Company: Vodafone New Zealand Ltd
Entry submitted by: Mike Hales (VF_MikeHales) Digital Content Manager
Community: Vodafone Community (http://community.vodafone.co.nz)
Lithy category: Social ROI Titan
Vodafone NZ has been New Zealand’s leading total telecommunications provider for nearly 20 years. It is a provider of mobile, fixed line telecommunication and television services over 4G, Fibre, cable and copper. It’s a key player in the wider New Zealand community through its Vodafone Foundation activities as well as sponsoring key music and sporting teams and events.
Our 2014 objectives
Growth to 20,000 members and to deflect more than 170,000 calls by resolving customer queries online. Both were exceeded with 21,000 members and 174,000 calls being deflected.
Our results
By working with Vodafone Group and Lithium, we implemented a formula to give us a proven dollar value to the Community activities. Using that formula, we can now show that the Community is worth more than NZ $3million to the business and that every member acquired is worth +NZ $2.50. It also helped to show that we exceeded our 2-year plan by more than $200k.
Additional business achievements
Additionally, we have been able to demonstrate additional business value through SEO – acquiring more organic visits to the Community as well as into the website; engagement – through measuring positive interactions, we’re able to show that customers interact more than seven more than previously – posts, kudos, tagging etc; brand value – by creating original content, we have increased our transparency to our customers by giving them direct access to product owners as well as external partners; and lastly by making Community the ‘gateway’ into self-help content and services we’re making it easier for customers to help themselves (and each other).
