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TRANSCRIPT
Using social media to
engage customers
Christopher Wellbelove
Head of Digital Brand
© British Telecommunications plc
BT working with Government & Health Organisations
Connecting to
customers on social
media
Christopher Wellbelove
Head of Digital Brand
© British Telecommunications plc
2. Other customers make their
purchasing decision on the basis of
the detractors view
1. Customers in distress
become detractors and
post on social media
4. BT is seen providing service and
supporting customers. Our
detractors become advocates
3. Debatescape allows us to
engage our customers and
resolve their issues
© British Telecommunications plc
Interactions & Organisations
Facebook (wall)
Facebook (BTCare search)
Twitter (BTCare search)
Twitter (BTCare
Messages)
Forums (BTCare search)
Forums (BTCare messages)
Twitter (BT Infinity search)
Twitter (BT Infinity messages)
Twitter (BTBusiness search)
Twitter (BTBusiness messages)
Forums (BTBusiness search)
Forums (BTBusiness messages)
BTCare
BTBusiness
THD
© British Telecommunications plc
© British Telecommunications plc
Twitter @BTCare 25,753 @BT_UK 6,777
YouTube 2,098,993 views
Forums 277,541 posts
Facebook88,422 fans
External
Forums
- 19% of overall posts
- 28% of accepted solutions
- 35% of ratings awarded
- Spent 804k mins online = >1.5yrs!
Community Leaders
BT Digital Care
© British Telecommunications plc
0
5000
10000
15000
20000
25000
Mar-11
Apr-11
May-11
Jun-11
Jul-11
Aug-11
Sep-11
Oct-11
Nov-11
Dec-11
Jan-12
Feb-12
Mar-12
Twitter Followers
0
10000
20000
30000
40000
50000
60000
70000
80000
Mar-11
Apr-11
May-11
Jun-11
Jul-11
Aug-11
Sep-11
Oct-11
Nov-11
Dec-11
Jan-12
Feb-12
Mar-12
Facebook Fans
0
20000
40000
60000
80000
100000
120000
Apr-11
May-11
Jun-11
Jul-11 Aug-11
Sep-11
Oct-11
Nov-11
Dec-11
Jan-12
Feb-12
Mar-12
Youtube Views
Volumes across channels continue to increase
0
500000
1000000
1500000
2000000
2500000
3000000
3500000
4000000
4500000Community User Sessions
© British Telecommunications plc
Our Team
• 1 FTE grew to over 25 FTE over 2 years
• Job satisfaction results in very little Churn for advisor team
• Opportunity for advisor development as social grows
• Outperforming other channels on employee satisfaction surveys
“You can interact with customers on a more personal level. It’s a fun
approach… When social media came across, we felt motivated to do a
good job.” Craig, Forum Moderator
© British Telecommunications plc
Mike Skinner… 88,000 followers
Dry your eyes mate, we’ll sort out your Broadband &TV
© British Telecommunications plc
• Tweet potential reach: 311,896 people
• 358 retweets
• Wait time on 999 queues reduced
from 41 seconds to zero.
Using Social Media for Crisis Management
Major Pressure on 999 Tonight, please call in absolute
emergency only #Londonriots
© British Telecommunications plc
Here’s what our customers have to say…
“BT forum was the MOST helpful
way I was able to resolve my
issue.”
“Just being able to communicate
swiftly and easily with a human
being with the power to deal with
things made life so much easier.
Thanks Donna.”
“Support via Twitter is excellent.
The team are very proactive and
have a positive attitude.”
These 5 positive
mentions reached a
potential audience of
3,931 people.
They get the positive
brand reinforcement
message from friends
rather than BT.
Twitter Favourites
Customer Survey Verbatims
© British Telecommunications plc
-60%
-40%
-20%
0%
20%
40%
60%
Live Chat Social Media BT.com Voice Email White Mail
Channel Effort Scores
Customers find it easy to deal with BT via social channels
To help us understand how satisfied customers are when
they contact BT, we look at how Easy BT is to deal with
and how much Effort the customer has to make to get
their issue resolved.
© British Telecommunications plc
• ROI model developed for YouTube, Twitter and Community Forums.
• Built on volume of contacts, unique customers, effectiveness (full resolution of query)
and cost of contact
Calls deflected:
3,456 per month avg
Forums
Calls deflected:
45,855 per month avg
YouTube
Calls deflected:
4,994 per month avg
Our social channels not only deliver a great customer experience, they
also deliver a cost saving
Social media – an opportunity for local
government and for Lambeth
What we are doing
• We have 7,322 followers to the Lambeth council twitter account
• We have run twitter days for councillors to promote services
•We run issues through facebook – such as Clapham Park skate-park where we engaged with over 180 users
• We have a social media championing group in the council
• A task and finish group has made recommendations on advice and use
• We are doing a partnership piece of work with Islington to look at how we exploit social media for example how we
engage people around the changes to welfare reform
What this will lead to • Complaints and issues captured and responded to via social media
• Reporting systems for mobile and other platforms
• Requests for services made via social media
• Log in to the revamped website through facebook and twitter
• Campaigns to integrate social media by default • Stakeholders and key community connectors engaged and involved in cooperative council via
social media
• All social media options used to promote success of the borough, the services and the people
Using social media to engage customers
Christopher Wellbelove Head of Digital Brand
BT working with Government & Health Organisations
Connecting to customers on social media
Christopher Wellbelove Head of Digital Brand
2. Other customers make their purchasing decision on the basis of the detractors view
1. Customers in distress become detractors and post on social media
4. BT is seen providing service and supporting customers. Our detractors become advocates
3. Debatescape allows us to engage our customers and resolve their issues
Interactions & Organisations
Facebook (wall)
Facebook (BTCare search)
Twitter (BTCare search)
Twitter (BTCare Messages)
Forums (BTCare search)
Forums (BTCare messages)
Twitter (BT Infinity search)
Twitter (BT Infinity messages)
Twitter (BTBusiness search) Twitter (BTBusiness messages) Forums (BTBusiness search) Forums (BTBusiness messages)
BTCare
BTBusiness
THD
Twitter @BTCare 25,753 @BT_UK 6,777
YouTube 2,098,993 views
Forums 277,541 posts
Facebook88,422 fans
External
Forums
- 19% of overall posts
- 28% of accepted solutions
- 35% of ratings awarded
- Spent 804k mins online = >1.5yrs!
Community Leaders
BT Digital Care
0
5000
10000
15000
20000
25000
Mar-11
Apr-11
May-11
Jun-11
Jul-11 Aug-11
Sep-11
Oct-11
Nov-11
Dec-11
Jan-12
Feb-12
Mar-12
Twitter Followers
0
10000
20000
30000
40000
50000
60000
70000
80000
Mar-11
Apr-11
May-11
Jun-11
Jul-11
Aug-11
Sep-11
Oct-11
Nov-11
Dec-11
Jan-12
Feb-12
Mar-12
Facebook Fans
0
20000
40000
60000
80000
100000
120000
Apr-11 May-11
Jun-11 Jul-11 Aug-11
Sep-11Oct-11 Nov-11
Dec-11Jan-12 Feb-12 Mar-12
Youtube Views
Volumes across channels continue to increase
0
500000
1000000
1500000
2000000
2500000
3000000
3500000
4000000
4500000Community User Sessions
Our Team
• 1 FTE grew to over 25 FTE over 2 years
• Job satisfaction results in very little Churn for advisor team
• Opportunity for advisor development as social grows
• Outperforming other channels on employee satisfaction surveys
“You can interact with customers on a more personal level. It’s a fun approach… When social media came across, we felt motivated to do a good
job.” Craig, Forum Moderator
Mike Skinner… 88,000 followers
Dry your eyes mate, we’ll sort out your Broadband &TV
• Tweet potential reach: 311,896 people
• 358 retweets
• Wait time on 999 queues reduced
from 41 seconds to zero.
Using Social Media for Crisis Management
Major Pressure on 999 Tonight, please call in absolute
emergency only #Londonriots
Here’s what our customers have to say…
“BT forum was the MOST helpful
way I was able to resolve my
issue.”
“Just being able to communicate
swiftly and easily with a human
being with the power to deal with
things made life so much easier.
Thanks Donna.”
“Support via Twitter is excellent.
The team are very proactive and
have a positive attitude.”
These 5 positive mentions reached a
potential audience of 3,931 people.
They get the positive brand reinforcement message from friends
rather than BT.
Twitter Favourites
Customer Survey Verbatims
-60%
-40%
-20%
0%
20%
40%
60%
Live Chat Social Media BT.com Voice Email White Mail
Channel Effort Scores
Customers find it easy to deal with BT via social channels
To help us understand how satisfied customers are when they contact BT, we look at how Easy BT is to deal with and how much Effort the customer has to make to get their issue resolved.
• ROI model developed for YouTube, Twitter and Community Forums.
• Built on volume of contacts, unique customers, effectiveness (full resolution of query) and cost of contact
Calls deflected:
3,456 per month avg
Forums
Calls deflected:
45,855 per month avg
YouTube
Calls deflected:
4,994 per month avg
Our social channels not only deliver a great customer experience, they
also deliver a cost saving
Social media – an opportunity for local government and for Lambeth
What we are doing
• We have 7,322 followers to the Lambeth council twitter account
• We have run twitter days for councillors to promote services
•We run issues through facebook – such as Clapham Park skate-park where we engaged with over 180 users
• We have a social media championing group in the council
• A task and finish group has made recommendations on advice and use
• We are doing a partnership piece of work with Islington to look at how we exploit social media for example how we engage people around the changes to welfare reform
What this will lead to • Complaints and issues captured and responded to via social media
• Reporting systems for mobile and other platforms
• Requests for services made via social media
• Log in to the revamped website through facebook and twitter
• Campaigns to integrate social media by default • Stakeholders and key community connectors engaged and involved in cooperative council via social media
• All social media options used to promote success of the borough, the services and the people
