THE SECRET BEHIND ALTIBOX SOCIAL MEDIA SUCCESS Kjell Arild Nielsen Senior Digital Manager @kjellan @kjellan80 [email protected] + 47 47 50 91 58 1
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THE SECRET BEHIND ALTIBOX
SOCIAL MEDIA SUCCESS
Kjell Arild NielsenSenior Digital Manager
@kjellan@kjellan80
[email protected]+ 47 47 50 91 58 1
About Altibox
With 400.000 customers, Altibox is Norway’s leading provider of Fiber
3
2011
INGREDIENTS TO SUCCESS
● 1 pcs. strategy● A handful of enthusiastic activists● 1 tool for benchmarking and analysis● 1 team aka Altibox CS247● A handful of product development Communities● 100 % top management commitment● Channel selection, volume as desired● Content, amount as desired
4@kjellan
METHOD:…
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#STRATEGY
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● Listening●Responding● Engaging● Involving● Acting
ALTIBOX WINS SATISFIED CUSTOMERS ON SOCIAL MEDIA BY
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Strategy
@kjellan
WHY IS SOCIAL MEDIA IMPORTANT FOR ALTIBOX?
● Increased customer satisfaction through dialogue● Increased availability● Increase awareness and knowledge of our products and brand● Strengthen the brand and reputation● Easy to share and disseminate information● Learning from our customers through dialogue
«It's no longer a question of whether we should participate in social media, just how good we'll do that.» Erik Qualman www.socialnomics.net
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Strategy
’’@kjellan
Comparison
Recommandation
WHILE CONTENT IS THE STRONGEST DRIVER OF OVERALL LEVEL (ACROSS FIRMS), IT IS RESPONSE THAT IS THE STRONGEST DRIVER FOR RELATIONAL STRENGTH TO ALTIBOX ON FACEBOOK!
TRI*M Relationship
StrengthInteraction
Response
Content
Interaction
Content
Response 1)2)3)
Of the three factors that Altibox may affect directly the response that has the greatest impact on relationship strength. Then comes the interaction, so content.
TNS Community Insight 2014
Strategy
@kjellan
What would you say is most important reasons why you like / follow Altibox on Facebook ?
Get information about Altibox products / servicesBecause I am a customer
Receive offersTo get updates from AltiboxParticipate in competitions
Get help and answers about Altibox productsInformation about movies and series
Access to exclusive informationShow others that I am Altibox customer
Friends / family likes / follows AltiboxOther
0 % 25 % 50 % 75 % 100 %2 %
1 %2 %
7 %15 %
37 %7 %
38 %19 %
50 %38 %
WHY DO CUSTOMER FOLLOW US ON FACEBOOK?
OPENNESS CREATES TRUST
In the myriad of brands you needone you can trust, who knowsyou and listening to you whenyou need it.
-Karianne Nelly Skuseth, Content Manager Altibox
11
2015
’’
#ENTHUSIASTIC ACTIVISTS
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MØTE FACEBOOK NORGE
Enthusiastic Activists - we allow our employees to be our ambassadors
Altibox 'employees are our best ambassadors in social media.
02.03.1613
@j0lliyo @KarianneNelly
@oysteinaase
@AndreTee
@sivebakk
@TorilNag @kristinstvg
@kennethst @Solsem
#ANALYSIS
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THE NEWEST DATA ON SOCIAL CUSTOMER CARE
Socially Devoted brands understand the shifting paradigm of customer care. They know that the most responsive and dynamic audiences are on social and those people want responses to their questions and issues.
MONITOR YOUR COMPETITORS
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Analysis
@kjellan
USER ACTIONS ON FACEBOOK WALL 2011
17@kjellan
Analysis
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USER ACTIONS ON FACEBOOK WALL 2012
@kjellan
Analysis
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USER ACTIONS ON FACEBOOK WALL 2013
@kjellan
Analysis
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USER ACTIONS ON FACEBOOK WALL 2014
@kjellan
Analysis
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USER ACTIONS ON FACEBOOK WALL 2015
@kjellan
Analysis
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USER ACTIONS ON FACEBOOK WALL 2016 (Q1+Q2)
@kjellan
Analysis
FOLLOWERS AND CUSTOMER SATISFACTION INDEX (CSI) ON SOSIAL MEDIA
EPSI RATING
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Do you follow your provider on Social Media?By industry, Norway 2015
0 %
13 %
25 %
38 %
50 %
50
58
65
73
80
TV Internet Mobile Energy Supply Streaming Services Banking
Cust. Sat: Yes Cust. Sat: No %of customers on SoMe
18 %17 %16 %15 %14 %
9 %
70
64
7170
6466
77
72
80
75
69
73
9 %
14 % 15 % 16 %17 % 18 %
Analysis
EPSI RATING
EXAMPLES OF SELECTED COMPANIES
2016-02-25
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Customer Satisfaction Index (CSI) & Social media
0 %
10 %
20 %
30 %
40 %
40
53
65
78
90
Altibox Tv Altibox Broadband Talkmore Sparebank 1 Group Gudbrandsdal Energy Canal Digital Cabel
CSI followers CSI not followers % followers
6 %
21 %19 %
11 %
19 %18 % 63
77
70
75
7168
65
83
7980
7779
18 % 19 %
11 %
19 %21 %
6 %
Analysis
#KPI
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SOCIALLY DEVOTED THE STANDARD OF CUSTOMER CARE IN SOCIAL MEDIA
26For more information, visit www.socially-devoted.com
Socialbakers CEO
Jan Rezab
New
Sta
nda
rd o
f Customer Care in Social M
ediaNew
Sta
nda
rd o
f Customer Care in Social M
edia
SOCIALLY DEVOTED
Socially Devoted
from to makes
a Total ResponseRate on
verifies that
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KPI
@kjellan
#ALTIBOX CS247
27@kjellan
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Altibox CS247
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Altibox CS247
@kjellan
WINS SATISFIED CUSTOMERS ON SOCIAL MEDIA
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Altibox CS247
@kjellan
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Altibox CS247
1. Altibox replies when it is convenient for the customer. 2. Altibox is available where the customer wishes to contact. 3. An informal tone of voice. 4. Entire Altibox aware of customer service. 5. Applauds everyday heroes.
FIVE REASONS WHY ALTIBOX ARE GOOD AT CUSTOMER SERVICE IN SOCIAL MEDIA
@kjellan
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#EVERYDAY HEROES
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ALTIBOX = SOCIALLY DEVOTED IN CUSTOMER CARE, TIMING IS EVERYTHING
Altibox CS247
#COMMUNITIES
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USER-DRIVEN PRODUCT DEVELOPMENT
• Altibox Pilot - new TV platform • Altibox Beta – TV Everywhere • Altibox Partner Pilot • Altibox Beta
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Communities
@kjellan
HELP - CONSTANTLY
●Ongoing focus groups across Norway●Facebook groups for all new products●Ongoing Quest defender and polls in groups●Continuous bug fixes and updating functionality●We reveal critical errors - before launch
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Communities
@kjellan
#TOP MANAGEMENT COMMITMENT
37@kjellan
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Commitment
Nils Arne Bakke, CEO Altibox@kjellan
AND IT PRODUCES RESULTS!
We are constantly challenged to improve ourselves.
In June 2015, we held our first online netmeeting face to face with our customers via social media :)
39Toril Nag, Executive Vice President Telecom Lyse
Commitment3 REASONS WHY OUR VP LOVES #SOME
1. #SoMe is the top managers finger on the pulse of the customers2. Customer service is ROI!3. #SoMe is influencing!
#CHANNEL SELECTION
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WE ARE PRESENT IN SEVERAL CHANNELS
● Facebook: Customer service, information, news sharing, sales and product information.
● Twitter: Customer service, information, news sharing, sales and product information.
● LinkedIn: Information and news sharing, recruitment, product information, networking and partner-building and job advertising.
● Youtube: Training, information and product launch.● Google+: Optimisation of search, information, news sharing, sales
and product information.● Instagram: Sharing experiences.
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Channel selection
@kjellan
#CONTENT
42@kjellan
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Content
44
De boards'ene dere kjører med superhelter - de er heeeelt råe (!) er det noen som helst mulighet for å få kjøpt de?
Har en superhelt-elskende sønn på 7 år, hadde vært rått å henge opp på gutterommet!! ;)
Jag har kanske en liten speciell fråga; när jag var nere i oslo sentrum tidigare i veckan såg jag de stora reklam plakaten ni har med norge och div super hjältar. Är en fantastisk reklam och eftersom jag både gillar norge och super hjältar undrar jag om det finns möjlighet att få några olika sådana plakat när eran kampanj är över? … Hoppas på positivt svar. Ha en flott dag. Mvh Emma
BATMAN
@kjellan
Content
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MOVIE EVERYWHERE
@kjellan
Content
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Over 500,000 in reach for all posts related to outdoor cinema at The Vigeland Museum.
Over 3000 participants in the competition for tickets :)
OUTDOOR CINEMA
@kjellan
Content
WALL OF FAME
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Norway's most satisfied TV and broadband customers – 6th year running
INGREDIENTS TO SUCCESS
● 1 pcs. strategy● A handful enthusiastic activists● 1 tool for benchmarking and analysis● 1 team ala Altibox CS247● A handful of product development Communities● 100 % grounding in top management● Channel selection, volume as desired● Content, amount as desired
50@kjellan
THANK YOU FOR YOUR ATTENTION
Kjell Arild NielsenSenior Digital Manager
@kjellan@kjellan80
[email protected]+47 47 50 91 58
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