This document summarizes Rich Pesce's presentation on social media monitoring and measurement at PR News' How-To Conference. It discusses why companies should measure social media and provides examples of social media growth. It then outlines Sprint's social media monitoring process and categories. Specific metrics are given for Sprint's Facebook page, including number of fans and comments. The document concludes by discussing how to translate social media metrics for senior leadership.

1. Social Media Monitoring & Measurement Rich Pesce, Sprint Nextel PR News’ How-To Conference The National Press Club, Washington, DC December 1, 2010

2. Why Measure? 2 Image: © Bettmann/CORBIS

3. 3 Who, Where, Why Social Media? “42 MM (53%) of women are actively engaging (weekly) in social media with more boomers and Gen X’ers participating than Millennials” ** COMMUNICATE “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.”* If Facebook were a country it would be the fourth largest in the world.+ Our Customers and Prospects GROWTH EDUCATE OPPORTUNITY ADVOCACY 80% of Twitter usage is on mobile devices+ 25% of search results for the world’s top 20 brands are links to user generated content+ *http://blogs.forrester.com/groundswell/ +www.socialnomics.com **http://assets3.blogher.com/files/2009_Compass_BlogHer_Social_Media_Study_042709_FINAL.pdf

4. Social Media Use is Growing RapidlyNo Longer Domain of “Techies”, Early Adopters 4 Adult Internet users who visit or have a profile on an online social network site 75% 8% 2005 2010 22% Percentage of all time spent online that is “social” (one in every four minutes, 22 sec) 2010 New media users who engage companies or brands at least once per week 37% 25% 2008 2009

5. How you engage shapes how you measure Influencer Communities: Utilize Blogger Relationships to Further Educate Around Sprint Technologies and Products Branded Spaces: Increase Membership and Create Value to Build Loyalty Campaign Extension: Amplify Awareness Around Product Releases and Network Launches through Media Partnerships

6. Quantitative plus Qualitative 6

8. 8 Sprint Monitoring Categories

10. Generates 600-1100 comments/day (M-Fri).Priorities: Increase membership Create value for being a fan Dedicated Social Care team to help fans

11. Deliver against Communications Objectives 10

12. Translating Measurement for Senior Leadership Positive brand sentiment has increased from 45% to a high of 61% since Jan of 2009 Social SOV is 50%--higher than our competitors Positive volume is also significantly higher than our key competitors, driven primarily by EVO, EPIC and 4G Competitor’s negative sentiment is increasing due to continued issues with network and dropped calls

13. 12 Tools