Social media_

SOCIAL MEDIA ANALYSISTELECOM SECTOR

MSc. in Marketing – ISCTE Business School

⚡

Emerging of a new company - NOS

⚡ Born with a silver spoon

The Bravest Boy The most Irreverent Girl

Born with a silver spoon

SOCIAL MEDIA ANALYSIS - TELECOM SECTOR

2MSc. in Marketing - ISCTE Business School

⚡ NOS Rebranding



⚡Online Presence and

Strategy - NOS & MEO

⚡ Telecom Sector & Social Media

The Telecom sector in Portugal is one of the most active and dynamic about promotion

It’s between the ones with most recognition and awareness by consumers

Social Media provokes effects on the brand’s image and reputation

This sector has a great number of online interactions

Tool to decrease negative buzz and do some damage control

Tool for Customer service



⚡ Online Presence

NOS & MEO

Facebook YouTube Google+

NOS & MEO NOS & MEO

LinkedIn

NOS & MEO

Twitter Instagram

Foursquare

MEOSOCIAL MEDIA ANALYSIS - TELECOM

SECTOR6MSc. in Marketing - ISCTE Business

School

⚡ Facebook

- More followers -> 1.394.500 likes- Smaller engagement rate -> 0,51%- Good content strategy- Primary tool for advertisement, contests and customer support- Better integration with other networks and with contents from MEO- Bigger response rate and in fewer time

- Fewer followers -> 1.120.266 likes- Bigger engagement rate -> 0,79%- Good content strategy- Primary tool for advertisement, contests and customer support- Less integration with other networks- Easy to create visual content- Smaller response rate and in more time



⚡ YouTube

- Fewer followers -> 6.889 subscribers- Good content strategy (products and sponsored events)- More integration with other networks- More integration with sub brands (best corporate strategy)

- More followers -> 8.146 subscribers- Good content strategy (products and sponsored events)- Less integration with other networks- Less integration with sub brands- “WTF” (sub brand) is a YouTube success



⚡ Google+ & Linkedin

- More followers -> 38.255 followers- Good content strategy- Secondary tool for advertisement and contests

- Almost no followers -> 74- No content strategy- Very weak presence

- More followers -> 22.515 followers- Corporate content strategy- Secondary tool for advertisement and information about the company

- Fewer followers -> 7.281 followers - Only a landing page with information- Weak presence

+



⚡ Twitter & Instagram

- Twitter more as customer support tool

- Good content strategy for Instagram- Reveals social networks’ domain,

with universal presence

- No presence at Twitter and Instagram

+



⚡ Engagement And Interaction

Social Media Ranking

Facebook(by number of

likes)

Twitter(by number of

followers)

YouTube(by uploaded video views)

Google+(by number

of followers)

NOS #3 - #17 N/A

MEO #1 #96 #18 #4

Engagement Rate MEO: 0,51%NOS: 0,79%



⚡ Online Awareness

JUNE 2014

19

26

55

Others MEO NOS

JUNE 2013 DECEMBER 20130

10

20

30

40

50

60

13

20

1215

2220

2622

2723

Others TMN OPTIMUS MEO ZONUnit: %; Source: markup.ptSOCIAL MEDIA ANALYSIS - TELECOM

SECTOR12MSc. in Marketing - ISCTE Business

School

⚡ Online Reputation

JUNE 2014

6 8

86

Others MEO NOS

JUNE 2013 DECEMBER 20130

10

20

30

40

50

60

70

80

90

100

13

21

12 12

21 1923

20

3128

Others TMN OPTIMUS MEO ZONUnit: %; Source: markup.pt



⚡ACTIONS

ANDIMPACT ON BUSINESS

⚡ ACTIONS AND IMPACT ON BUSINESS

Brand Launching

Packs

Sponsorships &

Public Relations

Emerging Sub Brands

The major telecom operators are often a topic of discussion on social networks and topic of interest in the media, which puts them in the ranking of brands with greater visibility and recognition by the population.

The telecommunications sector in Portugal is usually the most dynamic and active in terms of communication.

Use of humorists



⚡

2/3 TV

BRAND LAUNCHING

NOS-Day

MEO

1.9 million



⚡ PACKS



⚡ SPONSORSHIPS & PUBLIC RELATIONS

NOS Alive1.403 NOS

Primavera Sound1.500

MEO SW50.000

MEOMarés Vivas

775

NationalFootball

Team30.000



⚡ EMERGING SUB BRANDS

613

LikesAverage

613

NOS Primavera

Sound1.500

YouTube48.839



⚡ USE OF HUMORISTS

A brand "mainstream" with a humorous perspective about the daily life seems an efficient way to generate empathy

New trend in communication strategy



⚡ ANALYSIS OF FACEBOOK

→ NOS em Palco→ NOS Air Race→ NOS Alive

GROWTH

→ NOS CincoGROWTH

→ Absence of big events FLAT



⚡ ANALYSIS OF FACEBOOK

GROWTH

→ Contests→ Portuguese Nacional Team→ LG G3 announcement



⚡ ANALYSIS OF YOUTUBE

FALL

GROWTH

→ Portuguese National Team (Elimination)

→ Summer Announcements



⚡ ANALYSIS OF YOUTUBE

GROWTH

→ MEO Sudoeste



⚡

Blended Marketing

⚡ Blended Marketing

Offline communication can be found online

Heavy use of blended marketing for summer festivals

Similar practices for both companies




MEO has a larger social media presence

Different ways of communicating for different channels

Different uses of Google+ by both companies



⚡

Designed for Generation z

Moche apps

Digital nature

Bringing the online to the offline world

Blended Marketing






⚡

Trends & Insights

⚡ Trends & Insights

Multi Plataform

Integration

Dedicated customer service network



⚡

Guidelines

⚡ Guidelines

Relevant

Content

Contests &

Festivals

Social Media

Guidelines Manual

Follow Back

(Twitter)

The presence in social networks should exist only if there is relevant content to be shared

Contests & Festivals are the hotest topic shared by telecom companies

Companies should develop an intra manual with guidelines to share with all employees working with social networks

Companies on Twitter should always follow back their followers



⚡ Guidelines

- 45min

Google +

MEO

Telecom companies should respond on social networks within less than 45 minutes

A Google + Account should only exist if there is relevant content to share

• Increase engagement rate• Improve response time



Date post:	22-Nov-2014
Category:	Business
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