Child of Social Media

Industry : Wireless Services

NTT Docomo, Inc. is the predominant mobile phone operator in Japan.

The name is officially an abbreviation of the phrase, "do communications over the mobile network", and is also from a compound word “dokomo”, meaning "everywhere" in Japanese.

NTT Docomo is a subsidiary of Japan's incumbent telephone operator NTT. The majority of NTT Docomo's shares are owned by NTT (which is 33.71% government-owned)

Tata Teleservices (TTSL), DOCOMO's Indian affiliate and the operator of the "TATA DOCOMO" GSM service, is emerging as a new winner in the Indian market.

TATA is a registered trademark of Tata Sons Ltd. in India and other countries.is a trademark of NTT DOCOMO, INC. in India.

At the very core of the Social Media strategy was the idea of humanizing a telecom brand and make it warm, friendly and conversational. The strategy was simple yet brilliant. Reach out to every corner of the web and to every possible TG not as a corporate brand but as a friend willing to engage the consumer in a one-on-one dialogue on anything and everything pertaining to the brand, its offers, its deficiencies as well as anything to do with telecom per se. The desired outcome was clear in everyone's mind – to build the most loyal set of beta customers who will champion the brand in their micro-communities at every moment.

A dedicated Social Media team at Interface was built to execute the plan. Twitter, Facebook, Orkut, Youtube accounts were opened up and optimized even before the brand launch took place. The website itself actively solicited visitors to signup to the Tata DOCOMO communities months before it became a fad for others. The Social Media team set about targeting each of the Social Media platforms differently.

The Tata DOCOMO social media strategy has been carefully built on five pillars

Build consumer engagementAddress and resolve complaintsCrowd sourcingBuild brand advocacyMicro communication

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