This document summarizes the journey of Mobistar's social media efforts from 2010-2014. It began with an internal team forming in 2012 to develop a strategy. Metrics showed steady growth over this period in areas like positive mentions, Facebook post likes, and followers. Challenges included maintaining engagement levels and reach as the community grew. Mobistar's social media priorities evolved to focus on omni-channel interactions, social media maturity across the company, and empowering customer communities. The next steps outlined were expanding into B2B social media and digital events while maintaining transparency and using storytelling.

1. Sophie who?
HELLO!
Let’s get in touch & tweet your questions 

2. Once upon a time Mobistar started a
journey on social media…

3. This about how
the “evil villain”
tried to become
the hero of the
story…

4. 2010-2012: #TumbleweedTown

5. 2012: internal team, strategy & right
place in the company

6. Why do brands still suck
at social?
1. it’s about your customers, not the brand.
Think from a different point of view
2. It doesn’t work like any other media.
 Understand your tools
3. Brands do not have clear objectives.
 Advertisement is not an objective
4. No business KPIs & superficial analytics
 social should not be measured on its own

7. Social media results 2012
POSITIVE MENTIONS
January
November
32%
66%
FB POST LIKES
January
November
837
5.206
FB FANS ENGAGEMENT
January
November
13.800
11.120
FB FOLLOWERS
January
November 39.458
2.474
+206%
+620%
+450%
+285%

8. 2013: stability & team growth amidst
storms

9. Where we are today
FB community: 68K
#spent per month: 3K
Reach dropped dramatically
Engagement NL 2%, FR 2,6%
Roughly 20K mentions per month
# cases solved by webcare per month: 2400
Visits to our blog: 35-60K per month
Visits to our forum: 15k per month

10. Average sentiment in 2014
64% neutral
28% positive
8% negative

11. 2014: Omni-channel interactions &
social media maturity through the
company

12. Social Maturity?
1. Social media present in all lines of business
2. Everyone takes part: support & thought leadership
3. Power to the community : products, sales, support
4. Business KPIs

13. Our next steps and ambitions:
B2B on
Digital events B2B & B2C
Corporate blog & socialisation of press conferences
Content marketing

14. Our social beliefs
• Not just advertising channels (sorry FB)
• Social not on its own  part of whole
digital ecosystem. It’s about business.
• Do not hide, transparency is key
• Storytelling to cut through the noise
• Power to your community

15. Thank you