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

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

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

4. 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

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

6. Which means we spend a lot on advertising

7. 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

8. 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

9. +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

10. 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

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

12. @MM_Mattson

13. 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

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

15. 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

16. 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

17. 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

18. Q&A

19. 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, am PT/2 pm ET
March 13, 2014
10 am PT/1 pm ET
#netbase