Marketing project for Vodafone, consisting in a digital strategy created in order to improve the brand's social engagement.

1. SOCIAL ENGAGING:
Arditi Silvia | Benzi Elettra | Miglietta Pierandrea | Tornabene Luciana | Trombi Giulia | Yarkina Anastasia

2. 1. INDUSTRY OVERVIEW
2.PROBLEM IDENTIFICATION
3.PRIMARY DATA
4.OUR STRATEGY
5.METHODOLOGY
AGENDA
1

3. 445,090
133,915
131,87
130,481
88,432
1537,492
559,102
534,021
600,534
597,077
0 500 1000 1500 2000
Telecom
E-commerce
Retail
Electronics
Services
Migliaia
Total Questions on Twitter
Total Questions on Facebook
Right now: Customer Care
Demand by Industry
2www.socialbakers.com

4. 19%
14%
11%
5% 4%
32%
18%
10%
7% 7%
0%
5%
10%
15%
20%
25%
30%
35%
Telecom Airlines Finance E-commerce Retail
Industries on Twitter Industries on FB
Right now: Social
Devotion by Industry
www.socialbakers.com
3

5. SOCIALLY DEVOTED
TELECOM BRANDS ON FACEBOOK
6MIN
RESPONSE
TIME
94%
RESPONSE
RATE
93%
RESPONSE
RATE
97MIN
RESPONS
E TIME
32MIN
RESPONSE TIME
95% RESPONSE
RATE
4
www.socialbakers.com

6. www.socialbakers.com
1.393.359
FOLLOWERS
820.019
FOLLOWERS
85.002
FOLLOWERS
827.019
FOLLOWERS
1.760.137
FOLLOWERS
402.743
FOLLOWERS
5

7. 6

8. …AND THAT’S THE RESULT!
7

9. 8

10. 1.
ASK YOUR
CUSTOMERS
9

11. MARKET RESEARCH (3)
WHICH REASONS BRING YOU TO LEAVE A
NEGATIVE COMMENT ON A COMPANY'S PAGE
ON SOCIAL NETWORKS?
REPORT
MALFUNCTIONS
OF A
SERVICE
67%
GET
MORE
LIKES
5%
SIGN OF A
DISAPPROVAL
CONCERNING A
CONTENT
57%
10
4%
GET
INVOLVED IN A
DISCUSSION

12. 11
WHAT BRINGS YOU TO LEAVE A POSITIVE
REVIEW ON SOCIAL NETWORKS ABOUT A
PRODUCT/SERVICE USED?
HUMAN
RELATIONSHIP
CREATED
43%
EXTREMELY
POSITIVE
EXPERIENCE
40%
SHARING
DESIRE
47%

13. 2.
HAVE A
BRILLIANT
IDEA 12

14. IMPROVE SOCIAL
CUSTOMER CARE
FUNNY | EASY | LIVELY
13

15. BEFORE:
BORING
Thanks to you Guido,
We confirm that we received your
message.
We will contact you as soon as possible.
Gaia -Vodafone 14

16. AFTER:
NICE&EASY
Hey Guido, thank a lot for the time that you spent to write us!:)
We would be really glad to help you, but in order to do it we
need some personal data. Please, send us a private message
regarding your problem as soon as possible.
Thanks a lot – Maria, Vodafone Team 15

17. CREATE A SET OF
INFOGRAPHICS
TO EXPLAIN…
1
USEFUL
ADVICES
56% of users write comments / post
in order to ask for information.16

18. 2
NEW
OFFERS
TARIFFS
DISCOUNTS
77% of users engage with social pages of
telecom companies in order to keep updated
with brand’s offers and discount .17

19. 3
THE MOST
COMMON
PROBLEMS
33% of users write comments /
post in order to ask for help. 18

20. ?
WORK ON THE PERCEPTION OF THE
CUSTOMER CARE
WHEN YOU ASK FOR HELP…
…WHAT’S ON THE OTHER SIDE
19

21. HIM?
20

22. 21

23. #SaveThe
Operator
22

24. 23

25. 51% of users get engage with content on
social networks because they find it funny. 24

26. VIDEO TIME
#SaveTheOperator
25

27. #SaveTheOperator
on Facebook 26

28. 3.
TEST IT!
27

29. NEW TRAJ. DEVELOPMENT FUNNEL
1 2 43 5
OPPORTUNITY
IDENTIFICATION
 Secondary Data
 Primary Data –
Survey &
In-depth
interviews
 Gap Analysis
 Emphatic design
CONCEPT
GENERATION
 “Save the
operator”
campaign &
Infographics
CONCEPT
EVALUATION
 Concept test
28
LAUNCH
• ATAR
• Rogers Model
DEVELOPMENT
 Graphic design
of the posts
HOW WE’VE GOT IT?

30. VODAFONE WILL BE PERCEIVED…
WARMER
+39% +30%
MORE
LIKEABLE
+37%
MORE
FRIENDLY
+27
%
MORE
APPEALING
29

31. KEEP
CALM
AND
#SAVETHEOPERATOR 30