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Posted on April 8, 2009
Why Social Media is Succeeding at Qwest
BY JASON CORMIER
Qwest announced its "Talk to Qwest" program today - a comprehensive social media effort effectively helping Qwest customers resolve a range of issues online - including billing, tech support, product/pricing inquiries, etc.
Starting on Twitter, @TalkToQwest, Qwest has put together a super-group of people clearly demonstrating their care for customers through daily outreach and response (in 140 characters or less). That is actually the short answer to why they are succeeding in social media: their people.
As the social media agency hired to assist them, it's a privilege to share a little personal insight on Qwest with respect to both challenges and opportunities. But first, I have a confession.
Frankly, I was a little concerned about the project before we even started working together. It's one thing to focus on a project within a department of a large company - but when multiple departments are motivated to participate, and impassioned individuals are talking about literally changing how the company does business… well, I'll let you fill in the blanks from your own experience. Exciting? Yes. Quickly and effectively executed? Often not.
My internal questions were simple. How quickly is Qwest really going to be able to move on this? Would even necessary things like "messaging" and legal stand in our way of doing it right? Could they be relevant? Could they be cool? Could they be timely? Would the people we worked with have enough buy-in from the rest of the organization to really show the world that Qwest "gets it?"
Today, you (and Qwest's customers) are in the position to answer some of the more important questions I had early on. Socialmedia.qwest.com is a good start for seeing how the company is introducing and addressing the relevance factor.
And cool?! How about those Viddler videos of the people behind Qwest's Twitter presence? I can't tell you how glad I am about the avoidance of over-production that could have so easily been present here. And you just gotta see what this Qwest guy does at the bowling alley after hours (see video below). Classic!
In answer to my own questions - it's refreshing to say that early on, what we discovered within Qwest were groups of extremely committed people excited to work across multiple departments to make this happen.
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Posted on April 4, 2008
Not Waiting Until the Last Minute to Marinade Your Social Media Program
BY JAMES CLARK
When's the last time you ordered a nice satisfying steak from a fast food restaurant?
I'm looking forward to the day when planning a social media strategy is not the last agenda on the marketing team's strategic initiative.
If there is ever a marketing program that needs time to marinade before it gets thrown on to a hot grill it is social media.
Why? Because social media is not made to operate like a fast food joint, where everything can be pre-cooked and ready to go.
It takes time to plan, prepare and present. Understand that social media networks are not there to serve you, you are there to feed them. Big difference in how one needs to approach a social media effort.
Immersion, Feedback, Acceptance is the marinade that goes on the steak. Go get yourself all slathered up in the conversations by getting involved in the discussions where you want to be recognized.
Your biggest challenge will be acceptance - because that takes time, energy, effort and authenticity.
For starters, there are lists abounding out there about how to launch a social media program. I particularly like Chris Brogan's post. Social Media and Social Networking Starting Points.
Inspired by: Seth Godin
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