Presentation I made at the NewComm Forum April 2009. Case study of how we integrated social media into our brand marketing.

1. Social Media Implementation within a Large Enterprise Joey Harper - @ EMBARQ_Joey Linda O’Neill - @ lindaoneill Kevin Cobb - @ kevinjcobb Zena Weist - @zenaweist PAGE ©2009 Embarq Holdings Company LLC. All rights reserved.

9. Examples of Customer Impact http://www.scubaboard.com/forums/technical-diving- specialties/225381-thank-you-embarq.html “ Our phones are down today, thanks to Embarq!” “Embarq screwed up something and now my phone lines are dead!!!” “ Wowzers Batman! that's a first. I do have to say that they were right on top of things and got it resolved within a few hours. Their customer service is almost as good and efficient as mine!” http://chezchani.blogspot.com/2008/10/customer-dissatisfaction.html “ Wondering if a switch to something else will save me money. .. last week I had a problem with my DSL. It took just a phone call to get it resolved, Embarq made some changes, got me back online and promptly sent me a new modem. A small mention of this in my blog led to a comment by an Embarq customer service rep, letting me know to contact them if there is any problem. Then, an Embarq guy started following me on Twitter, also telling me to let them know if there is any problem. And you know what? As a result, I will not even consider leaving Embarq. Why? CUSTOMER SERVICE ! ” http://www.bethjbates.com/index.php/2009/02/04/why-embarq-rocks-aka-why-you-should-use-twitter/ “ It just so happens that Embarq is on Twitter (who knew?) and had come across my complaints. I told him my DSL saga and within 24 hours I had an Extended Reach DSL installation scheduled on 2/27. Amazing! He was helpful, did what he said he would do and followed up. He also went on to help my mom get DSL that had just been added to her rural area last week. And my mom was ready to ditch Embarq altogether .” Negative Positive Neutral Positive Negative Positive

15. Technology Videos on YouTube Prompt Action 67% Have taken action as result of seeing technology or electronics-related content on YouTube . 21% Told someone about a product or service 13% Bought a technology or electronics-related product or service 47% Gathered more information about a product or service 2008 YouTube Engagement Study Base: Past 6 Month YouTube Visitors Who Watch Technology or Electronics-Related Videos. Q: Which of these actions, if any, have you taken as a result of seeing a video about technology or electronics content (e.g., videos, user comments or reviews) on YouTube? 27% Thought more favorably toward a product, brand or service 34% Considered buying a technology product or service PAGE

16. Take the time to test, validate gut PAGE

18. Content Strategy PAGE “ This is not a campaign, this channel is a strong extension of our brand promise – practical ingenuity. It’s a practical communication’s vehicle helping us build relationships, continue conversations, and form deeper ties in an innovative format.”

21. What can you do in 48 seconds????? www.youtube.com/embarq PAGE

22. Generating BUZZ PAGE

23. Generating BUZZ - How-To Videos “ Now a great example, I think one of the best examples of how-to videos, is done by Embarq… some of the videos have been, have really decent view counts considering, you know, where it comes from, that it’s coming from a brand. That makes sense because its helped get this company’s name out to a broader consumer base, and if you just Google, you know, “How to install a blank, blank, a T1 line or a DSL line”, or whatever it is, there’s a good chance that you might come across those videos and then you know about this company and its services.” - Daisy Whitney on Dishymix Podcast Episode 90 PAGE “ They’re all trying to figure out how to tap YouTube’s mass appeal for their own gain. Embarq’s twist on it is interesting. I didn’t do an exhaustive search, but I didn’t see other service provider examples of a customer service angle. Most are using it strictly for promotional purposes. Of course Embarq is too, but using the customer service hook seems to be unique…” Telecompetitor, October 06, 2008

24. Positive sentiment Comments Cloud PAGE

25. Compared to similar online initiatives, we kicked it! Percentile Ranking of Delta (  ) AdIndex Score: Normative Benchmarking of Brand Metric Deltas* ^ NOTE: Metrics benchmarked against Purchase Intent norms * MarketNorms Q3/08 (Category: Telecommunications - Other, Last 3 years Baseline Unadjusted, N=43 campaigns) Avg Delta 4.1 4.5 3.1 2.3 0.6 0.6 PAGE Below Average Average Above Average Excellent Aided Brand Awareness Online Ad Awareness Brand Favorability Sign-Up/Switch Intent^ Recommend Intent^ Message Association

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