SocialMedia.orgVideo Case Studies

Sherri Maxson &Jessica Masterson

Local Relationships Support National Goals

This video is from

BlogWellSan FranciscoJune 20, 2011

socialmedia.org/blogwell

SocialMedia.orgCase Studies

This presentation is from

BlogWellChicago

July 18, 2012socialmedia.org/blogwell

Contains U.S. Cellular® confidential information. Not for external use or disclosure without proper authorization.

Local Relationships Support National Goals

@USCellular Speakers:

Sherri Maxson, @smaxson

Jessica Masterson, @AWomansWork

Contains U.S. Cellular® confidential information. Not for external use or disclosure without proper authorization. 2

Once upon a time in Milwaukee…

Contains U.S. Cellular® confidential information. Not for external use or disclosure without proper authorization. 3

…there was a community of happy customers

Contains U.S. Cellular® confidential information. Not for external use or disclosure without proper authorization. 4

Social Engagement Increased Sales

22%

Contains U.S. Cellular® confidential information. Not for external use or disclosure without proper authorization. 5

Customer & Communities Set us Apart

At U.S. Cellular® we are passionate about our customers and our communities. At the end of the day, we know that this passion sets us apart from others in our industry. To our communities, we are more than just a wireless provider.

Contains U.S. Cellular® confidential information. Not for external use or disclosure without proper authorization. 6

Conversations are always happening

“THANKS FOR BEING AT THE WISCONSIN STATE FAIR!!! & THE BEST PROVIDER OUT THERE!!!! ♥”

“I would love to thank you to Brad, Heather, Ashley and Lisa for all your help on Sunday May 27th, at the Ankeny, IA store”

“I walked into the Roscoe Village (Chicago) store and Brandon helped me with a Phone Replacement for a brand-new device. Yay!”

“So glad I have U.S. Cellular. Feels good to have service in Cowen.”

Contains U.S. Cellular® confidential information. Not for external use or disclosure without proper authorization. 7

Scalable Local Strategy

Opportunity: Customers and prospects demonstrate buying signals

online every day, but without a social media sales capability U.S. Cellular® is unable to capitalize.

Strategic Solution:

• Create a nimble distributed social sales function in local markets

• Pursue an integrated sales approach that exploits short-term opportunities (relationship building) and creates future leads

• Define clear social media sales roles and responsibilities

Contains U.S. Cellular® confidential information. Not for external use or disclosure without proper authorization. 8

Scalable Local Strategy

Contains U.S. Cellular® confidential information. Not for external use or disclosure without proper authorization. 9

Implementing the strategy

Contains U.S. Cellular® confidential information. Not for external use or disclosure without proper authorization. 10

Regional Social: Defined guidelines

• Your voice: We want to hear it

• The respect you project: Our brand reputation matters

• The content you share: Links add credibility to responses

• Support: Support your community

• Sales: Sell softly — social channels are sensitive channels

Contains U.S. Cellular® confidential information. Not for external use or disclosure without proper authorization. 11

• Beta program, 5 regional stores

• Corporate Training – Toolkit + Webinars + Collaborative

• Regular participation

• Engage local online communities

• Produce quarterly “social” events (Tweet-up, Social Media

for Biz Workshop)

• Manage new relationships holistically

Regional Social: Launched September 2011

Contains U.S. Cellular® confidential information. Not for external use or disclosure without proper authorization. 12

Engagement is Key

Contains U.S. Cellular® confidential information. Not for external use or disclosure without proper authorization. 13

Customer Crew: Local Advocates

“These are the most awesome group of people you will ever meet. When you walk into the store its like family. They go far and beyond…I don’t’ think these people have bad days and if they do, it don’t show. These wonderful people are the reason why I'll never leave USCC. You are not just a number in a system, you are family.”

“I can't speak for other wireless companies....but US Cellular has brought a lot of people together and the passion we all share for our wireless company says something for the company itself.”

Contains U.S. Cellular® confidential information. Not for external use or disclosure without proper authorization. 14

Results

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Build It

• Build it (community, relationships, trust) and they will come

• For those that have “built it”, seeing business results & forging new relationships, FASTER than traditional networking channels

• Local efforts, aid brand efforts

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More Visible in Our Communities

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Local Events Drive Sales

STORE 1 EVENT

- 3 New Accounts

- 35 Social Conversations

- 20 additional followers

STORE 2 EVENTS

- 5 New Accounts

- 62 Attendees, 1st event

- 64 Attendees, 2nd event

MODEL STORE

Jan – July 2010

- Community Build

Aug - Dec 2010

- 3 Events

- 2nd qtr 50% lift over 2009 sales, 150% of budget

Contains U.S. Cellular® confidential information. Not for external use or disclosure without proper authorization. 18

Each Conversation, An Opportunity

Nearly 3,000 tweets have taken place at the store level since inception; each conversation an opportunity to convert sales and create brand loyalists

49,869

2,721

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10,000

20,000

30,000

40,000

50,000

60,000

U.S. Cellular U.S. Cellular Retail Locations

Through June 10, 2012, Courtesy of Nielsen

U.S. Cellular Twitter

Handles, 76%

Consumers Engaging

with Locations,

24%

Contains U.S. Cellular® confidential information. Not for external use or disclosure without proper authorization. 19

0

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40

60

80

100

120

140

160

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500

1,000

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U.S. Cellular U.S. Cellular Retail Locations

Buzz Volume Trend – U.S. Cellular and Retail Locations

98% twitter growth year-over-year

Includes Twitter posts from

January 1, 2011 – June 10, 2012

Courtesy of Nielsen

Local Engagement Aids Brand Buzz

Contains U.S. Cellular® confidential information. Not for external use or disclosure without proper authorization. 20

-1.0

-0.5

0.0

0.5

1.0

U.S. Cellular

Competitor Avg

Delta (U.S. Net Sentiment vs Competitor Avg)

Net Sentiment – U.S. Cellular VS. Competitors

Through April, 2012, Courtesy of Nielsen

Local Engagement Aids Brand Sentiment

Contains U.S. Cellular® confidential information. Not for external use or disclosure without proper authorization. 21

Next Steps: Refinement

• Staffing

• Retail Priorities

• Support/Training

• Growth

• Tools (Content, Analytics,

Collaborative)

• Actionable Insights

Contains U.S. Cellular® confidential information. Not for external use or disclosure without proper authorization. 22

It Takes A Tribe @USCellular

The stars (our social stores): https://twitter.com/#!/AWomansWork/uscc-stores-on-twitter

Special thanks to: • Sharif Renno, Manager Social Media, @SharifRenno

• Liz Hebbe, Sales Manager, @USCCOshkosh, @libbylou2323

• Our Agency Partners & Entire Social Team

U.S. Cellular speakers: • Sherri Maxson, Director, Interactive, @smaxson

• Jessica Masterson, Social Media Manager, @AWomansWork

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

BlogWellChicago

July 18, 2012socialmedia.org/blogwell