#Savetheoperator TECHila team - 2015 Vodafone University Contest winner
OUR TASK: Social Engaging How can Vodafone… 1. Improve the Social Customer Care 2. Improve their image on Social Networks 3. Engage their satisfied customers in posting positive feedback The main goal of this research was to investigate the key factors of success of the marketing campaign on social networks. The proposed strategy aimed at improving the Vodafone image on Social Media, while given research questions combine two different dimensions: Managing existing trajectories through an improvement of the Social Customer Care. Our solution consist of changing the tone of the operator replies and creating several infographics, explaining common problems or introducing new tariff offers. Opening up new trajectories by creating positive customers’ engagement on Social Networks. In this case, the solution is to create a marketing campaign, that would pursue Vodafone clients to change their current behavior. Hence, different models and techniques were used depending on the type of the trajectory. With our strategy, Vodafone can expect to achieve increase in perception as appealing (by 27%), likable (by 30%), warm (by 39%) and friendly (by 37%).
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#Savetheoperator TECHila team - 2015 Vodafone University Contest winner
- 1. SOCIAL ENGAGING: Arditi Silvia | Benzi Elettra | Miglietta Pierandrea | Tornabene Luciana | Trombi Giulia | Yarkina Anastasia
- 2. 1. INDUSTRY OVERVIEW 2.PROBLEM IDENTIFICATION 3.PRIMARY DATA 4.OUR STRATEGY 5.METHODOLOGY AGENDA 1
- 3. 445,090 133,915 131,87 130,481 88,432 1537,492 559,102 534,021 600,534 597,077 0 500 1000 1500 2000 Telecom E-commerce Retail Electronics Services Migliaia Total Questions on Twitter Total Questions on Facebook Right now: Customer Care Demand by Industry 2www.socialbakers.com
- 4. 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.com 3
- 5. SOCIALLY DEVOTED TELECOM BRANDS ON FACEBOOK 6MIN RESPONSE TIME 94% RESPONSE RATE 93% RESPONSE RATE 97MIN RESPONS E TIME 32MIN RESPONSE TIME 95% RESPONSE RATE 4 www.socialbakers.com
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- 8. …AND THAT’S THE RESULT! 7
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- 11. MARKET RESEARCH (3) WHICH REASONS BRING YOU TO LEAVE A NEGATIVE COMMENT ON A COMPANY'S PAGE ON SOCIAL NETWORKS? REPORT MALFUNCTIONS OF A SERVICE 67% GET MORE LIKES 5% SIGN OF A DISAPPROVAL CONCERNING A CONTENT 57% 10 4% GET INVOLVED IN A DISCUSSION
- 12. 11 WHAT BRINGS YOU TO LEAVE A POSITIVE REVIEW ON SOCIAL NETWORKS ABOUT A PRODUCT/SERVICE USED? HUMAN RELATIONSHIP CREATED 43% EXTREMELY POSITIVE EXPERIENCE 40% SHARING DESIRE 47%
- 14. IMPROVE SOCIAL CUSTOMER CARE FUNNY | EASY | LIVELY 13
- 15. BEFORE: BORING Thanks to you Guido, We confirm that we received your message. We will contact you as soon as possible. Gaia -Vodafone 14
- 16. 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 we need some personal data. Please, send us a private message regarding your problem as soon as possible. Thanks a lot – Maria, Vodafone Team 15
- 17. CREATE A SET OF INFOGRAPHICS TO EXPLAIN… 1 USEFUL ADVICES 56% of users write comments / post in order to ask for information.16
- 18. 2 NEW OFFERS TARIFFS DISCOUNTS 77% of users engage with social pages of telecom companies in order to keep updated with brand’s offers and discount .17
- 19. 3 THE MOST COMMON PROBLEMS 33% of users write comments / post in order to ask for help. 18
- 20. ? WORK ON THE PERCEPTION OF THE CUSTOMER CARE WHEN YOU ASK FOR HELP… …WHAT’S ON THE OTHER SIDE 19
- 21. HIM? 20
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- 25. 51% of users get engage with content on social networks because they find it funny. 24
- 28. 3. TEST IT! 27
- 29. NEW TRAJ. DEVELOPMENT FUNNEL 1 2 43 5 OPPORTUNITY IDENTIFICATION Secondary Data Primary Data – Survey & In-depth interviews Gap Analysis Emphatic design CONCEPT GENERATION “Save the operator” campaign & Infographics CONCEPT EVALUATION Concept test 28 LAUNCH • ATAR • Rogers Model DEVELOPMENT Graphic design of the posts HOW WE’VE GOT IT?
- 30. VODAFONE WILL BE PERCEIVED… WARMER +39% +30% MORE LIKEABLE +37% MORE FRIENDLY +27 % MORE APPEALING 29