socia media stuff
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SOCIAL MEDIA ANALYSISTELECOM SECTOR
MSc. in Marketing – ISCTE Business School
⚡
Emerging of a new
company - NOS
⚡ Born with a silver spoon
The Bravest Boy The most Irreverent Girl
Born with a silver spoon
SOCIAL MEDIA ANALYSIS - TELECOM SECTOR 2MSc. in Marketing - ISCTE Business School
⚡ NOS Rebranding
SOCIAL MEDIA ANALYSIS - TELECOM SECTOR 3MSc. in Marketing - ISCTE Business School
⚡
Online Presence and
Strategy - NOS & MEO
⚡ Telecom Sector & Social Media
The Telecom sector
in Portugal is one of
the most active and
dynamic about
promotion
It’s between the
ones with most
recognition and
awareness by
consumers
Social Media
provokes effects on
the brand’s image
and reputation
This sector has a
great number of
online interactions
Tool to decrease
negative buzz and
do some damage
control
Tool for Customer
service
SOCIAL MEDIA ANALYSIS - TELECOM SECTOR 5MSc. in Marketing - ISCTE Business School
⚡ Online Presence
NOS & MEO
Facebook YouTube Google+
NOS & MEO NOS & MEO
NOS & MEO
Twitter Instagram Foursquare
MEOSOCIAL MEDIA ANALYSIS - TELECOM SECTOR 6MSc. in Marketing - ISCTE Business School
- More followers -> 1.394.500 likes
- Smaller engagement rate -> 0,51%
- Good content strategy
- Primary tool for advertisement, contests and
customer support
- Better integration with other networks and with
contents from MEO
- Bigger response rate and in fewer time
- Fewer followers -> 1.120.266 likes
- Bigger engagement rate -> 0,79%
- Good content strategy
- Primary tool for advertisement, contests and
customer support
- Less integration with other networks
- Easy to create visual content
- Smaller response rate and in more time
SOCIAL MEDIA ANALYSIS - TELECOM SECTOR 7MSc. in Marketing - ISCTE Business School
⚡ YouTube
- Fewer followers -> 6.889 subscribers
- Good content strategy (products and sponsored
events)
- More integration with other networks
- More integration with sub brands (best
corporate strategy)
- More followers -> 8.146 subscribers
- Good content strategy (products and sponsored
events)
- Less integration with other networks
- Less integration with sub brands
- “WTF” (sub brand) is a YouTube success
SOCIAL MEDIA ANALYSIS - TELECOM SECTOR 8MSc. in Marketing - ISCTE Business School
⚡ Google+ & Linkedin
- More followers -> 38.255 followers
- Good content strategy
- Secondary tool for advertisement and contests
- Almost no followers -> 74
- No content strategy
- Very weak presence
- More followers -> 22.515 followers
- Corporate content strategy
- Secondary tool for advertisement and
information about the company
- Fewer followers -> 7.281 followers
- Only a landing page with information
- Weak presence
+
SOCIAL MEDIA ANALYSIS - TELECOM SECTOR 9MSc. in Marketing - ISCTE Business School
⚡ Twitter & Instagram
- Twitter more as customer support tool
- Good content strategy for Instagram
- Reveals social networks’ domain, with
universal presence
- No presence at Twitter and Instagram
+
SOCIAL MEDIA ANALYSIS - TELECOM SECTOR 10MSc. in Marketing - ISCTE Business School
⚡ Engagement And Interaction
Social Media RankingFacebook
(by number of likes)
(by number of
followers)
YouTube
(by uploaded video
views)
Google+
(by number of
followers)
NOS #3 - #17 N/A
MEO #1 #96 #18 #4
Engagement RateMEO: 0,51%
NOS: 0,79%
SOCIAL MEDIA ANALYSIS - TELECOM SECTOR 11MSc. in Marketing - ISCTE Business School
⚡ Online Awareness
19
26
55
JUNE 2014
Others MEO NOS
13
20
1215
2220
26
22
27
23
0
10
20
30
40
50
60
JUNE 2013 DECEMBER 2013
Others TMN OPTIMUS MEO ZONUnit: %; Source: markup.pt
SOCIAL MEDIA ANALYSIS - TELECOM SECTOR 12MSc. in Marketing - ISCTE Business School
⚡ Online Reputation
6 8
86
JUNE 2014
Others MEO NOS
13
21
12 12
21 1923
20
3128
0
10
20
30
40
50
60
70
80
90
100
JUNE 2013 DECEMBER 2013
Others TMN OPTIMUS MEO ZON
Unit: %; Source: markup.pt
SOCIAL MEDIA ANALYSIS - TELECOM SECTOR 13MSc. in Marketing - ISCTE Business School
⚡
ACTIONS
AND
IMPACT ON BUSINESS
⚡ ACTIONS AND IMPACT ON BUSINESS
Brand Launching Packs
Sponsorships
&
Public
Relations
Emerging
Sub Brands
The major telecom operators are often a topic of discussion on social networks and topic of interest in the media, which puts them in the ranking of brands with greater visibility and recognition by the population.
The telecommunications sector in Portugal is usually the most dynamic and active in terms of communication.
Use of
humorists
SOCIAL MEDIA ANALYSIS - TELECOM SECTOR 15MSc. in Marketing - ISCTE Business School
⚡
2/3 TV
BRAND LAUNCHING
NOS-Day
MEO
1.9 million
SOCIAL MEDIA ANALYSIS - TELECOM SECTOR 16MSc. in Marketing - ISCTE Business School
⚡ PACKS
SOCIAL MEDIA ANALYSIS - TELECOM SECTOR 17MSc. in Marketing - ISCTE Business School
⚡ SPONSORSHIPS & PUBLIC RELATIONS
NOS Alive1.403 NOS
Primavera Sound1.500
MEO SW50.000
MEOMarés Vivas
775
NationalFootball
Team30.000
SOCIAL MEDIA ANALYSIS - TELECOM SECTOR 18MSc. in Marketing - ISCTE Business School
⚡ EMERGING SUB BRANDS
613
LikesAverage
613
NOS Primavera
Sound1.500
YouTube48.839
SOCIAL MEDIA ANALYSIS - TELECOM SECTOR 19MSc. in Marketing - ISCTE Business School
⚡ USE OF HUMORISTS
A brand "mainstream" with a humorous perspective about the daily life seems an efficient way to generate empathy
New trend in communication strategy
SOCIAL MEDIA ANALYSIS - TELECOM SECTOR 20MSc. in Marketing - ISCTE Business School
⚡ ANALYSIS OF FACEBOOK
→ NOS em Palco→ NOS Air Race→ NOS Alive
GROWTH
→ NOS Cinco
GROWTH
→ Absence of big events
FLAT
SOCIAL MEDIA ANALYSIS - TELECOM SECTOR 21MSc. in Marketing - ISCTE Business School
⚡ ANALYSIS OF FACEBOOK
GROWTH
→ Contests→ Portuguese Nacional Team→ LG G3 announcement
SOCIAL MEDIA ANALYSIS - TELECOM SECTOR 22MSc. in Marketing - ISCTE Business School
⚡ ANALYSIS OF YOUTUBE
FALL
GROWTH
→ Portuguese National Team (Elimination)
→ Summer Announcements
SOCIAL MEDIA ANALYSIS - TELECOM SECTOR 23MSc. in Marketing - ISCTE Business School
⚡ ANALYSIS OF YOUTUBE
GROWTH
→ MEO Sudoeste
SOCIAL MEDIA ANALYSIS - TELECOM SECTOR 24MSc. in Marketing - ISCTE Business School
⚡
Blended Marketing
⚡ Blended Marketing
Offline communication
can be found online
Heavy use of blended
marketing for summer
festivals
Similar practices for
both companies
SOCIAL MEDIA ANALYSIS - TELECOM SECTOR 26MSc. in Marketing - ISCTE Business School
⚡ Blended Marketing
MEO has a larger social
media presence
Different ways of
communicating for
different channels
Different uses of Google+
by both companies
SOCIAL MEDIA ANALYSIS - TELECOM SECTOR 27MSc. in Marketing - ISCTE Business School
⚡
Designed for Generation z
Moche apps
Digital nature
Bringing the online to the offline world
Blended Marketing
SOCIAL MEDIA ANALYSIS - TELECOM SECTOR 28MSc. in Marketing - ISCTE Business School
⚡ Blended Marketing
SOCIAL MEDIA ANALYSIS - TELECOM SECTOR 29MSc. in Marketing - ISCTE Business School
⚡
Trends & Insights
⚡ Trends & Insights
Multi Plataform
Integration
Dedicated
customer
service network
SOCIAL MEDIA ANALYSIS - TELECOM SECTOR 31MSc. in Marketing - ISCTE Business School
⚡
Guidelines
⚡ Guidelines
Relevant
Content
Contests
&
Festivals
Social
Media
Guidelines
Manual
Follow
Back
(Twitter)
The presence in social
networks should exist only if
there is relevant content to be
shared
Contests & Festivals are the
hotest topic shared by telecom
companies
Companies should develop
an intra manual with
guidelines to share with all
employees working with
social networks
Companies on Twitter should
always follow back their
followers
SOCIAL MEDIA ANALYSIS - TELECOM SECTOR 33MSc. in Marketing - ISCTE Business School
⚡ Guidelines
- 45min
Google +
MEO
Telecom companies should
respond on social networks
within less than 45 minutes
A Google + Account should only
exist if there is relevant
content to share
• Increase engagement rate
• Improve response time
SOCIAL MEDIA ANALYSIS - TELECOM SECTOR 34MSc. in Marketing - ISCTE Business School