Joining the conversation

Kristen Boschma

Head of Online Comms & Social Media

Some theory

3

Super-influentials vs everyday influencers

"is that in a given process or system, some people

matter more than others."

"If society is ready to embrace a trend, almost

anyone can start one--and if it isn't, then almost no

one can,"

Duncan WattsMalcolm Gladwell

Time

Immediate

Later

Cascade effectLow High

Traditional

media

Emerging

media

Some reality

Types of Social Media Programs

• Listening

• Customer care

• Thought Leadership

• Marketing and Sales

The Players

• Corporate Affairs (PR)

• Marketing

• Legal

• Product

• Retail

• Execs

• Consumer relationship holders (sales)

• Business relationship holders

• Billing and finance

• Customers

Social Media is an ecosystem

What’s the burning platform?

Better customer experience

82 Re-tweets Total

Messages reached a total of 25,239 users on Twitter

@BigPondTeam

(533 followers)

A word on Twitter

• 31% of all online Telstra conversations now happen on

Twitter

• 43% of online customer service happens on Twitter

• We use Twitter to proactively offer health checks as well

as offer customer service

40,000 story-tellers at Telstra

Telstra’s 3Rs of Social Media Engagement

Respect

§ be polite and respectful of others’ opinions, even in times of heated

discussion and debate.

§ respect copyright, privacy, financial disclosure and other applicable laws

when publishing on social media platforms.

§ be respectful of all individuals and communities with which you interact

online.

Responsibility

§ ensure you do not post material that is obscene, defamatory, threatening

and harassing.

§ ensure you are not the first to make a Telstra announcement unless you

have received the appropriate internal clearances.

§ only offer advice, support or comment on topics that fall within your area of

responsibility at Telstra.

Representation

§ disclose that you are a Telstra employee.

§ disclose only publicly available information. You must not comment on or

disclose confidential Telstra information.