Social Media At Vodafone AustraliaLucie Snape | Head of Social Media | Twitter: @LucieSnape

Vodafone is global

Top 10 global retail brand

In more than 60 countries worldwide

403 million customers worldwide

More than one third of a billion customer connections worldwide

Vodafone June, 2010

17th year in Australia

5000 employees

7.2 million customers

NPS +18

RESTORE BRAND TRUSTHow can social media contribute?

One conversation at a time. By connecting on a personal level with our customers and being: AvailableRelevant ResponsiveReliableAuthentic in our social channels.

Where to from here?

Social engagement is an ecosystem

1. Know Your Channels and Your Audience

2. Be Prepared, Be Agile

• Have a content calendar

• Be aware of the bigger picture

• Have a crisis plan in place

• Have clear escalation pathways

3. Not All Engagement is Good

Social Metrics:

Preference: Like, +1, Completed Purchase, Solution

Action: Comment, Share, Click, RT, @Reply

Reach: PTAT, Views, Page Impressions

4. Love Your Data

Night of the Launch Vodafone

conversation peaked at 8pm with 42

unique mentions

Night of the Launch Vodafone

conversation peaked at 8pm with 42

unique mentions

Conversation the following day peaked at 25 unique

mentions and was related to pricing comparisons

between the three Telcos

Conversation the following day peaked at 25 unique

mentions and was related to pricing comparisons

between the three Telcos

5. Access Excites

212 comments in one hour

…So Does Remarkable

202

64

14

643

116

29

And the Unexpected…

Likes: 412Comments: 26

Likes: 985Comments: 30

6. You Must Give Your Communities a Reason to Engage

• 90% trust peer recommendations

• 14% trust advertising (Nielsen)

• Customers who engage with companies over social media are more loyal and spend up to 40 percent more (Bain and Company 2011)

7. Facilitate, Don’t Dominate The Conversation

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What success looks like?1.We’re talking to more people

2.The people we talk to are genuinely engaged with our brand

3.We have committed and vocal brand advocates

4.Our social interactions are both saving, and growing our customers base

5.We have seamless social customer journeys

6.We’re a trusted brand again

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Questions?

@LucieSnape