Customer engagement for an online community - January 2012

Program Background • A strategic program was set up to drive subscriptions to a

community website and news forum for Telecom

professionals.

• The aim is to position their web forum as the key global

exchange portal for news, events and features in the

Telecoms industry.

• As part of this drive a targeted and content led recruitment

campaign was run by Qualifa in EMEA, APAC, North and

South America delivering 650 new registrations in January

2012.

• An account list of telecoms companies was populated with

named individuals by Qualifa via industry contact research.

• This document contains a summary of the campaign statistics

and a profile of the audiences reached.

Program Statistics

Number

Conversion

Full Account List (Company names only)

2853

Contacts & telephone numbers researched

2200 77%

Phone calls made to companies (called at least once)

1481 67%

Qualified Leads

650 44%

The campaign statistics show a very good

response rate for this program with one out

of two to three phone calls leading to a

successful registration.

Profile of Audience – Area of Business

Two thirds of Telecoms

Companies registered for the

Lightreading Website describe

themselves as Tier 1 Service

Providers, around a fifth are

Mobile Service Providers,

followed by 6% Tier 2,3,4,

Service Providers.

Profile of Audience – Region

Around two thirds of registrations

are from 22 different European

countries. A further fifth are from

the Middle East/Asia/Pacific

region (comprising 8 countries in

total). Just under 1 in ten

registrations are from North &

South America (mainly USA, few

from Canada and Argentina). The

remainder 4% are from the

African region, mainly from

South Africa.

Profile of Audience –

Company Revenue in US $

Company annual revenue figures

show that key accounts have

been registered, with 78% of

companies indicating revenues

higher than 999million USD and a

further 12% at 101-999 million

USD.

Profile of Audience –

Job Function/Department

Just under half of the audience

for Lightreading are corporate or

business managers, 39% are

sales and marketing

professionals and 8% are

technical titles (e.g. Engineering).

Profile of Audience – Areas of Interest

The key area of interest for this

audience are firstly business

services (76%), followed by two

further areas of interest namely

consumer services (12%) and

Mobile/Wireless Services (8%).