In their BlogWell Chicago presentation, U.S. Cellular’s Director of Digital Marketing & Social Media, Sherri Maxson, and Social Media Manager, Jessica Masterson, share how they build relationships by empowering their network of passionate store associates and local advocates. Sherri and Jessica talk specifically about how their use of local social media engagement with fans aids their brand buzz on a national level. Watch the video of the presentation here: https://vimeo.com/49840809

1. SocialMedia.org
Video Case Studies
SocialMedia.org
This video is from
Case Studies
BlogWell
San Francisco
June 20, 2011
This presentation is from
socialmedia.org/blogwell Sherri Maxson &
BlogWell Jessica Masterson
Chicago
July 18, 2012 Local Relationships Support
socialmedia.org/blogwell National Goals

2. Local Relationships
Support National Goals
@USCellular Speakers:
Sherri Maxson, @smaxson
Jessica Masterson, @AWomansWork
Contains U.S. Cellular® confidential information. Not for external use or disclosure without proper authorization.

3. Once upon a time in Milwaukee…
2 Contains U.S. Cellular® confidential information. Not for external use or disclosure without proper authorization.

4. …there was a community of happy
customers
3 Contains U.S. Cellular® confidential information. Not for external use or disclosure without proper authorization.

5. Social Engagement Increased Sales
22%
4 Contains U.S. Cellular® confidential information. Not for external use or disclosure without proper authorization.

6. Customer & Communities Set us Apart
At U.S. Cellular® we are passionate about our customers and
our communities. At the end of the day, we know that this
passion sets us apart from others in our industry. To our
communities, we are more than just a wireless provider.
5 Contains U.S. Cellular® confidential information. Not for external use or disclosure without proper authorization.

7. Conversations are always happening
“THANKS FOR BEING AT THE WISCONSIN STATE FAIR!!! &
THE BEST PROVIDER OUT THERE!!!! ♥”
“I would love to thank you to Brad, Heather, Ashley and
Lisa for all your help on Sunday May 27th, at the Ankeny,
IA store”
“I walked into the Roscoe Village (Chicago) store and
Brandon helped me with a Phone Replacement for a
brand-new device. Yay!”
“So glad I have U.S. Cellular. Feels good to have service in
Cowen.”
6 Contains U.S. Cellular® confidential information. Not for external use or disclosure without proper authorization.

8. Scalable Local Strategy
Opportunity: Customers and prospects demonstrate buying signals
online every day, but without a social media sales capability U.S.
Cellular® is unable to capitalize.
Strategic Solution:
• Create a nimble distributed social sales function in local markets
• Pursue an integrated sales approach that exploits short-term
opportunities (relationship building) and creates future leads
• Define clear social media sales roles and responsibilities
7 Contains U.S. Cellular® confidential information. Not for external use or disclosure without proper authorization.

9. Scalable Local Strategy
8 Contains U.S. Cellular® confidential information. Not for external use or disclosure without proper authorization.

10. Implementing the strategy
9 Contains U.S. Cellular® confidential information. Not for external use or disclosure without proper authorization.

11. Regional Social: Defined guidelines
• Your voice: We want to hear it
• The respect you project: Our brand reputation
matters
• The content you share: Links add credibility to
responses
• Support: Support your community
• Sales: Sell softly — social channels are sensitive
channels
10 Contains U.S. Cellular® confidential information. Not for external use or disclosure without proper authorization.

12. Regional Social: Launched September 2011
• Beta program, 5 regional stores
• Corporate Training – Toolkit + Webinars + Collaborative
• Regular participation
• Engage local online communities
• Produce quarterly “social” events (Tweet-up, Social Media
for Biz Workshop)
• Manage new relationships holistically
11 Contains U.S. Cellular® confidential information. Not for external use or disclosure without proper authorization.

13. Engagement is Key
12 Contains U.S. Cellular® confidential information. Not for external use or disclosure without proper authorization.

14. Customer Crew: Local Advocates
“These are the most awesome group of people you will ever
meet. When you walk into the store its like family. They go
far and beyond…I don’t’ think these people have bad days
and if they do, it don’t show. These wonderful people are the
reason why I'll never leave USCC. You are not just a number
in a system, you are family.”
“I can't speak for other wireless companies....but US Cellular
has brought a lot of people together and the passion we all
share for our wireless company says something for the
company itself.”
13 Contains U.S. Cellular® confidential information. Not for external use or disclosure without proper authorization.

15. Results
14 Contains U.S. Cellular® confidential information. Not for external use or disclosure without proper authorization.

16. Build It
• Build it (community, relationships, trust) and they will
come
• For those that have “built it”, seeing business results &
forging new relationships, FASTER than traditional
networking channels
• Local efforts, aid brand efforts
15 Contains U.S. Cellular® confidential information. Not for external use or disclosure without proper authorization.

17. More Visible in Our Communities
16 Contains U.S. Cellular® confidential information. Not for external use or disclosure without proper authorization.

18. Local Events Drive Sales
MODEL STORE STORE 1 EVENT STORE 2 EVENTS
Jan – July 2010 - 3 New Accounts - 5 New Accounts
- Community Build - 35 Social Conversations - 62 Attendees, 1st event
Aug - Dec 2010 - 20 additional followers - 64 Attendees, 2nd event
- 3 Events
- 2nd qtr 50% lift over
2009 sales, 150% of
budget
17 Contains U.S. Cellular® confidential information. Not for external use or disclosure without proper authorization.

19. Each Conversation, An Opportunity
Nearly 3,000 tweets have taken place at the store level since inception;
each conversation an opportunity to convert sales and create brand
loyalists
60,000
49,869 Consumers
50,000
Engaging
with U.S.
40,000
Locations, Cellular
30,000 24% Twitter
Handles,
20,000 76%
10,000
2,721
0
U.S. Cellular U.S. Cellular Retail
Locations
Through June 10, 2012, Courtesy of Nielsen
18 Contains U.S. Cellular® confidential information. Not for external use or disclosure without proper authorization.

20. Local Engagement Aids Brand Buzz
Buzz Volume Trend – U.S. Cellular and Retail Locations
98% twitter growth
year-over-year
160
2,500
# of Tweets - Retail Locations
140
# of Tweets - U.S. Cellular
2,000 120
100
1,500
80
1,000 60
40
500
20
0 0
U.S. Cellular U.S. Cellular Retail Locations
Includes Twitter posts from
January 1, 2011 – June 10, 2012
Courtesy of Nielsen
19 Contains U.S. Cellular® confidential information. Not for external use or disclosure without proper authorization.

21. Local Engagement Aids Brand Sentiment
Net Sentiment – U.S. Cellular VS. Competitors
1.0
0.5
0.0
-0.5
-1.0
U.S. Cellular
Competitor Avg
Delta (U.S. Net Sentiment vs Competitor Avg)
Through April, 2012, Courtesy of Nielsen
20 Contains U.S. Cellular® confidential information. Not for external use or disclosure without proper authorization.

22. Next Steps: Refinement
• Staffing
• Retail Priorities
• Support/Training
• Growth
• Tools (Content, Analytics,
Collaborative)
• Actionable Insights
21 Contains U.S. Cellular® confidential information. Not for external use or disclosure without proper authorization.

23. It Takes A Tribe @USCellular
The stars (our social stores):
https://twitter.com/#!/AWomansWork/uscc-stores-on-twitter
Special thanks to:
• Sharif Renno, Manager Social Media, @SharifRenno
• Liz Hebbe, Sales Manager, @USCCOshkosh, @libbylou2323
• Our Agency Partners & Entire Social Team
U.S. Cellular speakers:
• Sherri Maxson, Director, Interactive, @smaxson
• Jessica Masterson, Social Media Manager, @AWomansWork
22 Contains U.S. Cellular® confidential information. Not for external use or disclosure without proper authorization.

24. SocialMedia.org
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June 20, 2011
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July 18, 2012
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