1. Social… business as unusual
Bian Salins, Head of Social Media Innovation, BT
How did I get here?

2. #1: It all began with reputation

4. 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

5. 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.

6. BT.com Community Forums
The outcome…
BT.com/help
Twitter
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

7. #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

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

9. 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.

10. Crises Management: When disaster strikes!10
Huge increase
Great response:
not affected by today’s problems but if I was I’d find your updates really useful, keep it up!
Thanks for update - we've 19 radio aerial sites taxis radio network is out we're using mobile phones to keep going.
500 views in 10 mins
9000 views to date!
proactively updated customers on the Paddington outage and received a positive response

11. #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.

12. 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”

13. Build community and gain insight13
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

14. 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.