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TSC12 - Marco de Mooij - Vodafone

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    TSC12 - Marco de Mooij - Vodafone TSC12 - Marco de Mooij - Vodafone Presentation Transcript

    • Vodafone 24/7 Web Crew: Taking the Next Step in Web Care Marco de Mooij Social Media Manager, Vodafone Nederland 9 February 2012 Presentation title in footer
    • Marco’s Timeline
      • Social Media Manager
      • Marketing Small & Medium sized Businesses / Mobile Broadband
      • Digital Communications
      • Post graduate Brand Management
      • Marketing Financial Services Industry
      • Ironman Germany & Lanzarote
      • Marketing Small & Medium sized Businesses
      • MSc Business Administration
      • Born 1974
      Presentation title in footer 9 February 2012
    • Social Media at Vodafone Presentation title in footer 9 February 2012
      • Start online sentiment monitoring by web relations team in 2007
      • ‘ Most active brand in social media’ in 2011
      • Maximise the impact of social media in achieving Vodafone’s brand and business objectives (marketing, PR, customer service, branding, HR/recruitment & sales)
      • Virtual company wide social media taskforce
      • Strategy and central coordination by social media manager
      • Social media strategy revolves around 4 pillars:
        • Foster Dialogue
        • Promote Advocacy
        • Facilitate Support
        • Spur Insights & Innovation
      • Create more engagement with the brand and become a more ‘social business’
      Promote Advocacy Facilitate Support Foster Dialogue Spur Insights & Innovation
    • Presentation title in footer 9 February 2012
    • Vodafone Smartphone Crew Presentation title in footer 9 February 2012
      • Ambitious project to improve customer experience on several customer touch points, f.e. in store, by e-mail, phone and via social media
      • 140 newly hired and trained colleagues
      • Crew helps customers with questions about smartphones, tablets and mobile internet
      • Vodafone wants to help customers wherever they are, whenever they need us > 24/7 Web Crew (part of Smartphone Crew)
      • Providing 24/7 service and support via social media, forums and blogs on all customer questions
      • Existing in-house webcare team extended to 15 agents
      • People in service campaign are actual Smartphone Crew members
    • Introduction of the 24/7 Web Crew: 12 weeks of careful preparation
      • Define service propositions for social media: develop different scenarios
      • Build a solid business case
      • Catch the right wave
      • Start planning for success
          • Part 1: Infrastructure
          • Part 2: Formula
          • Part 3: Communication and activation
      Presentation title in footer 9 February 2012
      • Infrastructure
      • Team structure Resources
      • Processes & Workflows Training Reporting & Tooling
      2. Formula Scope/ domains Tone of voice/ comms guidance Topics for proactive support Interaction of teams Use cases 3. Communication Branding ATL Campaign Internal campaign Social media activation
    • Presentation title in footer Posts on Facebook, Hyves and Twitter > Response within the hour, a solution within 24 hours
    • Significant increase of service questions via social media since start of the campaign in November 2011 9 February 2012 +/- 200 direct posts @VodafoneNL per day +/- 500 indirect posts #Vodafone per day 100% monitored, 65-70% of questions are answered 5-10% is proactively serviced 200% growth +/- 6 service questions per day 100% is answered 125% growth +/- 2 service questions per day 100% is answered stable +/- 60 service questions per day 100% is answered 400-500% growth 1-10 complaints per day that need more investigation and are often answered offline
    • Efficiently matching knowledge and service needs remains an ongoing challenge Presentation title in footer 9 February 2012
    • A few final thoughts to share
      • Let the Web Care team be ‘eyes and ears’ of the company
      • Brief the Web Care team on all company developments involving customers
      • Keep focus on optimizing the service eco-system, including eForum and Youtube
      • Make employees part of your fan pages so they will feel what your fans experience
      • Develop processes to channel social insights back into the company
      • Extend the benefits of your social monitoring tools to other departments
      • Adopt social narrow casting
      • Experiment! You can never foresee it all
      • Keep evaluating and improving: when it comes to service, you are never done
      Presentation title in footer 9 February 2012
    • Presentation title in footer 9 February 2012 Questions?