Pissed off competitor customer = hot lead.

Nextel asked us to find new ways to generate new leads. I turned to social media, because despite all the mayhem it's still where some truth still resurfaces grasping for signs of life.

Through an extensive social listening we identified a golden opportunity: talk about Nextel to thousands of unsatisfied competitors’ customers when they were most susceptible to hear from us: while pissed off complaining about their current operators (price, signal, customer service, roaming…), or asking friends for recos on new operators, or mourning the loss of their dearest devices or actively in the market for new ones.

That smelled like hot leads.

So I put together an operation with 2 data scientists and 5 community managers to use people’s tweets as starting points to spark conversations in the name of Nextel, asking them more about their problems and eventually present how Nextel could help them out with better products and services. All in real time. Monitor > Identify > Cluster > Engage > Convert.

We listened and engaged thousands of them in thoughtful conversations, providing at the right time links that led to specific landing pages containing offers related to their specific needs, where they could learn more and chose to be contacted by one of Nextel consultants.

We reached an amazing 98% CTR in the links posted during the conversations and 2x more hot leads generated compared to traditional channels.