SNAP Telenet’s centralised content engine to get ahead in Social

snap.telenet.beNicolas MoermanStrategistThese Days Y&R@Moerman

Femke De RooSocial Media ExpertTelenet@femkedr

Where it began

Changing Social Landscape

Changing Social LandscapeTechnology shift• Facebook Edgerank – Don’t build a house on rented land• Proliferation of channels drive need for a centralised solution

Customer shift• Needs information & inspiration not sales messages• Increasing need for dialogue: from care to conversations

Brand shift• Grown-up challenger brand: from acquisition to retention• Humanising the brand: from a big company to the people working there

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Enter snap In February 2013, we launched Snap, designed to bring more elaborated storytelling to our customers and stakeholders.

We wanted to create an owned platform that easily plugs into social channels and could become the heart of our social strategy.

A move away from campaign peaks to a constant flow of content and conversation

Snap’s main purposes are:

Inspire and educate our customers about our products

Surprise and delight them with contests and events

Keeping our finger at the pulse of customers through open dialogue

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Snap is our centralised content enginefor social

Partner Channels9lives

ZitaNjam

SNAP AS CONTENT & CONVERSATION ENGINE

TO CREATE RELEVANCE

BASED ON DATA GATHERING & TARGETED CONTENT

One-2-One ChannelsCRM

Newsletters

Offline ChannelsTV set-up box

Retail

Website ChannelsTelenet.be

Mijn TelenetKlantenservice

Social ChannelsTelenet Facebook

Telenet Entertaint FacebookYoutube - Linkedin

Twitter Sporting Telenet

Agency & Client: One integrated social team

Agency Social Content Manager

Stakeholders

Agency Social Strategy

Telenet Writers

Telenet Social Team

Content Communitymgmt

Writing

Design Reporter

Concept Team

Agency Content

Creation Team

Telenet Webcare Team

Content Management

ConversationManagement

ToolsStrategy Delivery

Proces

Content briefings

Editorialmeeting

Content clubbing

Content creation

Editorial meeting

What do we do? Content that offers Inspirational utility1

What do we do? Creating customer delight through online content & offline events

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What do we do? Bringing Inspirational Entertainment3

Did it work? First year 1,064,682 visits

Last month 90K unique visitors

Finger at the pulse of our customers

Our content engine approach works Strong correlation with social media growth.

Total Page Likes as of Today: 111,523

Post Reach: the number of people your post was served to

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Total Page Likes

PaidOrganic

Total Page Likes

Click or drag to select

111,523Oct 7, 2014

Your AverageThis Period8,453

Your AverageLast Period2,268

What we learned along the way

People are more interested in your company & product than you thinkProduct post & inspirational product articles consistently outperform in terms of engagement, conversion & sentiment

Evolution from care to conversation to content

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augustus

Facebook

Goal Awareness

Snap

Fans

Engagement

Pageviews

57%

1,39%

10,493

29/08

Total

Conversion

Unique Page views

102,784

4,62%

9.499

Netwerf

Viral

Sources

17%

TN.be 22%

Organic

Sentiment

AV Time On Page

11%

DI 25%

0,84

0:03:23

Paid 81%

FB 22%

Awar

enes

s

Plan for what you can, leave room for flexibility

structuring content into updates (formats), project & campaigns which each have their own caracteristics

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100 % 100 %

90 % 90 %

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50 % 50 %

40 % 40 %

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10 % 10 %

AD HOC

AD HOCPLANNED

PLANNED

Creating great content is a craftCrafted content has more chance of being noticed & clicked on than generic curated contentSpecialists needed in: • story • topic • copy • design • seo • ….

Emotions work best

Consistency 365 days a year!

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Content management needs culture shift

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Social happens in real life

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Best results with offline activations

Content generation on events

Work in the park

Tournee glacé

Marriete from telenet

social is not enough / owned channels never die

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Best traffic drivers for snap.be:• Social (37%)• Email (35%)• Referrals (26%)

Social (37%)

Referral(26%)

Email (35%)

Content sellsHypothesis: can we use social & content to sell products?

Softlanding on Snap with movie list & clicktrough to product page

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What’s next for us?

RIGHT CONTENT

RIGHT CUSTOMER

RIGHT TIME

RIGHT CHANNELWhop

Rex & Rio

Kong

So, where do you start?

Social is more than marketing - get all stakeholders around the table

Start somewhere, experiment & adapt fast

Keep true to who you are as a brand

Involve them in the playbook & keep them in the loop

Find dedicated resource (internal/external)

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Thanks