Facebook Success IndexBenchmarking the Operators

Part of our Series on Social CRM

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Benchmarking Operators: Likes As % of Subscriber Base

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Only 3 of Top 25 Exceed All Industry Averages, Including Top 10 Average

• 10 of Top 25 exceed Top 25 average, but do not exceed Top 10 average

• 12 of Top 25 exceed industry average only

• Only 5 others out of 72 studied exceed industry average (So, Top 30 exceed industry average)

• Gap between leaders and trailers is significant; the industry as a whole is in a nascent stage, including its leaders

Benchmarking Operators: Total Likes

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Only 4 of Top 25 Exceed All Industry Averages, Including Top 10 Average

• Only 7 of Top 25 exceed Top 25 average

• 3 of Top 25 fall below industry average

• Total Likes is rarely an accurate measure of Facebook CRM performance; it is simply a measure of an operator’s addressable audience

• There’s enough momentum thus far to show that a large number – if not percentage – of customers will interact with operators via Facebook

Major Operator Groups: Averages

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When we benchmark major operator groups against industry and segment averages for “Likes as % of Subscriber Base”:

• Groups average and industry average are nearly equal • Roughly half of major operator groups are outperforming the industry and groups average• Closer analysis shows that no single group’s operating units as a whole consistently outperforming the industry

When we benchmark major operator groups against industry and segment averages for “Total Likes”:

• Groups average is far lower than industry average due mostly to the absence of Verizon Wireless and AT&T• Only Vodafone is outperforming both the industry and groups average, mostly due to the large number of likes garnered by Vodafone Italy and Vodafone Eqypt• Telefonica’s shortfall against the averages are misleading as the group outperforms in the industry in terms of % (as displayed above)

Major Operator Groups: OpCos in Top 25s

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Which operators have the most OpCos ranking in each Top 25?

• Vodafone consistently has the most• Orange consistently ranks second• America Movile scores high in combined rankings• All those scored, except T-Mobile, have at least 2 leaders in the key measurement area – Likes as % of Subscriber Base

2

2

2

24

7

# of OpCos in Index Top 25Likes as % of Subscribers

Hutchinson 3

Telenor

Telefonica

America Movile

Orange

Vodafone

1

4

1

4

6

# of OpCos in Index Top 25Total Likes

Telefonica

America Movile

T-Mobile

Orange

Vodafone

12

2

1

5

7

# of OpCos in Index Top 25Index Combined Score

Telenor

Telefonica

America Movile

T-Mobile

Orange

Vodafone

Major Operator Groups: Groups Ranked By Combined Score

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How do the Major Operator Groups Rank Against Each Other?

• “Total Score” is based on a score assigned in each category that equals the inverse of ranking; a #1 ranking = 7 points, and so forth

• % Score is based on ranking the average likes as % of subscriber for each group

• Like Score is based on total likes across the operator group’s OpCos

• True to form, Vodafone and Orange rank #1 and #2 in Facebook performance among the major operator groups measured thus far

% Score Like Score Total Score

Vodafone 6 7 13

Orange 6 6 12

Telefonica 7 3 10

Telenor 3 4 7

America Movile 2 5 7

Hutchinson 3 4 1 5

T-Mobile 1 2 3