SOCIAL ENGAGING:

Arditi Silvia | Benzi Elettra | Miglietta Pierandrea | Tornabene Luciana | Trombi Giulia | Yarkina Anastasia

1. INDUSTRY OVERVIEW2.PROBLEM IDENTIFICATION3.PRIMARY DATA4.OUR STRATEGY 5.METHODOLOGY

AGENDA

1

445,090

133,915

131,87

130,481

88,432

1537,492559,102

534,021

600,534

597,077

0 500 1000 1500 2000

Telecom

E-commerce

Retail

Electronics

Services

Migliaia

Total Questions on Twitter

Total Questions on Facebook

Right now: Customer CareDemand by Industry

2www.socialbakers.com

19%

14%11%

5% 4%

32%

18%

10%7% 7%

0%

5%

10%

15%

20%

25%

30%

35%

Telecom Airlines Finance E-commerce Retail

Industries on Twitter Industries on FB

Right now: Social Devotion by Industry

www.socialbakers.com3

SOCIALLY DEVOTEDTELECOM BRANDS ON FACEBOOK

6MIN

RESPONSE TIME

94%

RESPONSE RATE

93%

RESPONSE RATE

97MIN

RESPONSE TIME

32MIN

RESPONSE TIME95% RESPONSE

RATE4

www.socialbakers.com

www.socialbakers.com

1.393.359FOLLOWERS

820.019FOLLOWERS

85.002FOLLOWERS

827.019FOLLOWERS

1.760.137FOLLOWERS

402.743FOLLOWERS

5

6

…AND THAT’S THE RESULT!

7

8

1.ASK YOUR

CUSTOMERS9

MARKET RESEARCH (3)WHICH REASONS BRING YOU TO LEAVE ANEGATIVE COMMENT ON A COMPANY'S PAGEON SOCIAL NETWORKS?

REPORTMALFUNCTIONS

OF A SERVICE

67%

GET MORE

LIKES

5%

SIGN OF A

DISAPPROVALCONCERNING A

CONTENT

57%

10

4%

GET INVOLVED IN A

DISCUSSION

11

WHAT BRINGS YOU TO LEAVE A POSITIVEREVIEW ON SOCIAL NETWORKS ABOUT APRODUCT/SERVICE USED?

HUMANRELATIONSHIP

CREATED

43%

EXTREMELY

POSITIVEEXPERIENCE

40%

SHARING

DESIRE

47%

2.HAVE A BRILLIANT

IDEA12

IMPROVE SOCIAL

CUSTOMER CARE

FUNNY | EASY | LIVELY13

BEFORE:BORING

Thanks to you Guido,We confirm that we received yourmessage.We will contact you as soon as possible.Gaia -Vodafone 14

AFTER:NICE&EASY

Hey Guido, thank a lot for the time that you spent to write us!:)We would be really glad to help you, but in order to do it weneed some personal data. Please, send us a private messageregarding your problem as soon as possible.Thanks a lot – Maria, Vodafone Team 15

CREATE A SET OF

INFOGRAPHICS TO EXPLAIN…

1USEFUL ADVICES

56% of users write comments / post in order to ask for information.16

2NEW OFFERSTARIFFSDISCOUNTS

77% of users engage with social pages of telecom companies in order to keep updated

with brand’s offers and discount .17

3THE MOST COMMON

PROBLEMS

33% of users write comments / post in order to ask for help. 18

?

WORK ON THE PERCEPTION OF THE CUSTOMER CARE

WHEN YOU ASK FOR HELP…

…WHAT’S ON THE OTHER SIDE

19

HIM?

20

21

#SaveTheOperator

22

23

51% of users get engage with content on social networks because they find it funny. 24

VIDEO TIME

#SaveTheOperator

25

#SaveTheOperatoron Facebook 26

3.TEST IT!

27

NEW TRAJ. DEVELOPMENT FUNNEL

1 2 43 5OPPORTUNITY

IDENTIFICATION

Secondary Data Primary Data –

Survey & In-depthinterviews

Gap Analysis Emphatic design

CONCEPTGENERATION

“Save the operator” campaign & Infographics

CONCEPTEVALUATION

Concept test

28

LAUNCH

• ATAR• Rogers Model

DEVELOPMENT

Graphic design of the posts

HOW WE’VE GOT IT?

VODAFONE WILL BE PERCEIVED…

WARMER

+39% +30%

MORE LIKEABLE

+37%

MORE FRIENDLY

+27%

MORE APPEALING

29

KEEP CALM

AND

#SAVETHEOPERATOR30