Towards Consumer 2.0

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Case Study in Social Media presented by:

Nadim Khater, CCO, touch Lebanon
Omar Abou Ezzedine, Deputy General Manager, Cleartag

at ArabNet Beirut 2013, March 20-22
Beirut, Lebanon

Published in: Technology
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Towards Consumer 2.0

  1. 1. TowardsConsumer 2.0+
  2. 2. The ConsumerShift Paradigm
  3. 3. 1.0 CONSUMER SHIFT PARADIGM 2.0+ Have a shortPrefer phone calls Dwell on details Are tech-Savvy attention span Are more Rate brandsSpend most of their responsive to through user Spend time online time on TV and traditional rather than on TV magazines reviews CONSchange marketing ENResistant to UMER GAGE Flexible to try new services 2.0 +THE SOCIAL ERA THRO UGH S CONFIR OCIA MED L ME Power to the business DIconsumer Power to the A Push marketing Pull marketing Few people calling the shots Crowd-sourcing One way communication Conversations Personalization
  4. 4. #1Create a brand A Socia l Media-that empowers friendly brandconsumers
  5. 5. InMyNewWorldTwitter:+12,329 followers after thecampaignFacebook:+13,517 fans after the campaign#InMyNewWorld trended taking the number 1 spot in Lebanon.
  6. 6. #2Turn Social TO ALLOW INSTANTMedia into a TRANSACT IONSChannel
  7. 7. SOCIAL MEDIA, A CORE DELIVERY CHANNEL OUTLET SCALL CENTER WEBSITE CONSUMER 2.0+SNAIL MAIL/FAX MOBILE AP P SOCIAL N ETWORKS
  8. 8. SOCIAL MEDIA, A CUSTOMER CARE HUB Diversity of treated Response Rate cases Response Time Personalization Synchronization between community management and a support team from touch
  9. 9. #3Co-create TO LISTENthrough Social TO CONSUMERSMedia
  10. 10. SOCIAL MEDIA, A CO-CREATION HUB Listening, T ION engaging and C O-C REA asking for feedback Product Self-assessment releases based through fans’ on fans’ input requests
  11. 11. CO-CREATION EXAMPLES “Text&Talk” Prepaid Bundles, The Nokia App The mobile update to include MyPlan EXIST because fans on Social Media requested them
  12. 12. #4Encourage TO HARNESSinnovation through COMMUNIT IESSocial Media
  13. 13. SOCIAL MEDIA, A TECHNOLOGY HUBT IPS CENTRAL FORSMAR T PHONE ADDICT S ENGAGING AP P ENTHUSIAST S INVOKING THE VINTAGE PROMOT ING TECH IN YOU CULT URE
  14. 14. #5Build the proper DIGITAL AGENCYdigital team
  15. 15. CHOICE OF A DIGITAL AGENCY CREAT IVE CAPABILIT IES BRAND REGIONALUNDERSTANDING EXPOSURE Finding a partner SWIFT LEARNING AVAILABILIT Y CURVE
  16. 16. #6Build the digital DIGITAL BRANDbrand pyramid
  17. 17. DIGITAL BRAND PYRAMID PROMISE A NEW WORLD VALUES CUSTOMER-CENTRIC AVAILABLE PROFESSIONAL SWIFT INNOVATIVE ATT ITUDE SOLUTION-TRANSPARENT FRIENDLY STRAIGHTFORWARD ENTERTAINING TOV ORIENTED
  18. 18. #7Build the digital DIGITAL GUIDELINESguidelines
  19. 19. DIGITAL GUIDELINES TI ON RELATIONSHIPS IZA N AL R SO PE Social Media isSocial Media is about breaking theNMENTsimply human ENT ERTAI barriers between nature taken the consumer and CULTUR online the brand E CO CO NV NV ER ER SA SA TO TIIO NS NS
  20. 20. DIGITAL GUIDELINES Every perspective is taken from a consumer point of view where we become fans of our own page rather than administrators
  21. 21. DIGITAL GUIDELINESTouch adopts a dominant and identifiable digital identity with particularintricate guidelines.The strategy is built on a dynamic identity which highlights trends, culture,vintage items, smartphone related memes and entertaining situations andhabits.
  22. 22. E ST ICK FIGURE DIGITAL GUIDELINESTH flexible adaptable proud creative individualistic opinionated curious transparent challenging demanding simple innovative
  23. 23. #8Build the CONTENTcontent strategy
  24. 24. ENTERTAINING CONTENT
  25. 25. ENTERTAINING CONTENT
  26. 26. ENTERTAINING CONTENT ‘DON’T TEXT AND WALK! :) “
  27. 27. INFORMATIONAL CONTENT
  28. 28. FLASHBACK FRIDAYEricsson,33
  29. 29. THE BATTLE WE’VE BEEN ALL WAITING FORiPhone 5 htc one Galaxy SIV Blackberry Z10
  30. 30. TECHNOLOGY POSTS
  31. 31. PROMOTIONAL CONTENTLikes 10,974Shares 432Comments 1,023
  32. 32. #9Evaluate METRICSyourself
  33. 33. touch METRICS ENGAGEMENT SENT IMENTGROWTH OF FANS Metrics RESPONSE RATE RESPONSE T IME
  34. 34. METRICS CUSTOMER SUPPORTOut of all inquiriesreceived online: 16% 84% Require escalation to Are strictly closed through offline calls Social Media responses per month per month
  35. 35. METRICS FOLLOWERSTOTAL FOLLOWERS Total followers on Twitter are constantly increasing and reached +50,000 followers
  36. 36. METRICS TWITTER RESPONSE Almost 80% of the mentions are responded to and treated. @touchLebanon is mentioned up to 1,000 times per month RESPONSE RATE RESPONSE TIME20% requireno response Business Hours:1 Hour Non-Business Hours: 2 Hours 80% responded
  37. 37. METRICS FANSTOTAL FANS Total fans are in constant growth
  38. 38. METRICS FACEBOOK RESPONSE Almost 92% of Facebook’s comments are responded to and treated. 8% require no response.RESPONSE RATE RESPONSE TIME Business Hours:1 Hour Non-Business Hours: 2 Hours
  39. 39. METRICS SENTIMENT
  40. 40. METRICS SENTIMENT
  41. 41. #10Compare and VODAFONE UKbenchmark
  42. 42. VS “Brands from the telecommunications industry come in first when surveying worldwide Twitter pages throughout Q4.Vodafone UK proved most responsive to fans, earning a whopping 77.70% response rate and answering 5 462 fan questions!” – Social Bakers, 2012 report -
  43. 43. TOTAL FOLLOWERS10% increase fortouch7% increase forVodafone
  44. 44. GROWTH OF TOTAL FOLLOWERS Average increase of followers per day is comparable to Vodafone’s if not a little bit higher
  45. 45. AVERAGE TWEET ENGAGEMENT RATELots of blue, little green forVodafone UK
  46. 46. #11Know the DON’T’SDon’t’s
  47. 47. DON’T’S#1 #4 #7Don’t ignore Don’t hide your Don’t be slower thaninquiries. Enjoy the courage. Dare to your community!conversations! post!#2 #5 #8Don’t be repetitive Don’t lose the Don’t interact only to essence of your market. This is brand online deadly#3 #6 #9Don’t be afraid of Don’t promise Don’t stay behind.issues, face them without delivering #10 Don’t just do it to market it! Do it RIGHT!
  48. 48. RECAP
  49. 49. DO’S#1 #4 #7 #10Create a brand that Encourage Build the digital Compareempowers innovation through guidelinesconsumers Social Media#2 #5 #8 #11Turn Social Media Build the proper Build the content Know the don’t’sinto a channel digital team strategy#3 #6 #9Co-create through Build the digital Evaluate yourselfSocial Media brand pyramid

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