TSC12 - Marco de Mooij - Vodafone


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TSC12 - Marco de Mooij - Vodafone

  1. 1. 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
  2. 2. Marco’s Timeline <ul><li>Social Media Manager </li></ul><ul><li>Marketing Small & Medium sized Businesses / Mobile Broadband </li></ul><ul><li>Digital Communications </li></ul><ul><li>Post graduate Brand Management </li></ul><ul><li>Marketing Financial Services Industry </li></ul><ul><li>Ironman Germany & Lanzarote </li></ul><ul><li>Marketing Small & Medium sized Businesses </li></ul><ul><li>MSc Business Administration </li></ul><ul><li>Born 1974 </li></ul>Presentation title in footer 9 February 2012
  3. 3. Social Media at Vodafone Presentation title in footer 9 February 2012 <ul><li>Start online sentiment monitoring by web relations team in 2007 </li></ul><ul><li>‘ Most active brand in social media’ in 2011 </li></ul><ul><li>Maximise the impact of social media in achieving Vodafone’s brand and business objectives (marketing, PR, customer service, branding, HR/recruitment & sales) </li></ul><ul><li>Virtual company wide social media taskforce </li></ul><ul><li>Strategy and central coordination by social media manager </li></ul><ul><li>Social media strategy revolves around 4 pillars: </li></ul><ul><ul><li>Foster Dialogue </li></ul></ul><ul><ul><li>Promote Advocacy </li></ul></ul><ul><ul><li>Facilitate Support </li></ul></ul><ul><ul><li>Spur Insights & Innovation </li></ul></ul><ul><li>Create more engagement with the brand and become a more ‘social business’ </li></ul>Promote Advocacy Facilitate Support Foster Dialogue Spur Insights & Innovation
  4. 4. Presentation title in footer 9 February 2012
  5. 5. Vodafone Smartphone Crew Presentation title in footer 9 February 2012 <ul><li>Ambitious project to improve customer experience on several customer touch points, f.e. in store, by e-mail, phone and via social media </li></ul><ul><li>140 newly hired and trained colleagues </li></ul><ul><li>Crew helps customers with questions about smartphones, tablets and mobile internet </li></ul><ul><li>Vodafone wants to help customers wherever they are, whenever they need us > 24/7 Web Crew (part of Smartphone Crew) </li></ul><ul><li>Providing 24/7 service and support via social media, forums and blogs on all customer questions </li></ul><ul><li>Existing in-house webcare team extended to 15 agents </li></ul><ul><li>People in service campaign are actual Smartphone Crew members </li></ul>
  6. 6. Introduction of the 24/7 Web Crew: 12 weeks of careful preparation <ul><li>Define service propositions for social media: develop different scenarios </li></ul><ul><li>Build a solid business case </li></ul><ul><li>Catch the right wave </li></ul><ul><li>Start planning for success </li></ul><ul><ul><ul><li>Part 1: Infrastructure </li></ul></ul></ul><ul><ul><ul><li>Part 2: Formula </li></ul></ul></ul><ul><ul><ul><li>Part 3: Communication and activation </li></ul></ul></ul>Presentation title in footer 9 February 2012 <ul><li>Infrastructure </li></ul><ul><li>Team structure Resources </li></ul><ul><li>Processes & Workflows Training Reporting & Tooling </li></ul>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
  7. 7. Presentation title in footer Posts on Facebook, Hyves and Twitter > Response within the hour, a solution within 24 hours
  8. 8. 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
  9. 9. Efficiently matching knowledge and service needs remains an ongoing challenge Presentation title in footer 9 February 2012
  10. 10. A few final thoughts to share <ul><li>Let the Web Care team be ‘eyes and ears’ of the company </li></ul><ul><li>Brief the Web Care team on all company developments involving customers </li></ul><ul><li>Keep focus on optimizing the service eco-system, including eForum and Youtube </li></ul><ul><li>Make employees part of your fan pages so they will feel what your fans experience </li></ul><ul><li>Develop processes to channel social insights back into the company </li></ul><ul><li>Extend the benefits of your social monitoring tools to other departments </li></ul><ul><li>Adopt social narrow casting </li></ul><ul><li>Experiment! You can never foresee it all </li></ul><ul><li>Keep evaluating and improving: when it comes to service, you are never done </li></ul>Presentation title in footer 9 February 2012
  11. 11. Presentation title in footer 9 February 2012 Questions?