Next Generation Social Media Strategies for MNOs
2016.11.02   |   52 pages   |   Direction, Strategy and Brand Differentiation

Author:
Anne Dupuy-Cambier


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Social media technology has grown faster than any other in history.  With over 2.6 billion active social media users spending more time on diverse social platforms, having a strong and coherent social media strategy has become more complex and critical.

While the majority of MNOs have developed a strong presence on major social media platforms, fewer have actually used social networks and tools to transform their business.

  • Although MNOs are investing in social listening, monitoring and marketing, most lack a holistic framework to embrace the full potential of social media opportunities. 

This report explores the social media revolution from a customer and brand perspective.  Based on MNOs’ social media use cases, it explores the benefits they have derived from their strategies and assesses opportunities for leveraging social media platforms. 

 

Companies: BT, O2, Deutsche Telekom, Sprinklr, Brandwatch, Bouygues Telecom, Hootsuite, Salesforce, KPN, Telstra, giffgaff, AT&T, Vodafone, Orange, Orange Fab,Telefonica Open Future, SingTel, Go Ignite, hub raum, Facebook, Whatsapp, Facebook Messenger, Facebook Workplace, YouTube, WeChat, Tumblr, Instagram, Twitter, Skype, Viber, Snapchat, Google, Google+, LinkedIn, Pinterest, Reddit

Countries: China, Europe, UK, France, Australia, USA, Czech Republic, Spain, Poland, Asia, Ivory Coast, Senegal, Israel, Latin America

Keywords: Customer Support, Customer Experience, Digital Customer, Tweet, Analytical System, Chat Bots, Post, Management System, SMMS, Customer Care, Video, Instant Messaging, KPI, Social Media Networks, Social Media, Messaging Application, Social Media Tools, Customer Service, Innovation, Social Media Platforms, Monitoring System,

1

Overview

1

2

Introduction

2

2.1

Background to the Report

2

2.2

Report Content

2

2.3

Currency and Conversions

3

2.4

Further Questions and Feedback

3

3

The Social Media Revolution

4

3.1

Social Media Disruption

4

3.2

Defining The Social Media Landscape

4

3.3

Increase of Social Media Usage via Mobile

5

3.4

Proliferation of Social Media Platforms

7

3.5

Social Media Spend-Impact Challenge

11

3.6

Connecting with the Digital Customer

12

3.6.1

Choosing the Appropriate Channels

13

3.6.2

Engaging With the Next Generation Customer

15

4

MNO Strategies Leveraging Social Media

17

4.1

Potential of Social Media for Customer Care

17

4.1.1

Social Customer Care Metrics to Social Media KPIs

17

4.1.2

Improved Brand Perception and Customer Satisfaction

18

4.1.3

Lowered costs and Increased Revenue

20

4.2

Next Generation Social Media Management and Engagement

21

4.2.1

From Monitoring System to Analytical Platform

21

4.2.2

Rise of Messaging Apps

23

4.2.3

The Rise of Chat Bots

25

4.3

Becoming More Agile and Fostering Innovation

26

5

Sample MNO Social Media Use Cases

30

5.1

Social Media Rankings

30

5.1.1

Sprinklr Telecommunications Social Ranking

30

5.1.2

Brandwatch Telecommunication Social Media Index

32

5.2

Real-Time Monitoring and Support

33

5.2.1

O2

33

5.2.2

Orange Social Hub

34

5.2.3

Deutsche Telekom Situation Room

35

5.3

Increased Self-Care and Reduced Call Centre Costs

36

5.4

SMMS and Analytical Platforms

37

5.4.1

Hootsuite

37

5.4.2

Salesforce

37

5.5

Digital Agility

38

5.6

Engaging a Younger Audience

39

5.6.1

giffgaff Community

39

5.6.2

AT&T @SummerBreak and Hello Lab

40

5.6.3

Vodafone Snapchat Recruitment Campaign

42

5.7

Harmonising Social Media Practice

42

5.7.1

Orange

42

5.7.2

Deutsche Telekom

43

5.7.3

Telstra’s 3 Rs of Social Engagement

45

5.8

Investment to Support and Promote Innovation

46

5.8.1

Orange Fab

46

5.8.2

Telefónica Open Future

47

5.8.3

Go Ignite

48

6

Key Findings and Recommendations

50

6.1

Research Findings

50

6.2

Recommendations

51

 

Appendix – Feedback Questions

53

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