SocialMedia.orgVideo Case Studies

Keith McArthur

Haters Can Be Lovers

This video is from

BlogWellSan FranciscoJune 20, 2011

socialmedia.org/blogwell

SocialMedia.orgCase Studies

This presentation is from

BlogWellSan Francisco

March 27, 2012socialmedia.org/blogwell

Android Invasion

Keith McArthur, VP, Social Media

March 27, 2012

How Rogers turned its harshest

critics into brand ambassadors

@RogersBuzz

@keithmcarthur

@RogersKeith

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Android Revolution We were FIRST to launch Android phones in Canada

“Rogers has gone and

‘done did it’” -IntoMobile, June 2009

“Yesterday was a milestone day

for Canadians–they finally got a

taste of Android smartphones in

Canada.” -iPhoneinCanada, June 2009

“Well, it looks like Canadians will

FINALLY get their wish of Android

powered handsets! Rogers has

announced today that they will be

releasing Android phones…” -AndroidinCanada, May 2009

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Happiness Can be Fleeting, However… Within months, discontent came creeping in

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“I definitely think releasing the Dream

as it is, an almost out of date device,

was a strange move.” “Pretty disappointing to say the

least especially when the phones

were launched they were dubbed a

‘Revolution’ by Rogers.”

“My girlfriend just got the HTC Dream

from Rogers and her phone has the

1.5 firmware. When accessing the

Market, there are apps which will only

work correctly on 1.6. “

Issues Escalate Quickly in Social Media Customers become online influencers

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Short-Term Action Plan We committed to protecting brand & helping customers

- We spent a lot of time listening

and engaging with our customers

- We got to know the issue

- We understood their concerns

- We became ambassadors for

customer needs

- We shared what we learned with

our internal partners

- We worked with manufacturers

to find a resolution

- We shared what we learned,

honestly and transparently

- We continued to engage with the

community even after the issue

was resolved

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Resolutions Spread Quickly The influencers helped balance the conversation

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There’s No Such Thing As A “One-Off” Problems can snowball and create a reputational issue

The

Reality

The

Goal

The

Dream N

egative Neutral

Positiv

e

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Nurturing the Relationship Helped it Grow We took it to the next level

We created an

Android Customer

Panel with 10-13 of

our top online

influencers. Hosted

quarterly, it’s an

opportunity to share

information.

We share IRL

milestones with

them …..

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Conversations Don’t Just Stop We continued to engage in real life

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Turning Influencers into Ambassadors We leveraged their experience

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Turning Influencers into Advocates Trusted relationships help protect our brand

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Android Share of Positive Voice Significant Progress through 2011

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Thank you! Questions?

Keith McArthur

VP, Social Media

Rogers Communications

Keith.mcarthur@rci.rogers.com

@RogersKeith

@keithmcarthur

Learn more about past and upcoming BlogWells

socialmedia.org/blogwell

This video is from

BlogWellSan FranciscoJune 20, 2011

socialmedia.org/blogwell

SocialMedia.orgCase Studies

This presentation is from

BlogWellSan Fracisco

March 27, 2012socialmedia.org/blogwell