T mobile beispielpräsentation

Hinweis der Redaktion

• #3: Who is talking about you?What are the main topics?Where are they saying?What do they like and dislike about your brand/product?Use the answers to ENGAGE.
• #5: Need to further research cause of volume trending down. We also noticed particularly low volume of mentions when myTouch was announced in June. Although, there was a spike of results on June 22, 2009, the number dropped off in much the same way as the official release of the phone in August. Need to do follow up research on what competitors were doing at the same time. Also, myTouch is a U.S. version of the HTC Magic which was already released globally. Therefore, majority of conversations around the new technology may have already taken place.Key takeaway: media relations, influencer outreach to make more sustainable
• #6: Localized CA geo-targetingPaid search campaigns for CATwitter accounts from CA stores/ kiosksEngage at answers.yahoo.com and on other sites that are talking about T-Mobile such as G1marketnews.com.
• #7: Monitor and review social keywords to assist SEO efforts on an on-going basisFeedback social keywords for press releases like in myTouch- does conversation match messaging
• #8: Monitor and review social keywords to assist SEO efforts on an on-going basis
• #9: Next steps” Break out negative/ positive sentiment by specific features/ categoriesNeed influencer outreach to make product release more sustainable
• #10: Compare social media sites and keyword categories to identify trends.Identify and monitor popular forums to catch conversations about you. Is the correct information being given out? In the latimes blog, the reviewer said there’s not much innovation from the previous G1. Approach author with a level of appreciation for starting the conversation. Offer resources for additional info if needed. And, create an open line of communication so that next time, he/she writes about you, they know they can contact you for any clarifications.
• #11: Overall consolidated Twitter strategyBuild relationshipsT-Mobile doing well using “TMobile_USA” as a customer service channel.—More info on “Social Media Comparison” slide. Should deal directly with negative sentiment. Continue to monitor negative tweets and reach out to individuals with customer care account.…but don’t stop there.Can also use Twitter to gain immediate feedback. Build relationships. Even if you can’t assist directly, show them you’re listening and care about their situation. This helps with building a community. Don’t forget to reward those who get involved with you. Acknowledge their efforts. Offer extra information. Say “thank you.”Run campaigns with incentives to get the conversations going. Need more direct customer service feedback? Create a Customer Service feedback account (@TMobileCSFeedback) “Help us keep our #1 ranking in customer service. Tweet your T-Mobile customer service experience and receive a free ringtone.”
• #12: Develop an influencer/ engagement strategySet up alerts for forums.
• #13: Different platforms have different sentiment as different topics are important there. For example, Howard Forums are cellphone enthusiasts who are talking about product and network issues – hence high negatives. Twitter has high positive which may be overstated due to RT’s. Forums have low positives. Negative can be beneficial if it is responded to. Look to convert neg to pos esp in forums
• #14: *Listening tools cannot catch every conversation. But, it offers a glimpse into what people are talking about.*Need to manually research hot topics/major threads.*Specific topics should be manually researched in order to get true sentiment.Big opportunity for direct engagement: can improve sentiment and referralsStrong buy signal when plans, rates & features are top posts
• #15: Big opportunity for direct engagement: can improve sentiment and referralsStrong buy signal when plans, rates & features are top posts
• #16: Big opportunity for direct engagement: can improve sentiment and referralsTop topics are 3G and handsets – more customer service oriented
• #17: Big opportunity for direct engagement: can improve sentiment and referralsShould be commenting on each videoOpportunity to use handset videos for commentsTake a lesson from T-Mobile UK
• #18: T-Mobile USA Channel 64 Videos, 321K views, 1957 subscribers, most viewed video 157KT-Mobile UK Channel (Life’s for Sharing) 725 videos, 1,480K views, 7712 subscribers, 876 comments, most viewed video 14.9M (5 over 500K)
• #19: UK site is more informative and flexible.Great opportunity to learn/emulate UK.
• #20: Importance of looking outside of industry.Monitor and engageCollaboration with Nike partnership.Alerts from Lift9
• #21: Locate your brand champions. Reward positive sentiment. Give them sneak peak access to new products. Send personal notes of thanks. Create an open line of communication to ensure they are spreading correct information. Re-engage active participants who haven’t posted in awhile.Opportunity to develop Personas of key responders/ influencers
• #22: Tmobile_USA is not engaging, searching nor responding.Need a consistent strategy/ process for twitter.Continue to provide online solutions as much as possible. Re-direct to customer service phone # does not give the impression that help is actually being given out. Providing online solutions will also help in reducing call volumes. Be the comcast of cellphones
• #23: Need consistent policy that all can follow and doesn’t confuse customers
• #25: *Note: Facebook is inaccessible to listening tools at this time. Manual research is needed.Why use FB? –We’ve noticed that fans are champions for brand. They defend their carrier against competitors. It’s a place to get information. Reward your fans by giving them good updates because they are the ones who will most likely spread the news. Reinforce positive sentiment to create a solid community. Big opportunity with MyTouchOther social media site comparisons upon request.