The Project:
6-month launch campaign
3 platform strategy -- Facebook, Twitter & Instagram
Overview:
Created and executed a social media strategy to promote positive sentiment of Telkom, a popular South African telecommunications network. Campaign was targeted on increasing positive sentiment through strategic content, specialized community management and Facebook/Twitter advertising.
Strategy & Tactics:
- Analyze customer queries and define the most common complaints being submitted
- Establish a fictional team named ‘Special Forces Team’ to focus specifically on the most common queries being submitted on social media.
- Set up ‘house rules’ to establish best practices for customers to submit queries, as well as establish official operating times for ‘Special Forces Team’ to answer queries live on social media
- Monitor, manage and escalate the Telkom community queries as persistent and time-effectively as possible.
The Results:
- Positive sentient increased by over 330%
- Due to the new house rules customers were able to more accurately define their queries. As a result customer queries were answered 50% faster than previously on Social Media
- Page engagement rate increased by 115% fans with over 250 new followers per day over a 4 month period
Sample of Special Forces Team content:
