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


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

qqqqqqqqqqq

Fans: 166 711


qqqq

g

Most Popular Day: 9th December 2012



MTN only has 5,7%


MTN

Peak Performance

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

in the blank” update.

g

g

1491716011

2036


MTN Content Performance: Engagement

MTN content gets more Likes and Comments than Shares.

g

0

2000

4000

6000

8000

10000

12000

14000


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


Number of Updates per Content type

MTN Content Frequency

MTN posts more General content than any other content type.

g

36

97

66

150


MTN Average Engagement by Content type



g

95,1

3,4 1,3 0,2


MTN Customer Service – Response Rate

MTN’s average response rate (%)

Telkom Mobile

Telkom Mobile

qqqq

Fans: 45 589


q

g




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


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


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


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


Telkom Mobile Average Engagement by Content type



g

95,9

1,5 2,3 0,3


Telkom Mobile Customer Service – Response Rate

Telkom’s average response rate (%)

8.ta

qqqqqq

Fans: 63983


q

g



Most Popular Age Group: 25 - 34

8.ta only has 0,3%


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


8TA content gets more Comment than Likes and Shares.

g

89

4 5,41,6


8TA Customer Service – Response Rate

8ta’s average response rate (%)

Vodacom

Vodacom

qqqqqqqqqqqqqqqqq

Fans: 307 196


qq

g

Most Popular Day: 13th January 2013



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


Vodacom content gets more Comments than Likes and Shares.

g

0

1000

2000

3000

4000

5000

6000

7000


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


Number of Updates per content type

Vodacom Content Frequency

Vodacom posts more General content than any other content type.

g

59 65

16

143


Vodacom Average Engagement by Content type



g

97,2

0,4 1,2 0,2


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

[email protected]

Compiled by:

Sandile Mayambala – Social Media Analyst

ZASocial Media

@sanzasurf

Tela Litana – Content Strategist & Social Media Manager

ZASocial Media

@tela_telz

http://www.zasocialmedia.com/