Social Media Monitoring & Measurement

Rich Pesce, Sprint NextelPR News’ How-To ConferenceThe National Press Club, Washington, DCDecember 1, 2010

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Why Measure?

Image: © Bettmann/CORBIS

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Our Customers

and Prospects

Our Customers

and Prospects

Who, Where, Why Social Media?

OPPORTUNITY

EDUCATE

COMMUNICATE

GROWTH

ADVOCACY

“42 MM (53%) of women are actively engaging (weekly) in social media with more boomers and Gen X’ers participating than Millennials” **

If Facebook were a country it would be the fourth largest in the world.+

“In 2009, more than four out of five online Americans are active in either creating, participating in, or reading some form of social content at least once a month.”*

25% of search results for the world’s top 20 brands are links to user generated content+

80% of Twitter usage is on mobile devices+

**http://assets3.blogher.com/files/2009_Compass_BlogHer_Social_Media_Study_042709_FINAL.pdf

+www.socialnomics.com*http://blogs.forrester.com/groundswell/

Social Media Use is Growing Rapidly

No Longer Domain of “Techies”, Early Adopters

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8% 75%

25% 37%

Adult Internet users who visit or have a profile on an online social

network site

Percentage of all time spent online that is “social” (one in every four minutes, 22 sec)

New media users who engage companies or brands at least

once per week

2005 2010

2010

2008 2009

22%

How you engage shapes how you measureInfluencer Communities: Utilize Blogger Relationships to Further Educate Around Sprint Technologies and Products

Branded Spaces: Increase Membership and Create Value to Build Loyalty

Campaign Extension: Amplify Awareness Around Product Releases and Network Launches through Media Partnerships

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Quantitative plus Qualitative

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Online Monitoring Process

• Data Collection> Trucast

– Avg. 25,000 posts/month5,000 “sentimented” positive/negative20,000 neutral

– 80/20 rule applies here…top 10 communities generate the bulk of sentimented posts

• Analysis> Insights> Strategic planning implications

• Communication> Ongoing: continual contact with partners regarding

relevant findings that require immediate action> Monthly: WOM report shared across teams

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Sprint Monitoring Categories

Category 1Brand Image•Sprint Brand Image•Nextel Brand Image•HTC EVO•Sprint Value Plans•Sprint Android Phones•Sprint 4G•Sprint Network Image•Sprint Iconic Handsets

Category 2Customer Care•Critical Issues•Customer Accounts•Customer Connectivity•Customer Services

Category 3Competitive Watch•ATT Network•ATT Handsets•Competitive Android•Competitive 4G•TMobile Handsets•TMobile Network•Verizon Network•Verizon Handsets

Category 4 Marketing•Sprint Programs•Sprint Sponsorships

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Sprint on Facebook

Almost 350,000 fans •Over 128,000 monthly active users

Active wall discussions•Typically average over 100 wall posts a day,•Generates 600-1100 comments/day (M-Fri).

Priorities:

Increase membership

Create value for being a fan

Dedicated Social Care team to help fans

Deliver against Communications Objectives

Communication Objective Social Media Strategy

Acquire and retain high-value customers

Create a network of Sprint Influencers that can be advocates of the brand

Create positive shifts in key brand favorability metrics

Develop touch-points for consumer inquiries and guide the conversation

Build competitive differentiation through the NOW positioning

Develop long tail of campaign with content to drive further engagement

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Translating Measurement for Senior Leadership

Positive brand sentiment has increased from 45% to a high of 61% since Jan of 2009

Social SOV is 50%--higher than our competitors

Positive volume is also significantly higher than our key competitors, driven primarily by EVO, EPIC and 4G

Competitor’s negative sentiment is increasing due to continued issues with network and dropped calls

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Tools