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

Thank you, any questions

Daniel.fellows@Vodafone.com