Social media, as a shared media space, is the perfect place to surprise and delight your customers. Frontier Communications does this every Friday, sharing a post that lets customers know of a fun prize they can win simply by commenting on Frontier’s post!
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Company: Frontier Communications
Entry submitted by: Beau Mills (Manager, Social Media Customer Care)
Social Channels: @FrontierCorp, Frontier Communications Facebook Page
Lithy category: Surprise & Delight
Frontier Communications Corporation is a leader in providing communications services to urban, suburban, and rural communities in 29 states. Frontier offers a variety of services to residential customers over its fiber-optic and copper networks, including video, high-speed internet, advanced voice, and Frontier Secure® digital protection solutions. Frontier’s video offerings include Frontier FiOS® and Vantage TV by Frontier™ with 100 percent HD picture quality, Total Home DVR, instant channel change, enhanced search, Video on Demand, and much more. Business Edge™ offers communications solutions to small, medium, and enterprise businesses.
Social media, as a shared media space, is the perfect place to surprise and delight your customers. Frontier Communications does this every Friday, sharing a post that lets customers know of a fun prize they can win simply by commenting on Frontier’s post! The prizes are big – such as a VIP experience at the Billboard Music Awards or Luxury Suite tickets to NBA games.
Everyone loves to complain about their Internet service provider on social media. The goal of Fun Fridays is to – first and foremost – show appreciation to customers of Frontier Communications. The secondary goal is to utilize Fun Fridays to create positive, engaging, uplifting conversation on Frontier’s social media pages. This is done by sharing the opportunity to win an exciting new giveaway every week.
To seamlessly execute this campaign, we leveraged Lithium Social Media Management (SMM) for Service to respond quickly and efficiently to posts, and we are now using Lithium SMM for Marketing to publish our Fun Friday posts.
Typically, sentiment on Frontier’s social media pages is around neutral to slightly negative. However, for Fun Fridays posts, the sentiment has peaked at a positive 36 and averaged +19. The engagement rate for Fun Fridays posts is 4%, above the engagement rate for the average post on social media program. Most importantly, customers of Frontier are being surprised with great prizes from the company.
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