Vodafone Group Plc

is the world's leading mobile telecommunications company.

General Information

•Vodafone Group Plc is a public limited company incorporated in England. Its headquarters is situated in Newbury, Berkshire, UK.

•The Company's shares are listed on the London Stock Exchange and on the New York Stock Exchange.

•Vodafone had a total market capitalisation of approximately £79 billion at 30 June 2008.

General Information

•Vodafone offers services to more than 260 million customers in 26 different countries all over the world.

•The name Vodafone comes from Voice data fone, chosen by the company to “reflect the provision of voice and data services over mobile phones”.

•Former logo used by Vodafone until introduction of the Speechmark logo in 1998.

General Information

•In 1998 Vodafone introduced its Speechmark logo, as it is a quotation mark in a circle; the O's in the Vodafone logotype are opening and closing quotation marks, suggesting conversation.

Vodafone India. Corporate reputation.

OBJECTIVES

Enhance the reputation of Vodafone India, building on acceptability and loyalty for the brand through a focused communication effort

• Project Vodafone as a corporate that understands India and is firmly rooted in the country

• Present Vodafone as a brand that has a strong commitment towards society and invests regularly

• Project Vodafone as a financially sound leader

We are seeing four shifts happening in society…

PEOPLE

End of trust: People have more information than ever before and people don’t trust organizations. In fact, trust in all organizations, including corporations and governments, is at an all-time low across the world

Power to the People: People have new sources of power and people believe that only they themselves can come up with innovative solutions to our most pressing problems, not governments or corporations.

Quest for Meaning: People are searching for meaning connections with communities andorganizations around a shared purpose, and expect organizations to enable such connections.

Rise of Shared Value: People are demanding that organizations not only rediscover their socialpurpose but also put it at the core of how they conduct their business and engage with their stakeholders, to create shared value.

WHAT’S IN IT FOR ORGANISATION

• Engagement and participation with stakeholders - hence enhance loyalty and acceptability

• Strong differentiator amongst competition

• Attract new audiences

• Attract and retain talent

• Increase in sales/ profits

SOCIAL MEDIA NETWORKING

Vodafone’s Social Media Strategy

•Introduction

Vodafone is one of the largest telecom service provider in India after Bharti Airtel. The UK-based group has presence in India since 2007 after they bought out Hutch.

Vodafone is well known for successfully leveraging Social Media for building online communities and churning out interesting  conversations. Here is an Interview with Anuradha Aggarwal – Senior Vice President – Brand Communication, Insights and Online, Vodafone India on to understand Vodafone India’s Social Media Strategy.

Interview based on Social Media

Q. What was your objective when you decided to adopt social media? Was it only customer service?

Reply- Our main objectives for social media was to create engaging conversations about Vodafone, and connecting with our customers to create a bond with the brand.

Here’s is a Question which was asked to her about the social Media.

Here are six ways that create strong engaging conversations.

1.Connecting with a Photo Album.2.Feedback and Involvement All At

Once.3.Collaborative Branding.4.Art by Customers.5.Posting Trivia & Questions6.Get People to Talk and Reward Them

for It.

Overall Strategy

With a solid presence on Facebook, Twitter and YouTube, Vodafone is effectively using all the content formats (text, image and video) to drive home its core business objectives.

Platform-wise Strategy

•Facebook

On Facebook, Vodafone has created two separate communities – Vodafone India, which is used a self-promotional channel, and Vodafone ZooZoos, which is more of fun community.While the Vodafone India pages is updated once in few days with self-promotional content, the ZooZoos page is where the best activity takes place.

•Zoozoo’s as a concept are quite old now but the community is still finding it interesting. And kudos goes to the creative team behind the zoozoo’s.

Customer service is also being handled effectively by the brand as both the pages on Facebook have have a ‘Happy 2 Help’ tab where 15-20% of all their queries are being handled.

Vodafone ZOOZOO’s & Facebook

Twitter.•Vodafone India’s official Twitter handle, @VodafoneIN,

spends most of its time in addressing customer service. And it does a good job of handling the queries and responds within few hours of your tweeting a complaint.

•The best part, if you have shared your number with them once, they will add it in their database and call you directly if you tweet any complaint in the future.

•Just one look at their Twitter stream and you will come to know how active they are at looking for complaints.

Tweets Sent &Mentions Received

YouTube•Well, Vodafone India also uses YouTube to store its TVCs but they also have some other interesting videos to accompany them; their video content includes a 3-hour long Vodafone Speedfest!

•And when you have really interesting TVCs and Zoozoos then 18 millions views are nothing but natural.

Comparison with Competitors

•In comparison, Airtel India is not as impressive on both Facebook and Twitter. I half hoped to get a Facebook page for ‘Har Friend Zaroori Hota Hai’ just like how Vodafone has a page for zoozoos. It could have been a great place to have a fun community.

•So we have a an Airtel India page with 1.6 million fans being fed self-promotional content resulting in low engagement.

SEO-Search Engine Optimization

SEM-Search Engine Marketing

Online and General Advertisements

• Magic Box.

• Stock Alerts.

• International Roaming.

• Bhakti Saagar.

• Dating Tips.

• Voice SMS.

• Fashion Tips.

• Recharge Anywhere.

• Ringtone.

• Group SMS.

• Call Divert.

•Background Music.•Exam Results.•Beauty Tips.•Phone Backup.•IPL commentary.•Cricket Alerts.•IPL contests.•Chotta Credit.•Maps Live.•Live Games.•Musical greetings.

Capturing the right context for online advertisements.

Weblogs Of Vodafone

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