Monday, January 18, 2010

British Telecom Social Media Case Study

One of our goals as an agency in 2009 was to build up some compelling case studies on social media that we could share with our clients and our prospects. We’ve used social media to engage, educate, and entertain key audiences, and generate measurable results for a variety of customers. A few seemed to stand out as particularly good examples of how social media can be used to support a variety of business applications like lead generation, sales cycle support, customer service, employee morale, influencer/media relations, etc.

Almost two years ago, we started developing a pilot social media program for BT Americas. Working with their creative, innovative marketing team, we've executed a measurable, successful, strategically aligned campaign that's been recognized internally as an example of social media marketing excellence.

What do you think? I'd love hear your thoughts- leave a comment if you have a moment...

Situation

In the United States, British Telecom (BT) sells connectivity to Global 2000 companies. Connectivity is a commodity that prospects typically think about only when they need more—for example, when expanding facilities, whether domestically or in another country.

Goal

BT wanted to boost top-of-mind awareness, so when potential customers need to add telecom capacity, they consider BT. If not exclusively, then at least in addition to giant firms like AT&T and Verizon—which have far more advertising dollars to spend.

Solution

BT has a strong commitment to Corporate Social Responsibility (CSR). Knowing that virtually all of BT’s prospects have CSR programs, Strategic created a CSR blog where BT’s thought leaders can interact with like-minded people in other firms, including top-tier prospects. Through targeted social media interaction with key customers and prospects, building deeper relationships with customers like PepsiCo and Wal-Mart becomes a bit easier.

Results

CSR Perspective serves as a bridge, allowing BT’s field marketing force to stay in front of key prospects with shared values. A typical scenario: BT’s CSR executive reaches out through social media channels to counterparts at prospect’s organization and arranges a sales meeting with a prospect’s CSR exec and CFO. Thanks to relationships like these, when prospects need connectivity, BT is on the short list.

Here is a link to the whole case study, along with links to the various web sites: http://gotostrategic.com/site/index.php/site/cases/british_telecom/
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