SOCIAL ENGAGING:
Arditi Silvia | Benzi Elettra | Miglietta Pierandrea | Tornabene Luciana | Trombi Giulia | Yarkina Anastasia
445,090
133,915
131,87
130,481
88,432
1537,492559,102
534,021
600,534
597,077
0 500 1000 1500 2000
Telecom
E-commerce
Retail
Electronics
Services
Migliaia
Total Questions on Twitter
Total Questions on Facebook
Right now: Customer CareDemand by Industry
2www.socialbakers.com
19%
14%11%
5% 4%
32%
18%
10%7% 7%
0%
5%
10%
15%
20%
25%
30%
35%
Telecom Airlines Finance E-commerce Retail
Industries on Twitter Industries on FB
Right now: Social Devotion by Industry
www.socialbakers.com3
SOCIALLY DEVOTEDTELECOM BRANDS ON FACEBOOK
6MIN
RESPONSE TIME
94%
RESPONSE RATE
93%
RESPONSE RATE
97MIN
RESPONSE TIME
32MIN
RESPONSE TIME95% RESPONSE
RATE4
www.socialbakers.com
www.socialbakers.com
1.393.359FOLLOWERS
820.019FOLLOWERS
85.002FOLLOWERS
827.019FOLLOWERS
1.760.137FOLLOWERS
402.743FOLLOWERS
5
MARKET RESEARCH (3)WHICH REASONS BRING YOU TO LEAVE ANEGATIVE COMMENT ON A COMPANY'S PAGEON SOCIAL NETWORKS?
REPORTMALFUNCTIONS
OF A SERVICE
67%
GET MORE
LIKES
5%
SIGN OF A
DISAPPROVALCONCERNING A
CONTENT
57%
10
4%
GET INVOLVED IN A
DISCUSSION
11
WHAT BRINGS YOU TO LEAVE A POSITIVEREVIEW ON SOCIAL NETWORKS ABOUT APRODUCT/SERVICE USED?
HUMANRELATIONSHIP
CREATED
43%
EXTREMELY
POSITIVEEXPERIENCE
40%
SHARING
DESIRE
47%
BEFORE:BORING
Thanks to you Guido,We confirm that we received yourmessage.We will contact you as soon as possible.Gaia -Vodafone 14
AFTER:NICE&EASY
Hey Guido, thank a lot for the time that you spent to write us!:)We would be really glad to help you, but in order to do it weneed some personal data. Please, send us a private messageregarding your problem as soon as possible.Thanks a lot – Maria, Vodafone Team 15
CREATE A SET OF
INFOGRAPHICS TO EXPLAIN…
1USEFUL ADVICES
56% of users write comments / post in order to ask for information.16
2NEW OFFERSTARIFFSDISCOUNTS
77% of users engage with social pages of telecom companies in order to keep updated
with brand’s offers and discount .17
NEW TRAJ. DEVELOPMENT FUNNEL
1 2 43 5OPPORTUNITY
IDENTIFICATION
Secondary Data Primary Data –
Survey & In-depthinterviews
Gap Analysis Emphatic design
CONCEPTGENERATION
“Save the operator” campaign & Infographics
CONCEPTEVALUATION
Concept test
28
LAUNCH
• ATAR• Rogers Model
DEVELOPMENT
Graphic design of the posts
HOW WE’VE GOT IT?
VODAFONE WILL BE PERCEIVED…
WARMER
+39% +30%
MORE LIKEABLE
+37%
MORE FRIENDLY
+27%
MORE APPEALING
29
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