webforward conference 2011 - kristen boschma, telstra
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Joining the conversation
Kristen Boschma
Head of Online Comms & Social Media
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Some theory
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3
Super-influentials vs everyday influencers
"is that in a given process or system, some people
matter more than others."
"If society is ready to embrace a trend, almost
anyone can start one--and if it isn't, then almost no
one can,"
Duncan WattsMalcolm Gladwell
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Time
Immediate
Later
Cascade effectLow High
Traditional
media
Emerging
media
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Some reality
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Types of Social Media Programs
• Listening
• Customer care
• Thought Leadership
• Marketing and Sales
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The Players
• Corporate Affairs (PR)
• Marketing
• Legal
• Product
• Retail
• Execs
• Consumer relationship holders (sales)
• Business relationship holders
• Billing and finance
• Customers
Social Media is an ecosystem
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What’s the burning platform?
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Better customer experience
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82 Re-tweets Total
Messages reached a total of 25,239 users on Twitter
@BigPondTeam
(533 followers)
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A word on Twitter
• 31% of all online Telstra conversations now happen on
• 43% of online customer service happens on Twitter
• We use Twitter to proactively offer health checks as well
as offer customer service
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40,000 story-tellers at Telstra
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Telstra’s 3Rs of Social Media Engagement
Respect
§ be polite and respectful of others’ opinions, even in times of heated
discussion and debate.
§ respect copyright, privacy, financial disclosure and other applicable laws
when publishing on social media platforms.
§ be respectful of all individuals and communities with which you interact
online.
Responsibility
§ ensure you do not post material that is obscene, defamatory, threatening
and harassing.
§ ensure you are not the first to make a Telstra announcement unless you
have received the appropriate internal clearances.
§ only offer advice, support or comment on topics that fall within your area of
responsibility at Telstra.
Representation
§ disclose that you are a Telstra employee.
§ disclose only publicly available information. You must not comment on or
disclose confidential Telstra information.
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