social media audit - south african mobile network operators

Social Media Audit South African Mobile Network Operators (MNOs)

September 11th – October 12th 2013.

Introduction

• This is a Social Media audit of the Mobile Network Operators (MNOs) in South Africa.

• The time frame of the data analysed is from September 11th – October 12th 2013.

• The Social Media Channel analysed for the audit is Facebook.

• The data for the report is sourced from Facebook.

• The metrics analysed for this report are Fan Growth, Engagement and Response Rate.

• The content analysis was done manually.

Cell C

Cell C

qqqqqqq

Fans: 76 805

People Talking About This: 1073

qq

g

Most Popular Day: 17th July 2011

Most Popular City: Johannesburg

Most Popular Age Group: 25 - 34Passive Fans Engaged Fans

Cell C only has 1,3%

engaged Facebook Fans

Cell C

Cell C reached peak performance on the 25th of September because of

the #WeirdWednesdays update.

Peak Performance

g

g

1241

1977

271

Comments Likes Shares

Cell C Content Performance: Engagement

Cell C content gets more Likes than Comments and Shares.

g

0

200

400

600

800

1000

1200

1400

Promotions Competitions Sponsorships GeneralInformation

Comments

Likes

Shares

Cell C Content Performance By Type

Cell C general content gets more engagement than other content types

g Cell C Content Performance by Type

General Information Promotions

g

12

75

23

Promotions Competitions Sponsorships General Information

Number of updates per content type

Cell C Content Frequency

Cell C posts more General content than any other content type.

g

18

23

3032

Promotions Competitions Sponsorships General Information

Cell C Average Engagement by Content type

On average this is how much engagement (Comments+Likes+Shares)

a post from each content type gets.

g

95,4

1,8 2 0,8

0-3 Hours 3-6 Hours 6+ Hours No response

Cell C Customer Service – Response Rate

Cell C’s average response rate (%)

MTN

MTN

qqqqqqqqqqq

Fans: 166 711

People Talking About This: 9607

qqqq

g

Most Popular Day: 9th December 2012

Most Popular City: Johannesburg

Most Popular Age Group: 18 - 34Passive Fans Engaged Fans

MTN only has 5,7%

engaged Facebook Fans

MTN

Peak Performance

MTN reached peak performance on the 7th October because of the “Fill

in the blank” update.

g

g

1491716011

2036

Comments Likes Shares

MTN Content Performance: Engagement

MTN content gets more Likes and Comments than Shares.

g

0

2000

4000

6000

8000

10000

12000

14000

Promotions Competitions Sponsorships GeneralInformation

Comments

Likes

Shares

MTN Content Performance by Type

MTN general content gets more engagement than other content types

g MTN Content Performance by Type

General Information Competitions

g

15 12

24

62

Promotions Competitions Sponsorships General Information

Number of Updates per Content type

MTN Content Frequency

MTN posts more General content than any other content type.

g

36

97

66

150

Promotions Competitions Sponsorships General Information

MTN Average Engagement by Content type

On average this is how much engagement (Comments+Likes+Shares)

a post from each content type gets.

g

95,1

3,4 1,3 0,2

0-3 Hours 3-6 Hours 6+ Hours No response

MTN Customer Service – Response Rate

MTN’s average response rate (%)

Telkom Mobile

Telkom Mobile

qqqq

Fans: 45 589

People Talking About This: 1467

q

g

Most Popular Day: 12th July 2013

Most Popular City: Johannesburg

Most Popular Age Group: 25 - 34Passive Fans Engaged Fans

Telkom Mobile only

has 3,2% engaged Facebook Fans

Telkom MobileTelkom Mobile reached peak performance on the 14th September

because of the 10GB promo.

Peak Performance

g

g

745

2362

186

Comments Likes Shares

Telkom Mobile Content Performance: Engagement

Telkom Mobile content gets more Likes than Comments and Shares.

g

0

100

200

300

400

500

600

700

800

900

1000

Promotions Competitions Sponsorships GeneralInformation

Comments

Likes

Shares

Telkom Mobile Content Performance By Type

Telkom Mobile promotional content gets more engagement than other

content types

g Telkom Mobile Content Performance by Type

Promotions General Information

g

24

13

4

23

Promotions Competitions Sponsorships General Information

Number of Updates per Content type

Telkom Mobile Content Frequency

Telkom Mobile posts more General content than any other content type.

g

22

25

11

17

Promotions Competitions Sponsorships General Information

Telkom Mobile Average Engagement by Content type

On average this is how much engagement (Comments+Likes+Shares)

a post from each content type gets.

g

95,9

1,5 2,3 0,3

0-3 Hours 3-6 Hours 6+ Hours No response

Telkom Mobile Customer Service – Response Rate

Telkom’s average response rate (%)

8.ta

8.ta

qqqqqq

Fans: 63983

People Talking About This: 177

q

g

Most Popular Day: 29th July 2012

Most Popular City: Johannesburg

Most Popular Age Group: 25 - 34

8.ta only has 0,3%

engaged Facebook Fans

Passive Fans Engaged Fans

8.ta8.ta reached peak performance on the 14th September because of the

10GB promo.

Peak Performance

8TA Engagement

g

59

29

1

Comments Likes Shares

8TA content gets more Comment than Likes and Shares.

g

89

4 5,41,6

0-3 Hours 3-6 Hours 6+ Hours No response

8TA Customer Service – Response Rate

8ta’s average response rate (%)

Vodacom

Vodacom

qqqqqqqqqqqqqqqqq

Fans: 307 196

People Talking About This: 5384

qq

g

Most Popular Day: 13th January 2013

Most Popular City: Johannesburg

Most Popular Age Group: 18 - 34Passive Fans Engaged Fans

Vodacom only has

1,7% engaged Facebook Fans

VodacomVodacom reached peak performance on the 7th October because of the

Soweto Derby competition.

Peak Performance

g

Vodacom Content Performance: Engagement

g

8851 8474

427

Comments Likes Shares

Vodacom content gets more Comments than Likes and Shares.

g

0

1000

2000

3000

4000

5000

6000

7000

Promotions Competitions Sponsorships GeneralInformation

Comments

Likes

Shares

Vodacom Content Performance By Type

Vodacom’s General content gets more engagement than other content types

g Vodacom Content Performance by Type

General Information Competitions

g

19 20 21

26

Promotions Competitions Sponsorships General Information

Number of Updates per content type

Vodacom Content Frequency

Vodacom posts more General content than any other content type.

g

59 65

16

143

Promotions Competitions Sponsorships General Information

Vodacom Average Engagement by Content type

On average this is how much engagement (Comments+Likes+Shares)

a post from each content type gets.

g

97,2

0,4 1,2 0,2

0-3 Hours 3-6 Hours 6+ Hours No response

Vodacom Customer Service – Response Rate

Vodacom’s average response rate (%)

Benchmark - MNOFans and Engagement

307196166711

7680545589 63983

53849607

1073 1467

177

Vodacom MTN CellC Telkom Mobile 8TA

Fans

Fans PTAT

g

Benchmark – MNO Content Performance

0

5000

10000

15000

20000

25000

30000

35000

Vodacom MTN Cell C TelkomMobile

8TA

Fans Shares

Likes

Comments

gMTN has the highest engagement in the MNO industry on Facebook

g

0

20

40

60

80

100

120

MTN Vodacom Cell C TelkomMobile

8TA

General info

Sponsorships

Competitions

Promotions

Benchmark – MNO Content Frequency

MTN has the highest volume of updates on Facebook

Engagement Rate

MNO’s in this report have more men conversing about them on

Facebook than women.

#MTNGroup

56,5

43

0,5

52,643,7

3,7

FansInsights

5045

5

#Vodacom

59

40,5

0,5

#Cell C #8.ta

Men Women Unspecified

Engagement

• MTN has the highest “People

Talking About This” score.

• MTN only has 5.7% engaged

Facebook Fans.

• Vodacom has the second highest

“People talking About This” score.

• Vodacom only has 3.2%

engaged Fans.

Insights

• The most popular city from the MNO’s on Facebook is

Johannesburg.

• The largest age demographic engaging with MNO’s is 25 – 34.

• MNO’s in this report have more men conversing about them on

Facebook than women.

• On average a MNO in South Africa engages with 2.4% of its

Fans.

• Most MNO’s use Facebook for Promotions and Customer

Service.

• MNO’s don’t have a focused content Strategy.

Glossary

Engagement

• Any action or response from a target audience resulting from proactive

communications that creates a psychological motivation or bond, an emotional

involvement, and empowerment to engage through participation.

Fans

• The number of people who are engaged in or observing a particular individual, event,

or brand.

Metric

• A numeric value associated with campaign research demonstrating statistically

whether outtake and/or outcome objectives are being reached.

Response Rate

• An average showing the amount of time it takes to respond to customer posts on the

MNOs Facebook wall.

Tel: (011) 321 0201

www.zasocialmedia.com

audit@zasocialmedia.com

Compiled by:

Sandile Mayambala – Social Media Analyst

ZASocial Media

@sanzasurf

Tela Litana – Content Strategist & Social Media Manager

ZASocial Media

@tela_telz