8132019 Sprint July Announcement 8 14
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DATE DELIVERED 8142013
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 228
TABLE OF
CONTENTS3
4
5ndash9
10ndash15
16ndash20
21ndash22
23ndash27
Methodology
Key Insights
July Announcement Analysis
Competitive Analysis
Volume Over Time Analysis
Sprint Influencers
Recommendations
8132019 Sprint July Announcement 8 14
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BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
3
THE GOAL OF THIS STUDY WAS TO UNDERSTAND HOW WELL SPRINTrsquoS 4G LTE ANNOUNCEMENTS DID ACROSS MULTIPLE MARKETS AND IN COMPARISON TO THEIRCOMPETITORS AND HOW THE ANNOUNCEMENTS EFFECTED THE SPRINT BRAND
WE ANALYZED THE IMPACT
OF THE JULY 30TH 4G LTEANNOUNCEMENT ON SPRINT
SENTIMENT PARTICULARLY
WITHIN THE NEW 4G LTE
MARKETS
METHODOLOGY
We analyzed conversation from July 30 2013 throughAugust 6 2013 to capture the announcement of the newSprint 4G LTE network coverage that occurred on July 30
2013 and the six days that followed the announcement Wefocused on capturing conversation across the social webwhich consisted of Twitter a sample of Facebook postsblogs forums comments and news
We analyzed conversation surrounding the Sprint4G LTE announcement on July 30th to see how buzz andsentiment had changed from the previous announcementand the baseline sentiment established
For our analysis of the general social web we crafteda complex boolean framework designed to capture all
conversation surrounding Sprint ATampT and T-MobileWe then trained our technology to learn the differencebetween relevant and irrelevant conversation surroundingSprint ATampT and T-Mobile Relevant conversation wasdefined as conversation relating to each mobile carrieras a brand their devices networks and announcementsWithin relevant conversation we trained our technology tounderstand what was positive neutral and negative
Once we trained a sample of posts and categorizedsentiment our technology replicated that judgment on theconversation at large and returned to us how the sentiment
broke down for each category
For Sprint we furthered our sentiment analysis tounderstand more granularly what categories ofconversation made up positive and negative sentimentWe categorized conversation surrounding Sprintrsquos 4G LTEnetwork and announcement as Messaging conversationspecifically categorizing sharing of articles and pressreleases with positive conversation
Messaging conversation contains posts about the Sprint4G LTE service and related announcements Networkconversation contains posts about the Sprint network and
coverage unrelated to 4G LTE service
We looked at conversation over time about Sprintrsquosnetwork particularly to the new markets defined in the4G LTE expansion We targeted and tracked specific zipcodes for Miami The Bronx and Brooklyn Philadelphia andthe 20 cities with the highest population combined Wethen measured the sentiment of three select markets andaggregated the sentiment for the additional 20 largestmarkets from February 7 2013 through August 6 2013
From the conversation that was analyzed about Sprintand separate markets we found 10 influencers for Sprint
To qualify as an influencer users had to have Kloutscores of at least 50 and had discussed the Sprint 4G LTEannouncements
We evaluated the top two buzz generatingannouncements for Sprint ATampT and T-Mobile during 2013along with the most recent announcements for Sprintand ATampT We created an Announcement Success Indexthat compares population of the cities evaluated to thebuzz generated on the specific days We then multipliedthis ratio by 1000 to normalize the data and produce ourSuccess Indexes and compared to the number of citiesannounced to in order to evaluate the engagement successof the announcements
8132019 Sprint July Announcement 8 14
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BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
4
KEY INSIGHTSCUSTOMERS EXPRESSING FRUSTRATIONWITH THEIR MOBILE CARRIERS HASBEEN A CONSISTENT BEHAVIOR ACROSS
REPORTING PERIODSDespite 4G LTE launches and network enhancementssentiment surrounding Sprint and ATampT remained largelynegative Negative drivers of mobile carrier conversationare consistent month after month despite 4G LTEannouncements and device releases While improvementsin service temporarily increased positive sentiment assoon as issues arose with devices network connections orcustomer service negative sentiment returned
ATampTrsquoS LOCALIZED STRATEGY PRODUCES
HIGHER QUALITY CONVERSATION AMONGST REAL PEOPLEWhile larger releases may drive slightly more conversationvolume a significant portion comes from promotionalspam and accounts retweeting keywords ATampT madeannouncements to much smaller groups of markets thanSprint and T-Mobile generating more than double thebuzz per capita When they attempted to couple theirannouncement with 77 upcoming market releases (April10th) their buzz per capita suffered
THE USE OF CUSTOM HASHTAGS ANDEMPLOYEE NETWORKS CAN BE EFFECTIVEFOR DRIVING BUZZ AND EXPANDING REACH AROUND CARRIER ANNOUNCEMENTSATampT created an employee hashtag and encouraged theirinternal teams to distribute different ATampT announcementsthrough ATTemployee Over 10 of hashtag usage isdevoted to supporting the brandrsquos 4G LTE announcementsSprint created Discover4GLA to promote 4G LTE in LA
This hashtag generated 144 posts in July and 180 in April
MAJOR BRAND SPLASHES HAVE AN IMPACTON THE EB AND FLOW OF POSITIVE ANDNEGATIVE SENTIMENTSignificant competitive brand announcements like Sprintrsquosacquisition news and T-Mobilersquos iPhone 5 release affectbrand sentiment overall When Softbank made a bid topurchase Sprint neutral conversation surrounding thebrand spiked as did T-Mobilersquos positive sentiment when theiPhone 5 was released Once these news announcementsbecome irrelevant sentiment returns to its typical state
POSITIVE SENTIMENT LINGERED LONGERTHAN USUAL IN SOME MARKETS POSTANNOUNCEMENT THIS COULD BE
AN OPPORTUNITY TO CONTINUE THEMOMENTUM WITH LOCALIZED CONTENTConversation surrounding 4G LTE in Miami remainedover 90 for over a month following the June 17thannouncement as users were not experiencing connectionissues that typically surfaced in other markets Negativesentiment did not begin to increase until the end of Julywhen issues with spotty LTE began to surface The Bronxand Brooklyn and Philly were also able to maintain positivesentiment for the entire week after the announcementswere made as hype and excitement outweighed theminimal network issues experienced
BY MAKING FEWER MORE PERSONALIZED ANNOUNCEMENTS TO AT ONCE MOBILECARRIERS SEE HIGHER AUDIENCE BUZZPER CAPITA AND SUSTAIN MORE LTECONVERSATION IN THE LONG RUNAnnouncements in aggregate saw consistent levels ofpositive sentiment but it was short-lived nonethelessATampT however was able to successfully sustain their PositiveMessaging conversation through frequent LTE releases and
timely upgrades Additionally ATampT posted about marketspecific LTE upgrades and reinvigorated conversation witha series of status updates that sustained conversation sixmonths after the initial announcement
PRE LAUNCH BRAND COMMUNICATIONS ARE EFFECTIVE IN DRIVING LARGE SPIKESIN CONVERSATION BUT AT THE EXPENSEOF THE ANNOUNCEMENT ITSELF TEASERSMERELY PULL AHEAD THE CONVERSATIONWithin the Bronx and Brooklyn markets Sprint released
a press release teaser announcement that 4G LTEservice would be available in the next week While theannouncement successfully generated a significant spike inconversation it did so at the expense of the announcementday conversation By publishing a press release as theteaser Sprint in theory made the same announcementtwice Sprint also failed to continue to single out the Bronxand Brooklyn on the actual day of the announcements andthe cities were lost in the long list of new 4G LTE markets
8132019 Sprint July Announcement 8 14
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PART IJULY ANNOUNCEMENTANALYSIS
73013 ndash 8613
8132019 Sprint July Announcement 8 14
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BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
6
PART I SPRINT DRIVERS OF SENTIMENTSprintrsquos July announcement of 4G LTE saw an increase in Positive Messaging conversation but failed to out-weigh the consistent complaints with the carrier as a whole While 4G LTE expanded to new markets Negative Net-work conversation still generated close to two times as much buzz as Positive Messaging Neutral conversation decreasedby 25 as there were no major announcements or acquisitions that caused the spike in Neutral during the last announce-
ment Sprintrsquos Q2 earningrsquos release failed to garner significant buzz but did make up the majority of Neutral conversation
On the day of the new announcement Positive Messaging conversation spiked to a high of 25 of total Sprintconversation Over the course of the week Positive Messaging conversation decreased in volume as excitement dieddown but could have been maintained if Sprint continued to promote the news in the days following the actual launch
Messaging conversation contains posts about the Sprint 4G LTE service and related announcements
Network conversation contains posts about the Sprint network and coverage unrelated to 4G LTE service
Note Percentages may not add to 100 due to rounding Superscript percentages refer to change in share of voice
in comparison to the baseline from 121612 through 61613 Mentions are posts which contain discussion of Sprint keywords
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 73013 ndash 8613
3 +0 POSITIVE NETWORK
7 +4 POSITIVE MESSAGING
5 +4 NEGATIVE MESSAGING
Positive Volume
8844 posts
Neutral Sprint MessagingPR Volume
4422 posts
Negative Volume
18319 posts
9+4 NEGATIVE PRICE
8 +2 NEGATIVE CUSTOMER SERVICE
28
Positive+7
14
Neutral-25
58
Negative+18
1 +1 POSITIVE PRICE
17 +2
Total Mentions 31585 posts
23 +8 NEGATIVE GENERAL
POSITIVE GENERAL
Top 3 drivers (total volume)
13 -1 NEGATIVE NETWORK
8132019 Sprint July Announcement 8 14
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BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
7
PART I SPRINT DRIVERS OF SENTIMENTPOSITIVE GENERAL 17 Positive General conversation was generated byposts discussing Sprint as a brand in a broad mannerGeneral sentiment surrounding Sprint continued to
produce the highest amount of positive conversation afterthe July 30th announcement Conversation consisted ofpeople discussing their Sprint phones that they plan toswitch to Sprint or that they had positive experiences withthe Sprint brand Conversation surrounding excitementabout new devices and sustainability caused a slightincrease in Positive General conversation from the baseline
Verbatims ldquoSooo Irsquom picking up my IPhone tomorrow from sprint Yayrdquo
ndash HarleySue99 Unknown
ldquoIrsquom about to disconnect my phone and just go to sprintrdquondash melyyyxo Unknown
ldquoI love sprint for all the discounts imma receive I need a new phone and a upgrade on themall -)rdquo
ndash mzwhitfield02 Unknown
ldquoThanks sprint for unlocking my Iphone for free for my trip
to Thailand Now I get to call home and talk to my family whileIrsquom away ndash Stormented Albine TX
POSITIVE PRICE 1
Positive Price conversation discussed the affordabilityof Sprint contracts This category continued to be aminimal part of Sprint conversation generating 1 of buzzPeople discussed the unlimited data plans low contractprices or that Sprint helped them with their bills
Verbatims ldquoPhone billed paid for the month I can deal with that Thanks
sprint goodlookingoutrdquo ndash itsjameshayes Unknown
ldquoSprint amp Verizon have cell plans w UNLIMITED talk (toanyone) text amp data Switching means no extra charges Nomore ATampT billing issuesrdquo ndash kiwijessica New York NY
ldquofinding out sprint paid my august bill for me gtgtgt daymaderdquo
ndash taybeezy21 Unknown
ldquosprint offers service for 119$ a month + 250$ activation no
data caps sounds like a good deal rightrdquo
ndash XeroCreator Unknown
POSITIVE MESSAGING 7 Positive Messaging conversation was almostsolely related to its network expansions Negativeresponses to Sprint Messaging during this announcement
outweighed the excitement surrounding the expansionHowever Positive Messaging conversation remained similarin nature with people frequently sharing links announcingSprintrsquos expansion of its LTE networks to new markets
Verbatims ldquoSprint expands 4G LTE to 41 more cities httptco xITT WwZDUUrdquo ndash BestSmartphones Worldwide
ldquoSprint finally gets the LTE wheel turning again with 41
new cities Sprintrsquos latest round of launche httptco HeG81OacTZ MobiAppsrdquo ndash mobi_apps_ar Unknown
ldquoSprint has LTE now in Philla )rdquo ndash DeadlyScionide Unknown
ldquoOMG WE GOT LTE TOWERS FOR SPRINT IN SUFFOLK
AHHHHHrdquo ndash akayyyx New York NY
POSITIVE NETWORK 3 Positive Network conversation about Sprint wasmade up of customers discussing that they hadgood coverage and service This conversationremained minimal in percentage similar to the June 17thannouncement Customers reference negative experiences
in the process of relaying positive ones The majority ofthe time customers shared that their LTE service was fast orthat they had good service in certain locations
Verbatims ldquoI have good service in Indiana thanks sprintrdquo
ndash dleep17 Unknown
ldquoSprint got great service wherever Irsquom at right now Five bars amp
LTE speedrdquo ndash THEMisterrEff Milwaukee WI
ldquoFor the first time ever I have 4G LTE on my Sprint GalaxyNexusrdquo ndash sovryntech NH
ldquoi got to experience sprintrsquos lte for like 5 minutes today prettydoperdquo ndash ImTime Cleveland OH
Note Percentages may not add to 100 due to rounding
Mentions are posts which contain discussion of Sprint keywords Messaging conversation contains posts about the Sprint 4G LTE service
and related announcements Network conversation contains posts about the Sprint network and coverage unrelated to 4G LTE service
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 73013 ndash 8613 Mentions 31585
8132019 Sprint July Announcement 8 14
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BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
8
PART I SPRINT DRIVERS OF SENTIMENTNEUTRAL SPRINT MESSAGINGPR 14
Neutral Sprint MessagingPR conversation consistedof people sharing news articles blogs and pressreleases about Sprint After the hype surrounding Dish
Network and Clearwire died down neutral conversationdecreased by by a large margin The Q2 earningsannouncement for Sprint drove shares of news articles andpress releases There was also a large amount of articlesharing surrounding NetZerorsquos deal to use Sprint LTE
Note This conversation was void of any 4G LTE marketexpansion discussion as this was classified as Positive orNegative messaging conversation
VerbatimsldquoSprint Posts $16 Billion Loss As Nextel Shutdown Weighs OnBottom Line Sprint is posting its Q2 financial r httptco
EWbvQVkAErdquo ndash MobileForumsNet Worldwide
ldquoSprint reports $16B net loss as it shuts down Nextel platformhttptcoIoJA5neKYKrdquo ndash MobiOps Worldwide
ldquoSNetZero strikes deals to use Sprint LTE and Verizon 3GhttptcofnQ0JlGli0rdquo ndash engadgetmobile Worldwide
ldquoSprint posted its earnings report for its second quarter of2013 today boasting its ldquohighest-everrdquo revenue at $72 billion
representing an eight percent year-over-year increaserdquo ndash Jacob Kleinman technobuffalocom
NEGATIVE PRICE 9 Negative Price conversation was generated bypeople expressing frustrations over how expensivetheir contracts were This conversation was much moreprevalant during the July 30th announcement than theJune 17th one Within this conversation we heard moreSprint customers complaining about paying off phone billsCustomers also expressed frustrations over the necessarypayments when other mobile carriers were cheaper oroffered zero dollars down at sign up
Verbatims ldquoI havent payed my phone bill in a week now I really wouldnrsquotneed it anyways Stupid sprintrdquo ndash MfsFlowa Unknown
ldquoSprint cut my phone off AFTER I paid my bill Th wrong withthemrdquo ndash diamondpeach012 Denton TX
ldquosprint why is your service worse than metro pc and costdouble ScrewThisContractrdquo ndash HeyMisterImKrissi Tampa FL
ldquoSprint turned my phone off And I paid my bill And my
phone is off rdquo ndash SHAYNUHCHANEL Houston TX
NEGATIVE GENERAL 23 Negative General conversation consisted of peopleexpressing discontent with Sprint as a companyCustomers expressed increased frustrations with theirtwo year Sprint contracts and that they wanted toswitch carriers When coupled with T-Mobilersquos recentannouncement of ldquoJUMPrdquo the ability to upgrade phonesbefore two years Sprint customers were even more angryabout not being able to upgrade phones or changecarriers
Verbatims ldquoSo ATampT got ldquoNextrdquo amp T-Mobile got ldquoJumprdquo Catch up Sprint Iwant the new 5s before my contract is uprdquo ndash _tvcdee TX
ldquoitrsquos terrible luckily my 2 year contract is up this year RT mymangot2JOBS_ Sprint sucksrdquo ndash MahadXv Atlanta GA
ldquoEverybody on this one year upgrade when you wantsprintwhere yrsquoall atcuz Irsquom gon jump on the T-Mobile Jump plan or
ATampT ComeOnSprintrdquo ndash ShesPhotogenic Detriot MI
ldquoSprint is the worst I will not be renewing my contractrdquo
ndash WhitKneeH FL
Note Percentages may not add to 100 due to rounding
Mentions are posts which contain discussion of Sprint keywords Messaging conversation contains posts about the Sprint 4G LTE service
and related announcements Network conversation contains posts about the Sprint network and coverage unrelated to 4G LTE service
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 73013 ndash 8613 Mentions 31585
8132019 Sprint July Announcement 8 14
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BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
9
PART I SPRINT DRIVERS OF SENTIMENTNEGATIVE MESSAGING 5 Negative Messaging conversation surrounding Sprintconsisted of people complaining about Sprintrsquos LTEstrategy Frustrations grew with Sprint because customers
still were not included in the upgrades after multiple newmarket announcements Customers typically expressedanger over their cities still being on the ldquowaiting listrdquo or thatthe LTE service was not working There was also increasedconversation from customers complaining that their 4G LTEwas spotty or not working at all
Verbatims ldquoSprint you have got to be kidding me NO 4g LTE in Denverstill Its not like were a major metro US city or anythingrdquo
ndash therealBVH Foothills CO
ldquoWas Sprint not supposed to be putting 4G towers in Tucsonbut the end of July ITrsquoS AUGUST 1ST WHAT THE hell sprintrdquo
ndash k8lingr33n Unknown
ldquosprint Can you please explain to me why Columbus OH
STILL hasnrsquot gotten LTE coverage yet Do you know how manycustomers you are losingrdquo ndash Tone_Capone Columbus OH
ldquoI am very disappointed with Sprint still have no consistent 3g4g is spotty at best in most areasfriend has lte with tmobile
alreadyrdquo ndash JK2011till Boca Raton FL
NEGATIVE NETWORK 13 Negative conversation surrounding the Sprintnetwork consisted of customers complaining aboutdropped service and outages There was no changein conversation from the previous announcementNegative Network conversation was more than four timesas common as Positive Network conversation Peopleremained annoyed and angry over dropped service or noservice at all despite LTE expansions
Verbatims ldquoSprint has the worst service everrdquo ndash Nancy_Z93 Unknown
ldquoSprint have service in the weirdest placesrdquondash Simply_Me55 Unknown
ldquoSprint proved to be the worst service possible tonightrdquo
ndash nancyeldred California
ldquoHaving BAD Service Sprint at the moment Cannot call
anybodyrdquo ndash JamieTaylor610 Valencia CA
NEGATIVE CUSTOMER SERVICE 8 Negative Customer Service conversation consistedof people expressing frustrations over the poorservice and assistance they received from Sprint
Customer service conversation during the time of the July30th announcement was very similar to that of the June17th announcement Sprint customers continued to beangered by poor customer service online over the phoneand in-store
Verbatims ldquoJust experienced the worst customer service Irsquove had on threecontinents by sprint - absolutely disgusted Got Sprint Irsquod
cancel it nowrdquo ndash DKesslerPhoto Indianapolis IN
ldquosprint customer service representatives manwhere the helldo they find these idiots 40minuteslater problemsolvedrdquo
ndash OneLoveRissa Unknown
ldquosprintcare The service is horrible and it seem like sprint is
only worried about the money and not da satisfaction of thecustomerrdquo ndash Sayit_aintTone Unknown
ldquoI have to say I am very disappointed with sprint customerservice at the store in Miami on Kendall Not happy right
nowrdquo ndash Lalisiluscious Miami FL
Note Percentages may not add to 100 due to rounding
Mentions are posts which contain discussion of Sprint keywords Messaging conversation contains posts about the Sprint 4G LTE service
and related announcements Network conversation contains posts about the Sprint network and coverage unrelated to 4G LTE service
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 73013 ndash 8613 Mentions 31585
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 1028
PART IICOMPETITIVEANALYSIS
2713 ndash 8613
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 1128
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
11
PART II COMPETITIVE ANALYSIS
Note Percentages may not add to 100 due to rounding Superscript percentages refer to change in share of voice in comparison
to the baseline f rom 121612 through 61613 Mentions are posts which contain discussion of Sprint ATampT and T-Mobile keywords
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 73013 ndash 8613
Volume 25644 posts
Volume 31585 posts
Volume 32991 posts
T-MOBILE REMAINED THE MOST POSITIVEBRAND SEEING PROLONGED POSITIVECONVERSATION FROM ITS IPHONE RELEASE
AND NEW EXCITEMENT SURROUNDING ITSCOMMERCIALS
bull T-Mobile also saw the highest buzz when compared toSprint and ATampT however the majority of the differencewas due to the Bill Hader T-Mobile commercials whichcaused buzz from current and non-customers
bull Negative T-Mobile conversation increased during thistime as its campaign Hate2Wait while a positive pushfor the company also instigated negative conversationfrom frustrated customers because they were still waitingfor T-Mobile upgrades
ATampT AND SPRINT BOTH ANNOUNCED 4GLTE NETWORK EXPANSIONS AND WHILESPRINT GENERATED SLIGHTLY MORE BUZZ
BY RELEASING TO MORE CITIES ATampTGARNERED EQUAL POSITIVE SENTIMENT AND A BETTER BUZZ PER CAPITA
bull ATampT released separate press releases that individuallyhighlighted the markets receiving updates while Sprintreleased one that failed to individually reference marketsin the title and a limited amount in Tweets posted
bull Sprint and ATampT saw similar sentiment around theirannouncements While Sprint struggled to generate highlevels of buzz per capita the overall sentiment generatedwas similar to that of ATampT as levels of excitement about
LTE were synonymous across the carriers
58 (+18)14 (-25)28 (+7)
45 (+8)26 (-6)29 (-2)
20(+14)16 (-15)64 (0)
POSITIVE NEUTRAL NEGATIVE
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 1228
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
12
PART II COMPETITIVE ANALYSIS
POSITIVE 29
bull Close to one-third of all positiveconversation surrounding ATampT wasrelated to its announcement on July31st and the excitement around thenew markets
bull Discussion of the phones used onthe ATampT network were discussedoften most notably the iPhone 5People also discussed the GoPhoneand Prepaid options available
bull On August 1st JD Powerannounced that ATampT rankedthe highest for customer servicesatisfaction of Wireless carriers
This announcement made up 9of conversation on the day theannouncement was made and 15on the day after
Verbatims ldquoATampT Debuts 4G LTE in Charlestonhttptcoj6AMsmtndY wsazrdquondash wsazjedwards Carleston WV
ldquoATampT receives JD Power award forwireless customer service 1 babyrdquondash aClaireSchwartz Orlando FL
ldquoGotta love coming into work tonew found LTE coverage Thank you
ATampTrdquo ndash joekorzo NJ
ldquoI love great customer service Theguy from ATampT was so helpful (AndIrsquom pretty sure he was Texan basedon his accent) just sayinnn TXrdquondash alyssarizavi TX
NEUTRAL 26
bull The majority of neutral conversationsurrounding ATampT was generatedby people sharing articles or blogsdiscussing news announcements
bull People commonly shared theannouncement that Starbuckswould be switching from ATampT toGoogle as their WiFi provider
bull ATampT also generated a significantamount of buzz around differentcustomer-friendly promotionsthey were starting like phonereplacements and study abroaddiscounts
Verbatims
ldquoStarbucks replaces ATampT withGoogle as its in-store WiFi providerhttptcovzb0Ty0YZ8rdquondash ForbesTech Worldwide
ldquoRT AndroidPolice ATampT Galaxy SIII Finally Getting ldquoPremium SuiterdquoMulti-Window OTA Update Android412 (Build UCDMG2)ndash RichB0yMarty Stamford CT
ldquoRT scrappinmichele Safe Mobile
WiFi For Families - ATampT Unite via Techmama httptcoVDEUgNz1ozrdquondash techmama Silicon Valley CA
ldquoATampT T-Mobile Verizon MoveForward With Isis Mobile PaymentPlan Isis will support the iPhohttptco2d5QOf industry newsrdquondash KarenKinnaman Redding CA
NEGATIVE 45
bull Like most wireless carriers ATampTrsquosnegative conversation was mostnotably generated by peoplecomplaining about their droppedcalls and poor service
bull During this time period there werehigher than normal complaintsaround ldquospotty servicerdquo which werelater announced to be caused byupgrades across ATampT
bull Despite winning the customerservice satisfaction award from JDPower ATampT still experienced a largevolume of customer service-relatedcomplaints which is typical for anybrand across social media
Verbatims ldquoATTCustomerCare 28 days stillno service Irsquom starting to doubt ifUverse actually exists ATTrdquondash DaveMacQueen1 Charleston SC
ldquoI really hate my ATampT servicerdquondash DniseSonnenberg HuntingtonBeach CA
ldquoI canrsquot wait until my contract
with ATT is up Theyrsquore so rudeand unhelpful neveragain ATTnothappyrdquondash withaK27 Stillwater OK
ldquoATampT has horrible customer servicetoday I wanna screamrdquondash ashxlee_ Unknown
Note Percentages may not add to 100 due to rounding
Superscript percentages refer to change in share of voice in comparison to the baseline from 121612 through 61613
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 73013 ndash 8613 Mentions 25644 posts
ATampT saw a more significant spike in positive sentiment than Sprint on the days of their respectiveannouncements however Sprint was able to hold on to the surge in positive sentiment longer than everyoneelse Though Sprint did not see as drastic a change in positive sentiment as ATampT and while Sprint also returned back tonegative it was able to maintain a consistent positive sentiment longer than ATampT did
POSITIVE NEUTRAL NEGATIVE
45 (+8)26 (-6)29 (-2)
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 1328
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
13
PART II COMPETITIVE ANALYSIS
POSITIVE 64
bull Conversation surrounding T-Mobileremained consistently positive andtwice as positive in comparison tothe other mobile carriers analyzed
bull T-Mobilersquos new commercials with BillHader also began to drive significantpositve buzz People expressedhow hillarious he is and how theywould like to see more
bull People also shared announcementsthat T-Mobile expects LTE in 90 oftop 25 markets by yearrsquos end Themarkets that already had LTE serviceexpressed satisfaction over theirnew faster network
Verbatims ldquo4G LTE is the best Thanks T-Mobilerdquondash Arnold0rtega NJ
ldquoI love these new Bill Hader T-Mobilecommercials They are funny amp realIrsquove gotten a new phone just find outabout a newer versionrdquondash ChrisWCox17 Oklahoma City OK
ldquoT-Mobile expects 2x10MHz LTE in90 of top 25 markets by yearrsquos endandroid httptcoqTvJa70CIErdquondash PaulFrenzel Unknown
ldquoI love the T Mobile commercial Itnever fails to crack me uprdquondash martinezk_ Dalton NY
NEUTRAL 16
bull Neutral conversation surrounding T-Mobile was a small percentage ofconversation as no overwhelminglylarge announcement occurredduring the time period
bull The majority of neutral conversationcame from the sharing of articlesand announcements relating to newdevices becoming available on thenetwork
bull Though it occurred in March theiPhone availability on T-Mobilecontinued to drive conversationincluding news articles claimingthat the iPhone saved T-Mobile fromlosing hundreds of thousands ofcustomers
Verbatims ldquoRT SebastienPage Study findslanding the iPhone saved T-Mobilefrom losing at least 300000customers httptcoJbYosfJb3Mrdquondash AnthonyEsposito Pheonix AZ
ldquoLG Optimus F3 arriving at T-Mobilewith 4G LTE via slashgear httptcoyvPSHebymxrdquo
ndash glass_lane Los Altos CA
ldquoT-Mobile wonrsquot sell Moto X instores customers will have to buydirect from Motorola httptco FDmSj3OcyB techrdquondash Champagnie Redmond WA
NEGATIVE 20
bull Negative sentiment surrounding T-Mobile continued to be less thanhalf of Sprint and ATampT though itcontinued to increase driven bycomplaints with LTE coverage
bull T-Mobile launched a campaign topromote flexible contracts calledHate2Wait While it was designedfor customers to share why theyhated to wait on other carrierssome used it as a way to complainabout T-Mobile
bull As is common across all mobilecarriers the majority of negativeconversation was still generated bypeople complaining about the poorservice they received
Verbatims ldquoTMobile been waiting for an hrfor network to work on my phoneso now my phone is dying and it willnot charge right ( Hate2Waitrdquo ndash cindee_ruby_oh Unknown
ldquoI Hate2Wait because TMobile ismaking me Irsquove been a customersince 1999 and getting Hosedrdquo
ndash ItsEkinsAgain Unknown
ldquoTMobile sucks sick of theservice and my phones breakingletsswitchalreadyrdquo ndash breckanbryn Unknown
ldquoTmobile I hate you I never haveservicerdquo ndash dereiont_ TX
T-Mobile on the whole exhibited less strategic focus around network announcements in social media thanSprint and ATampT Despite their lack of marketing priority around said announcements T-Mobilersquos recent brand buildinginvestments are clearly showing dividends as it relates to driving positive sentiment for the brand The iPhone 5 despitebeing released in March was salso a driver of positive sentiment
Note Percentages may not add to 100 due to rounding
Superscript percentages refer to change in share of voice in comparison to the baseline from 121612 through 61613
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 73013 ndash 8613 Mentions 32991 posts
20(+14)16 (-15)64 (0)
POSITIVE NEUTRAL NEGATIVE
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 1428
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
14
ATampT ATampT ATampT SPRINT T983085MOBILE SPRINT SPRINT T983085MOBILE
DATE 22513 73113 41013 61713 1813 41813 73013 72513
SUCCESS INDEX 281 275 119 51 30 27 17 03
NUMBER OF NEW MARKETS 6 10 11 22 10 21 41 15
PART II COMPETITIVE ANALYSISTHE ANNOUNCEMENT SUCCESS INDEX
The Announcement Success Index compares the total population of markets in the selected announcements to the totalbuzz that occurred on the announcement day We analyzed the two most discussed announcements on social media forSprint ATampT and T-Mobile Also included were the most recent announcements for Sprint and ATampT
While 11 cities received 4G LTE on April 10th ATampT announced 77 markets that would receive LTE over the summer
72513
1813
41013
41813 73013
7311322513
30
25
20
15
10
05
10 20 30 40 500
6 cities10 cities
11 cities
10 cities
15 cities
21 cities 41cities
KEY
S U C C E S S I N D E X
NUMBER OF NEW MARKETS
6171322 cities
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 1528
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
15
ATampTrsquoS ANNOUNCEMENT STRATEGYCONSISTENTLY GENERATED A HIGHER BUZZPER CAPITA THAN SPRINT BY RELEASINGTO LESS CITIES AT ONCEATampTrsquos Success Indicies are more than double the indicies ofthe compared announcements While the populations forSprintrsquos announcement cities was almost seven times morethan the ATampT announcement populations the buzz percapital was a fraction of ATampTrsquos
Typically ATampT announced to half of the cities that Sprintdid and when ATampT did group their announcement with anannouncement for 77 upcoming LTE markets (April 10th)their buzz per capita struggled
ATampT CREATED MULTIPLE PRESS RELEASESFOR THEIR LTE EXPANSIONS IN AN EFFORTTO BETTER DISTRIBUTE NEWS AND TARGETSPECIFIC MARKETS
The July 31st 2013 announcement surrounding 4G LTE
expanding to 10 cities consisted of unique press releasesfor each city The localized press releases that specificallymentioned each market in the title were able to generatemore awareness and buzz within these specific marketsbut did not generate comparable overall buzz to SprintrsquosJuly 30th announcement
SPRINTrsquoS MOST RECENT ANNOUNCEMENTHAD A LOW SUCCESS INDEX AS IT DIDNOT HIGHLIGHT EACH MARKET TO DRIVE
AWARENESS This announcement on July 30th saw the second lowestAnnouncement Success Index So while the populationwas four times larger than their most recent announcementto date it did not reap them any incremental benefit aboveand beyond ATampTrsquos buzz levels (eg national scale did notyield greater volume) Coupling 41 different cities togetherwithin one announcement had an adverse effect onSprintrsquos buzz per capita
CUSTOMIZED HASHTAGS ARE MOREEFFECTIVE FOR BRAND PROMOTION THANGENERIC ONESDuring the reporting period Sprint embraced 4GLTEto help distribute news and messaging surrouding theirnetwork updates The hashtag received respectable pickup during the seven day period Unfortunately only 36of those hashtag uses had anything to do with Sprint Thisstems from the fact that Sprint chose to latch on to an
already existing hashtag with organic use behind it ratherthan customizing the hashtag to include their brand name
ldquoOur 4GLTE now is in 151 cities nationwide includingNashville Philadelphia and Oakland httpbitly11s5V2A rdquondash Sprint
ATampTrsquoS ATTEMPT TO USE EMPLOYEES TOGENERATE ANNOUNCEMENT BUZZ HASBEEN LARGELY SUCCESSFULATampT has traditionally pushed its employees to use
the hashtag ATTEmployee to promote variious brandefforts The hashtag was used 1077 times during July10 of which related directly to the brandrsquos 4G LTEannouncements
ldquoNationrsquos fastest network Check Most reliable Check
httptcoAzDVDzkLqF ATTemployeerdquo ndash bklein34
SPRINT WAS MORE SUCCESSFUL ATDRIVING TWITTER ENGAGEMENT WITHTHEIR OFFICIAL HANDLE THAN ATampT
For their most recent announcement Sprint posted one Tweet promoting their press release which garnered 22Retweets and 13 favorites while ATT did not share theirannouncement at all
ldquoOur 4GLTE now is in 151 cities nationwide includingNashville Philadelphia and Oakland httpbitly1rdquo ndash Sprint
PART II COMPETITIVE ANALYSIS
ldquo
ldquo
ANNOUNCEMENT SUCCESS IS A GAME OF REGIONAL QUALITY NOT NATIONAL QUANTITYWhile ATampT generated less overall volume of conversation than Sprint for their July 31st announcement the competitivecarrier showed impressive performance when it came to localized engagement around their announcements (as definedby the buzz per capita index) Similar to the social marketing trend toward engaged users versus sheer number of fans
driving regional (rather than national) engagement around announcements is a critical metric for success
ldquo
8132019 Sprint July Announcement 8 14
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PART IIIVOLUME OVERTIME ANALYSIS
2613 ndash 8613
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 1728
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
17
0
10
20
30
40
50
2 7
1 3
2 1 4
1 3
2 2 1
1 3
2 2 8
1 3
3 7
1 3
3 1 4
1 3
3 2 1
1 3
3 2 8
1 3
4 4 1 3
4 1 1
1 3
4 1 8
1 3
4 2 5
1 3
5 2 1 3
5 9 1 3
5 1 6
1 3
5 2 3
1 3
5 3 0
1 3
6 6 1 3
6 1 3
1 3
6 2 0
1 3
6 2 7
1 3
7 4 1 3
7 1 1
1 3
7 1 8
1 3
7 2 5
1 3
8 1 1 3
MIAMI NETWORK BUZZ OVER TIME
Mentions are posts which contain mentions of Sprint 4G LTE service or announcements within Miami
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 2713 ndash 8613 Mentions 844 posts
After the announcement of 4G LTE in Miami it was expected that Sprint conversation inthe market would shift back to negative in sentiment However from the day of the launchof the network advances through August 6th conversation in Miami surrounding Sprint
remained largely positive While negative sentiment began to increase slightly mid-July itincreased at a slower rate than is typical and conversation remained above 60 positive innature
Sprintrsquos announcement in Miami generated the most sustained positive conversation out of any marketanalyzed Contrary to what is typical for most markets conversation relating to Sprintrsquos announcement remainedpositive for a much longer time period in Miami After close to two months conversation was still significantly morepositive than negative within Miami Florida though negative conversation did begin to increase after about a month of
time passed Positive sentiment surrounding Sprint in Miami remained over 90 positive until the end of July as 4G LTEadvancements in the Miami area saw limited outages or issues especially when compared to trouble markets like Chicagoand Los Angeles
POSITIVE 61 NEUTRAL 17 NEGATIVE 22
ldquo ldquoITrsquoS HAPPENED SPRINT LTE IS IN MIAMI THANK THENETWORK GODSrdquo ndash csbellina
Sprint turned on LTE in Tampa amp Miami today AnyiPhone 5 Sprint users that can attest to the speedsrdquondash stephenrobles
0
50
100
150
200
250
2 7
1 3
2 1 4
1 3
2 2 1
1 3
2 2 8
1 3
3 7
1 3
3 1 4
1 3
3 2 1
1 3
3 2 8
1 3
4 4 1 3
4 1 1
1 3
4 1 8
1 3
4 2 5
1 3
5 2 1 3
5 9 1 3
5 1 6
1 3
5 2 3
1 3
5 3 0
1 3
6 6 1 3
6 1 3
1 3
6 2 0
1 3
6 2 7
1 3
7 4 1 3
7 1 1
1 3
7 1 8
1 3
7 2 5
1 3
8 1 1 3
909lt1
ldquo Sprint continues to expand its 4G LTE coverage Miamiin tow httptcohrFewrJ25Frdquo ndash InnovationTu ldquo Welcome to Miami Sprint LTE httptco
OGPxsM4AUTrdquo ndash thegraviator
SPRINT SUSTAINED POSITIVE SENTIMENT LONG AFTERTHE JUNE 17TH ANNOUNCEMENT61713 ndash 8613
94 2 4
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 1828
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
18
0
50
100
150
200
250
300
350
2 7
1 3
2 1 4
1 3
2 2 1
1 3
2 2 8
1 3
3 7
1 3
3 1 4
1 3
3 2 1
1 3
3 2 8
1 3
4 4
1 3
4 1 1
1 3
4 1 8
1 3
4 2 5
1 3
5 2
1 3
5 9
1 3
5 1 6
1 3
5 2 3
1 3
5 3 0
1 3
6 6
1 3
6 1 3
1 3
6 2 0
1 3
6 2 7
1 3
7 4
1 3
7 1 1
1 3
7 1 8
1 3
7 2 5
1 3
8 1
1 3
BROOKLYNBRONX NETWORK BUZZ OVER TIME
Mentions are posts which contain mentions of Sprint 4G LTE service or announcements within The Bronx and Brooklyn NY
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 2713 ndash 8613 Mentions 1038 posts
Sprintrsquos BronxBrooklyn teaser was successful in driving buzz prior to the actual launch of 4G LTE in the twomarkets On July 24th Sprint released a press release stating that in less than a week 4G LTE will be turned on in thetwo locations driving conversation that was eight times higher than conversation on the actual launch date This teaserincreased positive conversation in these locations about Sprint and was able to sustain this positive conversation through
the announcement and the week following
SPRINT ANNOUNCES THAT LTE WILL BE LIVE IN THE BRONX AND BROOKLYN72413
SPRINT TURNS UP 4G LTE IN 41 MORE LOCATIONS73013
1
The announcement stating that 4G LTE service would become available in the Bronx and Brooklyn generatedsignificantly more buzz than the actual day that the service was turned on Leading up to the announcementpositive sentiment surrounding Sprint in the Bronx and Brooklyn was less than 50 Once the press release wasshared positive sentiment increased to two-thirds of Bronx and Brooklyn conversation
2Sprint turned on LTE in the Bronx and Brooklyn on July 30th The date that the service was turned ondid not generate significant buzz in comparison to the teaser that it would be coming By releasing theteaser announcement as a press release Sprint cannibalized the buzz that would have come on the actualannouncement day Sprint also failed to highlight the Bronx adn Brooklyn on the day of the announcement byhiding the two cities within the larger press release with the additional 39 markets
POSITIVE 58 NEUTRAL 35 NEGATIVE 7
ldquo ldquo4G LTE in Brooklyn now finally Sprint sheeshrdquo ndash powderican
Finally LTE for Sprint launched in the Bronx todayrdquondash iRawriLaugh
0
10
20
30
40
50
2
7 1 3
2 1 4
1 3
2 2 1
1 3
2 2 8
1 3
3
7 1 3
3 1 4
1 3
3 2 1
1 3
3 2 8
1 3
4
4 1 3
4 1 1
1 3
4 1 8
1 3
4 2 5
1 3
5
2 1 3
5
9 1 3
5 1 6
1 3
5 2 3
1 3
5 3 0
1 3
6
6 1 3
6 1 3
1 3
6 2 0
1 3
6 2 7
1 3
7
4 1 3
7 1 1
1 3
7 1 8
1 3
7 2 5
1 3
8
1 1 3
2
1
6733lt1
6138lt1
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 1928
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
19
0
20
40
60
80
100
2 7
1 3
2 1 4 1 3
2 2 1 1 3
2 2 8 1 3
3 7
1 3
3 1 4 1 3
3 2 1 1 3
3 2 8 1 3
4 4 1 3
4 1 1 1 3
4 1 8 1 3
4 2 5
1 3
5 2 1 3
5 9 1 3
5 1 6 1 3
5 2 3 1 3
5 3 0 1 3
6 6 1 3
6 1 3 1 3
6 2 0 1 3
6 2 7
1 3
7 4 1 3
7 1 1 1 3
7 1 8 1 3
7 2 5
1 3
8 1 1 3
SPRINT TURNS UP 4G LTE IN 41 MORE LOCATIONS73013
PHILADELPHIA NETWORK BUZZ OVER TIME
Mentions are posts which contain mentions of Sprint 4G LTE service or announcements within Philadelphia
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 2713 ndash 8613 Mentions 563 posts
1
Sprintrsquos announcement in Philadelphia was the least successful at driving positive sentiment when compared tothe other markets analyzed The day of the announcement generated only 50 positive sentiment within Philadelphiahowever like the other markets negative sentiment remained minimal After the announcement positive sentimentstayed consistently around 50 while negative sentiment slowly increased as people became frustrated or experienced
problems with LTE
Philadelphia was the second largest city to receive 4G LTE and 3G improvements on July 30th The citygenerated about half of the network buzz that the Bronx and Brooklyn did over the same time period but onthe day of the actual announcement Philadelphia saw three times as much buzz as the two New York citiesBecause Philadelphia did not have a teaser announcement like the Bronx and Brooklyn when LTE was turnedon it was the first people in the city heard of the enhancements The launch of LTE service in Philadelphia
was not locally covered within the city and only saw mentions by larger publications that discussed theannouncement at large If the Philadelphia announcement was localized similar to ATampTrsquos the city would havegenerated more significant buzz
1
POSITIVE 58 NEUTRAL 27 NEGATIVE 15
ldquo ldquoOh Yessss gtgtgt Sprint extends LTE coverage to 41 newmarkets - New markets in Philadelphia Portland Oreand Oak httptcoVGmmc5HFazrdquo ndash ronstew
LOLsprint LTE in Philadelphia was supposed to becompleted by this past January Irsquom so glad I switchedto TMobilerdquo ndash ricankng787
ldquo ldquoEnjoying the great 4G LTE speeds from Sprint niceto see speeds like this sprintLTE sprint httptco j290tVjZeFrdquo ndash steven_2320
Mine sucks tho RT SimplyCecilia RT sprint Our 4GLTE now is in 151 cities nationwide includingNashville Philadelphia and Oaklandrdquo ndash b_eternal757
0
10
20
30
40
2 7
1 3
2 1 4
1 3
2 2 1
1 3
2 2 8
1 3
3 7
1 3
3 1 4
1 3
3 2 1
1 3
3 2 8
1 3
4 4
1 3
4 1 1
1 3
4 1 8
1 3
4 2 5
1 3
5 2
1 3
5 9
1 3
5 1 6
1 3
5 2 3
1 3
5 3 0
1 3
6 6
1 3
6 1 3
1 3
6 2 0
1 3
6 2 7
1 3
7 4
1 3
7 1 1
1 3
7 1 8
1 3
7 2 5
1 3
8 1
1 3
51463
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 2028
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
20
0
10
20
30
40
50
60
70
2 7 1 3
2 1 4
1 3
2 2 1
1 3
2 2 8
1 3
3 7 1 3
3 1 4
1 3
3 2 1
1 3
3 2 8
1 3
4 4 1 3
4 1 1
1 3
4 1 8
1 3
4 2 5
1 3
5 2 1 3
5 9 1 3
5 1 6
1 3
5 2 3
1 3
5 3 0
1 3
6 6 1 3
6 1 3
1 3
6 2 0
1 3
6 2 7
1 3
7 4 1 3
7 1 1
1 3
7 1 8
1 3
7 2 5
1 3
8 1 1 3
ADDITIONAL CITIES NETWORK BUZZ OVER TIME
Note Percentages may not add to 100 due to rounding
Mentions are posts which contain mentions of Sprint 4G LTE service or announcements within the 20 highest population cities
Tulsa OK bull Oakland CA bull Laredo TX bull Durham N C bull Fayetteville NC bull Brownsville TX bull Fort L auderdale FL bull
Springfeld MA bull Salinas CA bull Pompano B each FL bull Flint MI bull Palm Coast FL bull Deerfeld Beach FL bull Harlingen T X bull
Jackson TN bull Daytona Beach FL bull Rocky Mount NC bull Ocala FL bull Port Charlotte FL bull Saginaw MI
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 2713 ndash 8613 Mentions 980 posts
The top 20 cities based on population within the July 30th announcement generated consistent spikes inconversation due to announcements in other markets Due to announcement markets being spread out across thecountry some of their neighboring markets had previously been a part of Sprint 4G LTE announcements These marketssaw spikes in conversation due to past announcements as customers discussed envy over their neighbors networks
The additional cities analyzed were the 20 cities in the announcement with the highest populations
SPRINT TURNS UP 4G LTE IN 41 MORE LOCATIONS73013
1
Conversation regarding the LTE announcements in these 20 cities waned in comparison to the Bronx andBrooklyn and Philadelphia People in these cities Retweeted the Sprint press releases and different newspublications announcing the markets Half of the conversation during the time of the announcement consistedof link sharing while 20 referenced Sprint On the day of the announcement positive sentiment morethan doubled while negative sentiment remained consistent Sprintrsquos SF Twitter handle Sprint4GLTE_SF was
unsuccessful at increasing buzz during this announcement which included Oakland CA a Bay Area city
ldquo ldquo About time ldquosprint Our 4GLTE now is in 151 citiesnationwide including Nashville Philadelphia andOakland httptcoZrEYTJKnOrdquo ndash hodariToure_PhD
My friends sprint launched 4G LTE in OaklandFremont and Hayward today what what ccSprint4GLTE_SFrdquo ndash Menace
1
POSITIVE 49 NEUTRAL 20 NEGATIVE 6
74206
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 2128
PART IVSPRINT INFLUENCERS
73013 ndash 8613
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 2228
8132019 Sprint July Announcement 8 14
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BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
23
RECOMMENDATIONS
8132019 Sprint July Announcement 8 14
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BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
24
RECOMMENDATION INTRO
RECOMMENDATION 1
All of the recommendations are designed toaccomplish three objectives
1 Amplify Sprintrsquos 4G LTE announcements
2 Gain Share of (4G LTE) Voice from competitors
3 Decrease negative sentiment toward Sprint acrossthe social web
OBSERVATIONATampT generates a significant amount of local press usingindividual announcements for each market These hitsare sharedpicked up not just by local media outletsbut also larger tech influencers We noticed with the right
rollout and executions this led to announcements beingdistributed on larger media sites like WSJcom
New markets are launched frequently (almost every week)which also sustains LTE conversation
ACTIONAnnouncement strategies should cater to local marketsSprint should create localized content as a ldquomodernrdquosupplement to press releases Video and infographiccontent is particularly effective (see content suggestionson Pg 29) To sustain conversation markets should be
announced with greater frequency
THE FOLLOWING RECOMMENDATIONS WERE DERIVED FROM THE SPRINT BASELINE ampJUNE ANNOUNCEMENT ANALYSIS AND THROUGH AN IN DEPTH AUDIT OF COMPETITORrsquoS4G LTE ANNOUNCEMENTS OVER THE SAME TIME PERIOD
LOCALIZED ANNOUNCEMENT STRATEGYSustain 4G LTE coverage conversation using a localized announcement strategy that leverages market specificpress releases and content
It is important to note that there are two analyses for thisassignment and that this report establishes a baselinecontext and a first look at the June announcementsWith more intelligence in the second report on the Juneannouncements as well as an additional set of data theserecommendations may gain greater focus and evolve
CONSIDERATIONWe understand that localizing and increasing the frequencyof the network coverage announcements requiresadditional output and resources however given Sprintrsquoschallenger position (in terms of number of markets with 4G
LTE coverage and share of voice on social) this approachcould create a valuable ROI
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 2528
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
25
RECOMMENDATION 2
OBSERVATION4G LTE announcements produce a short and sharp spikein conversation the day of then diminish during the daysfollowing as can in the 24 markets analyzed (See analyticsspike analysis Pg 19ndash23)
ACTION ITEM 1Prolong the spike in conversation using social contentand promoted posts designed to amplify 4G LTE chatterCreate hashtags that encourage people to participate in4G LTE announcement conversation
Ex ldquoToday Chicago became the 60th 4GLTE city Retweetif you love the speed of your SprintLTE devicerdquo
ACTION ITEM 2Use 4G LTE devices to take short videos of 4G LTE in actionin new markets
Ex Downloading a movie trailer in LA
LTE CONTENT STRATEGY4G LTE conversation spikes will last longer if a content strategy was applied to the announcements
ACTION ITEM 3Engage social following with giveaways that amplifythe LTE announcements Collect data and push dealsto people during the entry process
Ex Click on the map on the SprintLTE city you wouldlike to visit
CONSIDERATIONSprint has experimented with different content outputsFor example a video was created documenting theprogress in Chicago on the 4G LTE build out That localtouch is crucial and should be more than a reactive tactic
based on customer feedback Sprint should championthis as a proactive communications strategy Additionallyinfographics work well as dynamic and shareable socialcontent The interactive network map that exists onSprintrsquos website serves a specific purpose but does notlead to sharable social behavior Inforgraphics could becreated either ahead of a market launch or in conjunctionwith one The infographic could outline the coverage areaarticulate the benefits of Sprintrsquos 4G LTE approach or even
just leverage a thematic representation of a given market(eg Golden Gate Bridge Searrsquos Tower etc)
RECOMMENDATION 3
OBSERVATIONRight before the LA launch some details were uncoveredby an Engadget editor who wrote a speculative piece
about the 4G LTE roll out This coverage generated asignificant amount of conversation before the launchthat occurred several weeks later (Reference Report Pg 21)
ACTION ITEM 1In order to create pre-buzz Sprint should considerannouncing 4G LTE cities in groups 2 weeks beforeturning on the switch On the day of launch a localizedrelease with supplementary content should be sharedon Sprint channels
ldquoTEASINGrdquo STRATEGYBy releasing some information about 4G LTE launches Sprint will garner significant pre-buzz that will help buildexcitement for the actual roll out
ACTION ITEM 2Use posts to help build anticipation for 4G LTE rolloutsFor example share Tweets that ask the community to
guess which city is next to receive 4G LTE from a fewoptions Provide hints that will generate conversationand buzz before the official announcement
ACTION ITEM 3Leverage tech influencers to promote SprintLTE in localmarkets by engaging with them before their area officiallyreceives LTE coverage
8132019 Sprint July Announcement 8 14
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BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
26
RECOMMENDATION 4TARGET CONVERSATIONSMost people do not like their wireless carrier and are pretty vocal about it By using promoted TweetsSprint can target these conversations and put offers in front of these unhappy customers encouragingthem to switch networks
OBSERVATIONVerizon seems to be targeting negative conversation that includes their competitors with promoted Tweets
The messaging could vary based on the issue at hand be it device related network related or otherwise
RECOMMENDATION 5
OBSERVATIONNew device announcements are a huge driver of 4GLTE conversation T-Mobile saw significant volume andlongevity related to iPhone 5 announcement (ReferenceReport Pg 12)
LEVERAGE DEVICE ANNOUNCEMENTS
By leveraging new device announcements Sprint can raise awareness for new 4G LTE markets and gain share ofvoice
ACTIONCreate more content featuring 4G LTE enabled devicesand insert 4G LTE expansion info into new device releases
NEXT STEPSTHE NEXT REPORT WILL INCLUDE
1 Further analysis on the June 17th announcements
2 New insights from July announcements
3 More analysis on ATampTrsquos localized announcement strategy
4 Additional recommendations based on additional data input
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 2728
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
27
APPENDIX
Note conversation on the brand pages occurred on blogs and forums
that are a part of the sites including customer service and FAQ pages
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 73013 ndash 8613 Mentions 31585 posts
Sprint ATampT and T-Mobile generated the majority of their conversation across Twitter though forums andblogs made up 10-20 of conversation While Sprintrsquos top source was its own website the two competitorsrsquo topsource was callercom
TWITTER 78
FORUMS 12
BLOGS 5
FACEBOOK lt1
NEWS 4
COMMENTS lt1
TWITTER 77
FORUMS 8
BLOGS 8
FACEBOOK lt1
NEWS 6
COMMENTS lt1
TWITTER 85
FORUMS 7
BLOGS 5
FACEBOOK lt1
NEWS 3
COMMENTS lt1
Top Blogs News and Forums
SPRINTCOM 2900
AD983085HOC983085NEWSDE 166
BLOGSPOTCOM 161
YAHOOCOM 150
SPRINTUSERSCOM 136
REDDITCOM 126
STLOUISNEWSNET 118
Top Blogs News and Forums
CALLERCOM 333
ATTCOM 255
YAHOOCOM 222
REDDITCOM 191
MACRUMORSCOM 172
WPCENTRALCOM 156
BLOGSPOTCOM 135
Top Blogs News and Forums
CALLERCOM 370
REDDITCOM 223
WPCENTRALCOM 169
YAHOOCOM 156
MACRUMORSCOM 149
ANDROIDFORUMSCOM 117
CRACKBERRYCOM 107
8132019 Sprint July Announcement 8 14
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8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 228
TABLE OF
CONTENTS3
4
5ndash9
10ndash15
16ndash20
21ndash22
23ndash27
Methodology
Key Insights
July Announcement Analysis
Competitive Analysis
Volume Over Time Analysis
Sprint Influencers
Recommendations
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 328
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
3
THE GOAL OF THIS STUDY WAS TO UNDERSTAND HOW WELL SPRINTrsquoS 4G LTE ANNOUNCEMENTS DID ACROSS MULTIPLE MARKETS AND IN COMPARISON TO THEIRCOMPETITORS AND HOW THE ANNOUNCEMENTS EFFECTED THE SPRINT BRAND
WE ANALYZED THE IMPACT
OF THE JULY 30TH 4G LTEANNOUNCEMENT ON SPRINT
SENTIMENT PARTICULARLY
WITHIN THE NEW 4G LTE
MARKETS
METHODOLOGY
We analyzed conversation from July 30 2013 throughAugust 6 2013 to capture the announcement of the newSprint 4G LTE network coverage that occurred on July 30
2013 and the six days that followed the announcement Wefocused on capturing conversation across the social webwhich consisted of Twitter a sample of Facebook postsblogs forums comments and news
We analyzed conversation surrounding the Sprint4G LTE announcement on July 30th to see how buzz andsentiment had changed from the previous announcementand the baseline sentiment established
For our analysis of the general social web we crafteda complex boolean framework designed to capture all
conversation surrounding Sprint ATampT and T-MobileWe then trained our technology to learn the differencebetween relevant and irrelevant conversation surroundingSprint ATampT and T-Mobile Relevant conversation wasdefined as conversation relating to each mobile carrieras a brand their devices networks and announcementsWithin relevant conversation we trained our technology tounderstand what was positive neutral and negative
Once we trained a sample of posts and categorizedsentiment our technology replicated that judgment on theconversation at large and returned to us how the sentiment
broke down for each category
For Sprint we furthered our sentiment analysis tounderstand more granularly what categories ofconversation made up positive and negative sentimentWe categorized conversation surrounding Sprintrsquos 4G LTEnetwork and announcement as Messaging conversationspecifically categorizing sharing of articles and pressreleases with positive conversation
Messaging conversation contains posts about the Sprint4G LTE service and related announcements Networkconversation contains posts about the Sprint network and
coverage unrelated to 4G LTE service
We looked at conversation over time about Sprintrsquosnetwork particularly to the new markets defined in the4G LTE expansion We targeted and tracked specific zipcodes for Miami The Bronx and Brooklyn Philadelphia andthe 20 cities with the highest population combined Wethen measured the sentiment of three select markets andaggregated the sentiment for the additional 20 largestmarkets from February 7 2013 through August 6 2013
From the conversation that was analyzed about Sprintand separate markets we found 10 influencers for Sprint
To qualify as an influencer users had to have Kloutscores of at least 50 and had discussed the Sprint 4G LTEannouncements
We evaluated the top two buzz generatingannouncements for Sprint ATampT and T-Mobile during 2013along with the most recent announcements for Sprintand ATampT We created an Announcement Success Indexthat compares population of the cities evaluated to thebuzz generated on the specific days We then multipliedthis ratio by 1000 to normalize the data and produce ourSuccess Indexes and compared to the number of citiesannounced to in order to evaluate the engagement successof the announcements
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 428
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
4
KEY INSIGHTSCUSTOMERS EXPRESSING FRUSTRATIONWITH THEIR MOBILE CARRIERS HASBEEN A CONSISTENT BEHAVIOR ACROSS
REPORTING PERIODSDespite 4G LTE launches and network enhancementssentiment surrounding Sprint and ATampT remained largelynegative Negative drivers of mobile carrier conversationare consistent month after month despite 4G LTEannouncements and device releases While improvementsin service temporarily increased positive sentiment assoon as issues arose with devices network connections orcustomer service negative sentiment returned
ATampTrsquoS LOCALIZED STRATEGY PRODUCES
HIGHER QUALITY CONVERSATION AMONGST REAL PEOPLEWhile larger releases may drive slightly more conversationvolume a significant portion comes from promotionalspam and accounts retweeting keywords ATampT madeannouncements to much smaller groups of markets thanSprint and T-Mobile generating more than double thebuzz per capita When they attempted to couple theirannouncement with 77 upcoming market releases (April10th) their buzz per capita suffered
THE USE OF CUSTOM HASHTAGS ANDEMPLOYEE NETWORKS CAN BE EFFECTIVEFOR DRIVING BUZZ AND EXPANDING REACH AROUND CARRIER ANNOUNCEMENTSATampT created an employee hashtag and encouraged theirinternal teams to distribute different ATampT announcementsthrough ATTemployee Over 10 of hashtag usage isdevoted to supporting the brandrsquos 4G LTE announcementsSprint created Discover4GLA to promote 4G LTE in LA
This hashtag generated 144 posts in July and 180 in April
MAJOR BRAND SPLASHES HAVE AN IMPACTON THE EB AND FLOW OF POSITIVE ANDNEGATIVE SENTIMENTSignificant competitive brand announcements like Sprintrsquosacquisition news and T-Mobilersquos iPhone 5 release affectbrand sentiment overall When Softbank made a bid topurchase Sprint neutral conversation surrounding thebrand spiked as did T-Mobilersquos positive sentiment when theiPhone 5 was released Once these news announcementsbecome irrelevant sentiment returns to its typical state
POSITIVE SENTIMENT LINGERED LONGERTHAN USUAL IN SOME MARKETS POSTANNOUNCEMENT THIS COULD BE
AN OPPORTUNITY TO CONTINUE THEMOMENTUM WITH LOCALIZED CONTENTConversation surrounding 4G LTE in Miami remainedover 90 for over a month following the June 17thannouncement as users were not experiencing connectionissues that typically surfaced in other markets Negativesentiment did not begin to increase until the end of Julywhen issues with spotty LTE began to surface The Bronxand Brooklyn and Philly were also able to maintain positivesentiment for the entire week after the announcementswere made as hype and excitement outweighed theminimal network issues experienced
BY MAKING FEWER MORE PERSONALIZED ANNOUNCEMENTS TO AT ONCE MOBILECARRIERS SEE HIGHER AUDIENCE BUZZPER CAPITA AND SUSTAIN MORE LTECONVERSATION IN THE LONG RUNAnnouncements in aggregate saw consistent levels ofpositive sentiment but it was short-lived nonethelessATampT however was able to successfully sustain their PositiveMessaging conversation through frequent LTE releases and
timely upgrades Additionally ATampT posted about marketspecific LTE upgrades and reinvigorated conversation witha series of status updates that sustained conversation sixmonths after the initial announcement
PRE LAUNCH BRAND COMMUNICATIONS ARE EFFECTIVE IN DRIVING LARGE SPIKESIN CONVERSATION BUT AT THE EXPENSEOF THE ANNOUNCEMENT ITSELF TEASERSMERELY PULL AHEAD THE CONVERSATIONWithin the Bronx and Brooklyn markets Sprint released
a press release teaser announcement that 4G LTEservice would be available in the next week While theannouncement successfully generated a significant spike inconversation it did so at the expense of the announcementday conversation By publishing a press release as theteaser Sprint in theory made the same announcementtwice Sprint also failed to continue to single out the Bronxand Brooklyn on the actual day of the announcements andthe cities were lost in the long list of new 4G LTE markets
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 528
PART IJULY ANNOUNCEMENTANALYSIS
73013 ndash 8613
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 628
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
6
PART I SPRINT DRIVERS OF SENTIMENTSprintrsquos July announcement of 4G LTE saw an increase in Positive Messaging conversation but failed to out-weigh the consistent complaints with the carrier as a whole While 4G LTE expanded to new markets Negative Net-work conversation still generated close to two times as much buzz as Positive Messaging Neutral conversation decreasedby 25 as there were no major announcements or acquisitions that caused the spike in Neutral during the last announce-
ment Sprintrsquos Q2 earningrsquos release failed to garner significant buzz but did make up the majority of Neutral conversation
On the day of the new announcement Positive Messaging conversation spiked to a high of 25 of total Sprintconversation Over the course of the week Positive Messaging conversation decreased in volume as excitement dieddown but could have been maintained if Sprint continued to promote the news in the days following the actual launch
Messaging conversation contains posts about the Sprint 4G LTE service and related announcements
Network conversation contains posts about the Sprint network and coverage unrelated to 4G LTE service
Note Percentages may not add to 100 due to rounding Superscript percentages refer to change in share of voice
in comparison to the baseline from 121612 through 61613 Mentions are posts which contain discussion of Sprint keywords
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 73013 ndash 8613
3 +0 POSITIVE NETWORK
7 +4 POSITIVE MESSAGING
5 +4 NEGATIVE MESSAGING
Positive Volume
8844 posts
Neutral Sprint MessagingPR Volume
4422 posts
Negative Volume
18319 posts
9+4 NEGATIVE PRICE
8 +2 NEGATIVE CUSTOMER SERVICE
28
Positive+7
14
Neutral-25
58
Negative+18
1 +1 POSITIVE PRICE
17 +2
Total Mentions 31585 posts
23 +8 NEGATIVE GENERAL
POSITIVE GENERAL
Top 3 drivers (total volume)
13 -1 NEGATIVE NETWORK
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 728
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
7
PART I SPRINT DRIVERS OF SENTIMENTPOSITIVE GENERAL 17 Positive General conversation was generated byposts discussing Sprint as a brand in a broad mannerGeneral sentiment surrounding Sprint continued to
produce the highest amount of positive conversation afterthe July 30th announcement Conversation consisted ofpeople discussing their Sprint phones that they plan toswitch to Sprint or that they had positive experiences withthe Sprint brand Conversation surrounding excitementabout new devices and sustainability caused a slightincrease in Positive General conversation from the baseline
Verbatims ldquoSooo Irsquom picking up my IPhone tomorrow from sprint Yayrdquo
ndash HarleySue99 Unknown
ldquoIrsquom about to disconnect my phone and just go to sprintrdquondash melyyyxo Unknown
ldquoI love sprint for all the discounts imma receive I need a new phone and a upgrade on themall -)rdquo
ndash mzwhitfield02 Unknown
ldquoThanks sprint for unlocking my Iphone for free for my trip
to Thailand Now I get to call home and talk to my family whileIrsquom away ndash Stormented Albine TX
POSITIVE PRICE 1
Positive Price conversation discussed the affordabilityof Sprint contracts This category continued to be aminimal part of Sprint conversation generating 1 of buzzPeople discussed the unlimited data plans low contractprices or that Sprint helped them with their bills
Verbatims ldquoPhone billed paid for the month I can deal with that Thanks
sprint goodlookingoutrdquo ndash itsjameshayes Unknown
ldquoSprint amp Verizon have cell plans w UNLIMITED talk (toanyone) text amp data Switching means no extra charges Nomore ATampT billing issuesrdquo ndash kiwijessica New York NY
ldquofinding out sprint paid my august bill for me gtgtgt daymaderdquo
ndash taybeezy21 Unknown
ldquosprint offers service for 119$ a month + 250$ activation no
data caps sounds like a good deal rightrdquo
ndash XeroCreator Unknown
POSITIVE MESSAGING 7 Positive Messaging conversation was almostsolely related to its network expansions Negativeresponses to Sprint Messaging during this announcement
outweighed the excitement surrounding the expansionHowever Positive Messaging conversation remained similarin nature with people frequently sharing links announcingSprintrsquos expansion of its LTE networks to new markets
Verbatims ldquoSprint expands 4G LTE to 41 more cities httptco xITT WwZDUUrdquo ndash BestSmartphones Worldwide
ldquoSprint finally gets the LTE wheel turning again with 41
new cities Sprintrsquos latest round of launche httptco HeG81OacTZ MobiAppsrdquo ndash mobi_apps_ar Unknown
ldquoSprint has LTE now in Philla )rdquo ndash DeadlyScionide Unknown
ldquoOMG WE GOT LTE TOWERS FOR SPRINT IN SUFFOLK
AHHHHHrdquo ndash akayyyx New York NY
POSITIVE NETWORK 3 Positive Network conversation about Sprint wasmade up of customers discussing that they hadgood coverage and service This conversationremained minimal in percentage similar to the June 17thannouncement Customers reference negative experiences
in the process of relaying positive ones The majority ofthe time customers shared that their LTE service was fast orthat they had good service in certain locations
Verbatims ldquoI have good service in Indiana thanks sprintrdquo
ndash dleep17 Unknown
ldquoSprint got great service wherever Irsquom at right now Five bars amp
LTE speedrdquo ndash THEMisterrEff Milwaukee WI
ldquoFor the first time ever I have 4G LTE on my Sprint GalaxyNexusrdquo ndash sovryntech NH
ldquoi got to experience sprintrsquos lte for like 5 minutes today prettydoperdquo ndash ImTime Cleveland OH
Note Percentages may not add to 100 due to rounding
Mentions are posts which contain discussion of Sprint keywords Messaging conversation contains posts about the Sprint 4G LTE service
and related announcements Network conversation contains posts about the Sprint network and coverage unrelated to 4G LTE service
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 73013 ndash 8613 Mentions 31585
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 828
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
8
PART I SPRINT DRIVERS OF SENTIMENTNEUTRAL SPRINT MESSAGINGPR 14
Neutral Sprint MessagingPR conversation consistedof people sharing news articles blogs and pressreleases about Sprint After the hype surrounding Dish
Network and Clearwire died down neutral conversationdecreased by by a large margin The Q2 earningsannouncement for Sprint drove shares of news articles andpress releases There was also a large amount of articlesharing surrounding NetZerorsquos deal to use Sprint LTE
Note This conversation was void of any 4G LTE marketexpansion discussion as this was classified as Positive orNegative messaging conversation
VerbatimsldquoSprint Posts $16 Billion Loss As Nextel Shutdown Weighs OnBottom Line Sprint is posting its Q2 financial r httptco
EWbvQVkAErdquo ndash MobileForumsNet Worldwide
ldquoSprint reports $16B net loss as it shuts down Nextel platformhttptcoIoJA5neKYKrdquo ndash MobiOps Worldwide
ldquoSNetZero strikes deals to use Sprint LTE and Verizon 3GhttptcofnQ0JlGli0rdquo ndash engadgetmobile Worldwide
ldquoSprint posted its earnings report for its second quarter of2013 today boasting its ldquohighest-everrdquo revenue at $72 billion
representing an eight percent year-over-year increaserdquo ndash Jacob Kleinman technobuffalocom
NEGATIVE PRICE 9 Negative Price conversation was generated bypeople expressing frustrations over how expensivetheir contracts were This conversation was much moreprevalant during the July 30th announcement than theJune 17th one Within this conversation we heard moreSprint customers complaining about paying off phone billsCustomers also expressed frustrations over the necessarypayments when other mobile carriers were cheaper oroffered zero dollars down at sign up
Verbatims ldquoI havent payed my phone bill in a week now I really wouldnrsquotneed it anyways Stupid sprintrdquo ndash MfsFlowa Unknown
ldquoSprint cut my phone off AFTER I paid my bill Th wrong withthemrdquo ndash diamondpeach012 Denton TX
ldquosprint why is your service worse than metro pc and costdouble ScrewThisContractrdquo ndash HeyMisterImKrissi Tampa FL
ldquoSprint turned my phone off And I paid my bill And my
phone is off rdquo ndash SHAYNUHCHANEL Houston TX
NEGATIVE GENERAL 23 Negative General conversation consisted of peopleexpressing discontent with Sprint as a companyCustomers expressed increased frustrations with theirtwo year Sprint contracts and that they wanted toswitch carriers When coupled with T-Mobilersquos recentannouncement of ldquoJUMPrdquo the ability to upgrade phonesbefore two years Sprint customers were even more angryabout not being able to upgrade phones or changecarriers
Verbatims ldquoSo ATampT got ldquoNextrdquo amp T-Mobile got ldquoJumprdquo Catch up Sprint Iwant the new 5s before my contract is uprdquo ndash _tvcdee TX
ldquoitrsquos terrible luckily my 2 year contract is up this year RT mymangot2JOBS_ Sprint sucksrdquo ndash MahadXv Atlanta GA
ldquoEverybody on this one year upgrade when you wantsprintwhere yrsquoall atcuz Irsquom gon jump on the T-Mobile Jump plan or
ATampT ComeOnSprintrdquo ndash ShesPhotogenic Detriot MI
ldquoSprint is the worst I will not be renewing my contractrdquo
ndash WhitKneeH FL
Note Percentages may not add to 100 due to rounding
Mentions are posts which contain discussion of Sprint keywords Messaging conversation contains posts about the Sprint 4G LTE service
and related announcements Network conversation contains posts about the Sprint network and coverage unrelated to 4G LTE service
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 73013 ndash 8613 Mentions 31585
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 928
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
9
PART I SPRINT DRIVERS OF SENTIMENTNEGATIVE MESSAGING 5 Negative Messaging conversation surrounding Sprintconsisted of people complaining about Sprintrsquos LTEstrategy Frustrations grew with Sprint because customers
still were not included in the upgrades after multiple newmarket announcements Customers typically expressedanger over their cities still being on the ldquowaiting listrdquo or thatthe LTE service was not working There was also increasedconversation from customers complaining that their 4G LTEwas spotty or not working at all
Verbatims ldquoSprint you have got to be kidding me NO 4g LTE in Denverstill Its not like were a major metro US city or anythingrdquo
ndash therealBVH Foothills CO
ldquoWas Sprint not supposed to be putting 4G towers in Tucsonbut the end of July ITrsquoS AUGUST 1ST WHAT THE hell sprintrdquo
ndash k8lingr33n Unknown
ldquosprint Can you please explain to me why Columbus OH
STILL hasnrsquot gotten LTE coverage yet Do you know how manycustomers you are losingrdquo ndash Tone_Capone Columbus OH
ldquoI am very disappointed with Sprint still have no consistent 3g4g is spotty at best in most areasfriend has lte with tmobile
alreadyrdquo ndash JK2011till Boca Raton FL
NEGATIVE NETWORK 13 Negative conversation surrounding the Sprintnetwork consisted of customers complaining aboutdropped service and outages There was no changein conversation from the previous announcementNegative Network conversation was more than four timesas common as Positive Network conversation Peopleremained annoyed and angry over dropped service or noservice at all despite LTE expansions
Verbatims ldquoSprint has the worst service everrdquo ndash Nancy_Z93 Unknown
ldquoSprint have service in the weirdest placesrdquondash Simply_Me55 Unknown
ldquoSprint proved to be the worst service possible tonightrdquo
ndash nancyeldred California
ldquoHaving BAD Service Sprint at the moment Cannot call
anybodyrdquo ndash JamieTaylor610 Valencia CA
NEGATIVE CUSTOMER SERVICE 8 Negative Customer Service conversation consistedof people expressing frustrations over the poorservice and assistance they received from Sprint
Customer service conversation during the time of the July30th announcement was very similar to that of the June17th announcement Sprint customers continued to beangered by poor customer service online over the phoneand in-store
Verbatims ldquoJust experienced the worst customer service Irsquove had on threecontinents by sprint - absolutely disgusted Got Sprint Irsquod
cancel it nowrdquo ndash DKesslerPhoto Indianapolis IN
ldquosprint customer service representatives manwhere the helldo they find these idiots 40minuteslater problemsolvedrdquo
ndash OneLoveRissa Unknown
ldquosprintcare The service is horrible and it seem like sprint is
only worried about the money and not da satisfaction of thecustomerrdquo ndash Sayit_aintTone Unknown
ldquoI have to say I am very disappointed with sprint customerservice at the store in Miami on Kendall Not happy right
nowrdquo ndash Lalisiluscious Miami FL
Note Percentages may not add to 100 due to rounding
Mentions are posts which contain discussion of Sprint keywords Messaging conversation contains posts about the Sprint 4G LTE service
and related announcements Network conversation contains posts about the Sprint network and coverage unrelated to 4G LTE service
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 73013 ndash 8613 Mentions 31585
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 1028
PART IICOMPETITIVEANALYSIS
2713 ndash 8613
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 1128
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
11
PART II COMPETITIVE ANALYSIS
Note Percentages may not add to 100 due to rounding Superscript percentages refer to change in share of voice in comparison
to the baseline f rom 121612 through 61613 Mentions are posts which contain discussion of Sprint ATampT and T-Mobile keywords
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 73013 ndash 8613
Volume 25644 posts
Volume 31585 posts
Volume 32991 posts
T-MOBILE REMAINED THE MOST POSITIVEBRAND SEEING PROLONGED POSITIVECONVERSATION FROM ITS IPHONE RELEASE
AND NEW EXCITEMENT SURROUNDING ITSCOMMERCIALS
bull T-Mobile also saw the highest buzz when compared toSprint and ATampT however the majority of the differencewas due to the Bill Hader T-Mobile commercials whichcaused buzz from current and non-customers
bull Negative T-Mobile conversation increased during thistime as its campaign Hate2Wait while a positive pushfor the company also instigated negative conversationfrom frustrated customers because they were still waitingfor T-Mobile upgrades
ATampT AND SPRINT BOTH ANNOUNCED 4GLTE NETWORK EXPANSIONS AND WHILESPRINT GENERATED SLIGHTLY MORE BUZZ
BY RELEASING TO MORE CITIES ATampTGARNERED EQUAL POSITIVE SENTIMENT AND A BETTER BUZZ PER CAPITA
bull ATampT released separate press releases that individuallyhighlighted the markets receiving updates while Sprintreleased one that failed to individually reference marketsin the title and a limited amount in Tweets posted
bull Sprint and ATampT saw similar sentiment around theirannouncements While Sprint struggled to generate highlevels of buzz per capita the overall sentiment generatedwas similar to that of ATampT as levels of excitement about
LTE were synonymous across the carriers
58 (+18)14 (-25)28 (+7)
45 (+8)26 (-6)29 (-2)
20(+14)16 (-15)64 (0)
POSITIVE NEUTRAL NEGATIVE
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 1228
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
12
PART II COMPETITIVE ANALYSIS
POSITIVE 29
bull Close to one-third of all positiveconversation surrounding ATampT wasrelated to its announcement on July31st and the excitement around thenew markets
bull Discussion of the phones used onthe ATampT network were discussedoften most notably the iPhone 5People also discussed the GoPhoneand Prepaid options available
bull On August 1st JD Powerannounced that ATampT rankedthe highest for customer servicesatisfaction of Wireless carriers
This announcement made up 9of conversation on the day theannouncement was made and 15on the day after
Verbatims ldquoATampT Debuts 4G LTE in Charlestonhttptcoj6AMsmtndY wsazrdquondash wsazjedwards Carleston WV
ldquoATampT receives JD Power award forwireless customer service 1 babyrdquondash aClaireSchwartz Orlando FL
ldquoGotta love coming into work tonew found LTE coverage Thank you
ATampTrdquo ndash joekorzo NJ
ldquoI love great customer service Theguy from ATampT was so helpful (AndIrsquom pretty sure he was Texan basedon his accent) just sayinnn TXrdquondash alyssarizavi TX
NEUTRAL 26
bull The majority of neutral conversationsurrounding ATampT was generatedby people sharing articles or blogsdiscussing news announcements
bull People commonly shared theannouncement that Starbuckswould be switching from ATampT toGoogle as their WiFi provider
bull ATampT also generated a significantamount of buzz around differentcustomer-friendly promotionsthey were starting like phonereplacements and study abroaddiscounts
Verbatims
ldquoStarbucks replaces ATampT withGoogle as its in-store WiFi providerhttptcovzb0Ty0YZ8rdquondash ForbesTech Worldwide
ldquoRT AndroidPolice ATampT Galaxy SIII Finally Getting ldquoPremium SuiterdquoMulti-Window OTA Update Android412 (Build UCDMG2)ndash RichB0yMarty Stamford CT
ldquoRT scrappinmichele Safe Mobile
WiFi For Families - ATampT Unite via Techmama httptcoVDEUgNz1ozrdquondash techmama Silicon Valley CA
ldquoATampT T-Mobile Verizon MoveForward With Isis Mobile PaymentPlan Isis will support the iPhohttptco2d5QOf industry newsrdquondash KarenKinnaman Redding CA
NEGATIVE 45
bull Like most wireless carriers ATampTrsquosnegative conversation was mostnotably generated by peoplecomplaining about their droppedcalls and poor service
bull During this time period there werehigher than normal complaintsaround ldquospotty servicerdquo which werelater announced to be caused byupgrades across ATampT
bull Despite winning the customerservice satisfaction award from JDPower ATampT still experienced a largevolume of customer service-relatedcomplaints which is typical for anybrand across social media
Verbatims ldquoATTCustomerCare 28 days stillno service Irsquom starting to doubt ifUverse actually exists ATTrdquondash DaveMacQueen1 Charleston SC
ldquoI really hate my ATampT servicerdquondash DniseSonnenberg HuntingtonBeach CA
ldquoI canrsquot wait until my contract
with ATT is up Theyrsquore so rudeand unhelpful neveragain ATTnothappyrdquondash withaK27 Stillwater OK
ldquoATampT has horrible customer servicetoday I wanna screamrdquondash ashxlee_ Unknown
Note Percentages may not add to 100 due to rounding
Superscript percentages refer to change in share of voice in comparison to the baseline from 121612 through 61613
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 73013 ndash 8613 Mentions 25644 posts
ATampT saw a more significant spike in positive sentiment than Sprint on the days of their respectiveannouncements however Sprint was able to hold on to the surge in positive sentiment longer than everyoneelse Though Sprint did not see as drastic a change in positive sentiment as ATampT and while Sprint also returned back tonegative it was able to maintain a consistent positive sentiment longer than ATampT did
POSITIVE NEUTRAL NEGATIVE
45 (+8)26 (-6)29 (-2)
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 1328
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
13
PART II COMPETITIVE ANALYSIS
POSITIVE 64
bull Conversation surrounding T-Mobileremained consistently positive andtwice as positive in comparison tothe other mobile carriers analyzed
bull T-Mobilersquos new commercials with BillHader also began to drive significantpositve buzz People expressedhow hillarious he is and how theywould like to see more
bull People also shared announcementsthat T-Mobile expects LTE in 90 oftop 25 markets by yearrsquos end Themarkets that already had LTE serviceexpressed satisfaction over theirnew faster network
Verbatims ldquo4G LTE is the best Thanks T-Mobilerdquondash Arnold0rtega NJ
ldquoI love these new Bill Hader T-Mobilecommercials They are funny amp realIrsquove gotten a new phone just find outabout a newer versionrdquondash ChrisWCox17 Oklahoma City OK
ldquoT-Mobile expects 2x10MHz LTE in90 of top 25 markets by yearrsquos endandroid httptcoqTvJa70CIErdquondash PaulFrenzel Unknown
ldquoI love the T Mobile commercial Itnever fails to crack me uprdquondash martinezk_ Dalton NY
NEUTRAL 16
bull Neutral conversation surrounding T-Mobile was a small percentage ofconversation as no overwhelminglylarge announcement occurredduring the time period
bull The majority of neutral conversationcame from the sharing of articlesand announcements relating to newdevices becoming available on thenetwork
bull Though it occurred in March theiPhone availability on T-Mobilecontinued to drive conversationincluding news articles claimingthat the iPhone saved T-Mobile fromlosing hundreds of thousands ofcustomers
Verbatims ldquoRT SebastienPage Study findslanding the iPhone saved T-Mobilefrom losing at least 300000customers httptcoJbYosfJb3Mrdquondash AnthonyEsposito Pheonix AZ
ldquoLG Optimus F3 arriving at T-Mobilewith 4G LTE via slashgear httptcoyvPSHebymxrdquo
ndash glass_lane Los Altos CA
ldquoT-Mobile wonrsquot sell Moto X instores customers will have to buydirect from Motorola httptco FDmSj3OcyB techrdquondash Champagnie Redmond WA
NEGATIVE 20
bull Negative sentiment surrounding T-Mobile continued to be less thanhalf of Sprint and ATampT though itcontinued to increase driven bycomplaints with LTE coverage
bull T-Mobile launched a campaign topromote flexible contracts calledHate2Wait While it was designedfor customers to share why theyhated to wait on other carrierssome used it as a way to complainabout T-Mobile
bull As is common across all mobilecarriers the majority of negativeconversation was still generated bypeople complaining about the poorservice they received
Verbatims ldquoTMobile been waiting for an hrfor network to work on my phoneso now my phone is dying and it willnot charge right ( Hate2Waitrdquo ndash cindee_ruby_oh Unknown
ldquoI Hate2Wait because TMobile ismaking me Irsquove been a customersince 1999 and getting Hosedrdquo
ndash ItsEkinsAgain Unknown
ldquoTMobile sucks sick of theservice and my phones breakingletsswitchalreadyrdquo ndash breckanbryn Unknown
ldquoTmobile I hate you I never haveservicerdquo ndash dereiont_ TX
T-Mobile on the whole exhibited less strategic focus around network announcements in social media thanSprint and ATampT Despite their lack of marketing priority around said announcements T-Mobilersquos recent brand buildinginvestments are clearly showing dividends as it relates to driving positive sentiment for the brand The iPhone 5 despitebeing released in March was salso a driver of positive sentiment
Note Percentages may not add to 100 due to rounding
Superscript percentages refer to change in share of voice in comparison to the baseline from 121612 through 61613
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 73013 ndash 8613 Mentions 32991 posts
20(+14)16 (-15)64 (0)
POSITIVE NEUTRAL NEGATIVE
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 1428
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
14
ATampT ATampT ATampT SPRINT T983085MOBILE SPRINT SPRINT T983085MOBILE
DATE 22513 73113 41013 61713 1813 41813 73013 72513
SUCCESS INDEX 281 275 119 51 30 27 17 03
NUMBER OF NEW MARKETS 6 10 11 22 10 21 41 15
PART II COMPETITIVE ANALYSISTHE ANNOUNCEMENT SUCCESS INDEX
The Announcement Success Index compares the total population of markets in the selected announcements to the totalbuzz that occurred on the announcement day We analyzed the two most discussed announcements on social media forSprint ATampT and T-Mobile Also included were the most recent announcements for Sprint and ATampT
While 11 cities received 4G LTE on April 10th ATampT announced 77 markets that would receive LTE over the summer
72513
1813
41013
41813 73013
7311322513
30
25
20
15
10
05
10 20 30 40 500
6 cities10 cities
11 cities
10 cities
15 cities
21 cities 41cities
KEY
S U C C E S S I N D E X
NUMBER OF NEW MARKETS
6171322 cities
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 1528
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
15
ATampTrsquoS ANNOUNCEMENT STRATEGYCONSISTENTLY GENERATED A HIGHER BUZZPER CAPITA THAN SPRINT BY RELEASINGTO LESS CITIES AT ONCEATampTrsquos Success Indicies are more than double the indicies ofthe compared announcements While the populations forSprintrsquos announcement cities was almost seven times morethan the ATampT announcement populations the buzz percapital was a fraction of ATampTrsquos
Typically ATampT announced to half of the cities that Sprintdid and when ATampT did group their announcement with anannouncement for 77 upcoming LTE markets (April 10th)their buzz per capita struggled
ATampT CREATED MULTIPLE PRESS RELEASESFOR THEIR LTE EXPANSIONS IN AN EFFORTTO BETTER DISTRIBUTE NEWS AND TARGETSPECIFIC MARKETS
The July 31st 2013 announcement surrounding 4G LTE
expanding to 10 cities consisted of unique press releasesfor each city The localized press releases that specificallymentioned each market in the title were able to generatemore awareness and buzz within these specific marketsbut did not generate comparable overall buzz to SprintrsquosJuly 30th announcement
SPRINTrsquoS MOST RECENT ANNOUNCEMENTHAD A LOW SUCCESS INDEX AS IT DIDNOT HIGHLIGHT EACH MARKET TO DRIVE
AWARENESS This announcement on July 30th saw the second lowestAnnouncement Success Index So while the populationwas four times larger than their most recent announcementto date it did not reap them any incremental benefit aboveand beyond ATampTrsquos buzz levels (eg national scale did notyield greater volume) Coupling 41 different cities togetherwithin one announcement had an adverse effect onSprintrsquos buzz per capita
CUSTOMIZED HASHTAGS ARE MOREEFFECTIVE FOR BRAND PROMOTION THANGENERIC ONESDuring the reporting period Sprint embraced 4GLTEto help distribute news and messaging surrouding theirnetwork updates The hashtag received respectable pickup during the seven day period Unfortunately only 36of those hashtag uses had anything to do with Sprint Thisstems from the fact that Sprint chose to latch on to an
already existing hashtag with organic use behind it ratherthan customizing the hashtag to include their brand name
ldquoOur 4GLTE now is in 151 cities nationwide includingNashville Philadelphia and Oakland httpbitly11s5V2A rdquondash Sprint
ATampTrsquoS ATTEMPT TO USE EMPLOYEES TOGENERATE ANNOUNCEMENT BUZZ HASBEEN LARGELY SUCCESSFULATampT has traditionally pushed its employees to use
the hashtag ATTEmployee to promote variious brandefforts The hashtag was used 1077 times during July10 of which related directly to the brandrsquos 4G LTEannouncements
ldquoNationrsquos fastest network Check Most reliable Check
httptcoAzDVDzkLqF ATTemployeerdquo ndash bklein34
SPRINT WAS MORE SUCCESSFUL ATDRIVING TWITTER ENGAGEMENT WITHTHEIR OFFICIAL HANDLE THAN ATampT
For their most recent announcement Sprint posted one Tweet promoting their press release which garnered 22Retweets and 13 favorites while ATT did not share theirannouncement at all
ldquoOur 4GLTE now is in 151 cities nationwide includingNashville Philadelphia and Oakland httpbitly1rdquo ndash Sprint
PART II COMPETITIVE ANALYSIS
ldquo
ldquo
ANNOUNCEMENT SUCCESS IS A GAME OF REGIONAL QUALITY NOT NATIONAL QUANTITYWhile ATampT generated less overall volume of conversation than Sprint for their July 31st announcement the competitivecarrier showed impressive performance when it came to localized engagement around their announcements (as definedby the buzz per capita index) Similar to the social marketing trend toward engaged users versus sheer number of fans
driving regional (rather than national) engagement around announcements is a critical metric for success
ldquo
8132019 Sprint July Announcement 8 14
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PART IIIVOLUME OVERTIME ANALYSIS
2613 ndash 8613
8132019 Sprint July Announcement 8 14
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BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
17
0
10
20
30
40
50
2 7
1 3
2 1 4
1 3
2 2 1
1 3
2 2 8
1 3
3 7
1 3
3 1 4
1 3
3 2 1
1 3
3 2 8
1 3
4 4 1 3
4 1 1
1 3
4 1 8
1 3
4 2 5
1 3
5 2 1 3
5 9 1 3
5 1 6
1 3
5 2 3
1 3
5 3 0
1 3
6 6 1 3
6 1 3
1 3
6 2 0
1 3
6 2 7
1 3
7 4 1 3
7 1 1
1 3
7 1 8
1 3
7 2 5
1 3
8 1 1 3
MIAMI NETWORK BUZZ OVER TIME
Mentions are posts which contain mentions of Sprint 4G LTE service or announcements within Miami
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 2713 ndash 8613 Mentions 844 posts
After the announcement of 4G LTE in Miami it was expected that Sprint conversation inthe market would shift back to negative in sentiment However from the day of the launchof the network advances through August 6th conversation in Miami surrounding Sprint
remained largely positive While negative sentiment began to increase slightly mid-July itincreased at a slower rate than is typical and conversation remained above 60 positive innature
Sprintrsquos announcement in Miami generated the most sustained positive conversation out of any marketanalyzed Contrary to what is typical for most markets conversation relating to Sprintrsquos announcement remainedpositive for a much longer time period in Miami After close to two months conversation was still significantly morepositive than negative within Miami Florida though negative conversation did begin to increase after about a month of
time passed Positive sentiment surrounding Sprint in Miami remained over 90 positive until the end of July as 4G LTEadvancements in the Miami area saw limited outages or issues especially when compared to trouble markets like Chicagoand Los Angeles
POSITIVE 61 NEUTRAL 17 NEGATIVE 22
ldquo ldquoITrsquoS HAPPENED SPRINT LTE IS IN MIAMI THANK THENETWORK GODSrdquo ndash csbellina
Sprint turned on LTE in Tampa amp Miami today AnyiPhone 5 Sprint users that can attest to the speedsrdquondash stephenrobles
0
50
100
150
200
250
2 7
1 3
2 1 4
1 3
2 2 1
1 3
2 2 8
1 3
3 7
1 3
3 1 4
1 3
3 2 1
1 3
3 2 8
1 3
4 4 1 3
4 1 1
1 3
4 1 8
1 3
4 2 5
1 3
5 2 1 3
5 9 1 3
5 1 6
1 3
5 2 3
1 3
5 3 0
1 3
6 6 1 3
6 1 3
1 3
6 2 0
1 3
6 2 7
1 3
7 4 1 3
7 1 1
1 3
7 1 8
1 3
7 2 5
1 3
8 1 1 3
909lt1
ldquo Sprint continues to expand its 4G LTE coverage Miamiin tow httptcohrFewrJ25Frdquo ndash InnovationTu ldquo Welcome to Miami Sprint LTE httptco
OGPxsM4AUTrdquo ndash thegraviator
SPRINT SUSTAINED POSITIVE SENTIMENT LONG AFTERTHE JUNE 17TH ANNOUNCEMENT61713 ndash 8613
94 2 4
8132019 Sprint July Announcement 8 14
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BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
18
0
50
100
150
200
250
300
350
2 7
1 3
2 1 4
1 3
2 2 1
1 3
2 2 8
1 3
3 7
1 3
3 1 4
1 3
3 2 1
1 3
3 2 8
1 3
4 4
1 3
4 1 1
1 3
4 1 8
1 3
4 2 5
1 3
5 2
1 3
5 9
1 3
5 1 6
1 3
5 2 3
1 3
5 3 0
1 3
6 6
1 3
6 1 3
1 3
6 2 0
1 3
6 2 7
1 3
7 4
1 3
7 1 1
1 3
7 1 8
1 3
7 2 5
1 3
8 1
1 3
BROOKLYNBRONX NETWORK BUZZ OVER TIME
Mentions are posts which contain mentions of Sprint 4G LTE service or announcements within The Bronx and Brooklyn NY
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 2713 ndash 8613 Mentions 1038 posts
Sprintrsquos BronxBrooklyn teaser was successful in driving buzz prior to the actual launch of 4G LTE in the twomarkets On July 24th Sprint released a press release stating that in less than a week 4G LTE will be turned on in thetwo locations driving conversation that was eight times higher than conversation on the actual launch date This teaserincreased positive conversation in these locations about Sprint and was able to sustain this positive conversation through
the announcement and the week following
SPRINT ANNOUNCES THAT LTE WILL BE LIVE IN THE BRONX AND BROOKLYN72413
SPRINT TURNS UP 4G LTE IN 41 MORE LOCATIONS73013
1
The announcement stating that 4G LTE service would become available in the Bronx and Brooklyn generatedsignificantly more buzz than the actual day that the service was turned on Leading up to the announcementpositive sentiment surrounding Sprint in the Bronx and Brooklyn was less than 50 Once the press release wasshared positive sentiment increased to two-thirds of Bronx and Brooklyn conversation
2Sprint turned on LTE in the Bronx and Brooklyn on July 30th The date that the service was turned ondid not generate significant buzz in comparison to the teaser that it would be coming By releasing theteaser announcement as a press release Sprint cannibalized the buzz that would have come on the actualannouncement day Sprint also failed to highlight the Bronx adn Brooklyn on the day of the announcement byhiding the two cities within the larger press release with the additional 39 markets
POSITIVE 58 NEUTRAL 35 NEGATIVE 7
ldquo ldquo4G LTE in Brooklyn now finally Sprint sheeshrdquo ndash powderican
Finally LTE for Sprint launched in the Bronx todayrdquondash iRawriLaugh
0
10
20
30
40
50
2
7 1 3
2 1 4
1 3
2 2 1
1 3
2 2 8
1 3
3
7 1 3
3 1 4
1 3
3 2 1
1 3
3 2 8
1 3
4
4 1 3
4 1 1
1 3
4 1 8
1 3
4 2 5
1 3
5
2 1 3
5
9 1 3
5 1 6
1 3
5 2 3
1 3
5 3 0
1 3
6
6 1 3
6 1 3
1 3
6 2 0
1 3
6 2 7
1 3
7
4 1 3
7 1 1
1 3
7 1 8
1 3
7 2 5
1 3
8
1 1 3
2
1
6733lt1
6138lt1
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 1928
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
19
0
20
40
60
80
100
2 7
1 3
2 1 4 1 3
2 2 1 1 3
2 2 8 1 3
3 7
1 3
3 1 4 1 3
3 2 1 1 3
3 2 8 1 3
4 4 1 3
4 1 1 1 3
4 1 8 1 3
4 2 5
1 3
5 2 1 3
5 9 1 3
5 1 6 1 3
5 2 3 1 3
5 3 0 1 3
6 6 1 3
6 1 3 1 3
6 2 0 1 3
6 2 7
1 3
7 4 1 3
7 1 1 1 3
7 1 8 1 3
7 2 5
1 3
8 1 1 3
SPRINT TURNS UP 4G LTE IN 41 MORE LOCATIONS73013
PHILADELPHIA NETWORK BUZZ OVER TIME
Mentions are posts which contain mentions of Sprint 4G LTE service or announcements within Philadelphia
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 2713 ndash 8613 Mentions 563 posts
1
Sprintrsquos announcement in Philadelphia was the least successful at driving positive sentiment when compared tothe other markets analyzed The day of the announcement generated only 50 positive sentiment within Philadelphiahowever like the other markets negative sentiment remained minimal After the announcement positive sentimentstayed consistently around 50 while negative sentiment slowly increased as people became frustrated or experienced
problems with LTE
Philadelphia was the second largest city to receive 4G LTE and 3G improvements on July 30th The citygenerated about half of the network buzz that the Bronx and Brooklyn did over the same time period but onthe day of the actual announcement Philadelphia saw three times as much buzz as the two New York citiesBecause Philadelphia did not have a teaser announcement like the Bronx and Brooklyn when LTE was turnedon it was the first people in the city heard of the enhancements The launch of LTE service in Philadelphia
was not locally covered within the city and only saw mentions by larger publications that discussed theannouncement at large If the Philadelphia announcement was localized similar to ATampTrsquos the city would havegenerated more significant buzz
1
POSITIVE 58 NEUTRAL 27 NEGATIVE 15
ldquo ldquoOh Yessss gtgtgt Sprint extends LTE coverage to 41 newmarkets - New markets in Philadelphia Portland Oreand Oak httptcoVGmmc5HFazrdquo ndash ronstew
LOLsprint LTE in Philadelphia was supposed to becompleted by this past January Irsquom so glad I switchedto TMobilerdquo ndash ricankng787
ldquo ldquoEnjoying the great 4G LTE speeds from Sprint niceto see speeds like this sprintLTE sprint httptco j290tVjZeFrdquo ndash steven_2320
Mine sucks tho RT SimplyCecilia RT sprint Our 4GLTE now is in 151 cities nationwide includingNashville Philadelphia and Oaklandrdquo ndash b_eternal757
0
10
20
30
40
2 7
1 3
2 1 4
1 3
2 2 1
1 3
2 2 8
1 3
3 7
1 3
3 1 4
1 3
3 2 1
1 3
3 2 8
1 3
4 4
1 3
4 1 1
1 3
4 1 8
1 3
4 2 5
1 3
5 2
1 3
5 9
1 3
5 1 6
1 3
5 2 3
1 3
5 3 0
1 3
6 6
1 3
6 1 3
1 3
6 2 0
1 3
6 2 7
1 3
7 4
1 3
7 1 1
1 3
7 1 8
1 3
7 2 5
1 3
8 1
1 3
51463
8132019 Sprint July Announcement 8 14
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BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
20
0
10
20
30
40
50
60
70
2 7 1 3
2 1 4
1 3
2 2 1
1 3
2 2 8
1 3
3 7 1 3
3 1 4
1 3
3 2 1
1 3
3 2 8
1 3
4 4 1 3
4 1 1
1 3
4 1 8
1 3
4 2 5
1 3
5 2 1 3
5 9 1 3
5 1 6
1 3
5 2 3
1 3
5 3 0
1 3
6 6 1 3
6 1 3
1 3
6 2 0
1 3
6 2 7
1 3
7 4 1 3
7 1 1
1 3
7 1 8
1 3
7 2 5
1 3
8 1 1 3
ADDITIONAL CITIES NETWORK BUZZ OVER TIME
Note Percentages may not add to 100 due to rounding
Mentions are posts which contain mentions of Sprint 4G LTE service or announcements within the 20 highest population cities
Tulsa OK bull Oakland CA bull Laredo TX bull Durham N C bull Fayetteville NC bull Brownsville TX bull Fort L auderdale FL bull
Springfeld MA bull Salinas CA bull Pompano B each FL bull Flint MI bull Palm Coast FL bull Deerfeld Beach FL bull Harlingen T X bull
Jackson TN bull Daytona Beach FL bull Rocky Mount NC bull Ocala FL bull Port Charlotte FL bull Saginaw MI
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 2713 ndash 8613 Mentions 980 posts
The top 20 cities based on population within the July 30th announcement generated consistent spikes inconversation due to announcements in other markets Due to announcement markets being spread out across thecountry some of their neighboring markets had previously been a part of Sprint 4G LTE announcements These marketssaw spikes in conversation due to past announcements as customers discussed envy over their neighbors networks
The additional cities analyzed were the 20 cities in the announcement with the highest populations
SPRINT TURNS UP 4G LTE IN 41 MORE LOCATIONS73013
1
Conversation regarding the LTE announcements in these 20 cities waned in comparison to the Bronx andBrooklyn and Philadelphia People in these cities Retweeted the Sprint press releases and different newspublications announcing the markets Half of the conversation during the time of the announcement consistedof link sharing while 20 referenced Sprint On the day of the announcement positive sentiment morethan doubled while negative sentiment remained consistent Sprintrsquos SF Twitter handle Sprint4GLTE_SF was
unsuccessful at increasing buzz during this announcement which included Oakland CA a Bay Area city
ldquo ldquo About time ldquosprint Our 4GLTE now is in 151 citiesnationwide including Nashville Philadelphia andOakland httptcoZrEYTJKnOrdquo ndash hodariToure_PhD
My friends sprint launched 4G LTE in OaklandFremont and Hayward today what what ccSprint4GLTE_SFrdquo ndash Menace
1
POSITIVE 49 NEUTRAL 20 NEGATIVE 6
74206
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PART IVSPRINT INFLUENCERS
73013 ndash 8613
8132019 Sprint July Announcement 8 14
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8132019 Sprint July Announcement 8 14
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BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
23
RECOMMENDATIONS
8132019 Sprint July Announcement 8 14
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BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
24
RECOMMENDATION INTRO
RECOMMENDATION 1
All of the recommendations are designed toaccomplish three objectives
1 Amplify Sprintrsquos 4G LTE announcements
2 Gain Share of (4G LTE) Voice from competitors
3 Decrease negative sentiment toward Sprint acrossthe social web
OBSERVATIONATampT generates a significant amount of local press usingindividual announcements for each market These hitsare sharedpicked up not just by local media outletsbut also larger tech influencers We noticed with the right
rollout and executions this led to announcements beingdistributed on larger media sites like WSJcom
New markets are launched frequently (almost every week)which also sustains LTE conversation
ACTIONAnnouncement strategies should cater to local marketsSprint should create localized content as a ldquomodernrdquosupplement to press releases Video and infographiccontent is particularly effective (see content suggestionson Pg 29) To sustain conversation markets should be
announced with greater frequency
THE FOLLOWING RECOMMENDATIONS WERE DERIVED FROM THE SPRINT BASELINE ampJUNE ANNOUNCEMENT ANALYSIS AND THROUGH AN IN DEPTH AUDIT OF COMPETITORrsquoS4G LTE ANNOUNCEMENTS OVER THE SAME TIME PERIOD
LOCALIZED ANNOUNCEMENT STRATEGYSustain 4G LTE coverage conversation using a localized announcement strategy that leverages market specificpress releases and content
It is important to note that there are two analyses for thisassignment and that this report establishes a baselinecontext and a first look at the June announcementsWith more intelligence in the second report on the Juneannouncements as well as an additional set of data theserecommendations may gain greater focus and evolve
CONSIDERATIONWe understand that localizing and increasing the frequencyof the network coverage announcements requiresadditional output and resources however given Sprintrsquoschallenger position (in terms of number of markets with 4G
LTE coverage and share of voice on social) this approachcould create a valuable ROI
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BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
25
RECOMMENDATION 2
OBSERVATION4G LTE announcements produce a short and sharp spikein conversation the day of then diminish during the daysfollowing as can in the 24 markets analyzed (See analyticsspike analysis Pg 19ndash23)
ACTION ITEM 1Prolong the spike in conversation using social contentand promoted posts designed to amplify 4G LTE chatterCreate hashtags that encourage people to participate in4G LTE announcement conversation
Ex ldquoToday Chicago became the 60th 4GLTE city Retweetif you love the speed of your SprintLTE devicerdquo
ACTION ITEM 2Use 4G LTE devices to take short videos of 4G LTE in actionin new markets
Ex Downloading a movie trailer in LA
LTE CONTENT STRATEGY4G LTE conversation spikes will last longer if a content strategy was applied to the announcements
ACTION ITEM 3Engage social following with giveaways that amplifythe LTE announcements Collect data and push dealsto people during the entry process
Ex Click on the map on the SprintLTE city you wouldlike to visit
CONSIDERATIONSprint has experimented with different content outputsFor example a video was created documenting theprogress in Chicago on the 4G LTE build out That localtouch is crucial and should be more than a reactive tactic
based on customer feedback Sprint should championthis as a proactive communications strategy Additionallyinfographics work well as dynamic and shareable socialcontent The interactive network map that exists onSprintrsquos website serves a specific purpose but does notlead to sharable social behavior Inforgraphics could becreated either ahead of a market launch or in conjunctionwith one The infographic could outline the coverage areaarticulate the benefits of Sprintrsquos 4G LTE approach or even
just leverage a thematic representation of a given market(eg Golden Gate Bridge Searrsquos Tower etc)
RECOMMENDATION 3
OBSERVATIONRight before the LA launch some details were uncoveredby an Engadget editor who wrote a speculative piece
about the 4G LTE roll out This coverage generated asignificant amount of conversation before the launchthat occurred several weeks later (Reference Report Pg 21)
ACTION ITEM 1In order to create pre-buzz Sprint should considerannouncing 4G LTE cities in groups 2 weeks beforeturning on the switch On the day of launch a localizedrelease with supplementary content should be sharedon Sprint channels
ldquoTEASINGrdquo STRATEGYBy releasing some information about 4G LTE launches Sprint will garner significant pre-buzz that will help buildexcitement for the actual roll out
ACTION ITEM 2Use posts to help build anticipation for 4G LTE rolloutsFor example share Tweets that ask the community to
guess which city is next to receive 4G LTE from a fewoptions Provide hints that will generate conversationand buzz before the official announcement
ACTION ITEM 3Leverage tech influencers to promote SprintLTE in localmarkets by engaging with them before their area officiallyreceives LTE coverage
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BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
26
RECOMMENDATION 4TARGET CONVERSATIONSMost people do not like their wireless carrier and are pretty vocal about it By using promoted TweetsSprint can target these conversations and put offers in front of these unhappy customers encouragingthem to switch networks
OBSERVATIONVerizon seems to be targeting negative conversation that includes their competitors with promoted Tweets
The messaging could vary based on the issue at hand be it device related network related or otherwise
RECOMMENDATION 5
OBSERVATIONNew device announcements are a huge driver of 4GLTE conversation T-Mobile saw significant volume andlongevity related to iPhone 5 announcement (ReferenceReport Pg 12)
LEVERAGE DEVICE ANNOUNCEMENTS
By leveraging new device announcements Sprint can raise awareness for new 4G LTE markets and gain share ofvoice
ACTIONCreate more content featuring 4G LTE enabled devicesand insert 4G LTE expansion info into new device releases
NEXT STEPSTHE NEXT REPORT WILL INCLUDE
1 Further analysis on the June 17th announcements
2 New insights from July announcements
3 More analysis on ATampTrsquos localized announcement strategy
4 Additional recommendations based on additional data input
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BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
27
APPENDIX
Note conversation on the brand pages occurred on blogs and forums
that are a part of the sites including customer service and FAQ pages
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 73013 ndash 8613 Mentions 31585 posts
Sprint ATampT and T-Mobile generated the majority of their conversation across Twitter though forums andblogs made up 10-20 of conversation While Sprintrsquos top source was its own website the two competitorsrsquo topsource was callercom
TWITTER 78
FORUMS 12
BLOGS 5
FACEBOOK lt1
NEWS 4
COMMENTS lt1
TWITTER 77
FORUMS 8
BLOGS 8
FACEBOOK lt1
NEWS 6
COMMENTS lt1
TWITTER 85
FORUMS 7
BLOGS 5
FACEBOOK lt1
NEWS 3
COMMENTS lt1
Top Blogs News and Forums
SPRINTCOM 2900
AD983085HOC983085NEWSDE 166
BLOGSPOTCOM 161
YAHOOCOM 150
SPRINTUSERSCOM 136
REDDITCOM 126
STLOUISNEWSNET 118
Top Blogs News and Forums
CALLERCOM 333
ATTCOM 255
YAHOOCOM 222
REDDITCOM 191
MACRUMORSCOM 172
WPCENTRALCOM 156
BLOGSPOTCOM 135
Top Blogs News and Forums
CALLERCOM 370
REDDITCOM 223
WPCENTRALCOM 169
YAHOOCOM 156
MACRUMORSCOM 149
ANDROIDFORUMSCOM 117
CRACKBERRYCOM 107
8132019 Sprint July Announcement 8 14
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8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 328
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
3
THE GOAL OF THIS STUDY WAS TO UNDERSTAND HOW WELL SPRINTrsquoS 4G LTE ANNOUNCEMENTS DID ACROSS MULTIPLE MARKETS AND IN COMPARISON TO THEIRCOMPETITORS AND HOW THE ANNOUNCEMENTS EFFECTED THE SPRINT BRAND
WE ANALYZED THE IMPACT
OF THE JULY 30TH 4G LTEANNOUNCEMENT ON SPRINT
SENTIMENT PARTICULARLY
WITHIN THE NEW 4G LTE
MARKETS
METHODOLOGY
We analyzed conversation from July 30 2013 throughAugust 6 2013 to capture the announcement of the newSprint 4G LTE network coverage that occurred on July 30
2013 and the six days that followed the announcement Wefocused on capturing conversation across the social webwhich consisted of Twitter a sample of Facebook postsblogs forums comments and news
We analyzed conversation surrounding the Sprint4G LTE announcement on July 30th to see how buzz andsentiment had changed from the previous announcementand the baseline sentiment established
For our analysis of the general social web we crafteda complex boolean framework designed to capture all
conversation surrounding Sprint ATampT and T-MobileWe then trained our technology to learn the differencebetween relevant and irrelevant conversation surroundingSprint ATampT and T-Mobile Relevant conversation wasdefined as conversation relating to each mobile carrieras a brand their devices networks and announcementsWithin relevant conversation we trained our technology tounderstand what was positive neutral and negative
Once we trained a sample of posts and categorizedsentiment our technology replicated that judgment on theconversation at large and returned to us how the sentiment
broke down for each category
For Sprint we furthered our sentiment analysis tounderstand more granularly what categories ofconversation made up positive and negative sentimentWe categorized conversation surrounding Sprintrsquos 4G LTEnetwork and announcement as Messaging conversationspecifically categorizing sharing of articles and pressreleases with positive conversation
Messaging conversation contains posts about the Sprint4G LTE service and related announcements Networkconversation contains posts about the Sprint network and
coverage unrelated to 4G LTE service
We looked at conversation over time about Sprintrsquosnetwork particularly to the new markets defined in the4G LTE expansion We targeted and tracked specific zipcodes for Miami The Bronx and Brooklyn Philadelphia andthe 20 cities with the highest population combined Wethen measured the sentiment of three select markets andaggregated the sentiment for the additional 20 largestmarkets from February 7 2013 through August 6 2013
From the conversation that was analyzed about Sprintand separate markets we found 10 influencers for Sprint
To qualify as an influencer users had to have Kloutscores of at least 50 and had discussed the Sprint 4G LTEannouncements
We evaluated the top two buzz generatingannouncements for Sprint ATampT and T-Mobile during 2013along with the most recent announcements for Sprintand ATampT We created an Announcement Success Indexthat compares population of the cities evaluated to thebuzz generated on the specific days We then multipliedthis ratio by 1000 to normalize the data and produce ourSuccess Indexes and compared to the number of citiesannounced to in order to evaluate the engagement successof the announcements
8132019 Sprint July Announcement 8 14
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BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
4
KEY INSIGHTSCUSTOMERS EXPRESSING FRUSTRATIONWITH THEIR MOBILE CARRIERS HASBEEN A CONSISTENT BEHAVIOR ACROSS
REPORTING PERIODSDespite 4G LTE launches and network enhancementssentiment surrounding Sprint and ATampT remained largelynegative Negative drivers of mobile carrier conversationare consistent month after month despite 4G LTEannouncements and device releases While improvementsin service temporarily increased positive sentiment assoon as issues arose with devices network connections orcustomer service negative sentiment returned
ATampTrsquoS LOCALIZED STRATEGY PRODUCES
HIGHER QUALITY CONVERSATION AMONGST REAL PEOPLEWhile larger releases may drive slightly more conversationvolume a significant portion comes from promotionalspam and accounts retweeting keywords ATampT madeannouncements to much smaller groups of markets thanSprint and T-Mobile generating more than double thebuzz per capita When they attempted to couple theirannouncement with 77 upcoming market releases (April10th) their buzz per capita suffered
THE USE OF CUSTOM HASHTAGS ANDEMPLOYEE NETWORKS CAN BE EFFECTIVEFOR DRIVING BUZZ AND EXPANDING REACH AROUND CARRIER ANNOUNCEMENTSATampT created an employee hashtag and encouraged theirinternal teams to distribute different ATampT announcementsthrough ATTemployee Over 10 of hashtag usage isdevoted to supporting the brandrsquos 4G LTE announcementsSprint created Discover4GLA to promote 4G LTE in LA
This hashtag generated 144 posts in July and 180 in April
MAJOR BRAND SPLASHES HAVE AN IMPACTON THE EB AND FLOW OF POSITIVE ANDNEGATIVE SENTIMENTSignificant competitive brand announcements like Sprintrsquosacquisition news and T-Mobilersquos iPhone 5 release affectbrand sentiment overall When Softbank made a bid topurchase Sprint neutral conversation surrounding thebrand spiked as did T-Mobilersquos positive sentiment when theiPhone 5 was released Once these news announcementsbecome irrelevant sentiment returns to its typical state
POSITIVE SENTIMENT LINGERED LONGERTHAN USUAL IN SOME MARKETS POSTANNOUNCEMENT THIS COULD BE
AN OPPORTUNITY TO CONTINUE THEMOMENTUM WITH LOCALIZED CONTENTConversation surrounding 4G LTE in Miami remainedover 90 for over a month following the June 17thannouncement as users were not experiencing connectionissues that typically surfaced in other markets Negativesentiment did not begin to increase until the end of Julywhen issues with spotty LTE began to surface The Bronxand Brooklyn and Philly were also able to maintain positivesentiment for the entire week after the announcementswere made as hype and excitement outweighed theminimal network issues experienced
BY MAKING FEWER MORE PERSONALIZED ANNOUNCEMENTS TO AT ONCE MOBILECARRIERS SEE HIGHER AUDIENCE BUZZPER CAPITA AND SUSTAIN MORE LTECONVERSATION IN THE LONG RUNAnnouncements in aggregate saw consistent levels ofpositive sentiment but it was short-lived nonethelessATampT however was able to successfully sustain their PositiveMessaging conversation through frequent LTE releases and
timely upgrades Additionally ATampT posted about marketspecific LTE upgrades and reinvigorated conversation witha series of status updates that sustained conversation sixmonths after the initial announcement
PRE LAUNCH BRAND COMMUNICATIONS ARE EFFECTIVE IN DRIVING LARGE SPIKESIN CONVERSATION BUT AT THE EXPENSEOF THE ANNOUNCEMENT ITSELF TEASERSMERELY PULL AHEAD THE CONVERSATIONWithin the Bronx and Brooklyn markets Sprint released
a press release teaser announcement that 4G LTEservice would be available in the next week While theannouncement successfully generated a significant spike inconversation it did so at the expense of the announcementday conversation By publishing a press release as theteaser Sprint in theory made the same announcementtwice Sprint also failed to continue to single out the Bronxand Brooklyn on the actual day of the announcements andthe cities were lost in the long list of new 4G LTE markets
8132019 Sprint July Announcement 8 14
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PART IJULY ANNOUNCEMENTANALYSIS
73013 ndash 8613
8132019 Sprint July Announcement 8 14
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BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
6
PART I SPRINT DRIVERS OF SENTIMENTSprintrsquos July announcement of 4G LTE saw an increase in Positive Messaging conversation but failed to out-weigh the consistent complaints with the carrier as a whole While 4G LTE expanded to new markets Negative Net-work conversation still generated close to two times as much buzz as Positive Messaging Neutral conversation decreasedby 25 as there were no major announcements or acquisitions that caused the spike in Neutral during the last announce-
ment Sprintrsquos Q2 earningrsquos release failed to garner significant buzz but did make up the majority of Neutral conversation
On the day of the new announcement Positive Messaging conversation spiked to a high of 25 of total Sprintconversation Over the course of the week Positive Messaging conversation decreased in volume as excitement dieddown but could have been maintained if Sprint continued to promote the news in the days following the actual launch
Messaging conversation contains posts about the Sprint 4G LTE service and related announcements
Network conversation contains posts about the Sprint network and coverage unrelated to 4G LTE service
Note Percentages may not add to 100 due to rounding Superscript percentages refer to change in share of voice
in comparison to the baseline from 121612 through 61613 Mentions are posts which contain discussion of Sprint keywords
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 73013 ndash 8613
3 +0 POSITIVE NETWORK
7 +4 POSITIVE MESSAGING
5 +4 NEGATIVE MESSAGING
Positive Volume
8844 posts
Neutral Sprint MessagingPR Volume
4422 posts
Negative Volume
18319 posts
9+4 NEGATIVE PRICE
8 +2 NEGATIVE CUSTOMER SERVICE
28
Positive+7
14
Neutral-25
58
Negative+18
1 +1 POSITIVE PRICE
17 +2
Total Mentions 31585 posts
23 +8 NEGATIVE GENERAL
POSITIVE GENERAL
Top 3 drivers (total volume)
13 -1 NEGATIVE NETWORK
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 728
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
7
PART I SPRINT DRIVERS OF SENTIMENTPOSITIVE GENERAL 17 Positive General conversation was generated byposts discussing Sprint as a brand in a broad mannerGeneral sentiment surrounding Sprint continued to
produce the highest amount of positive conversation afterthe July 30th announcement Conversation consisted ofpeople discussing their Sprint phones that they plan toswitch to Sprint or that they had positive experiences withthe Sprint brand Conversation surrounding excitementabout new devices and sustainability caused a slightincrease in Positive General conversation from the baseline
Verbatims ldquoSooo Irsquom picking up my IPhone tomorrow from sprint Yayrdquo
ndash HarleySue99 Unknown
ldquoIrsquom about to disconnect my phone and just go to sprintrdquondash melyyyxo Unknown
ldquoI love sprint for all the discounts imma receive I need a new phone and a upgrade on themall -)rdquo
ndash mzwhitfield02 Unknown
ldquoThanks sprint for unlocking my Iphone for free for my trip
to Thailand Now I get to call home and talk to my family whileIrsquom away ndash Stormented Albine TX
POSITIVE PRICE 1
Positive Price conversation discussed the affordabilityof Sprint contracts This category continued to be aminimal part of Sprint conversation generating 1 of buzzPeople discussed the unlimited data plans low contractprices or that Sprint helped them with their bills
Verbatims ldquoPhone billed paid for the month I can deal with that Thanks
sprint goodlookingoutrdquo ndash itsjameshayes Unknown
ldquoSprint amp Verizon have cell plans w UNLIMITED talk (toanyone) text amp data Switching means no extra charges Nomore ATampT billing issuesrdquo ndash kiwijessica New York NY
ldquofinding out sprint paid my august bill for me gtgtgt daymaderdquo
ndash taybeezy21 Unknown
ldquosprint offers service for 119$ a month + 250$ activation no
data caps sounds like a good deal rightrdquo
ndash XeroCreator Unknown
POSITIVE MESSAGING 7 Positive Messaging conversation was almostsolely related to its network expansions Negativeresponses to Sprint Messaging during this announcement
outweighed the excitement surrounding the expansionHowever Positive Messaging conversation remained similarin nature with people frequently sharing links announcingSprintrsquos expansion of its LTE networks to new markets
Verbatims ldquoSprint expands 4G LTE to 41 more cities httptco xITT WwZDUUrdquo ndash BestSmartphones Worldwide
ldquoSprint finally gets the LTE wheel turning again with 41
new cities Sprintrsquos latest round of launche httptco HeG81OacTZ MobiAppsrdquo ndash mobi_apps_ar Unknown
ldquoSprint has LTE now in Philla )rdquo ndash DeadlyScionide Unknown
ldquoOMG WE GOT LTE TOWERS FOR SPRINT IN SUFFOLK
AHHHHHrdquo ndash akayyyx New York NY
POSITIVE NETWORK 3 Positive Network conversation about Sprint wasmade up of customers discussing that they hadgood coverage and service This conversationremained minimal in percentage similar to the June 17thannouncement Customers reference negative experiences
in the process of relaying positive ones The majority ofthe time customers shared that their LTE service was fast orthat they had good service in certain locations
Verbatims ldquoI have good service in Indiana thanks sprintrdquo
ndash dleep17 Unknown
ldquoSprint got great service wherever Irsquom at right now Five bars amp
LTE speedrdquo ndash THEMisterrEff Milwaukee WI
ldquoFor the first time ever I have 4G LTE on my Sprint GalaxyNexusrdquo ndash sovryntech NH
ldquoi got to experience sprintrsquos lte for like 5 minutes today prettydoperdquo ndash ImTime Cleveland OH
Note Percentages may not add to 100 due to rounding
Mentions are posts which contain discussion of Sprint keywords Messaging conversation contains posts about the Sprint 4G LTE service
and related announcements Network conversation contains posts about the Sprint network and coverage unrelated to 4G LTE service
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 73013 ndash 8613 Mentions 31585
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 828
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
8
PART I SPRINT DRIVERS OF SENTIMENTNEUTRAL SPRINT MESSAGINGPR 14
Neutral Sprint MessagingPR conversation consistedof people sharing news articles blogs and pressreleases about Sprint After the hype surrounding Dish
Network and Clearwire died down neutral conversationdecreased by by a large margin The Q2 earningsannouncement for Sprint drove shares of news articles andpress releases There was also a large amount of articlesharing surrounding NetZerorsquos deal to use Sprint LTE
Note This conversation was void of any 4G LTE marketexpansion discussion as this was classified as Positive orNegative messaging conversation
VerbatimsldquoSprint Posts $16 Billion Loss As Nextel Shutdown Weighs OnBottom Line Sprint is posting its Q2 financial r httptco
EWbvQVkAErdquo ndash MobileForumsNet Worldwide
ldquoSprint reports $16B net loss as it shuts down Nextel platformhttptcoIoJA5neKYKrdquo ndash MobiOps Worldwide
ldquoSNetZero strikes deals to use Sprint LTE and Verizon 3GhttptcofnQ0JlGli0rdquo ndash engadgetmobile Worldwide
ldquoSprint posted its earnings report for its second quarter of2013 today boasting its ldquohighest-everrdquo revenue at $72 billion
representing an eight percent year-over-year increaserdquo ndash Jacob Kleinman technobuffalocom
NEGATIVE PRICE 9 Negative Price conversation was generated bypeople expressing frustrations over how expensivetheir contracts were This conversation was much moreprevalant during the July 30th announcement than theJune 17th one Within this conversation we heard moreSprint customers complaining about paying off phone billsCustomers also expressed frustrations over the necessarypayments when other mobile carriers were cheaper oroffered zero dollars down at sign up
Verbatims ldquoI havent payed my phone bill in a week now I really wouldnrsquotneed it anyways Stupid sprintrdquo ndash MfsFlowa Unknown
ldquoSprint cut my phone off AFTER I paid my bill Th wrong withthemrdquo ndash diamondpeach012 Denton TX
ldquosprint why is your service worse than metro pc and costdouble ScrewThisContractrdquo ndash HeyMisterImKrissi Tampa FL
ldquoSprint turned my phone off And I paid my bill And my
phone is off rdquo ndash SHAYNUHCHANEL Houston TX
NEGATIVE GENERAL 23 Negative General conversation consisted of peopleexpressing discontent with Sprint as a companyCustomers expressed increased frustrations with theirtwo year Sprint contracts and that they wanted toswitch carriers When coupled with T-Mobilersquos recentannouncement of ldquoJUMPrdquo the ability to upgrade phonesbefore two years Sprint customers were even more angryabout not being able to upgrade phones or changecarriers
Verbatims ldquoSo ATampT got ldquoNextrdquo amp T-Mobile got ldquoJumprdquo Catch up Sprint Iwant the new 5s before my contract is uprdquo ndash _tvcdee TX
ldquoitrsquos terrible luckily my 2 year contract is up this year RT mymangot2JOBS_ Sprint sucksrdquo ndash MahadXv Atlanta GA
ldquoEverybody on this one year upgrade when you wantsprintwhere yrsquoall atcuz Irsquom gon jump on the T-Mobile Jump plan or
ATampT ComeOnSprintrdquo ndash ShesPhotogenic Detriot MI
ldquoSprint is the worst I will not be renewing my contractrdquo
ndash WhitKneeH FL
Note Percentages may not add to 100 due to rounding
Mentions are posts which contain discussion of Sprint keywords Messaging conversation contains posts about the Sprint 4G LTE service
and related announcements Network conversation contains posts about the Sprint network and coverage unrelated to 4G LTE service
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 73013 ndash 8613 Mentions 31585
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 928
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
9
PART I SPRINT DRIVERS OF SENTIMENTNEGATIVE MESSAGING 5 Negative Messaging conversation surrounding Sprintconsisted of people complaining about Sprintrsquos LTEstrategy Frustrations grew with Sprint because customers
still were not included in the upgrades after multiple newmarket announcements Customers typically expressedanger over their cities still being on the ldquowaiting listrdquo or thatthe LTE service was not working There was also increasedconversation from customers complaining that their 4G LTEwas spotty or not working at all
Verbatims ldquoSprint you have got to be kidding me NO 4g LTE in Denverstill Its not like were a major metro US city or anythingrdquo
ndash therealBVH Foothills CO
ldquoWas Sprint not supposed to be putting 4G towers in Tucsonbut the end of July ITrsquoS AUGUST 1ST WHAT THE hell sprintrdquo
ndash k8lingr33n Unknown
ldquosprint Can you please explain to me why Columbus OH
STILL hasnrsquot gotten LTE coverage yet Do you know how manycustomers you are losingrdquo ndash Tone_Capone Columbus OH
ldquoI am very disappointed with Sprint still have no consistent 3g4g is spotty at best in most areasfriend has lte with tmobile
alreadyrdquo ndash JK2011till Boca Raton FL
NEGATIVE NETWORK 13 Negative conversation surrounding the Sprintnetwork consisted of customers complaining aboutdropped service and outages There was no changein conversation from the previous announcementNegative Network conversation was more than four timesas common as Positive Network conversation Peopleremained annoyed and angry over dropped service or noservice at all despite LTE expansions
Verbatims ldquoSprint has the worst service everrdquo ndash Nancy_Z93 Unknown
ldquoSprint have service in the weirdest placesrdquondash Simply_Me55 Unknown
ldquoSprint proved to be the worst service possible tonightrdquo
ndash nancyeldred California
ldquoHaving BAD Service Sprint at the moment Cannot call
anybodyrdquo ndash JamieTaylor610 Valencia CA
NEGATIVE CUSTOMER SERVICE 8 Negative Customer Service conversation consistedof people expressing frustrations over the poorservice and assistance they received from Sprint
Customer service conversation during the time of the July30th announcement was very similar to that of the June17th announcement Sprint customers continued to beangered by poor customer service online over the phoneand in-store
Verbatims ldquoJust experienced the worst customer service Irsquove had on threecontinents by sprint - absolutely disgusted Got Sprint Irsquod
cancel it nowrdquo ndash DKesslerPhoto Indianapolis IN
ldquosprint customer service representatives manwhere the helldo they find these idiots 40minuteslater problemsolvedrdquo
ndash OneLoveRissa Unknown
ldquosprintcare The service is horrible and it seem like sprint is
only worried about the money and not da satisfaction of thecustomerrdquo ndash Sayit_aintTone Unknown
ldquoI have to say I am very disappointed with sprint customerservice at the store in Miami on Kendall Not happy right
nowrdquo ndash Lalisiluscious Miami FL
Note Percentages may not add to 100 due to rounding
Mentions are posts which contain discussion of Sprint keywords Messaging conversation contains posts about the Sprint 4G LTE service
and related announcements Network conversation contains posts about the Sprint network and coverage unrelated to 4G LTE service
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 73013 ndash 8613 Mentions 31585
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 1028
PART IICOMPETITIVEANALYSIS
2713 ndash 8613
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 1128
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
11
PART II COMPETITIVE ANALYSIS
Note Percentages may not add to 100 due to rounding Superscript percentages refer to change in share of voice in comparison
to the baseline f rom 121612 through 61613 Mentions are posts which contain discussion of Sprint ATampT and T-Mobile keywords
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 73013 ndash 8613
Volume 25644 posts
Volume 31585 posts
Volume 32991 posts
T-MOBILE REMAINED THE MOST POSITIVEBRAND SEEING PROLONGED POSITIVECONVERSATION FROM ITS IPHONE RELEASE
AND NEW EXCITEMENT SURROUNDING ITSCOMMERCIALS
bull T-Mobile also saw the highest buzz when compared toSprint and ATampT however the majority of the differencewas due to the Bill Hader T-Mobile commercials whichcaused buzz from current and non-customers
bull Negative T-Mobile conversation increased during thistime as its campaign Hate2Wait while a positive pushfor the company also instigated negative conversationfrom frustrated customers because they were still waitingfor T-Mobile upgrades
ATampT AND SPRINT BOTH ANNOUNCED 4GLTE NETWORK EXPANSIONS AND WHILESPRINT GENERATED SLIGHTLY MORE BUZZ
BY RELEASING TO MORE CITIES ATampTGARNERED EQUAL POSITIVE SENTIMENT AND A BETTER BUZZ PER CAPITA
bull ATampT released separate press releases that individuallyhighlighted the markets receiving updates while Sprintreleased one that failed to individually reference marketsin the title and a limited amount in Tweets posted
bull Sprint and ATampT saw similar sentiment around theirannouncements While Sprint struggled to generate highlevels of buzz per capita the overall sentiment generatedwas similar to that of ATampT as levels of excitement about
LTE were synonymous across the carriers
58 (+18)14 (-25)28 (+7)
45 (+8)26 (-6)29 (-2)
20(+14)16 (-15)64 (0)
POSITIVE NEUTRAL NEGATIVE
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 1228
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
12
PART II COMPETITIVE ANALYSIS
POSITIVE 29
bull Close to one-third of all positiveconversation surrounding ATampT wasrelated to its announcement on July31st and the excitement around thenew markets
bull Discussion of the phones used onthe ATampT network were discussedoften most notably the iPhone 5People also discussed the GoPhoneand Prepaid options available
bull On August 1st JD Powerannounced that ATampT rankedthe highest for customer servicesatisfaction of Wireless carriers
This announcement made up 9of conversation on the day theannouncement was made and 15on the day after
Verbatims ldquoATampT Debuts 4G LTE in Charlestonhttptcoj6AMsmtndY wsazrdquondash wsazjedwards Carleston WV
ldquoATampT receives JD Power award forwireless customer service 1 babyrdquondash aClaireSchwartz Orlando FL
ldquoGotta love coming into work tonew found LTE coverage Thank you
ATampTrdquo ndash joekorzo NJ
ldquoI love great customer service Theguy from ATampT was so helpful (AndIrsquom pretty sure he was Texan basedon his accent) just sayinnn TXrdquondash alyssarizavi TX
NEUTRAL 26
bull The majority of neutral conversationsurrounding ATampT was generatedby people sharing articles or blogsdiscussing news announcements
bull People commonly shared theannouncement that Starbuckswould be switching from ATampT toGoogle as their WiFi provider
bull ATampT also generated a significantamount of buzz around differentcustomer-friendly promotionsthey were starting like phonereplacements and study abroaddiscounts
Verbatims
ldquoStarbucks replaces ATampT withGoogle as its in-store WiFi providerhttptcovzb0Ty0YZ8rdquondash ForbesTech Worldwide
ldquoRT AndroidPolice ATampT Galaxy SIII Finally Getting ldquoPremium SuiterdquoMulti-Window OTA Update Android412 (Build UCDMG2)ndash RichB0yMarty Stamford CT
ldquoRT scrappinmichele Safe Mobile
WiFi For Families - ATampT Unite via Techmama httptcoVDEUgNz1ozrdquondash techmama Silicon Valley CA
ldquoATampT T-Mobile Verizon MoveForward With Isis Mobile PaymentPlan Isis will support the iPhohttptco2d5QOf industry newsrdquondash KarenKinnaman Redding CA
NEGATIVE 45
bull Like most wireless carriers ATampTrsquosnegative conversation was mostnotably generated by peoplecomplaining about their droppedcalls and poor service
bull During this time period there werehigher than normal complaintsaround ldquospotty servicerdquo which werelater announced to be caused byupgrades across ATampT
bull Despite winning the customerservice satisfaction award from JDPower ATampT still experienced a largevolume of customer service-relatedcomplaints which is typical for anybrand across social media
Verbatims ldquoATTCustomerCare 28 days stillno service Irsquom starting to doubt ifUverse actually exists ATTrdquondash DaveMacQueen1 Charleston SC
ldquoI really hate my ATampT servicerdquondash DniseSonnenberg HuntingtonBeach CA
ldquoI canrsquot wait until my contract
with ATT is up Theyrsquore so rudeand unhelpful neveragain ATTnothappyrdquondash withaK27 Stillwater OK
ldquoATampT has horrible customer servicetoday I wanna screamrdquondash ashxlee_ Unknown
Note Percentages may not add to 100 due to rounding
Superscript percentages refer to change in share of voice in comparison to the baseline from 121612 through 61613
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 73013 ndash 8613 Mentions 25644 posts
ATampT saw a more significant spike in positive sentiment than Sprint on the days of their respectiveannouncements however Sprint was able to hold on to the surge in positive sentiment longer than everyoneelse Though Sprint did not see as drastic a change in positive sentiment as ATampT and while Sprint also returned back tonegative it was able to maintain a consistent positive sentiment longer than ATampT did
POSITIVE NEUTRAL NEGATIVE
45 (+8)26 (-6)29 (-2)
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 1328
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
13
PART II COMPETITIVE ANALYSIS
POSITIVE 64
bull Conversation surrounding T-Mobileremained consistently positive andtwice as positive in comparison tothe other mobile carriers analyzed
bull T-Mobilersquos new commercials with BillHader also began to drive significantpositve buzz People expressedhow hillarious he is and how theywould like to see more
bull People also shared announcementsthat T-Mobile expects LTE in 90 oftop 25 markets by yearrsquos end Themarkets that already had LTE serviceexpressed satisfaction over theirnew faster network
Verbatims ldquo4G LTE is the best Thanks T-Mobilerdquondash Arnold0rtega NJ
ldquoI love these new Bill Hader T-Mobilecommercials They are funny amp realIrsquove gotten a new phone just find outabout a newer versionrdquondash ChrisWCox17 Oklahoma City OK
ldquoT-Mobile expects 2x10MHz LTE in90 of top 25 markets by yearrsquos endandroid httptcoqTvJa70CIErdquondash PaulFrenzel Unknown
ldquoI love the T Mobile commercial Itnever fails to crack me uprdquondash martinezk_ Dalton NY
NEUTRAL 16
bull Neutral conversation surrounding T-Mobile was a small percentage ofconversation as no overwhelminglylarge announcement occurredduring the time period
bull The majority of neutral conversationcame from the sharing of articlesand announcements relating to newdevices becoming available on thenetwork
bull Though it occurred in March theiPhone availability on T-Mobilecontinued to drive conversationincluding news articles claimingthat the iPhone saved T-Mobile fromlosing hundreds of thousands ofcustomers
Verbatims ldquoRT SebastienPage Study findslanding the iPhone saved T-Mobilefrom losing at least 300000customers httptcoJbYosfJb3Mrdquondash AnthonyEsposito Pheonix AZ
ldquoLG Optimus F3 arriving at T-Mobilewith 4G LTE via slashgear httptcoyvPSHebymxrdquo
ndash glass_lane Los Altos CA
ldquoT-Mobile wonrsquot sell Moto X instores customers will have to buydirect from Motorola httptco FDmSj3OcyB techrdquondash Champagnie Redmond WA
NEGATIVE 20
bull Negative sentiment surrounding T-Mobile continued to be less thanhalf of Sprint and ATampT though itcontinued to increase driven bycomplaints with LTE coverage
bull T-Mobile launched a campaign topromote flexible contracts calledHate2Wait While it was designedfor customers to share why theyhated to wait on other carrierssome used it as a way to complainabout T-Mobile
bull As is common across all mobilecarriers the majority of negativeconversation was still generated bypeople complaining about the poorservice they received
Verbatims ldquoTMobile been waiting for an hrfor network to work on my phoneso now my phone is dying and it willnot charge right ( Hate2Waitrdquo ndash cindee_ruby_oh Unknown
ldquoI Hate2Wait because TMobile ismaking me Irsquove been a customersince 1999 and getting Hosedrdquo
ndash ItsEkinsAgain Unknown
ldquoTMobile sucks sick of theservice and my phones breakingletsswitchalreadyrdquo ndash breckanbryn Unknown
ldquoTmobile I hate you I never haveservicerdquo ndash dereiont_ TX
T-Mobile on the whole exhibited less strategic focus around network announcements in social media thanSprint and ATampT Despite their lack of marketing priority around said announcements T-Mobilersquos recent brand buildinginvestments are clearly showing dividends as it relates to driving positive sentiment for the brand The iPhone 5 despitebeing released in March was salso a driver of positive sentiment
Note Percentages may not add to 100 due to rounding
Superscript percentages refer to change in share of voice in comparison to the baseline from 121612 through 61613
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 73013 ndash 8613 Mentions 32991 posts
20(+14)16 (-15)64 (0)
POSITIVE NEUTRAL NEGATIVE
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 1428
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
14
ATampT ATampT ATampT SPRINT T983085MOBILE SPRINT SPRINT T983085MOBILE
DATE 22513 73113 41013 61713 1813 41813 73013 72513
SUCCESS INDEX 281 275 119 51 30 27 17 03
NUMBER OF NEW MARKETS 6 10 11 22 10 21 41 15
PART II COMPETITIVE ANALYSISTHE ANNOUNCEMENT SUCCESS INDEX
The Announcement Success Index compares the total population of markets in the selected announcements to the totalbuzz that occurred on the announcement day We analyzed the two most discussed announcements on social media forSprint ATampT and T-Mobile Also included were the most recent announcements for Sprint and ATampT
While 11 cities received 4G LTE on April 10th ATampT announced 77 markets that would receive LTE over the summer
72513
1813
41013
41813 73013
7311322513
30
25
20
15
10
05
10 20 30 40 500
6 cities10 cities
11 cities
10 cities
15 cities
21 cities 41cities
KEY
S U C C E S S I N D E X
NUMBER OF NEW MARKETS
6171322 cities
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 1528
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
15
ATampTrsquoS ANNOUNCEMENT STRATEGYCONSISTENTLY GENERATED A HIGHER BUZZPER CAPITA THAN SPRINT BY RELEASINGTO LESS CITIES AT ONCEATampTrsquos Success Indicies are more than double the indicies ofthe compared announcements While the populations forSprintrsquos announcement cities was almost seven times morethan the ATampT announcement populations the buzz percapital was a fraction of ATampTrsquos
Typically ATampT announced to half of the cities that Sprintdid and when ATampT did group their announcement with anannouncement for 77 upcoming LTE markets (April 10th)their buzz per capita struggled
ATampT CREATED MULTIPLE PRESS RELEASESFOR THEIR LTE EXPANSIONS IN AN EFFORTTO BETTER DISTRIBUTE NEWS AND TARGETSPECIFIC MARKETS
The July 31st 2013 announcement surrounding 4G LTE
expanding to 10 cities consisted of unique press releasesfor each city The localized press releases that specificallymentioned each market in the title were able to generatemore awareness and buzz within these specific marketsbut did not generate comparable overall buzz to SprintrsquosJuly 30th announcement
SPRINTrsquoS MOST RECENT ANNOUNCEMENTHAD A LOW SUCCESS INDEX AS IT DIDNOT HIGHLIGHT EACH MARKET TO DRIVE
AWARENESS This announcement on July 30th saw the second lowestAnnouncement Success Index So while the populationwas four times larger than their most recent announcementto date it did not reap them any incremental benefit aboveand beyond ATampTrsquos buzz levels (eg national scale did notyield greater volume) Coupling 41 different cities togetherwithin one announcement had an adverse effect onSprintrsquos buzz per capita
CUSTOMIZED HASHTAGS ARE MOREEFFECTIVE FOR BRAND PROMOTION THANGENERIC ONESDuring the reporting period Sprint embraced 4GLTEto help distribute news and messaging surrouding theirnetwork updates The hashtag received respectable pickup during the seven day period Unfortunately only 36of those hashtag uses had anything to do with Sprint Thisstems from the fact that Sprint chose to latch on to an
already existing hashtag with organic use behind it ratherthan customizing the hashtag to include their brand name
ldquoOur 4GLTE now is in 151 cities nationwide includingNashville Philadelphia and Oakland httpbitly11s5V2A rdquondash Sprint
ATampTrsquoS ATTEMPT TO USE EMPLOYEES TOGENERATE ANNOUNCEMENT BUZZ HASBEEN LARGELY SUCCESSFULATampT has traditionally pushed its employees to use
the hashtag ATTEmployee to promote variious brandefforts The hashtag was used 1077 times during July10 of which related directly to the brandrsquos 4G LTEannouncements
ldquoNationrsquos fastest network Check Most reliable Check
httptcoAzDVDzkLqF ATTemployeerdquo ndash bklein34
SPRINT WAS MORE SUCCESSFUL ATDRIVING TWITTER ENGAGEMENT WITHTHEIR OFFICIAL HANDLE THAN ATampT
For their most recent announcement Sprint posted one Tweet promoting their press release which garnered 22Retweets and 13 favorites while ATT did not share theirannouncement at all
ldquoOur 4GLTE now is in 151 cities nationwide includingNashville Philadelphia and Oakland httpbitly1rdquo ndash Sprint
PART II COMPETITIVE ANALYSIS
ldquo
ldquo
ANNOUNCEMENT SUCCESS IS A GAME OF REGIONAL QUALITY NOT NATIONAL QUANTITYWhile ATampT generated less overall volume of conversation than Sprint for their July 31st announcement the competitivecarrier showed impressive performance when it came to localized engagement around their announcements (as definedby the buzz per capita index) Similar to the social marketing trend toward engaged users versus sheer number of fans
driving regional (rather than national) engagement around announcements is a critical metric for success
ldquo
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 1628
PART IIIVOLUME OVERTIME ANALYSIS
2613 ndash 8613
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 1728
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
17
0
10
20
30
40
50
2 7
1 3
2 1 4
1 3
2 2 1
1 3
2 2 8
1 3
3 7
1 3
3 1 4
1 3
3 2 1
1 3
3 2 8
1 3
4 4 1 3
4 1 1
1 3
4 1 8
1 3
4 2 5
1 3
5 2 1 3
5 9 1 3
5 1 6
1 3
5 2 3
1 3
5 3 0
1 3
6 6 1 3
6 1 3
1 3
6 2 0
1 3
6 2 7
1 3
7 4 1 3
7 1 1
1 3
7 1 8
1 3
7 2 5
1 3
8 1 1 3
MIAMI NETWORK BUZZ OVER TIME
Mentions are posts which contain mentions of Sprint 4G LTE service or announcements within Miami
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 2713 ndash 8613 Mentions 844 posts
After the announcement of 4G LTE in Miami it was expected that Sprint conversation inthe market would shift back to negative in sentiment However from the day of the launchof the network advances through August 6th conversation in Miami surrounding Sprint
remained largely positive While negative sentiment began to increase slightly mid-July itincreased at a slower rate than is typical and conversation remained above 60 positive innature
Sprintrsquos announcement in Miami generated the most sustained positive conversation out of any marketanalyzed Contrary to what is typical for most markets conversation relating to Sprintrsquos announcement remainedpositive for a much longer time period in Miami After close to two months conversation was still significantly morepositive than negative within Miami Florida though negative conversation did begin to increase after about a month of
time passed Positive sentiment surrounding Sprint in Miami remained over 90 positive until the end of July as 4G LTEadvancements in the Miami area saw limited outages or issues especially when compared to trouble markets like Chicagoand Los Angeles
POSITIVE 61 NEUTRAL 17 NEGATIVE 22
ldquo ldquoITrsquoS HAPPENED SPRINT LTE IS IN MIAMI THANK THENETWORK GODSrdquo ndash csbellina
Sprint turned on LTE in Tampa amp Miami today AnyiPhone 5 Sprint users that can attest to the speedsrdquondash stephenrobles
0
50
100
150
200
250
2 7
1 3
2 1 4
1 3
2 2 1
1 3
2 2 8
1 3
3 7
1 3
3 1 4
1 3
3 2 1
1 3
3 2 8
1 3
4 4 1 3
4 1 1
1 3
4 1 8
1 3
4 2 5
1 3
5 2 1 3
5 9 1 3
5 1 6
1 3
5 2 3
1 3
5 3 0
1 3
6 6 1 3
6 1 3
1 3
6 2 0
1 3
6 2 7
1 3
7 4 1 3
7 1 1
1 3
7 1 8
1 3
7 2 5
1 3
8 1 1 3
909lt1
ldquo Sprint continues to expand its 4G LTE coverage Miamiin tow httptcohrFewrJ25Frdquo ndash InnovationTu ldquo Welcome to Miami Sprint LTE httptco
OGPxsM4AUTrdquo ndash thegraviator
SPRINT SUSTAINED POSITIVE SENTIMENT LONG AFTERTHE JUNE 17TH ANNOUNCEMENT61713 ndash 8613
94 2 4
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 1828
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
18
0
50
100
150
200
250
300
350
2 7
1 3
2 1 4
1 3
2 2 1
1 3
2 2 8
1 3
3 7
1 3
3 1 4
1 3
3 2 1
1 3
3 2 8
1 3
4 4
1 3
4 1 1
1 3
4 1 8
1 3
4 2 5
1 3
5 2
1 3
5 9
1 3
5 1 6
1 3
5 2 3
1 3
5 3 0
1 3
6 6
1 3
6 1 3
1 3
6 2 0
1 3
6 2 7
1 3
7 4
1 3
7 1 1
1 3
7 1 8
1 3
7 2 5
1 3
8 1
1 3
BROOKLYNBRONX NETWORK BUZZ OVER TIME
Mentions are posts which contain mentions of Sprint 4G LTE service or announcements within The Bronx and Brooklyn NY
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 2713 ndash 8613 Mentions 1038 posts
Sprintrsquos BronxBrooklyn teaser was successful in driving buzz prior to the actual launch of 4G LTE in the twomarkets On July 24th Sprint released a press release stating that in less than a week 4G LTE will be turned on in thetwo locations driving conversation that was eight times higher than conversation on the actual launch date This teaserincreased positive conversation in these locations about Sprint and was able to sustain this positive conversation through
the announcement and the week following
SPRINT ANNOUNCES THAT LTE WILL BE LIVE IN THE BRONX AND BROOKLYN72413
SPRINT TURNS UP 4G LTE IN 41 MORE LOCATIONS73013
1
The announcement stating that 4G LTE service would become available in the Bronx and Brooklyn generatedsignificantly more buzz than the actual day that the service was turned on Leading up to the announcementpositive sentiment surrounding Sprint in the Bronx and Brooklyn was less than 50 Once the press release wasshared positive sentiment increased to two-thirds of Bronx and Brooklyn conversation
2Sprint turned on LTE in the Bronx and Brooklyn on July 30th The date that the service was turned ondid not generate significant buzz in comparison to the teaser that it would be coming By releasing theteaser announcement as a press release Sprint cannibalized the buzz that would have come on the actualannouncement day Sprint also failed to highlight the Bronx adn Brooklyn on the day of the announcement byhiding the two cities within the larger press release with the additional 39 markets
POSITIVE 58 NEUTRAL 35 NEGATIVE 7
ldquo ldquo4G LTE in Brooklyn now finally Sprint sheeshrdquo ndash powderican
Finally LTE for Sprint launched in the Bronx todayrdquondash iRawriLaugh
0
10
20
30
40
50
2
7 1 3
2 1 4
1 3
2 2 1
1 3
2 2 8
1 3
3
7 1 3
3 1 4
1 3
3 2 1
1 3
3 2 8
1 3
4
4 1 3
4 1 1
1 3
4 1 8
1 3
4 2 5
1 3
5
2 1 3
5
9 1 3
5 1 6
1 3
5 2 3
1 3
5 3 0
1 3
6
6 1 3
6 1 3
1 3
6 2 0
1 3
6 2 7
1 3
7
4 1 3
7 1 1
1 3
7 1 8
1 3
7 2 5
1 3
8
1 1 3
2
1
6733lt1
6138lt1
8132019 Sprint July Announcement 8 14
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BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
19
0
20
40
60
80
100
2 7
1 3
2 1 4 1 3
2 2 1 1 3
2 2 8 1 3
3 7
1 3
3 1 4 1 3
3 2 1 1 3
3 2 8 1 3
4 4 1 3
4 1 1 1 3
4 1 8 1 3
4 2 5
1 3
5 2 1 3
5 9 1 3
5 1 6 1 3
5 2 3 1 3
5 3 0 1 3
6 6 1 3
6 1 3 1 3
6 2 0 1 3
6 2 7
1 3
7 4 1 3
7 1 1 1 3
7 1 8 1 3
7 2 5
1 3
8 1 1 3
SPRINT TURNS UP 4G LTE IN 41 MORE LOCATIONS73013
PHILADELPHIA NETWORK BUZZ OVER TIME
Mentions are posts which contain mentions of Sprint 4G LTE service or announcements within Philadelphia
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 2713 ndash 8613 Mentions 563 posts
1
Sprintrsquos announcement in Philadelphia was the least successful at driving positive sentiment when compared tothe other markets analyzed The day of the announcement generated only 50 positive sentiment within Philadelphiahowever like the other markets negative sentiment remained minimal After the announcement positive sentimentstayed consistently around 50 while negative sentiment slowly increased as people became frustrated or experienced
problems with LTE
Philadelphia was the second largest city to receive 4G LTE and 3G improvements on July 30th The citygenerated about half of the network buzz that the Bronx and Brooklyn did over the same time period but onthe day of the actual announcement Philadelphia saw three times as much buzz as the two New York citiesBecause Philadelphia did not have a teaser announcement like the Bronx and Brooklyn when LTE was turnedon it was the first people in the city heard of the enhancements The launch of LTE service in Philadelphia
was not locally covered within the city and only saw mentions by larger publications that discussed theannouncement at large If the Philadelphia announcement was localized similar to ATampTrsquos the city would havegenerated more significant buzz
1
POSITIVE 58 NEUTRAL 27 NEGATIVE 15
ldquo ldquoOh Yessss gtgtgt Sprint extends LTE coverage to 41 newmarkets - New markets in Philadelphia Portland Oreand Oak httptcoVGmmc5HFazrdquo ndash ronstew
LOLsprint LTE in Philadelphia was supposed to becompleted by this past January Irsquom so glad I switchedto TMobilerdquo ndash ricankng787
ldquo ldquoEnjoying the great 4G LTE speeds from Sprint niceto see speeds like this sprintLTE sprint httptco j290tVjZeFrdquo ndash steven_2320
Mine sucks tho RT SimplyCecilia RT sprint Our 4GLTE now is in 151 cities nationwide includingNashville Philadelphia and Oaklandrdquo ndash b_eternal757
0
10
20
30
40
2 7
1 3
2 1 4
1 3
2 2 1
1 3
2 2 8
1 3
3 7
1 3
3 1 4
1 3
3 2 1
1 3
3 2 8
1 3
4 4
1 3
4 1 1
1 3
4 1 8
1 3
4 2 5
1 3
5 2
1 3
5 9
1 3
5 1 6
1 3
5 2 3
1 3
5 3 0
1 3
6 6
1 3
6 1 3
1 3
6 2 0
1 3
6 2 7
1 3
7 4
1 3
7 1 1
1 3
7 1 8
1 3
7 2 5
1 3
8 1
1 3
51463
8132019 Sprint July Announcement 8 14
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BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
20
0
10
20
30
40
50
60
70
2 7 1 3
2 1 4
1 3
2 2 1
1 3
2 2 8
1 3
3 7 1 3
3 1 4
1 3
3 2 1
1 3
3 2 8
1 3
4 4 1 3
4 1 1
1 3
4 1 8
1 3
4 2 5
1 3
5 2 1 3
5 9 1 3
5 1 6
1 3
5 2 3
1 3
5 3 0
1 3
6 6 1 3
6 1 3
1 3
6 2 0
1 3
6 2 7
1 3
7 4 1 3
7 1 1
1 3
7 1 8
1 3
7 2 5
1 3
8 1 1 3
ADDITIONAL CITIES NETWORK BUZZ OVER TIME
Note Percentages may not add to 100 due to rounding
Mentions are posts which contain mentions of Sprint 4G LTE service or announcements within the 20 highest population cities
Tulsa OK bull Oakland CA bull Laredo TX bull Durham N C bull Fayetteville NC bull Brownsville TX bull Fort L auderdale FL bull
Springfeld MA bull Salinas CA bull Pompano B each FL bull Flint MI bull Palm Coast FL bull Deerfeld Beach FL bull Harlingen T X bull
Jackson TN bull Daytona Beach FL bull Rocky Mount NC bull Ocala FL bull Port Charlotte FL bull Saginaw MI
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 2713 ndash 8613 Mentions 980 posts
The top 20 cities based on population within the July 30th announcement generated consistent spikes inconversation due to announcements in other markets Due to announcement markets being spread out across thecountry some of their neighboring markets had previously been a part of Sprint 4G LTE announcements These marketssaw spikes in conversation due to past announcements as customers discussed envy over their neighbors networks
The additional cities analyzed were the 20 cities in the announcement with the highest populations
SPRINT TURNS UP 4G LTE IN 41 MORE LOCATIONS73013
1
Conversation regarding the LTE announcements in these 20 cities waned in comparison to the Bronx andBrooklyn and Philadelphia People in these cities Retweeted the Sprint press releases and different newspublications announcing the markets Half of the conversation during the time of the announcement consistedof link sharing while 20 referenced Sprint On the day of the announcement positive sentiment morethan doubled while negative sentiment remained consistent Sprintrsquos SF Twitter handle Sprint4GLTE_SF was
unsuccessful at increasing buzz during this announcement which included Oakland CA a Bay Area city
ldquo ldquo About time ldquosprint Our 4GLTE now is in 151 citiesnationwide including Nashville Philadelphia andOakland httptcoZrEYTJKnOrdquo ndash hodariToure_PhD
My friends sprint launched 4G LTE in OaklandFremont and Hayward today what what ccSprint4GLTE_SFrdquo ndash Menace
1
POSITIVE 49 NEUTRAL 20 NEGATIVE 6
74206
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PART IVSPRINT INFLUENCERS
73013 ndash 8613
8132019 Sprint July Announcement 8 14
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8132019 Sprint July Announcement 8 14
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BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
23
RECOMMENDATIONS
8132019 Sprint July Announcement 8 14
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BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
24
RECOMMENDATION INTRO
RECOMMENDATION 1
All of the recommendations are designed toaccomplish three objectives
1 Amplify Sprintrsquos 4G LTE announcements
2 Gain Share of (4G LTE) Voice from competitors
3 Decrease negative sentiment toward Sprint acrossthe social web
OBSERVATIONATampT generates a significant amount of local press usingindividual announcements for each market These hitsare sharedpicked up not just by local media outletsbut also larger tech influencers We noticed with the right
rollout and executions this led to announcements beingdistributed on larger media sites like WSJcom
New markets are launched frequently (almost every week)which also sustains LTE conversation
ACTIONAnnouncement strategies should cater to local marketsSprint should create localized content as a ldquomodernrdquosupplement to press releases Video and infographiccontent is particularly effective (see content suggestionson Pg 29) To sustain conversation markets should be
announced with greater frequency
THE FOLLOWING RECOMMENDATIONS WERE DERIVED FROM THE SPRINT BASELINE ampJUNE ANNOUNCEMENT ANALYSIS AND THROUGH AN IN DEPTH AUDIT OF COMPETITORrsquoS4G LTE ANNOUNCEMENTS OVER THE SAME TIME PERIOD
LOCALIZED ANNOUNCEMENT STRATEGYSustain 4G LTE coverage conversation using a localized announcement strategy that leverages market specificpress releases and content
It is important to note that there are two analyses for thisassignment and that this report establishes a baselinecontext and a first look at the June announcementsWith more intelligence in the second report on the Juneannouncements as well as an additional set of data theserecommendations may gain greater focus and evolve
CONSIDERATIONWe understand that localizing and increasing the frequencyof the network coverage announcements requiresadditional output and resources however given Sprintrsquoschallenger position (in terms of number of markets with 4G
LTE coverage and share of voice on social) this approachcould create a valuable ROI
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BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
25
RECOMMENDATION 2
OBSERVATION4G LTE announcements produce a short and sharp spikein conversation the day of then diminish during the daysfollowing as can in the 24 markets analyzed (See analyticsspike analysis Pg 19ndash23)
ACTION ITEM 1Prolong the spike in conversation using social contentand promoted posts designed to amplify 4G LTE chatterCreate hashtags that encourage people to participate in4G LTE announcement conversation
Ex ldquoToday Chicago became the 60th 4GLTE city Retweetif you love the speed of your SprintLTE devicerdquo
ACTION ITEM 2Use 4G LTE devices to take short videos of 4G LTE in actionin new markets
Ex Downloading a movie trailer in LA
LTE CONTENT STRATEGY4G LTE conversation spikes will last longer if a content strategy was applied to the announcements
ACTION ITEM 3Engage social following with giveaways that amplifythe LTE announcements Collect data and push dealsto people during the entry process
Ex Click on the map on the SprintLTE city you wouldlike to visit
CONSIDERATIONSprint has experimented with different content outputsFor example a video was created documenting theprogress in Chicago on the 4G LTE build out That localtouch is crucial and should be more than a reactive tactic
based on customer feedback Sprint should championthis as a proactive communications strategy Additionallyinfographics work well as dynamic and shareable socialcontent The interactive network map that exists onSprintrsquos website serves a specific purpose but does notlead to sharable social behavior Inforgraphics could becreated either ahead of a market launch or in conjunctionwith one The infographic could outline the coverage areaarticulate the benefits of Sprintrsquos 4G LTE approach or even
just leverage a thematic representation of a given market(eg Golden Gate Bridge Searrsquos Tower etc)
RECOMMENDATION 3
OBSERVATIONRight before the LA launch some details were uncoveredby an Engadget editor who wrote a speculative piece
about the 4G LTE roll out This coverage generated asignificant amount of conversation before the launchthat occurred several weeks later (Reference Report Pg 21)
ACTION ITEM 1In order to create pre-buzz Sprint should considerannouncing 4G LTE cities in groups 2 weeks beforeturning on the switch On the day of launch a localizedrelease with supplementary content should be sharedon Sprint channels
ldquoTEASINGrdquo STRATEGYBy releasing some information about 4G LTE launches Sprint will garner significant pre-buzz that will help buildexcitement for the actual roll out
ACTION ITEM 2Use posts to help build anticipation for 4G LTE rolloutsFor example share Tweets that ask the community to
guess which city is next to receive 4G LTE from a fewoptions Provide hints that will generate conversationand buzz before the official announcement
ACTION ITEM 3Leverage tech influencers to promote SprintLTE in localmarkets by engaging with them before their area officiallyreceives LTE coverage
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BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
26
RECOMMENDATION 4TARGET CONVERSATIONSMost people do not like their wireless carrier and are pretty vocal about it By using promoted TweetsSprint can target these conversations and put offers in front of these unhappy customers encouragingthem to switch networks
OBSERVATIONVerizon seems to be targeting negative conversation that includes their competitors with promoted Tweets
The messaging could vary based on the issue at hand be it device related network related or otherwise
RECOMMENDATION 5
OBSERVATIONNew device announcements are a huge driver of 4GLTE conversation T-Mobile saw significant volume andlongevity related to iPhone 5 announcement (ReferenceReport Pg 12)
LEVERAGE DEVICE ANNOUNCEMENTS
By leveraging new device announcements Sprint can raise awareness for new 4G LTE markets and gain share ofvoice
ACTIONCreate more content featuring 4G LTE enabled devicesand insert 4G LTE expansion info into new device releases
NEXT STEPSTHE NEXT REPORT WILL INCLUDE
1 Further analysis on the June 17th announcements
2 New insights from July announcements
3 More analysis on ATampTrsquos localized announcement strategy
4 Additional recommendations based on additional data input
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BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
27
APPENDIX
Note conversation on the brand pages occurred on blogs and forums
that are a part of the sites including customer service and FAQ pages
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 73013 ndash 8613 Mentions 31585 posts
Sprint ATampT and T-Mobile generated the majority of their conversation across Twitter though forums andblogs made up 10-20 of conversation While Sprintrsquos top source was its own website the two competitorsrsquo topsource was callercom
TWITTER 78
FORUMS 12
BLOGS 5
FACEBOOK lt1
NEWS 4
COMMENTS lt1
TWITTER 77
FORUMS 8
BLOGS 8
FACEBOOK lt1
NEWS 6
COMMENTS lt1
TWITTER 85
FORUMS 7
BLOGS 5
FACEBOOK lt1
NEWS 3
COMMENTS lt1
Top Blogs News and Forums
SPRINTCOM 2900
AD983085HOC983085NEWSDE 166
BLOGSPOTCOM 161
YAHOOCOM 150
SPRINTUSERSCOM 136
REDDITCOM 126
STLOUISNEWSNET 118
Top Blogs News and Forums
CALLERCOM 333
ATTCOM 255
YAHOOCOM 222
REDDITCOM 191
MACRUMORSCOM 172
WPCENTRALCOM 156
BLOGSPOTCOM 135
Top Blogs News and Forums
CALLERCOM 370
REDDITCOM 223
WPCENTRALCOM 169
YAHOOCOM 156
MACRUMORSCOM 149
ANDROIDFORUMSCOM 117
CRACKBERRYCOM 107
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BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
4
KEY INSIGHTSCUSTOMERS EXPRESSING FRUSTRATIONWITH THEIR MOBILE CARRIERS HASBEEN A CONSISTENT BEHAVIOR ACROSS
REPORTING PERIODSDespite 4G LTE launches and network enhancementssentiment surrounding Sprint and ATampT remained largelynegative Negative drivers of mobile carrier conversationare consistent month after month despite 4G LTEannouncements and device releases While improvementsin service temporarily increased positive sentiment assoon as issues arose with devices network connections orcustomer service negative sentiment returned
ATampTrsquoS LOCALIZED STRATEGY PRODUCES
HIGHER QUALITY CONVERSATION AMONGST REAL PEOPLEWhile larger releases may drive slightly more conversationvolume a significant portion comes from promotionalspam and accounts retweeting keywords ATampT madeannouncements to much smaller groups of markets thanSprint and T-Mobile generating more than double thebuzz per capita When they attempted to couple theirannouncement with 77 upcoming market releases (April10th) their buzz per capita suffered
THE USE OF CUSTOM HASHTAGS ANDEMPLOYEE NETWORKS CAN BE EFFECTIVEFOR DRIVING BUZZ AND EXPANDING REACH AROUND CARRIER ANNOUNCEMENTSATampT created an employee hashtag and encouraged theirinternal teams to distribute different ATampT announcementsthrough ATTemployee Over 10 of hashtag usage isdevoted to supporting the brandrsquos 4G LTE announcementsSprint created Discover4GLA to promote 4G LTE in LA
This hashtag generated 144 posts in July and 180 in April
MAJOR BRAND SPLASHES HAVE AN IMPACTON THE EB AND FLOW OF POSITIVE ANDNEGATIVE SENTIMENTSignificant competitive brand announcements like Sprintrsquosacquisition news and T-Mobilersquos iPhone 5 release affectbrand sentiment overall When Softbank made a bid topurchase Sprint neutral conversation surrounding thebrand spiked as did T-Mobilersquos positive sentiment when theiPhone 5 was released Once these news announcementsbecome irrelevant sentiment returns to its typical state
POSITIVE SENTIMENT LINGERED LONGERTHAN USUAL IN SOME MARKETS POSTANNOUNCEMENT THIS COULD BE
AN OPPORTUNITY TO CONTINUE THEMOMENTUM WITH LOCALIZED CONTENTConversation surrounding 4G LTE in Miami remainedover 90 for over a month following the June 17thannouncement as users were not experiencing connectionissues that typically surfaced in other markets Negativesentiment did not begin to increase until the end of Julywhen issues with spotty LTE began to surface The Bronxand Brooklyn and Philly were also able to maintain positivesentiment for the entire week after the announcementswere made as hype and excitement outweighed theminimal network issues experienced
BY MAKING FEWER MORE PERSONALIZED ANNOUNCEMENTS TO AT ONCE MOBILECARRIERS SEE HIGHER AUDIENCE BUZZPER CAPITA AND SUSTAIN MORE LTECONVERSATION IN THE LONG RUNAnnouncements in aggregate saw consistent levels ofpositive sentiment but it was short-lived nonethelessATampT however was able to successfully sustain their PositiveMessaging conversation through frequent LTE releases and
timely upgrades Additionally ATampT posted about marketspecific LTE upgrades and reinvigorated conversation witha series of status updates that sustained conversation sixmonths after the initial announcement
PRE LAUNCH BRAND COMMUNICATIONS ARE EFFECTIVE IN DRIVING LARGE SPIKESIN CONVERSATION BUT AT THE EXPENSEOF THE ANNOUNCEMENT ITSELF TEASERSMERELY PULL AHEAD THE CONVERSATIONWithin the Bronx and Brooklyn markets Sprint released
a press release teaser announcement that 4G LTEservice would be available in the next week While theannouncement successfully generated a significant spike inconversation it did so at the expense of the announcementday conversation By publishing a press release as theteaser Sprint in theory made the same announcementtwice Sprint also failed to continue to single out the Bronxand Brooklyn on the actual day of the announcements andthe cities were lost in the long list of new 4G LTE markets
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PART IJULY ANNOUNCEMENTANALYSIS
73013 ndash 8613
8132019 Sprint July Announcement 8 14
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BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
6
PART I SPRINT DRIVERS OF SENTIMENTSprintrsquos July announcement of 4G LTE saw an increase in Positive Messaging conversation but failed to out-weigh the consistent complaints with the carrier as a whole While 4G LTE expanded to new markets Negative Net-work conversation still generated close to two times as much buzz as Positive Messaging Neutral conversation decreasedby 25 as there were no major announcements or acquisitions that caused the spike in Neutral during the last announce-
ment Sprintrsquos Q2 earningrsquos release failed to garner significant buzz but did make up the majority of Neutral conversation
On the day of the new announcement Positive Messaging conversation spiked to a high of 25 of total Sprintconversation Over the course of the week Positive Messaging conversation decreased in volume as excitement dieddown but could have been maintained if Sprint continued to promote the news in the days following the actual launch
Messaging conversation contains posts about the Sprint 4G LTE service and related announcements
Network conversation contains posts about the Sprint network and coverage unrelated to 4G LTE service
Note Percentages may not add to 100 due to rounding Superscript percentages refer to change in share of voice
in comparison to the baseline from 121612 through 61613 Mentions are posts which contain discussion of Sprint keywords
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 73013 ndash 8613
3 +0 POSITIVE NETWORK
7 +4 POSITIVE MESSAGING
5 +4 NEGATIVE MESSAGING
Positive Volume
8844 posts
Neutral Sprint MessagingPR Volume
4422 posts
Negative Volume
18319 posts
9+4 NEGATIVE PRICE
8 +2 NEGATIVE CUSTOMER SERVICE
28
Positive+7
14
Neutral-25
58
Negative+18
1 +1 POSITIVE PRICE
17 +2
Total Mentions 31585 posts
23 +8 NEGATIVE GENERAL
POSITIVE GENERAL
Top 3 drivers (total volume)
13 -1 NEGATIVE NETWORK
8132019 Sprint July Announcement 8 14
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BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
7
PART I SPRINT DRIVERS OF SENTIMENTPOSITIVE GENERAL 17 Positive General conversation was generated byposts discussing Sprint as a brand in a broad mannerGeneral sentiment surrounding Sprint continued to
produce the highest amount of positive conversation afterthe July 30th announcement Conversation consisted ofpeople discussing their Sprint phones that they plan toswitch to Sprint or that they had positive experiences withthe Sprint brand Conversation surrounding excitementabout new devices and sustainability caused a slightincrease in Positive General conversation from the baseline
Verbatims ldquoSooo Irsquom picking up my IPhone tomorrow from sprint Yayrdquo
ndash HarleySue99 Unknown
ldquoIrsquom about to disconnect my phone and just go to sprintrdquondash melyyyxo Unknown
ldquoI love sprint for all the discounts imma receive I need a new phone and a upgrade on themall -)rdquo
ndash mzwhitfield02 Unknown
ldquoThanks sprint for unlocking my Iphone for free for my trip
to Thailand Now I get to call home and talk to my family whileIrsquom away ndash Stormented Albine TX
POSITIVE PRICE 1
Positive Price conversation discussed the affordabilityof Sprint contracts This category continued to be aminimal part of Sprint conversation generating 1 of buzzPeople discussed the unlimited data plans low contractprices or that Sprint helped them with their bills
Verbatims ldquoPhone billed paid for the month I can deal with that Thanks
sprint goodlookingoutrdquo ndash itsjameshayes Unknown
ldquoSprint amp Verizon have cell plans w UNLIMITED talk (toanyone) text amp data Switching means no extra charges Nomore ATampT billing issuesrdquo ndash kiwijessica New York NY
ldquofinding out sprint paid my august bill for me gtgtgt daymaderdquo
ndash taybeezy21 Unknown
ldquosprint offers service for 119$ a month + 250$ activation no
data caps sounds like a good deal rightrdquo
ndash XeroCreator Unknown
POSITIVE MESSAGING 7 Positive Messaging conversation was almostsolely related to its network expansions Negativeresponses to Sprint Messaging during this announcement
outweighed the excitement surrounding the expansionHowever Positive Messaging conversation remained similarin nature with people frequently sharing links announcingSprintrsquos expansion of its LTE networks to new markets
Verbatims ldquoSprint expands 4G LTE to 41 more cities httptco xITT WwZDUUrdquo ndash BestSmartphones Worldwide
ldquoSprint finally gets the LTE wheel turning again with 41
new cities Sprintrsquos latest round of launche httptco HeG81OacTZ MobiAppsrdquo ndash mobi_apps_ar Unknown
ldquoSprint has LTE now in Philla )rdquo ndash DeadlyScionide Unknown
ldquoOMG WE GOT LTE TOWERS FOR SPRINT IN SUFFOLK
AHHHHHrdquo ndash akayyyx New York NY
POSITIVE NETWORK 3 Positive Network conversation about Sprint wasmade up of customers discussing that they hadgood coverage and service This conversationremained minimal in percentage similar to the June 17thannouncement Customers reference negative experiences
in the process of relaying positive ones The majority ofthe time customers shared that their LTE service was fast orthat they had good service in certain locations
Verbatims ldquoI have good service in Indiana thanks sprintrdquo
ndash dleep17 Unknown
ldquoSprint got great service wherever Irsquom at right now Five bars amp
LTE speedrdquo ndash THEMisterrEff Milwaukee WI
ldquoFor the first time ever I have 4G LTE on my Sprint GalaxyNexusrdquo ndash sovryntech NH
ldquoi got to experience sprintrsquos lte for like 5 minutes today prettydoperdquo ndash ImTime Cleveland OH
Note Percentages may not add to 100 due to rounding
Mentions are posts which contain discussion of Sprint keywords Messaging conversation contains posts about the Sprint 4G LTE service
and related announcements Network conversation contains posts about the Sprint network and coverage unrelated to 4G LTE service
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 73013 ndash 8613 Mentions 31585
8132019 Sprint July Announcement 8 14
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BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
8
PART I SPRINT DRIVERS OF SENTIMENTNEUTRAL SPRINT MESSAGINGPR 14
Neutral Sprint MessagingPR conversation consistedof people sharing news articles blogs and pressreleases about Sprint After the hype surrounding Dish
Network and Clearwire died down neutral conversationdecreased by by a large margin The Q2 earningsannouncement for Sprint drove shares of news articles andpress releases There was also a large amount of articlesharing surrounding NetZerorsquos deal to use Sprint LTE
Note This conversation was void of any 4G LTE marketexpansion discussion as this was classified as Positive orNegative messaging conversation
VerbatimsldquoSprint Posts $16 Billion Loss As Nextel Shutdown Weighs OnBottom Line Sprint is posting its Q2 financial r httptco
EWbvQVkAErdquo ndash MobileForumsNet Worldwide
ldquoSprint reports $16B net loss as it shuts down Nextel platformhttptcoIoJA5neKYKrdquo ndash MobiOps Worldwide
ldquoSNetZero strikes deals to use Sprint LTE and Verizon 3GhttptcofnQ0JlGli0rdquo ndash engadgetmobile Worldwide
ldquoSprint posted its earnings report for its second quarter of2013 today boasting its ldquohighest-everrdquo revenue at $72 billion
representing an eight percent year-over-year increaserdquo ndash Jacob Kleinman technobuffalocom
NEGATIVE PRICE 9 Negative Price conversation was generated bypeople expressing frustrations over how expensivetheir contracts were This conversation was much moreprevalant during the July 30th announcement than theJune 17th one Within this conversation we heard moreSprint customers complaining about paying off phone billsCustomers also expressed frustrations over the necessarypayments when other mobile carriers were cheaper oroffered zero dollars down at sign up
Verbatims ldquoI havent payed my phone bill in a week now I really wouldnrsquotneed it anyways Stupid sprintrdquo ndash MfsFlowa Unknown
ldquoSprint cut my phone off AFTER I paid my bill Th wrong withthemrdquo ndash diamondpeach012 Denton TX
ldquosprint why is your service worse than metro pc and costdouble ScrewThisContractrdquo ndash HeyMisterImKrissi Tampa FL
ldquoSprint turned my phone off And I paid my bill And my
phone is off rdquo ndash SHAYNUHCHANEL Houston TX
NEGATIVE GENERAL 23 Negative General conversation consisted of peopleexpressing discontent with Sprint as a companyCustomers expressed increased frustrations with theirtwo year Sprint contracts and that they wanted toswitch carriers When coupled with T-Mobilersquos recentannouncement of ldquoJUMPrdquo the ability to upgrade phonesbefore two years Sprint customers were even more angryabout not being able to upgrade phones or changecarriers
Verbatims ldquoSo ATampT got ldquoNextrdquo amp T-Mobile got ldquoJumprdquo Catch up Sprint Iwant the new 5s before my contract is uprdquo ndash _tvcdee TX
ldquoitrsquos terrible luckily my 2 year contract is up this year RT mymangot2JOBS_ Sprint sucksrdquo ndash MahadXv Atlanta GA
ldquoEverybody on this one year upgrade when you wantsprintwhere yrsquoall atcuz Irsquom gon jump on the T-Mobile Jump plan or
ATampT ComeOnSprintrdquo ndash ShesPhotogenic Detriot MI
ldquoSprint is the worst I will not be renewing my contractrdquo
ndash WhitKneeH FL
Note Percentages may not add to 100 due to rounding
Mentions are posts which contain discussion of Sprint keywords Messaging conversation contains posts about the Sprint 4G LTE service
and related announcements Network conversation contains posts about the Sprint network and coverage unrelated to 4G LTE service
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 73013 ndash 8613 Mentions 31585
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 928
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
9
PART I SPRINT DRIVERS OF SENTIMENTNEGATIVE MESSAGING 5 Negative Messaging conversation surrounding Sprintconsisted of people complaining about Sprintrsquos LTEstrategy Frustrations grew with Sprint because customers
still were not included in the upgrades after multiple newmarket announcements Customers typically expressedanger over their cities still being on the ldquowaiting listrdquo or thatthe LTE service was not working There was also increasedconversation from customers complaining that their 4G LTEwas spotty or not working at all
Verbatims ldquoSprint you have got to be kidding me NO 4g LTE in Denverstill Its not like were a major metro US city or anythingrdquo
ndash therealBVH Foothills CO
ldquoWas Sprint not supposed to be putting 4G towers in Tucsonbut the end of July ITrsquoS AUGUST 1ST WHAT THE hell sprintrdquo
ndash k8lingr33n Unknown
ldquosprint Can you please explain to me why Columbus OH
STILL hasnrsquot gotten LTE coverage yet Do you know how manycustomers you are losingrdquo ndash Tone_Capone Columbus OH
ldquoI am very disappointed with Sprint still have no consistent 3g4g is spotty at best in most areasfriend has lte with tmobile
alreadyrdquo ndash JK2011till Boca Raton FL
NEGATIVE NETWORK 13 Negative conversation surrounding the Sprintnetwork consisted of customers complaining aboutdropped service and outages There was no changein conversation from the previous announcementNegative Network conversation was more than four timesas common as Positive Network conversation Peopleremained annoyed and angry over dropped service or noservice at all despite LTE expansions
Verbatims ldquoSprint has the worst service everrdquo ndash Nancy_Z93 Unknown
ldquoSprint have service in the weirdest placesrdquondash Simply_Me55 Unknown
ldquoSprint proved to be the worst service possible tonightrdquo
ndash nancyeldred California
ldquoHaving BAD Service Sprint at the moment Cannot call
anybodyrdquo ndash JamieTaylor610 Valencia CA
NEGATIVE CUSTOMER SERVICE 8 Negative Customer Service conversation consistedof people expressing frustrations over the poorservice and assistance they received from Sprint
Customer service conversation during the time of the July30th announcement was very similar to that of the June17th announcement Sprint customers continued to beangered by poor customer service online over the phoneand in-store
Verbatims ldquoJust experienced the worst customer service Irsquove had on threecontinents by sprint - absolutely disgusted Got Sprint Irsquod
cancel it nowrdquo ndash DKesslerPhoto Indianapolis IN
ldquosprint customer service representatives manwhere the helldo they find these idiots 40minuteslater problemsolvedrdquo
ndash OneLoveRissa Unknown
ldquosprintcare The service is horrible and it seem like sprint is
only worried about the money and not da satisfaction of thecustomerrdquo ndash Sayit_aintTone Unknown
ldquoI have to say I am very disappointed with sprint customerservice at the store in Miami on Kendall Not happy right
nowrdquo ndash Lalisiluscious Miami FL
Note Percentages may not add to 100 due to rounding
Mentions are posts which contain discussion of Sprint keywords Messaging conversation contains posts about the Sprint 4G LTE service
and related announcements Network conversation contains posts about the Sprint network and coverage unrelated to 4G LTE service
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 73013 ndash 8613 Mentions 31585
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 1028
PART IICOMPETITIVEANALYSIS
2713 ndash 8613
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 1128
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
11
PART II COMPETITIVE ANALYSIS
Note Percentages may not add to 100 due to rounding Superscript percentages refer to change in share of voice in comparison
to the baseline f rom 121612 through 61613 Mentions are posts which contain discussion of Sprint ATampT and T-Mobile keywords
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 73013 ndash 8613
Volume 25644 posts
Volume 31585 posts
Volume 32991 posts
T-MOBILE REMAINED THE MOST POSITIVEBRAND SEEING PROLONGED POSITIVECONVERSATION FROM ITS IPHONE RELEASE
AND NEW EXCITEMENT SURROUNDING ITSCOMMERCIALS
bull T-Mobile also saw the highest buzz when compared toSprint and ATampT however the majority of the differencewas due to the Bill Hader T-Mobile commercials whichcaused buzz from current and non-customers
bull Negative T-Mobile conversation increased during thistime as its campaign Hate2Wait while a positive pushfor the company also instigated negative conversationfrom frustrated customers because they were still waitingfor T-Mobile upgrades
ATampT AND SPRINT BOTH ANNOUNCED 4GLTE NETWORK EXPANSIONS AND WHILESPRINT GENERATED SLIGHTLY MORE BUZZ
BY RELEASING TO MORE CITIES ATampTGARNERED EQUAL POSITIVE SENTIMENT AND A BETTER BUZZ PER CAPITA
bull ATampT released separate press releases that individuallyhighlighted the markets receiving updates while Sprintreleased one that failed to individually reference marketsin the title and a limited amount in Tweets posted
bull Sprint and ATampT saw similar sentiment around theirannouncements While Sprint struggled to generate highlevels of buzz per capita the overall sentiment generatedwas similar to that of ATampT as levels of excitement about
LTE were synonymous across the carriers
58 (+18)14 (-25)28 (+7)
45 (+8)26 (-6)29 (-2)
20(+14)16 (-15)64 (0)
POSITIVE NEUTRAL NEGATIVE
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 1228
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
12
PART II COMPETITIVE ANALYSIS
POSITIVE 29
bull Close to one-third of all positiveconversation surrounding ATampT wasrelated to its announcement on July31st and the excitement around thenew markets
bull Discussion of the phones used onthe ATampT network were discussedoften most notably the iPhone 5People also discussed the GoPhoneand Prepaid options available
bull On August 1st JD Powerannounced that ATampT rankedthe highest for customer servicesatisfaction of Wireless carriers
This announcement made up 9of conversation on the day theannouncement was made and 15on the day after
Verbatims ldquoATampT Debuts 4G LTE in Charlestonhttptcoj6AMsmtndY wsazrdquondash wsazjedwards Carleston WV
ldquoATampT receives JD Power award forwireless customer service 1 babyrdquondash aClaireSchwartz Orlando FL
ldquoGotta love coming into work tonew found LTE coverage Thank you
ATampTrdquo ndash joekorzo NJ
ldquoI love great customer service Theguy from ATampT was so helpful (AndIrsquom pretty sure he was Texan basedon his accent) just sayinnn TXrdquondash alyssarizavi TX
NEUTRAL 26
bull The majority of neutral conversationsurrounding ATampT was generatedby people sharing articles or blogsdiscussing news announcements
bull People commonly shared theannouncement that Starbuckswould be switching from ATampT toGoogle as their WiFi provider
bull ATampT also generated a significantamount of buzz around differentcustomer-friendly promotionsthey were starting like phonereplacements and study abroaddiscounts
Verbatims
ldquoStarbucks replaces ATampT withGoogle as its in-store WiFi providerhttptcovzb0Ty0YZ8rdquondash ForbesTech Worldwide
ldquoRT AndroidPolice ATampT Galaxy SIII Finally Getting ldquoPremium SuiterdquoMulti-Window OTA Update Android412 (Build UCDMG2)ndash RichB0yMarty Stamford CT
ldquoRT scrappinmichele Safe Mobile
WiFi For Families - ATampT Unite via Techmama httptcoVDEUgNz1ozrdquondash techmama Silicon Valley CA
ldquoATampT T-Mobile Verizon MoveForward With Isis Mobile PaymentPlan Isis will support the iPhohttptco2d5QOf industry newsrdquondash KarenKinnaman Redding CA
NEGATIVE 45
bull Like most wireless carriers ATampTrsquosnegative conversation was mostnotably generated by peoplecomplaining about their droppedcalls and poor service
bull During this time period there werehigher than normal complaintsaround ldquospotty servicerdquo which werelater announced to be caused byupgrades across ATampT
bull Despite winning the customerservice satisfaction award from JDPower ATampT still experienced a largevolume of customer service-relatedcomplaints which is typical for anybrand across social media
Verbatims ldquoATTCustomerCare 28 days stillno service Irsquom starting to doubt ifUverse actually exists ATTrdquondash DaveMacQueen1 Charleston SC
ldquoI really hate my ATampT servicerdquondash DniseSonnenberg HuntingtonBeach CA
ldquoI canrsquot wait until my contract
with ATT is up Theyrsquore so rudeand unhelpful neveragain ATTnothappyrdquondash withaK27 Stillwater OK
ldquoATampT has horrible customer servicetoday I wanna screamrdquondash ashxlee_ Unknown
Note Percentages may not add to 100 due to rounding
Superscript percentages refer to change in share of voice in comparison to the baseline from 121612 through 61613
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 73013 ndash 8613 Mentions 25644 posts
ATampT saw a more significant spike in positive sentiment than Sprint on the days of their respectiveannouncements however Sprint was able to hold on to the surge in positive sentiment longer than everyoneelse Though Sprint did not see as drastic a change in positive sentiment as ATampT and while Sprint also returned back tonegative it was able to maintain a consistent positive sentiment longer than ATampT did
POSITIVE NEUTRAL NEGATIVE
45 (+8)26 (-6)29 (-2)
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 1328
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
13
PART II COMPETITIVE ANALYSIS
POSITIVE 64
bull Conversation surrounding T-Mobileremained consistently positive andtwice as positive in comparison tothe other mobile carriers analyzed
bull T-Mobilersquos new commercials with BillHader also began to drive significantpositve buzz People expressedhow hillarious he is and how theywould like to see more
bull People also shared announcementsthat T-Mobile expects LTE in 90 oftop 25 markets by yearrsquos end Themarkets that already had LTE serviceexpressed satisfaction over theirnew faster network
Verbatims ldquo4G LTE is the best Thanks T-Mobilerdquondash Arnold0rtega NJ
ldquoI love these new Bill Hader T-Mobilecommercials They are funny amp realIrsquove gotten a new phone just find outabout a newer versionrdquondash ChrisWCox17 Oklahoma City OK
ldquoT-Mobile expects 2x10MHz LTE in90 of top 25 markets by yearrsquos endandroid httptcoqTvJa70CIErdquondash PaulFrenzel Unknown
ldquoI love the T Mobile commercial Itnever fails to crack me uprdquondash martinezk_ Dalton NY
NEUTRAL 16
bull Neutral conversation surrounding T-Mobile was a small percentage ofconversation as no overwhelminglylarge announcement occurredduring the time period
bull The majority of neutral conversationcame from the sharing of articlesand announcements relating to newdevices becoming available on thenetwork
bull Though it occurred in March theiPhone availability on T-Mobilecontinued to drive conversationincluding news articles claimingthat the iPhone saved T-Mobile fromlosing hundreds of thousands ofcustomers
Verbatims ldquoRT SebastienPage Study findslanding the iPhone saved T-Mobilefrom losing at least 300000customers httptcoJbYosfJb3Mrdquondash AnthonyEsposito Pheonix AZ
ldquoLG Optimus F3 arriving at T-Mobilewith 4G LTE via slashgear httptcoyvPSHebymxrdquo
ndash glass_lane Los Altos CA
ldquoT-Mobile wonrsquot sell Moto X instores customers will have to buydirect from Motorola httptco FDmSj3OcyB techrdquondash Champagnie Redmond WA
NEGATIVE 20
bull Negative sentiment surrounding T-Mobile continued to be less thanhalf of Sprint and ATampT though itcontinued to increase driven bycomplaints with LTE coverage
bull T-Mobile launched a campaign topromote flexible contracts calledHate2Wait While it was designedfor customers to share why theyhated to wait on other carrierssome used it as a way to complainabout T-Mobile
bull As is common across all mobilecarriers the majority of negativeconversation was still generated bypeople complaining about the poorservice they received
Verbatims ldquoTMobile been waiting for an hrfor network to work on my phoneso now my phone is dying and it willnot charge right ( Hate2Waitrdquo ndash cindee_ruby_oh Unknown
ldquoI Hate2Wait because TMobile ismaking me Irsquove been a customersince 1999 and getting Hosedrdquo
ndash ItsEkinsAgain Unknown
ldquoTMobile sucks sick of theservice and my phones breakingletsswitchalreadyrdquo ndash breckanbryn Unknown
ldquoTmobile I hate you I never haveservicerdquo ndash dereiont_ TX
T-Mobile on the whole exhibited less strategic focus around network announcements in social media thanSprint and ATampT Despite their lack of marketing priority around said announcements T-Mobilersquos recent brand buildinginvestments are clearly showing dividends as it relates to driving positive sentiment for the brand The iPhone 5 despitebeing released in March was salso a driver of positive sentiment
Note Percentages may not add to 100 due to rounding
Superscript percentages refer to change in share of voice in comparison to the baseline from 121612 through 61613
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 73013 ndash 8613 Mentions 32991 posts
20(+14)16 (-15)64 (0)
POSITIVE NEUTRAL NEGATIVE
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 1428
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
14
ATampT ATampT ATampT SPRINT T983085MOBILE SPRINT SPRINT T983085MOBILE
DATE 22513 73113 41013 61713 1813 41813 73013 72513
SUCCESS INDEX 281 275 119 51 30 27 17 03
NUMBER OF NEW MARKETS 6 10 11 22 10 21 41 15
PART II COMPETITIVE ANALYSISTHE ANNOUNCEMENT SUCCESS INDEX
The Announcement Success Index compares the total population of markets in the selected announcements to the totalbuzz that occurred on the announcement day We analyzed the two most discussed announcements on social media forSprint ATampT and T-Mobile Also included were the most recent announcements for Sprint and ATampT
While 11 cities received 4G LTE on April 10th ATampT announced 77 markets that would receive LTE over the summer
72513
1813
41013
41813 73013
7311322513
30
25
20
15
10
05
10 20 30 40 500
6 cities10 cities
11 cities
10 cities
15 cities
21 cities 41cities
KEY
S U C C E S S I N D E X
NUMBER OF NEW MARKETS
6171322 cities
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 1528
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
15
ATampTrsquoS ANNOUNCEMENT STRATEGYCONSISTENTLY GENERATED A HIGHER BUZZPER CAPITA THAN SPRINT BY RELEASINGTO LESS CITIES AT ONCEATampTrsquos Success Indicies are more than double the indicies ofthe compared announcements While the populations forSprintrsquos announcement cities was almost seven times morethan the ATampT announcement populations the buzz percapital was a fraction of ATampTrsquos
Typically ATampT announced to half of the cities that Sprintdid and when ATampT did group their announcement with anannouncement for 77 upcoming LTE markets (April 10th)their buzz per capita struggled
ATampT CREATED MULTIPLE PRESS RELEASESFOR THEIR LTE EXPANSIONS IN AN EFFORTTO BETTER DISTRIBUTE NEWS AND TARGETSPECIFIC MARKETS
The July 31st 2013 announcement surrounding 4G LTE
expanding to 10 cities consisted of unique press releasesfor each city The localized press releases that specificallymentioned each market in the title were able to generatemore awareness and buzz within these specific marketsbut did not generate comparable overall buzz to SprintrsquosJuly 30th announcement
SPRINTrsquoS MOST RECENT ANNOUNCEMENTHAD A LOW SUCCESS INDEX AS IT DIDNOT HIGHLIGHT EACH MARKET TO DRIVE
AWARENESS This announcement on July 30th saw the second lowestAnnouncement Success Index So while the populationwas four times larger than their most recent announcementto date it did not reap them any incremental benefit aboveand beyond ATampTrsquos buzz levels (eg national scale did notyield greater volume) Coupling 41 different cities togetherwithin one announcement had an adverse effect onSprintrsquos buzz per capita
CUSTOMIZED HASHTAGS ARE MOREEFFECTIVE FOR BRAND PROMOTION THANGENERIC ONESDuring the reporting period Sprint embraced 4GLTEto help distribute news and messaging surrouding theirnetwork updates The hashtag received respectable pickup during the seven day period Unfortunately only 36of those hashtag uses had anything to do with Sprint Thisstems from the fact that Sprint chose to latch on to an
already existing hashtag with organic use behind it ratherthan customizing the hashtag to include their brand name
ldquoOur 4GLTE now is in 151 cities nationwide includingNashville Philadelphia and Oakland httpbitly11s5V2A rdquondash Sprint
ATampTrsquoS ATTEMPT TO USE EMPLOYEES TOGENERATE ANNOUNCEMENT BUZZ HASBEEN LARGELY SUCCESSFULATampT has traditionally pushed its employees to use
the hashtag ATTEmployee to promote variious brandefforts The hashtag was used 1077 times during July10 of which related directly to the brandrsquos 4G LTEannouncements
ldquoNationrsquos fastest network Check Most reliable Check
httptcoAzDVDzkLqF ATTemployeerdquo ndash bklein34
SPRINT WAS MORE SUCCESSFUL ATDRIVING TWITTER ENGAGEMENT WITHTHEIR OFFICIAL HANDLE THAN ATampT
For their most recent announcement Sprint posted one Tweet promoting their press release which garnered 22Retweets and 13 favorites while ATT did not share theirannouncement at all
ldquoOur 4GLTE now is in 151 cities nationwide includingNashville Philadelphia and Oakland httpbitly1rdquo ndash Sprint
PART II COMPETITIVE ANALYSIS
ldquo
ldquo
ANNOUNCEMENT SUCCESS IS A GAME OF REGIONAL QUALITY NOT NATIONAL QUANTITYWhile ATampT generated less overall volume of conversation than Sprint for their July 31st announcement the competitivecarrier showed impressive performance when it came to localized engagement around their announcements (as definedby the buzz per capita index) Similar to the social marketing trend toward engaged users versus sheer number of fans
driving regional (rather than national) engagement around announcements is a critical metric for success
ldquo
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 1628
PART IIIVOLUME OVERTIME ANALYSIS
2613 ndash 8613
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 1728
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
17
0
10
20
30
40
50
2 7
1 3
2 1 4
1 3
2 2 1
1 3
2 2 8
1 3
3 7
1 3
3 1 4
1 3
3 2 1
1 3
3 2 8
1 3
4 4 1 3
4 1 1
1 3
4 1 8
1 3
4 2 5
1 3
5 2 1 3
5 9 1 3
5 1 6
1 3
5 2 3
1 3
5 3 0
1 3
6 6 1 3
6 1 3
1 3
6 2 0
1 3
6 2 7
1 3
7 4 1 3
7 1 1
1 3
7 1 8
1 3
7 2 5
1 3
8 1 1 3
MIAMI NETWORK BUZZ OVER TIME
Mentions are posts which contain mentions of Sprint 4G LTE service or announcements within Miami
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 2713 ndash 8613 Mentions 844 posts
After the announcement of 4G LTE in Miami it was expected that Sprint conversation inthe market would shift back to negative in sentiment However from the day of the launchof the network advances through August 6th conversation in Miami surrounding Sprint
remained largely positive While negative sentiment began to increase slightly mid-July itincreased at a slower rate than is typical and conversation remained above 60 positive innature
Sprintrsquos announcement in Miami generated the most sustained positive conversation out of any marketanalyzed Contrary to what is typical for most markets conversation relating to Sprintrsquos announcement remainedpositive for a much longer time period in Miami After close to two months conversation was still significantly morepositive than negative within Miami Florida though negative conversation did begin to increase after about a month of
time passed Positive sentiment surrounding Sprint in Miami remained over 90 positive until the end of July as 4G LTEadvancements in the Miami area saw limited outages or issues especially when compared to trouble markets like Chicagoand Los Angeles
POSITIVE 61 NEUTRAL 17 NEGATIVE 22
ldquo ldquoITrsquoS HAPPENED SPRINT LTE IS IN MIAMI THANK THENETWORK GODSrdquo ndash csbellina
Sprint turned on LTE in Tampa amp Miami today AnyiPhone 5 Sprint users that can attest to the speedsrdquondash stephenrobles
0
50
100
150
200
250
2 7
1 3
2 1 4
1 3
2 2 1
1 3
2 2 8
1 3
3 7
1 3
3 1 4
1 3
3 2 1
1 3
3 2 8
1 3
4 4 1 3
4 1 1
1 3
4 1 8
1 3
4 2 5
1 3
5 2 1 3
5 9 1 3
5 1 6
1 3
5 2 3
1 3
5 3 0
1 3
6 6 1 3
6 1 3
1 3
6 2 0
1 3
6 2 7
1 3
7 4 1 3
7 1 1
1 3
7 1 8
1 3
7 2 5
1 3
8 1 1 3
909lt1
ldquo Sprint continues to expand its 4G LTE coverage Miamiin tow httptcohrFewrJ25Frdquo ndash InnovationTu ldquo Welcome to Miami Sprint LTE httptco
OGPxsM4AUTrdquo ndash thegraviator
SPRINT SUSTAINED POSITIVE SENTIMENT LONG AFTERTHE JUNE 17TH ANNOUNCEMENT61713 ndash 8613
94 2 4
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 1828
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
18
0
50
100
150
200
250
300
350
2 7
1 3
2 1 4
1 3
2 2 1
1 3
2 2 8
1 3
3 7
1 3
3 1 4
1 3
3 2 1
1 3
3 2 8
1 3
4 4
1 3
4 1 1
1 3
4 1 8
1 3
4 2 5
1 3
5 2
1 3
5 9
1 3
5 1 6
1 3
5 2 3
1 3
5 3 0
1 3
6 6
1 3
6 1 3
1 3
6 2 0
1 3
6 2 7
1 3
7 4
1 3
7 1 1
1 3
7 1 8
1 3
7 2 5
1 3
8 1
1 3
BROOKLYNBRONX NETWORK BUZZ OVER TIME
Mentions are posts which contain mentions of Sprint 4G LTE service or announcements within The Bronx and Brooklyn NY
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 2713 ndash 8613 Mentions 1038 posts
Sprintrsquos BronxBrooklyn teaser was successful in driving buzz prior to the actual launch of 4G LTE in the twomarkets On July 24th Sprint released a press release stating that in less than a week 4G LTE will be turned on in thetwo locations driving conversation that was eight times higher than conversation on the actual launch date This teaserincreased positive conversation in these locations about Sprint and was able to sustain this positive conversation through
the announcement and the week following
SPRINT ANNOUNCES THAT LTE WILL BE LIVE IN THE BRONX AND BROOKLYN72413
SPRINT TURNS UP 4G LTE IN 41 MORE LOCATIONS73013
1
The announcement stating that 4G LTE service would become available in the Bronx and Brooklyn generatedsignificantly more buzz than the actual day that the service was turned on Leading up to the announcementpositive sentiment surrounding Sprint in the Bronx and Brooklyn was less than 50 Once the press release wasshared positive sentiment increased to two-thirds of Bronx and Brooklyn conversation
2Sprint turned on LTE in the Bronx and Brooklyn on July 30th The date that the service was turned ondid not generate significant buzz in comparison to the teaser that it would be coming By releasing theteaser announcement as a press release Sprint cannibalized the buzz that would have come on the actualannouncement day Sprint also failed to highlight the Bronx adn Brooklyn on the day of the announcement byhiding the two cities within the larger press release with the additional 39 markets
POSITIVE 58 NEUTRAL 35 NEGATIVE 7
ldquo ldquo4G LTE in Brooklyn now finally Sprint sheeshrdquo ndash powderican
Finally LTE for Sprint launched in the Bronx todayrdquondash iRawriLaugh
0
10
20
30
40
50
2
7 1 3
2 1 4
1 3
2 2 1
1 3
2 2 8
1 3
3
7 1 3
3 1 4
1 3
3 2 1
1 3
3 2 8
1 3
4
4 1 3
4 1 1
1 3
4 1 8
1 3
4 2 5
1 3
5
2 1 3
5
9 1 3
5 1 6
1 3
5 2 3
1 3
5 3 0
1 3
6
6 1 3
6 1 3
1 3
6 2 0
1 3
6 2 7
1 3
7
4 1 3
7 1 1
1 3
7 1 8
1 3
7 2 5
1 3
8
1 1 3
2
1
6733lt1
6138lt1
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 1928
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
19
0
20
40
60
80
100
2 7
1 3
2 1 4 1 3
2 2 1 1 3
2 2 8 1 3
3 7
1 3
3 1 4 1 3
3 2 1 1 3
3 2 8 1 3
4 4 1 3
4 1 1 1 3
4 1 8 1 3
4 2 5
1 3
5 2 1 3
5 9 1 3
5 1 6 1 3
5 2 3 1 3
5 3 0 1 3
6 6 1 3
6 1 3 1 3
6 2 0 1 3
6 2 7
1 3
7 4 1 3
7 1 1 1 3
7 1 8 1 3
7 2 5
1 3
8 1 1 3
SPRINT TURNS UP 4G LTE IN 41 MORE LOCATIONS73013
PHILADELPHIA NETWORK BUZZ OVER TIME
Mentions are posts which contain mentions of Sprint 4G LTE service or announcements within Philadelphia
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 2713 ndash 8613 Mentions 563 posts
1
Sprintrsquos announcement in Philadelphia was the least successful at driving positive sentiment when compared tothe other markets analyzed The day of the announcement generated only 50 positive sentiment within Philadelphiahowever like the other markets negative sentiment remained minimal After the announcement positive sentimentstayed consistently around 50 while negative sentiment slowly increased as people became frustrated or experienced
problems with LTE
Philadelphia was the second largest city to receive 4G LTE and 3G improvements on July 30th The citygenerated about half of the network buzz that the Bronx and Brooklyn did over the same time period but onthe day of the actual announcement Philadelphia saw three times as much buzz as the two New York citiesBecause Philadelphia did not have a teaser announcement like the Bronx and Brooklyn when LTE was turnedon it was the first people in the city heard of the enhancements The launch of LTE service in Philadelphia
was not locally covered within the city and only saw mentions by larger publications that discussed theannouncement at large If the Philadelphia announcement was localized similar to ATampTrsquos the city would havegenerated more significant buzz
1
POSITIVE 58 NEUTRAL 27 NEGATIVE 15
ldquo ldquoOh Yessss gtgtgt Sprint extends LTE coverage to 41 newmarkets - New markets in Philadelphia Portland Oreand Oak httptcoVGmmc5HFazrdquo ndash ronstew
LOLsprint LTE in Philadelphia was supposed to becompleted by this past January Irsquom so glad I switchedto TMobilerdquo ndash ricankng787
ldquo ldquoEnjoying the great 4G LTE speeds from Sprint niceto see speeds like this sprintLTE sprint httptco j290tVjZeFrdquo ndash steven_2320
Mine sucks tho RT SimplyCecilia RT sprint Our 4GLTE now is in 151 cities nationwide includingNashville Philadelphia and Oaklandrdquo ndash b_eternal757
0
10
20
30
40
2 7
1 3
2 1 4
1 3
2 2 1
1 3
2 2 8
1 3
3 7
1 3
3 1 4
1 3
3 2 1
1 3
3 2 8
1 3
4 4
1 3
4 1 1
1 3
4 1 8
1 3
4 2 5
1 3
5 2
1 3
5 9
1 3
5 1 6
1 3
5 2 3
1 3
5 3 0
1 3
6 6
1 3
6 1 3
1 3
6 2 0
1 3
6 2 7
1 3
7 4
1 3
7 1 1
1 3
7 1 8
1 3
7 2 5
1 3
8 1
1 3
51463
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BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
20
0
10
20
30
40
50
60
70
2 7 1 3
2 1 4
1 3
2 2 1
1 3
2 2 8
1 3
3 7 1 3
3 1 4
1 3
3 2 1
1 3
3 2 8
1 3
4 4 1 3
4 1 1
1 3
4 1 8
1 3
4 2 5
1 3
5 2 1 3
5 9 1 3
5 1 6
1 3
5 2 3
1 3
5 3 0
1 3
6 6 1 3
6 1 3
1 3
6 2 0
1 3
6 2 7
1 3
7 4 1 3
7 1 1
1 3
7 1 8
1 3
7 2 5
1 3
8 1 1 3
ADDITIONAL CITIES NETWORK BUZZ OVER TIME
Note Percentages may not add to 100 due to rounding
Mentions are posts which contain mentions of Sprint 4G LTE service or announcements within the 20 highest population cities
Tulsa OK bull Oakland CA bull Laredo TX bull Durham N C bull Fayetteville NC bull Brownsville TX bull Fort L auderdale FL bull
Springfeld MA bull Salinas CA bull Pompano B each FL bull Flint MI bull Palm Coast FL bull Deerfeld Beach FL bull Harlingen T X bull
Jackson TN bull Daytona Beach FL bull Rocky Mount NC bull Ocala FL bull Port Charlotte FL bull Saginaw MI
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 2713 ndash 8613 Mentions 980 posts
The top 20 cities based on population within the July 30th announcement generated consistent spikes inconversation due to announcements in other markets Due to announcement markets being spread out across thecountry some of their neighboring markets had previously been a part of Sprint 4G LTE announcements These marketssaw spikes in conversation due to past announcements as customers discussed envy over their neighbors networks
The additional cities analyzed were the 20 cities in the announcement with the highest populations
SPRINT TURNS UP 4G LTE IN 41 MORE LOCATIONS73013
1
Conversation regarding the LTE announcements in these 20 cities waned in comparison to the Bronx andBrooklyn and Philadelphia People in these cities Retweeted the Sprint press releases and different newspublications announcing the markets Half of the conversation during the time of the announcement consistedof link sharing while 20 referenced Sprint On the day of the announcement positive sentiment morethan doubled while negative sentiment remained consistent Sprintrsquos SF Twitter handle Sprint4GLTE_SF was
unsuccessful at increasing buzz during this announcement which included Oakland CA a Bay Area city
ldquo ldquo About time ldquosprint Our 4GLTE now is in 151 citiesnationwide including Nashville Philadelphia andOakland httptcoZrEYTJKnOrdquo ndash hodariToure_PhD
My friends sprint launched 4G LTE in OaklandFremont and Hayward today what what ccSprint4GLTE_SFrdquo ndash Menace
1
POSITIVE 49 NEUTRAL 20 NEGATIVE 6
74206
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PART IVSPRINT INFLUENCERS
73013 ndash 8613
8132019 Sprint July Announcement 8 14
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8132019 Sprint July Announcement 8 14
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BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
23
RECOMMENDATIONS
8132019 Sprint July Announcement 8 14
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BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
24
RECOMMENDATION INTRO
RECOMMENDATION 1
All of the recommendations are designed toaccomplish three objectives
1 Amplify Sprintrsquos 4G LTE announcements
2 Gain Share of (4G LTE) Voice from competitors
3 Decrease negative sentiment toward Sprint acrossthe social web
OBSERVATIONATampT generates a significant amount of local press usingindividual announcements for each market These hitsare sharedpicked up not just by local media outletsbut also larger tech influencers We noticed with the right
rollout and executions this led to announcements beingdistributed on larger media sites like WSJcom
New markets are launched frequently (almost every week)which also sustains LTE conversation
ACTIONAnnouncement strategies should cater to local marketsSprint should create localized content as a ldquomodernrdquosupplement to press releases Video and infographiccontent is particularly effective (see content suggestionson Pg 29) To sustain conversation markets should be
announced with greater frequency
THE FOLLOWING RECOMMENDATIONS WERE DERIVED FROM THE SPRINT BASELINE ampJUNE ANNOUNCEMENT ANALYSIS AND THROUGH AN IN DEPTH AUDIT OF COMPETITORrsquoS4G LTE ANNOUNCEMENTS OVER THE SAME TIME PERIOD
LOCALIZED ANNOUNCEMENT STRATEGYSustain 4G LTE coverage conversation using a localized announcement strategy that leverages market specificpress releases and content
It is important to note that there are two analyses for thisassignment and that this report establishes a baselinecontext and a first look at the June announcementsWith more intelligence in the second report on the Juneannouncements as well as an additional set of data theserecommendations may gain greater focus and evolve
CONSIDERATIONWe understand that localizing and increasing the frequencyof the network coverage announcements requiresadditional output and resources however given Sprintrsquoschallenger position (in terms of number of markets with 4G
LTE coverage and share of voice on social) this approachcould create a valuable ROI
8132019 Sprint July Announcement 8 14
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BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
25
RECOMMENDATION 2
OBSERVATION4G LTE announcements produce a short and sharp spikein conversation the day of then diminish during the daysfollowing as can in the 24 markets analyzed (See analyticsspike analysis Pg 19ndash23)
ACTION ITEM 1Prolong the spike in conversation using social contentand promoted posts designed to amplify 4G LTE chatterCreate hashtags that encourage people to participate in4G LTE announcement conversation
Ex ldquoToday Chicago became the 60th 4GLTE city Retweetif you love the speed of your SprintLTE devicerdquo
ACTION ITEM 2Use 4G LTE devices to take short videos of 4G LTE in actionin new markets
Ex Downloading a movie trailer in LA
LTE CONTENT STRATEGY4G LTE conversation spikes will last longer if a content strategy was applied to the announcements
ACTION ITEM 3Engage social following with giveaways that amplifythe LTE announcements Collect data and push dealsto people during the entry process
Ex Click on the map on the SprintLTE city you wouldlike to visit
CONSIDERATIONSprint has experimented with different content outputsFor example a video was created documenting theprogress in Chicago on the 4G LTE build out That localtouch is crucial and should be more than a reactive tactic
based on customer feedback Sprint should championthis as a proactive communications strategy Additionallyinfographics work well as dynamic and shareable socialcontent The interactive network map that exists onSprintrsquos website serves a specific purpose but does notlead to sharable social behavior Inforgraphics could becreated either ahead of a market launch or in conjunctionwith one The infographic could outline the coverage areaarticulate the benefits of Sprintrsquos 4G LTE approach or even
just leverage a thematic representation of a given market(eg Golden Gate Bridge Searrsquos Tower etc)
RECOMMENDATION 3
OBSERVATIONRight before the LA launch some details were uncoveredby an Engadget editor who wrote a speculative piece
about the 4G LTE roll out This coverage generated asignificant amount of conversation before the launchthat occurred several weeks later (Reference Report Pg 21)
ACTION ITEM 1In order to create pre-buzz Sprint should considerannouncing 4G LTE cities in groups 2 weeks beforeturning on the switch On the day of launch a localizedrelease with supplementary content should be sharedon Sprint channels
ldquoTEASINGrdquo STRATEGYBy releasing some information about 4G LTE launches Sprint will garner significant pre-buzz that will help buildexcitement for the actual roll out
ACTION ITEM 2Use posts to help build anticipation for 4G LTE rolloutsFor example share Tweets that ask the community to
guess which city is next to receive 4G LTE from a fewoptions Provide hints that will generate conversationand buzz before the official announcement
ACTION ITEM 3Leverage tech influencers to promote SprintLTE in localmarkets by engaging with them before their area officiallyreceives LTE coverage
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BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
26
RECOMMENDATION 4TARGET CONVERSATIONSMost people do not like their wireless carrier and are pretty vocal about it By using promoted TweetsSprint can target these conversations and put offers in front of these unhappy customers encouragingthem to switch networks
OBSERVATIONVerizon seems to be targeting negative conversation that includes their competitors with promoted Tweets
The messaging could vary based on the issue at hand be it device related network related or otherwise
RECOMMENDATION 5
OBSERVATIONNew device announcements are a huge driver of 4GLTE conversation T-Mobile saw significant volume andlongevity related to iPhone 5 announcement (ReferenceReport Pg 12)
LEVERAGE DEVICE ANNOUNCEMENTS
By leveraging new device announcements Sprint can raise awareness for new 4G LTE markets and gain share ofvoice
ACTIONCreate more content featuring 4G LTE enabled devicesand insert 4G LTE expansion info into new device releases
NEXT STEPSTHE NEXT REPORT WILL INCLUDE
1 Further analysis on the June 17th announcements
2 New insights from July announcements
3 More analysis on ATampTrsquos localized announcement strategy
4 Additional recommendations based on additional data input
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BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
27
APPENDIX
Note conversation on the brand pages occurred on blogs and forums
that are a part of the sites including customer service and FAQ pages
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 73013 ndash 8613 Mentions 31585 posts
Sprint ATampT and T-Mobile generated the majority of their conversation across Twitter though forums andblogs made up 10-20 of conversation While Sprintrsquos top source was its own website the two competitorsrsquo topsource was callercom
TWITTER 78
FORUMS 12
BLOGS 5
FACEBOOK lt1
NEWS 4
COMMENTS lt1
TWITTER 77
FORUMS 8
BLOGS 8
FACEBOOK lt1
NEWS 6
COMMENTS lt1
TWITTER 85
FORUMS 7
BLOGS 5
FACEBOOK lt1
NEWS 3
COMMENTS lt1
Top Blogs News and Forums
SPRINTCOM 2900
AD983085HOC983085NEWSDE 166
BLOGSPOTCOM 161
YAHOOCOM 150
SPRINTUSERSCOM 136
REDDITCOM 126
STLOUISNEWSNET 118
Top Blogs News and Forums
CALLERCOM 333
ATTCOM 255
YAHOOCOM 222
REDDITCOM 191
MACRUMORSCOM 172
WPCENTRALCOM 156
BLOGSPOTCOM 135
Top Blogs News and Forums
CALLERCOM 370
REDDITCOM 223
WPCENTRALCOM 169
YAHOOCOM 156
MACRUMORSCOM 149
ANDROIDFORUMSCOM 117
CRACKBERRYCOM 107
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8132019 Sprint July Announcement 8 14
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PART IJULY ANNOUNCEMENTANALYSIS
73013 ndash 8613
8132019 Sprint July Announcement 8 14
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BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
6
PART I SPRINT DRIVERS OF SENTIMENTSprintrsquos July announcement of 4G LTE saw an increase in Positive Messaging conversation but failed to out-weigh the consistent complaints with the carrier as a whole While 4G LTE expanded to new markets Negative Net-work conversation still generated close to two times as much buzz as Positive Messaging Neutral conversation decreasedby 25 as there were no major announcements or acquisitions that caused the spike in Neutral during the last announce-
ment Sprintrsquos Q2 earningrsquos release failed to garner significant buzz but did make up the majority of Neutral conversation
On the day of the new announcement Positive Messaging conversation spiked to a high of 25 of total Sprintconversation Over the course of the week Positive Messaging conversation decreased in volume as excitement dieddown but could have been maintained if Sprint continued to promote the news in the days following the actual launch
Messaging conversation contains posts about the Sprint 4G LTE service and related announcements
Network conversation contains posts about the Sprint network and coverage unrelated to 4G LTE service
Note Percentages may not add to 100 due to rounding Superscript percentages refer to change in share of voice
in comparison to the baseline from 121612 through 61613 Mentions are posts which contain discussion of Sprint keywords
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 73013 ndash 8613
3 +0 POSITIVE NETWORK
7 +4 POSITIVE MESSAGING
5 +4 NEGATIVE MESSAGING
Positive Volume
8844 posts
Neutral Sprint MessagingPR Volume
4422 posts
Negative Volume
18319 posts
9+4 NEGATIVE PRICE
8 +2 NEGATIVE CUSTOMER SERVICE
28
Positive+7
14
Neutral-25
58
Negative+18
1 +1 POSITIVE PRICE
17 +2
Total Mentions 31585 posts
23 +8 NEGATIVE GENERAL
POSITIVE GENERAL
Top 3 drivers (total volume)
13 -1 NEGATIVE NETWORK
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BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
7
PART I SPRINT DRIVERS OF SENTIMENTPOSITIVE GENERAL 17 Positive General conversation was generated byposts discussing Sprint as a brand in a broad mannerGeneral sentiment surrounding Sprint continued to
produce the highest amount of positive conversation afterthe July 30th announcement Conversation consisted ofpeople discussing their Sprint phones that they plan toswitch to Sprint or that they had positive experiences withthe Sprint brand Conversation surrounding excitementabout new devices and sustainability caused a slightincrease in Positive General conversation from the baseline
Verbatims ldquoSooo Irsquom picking up my IPhone tomorrow from sprint Yayrdquo
ndash HarleySue99 Unknown
ldquoIrsquom about to disconnect my phone and just go to sprintrdquondash melyyyxo Unknown
ldquoI love sprint for all the discounts imma receive I need a new phone and a upgrade on themall -)rdquo
ndash mzwhitfield02 Unknown
ldquoThanks sprint for unlocking my Iphone for free for my trip
to Thailand Now I get to call home and talk to my family whileIrsquom away ndash Stormented Albine TX
POSITIVE PRICE 1
Positive Price conversation discussed the affordabilityof Sprint contracts This category continued to be aminimal part of Sprint conversation generating 1 of buzzPeople discussed the unlimited data plans low contractprices or that Sprint helped them with their bills
Verbatims ldquoPhone billed paid for the month I can deal with that Thanks
sprint goodlookingoutrdquo ndash itsjameshayes Unknown
ldquoSprint amp Verizon have cell plans w UNLIMITED talk (toanyone) text amp data Switching means no extra charges Nomore ATampT billing issuesrdquo ndash kiwijessica New York NY
ldquofinding out sprint paid my august bill for me gtgtgt daymaderdquo
ndash taybeezy21 Unknown
ldquosprint offers service for 119$ a month + 250$ activation no
data caps sounds like a good deal rightrdquo
ndash XeroCreator Unknown
POSITIVE MESSAGING 7 Positive Messaging conversation was almostsolely related to its network expansions Negativeresponses to Sprint Messaging during this announcement
outweighed the excitement surrounding the expansionHowever Positive Messaging conversation remained similarin nature with people frequently sharing links announcingSprintrsquos expansion of its LTE networks to new markets
Verbatims ldquoSprint expands 4G LTE to 41 more cities httptco xITT WwZDUUrdquo ndash BestSmartphones Worldwide
ldquoSprint finally gets the LTE wheel turning again with 41
new cities Sprintrsquos latest round of launche httptco HeG81OacTZ MobiAppsrdquo ndash mobi_apps_ar Unknown
ldquoSprint has LTE now in Philla )rdquo ndash DeadlyScionide Unknown
ldquoOMG WE GOT LTE TOWERS FOR SPRINT IN SUFFOLK
AHHHHHrdquo ndash akayyyx New York NY
POSITIVE NETWORK 3 Positive Network conversation about Sprint wasmade up of customers discussing that they hadgood coverage and service This conversationremained minimal in percentage similar to the June 17thannouncement Customers reference negative experiences
in the process of relaying positive ones The majority ofthe time customers shared that their LTE service was fast orthat they had good service in certain locations
Verbatims ldquoI have good service in Indiana thanks sprintrdquo
ndash dleep17 Unknown
ldquoSprint got great service wherever Irsquom at right now Five bars amp
LTE speedrdquo ndash THEMisterrEff Milwaukee WI
ldquoFor the first time ever I have 4G LTE on my Sprint GalaxyNexusrdquo ndash sovryntech NH
ldquoi got to experience sprintrsquos lte for like 5 minutes today prettydoperdquo ndash ImTime Cleveland OH
Note Percentages may not add to 100 due to rounding
Mentions are posts which contain discussion of Sprint keywords Messaging conversation contains posts about the Sprint 4G LTE service
and related announcements Network conversation contains posts about the Sprint network and coverage unrelated to 4G LTE service
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 73013 ndash 8613 Mentions 31585
8132019 Sprint July Announcement 8 14
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BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
8
PART I SPRINT DRIVERS OF SENTIMENTNEUTRAL SPRINT MESSAGINGPR 14
Neutral Sprint MessagingPR conversation consistedof people sharing news articles blogs and pressreleases about Sprint After the hype surrounding Dish
Network and Clearwire died down neutral conversationdecreased by by a large margin The Q2 earningsannouncement for Sprint drove shares of news articles andpress releases There was also a large amount of articlesharing surrounding NetZerorsquos deal to use Sprint LTE
Note This conversation was void of any 4G LTE marketexpansion discussion as this was classified as Positive orNegative messaging conversation
VerbatimsldquoSprint Posts $16 Billion Loss As Nextel Shutdown Weighs OnBottom Line Sprint is posting its Q2 financial r httptco
EWbvQVkAErdquo ndash MobileForumsNet Worldwide
ldquoSprint reports $16B net loss as it shuts down Nextel platformhttptcoIoJA5neKYKrdquo ndash MobiOps Worldwide
ldquoSNetZero strikes deals to use Sprint LTE and Verizon 3GhttptcofnQ0JlGli0rdquo ndash engadgetmobile Worldwide
ldquoSprint posted its earnings report for its second quarter of2013 today boasting its ldquohighest-everrdquo revenue at $72 billion
representing an eight percent year-over-year increaserdquo ndash Jacob Kleinman technobuffalocom
NEGATIVE PRICE 9 Negative Price conversation was generated bypeople expressing frustrations over how expensivetheir contracts were This conversation was much moreprevalant during the July 30th announcement than theJune 17th one Within this conversation we heard moreSprint customers complaining about paying off phone billsCustomers also expressed frustrations over the necessarypayments when other mobile carriers were cheaper oroffered zero dollars down at sign up
Verbatims ldquoI havent payed my phone bill in a week now I really wouldnrsquotneed it anyways Stupid sprintrdquo ndash MfsFlowa Unknown
ldquoSprint cut my phone off AFTER I paid my bill Th wrong withthemrdquo ndash diamondpeach012 Denton TX
ldquosprint why is your service worse than metro pc and costdouble ScrewThisContractrdquo ndash HeyMisterImKrissi Tampa FL
ldquoSprint turned my phone off And I paid my bill And my
phone is off rdquo ndash SHAYNUHCHANEL Houston TX
NEGATIVE GENERAL 23 Negative General conversation consisted of peopleexpressing discontent with Sprint as a companyCustomers expressed increased frustrations with theirtwo year Sprint contracts and that they wanted toswitch carriers When coupled with T-Mobilersquos recentannouncement of ldquoJUMPrdquo the ability to upgrade phonesbefore two years Sprint customers were even more angryabout not being able to upgrade phones or changecarriers
Verbatims ldquoSo ATampT got ldquoNextrdquo amp T-Mobile got ldquoJumprdquo Catch up Sprint Iwant the new 5s before my contract is uprdquo ndash _tvcdee TX
ldquoitrsquos terrible luckily my 2 year contract is up this year RT mymangot2JOBS_ Sprint sucksrdquo ndash MahadXv Atlanta GA
ldquoEverybody on this one year upgrade when you wantsprintwhere yrsquoall atcuz Irsquom gon jump on the T-Mobile Jump plan or
ATampT ComeOnSprintrdquo ndash ShesPhotogenic Detriot MI
ldquoSprint is the worst I will not be renewing my contractrdquo
ndash WhitKneeH FL
Note Percentages may not add to 100 due to rounding
Mentions are posts which contain discussion of Sprint keywords Messaging conversation contains posts about the Sprint 4G LTE service
and related announcements Network conversation contains posts about the Sprint network and coverage unrelated to 4G LTE service
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 73013 ndash 8613 Mentions 31585
8132019 Sprint July Announcement 8 14
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BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
9
PART I SPRINT DRIVERS OF SENTIMENTNEGATIVE MESSAGING 5 Negative Messaging conversation surrounding Sprintconsisted of people complaining about Sprintrsquos LTEstrategy Frustrations grew with Sprint because customers
still were not included in the upgrades after multiple newmarket announcements Customers typically expressedanger over their cities still being on the ldquowaiting listrdquo or thatthe LTE service was not working There was also increasedconversation from customers complaining that their 4G LTEwas spotty or not working at all
Verbatims ldquoSprint you have got to be kidding me NO 4g LTE in Denverstill Its not like were a major metro US city or anythingrdquo
ndash therealBVH Foothills CO
ldquoWas Sprint not supposed to be putting 4G towers in Tucsonbut the end of July ITrsquoS AUGUST 1ST WHAT THE hell sprintrdquo
ndash k8lingr33n Unknown
ldquosprint Can you please explain to me why Columbus OH
STILL hasnrsquot gotten LTE coverage yet Do you know how manycustomers you are losingrdquo ndash Tone_Capone Columbus OH
ldquoI am very disappointed with Sprint still have no consistent 3g4g is spotty at best in most areasfriend has lte with tmobile
alreadyrdquo ndash JK2011till Boca Raton FL
NEGATIVE NETWORK 13 Negative conversation surrounding the Sprintnetwork consisted of customers complaining aboutdropped service and outages There was no changein conversation from the previous announcementNegative Network conversation was more than four timesas common as Positive Network conversation Peopleremained annoyed and angry over dropped service or noservice at all despite LTE expansions
Verbatims ldquoSprint has the worst service everrdquo ndash Nancy_Z93 Unknown
ldquoSprint have service in the weirdest placesrdquondash Simply_Me55 Unknown
ldquoSprint proved to be the worst service possible tonightrdquo
ndash nancyeldred California
ldquoHaving BAD Service Sprint at the moment Cannot call
anybodyrdquo ndash JamieTaylor610 Valencia CA
NEGATIVE CUSTOMER SERVICE 8 Negative Customer Service conversation consistedof people expressing frustrations over the poorservice and assistance they received from Sprint
Customer service conversation during the time of the July30th announcement was very similar to that of the June17th announcement Sprint customers continued to beangered by poor customer service online over the phoneand in-store
Verbatims ldquoJust experienced the worst customer service Irsquove had on threecontinents by sprint - absolutely disgusted Got Sprint Irsquod
cancel it nowrdquo ndash DKesslerPhoto Indianapolis IN
ldquosprint customer service representatives manwhere the helldo they find these idiots 40minuteslater problemsolvedrdquo
ndash OneLoveRissa Unknown
ldquosprintcare The service is horrible and it seem like sprint is
only worried about the money and not da satisfaction of thecustomerrdquo ndash Sayit_aintTone Unknown
ldquoI have to say I am very disappointed with sprint customerservice at the store in Miami on Kendall Not happy right
nowrdquo ndash Lalisiluscious Miami FL
Note Percentages may not add to 100 due to rounding
Mentions are posts which contain discussion of Sprint keywords Messaging conversation contains posts about the Sprint 4G LTE service
and related announcements Network conversation contains posts about the Sprint network and coverage unrelated to 4G LTE service
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 73013 ndash 8613 Mentions 31585
8132019 Sprint July Announcement 8 14
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PART IICOMPETITIVEANALYSIS
2713 ndash 8613
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 1128
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
11
PART II COMPETITIVE ANALYSIS
Note Percentages may not add to 100 due to rounding Superscript percentages refer to change in share of voice in comparison
to the baseline f rom 121612 through 61613 Mentions are posts which contain discussion of Sprint ATampT and T-Mobile keywords
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 73013 ndash 8613
Volume 25644 posts
Volume 31585 posts
Volume 32991 posts
T-MOBILE REMAINED THE MOST POSITIVEBRAND SEEING PROLONGED POSITIVECONVERSATION FROM ITS IPHONE RELEASE
AND NEW EXCITEMENT SURROUNDING ITSCOMMERCIALS
bull T-Mobile also saw the highest buzz when compared toSprint and ATampT however the majority of the differencewas due to the Bill Hader T-Mobile commercials whichcaused buzz from current and non-customers
bull Negative T-Mobile conversation increased during thistime as its campaign Hate2Wait while a positive pushfor the company also instigated negative conversationfrom frustrated customers because they were still waitingfor T-Mobile upgrades
ATampT AND SPRINT BOTH ANNOUNCED 4GLTE NETWORK EXPANSIONS AND WHILESPRINT GENERATED SLIGHTLY MORE BUZZ
BY RELEASING TO MORE CITIES ATampTGARNERED EQUAL POSITIVE SENTIMENT AND A BETTER BUZZ PER CAPITA
bull ATampT released separate press releases that individuallyhighlighted the markets receiving updates while Sprintreleased one that failed to individually reference marketsin the title and a limited amount in Tweets posted
bull Sprint and ATampT saw similar sentiment around theirannouncements While Sprint struggled to generate highlevels of buzz per capita the overall sentiment generatedwas similar to that of ATampT as levels of excitement about
LTE were synonymous across the carriers
58 (+18)14 (-25)28 (+7)
45 (+8)26 (-6)29 (-2)
20(+14)16 (-15)64 (0)
POSITIVE NEUTRAL NEGATIVE
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 1228
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
12
PART II COMPETITIVE ANALYSIS
POSITIVE 29
bull Close to one-third of all positiveconversation surrounding ATampT wasrelated to its announcement on July31st and the excitement around thenew markets
bull Discussion of the phones used onthe ATampT network were discussedoften most notably the iPhone 5People also discussed the GoPhoneand Prepaid options available
bull On August 1st JD Powerannounced that ATampT rankedthe highest for customer servicesatisfaction of Wireless carriers
This announcement made up 9of conversation on the day theannouncement was made and 15on the day after
Verbatims ldquoATampT Debuts 4G LTE in Charlestonhttptcoj6AMsmtndY wsazrdquondash wsazjedwards Carleston WV
ldquoATampT receives JD Power award forwireless customer service 1 babyrdquondash aClaireSchwartz Orlando FL
ldquoGotta love coming into work tonew found LTE coverage Thank you
ATampTrdquo ndash joekorzo NJ
ldquoI love great customer service Theguy from ATampT was so helpful (AndIrsquom pretty sure he was Texan basedon his accent) just sayinnn TXrdquondash alyssarizavi TX
NEUTRAL 26
bull The majority of neutral conversationsurrounding ATampT was generatedby people sharing articles or blogsdiscussing news announcements
bull People commonly shared theannouncement that Starbuckswould be switching from ATampT toGoogle as their WiFi provider
bull ATampT also generated a significantamount of buzz around differentcustomer-friendly promotionsthey were starting like phonereplacements and study abroaddiscounts
Verbatims
ldquoStarbucks replaces ATampT withGoogle as its in-store WiFi providerhttptcovzb0Ty0YZ8rdquondash ForbesTech Worldwide
ldquoRT AndroidPolice ATampT Galaxy SIII Finally Getting ldquoPremium SuiterdquoMulti-Window OTA Update Android412 (Build UCDMG2)ndash RichB0yMarty Stamford CT
ldquoRT scrappinmichele Safe Mobile
WiFi For Families - ATampT Unite via Techmama httptcoVDEUgNz1ozrdquondash techmama Silicon Valley CA
ldquoATampT T-Mobile Verizon MoveForward With Isis Mobile PaymentPlan Isis will support the iPhohttptco2d5QOf industry newsrdquondash KarenKinnaman Redding CA
NEGATIVE 45
bull Like most wireless carriers ATampTrsquosnegative conversation was mostnotably generated by peoplecomplaining about their droppedcalls and poor service
bull During this time period there werehigher than normal complaintsaround ldquospotty servicerdquo which werelater announced to be caused byupgrades across ATampT
bull Despite winning the customerservice satisfaction award from JDPower ATampT still experienced a largevolume of customer service-relatedcomplaints which is typical for anybrand across social media
Verbatims ldquoATTCustomerCare 28 days stillno service Irsquom starting to doubt ifUverse actually exists ATTrdquondash DaveMacQueen1 Charleston SC
ldquoI really hate my ATampT servicerdquondash DniseSonnenberg HuntingtonBeach CA
ldquoI canrsquot wait until my contract
with ATT is up Theyrsquore so rudeand unhelpful neveragain ATTnothappyrdquondash withaK27 Stillwater OK
ldquoATampT has horrible customer servicetoday I wanna screamrdquondash ashxlee_ Unknown
Note Percentages may not add to 100 due to rounding
Superscript percentages refer to change in share of voice in comparison to the baseline from 121612 through 61613
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 73013 ndash 8613 Mentions 25644 posts
ATampT saw a more significant spike in positive sentiment than Sprint on the days of their respectiveannouncements however Sprint was able to hold on to the surge in positive sentiment longer than everyoneelse Though Sprint did not see as drastic a change in positive sentiment as ATampT and while Sprint also returned back tonegative it was able to maintain a consistent positive sentiment longer than ATampT did
POSITIVE NEUTRAL NEGATIVE
45 (+8)26 (-6)29 (-2)
8132019 Sprint July Announcement 8 14
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BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
13
PART II COMPETITIVE ANALYSIS
POSITIVE 64
bull Conversation surrounding T-Mobileremained consistently positive andtwice as positive in comparison tothe other mobile carriers analyzed
bull T-Mobilersquos new commercials with BillHader also began to drive significantpositve buzz People expressedhow hillarious he is and how theywould like to see more
bull People also shared announcementsthat T-Mobile expects LTE in 90 oftop 25 markets by yearrsquos end Themarkets that already had LTE serviceexpressed satisfaction over theirnew faster network
Verbatims ldquo4G LTE is the best Thanks T-Mobilerdquondash Arnold0rtega NJ
ldquoI love these new Bill Hader T-Mobilecommercials They are funny amp realIrsquove gotten a new phone just find outabout a newer versionrdquondash ChrisWCox17 Oklahoma City OK
ldquoT-Mobile expects 2x10MHz LTE in90 of top 25 markets by yearrsquos endandroid httptcoqTvJa70CIErdquondash PaulFrenzel Unknown
ldquoI love the T Mobile commercial Itnever fails to crack me uprdquondash martinezk_ Dalton NY
NEUTRAL 16
bull Neutral conversation surrounding T-Mobile was a small percentage ofconversation as no overwhelminglylarge announcement occurredduring the time period
bull The majority of neutral conversationcame from the sharing of articlesand announcements relating to newdevices becoming available on thenetwork
bull Though it occurred in March theiPhone availability on T-Mobilecontinued to drive conversationincluding news articles claimingthat the iPhone saved T-Mobile fromlosing hundreds of thousands ofcustomers
Verbatims ldquoRT SebastienPage Study findslanding the iPhone saved T-Mobilefrom losing at least 300000customers httptcoJbYosfJb3Mrdquondash AnthonyEsposito Pheonix AZ
ldquoLG Optimus F3 arriving at T-Mobilewith 4G LTE via slashgear httptcoyvPSHebymxrdquo
ndash glass_lane Los Altos CA
ldquoT-Mobile wonrsquot sell Moto X instores customers will have to buydirect from Motorola httptco FDmSj3OcyB techrdquondash Champagnie Redmond WA
NEGATIVE 20
bull Negative sentiment surrounding T-Mobile continued to be less thanhalf of Sprint and ATampT though itcontinued to increase driven bycomplaints with LTE coverage
bull T-Mobile launched a campaign topromote flexible contracts calledHate2Wait While it was designedfor customers to share why theyhated to wait on other carrierssome used it as a way to complainabout T-Mobile
bull As is common across all mobilecarriers the majority of negativeconversation was still generated bypeople complaining about the poorservice they received
Verbatims ldquoTMobile been waiting for an hrfor network to work on my phoneso now my phone is dying and it willnot charge right ( Hate2Waitrdquo ndash cindee_ruby_oh Unknown
ldquoI Hate2Wait because TMobile ismaking me Irsquove been a customersince 1999 and getting Hosedrdquo
ndash ItsEkinsAgain Unknown
ldquoTMobile sucks sick of theservice and my phones breakingletsswitchalreadyrdquo ndash breckanbryn Unknown
ldquoTmobile I hate you I never haveservicerdquo ndash dereiont_ TX
T-Mobile on the whole exhibited less strategic focus around network announcements in social media thanSprint and ATampT Despite their lack of marketing priority around said announcements T-Mobilersquos recent brand buildinginvestments are clearly showing dividends as it relates to driving positive sentiment for the brand The iPhone 5 despitebeing released in March was salso a driver of positive sentiment
Note Percentages may not add to 100 due to rounding
Superscript percentages refer to change in share of voice in comparison to the baseline from 121612 through 61613
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 73013 ndash 8613 Mentions 32991 posts
20(+14)16 (-15)64 (0)
POSITIVE NEUTRAL NEGATIVE
8132019 Sprint July Announcement 8 14
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BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
14
ATampT ATampT ATampT SPRINT T983085MOBILE SPRINT SPRINT T983085MOBILE
DATE 22513 73113 41013 61713 1813 41813 73013 72513
SUCCESS INDEX 281 275 119 51 30 27 17 03
NUMBER OF NEW MARKETS 6 10 11 22 10 21 41 15
PART II COMPETITIVE ANALYSISTHE ANNOUNCEMENT SUCCESS INDEX
The Announcement Success Index compares the total population of markets in the selected announcements to the totalbuzz that occurred on the announcement day We analyzed the two most discussed announcements on social media forSprint ATampT and T-Mobile Also included were the most recent announcements for Sprint and ATampT
While 11 cities received 4G LTE on April 10th ATampT announced 77 markets that would receive LTE over the summer
72513
1813
41013
41813 73013
7311322513
30
25
20
15
10
05
10 20 30 40 500
6 cities10 cities
11 cities
10 cities
15 cities
21 cities 41cities
KEY
S U C C E S S I N D E X
NUMBER OF NEW MARKETS
6171322 cities
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 1528
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
15
ATampTrsquoS ANNOUNCEMENT STRATEGYCONSISTENTLY GENERATED A HIGHER BUZZPER CAPITA THAN SPRINT BY RELEASINGTO LESS CITIES AT ONCEATampTrsquos Success Indicies are more than double the indicies ofthe compared announcements While the populations forSprintrsquos announcement cities was almost seven times morethan the ATampT announcement populations the buzz percapital was a fraction of ATampTrsquos
Typically ATampT announced to half of the cities that Sprintdid and when ATampT did group their announcement with anannouncement for 77 upcoming LTE markets (April 10th)their buzz per capita struggled
ATampT CREATED MULTIPLE PRESS RELEASESFOR THEIR LTE EXPANSIONS IN AN EFFORTTO BETTER DISTRIBUTE NEWS AND TARGETSPECIFIC MARKETS
The July 31st 2013 announcement surrounding 4G LTE
expanding to 10 cities consisted of unique press releasesfor each city The localized press releases that specificallymentioned each market in the title were able to generatemore awareness and buzz within these specific marketsbut did not generate comparable overall buzz to SprintrsquosJuly 30th announcement
SPRINTrsquoS MOST RECENT ANNOUNCEMENTHAD A LOW SUCCESS INDEX AS IT DIDNOT HIGHLIGHT EACH MARKET TO DRIVE
AWARENESS This announcement on July 30th saw the second lowestAnnouncement Success Index So while the populationwas four times larger than their most recent announcementto date it did not reap them any incremental benefit aboveand beyond ATampTrsquos buzz levels (eg national scale did notyield greater volume) Coupling 41 different cities togetherwithin one announcement had an adverse effect onSprintrsquos buzz per capita
CUSTOMIZED HASHTAGS ARE MOREEFFECTIVE FOR BRAND PROMOTION THANGENERIC ONESDuring the reporting period Sprint embraced 4GLTEto help distribute news and messaging surrouding theirnetwork updates The hashtag received respectable pickup during the seven day period Unfortunately only 36of those hashtag uses had anything to do with Sprint Thisstems from the fact that Sprint chose to latch on to an
already existing hashtag with organic use behind it ratherthan customizing the hashtag to include their brand name
ldquoOur 4GLTE now is in 151 cities nationwide includingNashville Philadelphia and Oakland httpbitly11s5V2A rdquondash Sprint
ATampTrsquoS ATTEMPT TO USE EMPLOYEES TOGENERATE ANNOUNCEMENT BUZZ HASBEEN LARGELY SUCCESSFULATampT has traditionally pushed its employees to use
the hashtag ATTEmployee to promote variious brandefforts The hashtag was used 1077 times during July10 of which related directly to the brandrsquos 4G LTEannouncements
ldquoNationrsquos fastest network Check Most reliable Check
httptcoAzDVDzkLqF ATTemployeerdquo ndash bklein34
SPRINT WAS MORE SUCCESSFUL ATDRIVING TWITTER ENGAGEMENT WITHTHEIR OFFICIAL HANDLE THAN ATampT
For their most recent announcement Sprint posted one Tweet promoting their press release which garnered 22Retweets and 13 favorites while ATT did not share theirannouncement at all
ldquoOur 4GLTE now is in 151 cities nationwide includingNashville Philadelphia and Oakland httpbitly1rdquo ndash Sprint
PART II COMPETITIVE ANALYSIS
ldquo
ldquo
ANNOUNCEMENT SUCCESS IS A GAME OF REGIONAL QUALITY NOT NATIONAL QUANTITYWhile ATampT generated less overall volume of conversation than Sprint for their July 31st announcement the competitivecarrier showed impressive performance when it came to localized engagement around their announcements (as definedby the buzz per capita index) Similar to the social marketing trend toward engaged users versus sheer number of fans
driving regional (rather than national) engagement around announcements is a critical metric for success
ldquo
8132019 Sprint July Announcement 8 14
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PART IIIVOLUME OVERTIME ANALYSIS
2613 ndash 8613
8132019 Sprint July Announcement 8 14
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BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
17
0
10
20
30
40
50
2 7
1 3
2 1 4
1 3
2 2 1
1 3
2 2 8
1 3
3 7
1 3
3 1 4
1 3
3 2 1
1 3
3 2 8
1 3
4 4 1 3
4 1 1
1 3
4 1 8
1 3
4 2 5
1 3
5 2 1 3
5 9 1 3
5 1 6
1 3
5 2 3
1 3
5 3 0
1 3
6 6 1 3
6 1 3
1 3
6 2 0
1 3
6 2 7
1 3
7 4 1 3
7 1 1
1 3
7 1 8
1 3
7 2 5
1 3
8 1 1 3
MIAMI NETWORK BUZZ OVER TIME
Mentions are posts which contain mentions of Sprint 4G LTE service or announcements within Miami
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 2713 ndash 8613 Mentions 844 posts
After the announcement of 4G LTE in Miami it was expected that Sprint conversation inthe market would shift back to negative in sentiment However from the day of the launchof the network advances through August 6th conversation in Miami surrounding Sprint
remained largely positive While negative sentiment began to increase slightly mid-July itincreased at a slower rate than is typical and conversation remained above 60 positive innature
Sprintrsquos announcement in Miami generated the most sustained positive conversation out of any marketanalyzed Contrary to what is typical for most markets conversation relating to Sprintrsquos announcement remainedpositive for a much longer time period in Miami After close to two months conversation was still significantly morepositive than negative within Miami Florida though negative conversation did begin to increase after about a month of
time passed Positive sentiment surrounding Sprint in Miami remained over 90 positive until the end of July as 4G LTEadvancements in the Miami area saw limited outages or issues especially when compared to trouble markets like Chicagoand Los Angeles
POSITIVE 61 NEUTRAL 17 NEGATIVE 22
ldquo ldquoITrsquoS HAPPENED SPRINT LTE IS IN MIAMI THANK THENETWORK GODSrdquo ndash csbellina
Sprint turned on LTE in Tampa amp Miami today AnyiPhone 5 Sprint users that can attest to the speedsrdquondash stephenrobles
0
50
100
150
200
250
2 7
1 3
2 1 4
1 3
2 2 1
1 3
2 2 8
1 3
3 7
1 3
3 1 4
1 3
3 2 1
1 3
3 2 8
1 3
4 4 1 3
4 1 1
1 3
4 1 8
1 3
4 2 5
1 3
5 2 1 3
5 9 1 3
5 1 6
1 3
5 2 3
1 3
5 3 0
1 3
6 6 1 3
6 1 3
1 3
6 2 0
1 3
6 2 7
1 3
7 4 1 3
7 1 1
1 3
7 1 8
1 3
7 2 5
1 3
8 1 1 3
909lt1
ldquo Sprint continues to expand its 4G LTE coverage Miamiin tow httptcohrFewrJ25Frdquo ndash InnovationTu ldquo Welcome to Miami Sprint LTE httptco
OGPxsM4AUTrdquo ndash thegraviator
SPRINT SUSTAINED POSITIVE SENTIMENT LONG AFTERTHE JUNE 17TH ANNOUNCEMENT61713 ndash 8613
94 2 4
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 1828
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
18
0
50
100
150
200
250
300
350
2 7
1 3
2 1 4
1 3
2 2 1
1 3
2 2 8
1 3
3 7
1 3
3 1 4
1 3
3 2 1
1 3
3 2 8
1 3
4 4
1 3
4 1 1
1 3
4 1 8
1 3
4 2 5
1 3
5 2
1 3
5 9
1 3
5 1 6
1 3
5 2 3
1 3
5 3 0
1 3
6 6
1 3
6 1 3
1 3
6 2 0
1 3
6 2 7
1 3
7 4
1 3
7 1 1
1 3
7 1 8
1 3
7 2 5
1 3
8 1
1 3
BROOKLYNBRONX NETWORK BUZZ OVER TIME
Mentions are posts which contain mentions of Sprint 4G LTE service or announcements within The Bronx and Brooklyn NY
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 2713 ndash 8613 Mentions 1038 posts
Sprintrsquos BronxBrooklyn teaser was successful in driving buzz prior to the actual launch of 4G LTE in the twomarkets On July 24th Sprint released a press release stating that in less than a week 4G LTE will be turned on in thetwo locations driving conversation that was eight times higher than conversation on the actual launch date This teaserincreased positive conversation in these locations about Sprint and was able to sustain this positive conversation through
the announcement and the week following
SPRINT ANNOUNCES THAT LTE WILL BE LIVE IN THE BRONX AND BROOKLYN72413
SPRINT TURNS UP 4G LTE IN 41 MORE LOCATIONS73013
1
The announcement stating that 4G LTE service would become available in the Bronx and Brooklyn generatedsignificantly more buzz than the actual day that the service was turned on Leading up to the announcementpositive sentiment surrounding Sprint in the Bronx and Brooklyn was less than 50 Once the press release wasshared positive sentiment increased to two-thirds of Bronx and Brooklyn conversation
2Sprint turned on LTE in the Bronx and Brooklyn on July 30th The date that the service was turned ondid not generate significant buzz in comparison to the teaser that it would be coming By releasing theteaser announcement as a press release Sprint cannibalized the buzz that would have come on the actualannouncement day Sprint also failed to highlight the Bronx adn Brooklyn on the day of the announcement byhiding the two cities within the larger press release with the additional 39 markets
POSITIVE 58 NEUTRAL 35 NEGATIVE 7
ldquo ldquo4G LTE in Brooklyn now finally Sprint sheeshrdquo ndash powderican
Finally LTE for Sprint launched in the Bronx todayrdquondash iRawriLaugh
0
10
20
30
40
50
2
7 1 3
2 1 4
1 3
2 2 1
1 3
2 2 8
1 3
3
7 1 3
3 1 4
1 3
3 2 1
1 3
3 2 8
1 3
4
4 1 3
4 1 1
1 3
4 1 8
1 3
4 2 5
1 3
5
2 1 3
5
9 1 3
5 1 6
1 3
5 2 3
1 3
5 3 0
1 3
6
6 1 3
6 1 3
1 3
6 2 0
1 3
6 2 7
1 3
7
4 1 3
7 1 1
1 3
7 1 8
1 3
7 2 5
1 3
8
1 1 3
2
1
6733lt1
6138lt1
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 1928
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
19
0
20
40
60
80
100
2 7
1 3
2 1 4 1 3
2 2 1 1 3
2 2 8 1 3
3 7
1 3
3 1 4 1 3
3 2 1 1 3
3 2 8 1 3
4 4 1 3
4 1 1 1 3
4 1 8 1 3
4 2 5
1 3
5 2 1 3
5 9 1 3
5 1 6 1 3
5 2 3 1 3
5 3 0 1 3
6 6 1 3
6 1 3 1 3
6 2 0 1 3
6 2 7
1 3
7 4 1 3
7 1 1 1 3
7 1 8 1 3
7 2 5
1 3
8 1 1 3
SPRINT TURNS UP 4G LTE IN 41 MORE LOCATIONS73013
PHILADELPHIA NETWORK BUZZ OVER TIME
Mentions are posts which contain mentions of Sprint 4G LTE service or announcements within Philadelphia
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 2713 ndash 8613 Mentions 563 posts
1
Sprintrsquos announcement in Philadelphia was the least successful at driving positive sentiment when compared tothe other markets analyzed The day of the announcement generated only 50 positive sentiment within Philadelphiahowever like the other markets negative sentiment remained minimal After the announcement positive sentimentstayed consistently around 50 while negative sentiment slowly increased as people became frustrated or experienced
problems with LTE
Philadelphia was the second largest city to receive 4G LTE and 3G improvements on July 30th The citygenerated about half of the network buzz that the Bronx and Brooklyn did over the same time period but onthe day of the actual announcement Philadelphia saw three times as much buzz as the two New York citiesBecause Philadelphia did not have a teaser announcement like the Bronx and Brooklyn when LTE was turnedon it was the first people in the city heard of the enhancements The launch of LTE service in Philadelphia
was not locally covered within the city and only saw mentions by larger publications that discussed theannouncement at large If the Philadelphia announcement was localized similar to ATampTrsquos the city would havegenerated more significant buzz
1
POSITIVE 58 NEUTRAL 27 NEGATIVE 15
ldquo ldquoOh Yessss gtgtgt Sprint extends LTE coverage to 41 newmarkets - New markets in Philadelphia Portland Oreand Oak httptcoVGmmc5HFazrdquo ndash ronstew
LOLsprint LTE in Philadelphia was supposed to becompleted by this past January Irsquom so glad I switchedto TMobilerdquo ndash ricankng787
ldquo ldquoEnjoying the great 4G LTE speeds from Sprint niceto see speeds like this sprintLTE sprint httptco j290tVjZeFrdquo ndash steven_2320
Mine sucks tho RT SimplyCecilia RT sprint Our 4GLTE now is in 151 cities nationwide includingNashville Philadelphia and Oaklandrdquo ndash b_eternal757
0
10
20
30
40
2 7
1 3
2 1 4
1 3
2 2 1
1 3
2 2 8
1 3
3 7
1 3
3 1 4
1 3
3 2 1
1 3
3 2 8
1 3
4 4
1 3
4 1 1
1 3
4 1 8
1 3
4 2 5
1 3
5 2
1 3
5 9
1 3
5 1 6
1 3
5 2 3
1 3
5 3 0
1 3
6 6
1 3
6 1 3
1 3
6 2 0
1 3
6 2 7
1 3
7 4
1 3
7 1 1
1 3
7 1 8
1 3
7 2 5
1 3
8 1
1 3
51463
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 2028
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
20
0
10
20
30
40
50
60
70
2 7 1 3
2 1 4
1 3
2 2 1
1 3
2 2 8
1 3
3 7 1 3
3 1 4
1 3
3 2 1
1 3
3 2 8
1 3
4 4 1 3
4 1 1
1 3
4 1 8
1 3
4 2 5
1 3
5 2 1 3
5 9 1 3
5 1 6
1 3
5 2 3
1 3
5 3 0
1 3
6 6 1 3
6 1 3
1 3
6 2 0
1 3
6 2 7
1 3
7 4 1 3
7 1 1
1 3
7 1 8
1 3
7 2 5
1 3
8 1 1 3
ADDITIONAL CITIES NETWORK BUZZ OVER TIME
Note Percentages may not add to 100 due to rounding
Mentions are posts which contain mentions of Sprint 4G LTE service or announcements within the 20 highest population cities
Tulsa OK bull Oakland CA bull Laredo TX bull Durham N C bull Fayetteville NC bull Brownsville TX bull Fort L auderdale FL bull
Springfeld MA bull Salinas CA bull Pompano B each FL bull Flint MI bull Palm Coast FL bull Deerfeld Beach FL bull Harlingen T X bull
Jackson TN bull Daytona Beach FL bull Rocky Mount NC bull Ocala FL bull Port Charlotte FL bull Saginaw MI
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 2713 ndash 8613 Mentions 980 posts
The top 20 cities based on population within the July 30th announcement generated consistent spikes inconversation due to announcements in other markets Due to announcement markets being spread out across thecountry some of their neighboring markets had previously been a part of Sprint 4G LTE announcements These marketssaw spikes in conversation due to past announcements as customers discussed envy over their neighbors networks
The additional cities analyzed were the 20 cities in the announcement with the highest populations
SPRINT TURNS UP 4G LTE IN 41 MORE LOCATIONS73013
1
Conversation regarding the LTE announcements in these 20 cities waned in comparison to the Bronx andBrooklyn and Philadelphia People in these cities Retweeted the Sprint press releases and different newspublications announcing the markets Half of the conversation during the time of the announcement consistedof link sharing while 20 referenced Sprint On the day of the announcement positive sentiment morethan doubled while negative sentiment remained consistent Sprintrsquos SF Twitter handle Sprint4GLTE_SF was
unsuccessful at increasing buzz during this announcement which included Oakland CA a Bay Area city
ldquo ldquo About time ldquosprint Our 4GLTE now is in 151 citiesnationwide including Nashville Philadelphia andOakland httptcoZrEYTJKnOrdquo ndash hodariToure_PhD
My friends sprint launched 4G LTE in OaklandFremont and Hayward today what what ccSprint4GLTE_SFrdquo ndash Menace
1
POSITIVE 49 NEUTRAL 20 NEGATIVE 6
74206
8132019 Sprint July Announcement 8 14
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PART IVSPRINT INFLUENCERS
73013 ndash 8613
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 2228
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 2328
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
23
RECOMMENDATIONS
8132019 Sprint July Announcement 8 14
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BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
24
RECOMMENDATION INTRO
RECOMMENDATION 1
All of the recommendations are designed toaccomplish three objectives
1 Amplify Sprintrsquos 4G LTE announcements
2 Gain Share of (4G LTE) Voice from competitors
3 Decrease negative sentiment toward Sprint acrossthe social web
OBSERVATIONATampT generates a significant amount of local press usingindividual announcements for each market These hitsare sharedpicked up not just by local media outletsbut also larger tech influencers We noticed with the right
rollout and executions this led to announcements beingdistributed on larger media sites like WSJcom
New markets are launched frequently (almost every week)which also sustains LTE conversation
ACTIONAnnouncement strategies should cater to local marketsSprint should create localized content as a ldquomodernrdquosupplement to press releases Video and infographiccontent is particularly effective (see content suggestionson Pg 29) To sustain conversation markets should be
announced with greater frequency
THE FOLLOWING RECOMMENDATIONS WERE DERIVED FROM THE SPRINT BASELINE ampJUNE ANNOUNCEMENT ANALYSIS AND THROUGH AN IN DEPTH AUDIT OF COMPETITORrsquoS4G LTE ANNOUNCEMENTS OVER THE SAME TIME PERIOD
LOCALIZED ANNOUNCEMENT STRATEGYSustain 4G LTE coverage conversation using a localized announcement strategy that leverages market specificpress releases and content
It is important to note that there are two analyses for thisassignment and that this report establishes a baselinecontext and a first look at the June announcementsWith more intelligence in the second report on the Juneannouncements as well as an additional set of data theserecommendations may gain greater focus and evolve
CONSIDERATIONWe understand that localizing and increasing the frequencyof the network coverage announcements requiresadditional output and resources however given Sprintrsquoschallenger position (in terms of number of markets with 4G
LTE coverage and share of voice on social) this approachcould create a valuable ROI
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 2528
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
25
RECOMMENDATION 2
OBSERVATION4G LTE announcements produce a short and sharp spikein conversation the day of then diminish during the daysfollowing as can in the 24 markets analyzed (See analyticsspike analysis Pg 19ndash23)
ACTION ITEM 1Prolong the spike in conversation using social contentand promoted posts designed to amplify 4G LTE chatterCreate hashtags that encourage people to participate in4G LTE announcement conversation
Ex ldquoToday Chicago became the 60th 4GLTE city Retweetif you love the speed of your SprintLTE devicerdquo
ACTION ITEM 2Use 4G LTE devices to take short videos of 4G LTE in actionin new markets
Ex Downloading a movie trailer in LA
LTE CONTENT STRATEGY4G LTE conversation spikes will last longer if a content strategy was applied to the announcements
ACTION ITEM 3Engage social following with giveaways that amplifythe LTE announcements Collect data and push dealsto people during the entry process
Ex Click on the map on the SprintLTE city you wouldlike to visit
CONSIDERATIONSprint has experimented with different content outputsFor example a video was created documenting theprogress in Chicago on the 4G LTE build out That localtouch is crucial and should be more than a reactive tactic
based on customer feedback Sprint should championthis as a proactive communications strategy Additionallyinfographics work well as dynamic and shareable socialcontent The interactive network map that exists onSprintrsquos website serves a specific purpose but does notlead to sharable social behavior Inforgraphics could becreated either ahead of a market launch or in conjunctionwith one The infographic could outline the coverage areaarticulate the benefits of Sprintrsquos 4G LTE approach or even
just leverage a thematic representation of a given market(eg Golden Gate Bridge Searrsquos Tower etc)
RECOMMENDATION 3
OBSERVATIONRight before the LA launch some details were uncoveredby an Engadget editor who wrote a speculative piece
about the 4G LTE roll out This coverage generated asignificant amount of conversation before the launchthat occurred several weeks later (Reference Report Pg 21)
ACTION ITEM 1In order to create pre-buzz Sprint should considerannouncing 4G LTE cities in groups 2 weeks beforeturning on the switch On the day of launch a localizedrelease with supplementary content should be sharedon Sprint channels
ldquoTEASINGrdquo STRATEGYBy releasing some information about 4G LTE launches Sprint will garner significant pre-buzz that will help buildexcitement for the actual roll out
ACTION ITEM 2Use posts to help build anticipation for 4G LTE rolloutsFor example share Tweets that ask the community to
guess which city is next to receive 4G LTE from a fewoptions Provide hints that will generate conversationand buzz before the official announcement
ACTION ITEM 3Leverage tech influencers to promote SprintLTE in localmarkets by engaging with them before their area officiallyreceives LTE coverage
8132019 Sprint July Announcement 8 14
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BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
26
RECOMMENDATION 4TARGET CONVERSATIONSMost people do not like their wireless carrier and are pretty vocal about it By using promoted TweetsSprint can target these conversations and put offers in front of these unhappy customers encouragingthem to switch networks
OBSERVATIONVerizon seems to be targeting negative conversation that includes their competitors with promoted Tweets
The messaging could vary based on the issue at hand be it device related network related or otherwise
RECOMMENDATION 5
OBSERVATIONNew device announcements are a huge driver of 4GLTE conversation T-Mobile saw significant volume andlongevity related to iPhone 5 announcement (ReferenceReport Pg 12)
LEVERAGE DEVICE ANNOUNCEMENTS
By leveraging new device announcements Sprint can raise awareness for new 4G LTE markets and gain share ofvoice
ACTIONCreate more content featuring 4G LTE enabled devicesand insert 4G LTE expansion info into new device releases
NEXT STEPSTHE NEXT REPORT WILL INCLUDE
1 Further analysis on the June 17th announcements
2 New insights from July announcements
3 More analysis on ATampTrsquos localized announcement strategy
4 Additional recommendations based on additional data input
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 2728
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
27
APPENDIX
Note conversation on the brand pages occurred on blogs and forums
that are a part of the sites including customer service and FAQ pages
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 73013 ndash 8613 Mentions 31585 posts
Sprint ATampT and T-Mobile generated the majority of their conversation across Twitter though forums andblogs made up 10-20 of conversation While Sprintrsquos top source was its own website the two competitorsrsquo topsource was callercom
TWITTER 78
FORUMS 12
BLOGS 5
FACEBOOK lt1
NEWS 4
COMMENTS lt1
TWITTER 77
FORUMS 8
BLOGS 8
FACEBOOK lt1
NEWS 6
COMMENTS lt1
TWITTER 85
FORUMS 7
BLOGS 5
FACEBOOK lt1
NEWS 3
COMMENTS lt1
Top Blogs News and Forums
SPRINTCOM 2900
AD983085HOC983085NEWSDE 166
BLOGSPOTCOM 161
YAHOOCOM 150
SPRINTUSERSCOM 136
REDDITCOM 126
STLOUISNEWSNET 118
Top Blogs News and Forums
CALLERCOM 333
ATTCOM 255
YAHOOCOM 222
REDDITCOM 191
MACRUMORSCOM 172
WPCENTRALCOM 156
BLOGSPOTCOM 135
Top Blogs News and Forums
CALLERCOM 370
REDDITCOM 223
WPCENTRALCOM 169
YAHOOCOM 156
MACRUMORSCOM 149
ANDROIDFORUMSCOM 117
CRACKBERRYCOM 107
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 2828
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 628
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
6
PART I SPRINT DRIVERS OF SENTIMENTSprintrsquos July announcement of 4G LTE saw an increase in Positive Messaging conversation but failed to out-weigh the consistent complaints with the carrier as a whole While 4G LTE expanded to new markets Negative Net-work conversation still generated close to two times as much buzz as Positive Messaging Neutral conversation decreasedby 25 as there were no major announcements or acquisitions that caused the spike in Neutral during the last announce-
ment Sprintrsquos Q2 earningrsquos release failed to garner significant buzz but did make up the majority of Neutral conversation
On the day of the new announcement Positive Messaging conversation spiked to a high of 25 of total Sprintconversation Over the course of the week Positive Messaging conversation decreased in volume as excitement dieddown but could have been maintained if Sprint continued to promote the news in the days following the actual launch
Messaging conversation contains posts about the Sprint 4G LTE service and related announcements
Network conversation contains posts about the Sprint network and coverage unrelated to 4G LTE service
Note Percentages may not add to 100 due to rounding Superscript percentages refer to change in share of voice
in comparison to the baseline from 121612 through 61613 Mentions are posts which contain discussion of Sprint keywords
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 73013 ndash 8613
3 +0 POSITIVE NETWORK
7 +4 POSITIVE MESSAGING
5 +4 NEGATIVE MESSAGING
Positive Volume
8844 posts
Neutral Sprint MessagingPR Volume
4422 posts
Negative Volume
18319 posts
9+4 NEGATIVE PRICE
8 +2 NEGATIVE CUSTOMER SERVICE
28
Positive+7
14
Neutral-25
58
Negative+18
1 +1 POSITIVE PRICE
17 +2
Total Mentions 31585 posts
23 +8 NEGATIVE GENERAL
POSITIVE GENERAL
Top 3 drivers (total volume)
13 -1 NEGATIVE NETWORK
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 728
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
7
PART I SPRINT DRIVERS OF SENTIMENTPOSITIVE GENERAL 17 Positive General conversation was generated byposts discussing Sprint as a brand in a broad mannerGeneral sentiment surrounding Sprint continued to
produce the highest amount of positive conversation afterthe July 30th announcement Conversation consisted ofpeople discussing their Sprint phones that they plan toswitch to Sprint or that they had positive experiences withthe Sprint brand Conversation surrounding excitementabout new devices and sustainability caused a slightincrease in Positive General conversation from the baseline
Verbatims ldquoSooo Irsquom picking up my IPhone tomorrow from sprint Yayrdquo
ndash HarleySue99 Unknown
ldquoIrsquom about to disconnect my phone and just go to sprintrdquondash melyyyxo Unknown
ldquoI love sprint for all the discounts imma receive I need a new phone and a upgrade on themall -)rdquo
ndash mzwhitfield02 Unknown
ldquoThanks sprint for unlocking my Iphone for free for my trip
to Thailand Now I get to call home and talk to my family whileIrsquom away ndash Stormented Albine TX
POSITIVE PRICE 1
Positive Price conversation discussed the affordabilityof Sprint contracts This category continued to be aminimal part of Sprint conversation generating 1 of buzzPeople discussed the unlimited data plans low contractprices or that Sprint helped them with their bills
Verbatims ldquoPhone billed paid for the month I can deal with that Thanks
sprint goodlookingoutrdquo ndash itsjameshayes Unknown
ldquoSprint amp Verizon have cell plans w UNLIMITED talk (toanyone) text amp data Switching means no extra charges Nomore ATampT billing issuesrdquo ndash kiwijessica New York NY
ldquofinding out sprint paid my august bill for me gtgtgt daymaderdquo
ndash taybeezy21 Unknown
ldquosprint offers service for 119$ a month + 250$ activation no
data caps sounds like a good deal rightrdquo
ndash XeroCreator Unknown
POSITIVE MESSAGING 7 Positive Messaging conversation was almostsolely related to its network expansions Negativeresponses to Sprint Messaging during this announcement
outweighed the excitement surrounding the expansionHowever Positive Messaging conversation remained similarin nature with people frequently sharing links announcingSprintrsquos expansion of its LTE networks to new markets
Verbatims ldquoSprint expands 4G LTE to 41 more cities httptco xITT WwZDUUrdquo ndash BestSmartphones Worldwide
ldquoSprint finally gets the LTE wheel turning again with 41
new cities Sprintrsquos latest round of launche httptco HeG81OacTZ MobiAppsrdquo ndash mobi_apps_ar Unknown
ldquoSprint has LTE now in Philla )rdquo ndash DeadlyScionide Unknown
ldquoOMG WE GOT LTE TOWERS FOR SPRINT IN SUFFOLK
AHHHHHrdquo ndash akayyyx New York NY
POSITIVE NETWORK 3 Positive Network conversation about Sprint wasmade up of customers discussing that they hadgood coverage and service This conversationremained minimal in percentage similar to the June 17thannouncement Customers reference negative experiences
in the process of relaying positive ones The majority ofthe time customers shared that their LTE service was fast orthat they had good service in certain locations
Verbatims ldquoI have good service in Indiana thanks sprintrdquo
ndash dleep17 Unknown
ldquoSprint got great service wherever Irsquom at right now Five bars amp
LTE speedrdquo ndash THEMisterrEff Milwaukee WI
ldquoFor the first time ever I have 4G LTE on my Sprint GalaxyNexusrdquo ndash sovryntech NH
ldquoi got to experience sprintrsquos lte for like 5 minutes today prettydoperdquo ndash ImTime Cleveland OH
Note Percentages may not add to 100 due to rounding
Mentions are posts which contain discussion of Sprint keywords Messaging conversation contains posts about the Sprint 4G LTE service
and related announcements Network conversation contains posts about the Sprint network and coverage unrelated to 4G LTE service
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 73013 ndash 8613 Mentions 31585
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 828
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
8
PART I SPRINT DRIVERS OF SENTIMENTNEUTRAL SPRINT MESSAGINGPR 14
Neutral Sprint MessagingPR conversation consistedof people sharing news articles blogs and pressreleases about Sprint After the hype surrounding Dish
Network and Clearwire died down neutral conversationdecreased by by a large margin The Q2 earningsannouncement for Sprint drove shares of news articles andpress releases There was also a large amount of articlesharing surrounding NetZerorsquos deal to use Sprint LTE
Note This conversation was void of any 4G LTE marketexpansion discussion as this was classified as Positive orNegative messaging conversation
VerbatimsldquoSprint Posts $16 Billion Loss As Nextel Shutdown Weighs OnBottom Line Sprint is posting its Q2 financial r httptco
EWbvQVkAErdquo ndash MobileForumsNet Worldwide
ldquoSprint reports $16B net loss as it shuts down Nextel platformhttptcoIoJA5neKYKrdquo ndash MobiOps Worldwide
ldquoSNetZero strikes deals to use Sprint LTE and Verizon 3GhttptcofnQ0JlGli0rdquo ndash engadgetmobile Worldwide
ldquoSprint posted its earnings report for its second quarter of2013 today boasting its ldquohighest-everrdquo revenue at $72 billion
representing an eight percent year-over-year increaserdquo ndash Jacob Kleinman technobuffalocom
NEGATIVE PRICE 9 Negative Price conversation was generated bypeople expressing frustrations over how expensivetheir contracts were This conversation was much moreprevalant during the July 30th announcement than theJune 17th one Within this conversation we heard moreSprint customers complaining about paying off phone billsCustomers also expressed frustrations over the necessarypayments when other mobile carriers were cheaper oroffered zero dollars down at sign up
Verbatims ldquoI havent payed my phone bill in a week now I really wouldnrsquotneed it anyways Stupid sprintrdquo ndash MfsFlowa Unknown
ldquoSprint cut my phone off AFTER I paid my bill Th wrong withthemrdquo ndash diamondpeach012 Denton TX
ldquosprint why is your service worse than metro pc and costdouble ScrewThisContractrdquo ndash HeyMisterImKrissi Tampa FL
ldquoSprint turned my phone off And I paid my bill And my
phone is off rdquo ndash SHAYNUHCHANEL Houston TX
NEGATIVE GENERAL 23 Negative General conversation consisted of peopleexpressing discontent with Sprint as a companyCustomers expressed increased frustrations with theirtwo year Sprint contracts and that they wanted toswitch carriers When coupled with T-Mobilersquos recentannouncement of ldquoJUMPrdquo the ability to upgrade phonesbefore two years Sprint customers were even more angryabout not being able to upgrade phones or changecarriers
Verbatims ldquoSo ATampT got ldquoNextrdquo amp T-Mobile got ldquoJumprdquo Catch up Sprint Iwant the new 5s before my contract is uprdquo ndash _tvcdee TX
ldquoitrsquos terrible luckily my 2 year contract is up this year RT mymangot2JOBS_ Sprint sucksrdquo ndash MahadXv Atlanta GA
ldquoEverybody on this one year upgrade when you wantsprintwhere yrsquoall atcuz Irsquom gon jump on the T-Mobile Jump plan or
ATampT ComeOnSprintrdquo ndash ShesPhotogenic Detriot MI
ldquoSprint is the worst I will not be renewing my contractrdquo
ndash WhitKneeH FL
Note Percentages may not add to 100 due to rounding
Mentions are posts which contain discussion of Sprint keywords Messaging conversation contains posts about the Sprint 4G LTE service
and related announcements Network conversation contains posts about the Sprint network and coverage unrelated to 4G LTE service
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 73013 ndash 8613 Mentions 31585
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 928
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
9
PART I SPRINT DRIVERS OF SENTIMENTNEGATIVE MESSAGING 5 Negative Messaging conversation surrounding Sprintconsisted of people complaining about Sprintrsquos LTEstrategy Frustrations grew with Sprint because customers
still were not included in the upgrades after multiple newmarket announcements Customers typically expressedanger over their cities still being on the ldquowaiting listrdquo or thatthe LTE service was not working There was also increasedconversation from customers complaining that their 4G LTEwas spotty or not working at all
Verbatims ldquoSprint you have got to be kidding me NO 4g LTE in Denverstill Its not like were a major metro US city or anythingrdquo
ndash therealBVH Foothills CO
ldquoWas Sprint not supposed to be putting 4G towers in Tucsonbut the end of July ITrsquoS AUGUST 1ST WHAT THE hell sprintrdquo
ndash k8lingr33n Unknown
ldquosprint Can you please explain to me why Columbus OH
STILL hasnrsquot gotten LTE coverage yet Do you know how manycustomers you are losingrdquo ndash Tone_Capone Columbus OH
ldquoI am very disappointed with Sprint still have no consistent 3g4g is spotty at best in most areasfriend has lte with tmobile
alreadyrdquo ndash JK2011till Boca Raton FL
NEGATIVE NETWORK 13 Negative conversation surrounding the Sprintnetwork consisted of customers complaining aboutdropped service and outages There was no changein conversation from the previous announcementNegative Network conversation was more than four timesas common as Positive Network conversation Peopleremained annoyed and angry over dropped service or noservice at all despite LTE expansions
Verbatims ldquoSprint has the worst service everrdquo ndash Nancy_Z93 Unknown
ldquoSprint have service in the weirdest placesrdquondash Simply_Me55 Unknown
ldquoSprint proved to be the worst service possible tonightrdquo
ndash nancyeldred California
ldquoHaving BAD Service Sprint at the moment Cannot call
anybodyrdquo ndash JamieTaylor610 Valencia CA
NEGATIVE CUSTOMER SERVICE 8 Negative Customer Service conversation consistedof people expressing frustrations over the poorservice and assistance they received from Sprint
Customer service conversation during the time of the July30th announcement was very similar to that of the June17th announcement Sprint customers continued to beangered by poor customer service online over the phoneand in-store
Verbatims ldquoJust experienced the worst customer service Irsquove had on threecontinents by sprint - absolutely disgusted Got Sprint Irsquod
cancel it nowrdquo ndash DKesslerPhoto Indianapolis IN
ldquosprint customer service representatives manwhere the helldo they find these idiots 40minuteslater problemsolvedrdquo
ndash OneLoveRissa Unknown
ldquosprintcare The service is horrible and it seem like sprint is
only worried about the money and not da satisfaction of thecustomerrdquo ndash Sayit_aintTone Unknown
ldquoI have to say I am very disappointed with sprint customerservice at the store in Miami on Kendall Not happy right
nowrdquo ndash Lalisiluscious Miami FL
Note Percentages may not add to 100 due to rounding
Mentions are posts which contain discussion of Sprint keywords Messaging conversation contains posts about the Sprint 4G LTE service
and related announcements Network conversation contains posts about the Sprint network and coverage unrelated to 4G LTE service
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 73013 ndash 8613 Mentions 31585
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 1028
PART IICOMPETITIVEANALYSIS
2713 ndash 8613
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 1128
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
11
PART II COMPETITIVE ANALYSIS
Note Percentages may not add to 100 due to rounding Superscript percentages refer to change in share of voice in comparison
to the baseline f rom 121612 through 61613 Mentions are posts which contain discussion of Sprint ATampT and T-Mobile keywords
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 73013 ndash 8613
Volume 25644 posts
Volume 31585 posts
Volume 32991 posts
T-MOBILE REMAINED THE MOST POSITIVEBRAND SEEING PROLONGED POSITIVECONVERSATION FROM ITS IPHONE RELEASE
AND NEW EXCITEMENT SURROUNDING ITSCOMMERCIALS
bull T-Mobile also saw the highest buzz when compared toSprint and ATampT however the majority of the differencewas due to the Bill Hader T-Mobile commercials whichcaused buzz from current and non-customers
bull Negative T-Mobile conversation increased during thistime as its campaign Hate2Wait while a positive pushfor the company also instigated negative conversationfrom frustrated customers because they were still waitingfor T-Mobile upgrades
ATampT AND SPRINT BOTH ANNOUNCED 4GLTE NETWORK EXPANSIONS AND WHILESPRINT GENERATED SLIGHTLY MORE BUZZ
BY RELEASING TO MORE CITIES ATampTGARNERED EQUAL POSITIVE SENTIMENT AND A BETTER BUZZ PER CAPITA
bull ATampT released separate press releases that individuallyhighlighted the markets receiving updates while Sprintreleased one that failed to individually reference marketsin the title and a limited amount in Tweets posted
bull Sprint and ATampT saw similar sentiment around theirannouncements While Sprint struggled to generate highlevels of buzz per capita the overall sentiment generatedwas similar to that of ATampT as levels of excitement about
LTE were synonymous across the carriers
58 (+18)14 (-25)28 (+7)
45 (+8)26 (-6)29 (-2)
20(+14)16 (-15)64 (0)
POSITIVE NEUTRAL NEGATIVE
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 1228
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
12
PART II COMPETITIVE ANALYSIS
POSITIVE 29
bull Close to one-third of all positiveconversation surrounding ATampT wasrelated to its announcement on July31st and the excitement around thenew markets
bull Discussion of the phones used onthe ATampT network were discussedoften most notably the iPhone 5People also discussed the GoPhoneand Prepaid options available
bull On August 1st JD Powerannounced that ATampT rankedthe highest for customer servicesatisfaction of Wireless carriers
This announcement made up 9of conversation on the day theannouncement was made and 15on the day after
Verbatims ldquoATampT Debuts 4G LTE in Charlestonhttptcoj6AMsmtndY wsazrdquondash wsazjedwards Carleston WV
ldquoATampT receives JD Power award forwireless customer service 1 babyrdquondash aClaireSchwartz Orlando FL
ldquoGotta love coming into work tonew found LTE coverage Thank you
ATampTrdquo ndash joekorzo NJ
ldquoI love great customer service Theguy from ATampT was so helpful (AndIrsquom pretty sure he was Texan basedon his accent) just sayinnn TXrdquondash alyssarizavi TX
NEUTRAL 26
bull The majority of neutral conversationsurrounding ATampT was generatedby people sharing articles or blogsdiscussing news announcements
bull People commonly shared theannouncement that Starbuckswould be switching from ATampT toGoogle as their WiFi provider
bull ATampT also generated a significantamount of buzz around differentcustomer-friendly promotionsthey were starting like phonereplacements and study abroaddiscounts
Verbatims
ldquoStarbucks replaces ATampT withGoogle as its in-store WiFi providerhttptcovzb0Ty0YZ8rdquondash ForbesTech Worldwide
ldquoRT AndroidPolice ATampT Galaxy SIII Finally Getting ldquoPremium SuiterdquoMulti-Window OTA Update Android412 (Build UCDMG2)ndash RichB0yMarty Stamford CT
ldquoRT scrappinmichele Safe Mobile
WiFi For Families - ATampT Unite via Techmama httptcoVDEUgNz1ozrdquondash techmama Silicon Valley CA
ldquoATampT T-Mobile Verizon MoveForward With Isis Mobile PaymentPlan Isis will support the iPhohttptco2d5QOf industry newsrdquondash KarenKinnaman Redding CA
NEGATIVE 45
bull Like most wireless carriers ATampTrsquosnegative conversation was mostnotably generated by peoplecomplaining about their droppedcalls and poor service
bull During this time period there werehigher than normal complaintsaround ldquospotty servicerdquo which werelater announced to be caused byupgrades across ATampT
bull Despite winning the customerservice satisfaction award from JDPower ATampT still experienced a largevolume of customer service-relatedcomplaints which is typical for anybrand across social media
Verbatims ldquoATTCustomerCare 28 days stillno service Irsquom starting to doubt ifUverse actually exists ATTrdquondash DaveMacQueen1 Charleston SC
ldquoI really hate my ATampT servicerdquondash DniseSonnenberg HuntingtonBeach CA
ldquoI canrsquot wait until my contract
with ATT is up Theyrsquore so rudeand unhelpful neveragain ATTnothappyrdquondash withaK27 Stillwater OK
ldquoATampT has horrible customer servicetoday I wanna screamrdquondash ashxlee_ Unknown
Note Percentages may not add to 100 due to rounding
Superscript percentages refer to change in share of voice in comparison to the baseline from 121612 through 61613
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 73013 ndash 8613 Mentions 25644 posts
ATampT saw a more significant spike in positive sentiment than Sprint on the days of their respectiveannouncements however Sprint was able to hold on to the surge in positive sentiment longer than everyoneelse Though Sprint did not see as drastic a change in positive sentiment as ATampT and while Sprint also returned back tonegative it was able to maintain a consistent positive sentiment longer than ATampT did
POSITIVE NEUTRAL NEGATIVE
45 (+8)26 (-6)29 (-2)
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 1328
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
13
PART II COMPETITIVE ANALYSIS
POSITIVE 64
bull Conversation surrounding T-Mobileremained consistently positive andtwice as positive in comparison tothe other mobile carriers analyzed
bull T-Mobilersquos new commercials with BillHader also began to drive significantpositve buzz People expressedhow hillarious he is and how theywould like to see more
bull People also shared announcementsthat T-Mobile expects LTE in 90 oftop 25 markets by yearrsquos end Themarkets that already had LTE serviceexpressed satisfaction over theirnew faster network
Verbatims ldquo4G LTE is the best Thanks T-Mobilerdquondash Arnold0rtega NJ
ldquoI love these new Bill Hader T-Mobilecommercials They are funny amp realIrsquove gotten a new phone just find outabout a newer versionrdquondash ChrisWCox17 Oklahoma City OK
ldquoT-Mobile expects 2x10MHz LTE in90 of top 25 markets by yearrsquos endandroid httptcoqTvJa70CIErdquondash PaulFrenzel Unknown
ldquoI love the T Mobile commercial Itnever fails to crack me uprdquondash martinezk_ Dalton NY
NEUTRAL 16
bull Neutral conversation surrounding T-Mobile was a small percentage ofconversation as no overwhelminglylarge announcement occurredduring the time period
bull The majority of neutral conversationcame from the sharing of articlesand announcements relating to newdevices becoming available on thenetwork
bull Though it occurred in March theiPhone availability on T-Mobilecontinued to drive conversationincluding news articles claimingthat the iPhone saved T-Mobile fromlosing hundreds of thousands ofcustomers
Verbatims ldquoRT SebastienPage Study findslanding the iPhone saved T-Mobilefrom losing at least 300000customers httptcoJbYosfJb3Mrdquondash AnthonyEsposito Pheonix AZ
ldquoLG Optimus F3 arriving at T-Mobilewith 4G LTE via slashgear httptcoyvPSHebymxrdquo
ndash glass_lane Los Altos CA
ldquoT-Mobile wonrsquot sell Moto X instores customers will have to buydirect from Motorola httptco FDmSj3OcyB techrdquondash Champagnie Redmond WA
NEGATIVE 20
bull Negative sentiment surrounding T-Mobile continued to be less thanhalf of Sprint and ATampT though itcontinued to increase driven bycomplaints with LTE coverage
bull T-Mobile launched a campaign topromote flexible contracts calledHate2Wait While it was designedfor customers to share why theyhated to wait on other carrierssome used it as a way to complainabout T-Mobile
bull As is common across all mobilecarriers the majority of negativeconversation was still generated bypeople complaining about the poorservice they received
Verbatims ldquoTMobile been waiting for an hrfor network to work on my phoneso now my phone is dying and it willnot charge right ( Hate2Waitrdquo ndash cindee_ruby_oh Unknown
ldquoI Hate2Wait because TMobile ismaking me Irsquove been a customersince 1999 and getting Hosedrdquo
ndash ItsEkinsAgain Unknown
ldquoTMobile sucks sick of theservice and my phones breakingletsswitchalreadyrdquo ndash breckanbryn Unknown
ldquoTmobile I hate you I never haveservicerdquo ndash dereiont_ TX
T-Mobile on the whole exhibited less strategic focus around network announcements in social media thanSprint and ATampT Despite their lack of marketing priority around said announcements T-Mobilersquos recent brand buildinginvestments are clearly showing dividends as it relates to driving positive sentiment for the brand The iPhone 5 despitebeing released in March was salso a driver of positive sentiment
Note Percentages may not add to 100 due to rounding
Superscript percentages refer to change in share of voice in comparison to the baseline from 121612 through 61613
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 73013 ndash 8613 Mentions 32991 posts
20(+14)16 (-15)64 (0)
POSITIVE NEUTRAL NEGATIVE
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 1428
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
14
ATampT ATampT ATampT SPRINT T983085MOBILE SPRINT SPRINT T983085MOBILE
DATE 22513 73113 41013 61713 1813 41813 73013 72513
SUCCESS INDEX 281 275 119 51 30 27 17 03
NUMBER OF NEW MARKETS 6 10 11 22 10 21 41 15
PART II COMPETITIVE ANALYSISTHE ANNOUNCEMENT SUCCESS INDEX
The Announcement Success Index compares the total population of markets in the selected announcements to the totalbuzz that occurred on the announcement day We analyzed the two most discussed announcements on social media forSprint ATampT and T-Mobile Also included were the most recent announcements for Sprint and ATampT
While 11 cities received 4G LTE on April 10th ATampT announced 77 markets that would receive LTE over the summer
72513
1813
41013
41813 73013
7311322513
30
25
20
15
10
05
10 20 30 40 500
6 cities10 cities
11 cities
10 cities
15 cities
21 cities 41cities
KEY
S U C C E S S I N D E X
NUMBER OF NEW MARKETS
6171322 cities
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 1528
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
15
ATampTrsquoS ANNOUNCEMENT STRATEGYCONSISTENTLY GENERATED A HIGHER BUZZPER CAPITA THAN SPRINT BY RELEASINGTO LESS CITIES AT ONCEATampTrsquos Success Indicies are more than double the indicies ofthe compared announcements While the populations forSprintrsquos announcement cities was almost seven times morethan the ATampT announcement populations the buzz percapital was a fraction of ATampTrsquos
Typically ATampT announced to half of the cities that Sprintdid and when ATampT did group their announcement with anannouncement for 77 upcoming LTE markets (April 10th)their buzz per capita struggled
ATampT CREATED MULTIPLE PRESS RELEASESFOR THEIR LTE EXPANSIONS IN AN EFFORTTO BETTER DISTRIBUTE NEWS AND TARGETSPECIFIC MARKETS
The July 31st 2013 announcement surrounding 4G LTE
expanding to 10 cities consisted of unique press releasesfor each city The localized press releases that specificallymentioned each market in the title were able to generatemore awareness and buzz within these specific marketsbut did not generate comparable overall buzz to SprintrsquosJuly 30th announcement
SPRINTrsquoS MOST RECENT ANNOUNCEMENTHAD A LOW SUCCESS INDEX AS IT DIDNOT HIGHLIGHT EACH MARKET TO DRIVE
AWARENESS This announcement on July 30th saw the second lowestAnnouncement Success Index So while the populationwas four times larger than their most recent announcementto date it did not reap them any incremental benefit aboveand beyond ATampTrsquos buzz levels (eg national scale did notyield greater volume) Coupling 41 different cities togetherwithin one announcement had an adverse effect onSprintrsquos buzz per capita
CUSTOMIZED HASHTAGS ARE MOREEFFECTIVE FOR BRAND PROMOTION THANGENERIC ONESDuring the reporting period Sprint embraced 4GLTEto help distribute news and messaging surrouding theirnetwork updates The hashtag received respectable pickup during the seven day period Unfortunately only 36of those hashtag uses had anything to do with Sprint Thisstems from the fact that Sprint chose to latch on to an
already existing hashtag with organic use behind it ratherthan customizing the hashtag to include their brand name
ldquoOur 4GLTE now is in 151 cities nationwide includingNashville Philadelphia and Oakland httpbitly11s5V2A rdquondash Sprint
ATampTrsquoS ATTEMPT TO USE EMPLOYEES TOGENERATE ANNOUNCEMENT BUZZ HASBEEN LARGELY SUCCESSFULATampT has traditionally pushed its employees to use
the hashtag ATTEmployee to promote variious brandefforts The hashtag was used 1077 times during July10 of which related directly to the brandrsquos 4G LTEannouncements
ldquoNationrsquos fastest network Check Most reliable Check
httptcoAzDVDzkLqF ATTemployeerdquo ndash bklein34
SPRINT WAS MORE SUCCESSFUL ATDRIVING TWITTER ENGAGEMENT WITHTHEIR OFFICIAL HANDLE THAN ATampT
For their most recent announcement Sprint posted one Tweet promoting their press release which garnered 22Retweets and 13 favorites while ATT did not share theirannouncement at all
ldquoOur 4GLTE now is in 151 cities nationwide includingNashville Philadelphia and Oakland httpbitly1rdquo ndash Sprint
PART II COMPETITIVE ANALYSIS
ldquo
ldquo
ANNOUNCEMENT SUCCESS IS A GAME OF REGIONAL QUALITY NOT NATIONAL QUANTITYWhile ATampT generated less overall volume of conversation than Sprint for their July 31st announcement the competitivecarrier showed impressive performance when it came to localized engagement around their announcements (as definedby the buzz per capita index) Similar to the social marketing trend toward engaged users versus sheer number of fans
driving regional (rather than national) engagement around announcements is a critical metric for success
ldquo
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 1628
PART IIIVOLUME OVERTIME ANALYSIS
2613 ndash 8613
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 1728
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
17
0
10
20
30
40
50
2 7
1 3
2 1 4
1 3
2 2 1
1 3
2 2 8
1 3
3 7
1 3
3 1 4
1 3
3 2 1
1 3
3 2 8
1 3
4 4 1 3
4 1 1
1 3
4 1 8
1 3
4 2 5
1 3
5 2 1 3
5 9 1 3
5 1 6
1 3
5 2 3
1 3
5 3 0
1 3
6 6 1 3
6 1 3
1 3
6 2 0
1 3
6 2 7
1 3
7 4 1 3
7 1 1
1 3
7 1 8
1 3
7 2 5
1 3
8 1 1 3
MIAMI NETWORK BUZZ OVER TIME
Mentions are posts which contain mentions of Sprint 4G LTE service or announcements within Miami
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 2713 ndash 8613 Mentions 844 posts
After the announcement of 4G LTE in Miami it was expected that Sprint conversation inthe market would shift back to negative in sentiment However from the day of the launchof the network advances through August 6th conversation in Miami surrounding Sprint
remained largely positive While negative sentiment began to increase slightly mid-July itincreased at a slower rate than is typical and conversation remained above 60 positive innature
Sprintrsquos announcement in Miami generated the most sustained positive conversation out of any marketanalyzed Contrary to what is typical for most markets conversation relating to Sprintrsquos announcement remainedpositive for a much longer time period in Miami After close to two months conversation was still significantly morepositive than negative within Miami Florida though negative conversation did begin to increase after about a month of
time passed Positive sentiment surrounding Sprint in Miami remained over 90 positive until the end of July as 4G LTEadvancements in the Miami area saw limited outages or issues especially when compared to trouble markets like Chicagoand Los Angeles
POSITIVE 61 NEUTRAL 17 NEGATIVE 22
ldquo ldquoITrsquoS HAPPENED SPRINT LTE IS IN MIAMI THANK THENETWORK GODSrdquo ndash csbellina
Sprint turned on LTE in Tampa amp Miami today AnyiPhone 5 Sprint users that can attest to the speedsrdquondash stephenrobles
0
50
100
150
200
250
2 7
1 3
2 1 4
1 3
2 2 1
1 3
2 2 8
1 3
3 7
1 3
3 1 4
1 3
3 2 1
1 3
3 2 8
1 3
4 4 1 3
4 1 1
1 3
4 1 8
1 3
4 2 5
1 3
5 2 1 3
5 9 1 3
5 1 6
1 3
5 2 3
1 3
5 3 0
1 3
6 6 1 3
6 1 3
1 3
6 2 0
1 3
6 2 7
1 3
7 4 1 3
7 1 1
1 3
7 1 8
1 3
7 2 5
1 3
8 1 1 3
909lt1
ldquo Sprint continues to expand its 4G LTE coverage Miamiin tow httptcohrFewrJ25Frdquo ndash InnovationTu ldquo Welcome to Miami Sprint LTE httptco
OGPxsM4AUTrdquo ndash thegraviator
SPRINT SUSTAINED POSITIVE SENTIMENT LONG AFTERTHE JUNE 17TH ANNOUNCEMENT61713 ndash 8613
94 2 4
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 1828
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
18
0
50
100
150
200
250
300
350
2 7
1 3
2 1 4
1 3
2 2 1
1 3
2 2 8
1 3
3 7
1 3
3 1 4
1 3
3 2 1
1 3
3 2 8
1 3
4 4
1 3
4 1 1
1 3
4 1 8
1 3
4 2 5
1 3
5 2
1 3
5 9
1 3
5 1 6
1 3
5 2 3
1 3
5 3 0
1 3
6 6
1 3
6 1 3
1 3
6 2 0
1 3
6 2 7
1 3
7 4
1 3
7 1 1
1 3
7 1 8
1 3
7 2 5
1 3
8 1
1 3
BROOKLYNBRONX NETWORK BUZZ OVER TIME
Mentions are posts which contain mentions of Sprint 4G LTE service or announcements within The Bronx and Brooklyn NY
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 2713 ndash 8613 Mentions 1038 posts
Sprintrsquos BronxBrooklyn teaser was successful in driving buzz prior to the actual launch of 4G LTE in the twomarkets On July 24th Sprint released a press release stating that in less than a week 4G LTE will be turned on in thetwo locations driving conversation that was eight times higher than conversation on the actual launch date This teaserincreased positive conversation in these locations about Sprint and was able to sustain this positive conversation through
the announcement and the week following
SPRINT ANNOUNCES THAT LTE WILL BE LIVE IN THE BRONX AND BROOKLYN72413
SPRINT TURNS UP 4G LTE IN 41 MORE LOCATIONS73013
1
The announcement stating that 4G LTE service would become available in the Bronx and Brooklyn generatedsignificantly more buzz than the actual day that the service was turned on Leading up to the announcementpositive sentiment surrounding Sprint in the Bronx and Brooklyn was less than 50 Once the press release wasshared positive sentiment increased to two-thirds of Bronx and Brooklyn conversation
2Sprint turned on LTE in the Bronx and Brooklyn on July 30th The date that the service was turned ondid not generate significant buzz in comparison to the teaser that it would be coming By releasing theteaser announcement as a press release Sprint cannibalized the buzz that would have come on the actualannouncement day Sprint also failed to highlight the Bronx adn Brooklyn on the day of the announcement byhiding the two cities within the larger press release with the additional 39 markets
POSITIVE 58 NEUTRAL 35 NEGATIVE 7
ldquo ldquo4G LTE in Brooklyn now finally Sprint sheeshrdquo ndash powderican
Finally LTE for Sprint launched in the Bronx todayrdquondash iRawriLaugh
0
10
20
30
40
50
2
7 1 3
2 1 4
1 3
2 2 1
1 3
2 2 8
1 3
3
7 1 3
3 1 4
1 3
3 2 1
1 3
3 2 8
1 3
4
4 1 3
4 1 1
1 3
4 1 8
1 3
4 2 5
1 3
5
2 1 3
5
9 1 3
5 1 6
1 3
5 2 3
1 3
5 3 0
1 3
6
6 1 3
6 1 3
1 3
6 2 0
1 3
6 2 7
1 3
7
4 1 3
7 1 1
1 3
7 1 8
1 3
7 2 5
1 3
8
1 1 3
2
1
6733lt1
6138lt1
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 1928
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
19
0
20
40
60
80
100
2 7
1 3
2 1 4 1 3
2 2 1 1 3
2 2 8 1 3
3 7
1 3
3 1 4 1 3
3 2 1 1 3
3 2 8 1 3
4 4 1 3
4 1 1 1 3
4 1 8 1 3
4 2 5
1 3
5 2 1 3
5 9 1 3
5 1 6 1 3
5 2 3 1 3
5 3 0 1 3
6 6 1 3
6 1 3 1 3
6 2 0 1 3
6 2 7
1 3
7 4 1 3
7 1 1 1 3
7 1 8 1 3
7 2 5
1 3
8 1 1 3
SPRINT TURNS UP 4G LTE IN 41 MORE LOCATIONS73013
PHILADELPHIA NETWORK BUZZ OVER TIME
Mentions are posts which contain mentions of Sprint 4G LTE service or announcements within Philadelphia
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 2713 ndash 8613 Mentions 563 posts
1
Sprintrsquos announcement in Philadelphia was the least successful at driving positive sentiment when compared tothe other markets analyzed The day of the announcement generated only 50 positive sentiment within Philadelphiahowever like the other markets negative sentiment remained minimal After the announcement positive sentimentstayed consistently around 50 while negative sentiment slowly increased as people became frustrated or experienced
problems with LTE
Philadelphia was the second largest city to receive 4G LTE and 3G improvements on July 30th The citygenerated about half of the network buzz that the Bronx and Brooklyn did over the same time period but onthe day of the actual announcement Philadelphia saw three times as much buzz as the two New York citiesBecause Philadelphia did not have a teaser announcement like the Bronx and Brooklyn when LTE was turnedon it was the first people in the city heard of the enhancements The launch of LTE service in Philadelphia
was not locally covered within the city and only saw mentions by larger publications that discussed theannouncement at large If the Philadelphia announcement was localized similar to ATampTrsquos the city would havegenerated more significant buzz
1
POSITIVE 58 NEUTRAL 27 NEGATIVE 15
ldquo ldquoOh Yessss gtgtgt Sprint extends LTE coverage to 41 newmarkets - New markets in Philadelphia Portland Oreand Oak httptcoVGmmc5HFazrdquo ndash ronstew
LOLsprint LTE in Philadelphia was supposed to becompleted by this past January Irsquom so glad I switchedto TMobilerdquo ndash ricankng787
ldquo ldquoEnjoying the great 4G LTE speeds from Sprint niceto see speeds like this sprintLTE sprint httptco j290tVjZeFrdquo ndash steven_2320
Mine sucks tho RT SimplyCecilia RT sprint Our 4GLTE now is in 151 cities nationwide includingNashville Philadelphia and Oaklandrdquo ndash b_eternal757
0
10
20
30
40
2 7
1 3
2 1 4
1 3
2 2 1
1 3
2 2 8
1 3
3 7
1 3
3 1 4
1 3
3 2 1
1 3
3 2 8
1 3
4 4
1 3
4 1 1
1 3
4 1 8
1 3
4 2 5
1 3
5 2
1 3
5 9
1 3
5 1 6
1 3
5 2 3
1 3
5 3 0
1 3
6 6
1 3
6 1 3
1 3
6 2 0
1 3
6 2 7
1 3
7 4
1 3
7 1 1
1 3
7 1 8
1 3
7 2 5
1 3
8 1
1 3
51463
8132019 Sprint July Announcement 8 14
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BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
20
0
10
20
30
40
50
60
70
2 7 1 3
2 1 4
1 3
2 2 1
1 3
2 2 8
1 3
3 7 1 3
3 1 4
1 3
3 2 1
1 3
3 2 8
1 3
4 4 1 3
4 1 1
1 3
4 1 8
1 3
4 2 5
1 3
5 2 1 3
5 9 1 3
5 1 6
1 3
5 2 3
1 3
5 3 0
1 3
6 6 1 3
6 1 3
1 3
6 2 0
1 3
6 2 7
1 3
7 4 1 3
7 1 1
1 3
7 1 8
1 3
7 2 5
1 3
8 1 1 3
ADDITIONAL CITIES NETWORK BUZZ OVER TIME
Note Percentages may not add to 100 due to rounding
Mentions are posts which contain mentions of Sprint 4G LTE service or announcements within the 20 highest population cities
Tulsa OK bull Oakland CA bull Laredo TX bull Durham N C bull Fayetteville NC bull Brownsville TX bull Fort L auderdale FL bull
Springfeld MA bull Salinas CA bull Pompano B each FL bull Flint MI bull Palm Coast FL bull Deerfeld Beach FL bull Harlingen T X bull
Jackson TN bull Daytona Beach FL bull Rocky Mount NC bull Ocala FL bull Port Charlotte FL bull Saginaw MI
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 2713 ndash 8613 Mentions 980 posts
The top 20 cities based on population within the July 30th announcement generated consistent spikes inconversation due to announcements in other markets Due to announcement markets being spread out across thecountry some of their neighboring markets had previously been a part of Sprint 4G LTE announcements These marketssaw spikes in conversation due to past announcements as customers discussed envy over their neighbors networks
The additional cities analyzed were the 20 cities in the announcement with the highest populations
SPRINT TURNS UP 4G LTE IN 41 MORE LOCATIONS73013
1
Conversation regarding the LTE announcements in these 20 cities waned in comparison to the Bronx andBrooklyn and Philadelphia People in these cities Retweeted the Sprint press releases and different newspublications announcing the markets Half of the conversation during the time of the announcement consistedof link sharing while 20 referenced Sprint On the day of the announcement positive sentiment morethan doubled while negative sentiment remained consistent Sprintrsquos SF Twitter handle Sprint4GLTE_SF was
unsuccessful at increasing buzz during this announcement which included Oakland CA a Bay Area city
ldquo ldquo About time ldquosprint Our 4GLTE now is in 151 citiesnationwide including Nashville Philadelphia andOakland httptcoZrEYTJKnOrdquo ndash hodariToure_PhD
My friends sprint launched 4G LTE in OaklandFremont and Hayward today what what ccSprint4GLTE_SFrdquo ndash Menace
1
POSITIVE 49 NEUTRAL 20 NEGATIVE 6
74206
8132019 Sprint July Announcement 8 14
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PART IVSPRINT INFLUENCERS
73013 ndash 8613
8132019 Sprint July Announcement 8 14
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8132019 Sprint July Announcement 8 14
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BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
23
RECOMMENDATIONS
8132019 Sprint July Announcement 8 14
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BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
24
RECOMMENDATION INTRO
RECOMMENDATION 1
All of the recommendations are designed toaccomplish three objectives
1 Amplify Sprintrsquos 4G LTE announcements
2 Gain Share of (4G LTE) Voice from competitors
3 Decrease negative sentiment toward Sprint acrossthe social web
OBSERVATIONATampT generates a significant amount of local press usingindividual announcements for each market These hitsare sharedpicked up not just by local media outletsbut also larger tech influencers We noticed with the right
rollout and executions this led to announcements beingdistributed on larger media sites like WSJcom
New markets are launched frequently (almost every week)which also sustains LTE conversation
ACTIONAnnouncement strategies should cater to local marketsSprint should create localized content as a ldquomodernrdquosupplement to press releases Video and infographiccontent is particularly effective (see content suggestionson Pg 29) To sustain conversation markets should be
announced with greater frequency
THE FOLLOWING RECOMMENDATIONS WERE DERIVED FROM THE SPRINT BASELINE ampJUNE ANNOUNCEMENT ANALYSIS AND THROUGH AN IN DEPTH AUDIT OF COMPETITORrsquoS4G LTE ANNOUNCEMENTS OVER THE SAME TIME PERIOD
LOCALIZED ANNOUNCEMENT STRATEGYSustain 4G LTE coverage conversation using a localized announcement strategy that leverages market specificpress releases and content
It is important to note that there are two analyses for thisassignment and that this report establishes a baselinecontext and a first look at the June announcementsWith more intelligence in the second report on the Juneannouncements as well as an additional set of data theserecommendations may gain greater focus and evolve
CONSIDERATIONWe understand that localizing and increasing the frequencyof the network coverage announcements requiresadditional output and resources however given Sprintrsquoschallenger position (in terms of number of markets with 4G
LTE coverage and share of voice on social) this approachcould create a valuable ROI
8132019 Sprint July Announcement 8 14
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BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
25
RECOMMENDATION 2
OBSERVATION4G LTE announcements produce a short and sharp spikein conversation the day of then diminish during the daysfollowing as can in the 24 markets analyzed (See analyticsspike analysis Pg 19ndash23)
ACTION ITEM 1Prolong the spike in conversation using social contentand promoted posts designed to amplify 4G LTE chatterCreate hashtags that encourage people to participate in4G LTE announcement conversation
Ex ldquoToday Chicago became the 60th 4GLTE city Retweetif you love the speed of your SprintLTE devicerdquo
ACTION ITEM 2Use 4G LTE devices to take short videos of 4G LTE in actionin new markets
Ex Downloading a movie trailer in LA
LTE CONTENT STRATEGY4G LTE conversation spikes will last longer if a content strategy was applied to the announcements
ACTION ITEM 3Engage social following with giveaways that amplifythe LTE announcements Collect data and push dealsto people during the entry process
Ex Click on the map on the SprintLTE city you wouldlike to visit
CONSIDERATIONSprint has experimented with different content outputsFor example a video was created documenting theprogress in Chicago on the 4G LTE build out That localtouch is crucial and should be more than a reactive tactic
based on customer feedback Sprint should championthis as a proactive communications strategy Additionallyinfographics work well as dynamic and shareable socialcontent The interactive network map that exists onSprintrsquos website serves a specific purpose but does notlead to sharable social behavior Inforgraphics could becreated either ahead of a market launch or in conjunctionwith one The infographic could outline the coverage areaarticulate the benefits of Sprintrsquos 4G LTE approach or even
just leverage a thematic representation of a given market(eg Golden Gate Bridge Searrsquos Tower etc)
RECOMMENDATION 3
OBSERVATIONRight before the LA launch some details were uncoveredby an Engadget editor who wrote a speculative piece
about the 4G LTE roll out This coverage generated asignificant amount of conversation before the launchthat occurred several weeks later (Reference Report Pg 21)
ACTION ITEM 1In order to create pre-buzz Sprint should considerannouncing 4G LTE cities in groups 2 weeks beforeturning on the switch On the day of launch a localizedrelease with supplementary content should be sharedon Sprint channels
ldquoTEASINGrdquo STRATEGYBy releasing some information about 4G LTE launches Sprint will garner significant pre-buzz that will help buildexcitement for the actual roll out
ACTION ITEM 2Use posts to help build anticipation for 4G LTE rolloutsFor example share Tweets that ask the community to
guess which city is next to receive 4G LTE from a fewoptions Provide hints that will generate conversationand buzz before the official announcement
ACTION ITEM 3Leverage tech influencers to promote SprintLTE in localmarkets by engaging with them before their area officiallyreceives LTE coverage
8132019 Sprint July Announcement 8 14
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BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
26
RECOMMENDATION 4TARGET CONVERSATIONSMost people do not like their wireless carrier and are pretty vocal about it By using promoted TweetsSprint can target these conversations and put offers in front of these unhappy customers encouragingthem to switch networks
OBSERVATIONVerizon seems to be targeting negative conversation that includes their competitors with promoted Tweets
The messaging could vary based on the issue at hand be it device related network related or otherwise
RECOMMENDATION 5
OBSERVATIONNew device announcements are a huge driver of 4GLTE conversation T-Mobile saw significant volume andlongevity related to iPhone 5 announcement (ReferenceReport Pg 12)
LEVERAGE DEVICE ANNOUNCEMENTS
By leveraging new device announcements Sprint can raise awareness for new 4G LTE markets and gain share ofvoice
ACTIONCreate more content featuring 4G LTE enabled devicesand insert 4G LTE expansion info into new device releases
NEXT STEPSTHE NEXT REPORT WILL INCLUDE
1 Further analysis on the June 17th announcements
2 New insights from July announcements
3 More analysis on ATampTrsquos localized announcement strategy
4 Additional recommendations based on additional data input
8132019 Sprint July Announcement 8 14
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BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
27
APPENDIX
Note conversation on the brand pages occurred on blogs and forums
that are a part of the sites including customer service and FAQ pages
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 73013 ndash 8613 Mentions 31585 posts
Sprint ATampT and T-Mobile generated the majority of their conversation across Twitter though forums andblogs made up 10-20 of conversation While Sprintrsquos top source was its own website the two competitorsrsquo topsource was callercom
TWITTER 78
FORUMS 12
BLOGS 5
FACEBOOK lt1
NEWS 4
COMMENTS lt1
TWITTER 77
FORUMS 8
BLOGS 8
FACEBOOK lt1
NEWS 6
COMMENTS lt1
TWITTER 85
FORUMS 7
BLOGS 5
FACEBOOK lt1
NEWS 3
COMMENTS lt1
Top Blogs News and Forums
SPRINTCOM 2900
AD983085HOC983085NEWSDE 166
BLOGSPOTCOM 161
YAHOOCOM 150
SPRINTUSERSCOM 136
REDDITCOM 126
STLOUISNEWSNET 118
Top Blogs News and Forums
CALLERCOM 333
ATTCOM 255
YAHOOCOM 222
REDDITCOM 191
MACRUMORSCOM 172
WPCENTRALCOM 156
BLOGSPOTCOM 135
Top Blogs News and Forums
CALLERCOM 370
REDDITCOM 223
WPCENTRALCOM 169
YAHOOCOM 156
MACRUMORSCOM 149
ANDROIDFORUMSCOM 117
CRACKBERRYCOM 107
8132019 Sprint July Announcement 8 14
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8132019 Sprint July Announcement 8 14
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BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
7
PART I SPRINT DRIVERS OF SENTIMENTPOSITIVE GENERAL 17 Positive General conversation was generated byposts discussing Sprint as a brand in a broad mannerGeneral sentiment surrounding Sprint continued to
produce the highest amount of positive conversation afterthe July 30th announcement Conversation consisted ofpeople discussing their Sprint phones that they plan toswitch to Sprint or that they had positive experiences withthe Sprint brand Conversation surrounding excitementabout new devices and sustainability caused a slightincrease in Positive General conversation from the baseline
Verbatims ldquoSooo Irsquom picking up my IPhone tomorrow from sprint Yayrdquo
ndash HarleySue99 Unknown
ldquoIrsquom about to disconnect my phone and just go to sprintrdquondash melyyyxo Unknown
ldquoI love sprint for all the discounts imma receive I need a new phone and a upgrade on themall -)rdquo
ndash mzwhitfield02 Unknown
ldquoThanks sprint for unlocking my Iphone for free for my trip
to Thailand Now I get to call home and talk to my family whileIrsquom away ndash Stormented Albine TX
POSITIVE PRICE 1
Positive Price conversation discussed the affordabilityof Sprint contracts This category continued to be aminimal part of Sprint conversation generating 1 of buzzPeople discussed the unlimited data plans low contractprices or that Sprint helped them with their bills
Verbatims ldquoPhone billed paid for the month I can deal with that Thanks
sprint goodlookingoutrdquo ndash itsjameshayes Unknown
ldquoSprint amp Verizon have cell plans w UNLIMITED talk (toanyone) text amp data Switching means no extra charges Nomore ATampT billing issuesrdquo ndash kiwijessica New York NY
ldquofinding out sprint paid my august bill for me gtgtgt daymaderdquo
ndash taybeezy21 Unknown
ldquosprint offers service for 119$ a month + 250$ activation no
data caps sounds like a good deal rightrdquo
ndash XeroCreator Unknown
POSITIVE MESSAGING 7 Positive Messaging conversation was almostsolely related to its network expansions Negativeresponses to Sprint Messaging during this announcement
outweighed the excitement surrounding the expansionHowever Positive Messaging conversation remained similarin nature with people frequently sharing links announcingSprintrsquos expansion of its LTE networks to new markets
Verbatims ldquoSprint expands 4G LTE to 41 more cities httptco xITT WwZDUUrdquo ndash BestSmartphones Worldwide
ldquoSprint finally gets the LTE wheel turning again with 41
new cities Sprintrsquos latest round of launche httptco HeG81OacTZ MobiAppsrdquo ndash mobi_apps_ar Unknown
ldquoSprint has LTE now in Philla )rdquo ndash DeadlyScionide Unknown
ldquoOMG WE GOT LTE TOWERS FOR SPRINT IN SUFFOLK
AHHHHHrdquo ndash akayyyx New York NY
POSITIVE NETWORK 3 Positive Network conversation about Sprint wasmade up of customers discussing that they hadgood coverage and service This conversationremained minimal in percentage similar to the June 17thannouncement Customers reference negative experiences
in the process of relaying positive ones The majority ofthe time customers shared that their LTE service was fast orthat they had good service in certain locations
Verbatims ldquoI have good service in Indiana thanks sprintrdquo
ndash dleep17 Unknown
ldquoSprint got great service wherever Irsquom at right now Five bars amp
LTE speedrdquo ndash THEMisterrEff Milwaukee WI
ldquoFor the first time ever I have 4G LTE on my Sprint GalaxyNexusrdquo ndash sovryntech NH
ldquoi got to experience sprintrsquos lte for like 5 minutes today prettydoperdquo ndash ImTime Cleveland OH
Note Percentages may not add to 100 due to rounding
Mentions are posts which contain discussion of Sprint keywords Messaging conversation contains posts about the Sprint 4G LTE service
and related announcements Network conversation contains posts about the Sprint network and coverage unrelated to 4G LTE service
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 73013 ndash 8613 Mentions 31585
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 828
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
8
PART I SPRINT DRIVERS OF SENTIMENTNEUTRAL SPRINT MESSAGINGPR 14
Neutral Sprint MessagingPR conversation consistedof people sharing news articles blogs and pressreleases about Sprint After the hype surrounding Dish
Network and Clearwire died down neutral conversationdecreased by by a large margin The Q2 earningsannouncement for Sprint drove shares of news articles andpress releases There was also a large amount of articlesharing surrounding NetZerorsquos deal to use Sprint LTE
Note This conversation was void of any 4G LTE marketexpansion discussion as this was classified as Positive orNegative messaging conversation
VerbatimsldquoSprint Posts $16 Billion Loss As Nextel Shutdown Weighs OnBottom Line Sprint is posting its Q2 financial r httptco
EWbvQVkAErdquo ndash MobileForumsNet Worldwide
ldquoSprint reports $16B net loss as it shuts down Nextel platformhttptcoIoJA5neKYKrdquo ndash MobiOps Worldwide
ldquoSNetZero strikes deals to use Sprint LTE and Verizon 3GhttptcofnQ0JlGli0rdquo ndash engadgetmobile Worldwide
ldquoSprint posted its earnings report for its second quarter of2013 today boasting its ldquohighest-everrdquo revenue at $72 billion
representing an eight percent year-over-year increaserdquo ndash Jacob Kleinman technobuffalocom
NEGATIVE PRICE 9 Negative Price conversation was generated bypeople expressing frustrations over how expensivetheir contracts were This conversation was much moreprevalant during the July 30th announcement than theJune 17th one Within this conversation we heard moreSprint customers complaining about paying off phone billsCustomers also expressed frustrations over the necessarypayments when other mobile carriers were cheaper oroffered zero dollars down at sign up
Verbatims ldquoI havent payed my phone bill in a week now I really wouldnrsquotneed it anyways Stupid sprintrdquo ndash MfsFlowa Unknown
ldquoSprint cut my phone off AFTER I paid my bill Th wrong withthemrdquo ndash diamondpeach012 Denton TX
ldquosprint why is your service worse than metro pc and costdouble ScrewThisContractrdquo ndash HeyMisterImKrissi Tampa FL
ldquoSprint turned my phone off And I paid my bill And my
phone is off rdquo ndash SHAYNUHCHANEL Houston TX
NEGATIVE GENERAL 23 Negative General conversation consisted of peopleexpressing discontent with Sprint as a companyCustomers expressed increased frustrations with theirtwo year Sprint contracts and that they wanted toswitch carriers When coupled with T-Mobilersquos recentannouncement of ldquoJUMPrdquo the ability to upgrade phonesbefore two years Sprint customers were even more angryabout not being able to upgrade phones or changecarriers
Verbatims ldquoSo ATampT got ldquoNextrdquo amp T-Mobile got ldquoJumprdquo Catch up Sprint Iwant the new 5s before my contract is uprdquo ndash _tvcdee TX
ldquoitrsquos terrible luckily my 2 year contract is up this year RT mymangot2JOBS_ Sprint sucksrdquo ndash MahadXv Atlanta GA
ldquoEverybody on this one year upgrade when you wantsprintwhere yrsquoall atcuz Irsquom gon jump on the T-Mobile Jump plan or
ATampT ComeOnSprintrdquo ndash ShesPhotogenic Detriot MI
ldquoSprint is the worst I will not be renewing my contractrdquo
ndash WhitKneeH FL
Note Percentages may not add to 100 due to rounding
Mentions are posts which contain discussion of Sprint keywords Messaging conversation contains posts about the Sprint 4G LTE service
and related announcements Network conversation contains posts about the Sprint network and coverage unrelated to 4G LTE service
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 73013 ndash 8613 Mentions 31585
8132019 Sprint July Announcement 8 14
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BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
9
PART I SPRINT DRIVERS OF SENTIMENTNEGATIVE MESSAGING 5 Negative Messaging conversation surrounding Sprintconsisted of people complaining about Sprintrsquos LTEstrategy Frustrations grew with Sprint because customers
still were not included in the upgrades after multiple newmarket announcements Customers typically expressedanger over their cities still being on the ldquowaiting listrdquo or thatthe LTE service was not working There was also increasedconversation from customers complaining that their 4G LTEwas spotty or not working at all
Verbatims ldquoSprint you have got to be kidding me NO 4g LTE in Denverstill Its not like were a major metro US city or anythingrdquo
ndash therealBVH Foothills CO
ldquoWas Sprint not supposed to be putting 4G towers in Tucsonbut the end of July ITrsquoS AUGUST 1ST WHAT THE hell sprintrdquo
ndash k8lingr33n Unknown
ldquosprint Can you please explain to me why Columbus OH
STILL hasnrsquot gotten LTE coverage yet Do you know how manycustomers you are losingrdquo ndash Tone_Capone Columbus OH
ldquoI am very disappointed with Sprint still have no consistent 3g4g is spotty at best in most areasfriend has lte with tmobile
alreadyrdquo ndash JK2011till Boca Raton FL
NEGATIVE NETWORK 13 Negative conversation surrounding the Sprintnetwork consisted of customers complaining aboutdropped service and outages There was no changein conversation from the previous announcementNegative Network conversation was more than four timesas common as Positive Network conversation Peopleremained annoyed and angry over dropped service or noservice at all despite LTE expansions
Verbatims ldquoSprint has the worst service everrdquo ndash Nancy_Z93 Unknown
ldquoSprint have service in the weirdest placesrdquondash Simply_Me55 Unknown
ldquoSprint proved to be the worst service possible tonightrdquo
ndash nancyeldred California
ldquoHaving BAD Service Sprint at the moment Cannot call
anybodyrdquo ndash JamieTaylor610 Valencia CA
NEGATIVE CUSTOMER SERVICE 8 Negative Customer Service conversation consistedof people expressing frustrations over the poorservice and assistance they received from Sprint
Customer service conversation during the time of the July30th announcement was very similar to that of the June17th announcement Sprint customers continued to beangered by poor customer service online over the phoneand in-store
Verbatims ldquoJust experienced the worst customer service Irsquove had on threecontinents by sprint - absolutely disgusted Got Sprint Irsquod
cancel it nowrdquo ndash DKesslerPhoto Indianapolis IN
ldquosprint customer service representatives manwhere the helldo they find these idiots 40minuteslater problemsolvedrdquo
ndash OneLoveRissa Unknown
ldquosprintcare The service is horrible and it seem like sprint is
only worried about the money and not da satisfaction of thecustomerrdquo ndash Sayit_aintTone Unknown
ldquoI have to say I am very disappointed with sprint customerservice at the store in Miami on Kendall Not happy right
nowrdquo ndash Lalisiluscious Miami FL
Note Percentages may not add to 100 due to rounding
Mentions are posts which contain discussion of Sprint keywords Messaging conversation contains posts about the Sprint 4G LTE service
and related announcements Network conversation contains posts about the Sprint network and coverage unrelated to 4G LTE service
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 73013 ndash 8613 Mentions 31585
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 1028
PART IICOMPETITIVEANALYSIS
2713 ndash 8613
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 1128
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
11
PART II COMPETITIVE ANALYSIS
Note Percentages may not add to 100 due to rounding Superscript percentages refer to change in share of voice in comparison
to the baseline f rom 121612 through 61613 Mentions are posts which contain discussion of Sprint ATampT and T-Mobile keywords
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 73013 ndash 8613
Volume 25644 posts
Volume 31585 posts
Volume 32991 posts
T-MOBILE REMAINED THE MOST POSITIVEBRAND SEEING PROLONGED POSITIVECONVERSATION FROM ITS IPHONE RELEASE
AND NEW EXCITEMENT SURROUNDING ITSCOMMERCIALS
bull T-Mobile also saw the highest buzz when compared toSprint and ATampT however the majority of the differencewas due to the Bill Hader T-Mobile commercials whichcaused buzz from current and non-customers
bull Negative T-Mobile conversation increased during thistime as its campaign Hate2Wait while a positive pushfor the company also instigated negative conversationfrom frustrated customers because they were still waitingfor T-Mobile upgrades
ATampT AND SPRINT BOTH ANNOUNCED 4GLTE NETWORK EXPANSIONS AND WHILESPRINT GENERATED SLIGHTLY MORE BUZZ
BY RELEASING TO MORE CITIES ATampTGARNERED EQUAL POSITIVE SENTIMENT AND A BETTER BUZZ PER CAPITA
bull ATampT released separate press releases that individuallyhighlighted the markets receiving updates while Sprintreleased one that failed to individually reference marketsin the title and a limited amount in Tweets posted
bull Sprint and ATampT saw similar sentiment around theirannouncements While Sprint struggled to generate highlevels of buzz per capita the overall sentiment generatedwas similar to that of ATampT as levels of excitement about
LTE were synonymous across the carriers
58 (+18)14 (-25)28 (+7)
45 (+8)26 (-6)29 (-2)
20(+14)16 (-15)64 (0)
POSITIVE NEUTRAL NEGATIVE
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 1228
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
12
PART II COMPETITIVE ANALYSIS
POSITIVE 29
bull Close to one-third of all positiveconversation surrounding ATampT wasrelated to its announcement on July31st and the excitement around thenew markets
bull Discussion of the phones used onthe ATampT network were discussedoften most notably the iPhone 5People also discussed the GoPhoneand Prepaid options available
bull On August 1st JD Powerannounced that ATampT rankedthe highest for customer servicesatisfaction of Wireless carriers
This announcement made up 9of conversation on the day theannouncement was made and 15on the day after
Verbatims ldquoATampT Debuts 4G LTE in Charlestonhttptcoj6AMsmtndY wsazrdquondash wsazjedwards Carleston WV
ldquoATampT receives JD Power award forwireless customer service 1 babyrdquondash aClaireSchwartz Orlando FL
ldquoGotta love coming into work tonew found LTE coverage Thank you
ATampTrdquo ndash joekorzo NJ
ldquoI love great customer service Theguy from ATampT was so helpful (AndIrsquom pretty sure he was Texan basedon his accent) just sayinnn TXrdquondash alyssarizavi TX
NEUTRAL 26
bull The majority of neutral conversationsurrounding ATampT was generatedby people sharing articles or blogsdiscussing news announcements
bull People commonly shared theannouncement that Starbuckswould be switching from ATampT toGoogle as their WiFi provider
bull ATampT also generated a significantamount of buzz around differentcustomer-friendly promotionsthey were starting like phonereplacements and study abroaddiscounts
Verbatims
ldquoStarbucks replaces ATampT withGoogle as its in-store WiFi providerhttptcovzb0Ty0YZ8rdquondash ForbesTech Worldwide
ldquoRT AndroidPolice ATampT Galaxy SIII Finally Getting ldquoPremium SuiterdquoMulti-Window OTA Update Android412 (Build UCDMG2)ndash RichB0yMarty Stamford CT
ldquoRT scrappinmichele Safe Mobile
WiFi For Families - ATampT Unite via Techmama httptcoVDEUgNz1ozrdquondash techmama Silicon Valley CA
ldquoATampT T-Mobile Verizon MoveForward With Isis Mobile PaymentPlan Isis will support the iPhohttptco2d5QOf industry newsrdquondash KarenKinnaman Redding CA
NEGATIVE 45
bull Like most wireless carriers ATampTrsquosnegative conversation was mostnotably generated by peoplecomplaining about their droppedcalls and poor service
bull During this time period there werehigher than normal complaintsaround ldquospotty servicerdquo which werelater announced to be caused byupgrades across ATampT
bull Despite winning the customerservice satisfaction award from JDPower ATampT still experienced a largevolume of customer service-relatedcomplaints which is typical for anybrand across social media
Verbatims ldquoATTCustomerCare 28 days stillno service Irsquom starting to doubt ifUverse actually exists ATTrdquondash DaveMacQueen1 Charleston SC
ldquoI really hate my ATampT servicerdquondash DniseSonnenberg HuntingtonBeach CA
ldquoI canrsquot wait until my contract
with ATT is up Theyrsquore so rudeand unhelpful neveragain ATTnothappyrdquondash withaK27 Stillwater OK
ldquoATampT has horrible customer servicetoday I wanna screamrdquondash ashxlee_ Unknown
Note Percentages may not add to 100 due to rounding
Superscript percentages refer to change in share of voice in comparison to the baseline from 121612 through 61613
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 73013 ndash 8613 Mentions 25644 posts
ATampT saw a more significant spike in positive sentiment than Sprint on the days of their respectiveannouncements however Sprint was able to hold on to the surge in positive sentiment longer than everyoneelse Though Sprint did not see as drastic a change in positive sentiment as ATampT and while Sprint also returned back tonegative it was able to maintain a consistent positive sentiment longer than ATampT did
POSITIVE NEUTRAL NEGATIVE
45 (+8)26 (-6)29 (-2)
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 1328
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
13
PART II COMPETITIVE ANALYSIS
POSITIVE 64
bull Conversation surrounding T-Mobileremained consistently positive andtwice as positive in comparison tothe other mobile carriers analyzed
bull T-Mobilersquos new commercials with BillHader also began to drive significantpositve buzz People expressedhow hillarious he is and how theywould like to see more
bull People also shared announcementsthat T-Mobile expects LTE in 90 oftop 25 markets by yearrsquos end Themarkets that already had LTE serviceexpressed satisfaction over theirnew faster network
Verbatims ldquo4G LTE is the best Thanks T-Mobilerdquondash Arnold0rtega NJ
ldquoI love these new Bill Hader T-Mobilecommercials They are funny amp realIrsquove gotten a new phone just find outabout a newer versionrdquondash ChrisWCox17 Oklahoma City OK
ldquoT-Mobile expects 2x10MHz LTE in90 of top 25 markets by yearrsquos endandroid httptcoqTvJa70CIErdquondash PaulFrenzel Unknown
ldquoI love the T Mobile commercial Itnever fails to crack me uprdquondash martinezk_ Dalton NY
NEUTRAL 16
bull Neutral conversation surrounding T-Mobile was a small percentage ofconversation as no overwhelminglylarge announcement occurredduring the time period
bull The majority of neutral conversationcame from the sharing of articlesand announcements relating to newdevices becoming available on thenetwork
bull Though it occurred in March theiPhone availability on T-Mobilecontinued to drive conversationincluding news articles claimingthat the iPhone saved T-Mobile fromlosing hundreds of thousands ofcustomers
Verbatims ldquoRT SebastienPage Study findslanding the iPhone saved T-Mobilefrom losing at least 300000customers httptcoJbYosfJb3Mrdquondash AnthonyEsposito Pheonix AZ
ldquoLG Optimus F3 arriving at T-Mobilewith 4G LTE via slashgear httptcoyvPSHebymxrdquo
ndash glass_lane Los Altos CA
ldquoT-Mobile wonrsquot sell Moto X instores customers will have to buydirect from Motorola httptco FDmSj3OcyB techrdquondash Champagnie Redmond WA
NEGATIVE 20
bull Negative sentiment surrounding T-Mobile continued to be less thanhalf of Sprint and ATampT though itcontinued to increase driven bycomplaints with LTE coverage
bull T-Mobile launched a campaign topromote flexible contracts calledHate2Wait While it was designedfor customers to share why theyhated to wait on other carrierssome used it as a way to complainabout T-Mobile
bull As is common across all mobilecarriers the majority of negativeconversation was still generated bypeople complaining about the poorservice they received
Verbatims ldquoTMobile been waiting for an hrfor network to work on my phoneso now my phone is dying and it willnot charge right ( Hate2Waitrdquo ndash cindee_ruby_oh Unknown
ldquoI Hate2Wait because TMobile ismaking me Irsquove been a customersince 1999 and getting Hosedrdquo
ndash ItsEkinsAgain Unknown
ldquoTMobile sucks sick of theservice and my phones breakingletsswitchalreadyrdquo ndash breckanbryn Unknown
ldquoTmobile I hate you I never haveservicerdquo ndash dereiont_ TX
T-Mobile on the whole exhibited less strategic focus around network announcements in social media thanSprint and ATampT Despite their lack of marketing priority around said announcements T-Mobilersquos recent brand buildinginvestments are clearly showing dividends as it relates to driving positive sentiment for the brand The iPhone 5 despitebeing released in March was salso a driver of positive sentiment
Note Percentages may not add to 100 due to rounding
Superscript percentages refer to change in share of voice in comparison to the baseline from 121612 through 61613
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 73013 ndash 8613 Mentions 32991 posts
20(+14)16 (-15)64 (0)
POSITIVE NEUTRAL NEGATIVE
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 1428
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
14
ATampT ATampT ATampT SPRINT T983085MOBILE SPRINT SPRINT T983085MOBILE
DATE 22513 73113 41013 61713 1813 41813 73013 72513
SUCCESS INDEX 281 275 119 51 30 27 17 03
NUMBER OF NEW MARKETS 6 10 11 22 10 21 41 15
PART II COMPETITIVE ANALYSISTHE ANNOUNCEMENT SUCCESS INDEX
The Announcement Success Index compares the total population of markets in the selected announcements to the totalbuzz that occurred on the announcement day We analyzed the two most discussed announcements on social media forSprint ATampT and T-Mobile Also included were the most recent announcements for Sprint and ATampT
While 11 cities received 4G LTE on April 10th ATampT announced 77 markets that would receive LTE over the summer
72513
1813
41013
41813 73013
7311322513
30
25
20
15
10
05
10 20 30 40 500
6 cities10 cities
11 cities
10 cities
15 cities
21 cities 41cities
KEY
S U C C E S S I N D E X
NUMBER OF NEW MARKETS
6171322 cities
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 1528
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
15
ATampTrsquoS ANNOUNCEMENT STRATEGYCONSISTENTLY GENERATED A HIGHER BUZZPER CAPITA THAN SPRINT BY RELEASINGTO LESS CITIES AT ONCEATampTrsquos Success Indicies are more than double the indicies ofthe compared announcements While the populations forSprintrsquos announcement cities was almost seven times morethan the ATampT announcement populations the buzz percapital was a fraction of ATampTrsquos
Typically ATampT announced to half of the cities that Sprintdid and when ATampT did group their announcement with anannouncement for 77 upcoming LTE markets (April 10th)their buzz per capita struggled
ATampT CREATED MULTIPLE PRESS RELEASESFOR THEIR LTE EXPANSIONS IN AN EFFORTTO BETTER DISTRIBUTE NEWS AND TARGETSPECIFIC MARKETS
The July 31st 2013 announcement surrounding 4G LTE
expanding to 10 cities consisted of unique press releasesfor each city The localized press releases that specificallymentioned each market in the title were able to generatemore awareness and buzz within these specific marketsbut did not generate comparable overall buzz to SprintrsquosJuly 30th announcement
SPRINTrsquoS MOST RECENT ANNOUNCEMENTHAD A LOW SUCCESS INDEX AS IT DIDNOT HIGHLIGHT EACH MARKET TO DRIVE
AWARENESS This announcement on July 30th saw the second lowestAnnouncement Success Index So while the populationwas four times larger than their most recent announcementto date it did not reap them any incremental benefit aboveand beyond ATampTrsquos buzz levels (eg national scale did notyield greater volume) Coupling 41 different cities togetherwithin one announcement had an adverse effect onSprintrsquos buzz per capita
CUSTOMIZED HASHTAGS ARE MOREEFFECTIVE FOR BRAND PROMOTION THANGENERIC ONESDuring the reporting period Sprint embraced 4GLTEto help distribute news and messaging surrouding theirnetwork updates The hashtag received respectable pickup during the seven day period Unfortunately only 36of those hashtag uses had anything to do with Sprint Thisstems from the fact that Sprint chose to latch on to an
already existing hashtag with organic use behind it ratherthan customizing the hashtag to include their brand name
ldquoOur 4GLTE now is in 151 cities nationwide includingNashville Philadelphia and Oakland httpbitly11s5V2A rdquondash Sprint
ATampTrsquoS ATTEMPT TO USE EMPLOYEES TOGENERATE ANNOUNCEMENT BUZZ HASBEEN LARGELY SUCCESSFULATampT has traditionally pushed its employees to use
the hashtag ATTEmployee to promote variious brandefforts The hashtag was used 1077 times during July10 of which related directly to the brandrsquos 4G LTEannouncements
ldquoNationrsquos fastest network Check Most reliable Check
httptcoAzDVDzkLqF ATTemployeerdquo ndash bklein34
SPRINT WAS MORE SUCCESSFUL ATDRIVING TWITTER ENGAGEMENT WITHTHEIR OFFICIAL HANDLE THAN ATampT
For their most recent announcement Sprint posted one Tweet promoting their press release which garnered 22Retweets and 13 favorites while ATT did not share theirannouncement at all
ldquoOur 4GLTE now is in 151 cities nationwide includingNashville Philadelphia and Oakland httpbitly1rdquo ndash Sprint
PART II COMPETITIVE ANALYSIS
ldquo
ldquo
ANNOUNCEMENT SUCCESS IS A GAME OF REGIONAL QUALITY NOT NATIONAL QUANTITYWhile ATampT generated less overall volume of conversation than Sprint for their July 31st announcement the competitivecarrier showed impressive performance when it came to localized engagement around their announcements (as definedby the buzz per capita index) Similar to the social marketing trend toward engaged users versus sheer number of fans
driving regional (rather than national) engagement around announcements is a critical metric for success
ldquo
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 1628
PART IIIVOLUME OVERTIME ANALYSIS
2613 ndash 8613
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 1728
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
17
0
10
20
30
40
50
2 7
1 3
2 1 4
1 3
2 2 1
1 3
2 2 8
1 3
3 7
1 3
3 1 4
1 3
3 2 1
1 3
3 2 8
1 3
4 4 1 3
4 1 1
1 3
4 1 8
1 3
4 2 5
1 3
5 2 1 3
5 9 1 3
5 1 6
1 3
5 2 3
1 3
5 3 0
1 3
6 6 1 3
6 1 3
1 3
6 2 0
1 3
6 2 7
1 3
7 4 1 3
7 1 1
1 3
7 1 8
1 3
7 2 5
1 3
8 1 1 3
MIAMI NETWORK BUZZ OVER TIME
Mentions are posts which contain mentions of Sprint 4G LTE service or announcements within Miami
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 2713 ndash 8613 Mentions 844 posts
After the announcement of 4G LTE in Miami it was expected that Sprint conversation inthe market would shift back to negative in sentiment However from the day of the launchof the network advances through August 6th conversation in Miami surrounding Sprint
remained largely positive While negative sentiment began to increase slightly mid-July itincreased at a slower rate than is typical and conversation remained above 60 positive innature
Sprintrsquos announcement in Miami generated the most sustained positive conversation out of any marketanalyzed Contrary to what is typical for most markets conversation relating to Sprintrsquos announcement remainedpositive for a much longer time period in Miami After close to two months conversation was still significantly morepositive than negative within Miami Florida though negative conversation did begin to increase after about a month of
time passed Positive sentiment surrounding Sprint in Miami remained over 90 positive until the end of July as 4G LTEadvancements in the Miami area saw limited outages or issues especially when compared to trouble markets like Chicagoand Los Angeles
POSITIVE 61 NEUTRAL 17 NEGATIVE 22
ldquo ldquoITrsquoS HAPPENED SPRINT LTE IS IN MIAMI THANK THENETWORK GODSrdquo ndash csbellina
Sprint turned on LTE in Tampa amp Miami today AnyiPhone 5 Sprint users that can attest to the speedsrdquondash stephenrobles
0
50
100
150
200
250
2 7
1 3
2 1 4
1 3
2 2 1
1 3
2 2 8
1 3
3 7
1 3
3 1 4
1 3
3 2 1
1 3
3 2 8
1 3
4 4 1 3
4 1 1
1 3
4 1 8
1 3
4 2 5
1 3
5 2 1 3
5 9 1 3
5 1 6
1 3
5 2 3
1 3
5 3 0
1 3
6 6 1 3
6 1 3
1 3
6 2 0
1 3
6 2 7
1 3
7 4 1 3
7 1 1
1 3
7 1 8
1 3
7 2 5
1 3
8 1 1 3
909lt1
ldquo Sprint continues to expand its 4G LTE coverage Miamiin tow httptcohrFewrJ25Frdquo ndash InnovationTu ldquo Welcome to Miami Sprint LTE httptco
OGPxsM4AUTrdquo ndash thegraviator
SPRINT SUSTAINED POSITIVE SENTIMENT LONG AFTERTHE JUNE 17TH ANNOUNCEMENT61713 ndash 8613
94 2 4
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 1828
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
18
0
50
100
150
200
250
300
350
2 7
1 3
2 1 4
1 3
2 2 1
1 3
2 2 8
1 3
3 7
1 3
3 1 4
1 3
3 2 1
1 3
3 2 8
1 3
4 4
1 3
4 1 1
1 3
4 1 8
1 3
4 2 5
1 3
5 2
1 3
5 9
1 3
5 1 6
1 3
5 2 3
1 3
5 3 0
1 3
6 6
1 3
6 1 3
1 3
6 2 0
1 3
6 2 7
1 3
7 4
1 3
7 1 1
1 3
7 1 8
1 3
7 2 5
1 3
8 1
1 3
BROOKLYNBRONX NETWORK BUZZ OVER TIME
Mentions are posts which contain mentions of Sprint 4G LTE service or announcements within The Bronx and Brooklyn NY
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 2713 ndash 8613 Mentions 1038 posts
Sprintrsquos BronxBrooklyn teaser was successful in driving buzz prior to the actual launch of 4G LTE in the twomarkets On July 24th Sprint released a press release stating that in less than a week 4G LTE will be turned on in thetwo locations driving conversation that was eight times higher than conversation on the actual launch date This teaserincreased positive conversation in these locations about Sprint and was able to sustain this positive conversation through
the announcement and the week following
SPRINT ANNOUNCES THAT LTE WILL BE LIVE IN THE BRONX AND BROOKLYN72413
SPRINT TURNS UP 4G LTE IN 41 MORE LOCATIONS73013
1
The announcement stating that 4G LTE service would become available in the Bronx and Brooklyn generatedsignificantly more buzz than the actual day that the service was turned on Leading up to the announcementpositive sentiment surrounding Sprint in the Bronx and Brooklyn was less than 50 Once the press release wasshared positive sentiment increased to two-thirds of Bronx and Brooklyn conversation
2Sprint turned on LTE in the Bronx and Brooklyn on July 30th The date that the service was turned ondid not generate significant buzz in comparison to the teaser that it would be coming By releasing theteaser announcement as a press release Sprint cannibalized the buzz that would have come on the actualannouncement day Sprint also failed to highlight the Bronx adn Brooklyn on the day of the announcement byhiding the two cities within the larger press release with the additional 39 markets
POSITIVE 58 NEUTRAL 35 NEGATIVE 7
ldquo ldquo4G LTE in Brooklyn now finally Sprint sheeshrdquo ndash powderican
Finally LTE for Sprint launched in the Bronx todayrdquondash iRawriLaugh
0
10
20
30
40
50
2
7 1 3
2 1 4
1 3
2 2 1
1 3
2 2 8
1 3
3
7 1 3
3 1 4
1 3
3 2 1
1 3
3 2 8
1 3
4
4 1 3
4 1 1
1 3
4 1 8
1 3
4 2 5
1 3
5
2 1 3
5
9 1 3
5 1 6
1 3
5 2 3
1 3
5 3 0
1 3
6
6 1 3
6 1 3
1 3
6 2 0
1 3
6 2 7
1 3
7
4 1 3
7 1 1
1 3
7 1 8
1 3
7 2 5
1 3
8
1 1 3
2
1
6733lt1
6138lt1
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 1928
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
19
0
20
40
60
80
100
2 7
1 3
2 1 4 1 3
2 2 1 1 3
2 2 8 1 3
3 7
1 3
3 1 4 1 3
3 2 1 1 3
3 2 8 1 3
4 4 1 3
4 1 1 1 3
4 1 8 1 3
4 2 5
1 3
5 2 1 3
5 9 1 3
5 1 6 1 3
5 2 3 1 3
5 3 0 1 3
6 6 1 3
6 1 3 1 3
6 2 0 1 3
6 2 7
1 3
7 4 1 3
7 1 1 1 3
7 1 8 1 3
7 2 5
1 3
8 1 1 3
SPRINT TURNS UP 4G LTE IN 41 MORE LOCATIONS73013
PHILADELPHIA NETWORK BUZZ OVER TIME
Mentions are posts which contain mentions of Sprint 4G LTE service or announcements within Philadelphia
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 2713 ndash 8613 Mentions 563 posts
1
Sprintrsquos announcement in Philadelphia was the least successful at driving positive sentiment when compared tothe other markets analyzed The day of the announcement generated only 50 positive sentiment within Philadelphiahowever like the other markets negative sentiment remained minimal After the announcement positive sentimentstayed consistently around 50 while negative sentiment slowly increased as people became frustrated or experienced
problems with LTE
Philadelphia was the second largest city to receive 4G LTE and 3G improvements on July 30th The citygenerated about half of the network buzz that the Bronx and Brooklyn did over the same time period but onthe day of the actual announcement Philadelphia saw three times as much buzz as the two New York citiesBecause Philadelphia did not have a teaser announcement like the Bronx and Brooklyn when LTE was turnedon it was the first people in the city heard of the enhancements The launch of LTE service in Philadelphia
was not locally covered within the city and only saw mentions by larger publications that discussed theannouncement at large If the Philadelphia announcement was localized similar to ATampTrsquos the city would havegenerated more significant buzz
1
POSITIVE 58 NEUTRAL 27 NEGATIVE 15
ldquo ldquoOh Yessss gtgtgt Sprint extends LTE coverage to 41 newmarkets - New markets in Philadelphia Portland Oreand Oak httptcoVGmmc5HFazrdquo ndash ronstew
LOLsprint LTE in Philadelphia was supposed to becompleted by this past January Irsquom so glad I switchedto TMobilerdquo ndash ricankng787
ldquo ldquoEnjoying the great 4G LTE speeds from Sprint niceto see speeds like this sprintLTE sprint httptco j290tVjZeFrdquo ndash steven_2320
Mine sucks tho RT SimplyCecilia RT sprint Our 4GLTE now is in 151 cities nationwide includingNashville Philadelphia and Oaklandrdquo ndash b_eternal757
0
10
20
30
40
2 7
1 3
2 1 4
1 3
2 2 1
1 3
2 2 8
1 3
3 7
1 3
3 1 4
1 3
3 2 1
1 3
3 2 8
1 3
4 4
1 3
4 1 1
1 3
4 1 8
1 3
4 2 5
1 3
5 2
1 3
5 9
1 3
5 1 6
1 3
5 2 3
1 3
5 3 0
1 3
6 6
1 3
6 1 3
1 3
6 2 0
1 3
6 2 7
1 3
7 4
1 3
7 1 1
1 3
7 1 8
1 3
7 2 5
1 3
8 1
1 3
51463
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 2028
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
20
0
10
20
30
40
50
60
70
2 7 1 3
2 1 4
1 3
2 2 1
1 3
2 2 8
1 3
3 7 1 3
3 1 4
1 3
3 2 1
1 3
3 2 8
1 3
4 4 1 3
4 1 1
1 3
4 1 8
1 3
4 2 5
1 3
5 2 1 3
5 9 1 3
5 1 6
1 3
5 2 3
1 3
5 3 0
1 3
6 6 1 3
6 1 3
1 3
6 2 0
1 3
6 2 7
1 3
7 4 1 3
7 1 1
1 3
7 1 8
1 3
7 2 5
1 3
8 1 1 3
ADDITIONAL CITIES NETWORK BUZZ OVER TIME
Note Percentages may not add to 100 due to rounding
Mentions are posts which contain mentions of Sprint 4G LTE service or announcements within the 20 highest population cities
Tulsa OK bull Oakland CA bull Laredo TX bull Durham N C bull Fayetteville NC bull Brownsville TX bull Fort L auderdale FL bull
Springfeld MA bull Salinas CA bull Pompano B each FL bull Flint MI bull Palm Coast FL bull Deerfeld Beach FL bull Harlingen T X bull
Jackson TN bull Daytona Beach FL bull Rocky Mount NC bull Ocala FL bull Port Charlotte FL bull Saginaw MI
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 2713 ndash 8613 Mentions 980 posts
The top 20 cities based on population within the July 30th announcement generated consistent spikes inconversation due to announcements in other markets Due to announcement markets being spread out across thecountry some of their neighboring markets had previously been a part of Sprint 4G LTE announcements These marketssaw spikes in conversation due to past announcements as customers discussed envy over their neighbors networks
The additional cities analyzed were the 20 cities in the announcement with the highest populations
SPRINT TURNS UP 4G LTE IN 41 MORE LOCATIONS73013
1
Conversation regarding the LTE announcements in these 20 cities waned in comparison to the Bronx andBrooklyn and Philadelphia People in these cities Retweeted the Sprint press releases and different newspublications announcing the markets Half of the conversation during the time of the announcement consistedof link sharing while 20 referenced Sprint On the day of the announcement positive sentiment morethan doubled while negative sentiment remained consistent Sprintrsquos SF Twitter handle Sprint4GLTE_SF was
unsuccessful at increasing buzz during this announcement which included Oakland CA a Bay Area city
ldquo ldquo About time ldquosprint Our 4GLTE now is in 151 citiesnationwide including Nashville Philadelphia andOakland httptcoZrEYTJKnOrdquo ndash hodariToure_PhD
My friends sprint launched 4G LTE in OaklandFremont and Hayward today what what ccSprint4GLTE_SFrdquo ndash Menace
1
POSITIVE 49 NEUTRAL 20 NEGATIVE 6
74206
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 2128
PART IVSPRINT INFLUENCERS
73013 ndash 8613
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 2228
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 2328
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
23
RECOMMENDATIONS
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 2428
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
24
RECOMMENDATION INTRO
RECOMMENDATION 1
All of the recommendations are designed toaccomplish three objectives
1 Amplify Sprintrsquos 4G LTE announcements
2 Gain Share of (4G LTE) Voice from competitors
3 Decrease negative sentiment toward Sprint acrossthe social web
OBSERVATIONATampT generates a significant amount of local press usingindividual announcements for each market These hitsare sharedpicked up not just by local media outletsbut also larger tech influencers We noticed with the right
rollout and executions this led to announcements beingdistributed on larger media sites like WSJcom
New markets are launched frequently (almost every week)which also sustains LTE conversation
ACTIONAnnouncement strategies should cater to local marketsSprint should create localized content as a ldquomodernrdquosupplement to press releases Video and infographiccontent is particularly effective (see content suggestionson Pg 29) To sustain conversation markets should be
announced with greater frequency
THE FOLLOWING RECOMMENDATIONS WERE DERIVED FROM THE SPRINT BASELINE ampJUNE ANNOUNCEMENT ANALYSIS AND THROUGH AN IN DEPTH AUDIT OF COMPETITORrsquoS4G LTE ANNOUNCEMENTS OVER THE SAME TIME PERIOD
LOCALIZED ANNOUNCEMENT STRATEGYSustain 4G LTE coverage conversation using a localized announcement strategy that leverages market specificpress releases and content
It is important to note that there are two analyses for thisassignment and that this report establishes a baselinecontext and a first look at the June announcementsWith more intelligence in the second report on the Juneannouncements as well as an additional set of data theserecommendations may gain greater focus and evolve
CONSIDERATIONWe understand that localizing and increasing the frequencyof the network coverage announcements requiresadditional output and resources however given Sprintrsquoschallenger position (in terms of number of markets with 4G
LTE coverage and share of voice on social) this approachcould create a valuable ROI
8132019 Sprint July Announcement 8 14
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BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
25
RECOMMENDATION 2
OBSERVATION4G LTE announcements produce a short and sharp spikein conversation the day of then diminish during the daysfollowing as can in the 24 markets analyzed (See analyticsspike analysis Pg 19ndash23)
ACTION ITEM 1Prolong the spike in conversation using social contentand promoted posts designed to amplify 4G LTE chatterCreate hashtags that encourage people to participate in4G LTE announcement conversation
Ex ldquoToday Chicago became the 60th 4GLTE city Retweetif you love the speed of your SprintLTE devicerdquo
ACTION ITEM 2Use 4G LTE devices to take short videos of 4G LTE in actionin new markets
Ex Downloading a movie trailer in LA
LTE CONTENT STRATEGY4G LTE conversation spikes will last longer if a content strategy was applied to the announcements
ACTION ITEM 3Engage social following with giveaways that amplifythe LTE announcements Collect data and push dealsto people during the entry process
Ex Click on the map on the SprintLTE city you wouldlike to visit
CONSIDERATIONSprint has experimented with different content outputsFor example a video was created documenting theprogress in Chicago on the 4G LTE build out That localtouch is crucial and should be more than a reactive tactic
based on customer feedback Sprint should championthis as a proactive communications strategy Additionallyinfographics work well as dynamic and shareable socialcontent The interactive network map that exists onSprintrsquos website serves a specific purpose but does notlead to sharable social behavior Inforgraphics could becreated either ahead of a market launch or in conjunctionwith one The infographic could outline the coverage areaarticulate the benefits of Sprintrsquos 4G LTE approach or even
just leverage a thematic representation of a given market(eg Golden Gate Bridge Searrsquos Tower etc)
RECOMMENDATION 3
OBSERVATIONRight before the LA launch some details were uncoveredby an Engadget editor who wrote a speculative piece
about the 4G LTE roll out This coverage generated asignificant amount of conversation before the launchthat occurred several weeks later (Reference Report Pg 21)
ACTION ITEM 1In order to create pre-buzz Sprint should considerannouncing 4G LTE cities in groups 2 weeks beforeturning on the switch On the day of launch a localizedrelease with supplementary content should be sharedon Sprint channels
ldquoTEASINGrdquo STRATEGYBy releasing some information about 4G LTE launches Sprint will garner significant pre-buzz that will help buildexcitement for the actual roll out
ACTION ITEM 2Use posts to help build anticipation for 4G LTE rolloutsFor example share Tweets that ask the community to
guess which city is next to receive 4G LTE from a fewoptions Provide hints that will generate conversationand buzz before the official announcement
ACTION ITEM 3Leverage tech influencers to promote SprintLTE in localmarkets by engaging with them before their area officiallyreceives LTE coverage
8132019 Sprint July Announcement 8 14
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BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
26
RECOMMENDATION 4TARGET CONVERSATIONSMost people do not like their wireless carrier and are pretty vocal about it By using promoted TweetsSprint can target these conversations and put offers in front of these unhappy customers encouragingthem to switch networks
OBSERVATIONVerizon seems to be targeting negative conversation that includes their competitors with promoted Tweets
The messaging could vary based on the issue at hand be it device related network related or otherwise
RECOMMENDATION 5
OBSERVATIONNew device announcements are a huge driver of 4GLTE conversation T-Mobile saw significant volume andlongevity related to iPhone 5 announcement (ReferenceReport Pg 12)
LEVERAGE DEVICE ANNOUNCEMENTS
By leveraging new device announcements Sprint can raise awareness for new 4G LTE markets and gain share ofvoice
ACTIONCreate more content featuring 4G LTE enabled devicesand insert 4G LTE expansion info into new device releases
NEXT STEPSTHE NEXT REPORT WILL INCLUDE
1 Further analysis on the June 17th announcements
2 New insights from July announcements
3 More analysis on ATampTrsquos localized announcement strategy
4 Additional recommendations based on additional data input
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 2728
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
27
APPENDIX
Note conversation on the brand pages occurred on blogs and forums
that are a part of the sites including customer service and FAQ pages
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 73013 ndash 8613 Mentions 31585 posts
Sprint ATampT and T-Mobile generated the majority of their conversation across Twitter though forums andblogs made up 10-20 of conversation While Sprintrsquos top source was its own website the two competitorsrsquo topsource was callercom
TWITTER 78
FORUMS 12
BLOGS 5
FACEBOOK lt1
NEWS 4
COMMENTS lt1
TWITTER 77
FORUMS 8
BLOGS 8
FACEBOOK lt1
NEWS 6
COMMENTS lt1
TWITTER 85
FORUMS 7
BLOGS 5
FACEBOOK lt1
NEWS 3
COMMENTS lt1
Top Blogs News and Forums
SPRINTCOM 2900
AD983085HOC983085NEWSDE 166
BLOGSPOTCOM 161
YAHOOCOM 150
SPRINTUSERSCOM 136
REDDITCOM 126
STLOUISNEWSNET 118
Top Blogs News and Forums
CALLERCOM 333
ATTCOM 255
YAHOOCOM 222
REDDITCOM 191
MACRUMORSCOM 172
WPCENTRALCOM 156
BLOGSPOTCOM 135
Top Blogs News and Forums
CALLERCOM 370
REDDITCOM 223
WPCENTRALCOM 169
YAHOOCOM 156
MACRUMORSCOM 149
ANDROIDFORUMSCOM 117
CRACKBERRYCOM 107
8132019 Sprint July Announcement 8 14
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8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 828
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
8
PART I SPRINT DRIVERS OF SENTIMENTNEUTRAL SPRINT MESSAGINGPR 14
Neutral Sprint MessagingPR conversation consistedof people sharing news articles blogs and pressreleases about Sprint After the hype surrounding Dish
Network and Clearwire died down neutral conversationdecreased by by a large margin The Q2 earningsannouncement for Sprint drove shares of news articles andpress releases There was also a large amount of articlesharing surrounding NetZerorsquos deal to use Sprint LTE
Note This conversation was void of any 4G LTE marketexpansion discussion as this was classified as Positive orNegative messaging conversation
VerbatimsldquoSprint Posts $16 Billion Loss As Nextel Shutdown Weighs OnBottom Line Sprint is posting its Q2 financial r httptco
EWbvQVkAErdquo ndash MobileForumsNet Worldwide
ldquoSprint reports $16B net loss as it shuts down Nextel platformhttptcoIoJA5neKYKrdquo ndash MobiOps Worldwide
ldquoSNetZero strikes deals to use Sprint LTE and Verizon 3GhttptcofnQ0JlGli0rdquo ndash engadgetmobile Worldwide
ldquoSprint posted its earnings report for its second quarter of2013 today boasting its ldquohighest-everrdquo revenue at $72 billion
representing an eight percent year-over-year increaserdquo ndash Jacob Kleinman technobuffalocom
NEGATIVE PRICE 9 Negative Price conversation was generated bypeople expressing frustrations over how expensivetheir contracts were This conversation was much moreprevalant during the July 30th announcement than theJune 17th one Within this conversation we heard moreSprint customers complaining about paying off phone billsCustomers also expressed frustrations over the necessarypayments when other mobile carriers were cheaper oroffered zero dollars down at sign up
Verbatims ldquoI havent payed my phone bill in a week now I really wouldnrsquotneed it anyways Stupid sprintrdquo ndash MfsFlowa Unknown
ldquoSprint cut my phone off AFTER I paid my bill Th wrong withthemrdquo ndash diamondpeach012 Denton TX
ldquosprint why is your service worse than metro pc and costdouble ScrewThisContractrdquo ndash HeyMisterImKrissi Tampa FL
ldquoSprint turned my phone off And I paid my bill And my
phone is off rdquo ndash SHAYNUHCHANEL Houston TX
NEGATIVE GENERAL 23 Negative General conversation consisted of peopleexpressing discontent with Sprint as a companyCustomers expressed increased frustrations with theirtwo year Sprint contracts and that they wanted toswitch carriers When coupled with T-Mobilersquos recentannouncement of ldquoJUMPrdquo the ability to upgrade phonesbefore two years Sprint customers were even more angryabout not being able to upgrade phones or changecarriers
Verbatims ldquoSo ATampT got ldquoNextrdquo amp T-Mobile got ldquoJumprdquo Catch up Sprint Iwant the new 5s before my contract is uprdquo ndash _tvcdee TX
ldquoitrsquos terrible luckily my 2 year contract is up this year RT mymangot2JOBS_ Sprint sucksrdquo ndash MahadXv Atlanta GA
ldquoEverybody on this one year upgrade when you wantsprintwhere yrsquoall atcuz Irsquom gon jump on the T-Mobile Jump plan or
ATampT ComeOnSprintrdquo ndash ShesPhotogenic Detriot MI
ldquoSprint is the worst I will not be renewing my contractrdquo
ndash WhitKneeH FL
Note Percentages may not add to 100 due to rounding
Mentions are posts which contain discussion of Sprint keywords Messaging conversation contains posts about the Sprint 4G LTE service
and related announcements Network conversation contains posts about the Sprint network and coverage unrelated to 4G LTE service
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 73013 ndash 8613 Mentions 31585
8132019 Sprint July Announcement 8 14
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BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
9
PART I SPRINT DRIVERS OF SENTIMENTNEGATIVE MESSAGING 5 Negative Messaging conversation surrounding Sprintconsisted of people complaining about Sprintrsquos LTEstrategy Frustrations grew with Sprint because customers
still were not included in the upgrades after multiple newmarket announcements Customers typically expressedanger over their cities still being on the ldquowaiting listrdquo or thatthe LTE service was not working There was also increasedconversation from customers complaining that their 4G LTEwas spotty or not working at all
Verbatims ldquoSprint you have got to be kidding me NO 4g LTE in Denverstill Its not like were a major metro US city or anythingrdquo
ndash therealBVH Foothills CO
ldquoWas Sprint not supposed to be putting 4G towers in Tucsonbut the end of July ITrsquoS AUGUST 1ST WHAT THE hell sprintrdquo
ndash k8lingr33n Unknown
ldquosprint Can you please explain to me why Columbus OH
STILL hasnrsquot gotten LTE coverage yet Do you know how manycustomers you are losingrdquo ndash Tone_Capone Columbus OH
ldquoI am very disappointed with Sprint still have no consistent 3g4g is spotty at best in most areasfriend has lte with tmobile
alreadyrdquo ndash JK2011till Boca Raton FL
NEGATIVE NETWORK 13 Negative conversation surrounding the Sprintnetwork consisted of customers complaining aboutdropped service and outages There was no changein conversation from the previous announcementNegative Network conversation was more than four timesas common as Positive Network conversation Peopleremained annoyed and angry over dropped service or noservice at all despite LTE expansions
Verbatims ldquoSprint has the worst service everrdquo ndash Nancy_Z93 Unknown
ldquoSprint have service in the weirdest placesrdquondash Simply_Me55 Unknown
ldquoSprint proved to be the worst service possible tonightrdquo
ndash nancyeldred California
ldquoHaving BAD Service Sprint at the moment Cannot call
anybodyrdquo ndash JamieTaylor610 Valencia CA
NEGATIVE CUSTOMER SERVICE 8 Negative Customer Service conversation consistedof people expressing frustrations over the poorservice and assistance they received from Sprint
Customer service conversation during the time of the July30th announcement was very similar to that of the June17th announcement Sprint customers continued to beangered by poor customer service online over the phoneand in-store
Verbatims ldquoJust experienced the worst customer service Irsquove had on threecontinents by sprint - absolutely disgusted Got Sprint Irsquod
cancel it nowrdquo ndash DKesslerPhoto Indianapolis IN
ldquosprint customer service representatives manwhere the helldo they find these idiots 40minuteslater problemsolvedrdquo
ndash OneLoveRissa Unknown
ldquosprintcare The service is horrible and it seem like sprint is
only worried about the money and not da satisfaction of thecustomerrdquo ndash Sayit_aintTone Unknown
ldquoI have to say I am very disappointed with sprint customerservice at the store in Miami on Kendall Not happy right
nowrdquo ndash Lalisiluscious Miami FL
Note Percentages may not add to 100 due to rounding
Mentions are posts which contain discussion of Sprint keywords Messaging conversation contains posts about the Sprint 4G LTE service
and related announcements Network conversation contains posts about the Sprint network and coverage unrelated to 4G LTE service
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 73013 ndash 8613 Mentions 31585
8132019 Sprint July Announcement 8 14
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PART IICOMPETITIVEANALYSIS
2713 ndash 8613
8132019 Sprint July Announcement 8 14
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BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
11
PART II COMPETITIVE ANALYSIS
Note Percentages may not add to 100 due to rounding Superscript percentages refer to change in share of voice in comparison
to the baseline f rom 121612 through 61613 Mentions are posts which contain discussion of Sprint ATampT and T-Mobile keywords
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 73013 ndash 8613
Volume 25644 posts
Volume 31585 posts
Volume 32991 posts
T-MOBILE REMAINED THE MOST POSITIVEBRAND SEEING PROLONGED POSITIVECONVERSATION FROM ITS IPHONE RELEASE
AND NEW EXCITEMENT SURROUNDING ITSCOMMERCIALS
bull T-Mobile also saw the highest buzz when compared toSprint and ATampT however the majority of the differencewas due to the Bill Hader T-Mobile commercials whichcaused buzz from current and non-customers
bull Negative T-Mobile conversation increased during thistime as its campaign Hate2Wait while a positive pushfor the company also instigated negative conversationfrom frustrated customers because they were still waitingfor T-Mobile upgrades
ATampT AND SPRINT BOTH ANNOUNCED 4GLTE NETWORK EXPANSIONS AND WHILESPRINT GENERATED SLIGHTLY MORE BUZZ
BY RELEASING TO MORE CITIES ATampTGARNERED EQUAL POSITIVE SENTIMENT AND A BETTER BUZZ PER CAPITA
bull ATampT released separate press releases that individuallyhighlighted the markets receiving updates while Sprintreleased one that failed to individually reference marketsin the title and a limited amount in Tweets posted
bull Sprint and ATampT saw similar sentiment around theirannouncements While Sprint struggled to generate highlevels of buzz per capita the overall sentiment generatedwas similar to that of ATampT as levels of excitement about
LTE were synonymous across the carriers
58 (+18)14 (-25)28 (+7)
45 (+8)26 (-6)29 (-2)
20(+14)16 (-15)64 (0)
POSITIVE NEUTRAL NEGATIVE
8132019 Sprint July Announcement 8 14
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BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
12
PART II COMPETITIVE ANALYSIS
POSITIVE 29
bull Close to one-third of all positiveconversation surrounding ATampT wasrelated to its announcement on July31st and the excitement around thenew markets
bull Discussion of the phones used onthe ATampT network were discussedoften most notably the iPhone 5People also discussed the GoPhoneand Prepaid options available
bull On August 1st JD Powerannounced that ATampT rankedthe highest for customer servicesatisfaction of Wireless carriers
This announcement made up 9of conversation on the day theannouncement was made and 15on the day after
Verbatims ldquoATampT Debuts 4G LTE in Charlestonhttptcoj6AMsmtndY wsazrdquondash wsazjedwards Carleston WV
ldquoATampT receives JD Power award forwireless customer service 1 babyrdquondash aClaireSchwartz Orlando FL
ldquoGotta love coming into work tonew found LTE coverage Thank you
ATampTrdquo ndash joekorzo NJ
ldquoI love great customer service Theguy from ATampT was so helpful (AndIrsquom pretty sure he was Texan basedon his accent) just sayinnn TXrdquondash alyssarizavi TX
NEUTRAL 26
bull The majority of neutral conversationsurrounding ATampT was generatedby people sharing articles or blogsdiscussing news announcements
bull People commonly shared theannouncement that Starbuckswould be switching from ATampT toGoogle as their WiFi provider
bull ATampT also generated a significantamount of buzz around differentcustomer-friendly promotionsthey were starting like phonereplacements and study abroaddiscounts
Verbatims
ldquoStarbucks replaces ATampT withGoogle as its in-store WiFi providerhttptcovzb0Ty0YZ8rdquondash ForbesTech Worldwide
ldquoRT AndroidPolice ATampT Galaxy SIII Finally Getting ldquoPremium SuiterdquoMulti-Window OTA Update Android412 (Build UCDMG2)ndash RichB0yMarty Stamford CT
ldquoRT scrappinmichele Safe Mobile
WiFi For Families - ATampT Unite via Techmama httptcoVDEUgNz1ozrdquondash techmama Silicon Valley CA
ldquoATampT T-Mobile Verizon MoveForward With Isis Mobile PaymentPlan Isis will support the iPhohttptco2d5QOf industry newsrdquondash KarenKinnaman Redding CA
NEGATIVE 45
bull Like most wireless carriers ATampTrsquosnegative conversation was mostnotably generated by peoplecomplaining about their droppedcalls and poor service
bull During this time period there werehigher than normal complaintsaround ldquospotty servicerdquo which werelater announced to be caused byupgrades across ATampT
bull Despite winning the customerservice satisfaction award from JDPower ATampT still experienced a largevolume of customer service-relatedcomplaints which is typical for anybrand across social media
Verbatims ldquoATTCustomerCare 28 days stillno service Irsquom starting to doubt ifUverse actually exists ATTrdquondash DaveMacQueen1 Charleston SC
ldquoI really hate my ATampT servicerdquondash DniseSonnenberg HuntingtonBeach CA
ldquoI canrsquot wait until my contract
with ATT is up Theyrsquore so rudeand unhelpful neveragain ATTnothappyrdquondash withaK27 Stillwater OK
ldquoATampT has horrible customer servicetoday I wanna screamrdquondash ashxlee_ Unknown
Note Percentages may not add to 100 due to rounding
Superscript percentages refer to change in share of voice in comparison to the baseline from 121612 through 61613
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 73013 ndash 8613 Mentions 25644 posts
ATampT saw a more significant spike in positive sentiment than Sprint on the days of their respectiveannouncements however Sprint was able to hold on to the surge in positive sentiment longer than everyoneelse Though Sprint did not see as drastic a change in positive sentiment as ATampT and while Sprint also returned back tonegative it was able to maintain a consistent positive sentiment longer than ATampT did
POSITIVE NEUTRAL NEGATIVE
45 (+8)26 (-6)29 (-2)
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BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
13
PART II COMPETITIVE ANALYSIS
POSITIVE 64
bull Conversation surrounding T-Mobileremained consistently positive andtwice as positive in comparison tothe other mobile carriers analyzed
bull T-Mobilersquos new commercials with BillHader also began to drive significantpositve buzz People expressedhow hillarious he is and how theywould like to see more
bull People also shared announcementsthat T-Mobile expects LTE in 90 oftop 25 markets by yearrsquos end Themarkets that already had LTE serviceexpressed satisfaction over theirnew faster network
Verbatims ldquo4G LTE is the best Thanks T-Mobilerdquondash Arnold0rtega NJ
ldquoI love these new Bill Hader T-Mobilecommercials They are funny amp realIrsquove gotten a new phone just find outabout a newer versionrdquondash ChrisWCox17 Oklahoma City OK
ldquoT-Mobile expects 2x10MHz LTE in90 of top 25 markets by yearrsquos endandroid httptcoqTvJa70CIErdquondash PaulFrenzel Unknown
ldquoI love the T Mobile commercial Itnever fails to crack me uprdquondash martinezk_ Dalton NY
NEUTRAL 16
bull Neutral conversation surrounding T-Mobile was a small percentage ofconversation as no overwhelminglylarge announcement occurredduring the time period
bull The majority of neutral conversationcame from the sharing of articlesand announcements relating to newdevices becoming available on thenetwork
bull Though it occurred in March theiPhone availability on T-Mobilecontinued to drive conversationincluding news articles claimingthat the iPhone saved T-Mobile fromlosing hundreds of thousands ofcustomers
Verbatims ldquoRT SebastienPage Study findslanding the iPhone saved T-Mobilefrom losing at least 300000customers httptcoJbYosfJb3Mrdquondash AnthonyEsposito Pheonix AZ
ldquoLG Optimus F3 arriving at T-Mobilewith 4G LTE via slashgear httptcoyvPSHebymxrdquo
ndash glass_lane Los Altos CA
ldquoT-Mobile wonrsquot sell Moto X instores customers will have to buydirect from Motorola httptco FDmSj3OcyB techrdquondash Champagnie Redmond WA
NEGATIVE 20
bull Negative sentiment surrounding T-Mobile continued to be less thanhalf of Sprint and ATampT though itcontinued to increase driven bycomplaints with LTE coverage
bull T-Mobile launched a campaign topromote flexible contracts calledHate2Wait While it was designedfor customers to share why theyhated to wait on other carrierssome used it as a way to complainabout T-Mobile
bull As is common across all mobilecarriers the majority of negativeconversation was still generated bypeople complaining about the poorservice they received
Verbatims ldquoTMobile been waiting for an hrfor network to work on my phoneso now my phone is dying and it willnot charge right ( Hate2Waitrdquo ndash cindee_ruby_oh Unknown
ldquoI Hate2Wait because TMobile ismaking me Irsquove been a customersince 1999 and getting Hosedrdquo
ndash ItsEkinsAgain Unknown
ldquoTMobile sucks sick of theservice and my phones breakingletsswitchalreadyrdquo ndash breckanbryn Unknown
ldquoTmobile I hate you I never haveservicerdquo ndash dereiont_ TX
T-Mobile on the whole exhibited less strategic focus around network announcements in social media thanSprint and ATampT Despite their lack of marketing priority around said announcements T-Mobilersquos recent brand buildinginvestments are clearly showing dividends as it relates to driving positive sentiment for the brand The iPhone 5 despitebeing released in March was salso a driver of positive sentiment
Note Percentages may not add to 100 due to rounding
Superscript percentages refer to change in share of voice in comparison to the baseline from 121612 through 61613
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 73013 ndash 8613 Mentions 32991 posts
20(+14)16 (-15)64 (0)
POSITIVE NEUTRAL NEGATIVE
8132019 Sprint July Announcement 8 14
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BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
14
ATampT ATampT ATampT SPRINT T983085MOBILE SPRINT SPRINT T983085MOBILE
DATE 22513 73113 41013 61713 1813 41813 73013 72513
SUCCESS INDEX 281 275 119 51 30 27 17 03
NUMBER OF NEW MARKETS 6 10 11 22 10 21 41 15
PART II COMPETITIVE ANALYSISTHE ANNOUNCEMENT SUCCESS INDEX
The Announcement Success Index compares the total population of markets in the selected announcements to the totalbuzz that occurred on the announcement day We analyzed the two most discussed announcements on social media forSprint ATampT and T-Mobile Also included were the most recent announcements for Sprint and ATampT
While 11 cities received 4G LTE on April 10th ATampT announced 77 markets that would receive LTE over the summer
72513
1813
41013
41813 73013
7311322513
30
25
20
15
10
05
10 20 30 40 500
6 cities10 cities
11 cities
10 cities
15 cities
21 cities 41cities
KEY
S U C C E S S I N D E X
NUMBER OF NEW MARKETS
6171322 cities
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 1528
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
15
ATampTrsquoS ANNOUNCEMENT STRATEGYCONSISTENTLY GENERATED A HIGHER BUZZPER CAPITA THAN SPRINT BY RELEASINGTO LESS CITIES AT ONCEATampTrsquos Success Indicies are more than double the indicies ofthe compared announcements While the populations forSprintrsquos announcement cities was almost seven times morethan the ATampT announcement populations the buzz percapital was a fraction of ATampTrsquos
Typically ATampT announced to half of the cities that Sprintdid and when ATampT did group their announcement with anannouncement for 77 upcoming LTE markets (April 10th)their buzz per capita struggled
ATampT CREATED MULTIPLE PRESS RELEASESFOR THEIR LTE EXPANSIONS IN AN EFFORTTO BETTER DISTRIBUTE NEWS AND TARGETSPECIFIC MARKETS
The July 31st 2013 announcement surrounding 4G LTE
expanding to 10 cities consisted of unique press releasesfor each city The localized press releases that specificallymentioned each market in the title were able to generatemore awareness and buzz within these specific marketsbut did not generate comparable overall buzz to SprintrsquosJuly 30th announcement
SPRINTrsquoS MOST RECENT ANNOUNCEMENTHAD A LOW SUCCESS INDEX AS IT DIDNOT HIGHLIGHT EACH MARKET TO DRIVE
AWARENESS This announcement on July 30th saw the second lowestAnnouncement Success Index So while the populationwas four times larger than their most recent announcementto date it did not reap them any incremental benefit aboveand beyond ATampTrsquos buzz levels (eg national scale did notyield greater volume) Coupling 41 different cities togetherwithin one announcement had an adverse effect onSprintrsquos buzz per capita
CUSTOMIZED HASHTAGS ARE MOREEFFECTIVE FOR BRAND PROMOTION THANGENERIC ONESDuring the reporting period Sprint embraced 4GLTEto help distribute news and messaging surrouding theirnetwork updates The hashtag received respectable pickup during the seven day period Unfortunately only 36of those hashtag uses had anything to do with Sprint Thisstems from the fact that Sprint chose to latch on to an
already existing hashtag with organic use behind it ratherthan customizing the hashtag to include their brand name
ldquoOur 4GLTE now is in 151 cities nationwide includingNashville Philadelphia and Oakland httpbitly11s5V2A rdquondash Sprint
ATampTrsquoS ATTEMPT TO USE EMPLOYEES TOGENERATE ANNOUNCEMENT BUZZ HASBEEN LARGELY SUCCESSFULATampT has traditionally pushed its employees to use
the hashtag ATTEmployee to promote variious brandefforts The hashtag was used 1077 times during July10 of which related directly to the brandrsquos 4G LTEannouncements
ldquoNationrsquos fastest network Check Most reliable Check
httptcoAzDVDzkLqF ATTemployeerdquo ndash bklein34
SPRINT WAS MORE SUCCESSFUL ATDRIVING TWITTER ENGAGEMENT WITHTHEIR OFFICIAL HANDLE THAN ATampT
For their most recent announcement Sprint posted one Tweet promoting their press release which garnered 22Retweets and 13 favorites while ATT did not share theirannouncement at all
ldquoOur 4GLTE now is in 151 cities nationwide includingNashville Philadelphia and Oakland httpbitly1rdquo ndash Sprint
PART II COMPETITIVE ANALYSIS
ldquo
ldquo
ANNOUNCEMENT SUCCESS IS A GAME OF REGIONAL QUALITY NOT NATIONAL QUANTITYWhile ATampT generated less overall volume of conversation than Sprint for their July 31st announcement the competitivecarrier showed impressive performance when it came to localized engagement around their announcements (as definedby the buzz per capita index) Similar to the social marketing trend toward engaged users versus sheer number of fans
driving regional (rather than national) engagement around announcements is a critical metric for success
ldquo
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 1628
PART IIIVOLUME OVERTIME ANALYSIS
2613 ndash 8613
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 1728
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
17
0
10
20
30
40
50
2 7
1 3
2 1 4
1 3
2 2 1
1 3
2 2 8
1 3
3 7
1 3
3 1 4
1 3
3 2 1
1 3
3 2 8
1 3
4 4 1 3
4 1 1
1 3
4 1 8
1 3
4 2 5
1 3
5 2 1 3
5 9 1 3
5 1 6
1 3
5 2 3
1 3
5 3 0
1 3
6 6 1 3
6 1 3
1 3
6 2 0
1 3
6 2 7
1 3
7 4 1 3
7 1 1
1 3
7 1 8
1 3
7 2 5
1 3
8 1 1 3
MIAMI NETWORK BUZZ OVER TIME
Mentions are posts which contain mentions of Sprint 4G LTE service or announcements within Miami
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 2713 ndash 8613 Mentions 844 posts
After the announcement of 4G LTE in Miami it was expected that Sprint conversation inthe market would shift back to negative in sentiment However from the day of the launchof the network advances through August 6th conversation in Miami surrounding Sprint
remained largely positive While negative sentiment began to increase slightly mid-July itincreased at a slower rate than is typical and conversation remained above 60 positive innature
Sprintrsquos announcement in Miami generated the most sustained positive conversation out of any marketanalyzed Contrary to what is typical for most markets conversation relating to Sprintrsquos announcement remainedpositive for a much longer time period in Miami After close to two months conversation was still significantly morepositive than negative within Miami Florida though negative conversation did begin to increase after about a month of
time passed Positive sentiment surrounding Sprint in Miami remained over 90 positive until the end of July as 4G LTEadvancements in the Miami area saw limited outages or issues especially when compared to trouble markets like Chicagoand Los Angeles
POSITIVE 61 NEUTRAL 17 NEGATIVE 22
ldquo ldquoITrsquoS HAPPENED SPRINT LTE IS IN MIAMI THANK THENETWORK GODSrdquo ndash csbellina
Sprint turned on LTE in Tampa amp Miami today AnyiPhone 5 Sprint users that can attest to the speedsrdquondash stephenrobles
0
50
100
150
200
250
2 7
1 3
2 1 4
1 3
2 2 1
1 3
2 2 8
1 3
3 7
1 3
3 1 4
1 3
3 2 1
1 3
3 2 8
1 3
4 4 1 3
4 1 1
1 3
4 1 8
1 3
4 2 5
1 3
5 2 1 3
5 9 1 3
5 1 6
1 3
5 2 3
1 3
5 3 0
1 3
6 6 1 3
6 1 3
1 3
6 2 0
1 3
6 2 7
1 3
7 4 1 3
7 1 1
1 3
7 1 8
1 3
7 2 5
1 3
8 1 1 3
909lt1
ldquo Sprint continues to expand its 4G LTE coverage Miamiin tow httptcohrFewrJ25Frdquo ndash InnovationTu ldquo Welcome to Miami Sprint LTE httptco
OGPxsM4AUTrdquo ndash thegraviator
SPRINT SUSTAINED POSITIVE SENTIMENT LONG AFTERTHE JUNE 17TH ANNOUNCEMENT61713 ndash 8613
94 2 4
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 1828
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
18
0
50
100
150
200
250
300
350
2 7
1 3
2 1 4
1 3
2 2 1
1 3
2 2 8
1 3
3 7
1 3
3 1 4
1 3
3 2 1
1 3
3 2 8
1 3
4 4
1 3
4 1 1
1 3
4 1 8
1 3
4 2 5
1 3
5 2
1 3
5 9
1 3
5 1 6
1 3
5 2 3
1 3
5 3 0
1 3
6 6
1 3
6 1 3
1 3
6 2 0
1 3
6 2 7
1 3
7 4
1 3
7 1 1
1 3
7 1 8
1 3
7 2 5
1 3
8 1
1 3
BROOKLYNBRONX NETWORK BUZZ OVER TIME
Mentions are posts which contain mentions of Sprint 4G LTE service or announcements within The Bronx and Brooklyn NY
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 2713 ndash 8613 Mentions 1038 posts
Sprintrsquos BronxBrooklyn teaser was successful in driving buzz prior to the actual launch of 4G LTE in the twomarkets On July 24th Sprint released a press release stating that in less than a week 4G LTE will be turned on in thetwo locations driving conversation that was eight times higher than conversation on the actual launch date This teaserincreased positive conversation in these locations about Sprint and was able to sustain this positive conversation through
the announcement and the week following
SPRINT ANNOUNCES THAT LTE WILL BE LIVE IN THE BRONX AND BROOKLYN72413
SPRINT TURNS UP 4G LTE IN 41 MORE LOCATIONS73013
1
The announcement stating that 4G LTE service would become available in the Bronx and Brooklyn generatedsignificantly more buzz than the actual day that the service was turned on Leading up to the announcementpositive sentiment surrounding Sprint in the Bronx and Brooklyn was less than 50 Once the press release wasshared positive sentiment increased to two-thirds of Bronx and Brooklyn conversation
2Sprint turned on LTE in the Bronx and Brooklyn on July 30th The date that the service was turned ondid not generate significant buzz in comparison to the teaser that it would be coming By releasing theteaser announcement as a press release Sprint cannibalized the buzz that would have come on the actualannouncement day Sprint also failed to highlight the Bronx adn Brooklyn on the day of the announcement byhiding the two cities within the larger press release with the additional 39 markets
POSITIVE 58 NEUTRAL 35 NEGATIVE 7
ldquo ldquo4G LTE in Brooklyn now finally Sprint sheeshrdquo ndash powderican
Finally LTE for Sprint launched in the Bronx todayrdquondash iRawriLaugh
0
10
20
30
40
50
2
7 1 3
2 1 4
1 3
2 2 1
1 3
2 2 8
1 3
3
7 1 3
3 1 4
1 3
3 2 1
1 3
3 2 8
1 3
4
4 1 3
4 1 1
1 3
4 1 8
1 3
4 2 5
1 3
5
2 1 3
5
9 1 3
5 1 6
1 3
5 2 3
1 3
5 3 0
1 3
6
6 1 3
6 1 3
1 3
6 2 0
1 3
6 2 7
1 3
7
4 1 3
7 1 1
1 3
7 1 8
1 3
7 2 5
1 3
8
1 1 3
2
1
6733lt1
6138lt1
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 1928
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
19
0
20
40
60
80
100
2 7
1 3
2 1 4 1 3
2 2 1 1 3
2 2 8 1 3
3 7
1 3
3 1 4 1 3
3 2 1 1 3
3 2 8 1 3
4 4 1 3
4 1 1 1 3
4 1 8 1 3
4 2 5
1 3
5 2 1 3
5 9 1 3
5 1 6 1 3
5 2 3 1 3
5 3 0 1 3
6 6 1 3
6 1 3 1 3
6 2 0 1 3
6 2 7
1 3
7 4 1 3
7 1 1 1 3
7 1 8 1 3
7 2 5
1 3
8 1 1 3
SPRINT TURNS UP 4G LTE IN 41 MORE LOCATIONS73013
PHILADELPHIA NETWORK BUZZ OVER TIME
Mentions are posts which contain mentions of Sprint 4G LTE service or announcements within Philadelphia
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 2713 ndash 8613 Mentions 563 posts
1
Sprintrsquos announcement in Philadelphia was the least successful at driving positive sentiment when compared tothe other markets analyzed The day of the announcement generated only 50 positive sentiment within Philadelphiahowever like the other markets negative sentiment remained minimal After the announcement positive sentimentstayed consistently around 50 while negative sentiment slowly increased as people became frustrated or experienced
problems with LTE
Philadelphia was the second largest city to receive 4G LTE and 3G improvements on July 30th The citygenerated about half of the network buzz that the Bronx and Brooklyn did over the same time period but onthe day of the actual announcement Philadelphia saw three times as much buzz as the two New York citiesBecause Philadelphia did not have a teaser announcement like the Bronx and Brooklyn when LTE was turnedon it was the first people in the city heard of the enhancements The launch of LTE service in Philadelphia
was not locally covered within the city and only saw mentions by larger publications that discussed theannouncement at large If the Philadelphia announcement was localized similar to ATampTrsquos the city would havegenerated more significant buzz
1
POSITIVE 58 NEUTRAL 27 NEGATIVE 15
ldquo ldquoOh Yessss gtgtgt Sprint extends LTE coverage to 41 newmarkets - New markets in Philadelphia Portland Oreand Oak httptcoVGmmc5HFazrdquo ndash ronstew
LOLsprint LTE in Philadelphia was supposed to becompleted by this past January Irsquom so glad I switchedto TMobilerdquo ndash ricankng787
ldquo ldquoEnjoying the great 4G LTE speeds from Sprint niceto see speeds like this sprintLTE sprint httptco j290tVjZeFrdquo ndash steven_2320
Mine sucks tho RT SimplyCecilia RT sprint Our 4GLTE now is in 151 cities nationwide includingNashville Philadelphia and Oaklandrdquo ndash b_eternal757
0
10
20
30
40
2 7
1 3
2 1 4
1 3
2 2 1
1 3
2 2 8
1 3
3 7
1 3
3 1 4
1 3
3 2 1
1 3
3 2 8
1 3
4 4
1 3
4 1 1
1 3
4 1 8
1 3
4 2 5
1 3
5 2
1 3
5 9
1 3
5 1 6
1 3
5 2 3
1 3
5 3 0
1 3
6 6
1 3
6 1 3
1 3
6 2 0
1 3
6 2 7
1 3
7 4
1 3
7 1 1
1 3
7 1 8
1 3
7 2 5
1 3
8 1
1 3
51463
8132019 Sprint July Announcement 8 14
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BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
20
0
10
20
30
40
50
60
70
2 7 1 3
2 1 4
1 3
2 2 1
1 3
2 2 8
1 3
3 7 1 3
3 1 4
1 3
3 2 1
1 3
3 2 8
1 3
4 4 1 3
4 1 1
1 3
4 1 8
1 3
4 2 5
1 3
5 2 1 3
5 9 1 3
5 1 6
1 3
5 2 3
1 3
5 3 0
1 3
6 6 1 3
6 1 3
1 3
6 2 0
1 3
6 2 7
1 3
7 4 1 3
7 1 1
1 3
7 1 8
1 3
7 2 5
1 3
8 1 1 3
ADDITIONAL CITIES NETWORK BUZZ OVER TIME
Note Percentages may not add to 100 due to rounding
Mentions are posts which contain mentions of Sprint 4G LTE service or announcements within the 20 highest population cities
Tulsa OK bull Oakland CA bull Laredo TX bull Durham N C bull Fayetteville NC bull Brownsville TX bull Fort L auderdale FL bull
Springfeld MA bull Salinas CA bull Pompano B each FL bull Flint MI bull Palm Coast FL bull Deerfeld Beach FL bull Harlingen T X bull
Jackson TN bull Daytona Beach FL bull Rocky Mount NC bull Ocala FL bull Port Charlotte FL bull Saginaw MI
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 2713 ndash 8613 Mentions 980 posts
The top 20 cities based on population within the July 30th announcement generated consistent spikes inconversation due to announcements in other markets Due to announcement markets being spread out across thecountry some of their neighboring markets had previously been a part of Sprint 4G LTE announcements These marketssaw spikes in conversation due to past announcements as customers discussed envy over their neighbors networks
The additional cities analyzed were the 20 cities in the announcement with the highest populations
SPRINT TURNS UP 4G LTE IN 41 MORE LOCATIONS73013
1
Conversation regarding the LTE announcements in these 20 cities waned in comparison to the Bronx andBrooklyn and Philadelphia People in these cities Retweeted the Sprint press releases and different newspublications announcing the markets Half of the conversation during the time of the announcement consistedof link sharing while 20 referenced Sprint On the day of the announcement positive sentiment morethan doubled while negative sentiment remained consistent Sprintrsquos SF Twitter handle Sprint4GLTE_SF was
unsuccessful at increasing buzz during this announcement which included Oakland CA a Bay Area city
ldquo ldquo About time ldquosprint Our 4GLTE now is in 151 citiesnationwide including Nashville Philadelphia andOakland httptcoZrEYTJKnOrdquo ndash hodariToure_PhD
My friends sprint launched 4G LTE in OaklandFremont and Hayward today what what ccSprint4GLTE_SFrdquo ndash Menace
1
POSITIVE 49 NEUTRAL 20 NEGATIVE 6
74206
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PART IVSPRINT INFLUENCERS
73013 ndash 8613
8132019 Sprint July Announcement 8 14
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8132019 Sprint July Announcement 8 14
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BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
23
RECOMMENDATIONS
8132019 Sprint July Announcement 8 14
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BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
24
RECOMMENDATION INTRO
RECOMMENDATION 1
All of the recommendations are designed toaccomplish three objectives
1 Amplify Sprintrsquos 4G LTE announcements
2 Gain Share of (4G LTE) Voice from competitors
3 Decrease negative sentiment toward Sprint acrossthe social web
OBSERVATIONATampT generates a significant amount of local press usingindividual announcements for each market These hitsare sharedpicked up not just by local media outletsbut also larger tech influencers We noticed with the right
rollout and executions this led to announcements beingdistributed on larger media sites like WSJcom
New markets are launched frequently (almost every week)which also sustains LTE conversation
ACTIONAnnouncement strategies should cater to local marketsSprint should create localized content as a ldquomodernrdquosupplement to press releases Video and infographiccontent is particularly effective (see content suggestionson Pg 29) To sustain conversation markets should be
announced with greater frequency
THE FOLLOWING RECOMMENDATIONS WERE DERIVED FROM THE SPRINT BASELINE ampJUNE ANNOUNCEMENT ANALYSIS AND THROUGH AN IN DEPTH AUDIT OF COMPETITORrsquoS4G LTE ANNOUNCEMENTS OVER THE SAME TIME PERIOD
LOCALIZED ANNOUNCEMENT STRATEGYSustain 4G LTE coverage conversation using a localized announcement strategy that leverages market specificpress releases and content
It is important to note that there are two analyses for thisassignment and that this report establishes a baselinecontext and a first look at the June announcementsWith more intelligence in the second report on the Juneannouncements as well as an additional set of data theserecommendations may gain greater focus and evolve
CONSIDERATIONWe understand that localizing and increasing the frequencyof the network coverage announcements requiresadditional output and resources however given Sprintrsquoschallenger position (in terms of number of markets with 4G
LTE coverage and share of voice on social) this approachcould create a valuable ROI
8132019 Sprint July Announcement 8 14
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BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
25
RECOMMENDATION 2
OBSERVATION4G LTE announcements produce a short and sharp spikein conversation the day of then diminish during the daysfollowing as can in the 24 markets analyzed (See analyticsspike analysis Pg 19ndash23)
ACTION ITEM 1Prolong the spike in conversation using social contentand promoted posts designed to amplify 4G LTE chatterCreate hashtags that encourage people to participate in4G LTE announcement conversation
Ex ldquoToday Chicago became the 60th 4GLTE city Retweetif you love the speed of your SprintLTE devicerdquo
ACTION ITEM 2Use 4G LTE devices to take short videos of 4G LTE in actionin new markets
Ex Downloading a movie trailer in LA
LTE CONTENT STRATEGY4G LTE conversation spikes will last longer if a content strategy was applied to the announcements
ACTION ITEM 3Engage social following with giveaways that amplifythe LTE announcements Collect data and push dealsto people during the entry process
Ex Click on the map on the SprintLTE city you wouldlike to visit
CONSIDERATIONSprint has experimented with different content outputsFor example a video was created documenting theprogress in Chicago on the 4G LTE build out That localtouch is crucial and should be more than a reactive tactic
based on customer feedback Sprint should championthis as a proactive communications strategy Additionallyinfographics work well as dynamic and shareable socialcontent The interactive network map that exists onSprintrsquos website serves a specific purpose but does notlead to sharable social behavior Inforgraphics could becreated either ahead of a market launch or in conjunctionwith one The infographic could outline the coverage areaarticulate the benefits of Sprintrsquos 4G LTE approach or even
just leverage a thematic representation of a given market(eg Golden Gate Bridge Searrsquos Tower etc)
RECOMMENDATION 3
OBSERVATIONRight before the LA launch some details were uncoveredby an Engadget editor who wrote a speculative piece
about the 4G LTE roll out This coverage generated asignificant amount of conversation before the launchthat occurred several weeks later (Reference Report Pg 21)
ACTION ITEM 1In order to create pre-buzz Sprint should considerannouncing 4G LTE cities in groups 2 weeks beforeturning on the switch On the day of launch a localizedrelease with supplementary content should be sharedon Sprint channels
ldquoTEASINGrdquo STRATEGYBy releasing some information about 4G LTE launches Sprint will garner significant pre-buzz that will help buildexcitement for the actual roll out
ACTION ITEM 2Use posts to help build anticipation for 4G LTE rolloutsFor example share Tweets that ask the community to
guess which city is next to receive 4G LTE from a fewoptions Provide hints that will generate conversationand buzz before the official announcement
ACTION ITEM 3Leverage tech influencers to promote SprintLTE in localmarkets by engaging with them before their area officiallyreceives LTE coverage
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BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
26
RECOMMENDATION 4TARGET CONVERSATIONSMost people do not like their wireless carrier and are pretty vocal about it By using promoted TweetsSprint can target these conversations and put offers in front of these unhappy customers encouragingthem to switch networks
OBSERVATIONVerizon seems to be targeting negative conversation that includes their competitors with promoted Tweets
The messaging could vary based on the issue at hand be it device related network related or otherwise
RECOMMENDATION 5
OBSERVATIONNew device announcements are a huge driver of 4GLTE conversation T-Mobile saw significant volume andlongevity related to iPhone 5 announcement (ReferenceReport Pg 12)
LEVERAGE DEVICE ANNOUNCEMENTS
By leveraging new device announcements Sprint can raise awareness for new 4G LTE markets and gain share ofvoice
ACTIONCreate more content featuring 4G LTE enabled devicesand insert 4G LTE expansion info into new device releases
NEXT STEPSTHE NEXT REPORT WILL INCLUDE
1 Further analysis on the June 17th announcements
2 New insights from July announcements
3 More analysis on ATampTrsquos localized announcement strategy
4 Additional recommendations based on additional data input
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BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
27
APPENDIX
Note conversation on the brand pages occurred on blogs and forums
that are a part of the sites including customer service and FAQ pages
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 73013 ndash 8613 Mentions 31585 posts
Sprint ATampT and T-Mobile generated the majority of their conversation across Twitter though forums andblogs made up 10-20 of conversation While Sprintrsquos top source was its own website the two competitorsrsquo topsource was callercom
TWITTER 78
FORUMS 12
BLOGS 5
FACEBOOK lt1
NEWS 4
COMMENTS lt1
TWITTER 77
FORUMS 8
BLOGS 8
FACEBOOK lt1
NEWS 6
COMMENTS lt1
TWITTER 85
FORUMS 7
BLOGS 5
FACEBOOK lt1
NEWS 3
COMMENTS lt1
Top Blogs News and Forums
SPRINTCOM 2900
AD983085HOC983085NEWSDE 166
BLOGSPOTCOM 161
YAHOOCOM 150
SPRINTUSERSCOM 136
REDDITCOM 126
STLOUISNEWSNET 118
Top Blogs News and Forums
CALLERCOM 333
ATTCOM 255
YAHOOCOM 222
REDDITCOM 191
MACRUMORSCOM 172
WPCENTRALCOM 156
BLOGSPOTCOM 135
Top Blogs News and Forums
CALLERCOM 370
REDDITCOM 223
WPCENTRALCOM 169
YAHOOCOM 156
MACRUMORSCOM 149
ANDROIDFORUMSCOM 117
CRACKBERRYCOM 107
8132019 Sprint July Announcement 8 14
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8132019 Sprint July Announcement 8 14
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BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
9
PART I SPRINT DRIVERS OF SENTIMENTNEGATIVE MESSAGING 5 Negative Messaging conversation surrounding Sprintconsisted of people complaining about Sprintrsquos LTEstrategy Frustrations grew with Sprint because customers
still were not included in the upgrades after multiple newmarket announcements Customers typically expressedanger over their cities still being on the ldquowaiting listrdquo or thatthe LTE service was not working There was also increasedconversation from customers complaining that their 4G LTEwas spotty or not working at all
Verbatims ldquoSprint you have got to be kidding me NO 4g LTE in Denverstill Its not like were a major metro US city or anythingrdquo
ndash therealBVH Foothills CO
ldquoWas Sprint not supposed to be putting 4G towers in Tucsonbut the end of July ITrsquoS AUGUST 1ST WHAT THE hell sprintrdquo
ndash k8lingr33n Unknown
ldquosprint Can you please explain to me why Columbus OH
STILL hasnrsquot gotten LTE coverage yet Do you know how manycustomers you are losingrdquo ndash Tone_Capone Columbus OH
ldquoI am very disappointed with Sprint still have no consistent 3g4g is spotty at best in most areasfriend has lte with tmobile
alreadyrdquo ndash JK2011till Boca Raton FL
NEGATIVE NETWORK 13 Negative conversation surrounding the Sprintnetwork consisted of customers complaining aboutdropped service and outages There was no changein conversation from the previous announcementNegative Network conversation was more than four timesas common as Positive Network conversation Peopleremained annoyed and angry over dropped service or noservice at all despite LTE expansions
Verbatims ldquoSprint has the worst service everrdquo ndash Nancy_Z93 Unknown
ldquoSprint have service in the weirdest placesrdquondash Simply_Me55 Unknown
ldquoSprint proved to be the worst service possible tonightrdquo
ndash nancyeldred California
ldquoHaving BAD Service Sprint at the moment Cannot call
anybodyrdquo ndash JamieTaylor610 Valencia CA
NEGATIVE CUSTOMER SERVICE 8 Negative Customer Service conversation consistedof people expressing frustrations over the poorservice and assistance they received from Sprint
Customer service conversation during the time of the July30th announcement was very similar to that of the June17th announcement Sprint customers continued to beangered by poor customer service online over the phoneand in-store
Verbatims ldquoJust experienced the worst customer service Irsquove had on threecontinents by sprint - absolutely disgusted Got Sprint Irsquod
cancel it nowrdquo ndash DKesslerPhoto Indianapolis IN
ldquosprint customer service representatives manwhere the helldo they find these idiots 40minuteslater problemsolvedrdquo
ndash OneLoveRissa Unknown
ldquosprintcare The service is horrible and it seem like sprint is
only worried about the money and not da satisfaction of thecustomerrdquo ndash Sayit_aintTone Unknown
ldquoI have to say I am very disappointed with sprint customerservice at the store in Miami on Kendall Not happy right
nowrdquo ndash Lalisiluscious Miami FL
Note Percentages may not add to 100 due to rounding
Mentions are posts which contain discussion of Sprint keywords Messaging conversation contains posts about the Sprint 4G LTE service
and related announcements Network conversation contains posts about the Sprint network and coverage unrelated to 4G LTE service
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 73013 ndash 8613 Mentions 31585
8132019 Sprint July Announcement 8 14
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PART IICOMPETITIVEANALYSIS
2713 ndash 8613
8132019 Sprint July Announcement 8 14
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BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
11
PART II COMPETITIVE ANALYSIS
Note Percentages may not add to 100 due to rounding Superscript percentages refer to change in share of voice in comparison
to the baseline f rom 121612 through 61613 Mentions are posts which contain discussion of Sprint ATampT and T-Mobile keywords
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 73013 ndash 8613
Volume 25644 posts
Volume 31585 posts
Volume 32991 posts
T-MOBILE REMAINED THE MOST POSITIVEBRAND SEEING PROLONGED POSITIVECONVERSATION FROM ITS IPHONE RELEASE
AND NEW EXCITEMENT SURROUNDING ITSCOMMERCIALS
bull T-Mobile also saw the highest buzz when compared toSprint and ATampT however the majority of the differencewas due to the Bill Hader T-Mobile commercials whichcaused buzz from current and non-customers
bull Negative T-Mobile conversation increased during thistime as its campaign Hate2Wait while a positive pushfor the company also instigated negative conversationfrom frustrated customers because they were still waitingfor T-Mobile upgrades
ATampT AND SPRINT BOTH ANNOUNCED 4GLTE NETWORK EXPANSIONS AND WHILESPRINT GENERATED SLIGHTLY MORE BUZZ
BY RELEASING TO MORE CITIES ATampTGARNERED EQUAL POSITIVE SENTIMENT AND A BETTER BUZZ PER CAPITA
bull ATampT released separate press releases that individuallyhighlighted the markets receiving updates while Sprintreleased one that failed to individually reference marketsin the title and a limited amount in Tweets posted
bull Sprint and ATampT saw similar sentiment around theirannouncements While Sprint struggled to generate highlevels of buzz per capita the overall sentiment generatedwas similar to that of ATampT as levels of excitement about
LTE were synonymous across the carriers
58 (+18)14 (-25)28 (+7)
45 (+8)26 (-6)29 (-2)
20(+14)16 (-15)64 (0)
POSITIVE NEUTRAL NEGATIVE
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 1228
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
12
PART II COMPETITIVE ANALYSIS
POSITIVE 29
bull Close to one-third of all positiveconversation surrounding ATampT wasrelated to its announcement on July31st and the excitement around thenew markets
bull Discussion of the phones used onthe ATampT network were discussedoften most notably the iPhone 5People also discussed the GoPhoneand Prepaid options available
bull On August 1st JD Powerannounced that ATampT rankedthe highest for customer servicesatisfaction of Wireless carriers
This announcement made up 9of conversation on the day theannouncement was made and 15on the day after
Verbatims ldquoATampT Debuts 4G LTE in Charlestonhttptcoj6AMsmtndY wsazrdquondash wsazjedwards Carleston WV
ldquoATampT receives JD Power award forwireless customer service 1 babyrdquondash aClaireSchwartz Orlando FL
ldquoGotta love coming into work tonew found LTE coverage Thank you
ATampTrdquo ndash joekorzo NJ
ldquoI love great customer service Theguy from ATampT was so helpful (AndIrsquom pretty sure he was Texan basedon his accent) just sayinnn TXrdquondash alyssarizavi TX
NEUTRAL 26
bull The majority of neutral conversationsurrounding ATampT was generatedby people sharing articles or blogsdiscussing news announcements
bull People commonly shared theannouncement that Starbuckswould be switching from ATampT toGoogle as their WiFi provider
bull ATampT also generated a significantamount of buzz around differentcustomer-friendly promotionsthey were starting like phonereplacements and study abroaddiscounts
Verbatims
ldquoStarbucks replaces ATampT withGoogle as its in-store WiFi providerhttptcovzb0Ty0YZ8rdquondash ForbesTech Worldwide
ldquoRT AndroidPolice ATampT Galaxy SIII Finally Getting ldquoPremium SuiterdquoMulti-Window OTA Update Android412 (Build UCDMG2)ndash RichB0yMarty Stamford CT
ldquoRT scrappinmichele Safe Mobile
WiFi For Families - ATampT Unite via Techmama httptcoVDEUgNz1ozrdquondash techmama Silicon Valley CA
ldquoATampT T-Mobile Verizon MoveForward With Isis Mobile PaymentPlan Isis will support the iPhohttptco2d5QOf industry newsrdquondash KarenKinnaman Redding CA
NEGATIVE 45
bull Like most wireless carriers ATampTrsquosnegative conversation was mostnotably generated by peoplecomplaining about their droppedcalls and poor service
bull During this time period there werehigher than normal complaintsaround ldquospotty servicerdquo which werelater announced to be caused byupgrades across ATampT
bull Despite winning the customerservice satisfaction award from JDPower ATampT still experienced a largevolume of customer service-relatedcomplaints which is typical for anybrand across social media
Verbatims ldquoATTCustomerCare 28 days stillno service Irsquom starting to doubt ifUverse actually exists ATTrdquondash DaveMacQueen1 Charleston SC
ldquoI really hate my ATampT servicerdquondash DniseSonnenberg HuntingtonBeach CA
ldquoI canrsquot wait until my contract
with ATT is up Theyrsquore so rudeand unhelpful neveragain ATTnothappyrdquondash withaK27 Stillwater OK
ldquoATampT has horrible customer servicetoday I wanna screamrdquondash ashxlee_ Unknown
Note Percentages may not add to 100 due to rounding
Superscript percentages refer to change in share of voice in comparison to the baseline from 121612 through 61613
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 73013 ndash 8613 Mentions 25644 posts
ATampT saw a more significant spike in positive sentiment than Sprint on the days of their respectiveannouncements however Sprint was able to hold on to the surge in positive sentiment longer than everyoneelse Though Sprint did not see as drastic a change in positive sentiment as ATampT and while Sprint also returned back tonegative it was able to maintain a consistent positive sentiment longer than ATampT did
POSITIVE NEUTRAL NEGATIVE
45 (+8)26 (-6)29 (-2)
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 1328
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
13
PART II COMPETITIVE ANALYSIS
POSITIVE 64
bull Conversation surrounding T-Mobileremained consistently positive andtwice as positive in comparison tothe other mobile carriers analyzed
bull T-Mobilersquos new commercials with BillHader also began to drive significantpositve buzz People expressedhow hillarious he is and how theywould like to see more
bull People also shared announcementsthat T-Mobile expects LTE in 90 oftop 25 markets by yearrsquos end Themarkets that already had LTE serviceexpressed satisfaction over theirnew faster network
Verbatims ldquo4G LTE is the best Thanks T-Mobilerdquondash Arnold0rtega NJ
ldquoI love these new Bill Hader T-Mobilecommercials They are funny amp realIrsquove gotten a new phone just find outabout a newer versionrdquondash ChrisWCox17 Oklahoma City OK
ldquoT-Mobile expects 2x10MHz LTE in90 of top 25 markets by yearrsquos endandroid httptcoqTvJa70CIErdquondash PaulFrenzel Unknown
ldquoI love the T Mobile commercial Itnever fails to crack me uprdquondash martinezk_ Dalton NY
NEUTRAL 16
bull Neutral conversation surrounding T-Mobile was a small percentage ofconversation as no overwhelminglylarge announcement occurredduring the time period
bull The majority of neutral conversationcame from the sharing of articlesand announcements relating to newdevices becoming available on thenetwork
bull Though it occurred in March theiPhone availability on T-Mobilecontinued to drive conversationincluding news articles claimingthat the iPhone saved T-Mobile fromlosing hundreds of thousands ofcustomers
Verbatims ldquoRT SebastienPage Study findslanding the iPhone saved T-Mobilefrom losing at least 300000customers httptcoJbYosfJb3Mrdquondash AnthonyEsposito Pheonix AZ
ldquoLG Optimus F3 arriving at T-Mobilewith 4G LTE via slashgear httptcoyvPSHebymxrdquo
ndash glass_lane Los Altos CA
ldquoT-Mobile wonrsquot sell Moto X instores customers will have to buydirect from Motorola httptco FDmSj3OcyB techrdquondash Champagnie Redmond WA
NEGATIVE 20
bull Negative sentiment surrounding T-Mobile continued to be less thanhalf of Sprint and ATampT though itcontinued to increase driven bycomplaints with LTE coverage
bull T-Mobile launched a campaign topromote flexible contracts calledHate2Wait While it was designedfor customers to share why theyhated to wait on other carrierssome used it as a way to complainabout T-Mobile
bull As is common across all mobilecarriers the majority of negativeconversation was still generated bypeople complaining about the poorservice they received
Verbatims ldquoTMobile been waiting for an hrfor network to work on my phoneso now my phone is dying and it willnot charge right ( Hate2Waitrdquo ndash cindee_ruby_oh Unknown
ldquoI Hate2Wait because TMobile ismaking me Irsquove been a customersince 1999 and getting Hosedrdquo
ndash ItsEkinsAgain Unknown
ldquoTMobile sucks sick of theservice and my phones breakingletsswitchalreadyrdquo ndash breckanbryn Unknown
ldquoTmobile I hate you I never haveservicerdquo ndash dereiont_ TX
T-Mobile on the whole exhibited less strategic focus around network announcements in social media thanSprint and ATampT Despite their lack of marketing priority around said announcements T-Mobilersquos recent brand buildinginvestments are clearly showing dividends as it relates to driving positive sentiment for the brand The iPhone 5 despitebeing released in March was salso a driver of positive sentiment
Note Percentages may not add to 100 due to rounding
Superscript percentages refer to change in share of voice in comparison to the baseline from 121612 through 61613
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 73013 ndash 8613 Mentions 32991 posts
20(+14)16 (-15)64 (0)
POSITIVE NEUTRAL NEGATIVE
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 1428
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
14
ATampT ATampT ATampT SPRINT T983085MOBILE SPRINT SPRINT T983085MOBILE
DATE 22513 73113 41013 61713 1813 41813 73013 72513
SUCCESS INDEX 281 275 119 51 30 27 17 03
NUMBER OF NEW MARKETS 6 10 11 22 10 21 41 15
PART II COMPETITIVE ANALYSISTHE ANNOUNCEMENT SUCCESS INDEX
The Announcement Success Index compares the total population of markets in the selected announcements to the totalbuzz that occurred on the announcement day We analyzed the two most discussed announcements on social media forSprint ATampT and T-Mobile Also included were the most recent announcements for Sprint and ATampT
While 11 cities received 4G LTE on April 10th ATampT announced 77 markets that would receive LTE over the summer
72513
1813
41013
41813 73013
7311322513
30
25
20
15
10
05
10 20 30 40 500
6 cities10 cities
11 cities
10 cities
15 cities
21 cities 41cities
KEY
S U C C E S S I N D E X
NUMBER OF NEW MARKETS
6171322 cities
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 1528
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
15
ATampTrsquoS ANNOUNCEMENT STRATEGYCONSISTENTLY GENERATED A HIGHER BUZZPER CAPITA THAN SPRINT BY RELEASINGTO LESS CITIES AT ONCEATampTrsquos Success Indicies are more than double the indicies ofthe compared announcements While the populations forSprintrsquos announcement cities was almost seven times morethan the ATampT announcement populations the buzz percapital was a fraction of ATampTrsquos
Typically ATampT announced to half of the cities that Sprintdid and when ATampT did group their announcement with anannouncement for 77 upcoming LTE markets (April 10th)their buzz per capita struggled
ATampT CREATED MULTIPLE PRESS RELEASESFOR THEIR LTE EXPANSIONS IN AN EFFORTTO BETTER DISTRIBUTE NEWS AND TARGETSPECIFIC MARKETS
The July 31st 2013 announcement surrounding 4G LTE
expanding to 10 cities consisted of unique press releasesfor each city The localized press releases that specificallymentioned each market in the title were able to generatemore awareness and buzz within these specific marketsbut did not generate comparable overall buzz to SprintrsquosJuly 30th announcement
SPRINTrsquoS MOST RECENT ANNOUNCEMENTHAD A LOW SUCCESS INDEX AS IT DIDNOT HIGHLIGHT EACH MARKET TO DRIVE
AWARENESS This announcement on July 30th saw the second lowestAnnouncement Success Index So while the populationwas four times larger than their most recent announcementto date it did not reap them any incremental benefit aboveand beyond ATampTrsquos buzz levels (eg national scale did notyield greater volume) Coupling 41 different cities togetherwithin one announcement had an adverse effect onSprintrsquos buzz per capita
CUSTOMIZED HASHTAGS ARE MOREEFFECTIVE FOR BRAND PROMOTION THANGENERIC ONESDuring the reporting period Sprint embraced 4GLTEto help distribute news and messaging surrouding theirnetwork updates The hashtag received respectable pickup during the seven day period Unfortunately only 36of those hashtag uses had anything to do with Sprint Thisstems from the fact that Sprint chose to latch on to an
already existing hashtag with organic use behind it ratherthan customizing the hashtag to include their brand name
ldquoOur 4GLTE now is in 151 cities nationwide includingNashville Philadelphia and Oakland httpbitly11s5V2A rdquondash Sprint
ATampTrsquoS ATTEMPT TO USE EMPLOYEES TOGENERATE ANNOUNCEMENT BUZZ HASBEEN LARGELY SUCCESSFULATampT has traditionally pushed its employees to use
the hashtag ATTEmployee to promote variious brandefforts The hashtag was used 1077 times during July10 of which related directly to the brandrsquos 4G LTEannouncements
ldquoNationrsquos fastest network Check Most reliable Check
httptcoAzDVDzkLqF ATTemployeerdquo ndash bklein34
SPRINT WAS MORE SUCCESSFUL ATDRIVING TWITTER ENGAGEMENT WITHTHEIR OFFICIAL HANDLE THAN ATampT
For their most recent announcement Sprint posted one Tweet promoting their press release which garnered 22Retweets and 13 favorites while ATT did not share theirannouncement at all
ldquoOur 4GLTE now is in 151 cities nationwide includingNashville Philadelphia and Oakland httpbitly1rdquo ndash Sprint
PART II COMPETITIVE ANALYSIS
ldquo
ldquo
ANNOUNCEMENT SUCCESS IS A GAME OF REGIONAL QUALITY NOT NATIONAL QUANTITYWhile ATampT generated less overall volume of conversation than Sprint for their July 31st announcement the competitivecarrier showed impressive performance when it came to localized engagement around their announcements (as definedby the buzz per capita index) Similar to the social marketing trend toward engaged users versus sheer number of fans
driving regional (rather than national) engagement around announcements is a critical metric for success
ldquo
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 1628
PART IIIVOLUME OVERTIME ANALYSIS
2613 ndash 8613
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 1728
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
17
0
10
20
30
40
50
2 7
1 3
2 1 4
1 3
2 2 1
1 3
2 2 8
1 3
3 7
1 3
3 1 4
1 3
3 2 1
1 3
3 2 8
1 3
4 4 1 3
4 1 1
1 3
4 1 8
1 3
4 2 5
1 3
5 2 1 3
5 9 1 3
5 1 6
1 3
5 2 3
1 3
5 3 0
1 3
6 6 1 3
6 1 3
1 3
6 2 0
1 3
6 2 7
1 3
7 4 1 3
7 1 1
1 3
7 1 8
1 3
7 2 5
1 3
8 1 1 3
MIAMI NETWORK BUZZ OVER TIME
Mentions are posts which contain mentions of Sprint 4G LTE service or announcements within Miami
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 2713 ndash 8613 Mentions 844 posts
After the announcement of 4G LTE in Miami it was expected that Sprint conversation inthe market would shift back to negative in sentiment However from the day of the launchof the network advances through August 6th conversation in Miami surrounding Sprint
remained largely positive While negative sentiment began to increase slightly mid-July itincreased at a slower rate than is typical and conversation remained above 60 positive innature
Sprintrsquos announcement in Miami generated the most sustained positive conversation out of any marketanalyzed Contrary to what is typical for most markets conversation relating to Sprintrsquos announcement remainedpositive for a much longer time period in Miami After close to two months conversation was still significantly morepositive than negative within Miami Florida though negative conversation did begin to increase after about a month of
time passed Positive sentiment surrounding Sprint in Miami remained over 90 positive until the end of July as 4G LTEadvancements in the Miami area saw limited outages or issues especially when compared to trouble markets like Chicagoand Los Angeles
POSITIVE 61 NEUTRAL 17 NEGATIVE 22
ldquo ldquoITrsquoS HAPPENED SPRINT LTE IS IN MIAMI THANK THENETWORK GODSrdquo ndash csbellina
Sprint turned on LTE in Tampa amp Miami today AnyiPhone 5 Sprint users that can attest to the speedsrdquondash stephenrobles
0
50
100
150
200
250
2 7
1 3
2 1 4
1 3
2 2 1
1 3
2 2 8
1 3
3 7
1 3
3 1 4
1 3
3 2 1
1 3
3 2 8
1 3
4 4 1 3
4 1 1
1 3
4 1 8
1 3
4 2 5
1 3
5 2 1 3
5 9 1 3
5 1 6
1 3
5 2 3
1 3
5 3 0
1 3
6 6 1 3
6 1 3
1 3
6 2 0
1 3
6 2 7
1 3
7 4 1 3
7 1 1
1 3
7 1 8
1 3
7 2 5
1 3
8 1 1 3
909lt1
ldquo Sprint continues to expand its 4G LTE coverage Miamiin tow httptcohrFewrJ25Frdquo ndash InnovationTu ldquo Welcome to Miami Sprint LTE httptco
OGPxsM4AUTrdquo ndash thegraviator
SPRINT SUSTAINED POSITIVE SENTIMENT LONG AFTERTHE JUNE 17TH ANNOUNCEMENT61713 ndash 8613
94 2 4
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 1828
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
18
0
50
100
150
200
250
300
350
2 7
1 3
2 1 4
1 3
2 2 1
1 3
2 2 8
1 3
3 7
1 3
3 1 4
1 3
3 2 1
1 3
3 2 8
1 3
4 4
1 3
4 1 1
1 3
4 1 8
1 3
4 2 5
1 3
5 2
1 3
5 9
1 3
5 1 6
1 3
5 2 3
1 3
5 3 0
1 3
6 6
1 3
6 1 3
1 3
6 2 0
1 3
6 2 7
1 3
7 4
1 3
7 1 1
1 3
7 1 8
1 3
7 2 5
1 3
8 1
1 3
BROOKLYNBRONX NETWORK BUZZ OVER TIME
Mentions are posts which contain mentions of Sprint 4G LTE service or announcements within The Bronx and Brooklyn NY
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 2713 ndash 8613 Mentions 1038 posts
Sprintrsquos BronxBrooklyn teaser was successful in driving buzz prior to the actual launch of 4G LTE in the twomarkets On July 24th Sprint released a press release stating that in less than a week 4G LTE will be turned on in thetwo locations driving conversation that was eight times higher than conversation on the actual launch date This teaserincreased positive conversation in these locations about Sprint and was able to sustain this positive conversation through
the announcement and the week following
SPRINT ANNOUNCES THAT LTE WILL BE LIVE IN THE BRONX AND BROOKLYN72413
SPRINT TURNS UP 4G LTE IN 41 MORE LOCATIONS73013
1
The announcement stating that 4G LTE service would become available in the Bronx and Brooklyn generatedsignificantly more buzz than the actual day that the service was turned on Leading up to the announcementpositive sentiment surrounding Sprint in the Bronx and Brooklyn was less than 50 Once the press release wasshared positive sentiment increased to two-thirds of Bronx and Brooklyn conversation
2Sprint turned on LTE in the Bronx and Brooklyn on July 30th The date that the service was turned ondid not generate significant buzz in comparison to the teaser that it would be coming By releasing theteaser announcement as a press release Sprint cannibalized the buzz that would have come on the actualannouncement day Sprint also failed to highlight the Bronx adn Brooklyn on the day of the announcement byhiding the two cities within the larger press release with the additional 39 markets
POSITIVE 58 NEUTRAL 35 NEGATIVE 7
ldquo ldquo4G LTE in Brooklyn now finally Sprint sheeshrdquo ndash powderican
Finally LTE for Sprint launched in the Bronx todayrdquondash iRawriLaugh
0
10
20
30
40
50
2
7 1 3
2 1 4
1 3
2 2 1
1 3
2 2 8
1 3
3
7 1 3
3 1 4
1 3
3 2 1
1 3
3 2 8
1 3
4
4 1 3
4 1 1
1 3
4 1 8
1 3
4 2 5
1 3
5
2 1 3
5
9 1 3
5 1 6
1 3
5 2 3
1 3
5 3 0
1 3
6
6 1 3
6 1 3
1 3
6 2 0
1 3
6 2 7
1 3
7
4 1 3
7 1 1
1 3
7 1 8
1 3
7 2 5
1 3
8
1 1 3
2
1
6733lt1
6138lt1
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 1928
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
19
0
20
40
60
80
100
2 7
1 3
2 1 4 1 3
2 2 1 1 3
2 2 8 1 3
3 7
1 3
3 1 4 1 3
3 2 1 1 3
3 2 8 1 3
4 4 1 3
4 1 1 1 3
4 1 8 1 3
4 2 5
1 3
5 2 1 3
5 9 1 3
5 1 6 1 3
5 2 3 1 3
5 3 0 1 3
6 6 1 3
6 1 3 1 3
6 2 0 1 3
6 2 7
1 3
7 4 1 3
7 1 1 1 3
7 1 8 1 3
7 2 5
1 3
8 1 1 3
SPRINT TURNS UP 4G LTE IN 41 MORE LOCATIONS73013
PHILADELPHIA NETWORK BUZZ OVER TIME
Mentions are posts which contain mentions of Sprint 4G LTE service or announcements within Philadelphia
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 2713 ndash 8613 Mentions 563 posts
1
Sprintrsquos announcement in Philadelphia was the least successful at driving positive sentiment when compared tothe other markets analyzed The day of the announcement generated only 50 positive sentiment within Philadelphiahowever like the other markets negative sentiment remained minimal After the announcement positive sentimentstayed consistently around 50 while negative sentiment slowly increased as people became frustrated or experienced
problems with LTE
Philadelphia was the second largest city to receive 4G LTE and 3G improvements on July 30th The citygenerated about half of the network buzz that the Bronx and Brooklyn did over the same time period but onthe day of the actual announcement Philadelphia saw three times as much buzz as the two New York citiesBecause Philadelphia did not have a teaser announcement like the Bronx and Brooklyn when LTE was turnedon it was the first people in the city heard of the enhancements The launch of LTE service in Philadelphia
was not locally covered within the city and only saw mentions by larger publications that discussed theannouncement at large If the Philadelphia announcement was localized similar to ATampTrsquos the city would havegenerated more significant buzz
1
POSITIVE 58 NEUTRAL 27 NEGATIVE 15
ldquo ldquoOh Yessss gtgtgt Sprint extends LTE coverage to 41 newmarkets - New markets in Philadelphia Portland Oreand Oak httptcoVGmmc5HFazrdquo ndash ronstew
LOLsprint LTE in Philadelphia was supposed to becompleted by this past January Irsquom so glad I switchedto TMobilerdquo ndash ricankng787
ldquo ldquoEnjoying the great 4G LTE speeds from Sprint niceto see speeds like this sprintLTE sprint httptco j290tVjZeFrdquo ndash steven_2320
Mine sucks tho RT SimplyCecilia RT sprint Our 4GLTE now is in 151 cities nationwide includingNashville Philadelphia and Oaklandrdquo ndash b_eternal757
0
10
20
30
40
2 7
1 3
2 1 4
1 3
2 2 1
1 3
2 2 8
1 3
3 7
1 3
3 1 4
1 3
3 2 1
1 3
3 2 8
1 3
4 4
1 3
4 1 1
1 3
4 1 8
1 3
4 2 5
1 3
5 2
1 3
5 9
1 3
5 1 6
1 3
5 2 3
1 3
5 3 0
1 3
6 6
1 3
6 1 3
1 3
6 2 0
1 3
6 2 7
1 3
7 4
1 3
7 1 1
1 3
7 1 8
1 3
7 2 5
1 3
8 1
1 3
51463
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 2028
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
20
0
10
20
30
40
50
60
70
2 7 1 3
2 1 4
1 3
2 2 1
1 3
2 2 8
1 3
3 7 1 3
3 1 4
1 3
3 2 1
1 3
3 2 8
1 3
4 4 1 3
4 1 1
1 3
4 1 8
1 3
4 2 5
1 3
5 2 1 3
5 9 1 3
5 1 6
1 3
5 2 3
1 3
5 3 0
1 3
6 6 1 3
6 1 3
1 3
6 2 0
1 3
6 2 7
1 3
7 4 1 3
7 1 1
1 3
7 1 8
1 3
7 2 5
1 3
8 1 1 3
ADDITIONAL CITIES NETWORK BUZZ OVER TIME
Note Percentages may not add to 100 due to rounding
Mentions are posts which contain mentions of Sprint 4G LTE service or announcements within the 20 highest population cities
Tulsa OK bull Oakland CA bull Laredo TX bull Durham N C bull Fayetteville NC bull Brownsville TX bull Fort L auderdale FL bull
Springfeld MA bull Salinas CA bull Pompano B each FL bull Flint MI bull Palm Coast FL bull Deerfeld Beach FL bull Harlingen T X bull
Jackson TN bull Daytona Beach FL bull Rocky Mount NC bull Ocala FL bull Port Charlotte FL bull Saginaw MI
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 2713 ndash 8613 Mentions 980 posts
The top 20 cities based on population within the July 30th announcement generated consistent spikes inconversation due to announcements in other markets Due to announcement markets being spread out across thecountry some of their neighboring markets had previously been a part of Sprint 4G LTE announcements These marketssaw spikes in conversation due to past announcements as customers discussed envy over their neighbors networks
The additional cities analyzed were the 20 cities in the announcement with the highest populations
SPRINT TURNS UP 4G LTE IN 41 MORE LOCATIONS73013
1
Conversation regarding the LTE announcements in these 20 cities waned in comparison to the Bronx andBrooklyn and Philadelphia People in these cities Retweeted the Sprint press releases and different newspublications announcing the markets Half of the conversation during the time of the announcement consistedof link sharing while 20 referenced Sprint On the day of the announcement positive sentiment morethan doubled while negative sentiment remained consistent Sprintrsquos SF Twitter handle Sprint4GLTE_SF was
unsuccessful at increasing buzz during this announcement which included Oakland CA a Bay Area city
ldquo ldquo About time ldquosprint Our 4GLTE now is in 151 citiesnationwide including Nashville Philadelphia andOakland httptcoZrEYTJKnOrdquo ndash hodariToure_PhD
My friends sprint launched 4G LTE in OaklandFremont and Hayward today what what ccSprint4GLTE_SFrdquo ndash Menace
1
POSITIVE 49 NEUTRAL 20 NEGATIVE 6
74206
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 2128
PART IVSPRINT INFLUENCERS
73013 ndash 8613
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 2228
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 2328
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
23
RECOMMENDATIONS
8132019 Sprint July Announcement 8 14
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BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
24
RECOMMENDATION INTRO
RECOMMENDATION 1
All of the recommendations are designed toaccomplish three objectives
1 Amplify Sprintrsquos 4G LTE announcements
2 Gain Share of (4G LTE) Voice from competitors
3 Decrease negative sentiment toward Sprint acrossthe social web
OBSERVATIONATampT generates a significant amount of local press usingindividual announcements for each market These hitsare sharedpicked up not just by local media outletsbut also larger tech influencers We noticed with the right
rollout and executions this led to announcements beingdistributed on larger media sites like WSJcom
New markets are launched frequently (almost every week)which also sustains LTE conversation
ACTIONAnnouncement strategies should cater to local marketsSprint should create localized content as a ldquomodernrdquosupplement to press releases Video and infographiccontent is particularly effective (see content suggestionson Pg 29) To sustain conversation markets should be
announced with greater frequency
THE FOLLOWING RECOMMENDATIONS WERE DERIVED FROM THE SPRINT BASELINE ampJUNE ANNOUNCEMENT ANALYSIS AND THROUGH AN IN DEPTH AUDIT OF COMPETITORrsquoS4G LTE ANNOUNCEMENTS OVER THE SAME TIME PERIOD
LOCALIZED ANNOUNCEMENT STRATEGYSustain 4G LTE coverage conversation using a localized announcement strategy that leverages market specificpress releases and content
It is important to note that there are two analyses for thisassignment and that this report establishes a baselinecontext and a first look at the June announcementsWith more intelligence in the second report on the Juneannouncements as well as an additional set of data theserecommendations may gain greater focus and evolve
CONSIDERATIONWe understand that localizing and increasing the frequencyof the network coverage announcements requiresadditional output and resources however given Sprintrsquoschallenger position (in terms of number of markets with 4G
LTE coverage and share of voice on social) this approachcould create a valuable ROI
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 2528
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
25
RECOMMENDATION 2
OBSERVATION4G LTE announcements produce a short and sharp spikein conversation the day of then diminish during the daysfollowing as can in the 24 markets analyzed (See analyticsspike analysis Pg 19ndash23)
ACTION ITEM 1Prolong the spike in conversation using social contentand promoted posts designed to amplify 4G LTE chatterCreate hashtags that encourage people to participate in4G LTE announcement conversation
Ex ldquoToday Chicago became the 60th 4GLTE city Retweetif you love the speed of your SprintLTE devicerdquo
ACTION ITEM 2Use 4G LTE devices to take short videos of 4G LTE in actionin new markets
Ex Downloading a movie trailer in LA
LTE CONTENT STRATEGY4G LTE conversation spikes will last longer if a content strategy was applied to the announcements
ACTION ITEM 3Engage social following with giveaways that amplifythe LTE announcements Collect data and push dealsto people during the entry process
Ex Click on the map on the SprintLTE city you wouldlike to visit
CONSIDERATIONSprint has experimented with different content outputsFor example a video was created documenting theprogress in Chicago on the 4G LTE build out That localtouch is crucial and should be more than a reactive tactic
based on customer feedback Sprint should championthis as a proactive communications strategy Additionallyinfographics work well as dynamic and shareable socialcontent The interactive network map that exists onSprintrsquos website serves a specific purpose but does notlead to sharable social behavior Inforgraphics could becreated either ahead of a market launch or in conjunctionwith one The infographic could outline the coverage areaarticulate the benefits of Sprintrsquos 4G LTE approach or even
just leverage a thematic representation of a given market(eg Golden Gate Bridge Searrsquos Tower etc)
RECOMMENDATION 3
OBSERVATIONRight before the LA launch some details were uncoveredby an Engadget editor who wrote a speculative piece
about the 4G LTE roll out This coverage generated asignificant amount of conversation before the launchthat occurred several weeks later (Reference Report Pg 21)
ACTION ITEM 1In order to create pre-buzz Sprint should considerannouncing 4G LTE cities in groups 2 weeks beforeturning on the switch On the day of launch a localizedrelease with supplementary content should be sharedon Sprint channels
ldquoTEASINGrdquo STRATEGYBy releasing some information about 4G LTE launches Sprint will garner significant pre-buzz that will help buildexcitement for the actual roll out
ACTION ITEM 2Use posts to help build anticipation for 4G LTE rolloutsFor example share Tweets that ask the community to
guess which city is next to receive 4G LTE from a fewoptions Provide hints that will generate conversationand buzz before the official announcement
ACTION ITEM 3Leverage tech influencers to promote SprintLTE in localmarkets by engaging with them before their area officiallyreceives LTE coverage
8132019 Sprint July Announcement 8 14
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BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
26
RECOMMENDATION 4TARGET CONVERSATIONSMost people do not like their wireless carrier and are pretty vocal about it By using promoted TweetsSprint can target these conversations and put offers in front of these unhappy customers encouragingthem to switch networks
OBSERVATIONVerizon seems to be targeting negative conversation that includes their competitors with promoted Tweets
The messaging could vary based on the issue at hand be it device related network related or otherwise
RECOMMENDATION 5
OBSERVATIONNew device announcements are a huge driver of 4GLTE conversation T-Mobile saw significant volume andlongevity related to iPhone 5 announcement (ReferenceReport Pg 12)
LEVERAGE DEVICE ANNOUNCEMENTS
By leveraging new device announcements Sprint can raise awareness for new 4G LTE markets and gain share ofvoice
ACTIONCreate more content featuring 4G LTE enabled devicesand insert 4G LTE expansion info into new device releases
NEXT STEPSTHE NEXT REPORT WILL INCLUDE
1 Further analysis on the June 17th announcements
2 New insights from July announcements
3 More analysis on ATampTrsquos localized announcement strategy
4 Additional recommendations based on additional data input
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 2728
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
27
APPENDIX
Note conversation on the brand pages occurred on blogs and forums
that are a part of the sites including customer service and FAQ pages
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 73013 ndash 8613 Mentions 31585 posts
Sprint ATampT and T-Mobile generated the majority of their conversation across Twitter though forums andblogs made up 10-20 of conversation While Sprintrsquos top source was its own website the two competitorsrsquo topsource was callercom
TWITTER 78
FORUMS 12
BLOGS 5
FACEBOOK lt1
NEWS 4
COMMENTS lt1
TWITTER 77
FORUMS 8
BLOGS 8
FACEBOOK lt1
NEWS 6
COMMENTS lt1
TWITTER 85
FORUMS 7
BLOGS 5
FACEBOOK lt1
NEWS 3
COMMENTS lt1
Top Blogs News and Forums
SPRINTCOM 2900
AD983085HOC983085NEWSDE 166
BLOGSPOTCOM 161
YAHOOCOM 150
SPRINTUSERSCOM 136
REDDITCOM 126
STLOUISNEWSNET 118
Top Blogs News and Forums
CALLERCOM 333
ATTCOM 255
YAHOOCOM 222
REDDITCOM 191
MACRUMORSCOM 172
WPCENTRALCOM 156
BLOGSPOTCOM 135
Top Blogs News and Forums
CALLERCOM 370
REDDITCOM 223
WPCENTRALCOM 169
YAHOOCOM 156
MACRUMORSCOM 149
ANDROIDFORUMSCOM 117
CRACKBERRYCOM 107
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 2828
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 1028
PART IICOMPETITIVEANALYSIS
2713 ndash 8613
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 1128
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
11
PART II COMPETITIVE ANALYSIS
Note Percentages may not add to 100 due to rounding Superscript percentages refer to change in share of voice in comparison
to the baseline f rom 121612 through 61613 Mentions are posts which contain discussion of Sprint ATampT and T-Mobile keywords
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 73013 ndash 8613
Volume 25644 posts
Volume 31585 posts
Volume 32991 posts
T-MOBILE REMAINED THE MOST POSITIVEBRAND SEEING PROLONGED POSITIVECONVERSATION FROM ITS IPHONE RELEASE
AND NEW EXCITEMENT SURROUNDING ITSCOMMERCIALS
bull T-Mobile also saw the highest buzz when compared toSprint and ATampT however the majority of the differencewas due to the Bill Hader T-Mobile commercials whichcaused buzz from current and non-customers
bull Negative T-Mobile conversation increased during thistime as its campaign Hate2Wait while a positive pushfor the company also instigated negative conversationfrom frustrated customers because they were still waitingfor T-Mobile upgrades
ATampT AND SPRINT BOTH ANNOUNCED 4GLTE NETWORK EXPANSIONS AND WHILESPRINT GENERATED SLIGHTLY MORE BUZZ
BY RELEASING TO MORE CITIES ATampTGARNERED EQUAL POSITIVE SENTIMENT AND A BETTER BUZZ PER CAPITA
bull ATampT released separate press releases that individuallyhighlighted the markets receiving updates while Sprintreleased one that failed to individually reference marketsin the title and a limited amount in Tweets posted
bull Sprint and ATampT saw similar sentiment around theirannouncements While Sprint struggled to generate highlevels of buzz per capita the overall sentiment generatedwas similar to that of ATampT as levels of excitement about
LTE were synonymous across the carriers
58 (+18)14 (-25)28 (+7)
45 (+8)26 (-6)29 (-2)
20(+14)16 (-15)64 (0)
POSITIVE NEUTRAL NEGATIVE
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 1228
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
12
PART II COMPETITIVE ANALYSIS
POSITIVE 29
bull Close to one-third of all positiveconversation surrounding ATampT wasrelated to its announcement on July31st and the excitement around thenew markets
bull Discussion of the phones used onthe ATampT network were discussedoften most notably the iPhone 5People also discussed the GoPhoneand Prepaid options available
bull On August 1st JD Powerannounced that ATampT rankedthe highest for customer servicesatisfaction of Wireless carriers
This announcement made up 9of conversation on the day theannouncement was made and 15on the day after
Verbatims ldquoATampT Debuts 4G LTE in Charlestonhttptcoj6AMsmtndY wsazrdquondash wsazjedwards Carleston WV
ldquoATampT receives JD Power award forwireless customer service 1 babyrdquondash aClaireSchwartz Orlando FL
ldquoGotta love coming into work tonew found LTE coverage Thank you
ATampTrdquo ndash joekorzo NJ
ldquoI love great customer service Theguy from ATampT was so helpful (AndIrsquom pretty sure he was Texan basedon his accent) just sayinnn TXrdquondash alyssarizavi TX
NEUTRAL 26
bull The majority of neutral conversationsurrounding ATampT was generatedby people sharing articles or blogsdiscussing news announcements
bull People commonly shared theannouncement that Starbuckswould be switching from ATampT toGoogle as their WiFi provider
bull ATampT also generated a significantamount of buzz around differentcustomer-friendly promotionsthey were starting like phonereplacements and study abroaddiscounts
Verbatims
ldquoStarbucks replaces ATampT withGoogle as its in-store WiFi providerhttptcovzb0Ty0YZ8rdquondash ForbesTech Worldwide
ldquoRT AndroidPolice ATampT Galaxy SIII Finally Getting ldquoPremium SuiterdquoMulti-Window OTA Update Android412 (Build UCDMG2)ndash RichB0yMarty Stamford CT
ldquoRT scrappinmichele Safe Mobile
WiFi For Families - ATampT Unite via Techmama httptcoVDEUgNz1ozrdquondash techmama Silicon Valley CA
ldquoATampT T-Mobile Verizon MoveForward With Isis Mobile PaymentPlan Isis will support the iPhohttptco2d5QOf industry newsrdquondash KarenKinnaman Redding CA
NEGATIVE 45
bull Like most wireless carriers ATampTrsquosnegative conversation was mostnotably generated by peoplecomplaining about their droppedcalls and poor service
bull During this time period there werehigher than normal complaintsaround ldquospotty servicerdquo which werelater announced to be caused byupgrades across ATampT
bull Despite winning the customerservice satisfaction award from JDPower ATampT still experienced a largevolume of customer service-relatedcomplaints which is typical for anybrand across social media
Verbatims ldquoATTCustomerCare 28 days stillno service Irsquom starting to doubt ifUverse actually exists ATTrdquondash DaveMacQueen1 Charleston SC
ldquoI really hate my ATampT servicerdquondash DniseSonnenberg HuntingtonBeach CA
ldquoI canrsquot wait until my contract
with ATT is up Theyrsquore so rudeand unhelpful neveragain ATTnothappyrdquondash withaK27 Stillwater OK
ldquoATampT has horrible customer servicetoday I wanna screamrdquondash ashxlee_ Unknown
Note Percentages may not add to 100 due to rounding
Superscript percentages refer to change in share of voice in comparison to the baseline from 121612 through 61613
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 73013 ndash 8613 Mentions 25644 posts
ATampT saw a more significant spike in positive sentiment than Sprint on the days of their respectiveannouncements however Sprint was able to hold on to the surge in positive sentiment longer than everyoneelse Though Sprint did not see as drastic a change in positive sentiment as ATampT and while Sprint also returned back tonegative it was able to maintain a consistent positive sentiment longer than ATampT did
POSITIVE NEUTRAL NEGATIVE
45 (+8)26 (-6)29 (-2)
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 1328
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
13
PART II COMPETITIVE ANALYSIS
POSITIVE 64
bull Conversation surrounding T-Mobileremained consistently positive andtwice as positive in comparison tothe other mobile carriers analyzed
bull T-Mobilersquos new commercials with BillHader also began to drive significantpositve buzz People expressedhow hillarious he is and how theywould like to see more
bull People also shared announcementsthat T-Mobile expects LTE in 90 oftop 25 markets by yearrsquos end Themarkets that already had LTE serviceexpressed satisfaction over theirnew faster network
Verbatims ldquo4G LTE is the best Thanks T-Mobilerdquondash Arnold0rtega NJ
ldquoI love these new Bill Hader T-Mobilecommercials They are funny amp realIrsquove gotten a new phone just find outabout a newer versionrdquondash ChrisWCox17 Oklahoma City OK
ldquoT-Mobile expects 2x10MHz LTE in90 of top 25 markets by yearrsquos endandroid httptcoqTvJa70CIErdquondash PaulFrenzel Unknown
ldquoI love the T Mobile commercial Itnever fails to crack me uprdquondash martinezk_ Dalton NY
NEUTRAL 16
bull Neutral conversation surrounding T-Mobile was a small percentage ofconversation as no overwhelminglylarge announcement occurredduring the time period
bull The majority of neutral conversationcame from the sharing of articlesand announcements relating to newdevices becoming available on thenetwork
bull Though it occurred in March theiPhone availability on T-Mobilecontinued to drive conversationincluding news articles claimingthat the iPhone saved T-Mobile fromlosing hundreds of thousands ofcustomers
Verbatims ldquoRT SebastienPage Study findslanding the iPhone saved T-Mobilefrom losing at least 300000customers httptcoJbYosfJb3Mrdquondash AnthonyEsposito Pheonix AZ
ldquoLG Optimus F3 arriving at T-Mobilewith 4G LTE via slashgear httptcoyvPSHebymxrdquo
ndash glass_lane Los Altos CA
ldquoT-Mobile wonrsquot sell Moto X instores customers will have to buydirect from Motorola httptco FDmSj3OcyB techrdquondash Champagnie Redmond WA
NEGATIVE 20
bull Negative sentiment surrounding T-Mobile continued to be less thanhalf of Sprint and ATampT though itcontinued to increase driven bycomplaints with LTE coverage
bull T-Mobile launched a campaign topromote flexible contracts calledHate2Wait While it was designedfor customers to share why theyhated to wait on other carrierssome used it as a way to complainabout T-Mobile
bull As is common across all mobilecarriers the majority of negativeconversation was still generated bypeople complaining about the poorservice they received
Verbatims ldquoTMobile been waiting for an hrfor network to work on my phoneso now my phone is dying and it willnot charge right ( Hate2Waitrdquo ndash cindee_ruby_oh Unknown
ldquoI Hate2Wait because TMobile ismaking me Irsquove been a customersince 1999 and getting Hosedrdquo
ndash ItsEkinsAgain Unknown
ldquoTMobile sucks sick of theservice and my phones breakingletsswitchalreadyrdquo ndash breckanbryn Unknown
ldquoTmobile I hate you I never haveservicerdquo ndash dereiont_ TX
T-Mobile on the whole exhibited less strategic focus around network announcements in social media thanSprint and ATampT Despite their lack of marketing priority around said announcements T-Mobilersquos recent brand buildinginvestments are clearly showing dividends as it relates to driving positive sentiment for the brand The iPhone 5 despitebeing released in March was salso a driver of positive sentiment
Note Percentages may not add to 100 due to rounding
Superscript percentages refer to change in share of voice in comparison to the baseline from 121612 through 61613
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 73013 ndash 8613 Mentions 32991 posts
20(+14)16 (-15)64 (0)
POSITIVE NEUTRAL NEGATIVE
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 1428
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
14
ATampT ATampT ATampT SPRINT T983085MOBILE SPRINT SPRINT T983085MOBILE
DATE 22513 73113 41013 61713 1813 41813 73013 72513
SUCCESS INDEX 281 275 119 51 30 27 17 03
NUMBER OF NEW MARKETS 6 10 11 22 10 21 41 15
PART II COMPETITIVE ANALYSISTHE ANNOUNCEMENT SUCCESS INDEX
The Announcement Success Index compares the total population of markets in the selected announcements to the totalbuzz that occurred on the announcement day We analyzed the two most discussed announcements on social media forSprint ATampT and T-Mobile Also included were the most recent announcements for Sprint and ATampT
While 11 cities received 4G LTE on April 10th ATampT announced 77 markets that would receive LTE over the summer
72513
1813
41013
41813 73013
7311322513
30
25
20
15
10
05
10 20 30 40 500
6 cities10 cities
11 cities
10 cities
15 cities
21 cities 41cities
KEY
S U C C E S S I N D E X
NUMBER OF NEW MARKETS
6171322 cities
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 1528
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
15
ATampTrsquoS ANNOUNCEMENT STRATEGYCONSISTENTLY GENERATED A HIGHER BUZZPER CAPITA THAN SPRINT BY RELEASINGTO LESS CITIES AT ONCEATampTrsquos Success Indicies are more than double the indicies ofthe compared announcements While the populations forSprintrsquos announcement cities was almost seven times morethan the ATampT announcement populations the buzz percapital was a fraction of ATampTrsquos
Typically ATampT announced to half of the cities that Sprintdid and when ATampT did group their announcement with anannouncement for 77 upcoming LTE markets (April 10th)their buzz per capita struggled
ATampT CREATED MULTIPLE PRESS RELEASESFOR THEIR LTE EXPANSIONS IN AN EFFORTTO BETTER DISTRIBUTE NEWS AND TARGETSPECIFIC MARKETS
The July 31st 2013 announcement surrounding 4G LTE
expanding to 10 cities consisted of unique press releasesfor each city The localized press releases that specificallymentioned each market in the title were able to generatemore awareness and buzz within these specific marketsbut did not generate comparable overall buzz to SprintrsquosJuly 30th announcement
SPRINTrsquoS MOST RECENT ANNOUNCEMENTHAD A LOW SUCCESS INDEX AS IT DIDNOT HIGHLIGHT EACH MARKET TO DRIVE
AWARENESS This announcement on July 30th saw the second lowestAnnouncement Success Index So while the populationwas four times larger than their most recent announcementto date it did not reap them any incremental benefit aboveand beyond ATampTrsquos buzz levels (eg national scale did notyield greater volume) Coupling 41 different cities togetherwithin one announcement had an adverse effect onSprintrsquos buzz per capita
CUSTOMIZED HASHTAGS ARE MOREEFFECTIVE FOR BRAND PROMOTION THANGENERIC ONESDuring the reporting period Sprint embraced 4GLTEto help distribute news and messaging surrouding theirnetwork updates The hashtag received respectable pickup during the seven day period Unfortunately only 36of those hashtag uses had anything to do with Sprint Thisstems from the fact that Sprint chose to latch on to an
already existing hashtag with organic use behind it ratherthan customizing the hashtag to include their brand name
ldquoOur 4GLTE now is in 151 cities nationwide includingNashville Philadelphia and Oakland httpbitly11s5V2A rdquondash Sprint
ATampTrsquoS ATTEMPT TO USE EMPLOYEES TOGENERATE ANNOUNCEMENT BUZZ HASBEEN LARGELY SUCCESSFULATampT has traditionally pushed its employees to use
the hashtag ATTEmployee to promote variious brandefforts The hashtag was used 1077 times during July10 of which related directly to the brandrsquos 4G LTEannouncements
ldquoNationrsquos fastest network Check Most reliable Check
httptcoAzDVDzkLqF ATTemployeerdquo ndash bklein34
SPRINT WAS MORE SUCCESSFUL ATDRIVING TWITTER ENGAGEMENT WITHTHEIR OFFICIAL HANDLE THAN ATampT
For their most recent announcement Sprint posted one Tweet promoting their press release which garnered 22Retweets and 13 favorites while ATT did not share theirannouncement at all
ldquoOur 4GLTE now is in 151 cities nationwide includingNashville Philadelphia and Oakland httpbitly1rdquo ndash Sprint
PART II COMPETITIVE ANALYSIS
ldquo
ldquo
ANNOUNCEMENT SUCCESS IS A GAME OF REGIONAL QUALITY NOT NATIONAL QUANTITYWhile ATampT generated less overall volume of conversation than Sprint for their July 31st announcement the competitivecarrier showed impressive performance when it came to localized engagement around their announcements (as definedby the buzz per capita index) Similar to the social marketing trend toward engaged users versus sheer number of fans
driving regional (rather than national) engagement around announcements is a critical metric for success
ldquo
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 1628
PART IIIVOLUME OVERTIME ANALYSIS
2613 ndash 8613
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 1728
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
17
0
10
20
30
40
50
2 7
1 3
2 1 4
1 3
2 2 1
1 3
2 2 8
1 3
3 7
1 3
3 1 4
1 3
3 2 1
1 3
3 2 8
1 3
4 4 1 3
4 1 1
1 3
4 1 8
1 3
4 2 5
1 3
5 2 1 3
5 9 1 3
5 1 6
1 3
5 2 3
1 3
5 3 0
1 3
6 6 1 3
6 1 3
1 3
6 2 0
1 3
6 2 7
1 3
7 4 1 3
7 1 1
1 3
7 1 8
1 3
7 2 5
1 3
8 1 1 3
MIAMI NETWORK BUZZ OVER TIME
Mentions are posts which contain mentions of Sprint 4G LTE service or announcements within Miami
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 2713 ndash 8613 Mentions 844 posts
After the announcement of 4G LTE in Miami it was expected that Sprint conversation inthe market would shift back to negative in sentiment However from the day of the launchof the network advances through August 6th conversation in Miami surrounding Sprint
remained largely positive While negative sentiment began to increase slightly mid-July itincreased at a slower rate than is typical and conversation remained above 60 positive innature
Sprintrsquos announcement in Miami generated the most sustained positive conversation out of any marketanalyzed Contrary to what is typical for most markets conversation relating to Sprintrsquos announcement remainedpositive for a much longer time period in Miami After close to two months conversation was still significantly morepositive than negative within Miami Florida though negative conversation did begin to increase after about a month of
time passed Positive sentiment surrounding Sprint in Miami remained over 90 positive until the end of July as 4G LTEadvancements in the Miami area saw limited outages or issues especially when compared to trouble markets like Chicagoand Los Angeles
POSITIVE 61 NEUTRAL 17 NEGATIVE 22
ldquo ldquoITrsquoS HAPPENED SPRINT LTE IS IN MIAMI THANK THENETWORK GODSrdquo ndash csbellina
Sprint turned on LTE in Tampa amp Miami today AnyiPhone 5 Sprint users that can attest to the speedsrdquondash stephenrobles
0
50
100
150
200
250
2 7
1 3
2 1 4
1 3
2 2 1
1 3
2 2 8
1 3
3 7
1 3
3 1 4
1 3
3 2 1
1 3
3 2 8
1 3
4 4 1 3
4 1 1
1 3
4 1 8
1 3
4 2 5
1 3
5 2 1 3
5 9 1 3
5 1 6
1 3
5 2 3
1 3
5 3 0
1 3
6 6 1 3
6 1 3
1 3
6 2 0
1 3
6 2 7
1 3
7 4 1 3
7 1 1
1 3
7 1 8
1 3
7 2 5
1 3
8 1 1 3
909lt1
ldquo Sprint continues to expand its 4G LTE coverage Miamiin tow httptcohrFewrJ25Frdquo ndash InnovationTu ldquo Welcome to Miami Sprint LTE httptco
OGPxsM4AUTrdquo ndash thegraviator
SPRINT SUSTAINED POSITIVE SENTIMENT LONG AFTERTHE JUNE 17TH ANNOUNCEMENT61713 ndash 8613
94 2 4
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 1828
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
18
0
50
100
150
200
250
300
350
2 7
1 3
2 1 4
1 3
2 2 1
1 3
2 2 8
1 3
3 7
1 3
3 1 4
1 3
3 2 1
1 3
3 2 8
1 3
4 4
1 3
4 1 1
1 3
4 1 8
1 3
4 2 5
1 3
5 2
1 3
5 9
1 3
5 1 6
1 3
5 2 3
1 3
5 3 0
1 3
6 6
1 3
6 1 3
1 3
6 2 0
1 3
6 2 7
1 3
7 4
1 3
7 1 1
1 3
7 1 8
1 3
7 2 5
1 3
8 1
1 3
BROOKLYNBRONX NETWORK BUZZ OVER TIME
Mentions are posts which contain mentions of Sprint 4G LTE service or announcements within The Bronx and Brooklyn NY
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 2713 ndash 8613 Mentions 1038 posts
Sprintrsquos BronxBrooklyn teaser was successful in driving buzz prior to the actual launch of 4G LTE in the twomarkets On July 24th Sprint released a press release stating that in less than a week 4G LTE will be turned on in thetwo locations driving conversation that was eight times higher than conversation on the actual launch date This teaserincreased positive conversation in these locations about Sprint and was able to sustain this positive conversation through
the announcement and the week following
SPRINT ANNOUNCES THAT LTE WILL BE LIVE IN THE BRONX AND BROOKLYN72413
SPRINT TURNS UP 4G LTE IN 41 MORE LOCATIONS73013
1
The announcement stating that 4G LTE service would become available in the Bronx and Brooklyn generatedsignificantly more buzz than the actual day that the service was turned on Leading up to the announcementpositive sentiment surrounding Sprint in the Bronx and Brooklyn was less than 50 Once the press release wasshared positive sentiment increased to two-thirds of Bronx and Brooklyn conversation
2Sprint turned on LTE in the Bronx and Brooklyn on July 30th The date that the service was turned ondid not generate significant buzz in comparison to the teaser that it would be coming By releasing theteaser announcement as a press release Sprint cannibalized the buzz that would have come on the actualannouncement day Sprint also failed to highlight the Bronx adn Brooklyn on the day of the announcement byhiding the two cities within the larger press release with the additional 39 markets
POSITIVE 58 NEUTRAL 35 NEGATIVE 7
ldquo ldquo4G LTE in Brooklyn now finally Sprint sheeshrdquo ndash powderican
Finally LTE for Sprint launched in the Bronx todayrdquondash iRawriLaugh
0
10
20
30
40
50
2
7 1 3
2 1 4
1 3
2 2 1
1 3
2 2 8
1 3
3
7 1 3
3 1 4
1 3
3 2 1
1 3
3 2 8
1 3
4
4 1 3
4 1 1
1 3
4 1 8
1 3
4 2 5
1 3
5
2 1 3
5
9 1 3
5 1 6
1 3
5 2 3
1 3
5 3 0
1 3
6
6 1 3
6 1 3
1 3
6 2 0
1 3
6 2 7
1 3
7
4 1 3
7 1 1
1 3
7 1 8
1 3
7 2 5
1 3
8
1 1 3
2
1
6733lt1
6138lt1
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 1928
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
19
0
20
40
60
80
100
2 7
1 3
2 1 4 1 3
2 2 1 1 3
2 2 8 1 3
3 7
1 3
3 1 4 1 3
3 2 1 1 3
3 2 8 1 3
4 4 1 3
4 1 1 1 3
4 1 8 1 3
4 2 5
1 3
5 2 1 3
5 9 1 3
5 1 6 1 3
5 2 3 1 3
5 3 0 1 3
6 6 1 3
6 1 3 1 3
6 2 0 1 3
6 2 7
1 3
7 4 1 3
7 1 1 1 3
7 1 8 1 3
7 2 5
1 3
8 1 1 3
SPRINT TURNS UP 4G LTE IN 41 MORE LOCATIONS73013
PHILADELPHIA NETWORK BUZZ OVER TIME
Mentions are posts which contain mentions of Sprint 4G LTE service or announcements within Philadelphia
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 2713 ndash 8613 Mentions 563 posts
1
Sprintrsquos announcement in Philadelphia was the least successful at driving positive sentiment when compared tothe other markets analyzed The day of the announcement generated only 50 positive sentiment within Philadelphiahowever like the other markets negative sentiment remained minimal After the announcement positive sentimentstayed consistently around 50 while negative sentiment slowly increased as people became frustrated or experienced
problems with LTE
Philadelphia was the second largest city to receive 4G LTE and 3G improvements on July 30th The citygenerated about half of the network buzz that the Bronx and Brooklyn did over the same time period but onthe day of the actual announcement Philadelphia saw three times as much buzz as the two New York citiesBecause Philadelphia did not have a teaser announcement like the Bronx and Brooklyn when LTE was turnedon it was the first people in the city heard of the enhancements The launch of LTE service in Philadelphia
was not locally covered within the city and only saw mentions by larger publications that discussed theannouncement at large If the Philadelphia announcement was localized similar to ATampTrsquos the city would havegenerated more significant buzz
1
POSITIVE 58 NEUTRAL 27 NEGATIVE 15
ldquo ldquoOh Yessss gtgtgt Sprint extends LTE coverage to 41 newmarkets - New markets in Philadelphia Portland Oreand Oak httptcoVGmmc5HFazrdquo ndash ronstew
LOLsprint LTE in Philadelphia was supposed to becompleted by this past January Irsquom so glad I switchedto TMobilerdquo ndash ricankng787
ldquo ldquoEnjoying the great 4G LTE speeds from Sprint niceto see speeds like this sprintLTE sprint httptco j290tVjZeFrdquo ndash steven_2320
Mine sucks tho RT SimplyCecilia RT sprint Our 4GLTE now is in 151 cities nationwide includingNashville Philadelphia and Oaklandrdquo ndash b_eternal757
0
10
20
30
40
2 7
1 3
2 1 4
1 3
2 2 1
1 3
2 2 8
1 3
3 7
1 3
3 1 4
1 3
3 2 1
1 3
3 2 8
1 3
4 4
1 3
4 1 1
1 3
4 1 8
1 3
4 2 5
1 3
5 2
1 3
5 9
1 3
5 1 6
1 3
5 2 3
1 3
5 3 0
1 3
6 6
1 3
6 1 3
1 3
6 2 0
1 3
6 2 7
1 3
7 4
1 3
7 1 1
1 3
7 1 8
1 3
7 2 5
1 3
8 1
1 3
51463
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 2028
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
20
0
10
20
30
40
50
60
70
2 7 1 3
2 1 4
1 3
2 2 1
1 3
2 2 8
1 3
3 7 1 3
3 1 4
1 3
3 2 1
1 3
3 2 8
1 3
4 4 1 3
4 1 1
1 3
4 1 8
1 3
4 2 5
1 3
5 2 1 3
5 9 1 3
5 1 6
1 3
5 2 3
1 3
5 3 0
1 3
6 6 1 3
6 1 3
1 3
6 2 0
1 3
6 2 7
1 3
7 4 1 3
7 1 1
1 3
7 1 8
1 3
7 2 5
1 3
8 1 1 3
ADDITIONAL CITIES NETWORK BUZZ OVER TIME
Note Percentages may not add to 100 due to rounding
Mentions are posts which contain mentions of Sprint 4G LTE service or announcements within the 20 highest population cities
Tulsa OK bull Oakland CA bull Laredo TX bull Durham N C bull Fayetteville NC bull Brownsville TX bull Fort L auderdale FL bull
Springfeld MA bull Salinas CA bull Pompano B each FL bull Flint MI bull Palm Coast FL bull Deerfeld Beach FL bull Harlingen T X bull
Jackson TN bull Daytona Beach FL bull Rocky Mount NC bull Ocala FL bull Port Charlotte FL bull Saginaw MI
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 2713 ndash 8613 Mentions 980 posts
The top 20 cities based on population within the July 30th announcement generated consistent spikes inconversation due to announcements in other markets Due to announcement markets being spread out across thecountry some of their neighboring markets had previously been a part of Sprint 4G LTE announcements These marketssaw spikes in conversation due to past announcements as customers discussed envy over their neighbors networks
The additional cities analyzed were the 20 cities in the announcement with the highest populations
SPRINT TURNS UP 4G LTE IN 41 MORE LOCATIONS73013
1
Conversation regarding the LTE announcements in these 20 cities waned in comparison to the Bronx andBrooklyn and Philadelphia People in these cities Retweeted the Sprint press releases and different newspublications announcing the markets Half of the conversation during the time of the announcement consistedof link sharing while 20 referenced Sprint On the day of the announcement positive sentiment morethan doubled while negative sentiment remained consistent Sprintrsquos SF Twitter handle Sprint4GLTE_SF was
unsuccessful at increasing buzz during this announcement which included Oakland CA a Bay Area city
ldquo ldquo About time ldquosprint Our 4GLTE now is in 151 citiesnationwide including Nashville Philadelphia andOakland httptcoZrEYTJKnOrdquo ndash hodariToure_PhD
My friends sprint launched 4G LTE in OaklandFremont and Hayward today what what ccSprint4GLTE_SFrdquo ndash Menace
1
POSITIVE 49 NEUTRAL 20 NEGATIVE 6
74206
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 2128
PART IVSPRINT INFLUENCERS
73013 ndash 8613
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 2228
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 2328
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
23
RECOMMENDATIONS
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 2428
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
24
RECOMMENDATION INTRO
RECOMMENDATION 1
All of the recommendations are designed toaccomplish three objectives
1 Amplify Sprintrsquos 4G LTE announcements
2 Gain Share of (4G LTE) Voice from competitors
3 Decrease negative sentiment toward Sprint acrossthe social web
OBSERVATIONATampT generates a significant amount of local press usingindividual announcements for each market These hitsare sharedpicked up not just by local media outletsbut also larger tech influencers We noticed with the right
rollout and executions this led to announcements beingdistributed on larger media sites like WSJcom
New markets are launched frequently (almost every week)which also sustains LTE conversation
ACTIONAnnouncement strategies should cater to local marketsSprint should create localized content as a ldquomodernrdquosupplement to press releases Video and infographiccontent is particularly effective (see content suggestionson Pg 29) To sustain conversation markets should be
announced with greater frequency
THE FOLLOWING RECOMMENDATIONS WERE DERIVED FROM THE SPRINT BASELINE ampJUNE ANNOUNCEMENT ANALYSIS AND THROUGH AN IN DEPTH AUDIT OF COMPETITORrsquoS4G LTE ANNOUNCEMENTS OVER THE SAME TIME PERIOD
LOCALIZED ANNOUNCEMENT STRATEGYSustain 4G LTE coverage conversation using a localized announcement strategy that leverages market specificpress releases and content
It is important to note that there are two analyses for thisassignment and that this report establishes a baselinecontext and a first look at the June announcementsWith more intelligence in the second report on the Juneannouncements as well as an additional set of data theserecommendations may gain greater focus and evolve
CONSIDERATIONWe understand that localizing and increasing the frequencyof the network coverage announcements requiresadditional output and resources however given Sprintrsquoschallenger position (in terms of number of markets with 4G
LTE coverage and share of voice on social) this approachcould create a valuable ROI
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BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
25
RECOMMENDATION 2
OBSERVATION4G LTE announcements produce a short and sharp spikein conversation the day of then diminish during the daysfollowing as can in the 24 markets analyzed (See analyticsspike analysis Pg 19ndash23)
ACTION ITEM 1Prolong the spike in conversation using social contentand promoted posts designed to amplify 4G LTE chatterCreate hashtags that encourage people to participate in4G LTE announcement conversation
Ex ldquoToday Chicago became the 60th 4GLTE city Retweetif you love the speed of your SprintLTE devicerdquo
ACTION ITEM 2Use 4G LTE devices to take short videos of 4G LTE in actionin new markets
Ex Downloading a movie trailer in LA
LTE CONTENT STRATEGY4G LTE conversation spikes will last longer if a content strategy was applied to the announcements
ACTION ITEM 3Engage social following with giveaways that amplifythe LTE announcements Collect data and push dealsto people during the entry process
Ex Click on the map on the SprintLTE city you wouldlike to visit
CONSIDERATIONSprint has experimented with different content outputsFor example a video was created documenting theprogress in Chicago on the 4G LTE build out That localtouch is crucial and should be more than a reactive tactic
based on customer feedback Sprint should championthis as a proactive communications strategy Additionallyinfographics work well as dynamic and shareable socialcontent The interactive network map that exists onSprintrsquos website serves a specific purpose but does notlead to sharable social behavior Inforgraphics could becreated either ahead of a market launch or in conjunctionwith one The infographic could outline the coverage areaarticulate the benefits of Sprintrsquos 4G LTE approach or even
just leverage a thematic representation of a given market(eg Golden Gate Bridge Searrsquos Tower etc)
RECOMMENDATION 3
OBSERVATIONRight before the LA launch some details were uncoveredby an Engadget editor who wrote a speculative piece
about the 4G LTE roll out This coverage generated asignificant amount of conversation before the launchthat occurred several weeks later (Reference Report Pg 21)
ACTION ITEM 1In order to create pre-buzz Sprint should considerannouncing 4G LTE cities in groups 2 weeks beforeturning on the switch On the day of launch a localizedrelease with supplementary content should be sharedon Sprint channels
ldquoTEASINGrdquo STRATEGYBy releasing some information about 4G LTE launches Sprint will garner significant pre-buzz that will help buildexcitement for the actual roll out
ACTION ITEM 2Use posts to help build anticipation for 4G LTE rolloutsFor example share Tweets that ask the community to
guess which city is next to receive 4G LTE from a fewoptions Provide hints that will generate conversationand buzz before the official announcement
ACTION ITEM 3Leverage tech influencers to promote SprintLTE in localmarkets by engaging with them before their area officiallyreceives LTE coverage
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BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
26
RECOMMENDATION 4TARGET CONVERSATIONSMost people do not like their wireless carrier and are pretty vocal about it By using promoted TweetsSprint can target these conversations and put offers in front of these unhappy customers encouragingthem to switch networks
OBSERVATIONVerizon seems to be targeting negative conversation that includes their competitors with promoted Tweets
The messaging could vary based on the issue at hand be it device related network related or otherwise
RECOMMENDATION 5
OBSERVATIONNew device announcements are a huge driver of 4GLTE conversation T-Mobile saw significant volume andlongevity related to iPhone 5 announcement (ReferenceReport Pg 12)
LEVERAGE DEVICE ANNOUNCEMENTS
By leveraging new device announcements Sprint can raise awareness for new 4G LTE markets and gain share ofvoice
ACTIONCreate more content featuring 4G LTE enabled devicesand insert 4G LTE expansion info into new device releases
NEXT STEPSTHE NEXT REPORT WILL INCLUDE
1 Further analysis on the June 17th announcements
2 New insights from July announcements
3 More analysis on ATampTrsquos localized announcement strategy
4 Additional recommendations based on additional data input
8132019 Sprint July Announcement 8 14
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BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
27
APPENDIX
Note conversation on the brand pages occurred on blogs and forums
that are a part of the sites including customer service and FAQ pages
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 73013 ndash 8613 Mentions 31585 posts
Sprint ATampT and T-Mobile generated the majority of their conversation across Twitter though forums andblogs made up 10-20 of conversation While Sprintrsquos top source was its own website the two competitorsrsquo topsource was callercom
TWITTER 78
FORUMS 12
BLOGS 5
FACEBOOK lt1
NEWS 4
COMMENTS lt1
TWITTER 77
FORUMS 8
BLOGS 8
FACEBOOK lt1
NEWS 6
COMMENTS lt1
TWITTER 85
FORUMS 7
BLOGS 5
FACEBOOK lt1
NEWS 3
COMMENTS lt1
Top Blogs News and Forums
SPRINTCOM 2900
AD983085HOC983085NEWSDE 166
BLOGSPOTCOM 161
YAHOOCOM 150
SPRINTUSERSCOM 136
REDDITCOM 126
STLOUISNEWSNET 118
Top Blogs News and Forums
CALLERCOM 333
ATTCOM 255
YAHOOCOM 222
REDDITCOM 191
MACRUMORSCOM 172
WPCENTRALCOM 156
BLOGSPOTCOM 135
Top Blogs News and Forums
CALLERCOM 370
REDDITCOM 223
WPCENTRALCOM 169
YAHOOCOM 156
MACRUMORSCOM 149
ANDROIDFORUMSCOM 117
CRACKBERRYCOM 107
8132019 Sprint July Announcement 8 14
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8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 1128
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
11
PART II COMPETITIVE ANALYSIS
Note Percentages may not add to 100 due to rounding Superscript percentages refer to change in share of voice in comparison
to the baseline f rom 121612 through 61613 Mentions are posts which contain discussion of Sprint ATampT and T-Mobile keywords
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 73013 ndash 8613
Volume 25644 posts
Volume 31585 posts
Volume 32991 posts
T-MOBILE REMAINED THE MOST POSITIVEBRAND SEEING PROLONGED POSITIVECONVERSATION FROM ITS IPHONE RELEASE
AND NEW EXCITEMENT SURROUNDING ITSCOMMERCIALS
bull T-Mobile also saw the highest buzz when compared toSprint and ATampT however the majority of the differencewas due to the Bill Hader T-Mobile commercials whichcaused buzz from current and non-customers
bull Negative T-Mobile conversation increased during thistime as its campaign Hate2Wait while a positive pushfor the company also instigated negative conversationfrom frustrated customers because they were still waitingfor T-Mobile upgrades
ATampT AND SPRINT BOTH ANNOUNCED 4GLTE NETWORK EXPANSIONS AND WHILESPRINT GENERATED SLIGHTLY MORE BUZZ
BY RELEASING TO MORE CITIES ATampTGARNERED EQUAL POSITIVE SENTIMENT AND A BETTER BUZZ PER CAPITA
bull ATampT released separate press releases that individuallyhighlighted the markets receiving updates while Sprintreleased one that failed to individually reference marketsin the title and a limited amount in Tweets posted
bull Sprint and ATampT saw similar sentiment around theirannouncements While Sprint struggled to generate highlevels of buzz per capita the overall sentiment generatedwas similar to that of ATampT as levels of excitement about
LTE were synonymous across the carriers
58 (+18)14 (-25)28 (+7)
45 (+8)26 (-6)29 (-2)
20(+14)16 (-15)64 (0)
POSITIVE NEUTRAL NEGATIVE
8132019 Sprint July Announcement 8 14
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BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
12
PART II COMPETITIVE ANALYSIS
POSITIVE 29
bull Close to one-third of all positiveconversation surrounding ATampT wasrelated to its announcement on July31st and the excitement around thenew markets
bull Discussion of the phones used onthe ATampT network were discussedoften most notably the iPhone 5People also discussed the GoPhoneand Prepaid options available
bull On August 1st JD Powerannounced that ATampT rankedthe highest for customer servicesatisfaction of Wireless carriers
This announcement made up 9of conversation on the day theannouncement was made and 15on the day after
Verbatims ldquoATampT Debuts 4G LTE in Charlestonhttptcoj6AMsmtndY wsazrdquondash wsazjedwards Carleston WV
ldquoATampT receives JD Power award forwireless customer service 1 babyrdquondash aClaireSchwartz Orlando FL
ldquoGotta love coming into work tonew found LTE coverage Thank you
ATampTrdquo ndash joekorzo NJ
ldquoI love great customer service Theguy from ATampT was so helpful (AndIrsquom pretty sure he was Texan basedon his accent) just sayinnn TXrdquondash alyssarizavi TX
NEUTRAL 26
bull The majority of neutral conversationsurrounding ATampT was generatedby people sharing articles or blogsdiscussing news announcements
bull People commonly shared theannouncement that Starbuckswould be switching from ATampT toGoogle as their WiFi provider
bull ATampT also generated a significantamount of buzz around differentcustomer-friendly promotionsthey were starting like phonereplacements and study abroaddiscounts
Verbatims
ldquoStarbucks replaces ATampT withGoogle as its in-store WiFi providerhttptcovzb0Ty0YZ8rdquondash ForbesTech Worldwide
ldquoRT AndroidPolice ATampT Galaxy SIII Finally Getting ldquoPremium SuiterdquoMulti-Window OTA Update Android412 (Build UCDMG2)ndash RichB0yMarty Stamford CT
ldquoRT scrappinmichele Safe Mobile
WiFi For Families - ATampT Unite via Techmama httptcoVDEUgNz1ozrdquondash techmama Silicon Valley CA
ldquoATampT T-Mobile Verizon MoveForward With Isis Mobile PaymentPlan Isis will support the iPhohttptco2d5QOf industry newsrdquondash KarenKinnaman Redding CA
NEGATIVE 45
bull Like most wireless carriers ATampTrsquosnegative conversation was mostnotably generated by peoplecomplaining about their droppedcalls and poor service
bull During this time period there werehigher than normal complaintsaround ldquospotty servicerdquo which werelater announced to be caused byupgrades across ATampT
bull Despite winning the customerservice satisfaction award from JDPower ATampT still experienced a largevolume of customer service-relatedcomplaints which is typical for anybrand across social media
Verbatims ldquoATTCustomerCare 28 days stillno service Irsquom starting to doubt ifUverse actually exists ATTrdquondash DaveMacQueen1 Charleston SC
ldquoI really hate my ATampT servicerdquondash DniseSonnenberg HuntingtonBeach CA
ldquoI canrsquot wait until my contract
with ATT is up Theyrsquore so rudeand unhelpful neveragain ATTnothappyrdquondash withaK27 Stillwater OK
ldquoATampT has horrible customer servicetoday I wanna screamrdquondash ashxlee_ Unknown
Note Percentages may not add to 100 due to rounding
Superscript percentages refer to change in share of voice in comparison to the baseline from 121612 through 61613
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 73013 ndash 8613 Mentions 25644 posts
ATampT saw a more significant spike in positive sentiment than Sprint on the days of their respectiveannouncements however Sprint was able to hold on to the surge in positive sentiment longer than everyoneelse Though Sprint did not see as drastic a change in positive sentiment as ATampT and while Sprint also returned back tonegative it was able to maintain a consistent positive sentiment longer than ATampT did
POSITIVE NEUTRAL NEGATIVE
45 (+8)26 (-6)29 (-2)
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 1328
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
13
PART II COMPETITIVE ANALYSIS
POSITIVE 64
bull Conversation surrounding T-Mobileremained consistently positive andtwice as positive in comparison tothe other mobile carriers analyzed
bull T-Mobilersquos new commercials with BillHader also began to drive significantpositve buzz People expressedhow hillarious he is and how theywould like to see more
bull People also shared announcementsthat T-Mobile expects LTE in 90 oftop 25 markets by yearrsquos end Themarkets that already had LTE serviceexpressed satisfaction over theirnew faster network
Verbatims ldquo4G LTE is the best Thanks T-Mobilerdquondash Arnold0rtega NJ
ldquoI love these new Bill Hader T-Mobilecommercials They are funny amp realIrsquove gotten a new phone just find outabout a newer versionrdquondash ChrisWCox17 Oklahoma City OK
ldquoT-Mobile expects 2x10MHz LTE in90 of top 25 markets by yearrsquos endandroid httptcoqTvJa70CIErdquondash PaulFrenzel Unknown
ldquoI love the T Mobile commercial Itnever fails to crack me uprdquondash martinezk_ Dalton NY
NEUTRAL 16
bull Neutral conversation surrounding T-Mobile was a small percentage ofconversation as no overwhelminglylarge announcement occurredduring the time period
bull The majority of neutral conversationcame from the sharing of articlesand announcements relating to newdevices becoming available on thenetwork
bull Though it occurred in March theiPhone availability on T-Mobilecontinued to drive conversationincluding news articles claimingthat the iPhone saved T-Mobile fromlosing hundreds of thousands ofcustomers
Verbatims ldquoRT SebastienPage Study findslanding the iPhone saved T-Mobilefrom losing at least 300000customers httptcoJbYosfJb3Mrdquondash AnthonyEsposito Pheonix AZ
ldquoLG Optimus F3 arriving at T-Mobilewith 4G LTE via slashgear httptcoyvPSHebymxrdquo
ndash glass_lane Los Altos CA
ldquoT-Mobile wonrsquot sell Moto X instores customers will have to buydirect from Motorola httptco FDmSj3OcyB techrdquondash Champagnie Redmond WA
NEGATIVE 20
bull Negative sentiment surrounding T-Mobile continued to be less thanhalf of Sprint and ATampT though itcontinued to increase driven bycomplaints with LTE coverage
bull T-Mobile launched a campaign topromote flexible contracts calledHate2Wait While it was designedfor customers to share why theyhated to wait on other carrierssome used it as a way to complainabout T-Mobile
bull As is common across all mobilecarriers the majority of negativeconversation was still generated bypeople complaining about the poorservice they received
Verbatims ldquoTMobile been waiting for an hrfor network to work on my phoneso now my phone is dying and it willnot charge right ( Hate2Waitrdquo ndash cindee_ruby_oh Unknown
ldquoI Hate2Wait because TMobile ismaking me Irsquove been a customersince 1999 and getting Hosedrdquo
ndash ItsEkinsAgain Unknown
ldquoTMobile sucks sick of theservice and my phones breakingletsswitchalreadyrdquo ndash breckanbryn Unknown
ldquoTmobile I hate you I never haveservicerdquo ndash dereiont_ TX
T-Mobile on the whole exhibited less strategic focus around network announcements in social media thanSprint and ATampT Despite their lack of marketing priority around said announcements T-Mobilersquos recent brand buildinginvestments are clearly showing dividends as it relates to driving positive sentiment for the brand The iPhone 5 despitebeing released in March was salso a driver of positive sentiment
Note Percentages may not add to 100 due to rounding
Superscript percentages refer to change in share of voice in comparison to the baseline from 121612 through 61613
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 73013 ndash 8613 Mentions 32991 posts
20(+14)16 (-15)64 (0)
POSITIVE NEUTRAL NEGATIVE
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BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
14
ATampT ATampT ATampT SPRINT T983085MOBILE SPRINT SPRINT T983085MOBILE
DATE 22513 73113 41013 61713 1813 41813 73013 72513
SUCCESS INDEX 281 275 119 51 30 27 17 03
NUMBER OF NEW MARKETS 6 10 11 22 10 21 41 15
PART II COMPETITIVE ANALYSISTHE ANNOUNCEMENT SUCCESS INDEX
The Announcement Success Index compares the total population of markets in the selected announcements to the totalbuzz that occurred on the announcement day We analyzed the two most discussed announcements on social media forSprint ATampT and T-Mobile Also included were the most recent announcements for Sprint and ATampT
While 11 cities received 4G LTE on April 10th ATampT announced 77 markets that would receive LTE over the summer
72513
1813
41013
41813 73013
7311322513
30
25
20
15
10
05
10 20 30 40 500
6 cities10 cities
11 cities
10 cities
15 cities
21 cities 41cities
KEY
S U C C E S S I N D E X
NUMBER OF NEW MARKETS
6171322 cities
8132019 Sprint July Announcement 8 14
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BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
15
ATampTrsquoS ANNOUNCEMENT STRATEGYCONSISTENTLY GENERATED A HIGHER BUZZPER CAPITA THAN SPRINT BY RELEASINGTO LESS CITIES AT ONCEATampTrsquos Success Indicies are more than double the indicies ofthe compared announcements While the populations forSprintrsquos announcement cities was almost seven times morethan the ATampT announcement populations the buzz percapital was a fraction of ATampTrsquos
Typically ATampT announced to half of the cities that Sprintdid and when ATampT did group their announcement with anannouncement for 77 upcoming LTE markets (April 10th)their buzz per capita struggled
ATampT CREATED MULTIPLE PRESS RELEASESFOR THEIR LTE EXPANSIONS IN AN EFFORTTO BETTER DISTRIBUTE NEWS AND TARGETSPECIFIC MARKETS
The July 31st 2013 announcement surrounding 4G LTE
expanding to 10 cities consisted of unique press releasesfor each city The localized press releases that specificallymentioned each market in the title were able to generatemore awareness and buzz within these specific marketsbut did not generate comparable overall buzz to SprintrsquosJuly 30th announcement
SPRINTrsquoS MOST RECENT ANNOUNCEMENTHAD A LOW SUCCESS INDEX AS IT DIDNOT HIGHLIGHT EACH MARKET TO DRIVE
AWARENESS This announcement on July 30th saw the second lowestAnnouncement Success Index So while the populationwas four times larger than their most recent announcementto date it did not reap them any incremental benefit aboveand beyond ATampTrsquos buzz levels (eg national scale did notyield greater volume) Coupling 41 different cities togetherwithin one announcement had an adverse effect onSprintrsquos buzz per capita
CUSTOMIZED HASHTAGS ARE MOREEFFECTIVE FOR BRAND PROMOTION THANGENERIC ONESDuring the reporting period Sprint embraced 4GLTEto help distribute news and messaging surrouding theirnetwork updates The hashtag received respectable pickup during the seven day period Unfortunately only 36of those hashtag uses had anything to do with Sprint Thisstems from the fact that Sprint chose to latch on to an
already existing hashtag with organic use behind it ratherthan customizing the hashtag to include their brand name
ldquoOur 4GLTE now is in 151 cities nationwide includingNashville Philadelphia and Oakland httpbitly11s5V2A rdquondash Sprint
ATampTrsquoS ATTEMPT TO USE EMPLOYEES TOGENERATE ANNOUNCEMENT BUZZ HASBEEN LARGELY SUCCESSFULATampT has traditionally pushed its employees to use
the hashtag ATTEmployee to promote variious brandefforts The hashtag was used 1077 times during July10 of which related directly to the brandrsquos 4G LTEannouncements
ldquoNationrsquos fastest network Check Most reliable Check
httptcoAzDVDzkLqF ATTemployeerdquo ndash bklein34
SPRINT WAS MORE SUCCESSFUL ATDRIVING TWITTER ENGAGEMENT WITHTHEIR OFFICIAL HANDLE THAN ATampT
For their most recent announcement Sprint posted one Tweet promoting their press release which garnered 22Retweets and 13 favorites while ATT did not share theirannouncement at all
ldquoOur 4GLTE now is in 151 cities nationwide includingNashville Philadelphia and Oakland httpbitly1rdquo ndash Sprint
PART II COMPETITIVE ANALYSIS
ldquo
ldquo
ANNOUNCEMENT SUCCESS IS A GAME OF REGIONAL QUALITY NOT NATIONAL QUANTITYWhile ATampT generated less overall volume of conversation than Sprint for their July 31st announcement the competitivecarrier showed impressive performance when it came to localized engagement around their announcements (as definedby the buzz per capita index) Similar to the social marketing trend toward engaged users versus sheer number of fans
driving regional (rather than national) engagement around announcements is a critical metric for success
ldquo
8132019 Sprint July Announcement 8 14
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PART IIIVOLUME OVERTIME ANALYSIS
2613 ndash 8613
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 1728
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
17
0
10
20
30
40
50
2 7
1 3
2 1 4
1 3
2 2 1
1 3
2 2 8
1 3
3 7
1 3
3 1 4
1 3
3 2 1
1 3
3 2 8
1 3
4 4 1 3
4 1 1
1 3
4 1 8
1 3
4 2 5
1 3
5 2 1 3
5 9 1 3
5 1 6
1 3
5 2 3
1 3
5 3 0
1 3
6 6 1 3
6 1 3
1 3
6 2 0
1 3
6 2 7
1 3
7 4 1 3
7 1 1
1 3
7 1 8
1 3
7 2 5
1 3
8 1 1 3
MIAMI NETWORK BUZZ OVER TIME
Mentions are posts which contain mentions of Sprint 4G LTE service or announcements within Miami
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 2713 ndash 8613 Mentions 844 posts
After the announcement of 4G LTE in Miami it was expected that Sprint conversation inthe market would shift back to negative in sentiment However from the day of the launchof the network advances through August 6th conversation in Miami surrounding Sprint
remained largely positive While negative sentiment began to increase slightly mid-July itincreased at a slower rate than is typical and conversation remained above 60 positive innature
Sprintrsquos announcement in Miami generated the most sustained positive conversation out of any marketanalyzed Contrary to what is typical for most markets conversation relating to Sprintrsquos announcement remainedpositive for a much longer time period in Miami After close to two months conversation was still significantly morepositive than negative within Miami Florida though negative conversation did begin to increase after about a month of
time passed Positive sentiment surrounding Sprint in Miami remained over 90 positive until the end of July as 4G LTEadvancements in the Miami area saw limited outages or issues especially when compared to trouble markets like Chicagoand Los Angeles
POSITIVE 61 NEUTRAL 17 NEGATIVE 22
ldquo ldquoITrsquoS HAPPENED SPRINT LTE IS IN MIAMI THANK THENETWORK GODSrdquo ndash csbellina
Sprint turned on LTE in Tampa amp Miami today AnyiPhone 5 Sprint users that can attest to the speedsrdquondash stephenrobles
0
50
100
150
200
250
2 7
1 3
2 1 4
1 3
2 2 1
1 3
2 2 8
1 3
3 7
1 3
3 1 4
1 3
3 2 1
1 3
3 2 8
1 3
4 4 1 3
4 1 1
1 3
4 1 8
1 3
4 2 5
1 3
5 2 1 3
5 9 1 3
5 1 6
1 3
5 2 3
1 3
5 3 0
1 3
6 6 1 3
6 1 3
1 3
6 2 0
1 3
6 2 7
1 3
7 4 1 3
7 1 1
1 3
7 1 8
1 3
7 2 5
1 3
8 1 1 3
909lt1
ldquo Sprint continues to expand its 4G LTE coverage Miamiin tow httptcohrFewrJ25Frdquo ndash InnovationTu ldquo Welcome to Miami Sprint LTE httptco
OGPxsM4AUTrdquo ndash thegraviator
SPRINT SUSTAINED POSITIVE SENTIMENT LONG AFTERTHE JUNE 17TH ANNOUNCEMENT61713 ndash 8613
94 2 4
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 1828
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
18
0
50
100
150
200
250
300
350
2 7
1 3
2 1 4
1 3
2 2 1
1 3
2 2 8
1 3
3 7
1 3
3 1 4
1 3
3 2 1
1 3
3 2 8
1 3
4 4
1 3
4 1 1
1 3
4 1 8
1 3
4 2 5
1 3
5 2
1 3
5 9
1 3
5 1 6
1 3
5 2 3
1 3
5 3 0
1 3
6 6
1 3
6 1 3
1 3
6 2 0
1 3
6 2 7
1 3
7 4
1 3
7 1 1
1 3
7 1 8
1 3
7 2 5
1 3
8 1
1 3
BROOKLYNBRONX NETWORK BUZZ OVER TIME
Mentions are posts which contain mentions of Sprint 4G LTE service or announcements within The Bronx and Brooklyn NY
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 2713 ndash 8613 Mentions 1038 posts
Sprintrsquos BronxBrooklyn teaser was successful in driving buzz prior to the actual launch of 4G LTE in the twomarkets On July 24th Sprint released a press release stating that in less than a week 4G LTE will be turned on in thetwo locations driving conversation that was eight times higher than conversation on the actual launch date This teaserincreased positive conversation in these locations about Sprint and was able to sustain this positive conversation through
the announcement and the week following
SPRINT ANNOUNCES THAT LTE WILL BE LIVE IN THE BRONX AND BROOKLYN72413
SPRINT TURNS UP 4G LTE IN 41 MORE LOCATIONS73013
1
The announcement stating that 4G LTE service would become available in the Bronx and Brooklyn generatedsignificantly more buzz than the actual day that the service was turned on Leading up to the announcementpositive sentiment surrounding Sprint in the Bronx and Brooklyn was less than 50 Once the press release wasshared positive sentiment increased to two-thirds of Bronx and Brooklyn conversation
2Sprint turned on LTE in the Bronx and Brooklyn on July 30th The date that the service was turned ondid not generate significant buzz in comparison to the teaser that it would be coming By releasing theteaser announcement as a press release Sprint cannibalized the buzz that would have come on the actualannouncement day Sprint also failed to highlight the Bronx adn Brooklyn on the day of the announcement byhiding the two cities within the larger press release with the additional 39 markets
POSITIVE 58 NEUTRAL 35 NEGATIVE 7
ldquo ldquo4G LTE in Brooklyn now finally Sprint sheeshrdquo ndash powderican
Finally LTE for Sprint launched in the Bronx todayrdquondash iRawriLaugh
0
10
20
30
40
50
2
7 1 3
2 1 4
1 3
2 2 1
1 3
2 2 8
1 3
3
7 1 3
3 1 4
1 3
3 2 1
1 3
3 2 8
1 3
4
4 1 3
4 1 1
1 3
4 1 8
1 3
4 2 5
1 3
5
2 1 3
5
9 1 3
5 1 6
1 3
5 2 3
1 3
5 3 0
1 3
6
6 1 3
6 1 3
1 3
6 2 0
1 3
6 2 7
1 3
7
4 1 3
7 1 1
1 3
7 1 8
1 3
7 2 5
1 3
8
1 1 3
2
1
6733lt1
6138lt1
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 1928
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
19
0
20
40
60
80
100
2 7
1 3
2 1 4 1 3
2 2 1 1 3
2 2 8 1 3
3 7
1 3
3 1 4 1 3
3 2 1 1 3
3 2 8 1 3
4 4 1 3
4 1 1 1 3
4 1 8 1 3
4 2 5
1 3
5 2 1 3
5 9 1 3
5 1 6 1 3
5 2 3 1 3
5 3 0 1 3
6 6 1 3
6 1 3 1 3
6 2 0 1 3
6 2 7
1 3
7 4 1 3
7 1 1 1 3
7 1 8 1 3
7 2 5
1 3
8 1 1 3
SPRINT TURNS UP 4G LTE IN 41 MORE LOCATIONS73013
PHILADELPHIA NETWORK BUZZ OVER TIME
Mentions are posts which contain mentions of Sprint 4G LTE service or announcements within Philadelphia
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 2713 ndash 8613 Mentions 563 posts
1
Sprintrsquos announcement in Philadelphia was the least successful at driving positive sentiment when compared tothe other markets analyzed The day of the announcement generated only 50 positive sentiment within Philadelphiahowever like the other markets negative sentiment remained minimal After the announcement positive sentimentstayed consistently around 50 while negative sentiment slowly increased as people became frustrated or experienced
problems with LTE
Philadelphia was the second largest city to receive 4G LTE and 3G improvements on July 30th The citygenerated about half of the network buzz that the Bronx and Brooklyn did over the same time period but onthe day of the actual announcement Philadelphia saw three times as much buzz as the two New York citiesBecause Philadelphia did not have a teaser announcement like the Bronx and Brooklyn when LTE was turnedon it was the first people in the city heard of the enhancements The launch of LTE service in Philadelphia
was not locally covered within the city and only saw mentions by larger publications that discussed theannouncement at large If the Philadelphia announcement was localized similar to ATampTrsquos the city would havegenerated more significant buzz
1
POSITIVE 58 NEUTRAL 27 NEGATIVE 15
ldquo ldquoOh Yessss gtgtgt Sprint extends LTE coverage to 41 newmarkets - New markets in Philadelphia Portland Oreand Oak httptcoVGmmc5HFazrdquo ndash ronstew
LOLsprint LTE in Philadelphia was supposed to becompleted by this past January Irsquom so glad I switchedto TMobilerdquo ndash ricankng787
ldquo ldquoEnjoying the great 4G LTE speeds from Sprint niceto see speeds like this sprintLTE sprint httptco j290tVjZeFrdquo ndash steven_2320
Mine sucks tho RT SimplyCecilia RT sprint Our 4GLTE now is in 151 cities nationwide includingNashville Philadelphia and Oaklandrdquo ndash b_eternal757
0
10
20
30
40
2 7
1 3
2 1 4
1 3
2 2 1
1 3
2 2 8
1 3
3 7
1 3
3 1 4
1 3
3 2 1
1 3
3 2 8
1 3
4 4
1 3
4 1 1
1 3
4 1 8
1 3
4 2 5
1 3
5 2
1 3
5 9
1 3
5 1 6
1 3
5 2 3
1 3
5 3 0
1 3
6 6
1 3
6 1 3
1 3
6 2 0
1 3
6 2 7
1 3
7 4
1 3
7 1 1
1 3
7 1 8
1 3
7 2 5
1 3
8 1
1 3
51463
8132019 Sprint July Announcement 8 14
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BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
20
0
10
20
30
40
50
60
70
2 7 1 3
2 1 4
1 3
2 2 1
1 3
2 2 8
1 3
3 7 1 3
3 1 4
1 3
3 2 1
1 3
3 2 8
1 3
4 4 1 3
4 1 1
1 3
4 1 8
1 3
4 2 5
1 3
5 2 1 3
5 9 1 3
5 1 6
1 3
5 2 3
1 3
5 3 0
1 3
6 6 1 3
6 1 3
1 3
6 2 0
1 3
6 2 7
1 3
7 4 1 3
7 1 1
1 3
7 1 8
1 3
7 2 5
1 3
8 1 1 3
ADDITIONAL CITIES NETWORK BUZZ OVER TIME
Note Percentages may not add to 100 due to rounding
Mentions are posts which contain mentions of Sprint 4G LTE service or announcements within the 20 highest population cities
Tulsa OK bull Oakland CA bull Laredo TX bull Durham N C bull Fayetteville NC bull Brownsville TX bull Fort L auderdale FL bull
Springfeld MA bull Salinas CA bull Pompano B each FL bull Flint MI bull Palm Coast FL bull Deerfeld Beach FL bull Harlingen T X bull
Jackson TN bull Daytona Beach FL bull Rocky Mount NC bull Ocala FL bull Port Charlotte FL bull Saginaw MI
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 2713 ndash 8613 Mentions 980 posts
The top 20 cities based on population within the July 30th announcement generated consistent spikes inconversation due to announcements in other markets Due to announcement markets being spread out across thecountry some of their neighboring markets had previously been a part of Sprint 4G LTE announcements These marketssaw spikes in conversation due to past announcements as customers discussed envy over their neighbors networks
The additional cities analyzed were the 20 cities in the announcement with the highest populations
SPRINT TURNS UP 4G LTE IN 41 MORE LOCATIONS73013
1
Conversation regarding the LTE announcements in these 20 cities waned in comparison to the Bronx andBrooklyn and Philadelphia People in these cities Retweeted the Sprint press releases and different newspublications announcing the markets Half of the conversation during the time of the announcement consistedof link sharing while 20 referenced Sprint On the day of the announcement positive sentiment morethan doubled while negative sentiment remained consistent Sprintrsquos SF Twitter handle Sprint4GLTE_SF was
unsuccessful at increasing buzz during this announcement which included Oakland CA a Bay Area city
ldquo ldquo About time ldquosprint Our 4GLTE now is in 151 citiesnationwide including Nashville Philadelphia andOakland httptcoZrEYTJKnOrdquo ndash hodariToure_PhD
My friends sprint launched 4G LTE in OaklandFremont and Hayward today what what ccSprint4GLTE_SFrdquo ndash Menace
1
POSITIVE 49 NEUTRAL 20 NEGATIVE 6
74206
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PART IVSPRINT INFLUENCERS
73013 ndash 8613
8132019 Sprint July Announcement 8 14
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8132019 Sprint July Announcement 8 14
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BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
23
RECOMMENDATIONS
8132019 Sprint July Announcement 8 14
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BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
24
RECOMMENDATION INTRO
RECOMMENDATION 1
All of the recommendations are designed toaccomplish three objectives
1 Amplify Sprintrsquos 4G LTE announcements
2 Gain Share of (4G LTE) Voice from competitors
3 Decrease negative sentiment toward Sprint acrossthe social web
OBSERVATIONATampT generates a significant amount of local press usingindividual announcements for each market These hitsare sharedpicked up not just by local media outletsbut also larger tech influencers We noticed with the right
rollout and executions this led to announcements beingdistributed on larger media sites like WSJcom
New markets are launched frequently (almost every week)which also sustains LTE conversation
ACTIONAnnouncement strategies should cater to local marketsSprint should create localized content as a ldquomodernrdquosupplement to press releases Video and infographiccontent is particularly effective (see content suggestionson Pg 29) To sustain conversation markets should be
announced with greater frequency
THE FOLLOWING RECOMMENDATIONS WERE DERIVED FROM THE SPRINT BASELINE ampJUNE ANNOUNCEMENT ANALYSIS AND THROUGH AN IN DEPTH AUDIT OF COMPETITORrsquoS4G LTE ANNOUNCEMENTS OVER THE SAME TIME PERIOD
LOCALIZED ANNOUNCEMENT STRATEGYSustain 4G LTE coverage conversation using a localized announcement strategy that leverages market specificpress releases and content
It is important to note that there are two analyses for thisassignment and that this report establishes a baselinecontext and a first look at the June announcementsWith more intelligence in the second report on the Juneannouncements as well as an additional set of data theserecommendations may gain greater focus and evolve
CONSIDERATIONWe understand that localizing and increasing the frequencyof the network coverage announcements requiresadditional output and resources however given Sprintrsquoschallenger position (in terms of number of markets with 4G
LTE coverage and share of voice on social) this approachcould create a valuable ROI
8132019 Sprint July Announcement 8 14
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BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
25
RECOMMENDATION 2
OBSERVATION4G LTE announcements produce a short and sharp spikein conversation the day of then diminish during the daysfollowing as can in the 24 markets analyzed (See analyticsspike analysis Pg 19ndash23)
ACTION ITEM 1Prolong the spike in conversation using social contentand promoted posts designed to amplify 4G LTE chatterCreate hashtags that encourage people to participate in4G LTE announcement conversation
Ex ldquoToday Chicago became the 60th 4GLTE city Retweetif you love the speed of your SprintLTE devicerdquo
ACTION ITEM 2Use 4G LTE devices to take short videos of 4G LTE in actionin new markets
Ex Downloading a movie trailer in LA
LTE CONTENT STRATEGY4G LTE conversation spikes will last longer if a content strategy was applied to the announcements
ACTION ITEM 3Engage social following with giveaways that amplifythe LTE announcements Collect data and push dealsto people during the entry process
Ex Click on the map on the SprintLTE city you wouldlike to visit
CONSIDERATIONSprint has experimented with different content outputsFor example a video was created documenting theprogress in Chicago on the 4G LTE build out That localtouch is crucial and should be more than a reactive tactic
based on customer feedback Sprint should championthis as a proactive communications strategy Additionallyinfographics work well as dynamic and shareable socialcontent The interactive network map that exists onSprintrsquos website serves a specific purpose but does notlead to sharable social behavior Inforgraphics could becreated either ahead of a market launch or in conjunctionwith one The infographic could outline the coverage areaarticulate the benefits of Sprintrsquos 4G LTE approach or even
just leverage a thematic representation of a given market(eg Golden Gate Bridge Searrsquos Tower etc)
RECOMMENDATION 3
OBSERVATIONRight before the LA launch some details were uncoveredby an Engadget editor who wrote a speculative piece
about the 4G LTE roll out This coverage generated asignificant amount of conversation before the launchthat occurred several weeks later (Reference Report Pg 21)
ACTION ITEM 1In order to create pre-buzz Sprint should considerannouncing 4G LTE cities in groups 2 weeks beforeturning on the switch On the day of launch a localizedrelease with supplementary content should be sharedon Sprint channels
ldquoTEASINGrdquo STRATEGYBy releasing some information about 4G LTE launches Sprint will garner significant pre-buzz that will help buildexcitement for the actual roll out
ACTION ITEM 2Use posts to help build anticipation for 4G LTE rolloutsFor example share Tweets that ask the community to
guess which city is next to receive 4G LTE from a fewoptions Provide hints that will generate conversationand buzz before the official announcement
ACTION ITEM 3Leverage tech influencers to promote SprintLTE in localmarkets by engaging with them before their area officiallyreceives LTE coverage
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BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
26
RECOMMENDATION 4TARGET CONVERSATIONSMost people do not like their wireless carrier and are pretty vocal about it By using promoted TweetsSprint can target these conversations and put offers in front of these unhappy customers encouragingthem to switch networks
OBSERVATIONVerizon seems to be targeting negative conversation that includes their competitors with promoted Tweets
The messaging could vary based on the issue at hand be it device related network related or otherwise
RECOMMENDATION 5
OBSERVATIONNew device announcements are a huge driver of 4GLTE conversation T-Mobile saw significant volume andlongevity related to iPhone 5 announcement (ReferenceReport Pg 12)
LEVERAGE DEVICE ANNOUNCEMENTS
By leveraging new device announcements Sprint can raise awareness for new 4G LTE markets and gain share ofvoice
ACTIONCreate more content featuring 4G LTE enabled devicesand insert 4G LTE expansion info into new device releases
NEXT STEPSTHE NEXT REPORT WILL INCLUDE
1 Further analysis on the June 17th announcements
2 New insights from July announcements
3 More analysis on ATampTrsquos localized announcement strategy
4 Additional recommendations based on additional data input
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BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
27
APPENDIX
Note conversation on the brand pages occurred on blogs and forums
that are a part of the sites including customer service and FAQ pages
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 73013 ndash 8613 Mentions 31585 posts
Sprint ATampT and T-Mobile generated the majority of their conversation across Twitter though forums andblogs made up 10-20 of conversation While Sprintrsquos top source was its own website the two competitorsrsquo topsource was callercom
TWITTER 78
FORUMS 12
BLOGS 5
FACEBOOK lt1
NEWS 4
COMMENTS lt1
TWITTER 77
FORUMS 8
BLOGS 8
FACEBOOK lt1
NEWS 6
COMMENTS lt1
TWITTER 85
FORUMS 7
BLOGS 5
FACEBOOK lt1
NEWS 3
COMMENTS lt1
Top Blogs News and Forums
SPRINTCOM 2900
AD983085HOC983085NEWSDE 166
BLOGSPOTCOM 161
YAHOOCOM 150
SPRINTUSERSCOM 136
REDDITCOM 126
STLOUISNEWSNET 118
Top Blogs News and Forums
CALLERCOM 333
ATTCOM 255
YAHOOCOM 222
REDDITCOM 191
MACRUMORSCOM 172
WPCENTRALCOM 156
BLOGSPOTCOM 135
Top Blogs News and Forums
CALLERCOM 370
REDDITCOM 223
WPCENTRALCOM 169
YAHOOCOM 156
MACRUMORSCOM 149
ANDROIDFORUMSCOM 117
CRACKBERRYCOM 107
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8132019 Sprint July Announcement 8 14
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BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
12
PART II COMPETITIVE ANALYSIS
POSITIVE 29
bull Close to one-third of all positiveconversation surrounding ATampT wasrelated to its announcement on July31st and the excitement around thenew markets
bull Discussion of the phones used onthe ATampT network were discussedoften most notably the iPhone 5People also discussed the GoPhoneand Prepaid options available
bull On August 1st JD Powerannounced that ATampT rankedthe highest for customer servicesatisfaction of Wireless carriers
This announcement made up 9of conversation on the day theannouncement was made and 15on the day after
Verbatims ldquoATampT Debuts 4G LTE in Charlestonhttptcoj6AMsmtndY wsazrdquondash wsazjedwards Carleston WV
ldquoATampT receives JD Power award forwireless customer service 1 babyrdquondash aClaireSchwartz Orlando FL
ldquoGotta love coming into work tonew found LTE coverage Thank you
ATampTrdquo ndash joekorzo NJ
ldquoI love great customer service Theguy from ATampT was so helpful (AndIrsquom pretty sure he was Texan basedon his accent) just sayinnn TXrdquondash alyssarizavi TX
NEUTRAL 26
bull The majority of neutral conversationsurrounding ATampT was generatedby people sharing articles or blogsdiscussing news announcements
bull People commonly shared theannouncement that Starbuckswould be switching from ATampT toGoogle as their WiFi provider
bull ATampT also generated a significantamount of buzz around differentcustomer-friendly promotionsthey were starting like phonereplacements and study abroaddiscounts
Verbatims
ldquoStarbucks replaces ATampT withGoogle as its in-store WiFi providerhttptcovzb0Ty0YZ8rdquondash ForbesTech Worldwide
ldquoRT AndroidPolice ATampT Galaxy SIII Finally Getting ldquoPremium SuiterdquoMulti-Window OTA Update Android412 (Build UCDMG2)ndash RichB0yMarty Stamford CT
ldquoRT scrappinmichele Safe Mobile
WiFi For Families - ATampT Unite via Techmama httptcoVDEUgNz1ozrdquondash techmama Silicon Valley CA
ldquoATampT T-Mobile Verizon MoveForward With Isis Mobile PaymentPlan Isis will support the iPhohttptco2d5QOf industry newsrdquondash KarenKinnaman Redding CA
NEGATIVE 45
bull Like most wireless carriers ATampTrsquosnegative conversation was mostnotably generated by peoplecomplaining about their droppedcalls and poor service
bull During this time period there werehigher than normal complaintsaround ldquospotty servicerdquo which werelater announced to be caused byupgrades across ATampT
bull Despite winning the customerservice satisfaction award from JDPower ATampT still experienced a largevolume of customer service-relatedcomplaints which is typical for anybrand across social media
Verbatims ldquoATTCustomerCare 28 days stillno service Irsquom starting to doubt ifUverse actually exists ATTrdquondash DaveMacQueen1 Charleston SC
ldquoI really hate my ATampT servicerdquondash DniseSonnenberg HuntingtonBeach CA
ldquoI canrsquot wait until my contract
with ATT is up Theyrsquore so rudeand unhelpful neveragain ATTnothappyrdquondash withaK27 Stillwater OK
ldquoATampT has horrible customer servicetoday I wanna screamrdquondash ashxlee_ Unknown
Note Percentages may not add to 100 due to rounding
Superscript percentages refer to change in share of voice in comparison to the baseline from 121612 through 61613
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 73013 ndash 8613 Mentions 25644 posts
ATampT saw a more significant spike in positive sentiment than Sprint on the days of their respectiveannouncements however Sprint was able to hold on to the surge in positive sentiment longer than everyoneelse Though Sprint did not see as drastic a change in positive sentiment as ATampT and while Sprint also returned back tonegative it was able to maintain a consistent positive sentiment longer than ATampT did
POSITIVE NEUTRAL NEGATIVE
45 (+8)26 (-6)29 (-2)
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BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
13
PART II COMPETITIVE ANALYSIS
POSITIVE 64
bull Conversation surrounding T-Mobileremained consistently positive andtwice as positive in comparison tothe other mobile carriers analyzed
bull T-Mobilersquos new commercials with BillHader also began to drive significantpositve buzz People expressedhow hillarious he is and how theywould like to see more
bull People also shared announcementsthat T-Mobile expects LTE in 90 oftop 25 markets by yearrsquos end Themarkets that already had LTE serviceexpressed satisfaction over theirnew faster network
Verbatims ldquo4G LTE is the best Thanks T-Mobilerdquondash Arnold0rtega NJ
ldquoI love these new Bill Hader T-Mobilecommercials They are funny amp realIrsquove gotten a new phone just find outabout a newer versionrdquondash ChrisWCox17 Oklahoma City OK
ldquoT-Mobile expects 2x10MHz LTE in90 of top 25 markets by yearrsquos endandroid httptcoqTvJa70CIErdquondash PaulFrenzel Unknown
ldquoI love the T Mobile commercial Itnever fails to crack me uprdquondash martinezk_ Dalton NY
NEUTRAL 16
bull Neutral conversation surrounding T-Mobile was a small percentage ofconversation as no overwhelminglylarge announcement occurredduring the time period
bull The majority of neutral conversationcame from the sharing of articlesand announcements relating to newdevices becoming available on thenetwork
bull Though it occurred in March theiPhone availability on T-Mobilecontinued to drive conversationincluding news articles claimingthat the iPhone saved T-Mobile fromlosing hundreds of thousands ofcustomers
Verbatims ldquoRT SebastienPage Study findslanding the iPhone saved T-Mobilefrom losing at least 300000customers httptcoJbYosfJb3Mrdquondash AnthonyEsposito Pheonix AZ
ldquoLG Optimus F3 arriving at T-Mobilewith 4G LTE via slashgear httptcoyvPSHebymxrdquo
ndash glass_lane Los Altos CA
ldquoT-Mobile wonrsquot sell Moto X instores customers will have to buydirect from Motorola httptco FDmSj3OcyB techrdquondash Champagnie Redmond WA
NEGATIVE 20
bull Negative sentiment surrounding T-Mobile continued to be less thanhalf of Sprint and ATampT though itcontinued to increase driven bycomplaints with LTE coverage
bull T-Mobile launched a campaign topromote flexible contracts calledHate2Wait While it was designedfor customers to share why theyhated to wait on other carrierssome used it as a way to complainabout T-Mobile
bull As is common across all mobilecarriers the majority of negativeconversation was still generated bypeople complaining about the poorservice they received
Verbatims ldquoTMobile been waiting for an hrfor network to work on my phoneso now my phone is dying and it willnot charge right ( Hate2Waitrdquo ndash cindee_ruby_oh Unknown
ldquoI Hate2Wait because TMobile ismaking me Irsquove been a customersince 1999 and getting Hosedrdquo
ndash ItsEkinsAgain Unknown
ldquoTMobile sucks sick of theservice and my phones breakingletsswitchalreadyrdquo ndash breckanbryn Unknown
ldquoTmobile I hate you I never haveservicerdquo ndash dereiont_ TX
T-Mobile on the whole exhibited less strategic focus around network announcements in social media thanSprint and ATampT Despite their lack of marketing priority around said announcements T-Mobilersquos recent brand buildinginvestments are clearly showing dividends as it relates to driving positive sentiment for the brand The iPhone 5 despitebeing released in March was salso a driver of positive sentiment
Note Percentages may not add to 100 due to rounding
Superscript percentages refer to change in share of voice in comparison to the baseline from 121612 through 61613
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 73013 ndash 8613 Mentions 32991 posts
20(+14)16 (-15)64 (0)
POSITIVE NEUTRAL NEGATIVE
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BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
14
ATampT ATampT ATampT SPRINT T983085MOBILE SPRINT SPRINT T983085MOBILE
DATE 22513 73113 41013 61713 1813 41813 73013 72513
SUCCESS INDEX 281 275 119 51 30 27 17 03
NUMBER OF NEW MARKETS 6 10 11 22 10 21 41 15
PART II COMPETITIVE ANALYSISTHE ANNOUNCEMENT SUCCESS INDEX
The Announcement Success Index compares the total population of markets in the selected announcements to the totalbuzz that occurred on the announcement day We analyzed the two most discussed announcements on social media forSprint ATampT and T-Mobile Also included were the most recent announcements for Sprint and ATampT
While 11 cities received 4G LTE on April 10th ATampT announced 77 markets that would receive LTE over the summer
72513
1813
41013
41813 73013
7311322513
30
25
20
15
10
05
10 20 30 40 500
6 cities10 cities
11 cities
10 cities
15 cities
21 cities 41cities
KEY
S U C C E S S I N D E X
NUMBER OF NEW MARKETS
6171322 cities
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 1528
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
15
ATampTrsquoS ANNOUNCEMENT STRATEGYCONSISTENTLY GENERATED A HIGHER BUZZPER CAPITA THAN SPRINT BY RELEASINGTO LESS CITIES AT ONCEATampTrsquos Success Indicies are more than double the indicies ofthe compared announcements While the populations forSprintrsquos announcement cities was almost seven times morethan the ATampT announcement populations the buzz percapital was a fraction of ATampTrsquos
Typically ATampT announced to half of the cities that Sprintdid and when ATampT did group their announcement with anannouncement for 77 upcoming LTE markets (April 10th)their buzz per capita struggled
ATampT CREATED MULTIPLE PRESS RELEASESFOR THEIR LTE EXPANSIONS IN AN EFFORTTO BETTER DISTRIBUTE NEWS AND TARGETSPECIFIC MARKETS
The July 31st 2013 announcement surrounding 4G LTE
expanding to 10 cities consisted of unique press releasesfor each city The localized press releases that specificallymentioned each market in the title were able to generatemore awareness and buzz within these specific marketsbut did not generate comparable overall buzz to SprintrsquosJuly 30th announcement
SPRINTrsquoS MOST RECENT ANNOUNCEMENTHAD A LOW SUCCESS INDEX AS IT DIDNOT HIGHLIGHT EACH MARKET TO DRIVE
AWARENESS This announcement on July 30th saw the second lowestAnnouncement Success Index So while the populationwas four times larger than their most recent announcementto date it did not reap them any incremental benefit aboveand beyond ATampTrsquos buzz levels (eg national scale did notyield greater volume) Coupling 41 different cities togetherwithin one announcement had an adverse effect onSprintrsquos buzz per capita
CUSTOMIZED HASHTAGS ARE MOREEFFECTIVE FOR BRAND PROMOTION THANGENERIC ONESDuring the reporting period Sprint embraced 4GLTEto help distribute news and messaging surrouding theirnetwork updates The hashtag received respectable pickup during the seven day period Unfortunately only 36of those hashtag uses had anything to do with Sprint Thisstems from the fact that Sprint chose to latch on to an
already existing hashtag with organic use behind it ratherthan customizing the hashtag to include their brand name
ldquoOur 4GLTE now is in 151 cities nationwide includingNashville Philadelphia and Oakland httpbitly11s5V2A rdquondash Sprint
ATampTrsquoS ATTEMPT TO USE EMPLOYEES TOGENERATE ANNOUNCEMENT BUZZ HASBEEN LARGELY SUCCESSFULATampT has traditionally pushed its employees to use
the hashtag ATTEmployee to promote variious brandefforts The hashtag was used 1077 times during July10 of which related directly to the brandrsquos 4G LTEannouncements
ldquoNationrsquos fastest network Check Most reliable Check
httptcoAzDVDzkLqF ATTemployeerdquo ndash bklein34
SPRINT WAS MORE SUCCESSFUL ATDRIVING TWITTER ENGAGEMENT WITHTHEIR OFFICIAL HANDLE THAN ATampT
For their most recent announcement Sprint posted one Tweet promoting their press release which garnered 22Retweets and 13 favorites while ATT did not share theirannouncement at all
ldquoOur 4GLTE now is in 151 cities nationwide includingNashville Philadelphia and Oakland httpbitly1rdquo ndash Sprint
PART II COMPETITIVE ANALYSIS
ldquo
ldquo
ANNOUNCEMENT SUCCESS IS A GAME OF REGIONAL QUALITY NOT NATIONAL QUANTITYWhile ATampT generated less overall volume of conversation than Sprint for their July 31st announcement the competitivecarrier showed impressive performance when it came to localized engagement around their announcements (as definedby the buzz per capita index) Similar to the social marketing trend toward engaged users versus sheer number of fans
driving regional (rather than national) engagement around announcements is a critical metric for success
ldquo
8132019 Sprint July Announcement 8 14
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PART IIIVOLUME OVERTIME ANALYSIS
2613 ndash 8613
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 1728
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
17
0
10
20
30
40
50
2 7
1 3
2 1 4
1 3
2 2 1
1 3
2 2 8
1 3
3 7
1 3
3 1 4
1 3
3 2 1
1 3
3 2 8
1 3
4 4 1 3
4 1 1
1 3
4 1 8
1 3
4 2 5
1 3
5 2 1 3
5 9 1 3
5 1 6
1 3
5 2 3
1 3
5 3 0
1 3
6 6 1 3
6 1 3
1 3
6 2 0
1 3
6 2 7
1 3
7 4 1 3
7 1 1
1 3
7 1 8
1 3
7 2 5
1 3
8 1 1 3
MIAMI NETWORK BUZZ OVER TIME
Mentions are posts which contain mentions of Sprint 4G LTE service or announcements within Miami
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 2713 ndash 8613 Mentions 844 posts
After the announcement of 4G LTE in Miami it was expected that Sprint conversation inthe market would shift back to negative in sentiment However from the day of the launchof the network advances through August 6th conversation in Miami surrounding Sprint
remained largely positive While negative sentiment began to increase slightly mid-July itincreased at a slower rate than is typical and conversation remained above 60 positive innature
Sprintrsquos announcement in Miami generated the most sustained positive conversation out of any marketanalyzed Contrary to what is typical for most markets conversation relating to Sprintrsquos announcement remainedpositive for a much longer time period in Miami After close to two months conversation was still significantly morepositive than negative within Miami Florida though negative conversation did begin to increase after about a month of
time passed Positive sentiment surrounding Sprint in Miami remained over 90 positive until the end of July as 4G LTEadvancements in the Miami area saw limited outages or issues especially when compared to trouble markets like Chicagoand Los Angeles
POSITIVE 61 NEUTRAL 17 NEGATIVE 22
ldquo ldquoITrsquoS HAPPENED SPRINT LTE IS IN MIAMI THANK THENETWORK GODSrdquo ndash csbellina
Sprint turned on LTE in Tampa amp Miami today AnyiPhone 5 Sprint users that can attest to the speedsrdquondash stephenrobles
0
50
100
150
200
250
2 7
1 3
2 1 4
1 3
2 2 1
1 3
2 2 8
1 3
3 7
1 3
3 1 4
1 3
3 2 1
1 3
3 2 8
1 3
4 4 1 3
4 1 1
1 3
4 1 8
1 3
4 2 5
1 3
5 2 1 3
5 9 1 3
5 1 6
1 3
5 2 3
1 3
5 3 0
1 3
6 6 1 3
6 1 3
1 3
6 2 0
1 3
6 2 7
1 3
7 4 1 3
7 1 1
1 3
7 1 8
1 3
7 2 5
1 3
8 1 1 3
909lt1
ldquo Sprint continues to expand its 4G LTE coverage Miamiin tow httptcohrFewrJ25Frdquo ndash InnovationTu ldquo Welcome to Miami Sprint LTE httptco
OGPxsM4AUTrdquo ndash thegraviator
SPRINT SUSTAINED POSITIVE SENTIMENT LONG AFTERTHE JUNE 17TH ANNOUNCEMENT61713 ndash 8613
94 2 4
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 1828
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
18
0
50
100
150
200
250
300
350
2 7
1 3
2 1 4
1 3
2 2 1
1 3
2 2 8
1 3
3 7
1 3
3 1 4
1 3
3 2 1
1 3
3 2 8
1 3
4 4
1 3
4 1 1
1 3
4 1 8
1 3
4 2 5
1 3
5 2
1 3
5 9
1 3
5 1 6
1 3
5 2 3
1 3
5 3 0
1 3
6 6
1 3
6 1 3
1 3
6 2 0
1 3
6 2 7
1 3
7 4
1 3
7 1 1
1 3
7 1 8
1 3
7 2 5
1 3
8 1
1 3
BROOKLYNBRONX NETWORK BUZZ OVER TIME
Mentions are posts which contain mentions of Sprint 4G LTE service or announcements within The Bronx and Brooklyn NY
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 2713 ndash 8613 Mentions 1038 posts
Sprintrsquos BronxBrooklyn teaser was successful in driving buzz prior to the actual launch of 4G LTE in the twomarkets On July 24th Sprint released a press release stating that in less than a week 4G LTE will be turned on in thetwo locations driving conversation that was eight times higher than conversation on the actual launch date This teaserincreased positive conversation in these locations about Sprint and was able to sustain this positive conversation through
the announcement and the week following
SPRINT ANNOUNCES THAT LTE WILL BE LIVE IN THE BRONX AND BROOKLYN72413
SPRINT TURNS UP 4G LTE IN 41 MORE LOCATIONS73013
1
The announcement stating that 4G LTE service would become available in the Bronx and Brooklyn generatedsignificantly more buzz than the actual day that the service was turned on Leading up to the announcementpositive sentiment surrounding Sprint in the Bronx and Brooklyn was less than 50 Once the press release wasshared positive sentiment increased to two-thirds of Bronx and Brooklyn conversation
2Sprint turned on LTE in the Bronx and Brooklyn on July 30th The date that the service was turned ondid not generate significant buzz in comparison to the teaser that it would be coming By releasing theteaser announcement as a press release Sprint cannibalized the buzz that would have come on the actualannouncement day Sprint also failed to highlight the Bronx adn Brooklyn on the day of the announcement byhiding the two cities within the larger press release with the additional 39 markets
POSITIVE 58 NEUTRAL 35 NEGATIVE 7
ldquo ldquo4G LTE in Brooklyn now finally Sprint sheeshrdquo ndash powderican
Finally LTE for Sprint launched in the Bronx todayrdquondash iRawriLaugh
0
10
20
30
40
50
2
7 1 3
2 1 4
1 3
2 2 1
1 3
2 2 8
1 3
3
7 1 3
3 1 4
1 3
3 2 1
1 3
3 2 8
1 3
4
4 1 3
4 1 1
1 3
4 1 8
1 3
4 2 5
1 3
5
2 1 3
5
9 1 3
5 1 6
1 3
5 2 3
1 3
5 3 0
1 3
6
6 1 3
6 1 3
1 3
6 2 0
1 3
6 2 7
1 3
7
4 1 3
7 1 1
1 3
7 1 8
1 3
7 2 5
1 3
8
1 1 3
2
1
6733lt1
6138lt1
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 1928
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
19
0
20
40
60
80
100
2 7
1 3
2 1 4 1 3
2 2 1 1 3
2 2 8 1 3
3 7
1 3
3 1 4 1 3
3 2 1 1 3
3 2 8 1 3
4 4 1 3
4 1 1 1 3
4 1 8 1 3
4 2 5
1 3
5 2 1 3
5 9 1 3
5 1 6 1 3
5 2 3 1 3
5 3 0 1 3
6 6 1 3
6 1 3 1 3
6 2 0 1 3
6 2 7
1 3
7 4 1 3
7 1 1 1 3
7 1 8 1 3
7 2 5
1 3
8 1 1 3
SPRINT TURNS UP 4G LTE IN 41 MORE LOCATIONS73013
PHILADELPHIA NETWORK BUZZ OVER TIME
Mentions are posts which contain mentions of Sprint 4G LTE service or announcements within Philadelphia
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 2713 ndash 8613 Mentions 563 posts
1
Sprintrsquos announcement in Philadelphia was the least successful at driving positive sentiment when compared tothe other markets analyzed The day of the announcement generated only 50 positive sentiment within Philadelphiahowever like the other markets negative sentiment remained minimal After the announcement positive sentimentstayed consistently around 50 while negative sentiment slowly increased as people became frustrated or experienced
problems with LTE
Philadelphia was the second largest city to receive 4G LTE and 3G improvements on July 30th The citygenerated about half of the network buzz that the Bronx and Brooklyn did over the same time period but onthe day of the actual announcement Philadelphia saw three times as much buzz as the two New York citiesBecause Philadelphia did not have a teaser announcement like the Bronx and Brooklyn when LTE was turnedon it was the first people in the city heard of the enhancements The launch of LTE service in Philadelphia
was not locally covered within the city and only saw mentions by larger publications that discussed theannouncement at large If the Philadelphia announcement was localized similar to ATampTrsquos the city would havegenerated more significant buzz
1
POSITIVE 58 NEUTRAL 27 NEGATIVE 15
ldquo ldquoOh Yessss gtgtgt Sprint extends LTE coverage to 41 newmarkets - New markets in Philadelphia Portland Oreand Oak httptcoVGmmc5HFazrdquo ndash ronstew
LOLsprint LTE in Philadelphia was supposed to becompleted by this past January Irsquom so glad I switchedto TMobilerdquo ndash ricankng787
ldquo ldquoEnjoying the great 4G LTE speeds from Sprint niceto see speeds like this sprintLTE sprint httptco j290tVjZeFrdquo ndash steven_2320
Mine sucks tho RT SimplyCecilia RT sprint Our 4GLTE now is in 151 cities nationwide includingNashville Philadelphia and Oaklandrdquo ndash b_eternal757
0
10
20
30
40
2 7
1 3
2 1 4
1 3
2 2 1
1 3
2 2 8
1 3
3 7
1 3
3 1 4
1 3
3 2 1
1 3
3 2 8
1 3
4 4
1 3
4 1 1
1 3
4 1 8
1 3
4 2 5
1 3
5 2
1 3
5 9
1 3
5 1 6
1 3
5 2 3
1 3
5 3 0
1 3
6 6
1 3
6 1 3
1 3
6 2 0
1 3
6 2 7
1 3
7 4
1 3
7 1 1
1 3
7 1 8
1 3
7 2 5
1 3
8 1
1 3
51463
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 2028
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
20
0
10
20
30
40
50
60
70
2 7 1 3
2 1 4
1 3
2 2 1
1 3
2 2 8
1 3
3 7 1 3
3 1 4
1 3
3 2 1
1 3
3 2 8
1 3
4 4 1 3
4 1 1
1 3
4 1 8
1 3
4 2 5
1 3
5 2 1 3
5 9 1 3
5 1 6
1 3
5 2 3
1 3
5 3 0
1 3
6 6 1 3
6 1 3
1 3
6 2 0
1 3
6 2 7
1 3
7 4 1 3
7 1 1
1 3
7 1 8
1 3
7 2 5
1 3
8 1 1 3
ADDITIONAL CITIES NETWORK BUZZ OVER TIME
Note Percentages may not add to 100 due to rounding
Mentions are posts which contain mentions of Sprint 4G LTE service or announcements within the 20 highest population cities
Tulsa OK bull Oakland CA bull Laredo TX bull Durham N C bull Fayetteville NC bull Brownsville TX bull Fort L auderdale FL bull
Springfeld MA bull Salinas CA bull Pompano B each FL bull Flint MI bull Palm Coast FL bull Deerfeld Beach FL bull Harlingen T X bull
Jackson TN bull Daytona Beach FL bull Rocky Mount NC bull Ocala FL bull Port Charlotte FL bull Saginaw MI
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 2713 ndash 8613 Mentions 980 posts
The top 20 cities based on population within the July 30th announcement generated consistent spikes inconversation due to announcements in other markets Due to announcement markets being spread out across thecountry some of their neighboring markets had previously been a part of Sprint 4G LTE announcements These marketssaw spikes in conversation due to past announcements as customers discussed envy over their neighbors networks
The additional cities analyzed were the 20 cities in the announcement with the highest populations
SPRINT TURNS UP 4G LTE IN 41 MORE LOCATIONS73013
1
Conversation regarding the LTE announcements in these 20 cities waned in comparison to the Bronx andBrooklyn and Philadelphia People in these cities Retweeted the Sprint press releases and different newspublications announcing the markets Half of the conversation during the time of the announcement consistedof link sharing while 20 referenced Sprint On the day of the announcement positive sentiment morethan doubled while negative sentiment remained consistent Sprintrsquos SF Twitter handle Sprint4GLTE_SF was
unsuccessful at increasing buzz during this announcement which included Oakland CA a Bay Area city
ldquo ldquo About time ldquosprint Our 4GLTE now is in 151 citiesnationwide including Nashville Philadelphia andOakland httptcoZrEYTJKnOrdquo ndash hodariToure_PhD
My friends sprint launched 4G LTE in OaklandFremont and Hayward today what what ccSprint4GLTE_SFrdquo ndash Menace
1
POSITIVE 49 NEUTRAL 20 NEGATIVE 6
74206
8132019 Sprint July Announcement 8 14
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PART IVSPRINT INFLUENCERS
73013 ndash 8613
8132019 Sprint July Announcement 8 14
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8132019 Sprint July Announcement 8 14
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BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
23
RECOMMENDATIONS
8132019 Sprint July Announcement 8 14
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BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
24
RECOMMENDATION INTRO
RECOMMENDATION 1
All of the recommendations are designed toaccomplish three objectives
1 Amplify Sprintrsquos 4G LTE announcements
2 Gain Share of (4G LTE) Voice from competitors
3 Decrease negative sentiment toward Sprint acrossthe social web
OBSERVATIONATampT generates a significant amount of local press usingindividual announcements for each market These hitsare sharedpicked up not just by local media outletsbut also larger tech influencers We noticed with the right
rollout and executions this led to announcements beingdistributed on larger media sites like WSJcom
New markets are launched frequently (almost every week)which also sustains LTE conversation
ACTIONAnnouncement strategies should cater to local marketsSprint should create localized content as a ldquomodernrdquosupplement to press releases Video and infographiccontent is particularly effective (see content suggestionson Pg 29) To sustain conversation markets should be
announced with greater frequency
THE FOLLOWING RECOMMENDATIONS WERE DERIVED FROM THE SPRINT BASELINE ampJUNE ANNOUNCEMENT ANALYSIS AND THROUGH AN IN DEPTH AUDIT OF COMPETITORrsquoS4G LTE ANNOUNCEMENTS OVER THE SAME TIME PERIOD
LOCALIZED ANNOUNCEMENT STRATEGYSustain 4G LTE coverage conversation using a localized announcement strategy that leverages market specificpress releases and content
It is important to note that there are two analyses for thisassignment and that this report establishes a baselinecontext and a first look at the June announcementsWith more intelligence in the second report on the Juneannouncements as well as an additional set of data theserecommendations may gain greater focus and evolve
CONSIDERATIONWe understand that localizing and increasing the frequencyof the network coverage announcements requiresadditional output and resources however given Sprintrsquoschallenger position (in terms of number of markets with 4G
LTE coverage and share of voice on social) this approachcould create a valuable ROI
8132019 Sprint July Announcement 8 14
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BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
25
RECOMMENDATION 2
OBSERVATION4G LTE announcements produce a short and sharp spikein conversation the day of then diminish during the daysfollowing as can in the 24 markets analyzed (See analyticsspike analysis Pg 19ndash23)
ACTION ITEM 1Prolong the spike in conversation using social contentand promoted posts designed to amplify 4G LTE chatterCreate hashtags that encourage people to participate in4G LTE announcement conversation
Ex ldquoToday Chicago became the 60th 4GLTE city Retweetif you love the speed of your SprintLTE devicerdquo
ACTION ITEM 2Use 4G LTE devices to take short videos of 4G LTE in actionin new markets
Ex Downloading a movie trailer in LA
LTE CONTENT STRATEGY4G LTE conversation spikes will last longer if a content strategy was applied to the announcements
ACTION ITEM 3Engage social following with giveaways that amplifythe LTE announcements Collect data and push dealsto people during the entry process
Ex Click on the map on the SprintLTE city you wouldlike to visit
CONSIDERATIONSprint has experimented with different content outputsFor example a video was created documenting theprogress in Chicago on the 4G LTE build out That localtouch is crucial and should be more than a reactive tactic
based on customer feedback Sprint should championthis as a proactive communications strategy Additionallyinfographics work well as dynamic and shareable socialcontent The interactive network map that exists onSprintrsquos website serves a specific purpose but does notlead to sharable social behavior Inforgraphics could becreated either ahead of a market launch or in conjunctionwith one The infographic could outline the coverage areaarticulate the benefits of Sprintrsquos 4G LTE approach or even
just leverage a thematic representation of a given market(eg Golden Gate Bridge Searrsquos Tower etc)
RECOMMENDATION 3
OBSERVATIONRight before the LA launch some details were uncoveredby an Engadget editor who wrote a speculative piece
about the 4G LTE roll out This coverage generated asignificant amount of conversation before the launchthat occurred several weeks later (Reference Report Pg 21)
ACTION ITEM 1In order to create pre-buzz Sprint should considerannouncing 4G LTE cities in groups 2 weeks beforeturning on the switch On the day of launch a localizedrelease with supplementary content should be sharedon Sprint channels
ldquoTEASINGrdquo STRATEGYBy releasing some information about 4G LTE launches Sprint will garner significant pre-buzz that will help buildexcitement for the actual roll out
ACTION ITEM 2Use posts to help build anticipation for 4G LTE rolloutsFor example share Tweets that ask the community to
guess which city is next to receive 4G LTE from a fewoptions Provide hints that will generate conversationand buzz before the official announcement
ACTION ITEM 3Leverage tech influencers to promote SprintLTE in localmarkets by engaging with them before their area officiallyreceives LTE coverage
8132019 Sprint July Announcement 8 14
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BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
26
RECOMMENDATION 4TARGET CONVERSATIONSMost people do not like their wireless carrier and are pretty vocal about it By using promoted TweetsSprint can target these conversations and put offers in front of these unhappy customers encouragingthem to switch networks
OBSERVATIONVerizon seems to be targeting negative conversation that includes their competitors with promoted Tweets
The messaging could vary based on the issue at hand be it device related network related or otherwise
RECOMMENDATION 5
OBSERVATIONNew device announcements are a huge driver of 4GLTE conversation T-Mobile saw significant volume andlongevity related to iPhone 5 announcement (ReferenceReport Pg 12)
LEVERAGE DEVICE ANNOUNCEMENTS
By leveraging new device announcements Sprint can raise awareness for new 4G LTE markets and gain share ofvoice
ACTIONCreate more content featuring 4G LTE enabled devicesand insert 4G LTE expansion info into new device releases
NEXT STEPSTHE NEXT REPORT WILL INCLUDE
1 Further analysis on the June 17th announcements
2 New insights from July announcements
3 More analysis on ATampTrsquos localized announcement strategy
4 Additional recommendations based on additional data input
8132019 Sprint July Announcement 8 14
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BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
27
APPENDIX
Note conversation on the brand pages occurred on blogs and forums
that are a part of the sites including customer service and FAQ pages
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 73013 ndash 8613 Mentions 31585 posts
Sprint ATampT and T-Mobile generated the majority of their conversation across Twitter though forums andblogs made up 10-20 of conversation While Sprintrsquos top source was its own website the two competitorsrsquo topsource was callercom
TWITTER 78
FORUMS 12
BLOGS 5
FACEBOOK lt1
NEWS 4
COMMENTS lt1
TWITTER 77
FORUMS 8
BLOGS 8
FACEBOOK lt1
NEWS 6
COMMENTS lt1
TWITTER 85
FORUMS 7
BLOGS 5
FACEBOOK lt1
NEWS 3
COMMENTS lt1
Top Blogs News and Forums
SPRINTCOM 2900
AD983085HOC983085NEWSDE 166
BLOGSPOTCOM 161
YAHOOCOM 150
SPRINTUSERSCOM 136
REDDITCOM 126
STLOUISNEWSNET 118
Top Blogs News and Forums
CALLERCOM 333
ATTCOM 255
YAHOOCOM 222
REDDITCOM 191
MACRUMORSCOM 172
WPCENTRALCOM 156
BLOGSPOTCOM 135
Top Blogs News and Forums
CALLERCOM 370
REDDITCOM 223
WPCENTRALCOM 169
YAHOOCOM 156
MACRUMORSCOM 149
ANDROIDFORUMSCOM 117
CRACKBERRYCOM 107
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8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 1328
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
13
PART II COMPETITIVE ANALYSIS
POSITIVE 64
bull Conversation surrounding T-Mobileremained consistently positive andtwice as positive in comparison tothe other mobile carriers analyzed
bull T-Mobilersquos new commercials with BillHader also began to drive significantpositve buzz People expressedhow hillarious he is and how theywould like to see more
bull People also shared announcementsthat T-Mobile expects LTE in 90 oftop 25 markets by yearrsquos end Themarkets that already had LTE serviceexpressed satisfaction over theirnew faster network
Verbatims ldquo4G LTE is the best Thanks T-Mobilerdquondash Arnold0rtega NJ
ldquoI love these new Bill Hader T-Mobilecommercials They are funny amp realIrsquove gotten a new phone just find outabout a newer versionrdquondash ChrisWCox17 Oklahoma City OK
ldquoT-Mobile expects 2x10MHz LTE in90 of top 25 markets by yearrsquos endandroid httptcoqTvJa70CIErdquondash PaulFrenzel Unknown
ldquoI love the T Mobile commercial Itnever fails to crack me uprdquondash martinezk_ Dalton NY
NEUTRAL 16
bull Neutral conversation surrounding T-Mobile was a small percentage ofconversation as no overwhelminglylarge announcement occurredduring the time period
bull The majority of neutral conversationcame from the sharing of articlesand announcements relating to newdevices becoming available on thenetwork
bull Though it occurred in March theiPhone availability on T-Mobilecontinued to drive conversationincluding news articles claimingthat the iPhone saved T-Mobile fromlosing hundreds of thousands ofcustomers
Verbatims ldquoRT SebastienPage Study findslanding the iPhone saved T-Mobilefrom losing at least 300000customers httptcoJbYosfJb3Mrdquondash AnthonyEsposito Pheonix AZ
ldquoLG Optimus F3 arriving at T-Mobilewith 4G LTE via slashgear httptcoyvPSHebymxrdquo
ndash glass_lane Los Altos CA
ldquoT-Mobile wonrsquot sell Moto X instores customers will have to buydirect from Motorola httptco FDmSj3OcyB techrdquondash Champagnie Redmond WA
NEGATIVE 20
bull Negative sentiment surrounding T-Mobile continued to be less thanhalf of Sprint and ATampT though itcontinued to increase driven bycomplaints with LTE coverage
bull T-Mobile launched a campaign topromote flexible contracts calledHate2Wait While it was designedfor customers to share why theyhated to wait on other carrierssome used it as a way to complainabout T-Mobile
bull As is common across all mobilecarriers the majority of negativeconversation was still generated bypeople complaining about the poorservice they received
Verbatims ldquoTMobile been waiting for an hrfor network to work on my phoneso now my phone is dying and it willnot charge right ( Hate2Waitrdquo ndash cindee_ruby_oh Unknown
ldquoI Hate2Wait because TMobile ismaking me Irsquove been a customersince 1999 and getting Hosedrdquo
ndash ItsEkinsAgain Unknown
ldquoTMobile sucks sick of theservice and my phones breakingletsswitchalreadyrdquo ndash breckanbryn Unknown
ldquoTmobile I hate you I never haveservicerdquo ndash dereiont_ TX
T-Mobile on the whole exhibited less strategic focus around network announcements in social media thanSprint and ATampT Despite their lack of marketing priority around said announcements T-Mobilersquos recent brand buildinginvestments are clearly showing dividends as it relates to driving positive sentiment for the brand The iPhone 5 despitebeing released in March was salso a driver of positive sentiment
Note Percentages may not add to 100 due to rounding
Superscript percentages refer to change in share of voice in comparison to the baseline from 121612 through 61613
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 73013 ndash 8613 Mentions 32991 posts
20(+14)16 (-15)64 (0)
POSITIVE NEUTRAL NEGATIVE
8132019 Sprint July Announcement 8 14
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BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
14
ATampT ATampT ATampT SPRINT T983085MOBILE SPRINT SPRINT T983085MOBILE
DATE 22513 73113 41013 61713 1813 41813 73013 72513
SUCCESS INDEX 281 275 119 51 30 27 17 03
NUMBER OF NEW MARKETS 6 10 11 22 10 21 41 15
PART II COMPETITIVE ANALYSISTHE ANNOUNCEMENT SUCCESS INDEX
The Announcement Success Index compares the total population of markets in the selected announcements to the totalbuzz that occurred on the announcement day We analyzed the two most discussed announcements on social media forSprint ATampT and T-Mobile Also included were the most recent announcements for Sprint and ATampT
While 11 cities received 4G LTE on April 10th ATampT announced 77 markets that would receive LTE over the summer
72513
1813
41013
41813 73013
7311322513
30
25
20
15
10
05
10 20 30 40 500
6 cities10 cities
11 cities
10 cities
15 cities
21 cities 41cities
KEY
S U C C E S S I N D E X
NUMBER OF NEW MARKETS
6171322 cities
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 1528
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
15
ATampTrsquoS ANNOUNCEMENT STRATEGYCONSISTENTLY GENERATED A HIGHER BUZZPER CAPITA THAN SPRINT BY RELEASINGTO LESS CITIES AT ONCEATampTrsquos Success Indicies are more than double the indicies ofthe compared announcements While the populations forSprintrsquos announcement cities was almost seven times morethan the ATampT announcement populations the buzz percapital was a fraction of ATampTrsquos
Typically ATampT announced to half of the cities that Sprintdid and when ATampT did group their announcement with anannouncement for 77 upcoming LTE markets (April 10th)their buzz per capita struggled
ATampT CREATED MULTIPLE PRESS RELEASESFOR THEIR LTE EXPANSIONS IN AN EFFORTTO BETTER DISTRIBUTE NEWS AND TARGETSPECIFIC MARKETS
The July 31st 2013 announcement surrounding 4G LTE
expanding to 10 cities consisted of unique press releasesfor each city The localized press releases that specificallymentioned each market in the title were able to generatemore awareness and buzz within these specific marketsbut did not generate comparable overall buzz to SprintrsquosJuly 30th announcement
SPRINTrsquoS MOST RECENT ANNOUNCEMENTHAD A LOW SUCCESS INDEX AS IT DIDNOT HIGHLIGHT EACH MARKET TO DRIVE
AWARENESS This announcement on July 30th saw the second lowestAnnouncement Success Index So while the populationwas four times larger than their most recent announcementto date it did not reap them any incremental benefit aboveand beyond ATampTrsquos buzz levels (eg national scale did notyield greater volume) Coupling 41 different cities togetherwithin one announcement had an adverse effect onSprintrsquos buzz per capita
CUSTOMIZED HASHTAGS ARE MOREEFFECTIVE FOR BRAND PROMOTION THANGENERIC ONESDuring the reporting period Sprint embraced 4GLTEto help distribute news and messaging surrouding theirnetwork updates The hashtag received respectable pickup during the seven day period Unfortunately only 36of those hashtag uses had anything to do with Sprint Thisstems from the fact that Sprint chose to latch on to an
already existing hashtag with organic use behind it ratherthan customizing the hashtag to include their brand name
ldquoOur 4GLTE now is in 151 cities nationwide includingNashville Philadelphia and Oakland httpbitly11s5V2A rdquondash Sprint
ATampTrsquoS ATTEMPT TO USE EMPLOYEES TOGENERATE ANNOUNCEMENT BUZZ HASBEEN LARGELY SUCCESSFULATampT has traditionally pushed its employees to use
the hashtag ATTEmployee to promote variious brandefforts The hashtag was used 1077 times during July10 of which related directly to the brandrsquos 4G LTEannouncements
ldquoNationrsquos fastest network Check Most reliable Check
httptcoAzDVDzkLqF ATTemployeerdquo ndash bklein34
SPRINT WAS MORE SUCCESSFUL ATDRIVING TWITTER ENGAGEMENT WITHTHEIR OFFICIAL HANDLE THAN ATampT
For their most recent announcement Sprint posted one Tweet promoting their press release which garnered 22Retweets and 13 favorites while ATT did not share theirannouncement at all
ldquoOur 4GLTE now is in 151 cities nationwide includingNashville Philadelphia and Oakland httpbitly1rdquo ndash Sprint
PART II COMPETITIVE ANALYSIS
ldquo
ldquo
ANNOUNCEMENT SUCCESS IS A GAME OF REGIONAL QUALITY NOT NATIONAL QUANTITYWhile ATampT generated less overall volume of conversation than Sprint for their July 31st announcement the competitivecarrier showed impressive performance when it came to localized engagement around their announcements (as definedby the buzz per capita index) Similar to the social marketing trend toward engaged users versus sheer number of fans
driving regional (rather than national) engagement around announcements is a critical metric for success
ldquo
8132019 Sprint July Announcement 8 14
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PART IIIVOLUME OVERTIME ANALYSIS
2613 ndash 8613
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 1728
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
17
0
10
20
30
40
50
2 7
1 3
2 1 4
1 3
2 2 1
1 3
2 2 8
1 3
3 7
1 3
3 1 4
1 3
3 2 1
1 3
3 2 8
1 3
4 4 1 3
4 1 1
1 3
4 1 8
1 3
4 2 5
1 3
5 2 1 3
5 9 1 3
5 1 6
1 3
5 2 3
1 3
5 3 0
1 3
6 6 1 3
6 1 3
1 3
6 2 0
1 3
6 2 7
1 3
7 4 1 3
7 1 1
1 3
7 1 8
1 3
7 2 5
1 3
8 1 1 3
MIAMI NETWORK BUZZ OVER TIME
Mentions are posts which contain mentions of Sprint 4G LTE service or announcements within Miami
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 2713 ndash 8613 Mentions 844 posts
After the announcement of 4G LTE in Miami it was expected that Sprint conversation inthe market would shift back to negative in sentiment However from the day of the launchof the network advances through August 6th conversation in Miami surrounding Sprint
remained largely positive While negative sentiment began to increase slightly mid-July itincreased at a slower rate than is typical and conversation remained above 60 positive innature
Sprintrsquos announcement in Miami generated the most sustained positive conversation out of any marketanalyzed Contrary to what is typical for most markets conversation relating to Sprintrsquos announcement remainedpositive for a much longer time period in Miami After close to two months conversation was still significantly morepositive than negative within Miami Florida though negative conversation did begin to increase after about a month of
time passed Positive sentiment surrounding Sprint in Miami remained over 90 positive until the end of July as 4G LTEadvancements in the Miami area saw limited outages or issues especially when compared to trouble markets like Chicagoand Los Angeles
POSITIVE 61 NEUTRAL 17 NEGATIVE 22
ldquo ldquoITrsquoS HAPPENED SPRINT LTE IS IN MIAMI THANK THENETWORK GODSrdquo ndash csbellina
Sprint turned on LTE in Tampa amp Miami today AnyiPhone 5 Sprint users that can attest to the speedsrdquondash stephenrobles
0
50
100
150
200
250
2 7
1 3
2 1 4
1 3
2 2 1
1 3
2 2 8
1 3
3 7
1 3
3 1 4
1 3
3 2 1
1 3
3 2 8
1 3
4 4 1 3
4 1 1
1 3
4 1 8
1 3
4 2 5
1 3
5 2 1 3
5 9 1 3
5 1 6
1 3
5 2 3
1 3
5 3 0
1 3
6 6 1 3
6 1 3
1 3
6 2 0
1 3
6 2 7
1 3
7 4 1 3
7 1 1
1 3
7 1 8
1 3
7 2 5
1 3
8 1 1 3
909lt1
ldquo Sprint continues to expand its 4G LTE coverage Miamiin tow httptcohrFewrJ25Frdquo ndash InnovationTu ldquo Welcome to Miami Sprint LTE httptco
OGPxsM4AUTrdquo ndash thegraviator
SPRINT SUSTAINED POSITIVE SENTIMENT LONG AFTERTHE JUNE 17TH ANNOUNCEMENT61713 ndash 8613
94 2 4
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 1828
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
18
0
50
100
150
200
250
300
350
2 7
1 3
2 1 4
1 3
2 2 1
1 3
2 2 8
1 3
3 7
1 3
3 1 4
1 3
3 2 1
1 3
3 2 8
1 3
4 4
1 3
4 1 1
1 3
4 1 8
1 3
4 2 5
1 3
5 2
1 3
5 9
1 3
5 1 6
1 3
5 2 3
1 3
5 3 0
1 3
6 6
1 3
6 1 3
1 3
6 2 0
1 3
6 2 7
1 3
7 4
1 3
7 1 1
1 3
7 1 8
1 3
7 2 5
1 3
8 1
1 3
BROOKLYNBRONX NETWORK BUZZ OVER TIME
Mentions are posts which contain mentions of Sprint 4G LTE service or announcements within The Bronx and Brooklyn NY
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 2713 ndash 8613 Mentions 1038 posts
Sprintrsquos BronxBrooklyn teaser was successful in driving buzz prior to the actual launch of 4G LTE in the twomarkets On July 24th Sprint released a press release stating that in less than a week 4G LTE will be turned on in thetwo locations driving conversation that was eight times higher than conversation on the actual launch date This teaserincreased positive conversation in these locations about Sprint and was able to sustain this positive conversation through
the announcement and the week following
SPRINT ANNOUNCES THAT LTE WILL BE LIVE IN THE BRONX AND BROOKLYN72413
SPRINT TURNS UP 4G LTE IN 41 MORE LOCATIONS73013
1
The announcement stating that 4G LTE service would become available in the Bronx and Brooklyn generatedsignificantly more buzz than the actual day that the service was turned on Leading up to the announcementpositive sentiment surrounding Sprint in the Bronx and Brooklyn was less than 50 Once the press release wasshared positive sentiment increased to two-thirds of Bronx and Brooklyn conversation
2Sprint turned on LTE in the Bronx and Brooklyn on July 30th The date that the service was turned ondid not generate significant buzz in comparison to the teaser that it would be coming By releasing theteaser announcement as a press release Sprint cannibalized the buzz that would have come on the actualannouncement day Sprint also failed to highlight the Bronx adn Brooklyn on the day of the announcement byhiding the two cities within the larger press release with the additional 39 markets
POSITIVE 58 NEUTRAL 35 NEGATIVE 7
ldquo ldquo4G LTE in Brooklyn now finally Sprint sheeshrdquo ndash powderican
Finally LTE for Sprint launched in the Bronx todayrdquondash iRawriLaugh
0
10
20
30
40
50
2
7 1 3
2 1 4
1 3
2 2 1
1 3
2 2 8
1 3
3
7 1 3
3 1 4
1 3
3 2 1
1 3
3 2 8
1 3
4
4 1 3
4 1 1
1 3
4 1 8
1 3
4 2 5
1 3
5
2 1 3
5
9 1 3
5 1 6
1 3
5 2 3
1 3
5 3 0
1 3
6
6 1 3
6 1 3
1 3
6 2 0
1 3
6 2 7
1 3
7
4 1 3
7 1 1
1 3
7 1 8
1 3
7 2 5
1 3
8
1 1 3
2
1
6733lt1
6138lt1
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 1928
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
19
0
20
40
60
80
100
2 7
1 3
2 1 4 1 3
2 2 1 1 3
2 2 8 1 3
3 7
1 3
3 1 4 1 3
3 2 1 1 3
3 2 8 1 3
4 4 1 3
4 1 1 1 3
4 1 8 1 3
4 2 5
1 3
5 2 1 3
5 9 1 3
5 1 6 1 3
5 2 3 1 3
5 3 0 1 3
6 6 1 3
6 1 3 1 3
6 2 0 1 3
6 2 7
1 3
7 4 1 3
7 1 1 1 3
7 1 8 1 3
7 2 5
1 3
8 1 1 3
SPRINT TURNS UP 4G LTE IN 41 MORE LOCATIONS73013
PHILADELPHIA NETWORK BUZZ OVER TIME
Mentions are posts which contain mentions of Sprint 4G LTE service or announcements within Philadelphia
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 2713 ndash 8613 Mentions 563 posts
1
Sprintrsquos announcement in Philadelphia was the least successful at driving positive sentiment when compared tothe other markets analyzed The day of the announcement generated only 50 positive sentiment within Philadelphiahowever like the other markets negative sentiment remained minimal After the announcement positive sentimentstayed consistently around 50 while negative sentiment slowly increased as people became frustrated or experienced
problems with LTE
Philadelphia was the second largest city to receive 4G LTE and 3G improvements on July 30th The citygenerated about half of the network buzz that the Bronx and Brooklyn did over the same time period but onthe day of the actual announcement Philadelphia saw three times as much buzz as the two New York citiesBecause Philadelphia did not have a teaser announcement like the Bronx and Brooklyn when LTE was turnedon it was the first people in the city heard of the enhancements The launch of LTE service in Philadelphia
was not locally covered within the city and only saw mentions by larger publications that discussed theannouncement at large If the Philadelphia announcement was localized similar to ATampTrsquos the city would havegenerated more significant buzz
1
POSITIVE 58 NEUTRAL 27 NEGATIVE 15
ldquo ldquoOh Yessss gtgtgt Sprint extends LTE coverage to 41 newmarkets - New markets in Philadelphia Portland Oreand Oak httptcoVGmmc5HFazrdquo ndash ronstew
LOLsprint LTE in Philadelphia was supposed to becompleted by this past January Irsquom so glad I switchedto TMobilerdquo ndash ricankng787
ldquo ldquoEnjoying the great 4G LTE speeds from Sprint niceto see speeds like this sprintLTE sprint httptco j290tVjZeFrdquo ndash steven_2320
Mine sucks tho RT SimplyCecilia RT sprint Our 4GLTE now is in 151 cities nationwide includingNashville Philadelphia and Oaklandrdquo ndash b_eternal757
0
10
20
30
40
2 7
1 3
2 1 4
1 3
2 2 1
1 3
2 2 8
1 3
3 7
1 3
3 1 4
1 3
3 2 1
1 3
3 2 8
1 3
4 4
1 3
4 1 1
1 3
4 1 8
1 3
4 2 5
1 3
5 2
1 3
5 9
1 3
5 1 6
1 3
5 2 3
1 3
5 3 0
1 3
6 6
1 3
6 1 3
1 3
6 2 0
1 3
6 2 7
1 3
7 4
1 3
7 1 1
1 3
7 1 8
1 3
7 2 5
1 3
8 1
1 3
51463
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 2028
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
20
0
10
20
30
40
50
60
70
2 7 1 3
2 1 4
1 3
2 2 1
1 3
2 2 8
1 3
3 7 1 3
3 1 4
1 3
3 2 1
1 3
3 2 8
1 3
4 4 1 3
4 1 1
1 3
4 1 8
1 3
4 2 5
1 3
5 2 1 3
5 9 1 3
5 1 6
1 3
5 2 3
1 3
5 3 0
1 3
6 6 1 3
6 1 3
1 3
6 2 0
1 3
6 2 7
1 3
7 4 1 3
7 1 1
1 3
7 1 8
1 3
7 2 5
1 3
8 1 1 3
ADDITIONAL CITIES NETWORK BUZZ OVER TIME
Note Percentages may not add to 100 due to rounding
Mentions are posts which contain mentions of Sprint 4G LTE service or announcements within the 20 highest population cities
Tulsa OK bull Oakland CA bull Laredo TX bull Durham N C bull Fayetteville NC bull Brownsville TX bull Fort L auderdale FL bull
Springfeld MA bull Salinas CA bull Pompano B each FL bull Flint MI bull Palm Coast FL bull Deerfeld Beach FL bull Harlingen T X bull
Jackson TN bull Daytona Beach FL bull Rocky Mount NC bull Ocala FL bull Port Charlotte FL bull Saginaw MI
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 2713 ndash 8613 Mentions 980 posts
The top 20 cities based on population within the July 30th announcement generated consistent spikes inconversation due to announcements in other markets Due to announcement markets being spread out across thecountry some of their neighboring markets had previously been a part of Sprint 4G LTE announcements These marketssaw spikes in conversation due to past announcements as customers discussed envy over their neighbors networks
The additional cities analyzed were the 20 cities in the announcement with the highest populations
SPRINT TURNS UP 4G LTE IN 41 MORE LOCATIONS73013
1
Conversation regarding the LTE announcements in these 20 cities waned in comparison to the Bronx andBrooklyn and Philadelphia People in these cities Retweeted the Sprint press releases and different newspublications announcing the markets Half of the conversation during the time of the announcement consistedof link sharing while 20 referenced Sprint On the day of the announcement positive sentiment morethan doubled while negative sentiment remained consistent Sprintrsquos SF Twitter handle Sprint4GLTE_SF was
unsuccessful at increasing buzz during this announcement which included Oakland CA a Bay Area city
ldquo ldquo About time ldquosprint Our 4GLTE now is in 151 citiesnationwide including Nashville Philadelphia andOakland httptcoZrEYTJKnOrdquo ndash hodariToure_PhD
My friends sprint launched 4G LTE in OaklandFremont and Hayward today what what ccSprint4GLTE_SFrdquo ndash Menace
1
POSITIVE 49 NEUTRAL 20 NEGATIVE 6
74206
8132019 Sprint July Announcement 8 14
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PART IVSPRINT INFLUENCERS
73013 ndash 8613
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 2228
8132019 Sprint July Announcement 8 14
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BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
23
RECOMMENDATIONS
8132019 Sprint July Announcement 8 14
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BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
24
RECOMMENDATION INTRO
RECOMMENDATION 1
All of the recommendations are designed toaccomplish three objectives
1 Amplify Sprintrsquos 4G LTE announcements
2 Gain Share of (4G LTE) Voice from competitors
3 Decrease negative sentiment toward Sprint acrossthe social web
OBSERVATIONATampT generates a significant amount of local press usingindividual announcements for each market These hitsare sharedpicked up not just by local media outletsbut also larger tech influencers We noticed with the right
rollout and executions this led to announcements beingdistributed on larger media sites like WSJcom
New markets are launched frequently (almost every week)which also sustains LTE conversation
ACTIONAnnouncement strategies should cater to local marketsSprint should create localized content as a ldquomodernrdquosupplement to press releases Video and infographiccontent is particularly effective (see content suggestionson Pg 29) To sustain conversation markets should be
announced with greater frequency
THE FOLLOWING RECOMMENDATIONS WERE DERIVED FROM THE SPRINT BASELINE ampJUNE ANNOUNCEMENT ANALYSIS AND THROUGH AN IN DEPTH AUDIT OF COMPETITORrsquoS4G LTE ANNOUNCEMENTS OVER THE SAME TIME PERIOD
LOCALIZED ANNOUNCEMENT STRATEGYSustain 4G LTE coverage conversation using a localized announcement strategy that leverages market specificpress releases and content
It is important to note that there are two analyses for thisassignment and that this report establishes a baselinecontext and a first look at the June announcementsWith more intelligence in the second report on the Juneannouncements as well as an additional set of data theserecommendations may gain greater focus and evolve
CONSIDERATIONWe understand that localizing and increasing the frequencyof the network coverage announcements requiresadditional output and resources however given Sprintrsquoschallenger position (in terms of number of markets with 4G
LTE coverage and share of voice on social) this approachcould create a valuable ROI
8132019 Sprint July Announcement 8 14
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BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
25
RECOMMENDATION 2
OBSERVATION4G LTE announcements produce a short and sharp spikein conversation the day of then diminish during the daysfollowing as can in the 24 markets analyzed (See analyticsspike analysis Pg 19ndash23)
ACTION ITEM 1Prolong the spike in conversation using social contentand promoted posts designed to amplify 4G LTE chatterCreate hashtags that encourage people to participate in4G LTE announcement conversation
Ex ldquoToday Chicago became the 60th 4GLTE city Retweetif you love the speed of your SprintLTE devicerdquo
ACTION ITEM 2Use 4G LTE devices to take short videos of 4G LTE in actionin new markets
Ex Downloading a movie trailer in LA
LTE CONTENT STRATEGY4G LTE conversation spikes will last longer if a content strategy was applied to the announcements
ACTION ITEM 3Engage social following with giveaways that amplifythe LTE announcements Collect data and push dealsto people during the entry process
Ex Click on the map on the SprintLTE city you wouldlike to visit
CONSIDERATIONSprint has experimented with different content outputsFor example a video was created documenting theprogress in Chicago on the 4G LTE build out That localtouch is crucial and should be more than a reactive tactic
based on customer feedback Sprint should championthis as a proactive communications strategy Additionallyinfographics work well as dynamic and shareable socialcontent The interactive network map that exists onSprintrsquos website serves a specific purpose but does notlead to sharable social behavior Inforgraphics could becreated either ahead of a market launch or in conjunctionwith one The infographic could outline the coverage areaarticulate the benefits of Sprintrsquos 4G LTE approach or even
just leverage a thematic representation of a given market(eg Golden Gate Bridge Searrsquos Tower etc)
RECOMMENDATION 3
OBSERVATIONRight before the LA launch some details were uncoveredby an Engadget editor who wrote a speculative piece
about the 4G LTE roll out This coverage generated asignificant amount of conversation before the launchthat occurred several weeks later (Reference Report Pg 21)
ACTION ITEM 1In order to create pre-buzz Sprint should considerannouncing 4G LTE cities in groups 2 weeks beforeturning on the switch On the day of launch a localizedrelease with supplementary content should be sharedon Sprint channels
ldquoTEASINGrdquo STRATEGYBy releasing some information about 4G LTE launches Sprint will garner significant pre-buzz that will help buildexcitement for the actual roll out
ACTION ITEM 2Use posts to help build anticipation for 4G LTE rolloutsFor example share Tweets that ask the community to
guess which city is next to receive 4G LTE from a fewoptions Provide hints that will generate conversationand buzz before the official announcement
ACTION ITEM 3Leverage tech influencers to promote SprintLTE in localmarkets by engaging with them before their area officiallyreceives LTE coverage
8132019 Sprint July Announcement 8 14
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BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
26
RECOMMENDATION 4TARGET CONVERSATIONSMost people do not like their wireless carrier and are pretty vocal about it By using promoted TweetsSprint can target these conversations and put offers in front of these unhappy customers encouragingthem to switch networks
OBSERVATIONVerizon seems to be targeting negative conversation that includes their competitors with promoted Tweets
The messaging could vary based on the issue at hand be it device related network related or otherwise
RECOMMENDATION 5
OBSERVATIONNew device announcements are a huge driver of 4GLTE conversation T-Mobile saw significant volume andlongevity related to iPhone 5 announcement (ReferenceReport Pg 12)
LEVERAGE DEVICE ANNOUNCEMENTS
By leveraging new device announcements Sprint can raise awareness for new 4G LTE markets and gain share ofvoice
ACTIONCreate more content featuring 4G LTE enabled devicesand insert 4G LTE expansion info into new device releases
NEXT STEPSTHE NEXT REPORT WILL INCLUDE
1 Further analysis on the June 17th announcements
2 New insights from July announcements
3 More analysis on ATampTrsquos localized announcement strategy
4 Additional recommendations based on additional data input
8132019 Sprint July Announcement 8 14
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BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
27
APPENDIX
Note conversation on the brand pages occurred on blogs and forums
that are a part of the sites including customer service and FAQ pages
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 73013 ndash 8613 Mentions 31585 posts
Sprint ATampT and T-Mobile generated the majority of their conversation across Twitter though forums andblogs made up 10-20 of conversation While Sprintrsquos top source was its own website the two competitorsrsquo topsource was callercom
TWITTER 78
FORUMS 12
BLOGS 5
FACEBOOK lt1
NEWS 4
COMMENTS lt1
TWITTER 77
FORUMS 8
BLOGS 8
FACEBOOK lt1
NEWS 6
COMMENTS lt1
TWITTER 85
FORUMS 7
BLOGS 5
FACEBOOK lt1
NEWS 3
COMMENTS lt1
Top Blogs News and Forums
SPRINTCOM 2900
AD983085HOC983085NEWSDE 166
BLOGSPOTCOM 161
YAHOOCOM 150
SPRINTUSERSCOM 136
REDDITCOM 126
STLOUISNEWSNET 118
Top Blogs News and Forums
CALLERCOM 333
ATTCOM 255
YAHOOCOM 222
REDDITCOM 191
MACRUMORSCOM 172
WPCENTRALCOM 156
BLOGSPOTCOM 135
Top Blogs News and Forums
CALLERCOM 370
REDDITCOM 223
WPCENTRALCOM 169
YAHOOCOM 156
MACRUMORSCOM 149
ANDROIDFORUMSCOM 117
CRACKBERRYCOM 107
8132019 Sprint July Announcement 8 14
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8132019 Sprint July Announcement 8 14
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BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
14
ATampT ATampT ATampT SPRINT T983085MOBILE SPRINT SPRINT T983085MOBILE
DATE 22513 73113 41013 61713 1813 41813 73013 72513
SUCCESS INDEX 281 275 119 51 30 27 17 03
NUMBER OF NEW MARKETS 6 10 11 22 10 21 41 15
PART II COMPETITIVE ANALYSISTHE ANNOUNCEMENT SUCCESS INDEX
The Announcement Success Index compares the total population of markets in the selected announcements to the totalbuzz that occurred on the announcement day We analyzed the two most discussed announcements on social media forSprint ATampT and T-Mobile Also included were the most recent announcements for Sprint and ATampT
While 11 cities received 4G LTE on April 10th ATampT announced 77 markets that would receive LTE over the summer
72513
1813
41013
41813 73013
7311322513
30
25
20
15
10
05
10 20 30 40 500
6 cities10 cities
11 cities
10 cities
15 cities
21 cities 41cities
KEY
S U C C E S S I N D E X
NUMBER OF NEW MARKETS
6171322 cities
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 1528
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
15
ATampTrsquoS ANNOUNCEMENT STRATEGYCONSISTENTLY GENERATED A HIGHER BUZZPER CAPITA THAN SPRINT BY RELEASINGTO LESS CITIES AT ONCEATampTrsquos Success Indicies are more than double the indicies ofthe compared announcements While the populations forSprintrsquos announcement cities was almost seven times morethan the ATampT announcement populations the buzz percapital was a fraction of ATampTrsquos
Typically ATampT announced to half of the cities that Sprintdid and when ATampT did group their announcement with anannouncement for 77 upcoming LTE markets (April 10th)their buzz per capita struggled
ATampT CREATED MULTIPLE PRESS RELEASESFOR THEIR LTE EXPANSIONS IN AN EFFORTTO BETTER DISTRIBUTE NEWS AND TARGETSPECIFIC MARKETS
The July 31st 2013 announcement surrounding 4G LTE
expanding to 10 cities consisted of unique press releasesfor each city The localized press releases that specificallymentioned each market in the title were able to generatemore awareness and buzz within these specific marketsbut did not generate comparable overall buzz to SprintrsquosJuly 30th announcement
SPRINTrsquoS MOST RECENT ANNOUNCEMENTHAD A LOW SUCCESS INDEX AS IT DIDNOT HIGHLIGHT EACH MARKET TO DRIVE
AWARENESS This announcement on July 30th saw the second lowestAnnouncement Success Index So while the populationwas four times larger than their most recent announcementto date it did not reap them any incremental benefit aboveand beyond ATampTrsquos buzz levels (eg national scale did notyield greater volume) Coupling 41 different cities togetherwithin one announcement had an adverse effect onSprintrsquos buzz per capita
CUSTOMIZED HASHTAGS ARE MOREEFFECTIVE FOR BRAND PROMOTION THANGENERIC ONESDuring the reporting period Sprint embraced 4GLTEto help distribute news and messaging surrouding theirnetwork updates The hashtag received respectable pickup during the seven day period Unfortunately only 36of those hashtag uses had anything to do with Sprint Thisstems from the fact that Sprint chose to latch on to an
already existing hashtag with organic use behind it ratherthan customizing the hashtag to include their brand name
ldquoOur 4GLTE now is in 151 cities nationwide includingNashville Philadelphia and Oakland httpbitly11s5V2A rdquondash Sprint
ATampTrsquoS ATTEMPT TO USE EMPLOYEES TOGENERATE ANNOUNCEMENT BUZZ HASBEEN LARGELY SUCCESSFULATampT has traditionally pushed its employees to use
the hashtag ATTEmployee to promote variious brandefforts The hashtag was used 1077 times during July10 of which related directly to the brandrsquos 4G LTEannouncements
ldquoNationrsquos fastest network Check Most reliable Check
httptcoAzDVDzkLqF ATTemployeerdquo ndash bklein34
SPRINT WAS MORE SUCCESSFUL ATDRIVING TWITTER ENGAGEMENT WITHTHEIR OFFICIAL HANDLE THAN ATampT
For their most recent announcement Sprint posted one Tweet promoting their press release which garnered 22Retweets and 13 favorites while ATT did not share theirannouncement at all
ldquoOur 4GLTE now is in 151 cities nationwide includingNashville Philadelphia and Oakland httpbitly1rdquo ndash Sprint
PART II COMPETITIVE ANALYSIS
ldquo
ldquo
ANNOUNCEMENT SUCCESS IS A GAME OF REGIONAL QUALITY NOT NATIONAL QUANTITYWhile ATampT generated less overall volume of conversation than Sprint for their July 31st announcement the competitivecarrier showed impressive performance when it came to localized engagement around their announcements (as definedby the buzz per capita index) Similar to the social marketing trend toward engaged users versus sheer number of fans
driving regional (rather than national) engagement around announcements is a critical metric for success
ldquo
8132019 Sprint July Announcement 8 14
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PART IIIVOLUME OVERTIME ANALYSIS
2613 ndash 8613
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 1728
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
17
0
10
20
30
40
50
2 7
1 3
2 1 4
1 3
2 2 1
1 3
2 2 8
1 3
3 7
1 3
3 1 4
1 3
3 2 1
1 3
3 2 8
1 3
4 4 1 3
4 1 1
1 3
4 1 8
1 3
4 2 5
1 3
5 2 1 3
5 9 1 3
5 1 6
1 3
5 2 3
1 3
5 3 0
1 3
6 6 1 3
6 1 3
1 3
6 2 0
1 3
6 2 7
1 3
7 4 1 3
7 1 1
1 3
7 1 8
1 3
7 2 5
1 3
8 1 1 3
MIAMI NETWORK BUZZ OVER TIME
Mentions are posts which contain mentions of Sprint 4G LTE service or announcements within Miami
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 2713 ndash 8613 Mentions 844 posts
After the announcement of 4G LTE in Miami it was expected that Sprint conversation inthe market would shift back to negative in sentiment However from the day of the launchof the network advances through August 6th conversation in Miami surrounding Sprint
remained largely positive While negative sentiment began to increase slightly mid-July itincreased at a slower rate than is typical and conversation remained above 60 positive innature
Sprintrsquos announcement in Miami generated the most sustained positive conversation out of any marketanalyzed Contrary to what is typical for most markets conversation relating to Sprintrsquos announcement remainedpositive for a much longer time period in Miami After close to two months conversation was still significantly morepositive than negative within Miami Florida though negative conversation did begin to increase after about a month of
time passed Positive sentiment surrounding Sprint in Miami remained over 90 positive until the end of July as 4G LTEadvancements in the Miami area saw limited outages or issues especially when compared to trouble markets like Chicagoand Los Angeles
POSITIVE 61 NEUTRAL 17 NEGATIVE 22
ldquo ldquoITrsquoS HAPPENED SPRINT LTE IS IN MIAMI THANK THENETWORK GODSrdquo ndash csbellina
Sprint turned on LTE in Tampa amp Miami today AnyiPhone 5 Sprint users that can attest to the speedsrdquondash stephenrobles
0
50
100
150
200
250
2 7
1 3
2 1 4
1 3
2 2 1
1 3
2 2 8
1 3
3 7
1 3
3 1 4
1 3
3 2 1
1 3
3 2 8
1 3
4 4 1 3
4 1 1
1 3
4 1 8
1 3
4 2 5
1 3
5 2 1 3
5 9 1 3
5 1 6
1 3
5 2 3
1 3
5 3 0
1 3
6 6 1 3
6 1 3
1 3
6 2 0
1 3
6 2 7
1 3
7 4 1 3
7 1 1
1 3
7 1 8
1 3
7 2 5
1 3
8 1 1 3
909lt1
ldquo Sprint continues to expand its 4G LTE coverage Miamiin tow httptcohrFewrJ25Frdquo ndash InnovationTu ldquo Welcome to Miami Sprint LTE httptco
OGPxsM4AUTrdquo ndash thegraviator
SPRINT SUSTAINED POSITIVE SENTIMENT LONG AFTERTHE JUNE 17TH ANNOUNCEMENT61713 ndash 8613
94 2 4
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 1828
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
18
0
50
100
150
200
250
300
350
2 7
1 3
2 1 4
1 3
2 2 1
1 3
2 2 8
1 3
3 7
1 3
3 1 4
1 3
3 2 1
1 3
3 2 8
1 3
4 4
1 3
4 1 1
1 3
4 1 8
1 3
4 2 5
1 3
5 2
1 3
5 9
1 3
5 1 6
1 3
5 2 3
1 3
5 3 0
1 3
6 6
1 3
6 1 3
1 3
6 2 0
1 3
6 2 7
1 3
7 4
1 3
7 1 1
1 3
7 1 8
1 3
7 2 5
1 3
8 1
1 3
BROOKLYNBRONX NETWORK BUZZ OVER TIME
Mentions are posts which contain mentions of Sprint 4G LTE service or announcements within The Bronx and Brooklyn NY
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 2713 ndash 8613 Mentions 1038 posts
Sprintrsquos BronxBrooklyn teaser was successful in driving buzz prior to the actual launch of 4G LTE in the twomarkets On July 24th Sprint released a press release stating that in less than a week 4G LTE will be turned on in thetwo locations driving conversation that was eight times higher than conversation on the actual launch date This teaserincreased positive conversation in these locations about Sprint and was able to sustain this positive conversation through
the announcement and the week following
SPRINT ANNOUNCES THAT LTE WILL BE LIVE IN THE BRONX AND BROOKLYN72413
SPRINT TURNS UP 4G LTE IN 41 MORE LOCATIONS73013
1
The announcement stating that 4G LTE service would become available in the Bronx and Brooklyn generatedsignificantly more buzz than the actual day that the service was turned on Leading up to the announcementpositive sentiment surrounding Sprint in the Bronx and Brooklyn was less than 50 Once the press release wasshared positive sentiment increased to two-thirds of Bronx and Brooklyn conversation
2Sprint turned on LTE in the Bronx and Brooklyn on July 30th The date that the service was turned ondid not generate significant buzz in comparison to the teaser that it would be coming By releasing theteaser announcement as a press release Sprint cannibalized the buzz that would have come on the actualannouncement day Sprint also failed to highlight the Bronx adn Brooklyn on the day of the announcement byhiding the two cities within the larger press release with the additional 39 markets
POSITIVE 58 NEUTRAL 35 NEGATIVE 7
ldquo ldquo4G LTE in Brooklyn now finally Sprint sheeshrdquo ndash powderican
Finally LTE for Sprint launched in the Bronx todayrdquondash iRawriLaugh
0
10
20
30
40
50
2
7 1 3
2 1 4
1 3
2 2 1
1 3
2 2 8
1 3
3
7 1 3
3 1 4
1 3
3 2 1
1 3
3 2 8
1 3
4
4 1 3
4 1 1
1 3
4 1 8
1 3
4 2 5
1 3
5
2 1 3
5
9 1 3
5 1 6
1 3
5 2 3
1 3
5 3 0
1 3
6
6 1 3
6 1 3
1 3
6 2 0
1 3
6 2 7
1 3
7
4 1 3
7 1 1
1 3
7 1 8
1 3
7 2 5
1 3
8
1 1 3
2
1
6733lt1
6138lt1
8132019 Sprint July Announcement 8 14
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BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
19
0
20
40
60
80
100
2 7
1 3
2 1 4 1 3
2 2 1 1 3
2 2 8 1 3
3 7
1 3
3 1 4 1 3
3 2 1 1 3
3 2 8 1 3
4 4 1 3
4 1 1 1 3
4 1 8 1 3
4 2 5
1 3
5 2 1 3
5 9 1 3
5 1 6 1 3
5 2 3 1 3
5 3 0 1 3
6 6 1 3
6 1 3 1 3
6 2 0 1 3
6 2 7
1 3
7 4 1 3
7 1 1 1 3
7 1 8 1 3
7 2 5
1 3
8 1 1 3
SPRINT TURNS UP 4G LTE IN 41 MORE LOCATIONS73013
PHILADELPHIA NETWORK BUZZ OVER TIME
Mentions are posts which contain mentions of Sprint 4G LTE service or announcements within Philadelphia
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 2713 ndash 8613 Mentions 563 posts
1
Sprintrsquos announcement in Philadelphia was the least successful at driving positive sentiment when compared tothe other markets analyzed The day of the announcement generated only 50 positive sentiment within Philadelphiahowever like the other markets negative sentiment remained minimal After the announcement positive sentimentstayed consistently around 50 while negative sentiment slowly increased as people became frustrated or experienced
problems with LTE
Philadelphia was the second largest city to receive 4G LTE and 3G improvements on July 30th The citygenerated about half of the network buzz that the Bronx and Brooklyn did over the same time period but onthe day of the actual announcement Philadelphia saw three times as much buzz as the two New York citiesBecause Philadelphia did not have a teaser announcement like the Bronx and Brooklyn when LTE was turnedon it was the first people in the city heard of the enhancements The launch of LTE service in Philadelphia
was not locally covered within the city and only saw mentions by larger publications that discussed theannouncement at large If the Philadelphia announcement was localized similar to ATampTrsquos the city would havegenerated more significant buzz
1
POSITIVE 58 NEUTRAL 27 NEGATIVE 15
ldquo ldquoOh Yessss gtgtgt Sprint extends LTE coverage to 41 newmarkets - New markets in Philadelphia Portland Oreand Oak httptcoVGmmc5HFazrdquo ndash ronstew
LOLsprint LTE in Philadelphia was supposed to becompleted by this past January Irsquom so glad I switchedto TMobilerdquo ndash ricankng787
ldquo ldquoEnjoying the great 4G LTE speeds from Sprint niceto see speeds like this sprintLTE sprint httptco j290tVjZeFrdquo ndash steven_2320
Mine sucks tho RT SimplyCecilia RT sprint Our 4GLTE now is in 151 cities nationwide includingNashville Philadelphia and Oaklandrdquo ndash b_eternal757
0
10
20
30
40
2 7
1 3
2 1 4
1 3
2 2 1
1 3
2 2 8
1 3
3 7
1 3
3 1 4
1 3
3 2 1
1 3
3 2 8
1 3
4 4
1 3
4 1 1
1 3
4 1 8
1 3
4 2 5
1 3
5 2
1 3
5 9
1 3
5 1 6
1 3
5 2 3
1 3
5 3 0
1 3
6 6
1 3
6 1 3
1 3
6 2 0
1 3
6 2 7
1 3
7 4
1 3
7 1 1
1 3
7 1 8
1 3
7 2 5
1 3
8 1
1 3
51463
8132019 Sprint July Announcement 8 14
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BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
20
0
10
20
30
40
50
60
70
2 7 1 3
2 1 4
1 3
2 2 1
1 3
2 2 8
1 3
3 7 1 3
3 1 4
1 3
3 2 1
1 3
3 2 8
1 3
4 4 1 3
4 1 1
1 3
4 1 8
1 3
4 2 5
1 3
5 2 1 3
5 9 1 3
5 1 6
1 3
5 2 3
1 3
5 3 0
1 3
6 6 1 3
6 1 3
1 3
6 2 0
1 3
6 2 7
1 3
7 4 1 3
7 1 1
1 3
7 1 8
1 3
7 2 5
1 3
8 1 1 3
ADDITIONAL CITIES NETWORK BUZZ OVER TIME
Note Percentages may not add to 100 due to rounding
Mentions are posts which contain mentions of Sprint 4G LTE service or announcements within the 20 highest population cities
Tulsa OK bull Oakland CA bull Laredo TX bull Durham N C bull Fayetteville NC bull Brownsville TX bull Fort L auderdale FL bull
Springfeld MA bull Salinas CA bull Pompano B each FL bull Flint MI bull Palm Coast FL bull Deerfeld Beach FL bull Harlingen T X bull
Jackson TN bull Daytona Beach FL bull Rocky Mount NC bull Ocala FL bull Port Charlotte FL bull Saginaw MI
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 2713 ndash 8613 Mentions 980 posts
The top 20 cities based on population within the July 30th announcement generated consistent spikes inconversation due to announcements in other markets Due to announcement markets being spread out across thecountry some of their neighboring markets had previously been a part of Sprint 4G LTE announcements These marketssaw spikes in conversation due to past announcements as customers discussed envy over their neighbors networks
The additional cities analyzed were the 20 cities in the announcement with the highest populations
SPRINT TURNS UP 4G LTE IN 41 MORE LOCATIONS73013
1
Conversation regarding the LTE announcements in these 20 cities waned in comparison to the Bronx andBrooklyn and Philadelphia People in these cities Retweeted the Sprint press releases and different newspublications announcing the markets Half of the conversation during the time of the announcement consistedof link sharing while 20 referenced Sprint On the day of the announcement positive sentiment morethan doubled while negative sentiment remained consistent Sprintrsquos SF Twitter handle Sprint4GLTE_SF was
unsuccessful at increasing buzz during this announcement which included Oakland CA a Bay Area city
ldquo ldquo About time ldquosprint Our 4GLTE now is in 151 citiesnationwide including Nashville Philadelphia andOakland httptcoZrEYTJKnOrdquo ndash hodariToure_PhD
My friends sprint launched 4G LTE in OaklandFremont and Hayward today what what ccSprint4GLTE_SFrdquo ndash Menace
1
POSITIVE 49 NEUTRAL 20 NEGATIVE 6
74206
8132019 Sprint July Announcement 8 14
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PART IVSPRINT INFLUENCERS
73013 ndash 8613
8132019 Sprint July Announcement 8 14
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BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
23
RECOMMENDATIONS
8132019 Sprint July Announcement 8 14
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BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
24
RECOMMENDATION INTRO
RECOMMENDATION 1
All of the recommendations are designed toaccomplish three objectives
1 Amplify Sprintrsquos 4G LTE announcements
2 Gain Share of (4G LTE) Voice from competitors
3 Decrease negative sentiment toward Sprint acrossthe social web
OBSERVATIONATampT generates a significant amount of local press usingindividual announcements for each market These hitsare sharedpicked up not just by local media outletsbut also larger tech influencers We noticed with the right
rollout and executions this led to announcements beingdistributed on larger media sites like WSJcom
New markets are launched frequently (almost every week)which also sustains LTE conversation
ACTIONAnnouncement strategies should cater to local marketsSprint should create localized content as a ldquomodernrdquosupplement to press releases Video and infographiccontent is particularly effective (see content suggestionson Pg 29) To sustain conversation markets should be
announced with greater frequency
THE FOLLOWING RECOMMENDATIONS WERE DERIVED FROM THE SPRINT BASELINE ampJUNE ANNOUNCEMENT ANALYSIS AND THROUGH AN IN DEPTH AUDIT OF COMPETITORrsquoS4G LTE ANNOUNCEMENTS OVER THE SAME TIME PERIOD
LOCALIZED ANNOUNCEMENT STRATEGYSustain 4G LTE coverage conversation using a localized announcement strategy that leverages market specificpress releases and content
It is important to note that there are two analyses for thisassignment and that this report establishes a baselinecontext and a first look at the June announcementsWith more intelligence in the second report on the Juneannouncements as well as an additional set of data theserecommendations may gain greater focus and evolve
CONSIDERATIONWe understand that localizing and increasing the frequencyof the network coverage announcements requiresadditional output and resources however given Sprintrsquoschallenger position (in terms of number of markets with 4G
LTE coverage and share of voice on social) this approachcould create a valuable ROI
8132019 Sprint July Announcement 8 14
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BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
25
RECOMMENDATION 2
OBSERVATION4G LTE announcements produce a short and sharp spikein conversation the day of then diminish during the daysfollowing as can in the 24 markets analyzed (See analyticsspike analysis Pg 19ndash23)
ACTION ITEM 1Prolong the spike in conversation using social contentand promoted posts designed to amplify 4G LTE chatterCreate hashtags that encourage people to participate in4G LTE announcement conversation
Ex ldquoToday Chicago became the 60th 4GLTE city Retweetif you love the speed of your SprintLTE devicerdquo
ACTION ITEM 2Use 4G LTE devices to take short videos of 4G LTE in actionin new markets
Ex Downloading a movie trailer in LA
LTE CONTENT STRATEGY4G LTE conversation spikes will last longer if a content strategy was applied to the announcements
ACTION ITEM 3Engage social following with giveaways that amplifythe LTE announcements Collect data and push dealsto people during the entry process
Ex Click on the map on the SprintLTE city you wouldlike to visit
CONSIDERATIONSprint has experimented with different content outputsFor example a video was created documenting theprogress in Chicago on the 4G LTE build out That localtouch is crucial and should be more than a reactive tactic
based on customer feedback Sprint should championthis as a proactive communications strategy Additionallyinfographics work well as dynamic and shareable socialcontent The interactive network map that exists onSprintrsquos website serves a specific purpose but does notlead to sharable social behavior Inforgraphics could becreated either ahead of a market launch or in conjunctionwith one The infographic could outline the coverage areaarticulate the benefits of Sprintrsquos 4G LTE approach or even
just leverage a thematic representation of a given market(eg Golden Gate Bridge Searrsquos Tower etc)
RECOMMENDATION 3
OBSERVATIONRight before the LA launch some details were uncoveredby an Engadget editor who wrote a speculative piece
about the 4G LTE roll out This coverage generated asignificant amount of conversation before the launchthat occurred several weeks later (Reference Report Pg 21)
ACTION ITEM 1In order to create pre-buzz Sprint should considerannouncing 4G LTE cities in groups 2 weeks beforeturning on the switch On the day of launch a localizedrelease with supplementary content should be sharedon Sprint channels
ldquoTEASINGrdquo STRATEGYBy releasing some information about 4G LTE launches Sprint will garner significant pre-buzz that will help buildexcitement for the actual roll out
ACTION ITEM 2Use posts to help build anticipation for 4G LTE rolloutsFor example share Tweets that ask the community to
guess which city is next to receive 4G LTE from a fewoptions Provide hints that will generate conversationand buzz before the official announcement
ACTION ITEM 3Leverage tech influencers to promote SprintLTE in localmarkets by engaging with them before their area officiallyreceives LTE coverage
8132019 Sprint July Announcement 8 14
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BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
26
RECOMMENDATION 4TARGET CONVERSATIONSMost people do not like their wireless carrier and are pretty vocal about it By using promoted TweetsSprint can target these conversations and put offers in front of these unhappy customers encouragingthem to switch networks
OBSERVATIONVerizon seems to be targeting negative conversation that includes their competitors with promoted Tweets
The messaging could vary based on the issue at hand be it device related network related or otherwise
RECOMMENDATION 5
OBSERVATIONNew device announcements are a huge driver of 4GLTE conversation T-Mobile saw significant volume andlongevity related to iPhone 5 announcement (ReferenceReport Pg 12)
LEVERAGE DEVICE ANNOUNCEMENTS
By leveraging new device announcements Sprint can raise awareness for new 4G LTE markets and gain share ofvoice
ACTIONCreate more content featuring 4G LTE enabled devicesand insert 4G LTE expansion info into new device releases
NEXT STEPSTHE NEXT REPORT WILL INCLUDE
1 Further analysis on the June 17th announcements
2 New insights from July announcements
3 More analysis on ATampTrsquos localized announcement strategy
4 Additional recommendations based on additional data input
8132019 Sprint July Announcement 8 14
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BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
27
APPENDIX
Note conversation on the brand pages occurred on blogs and forums
that are a part of the sites including customer service and FAQ pages
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 73013 ndash 8613 Mentions 31585 posts
Sprint ATampT and T-Mobile generated the majority of their conversation across Twitter though forums andblogs made up 10-20 of conversation While Sprintrsquos top source was its own website the two competitorsrsquo topsource was callercom
TWITTER 78
FORUMS 12
BLOGS 5
FACEBOOK lt1
NEWS 4
COMMENTS lt1
TWITTER 77
FORUMS 8
BLOGS 8
FACEBOOK lt1
NEWS 6
COMMENTS lt1
TWITTER 85
FORUMS 7
BLOGS 5
FACEBOOK lt1
NEWS 3
COMMENTS lt1
Top Blogs News and Forums
SPRINTCOM 2900
AD983085HOC983085NEWSDE 166
BLOGSPOTCOM 161
YAHOOCOM 150
SPRINTUSERSCOM 136
REDDITCOM 126
STLOUISNEWSNET 118
Top Blogs News and Forums
CALLERCOM 333
ATTCOM 255
YAHOOCOM 222
REDDITCOM 191
MACRUMORSCOM 172
WPCENTRALCOM 156
BLOGSPOTCOM 135
Top Blogs News and Forums
CALLERCOM 370
REDDITCOM 223
WPCENTRALCOM 169
YAHOOCOM 156
MACRUMORSCOM 149
ANDROIDFORUMSCOM 117
CRACKBERRYCOM 107
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8132019 Sprint July Announcement 8 14
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BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
15
ATampTrsquoS ANNOUNCEMENT STRATEGYCONSISTENTLY GENERATED A HIGHER BUZZPER CAPITA THAN SPRINT BY RELEASINGTO LESS CITIES AT ONCEATampTrsquos Success Indicies are more than double the indicies ofthe compared announcements While the populations forSprintrsquos announcement cities was almost seven times morethan the ATampT announcement populations the buzz percapital was a fraction of ATampTrsquos
Typically ATampT announced to half of the cities that Sprintdid and when ATampT did group their announcement with anannouncement for 77 upcoming LTE markets (April 10th)their buzz per capita struggled
ATampT CREATED MULTIPLE PRESS RELEASESFOR THEIR LTE EXPANSIONS IN AN EFFORTTO BETTER DISTRIBUTE NEWS AND TARGETSPECIFIC MARKETS
The July 31st 2013 announcement surrounding 4G LTE
expanding to 10 cities consisted of unique press releasesfor each city The localized press releases that specificallymentioned each market in the title were able to generatemore awareness and buzz within these specific marketsbut did not generate comparable overall buzz to SprintrsquosJuly 30th announcement
SPRINTrsquoS MOST RECENT ANNOUNCEMENTHAD A LOW SUCCESS INDEX AS IT DIDNOT HIGHLIGHT EACH MARKET TO DRIVE
AWARENESS This announcement on July 30th saw the second lowestAnnouncement Success Index So while the populationwas four times larger than their most recent announcementto date it did not reap them any incremental benefit aboveand beyond ATampTrsquos buzz levels (eg national scale did notyield greater volume) Coupling 41 different cities togetherwithin one announcement had an adverse effect onSprintrsquos buzz per capita
CUSTOMIZED HASHTAGS ARE MOREEFFECTIVE FOR BRAND PROMOTION THANGENERIC ONESDuring the reporting period Sprint embraced 4GLTEto help distribute news and messaging surrouding theirnetwork updates The hashtag received respectable pickup during the seven day period Unfortunately only 36of those hashtag uses had anything to do with Sprint Thisstems from the fact that Sprint chose to latch on to an
already existing hashtag with organic use behind it ratherthan customizing the hashtag to include their brand name
ldquoOur 4GLTE now is in 151 cities nationwide includingNashville Philadelphia and Oakland httpbitly11s5V2A rdquondash Sprint
ATampTrsquoS ATTEMPT TO USE EMPLOYEES TOGENERATE ANNOUNCEMENT BUZZ HASBEEN LARGELY SUCCESSFULATampT has traditionally pushed its employees to use
the hashtag ATTEmployee to promote variious brandefforts The hashtag was used 1077 times during July10 of which related directly to the brandrsquos 4G LTEannouncements
ldquoNationrsquos fastest network Check Most reliable Check
httptcoAzDVDzkLqF ATTemployeerdquo ndash bklein34
SPRINT WAS MORE SUCCESSFUL ATDRIVING TWITTER ENGAGEMENT WITHTHEIR OFFICIAL HANDLE THAN ATampT
For their most recent announcement Sprint posted one Tweet promoting their press release which garnered 22Retweets and 13 favorites while ATT did not share theirannouncement at all
ldquoOur 4GLTE now is in 151 cities nationwide includingNashville Philadelphia and Oakland httpbitly1rdquo ndash Sprint
PART II COMPETITIVE ANALYSIS
ldquo
ldquo
ANNOUNCEMENT SUCCESS IS A GAME OF REGIONAL QUALITY NOT NATIONAL QUANTITYWhile ATampT generated less overall volume of conversation than Sprint for their July 31st announcement the competitivecarrier showed impressive performance when it came to localized engagement around their announcements (as definedby the buzz per capita index) Similar to the social marketing trend toward engaged users versus sheer number of fans
driving regional (rather than national) engagement around announcements is a critical metric for success
ldquo
8132019 Sprint July Announcement 8 14
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PART IIIVOLUME OVERTIME ANALYSIS
2613 ndash 8613
8132019 Sprint July Announcement 8 14
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BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
17
0
10
20
30
40
50
2 7
1 3
2 1 4
1 3
2 2 1
1 3
2 2 8
1 3
3 7
1 3
3 1 4
1 3
3 2 1
1 3
3 2 8
1 3
4 4 1 3
4 1 1
1 3
4 1 8
1 3
4 2 5
1 3
5 2 1 3
5 9 1 3
5 1 6
1 3
5 2 3
1 3
5 3 0
1 3
6 6 1 3
6 1 3
1 3
6 2 0
1 3
6 2 7
1 3
7 4 1 3
7 1 1
1 3
7 1 8
1 3
7 2 5
1 3
8 1 1 3
MIAMI NETWORK BUZZ OVER TIME
Mentions are posts which contain mentions of Sprint 4G LTE service or announcements within Miami
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 2713 ndash 8613 Mentions 844 posts
After the announcement of 4G LTE in Miami it was expected that Sprint conversation inthe market would shift back to negative in sentiment However from the day of the launchof the network advances through August 6th conversation in Miami surrounding Sprint
remained largely positive While negative sentiment began to increase slightly mid-July itincreased at a slower rate than is typical and conversation remained above 60 positive innature
Sprintrsquos announcement in Miami generated the most sustained positive conversation out of any marketanalyzed Contrary to what is typical for most markets conversation relating to Sprintrsquos announcement remainedpositive for a much longer time period in Miami After close to two months conversation was still significantly morepositive than negative within Miami Florida though negative conversation did begin to increase after about a month of
time passed Positive sentiment surrounding Sprint in Miami remained over 90 positive until the end of July as 4G LTEadvancements in the Miami area saw limited outages or issues especially when compared to trouble markets like Chicagoand Los Angeles
POSITIVE 61 NEUTRAL 17 NEGATIVE 22
ldquo ldquoITrsquoS HAPPENED SPRINT LTE IS IN MIAMI THANK THENETWORK GODSrdquo ndash csbellina
Sprint turned on LTE in Tampa amp Miami today AnyiPhone 5 Sprint users that can attest to the speedsrdquondash stephenrobles
0
50
100
150
200
250
2 7
1 3
2 1 4
1 3
2 2 1
1 3
2 2 8
1 3
3 7
1 3
3 1 4
1 3
3 2 1
1 3
3 2 8
1 3
4 4 1 3
4 1 1
1 3
4 1 8
1 3
4 2 5
1 3
5 2 1 3
5 9 1 3
5 1 6
1 3
5 2 3
1 3
5 3 0
1 3
6 6 1 3
6 1 3
1 3
6 2 0
1 3
6 2 7
1 3
7 4 1 3
7 1 1
1 3
7 1 8
1 3
7 2 5
1 3
8 1 1 3
909lt1
ldquo Sprint continues to expand its 4G LTE coverage Miamiin tow httptcohrFewrJ25Frdquo ndash InnovationTu ldquo Welcome to Miami Sprint LTE httptco
OGPxsM4AUTrdquo ndash thegraviator
SPRINT SUSTAINED POSITIVE SENTIMENT LONG AFTERTHE JUNE 17TH ANNOUNCEMENT61713 ndash 8613
94 2 4
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 1828
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
18
0
50
100
150
200
250
300
350
2 7
1 3
2 1 4
1 3
2 2 1
1 3
2 2 8
1 3
3 7
1 3
3 1 4
1 3
3 2 1
1 3
3 2 8
1 3
4 4
1 3
4 1 1
1 3
4 1 8
1 3
4 2 5
1 3
5 2
1 3
5 9
1 3
5 1 6
1 3
5 2 3
1 3
5 3 0
1 3
6 6
1 3
6 1 3
1 3
6 2 0
1 3
6 2 7
1 3
7 4
1 3
7 1 1
1 3
7 1 8
1 3
7 2 5
1 3
8 1
1 3
BROOKLYNBRONX NETWORK BUZZ OVER TIME
Mentions are posts which contain mentions of Sprint 4G LTE service or announcements within The Bronx and Brooklyn NY
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 2713 ndash 8613 Mentions 1038 posts
Sprintrsquos BronxBrooklyn teaser was successful in driving buzz prior to the actual launch of 4G LTE in the twomarkets On July 24th Sprint released a press release stating that in less than a week 4G LTE will be turned on in thetwo locations driving conversation that was eight times higher than conversation on the actual launch date This teaserincreased positive conversation in these locations about Sprint and was able to sustain this positive conversation through
the announcement and the week following
SPRINT ANNOUNCES THAT LTE WILL BE LIVE IN THE BRONX AND BROOKLYN72413
SPRINT TURNS UP 4G LTE IN 41 MORE LOCATIONS73013
1
The announcement stating that 4G LTE service would become available in the Bronx and Brooklyn generatedsignificantly more buzz than the actual day that the service was turned on Leading up to the announcementpositive sentiment surrounding Sprint in the Bronx and Brooklyn was less than 50 Once the press release wasshared positive sentiment increased to two-thirds of Bronx and Brooklyn conversation
2Sprint turned on LTE in the Bronx and Brooklyn on July 30th The date that the service was turned ondid not generate significant buzz in comparison to the teaser that it would be coming By releasing theteaser announcement as a press release Sprint cannibalized the buzz that would have come on the actualannouncement day Sprint also failed to highlight the Bronx adn Brooklyn on the day of the announcement byhiding the two cities within the larger press release with the additional 39 markets
POSITIVE 58 NEUTRAL 35 NEGATIVE 7
ldquo ldquo4G LTE in Brooklyn now finally Sprint sheeshrdquo ndash powderican
Finally LTE for Sprint launched in the Bronx todayrdquondash iRawriLaugh
0
10
20
30
40
50
2
7 1 3
2 1 4
1 3
2 2 1
1 3
2 2 8
1 3
3
7 1 3
3 1 4
1 3
3 2 1
1 3
3 2 8
1 3
4
4 1 3
4 1 1
1 3
4 1 8
1 3
4 2 5
1 3
5
2 1 3
5
9 1 3
5 1 6
1 3
5 2 3
1 3
5 3 0
1 3
6
6 1 3
6 1 3
1 3
6 2 0
1 3
6 2 7
1 3
7
4 1 3
7 1 1
1 3
7 1 8
1 3
7 2 5
1 3
8
1 1 3
2
1
6733lt1
6138lt1
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 1928
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
19
0
20
40
60
80
100
2 7
1 3
2 1 4 1 3
2 2 1 1 3
2 2 8 1 3
3 7
1 3
3 1 4 1 3
3 2 1 1 3
3 2 8 1 3
4 4 1 3
4 1 1 1 3
4 1 8 1 3
4 2 5
1 3
5 2 1 3
5 9 1 3
5 1 6 1 3
5 2 3 1 3
5 3 0 1 3
6 6 1 3
6 1 3 1 3
6 2 0 1 3
6 2 7
1 3
7 4 1 3
7 1 1 1 3
7 1 8 1 3
7 2 5
1 3
8 1 1 3
SPRINT TURNS UP 4G LTE IN 41 MORE LOCATIONS73013
PHILADELPHIA NETWORK BUZZ OVER TIME
Mentions are posts which contain mentions of Sprint 4G LTE service or announcements within Philadelphia
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 2713 ndash 8613 Mentions 563 posts
1
Sprintrsquos announcement in Philadelphia was the least successful at driving positive sentiment when compared tothe other markets analyzed The day of the announcement generated only 50 positive sentiment within Philadelphiahowever like the other markets negative sentiment remained minimal After the announcement positive sentimentstayed consistently around 50 while negative sentiment slowly increased as people became frustrated or experienced
problems with LTE
Philadelphia was the second largest city to receive 4G LTE and 3G improvements on July 30th The citygenerated about half of the network buzz that the Bronx and Brooklyn did over the same time period but onthe day of the actual announcement Philadelphia saw three times as much buzz as the two New York citiesBecause Philadelphia did not have a teaser announcement like the Bronx and Brooklyn when LTE was turnedon it was the first people in the city heard of the enhancements The launch of LTE service in Philadelphia
was not locally covered within the city and only saw mentions by larger publications that discussed theannouncement at large If the Philadelphia announcement was localized similar to ATampTrsquos the city would havegenerated more significant buzz
1
POSITIVE 58 NEUTRAL 27 NEGATIVE 15
ldquo ldquoOh Yessss gtgtgt Sprint extends LTE coverage to 41 newmarkets - New markets in Philadelphia Portland Oreand Oak httptcoVGmmc5HFazrdquo ndash ronstew
LOLsprint LTE in Philadelphia was supposed to becompleted by this past January Irsquom so glad I switchedto TMobilerdquo ndash ricankng787
ldquo ldquoEnjoying the great 4G LTE speeds from Sprint niceto see speeds like this sprintLTE sprint httptco j290tVjZeFrdquo ndash steven_2320
Mine sucks tho RT SimplyCecilia RT sprint Our 4GLTE now is in 151 cities nationwide includingNashville Philadelphia and Oaklandrdquo ndash b_eternal757
0
10
20
30
40
2 7
1 3
2 1 4
1 3
2 2 1
1 3
2 2 8
1 3
3 7
1 3
3 1 4
1 3
3 2 1
1 3
3 2 8
1 3
4 4
1 3
4 1 1
1 3
4 1 8
1 3
4 2 5
1 3
5 2
1 3
5 9
1 3
5 1 6
1 3
5 2 3
1 3
5 3 0
1 3
6 6
1 3
6 1 3
1 3
6 2 0
1 3
6 2 7
1 3
7 4
1 3
7 1 1
1 3
7 1 8
1 3
7 2 5
1 3
8 1
1 3
51463
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 2028
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
20
0
10
20
30
40
50
60
70
2 7 1 3
2 1 4
1 3
2 2 1
1 3
2 2 8
1 3
3 7 1 3
3 1 4
1 3
3 2 1
1 3
3 2 8
1 3
4 4 1 3
4 1 1
1 3
4 1 8
1 3
4 2 5
1 3
5 2 1 3
5 9 1 3
5 1 6
1 3
5 2 3
1 3
5 3 0
1 3
6 6 1 3
6 1 3
1 3
6 2 0
1 3
6 2 7
1 3
7 4 1 3
7 1 1
1 3
7 1 8
1 3
7 2 5
1 3
8 1 1 3
ADDITIONAL CITIES NETWORK BUZZ OVER TIME
Note Percentages may not add to 100 due to rounding
Mentions are posts which contain mentions of Sprint 4G LTE service or announcements within the 20 highest population cities
Tulsa OK bull Oakland CA bull Laredo TX bull Durham N C bull Fayetteville NC bull Brownsville TX bull Fort L auderdale FL bull
Springfeld MA bull Salinas CA bull Pompano B each FL bull Flint MI bull Palm Coast FL bull Deerfeld Beach FL bull Harlingen T X bull
Jackson TN bull Daytona Beach FL bull Rocky Mount NC bull Ocala FL bull Port Charlotte FL bull Saginaw MI
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 2713 ndash 8613 Mentions 980 posts
The top 20 cities based on population within the July 30th announcement generated consistent spikes inconversation due to announcements in other markets Due to announcement markets being spread out across thecountry some of their neighboring markets had previously been a part of Sprint 4G LTE announcements These marketssaw spikes in conversation due to past announcements as customers discussed envy over their neighbors networks
The additional cities analyzed were the 20 cities in the announcement with the highest populations
SPRINT TURNS UP 4G LTE IN 41 MORE LOCATIONS73013
1
Conversation regarding the LTE announcements in these 20 cities waned in comparison to the Bronx andBrooklyn and Philadelphia People in these cities Retweeted the Sprint press releases and different newspublications announcing the markets Half of the conversation during the time of the announcement consistedof link sharing while 20 referenced Sprint On the day of the announcement positive sentiment morethan doubled while negative sentiment remained consistent Sprintrsquos SF Twitter handle Sprint4GLTE_SF was
unsuccessful at increasing buzz during this announcement which included Oakland CA a Bay Area city
ldquo ldquo About time ldquosprint Our 4GLTE now is in 151 citiesnationwide including Nashville Philadelphia andOakland httptcoZrEYTJKnOrdquo ndash hodariToure_PhD
My friends sprint launched 4G LTE in OaklandFremont and Hayward today what what ccSprint4GLTE_SFrdquo ndash Menace
1
POSITIVE 49 NEUTRAL 20 NEGATIVE 6
74206
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 2128
PART IVSPRINT INFLUENCERS
73013 ndash 8613
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 2228
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 2328
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
23
RECOMMENDATIONS
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 2428
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
24
RECOMMENDATION INTRO
RECOMMENDATION 1
All of the recommendations are designed toaccomplish three objectives
1 Amplify Sprintrsquos 4G LTE announcements
2 Gain Share of (4G LTE) Voice from competitors
3 Decrease negative sentiment toward Sprint acrossthe social web
OBSERVATIONATampT generates a significant amount of local press usingindividual announcements for each market These hitsare sharedpicked up not just by local media outletsbut also larger tech influencers We noticed with the right
rollout and executions this led to announcements beingdistributed on larger media sites like WSJcom
New markets are launched frequently (almost every week)which also sustains LTE conversation
ACTIONAnnouncement strategies should cater to local marketsSprint should create localized content as a ldquomodernrdquosupplement to press releases Video and infographiccontent is particularly effective (see content suggestionson Pg 29) To sustain conversation markets should be
announced with greater frequency
THE FOLLOWING RECOMMENDATIONS WERE DERIVED FROM THE SPRINT BASELINE ampJUNE ANNOUNCEMENT ANALYSIS AND THROUGH AN IN DEPTH AUDIT OF COMPETITORrsquoS4G LTE ANNOUNCEMENTS OVER THE SAME TIME PERIOD
LOCALIZED ANNOUNCEMENT STRATEGYSustain 4G LTE coverage conversation using a localized announcement strategy that leverages market specificpress releases and content
It is important to note that there are two analyses for thisassignment and that this report establishes a baselinecontext and a first look at the June announcementsWith more intelligence in the second report on the Juneannouncements as well as an additional set of data theserecommendations may gain greater focus and evolve
CONSIDERATIONWe understand that localizing and increasing the frequencyof the network coverage announcements requiresadditional output and resources however given Sprintrsquoschallenger position (in terms of number of markets with 4G
LTE coverage and share of voice on social) this approachcould create a valuable ROI
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 2528
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
25
RECOMMENDATION 2
OBSERVATION4G LTE announcements produce a short and sharp spikein conversation the day of then diminish during the daysfollowing as can in the 24 markets analyzed (See analyticsspike analysis Pg 19ndash23)
ACTION ITEM 1Prolong the spike in conversation using social contentand promoted posts designed to amplify 4G LTE chatterCreate hashtags that encourage people to participate in4G LTE announcement conversation
Ex ldquoToday Chicago became the 60th 4GLTE city Retweetif you love the speed of your SprintLTE devicerdquo
ACTION ITEM 2Use 4G LTE devices to take short videos of 4G LTE in actionin new markets
Ex Downloading a movie trailer in LA
LTE CONTENT STRATEGY4G LTE conversation spikes will last longer if a content strategy was applied to the announcements
ACTION ITEM 3Engage social following with giveaways that amplifythe LTE announcements Collect data and push dealsto people during the entry process
Ex Click on the map on the SprintLTE city you wouldlike to visit
CONSIDERATIONSprint has experimented with different content outputsFor example a video was created documenting theprogress in Chicago on the 4G LTE build out That localtouch is crucial and should be more than a reactive tactic
based on customer feedback Sprint should championthis as a proactive communications strategy Additionallyinfographics work well as dynamic and shareable socialcontent The interactive network map that exists onSprintrsquos website serves a specific purpose but does notlead to sharable social behavior Inforgraphics could becreated either ahead of a market launch or in conjunctionwith one The infographic could outline the coverage areaarticulate the benefits of Sprintrsquos 4G LTE approach or even
just leverage a thematic representation of a given market(eg Golden Gate Bridge Searrsquos Tower etc)
RECOMMENDATION 3
OBSERVATIONRight before the LA launch some details were uncoveredby an Engadget editor who wrote a speculative piece
about the 4G LTE roll out This coverage generated asignificant amount of conversation before the launchthat occurred several weeks later (Reference Report Pg 21)
ACTION ITEM 1In order to create pre-buzz Sprint should considerannouncing 4G LTE cities in groups 2 weeks beforeturning on the switch On the day of launch a localizedrelease with supplementary content should be sharedon Sprint channels
ldquoTEASINGrdquo STRATEGYBy releasing some information about 4G LTE launches Sprint will garner significant pre-buzz that will help buildexcitement for the actual roll out
ACTION ITEM 2Use posts to help build anticipation for 4G LTE rolloutsFor example share Tweets that ask the community to
guess which city is next to receive 4G LTE from a fewoptions Provide hints that will generate conversationand buzz before the official announcement
ACTION ITEM 3Leverage tech influencers to promote SprintLTE in localmarkets by engaging with them before their area officiallyreceives LTE coverage
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 2628
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
26
RECOMMENDATION 4TARGET CONVERSATIONSMost people do not like their wireless carrier and are pretty vocal about it By using promoted TweetsSprint can target these conversations and put offers in front of these unhappy customers encouragingthem to switch networks
OBSERVATIONVerizon seems to be targeting negative conversation that includes their competitors with promoted Tweets
The messaging could vary based on the issue at hand be it device related network related or otherwise
RECOMMENDATION 5
OBSERVATIONNew device announcements are a huge driver of 4GLTE conversation T-Mobile saw significant volume andlongevity related to iPhone 5 announcement (ReferenceReport Pg 12)
LEVERAGE DEVICE ANNOUNCEMENTS
By leveraging new device announcements Sprint can raise awareness for new 4G LTE markets and gain share ofvoice
ACTIONCreate more content featuring 4G LTE enabled devicesand insert 4G LTE expansion info into new device releases
NEXT STEPSTHE NEXT REPORT WILL INCLUDE
1 Further analysis on the June 17th announcements
2 New insights from July announcements
3 More analysis on ATampTrsquos localized announcement strategy
4 Additional recommendations based on additional data input
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 2728
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
27
APPENDIX
Note conversation on the brand pages occurred on blogs and forums
that are a part of the sites including customer service and FAQ pages
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 73013 ndash 8613 Mentions 31585 posts
Sprint ATampT and T-Mobile generated the majority of their conversation across Twitter though forums andblogs made up 10-20 of conversation While Sprintrsquos top source was its own website the two competitorsrsquo topsource was callercom
TWITTER 78
FORUMS 12
BLOGS 5
FACEBOOK lt1
NEWS 4
COMMENTS lt1
TWITTER 77
FORUMS 8
BLOGS 8
FACEBOOK lt1
NEWS 6
COMMENTS lt1
TWITTER 85
FORUMS 7
BLOGS 5
FACEBOOK lt1
NEWS 3
COMMENTS lt1
Top Blogs News and Forums
SPRINTCOM 2900
AD983085HOC983085NEWSDE 166
BLOGSPOTCOM 161
YAHOOCOM 150
SPRINTUSERSCOM 136
REDDITCOM 126
STLOUISNEWSNET 118
Top Blogs News and Forums
CALLERCOM 333
ATTCOM 255
YAHOOCOM 222
REDDITCOM 191
MACRUMORSCOM 172
WPCENTRALCOM 156
BLOGSPOTCOM 135
Top Blogs News and Forums
CALLERCOM 370
REDDITCOM 223
WPCENTRALCOM 169
YAHOOCOM 156
MACRUMORSCOM 149
ANDROIDFORUMSCOM 117
CRACKBERRYCOM 107
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 2828
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 1628
PART IIIVOLUME OVERTIME ANALYSIS
2613 ndash 8613
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 1728
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
17
0
10
20
30
40
50
2 7
1 3
2 1 4
1 3
2 2 1
1 3
2 2 8
1 3
3 7
1 3
3 1 4
1 3
3 2 1
1 3
3 2 8
1 3
4 4 1 3
4 1 1
1 3
4 1 8
1 3
4 2 5
1 3
5 2 1 3
5 9 1 3
5 1 6
1 3
5 2 3
1 3
5 3 0
1 3
6 6 1 3
6 1 3
1 3
6 2 0
1 3
6 2 7
1 3
7 4 1 3
7 1 1
1 3
7 1 8
1 3
7 2 5
1 3
8 1 1 3
MIAMI NETWORK BUZZ OVER TIME
Mentions are posts which contain mentions of Sprint 4G LTE service or announcements within Miami
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 2713 ndash 8613 Mentions 844 posts
After the announcement of 4G LTE in Miami it was expected that Sprint conversation inthe market would shift back to negative in sentiment However from the day of the launchof the network advances through August 6th conversation in Miami surrounding Sprint
remained largely positive While negative sentiment began to increase slightly mid-July itincreased at a slower rate than is typical and conversation remained above 60 positive innature
Sprintrsquos announcement in Miami generated the most sustained positive conversation out of any marketanalyzed Contrary to what is typical for most markets conversation relating to Sprintrsquos announcement remainedpositive for a much longer time period in Miami After close to two months conversation was still significantly morepositive than negative within Miami Florida though negative conversation did begin to increase after about a month of
time passed Positive sentiment surrounding Sprint in Miami remained over 90 positive until the end of July as 4G LTEadvancements in the Miami area saw limited outages or issues especially when compared to trouble markets like Chicagoand Los Angeles
POSITIVE 61 NEUTRAL 17 NEGATIVE 22
ldquo ldquoITrsquoS HAPPENED SPRINT LTE IS IN MIAMI THANK THENETWORK GODSrdquo ndash csbellina
Sprint turned on LTE in Tampa amp Miami today AnyiPhone 5 Sprint users that can attest to the speedsrdquondash stephenrobles
0
50
100
150
200
250
2 7
1 3
2 1 4
1 3
2 2 1
1 3
2 2 8
1 3
3 7
1 3
3 1 4
1 3
3 2 1
1 3
3 2 8
1 3
4 4 1 3
4 1 1
1 3
4 1 8
1 3
4 2 5
1 3
5 2 1 3
5 9 1 3
5 1 6
1 3
5 2 3
1 3
5 3 0
1 3
6 6 1 3
6 1 3
1 3
6 2 0
1 3
6 2 7
1 3
7 4 1 3
7 1 1
1 3
7 1 8
1 3
7 2 5
1 3
8 1 1 3
909lt1
ldquo Sprint continues to expand its 4G LTE coverage Miamiin tow httptcohrFewrJ25Frdquo ndash InnovationTu ldquo Welcome to Miami Sprint LTE httptco
OGPxsM4AUTrdquo ndash thegraviator
SPRINT SUSTAINED POSITIVE SENTIMENT LONG AFTERTHE JUNE 17TH ANNOUNCEMENT61713 ndash 8613
94 2 4
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 1828
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
18
0
50
100
150
200
250
300
350
2 7
1 3
2 1 4
1 3
2 2 1
1 3
2 2 8
1 3
3 7
1 3
3 1 4
1 3
3 2 1
1 3
3 2 8
1 3
4 4
1 3
4 1 1
1 3
4 1 8
1 3
4 2 5
1 3
5 2
1 3
5 9
1 3
5 1 6
1 3
5 2 3
1 3
5 3 0
1 3
6 6
1 3
6 1 3
1 3
6 2 0
1 3
6 2 7
1 3
7 4
1 3
7 1 1
1 3
7 1 8
1 3
7 2 5
1 3
8 1
1 3
BROOKLYNBRONX NETWORK BUZZ OVER TIME
Mentions are posts which contain mentions of Sprint 4G LTE service or announcements within The Bronx and Brooklyn NY
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 2713 ndash 8613 Mentions 1038 posts
Sprintrsquos BronxBrooklyn teaser was successful in driving buzz prior to the actual launch of 4G LTE in the twomarkets On July 24th Sprint released a press release stating that in less than a week 4G LTE will be turned on in thetwo locations driving conversation that was eight times higher than conversation on the actual launch date This teaserincreased positive conversation in these locations about Sprint and was able to sustain this positive conversation through
the announcement and the week following
SPRINT ANNOUNCES THAT LTE WILL BE LIVE IN THE BRONX AND BROOKLYN72413
SPRINT TURNS UP 4G LTE IN 41 MORE LOCATIONS73013
1
The announcement stating that 4G LTE service would become available in the Bronx and Brooklyn generatedsignificantly more buzz than the actual day that the service was turned on Leading up to the announcementpositive sentiment surrounding Sprint in the Bronx and Brooklyn was less than 50 Once the press release wasshared positive sentiment increased to two-thirds of Bronx and Brooklyn conversation
2Sprint turned on LTE in the Bronx and Brooklyn on July 30th The date that the service was turned ondid not generate significant buzz in comparison to the teaser that it would be coming By releasing theteaser announcement as a press release Sprint cannibalized the buzz that would have come on the actualannouncement day Sprint also failed to highlight the Bronx adn Brooklyn on the day of the announcement byhiding the two cities within the larger press release with the additional 39 markets
POSITIVE 58 NEUTRAL 35 NEGATIVE 7
ldquo ldquo4G LTE in Brooklyn now finally Sprint sheeshrdquo ndash powderican
Finally LTE for Sprint launched in the Bronx todayrdquondash iRawriLaugh
0
10
20
30
40
50
2
7 1 3
2 1 4
1 3
2 2 1
1 3
2 2 8
1 3
3
7 1 3
3 1 4
1 3
3 2 1
1 3
3 2 8
1 3
4
4 1 3
4 1 1
1 3
4 1 8
1 3
4 2 5
1 3
5
2 1 3
5
9 1 3
5 1 6
1 3
5 2 3
1 3
5 3 0
1 3
6
6 1 3
6 1 3
1 3
6 2 0
1 3
6 2 7
1 3
7
4 1 3
7 1 1
1 3
7 1 8
1 3
7 2 5
1 3
8
1 1 3
2
1
6733lt1
6138lt1
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 1928
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
19
0
20
40
60
80
100
2 7
1 3
2 1 4 1 3
2 2 1 1 3
2 2 8 1 3
3 7
1 3
3 1 4 1 3
3 2 1 1 3
3 2 8 1 3
4 4 1 3
4 1 1 1 3
4 1 8 1 3
4 2 5
1 3
5 2 1 3
5 9 1 3
5 1 6 1 3
5 2 3 1 3
5 3 0 1 3
6 6 1 3
6 1 3 1 3
6 2 0 1 3
6 2 7
1 3
7 4 1 3
7 1 1 1 3
7 1 8 1 3
7 2 5
1 3
8 1 1 3
SPRINT TURNS UP 4G LTE IN 41 MORE LOCATIONS73013
PHILADELPHIA NETWORK BUZZ OVER TIME
Mentions are posts which contain mentions of Sprint 4G LTE service or announcements within Philadelphia
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 2713 ndash 8613 Mentions 563 posts
1
Sprintrsquos announcement in Philadelphia was the least successful at driving positive sentiment when compared tothe other markets analyzed The day of the announcement generated only 50 positive sentiment within Philadelphiahowever like the other markets negative sentiment remained minimal After the announcement positive sentimentstayed consistently around 50 while negative sentiment slowly increased as people became frustrated or experienced
problems with LTE
Philadelphia was the second largest city to receive 4G LTE and 3G improvements on July 30th The citygenerated about half of the network buzz that the Bronx and Brooklyn did over the same time period but onthe day of the actual announcement Philadelphia saw three times as much buzz as the two New York citiesBecause Philadelphia did not have a teaser announcement like the Bronx and Brooklyn when LTE was turnedon it was the first people in the city heard of the enhancements The launch of LTE service in Philadelphia
was not locally covered within the city and only saw mentions by larger publications that discussed theannouncement at large If the Philadelphia announcement was localized similar to ATampTrsquos the city would havegenerated more significant buzz
1
POSITIVE 58 NEUTRAL 27 NEGATIVE 15
ldquo ldquoOh Yessss gtgtgt Sprint extends LTE coverage to 41 newmarkets - New markets in Philadelphia Portland Oreand Oak httptcoVGmmc5HFazrdquo ndash ronstew
LOLsprint LTE in Philadelphia was supposed to becompleted by this past January Irsquom so glad I switchedto TMobilerdquo ndash ricankng787
ldquo ldquoEnjoying the great 4G LTE speeds from Sprint niceto see speeds like this sprintLTE sprint httptco j290tVjZeFrdquo ndash steven_2320
Mine sucks tho RT SimplyCecilia RT sprint Our 4GLTE now is in 151 cities nationwide includingNashville Philadelphia and Oaklandrdquo ndash b_eternal757
0
10
20
30
40
2 7
1 3
2 1 4
1 3
2 2 1
1 3
2 2 8
1 3
3 7
1 3
3 1 4
1 3
3 2 1
1 3
3 2 8
1 3
4 4
1 3
4 1 1
1 3
4 1 8
1 3
4 2 5
1 3
5 2
1 3
5 9
1 3
5 1 6
1 3
5 2 3
1 3
5 3 0
1 3
6 6
1 3
6 1 3
1 3
6 2 0
1 3
6 2 7
1 3
7 4
1 3
7 1 1
1 3
7 1 8
1 3
7 2 5
1 3
8 1
1 3
51463
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 2028
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
20
0
10
20
30
40
50
60
70
2 7 1 3
2 1 4
1 3
2 2 1
1 3
2 2 8
1 3
3 7 1 3
3 1 4
1 3
3 2 1
1 3
3 2 8
1 3
4 4 1 3
4 1 1
1 3
4 1 8
1 3
4 2 5
1 3
5 2 1 3
5 9 1 3
5 1 6
1 3
5 2 3
1 3
5 3 0
1 3
6 6 1 3
6 1 3
1 3
6 2 0
1 3
6 2 7
1 3
7 4 1 3
7 1 1
1 3
7 1 8
1 3
7 2 5
1 3
8 1 1 3
ADDITIONAL CITIES NETWORK BUZZ OVER TIME
Note Percentages may not add to 100 due to rounding
Mentions are posts which contain mentions of Sprint 4G LTE service or announcements within the 20 highest population cities
Tulsa OK bull Oakland CA bull Laredo TX bull Durham N C bull Fayetteville NC bull Brownsville TX bull Fort L auderdale FL bull
Springfeld MA bull Salinas CA bull Pompano B each FL bull Flint MI bull Palm Coast FL bull Deerfeld Beach FL bull Harlingen T X bull
Jackson TN bull Daytona Beach FL bull Rocky Mount NC bull Ocala FL bull Port Charlotte FL bull Saginaw MI
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 2713 ndash 8613 Mentions 980 posts
The top 20 cities based on population within the July 30th announcement generated consistent spikes inconversation due to announcements in other markets Due to announcement markets being spread out across thecountry some of their neighboring markets had previously been a part of Sprint 4G LTE announcements These marketssaw spikes in conversation due to past announcements as customers discussed envy over their neighbors networks
The additional cities analyzed were the 20 cities in the announcement with the highest populations
SPRINT TURNS UP 4G LTE IN 41 MORE LOCATIONS73013
1
Conversation regarding the LTE announcements in these 20 cities waned in comparison to the Bronx andBrooklyn and Philadelphia People in these cities Retweeted the Sprint press releases and different newspublications announcing the markets Half of the conversation during the time of the announcement consistedof link sharing while 20 referenced Sprint On the day of the announcement positive sentiment morethan doubled while negative sentiment remained consistent Sprintrsquos SF Twitter handle Sprint4GLTE_SF was
unsuccessful at increasing buzz during this announcement which included Oakland CA a Bay Area city
ldquo ldquo About time ldquosprint Our 4GLTE now is in 151 citiesnationwide including Nashville Philadelphia andOakland httptcoZrEYTJKnOrdquo ndash hodariToure_PhD
My friends sprint launched 4G LTE in OaklandFremont and Hayward today what what ccSprint4GLTE_SFrdquo ndash Menace
1
POSITIVE 49 NEUTRAL 20 NEGATIVE 6
74206
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 2128
PART IVSPRINT INFLUENCERS
73013 ndash 8613
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 2228
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 2328
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
23
RECOMMENDATIONS
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 2428
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
24
RECOMMENDATION INTRO
RECOMMENDATION 1
All of the recommendations are designed toaccomplish three objectives
1 Amplify Sprintrsquos 4G LTE announcements
2 Gain Share of (4G LTE) Voice from competitors
3 Decrease negative sentiment toward Sprint acrossthe social web
OBSERVATIONATampT generates a significant amount of local press usingindividual announcements for each market These hitsare sharedpicked up not just by local media outletsbut also larger tech influencers We noticed with the right
rollout and executions this led to announcements beingdistributed on larger media sites like WSJcom
New markets are launched frequently (almost every week)which also sustains LTE conversation
ACTIONAnnouncement strategies should cater to local marketsSprint should create localized content as a ldquomodernrdquosupplement to press releases Video and infographiccontent is particularly effective (see content suggestionson Pg 29) To sustain conversation markets should be
announced with greater frequency
THE FOLLOWING RECOMMENDATIONS WERE DERIVED FROM THE SPRINT BASELINE ampJUNE ANNOUNCEMENT ANALYSIS AND THROUGH AN IN DEPTH AUDIT OF COMPETITORrsquoS4G LTE ANNOUNCEMENTS OVER THE SAME TIME PERIOD
LOCALIZED ANNOUNCEMENT STRATEGYSustain 4G LTE coverage conversation using a localized announcement strategy that leverages market specificpress releases and content
It is important to note that there are two analyses for thisassignment and that this report establishes a baselinecontext and a first look at the June announcementsWith more intelligence in the second report on the Juneannouncements as well as an additional set of data theserecommendations may gain greater focus and evolve
CONSIDERATIONWe understand that localizing and increasing the frequencyof the network coverage announcements requiresadditional output and resources however given Sprintrsquoschallenger position (in terms of number of markets with 4G
LTE coverage and share of voice on social) this approachcould create a valuable ROI
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 2528
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
25
RECOMMENDATION 2
OBSERVATION4G LTE announcements produce a short and sharp spikein conversation the day of then diminish during the daysfollowing as can in the 24 markets analyzed (See analyticsspike analysis Pg 19ndash23)
ACTION ITEM 1Prolong the spike in conversation using social contentand promoted posts designed to amplify 4G LTE chatterCreate hashtags that encourage people to participate in4G LTE announcement conversation
Ex ldquoToday Chicago became the 60th 4GLTE city Retweetif you love the speed of your SprintLTE devicerdquo
ACTION ITEM 2Use 4G LTE devices to take short videos of 4G LTE in actionin new markets
Ex Downloading a movie trailer in LA
LTE CONTENT STRATEGY4G LTE conversation spikes will last longer if a content strategy was applied to the announcements
ACTION ITEM 3Engage social following with giveaways that amplifythe LTE announcements Collect data and push dealsto people during the entry process
Ex Click on the map on the SprintLTE city you wouldlike to visit
CONSIDERATIONSprint has experimented with different content outputsFor example a video was created documenting theprogress in Chicago on the 4G LTE build out That localtouch is crucial and should be more than a reactive tactic
based on customer feedback Sprint should championthis as a proactive communications strategy Additionallyinfographics work well as dynamic and shareable socialcontent The interactive network map that exists onSprintrsquos website serves a specific purpose but does notlead to sharable social behavior Inforgraphics could becreated either ahead of a market launch or in conjunctionwith one The infographic could outline the coverage areaarticulate the benefits of Sprintrsquos 4G LTE approach or even
just leverage a thematic representation of a given market(eg Golden Gate Bridge Searrsquos Tower etc)
RECOMMENDATION 3
OBSERVATIONRight before the LA launch some details were uncoveredby an Engadget editor who wrote a speculative piece
about the 4G LTE roll out This coverage generated asignificant amount of conversation before the launchthat occurred several weeks later (Reference Report Pg 21)
ACTION ITEM 1In order to create pre-buzz Sprint should considerannouncing 4G LTE cities in groups 2 weeks beforeturning on the switch On the day of launch a localizedrelease with supplementary content should be sharedon Sprint channels
ldquoTEASINGrdquo STRATEGYBy releasing some information about 4G LTE launches Sprint will garner significant pre-buzz that will help buildexcitement for the actual roll out
ACTION ITEM 2Use posts to help build anticipation for 4G LTE rolloutsFor example share Tweets that ask the community to
guess which city is next to receive 4G LTE from a fewoptions Provide hints that will generate conversationand buzz before the official announcement
ACTION ITEM 3Leverage tech influencers to promote SprintLTE in localmarkets by engaging with them before their area officiallyreceives LTE coverage
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 2628
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
26
RECOMMENDATION 4TARGET CONVERSATIONSMost people do not like their wireless carrier and are pretty vocal about it By using promoted TweetsSprint can target these conversations and put offers in front of these unhappy customers encouragingthem to switch networks
OBSERVATIONVerizon seems to be targeting negative conversation that includes their competitors with promoted Tweets
The messaging could vary based on the issue at hand be it device related network related or otherwise
RECOMMENDATION 5
OBSERVATIONNew device announcements are a huge driver of 4GLTE conversation T-Mobile saw significant volume andlongevity related to iPhone 5 announcement (ReferenceReport Pg 12)
LEVERAGE DEVICE ANNOUNCEMENTS
By leveraging new device announcements Sprint can raise awareness for new 4G LTE markets and gain share ofvoice
ACTIONCreate more content featuring 4G LTE enabled devicesand insert 4G LTE expansion info into new device releases
NEXT STEPSTHE NEXT REPORT WILL INCLUDE
1 Further analysis on the June 17th announcements
2 New insights from July announcements
3 More analysis on ATampTrsquos localized announcement strategy
4 Additional recommendations based on additional data input
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 2728
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
27
APPENDIX
Note conversation on the brand pages occurred on blogs and forums
that are a part of the sites including customer service and FAQ pages
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 73013 ndash 8613 Mentions 31585 posts
Sprint ATampT and T-Mobile generated the majority of their conversation across Twitter though forums andblogs made up 10-20 of conversation While Sprintrsquos top source was its own website the two competitorsrsquo topsource was callercom
TWITTER 78
FORUMS 12
BLOGS 5
FACEBOOK lt1
NEWS 4
COMMENTS lt1
TWITTER 77
FORUMS 8
BLOGS 8
FACEBOOK lt1
NEWS 6
COMMENTS lt1
TWITTER 85
FORUMS 7
BLOGS 5
FACEBOOK lt1
NEWS 3
COMMENTS lt1
Top Blogs News and Forums
SPRINTCOM 2900
AD983085HOC983085NEWSDE 166
BLOGSPOTCOM 161
YAHOOCOM 150
SPRINTUSERSCOM 136
REDDITCOM 126
STLOUISNEWSNET 118
Top Blogs News and Forums
CALLERCOM 333
ATTCOM 255
YAHOOCOM 222
REDDITCOM 191
MACRUMORSCOM 172
WPCENTRALCOM 156
BLOGSPOTCOM 135
Top Blogs News and Forums
CALLERCOM 370
REDDITCOM 223
WPCENTRALCOM 169
YAHOOCOM 156
MACRUMORSCOM 149
ANDROIDFORUMSCOM 117
CRACKBERRYCOM 107
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 2828
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 1728
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
17
0
10
20
30
40
50
2 7
1 3
2 1 4
1 3
2 2 1
1 3
2 2 8
1 3
3 7
1 3
3 1 4
1 3
3 2 1
1 3
3 2 8
1 3
4 4 1 3
4 1 1
1 3
4 1 8
1 3
4 2 5
1 3
5 2 1 3
5 9 1 3
5 1 6
1 3
5 2 3
1 3
5 3 0
1 3
6 6 1 3
6 1 3
1 3
6 2 0
1 3
6 2 7
1 3
7 4 1 3
7 1 1
1 3
7 1 8
1 3
7 2 5
1 3
8 1 1 3
MIAMI NETWORK BUZZ OVER TIME
Mentions are posts which contain mentions of Sprint 4G LTE service or announcements within Miami
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 2713 ndash 8613 Mentions 844 posts
After the announcement of 4G LTE in Miami it was expected that Sprint conversation inthe market would shift back to negative in sentiment However from the day of the launchof the network advances through August 6th conversation in Miami surrounding Sprint
remained largely positive While negative sentiment began to increase slightly mid-July itincreased at a slower rate than is typical and conversation remained above 60 positive innature
Sprintrsquos announcement in Miami generated the most sustained positive conversation out of any marketanalyzed Contrary to what is typical for most markets conversation relating to Sprintrsquos announcement remainedpositive for a much longer time period in Miami After close to two months conversation was still significantly morepositive than negative within Miami Florida though negative conversation did begin to increase after about a month of
time passed Positive sentiment surrounding Sprint in Miami remained over 90 positive until the end of July as 4G LTEadvancements in the Miami area saw limited outages or issues especially when compared to trouble markets like Chicagoand Los Angeles
POSITIVE 61 NEUTRAL 17 NEGATIVE 22
ldquo ldquoITrsquoS HAPPENED SPRINT LTE IS IN MIAMI THANK THENETWORK GODSrdquo ndash csbellina
Sprint turned on LTE in Tampa amp Miami today AnyiPhone 5 Sprint users that can attest to the speedsrdquondash stephenrobles
0
50
100
150
200
250
2 7
1 3
2 1 4
1 3
2 2 1
1 3
2 2 8
1 3
3 7
1 3
3 1 4
1 3
3 2 1
1 3
3 2 8
1 3
4 4 1 3
4 1 1
1 3
4 1 8
1 3
4 2 5
1 3
5 2 1 3
5 9 1 3
5 1 6
1 3
5 2 3
1 3
5 3 0
1 3
6 6 1 3
6 1 3
1 3
6 2 0
1 3
6 2 7
1 3
7 4 1 3
7 1 1
1 3
7 1 8
1 3
7 2 5
1 3
8 1 1 3
909lt1
ldquo Sprint continues to expand its 4G LTE coverage Miamiin tow httptcohrFewrJ25Frdquo ndash InnovationTu ldquo Welcome to Miami Sprint LTE httptco
OGPxsM4AUTrdquo ndash thegraviator
SPRINT SUSTAINED POSITIVE SENTIMENT LONG AFTERTHE JUNE 17TH ANNOUNCEMENT61713 ndash 8613
94 2 4
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 1828
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
18
0
50
100
150
200
250
300
350
2 7
1 3
2 1 4
1 3
2 2 1
1 3
2 2 8
1 3
3 7
1 3
3 1 4
1 3
3 2 1
1 3
3 2 8
1 3
4 4
1 3
4 1 1
1 3
4 1 8
1 3
4 2 5
1 3
5 2
1 3
5 9
1 3
5 1 6
1 3
5 2 3
1 3
5 3 0
1 3
6 6
1 3
6 1 3
1 3
6 2 0
1 3
6 2 7
1 3
7 4
1 3
7 1 1
1 3
7 1 8
1 3
7 2 5
1 3
8 1
1 3
BROOKLYNBRONX NETWORK BUZZ OVER TIME
Mentions are posts which contain mentions of Sprint 4G LTE service or announcements within The Bronx and Brooklyn NY
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 2713 ndash 8613 Mentions 1038 posts
Sprintrsquos BronxBrooklyn teaser was successful in driving buzz prior to the actual launch of 4G LTE in the twomarkets On July 24th Sprint released a press release stating that in less than a week 4G LTE will be turned on in thetwo locations driving conversation that was eight times higher than conversation on the actual launch date This teaserincreased positive conversation in these locations about Sprint and was able to sustain this positive conversation through
the announcement and the week following
SPRINT ANNOUNCES THAT LTE WILL BE LIVE IN THE BRONX AND BROOKLYN72413
SPRINT TURNS UP 4G LTE IN 41 MORE LOCATIONS73013
1
The announcement stating that 4G LTE service would become available in the Bronx and Brooklyn generatedsignificantly more buzz than the actual day that the service was turned on Leading up to the announcementpositive sentiment surrounding Sprint in the Bronx and Brooklyn was less than 50 Once the press release wasshared positive sentiment increased to two-thirds of Bronx and Brooklyn conversation
2Sprint turned on LTE in the Bronx and Brooklyn on July 30th The date that the service was turned ondid not generate significant buzz in comparison to the teaser that it would be coming By releasing theteaser announcement as a press release Sprint cannibalized the buzz that would have come on the actualannouncement day Sprint also failed to highlight the Bronx adn Brooklyn on the day of the announcement byhiding the two cities within the larger press release with the additional 39 markets
POSITIVE 58 NEUTRAL 35 NEGATIVE 7
ldquo ldquo4G LTE in Brooklyn now finally Sprint sheeshrdquo ndash powderican
Finally LTE for Sprint launched in the Bronx todayrdquondash iRawriLaugh
0
10
20
30
40
50
2
7 1 3
2 1 4
1 3
2 2 1
1 3
2 2 8
1 3
3
7 1 3
3 1 4
1 3
3 2 1
1 3
3 2 8
1 3
4
4 1 3
4 1 1
1 3
4 1 8
1 3
4 2 5
1 3
5
2 1 3
5
9 1 3
5 1 6
1 3
5 2 3
1 3
5 3 0
1 3
6
6 1 3
6 1 3
1 3
6 2 0
1 3
6 2 7
1 3
7
4 1 3
7 1 1
1 3
7 1 8
1 3
7 2 5
1 3
8
1 1 3
2
1
6733lt1
6138lt1
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 1928
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
19
0
20
40
60
80
100
2 7
1 3
2 1 4 1 3
2 2 1 1 3
2 2 8 1 3
3 7
1 3
3 1 4 1 3
3 2 1 1 3
3 2 8 1 3
4 4 1 3
4 1 1 1 3
4 1 8 1 3
4 2 5
1 3
5 2 1 3
5 9 1 3
5 1 6 1 3
5 2 3 1 3
5 3 0 1 3
6 6 1 3
6 1 3 1 3
6 2 0 1 3
6 2 7
1 3
7 4 1 3
7 1 1 1 3
7 1 8 1 3
7 2 5
1 3
8 1 1 3
SPRINT TURNS UP 4G LTE IN 41 MORE LOCATIONS73013
PHILADELPHIA NETWORK BUZZ OVER TIME
Mentions are posts which contain mentions of Sprint 4G LTE service or announcements within Philadelphia
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 2713 ndash 8613 Mentions 563 posts
1
Sprintrsquos announcement in Philadelphia was the least successful at driving positive sentiment when compared tothe other markets analyzed The day of the announcement generated only 50 positive sentiment within Philadelphiahowever like the other markets negative sentiment remained minimal After the announcement positive sentimentstayed consistently around 50 while negative sentiment slowly increased as people became frustrated or experienced
problems with LTE
Philadelphia was the second largest city to receive 4G LTE and 3G improvements on July 30th The citygenerated about half of the network buzz that the Bronx and Brooklyn did over the same time period but onthe day of the actual announcement Philadelphia saw three times as much buzz as the two New York citiesBecause Philadelphia did not have a teaser announcement like the Bronx and Brooklyn when LTE was turnedon it was the first people in the city heard of the enhancements The launch of LTE service in Philadelphia
was not locally covered within the city and only saw mentions by larger publications that discussed theannouncement at large If the Philadelphia announcement was localized similar to ATampTrsquos the city would havegenerated more significant buzz
1
POSITIVE 58 NEUTRAL 27 NEGATIVE 15
ldquo ldquoOh Yessss gtgtgt Sprint extends LTE coverage to 41 newmarkets - New markets in Philadelphia Portland Oreand Oak httptcoVGmmc5HFazrdquo ndash ronstew
LOLsprint LTE in Philadelphia was supposed to becompleted by this past January Irsquom so glad I switchedto TMobilerdquo ndash ricankng787
ldquo ldquoEnjoying the great 4G LTE speeds from Sprint niceto see speeds like this sprintLTE sprint httptco j290tVjZeFrdquo ndash steven_2320
Mine sucks tho RT SimplyCecilia RT sprint Our 4GLTE now is in 151 cities nationwide includingNashville Philadelphia and Oaklandrdquo ndash b_eternal757
0
10
20
30
40
2 7
1 3
2 1 4
1 3
2 2 1
1 3
2 2 8
1 3
3 7
1 3
3 1 4
1 3
3 2 1
1 3
3 2 8
1 3
4 4
1 3
4 1 1
1 3
4 1 8
1 3
4 2 5
1 3
5 2
1 3
5 9
1 3
5 1 6
1 3
5 2 3
1 3
5 3 0
1 3
6 6
1 3
6 1 3
1 3
6 2 0
1 3
6 2 7
1 3
7 4
1 3
7 1 1
1 3
7 1 8
1 3
7 2 5
1 3
8 1
1 3
51463
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 2028
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
20
0
10
20
30
40
50
60
70
2 7 1 3
2 1 4
1 3
2 2 1
1 3
2 2 8
1 3
3 7 1 3
3 1 4
1 3
3 2 1
1 3
3 2 8
1 3
4 4 1 3
4 1 1
1 3
4 1 8
1 3
4 2 5
1 3
5 2 1 3
5 9 1 3
5 1 6
1 3
5 2 3
1 3
5 3 0
1 3
6 6 1 3
6 1 3
1 3
6 2 0
1 3
6 2 7
1 3
7 4 1 3
7 1 1
1 3
7 1 8
1 3
7 2 5
1 3
8 1 1 3
ADDITIONAL CITIES NETWORK BUZZ OVER TIME
Note Percentages may not add to 100 due to rounding
Mentions are posts which contain mentions of Sprint 4G LTE service or announcements within the 20 highest population cities
Tulsa OK bull Oakland CA bull Laredo TX bull Durham N C bull Fayetteville NC bull Brownsville TX bull Fort L auderdale FL bull
Springfeld MA bull Salinas CA bull Pompano B each FL bull Flint MI bull Palm Coast FL bull Deerfeld Beach FL bull Harlingen T X bull
Jackson TN bull Daytona Beach FL bull Rocky Mount NC bull Ocala FL bull Port Charlotte FL bull Saginaw MI
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 2713 ndash 8613 Mentions 980 posts
The top 20 cities based on population within the July 30th announcement generated consistent spikes inconversation due to announcements in other markets Due to announcement markets being spread out across thecountry some of their neighboring markets had previously been a part of Sprint 4G LTE announcements These marketssaw spikes in conversation due to past announcements as customers discussed envy over their neighbors networks
The additional cities analyzed were the 20 cities in the announcement with the highest populations
SPRINT TURNS UP 4G LTE IN 41 MORE LOCATIONS73013
1
Conversation regarding the LTE announcements in these 20 cities waned in comparison to the Bronx andBrooklyn and Philadelphia People in these cities Retweeted the Sprint press releases and different newspublications announcing the markets Half of the conversation during the time of the announcement consistedof link sharing while 20 referenced Sprint On the day of the announcement positive sentiment morethan doubled while negative sentiment remained consistent Sprintrsquos SF Twitter handle Sprint4GLTE_SF was
unsuccessful at increasing buzz during this announcement which included Oakland CA a Bay Area city
ldquo ldquo About time ldquosprint Our 4GLTE now is in 151 citiesnationwide including Nashville Philadelphia andOakland httptcoZrEYTJKnOrdquo ndash hodariToure_PhD
My friends sprint launched 4G LTE in OaklandFremont and Hayward today what what ccSprint4GLTE_SFrdquo ndash Menace
1
POSITIVE 49 NEUTRAL 20 NEGATIVE 6
74206
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 2128
PART IVSPRINT INFLUENCERS
73013 ndash 8613
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 2228
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 2328
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
23
RECOMMENDATIONS
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 2428
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
24
RECOMMENDATION INTRO
RECOMMENDATION 1
All of the recommendations are designed toaccomplish three objectives
1 Amplify Sprintrsquos 4G LTE announcements
2 Gain Share of (4G LTE) Voice from competitors
3 Decrease negative sentiment toward Sprint acrossthe social web
OBSERVATIONATampT generates a significant amount of local press usingindividual announcements for each market These hitsare sharedpicked up not just by local media outletsbut also larger tech influencers We noticed with the right
rollout and executions this led to announcements beingdistributed on larger media sites like WSJcom
New markets are launched frequently (almost every week)which also sustains LTE conversation
ACTIONAnnouncement strategies should cater to local marketsSprint should create localized content as a ldquomodernrdquosupplement to press releases Video and infographiccontent is particularly effective (see content suggestionson Pg 29) To sustain conversation markets should be
announced with greater frequency
THE FOLLOWING RECOMMENDATIONS WERE DERIVED FROM THE SPRINT BASELINE ampJUNE ANNOUNCEMENT ANALYSIS AND THROUGH AN IN DEPTH AUDIT OF COMPETITORrsquoS4G LTE ANNOUNCEMENTS OVER THE SAME TIME PERIOD
LOCALIZED ANNOUNCEMENT STRATEGYSustain 4G LTE coverage conversation using a localized announcement strategy that leverages market specificpress releases and content
It is important to note that there are two analyses for thisassignment and that this report establishes a baselinecontext and a first look at the June announcementsWith more intelligence in the second report on the Juneannouncements as well as an additional set of data theserecommendations may gain greater focus and evolve
CONSIDERATIONWe understand that localizing and increasing the frequencyof the network coverage announcements requiresadditional output and resources however given Sprintrsquoschallenger position (in terms of number of markets with 4G
LTE coverage and share of voice on social) this approachcould create a valuable ROI
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 2528
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
25
RECOMMENDATION 2
OBSERVATION4G LTE announcements produce a short and sharp spikein conversation the day of then diminish during the daysfollowing as can in the 24 markets analyzed (See analyticsspike analysis Pg 19ndash23)
ACTION ITEM 1Prolong the spike in conversation using social contentand promoted posts designed to amplify 4G LTE chatterCreate hashtags that encourage people to participate in4G LTE announcement conversation
Ex ldquoToday Chicago became the 60th 4GLTE city Retweetif you love the speed of your SprintLTE devicerdquo
ACTION ITEM 2Use 4G LTE devices to take short videos of 4G LTE in actionin new markets
Ex Downloading a movie trailer in LA
LTE CONTENT STRATEGY4G LTE conversation spikes will last longer if a content strategy was applied to the announcements
ACTION ITEM 3Engage social following with giveaways that amplifythe LTE announcements Collect data and push dealsto people during the entry process
Ex Click on the map on the SprintLTE city you wouldlike to visit
CONSIDERATIONSprint has experimented with different content outputsFor example a video was created documenting theprogress in Chicago on the 4G LTE build out That localtouch is crucial and should be more than a reactive tactic
based on customer feedback Sprint should championthis as a proactive communications strategy Additionallyinfographics work well as dynamic and shareable socialcontent The interactive network map that exists onSprintrsquos website serves a specific purpose but does notlead to sharable social behavior Inforgraphics could becreated either ahead of a market launch or in conjunctionwith one The infographic could outline the coverage areaarticulate the benefits of Sprintrsquos 4G LTE approach or even
just leverage a thematic representation of a given market(eg Golden Gate Bridge Searrsquos Tower etc)
RECOMMENDATION 3
OBSERVATIONRight before the LA launch some details were uncoveredby an Engadget editor who wrote a speculative piece
about the 4G LTE roll out This coverage generated asignificant amount of conversation before the launchthat occurred several weeks later (Reference Report Pg 21)
ACTION ITEM 1In order to create pre-buzz Sprint should considerannouncing 4G LTE cities in groups 2 weeks beforeturning on the switch On the day of launch a localizedrelease with supplementary content should be sharedon Sprint channels
ldquoTEASINGrdquo STRATEGYBy releasing some information about 4G LTE launches Sprint will garner significant pre-buzz that will help buildexcitement for the actual roll out
ACTION ITEM 2Use posts to help build anticipation for 4G LTE rolloutsFor example share Tweets that ask the community to
guess which city is next to receive 4G LTE from a fewoptions Provide hints that will generate conversationand buzz before the official announcement
ACTION ITEM 3Leverage tech influencers to promote SprintLTE in localmarkets by engaging with them before their area officiallyreceives LTE coverage
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 2628
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
26
RECOMMENDATION 4TARGET CONVERSATIONSMost people do not like their wireless carrier and are pretty vocal about it By using promoted TweetsSprint can target these conversations and put offers in front of these unhappy customers encouragingthem to switch networks
OBSERVATIONVerizon seems to be targeting negative conversation that includes their competitors with promoted Tweets
The messaging could vary based on the issue at hand be it device related network related or otherwise
RECOMMENDATION 5
OBSERVATIONNew device announcements are a huge driver of 4GLTE conversation T-Mobile saw significant volume andlongevity related to iPhone 5 announcement (ReferenceReport Pg 12)
LEVERAGE DEVICE ANNOUNCEMENTS
By leveraging new device announcements Sprint can raise awareness for new 4G LTE markets and gain share ofvoice
ACTIONCreate more content featuring 4G LTE enabled devicesand insert 4G LTE expansion info into new device releases
NEXT STEPSTHE NEXT REPORT WILL INCLUDE
1 Further analysis on the June 17th announcements
2 New insights from July announcements
3 More analysis on ATampTrsquos localized announcement strategy
4 Additional recommendations based on additional data input
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 2728
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
27
APPENDIX
Note conversation on the brand pages occurred on blogs and forums
that are a part of the sites including customer service and FAQ pages
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 73013 ndash 8613 Mentions 31585 posts
Sprint ATampT and T-Mobile generated the majority of their conversation across Twitter though forums andblogs made up 10-20 of conversation While Sprintrsquos top source was its own website the two competitorsrsquo topsource was callercom
TWITTER 78
FORUMS 12
BLOGS 5
FACEBOOK lt1
NEWS 4
COMMENTS lt1
TWITTER 77
FORUMS 8
BLOGS 8
FACEBOOK lt1
NEWS 6
COMMENTS lt1
TWITTER 85
FORUMS 7
BLOGS 5
FACEBOOK lt1
NEWS 3
COMMENTS lt1
Top Blogs News and Forums
SPRINTCOM 2900
AD983085HOC983085NEWSDE 166
BLOGSPOTCOM 161
YAHOOCOM 150
SPRINTUSERSCOM 136
REDDITCOM 126
STLOUISNEWSNET 118
Top Blogs News and Forums
CALLERCOM 333
ATTCOM 255
YAHOOCOM 222
REDDITCOM 191
MACRUMORSCOM 172
WPCENTRALCOM 156
BLOGSPOTCOM 135
Top Blogs News and Forums
CALLERCOM 370
REDDITCOM 223
WPCENTRALCOM 169
YAHOOCOM 156
MACRUMORSCOM 149
ANDROIDFORUMSCOM 117
CRACKBERRYCOM 107
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 2828
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 1828
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
18
0
50
100
150
200
250
300
350
2 7
1 3
2 1 4
1 3
2 2 1
1 3
2 2 8
1 3
3 7
1 3
3 1 4
1 3
3 2 1
1 3
3 2 8
1 3
4 4
1 3
4 1 1
1 3
4 1 8
1 3
4 2 5
1 3
5 2
1 3
5 9
1 3
5 1 6
1 3
5 2 3
1 3
5 3 0
1 3
6 6
1 3
6 1 3
1 3
6 2 0
1 3
6 2 7
1 3
7 4
1 3
7 1 1
1 3
7 1 8
1 3
7 2 5
1 3
8 1
1 3
BROOKLYNBRONX NETWORK BUZZ OVER TIME
Mentions are posts which contain mentions of Sprint 4G LTE service or announcements within The Bronx and Brooklyn NY
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 2713 ndash 8613 Mentions 1038 posts
Sprintrsquos BronxBrooklyn teaser was successful in driving buzz prior to the actual launch of 4G LTE in the twomarkets On July 24th Sprint released a press release stating that in less than a week 4G LTE will be turned on in thetwo locations driving conversation that was eight times higher than conversation on the actual launch date This teaserincreased positive conversation in these locations about Sprint and was able to sustain this positive conversation through
the announcement and the week following
SPRINT ANNOUNCES THAT LTE WILL BE LIVE IN THE BRONX AND BROOKLYN72413
SPRINT TURNS UP 4G LTE IN 41 MORE LOCATIONS73013
1
The announcement stating that 4G LTE service would become available in the Bronx and Brooklyn generatedsignificantly more buzz than the actual day that the service was turned on Leading up to the announcementpositive sentiment surrounding Sprint in the Bronx and Brooklyn was less than 50 Once the press release wasshared positive sentiment increased to two-thirds of Bronx and Brooklyn conversation
2Sprint turned on LTE in the Bronx and Brooklyn on July 30th The date that the service was turned ondid not generate significant buzz in comparison to the teaser that it would be coming By releasing theteaser announcement as a press release Sprint cannibalized the buzz that would have come on the actualannouncement day Sprint also failed to highlight the Bronx adn Brooklyn on the day of the announcement byhiding the two cities within the larger press release with the additional 39 markets
POSITIVE 58 NEUTRAL 35 NEGATIVE 7
ldquo ldquo4G LTE in Brooklyn now finally Sprint sheeshrdquo ndash powderican
Finally LTE for Sprint launched in the Bronx todayrdquondash iRawriLaugh
0
10
20
30
40
50
2
7 1 3
2 1 4
1 3
2 2 1
1 3
2 2 8
1 3
3
7 1 3
3 1 4
1 3
3 2 1
1 3
3 2 8
1 3
4
4 1 3
4 1 1
1 3
4 1 8
1 3
4 2 5
1 3
5
2 1 3
5
9 1 3
5 1 6
1 3
5 2 3
1 3
5 3 0
1 3
6
6 1 3
6 1 3
1 3
6 2 0
1 3
6 2 7
1 3
7
4 1 3
7 1 1
1 3
7 1 8
1 3
7 2 5
1 3
8
1 1 3
2
1
6733lt1
6138lt1
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 1928
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
19
0
20
40
60
80
100
2 7
1 3
2 1 4 1 3
2 2 1 1 3
2 2 8 1 3
3 7
1 3
3 1 4 1 3
3 2 1 1 3
3 2 8 1 3
4 4 1 3
4 1 1 1 3
4 1 8 1 3
4 2 5
1 3
5 2 1 3
5 9 1 3
5 1 6 1 3
5 2 3 1 3
5 3 0 1 3
6 6 1 3
6 1 3 1 3
6 2 0 1 3
6 2 7
1 3
7 4 1 3
7 1 1 1 3
7 1 8 1 3
7 2 5
1 3
8 1 1 3
SPRINT TURNS UP 4G LTE IN 41 MORE LOCATIONS73013
PHILADELPHIA NETWORK BUZZ OVER TIME
Mentions are posts which contain mentions of Sprint 4G LTE service or announcements within Philadelphia
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 2713 ndash 8613 Mentions 563 posts
1
Sprintrsquos announcement in Philadelphia was the least successful at driving positive sentiment when compared tothe other markets analyzed The day of the announcement generated only 50 positive sentiment within Philadelphiahowever like the other markets negative sentiment remained minimal After the announcement positive sentimentstayed consistently around 50 while negative sentiment slowly increased as people became frustrated or experienced
problems with LTE
Philadelphia was the second largest city to receive 4G LTE and 3G improvements on July 30th The citygenerated about half of the network buzz that the Bronx and Brooklyn did over the same time period but onthe day of the actual announcement Philadelphia saw three times as much buzz as the two New York citiesBecause Philadelphia did not have a teaser announcement like the Bronx and Brooklyn when LTE was turnedon it was the first people in the city heard of the enhancements The launch of LTE service in Philadelphia
was not locally covered within the city and only saw mentions by larger publications that discussed theannouncement at large If the Philadelphia announcement was localized similar to ATampTrsquos the city would havegenerated more significant buzz
1
POSITIVE 58 NEUTRAL 27 NEGATIVE 15
ldquo ldquoOh Yessss gtgtgt Sprint extends LTE coverage to 41 newmarkets - New markets in Philadelphia Portland Oreand Oak httptcoVGmmc5HFazrdquo ndash ronstew
LOLsprint LTE in Philadelphia was supposed to becompleted by this past January Irsquom so glad I switchedto TMobilerdquo ndash ricankng787
ldquo ldquoEnjoying the great 4G LTE speeds from Sprint niceto see speeds like this sprintLTE sprint httptco j290tVjZeFrdquo ndash steven_2320
Mine sucks tho RT SimplyCecilia RT sprint Our 4GLTE now is in 151 cities nationwide includingNashville Philadelphia and Oaklandrdquo ndash b_eternal757
0
10
20
30
40
2 7
1 3
2 1 4
1 3
2 2 1
1 3
2 2 8
1 3
3 7
1 3
3 1 4
1 3
3 2 1
1 3
3 2 8
1 3
4 4
1 3
4 1 1
1 3
4 1 8
1 3
4 2 5
1 3
5 2
1 3
5 9
1 3
5 1 6
1 3
5 2 3
1 3
5 3 0
1 3
6 6
1 3
6 1 3
1 3
6 2 0
1 3
6 2 7
1 3
7 4
1 3
7 1 1
1 3
7 1 8
1 3
7 2 5
1 3
8 1
1 3
51463
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 2028
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
20
0
10
20
30
40
50
60
70
2 7 1 3
2 1 4
1 3
2 2 1
1 3
2 2 8
1 3
3 7 1 3
3 1 4
1 3
3 2 1
1 3
3 2 8
1 3
4 4 1 3
4 1 1
1 3
4 1 8
1 3
4 2 5
1 3
5 2 1 3
5 9 1 3
5 1 6
1 3
5 2 3
1 3
5 3 0
1 3
6 6 1 3
6 1 3
1 3
6 2 0
1 3
6 2 7
1 3
7 4 1 3
7 1 1
1 3
7 1 8
1 3
7 2 5
1 3
8 1 1 3
ADDITIONAL CITIES NETWORK BUZZ OVER TIME
Note Percentages may not add to 100 due to rounding
Mentions are posts which contain mentions of Sprint 4G LTE service or announcements within the 20 highest population cities
Tulsa OK bull Oakland CA bull Laredo TX bull Durham N C bull Fayetteville NC bull Brownsville TX bull Fort L auderdale FL bull
Springfeld MA bull Salinas CA bull Pompano B each FL bull Flint MI bull Palm Coast FL bull Deerfeld Beach FL bull Harlingen T X bull
Jackson TN bull Daytona Beach FL bull Rocky Mount NC bull Ocala FL bull Port Charlotte FL bull Saginaw MI
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 2713 ndash 8613 Mentions 980 posts
The top 20 cities based on population within the July 30th announcement generated consistent spikes inconversation due to announcements in other markets Due to announcement markets being spread out across thecountry some of their neighboring markets had previously been a part of Sprint 4G LTE announcements These marketssaw spikes in conversation due to past announcements as customers discussed envy over their neighbors networks
The additional cities analyzed were the 20 cities in the announcement with the highest populations
SPRINT TURNS UP 4G LTE IN 41 MORE LOCATIONS73013
1
Conversation regarding the LTE announcements in these 20 cities waned in comparison to the Bronx andBrooklyn and Philadelphia People in these cities Retweeted the Sprint press releases and different newspublications announcing the markets Half of the conversation during the time of the announcement consistedof link sharing while 20 referenced Sprint On the day of the announcement positive sentiment morethan doubled while negative sentiment remained consistent Sprintrsquos SF Twitter handle Sprint4GLTE_SF was
unsuccessful at increasing buzz during this announcement which included Oakland CA a Bay Area city
ldquo ldquo About time ldquosprint Our 4GLTE now is in 151 citiesnationwide including Nashville Philadelphia andOakland httptcoZrEYTJKnOrdquo ndash hodariToure_PhD
My friends sprint launched 4G LTE in OaklandFremont and Hayward today what what ccSprint4GLTE_SFrdquo ndash Menace
1
POSITIVE 49 NEUTRAL 20 NEGATIVE 6
74206
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 2128
PART IVSPRINT INFLUENCERS
73013 ndash 8613
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 2228
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 2328
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
23
RECOMMENDATIONS
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 2428
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
24
RECOMMENDATION INTRO
RECOMMENDATION 1
All of the recommendations are designed toaccomplish three objectives
1 Amplify Sprintrsquos 4G LTE announcements
2 Gain Share of (4G LTE) Voice from competitors
3 Decrease negative sentiment toward Sprint acrossthe social web
OBSERVATIONATampT generates a significant amount of local press usingindividual announcements for each market These hitsare sharedpicked up not just by local media outletsbut also larger tech influencers We noticed with the right
rollout and executions this led to announcements beingdistributed on larger media sites like WSJcom
New markets are launched frequently (almost every week)which also sustains LTE conversation
ACTIONAnnouncement strategies should cater to local marketsSprint should create localized content as a ldquomodernrdquosupplement to press releases Video and infographiccontent is particularly effective (see content suggestionson Pg 29) To sustain conversation markets should be
announced with greater frequency
THE FOLLOWING RECOMMENDATIONS WERE DERIVED FROM THE SPRINT BASELINE ampJUNE ANNOUNCEMENT ANALYSIS AND THROUGH AN IN DEPTH AUDIT OF COMPETITORrsquoS4G LTE ANNOUNCEMENTS OVER THE SAME TIME PERIOD
LOCALIZED ANNOUNCEMENT STRATEGYSustain 4G LTE coverage conversation using a localized announcement strategy that leverages market specificpress releases and content
It is important to note that there are two analyses for thisassignment and that this report establishes a baselinecontext and a first look at the June announcementsWith more intelligence in the second report on the Juneannouncements as well as an additional set of data theserecommendations may gain greater focus and evolve
CONSIDERATIONWe understand that localizing and increasing the frequencyof the network coverage announcements requiresadditional output and resources however given Sprintrsquoschallenger position (in terms of number of markets with 4G
LTE coverage and share of voice on social) this approachcould create a valuable ROI
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 2528
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
25
RECOMMENDATION 2
OBSERVATION4G LTE announcements produce a short and sharp spikein conversation the day of then diminish during the daysfollowing as can in the 24 markets analyzed (See analyticsspike analysis Pg 19ndash23)
ACTION ITEM 1Prolong the spike in conversation using social contentand promoted posts designed to amplify 4G LTE chatterCreate hashtags that encourage people to participate in4G LTE announcement conversation
Ex ldquoToday Chicago became the 60th 4GLTE city Retweetif you love the speed of your SprintLTE devicerdquo
ACTION ITEM 2Use 4G LTE devices to take short videos of 4G LTE in actionin new markets
Ex Downloading a movie trailer in LA
LTE CONTENT STRATEGY4G LTE conversation spikes will last longer if a content strategy was applied to the announcements
ACTION ITEM 3Engage social following with giveaways that amplifythe LTE announcements Collect data and push dealsto people during the entry process
Ex Click on the map on the SprintLTE city you wouldlike to visit
CONSIDERATIONSprint has experimented with different content outputsFor example a video was created documenting theprogress in Chicago on the 4G LTE build out That localtouch is crucial and should be more than a reactive tactic
based on customer feedback Sprint should championthis as a proactive communications strategy Additionallyinfographics work well as dynamic and shareable socialcontent The interactive network map that exists onSprintrsquos website serves a specific purpose but does notlead to sharable social behavior Inforgraphics could becreated either ahead of a market launch or in conjunctionwith one The infographic could outline the coverage areaarticulate the benefits of Sprintrsquos 4G LTE approach or even
just leverage a thematic representation of a given market(eg Golden Gate Bridge Searrsquos Tower etc)
RECOMMENDATION 3
OBSERVATIONRight before the LA launch some details were uncoveredby an Engadget editor who wrote a speculative piece
about the 4G LTE roll out This coverage generated asignificant amount of conversation before the launchthat occurred several weeks later (Reference Report Pg 21)
ACTION ITEM 1In order to create pre-buzz Sprint should considerannouncing 4G LTE cities in groups 2 weeks beforeturning on the switch On the day of launch a localizedrelease with supplementary content should be sharedon Sprint channels
ldquoTEASINGrdquo STRATEGYBy releasing some information about 4G LTE launches Sprint will garner significant pre-buzz that will help buildexcitement for the actual roll out
ACTION ITEM 2Use posts to help build anticipation for 4G LTE rolloutsFor example share Tweets that ask the community to
guess which city is next to receive 4G LTE from a fewoptions Provide hints that will generate conversationand buzz before the official announcement
ACTION ITEM 3Leverage tech influencers to promote SprintLTE in localmarkets by engaging with them before their area officiallyreceives LTE coverage
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 2628
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
26
RECOMMENDATION 4TARGET CONVERSATIONSMost people do not like their wireless carrier and are pretty vocal about it By using promoted TweetsSprint can target these conversations and put offers in front of these unhappy customers encouragingthem to switch networks
OBSERVATIONVerizon seems to be targeting negative conversation that includes their competitors with promoted Tweets
The messaging could vary based on the issue at hand be it device related network related or otherwise
RECOMMENDATION 5
OBSERVATIONNew device announcements are a huge driver of 4GLTE conversation T-Mobile saw significant volume andlongevity related to iPhone 5 announcement (ReferenceReport Pg 12)
LEVERAGE DEVICE ANNOUNCEMENTS
By leveraging new device announcements Sprint can raise awareness for new 4G LTE markets and gain share ofvoice
ACTIONCreate more content featuring 4G LTE enabled devicesand insert 4G LTE expansion info into new device releases
NEXT STEPSTHE NEXT REPORT WILL INCLUDE
1 Further analysis on the June 17th announcements
2 New insights from July announcements
3 More analysis on ATampTrsquos localized announcement strategy
4 Additional recommendations based on additional data input
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 2728
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
27
APPENDIX
Note conversation on the brand pages occurred on blogs and forums
that are a part of the sites including customer service and FAQ pages
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 73013 ndash 8613 Mentions 31585 posts
Sprint ATampT and T-Mobile generated the majority of their conversation across Twitter though forums andblogs made up 10-20 of conversation While Sprintrsquos top source was its own website the two competitorsrsquo topsource was callercom
TWITTER 78
FORUMS 12
BLOGS 5
FACEBOOK lt1
NEWS 4
COMMENTS lt1
TWITTER 77
FORUMS 8
BLOGS 8
FACEBOOK lt1
NEWS 6
COMMENTS lt1
TWITTER 85
FORUMS 7
BLOGS 5
FACEBOOK lt1
NEWS 3
COMMENTS lt1
Top Blogs News and Forums
SPRINTCOM 2900
AD983085HOC983085NEWSDE 166
BLOGSPOTCOM 161
YAHOOCOM 150
SPRINTUSERSCOM 136
REDDITCOM 126
STLOUISNEWSNET 118
Top Blogs News and Forums
CALLERCOM 333
ATTCOM 255
YAHOOCOM 222
REDDITCOM 191
MACRUMORSCOM 172
WPCENTRALCOM 156
BLOGSPOTCOM 135
Top Blogs News and Forums
CALLERCOM 370
REDDITCOM 223
WPCENTRALCOM 169
YAHOOCOM 156
MACRUMORSCOM 149
ANDROIDFORUMSCOM 117
CRACKBERRYCOM 107
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 2828
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 1928
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
19
0
20
40
60
80
100
2 7
1 3
2 1 4 1 3
2 2 1 1 3
2 2 8 1 3
3 7
1 3
3 1 4 1 3
3 2 1 1 3
3 2 8 1 3
4 4 1 3
4 1 1 1 3
4 1 8 1 3
4 2 5
1 3
5 2 1 3
5 9 1 3
5 1 6 1 3
5 2 3 1 3
5 3 0 1 3
6 6 1 3
6 1 3 1 3
6 2 0 1 3
6 2 7
1 3
7 4 1 3
7 1 1 1 3
7 1 8 1 3
7 2 5
1 3
8 1 1 3
SPRINT TURNS UP 4G LTE IN 41 MORE LOCATIONS73013
PHILADELPHIA NETWORK BUZZ OVER TIME
Mentions are posts which contain mentions of Sprint 4G LTE service or announcements within Philadelphia
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 2713 ndash 8613 Mentions 563 posts
1
Sprintrsquos announcement in Philadelphia was the least successful at driving positive sentiment when compared tothe other markets analyzed The day of the announcement generated only 50 positive sentiment within Philadelphiahowever like the other markets negative sentiment remained minimal After the announcement positive sentimentstayed consistently around 50 while negative sentiment slowly increased as people became frustrated or experienced
problems with LTE
Philadelphia was the second largest city to receive 4G LTE and 3G improvements on July 30th The citygenerated about half of the network buzz that the Bronx and Brooklyn did over the same time period but onthe day of the actual announcement Philadelphia saw three times as much buzz as the two New York citiesBecause Philadelphia did not have a teaser announcement like the Bronx and Brooklyn when LTE was turnedon it was the first people in the city heard of the enhancements The launch of LTE service in Philadelphia
was not locally covered within the city and only saw mentions by larger publications that discussed theannouncement at large If the Philadelphia announcement was localized similar to ATampTrsquos the city would havegenerated more significant buzz
1
POSITIVE 58 NEUTRAL 27 NEGATIVE 15
ldquo ldquoOh Yessss gtgtgt Sprint extends LTE coverage to 41 newmarkets - New markets in Philadelphia Portland Oreand Oak httptcoVGmmc5HFazrdquo ndash ronstew
LOLsprint LTE in Philadelphia was supposed to becompleted by this past January Irsquom so glad I switchedto TMobilerdquo ndash ricankng787
ldquo ldquoEnjoying the great 4G LTE speeds from Sprint niceto see speeds like this sprintLTE sprint httptco j290tVjZeFrdquo ndash steven_2320
Mine sucks tho RT SimplyCecilia RT sprint Our 4GLTE now is in 151 cities nationwide includingNashville Philadelphia and Oaklandrdquo ndash b_eternal757
0
10
20
30
40
2 7
1 3
2 1 4
1 3
2 2 1
1 3
2 2 8
1 3
3 7
1 3
3 1 4
1 3
3 2 1
1 3
3 2 8
1 3
4 4
1 3
4 1 1
1 3
4 1 8
1 3
4 2 5
1 3
5 2
1 3
5 9
1 3
5 1 6
1 3
5 2 3
1 3
5 3 0
1 3
6 6
1 3
6 1 3
1 3
6 2 0
1 3
6 2 7
1 3
7 4
1 3
7 1 1
1 3
7 1 8
1 3
7 2 5
1 3
8 1
1 3
51463
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 2028
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
20
0
10
20
30
40
50
60
70
2 7 1 3
2 1 4
1 3
2 2 1
1 3
2 2 8
1 3
3 7 1 3
3 1 4
1 3
3 2 1
1 3
3 2 8
1 3
4 4 1 3
4 1 1
1 3
4 1 8
1 3
4 2 5
1 3
5 2 1 3
5 9 1 3
5 1 6
1 3
5 2 3
1 3
5 3 0
1 3
6 6 1 3
6 1 3
1 3
6 2 0
1 3
6 2 7
1 3
7 4 1 3
7 1 1
1 3
7 1 8
1 3
7 2 5
1 3
8 1 1 3
ADDITIONAL CITIES NETWORK BUZZ OVER TIME
Note Percentages may not add to 100 due to rounding
Mentions are posts which contain mentions of Sprint 4G LTE service or announcements within the 20 highest population cities
Tulsa OK bull Oakland CA bull Laredo TX bull Durham N C bull Fayetteville NC bull Brownsville TX bull Fort L auderdale FL bull
Springfeld MA bull Salinas CA bull Pompano B each FL bull Flint MI bull Palm Coast FL bull Deerfeld Beach FL bull Harlingen T X bull
Jackson TN bull Daytona Beach FL bull Rocky Mount NC bull Ocala FL bull Port Charlotte FL bull Saginaw MI
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 2713 ndash 8613 Mentions 980 posts
The top 20 cities based on population within the July 30th announcement generated consistent spikes inconversation due to announcements in other markets Due to announcement markets being spread out across thecountry some of their neighboring markets had previously been a part of Sprint 4G LTE announcements These marketssaw spikes in conversation due to past announcements as customers discussed envy over their neighbors networks
The additional cities analyzed were the 20 cities in the announcement with the highest populations
SPRINT TURNS UP 4G LTE IN 41 MORE LOCATIONS73013
1
Conversation regarding the LTE announcements in these 20 cities waned in comparison to the Bronx andBrooklyn and Philadelphia People in these cities Retweeted the Sprint press releases and different newspublications announcing the markets Half of the conversation during the time of the announcement consistedof link sharing while 20 referenced Sprint On the day of the announcement positive sentiment morethan doubled while negative sentiment remained consistent Sprintrsquos SF Twitter handle Sprint4GLTE_SF was
unsuccessful at increasing buzz during this announcement which included Oakland CA a Bay Area city
ldquo ldquo About time ldquosprint Our 4GLTE now is in 151 citiesnationwide including Nashville Philadelphia andOakland httptcoZrEYTJKnOrdquo ndash hodariToure_PhD
My friends sprint launched 4G LTE in OaklandFremont and Hayward today what what ccSprint4GLTE_SFrdquo ndash Menace
1
POSITIVE 49 NEUTRAL 20 NEGATIVE 6
74206
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 2128
PART IVSPRINT INFLUENCERS
73013 ndash 8613
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 2228
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 2328
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
23
RECOMMENDATIONS
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 2428
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
24
RECOMMENDATION INTRO
RECOMMENDATION 1
All of the recommendations are designed toaccomplish three objectives
1 Amplify Sprintrsquos 4G LTE announcements
2 Gain Share of (4G LTE) Voice from competitors
3 Decrease negative sentiment toward Sprint acrossthe social web
OBSERVATIONATampT generates a significant amount of local press usingindividual announcements for each market These hitsare sharedpicked up not just by local media outletsbut also larger tech influencers We noticed with the right
rollout and executions this led to announcements beingdistributed on larger media sites like WSJcom
New markets are launched frequently (almost every week)which also sustains LTE conversation
ACTIONAnnouncement strategies should cater to local marketsSprint should create localized content as a ldquomodernrdquosupplement to press releases Video and infographiccontent is particularly effective (see content suggestionson Pg 29) To sustain conversation markets should be
announced with greater frequency
THE FOLLOWING RECOMMENDATIONS WERE DERIVED FROM THE SPRINT BASELINE ampJUNE ANNOUNCEMENT ANALYSIS AND THROUGH AN IN DEPTH AUDIT OF COMPETITORrsquoS4G LTE ANNOUNCEMENTS OVER THE SAME TIME PERIOD
LOCALIZED ANNOUNCEMENT STRATEGYSustain 4G LTE coverage conversation using a localized announcement strategy that leverages market specificpress releases and content
It is important to note that there are two analyses for thisassignment and that this report establishes a baselinecontext and a first look at the June announcementsWith more intelligence in the second report on the Juneannouncements as well as an additional set of data theserecommendations may gain greater focus and evolve
CONSIDERATIONWe understand that localizing and increasing the frequencyof the network coverage announcements requiresadditional output and resources however given Sprintrsquoschallenger position (in terms of number of markets with 4G
LTE coverage and share of voice on social) this approachcould create a valuable ROI
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 2528
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
25
RECOMMENDATION 2
OBSERVATION4G LTE announcements produce a short and sharp spikein conversation the day of then diminish during the daysfollowing as can in the 24 markets analyzed (See analyticsspike analysis Pg 19ndash23)
ACTION ITEM 1Prolong the spike in conversation using social contentand promoted posts designed to amplify 4G LTE chatterCreate hashtags that encourage people to participate in4G LTE announcement conversation
Ex ldquoToday Chicago became the 60th 4GLTE city Retweetif you love the speed of your SprintLTE devicerdquo
ACTION ITEM 2Use 4G LTE devices to take short videos of 4G LTE in actionin new markets
Ex Downloading a movie trailer in LA
LTE CONTENT STRATEGY4G LTE conversation spikes will last longer if a content strategy was applied to the announcements
ACTION ITEM 3Engage social following with giveaways that amplifythe LTE announcements Collect data and push dealsto people during the entry process
Ex Click on the map on the SprintLTE city you wouldlike to visit
CONSIDERATIONSprint has experimented with different content outputsFor example a video was created documenting theprogress in Chicago on the 4G LTE build out That localtouch is crucial and should be more than a reactive tactic
based on customer feedback Sprint should championthis as a proactive communications strategy Additionallyinfographics work well as dynamic and shareable socialcontent The interactive network map that exists onSprintrsquos website serves a specific purpose but does notlead to sharable social behavior Inforgraphics could becreated either ahead of a market launch or in conjunctionwith one The infographic could outline the coverage areaarticulate the benefits of Sprintrsquos 4G LTE approach or even
just leverage a thematic representation of a given market(eg Golden Gate Bridge Searrsquos Tower etc)
RECOMMENDATION 3
OBSERVATIONRight before the LA launch some details were uncoveredby an Engadget editor who wrote a speculative piece
about the 4G LTE roll out This coverage generated asignificant amount of conversation before the launchthat occurred several weeks later (Reference Report Pg 21)
ACTION ITEM 1In order to create pre-buzz Sprint should considerannouncing 4G LTE cities in groups 2 weeks beforeturning on the switch On the day of launch a localizedrelease with supplementary content should be sharedon Sprint channels
ldquoTEASINGrdquo STRATEGYBy releasing some information about 4G LTE launches Sprint will garner significant pre-buzz that will help buildexcitement for the actual roll out
ACTION ITEM 2Use posts to help build anticipation for 4G LTE rolloutsFor example share Tweets that ask the community to
guess which city is next to receive 4G LTE from a fewoptions Provide hints that will generate conversationand buzz before the official announcement
ACTION ITEM 3Leverage tech influencers to promote SprintLTE in localmarkets by engaging with them before their area officiallyreceives LTE coverage
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 2628
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
26
RECOMMENDATION 4TARGET CONVERSATIONSMost people do not like their wireless carrier and are pretty vocal about it By using promoted TweetsSprint can target these conversations and put offers in front of these unhappy customers encouragingthem to switch networks
OBSERVATIONVerizon seems to be targeting negative conversation that includes their competitors with promoted Tweets
The messaging could vary based on the issue at hand be it device related network related or otherwise
RECOMMENDATION 5
OBSERVATIONNew device announcements are a huge driver of 4GLTE conversation T-Mobile saw significant volume andlongevity related to iPhone 5 announcement (ReferenceReport Pg 12)
LEVERAGE DEVICE ANNOUNCEMENTS
By leveraging new device announcements Sprint can raise awareness for new 4G LTE markets and gain share ofvoice
ACTIONCreate more content featuring 4G LTE enabled devicesand insert 4G LTE expansion info into new device releases
NEXT STEPSTHE NEXT REPORT WILL INCLUDE
1 Further analysis on the June 17th announcements
2 New insights from July announcements
3 More analysis on ATampTrsquos localized announcement strategy
4 Additional recommendations based on additional data input
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 2728
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
27
APPENDIX
Note conversation on the brand pages occurred on blogs and forums
that are a part of the sites including customer service and FAQ pages
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 73013 ndash 8613 Mentions 31585 posts
Sprint ATampT and T-Mobile generated the majority of their conversation across Twitter though forums andblogs made up 10-20 of conversation While Sprintrsquos top source was its own website the two competitorsrsquo topsource was callercom
TWITTER 78
FORUMS 12
BLOGS 5
FACEBOOK lt1
NEWS 4
COMMENTS lt1
TWITTER 77
FORUMS 8
BLOGS 8
FACEBOOK lt1
NEWS 6
COMMENTS lt1
TWITTER 85
FORUMS 7
BLOGS 5
FACEBOOK lt1
NEWS 3
COMMENTS lt1
Top Blogs News and Forums
SPRINTCOM 2900
AD983085HOC983085NEWSDE 166
BLOGSPOTCOM 161
YAHOOCOM 150
SPRINTUSERSCOM 136
REDDITCOM 126
STLOUISNEWSNET 118
Top Blogs News and Forums
CALLERCOM 333
ATTCOM 255
YAHOOCOM 222
REDDITCOM 191
MACRUMORSCOM 172
WPCENTRALCOM 156
BLOGSPOTCOM 135
Top Blogs News and Forums
CALLERCOM 370
REDDITCOM 223
WPCENTRALCOM 169
YAHOOCOM 156
MACRUMORSCOM 149
ANDROIDFORUMSCOM 117
CRACKBERRYCOM 107
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 2828
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 2028
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
20
0
10
20
30
40
50
60
70
2 7 1 3
2 1 4
1 3
2 2 1
1 3
2 2 8
1 3
3 7 1 3
3 1 4
1 3
3 2 1
1 3
3 2 8
1 3
4 4 1 3
4 1 1
1 3
4 1 8
1 3
4 2 5
1 3
5 2 1 3
5 9 1 3
5 1 6
1 3
5 2 3
1 3
5 3 0
1 3
6 6 1 3
6 1 3
1 3
6 2 0
1 3
6 2 7
1 3
7 4 1 3
7 1 1
1 3
7 1 8
1 3
7 2 5
1 3
8 1 1 3
ADDITIONAL CITIES NETWORK BUZZ OVER TIME
Note Percentages may not add to 100 due to rounding
Mentions are posts which contain mentions of Sprint 4G LTE service or announcements within the 20 highest population cities
Tulsa OK bull Oakland CA bull Laredo TX bull Durham N C bull Fayetteville NC bull Brownsville TX bull Fort L auderdale FL bull
Springfeld MA bull Salinas CA bull Pompano B each FL bull Flint MI bull Palm Coast FL bull Deerfeld Beach FL bull Harlingen T X bull
Jackson TN bull Daytona Beach FL bull Rocky Mount NC bull Ocala FL bull Port Charlotte FL bull Saginaw MI
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 2713 ndash 8613 Mentions 980 posts
The top 20 cities based on population within the July 30th announcement generated consistent spikes inconversation due to announcements in other markets Due to announcement markets being spread out across thecountry some of their neighboring markets had previously been a part of Sprint 4G LTE announcements These marketssaw spikes in conversation due to past announcements as customers discussed envy over their neighbors networks
The additional cities analyzed were the 20 cities in the announcement with the highest populations
SPRINT TURNS UP 4G LTE IN 41 MORE LOCATIONS73013
1
Conversation regarding the LTE announcements in these 20 cities waned in comparison to the Bronx andBrooklyn and Philadelphia People in these cities Retweeted the Sprint press releases and different newspublications announcing the markets Half of the conversation during the time of the announcement consistedof link sharing while 20 referenced Sprint On the day of the announcement positive sentiment morethan doubled while negative sentiment remained consistent Sprintrsquos SF Twitter handle Sprint4GLTE_SF was
unsuccessful at increasing buzz during this announcement which included Oakland CA a Bay Area city
ldquo ldquo About time ldquosprint Our 4GLTE now is in 151 citiesnationwide including Nashville Philadelphia andOakland httptcoZrEYTJKnOrdquo ndash hodariToure_PhD
My friends sprint launched 4G LTE in OaklandFremont and Hayward today what what ccSprint4GLTE_SFrdquo ndash Menace
1
POSITIVE 49 NEUTRAL 20 NEGATIVE 6
74206
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 2128
PART IVSPRINT INFLUENCERS
73013 ndash 8613
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 2228
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 2328
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
23
RECOMMENDATIONS
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 2428
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
24
RECOMMENDATION INTRO
RECOMMENDATION 1
All of the recommendations are designed toaccomplish three objectives
1 Amplify Sprintrsquos 4G LTE announcements
2 Gain Share of (4G LTE) Voice from competitors
3 Decrease negative sentiment toward Sprint acrossthe social web
OBSERVATIONATampT generates a significant amount of local press usingindividual announcements for each market These hitsare sharedpicked up not just by local media outletsbut also larger tech influencers We noticed with the right
rollout and executions this led to announcements beingdistributed on larger media sites like WSJcom
New markets are launched frequently (almost every week)which also sustains LTE conversation
ACTIONAnnouncement strategies should cater to local marketsSprint should create localized content as a ldquomodernrdquosupplement to press releases Video and infographiccontent is particularly effective (see content suggestionson Pg 29) To sustain conversation markets should be
announced with greater frequency
THE FOLLOWING RECOMMENDATIONS WERE DERIVED FROM THE SPRINT BASELINE ampJUNE ANNOUNCEMENT ANALYSIS AND THROUGH AN IN DEPTH AUDIT OF COMPETITORrsquoS4G LTE ANNOUNCEMENTS OVER THE SAME TIME PERIOD
LOCALIZED ANNOUNCEMENT STRATEGYSustain 4G LTE coverage conversation using a localized announcement strategy that leverages market specificpress releases and content
It is important to note that there are two analyses for thisassignment and that this report establishes a baselinecontext and a first look at the June announcementsWith more intelligence in the second report on the Juneannouncements as well as an additional set of data theserecommendations may gain greater focus and evolve
CONSIDERATIONWe understand that localizing and increasing the frequencyof the network coverage announcements requiresadditional output and resources however given Sprintrsquoschallenger position (in terms of number of markets with 4G
LTE coverage and share of voice on social) this approachcould create a valuable ROI
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 2528
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
25
RECOMMENDATION 2
OBSERVATION4G LTE announcements produce a short and sharp spikein conversation the day of then diminish during the daysfollowing as can in the 24 markets analyzed (See analyticsspike analysis Pg 19ndash23)
ACTION ITEM 1Prolong the spike in conversation using social contentand promoted posts designed to amplify 4G LTE chatterCreate hashtags that encourage people to participate in4G LTE announcement conversation
Ex ldquoToday Chicago became the 60th 4GLTE city Retweetif you love the speed of your SprintLTE devicerdquo
ACTION ITEM 2Use 4G LTE devices to take short videos of 4G LTE in actionin new markets
Ex Downloading a movie trailer in LA
LTE CONTENT STRATEGY4G LTE conversation spikes will last longer if a content strategy was applied to the announcements
ACTION ITEM 3Engage social following with giveaways that amplifythe LTE announcements Collect data and push dealsto people during the entry process
Ex Click on the map on the SprintLTE city you wouldlike to visit
CONSIDERATIONSprint has experimented with different content outputsFor example a video was created documenting theprogress in Chicago on the 4G LTE build out That localtouch is crucial and should be more than a reactive tactic
based on customer feedback Sprint should championthis as a proactive communications strategy Additionallyinfographics work well as dynamic and shareable socialcontent The interactive network map that exists onSprintrsquos website serves a specific purpose but does notlead to sharable social behavior Inforgraphics could becreated either ahead of a market launch or in conjunctionwith one The infographic could outline the coverage areaarticulate the benefits of Sprintrsquos 4G LTE approach or even
just leverage a thematic representation of a given market(eg Golden Gate Bridge Searrsquos Tower etc)
RECOMMENDATION 3
OBSERVATIONRight before the LA launch some details were uncoveredby an Engadget editor who wrote a speculative piece
about the 4G LTE roll out This coverage generated asignificant amount of conversation before the launchthat occurred several weeks later (Reference Report Pg 21)
ACTION ITEM 1In order to create pre-buzz Sprint should considerannouncing 4G LTE cities in groups 2 weeks beforeturning on the switch On the day of launch a localizedrelease with supplementary content should be sharedon Sprint channels
ldquoTEASINGrdquo STRATEGYBy releasing some information about 4G LTE launches Sprint will garner significant pre-buzz that will help buildexcitement for the actual roll out
ACTION ITEM 2Use posts to help build anticipation for 4G LTE rolloutsFor example share Tweets that ask the community to
guess which city is next to receive 4G LTE from a fewoptions Provide hints that will generate conversationand buzz before the official announcement
ACTION ITEM 3Leverage tech influencers to promote SprintLTE in localmarkets by engaging with them before their area officiallyreceives LTE coverage
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 2628
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
26
RECOMMENDATION 4TARGET CONVERSATIONSMost people do not like their wireless carrier and are pretty vocal about it By using promoted TweetsSprint can target these conversations and put offers in front of these unhappy customers encouragingthem to switch networks
OBSERVATIONVerizon seems to be targeting negative conversation that includes their competitors with promoted Tweets
The messaging could vary based on the issue at hand be it device related network related or otherwise
RECOMMENDATION 5
OBSERVATIONNew device announcements are a huge driver of 4GLTE conversation T-Mobile saw significant volume andlongevity related to iPhone 5 announcement (ReferenceReport Pg 12)
LEVERAGE DEVICE ANNOUNCEMENTS
By leveraging new device announcements Sprint can raise awareness for new 4G LTE markets and gain share ofvoice
ACTIONCreate more content featuring 4G LTE enabled devicesand insert 4G LTE expansion info into new device releases
NEXT STEPSTHE NEXT REPORT WILL INCLUDE
1 Further analysis on the June 17th announcements
2 New insights from July announcements
3 More analysis on ATampTrsquos localized announcement strategy
4 Additional recommendations based on additional data input
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 2728
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
27
APPENDIX
Note conversation on the brand pages occurred on blogs and forums
that are a part of the sites including customer service and FAQ pages
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 73013 ndash 8613 Mentions 31585 posts
Sprint ATampT and T-Mobile generated the majority of their conversation across Twitter though forums andblogs made up 10-20 of conversation While Sprintrsquos top source was its own website the two competitorsrsquo topsource was callercom
TWITTER 78
FORUMS 12
BLOGS 5
FACEBOOK lt1
NEWS 4
COMMENTS lt1
TWITTER 77
FORUMS 8
BLOGS 8
FACEBOOK lt1
NEWS 6
COMMENTS lt1
TWITTER 85
FORUMS 7
BLOGS 5
FACEBOOK lt1
NEWS 3
COMMENTS lt1
Top Blogs News and Forums
SPRINTCOM 2900
AD983085HOC983085NEWSDE 166
BLOGSPOTCOM 161
YAHOOCOM 150
SPRINTUSERSCOM 136
REDDITCOM 126
STLOUISNEWSNET 118
Top Blogs News and Forums
CALLERCOM 333
ATTCOM 255
YAHOOCOM 222
REDDITCOM 191
MACRUMORSCOM 172
WPCENTRALCOM 156
BLOGSPOTCOM 135
Top Blogs News and Forums
CALLERCOM 370
REDDITCOM 223
WPCENTRALCOM 169
YAHOOCOM 156
MACRUMORSCOM 149
ANDROIDFORUMSCOM 117
CRACKBERRYCOM 107
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 2828
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 2128
PART IVSPRINT INFLUENCERS
73013 ndash 8613
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 2228
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 2328
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
23
RECOMMENDATIONS
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 2428
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
24
RECOMMENDATION INTRO
RECOMMENDATION 1
All of the recommendations are designed toaccomplish three objectives
1 Amplify Sprintrsquos 4G LTE announcements
2 Gain Share of (4G LTE) Voice from competitors
3 Decrease negative sentiment toward Sprint acrossthe social web
OBSERVATIONATampT generates a significant amount of local press usingindividual announcements for each market These hitsare sharedpicked up not just by local media outletsbut also larger tech influencers We noticed with the right
rollout and executions this led to announcements beingdistributed on larger media sites like WSJcom
New markets are launched frequently (almost every week)which also sustains LTE conversation
ACTIONAnnouncement strategies should cater to local marketsSprint should create localized content as a ldquomodernrdquosupplement to press releases Video and infographiccontent is particularly effective (see content suggestionson Pg 29) To sustain conversation markets should be
announced with greater frequency
THE FOLLOWING RECOMMENDATIONS WERE DERIVED FROM THE SPRINT BASELINE ampJUNE ANNOUNCEMENT ANALYSIS AND THROUGH AN IN DEPTH AUDIT OF COMPETITORrsquoS4G LTE ANNOUNCEMENTS OVER THE SAME TIME PERIOD
LOCALIZED ANNOUNCEMENT STRATEGYSustain 4G LTE coverage conversation using a localized announcement strategy that leverages market specificpress releases and content
It is important to note that there are two analyses for thisassignment and that this report establishes a baselinecontext and a first look at the June announcementsWith more intelligence in the second report on the Juneannouncements as well as an additional set of data theserecommendations may gain greater focus and evolve
CONSIDERATIONWe understand that localizing and increasing the frequencyof the network coverage announcements requiresadditional output and resources however given Sprintrsquoschallenger position (in terms of number of markets with 4G
LTE coverage and share of voice on social) this approachcould create a valuable ROI
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 2528
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
25
RECOMMENDATION 2
OBSERVATION4G LTE announcements produce a short and sharp spikein conversation the day of then diminish during the daysfollowing as can in the 24 markets analyzed (See analyticsspike analysis Pg 19ndash23)
ACTION ITEM 1Prolong the spike in conversation using social contentand promoted posts designed to amplify 4G LTE chatterCreate hashtags that encourage people to participate in4G LTE announcement conversation
Ex ldquoToday Chicago became the 60th 4GLTE city Retweetif you love the speed of your SprintLTE devicerdquo
ACTION ITEM 2Use 4G LTE devices to take short videos of 4G LTE in actionin new markets
Ex Downloading a movie trailer in LA
LTE CONTENT STRATEGY4G LTE conversation spikes will last longer if a content strategy was applied to the announcements
ACTION ITEM 3Engage social following with giveaways that amplifythe LTE announcements Collect data and push dealsto people during the entry process
Ex Click on the map on the SprintLTE city you wouldlike to visit
CONSIDERATIONSprint has experimented with different content outputsFor example a video was created documenting theprogress in Chicago on the 4G LTE build out That localtouch is crucial and should be more than a reactive tactic
based on customer feedback Sprint should championthis as a proactive communications strategy Additionallyinfographics work well as dynamic and shareable socialcontent The interactive network map that exists onSprintrsquos website serves a specific purpose but does notlead to sharable social behavior Inforgraphics could becreated either ahead of a market launch or in conjunctionwith one The infographic could outline the coverage areaarticulate the benefits of Sprintrsquos 4G LTE approach or even
just leverage a thematic representation of a given market(eg Golden Gate Bridge Searrsquos Tower etc)
RECOMMENDATION 3
OBSERVATIONRight before the LA launch some details were uncoveredby an Engadget editor who wrote a speculative piece
about the 4G LTE roll out This coverage generated asignificant amount of conversation before the launchthat occurred several weeks later (Reference Report Pg 21)
ACTION ITEM 1In order to create pre-buzz Sprint should considerannouncing 4G LTE cities in groups 2 weeks beforeturning on the switch On the day of launch a localizedrelease with supplementary content should be sharedon Sprint channels
ldquoTEASINGrdquo STRATEGYBy releasing some information about 4G LTE launches Sprint will garner significant pre-buzz that will help buildexcitement for the actual roll out
ACTION ITEM 2Use posts to help build anticipation for 4G LTE rolloutsFor example share Tweets that ask the community to
guess which city is next to receive 4G LTE from a fewoptions Provide hints that will generate conversationand buzz before the official announcement
ACTION ITEM 3Leverage tech influencers to promote SprintLTE in localmarkets by engaging with them before their area officiallyreceives LTE coverage
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 2628
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
26
RECOMMENDATION 4TARGET CONVERSATIONSMost people do not like their wireless carrier and are pretty vocal about it By using promoted TweetsSprint can target these conversations and put offers in front of these unhappy customers encouragingthem to switch networks
OBSERVATIONVerizon seems to be targeting negative conversation that includes their competitors with promoted Tweets
The messaging could vary based on the issue at hand be it device related network related or otherwise
RECOMMENDATION 5
OBSERVATIONNew device announcements are a huge driver of 4GLTE conversation T-Mobile saw significant volume andlongevity related to iPhone 5 announcement (ReferenceReport Pg 12)
LEVERAGE DEVICE ANNOUNCEMENTS
By leveraging new device announcements Sprint can raise awareness for new 4G LTE markets and gain share ofvoice
ACTIONCreate more content featuring 4G LTE enabled devicesand insert 4G LTE expansion info into new device releases
NEXT STEPSTHE NEXT REPORT WILL INCLUDE
1 Further analysis on the June 17th announcements
2 New insights from July announcements
3 More analysis on ATampTrsquos localized announcement strategy
4 Additional recommendations based on additional data input
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 2728
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
27
APPENDIX
Note conversation on the brand pages occurred on blogs and forums
that are a part of the sites including customer service and FAQ pages
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 73013 ndash 8613 Mentions 31585 posts
Sprint ATampT and T-Mobile generated the majority of their conversation across Twitter though forums andblogs made up 10-20 of conversation While Sprintrsquos top source was its own website the two competitorsrsquo topsource was callercom
TWITTER 78
FORUMS 12
BLOGS 5
FACEBOOK lt1
NEWS 4
COMMENTS lt1
TWITTER 77
FORUMS 8
BLOGS 8
FACEBOOK lt1
NEWS 6
COMMENTS lt1
TWITTER 85
FORUMS 7
BLOGS 5
FACEBOOK lt1
NEWS 3
COMMENTS lt1
Top Blogs News and Forums
SPRINTCOM 2900
AD983085HOC983085NEWSDE 166
BLOGSPOTCOM 161
YAHOOCOM 150
SPRINTUSERSCOM 136
REDDITCOM 126
STLOUISNEWSNET 118
Top Blogs News and Forums
CALLERCOM 333
ATTCOM 255
YAHOOCOM 222
REDDITCOM 191
MACRUMORSCOM 172
WPCENTRALCOM 156
BLOGSPOTCOM 135
Top Blogs News and Forums
CALLERCOM 370
REDDITCOM 223
WPCENTRALCOM 169
YAHOOCOM 156
MACRUMORSCOM 149
ANDROIDFORUMSCOM 117
CRACKBERRYCOM 107
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 2828
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 2228
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 2328
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
23
RECOMMENDATIONS
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 2428
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
24
RECOMMENDATION INTRO
RECOMMENDATION 1
All of the recommendations are designed toaccomplish three objectives
1 Amplify Sprintrsquos 4G LTE announcements
2 Gain Share of (4G LTE) Voice from competitors
3 Decrease negative sentiment toward Sprint acrossthe social web
OBSERVATIONATampT generates a significant amount of local press usingindividual announcements for each market These hitsare sharedpicked up not just by local media outletsbut also larger tech influencers We noticed with the right
rollout and executions this led to announcements beingdistributed on larger media sites like WSJcom
New markets are launched frequently (almost every week)which also sustains LTE conversation
ACTIONAnnouncement strategies should cater to local marketsSprint should create localized content as a ldquomodernrdquosupplement to press releases Video and infographiccontent is particularly effective (see content suggestionson Pg 29) To sustain conversation markets should be
announced with greater frequency
THE FOLLOWING RECOMMENDATIONS WERE DERIVED FROM THE SPRINT BASELINE ampJUNE ANNOUNCEMENT ANALYSIS AND THROUGH AN IN DEPTH AUDIT OF COMPETITORrsquoS4G LTE ANNOUNCEMENTS OVER THE SAME TIME PERIOD
LOCALIZED ANNOUNCEMENT STRATEGYSustain 4G LTE coverage conversation using a localized announcement strategy that leverages market specificpress releases and content
It is important to note that there are two analyses for thisassignment and that this report establishes a baselinecontext and a first look at the June announcementsWith more intelligence in the second report on the Juneannouncements as well as an additional set of data theserecommendations may gain greater focus and evolve
CONSIDERATIONWe understand that localizing and increasing the frequencyof the network coverage announcements requiresadditional output and resources however given Sprintrsquoschallenger position (in terms of number of markets with 4G
LTE coverage and share of voice on social) this approachcould create a valuable ROI
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 2528
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
25
RECOMMENDATION 2
OBSERVATION4G LTE announcements produce a short and sharp spikein conversation the day of then diminish during the daysfollowing as can in the 24 markets analyzed (See analyticsspike analysis Pg 19ndash23)
ACTION ITEM 1Prolong the spike in conversation using social contentand promoted posts designed to amplify 4G LTE chatterCreate hashtags that encourage people to participate in4G LTE announcement conversation
Ex ldquoToday Chicago became the 60th 4GLTE city Retweetif you love the speed of your SprintLTE devicerdquo
ACTION ITEM 2Use 4G LTE devices to take short videos of 4G LTE in actionin new markets
Ex Downloading a movie trailer in LA
LTE CONTENT STRATEGY4G LTE conversation spikes will last longer if a content strategy was applied to the announcements
ACTION ITEM 3Engage social following with giveaways that amplifythe LTE announcements Collect data and push dealsto people during the entry process
Ex Click on the map on the SprintLTE city you wouldlike to visit
CONSIDERATIONSprint has experimented with different content outputsFor example a video was created documenting theprogress in Chicago on the 4G LTE build out That localtouch is crucial and should be more than a reactive tactic
based on customer feedback Sprint should championthis as a proactive communications strategy Additionallyinfographics work well as dynamic and shareable socialcontent The interactive network map that exists onSprintrsquos website serves a specific purpose but does notlead to sharable social behavior Inforgraphics could becreated either ahead of a market launch or in conjunctionwith one The infographic could outline the coverage areaarticulate the benefits of Sprintrsquos 4G LTE approach or even
just leverage a thematic representation of a given market(eg Golden Gate Bridge Searrsquos Tower etc)
RECOMMENDATION 3
OBSERVATIONRight before the LA launch some details were uncoveredby an Engadget editor who wrote a speculative piece
about the 4G LTE roll out This coverage generated asignificant amount of conversation before the launchthat occurred several weeks later (Reference Report Pg 21)
ACTION ITEM 1In order to create pre-buzz Sprint should considerannouncing 4G LTE cities in groups 2 weeks beforeturning on the switch On the day of launch a localizedrelease with supplementary content should be sharedon Sprint channels
ldquoTEASINGrdquo STRATEGYBy releasing some information about 4G LTE launches Sprint will garner significant pre-buzz that will help buildexcitement for the actual roll out
ACTION ITEM 2Use posts to help build anticipation for 4G LTE rolloutsFor example share Tweets that ask the community to
guess which city is next to receive 4G LTE from a fewoptions Provide hints that will generate conversationand buzz before the official announcement
ACTION ITEM 3Leverage tech influencers to promote SprintLTE in localmarkets by engaging with them before their area officiallyreceives LTE coverage
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 2628
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
26
RECOMMENDATION 4TARGET CONVERSATIONSMost people do not like their wireless carrier and are pretty vocal about it By using promoted TweetsSprint can target these conversations and put offers in front of these unhappy customers encouragingthem to switch networks
OBSERVATIONVerizon seems to be targeting negative conversation that includes their competitors with promoted Tweets
The messaging could vary based on the issue at hand be it device related network related or otherwise
RECOMMENDATION 5
OBSERVATIONNew device announcements are a huge driver of 4GLTE conversation T-Mobile saw significant volume andlongevity related to iPhone 5 announcement (ReferenceReport Pg 12)
LEVERAGE DEVICE ANNOUNCEMENTS
By leveraging new device announcements Sprint can raise awareness for new 4G LTE markets and gain share ofvoice
ACTIONCreate more content featuring 4G LTE enabled devicesand insert 4G LTE expansion info into new device releases
NEXT STEPSTHE NEXT REPORT WILL INCLUDE
1 Further analysis on the June 17th announcements
2 New insights from July announcements
3 More analysis on ATampTrsquos localized announcement strategy
4 Additional recommendations based on additional data input
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 2728
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
27
APPENDIX
Note conversation on the brand pages occurred on blogs and forums
that are a part of the sites including customer service and FAQ pages
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 73013 ndash 8613 Mentions 31585 posts
Sprint ATampT and T-Mobile generated the majority of their conversation across Twitter though forums andblogs made up 10-20 of conversation While Sprintrsquos top source was its own website the two competitorsrsquo topsource was callercom
TWITTER 78
FORUMS 12
BLOGS 5
FACEBOOK lt1
NEWS 4
COMMENTS lt1
TWITTER 77
FORUMS 8
BLOGS 8
FACEBOOK lt1
NEWS 6
COMMENTS lt1
TWITTER 85
FORUMS 7
BLOGS 5
FACEBOOK lt1
NEWS 3
COMMENTS lt1
Top Blogs News and Forums
SPRINTCOM 2900
AD983085HOC983085NEWSDE 166
BLOGSPOTCOM 161
YAHOOCOM 150
SPRINTUSERSCOM 136
REDDITCOM 126
STLOUISNEWSNET 118
Top Blogs News and Forums
CALLERCOM 333
ATTCOM 255
YAHOOCOM 222
REDDITCOM 191
MACRUMORSCOM 172
WPCENTRALCOM 156
BLOGSPOTCOM 135
Top Blogs News and Forums
CALLERCOM 370
REDDITCOM 223
WPCENTRALCOM 169
YAHOOCOM 156
MACRUMORSCOM 149
ANDROIDFORUMSCOM 117
CRACKBERRYCOM 107
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 2828
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 2328
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
23
RECOMMENDATIONS
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 2428
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
24
RECOMMENDATION INTRO
RECOMMENDATION 1
All of the recommendations are designed toaccomplish three objectives
1 Amplify Sprintrsquos 4G LTE announcements
2 Gain Share of (4G LTE) Voice from competitors
3 Decrease negative sentiment toward Sprint acrossthe social web
OBSERVATIONATampT generates a significant amount of local press usingindividual announcements for each market These hitsare sharedpicked up not just by local media outletsbut also larger tech influencers We noticed with the right
rollout and executions this led to announcements beingdistributed on larger media sites like WSJcom
New markets are launched frequently (almost every week)which also sustains LTE conversation
ACTIONAnnouncement strategies should cater to local marketsSprint should create localized content as a ldquomodernrdquosupplement to press releases Video and infographiccontent is particularly effective (see content suggestionson Pg 29) To sustain conversation markets should be
announced with greater frequency
THE FOLLOWING RECOMMENDATIONS WERE DERIVED FROM THE SPRINT BASELINE ampJUNE ANNOUNCEMENT ANALYSIS AND THROUGH AN IN DEPTH AUDIT OF COMPETITORrsquoS4G LTE ANNOUNCEMENTS OVER THE SAME TIME PERIOD
LOCALIZED ANNOUNCEMENT STRATEGYSustain 4G LTE coverage conversation using a localized announcement strategy that leverages market specificpress releases and content
It is important to note that there are two analyses for thisassignment and that this report establishes a baselinecontext and a first look at the June announcementsWith more intelligence in the second report on the Juneannouncements as well as an additional set of data theserecommendations may gain greater focus and evolve
CONSIDERATIONWe understand that localizing and increasing the frequencyof the network coverage announcements requiresadditional output and resources however given Sprintrsquoschallenger position (in terms of number of markets with 4G
LTE coverage and share of voice on social) this approachcould create a valuable ROI
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 2528
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
25
RECOMMENDATION 2
OBSERVATION4G LTE announcements produce a short and sharp spikein conversation the day of then diminish during the daysfollowing as can in the 24 markets analyzed (See analyticsspike analysis Pg 19ndash23)
ACTION ITEM 1Prolong the spike in conversation using social contentand promoted posts designed to amplify 4G LTE chatterCreate hashtags that encourage people to participate in4G LTE announcement conversation
Ex ldquoToday Chicago became the 60th 4GLTE city Retweetif you love the speed of your SprintLTE devicerdquo
ACTION ITEM 2Use 4G LTE devices to take short videos of 4G LTE in actionin new markets
Ex Downloading a movie trailer in LA
LTE CONTENT STRATEGY4G LTE conversation spikes will last longer if a content strategy was applied to the announcements
ACTION ITEM 3Engage social following with giveaways that amplifythe LTE announcements Collect data and push dealsto people during the entry process
Ex Click on the map on the SprintLTE city you wouldlike to visit
CONSIDERATIONSprint has experimented with different content outputsFor example a video was created documenting theprogress in Chicago on the 4G LTE build out That localtouch is crucial and should be more than a reactive tactic
based on customer feedback Sprint should championthis as a proactive communications strategy Additionallyinfographics work well as dynamic and shareable socialcontent The interactive network map that exists onSprintrsquos website serves a specific purpose but does notlead to sharable social behavior Inforgraphics could becreated either ahead of a market launch or in conjunctionwith one The infographic could outline the coverage areaarticulate the benefits of Sprintrsquos 4G LTE approach or even
just leverage a thematic representation of a given market(eg Golden Gate Bridge Searrsquos Tower etc)
RECOMMENDATION 3
OBSERVATIONRight before the LA launch some details were uncoveredby an Engadget editor who wrote a speculative piece
about the 4G LTE roll out This coverage generated asignificant amount of conversation before the launchthat occurred several weeks later (Reference Report Pg 21)
ACTION ITEM 1In order to create pre-buzz Sprint should considerannouncing 4G LTE cities in groups 2 weeks beforeturning on the switch On the day of launch a localizedrelease with supplementary content should be sharedon Sprint channels
ldquoTEASINGrdquo STRATEGYBy releasing some information about 4G LTE launches Sprint will garner significant pre-buzz that will help buildexcitement for the actual roll out
ACTION ITEM 2Use posts to help build anticipation for 4G LTE rolloutsFor example share Tweets that ask the community to
guess which city is next to receive 4G LTE from a fewoptions Provide hints that will generate conversationand buzz before the official announcement
ACTION ITEM 3Leverage tech influencers to promote SprintLTE in localmarkets by engaging with them before their area officiallyreceives LTE coverage
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 2628
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
26
RECOMMENDATION 4TARGET CONVERSATIONSMost people do not like their wireless carrier and are pretty vocal about it By using promoted TweetsSprint can target these conversations and put offers in front of these unhappy customers encouragingthem to switch networks
OBSERVATIONVerizon seems to be targeting negative conversation that includes their competitors with promoted Tweets
The messaging could vary based on the issue at hand be it device related network related or otherwise
RECOMMENDATION 5
OBSERVATIONNew device announcements are a huge driver of 4GLTE conversation T-Mobile saw significant volume andlongevity related to iPhone 5 announcement (ReferenceReport Pg 12)
LEVERAGE DEVICE ANNOUNCEMENTS
By leveraging new device announcements Sprint can raise awareness for new 4G LTE markets and gain share ofvoice
ACTIONCreate more content featuring 4G LTE enabled devicesand insert 4G LTE expansion info into new device releases
NEXT STEPSTHE NEXT REPORT WILL INCLUDE
1 Further analysis on the June 17th announcements
2 New insights from July announcements
3 More analysis on ATampTrsquos localized announcement strategy
4 Additional recommendations based on additional data input
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 2728
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
27
APPENDIX
Note conversation on the brand pages occurred on blogs and forums
that are a part of the sites including customer service and FAQ pages
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 73013 ndash 8613 Mentions 31585 posts
Sprint ATampT and T-Mobile generated the majority of their conversation across Twitter though forums andblogs made up 10-20 of conversation While Sprintrsquos top source was its own website the two competitorsrsquo topsource was callercom
TWITTER 78
FORUMS 12
BLOGS 5
FACEBOOK lt1
NEWS 4
COMMENTS lt1
TWITTER 77
FORUMS 8
BLOGS 8
FACEBOOK lt1
NEWS 6
COMMENTS lt1
TWITTER 85
FORUMS 7
BLOGS 5
FACEBOOK lt1
NEWS 3
COMMENTS lt1
Top Blogs News and Forums
SPRINTCOM 2900
AD983085HOC983085NEWSDE 166
BLOGSPOTCOM 161
YAHOOCOM 150
SPRINTUSERSCOM 136
REDDITCOM 126
STLOUISNEWSNET 118
Top Blogs News and Forums
CALLERCOM 333
ATTCOM 255
YAHOOCOM 222
REDDITCOM 191
MACRUMORSCOM 172
WPCENTRALCOM 156
BLOGSPOTCOM 135
Top Blogs News and Forums
CALLERCOM 370
REDDITCOM 223
WPCENTRALCOM 169
YAHOOCOM 156
MACRUMORSCOM 149
ANDROIDFORUMSCOM 117
CRACKBERRYCOM 107
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 2828
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 2428
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
24
RECOMMENDATION INTRO
RECOMMENDATION 1
All of the recommendations are designed toaccomplish three objectives
1 Amplify Sprintrsquos 4G LTE announcements
2 Gain Share of (4G LTE) Voice from competitors
3 Decrease negative sentiment toward Sprint acrossthe social web
OBSERVATIONATampT generates a significant amount of local press usingindividual announcements for each market These hitsare sharedpicked up not just by local media outletsbut also larger tech influencers We noticed with the right
rollout and executions this led to announcements beingdistributed on larger media sites like WSJcom
New markets are launched frequently (almost every week)which also sustains LTE conversation
ACTIONAnnouncement strategies should cater to local marketsSprint should create localized content as a ldquomodernrdquosupplement to press releases Video and infographiccontent is particularly effective (see content suggestionson Pg 29) To sustain conversation markets should be
announced with greater frequency
THE FOLLOWING RECOMMENDATIONS WERE DERIVED FROM THE SPRINT BASELINE ampJUNE ANNOUNCEMENT ANALYSIS AND THROUGH AN IN DEPTH AUDIT OF COMPETITORrsquoS4G LTE ANNOUNCEMENTS OVER THE SAME TIME PERIOD
LOCALIZED ANNOUNCEMENT STRATEGYSustain 4G LTE coverage conversation using a localized announcement strategy that leverages market specificpress releases and content
It is important to note that there are two analyses for thisassignment and that this report establishes a baselinecontext and a first look at the June announcementsWith more intelligence in the second report on the Juneannouncements as well as an additional set of data theserecommendations may gain greater focus and evolve
CONSIDERATIONWe understand that localizing and increasing the frequencyof the network coverage announcements requiresadditional output and resources however given Sprintrsquoschallenger position (in terms of number of markets with 4G
LTE coverage and share of voice on social) this approachcould create a valuable ROI
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 2528
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
25
RECOMMENDATION 2
OBSERVATION4G LTE announcements produce a short and sharp spikein conversation the day of then diminish during the daysfollowing as can in the 24 markets analyzed (See analyticsspike analysis Pg 19ndash23)
ACTION ITEM 1Prolong the spike in conversation using social contentand promoted posts designed to amplify 4G LTE chatterCreate hashtags that encourage people to participate in4G LTE announcement conversation
Ex ldquoToday Chicago became the 60th 4GLTE city Retweetif you love the speed of your SprintLTE devicerdquo
ACTION ITEM 2Use 4G LTE devices to take short videos of 4G LTE in actionin new markets
Ex Downloading a movie trailer in LA
LTE CONTENT STRATEGY4G LTE conversation spikes will last longer if a content strategy was applied to the announcements
ACTION ITEM 3Engage social following with giveaways that amplifythe LTE announcements Collect data and push dealsto people during the entry process
Ex Click on the map on the SprintLTE city you wouldlike to visit
CONSIDERATIONSprint has experimented with different content outputsFor example a video was created documenting theprogress in Chicago on the 4G LTE build out That localtouch is crucial and should be more than a reactive tactic
based on customer feedback Sprint should championthis as a proactive communications strategy Additionallyinfographics work well as dynamic and shareable socialcontent The interactive network map that exists onSprintrsquos website serves a specific purpose but does notlead to sharable social behavior Inforgraphics could becreated either ahead of a market launch or in conjunctionwith one The infographic could outline the coverage areaarticulate the benefits of Sprintrsquos 4G LTE approach or even
just leverage a thematic representation of a given market(eg Golden Gate Bridge Searrsquos Tower etc)
RECOMMENDATION 3
OBSERVATIONRight before the LA launch some details were uncoveredby an Engadget editor who wrote a speculative piece
about the 4G LTE roll out This coverage generated asignificant amount of conversation before the launchthat occurred several weeks later (Reference Report Pg 21)
ACTION ITEM 1In order to create pre-buzz Sprint should considerannouncing 4G LTE cities in groups 2 weeks beforeturning on the switch On the day of launch a localizedrelease with supplementary content should be sharedon Sprint channels
ldquoTEASINGrdquo STRATEGYBy releasing some information about 4G LTE launches Sprint will garner significant pre-buzz that will help buildexcitement for the actual roll out
ACTION ITEM 2Use posts to help build anticipation for 4G LTE rolloutsFor example share Tweets that ask the community to
guess which city is next to receive 4G LTE from a fewoptions Provide hints that will generate conversationand buzz before the official announcement
ACTION ITEM 3Leverage tech influencers to promote SprintLTE in localmarkets by engaging with them before their area officiallyreceives LTE coverage
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 2628
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
26
RECOMMENDATION 4TARGET CONVERSATIONSMost people do not like their wireless carrier and are pretty vocal about it By using promoted TweetsSprint can target these conversations and put offers in front of these unhappy customers encouragingthem to switch networks
OBSERVATIONVerizon seems to be targeting negative conversation that includes their competitors with promoted Tweets
The messaging could vary based on the issue at hand be it device related network related or otherwise
RECOMMENDATION 5
OBSERVATIONNew device announcements are a huge driver of 4GLTE conversation T-Mobile saw significant volume andlongevity related to iPhone 5 announcement (ReferenceReport Pg 12)
LEVERAGE DEVICE ANNOUNCEMENTS
By leveraging new device announcements Sprint can raise awareness for new 4G LTE markets and gain share ofvoice
ACTIONCreate more content featuring 4G LTE enabled devicesand insert 4G LTE expansion info into new device releases
NEXT STEPSTHE NEXT REPORT WILL INCLUDE
1 Further analysis on the June 17th announcements
2 New insights from July announcements
3 More analysis on ATampTrsquos localized announcement strategy
4 Additional recommendations based on additional data input
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 2728
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
27
APPENDIX
Note conversation on the brand pages occurred on blogs and forums
that are a part of the sites including customer service and FAQ pages
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 73013 ndash 8613 Mentions 31585 posts
Sprint ATampT and T-Mobile generated the majority of their conversation across Twitter though forums andblogs made up 10-20 of conversation While Sprintrsquos top source was its own website the two competitorsrsquo topsource was callercom
TWITTER 78
FORUMS 12
BLOGS 5
FACEBOOK lt1
NEWS 4
COMMENTS lt1
TWITTER 77
FORUMS 8
BLOGS 8
FACEBOOK lt1
NEWS 6
COMMENTS lt1
TWITTER 85
FORUMS 7
BLOGS 5
FACEBOOK lt1
NEWS 3
COMMENTS lt1
Top Blogs News and Forums
SPRINTCOM 2900
AD983085HOC983085NEWSDE 166
BLOGSPOTCOM 161
YAHOOCOM 150
SPRINTUSERSCOM 136
REDDITCOM 126
STLOUISNEWSNET 118
Top Blogs News and Forums
CALLERCOM 333
ATTCOM 255
YAHOOCOM 222
REDDITCOM 191
MACRUMORSCOM 172
WPCENTRALCOM 156
BLOGSPOTCOM 135
Top Blogs News and Forums
CALLERCOM 370
REDDITCOM 223
WPCENTRALCOM 169
YAHOOCOM 156
MACRUMORSCOM 149
ANDROIDFORUMSCOM 117
CRACKBERRYCOM 107
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 2828
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 2528
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
25
RECOMMENDATION 2
OBSERVATION4G LTE announcements produce a short and sharp spikein conversation the day of then diminish during the daysfollowing as can in the 24 markets analyzed (See analyticsspike analysis Pg 19ndash23)
ACTION ITEM 1Prolong the spike in conversation using social contentand promoted posts designed to amplify 4G LTE chatterCreate hashtags that encourage people to participate in4G LTE announcement conversation
Ex ldquoToday Chicago became the 60th 4GLTE city Retweetif you love the speed of your SprintLTE devicerdquo
ACTION ITEM 2Use 4G LTE devices to take short videos of 4G LTE in actionin new markets
Ex Downloading a movie trailer in LA
LTE CONTENT STRATEGY4G LTE conversation spikes will last longer if a content strategy was applied to the announcements
ACTION ITEM 3Engage social following with giveaways that amplifythe LTE announcements Collect data and push dealsto people during the entry process
Ex Click on the map on the SprintLTE city you wouldlike to visit
CONSIDERATIONSprint has experimented with different content outputsFor example a video was created documenting theprogress in Chicago on the 4G LTE build out That localtouch is crucial and should be more than a reactive tactic
based on customer feedback Sprint should championthis as a proactive communications strategy Additionallyinfographics work well as dynamic and shareable socialcontent The interactive network map that exists onSprintrsquos website serves a specific purpose but does notlead to sharable social behavior Inforgraphics could becreated either ahead of a market launch or in conjunctionwith one The infographic could outline the coverage areaarticulate the benefits of Sprintrsquos 4G LTE approach or even
just leverage a thematic representation of a given market(eg Golden Gate Bridge Searrsquos Tower etc)
RECOMMENDATION 3
OBSERVATIONRight before the LA launch some details were uncoveredby an Engadget editor who wrote a speculative piece
about the 4G LTE roll out This coverage generated asignificant amount of conversation before the launchthat occurred several weeks later (Reference Report Pg 21)
ACTION ITEM 1In order to create pre-buzz Sprint should considerannouncing 4G LTE cities in groups 2 weeks beforeturning on the switch On the day of launch a localizedrelease with supplementary content should be sharedon Sprint channels
ldquoTEASINGrdquo STRATEGYBy releasing some information about 4G LTE launches Sprint will garner significant pre-buzz that will help buildexcitement for the actual roll out
ACTION ITEM 2Use posts to help build anticipation for 4G LTE rolloutsFor example share Tweets that ask the community to
guess which city is next to receive 4G LTE from a fewoptions Provide hints that will generate conversationand buzz before the official announcement
ACTION ITEM 3Leverage tech influencers to promote SprintLTE in localmarkets by engaging with them before their area officiallyreceives LTE coverage
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 2628
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
26
RECOMMENDATION 4TARGET CONVERSATIONSMost people do not like their wireless carrier and are pretty vocal about it By using promoted TweetsSprint can target these conversations and put offers in front of these unhappy customers encouragingthem to switch networks
OBSERVATIONVerizon seems to be targeting negative conversation that includes their competitors with promoted Tweets
The messaging could vary based on the issue at hand be it device related network related or otherwise
RECOMMENDATION 5
OBSERVATIONNew device announcements are a huge driver of 4GLTE conversation T-Mobile saw significant volume andlongevity related to iPhone 5 announcement (ReferenceReport Pg 12)
LEVERAGE DEVICE ANNOUNCEMENTS
By leveraging new device announcements Sprint can raise awareness for new 4G LTE markets and gain share ofvoice
ACTIONCreate more content featuring 4G LTE enabled devicesand insert 4G LTE expansion info into new device releases
NEXT STEPSTHE NEXT REPORT WILL INCLUDE
1 Further analysis on the June 17th announcements
2 New insights from July announcements
3 More analysis on ATampTrsquos localized announcement strategy
4 Additional recommendations based on additional data input
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 2728
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
27
APPENDIX
Note conversation on the brand pages occurred on blogs and forums
that are a part of the sites including customer service and FAQ pages
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 73013 ndash 8613 Mentions 31585 posts
Sprint ATampT and T-Mobile generated the majority of their conversation across Twitter though forums andblogs made up 10-20 of conversation While Sprintrsquos top source was its own website the two competitorsrsquo topsource was callercom
TWITTER 78
FORUMS 12
BLOGS 5
FACEBOOK lt1
NEWS 4
COMMENTS lt1
TWITTER 77
FORUMS 8
BLOGS 8
FACEBOOK lt1
NEWS 6
COMMENTS lt1
TWITTER 85
FORUMS 7
BLOGS 5
FACEBOOK lt1
NEWS 3
COMMENTS lt1
Top Blogs News and Forums
SPRINTCOM 2900
AD983085HOC983085NEWSDE 166
BLOGSPOTCOM 161
YAHOOCOM 150
SPRINTUSERSCOM 136
REDDITCOM 126
STLOUISNEWSNET 118
Top Blogs News and Forums
CALLERCOM 333
ATTCOM 255
YAHOOCOM 222
REDDITCOM 191
MACRUMORSCOM 172
WPCENTRALCOM 156
BLOGSPOTCOM 135
Top Blogs News and Forums
CALLERCOM 370
REDDITCOM 223
WPCENTRALCOM 169
YAHOOCOM 156
MACRUMORSCOM 149
ANDROIDFORUMSCOM 117
CRACKBERRYCOM 107
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 2828
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 2628
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
26
RECOMMENDATION 4TARGET CONVERSATIONSMost people do not like their wireless carrier and are pretty vocal about it By using promoted TweetsSprint can target these conversations and put offers in front of these unhappy customers encouragingthem to switch networks
OBSERVATIONVerizon seems to be targeting negative conversation that includes their competitors with promoted Tweets
The messaging could vary based on the issue at hand be it device related network related or otherwise
RECOMMENDATION 5
OBSERVATIONNew device announcements are a huge driver of 4GLTE conversation T-Mobile saw significant volume andlongevity related to iPhone 5 announcement (ReferenceReport Pg 12)
LEVERAGE DEVICE ANNOUNCEMENTS
By leveraging new device announcements Sprint can raise awareness for new 4G LTE markets and gain share ofvoice
ACTIONCreate more content featuring 4G LTE enabled devicesand insert 4G LTE expansion info into new device releases
NEXT STEPSTHE NEXT REPORT WILL INCLUDE
1 Further analysis on the June 17th announcements
2 New insights from July announcements
3 More analysis on ATampTrsquos localized announcement strategy
4 Additional recommendations based on additional data input
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 2728
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
27
APPENDIX
Note conversation on the brand pages occurred on blogs and forums
that are a part of the sites including customer service and FAQ pages
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 73013 ndash 8613 Mentions 31585 posts
Sprint ATampT and T-Mobile generated the majority of their conversation across Twitter though forums andblogs made up 10-20 of conversation While Sprintrsquos top source was its own website the two competitorsrsquo topsource was callercom
TWITTER 78
FORUMS 12
BLOGS 5
FACEBOOK lt1
NEWS 4
COMMENTS lt1
TWITTER 77
FORUMS 8
BLOGS 8
FACEBOOK lt1
NEWS 6
COMMENTS lt1
TWITTER 85
FORUMS 7
BLOGS 5
FACEBOOK lt1
NEWS 3
COMMENTS lt1
Top Blogs News and Forums
SPRINTCOM 2900
AD983085HOC983085NEWSDE 166
BLOGSPOTCOM 161
YAHOOCOM 150
SPRINTUSERSCOM 136
REDDITCOM 126
STLOUISNEWSNET 118
Top Blogs News and Forums
CALLERCOM 333
ATTCOM 255
YAHOOCOM 222
REDDITCOM 191
MACRUMORSCOM 172
WPCENTRALCOM 156
BLOGSPOTCOM 135
Top Blogs News and Forums
CALLERCOM 370
REDDITCOM 223
WPCENTRALCOM 169
YAHOOCOM 156
MACRUMORSCOM 149
ANDROIDFORUMSCOM 117
CRACKBERRYCOM 107
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 2828
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 2728
BASELINE amp JULY ANNOUNCEMENT ANALYSIS
8142013
27
APPENDIX
Note conversation on the brand pages occurred on blogs and forums
that are a part of the sites including customer service and FAQ pages
Sources Twitter bull Sample Facebook bull Blogs bull Forums bull News bull Comments Dates 73013 ndash 8613 Mentions 31585 posts
Sprint ATampT and T-Mobile generated the majority of their conversation across Twitter though forums andblogs made up 10-20 of conversation While Sprintrsquos top source was its own website the two competitorsrsquo topsource was callercom
TWITTER 78
FORUMS 12
BLOGS 5
FACEBOOK lt1
NEWS 4
COMMENTS lt1
TWITTER 77
FORUMS 8
BLOGS 8
FACEBOOK lt1
NEWS 6
COMMENTS lt1
TWITTER 85
FORUMS 7
BLOGS 5
FACEBOOK lt1
NEWS 3
COMMENTS lt1
Top Blogs News and Forums
SPRINTCOM 2900
AD983085HOC983085NEWSDE 166
BLOGSPOTCOM 161
YAHOOCOM 150
SPRINTUSERSCOM 136
REDDITCOM 126
STLOUISNEWSNET 118
Top Blogs News and Forums
CALLERCOM 333
ATTCOM 255
YAHOOCOM 222
REDDITCOM 191
MACRUMORSCOM 172
WPCENTRALCOM 156
BLOGSPOTCOM 135
Top Blogs News and Forums
CALLERCOM 370
REDDITCOM 223
WPCENTRALCOM 169
YAHOOCOM 156
MACRUMORSCOM 149
ANDROIDFORUMSCOM 117
CRACKBERRYCOM 107
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 2828
8132019 Sprint July Announcement 8 14
httpslidepdfcomreaderfullsprint-july-announcement-8-14 2828
Top Related