social media audit - south african mobile network operators
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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
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
Promotions Competitions Sponsorships General Information
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
MTN
qqqqqqqqqqq
Fans: 166 711
People Talking About This: 9607
qqqq
g
Most Popular Day: 9th December 2012
Most Popular City: Johannesburg
Most Popular Age Group: 18 - 34Passive Fans Engaged Fans
MTN only has 5,7%
engaged Facebook Fans
MTN
Peak Performance
MTN reached peak performance on the 7th October because of the “Fill
in the blank” update.
g
g
1491716011
2036
Comments Likes Shares
MTN Content Performance: Engagement
MTN content gets more Likes and Comments than Shares.
g
0
2000
4000
6000
8000
10000
12000
14000
Promotions Competitions Sponsorships GeneralInformation
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
Promotions Competitions Sponsorships General Information
Number of Updates per Content type
MTN Content Frequency
MTN posts more General content than any other content type.
g
36
97
66
150
Promotions Competitions Sponsorships General Information
MTN Average Engagement by Content type
On average this is how much engagement (Comments+Likes+Shares)
a post from each content type gets.
g
95,1
3,4 1,3 0,2
0-3 Hours 3-6 Hours 6+ Hours No response
MTN Customer Service – Response Rate
MTN’s average response rate (%)
Telkom Mobile
Telkom Mobile
qqqq
Fans: 45 589
People Talking About This: 1467
q
g
Most Popular Day: 12th July 2013
Most Popular City: Johannesburg
Most Popular Age Group: 25 - 34Passive Fans Engaged Fans
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
Comments Likes Shares
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
Promotions Competitions Sponsorships GeneralInformation
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
Promotions Competitions Sponsorships General Information
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
Promotions Competitions Sponsorships General Information
Telkom Mobile Average Engagement by Content type
On average this is how much engagement (Comments+Likes+Shares)
a post from each content type gets.
g
95,9
1,5 2,3 0,3
0-3 Hours 3-6 Hours 6+ Hours No response
Telkom Mobile Customer Service – Response Rate
Telkom’s average response rate (%)
8.ta
8.ta
qqqqqq
Fans: 63983
People Talking About This: 177
q
g
Most Popular Day: 29th July 2012
Most Popular City: Johannesburg
Most Popular Age Group: 25 - 34
8.ta only has 0,3%
engaged Facebook Fans
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
Comments Likes Shares
8TA content gets more Comment than Likes and Shares.
g
89
4 5,41,6
0-3 Hours 3-6 Hours 6+ Hours No response
8TA Customer Service – Response Rate
8ta’s average response rate (%)
Vodacom
Vodacom
qqqqqqqqqqqqqqqqq
Fans: 307 196
People Talking About This: 5384
g
Most Popular Day: 13th January 2013
Most Popular City: Johannesburg
Most Popular Age Group: 18 - 34Passive Fans Engaged Fans
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
Comments Likes Shares
Vodacom content gets more Comments than Likes and Shares.
g
0
1000
2000
3000
4000
5000
6000
7000
Promotions Competitions Sponsorships GeneralInformation
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
Promotions Competitions Sponsorships General Information
Number of Updates per content type
Vodacom Content Frequency
Vodacom posts more General content than any other content type.
g
59 65
16
143
Promotions Competitions Sponsorships General Information
Vodacom Average Engagement by Content type
On average this is how much engagement (Comments+Likes+Shares)
a post from each content type gets.
g
97,2
0,4 1,2 0,2
0-3 Hours 3-6 Hours 6+ Hours No response
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
audit@zasocialmedia.com
Compiled by:
Sandile Mayambala – Social Media Analyst
ZASocial Media
@sanzasurf
Tela Litana – Content Strategist & Social Media Manager
ZASocial Media
@tela_telz
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