Social media is about being social and we love listening and talking with our customers! Rogers has been actively engaging with customers on Twitter since 2009 in both French and English. Our goal is two-fold: to make it easier for customers to do business with us and to provide news and information about Rogers products and services. In a company of more than 30,000 employees that spans across Canada, this is not a 1 person job. To populate our Twitter accounts 7 days a week, we work with cross-functional teams across the organization to gather content and plan posts on a weekly basis. The cross-functional team includes representatives from Care and Support, HR, Marketing (both products and services). A representative from each area of the organization attends a weekly meeting where the goal is to share information and plan content for the coming week. Understanding that some content happens in real-time, we also have one person who can post updates in real-time as needed. We also actively follow accounts of our partners such as device manufacturers (like @Motorola_CA or SonyEricssonCA), technology blogs and influencers and retweet and respond to content where appropriate. Here’s a breakdown of Rogers twitter accounts: - @RogersBuzz (15,400+ followers) – This is the main account for news, updates, contests and promotions. We post updates 2-7 times per day, 7 days a week about a wide range of topics like new release movies, device launches, new plans, deals, tips and videos. This account is mainly used to post updates, information or links to blog posts. We also have the same account in French called @BuzzRogers. - @RogersHelps (6,000+ followers) – Here we listen to customers,answer questions and assist with issues. We have a team of 9 people staffed to work between 9 am and 9 pm, 7 days a week. The team is equipped to respond to all inquiries from a billing issue to a question about a recent TV ad. We support our customers in French from @RogersVousAide. - @RogersBiz (2,500+ followers) – This is the newest of all our Twitter accounts and is focused on news and information relevant for small and medium businesses. How we manage our accounts and respond to customers: While our twitter accounts each have a different mandate we recognize that customers may tweet to any of the accounts for a variety of reasons. We want our customers to be able to reach out to any account and receive an appropriate response. The Social Media Engagement team monitors all our Twitter accounts using CoTweet 7 days a week and assigns tweets as they come in to the appropriate team member to respond. Each person on the team has their own @Rogers account which helps put a human face on the brand. If the question requires access to customer account information, it is forwarded to one of the social support team members (@Rogers_Kate, @RogersAndrewNP, @RogersDarrell, @RogersMichaelIT, and @RogersRavi). If the question is brand or reputational, the question will be answered by one of the member of the Social Media team (@Rogers_Chris, @RogersMary, @RogersNicolas, @RogersMelanie, @RogersMiranda, @Rogers_Kelly and @RogersKeith). While most of the responding happens from a personal account, we do respond to individuals via @RogersHelps or @RogersBuzz from time-to-time where appropriate. Here’s a breakdown of some of our 2011 numbers: - We answer 100% of questions directed to our accounts (as long as it doesn’t violate our comment policy) - We answer most questions within 15 minutes or less (during business hours) - We post engaging content 2-7 times per day, 7 days a week with content from across the organization - Every account has doubled (or in some cases tripled) in followers over the course of 2011 Our customers love the help they receive and the regular content we share with them. Here are a few comments from our followers: https://twitter.com/#!/Karlman84/status/148258719636004864 1 reason why @RogersBuzz is way better then Bell..you can DM rgrs social media team and get answers fast! https://twitter.com/#!/MyMapleRidge/status/144503683789492224 Finally.given a reward for being a long term customer by an awesome rep. appreciate it very much @RogersBuzz https://twitter.com/#!/Bamberto/status/149190085051547648 I
