19. giffgaff
A
telecom
operator
where
customers
ask
and
answer
each
other.
People
who
answer
quesDons
are
financially
rewarded.
Cost
savings
from
the
call
center
are
passed
on
to
customers.
23. Thirty
Allowed
fans
to
be
part
of
the
recording
process
Seconds
through
contribuDng
sounds.
They
went
as
to Mars
far
as
inviDng
fans
from
Iran
and
monks
from
Tibet.
26. Wild
They
crowd-‐sourced
the
menu
and
locaDon
decisions
They
created
a
following
before
even
opening
and
started
the
concept
based
on
what
people
Peeta
told
them
28. Thread
Asks
customers
to
submit
T-‐shirt
designs
(it
gets
300
per
day);
and
gets
the
community
to
-less
vote.
There
are
300
winners/year,
who
get
$2000
each.
It
sells
the
winning
T-‐shirts
on
its
website
for
$18
29. What’s a social brand?
The Social Brand ShowDown
Structuring a social brand
Office Design
Structure
Operation
31. Structure
Transaction Relationship
Marketing Marketing
Marketing Mix Dominated Conversation Orient
ed
Price Sensitive Servic e Sensitive
Technical Quality Dominated In teraction Quality Dominated
tomem r
Ad Hoc Customer ime Ct s yste
u
Real-temen S
Satisfaction Surveys Engag
Limited Importance of Substantial Importance
Internal Marketing of Internal Marketing
32. Structure
Virgin Mobile Qatar
Propositions
and Pricing
Brand & No Marketing Customer
Comms
Department Service
Sales &
Distribution
33. Structure
Virgin Mobile Qatar
Propositions
and Pricing
Brand & No Marketing Customer
Comms
Department Service
Sales &
Distribution
34. Structure
Brand and Communications
Online
CommuniDes
Retail
and
Live
Brand
Planning
.
&
CommunicaDons
CommunicaDons
and
InnovaDon
v s
Brand and Communications
Corporate
MarkeDng
Brand
PR
and
Media
Comms
Comms
Management
Events
It has a personal life with time for work and play.
It does extracurricular activities; it goes out at night and on weekends, goes for coffee, and goes partying,
And it doesn’t take itself too seriously.
It has hobbies, it’s into music, movies, sports or art. It does gatherings and shares its interest.
It’s friendly and close to the heart. It’s fun to be around.
It’s customers are its friends, it addresses them by name, asks for their help
And it apologizes to them when it does wrong. Asks for forgiveness not permission – test things out; but be mostly right
It’s like a famous friend; and it’s customers are his entourage. It takes care of the people who like and support it.
Take a Startup Model and expand it.Make it as flat as possible.Build teams as much as possibleEmpower horizontally / vertically
A social media department is not something on the side… social media is something that all employees will do.
Work doesn’t need to be between 9 and 5, what is important is that tasks get to be delivered on time.
Static branding will be a thing of the past and company logos, advertising and messaging will be constantly moving.
Translate Social Activities into concrete actions: and make them part of the companies roadmap/project plan
Look for innovation outside the boardroom.
Don’t have chairs in the meeting rooms; use couches where people sit closer together
Internet Penetration30% is on FacebookThat’s 37 new user every minute!YouTube is the most visited websiteOnly 1,000 blogs in Qatar
This left us with a huge opportunityThe young at heartan audience who share our attitude to life rather than falling into a specific age group.Our Bull’s Eye:The Qatari male who is into drag racing, his Sony Playstation and local music.
This is the digital generation, brought up generating their own content or consuming the content they want, digitallyWe want to:Build customer evangelism (i.e. positive word of mouth)Own key communities because…communities filter and amplify messages.
We want to target that 1% build a close relationship with them, transform them into ambassadors into real advocates. As other telcos spend their time and money trying to convert the 90%, we want to have a intimate relationship with the 1%. And turn them into our communication channel
QVMS Partnered with the HOGs - Harley Davidson, and promoted the brand through all of their activitiesThis association created excellent social media content ranging from photos and videos, to live updates on the HOGs cross country journeys and activitiesThis Niche group got a significant following through the QVMS brand, and gave it a very strong content platform
Sponsored an awareness event with HD for Qatar National Cancer Society – 15 OctAround 600 Bikes arrived in Qatar from all GCCThere was a ride across the countryThe bikes where displayed in an exhibition
Sponsored a Harley Davidson ride across the GCC to celebrate Qatar winning the bid for the 2022 FIFA World CupAccompanied the bikers to the border with our QVMS carsBranded the BikesGot media coverage
Created a Harley Davidson ride to celebrate National Day, culminating with a bike line-up BBQ at the corniche to watch the country’s National Day Celebrations85 Bikers joined the celebrationsThe Bling It car displayed live coverage of the national celebrations
QVMS owned twitter in Doha; it got the twitter community together through”Monthly Gatherings: Doha TweetupsAn Global Annual event: Sponsoring/organizing Doha TwestivalOnline Activity Aggregation: Creating dohatweets.com
- QVMS actively participated in Doha Twestival 2011 as a platinum sponsor.DT was held at Aspire Park on 24 March 2011 from 6 to 9 PM.- It raised QR 90k to ROTA, and ranked as the 4th city globally in terms of funds raised- More than 400 attendees.
We created the first and only website in Qatar to capture all tweets, photos, and videos that are coming from the country through a twitter API
Created a competition for people to include their pictures in our 2011 calendarUpload your photos to FlickrVote for the best photo on FacebookFlyersTent CardsUpload BoothStaff T-Shirts
2011 Make It Yours Photo Exhibition held at Villaggio Virgin Megastore opened 24 February. The exhibition represents the 12 winning photos from the Flickr competition and a selection of the 1,100 photos entered. At the opening of the exhibition we gave the lucky winner the amazing prize. Exhibition ends 4 March.
Movies was a shared interest between QVMS and the massesThe Movie passion was launched at the Tribecca Film Festival by sponsoring all the volunteer movie buffs and providing them with a QVMS chill out loungeWe continued promoting movies through monthly movie nights whereby people would enter twitter competitions to win tickets, and collect them from QVMS stores
VMQ Started focusing on promoting itself through events and started Movie NightsA contract was completed with the Cinema to have Movie Nights on the 3rd Wednesday of every month
And this couldn’t have been done without our peopleOur recent employee engagement survey show that 71% of our employees feel that QVMS is a great place to work. A fantastic score given the challenging, ambiguous, de-motivating, uncertain time we have had since launchingWe attained a score equivalent to a 2yr old Virgin business