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Social business strategy – Telstra's social media survey is a step in the right direction
After experimenting with brochure blog: “Now we are talking” Telstra is finally taking the time to do something they rarely do well: Listen. After following their tweet above, I’ve reached a social survey page and was asked to answer these questions:
1. Which of the following best describes your relationship to Telstra?
2. How did you find out about this survey?
3. Have you ever interacted with Telstra through the following social media sites?
4. How likely are you to prefer the Telstra brand as a result of interacting with Telstra through the above mentioned social media sites?
5. On a scale of 0 to 10, how likely is it that you would recommend Telstra services to a friend or colleague?
6. How often do you engage in social media?
7. What are your favorite websites, blogs or community forums for reading or commenting on the following topics?
8. Please rate your level of interest on the following topics (1= very interested, 5= not interested at all)
9. If you could ask any one question to Telstra’s senior leadership team, what would it be?
10. Thank you for taking the time to fill out the survey. We greatly appreciate it!
If you would like to receive a small token of our appreciation for completing the survey, please provide your email below. ( I will let you know about this mystery small token when I’ll get it)
This is the first thing I like from Telstra in a long time. I like the survey, the questions, the tone of Scott on twitter. Lets hope they get it right this time.
I was blogging about taking this kind of approach to social media, treating it as a business strategy not a marketing add-on. This is the process we take with our clients who are interested in a social media solution.
To find out more about social media you’re invited to RSVP to our final free social media session + drinks FRANkademy on the 30th October.
Related posts:
- FRANkVizeum's three step earned media strategy Or: why can't we have a customer service campaign?
- Social business strategy – Can your customer service be part of your marketing?
- Social Media Strategy comes to life at FRANkademy – 28th August 2009
- Mashable – a social media heaven
- Three analogies for social media strategy
It’s easy to criticise Telstra and all credit for this approach. However i find the content and tone of the questions a bit socially clunky.Q4 for example “How likely are you to prefer the Telstra brand etc….” this is like saying to someone “if i listened to cooler music and wore cooler clothes and hung out with different people would you like me more? The prerequisite being that if you don’t think you’ll prefer us for doing these things then we may not do them. If Telstra was a person this would smack of insecurity and a lack of understanding about who you are. The segue to Q5 is doesn’t flow and is needy. Let’s see what emerges.
I had a chuckle, number 6. How often do you engage in social media? made me think of “how often do you engage in …” jokes of years ago. (the dot dot dot usually something naughty).
But I guess you had to be in my brain to get the joke
I agree with Martyn, most human beings don’t know what a “brand” is except as a label on clothes, and struggle with the esoteric stuff beyond products and services. Last time I saw a company put “brand” in an open survey they got completely pilloried. Why can’t it be the human voice “do you like engaging with us on social media sites?” Even “engaging” is a nothing-word. Chatting maybe or communicating?
Surveys ARE about insecurity. Do you like us? How much? Would you still like us if… ? Do you like us enough to talk to your friends about us? Needy.
Yes, I agree with both comments. It does sound a bit too needy. Number 6 should read: “how often do you talk to people”? Thanks Martyn and Laurel for picking these examples of corp talk. Telstra just got a survey on the survey through “social media”. for free