with Customers in Social Connects with Customers in Social #netbase For technical help dial 866.229.3239 We will begin shortly

Today’s Speaker Michelle Mattson Sr. Mgr. Social Customer Support @MM_Mattson Sharing SAP Social Media Analytics By NetBase

Social Customer Support Michelle Mattson Social Customer Support & Chat Strategy @KrissyEspindola

43,000,000 4 17 70,000 38,000 18 Customers Unique Brands U.S. Call Centers 70,000 Points of distribution 38,000 Employees 18 International Call Centers America’s Un-carrier @MM_Mattson

Bottom Line? We’re BIG. We earn more revenue than a lot of major companies, including …

Which means we spend a lot on advertising

Customers are unhappy with the old way of wireless and we find that unacceptable We are un-willing to continue to play by the old rules We are un-satisfied with the status quo We are un-afraid to innovate We are un-locking the shackles of service contracts, un-locking customer from the devices they’ve outgrown, un-complicating our plans; we are changing the wireless world as the Un-carrier. @MM_Mattson

But in freeing our customers, we give them the option to walk away from us at any moment This means we need to be vigilant in providing a consistently exceptional customer experience And delivering on that customer experience is more important than ever because of social @MM_Mattson

+464% +845% social connections social growth @MM_Mattson +494% social connections (Jan ‘12 to Aug ‘13) +845% social growth (Jan ‘12 to Sept ‘13) All while seeing only 6% increase in in-store traffic over the last year and a 45% decrease in avg monthly call volume (‘09 to ‘13) (mostly due to decreased CPC) @MM_Mattson

26 12 1 10 Events cause activity to spike Un-carrier Announcements MARCH 26 APRIL 12 MAY 1 Un-carrier Announcements T-Mobile & MetroPCS Merger iPhone Launch Up 941% Up 226% Up 123% JULY 10 Un-carrier 2.0 Announcements @MM_Mattson

AMPLIFY Service Issues Increased traffic can… AMPLIFY Service Issues @MM_Mattson

@MM_Mattson

Understand the conversations In order to understand what customers are saying, you have to invest in sophisticated tools that will allow you to effectively understand what customer are saying about your brand. This not only allows you to dig into issues that are amplified over social so that you can resolve quickly, but gives you competitive advantages to understanding the landscape. @MM_Mattson

INVEST in SOPHISTICATED tools Investment considerations Natural Language Processor Geographic Analysis Real Time Reporting Detailed Competitive Analysis @MM_Mattson

Do Your Homework FAIL FAIL EPIC FAIL SAP Social Media Analytics by NetBase EXCEED FAIL EPIC FAIL If you really want to have insightful data about your brand and your competitors, don’t be afraid to put potential investments to the test A strong vendor will document and go to great lengths to meet your needs, in some cases piloting the data is helpful so you can analyze data prior to implementation * @MM_Mattson

How We Use Social Listening Popular Hashtags (1/6 – 1/10) Daily Volume & Sentiment 62,013 Followers As you can imagine, our CEO getting kicked out of the AT&T CES party was a hot topic for T-Mobile We were able to quickly react to this and report out to John and other execs on how this resonated with our customers Additionally, we are able to pull detailed information on John’s handle and provide feedback to him directly on what is/isn’t resonation with his followers and the larger fan base on our brand handle Anytime that we have major changes in the industry, or to our business model Netbase allows us to go after any topic extremely efficiently Prior to launching Netbase it took us 3-4 hours if not longer to put a major readout together, now it takes about an hour max depending on the size of ask – smaller issues that affect the brand can be whipped out in about 20 minutes, including topic and theme creation We are using this tool across the social marketing/support teams and are in the process of rolling out to a few of our agency partners for campaigns and engagement Netbase is providing us reporting and analytics that help us improve the way we message to our customers and change on the fly when things may not be resonating well Use in depth social data to drive meaningful strategies @MM_Mattson

The Service landscape is evolving… Why does this all matter? The Service landscape is evolving… To compete, companies have to meet customers where they choose to engage and be able to quickly react to their needs @MM_Mattson

Q&A

Global Director Digital and Media Strategy March Webinars Driving Sales with Social Media How Beam Uses Social To Stay in Good Spirits Nichole Kelly CEO at Social Media Explorer | SME Digital Andrea Javor Global Director Digital and Media Strategy March 5, 2014 11 am PT/2 pm ET March 13, 2014 10 am PT/1 pm ET #netbase