© 2011 Sprint. This information is subject to Sprint policies regarding use and is the property of Sprint and/or its relevant affiliates and may contain restricted, confidential or privileged materials intended for the sole use of the intended recipient. Any review, use, distribution or disclosure is prohibited without authorization.1

Leveraging Social Media to Increase Customer Engagement, Retention & Satisfaction

Richard PesceSprint NextelSr. Manager, Social Media and Digital Communications3/23/11

© 2010 Sprint. This information is subject to Sprint policies regarding use and is the property of Sprint and/or its relevant affiliates and may contain restricted, confidential or privileged materials intended for the sole use of the intended recipient. Any review, use, distribution or disclosure is prohibited without authorization.

Listening to and Engaging Customers

© 2010 Sprint. This information is subject to Sprint policies regarding use and is the property of Sprint and/or its relevant affiliates and may contain restricted, confidential or privileged materials intended for the sole use of the intended recipient. Any review, use, distribution or disclosure is prohibited without authorization.

Passion of the mobile device

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Our Customers and Prospects

Our Customers and Prospects

Who, Where, Why Social Media?

OPPORTUNITY

EDUCATE

COMMUNICATE

GROWTH

ADVOCACY

“42 MM (53%) of women are actively engaging (weekly) in social media with more boomers and Gen X’ers participating than Millennials” **

If Facebook were a country it would be the third largest in the world.+

“In 2009, more than four out of five online Americans are active in either creating, participating in, or reading some form of social content at least once a month.”*

25% of search results for the word’s top 20 brands are links to user generated content+

80% of Twitter usage is on mobile devices+

**http://assets3.blogher.com/files/2009_Compass_BlogHer_Social_Media_Study_042709_FINAL.pdf

+www.socialnomics.com*http://blogs.forrester.com/groundswell/

© 2010 Sprint. This information is subject to Sprint policies regarding use and is the property of Sprint and/or its relevant affiliates and may contain restricted, confidential or privileged materials intended for the sole use of the intended recipient. Any review, use, distribution or disclosure is prohibited without authorization.5

New environment changes how companies engage with customers

•World of communicating and servicing customers has changed dramatically. •New social channels creates opportunities to engage with customers.•Sprint was one of first wireless carriers to engage customers through social media – we get it!

© 2010 Sprint. This information is subject to Sprint policies regarding use and is the property of Sprint and/or its relevant affiliates and may contain restricted, confidential or privileged materials intended for the sole use of the intended recipient. Any review, use, distribution or disclosure is prohibited without authorization.

General Trends: Social Media Use is Growing Rapidly

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8% 75%

25% 37%

Adult Internet users who visit or have a profile on an online social

network site

Percentage of all time spent online that is “social” (one in every four minutes, 22 sec)

New media users who engage companies or brands at least

once per week

2005 2010

2010

2008 2009

22%

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Engagement Opportunities Are Also Growing Rapidly

500,000+ online Fans/Followers of Sprint brands

15% avg. monthly growth in total Fans / Followers

25,000 mentions of Sprint per month

~1,000 Customers engaged each month and growing

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BloggerEcosystems

Sentiment Dashboard

Daily Volumes

Topic Analysis

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Focus on relationships, Leveraging technologies

One-way

Transactional

Occasional

Impersonal

Short-term

Two-way

Passionate

Constant

Personal

Loyal

Moving From Communication that is…

Striving for Communication that is…

© 2010 Sprint. This information is subject to Sprint policies regarding use and is the property of Sprint and/or its relevant affiliates and may contain restricted, confidential or privileged materials intended for the sole use of the intended recipient. Any review, use, distribution or disclosure is prohibited without authorization.

Stop, Look, Listen…but Don’t Forget to HEAR

H – Helpful

E – Engage

A – Accessible

R - Responsible

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Golden Age of Engagement

“The difficulty lies, not in the new ideas, but in escaping from the old ones, which ramify, for those brought up as most of us have been, into every corner of our mind.”

-John Maynard Keynes

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© 2010 Sprint. This information is subject to Sprint policies regarding use and is the property of Sprint and/or its relevant affiliates and may contain restricted, confidential or privileged materials intended for the sole use of the intended recipient. Any review, use, distribution or disclosure is prohibited without authorization.

Customer engagements growing

•Nine dedicated Executive Escalations analysts focused on three sites: Facebook, Twitter, Sprint.com Community

•Now averaging 250 unique customers engaged per week

•Over 5,800 customers engaged in 2010

Program has won two awards for Excellence in Social Media:•2009 SNCR Commendation of Merit•2010 Hermes Creative Platinum Award

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0

50

100

150

200

250

300

Customers Engaged per week

Community

Facebook

Twitter

Un

iqu

e C

ust

om

ers

En

gag

ed

© 2010 Sprint. This information is subject to Sprint policies regarding use and is the property of Sprint and/or its relevant affiliates and may contain restricted, confidential or privileged materials intended for the sole use of the intended recipient. Any review, use, distribution or disclosure is prohibited without authorization.

Customers expect us to meet them there.

And others are watching to see if we engage and if so…how we engage

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Engaging with employees – Sprint Social Media Ninjas

Ninja Mission:• Improve Sprint’s reputation by

harnessing the powerful influence of our employees who are in a unique position to be online ambassadors for our company

Sprint Social Media Ninjas:• Share best practices in social media• Advise of Sprint policies • Educate about Sprint resources,

customer assistance • ~1,000 employees inducted

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A Sprint Ninja in Action

- Listening to customer questions, concerns

- Responding with answers

- Pointing to self-service online resources, other information

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Making Progress – Sprint Brand Image

Sentiment toward Sprint Brand in Social Media

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Red=Negative (64%)Yellow=Mixed (10%)Green=Positive (26%)

June 2008 January 2011

Red=Negative (38%)Yellow=Mixed (11%)Green=Positive (51%)

© 2010 Sprint. This information is subject to Sprint policies regarding use and is the property of Sprint and/or its relevant affiliates and may contain restricted, confidential or privileged materials intended for the sole use of the intended recipient. Any review, use, distribution or disclosure is prohibited without authorization.

Golden Age of Engagement – How to Make it Happen

• Engage Fast

• Engage Many

• Engage Often

• Use social data to help drive business decisions

• Relinquish Some Control

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Thank You!

Contact me:

richard.pesce@sprint.com

703-592-8424

(Twitter) @rpesce

(LinkedIn) http://www.linkedin.com/in/richpesce

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