A running constant theme in the comms vs marketing social media debate is the extent to which engagement can be measured for its return. Views are polarised. From the outset Vodafone's policy has to be listen, learn and engage with its customers, proactively identifying and prioritising lead influencers. This session, a best practice case study, examines Vodafone's social media activity and explores how it drives brand preference, customer satisfaction and cost savings.

1. SOCIAL MEDIA – THE
VODAFONE JOURNEY
Jakub Hrabovsky
Manage Social

2. Why did Vodafone start with social
Change of
media
Economic Plummeting
environment
climate NPS
and journalist
behavior

3. The Start
• Slide with hands

4. The Setup
Customer
Care
Channel
Corporate
Legal Marketing
Comms
& SEO
Brand

5. Social Channels

6. Service and Community management
Service Community
Management
Moderation:
•Rapid visibility of larger scale issues •Social competitive element
due to “me too” factor awards points for
Intervention: constructive contribution
•Existing content answers most queries
•Community answers 30% of posts Key influencers identified,
•Vodafone pick up everything else, recognised and rewarded
including account specific queries
Issue Management Higher ranks unlock new features,
•Traffic weighted towards initially to allow profile customisation,
device/technical avatars and signatures, but later adding
•100% firmware query offload basic moderation controls to
•Forum subscription capability used to demonstrate trust we put into users
provide updates to save customers
making repeat contacts
•Reputational matters handled with
assistance from PR team

7. Monthly Posts: c10k (peak Fans: c500k Followers: c40k Reach: 200+ blogs and
20k ) Monthly Posts: c1k Monthly Tweets: c4k (peak forums, registered
Monthly Visitors: c. 750 Service Offering: Originally 8k) membership of over 2
Query Types: wall-based service plus Service Offering: million
Technical, product and promotional activity, moving Questions answered in Monthly Posts: c200
service/account, sales to segmented approach approx 10 minutes, all Query Types: Mainly
Service Model: Team with service provided via query escalated complaints, debt
assisted peer to peer eForum integration, all types, technical, product collection, credit liaison
community, all questions queries answered and service, sales FTE: 2 from pool of 8
answered after 24 hours FTE: 2 from pool of 8 FTE: 4 from pool of 8 blended across Facebook,
FTE: 12 blended across Facebook, blended across Twitter and independent
Twitter and independent Facebook, Twitter and sites
sites independent sites
NPS: Contact Deflection: Revenue:
78% Savings of over £ 2 mil £1m / year

8. Call deflection
Measuring reduction in propensity to contact based on four key scenarios
From the technical
query samples, From the network
46% of customers query samples,
called or emailed 27% of customers
less after joining called or emailed
the forum, with an less after joining
overall contact the forum
reduction of 33%
From the general From the device
query samples, availability query
44% of customers samples, 41% of
called or emailed customers called
less after joining The average result or emailed less
the forum, with an across all samples was a after joining the
overall reduction of 20% reduction in contacts forum, with an
30% after joining the forum overall contact
reduction of 9%

9. How did we achieve this?
Identification of the key online
Listen conversation drivers amongst
target audience on relevant
topics
Analyze Create
Contribute to the eco-system
Develop the conversation themes
using the specific content
strategy and evaluate results and
impact in real time
Engage and supporting content to add to
the conversations you want to be
a part of

10. eForum
Twitter
Independent

11. “Vodafone has brought together
community management and
New Media age rated us in the top customer service well, both on
five UK brands on Facebook. The Facebook and Twitter” – Marshall
other four consisted of two
charities, a popular brand of
Manson, Director of Digital
sweets and a TV show Strategy, Edelman UK

12. Show me the money
Savings Direct NPS
Sales

13. Contact
jakubh
jakub@mngsocial.com
www.mngsocial.com