1. CONFIDENTIAL
Social Strategy
13th Dec 2011 | Social Media Xtreme Vienna
Michael Havas | Group Director Customer Service & Online
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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 revenue
Michael Havas, Group Director Customer Service & Online. Telekom Austria Group
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13th Dec 2011 | Social Media Xtreme Vienna

3. Potential digital reach
22,705,700
Consumers online
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4. Potential reach on fb
10,859,920
user in 8 countries
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5. http://youtu.be/F0-UtNg3ots
source: YouTube Jeff Howe – Crowdsourcing
Michael Havas, Group Director Customer Service & Online. Telekom Austria Group
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13th Dec 2011 | Social Media Xtreme Vienna

6. 42%
want brands to offer better
CUSTOMER SERVICE
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Research 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: G00201721
Michael Havas, Group Director Customer Service & Online. Telekom Austria Group
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13th 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 2010
Michael Havas, Group Director Customer Service & Online. Telekom Austria Group
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13th Dec 2011 | Social Media Xtreme Vienna

9. MONETIZE!
ENGAGE
CREATE
AWARENESS
LISTEN
Michael Havas, Group Director Customer Service & Online. Telekom Austria Group
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13th Dec 2011 | Social Media Xtreme Vienna

10. SOCIAL STRATEGY FRAMEWORK
Brand Awareness/Loyalty
PROMOTION
Fan Fan Engagement
Word of Mouth
CONTENT
Generation
Generation
BRAND SERVICE
Michael Havas, Group Director Customer Service & Online. Telekom Austria Group
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13th 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-users
Michael Havas, Group Director Customer Service & Online. Telekom Austria Group
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13th Dec 2011 | Social Media Xtreme Vienna

12. OBJECTIVES
> Build community
> Improve Customer Service
> Sustainability
Michael Havas, Group Director Customer Service & Online. Telekom Austria Group
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13th 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
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