11. MARKET RESEARCH (3)
WHICH REASONS BRING YOU TO LEAVE A
NEGATIVE COMMENT ON A COMPANY'S PAGE
ON SOCIAL NETWORKS?
REPORT
MALFUNCTIONS
OF A
SERVICE
67%
GET
MORE
LIKES
5%
SIGN OF A
DISAPPROVAL
CONCERNING A
CONTENT
57%
10
4%
GET
INVOLVED IN A
DISCUSSION
12. 11
WHAT BRINGS YOU TO LEAVE A POSITIVE
REVIEW ON SOCIAL NETWORKS ABOUT A
PRODUCT/SERVICE USED?
HUMAN
RELATIONSHIP
CREATED
43%
EXTREMELY
POSITIVE
EXPERIENCE
40%
SHARING
DESIRE
47%
15. BEFORE:
BORING
Thanks to you Guido,
We confirm that we received your
message.
We will contact you as soon as possible.
Gaia -Vodafone 14
16. 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 we
need some personal data. Please, send us a private message
regarding your problem as soon as possible.
Thanks a lot – Maria, Vodafone Team 15
17. CREATE A SET OF
INFOGRAPHICS
TO EXPLAIN…
1
USEFUL
ADVICES
56% of users write comments / post
in order to ask for information.16
29. NEW TRAJ. DEVELOPMENT FUNNEL
1 2 43 5
OPPORTUNITY
IDENTIFICATION
Secondary Data
Primary Data –
Survey &
In-depth
interviews
Gap Analysis
Emphatic design
CONCEPT
GENERATION
“Save the
operator”
campaign &
Infographics
CONCEPT
EVALUATION
Concept test
28
LAUNCH
• ATAR
• Rogers Model
DEVELOPMENT
Graphic design
of the posts
HOW WE’VE GOT IT?
30. VODAFONE WILL BE PERCEIVED…
WARMER
+39% +30%
MORE
LIKEABLE
+37%
MORE
FRIENDLY
+27
%
MORE
APPEALING
29