Vodafone template - Microsoft Advertising

Vodafone and social networks
February 21, 2008
Amsterdam
Lily Yeo
Head of Online sales and Marketing, Vodafone Netherlands
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Social networks
An organic ecosystem and embrace you or spit you out ... DAILY
Source: Havas Digital
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Our collective Challenges
• Partners
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Agency
Strategy, and RO(M)I
Campaign thinking instead of longevity
Integrated marketing that includes digital and sustainability
• Internally:
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Iterative mindset – test/test/test
Control brand messaging
Convincing value of social network/media
Organisational structure to respond/interact and be committed
• Skill/Knowledge
– Marketeers must understand what is possible with technology
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How do we address Target Audience?
How do these attributes manifest themselves online, in the
media, applications and interfaces of their lives?
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2006: User Generated Content : KijkMijTV
Loading content for all customers on web and mobile, creator gets paid for
downloads
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Community building around shared aspirations
Vodafone Group site for sponsorship of UEFA Champions League
www.vodafonefootball.com
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Spanish enagement strategy was to use skins, weemees and widgets
to drive football theme
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F1: Sponsorship
www.vodafoneracing.com - Follow us on Twitter
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Brand Building
Internal community programmes using multi-channel means
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Blogs
Everyone wants to but is it right: Corporate vs. marketing
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Display Advertising
• Facebook ( UK)
• Netherlands ( case: morocco.nl)
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Last month, we had unprecendented impact
Coverage of nu.nl takeover and affiliates
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Web PR requires a new way of interacting with opinion makers
case: Launch of HSDPA (mobile broadband)
55% of consumers get their news online
• A customer disappointed with HSDPA costs
posts a blog on forum
– Within 24 hours, 6000 views and 68 reactions
– “Vodafone HSDPA”, No.1 ranking on search
engines like Google, Yahoo and Live Search
– Picked up by 8 online sites
– 6 media queries from traditional media including
national radio
– 23 links to other online fora
• Organisationally:
– Split PR from customer management compliants
from word of mouth marketing (buzz)
– Just get started, and try
– Keep measuring
– Corp. comm press release organic optimisation is
ongoing training
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Employee Engagement
Vodafone NL Employees are active on the web:
6 different VF communities within NL largest social network “Hyves”
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And thoughts for the future?
• Beyond the PC: Support of overall digital communications
• Content, content, content
– Creating, owing, distributing, and designing
– Editorial and not copy
– Interactive, and not static
• Partners
– Joint co-marketing with advertisers
– Agencies with knowledge and skill
– Products and Services: For driving mobile internet usage
• More trials
– Focus on engagement, and interaction and not a 1 night stand
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END
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