In his SocialMedia.org Member Meeting case study presentation, UPS' Vincent Washington explains how they're adopting proactive social listening. He shares examples of how UPS is using social listening to surface business opportunities, increase engagement with their content, and improve employee perception.

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BER MEETIN
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IALMEDIA.
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UPS
Vincent Washington
Proactive social listening
Learn more about Member Meetings
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SOCIALMEDIA.ORG
CASE STUDIES
Member Meeting 39
Chicago
5-3-2016

2. Proactive Social Listening
May 3, 2016

3. Agenda
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• Who we are
o The Team. The Team. The Team.
• Social Listening Strategies
o Reactive or Proactive

4. Who We Are
The Team. The Team. The Team
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The team consist of
• 2 Supervisors
• 2 Specialist and 1 Intern
We have a great mix of new
UPSers and long tenured UPSers.
Gives great perspective to our
social / brand voice.
We are also support by our agency
of record T3 (Austin, TX) and a
host of other partners.

5. Humanizing Our Brand
through amazing story telling, a rich history, and premium partnerships
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6. It’s great working for UPS…Until it isn’t
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7. The Majority of Social Media Listening is Reactive
Traditional listening fell into one of these 3 themes
Sentiment Analysis Employee “Engagement”
Content Performance
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8. Content Discovery was another Key Issue
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9. The Premise…….
1. Surface business opportunities.
2. Inform the creation and increase
engagement with UPS Content.
3. Improve Employee perception.
Could we use Proactive social listening to:
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10. 1. Surface Business Opportunities
Leverage Social Listening for Sales Engagement
Working with UPS Sales AEs. Align Social Conversation with UPS Solutions
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11. Conduct a Social Audit of a Potential Customer
10,770 conversations! Customers love Optics Planet with over 96% favorable sentiment.
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12. Opportunity
We would identify “Opportunity” themes and social influencers around their brand
and the issue
Delayed Shipping
Missing Items
Inventory
Customer Service
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13. UPS My Choice - Customer Experience Opportunities
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14. 2. Inform the Creation and Increase Engagement with UPS Content
Listen to engage in existing conversations in a meaningful way
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15. Surface relevant UPS content into the existing conversation.
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2. Inform the Creation and Increase Engagement with UPS Content

16. Get in front of your customer with relevant conversation
Existing UPS study.
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2. Inform the Creation and Increase Engagement with UPS Content

17. Several new social tools allow us to narrow our targeting to reach a key
influencer audience
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2. Inform the Creation and Increase Engagement with UPS Content

18. 3. Improve Employee Perception
UPS Micro documentary series exposes customers to great UPSers .
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19. 3. Improve Employee Perception
This success ultimately inspired our TED@UPS event
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20. Proactive Social Listening Works
• Over 100 Sales reports have been delivered to clients
• Content is relevant and reaching the right audience
• We are refining the listening and have been given more budget
To be continued…..
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21. Thank you for your trust & your business.
Vincent Washington
Social Media Mgr. | UPS
@VincentWash

22. MEM
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IALMEDIA.
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Learn more about Member Meetings
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SOCIALMEDIA.ORG
CASE STUDIES
Member Meeting 39
Chicago
5-3-2016
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