TSC12 - Marco de Mooij - Vodafone

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Vodafone 24/7 Web Crew: Taking the Next Step in Web CareMarco de MooijSocial Media Manager, Vodafone Nederland

9 February 2012

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Marco’s Timeline

• Social Media Manager

• Marketing Small & Medium sized Businesses / Mobile Broadband

• Digital Communications

• Post graduate Brand Management

• Marketing Financial Services Industry

• Ironman Germany & Lanzarote

• Marketing Small & Medium sized Businesses

• MSc Business Administration

• Born 1974

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Social Media at Vodafone

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• Start online sentiment monitoring by web relations team in 2007

• ‘Most active brand in social media’ in 2011

• Maximise the impact of social media in achieving Vodafone’s brand and business objectives (marketing, PR, customer service, branding, HR/recruitment & sales)

• Virtual company wide social media taskforce

• Strategy and central coordination by social media manager

• Social media strategy revolves around 4 pillars:

1. Foster Dialogue

2. Promote Advocacy

3. Facilitate Support

4. Spur Insights & Innovation

• Create more engagement with the brand and become a more ‘social business’

Promote Advocacy

Facilitate Support

Foster Dialogue

Spur Insights & Innovation

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Vodafone Smartphone Crew

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• Ambitious project to improve customer experience on several customer touch points, f.e. in store, by e-mail, phone and via social media

• 140 newly hired and trained colleagues

• Crew helps customers with questions about smartphones, tablets and mobile internet

• Vodafone wants to help customers wherever they are, whenever they need us > 24/7 Web Crew (part of Smartphone Crew)

• Providing 24/7 service and support via social media, forums and blogs on all customer questions

• Existing in-house webcare team extended to 15 agents

• People in service campaign are actual Smartphone Crew members

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Introduction of the 24/7 Web Crew: 12 weeks of careful preparation

1. Define service propositions for social media: develop different scenarios

2. Build a solid business case

3. Catch the right wave

4. Start planning for success

• Part 1: Infrastructure

• Part 2: Formula

• Part 3: Communication and activation

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1. Infrastructure

Team structureResources

Processes & WorkflowsTraining

Reporting & Tooling

2. Formula

Scope/ domainsTone of voice/ comms guidance

Topics for proactive supportInteraction of teams

Use cases

3. Communication

Branding ATL Campaign

Internal campaignSocial media activation

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Posts on Facebook, Hyves and Twitter > Response within the

hour, a solution within 24 hours

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Significant increase of service questions via social media since start of the campaign in November 2011

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+/- 200 direct posts @VodafoneNL per day

+/- 500 indirect posts #Vodafone per day

100% monitored, 65-70% of questions are

answered

5-10% is proactively serviced

200% growth

+/- 6 service questions per day

100% is answered125%

growth

+/- 2 service questions per day

100% is answered stable

+/- 60 service questions per day

100% is answered400-500%

growth

1-10 complaints per day that need more investigation and are often answered offline

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Efficiently matching knowledge and service needs remains an ongoing challenge

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A few final thoughts to share

• Let the Web Care team be ‘eyes and ears’ of the company

• Brief the Web Care team on all company developments involving customers

• Keep focus on optimizing the service eco-system, including eForum and Youtube

• Make employees part of your fan pages so they will feel what your fans experience

• Develop processes to channel social insights back into the company

• Extend the benefits of your social monitoring tools to other departments

• Adopt social narrow casting

• Experiment! You can never foresee it all

• Keep evaluating and improving: when it comes to service, you are never done

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Questions?