Our journey to becoming a social business

Ben Kay Head of Digital Strategy

@benjamin_kay

One company running two of Britain’s most famous brands.

Firstly a quick intro.

Against the backdrop of a changing world

We have a vision:

“To give the UK the best network and best service, so our customers trust us with

their digital lives”

3

The world has changed…

•  Running large brands in this world presents huge challenges

•  How do we understand what is happening?

•  How should we react / engage?

•  What are the benefits?

•  We need to think and act differently to deliver an experience so customers trust us with their digital lives?

4

Marketing / Sales / Service Marketing Sales Service

We know how customers interact with us…

5

Awareness Consideration Transaction Service Loyalty

Traditionally every part of an organisation knew what role it had to play The role of customer service has changed. Customer service is a fundamental tenant of our social

strategy

Don’t we?

Behaviour has shifted online away from call centres

77% Search for a product or service

via a Search Engine

71%  visit  the  company’s  website  

48% read about products/services

on a review site

13% talk about a product/service on

a social network

12%  visit  the  company’s  facebook  page  

6% Chat live with a customer service

company representative

Source : Mintel Digital Winter trends December 2011

A social journey.

We have started a journey… So, today I will share: •  The small scale pilot that

got us some way down the track

•  How we are now heading towards socially enabling our business

A little background.

8

Route to a social pilot

9

Listen • Understand what, where, who

Ambition • Be clear on desired outcomes

Build the team •  Find the right people and build an engagement model

Operate • Be prepared to get your hands dirty •  Learn from your mistakes

What was being said?

Amount of posts +++ +

Where was it being said?

Who was saying it?

?

Our listening gave us a clear ambition

“To radically improve online

sentiment”

13

A clear and simple mission with few boundaries

People

•  Find people who are •  Passionate •  Human •  Social! •  Thick skinned

•  CX0 sponsorship

Ways of working

•  Engagement framework

•  Empowerment •  Support network •  Have fun, and

let personalities flourish!

•  Expect the unexpected

•  Social Media policy

Measurement & Metrics

•  Traditional call centre metrics don’t apply •  Efficiency? •  NPS? •  Sentiment?

•  Clear benefit to the bottom line •  10 point higher NPS •  Up to 4x efficiency over

telephony channel •  Opportunity to channel

shift during “crisis” periods •  Improved customer

engagement •  Improvements in online

sentiment scores •  A growing army of very

engaged advocates •  Industry award

recognition

There were some great wins..

We had fallen into a trap. We: •  Missed opportunities •  Operating inefficiently •  Couldn’t scale •  Exposed our organisational structure

and processes to customers by failing to bring together marketing & customer services

Pilot reached the end of the line: •  Free tools are great, but limited •  Goodwill started to run out •  Management Information was non-

existant •  Coordination was challenging (and

that matters to customers) •  Resource management was impossible

But some bad times…

Then, one day I got this tweet…

“I don’t care about your company structure. Just

fix my problem #OrangeHelpersSucks

#EpicFail”

We needed a new ambition

“Social has to become a

way of doing business, not just a thing

we do”

Social Ambition

Clear measures of success

A set of objectives accelerated by us acting

faster and smarter

Vision

Objectives Improve brand health

Optimise marketing

activity

Improve revenue

generation

Create operational efficiencies

Improve customer

experience

Innovate products &

services

KPIs Volume

(Following & Activity) Quality

(Sentiment)

Money (Revenue & Operational

Savings)

Five cross organisational work streams that deliver

the social experience

Work streams

Enablers" Sales" Brand Engagement" Other stuff"Service"

The Social Hub A physical central management capability

Our social business framework

Measured by

Aligned behind

Brought to life by

Underpinned by

•  Monitoring

•  Co-ordination

•  Real-time social intelligence

•  “Social hub”

Social Hub is a catalyst for change

What does the future hold?

A final thought

“The beauty of social media is that it will point out your company’s flaws; the key questions is how quickly you address these flaws.”

Erik Qualmann, Socialnomics

Thank

you.

@benjamin_kay