In his presentation, Rogers Communications' Vice President of Social Media, Keith McArthur, shares how they turned their harshest critics into brand ambassadors. Keith talks about how to combine real-life engagement with online engagement, how to find customers that are already passionate about your brand, and how to respond to negative feedback. Watch the video of this presentation here: https://vimeo.com/42370339

1. SocialMedia.org
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2. Android Invasion
How Rogers turned its harshest
critics into brand ambassadors
Keith McArthur, VP, Social Media @RogersBuzz
March 27, 2012 @keithmcarthur
@RogersKeith

3. 2

4. Android Revolution
We were FIRST to launch Android phones in Canada
“Rogers has gone and
‘done did it’”
-IntoMobile, June 2009
“Well, it looks like Canadians will
FINALLY get their wish of Android
powered handsets! Rogers has
“Yesterday was a milestone day
announced today that they will be
for Canadians–they finally got a
releasing Android phones…”
-AndroidinCanada, May 2009 taste of Android smartphones in
Canada.” -iPhoneinCanada, June 2009
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5. Happiness Can be Fleeting, However…
Within months, discontent came creeping in
4

6. Issues Escalate Quickly in Social Media
Customers become online influencers
“I definitely think releasing the Dream
as it is, an almost out of date device,
was a strange move.”
“Pretty disappointing to say the
least especially when the phones
“My girlfriend just got the HTC Dream were launched they were dubbed a
from Rogers and her phone has the ‘Revolution’ by Rogers.”
1.5 firmware. When accessing the
Market, there are apps which will only
work correctly on 1.6. “
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7. Short-Term Action Plan
We committed to protecting brand & helping customers
- We spent a lot of time listening
and engaging with our customers
- We got to know the issue
- We understood their concerns
- We became ambassadors for
customer needs
- We shared what we learned with
our internal partners
- We worked with manufacturers
to find a resolution
- We shared what we learned,
honestly and transparently
- We continued to engage with the
community even after the issue
was resolved
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8. Resolutions Spread Quickly
The influencers helped balance the conversation
7

9. There’s No Such Thing As A “One-Off”
Problems can snowball and create a reputational issue
The
The Dream
Reality
Positive
Neutral
Negative
The
Goal
8

10. Nurturing the Relationship Helped it Grow
We took it to the next level
We share IRL
milestones with
them …..
We created an
Android Customer
Panel with 10-13 of
our top online
influencers. Hosted
quarterly, it’s an
opportunity to share
information.
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11. Conversations Don’t Just Stop
We continued to engage in real life
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12. Turning Influencers into Ambassadors
We leveraged their experience
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13. Turning Influencers into Advocates
Trusted relationships help protect our brand
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14. Android Share of Positive Voice
Significant Progress through 2011
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15. Thank you!
Questions?
Keith McArthur
VP, Social Media
Rogers Communications
Keith.mcarthur@rci.rogers.com
@RogersKeith
@keithmcarthur
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