Facebook Success IndexBenchmarking the Operators        Part of our Series on Social CRM         www.billingviews.com     ...
Benchmarking Operators: Likes As % of Subscriber Base                                                    Only 3 of Top 25 ...
Benchmarking Operators: Total Likes                                      Only 4 of Top 25 Exceed All Industry             ...
Major Operator Groups: Averages                                                       When we benchmark major operator gro...
Major Operator Groups: OpCos in Top 25s         # of OpCos in Index Top 25                       Which operators have the ...
Major Operator Groups: Groups Ranked By Combined Score                                           Total        How do the M...
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BillingViews Facebook Success Index - Benchmarking the Operators

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A continuing analysis of the BillingViews Facebook Success Index benchmarks operators against industry and segment averages and ranks major operator groups against each other.

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BillingViews Facebook Success Index - Benchmarking the Operators

  1. 1. Facebook Success IndexBenchmarking the Operators Part of our Series on Social CRM www.billingviews.com www.billingviews.com
  2. 2. Benchmarking Operators: Likes As % of Subscriber Base Only 3 of Top 25 Exceed All Industry Averages, Including Top 10 Average • 10 of Top 25 exceed Top 25 average, but do not exceed Top 10 average • 12 of Top 25 exceed industry average only • Only 5 others out of 72 studied exceed industry average (So, Top 30 exceed industry average) • Gap between leaders and trailers is significant; the industry as a whole is in a nascent stage, including its leaders www.billingviews.com
  3. 3. Benchmarking Operators: Total Likes Only 4 of Top 25 Exceed All Industry Averages, Including Top 10 Average • Only 7 of Top 25 exceed Top 25 average • 3 of Top 25 fall below industry average • Total Likes is rarely an accurate measure of Facebook CRM performance; it is simply a measure of an operator’s addressable audience • There’s enough momentum thus far to show that a large number – if not percentage – of customers will interact with operators via Facebook www.billingviews.com
  4. 4. Major Operator Groups: Averages When we benchmark major operator groups against industry and segment averages for “Likes as % of Subscriber Base”: • Groups average and industry average are nearly equal • Roughly half of major operator groups are outperforming the industry and groups average • Closer analysis shows that no single group’s operating units as a whole consistently outperforming the industry When we benchmark major operator groups against industry and segment averages for “Total Likes”: • Groups average is far lower than industry average due mostly to the absence of Verizon Wireless and AT&T • Only Vodafone is outperforming both the industry and groups average, mostly due to the large number of likes garnered by Vodafone Italy and Vodafone Eqypt • Telefonica’s shortfall against the averages are misleading as the group outperforms in the industry in terms of % (as displayed above) www.billingviews.com
  5. 5. Major Operator Groups: OpCos in Top 25s # of OpCos in Index Top 25 Which operators have the most OpCos Likes as % of Subscribers ranking in each Top 25? • Vodafone consistently has the most 2 Hutchinson 3 • Orange consistently ranks second 2 Telenor • America Movile scores high in combined 7 Telefonica rankings • All those scored, except T-Mobile, have at least 2 America Movile 2 leaders in the key measurement area – Likes as Orange % of Subscriber Base 2 Vodafone 4 # of OpCos in Index Top 25 Index Combined Score # of OpCos in Index Top 25 Total Likes 1 2 Telenor 1 Telefonica Telefonica 7 2 America Movile 6 4 America Movile T-Mobile T-Mobile 1 Orange Orange Vodafone Vodafone 1 5 4 www.billingviews.com
  6. 6. Major Operator Groups: Groups Ranked By Combined Score Total How do the Major Operator Groups Rank % Score Like Score Against Each Other? Score Vodafone 6 7 13 • “Total Score” is based on a score assigned in each category that equals the inverse of ranking; Orange 6 6 12 a #1 ranking = 7 points, and so forth Telefonica 7 3 10 • % Score is based on ranking the average likes as % of subscriber for each group Telenor 3 4 7 • Like Score is based on total likes across the America operator group’s OpCos Movile 2 5 7 • True to form, Vodafone and Orange rank #1 and Hutchinson 3 4 1 5 #2 in Facebook performance among the major operator groups measured thus far T-Mobile 1 2 3 www.billingviews.com

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