Social Media Audit - South African Mobile Network Operators

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A lot of brands in South Africa (and globally) have taken to Social Media in the hopes of creating better relationships with customers and prospects. Customer service, brand awareness and call center cost reduction are just some of the famous reasons why big businesses go online – let alone Mobile Network Operators (MNOs).

ZASocial Media has conducted a social media audit that examines how South African MNOs are performing online. Although it is not a full audit, it does thoroughly examine the Content Performance and Customer Service of big 5 MNOs in south Africa – Vodacom, MTN, Cell C, 8ta and Telkom Mobile.

The time frame within which the data was analyzed was from September 11th, 2013 – October 12th, 2013.

Channels analyzed were MNO Facebook Pages, and data was sourced from Facebook.

Published in: Social Media, Technology, Business
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Social Media Audit - South African Mobile Network Operators

  1. 1. September 11th – October 12th 2013. Social Media Audit South African Mobile Network Operators (MNOs)
  2. 2. Introduction • This is a Social Media audit of the Mobile Network Operators (MNOs) in South Africa. • The time frame of the data analysed is from September 11th – October 12th 2013. • The Social Media Channel analysed for the audit is Facebook. • The data for the report is sourced from Facebook. • The metrics analysed for this report are Fan Growth, Engagement and Response Rate. • The content analysis was done manually.
  3. 3. Cell C
  4. 4. g Cell C Fans: 76 805 qqqqqqq Cell C only has 1,3% engaged Facebook Fans People Talking About This: 1073 qq Most Popular Day: 17th July 2011 Most Popular City: Johannesburg Most Popular Age Group: 25 - 34 Passive Fans Engaged Fans
  5. 5. g Cell C Cell C reached peak performance on the 25th of September because of the #WeirdWednesdays update. Peak Performance
  6. 6. g Cell C Content Performance: Engagement Cell C content gets more Likes than Comments and Shares. 1977 1241 271 Comments Likes Shares
  7. 7. g Cell C Content Performance By Type Cell C general content gets more engagement than other content types 1400 1200 1000 800 Comments Likes Shares 600 400 200 0 Promotions Competitions Sponsorships General Information
  8. 8. g Cell C Content Performance by Type General Information Promotions
  9. 9. g Cell C Content Frequency Cell C posts more General content than any other content type. Number of updates per content type 23 12 7 Promotions Competitions 5 Sponsorships General Information
  10. 10. g Cell C Average Engagement by Content type On average this is how much engagement (Comments+Likes+Shares) a post from each content type gets. 30 32 23 18 Promotions Competitions Sponsorships General Information
  11. 11. g Cell C Customer Service – Response Rate Cell C’s average response rate (%) 95,4 1,8 0-3 Hours 2 0,8 3-6 Hours 6+ Hours No response
  12. 12. MTN
  13. 13. g MTN Fans: 166 711 qqqqqqqqqqq MTN only has 5,7% engaged Facebook Fans People Talking About This: 9607 qqqq Most Popular Day: 9th December 2012 Most Popular City: Johannesburg Most Popular Age Group: 18 - 34 Passive Fans Engaged Fans
  14. 14. g MTN MTN reached peak performance on the 7th October because of the “Fill in the blank” update. Peak Performance
  15. 15. g MTN Content Performance: Engagement MTN content gets more Likes and Comments than Shares. 14917 16011 2036 Comments Likes Shares
  16. 16. g MTN Content Performance by Type MTN general content gets more engagement than other content types 14000 12000 10000 8000 Comments Likes Shares 6000 4000 2000 0 Promotions Competitions Sponsorships General Information
  17. 17. g MTN Content Performance by Type General Information Competitions
  18. 18. g MTN Content Frequency MTN posts more General content than any other content type. Number of Updates per Content type 62 24 15 12 Promotions Competitions Sponsorships General Information
  19. 19. g MTN Average Engagement by Content type On average this is how much engagement (Comments+Likes+Shares) a post from each content type gets. 150 97 66 36 Promotions Competitions Sponsorships General Information
  20. 20. g MTN Customer Service – Response Rate 95,1 MTN’s average response rate (%) 3,4 0-3 Hours 1,3 0,2 3-6 Hours 6+ Hours No response
  21. 21. Telkom Mobile
  22. 22. g Telkom Mobile Fans: 45 589 qqqq Telkom Mobile only has 3,2% engaged Facebook Fans People Talking About This: 1467 q Most Popular Day: 12th July 2013 Most Popular City: Johannesburg Most Popular Age Group: 25 - 34 Passive Fans Engaged Fans
  23. 23. g Telkom Mobile Telkom Mobile reached peak performance on the 14th September because of the 10GB promo. Peak Performance
  24. 24. g Telkom Mobile Content Performance: Engagement Telkom Mobile content gets more Likes than Comments and Shares. 2362 745 186 Comments Likes Shares
  25. 25. g Telkom Mobile Content Performance By Type Telkom Mobile promotional content gets more engagement than other content types 1000 900 800 700 600 500 400 300 200 100 0 Comments Likes Shares Promotions Competitions Sponsorships General Information
  26. 26. g Telkom Mobile Content Performance by Type Promotions General Information
  27. 27. g Telkom Mobile Content Frequency Telkom Mobile posts more General content than any other content type. Number of Updates per Content type 24 23 13 4 Promotions Competitions Sponsorships General Information
  28. 28. g Telkom Mobile Average Engagement by Content type On average this is how much engagement (Comments+Likes+Shares) a post from each content type gets. 25 22 17 11 Promotions Competitions Sponsorships General Information
  29. 29. g Telkom Mobile Customer Service – Response Rate Telkom’s average response rate (%) 95,9 1,5 0-3 Hours 2,3 0,3 3-6 Hours 6+ Hours No response
  30. 30. 8.ta
  31. 31. g 8.ta Fans: 63983 qqqqqq 8.ta only has 0,3% engaged Facebook Fans People Talking About This: 177 q Most Popular Day: 29th July 2012 Most Popular City: Johannesburg Most Popular Age Group: 25 - 34 Passive Fans Engaged Fans
  32. 32. 8.ta 8.ta reached peak performance on the 14th September because of the 10GB promo. Peak Performance
  33. 33. g 8TA Engagement 8TA content gets more Comment than Likes and Shares. 59 29 1 Comments Likes Shares
  34. 34. g 8TA Customer Service – Response Rate 8ta’s average response rate (%) 89 4 0-3 Hours 5,4 3-6 Hours 6+ Hours 1,6 No response
  35. 35. Vodacom
  36. 36. g Vodacom Fans: 307 196 qqqqqqqqqqqqqqqqq Vodacom only has 1,7% engaged Facebook Fans People Talking About This: 5384 qq Most Popular Day: 13th January 2013 Most Popular City: Johannesburg Most Popular Age Group: 18 - 34 Passive Fans Engaged Fans
  37. 37. g Vodacom Vodacom reached peak performance on the 7th October because of the Soweto Derby competition. Peak Performance
  38. 38. g Vodacom Content Performance: Engagement Vodacom content gets more Comments than Likes and Shares. 8851 8474 427 Comments Likes Shares
  39. 39. g Vodacom Content Performance By Type Vodacom’s General content gets more engagement than other content types 7000 6000 5000 4000 Comments Likes Shares 3000 2000 1000 0 Promotions Competitions Sponsorships General Information
  40. 40. g Vodacom Content Performance by Type General Information Competitions
  41. 41. g Vodacom Content Frequency Vodacom posts more General content than any other content type. Number of Updates per content type 26 19 20 21 Promotions Competitions Sponsorships General Information
  42. 42. g Vodacom Average Engagement by Content type On average this is how much engagement (Comments+Likes+Shares) a post from each content type gets. 143 59 65 16 Promotions Competitions Sponsorships General Information
  43. 43. g Vodacom Customer Service – Response Rate Vodacom’s average response rate (%) 97,2 0,4 0-3 Hours 1,2 0,2 3-6 Hours 6+ Hours No response
  44. 44. g Benchmark - MNO Fans and Engagement 307196 166711 5384 76805 63983 45589 9607 Fans 1073 1467 177 Vodacom MTN CellC Fans Telkom Mobile PTAT 8TA
  45. 45. g Benchmark – MNO Content Performance MTN has the highest engagement in the MNO industry on Facebook 35000 30000 Fans 25000 20000 Shares Likes Comments 15000 10000 5000 0 Vodacom MTN Cell C Telkom Mobile 8TA
  46. 46. g Benchmark – MNO Content Frequency MTN has the highest volume of updates on Facebook 120 100 80 General info Sponsorships Competitions Promotions 60 40 20 0 MTN Vodacom Cell C Telkom Mobile 8TA
  47. 47. Engagement Rate
  48. 48. Fans Insights MNO’s in this report have more men conversing about them on Facebook than women. #Vodacom #MTNGroup 0,5 #Cell C #8.ta 0,5 3,7 5 43 56,5 43,7 Men 52,6 Women 45 50 40,5 59 Unspecified
  49. 49. Engagement • MTN has the highest “People Talking About This” score. • MTN only has 5.7% engaged Facebook Fans. • Vodacom has the second highest “People talking About This” score. • Vodacom only has 3.2% engaged Fans.
  50. 50. Insights • The most popular city from the MNO’s on Facebook is Johannesburg. • The largest age demographic engaging with MNO’s is 25 – 34. • MNO’s in this report have more men conversing about them on Facebook than women. • On average a MNO in South Africa engages with 2.4% of its Fans. • Most MNO’s use Facebook for Promotions and Customer Service. • MNO’s don’t have a focused content Strategy.
  51. 51. Glossary Engagement • Any action or response from a target audience resulting from proactive communications that creates a psychological motivation or bond, an emotional involvement, and empowerment to engage through participation. Fans • The number of people who are engaged in or observing a particular individual, event, or brand. Metric • A numeric value associated with campaign research demonstrating statistically whether outtake and/or outcome objectives are being reached. Response Rate • An average showing the amount of time it takes to respond to customer posts on the MNOs Facebook wall.
  52. 52. Tel: (011) 321 0201 www.zasocialmedia.com audit@zasocialmedia.com Compiled by: Sandile Mayambala – Social Media Analyst ZASocial Media @sanzasurf Tela Litana – Content Strategist & Social Media Manager ZASocial Media @tela_telz

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