Video available via this link: https://www.facebook.com/photo.php?v=10200377851621524 Case Study in Social Media presented by: Nadim Khater, CCO, touch Lebanon Omar Abou Ezzedine, Deputy General Manager, Cleartag at ArabNet Beirut 2013, March 20-22 Beirut, Lebanon

1. Towards
Consumer 2.0+

2. The Consumer
Shift Paradigm

3. 1.0
CONSUMER SHIFT PARADIGM
2.0+
Have a short
Prefer phone calls Dwell on details Are tech-Savvy
attention span
Are more Rate brands
Spend most of their
responsive to
through user Spend time online
time on TV and
traditional rather than on TV
magazines reviews
CONSchange
marketing
ENResistant to UMER
GAGE Flexible to try new services
2.0 +
THE SOCIAL ERA
THRO
UGH S CONFIR
OCIA MED
L ME
Power to the business
DIconsumer
Power to the A
Push marketing Pull marketing
Few people calling the shots Crowd-sourcing
One way communication Conversations
Personalization

4. #1
Create a brand A Socia l Media-
that empowers friendly brand
consumers

5. InMyNewWorld
Twitter:
+12,329 followers after the
campaign
Facebook:
+13,517 fans after the campaign
#InMyNewWorld trended taking
the number 1 spot in Lebanon.

7. #2
Turn Social
TO ALLOW INSTANT
Media into a TRANSACT IONS
Channel

8. SOCIAL MEDIA, A CORE DELIVERY CHANNEL
OUTLET S
CALL CENTER WEBSITE
CONSUMER 2.0+
SNAIL MAIL/FAX MOBILE AP P
SOCIAL
N ETWORKS

9. SOCIAL MEDIA, A CUSTOMER CARE HUB
Diversity of treated
Response Rate
cases
Response Time Personalization
Synchronization between community
management and a support team from
touch

10. #3
Co-create TO LISTEN
through Social TO CONSUMERS
Media

11. SOCIAL MEDIA, A CO-CREATION HUB
Listening,
T ION
engaging and
C O-C REA asking for
feedback
Product
Self-assessment releases based
through fans’ on fans’
input requests

12. CO-CREATION EXAMPLES
“Text&Talk” Prepaid Bundles,
The Nokia App
The mobile update to include MyPlan
EXIST
because fans on Social Media
requested them

13. #4
Encourage TO HARNESS
innovation through COMMUNIT IES
Social Media

14. SOCIAL MEDIA, A TECHNOLOGY HUB
T IPS CENTRAL FOR
SMAR T PHONE ADDICT S ENGAGING AP P
ENTHUSIAST S
INVOKING THE
VINTAGE
PROMOT ING TECH IN YOU
CULT URE

15. #5
Build the proper DIGITAL AGENCY
digital team

16. CHOICE OF A DIGITAL AGENCY
CREAT IVE
CAPABILIT IES
BRAND REGIONAL
UNDERSTANDING EXPOSURE
Finding a partner
SWIFT LEARNING
AVAILABILIT Y
CURVE

17. #6
Build the digital DIGITAL BRAND
brand pyramid

18. DIGITAL BRAND PYRAMID
PROMISE
A NEW WORLD
VALUES
CUSTOMER-CENTRIC AVAILABLE
PROFESSIONAL SWIFT INNOVATIVE ATT ITUDE
SOLUTION-
TRANSPARENT FRIENDLY STRAIGHTFORWARD ENTERTAINING TOV
ORIENTED

19. #7
Build the digital DIGITAL GUIDELINES
guidelines

20. DIGITAL GUIDELINES
TI ON
RELATIONSHIPS IZA
N AL
R SO
PE
Social Media is
Social Media is about breaking theNMENT
simply human ENT ERTAI
barriers between
nature taken the consumer and
CULTUR
online the brand E
CO
CO
NV
NV
ER
ER
SA
SA
TO
TIIO
NS
NS

21. DIGITAL GUIDELINES
Every perspective is taken
from a consumer
point of view where
we become fans of
our own page rather
than administrators

22. DIGITAL GUIDELINES
Touch adopts a dominant and identifiable digital identity with particular
intricate guidelines.
The strategy is built on a dynamic identity which highlights trends, culture,
vintage items, smartphone related memes and entertaining situations and
habits.

23. E ST ICK
FIGURE DIGITAL GUIDELINES
TH flexible
adaptable
proud
creative
individualistic
opinionated
curious
transparent
challenging
demanding
simple
innovative

24. #8
Build the CONTENT
content strategy

25. ENTERTAINING CONTENT

26. ENTERTAINING CONTENT

27. ENTERTAINING CONTENT
‘DON’T TEXT AND WALK! :) “

28. INFORMATIONAL CONTENT

29. FLASHBACK FRIDAY
Ericsson,33

30. THE BATTLE WE’VE BEEN ALL
WAITING FOR
iPhone 5 htc one Galaxy SIV Blackberry Z10

31. TECHNOLOGY POSTS

32. PROMOTIONAL CONTENT
Likes 10,974
Shares 432
Comments 1,023

33. #9
Evaluate METRICS
yourself

34. touch METRICS
ENGAGEMENT
SENT IMENT
GROWTH OF FANS
Metrics
RESPONSE RATE RESPONSE T IME

35. METRICS CUSTOMER SUPPORT
Out of all inquiries
received online: 16% 84%
Require escalation to Are strictly closed through
offline calls Social Media responses
per month per month

36. METRICS FOLLOWERS
TOTAL FOLLOWERS
Total followers on Twitter are
constantly increasing and
reached +50,000 followers

37. METRICS TWITTER RESPONSE
Almost 80% of the mentions are responded to and treated.
@touchLebanon is mentioned up to 1,000 times per month
RESPONSE RATE
RESPONSE TIME
20% require
no response Business Hours:1 Hour
Non-Business Hours: 2 Hours
80%
responded

38. METRICS FANS
TOTAL FANS
Total fans are in constant
growth

39. METRICS FACEBOOK RESPONSE
Almost 92% of Facebook’s comments are responded
to and treated. 8% require no response.
RESPONSE RATE
RESPONSE TIME
Business Hours:1 Hour
Non-Business Hours: 2 Hours

40. METRICS SENTIMENT

41. METRICS SENTIMENT

42. #10
Compare and VODAFONE UK
benchmark

43. VS
“Brands from the telecommunications industry come in first
when surveying worldwide Twitter pages throughout Q4.
Vodafone UK proved most responsive to fans, earning a whopping
77.70% response rate and answering 5 462 fan questions!”
– Social Bakers, 2012 report -

44. TOTAL FOLLOWERS
10% increase for
touch
7% increase for
Vodafone

45. GROWTH OF TOTAL FOLLOWERS
Average increase
of followers per
day is comparable
to Vodafone’s if
not a little bit
higher

46. AVERAGE TWEET ENGAGEMENT RATE
Lots of blue, little green for
Vodafone UK

47. #11
Know the DON’T’S
Don’t’s

48. DON’T’S
#1 #4 #7
Don’t ignore Don’t hide your Don’t be slower than
inquiries. Enjoy the courage. Dare to your community!
conversations! post!
#2 #5 #8
Don’t be repetitive Don’t lose the Don’t interact only to
essence of your market. This is
brand online deadly
#3 #6 #9
Don’t be afraid of Don’t promise Don’t stay behind.
issues, face them without delivering
#10
Don’t just do it to market it! Do it RIGHT!

49. RECAP

50. DO’S
#1 #4 #7
#10
Create a brand that Encourage Build the digital
Compare
empowers innovation through guidelines
consumers Social Media
#2 #5 #8 #11
Turn Social Media Build the proper Build the content Know the don’t’s
into a channel digital team strategy
#3 #6 #9
Co-create through Build the digital Evaluate yourself
Social Media brand pyramid