Company: Telia Finland Oyj
Company background: Previously known as Sonera, the company changed its name to Telia in March 2017. Telia has a complete range of mobile services and is one of the leading mobile operators in Finland. Telia is also a large provider of fixed communications and TV. The operator offers communication services and broadband access to businesses and consumers across the country and has a strong presence with a complete selection of fixed services in the northern, eastern, and south western areas of Finland. The company also provides wholesale services in both mobile and fixed communications and in 2019 Telia acquired the most successful media house in the Nordics Bonnier. By combining Telia Company’s leading mobile and fixed network with one of the most successful media-houses in the Nordics, with well-known brands such as TV4, C More and Finnish MTV, we will be able to deliver world-class content. Customers can now have access, devices and content all in the same place. The Community management team consists of only one person (myself) and I am responsible for all initiatives.
Contact: Tero Revonmäki
Title: Community Manager
Related URLs:
Community https://yhteiso.telia.fi
Competition landing page https://yhteiso.telia.fi/t5/Kilpailu-Telia-OnePlus-5G/bd-p/Laitelahettilas
Competition promotion video https://youtu.be/tyPF01P-shU
Kudos Category: Small but Mighty
1. Describe your company and your organization.
Previously known as Sonera, the company changed its name to Telia in March 2017. Telia has a complete range of mobile services and is one of the leading mobile operators in Finland.
Telia is also a large provider of fixed communications and TV. The operator offers communication services and broadband access to businesses and consumers across the country and has a strong presence with a complete selection of fixed services in the northern, eastern, and south western areas of Finland.
The company also provides wholesale services in both mobile and fixed communications and in 2019 Telia acquired the most successful media house in the Nordics Bonnier.
By combining Telia Company’s leading mobile and fixed network with one of the most successful media-houses in the Nordics, with well-known brands such as TV4, C More and Finnish MTV, we will be able to deliver world-class content. Customers can now have access, devices and content all in the same place.
The Community management team consists of only one person (myself) and I am responsible for all initiatives.
2. Why did you choose to invest in Khoros?
We had three primary drivers when evaluating whether to launch a community with Lithium (now Khoros). We clearly identified the value and savings we could see from a contact deflection perspective to aid the customer services team in answering customer queries. We also identified the marketing value of a community in it’s ability to influence sales by authentic conversations from real users. The third piece is tied to the marketing use case and involves the long-tail SEO benefits of driving people to the site.
Above and beyond this we believed the platform to have good features and comprehensive gamification.
3. How does Khoros help you deliver results beyond what a team your size normally can do?
5G is coming. The 5G Network coverage increases every day that passes and there is a continuous stream of new devices being released to the market to cater to the new possibilities. Our challenge is finding new ways to tell the 5G story to the customer. We want to help explain what 5G is and what a customer can get with it.
As a team of one, I looked at ways to best amplify this message using the great community we have built, continue to build and can leverage. A plan was devised in summer 2019 to partner together with OnePlus, a major Chinese smartphone manufacturer looking to grow their market share in Finland, and run a competition. The competition would crown new Telia and OnePlus 5G Brand ambassadors that would write blogs on the community, share content on the social channels and be used in digital communications. The competition had the following objectives:
- Grow the number of active members on the community
- Support our device and 5G business
- Help build the Telia Finland Brand as “Human and Helpful"
- Drive awareness of the Community
- Increase the brand familiarity of OnePlus
Phase 1:
Visitors were asked to introduce themselves and share why they believe they would be the best 5G Device ambassador. The competition was promoted on the community with it’s own dedicated page on the community and with hero content (see below.)
It was also promoted on Instagram, Facebook and email communication.
We also hired two famous Finnish influencers (Herbalisti & MiskaMH) who created some great content to attract more attention to the competition.
A “hidden camera” video was produced where MiskaMH lured passersby to a fake pop-up stand at a shopping center. The influencer then tried to perform funny tasks with them without them recognising him.
The influencers also promoted the community and competition by launching sub competitions where they signed in to the Telia community using random nicknames and started discussions where they asked questions to members.
Community members were then tasked with a “treasure hunt” of sorts to find the conversations the influencers had started and try to answer the bogus questions they asked. If the member found the question and answered it they were entered into a raffle to win nice prizes.
The influencers then published this sub competition on their Instagram story’s and finally they told their followers what their nickname was and as a result promoted the Ambassador program as well.
Throughout the campaign the influencers posted numerous Instagram stories to promote the competitions.
Phase 2:
A contestant needed to write a review or shoot a video from the phone of their choice. Despite the OnePlus partnership, it was decided that contestants could choose any manufacturer they wanted as it would increase participation.
Phase 3:
Once a contestant had completed both task one and two, Telia Finland community members voted for their favourite entries using likes.
Phase 4:
A judging panel from Telia Finland and OnePlus then chose the two winners from the most liked entries. The winners won devices from OnePlus as well as the right to be the Telia Brand ambassador.
First and foremost it was important for the competition to result in us identifying some strong ambassadors who can create great content. As a secondary goal we set a target of getting 750 participants and around 80 new active members to the community based on an expectation of the traffic we expected to see to the site. As you’ll see below, we are extremely happy with the brand ambassadors we unearthed and while the number of new active members was around 50% of our target, this still represents a powerful number especially given we know that an active member is more likely to give a higher NPS score, spend more with Telia and be retained.
The competition also resulted in a significant increase in the page views and visits to the site during the competition versus the 65 day period before. Page views were up 43.5% and visits up by 23.1%.
The winners you ask?
HeidiHelene was one of the winners. What’s great about her story is that Heidi has a natural talent when it comes to writing however contrary to what you would expect she is not yet an established blogger. It doesn’t harm that she’s a micro-influencer on Instagram either.
For the Finnish speakers out there, check out her entry here.
The Second winner was JoonasPNieminen and he is a budding videographer. His entry was a fantastically put together video indicating why he would be a strong candidate and the phone he wanted. Joonas is also a media entrepreneur.
Here is his entry.
So now we have found two great new 5G Brand Ambassadors that cater to different audiences. Joonas is more of a “techie” who is an expert in video content and Heidi is more of a “normal user” whose skills lie in the words she writes. Heidi and Joonas have kick started their Brand Ambassador roles in style posting several entries.
