OUR TASK: Social Engaging
How can Vodafone…
1. Improve the Social Customer Care
2. Improve their image on Social Networks
3. Engage their satisfied customers in posting positive feedback
The main goal of this research was to investigate the key factors of success of the marketing campaign on social networks. The proposed strategy aimed at improving the Vodafone image on Social Media, while given research questions combine two different dimensions:
Managing existing trajectories through an improvement of the Social Customer Care. Our solution consist of changing the tone of the operator replies and creating several infographics, explaining common problems or introducing new tariff offers.
Opening up new trajectories by creating positive customers’ engagement on Social Networks. In this case, the solution is to create a marketing campaign, that would pursue Vodafone clients to change their current behavior.
Hence, different models and techniques were used depending on the type of the trajectory.
With our strategy, Vodafone can expect to achieve increase in perception as appealing (by 27%), likable (by 30%), warm (by 39%) and friendly (by 37%).