We reached over 60,000 people via Twitter alone and engaged directly with over 400 people online. In addition, we generated over 800 click-throughs to the TV Licensing website.
The challenge:
As TV Licensing’s PR agency, we aim to ensure the UK’s TV-viewing population has the information it needs to stay within the law, and understands why it needs to do so.
With the growth of social media conversation and customers seeking answers to questions online, we needed to ensure we were there to answer them and address any customer issues.
Our response:
In September 2009, we introduced an online community manager to monitor the internet for discussions about the TV Licence, engage with the public to answer policy questions and intervene to resolve customer problems quickly.
Our aim is head off any issues by helping customers resolve them before they can escalate. For example, when well-known Guardian journalist Kate Bevan Tweeted about her confusion over the licence, we were able to help her quickly. She then Tweeted “very impressed by @tvlicencing being on Twitter and approaching me to sort out my TV licence confusion. Well done!”. A potential problem was averted at source.
Results:
From Sept 09 to July 10, the online community manager tracked over 46,000 TV Licensing mentions and helped hundreds of people with requests for information. We engaged with over 400 people online, reaching follower networks of over 60,000 people on Twitter alone.
The work generated over 800 click-throughs to the TV Licensing website, along with 120 unprompted demonstrations of appreciation.
