Live. Chat
#2: So what can listening do for your business? © British Telecommunications plc
Drive Satisfaction © British Telecommunications plc
Build reputation © British Telecommunications plc
10 Crises Management: When disaster strikes! 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 9000 views to date! © British Telecommunications plc Radio. Taxis. Group @BTCare Thanks for update - we've 19 radio aerial sites + 3000 taxis radio network is out we're using mobile phones to keep going.
#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: @Money. Saving. Exp 54, 418 @Martin. SLewis 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. © British Telecommunications plc
Identify who your influencers are: “Big problem at home with BT internet they r tinkering to change to adsl 2. real cock up brain dead in call centre clueless. ” TO “I touched a nerve at BT got top people on the case THANKS TO TWITTER : BT were monitoring” “To be fair BTservice to sort my Internet since highlighted on twitter been excellent I even got a call from the CEO” © British Telecommunications plc
Build community and gain insight Community Leader Programme: • 4, 655 messages posted • 376 ratings from other users • 76. 5 full days spent online reading over 155 k messages and helping our customers Ideas Bank: © British Telecommunications plc 13
And that old devil called ROI… Key points -Link it in with your strategy - Service benefits: call saving/deflection, satisfaction and brand advocacy -Marketing – brand affinity, word of mouth, sales - Get internal stakeholder and finance buy in. - Keep it a living model. © British Telecommunications plc
Скачать презентацию Social business as unusual Bian Salins Head of
9f1db542689619204376ea4469a20b40.ppt