#savetheoperator techila team - 2015 vodafone university contest winner

Download #Savetheoperator TECHila team - 2015 Vodafone University Contest winner

Post on 21-Jul-2015

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  • SOCIAL ENGAGING:

    Arditi Silvia | Benzi Elettra | Miglietta Pierandrea | Tornabene Luciana | Trombi Giulia | Yarkina Anastasia

  • 1. INDUSTRY OVERVIEW2.PROBLEM IDENTIFICATION3.PRIMARY DATA4.OUR STRATEGY 5.METHODOLOGY

    AGENDA

    1

  • 445,090

    133,915

    131,87

    130,481

    88,432

    1537,492559,102

    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 CareDemand by Industry

    2www.socialbakers.com

  • 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.com3

  • SOCIALLY DEVOTEDTELECOM BRANDS ON FACEBOOK

    6MINRESPONSE

    TIME

    94%RESPONSE

    RATE

    93%RESPONSE

    RATE

    97MINRESPONS

    E TIME

    32MINRESPONSE TIME

    95% RESPONSE RATE

    4www.socialbakers.com

  • www.socialbakers.com

    1.393.359FOLLOWERS

    820.019FOLLOWERS

    85.002FOLLOWERS

    827.019FOLLOWERS

    1.760.137FOLLOWERS

    402.743FOLLOWERS

    5

  • 6

  • AND THATS THE RESULT!

    7

  • 8

  • 1.ASK YOUR

    CUSTOMERS9

  • MARKET RESEARCH (3)WHICH REASONS BRING YOU TO LEAVE ANEGATIVE COMMENT ON A COMPANY'S PAGEON SOCIAL NETWORKS?

    REPORTMALFUNCTIONS

    OF A SERVICE

    67%

    GET MORE

    LIKES

    5%

    SIGN OF A

    DISAPPROVALCONCERNING A

    CONTENT

    57%

    10

    4%

    GET INVOLVED IN A

    DISCUSSION

  • 11

    WHAT BRINGS YOU TO LEAVE A POSITIVEREVIEW ON SOCIAL NETWORKS ABOUT APRODUCT/SERVICE USED?

    HUMANRELATIONSHIP

    CREATED

    43%

    EXTREMELY

    POSITIVEEXPERIENCE

    40%

    SHARING

    DESIRE

    47%

  • 2.HAVE A BRILLIANT

    IDEA12

  • IMPROVE SOCIAL

    CUSTOMER CARE

    FUNNY | EASY | LIVELY13

  • BEFORE:BORING

    Thanks to you Guido,We confirm that we received yourmessage.We will contact you as soon as possible.Gaia -Vodafone 14

  • 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 weneed some personal data. Please, send us a private messageregarding your problem as soon as possible.Thanks a lot Maria, Vodafone Team 15

  • CREATE A SET OF

    INFOGRAPHICS TO EXPLAIN

    1USEFUL ADVICES

    56% of users write comments / post in order to ask for information.16

  • 2NEW OFFERSTARIFFSDISCOUNTS

    77% of users engage with social pages of telecom companies in order to keep updated

    with brands offers and discount .17

  • 3THE MOST COMMON

    PROBLEMS

    33% of users write comments / post in order to ask for help. 18

  • ?WORK ON THE PERCEPTION OF THE CUSTOMER CARE

    WHEN YOU ASK FOR HELP

    WHATS ON THE OTHER SIDE

    19

  • HIM?

    20

  • 21

  • #SaveTheOperator

    22

  • 23

  • 51% of users get engage with content on social networks because they find it funny. 24

  • VIDEO TIME

    #SaveTheOperator

    25

  • #SaveTheOperatoron Facebook 26

  • 3.TEST IT!

    27

  • NEW TRAJ. DEVELOPMENT FUNNEL

    1 2 43 5OPPORTUNITY

    IDENTIFICATION

    Secondary Data Primary Data

    Survey & In-depthinterviews

    Gap Analysis Emphatic design

    CONCEPTGENERATION

    Save the operator campaign & Infographics

    CONCEPTEVALUATION

    Concept test

    28

    LAUNCH

    ATAR Rogers Model

    DEVELOPMENT

    Graphic design of the posts

    HOW WEVE GOT IT?

  • VODAFONE WILL BE PERCEIVED

    WARMER

    +39% +30%

    MORE LIKEABLE

    +37%

    MORE FRIENDLY

    +27%

    MORE APPEALING

    29

  • KEEP CALM

    AND

    #SAVETHEOPERATOR30

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