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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
SOCIAL MEDIA ANALYSIS - TELECOM SECTOR
3MSc. in Marketing - ISCTE Business School
⚡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
SOCIAL MEDIA ANALYSIS - TELECOM SECTOR
5MSc. in Marketing - ISCTE Business School
⚡ Online Presence
NOS & MEO
Facebook YouTube Google+
NOS & MEO NOS & MEO
NOS & MEO
Twitter Instagram
Foursquare
MEOSOCIAL MEDIA ANALYSIS - TELECOM
SECTOR6MSc. in Marketing - ISCTE Business
School
- 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
SOCIAL MEDIA ANALYSIS - TELECOM SECTOR
7MSc. in Marketing - ISCTE Business School
⚡ 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
SOCIAL MEDIA ANALYSIS - TELECOM SECTOR
8MSc. in Marketing - ISCTE Business School
⚡ 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
+
SOCIAL MEDIA ANALYSIS - TELECOM SECTOR
9MSc. in Marketing - ISCTE Business School
⚡ 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
+
SOCIAL MEDIA ANALYSIS - TELECOM SECTOR
10MSc. in Marketing - ISCTE Business School
⚡ 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%
SOCIAL MEDIA ANALYSIS - TELECOM SECTOR
11MSc. in Marketing - ISCTE Business School
⚡ 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
SOCIAL MEDIA ANALYSIS - TELECOM SECTOR
13MSc. in Marketing - ISCTE Business School
⚡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
SOCIAL MEDIA ANALYSIS - TELECOM SECTOR
15MSc. in Marketing - ISCTE Business School
⚡
2/3 TV
BRAND LAUNCHING
NOS-Day
MEO
1.9 million
SOCIAL MEDIA ANALYSIS - TELECOM SECTOR
16MSc. in Marketing - ISCTE Business School
⚡ PACKS
SOCIAL MEDIA ANALYSIS - TELECOM SECTOR
17MSc. in Marketing - ISCTE Business School
⚡ SPONSORSHIPS & PUBLIC RELATIONS
NOS Alive1.403 NOS
Primavera Sound1.500
MEO SW50.000
MEOMarés Vivas
775
NationalFootball
Team30.000
SOCIAL MEDIA ANALYSIS - TELECOM SECTOR
18MSc. in Marketing - ISCTE Business School
⚡ EMERGING SUB BRANDS
613
LikesAverage
613
NOS Primavera
Sound1.500
YouTube48.839
SOCIAL MEDIA ANALYSIS - TELECOM SECTOR
19MSc. in Marketing - ISCTE Business School
⚡ 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
SOCIAL MEDIA ANALYSIS - TELECOM SECTOR
20MSc. in Marketing - ISCTE Business School
⚡ ANALYSIS OF FACEBOOK
→ NOS em Palco→ NOS Air Race→ NOS Alive
GROWTH
→ NOS CincoGROWTH
→ Absence of big events FLAT
SOCIAL MEDIA ANALYSIS - TELECOM SECTOR
21MSc. in Marketing - ISCTE Business School
⚡ ANALYSIS OF FACEBOOK
GROWTH
→ Contests→ Portuguese Nacional Team→ LG G3 announcement
SOCIAL MEDIA ANALYSIS - TELECOM SECTOR
22MSc. in Marketing - ISCTE Business School
⚡ ANALYSIS OF YOUTUBE
FALL
GROWTH
→ Portuguese National Team (Elimination)
→ Summer Announcements
SOCIAL MEDIA ANALYSIS - TELECOM SECTOR
23MSc. in Marketing - ISCTE Business School
⚡ ANALYSIS OF YOUTUBE
GROWTH
→ MEO Sudoeste
SOCIAL MEDIA ANALYSIS - TELECOM SECTOR
24MSc. in Marketing - ISCTE Business School
⚡
Blended Marketing
⚡ Blended Marketing
Offline communication can be found online
Heavy use of blended marketing for summer festivals
Similar practices for both companies
SOCIAL MEDIA ANALYSIS - TELECOM SECTOR
26MSc. in Marketing - ISCTE Business School
⚡ Blended Marketing
MEO has a larger social media presence
Different ways of communicating for different channels
Different uses of Google+ by both companies
SOCIAL MEDIA ANALYSIS - TELECOM SECTOR
27MSc. in Marketing - ISCTE Business School
⚡
Designed for Generation z
Moche apps
Digital nature
Bringing the online to the offline world
Blended Marketing
SOCIAL MEDIA ANALYSIS - TELECOM SECTOR
28MSc. in Marketing - ISCTE Business School
⚡ Blended Marketing
SOCIAL MEDIA ANALYSIS - TELECOM SECTOR
29MSc. in Marketing - ISCTE Business School
⚡
Trends & Insights
⚡ Trends & Insights
Multi Plataform
Integration
Dedicated customer service network
SOCIAL MEDIA ANALYSIS - TELECOM SECTOR
31MSc. in Marketing - ISCTE Business School
⚡
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
SOCIAL MEDIA ANALYSIS - TELECOM SECTOR
33MSc. in Marketing - ISCTE Business School
⚡ 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
SOCIAL MEDIA ANALYSIS - TELECOM SECTOR
34MSc. in Marketing - ISCTE Business School