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Vodafone SocialThe Commercial OpportunityAugust 2015
Prepared by Daniel Fellows
Agenda
The 3 core strands of Social Value – Don’t boil the ocean
The Social Value Funnel
The Value of a Socially engaged customer
The Commercial Opportunity – Investment & budgets for 2016/17
The WHY
3 Pillars of Vodafone Social
Embrace & industrialise social monitoring and utilise into all Op-Cos – On the ‘One to few’ networks
Reactive engagement & 24/7 social response across Twitter & LinkedIn
Empower 1st contact resolution with social agents – do not send them somewhere else
Be where your digital customers are – agreed Social SLAs
Use real-time social service data
to optimise tactical performance Create and drive advocacy
through social service forums (Lithium)
Leverage VF employees as our strongest social advocates (NPS)
Drive advocates from Social service to be the foundation of our advocacy and influencer networks
Focussed campaigns to promote and Leverage VF Eforum – peer 2 peer
Incorporate social into all digital, brand & CVM campaigns
EngageSciences to drive adoption and activation of social campaigns to drive fan acquisition & data collection
Enrich digital journeys with social content to drive higher conversions
VF Big Data to leverage social data & build rich social profiling
Social Service Brand & Reputation Social Commerce
Deliver commercial revenues though social channels by delivering on first key two streams
Measure and report social value by first click attribution VF social customers to be
highly valued customers – monthly ARPU measurement & reporting
Attribute sales from key customer service channels including Twitter, Lithium & LinkedIn
Evaluate value from engagement across key social channels and interactions
Develop innovation to enable customers to buy through social
The What?Social Valuation Strategy
To understand, leverage and maximise the value of a Social customer to Vodafone we will deliver insights and actionable intelligence required for local markets to align and refocus their digital, brand & social teams. By delivering the value calculation of a social customer to Vodafone, local markets can plan and budget for people, capabilities and technology in order to maximise the commercial business opportunity and to future proof their market for 2015/16 and beyond.
Vodafone Group Social Valuation Strategy
Social Benchmarki
ng
Value of Socially referred
customer
Value of a Socially engaged customer
Align teams and
resource to maximise
opportunity
The How
1. Social Benchmarking
Baseline measurement of Vodafone social channels & integration into BAU reporting for the 21 markets
Analysis of 21 markets to
generate social insights .
Aligned with SocialBakers to provide data for social channels.
Analysis of market data
across 4 Group Social KPIs
Develop & align reporting with
current analytics
serviceDefine metric weighting and
baseline markets
DF to develop materials that tell
the Vodafone social data storyCommunicate to the markets on
Social Community Call
Break down into People,
Capabilities & Technologies
Build reporting template to
integrate with BAU Digital Dashboard
Evaluate and segment into
maturity markets v dependent
markets
2. The Social Value Funnel – Social v Direct a comparison Key analysis
Build out funnel based on 5 key metrics to determine the value to Vodafone of a socially referred customer compared to that of a customer who visits directly
Metrics – Site visits, Product views, basket views, checkout and orders
Investigate 2 markets that have sufficient market tagging in place
Key output Conversion rate of a socially referred
customer compared to that of a customer who visits direct, search & via other websites
Total order value* of a socially referred customer compared to that of a customer who visits direct, search & via other websites
Demonstrate analysis to markets Set up of the weekly report in report
builder *one off purchase cost + length of contract x monthly cost
Conversion Funnel by Social & Direct Journeys Report - Example
229 m
150 k
9.7 m
4.4 m
370 k
119 m
21 k
1.9 m
430 kBounce Rate %
Total Order Value %
0.71%conversion
0.31%conversion
Bounce Rate %
Exit Rate Value %
Non-Socially referred customer
Socially referred Customer
1.6 m
Total Visits
Product Views
Basket Views
Total Orders
Total Order Value
We’ll create a single market view report for all markets to access weekly as part of BAU
Through the report builder local markets can change variables to forecast projections of value and orders
Exit Rate Value %
Bounce Rate %
Bounce Rate %
Is there a measurable difference in conversion between Social and Direct?
Define & Deliver the Value of a socially engaged customer Key analysis
Extract and segment ES country data
Analyze the data dump to find key identifiers
Define socially engaged prospects v non socially engaged with ES
Engage with BI & CVM team to complete data match – What is their key identifier?
Key output Total revenue of ES +Total revenue
of BI divide by number of customers in those data sets = ARPU (revenue per user)
Single value ARPU dependent on other metrics
Demonstrate analysis to markets Set up of the weekly report in report
builder
What does Success look like?
One winning Social Strategy across all Digital Touchpoints
My Vodafone App Web Desktop
• Boost adoption • Drive downloads & Usage• Improve App store ratings• Increase positive NPS score• Create a repository of new
inspirational UGC from our communities to use on all owned digital platforms
• Deliver personalised digital experiences
• Increase brand preference and conversation
• Drive a new commercial revenue stream from social customers across web
• Influence sales and service journeys to drive higher value conversion at POS and retention of customers through social service content streams
• Deliver personalised digital experiences
• Increase brand preference and conversation
• Increase positive NPS score
• Drive a new commercial revenue stream from social customers across web
• Influence sales and service journeys to drive higher value conversion at POS and retention of customers through social service content streams
• Deliver personalised digital experiences
• Increase brand preference and conversation
Digital & Social Success Key Business Goals
My Vodafone App Mobile Web Desktop
Improve Social Engagement Rate
Increase Social Reach
Increase Social (Fan) Adoption
Increase Social Referrals