ups: proactive social listening, presented by vincent washington

MEM

BER MEETIN

G 39

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CIALMEDIA.ORG

UPSVincent WashingtonProactive social listening

Learn more about Member Meetingssocialmedia.org/meetings

SOCIALMEDIA.ORGCASE STUDIES

Member Meeting 39Chicago5-3-2016

Proactive Social Listening

May 3, 2016

Agenda

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• Who we are

o The Team. The Team. The Team.

• Social Listening Strategies

o Reactive or Proactive

Who We AreThe Team. The Team. The Team

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The team consist of

• 2 Supervisors

• 2 Specialist and 1 Intern

We have a great mix of new

UPSers and long tenured UPSers.

Gives great perspective to our

social / brand voice.

We are also support by our agency

of record T3 (Austin, TX) and a

host of other partners.

Humanizing Our Brand through amazing story telling, a rich history, and premium partnerships

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It’s great working for UPS…Until it isn’t

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The Majority of Social Media Listening is ReactiveTraditional listening fell into one of these 3 themes

Sentiment Analysis Employee “Engagement”

Content Performance

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Content Discovery was another Key Issue

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The Premise…….

1. Surface business opportunities.

2. Inform the creation and increase engagement with UPS Content.

3. Improve Employee perception.

Could we use Proactive social listening to:

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1. Surface Business Opportunities Leverage Social Listening for Sales Engagement

Working with UPS Sales AEs. Align Social Conversation with UPS Solutions

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Conduct a Social Audit of a Potential Customer

10,770 conversations! Customers love Optics Planet with over 96% favorable sentiment.

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Opportunity

We would identify “Opportunity” themes and social influencers around their brand and the issue

Delayed Shipping

Missing Items Inventory

Customer Service

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UPS My Choice - Customer Experience Opportunities

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2. Inform the Creation and Increase Engagement with UPS Content

Listen to engage in existing conversations in a meaningful way

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Surface relevant UPS content into the existing conversation.

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Get in front of your customer with relevant conversation

Existing UPS study.

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Several new social tools allow us to narrow our targeting to reach a key influencer audience

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3. Improve Employee Perception

UPS Micro documentary series exposes customers to great UPSers .

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3. Improve Employee Perception

This success ultimately inspired our TED@UPS event

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Proactive Social Listening Works

• Over 100 Sales reports have been delivered to clients• Content is relevant and reaching the right audience• We are refining the listening and have been given more budget

To be continued…..

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Thank you for your trust & your business.

Vincent WashingtonSocial Media Mgr. | UPS@VincentWash

MEM

BER MEETIN

G 39

SO

CIALMEDIA.ORG

Learn more about Member Meetingssocialmedia.org/meetings

SOCIALMEDIA.ORGCASE STUDIES

Member Meeting 39Chicago5-3-2016

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