Más contenido relacionado Similar a From Telegrams to Twitter - Introducing Social Media in a Historic Company (20) From Telegrams to Twitter - Introducing Social Media in a Historic Company1. From Telegrams to Twitter:
Introducing Social Media in a Historic Company
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Western Union Confidential
©2010 Western Union Holdings, Inc. All Rights Reserved.
2. Western Union: From cutting edge communications…
1851
Western Union was founded in 1851 as
the New York and Mississippi Valley
Printing Telegraph Company
1856
The company changed its name to
Western Union in 1856 to mark the
consolidation of several telegraph lines in
what was then the Western-most
reaches of the American telegraph
system
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3. Western Union: From cutting edge communications…
1866
In 1866, Western Union introduced the
first stock ticker
1933
In 1933, Western Union delivered the
first singing telegram
1935
Western Union introduced the first inter-
city facsimile service
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4. Western Union: From cutting edge communications…
1974
The first commercial satellite in the U.S.
was introduced by Western Union in
1974
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5. Western Union: From cutting edge communications…
Corporate
Missteps
This 'telephone' has too many
shortcomings to be seriously
considered as a means of
communication. The device is
inherently of no value to us.
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6. … to global financial services
1871
Western Union introduced money transfer
in 1871
1980
In 1980, revenue from the money transfer
service exceeded telegram service
revenue for the first time in Western Union
history
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7. … to global financial services
2009
In 2009, The Western Union Company
handled 196 million consumer-to-
consumer money transfers and nearly
415 million consumer-to-business
transactions
Today
The company’s Agent network includes
approximately 430,000 locations in 200
countries and territories
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9. In 2006, Western Union became an
independent company again
©2010 Western Union Holdings, Inc. All Rights Reserved. 9
10. Broad Internet access can be perceived as risky
in highly regulated companies…
Viruses
Malware Spam
Hackers
Backdoors
©2010 Western Union Holdings, Inc. All Rights Reserved. 10
11. While social media is often perceived as
just a waste of time
Networking
Virtual Communities
Instant Messaging
©2010 Western Union Holdings, Inc. All Rights Reserved. 11
12. The importance of communication
Investor Relations
Western Union passionately commits to doing business
the right way and we are always looking for new ways
to grow beyond our core business.
Consumers value the services we offer. What we do,
helping people stay connected, brings vitality to
relationships. And thinking responsibly for the company
and the community is the anchor of how we do
business.
Financials
Stock Information
Corporate Governance
Fundamentals
Events & Presentations
Career Center
Email us
©2010 Western Union Holdings, Inc. All Rights Reserved. 12
13. Corporate questions and employee guidelines
Who owns social media? Be transparent
Which functions in the company Be accurate
would benefit most from social Be judicious
media?
Write what you know
Does the benefit of immediate
access to customers outweigh the Add value
risk of potential missteps or Your Responsibility: What you
inadvertent disclosures? write is ultimately your
responsibility
How do we implement a system of
“real-time” checks and balances? Were you wrong? If you make a
mistake, correct it
How do we retain a “corporate
voice” if we open up the medium to If it gives you pause, then don’t
multiple groups or employees? post it
©2010 Western Union Holdings, Inc. All Rights Reserved. 13
15. Social media and customer engagement
©2010 Western Union Holdings, Inc. All Rights Reserved. 15
16. The scale of socialization
Talk to (or at) your stakeholders
Listen to your stakeholders
Respond to your stakeholders
Learn from your stakeholders
Engage with your stakeholders
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17. Social media marketing at Western Union
Blogger
Outreach
Leveraging established audiences
Traffic Driver, aggregator
Social Home on the Web (in place of corporate blog)
YouTube & flickr
Visually compelling showcase
©2010 Western Union Holdings, Inc. All Rights Reserved. 17
18. Photos from the “Random Acts of Giving Tour”
were shared through Facebook and Flickr
The “Random Acts of Giving” Tour Bus
©2010 Western Union Holdings, Inc. All Rights Reserved. 18
19. Western Union on You Tube
Brand Campaign TVC
How it Works
Foundation Video
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20. Sometimes what you hear is very positive
Sometimes… not so much
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21. While Western Union was concerned with pricing,
consumers were concerned with…
“A 2009 social
media review
found that more
than 35% of
Western Union
mentions were
related to fraud”
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22. Western Union and Facebook teamed to warn
consumers
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23. For Western Union, LinkedIn has become a
customer service tool
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24. Learning from our customers
We have found that a spike in this
type of communication often
coincides with changes in our
systems or procedures
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25. Customer engagement
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26. Foundation Facebook campaign:
key learnings
Everyone wants to give back
and they want to share their
good deeds with their friends
The majority of online
discussions around the effort
took place in blogs
Cross-promotion via the charities involved contributed
greatly to our success
The campaign saw drop-off during the holidays: any similar
efforts will take place earlier in the year
Flow for voting and the instructions throughout the
application could be simpler
©2010 Western Union Holdings, Inc. All Rights Reserved. 26
27. Western Union is introducing social media
elements designed for its Agents
©2010 Western Union Holdings, Inc. All Rights Reserved. 27
28. The next phase of social media
Consumers are demanding that
companies connect with them
where they are. And where they
are is on Facebook, on Twitter
and Foursquare and countless
other sites.
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29. Thank you
Questions?
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Western Union Confidential
©2010 Western Union Holdings, Inc. All Rights Reserved.