rio or engagement? presentation at social media in a corporate context bu jakub hrabovsky
DESCRIPTION
A running constant theme in the comms vs marketing social media debate is the extent to which engagement can be measured for its return. Views are polarised. From the outset Vodafone's policy has to be listen, learn and engage with its customers, proactively identifying and prioritising lead influencers. This session, a best practice case study, examines Vodafone's social media activity and explores how it drives brand preference, customer satisfaction and cost savings.TRANSCRIPT
SOCIAL MEDIA – THE VODAFONE JOURNEYJakub Hrabovsky
Manage Social
Why did Vodafone start with social
Economic climate
Plummeting NPS
Change of media
environment and journalist
behavior
The Start • Slide with hands
The Setup
Corporate Comms
Customer Care
Channel Marketing & SEO
Brand
Legal
Social Channels
Service and Community management
ServiceModeration: •Rapid visibility of larger scale issues due to “me too” factor
Intervention:•Existing content answers most queries•Community answers 30% of posts•Vodafone pick up everything else, including account specific queries
Issue Management•Traffic weighted towards device/technical•100% firmware query offload •Forum subscription capability used to provide updates to save customers making repeat contacts•Reputational matters handled with assistance from PR team
Community Management•Social competitive element
awards points for constructive contribution
Key influencers identified, recognised and rewarded
Higher ranks unlock new features, initially to allow profile customisation, avatars and signatures, but later adding basic moderation controls to demonstrate trust we put into users
Monthly Posts: c10k (peak 20k )Monthly Visitors: c. 750Query Types: Technical, product and service/account, salesService Model: Team assisted peer to peer community, all questions answered after 24 hoursFTE: 12
Fans: c500kMonthly Posts: c1kService Offering: Originally wall-based service plus promotional activity, moving to segmented approach with service provided via eForum integration, all queries answeredFTE: 2 from pool of 8 blended across Facebook, Twitter and independent sites
Followers: c40kMonthly Tweets: c4k (peak 8k)Service Offering: Questions answered in approx 10 minutes, all query types, technical, product and service, salesFTE: 4 from pool of 8 blended across Facebook, Twitter and independent sites
Reach: 200+ blogs and forums, registered membership of over 2 millionMonthly Posts: c200Query Types: Mainly escalated complaints, debt collection, credit liaison FTE: 2 from pool of 8 blended across Facebook, Twitter and independent sites
NPS: Contact Deflection: Revenue:78% Savings of over £ 2 mil £1m / year
Call deflectionMeasuring reduction in propensity to contact based on four key scenarios
From the technical query samples, 46% of customers called or emailed less after joining the forum, with an overall contact
reduction of 33% From the device
availability query samples,
41% of customers called or emailed less after joining the forum, with an overall contact
reduction of 9%
From the general query
samples, 44% of customers called or emailed less after joining the forum, with an
overall reduction of 30%
From the network query
samples, 27% of customers called or
emailed less after joining the
forum
The average result across all samples was
a 20% reduction in contacts after joining
the forum
How did we achieve this?
Listen
Create
Engage
Analyze
Identification of the key online conversation drivers amongst target audience on relevant topics
Develop the conversation themes and supporting content to add to the conversations you want to be a part of
Contribute to the eco-system using the specific content strategy and evaluate results and impact in real time
eForum
Independent
“Vodafone has brought together community
management and customer service well, both on
Facebook and Twitter” – Marshall Manson, Director of Digital Strategy, Edelman UK
New Media age rated us in the top five UK brands on Facebook. The other four
consisted of two charities, a popular brand of sweets and
a TV show
Show me the money
Savings Direct Sales
NPS
