a hypothetical business plan for vodafone against its new competitor reliance jio.
reliance has given a very tough competition in Indian telecom industry and would become a major player in the future.
a hypothetical business plan for vodafone against its new competitor reliance jio.
reliance has given a very tough competition in Indian telecom industry and would become a major player in the future.
Vodafone's social media strategy , online marketing, SEM process, SEO process, Comparision among competitors in the Online world for ad's eg, Facebook ,YouTube,Twitter etc.
This case study concentrates on how the promotion using high profile sports stars can help to keep a leading brand at the forefront of public awareness.
This is my Team Presentation which we present in our MBA class. Really very knowledgeable experience to came out some amazing information about VODAFONE brand and other Indian telecommunication Brands.
This INTEGRATED MARKETING COMMUNICATION report contain befit analysis of Advertisement and promotion activity of airtel last three years.
If you like my report please sent me feed back on
Email: gondaliya.mehul101@gmail.com
Vodafone on top again, Airtel misses by a small margin.Simplify360
Vodafone performs the best on social media followed by Airtel and Idea Cellular. Airtel has high social media buzz in both the earned media and owned media.
Airtel is also the most responsive on social media. While other players in the industry took more than a day on an average to respond to complaints, Airtel responded to customers within the next one and half hour.
In terms of social media mentions, Top 3 firms namely Airtel, Vodafone and Idea Cellular cover 73% of the buzz
Vodafone leads in terms of engagement and has the highest number of fans.
Vodafone leads in terms of followers and mentions on Twitter.
Vodafone's social media strategy , online marketing, SEM process, SEO process, Comparision among competitors in the Online world for ad's eg, Facebook ,YouTube,Twitter etc.
This case study concentrates on how the promotion using high profile sports stars can help to keep a leading brand at the forefront of public awareness.
This is my Team Presentation which we present in our MBA class. Really very knowledgeable experience to came out some amazing information about VODAFONE brand and other Indian telecommunication Brands.
This INTEGRATED MARKETING COMMUNICATION report contain befit analysis of Advertisement and promotion activity of airtel last three years.
If you like my report please sent me feed back on
Email: gondaliya.mehul101@gmail.com
Vodafone on top again, Airtel misses by a small margin.Simplify360
Vodafone performs the best on social media followed by Airtel and Idea Cellular. Airtel has high social media buzz in both the earned media and owned media.
Airtel is also the most responsive on social media. While other players in the industry took more than a day on an average to respond to complaints, Airtel responded to customers within the next one and half hour.
In terms of social media mentions, Top 3 firms namely Airtel, Vodafone and Idea Cellular cover 73% of the buzz
Vodafone leads in terms of engagement and has the highest number of fans.
Vodafone leads in terms of followers and mentions on Twitter.
Vodafone value enabled services to business customers. Paul Palathingal
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This presentation covers basic concepts, various social media platforms, the exponential growth of social media, case studies on how social media has benefited businesses and a detailed road map for building one's social media presence on the web.
Social Brand Monitoring is a great opportunity no company, small or large should ignore. There are social media tools that make it easy to do. For more information visit www.BayshoreSolutions.com
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My presentation on Superweek 2013 conference. http://superweek.hu/
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Mr. Fleischner focused on the power of authority websites, social media, and citations, or bolstering website authority and improving online reputation. Learn more about effective reputation management strategies by following Michael on Twitter @fleischnerm or by visiting UpwardSEO.com.
Dell India tries to understand the Fans PC usage pattern and showcase Dell’s range of products to suit every need and also increase fan engagement and reward them.
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Analysis concerning two key factors in the social web era: the digital brand reputation and the social media monitoring.
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Do social media marketing activities really encourage the customer engagement?
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Paragon Science's patented dynamic anomaly detection technology is based on methods drawn from dynamical systems and chaos theory. In particular, we can calculate finite-time Lyapunov exponents from any time-dependent data stream to find the clusters of entities that are behaving most chaotically compared to the rest of the data set. Because we do not have to specify normal vs. abnormal behavior in advance, no machine learning per se is required. In a robust fashion that is tolerant of missing or erroneous data, we can identify the "unknown unknowns" that can represent threats to be mitigate or opportunities to be seized. To date, our technique has been applied successfully to a broad range of industry verticals, including healthcare data (Advisory Board Company), web user behavior data (Vast), mobile phone data (Place IQ), vehicle pricing analytics (Digital Motorworks/CDK Global), online coupon data (RetailMeNot), email monitoring for patent law cases, and social media monitoring.
Ann Michaels & Associates conducted a social media study to learn which of three leading retailers have the most online conversations in a one-month timeframe.
SafetyNet, Ann Michaels & Associates' social media management program, was used to collect data for this study.
In this session, Giles Palmer, Brandwatch, a leading social media monitoring company and Seesmic, the Twitter application provider, will co-present a social media monitoring case study.
Social media case studies - examples of well run user generated content campaigns, some that have back-fired, interesting cases where social technologies have enabled people or projects to get picked up and broadcast virally that propels into mainstream - and a look at some cases that have been controversial recently
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Telecom revenues are declining.
Till now, Data revenues have been critical for Telcos which have successfully followed a “walled garden” approach. But the "walled gardens" are fast eroding under threat from integrated players like Google and Apple, and the telco revenues are fast declining.
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If you would like to read further, take a look at the notes to see our further analysis.
Brand Management Final Project - Sprint Brand Audit
The University of Texas at Austin
McCombs School of Business
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Spotter - Nicolas Saintagne - Making Sense of Twitter with Sophie Gubert from...
Vodafone: A Social Media Engagement Case Study - Aleksander Stensby and Neil Scaife Integrasco
1. Best practice in social media
engagement – a Vodafone case
study
Monitoring Social Media
22nd November 2010
2. Technology is shifting the power away from the
editors, the publishers, the establishment, the
media elite. Now it's the people who are
in control."
Rupert Murdoch, Chairman & Chief Executive
News Corporation
3. The centre of this company is marketing … It is not the
brand talking any more and telling the customer what
to do. It is the customer who will decide."
Vittorio Colao, Chief Executive
6. Why we're different ...
• Specialists in
– social media monitoring > listen
– analytics > interpret
– engagement strategy > influence
• Emphasis on human involvement – analysis and support
• Consulting relationship – bespoke not 'off the shelf'
• Specific industry knowledge and expertise
• Actionable insights not just data
9. Vodafone – Long-Term Social Media Vision
To empower our customers to interact with us
and others in the way that they want, to get more
from their telecoms experience
To get closer to our customers and our competitors' customers
13. 13
Social media – 'Rules of Engagement'
> Cover key principles to be followed by
employees using Social Media to comment on
Vodafone
To be distributed to all employees
14. “the support from @vodafoneuk has
been excellent. But I am so far not
impressed by @tmobile.”
“Well @VodafoneUK has maybe swayed
me with its lovely customer service via
Twitter, are Orange even on Twitter?”
“Say hello to your newest customer.”
“I'm awfully impressed with @VodafoneUK
- good model of how a big organisation can
use Twitter personably and effectively.”
Online engagement
Customer service on social platforms helps create positive sentiment
and humanises the brand
15. It took me about 2 calls to Customer Services to
realise that if you need help, the mods on this forum
are the only REAL option. CS were never rude or
abrupt, they just didn't seem to have a clue.
I remember posting a problem with my account and
(I think it was) Helen called me back only 5 mins
later!
Now that's service!”
16. Is it working?
Our team is interacting in 95% of Vodafone-related social media
debate, which means we pick up virtually everything that comes
through the sources loaded into the Integrasco portal.
e-Forum surveys show we achieve a resolution rate of 85.1%
(target 75%) and a satisfaction rate of 86.3% (target 85%), and
a Net Promoter Score measured at 35.1% - much higher than
the category average, and showing the true benefit of engaging
with, supporting and assisting Vodafone customers."
18. (Orange OR subject:Orange -subject:light -light -"Clockwork Orange" -
subject:"Clockwork Orange" -"orange box" -subject:"orange box" -juice -
subject:juice -fruit -subject:fruit -peel -subject:peel -"Orange Wednesday" -
subject:"Orange Wednesday" -"orange county" -subject:"orange county" -"clock work
orange" -subject:"clock work orange" -"orange ink" -subject:"orange ink" -"bright
orange" -subject:"bright orange" -"dark orange" -subject:"dark orange" -"light
orange" -subject:"light orange" -("color orange"~3) -subject:("color orange"~3) -
("style orange"~3) -subject:("style orange"~3)) AND ( (SMS OR MMS OR HDSPA OR
"Mobile Phone" OR GSM OR GPRS OR 3G OR SIM OR handset OR "Sony Ericsson" OR
Nokia OR HTC OR Motorola OR BlackBerry OR iPhone OR PAYG OR "pay-as-you-go"
OR "Network Provider" OR UMTS OR WAP OR PDA OR "PAC Code" OR Cellphone OR
OFCOM OR phones4u OR voda OR vodafone OR tmobile OR tmob OR "T-mobile" OR
T-Mob) OR subject:(SMS OR MMS OR HDSPA OR "Mobile Phone" OR GSM OR GPRS OR
3G OR SIM OR handset OR "Sony Ericsson" OR Nokia OR HTC OR Motorola OR
BlackBerry OR iPhone OR PAYG OR "pay-as-you-go" OR "Network Provider" OR UMTS
OR WAP OR PDA OR "PAC Code" OR Cellphone OR OFCOM OR phones4u OR voda OR
vodafone OR tmobile OR tmob OR "T-mobile" OR T-Mob) )
19.
20. Brand Buzz
This chart displays brand share of buzz during the past 12 months. All opinions on brand and
their respective products are measured to give a complete overview of online conversations. Buzz breakdown – August 2010
24%
33%
22%
19%
Executive Summary
>The release of the Android 2.2 update for the unbranded HTC Desire engaged a lot of users in discussions about the pros and cons of the update. O2, Orange and T-Mobile have not yet
released the update for their branded HTC Desire and therefore the three networks have been targets for negative comments from disappointed users due to the delay
>The release of the 360 firmware update on the same date as that of the Android 2.2 for unbranded handsets caused a significant amount of negative sentiment for Vodafone with users
thinking it was the Android 2.2 update for the Vodafone branded HTC Desire. After updating their handsets, users started to complain saying the 360 update was buggy and not the FroYo
update their were expecting, to which Vodafone listened and announced the release of the FroYo 2.2. The announcement managed to reduce the overall negativity and received positive
feedback. The story was covered prominently in social media and users expressed their satisfaction over the much anticipated release for HTC Desire on Vodafone
>Network coverage drives mixed sentiment for O2 in August, though poor 3G signal particularly on iPhones gets negative attention. Network outages also contributed to cause negative buzz for
O2, however, broadband drives positive sentiment for the network. O2‟s promotional scheme of PAYG Goal SIM in which the O2 customers can win £10 for every goal that the selected team
scores generates positive sentiment
>Network outages on Orange generates a significant amount of negative sentiment for the network in August. Poor customer service also drives negative buzz for Orange in August and users
complain that customer service is not very helpful and not competent enough to solve their problems. The launch of HD Voice on Orange, offering crystal clear audio on the handsets which
supports the service, gains positive popularity in social media
>Users discuss positively the merger of Orange and T-Mobile and have high expectations. Some also understand that the network outages on the two networks are due to the merger. Users are
also keen on discussing the coverage status of Three after the merger of T-Mobile and Orange, as the network uses Orange‟s 2G and share 3G masts with T-Mobile
2%
21. Brand Sentiment
Management note
> In general, the network coverage and signal strength in the UK are considered to be more reliable on Vodafone than on O2. 3G network coverage on Three also gets positive attention in August
> The Vodafone 500mb FUP issue generates buzz for the network as users discuss receiving warning messages from Vodafone about being charged from October 1, 2010 , leading to a negative sentiment
towards the network. Users also discuss that Vodafone now is neither allowing the customers on 12 month contracts to switch to1GB allowance nor letting them cancel their contracts. Users also discuss
strategies to damage Vodafone‟s reputation. The story gets prominent coverage in the blogosphere as well, where Bitterwallet plays a role in supporting customers with an offer of providing letter templates
so that the customers can use it for complaining
> The release of Vodafone‟s FroYo 2.2 for HTC Desire has generated a significant amount of positive buzz for the network as users express that Vodafone has listened to their customers and taken
appropriate actions to satisfy them
> Users engage in discussions about O2 not changing their 'unlimited' data conditions for old customers until they upgrade or change their current tariff positively. iPhone 4 on O2 also contributes to generate
positive buzz and the fact that O2 is the only network offering Visual voice mail gets positive attention
> O2 PAYG Goal promotion adds to the positivity for the network. However, poor signal and 3G issues on O2 have been subject to some negative sentiment. Also the delay in the release of the Android
update for the O2 HTC Desire drives negative attention for the network
> Orange drives positive sentiment for offering good tariffs with its Animal plans, though several network outages in August has caused severe damage their reputation. The delay in the release of Android 2.2
update for HTC Desire has also contributed to negative sentiment for the brand
> The availability of the Phone 4 contributes to generating positive buzz for T-Mobile in August. However, users discuss that the tariffs T-Mobile announced are nothing different in comparison to what other
networks currently offer. The option of “flexible booster” add-on gets positive attention from users. Users complain about T-Mobile delaying the update of Android 2.2 for HTC Desire which causes some
negativity for the network this month
Vodafone UK in Social Media
Vodafone Impact – Over TimeBrand Impact – August 2010
BuzzVolume
Sentiment ratingNegative Positive
Sentiment ratingNegative Positive
BuzzVolume
Bubble size is determined by the ratio between buzz volume and sentiment rating.
A strong sentiment rating (positive or negative) and high buzz volume will result in a large bubble.
Bubble size is determined by the ratio between buzz volume and sentiment rating.
A strong sentiment rating (positive or negative) and high buzz volume will result in a large bubble.
22. Innovation
Management note
> The highly anticipated Android 2.2 update for the HTC Desire has been the centre of attention for the month of August and drove buzz for all the networks in UK.
The HTC Desire owners often discuss the pros and cons of the update. The owners of all the branded handsets on all the networks complain and some also
considered rooting their handsets in order to get their hands on the update
> Vodafone‟s release of the 360 firmware update led to some confusion, since users of the HTC Desire thought it was the Android 2.2 update for that handset,
already available for unlocked units. After the download, the customers realized it wasn‟t and started to complain about being „tricked into installing bloatware‟.
Users reported that the 360 updated introduced bugs, and pre-bookmarked websites, which was matter of negative comments about Vodafone
> In response to the complaints, Vodafone announced the FroYo 2.2 update for their branded HTC Desire. This announcement was welcomed by the users. Days
later, when the update was finally released, Vodafone customers expressed satisfaction and stated that it was very impressive of Vodafone to listen to the
complaints and take immediate actions. Users of the HTC Desire on O2, Orange and T-Mobile say those networks should also follow the steps of Vodafone
> The launch of Vodafone Mobile Wi-Fi (R201) receives prominent coverage in the blogosphere. In general, the sentiment is positive, however, the price plans are
compared with Three which offers a similar product on PAYG, while Vodafone only offers it on contract
> The launch of mobile Eco rating by O2 gets prominent coverage in the blogosphere, while Apple decides to opt out of the Green Ranking. The expected release
date for Android 2.2 for HTC Desire on O2 is sometime in September , which drives negative sentiment for the network. Android 2.1 for Dell Streak will be
available from September 1st on O2
> The launch of HD Voice on Orange offering crystal clear audio if the user has a handset that supports it, gets prominent coverage in August
> T-Mobile offering 3GB data limit for all the smartphones and with the option of “flexible booster” add-on contributes in getting positive buzz for the network this
month. T-Mobile pulling their Android 2.1 update for the Pulse also gets prominent coverage in the blogosphere
> Users also discuss „Everything Everywhere‟ and expect things to change positively once the whole merging of networks is implemented. Users hope that the
coverage for T-Mobile and Orange will improve as it will also share masts with Three
30%
1%
24%
22%
Share of buzz – August 2010
23%
Innovation Impact – August 2010
Top Positive Buzz Drivers
Top Negative Buzz Drivers
• Vodafone listening to their customers and taking action
• Vodafone releasing FroYo 2.2 for HTC Desire
• O2 Green ranking
• O2 PAYG Goal SIM
• HD Voice on Orange
• Release of Vodafone 360 firmware update
• O2 delaying Android 2.1 update for its
HTC Desire customers
• Delay in Android updates
Vodafone UK in Social Media
23. Network – verbatims
“I'm with Vodafone and regularly go hill walking in remote parts of the
country like the Brecon Beacons, Snowdonia, Peak District, Lake District
and the Highlands of Scotland. My friends on Three, Orange, Virgin and T-
Mobile can go the whole weekend without any signal, whereas I will pick
up signal frequently. Even when signal strength isn't enough to phone
someone, I can usually send them a text message. I also have strong
signal in central London in the basement of buildings. Can't fault Vodafone
on that front. ”
“Just come off the phone to Orange, conversation as follows Me - "there's
a recorded message about GPRS being down, is there a problem with 3g"
Orange - "3g is GPRS" Me - "no GPRS is 2g, 3g is completely different"
Orange - "No I think I know what i'm talking about" Me - "Well if you think
GPRS is 3g then you're in the wrong job mate" Absolutely f**king useless.
If it's not fixed by tomorrow i'm moving networks”
25. Lead Influencer – RogerPodacter
> The user RogerPodacter is one of the most prolific posters on Howardforums.com. He is a Nokia fan and a highly
influential user. He has written more than 15.000 comments, and a large amount of these are related to Nokia
products. RogerPodacter is advocating the Nokia brand, but he is not afraid of sharing his views even if they are not
positive for Nokia. He states that Nokia should be the one leading the way, not the one following. He has
expressed his concerns about the N900 and he shares his views with his fellow users:
> “I don't agree that internally nokia "get's it". The proof of this is in their actions with maemo. Actions speak louder than
words, or so called hypothetical words in this case. These actions include no portrait operation on the n900, no support
for the widely used 850/1900mhz 3g bands which could be used in canada, att in usa, and other countries. Their entire
actions with this maemo n900 phone scream "this is only a niche product" from the top of their lungs. Its like they just
don't get it. Again its this artificial cherry picking of features that serves no purpose. I submit that the n900 would be a
break thru phone if it simply had att 3g bands for the usa. Of all the years we've seen nokia try to break into the usa
market, the n900is by far the best chance to do it with. But oops they artificially limit it, like they purposely don't want
it to succeed in the usa.ro again their actions to me tells me that they just don't "get it".”
“Well my thinking is that the n900 is actually a phone that would easily be a hit in the usa, or at least have the best
chance of being a hit over any other phone nokia has put out. And then they go and exclude the most widely used
850/1900mhz bands. Now of course they really need carrier agreements. But since thats just not been working out for
nokia, the next best thing would be at least supporting the correct 3g bands. It just seems like they finally have a
decent competitive UI which might have a chance of selling to americans, and they purposely limit it with no att
3g support. Doesn't that just seem like they don't get it? Does to me.”
Posting activity in 2009 for the user RogerPodacter on Howardforums.com
• Forum: Howardforums.com
• Region: North America
• Gender: Male
• Engagement: > 15000 posts
28. Comments across blogs have been very rational and supportive. The
swiftness and honesty of response has given us a number of new fans
”Vodafone has pioneered responding to customers via Twitter. Even
when a rogue staff member sent an inappropriate Tweet through the
company's official Twitter feed, Vodafone was praised for its no-
nonsense Tweeted apology that admitted internal culpability and
ended: "Please keep your faith in us." With that level of honesty and
transparency, they probably did.”
34. Customer Services
How Vodafone now uses social media
Handset Selection
New Product Development
Reputation Management
Campaign Development & Tracking
Early Issue Detection
Brand Tracking
SEO/PPC Sales/Retention
PR & Comms
Competitor Intelligence
35. Integrasco provides Vodafone with a complete overview of
online and social media. Their product as well as analyst
expertise help us get detailed insight into what is being said
about our brand, products and services. This allows us to
interact with our customers and key influencers real-time
via the Internet."
Jakub Hrabovsky, Head of Web Relations
The client's view…