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Customer engagement for an
online community - January 2012
Program Background
  •   A strategic program was set up to drive subscriptions to a
      community website and news forum for Telecom
      professionals.
  •   The aim is to position their web forum as the key global
      exchange portal for news, events and features in the
      Telecoms industry.
  •   As part of this drive a targeted and content led recruitment
      campaign was run by Qualifa in EMEA, APAC, North and
      South America delivering 650 new registrations in January
      2012.
  •   An account list of telecoms companies was populated with
      named individuals by Qualifa via industry contact research.
  •   This document contains a summary of the campaign statistics
      and a profile of the audiences reached.
Program Statistics

                                                        Number   Conversion

 Full Account List (Company names only)                  2853

 Contacts & telephone numbers researched                 2200       77%

 Phone calls made to companies (called at least once)    1481       67%

 Qualified Leads                                         650        44%



                    The campaign statistics show a very good
                   response rate for this program with one out
                     of two to three phone calls leading to a
                             successful registration.
Profile of Audience – Area of Business



Two     thirds    of Telecoms
Companies registered for the
Lightreading Website describe
themselves as Tier 1 Service
Providers, around a fifth are
Mobile      Service  Providers,
followed by 6% Tier 2,3,4,
Service Providers.
Profile of Audience – Region


Around two thirds of registrations
are from 22 different European
countries. A further fifth are from
the    Middle     East/Asia/Pacific
region (comprising 8 countries in
total). Just under 1 in ten
registrations are from North &
South America (mainly USA, few
from Canada and Argentina). The
remainder 4% are from the
African region, mainly         from
South Africa.
Profile of Audience –
Company Revenue in US $


Company annual revenue figures
show that key accounts have
been registered, with 78% of
companies indicating revenues
higher than 999million USD and a
further 12% at 101-999 million
USD.
Profile of Audience –
Job Function/Department


Just under half of the audience
for Lightreading are corporate or
business managers, 39% are
sales          and        marketing
professionals      and    8%     are
technical titles (e.g. Engineering).
Profile of Audience – Areas of Interest



The key area of interest for this
audience are firstly business
services (76%), followed by two
further areas of interest namely
consumer services (12%) and
Mobile/Wireless Services (8%).

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Customer engagement for an online community

  • 1. Customer engagement for an online community - January 2012
  • 2. Program Background • A strategic program was set up to drive subscriptions to a community website and news forum for Telecom professionals. • The aim is to position their web forum as the key global exchange portal for news, events and features in the Telecoms industry. • As part of this drive a targeted and content led recruitment campaign was run by Qualifa in EMEA, APAC, North and South America delivering 650 new registrations in January 2012. • An account list of telecoms companies was populated with named individuals by Qualifa via industry contact research. • This document contains a summary of the campaign statistics and a profile of the audiences reached.
  • 3. Program Statistics Number Conversion Full Account List (Company names only) 2853 Contacts & telephone numbers researched 2200 77% Phone calls made to companies (called at least once) 1481 67% Qualified Leads 650 44% The campaign statistics show a very good response rate for this program with one out of two to three phone calls leading to a successful registration.
  • 4. Profile of Audience – Area of Business Two thirds of Telecoms Companies registered for the Lightreading Website describe themselves as Tier 1 Service Providers, around a fifth are Mobile Service Providers, followed by 6% Tier 2,3,4, Service Providers.
  • 5. Profile of Audience – Region Around two thirds of registrations are from 22 different European countries. A further fifth are from the Middle East/Asia/Pacific region (comprising 8 countries in total). Just under 1 in ten registrations are from North & South America (mainly USA, few from Canada and Argentina). The remainder 4% are from the African region, mainly from South Africa.
  • 6. Profile of Audience – Company Revenue in US $ Company annual revenue figures show that key accounts have been registered, with 78% of companies indicating revenues higher than 999million USD and a further 12% at 101-999 million USD.
  • 7. Profile of Audience – Job Function/Department Just under half of the audience for Lightreading are corporate or business managers, 39% are sales and marketing professionals and 8% are technical titles (e.g. Engineering).
  • 8. Profile of Audience – Areas of Interest The key area of interest for this audience are firstly business services (76%), followed by two further areas of interest namely consumer services (12%) and Mobile/Wireless Services (8%).