vodafone italy - social media strategy

Vodafone ItalySocial Media Strategy

Andrea FerriOctober ‘12

Andrea Ferri, Vodafone IT, October ‘121

Our presence

1.150M Likeson Facebook550k Vodafone Lab

Registered usersg

173k followerson Twitter16.1M views

onYouTube

In the circles of57k people


on Google+

Vodafone Lab: What is it?

Vodafone Lab is Vodafone Italy community. Our mission is to become the “focal point” and “2.0” reference for “Vodafone essence”.essence .

> Lab’s trustworthiness is based on Vodafone’s active presence in the community, with posts, moderation and involvement/engagement of customers in discussions.

> Lab’s reputation is built on a daily basis with active participation in customers’ conversations by giving them a place where they can discuss openly and share their ideas and opinions.


Positioning

• It is a borderline area of Vodafone.itwebsite where customers are closer to

What is Lab What is NOT Lab

• It is not a promotional place for Vodafone products. This increases

Vodafone and where they can discuss about products and services, ask for help, make suggestions.

L b i f t

oda o e p oduc s s c easescustomers’ and users’ trust.

• It is a “ads free” area

• Lab is a an open space for customers and non customers; is a place where we can intercept customers’ needs in advance.

• Its is not a place where flames or violent discussions can take place;customers can freely speak but they have to justify their opinions politely.

• It is a place where to share, discuss and experiment with customers and where all ideas are listened to. Lab users receive previews and are involved in innovative initiatives.

• Lab is not a formal place: style is fast, light, young.

• It is not an on line call center:involved in innovative initiatives.

• It’s the competence center for all Vodafone exclusive products, like smartphones, tablets and Vodafone ADSL

• It is not an on line call center: customers are not managed on a one-to-one basis.


ADSL.

Lab’s world

FORUM: Customer’s Voice•Products/services discussions

•No online call center•Moderation ex post

News: Vodafone’s voice•Product news and insightC t bi h •Crowdsourcing

•Self help•Company autobiography

•Manager interviews•Editorial Staff

Q&A: questions and answers

MY FEEDBACK: quick poll tool to engage users and customers

Q&A: questions and answers coming from the forum

LAB PEOPLE: social lab YOU: Social Catalogue(new loyalty programme)


Vodafone LabHome PageHome Page

• Launched in July 2008


Vodafone News

On December 11 our blog changed in Vodafone News changed in Vodafone News which is actually an online magazine. We decided to invest in editorial content in order to:order to:

• increase usage rate

• Increase SEO indexing.Increase SEO indexing.


FacebookVodafoneVodafoneBrand page

• Launched in Nov 2009


Vodafone Twitter account

• April 2010: Vodafone Italy launches Twitter Profile

• News, product previews, videoreview, contest( V d f S i l H t I t t Wi )(eg. Vodafone Social Hunt, Instant Win)

• Followed by telco geeks and smartphone and tablet addicted

“Vodafone in a Tweet: follow us to be updated

April 2011

follow us to be updated on latest news and events, and, if you need help, ask our

t ti

• April 2011: Twitter care launch

• One-to-one Caring on Twitter account

• Great success and great NPSrepresentatives

#tw190”

Vodafone Twitter account

YouTube Channel

• March 2010: launch of Vodafone IT’s YouTube channel; video upload and moderation activities concerned

• 6 categories of videos– TV Ads, Vodafone TV spots– Demo /Tutorials, video

reviews of hi-tech products– Vodafone Italy Foundation,

CSR-related contents– Techjam, breaking news in the

hi-tech domain– Vodafone World, Vodafone’s ,

technological DNA evolution

• Repository of all Vodafone Lab videos: on going upload


Thank You


vodafone italy - social media strategy

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