socia media stuff

SOCIAL MEDIA ANALYSISTELECOM SECTOR

MSc. in Marketing – ISCTE Business School

⚡

Emerging of a new

company - NOS

⚡ Born with a silver spoon

The Bravest Boy The most Irreverent Girl

Born with a silver spoon

SOCIAL MEDIA ANALYSIS - TELECOM SECTOR 2MSc. in Marketing - ISCTE Business School

⚡ NOS Rebranding


⚡

Online Presence and

Strategy - NOS & MEO

⚡ Telecom Sector & Social Media

The Telecom sector

in Portugal is one of

the most active and

dynamic about

promotion

It’s between the

ones with most

recognition and

awareness by

consumers

Social Media

provokes effects on

the brand’s image

and reputation

This sector has a

great number of

online interactions

Tool to decrease

negative buzz and

do some damage

control

Tool for Customer

service


⚡ Online Presence

NOS & MEO

Facebook YouTube Google+

NOS & MEO NOS & MEO

LinkedIn

NOS & MEO

Twitter Instagram Foursquare

MEOSOCIAL MEDIA ANALYSIS - TELECOM SECTOR 6MSc. in Marketing - ISCTE Business School

⚡ Facebook

- More followers -> 1.394.500 likes

- Smaller engagement rate -> 0,51%

- Good content strategy

- Primary tool for advertisement, contests and

customer support

- Better integration with other networks and with

contents from MEO

- Bigger response rate and in fewer time

- Fewer followers -> 1.120.266 likes

- Bigger engagement rate -> 0,79%


- Primary tool for advertisement, contests and

customer support

- Less integration with other networks

- Easy to create visual content

- Smaller response rate and in more time


⚡ YouTube

- Fewer followers -> 6.889 subscribers

- Good content strategy (products and sponsored

events)

- More integration with other networks

- More integration with sub brands (best

corporate strategy)

- More followers -> 8.146 subscribers

- Good content strategy (products and sponsored

events)

- Less integration with other networks

- Less integration with sub brands

- “WTF” (sub brand) is a YouTube success


⚡ Google+ & Linkedin

- More followers -> 38.255 followers


- Secondary tool for advertisement and contests

- Almost no followers -> 74

- No content strategy

- Very weak presence

- More followers -> 22.515 followers

- Corporate content strategy

- Secondary tool for advertisement and

information about the company

- Fewer followers -> 7.281 followers

- Only a landing page with information

- Weak presence

+


⚡ Twitter & Instagram

- Twitter more as customer support tool

- Good content strategy for Instagram

- Reveals social networks’ domain, with

universal presence

- No presence at Twitter and Instagram

+


⚡ Engagement And Interaction

Social Media RankingFacebook

(by number of likes)

Twitter

(by number of

followers)

YouTube

(by uploaded video

views)

Google+

(by number of

followers)

NOS #3 - #17 N/A

MEO #1 #96 #18 #4

Engagement RateMEO: 0,51%

NOS: 0,79%


⚡ Online Awareness

19

26

55

JUNE 2014

Others MEO NOS

13

20

1215

2220

26

22

27

23

0

10

20

30

40

50

60

JUNE 2013 DECEMBER 2013

Others TMN OPTIMUS MEO ZONUnit: %; Source: markup.pt


⚡ Online Reputation

6 8

86

JUNE 2014

Others MEO NOS

13

21

12 12

21 1923

20

3128

0

10

20

30

40

50

60

70

80

90

100

JUNE 2013 DECEMBER 2013

Others TMN OPTIMUS MEO ZON

Unit: %; Source: markup.pt


⚡

ACTIONS

AND

IMPACT ON BUSINESS

⚡ ACTIONS AND IMPACT ON BUSINESS

Brand Launching Packs

Sponsorships

&

Public

Relations

Emerging

Sub Brands

The major telecom operators are often a topic of discussion on social networks and topic of interest in the media, which puts them in the ranking of brands with greater visibility and recognition by the population.

The telecommunications sector in Portugal is usually the most dynamic and active in terms of communication.

Use of

humorists


⚡

2/3 TV

BRAND LAUNCHING

NOS-Day

MEO

1.9 million


⚡ PACKS


⚡ SPONSORSHIPS & PUBLIC RELATIONS

NOS Alive1.403 NOS

Primavera Sound1.500

MEO SW50.000

MEOMarés Vivas

775

NationalFootball

Team30.000


⚡ EMERGING SUB BRANDS

613

LikesAverage

613

NOS Primavera

Sound1.500

YouTube48.839


⚡ USE OF HUMORISTS

A brand "mainstream" with a humorous perspective about the daily life seems an efficient way to generate empathy

New trend in communication strategy


⚡ ANALYSIS OF FACEBOOK

→ NOS em Palco→ NOS Air Race→ NOS Alive

GROWTH

→ NOS Cinco

GROWTH

→ Absence of big events

FLAT


⚡ ANALYSIS OF FACEBOOK

GROWTH

→ Contests→ Portuguese Nacional Team→ LG G3 announcement


⚡ ANALYSIS OF YOUTUBE

FALL

GROWTH

→ Portuguese National Team (Elimination)

→ Summer Announcements


⚡ ANALYSIS OF YOUTUBE

GROWTH

→ MEO Sudoeste


⚡

Blended Marketing

⚡ Blended Marketing

Offline communication

can be found online

Heavy use of blended

marketing for summer

festivals

Similar practices for

both companies



MEO has a larger social

media presence

Different ways of

communicating for

different channels

Different uses of Google+

by both companies


⚡

Designed for Generation z

Moche apps

Digital nature

Bringing the online to the offline world

Blended Marketing


⚡

Trends & Insights

⚡ Trends & Insights

Multi Plataform

Integration

Dedicated

customer

service network


⚡

Guidelines

⚡ Guidelines

Relevant

Content

Contests

&

Festivals

Social

Media

Guidelines

Manual

Follow

Back

(Twitter)

The presence in social

networks should exist only if

there is relevant content to be

shared

Contests & Festivals are the

hotest topic shared by telecom

companies

Companies should develop

an intra manual with

guidelines to share with all

employees working with

social networks

Companies on Twitter should

always follow back their

followers


⚡ Guidelines

- 45min

Google +

MEO

Telecom companies should

respond on social networks

within less than 45 minutes

A Google + Account should only

exist if there is relevant

content to share

• Increase engagement rate

• Improve response time
