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Social Strategy - SMX 2011 Vienna - Michael Havas
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Social Strategy - SMX 2011 Vienna - Michael Havas

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  • 1. CONFIDENTIALSocial Strategy13th Dec 2011 | Social Media Xtreme ViennaMichael Havas | Group Director Customer Service & Online 1
  • 2. TELEKOM AUSTRIA GROUP OVERVIEW Austria´s leading telecommunication company and one of the leading operators in Eastern & South-Eastern Europe Full service provider of multimedia solutions FIXED NET MOBILE COMMUNICATIONS 8 countries 16,000 employees 20 million customers an addressable market of 41 mio habitants About 4.7 billions in revenueMichael Havas, Group Director Customer Service & Online. Telekom Austria Group 213th Dec 2011 | Social Media Xtreme Vienna
  • 3. Potential digital reach 22,705,700 Consumers online 3
  • 4. Potential reach on fb10,859,920 user in 8 countries 4
  • 5. http://youtu.be/F0-UtNg3ots source: YouTube Jeff Howe – CrowdsourcingMichael Havas, Group Director Customer Service & Online. Telekom Austria Group 513th Dec 2011 | Social Media Xtreme Vienna
  • 6. 42%want brands to offer better CUSTOMER SERVICE 6Research by Edelman & StrategyOne (2010)
  • 7. When seeking customer service on a product issue, less than 1% of millenials would actually call customer service.< Research by Edelman & StrategyOne (2010) by 2015, 15% of all customer service cases will be solved exclusively by the customer community (up from 1% in 2010). Source: Gartner Study 2010, Publication Date: 2 July 2010, ID-Nr: G00201721Michael Havas, Group Director Customer Service & Online. Telekom Austria Group 713th Dec 2011 | Social Media Xtreme Vienna
  • 8. of consumers trust 14% advertisments 90% of consumers trust peer recommendations source: nielsen global online customer survey by 2015 an estimated 53% of total online and offline sales will be influenced by internet content source: forrester research 2010Michael Havas, Group Director Customer Service & Online. Telekom Austria Group 813th Dec 2011 | Social Media Xtreme Vienna
  • 9. MONETIZE! ENGAGE CREATE AWARENESS LISTENMichael Havas, Group Director Customer Service & Online. Telekom Austria Group 913th Dec 2011 | Social Media Xtreme Vienna
  • 10. SOCIAL STRATEGY FRAMEWORK Brand Awareness/Loyalty PROMOTION Fan Fan Engagement Word of Mouth CONTENT Generation Generation BRAND SERVICEMichael Havas, Group Director Customer Service & Online. Telekom Austria Group 1013th Dec 2011 | Social Media Xtreme Vienna
  • 11. OBJECTIVES > Build community, gather as many new fans > Offer relevant & exclusive content! > Get to know the fans! > Entertain & Award! > Subtly offer Tomato to non-usersMichael Havas, Group Director Customer Service & Online. Telekom Austria Group 1113th Dec 2011 | Social Media Xtreme Vienna
  • 12. OBJECTIVES > Build community > Improve Customer Service > SustainabilityMichael Havas, Group Director Customer Service & Online. Telekom Austria Group 1213th Dec 2011 | Social Media Xtreme Vienna
  • 13. NOT AN END, A BEGINNING TO THE EXCHANGE Michael Havas michael.havas@telekomaustria.com www.twitter.com/michaelhavas http://www.linkedin.com/in/mhavas http://www.xing.com/profile/Michael_Hava s 13