Social… business as unusual Bian Salins, Head of Social Media Innovation, BT http://www.twitter.com/btcare http://www.twitter.com/b1an How did I get here?

#1: It all began with reputation

Customers are Changing: I let my heart rule my head when it comes to making decisions 30% I like to take time to make the right decisions in life 83% I’ve got a very good attention to detail 78% I plan and research most of my purchases 78% I buy more from companies that make it easier for me to do business with them 83% I enjoy chatting for long periods of time with friends, family, colleagues 59% I never have enough time to get everything done in life 53% 2 1 1 2 3 4 5 Copyright - BT Global Services/Avaya, 2010 4

But when you ‘as a change agent’ take concepts like nowism into a your own organisation environment, you look a little bit like this… At this point you have two options Pack your bags and leave – or get real. We got real…. We looked at our objectives and realised we had one core objective that crossed all functions/channels – to be number 1 for customer service. Except our reputation was failing miserable – so we sought to create a brand that would change the perception of BT Customer service and show that we can be number 1.

BT.com Community Forums The outcome… BT.com/help Twitter – @BTCare You Tube BTCare Channel BT.com Community Forums BT.com Community Forums UK Consumer and Technical Forums As you can, becoming No. 1 for Customer Service is a key component of BT Retail strategy and has been for a few years at BT, where as the premium brand in the market we need to deliver exceptional service. LiveChat Mobile 10 6

#2: So what can listening do for your business? Help you identify your strategy Improve your reputation Drive up satisfaction Save customers from churning Crises management Call deflection/cost saving

Drive Satisfaction Improve your reputation Drive up satisfaction Save customers from churning Crises management Call deflection/cost saving

Build reputation Shortlisted for best use of technology at the National Customer Service awards and for the National Customer Experience awards Top 100 social brands Featured in centre spread in the Sunday Times in Feb Featured by influencers in blog posts in the Wall blog, documetally’s blog – as well as had a positive mention fromalan sugar. etc.

Crises Management: When disaster strikes! 10 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! RadioTaxisGroup @BTCare Thanks for update - we've 19 radio aerial sites + 3000 taxis radio network is out we're using mobile phones to keep going. 500 views in 10 mins 9000 views to date! : @BTCare proactively updated customers on the Paddington outage and received a positive response

#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: @MoneySavingExp 54,418 @MartinSLewis 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.

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”

Build community and gain insight 13 Community Leader Programme: 4,655 messages posted 376 ratings from other users 76.5 full days spent online reading over 155k messages and helping our customers Ideas Bank: Collaborate: feedback on products, products; retail examples

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.