Using Data To Delight Your Community

By Sheldon Levine - Tuesday, February 12th, 2013 at 7:30 am  

Every company or brand out there has its fans and naysayers. It’s just a part of business. One great example where we’ve seen both types prominently over the past few years is the company formerly known as RIM (now known as just BlackBerry).

The company was at one point the leader in smartphone technology. In fact, they were probably the first real smartphone makers in the market. But then other companies like Apple and Google entered the market and some people felt that BlackBerry had been left behind. Fast forward a few years and BlackBerry has made a stunning reemergence in the field with their fully redesigned operating system known as BlackBerry 10.

When BlackBerry announced that it was completely revamping itself from the ground up, it was again met with its fair share of vocal fans and naysayers. For example, take a look at this tweet below that highlights one of the naysayers being countered by one of the very vocal fans:

One thing is for sure; whether it was from a naysayer or a fan, there was a lot of talk leading up to the launch of BB10. Check out this popularity chart below for mentions of BB10 over the past 6 months leading up to the launch. There were over 19 million tweets during this period.

Now, this is where the story gets very cool:

TELUS, a large telecom in Canada, was just as excited about launching the BB10 line on their network as some of the super fans out there were. They also knew how excited a lot of their customers were for the new BlackBerry devices. That’s why they decided to reward a lucky customer who was the most eager (and persistent) for the big release.

Using our MAP platform, TELUS was able to analyze millions of conversations about BlackBerry and BB10 from across Canada to find the people that were talking the most positively about their excitement for the new smartphone. By cross-referencing the top BB10 anticipators with their client records, they were able to grant one lucky customer’s wish of being one of the first people in the world to own a BlackBerryZ10 device.

This is a great example of how companies can use big data (both from social media and from their own databases) to show their customers and fan base that they’re listening and that they care what they think.

Dan Fricker, TELUS’s Social Media Community Manager, had this to say:

“Social media’s one of our many ways of connecting and actually having conversations with customers. What Sysomos offers is an incredible way to listen to those conversations, from different people all over the country. Beyond engaging in real-time interactions, we can also go back and see what people have been anticipating most about the launch of BlackBerry 10, for example, or who’s been talking about this new device the longest. That’s the case with @Im_Sure_ who’s been tweeting with @TELUS about the BB10 for weeks. With tools like Sysomos and the power of social we can engage in customer conversations like Matt’s, arguably the BB10’s #BestFan. Given Matt’s such a big BlackBerry fan, we surprised him with his very own Z10 today.”

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3 Responses to “Using Data To Delight Your Community”

  1. Geoff says:

    Nice! Goes to show that big data doesn’t need to be overwhelming, it just needs a good story.

  2. Travis says:

    @Geoff, I thought the exact same thing. it’s nice to see people reward users for naturally using social media rather than making things to contrived.

  3. Nicolette says:

    Great example of how you act on insights from influencer identification.

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