Intervento di Andrea Ferri (Head of On Line Community - Social Media Vodafone IT) al Workshop: Crescita e nuove sfide di mercato: 'Social Enterprise' come modello di successo per l'impresa competitiva del 18 ottobre 2012

1. Vodafone Italy
Social Media Strategy
Andrea Ferri
October ‘12
1 Andrea Ferri, Vodafone IT, October ‘12

2. Our presence
1.150M Likes
550k Vodafone Lab on Facebook
Registered users
g
173k followers
16.1M views on Twitter
onYouTube
In the circles of
57k people
on Google+
2 Andrea Ferri, Vodafone IT, October ‘12

3. Vodafone Lab: What is it?
Vodafone Lab is Vodafone Italy community. Our mission is to
become the “focal point” and “2.0” reference for “Vodafone
essence”.
essence .
> Lab’s trustworthiness is based on Vodafone’s active presence in
the community, with posts, moderation and
involvement/engagement of customers in discussions.
> Lab’s reputation is built on a daily basis with active participation in
customers’ conversations by giving them a place where they can
discuss openly and share their ideas and opinions.
3 Andrea Ferri, Vodafone IT, October ‘12

4. Positioning
What is Lab What is NOT Lab
• It is a borderline area of Vodafone.it • It is not a promotional place for
website where customers are closer to Vodafone p oduc s This increases
oda o e products. s c eases
Vodafone and where they can discuss customers’ and users’ trust.
about products and services, ask for
help, make suggestions.
• It is a “ads free” area
• L b i a an open space f customers
Lab is for t
and non customers; is a place where we • Its is not a place where flames or
can intercept customers’ needs in violent discussions can take place;
advance. customers can freely speak but they
have to justify their opinions politely.
• It is a place where to share, discuss
and experiment with customers and • Lab is not a formal place: style is fast,
where all ideas are listened to. Lab light, young.
users receive previews and are
involved in innovative initiatives. • It is not an on line call center:
customers are not managed on a one-
• It’s the competence center for all to-one basis.
Vodafone exclusive products, like
smartphones, tablets and Vodafone
ADSL.
ADSL
4 Andrea Ferri, Vodafone IT, October ‘12

5. Lab’s world
FORUM: Customer’s Voice
•Products/services discussions
News: Vodafone’s voice •No online call center
•Product news and insight •Moderation ex post
•Company autobiography
C t bi h •Crowdsourcing
•Manager interviews •Self help
•Editorial Staff
MY FEEDBACK: quick poll tool to
engage users and customers
Q&A: questions and answers
coming from the forum
LAB PEOPLE: social lab YOU: Social Catalogue
(new loyalty programme)
5 Andrea Ferri, Vodafone IT, October ‘12

6. Vodafone Lab
Home Page
• Launched in July 2008
6 Andrea Ferri, Vodafone IT, October ‘12

7. Vodafone News
On December 11 our blog
changed in Vodafone News
which is actually an online
magazine. We decided to
invest in editorial content in
order to:
• increase usage rate
• Increase SEO indexing.
7 Andrea Ferri, Vodafone IT, October ‘12

8. Facebook
Vodafone
Brand page
• Launched in Nov 2009
8 Andrea Ferri, Vodafone IT, October ‘12

9. Vodafone Twitter account
• April 2010: Vodafone Italy launches Twitter Profile
• News, product previews, videoreview, contest
(eg. V d f
( Vodafone Social H t I t t Wi )
S i l Hunt, Instant Win)
• Followed by telco geeks and smartphone and
tablet addicted
April 2011
“Vodafone in a Tweet:
follow us to be updated
• April 2011: Twitter care launch
on latest news and
events, and, if you • One-to-one Caring on Twitter account
need help, ask our • Great success and great NPS
representatives
t ti
#tw190”

10. Vodafone Twitter account

11. YouTube Channel
• March 2010: launch of Vodafone
IT’s YouTube channel; video
upload and moderation activities
concerned
• 6 categories of videos
– TV Ads, Vodafone TV spots
– Demo /Tutorials, video
reviews of hi-tech products
– Vodafone Italy Foundation,
CSR-related contents
– Techjam, breaking news in the
hi-tech domain
– Vodafone World, Vodafone’s
,
technological DNA evolution
• Repository of all Vodafone Lab
videos: on going upload
11 Andrea Ferri, Vodafone IT, October ‘12

12. Thank You
12 Andrea Ferri, Vodafone IT, October ‘12