andrea ferri, vodafone it, april 2012 1 vodafone italy social media strategy andrea ferri april 2012

Andrea Ferri, Vodafone IT, April 20121

Vodafone Italy Social Media

StrategyAndrea FerriApril 2012


110k contattisu Google+

La nostra presenza sui Social Media

220k followerssu Twitter

1.2M Likes su Facebook

Vodafone Lab – Corporate Community

1M Utenti registratiVodafone News – online newspaper

22 M viewssu YouTube

1k Followerssu Pinterest

https://plus.google.com/102400060846904869360/posts

http://www.twitter.com/vodafoneit

http://www.facebook.com/vodafoneit

http://lab.vodafone.it/

http://lab.vodafone.it/news/

http://www.youtube.com/vodafoneit

http://www.twitter.com/vodafoneit


Vodafone Lab is Vodafone Italy community. Our mission is to become the “focal point” and “2.0” reference for “Vodafone essence”.

> Lab’s trustworthiness is based on Vodafone’s active presence in the community, with posts, moderation and involvement/engagement of customers in discussions.

> Lab’s reputation is built on a daily basis with active participation in customers’ conversations by giving them a place where they can discuss openly and share their ideas and opinions.

Vodafone Lab: What is it?


• It is a borderline area of Vodafone.it website where customers are closer to Vodafone and where they can discuss about products and services, ask for help, make suggestions.

• Lab is a an open space for customers and non customers; is a place where we can intercept customers’ needs in advance.

• It is a place where to share, discuss and experiment with customers and where all ideas are listened to. Lab users receive previews and are involved in innovative initiatives.

• It’s the competence center for all Vodafone exclusive products, like smartphones, tablets and Vodafone ADSL.

What is Lab What is NOT Lab

• It is not a promotional place for Vodafone products. This increases customers’ and users’ trust.

• It is a “ads free” area

• Its is not a place where flames or violent discussions can take place; customers can freely speak but they have to justify their opinions politely.

• Lab is not a formal place: style is fast, light, young.

• It is not an on line call center: customers are not managed on a one-to-one basis.

Positioning


Mondo Lab

FORUM: La voce degli utenti• Discussioni su prodotti e servizi

• No assistenza online• Moderazione ex post

• Crowdsourcing• Self help

Q&A: Selezione di domande e risposte

News: La voce di Vodafone• Notizie e approfondimenti sui prodotti

• Interviste• Comunicati stampa

• Iniziative local

MY FEEDBACK: Sondaggi per stimolare la discussione tra

gli utenti


Vodafone Lab Home Page

• Launched in July 2008


Vodafone News

On December 11 our blog changed in Vodafone News which is actually an online magazine. We decided to invest in editorial content in order to:

• increase usage rate • Increase SEO indexing.


Vodafone Q&A• Lab’s Q&A will be a new area which will

subsitute the wiki section. We noticed that wiki section was not populated by users contents as we expected. We therefore decided to divert traffic on help area.

• Q&A will replace Wiki section with validated content taken from the forum, with top questions, Faq’s and main categories

• Phase 2: points, badges and rewards for top “answerers”

Baloon Style to give an effective and simple approach


FacebookVodafoneBrand page

• Launched in Nov 2009

“Vodafone in a Tweet: follow us to be updated

on latest news and events, and, if you need help, ask our representatives

#tw190”

• April 2010: Vodafone Italy launches Twitter Profile• News, product previews, videoreview, contest

(eg. Vodafone Social Hunt, Instant Win)• Followed by telco geeks and smartphone and

tablet addicted

• April 2011: Twitter care launch• One-to-one Caring on Twitter account• Great success and great NPS

April 2011

Vodafone Twitter account

http://twitter.com/


YouTube Channel

• March 2010: launch of Vodafone IT’s YouTube channel; video upload and moderation activities concerned

• 6 categories of videos– TV Ads, Vodafone TV spots– Demo /Tutorials, video

reviews of hi-tech products– Vodafone Italy Foundation,

CSR-related contents– Techjam, breaking news in the

hi-tech domain– Vodafone World, Vodafone’s

technological DNA evolution

• Repository of all Vodafone Lab videos: on going upload


Lab and Social Media Communication

Every initiative is promoted through our social media channels:

• Vodafone News article with call to action and link to landing page

• New thread on Vodafone Forum

• If available, video on Vodafone Italy YouTube Channel

• Post on Facebook Vodafone IT brand page

• Tweets using our social channel

• Digital PR on in-target blogs/opinion leaders (no paid adv)


Social Caring on Lab, Twitter and Facebook


Social Caring on the Vodafone Lab Forum• Concept: moderated Forum with focus on peer to peer “community

care”

• ~25 Superusers: the most active contributors/helpers (on a volunteer basis)

• No individual resolution

• Record of posts in January 2012


One to one Twitter caring

Who5 Rep located in Bologna CC coordinated by a senior Rep who already monitors twitter channel.

One to one caring:- Public answers: using mentions to general questions and issues

- Private messages and outbound recall if necessary for particular cases.

What


Facebook Caring• We created a tab on our

FB brand page which give access to a help request form.

• Once the form is filled in, it is forwarded to the social care team based in Bologna where it is managed

• This tab is an app that gives the possibility to share on one’s Facebook wall this action.


video

VF New

s

forum

Q&A

Engagement Crowdsourcing

Infotainment Caring

New

s

Contest

Previews

UGC

customer2customer

support

Tutorial

Viral

Web TV

Data Sheet

Tips & tricks

Review

s

Social Media Strategy: Logical Map


Thank You

andrea ferri, vodafone it, april 2012 1 vodafone italy social media strategy andrea ferri april 2012

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