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Comcast Social Media Strategy

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by

Meghan Murray

on 26 November 2014

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Transcript of Comcast Social Media Strategy

"The Future of Awesome"
1. Company Website
4. YouTube: Xfinity
2. Twitter: @comcastcares
WHO:
Customers, Employees
HOW:
Strengths:
Customer service
Quick response time
Public apologies
Popularity
Weaknesses:
Customer service failures are public
No utilization of the retweet function
Comcast:
Social Media Strategy

3. Facebook: Xfinity
Recommendation Strategy:
Step #1: Focus Instagram
By: Meghan Murray, Zachary Lear, Eric Fink, Alexander Berry
@comcastcares
Step #1: Focus Instagram
Delete @comcastcareers
Create a general Comcast account
Merge the focuses
Job opportunities, products, updates about the company, employees
2. Twitter
: @xfinity
2. Twitter:
@comcast
2. Twitter:
@comcastcareers
WHO:
Prospective Comcast Employees
HOW:
Strengths:

Increases recruiting potential
Increases applications
Employee success stories
Weaknesses:
Unnecessary
Least number of followers
Not used frequently
Does LinkedIn's job
Repetition from Instagram
WHO:
Customers, Employees, Shareholders
HOW:

Strengths:

Highest amount of followers
Product, TV series updates
Promotes CSR
Weaknesses:
Overload of tv series tweets
No responses to customers
Repeat tweets often
5. Instagram: @comcastcareers
WHO:
Prospective Employees, Current Employees
HOW:

Strengths:
How to apply
Pictures display company culture
Weaknesses:
No response to critical hashtags
#comcast, #comcastsucks
No posts about products, customers, services
Extremely difficult to find
1. Focus
Each account should focus on one purpose
Eliminate unnecessary accounts
2. Organization
Organize company website to reduce confusion and clutter
3. Integration
Each account should mention other social media accounts and how to follow them
4. Innovation

YouTube account should post videos promoting innovative endeavors and how they produce the products
Respond to negative hashtags and provide solution
Inform followers about networking events
Reference other Comcast social media accounts and how to follow them
Employee career stories
Company updates
Step #1: Focus Twitter
Step #1: Focus Twitter
@comcastcares
Focus:
customer service
How:
retweet customer service success stories to increase knowledge of effectiveness
Step #1: Focus Twitter
@comcastcareers
Eliminate:
unnecessary separate account
@comcast
Focus:
company updates, career opportunities
How:
Tweet financial statements, new product releases, company events
Start tweeting job postings, career stories
Stop repeating tweets
@xfinity
Focus:
updates on cable products, on demand shows, on demand movies, NBC shows
How:

Stop retweeting random accounts
Only tweet about relevant shows and movies
Step #2: Organize the Website
How:
Combine comcast.net and comcast.com
Condense the tab options
customer service
email
account
products
news and pop culture
Provide live customer service chat
Reduces need to call
Step #3: Promote Integration
Twitter:
encourage followers of each account to follow all accounts
Company Website:
create live feed stream of tweets
Display on home page of new webstie
Facebook:
post links to Twitter accounts and post the pictures from the new Instagram account
Step #4: Innovation
Focus
: products, events, career opportunities, and employee success stories
How:
YouTube
: videos of current ideas, designs, and manufacturing processes
Aligns strategies
Builds rapport
See the products being produced
Feel involved in the idea generation process
Instagram:
post pictures of other social media accounts and explain the benefits they provide to their followers
WHO:
Customers, Employees, Shareholders
HOW:
Strengths:

Advertisements
Upcoming shows On Demand
Accessibility
Weaknesses:
Unnecessary retweets
Random tweets
Hard to navigate
WHO:
Customers, Employees, Shareholders
HOW:

Strengths:

Promotions
Popularity - over 5,000,000 likes
Navigation
Weaknesses:
Visibility of customer complaints
Pointless status updates
WHO:
Customers, Employees, Shareholders
HOW:

Strengths:

Xfinity features videos
Playlist
Customer service
How-To videos
Weaknesses:
Visible customer complaints
Not using to maximum advantage
Overview
1.
Analyzed
the effectiveness of Comcast's social media accounts
2.
Evaluated
each account's strengths and weaknesses
3.
Created
a recommendation strategy to improve weaknesses
WHO:
Customers, Employees, General Public
HOW:

Strengths:

Shows trending topics
Search bar powered by Google
Promotions
Social media account links
Weaknesses:
No need for 2 websites
Confusing
Unorganized
Thank you!
Full transcript