Telenet's centralised content platform
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A real-life case about a partnership between a telcom and an agency.Creating an owned media platform at the heart of the social strategy. Moving away from campaign peaks to a constant flow of content and conversation. By @femkedr and @moerman for #smdayBE
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Telenet's centralised content platform
- 1. SNAP Telenet’s centralised content engine to get ahead in Social
- 2. snap.telenet.be Nicolas Moerman Strategist These Days Y&R @Moerman Femke De Roo Social Media Expert Telenet @femkedr
- 5. Changing Social Landscape Technology shift • Facebook Edgerank – Don’t build a house on rented land • Proliferation of channels drive need for a centralised solution Customer shift • Needs information & inspiration not sales messages • Increasing need for dialogue: from care to conversations Brand shift • Grown-up challenger brand: from acquisition to retention • Humanising the brand: from a big company to the people working there 1 2 3
- 6. Enter snap In February 2013, we launched Snap, designed to bring more elaborated storytelling to our customers and stakeholders. We wanted to create an owned platform that easily plugs into social channels and could become the heart of our social strategy. A move away from campaign peaks to a constant flow of content and conversation
- 7. Snap’s main purposes are: Inspire and educate our customers about our products Surpriseanddelightthem with contests and events Keeping our finger at thepulseofcustomers through open dialogue 1 2 3
- 8. Snap is our centralised content engine for social Partner Channels 9lives Zita Njam SNAP AS CONTENT & CONVERSATION ENGINE TO CREATE RELEVANCE BASED ON DATA GATHERING & TARGETED CONTENT One-2-One Channels CRM Newsletters Offline Channels TV set-up box Retail Website Channels Telenet.be Mijn Telenet Klantenservice Social Channels Telenet Facebook Telenet Entertaint Facebook Youtube - Linkedin Twitter Sporting Telenet
- 9. Agency & Client: One integrated social team Agency Social Content Manager Stakeholders Agency Social Strategy Telenet Writers Telenet Social Team Content Community mgmt Writing Design Reporter Concept Team Agency Content Creation Team Telenet Webcare Team Content Management Conversation Management
- 12. What do we do? Content that offers Inspirational utility1
- 13. What do we do? Creating customer delight through online content & offline events 2
- 14. What do we do? Bringing Inspirational Entertainment3
- 15. Did it work? First year 1,064,682 visits Last month 90K unique visitors Finger at the pulse of our customers Our content engine approach works Strong correlation with social media growth. Total Page Likes as of Today: 111,523 Post Reach: the number of people your post was served to 120K 40K 65K 10K 20K 30K 10K 0K AprApr AugAug DecDec AprApr AugAug DecDec AprApr AugAug JunJun OctOct FebFeb JunJun OctOct FebFeb JunJun OctOct MayMay SepSep MayMay SepSep MayMay SepSep JulJul NovNov MarMar JulJul NovNov MarMar JulJul 2013 2013 2012 2012 2014 2014 Total Page Likes PaidOrganic Total Page Likes Click or drag to select 111,523 Oct 7, 2014 Your Average This Period 8,453 Your Average Last Period 2,268
- 16. What we learned along the way
- 17. People are more interested in your company & product than you think Product post & inspirational product articles consistently outperform in terms of engagement, conversion & sentiment Evolution from care to conversation to content 1 augustus Facebook Goal Awareness Snap Fans Engagement Pageviews 57% 1,39% 10,493 29/08 Total Conversion Unique Page views 102,784 4,62% 9.499 Netwerf Viral Sources 17% TN.be 22% Organic Sentiment AV Time On Page 11% DI 25% 0,84 0:03:23 Paid 81% FB 22% Awareness
- 18. Plan for what you can, leave room for flexibility structuring content into updates (formats), project campaigns which each have their own caracteristics 2 0 % 0 % 100 % 100 % 90 % 90 % 80 % 80 % 70 % 70 % 60 % 60 % 50 % 50 % 40 % 40 % 30 % 30 % 20 % 20 % 10 % 10 % AD HOC AD HOCPLANNED PLANNED
- 19. Creating great content is a craft Crafted content has more chance of being noticed clicked on than generic curated content Specialists needed in: • story • topic • copy • design • seo • …. Emotions work best Consistency 365 days a year! 3
- 20. Content management needs culture shift 4
- 21. Socialhappens in real life 5 Best results with offline activations Content generation on events Work in the park Tournee glacé Marriete from telenet
- 23. social is not enough / owned channels never die 6 Best traffic drivers for snap.be: • Social (37%) • Email (35%) • Referrals (26%) Social (37%) Referral (26%) Email (35%)
- 24. Content sells Hypothesis: can we use social content to sell products? Softlanding on Snap with movie list clicktrough to product page 7
- 25. What’s next for us? RIGHT CONTENT RIGHT CUSTOMER RIGHT TIME RIGHT CHANNEL Whop Rex Rio Kong
- 26. So, where do you start? Social is more than marketing - get all stakeholders around the table Start somewhere, experiment adapt fast Keep true to who you are as a brand Involve them in the playbook keep them in the loop Find dedicated resource (internal/external) 1 2 3 4 5
- 27. Thanks