Social Media in the Telecoms Sector Conference

Measuring the effectiveness and ROI of social media campaigns

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Competition between the telecoms industry’s cable and fixed line, mobile network operators and mobile virtual network operators has never been greater. While there is ever more choice on availability of devices and network band combined with tariff structures for every conceivable need, such differences between suppliers and handset manufacturers can soon be dissipated. Telecoms companies are, more than ever before, in need of finding new ways of differentiating their respective offerings.

The latest strategy being pursued to meet the challenge of the commoditisation of mobile services is that of driving customer experience as a point of difference. As today’s customers social media use goes into overdrive fixed line operators, MNOs and MVNOs now need to look to social media to deliver the type of differentiated experiences that translate to long-term customer loyalty.

However, social media remains a relatively new and complex landscape with many telecoms companies still unsure about how best to use this fluid means of communication. This conference will address how to measure the effectiveness and ROI of social media campaigns and strategy by looking at measures of customer loyalty, customer service, and improved brand perception that deliver increases on ARPU (average revenue per user) and CLV (customer lifetime value).

Challenges covered will include:

  • Opportunity response rates - how to discover and respond to opportunities in social media
  • Channel reporting – determining how many visits, leads, and customers individual social media channels are generating
  • Improving customer response rates in social media – a new paradigm in customer service
  • Virality – how far and what impact is your social media strategy having?
  • Net promoter scores – how useful is this metric and how do you translate positive scores into revenue?

At Social Media in Telecoms an international line up of speakers will bring their insight and experience to the following topics:

  • A social media strategy for the telecoms industry: What idiosyncrasies differentiate a social media strategy from that of any other market vertical?
  • How can social media help telecoms companies to become ever-more customer-centric organisations?
  • Social media as a communication and marketing opportunity for all your company’s employees
  • Keeping an eye on content: Social media governance with a multitude of corporate spokespeople
  • Maximising customer engagement with timely and effective content management
  • Assessing the operational risk landscape for marketing and PR using social media
  • How corporate communications and social media management integrate to deliver benefits for the organisation
  • Keeping up to date with the latest trends in online social behaviour and how it affects your social media approach
  • How to use social media for customer acquisition
  • Social media and digital marketing – Getting them working together to drive bottom-line performance
  • How to achieve successful targeting and segmenting with social media
  • Capturing customer feedback and assessing loyalty with sentiment analysis to improve your net promoter score
  • Social media word of mouth: What can your net promoter score tell you about your business?
  • How to exploit the big data being produced by social media activity to maximise marketing and customer service effectiveness
  • Assessing the value of customer engagement with new communication channels
  • Determining the best use of blogs: Effective marketing tool or communications channel?

Plus An Interactive Full-Day Pre-Conference Workshop

The Impact of Social Media on Corporate Communications
15th July 2014, London, United Kingdom
Workshop leaders:
Malcolm Wells, Director, Malwell Corporate Projects
Neville Wells, Director, Bridgewell Communications


  • Ahmad Mourad, Senior Director Customer Operations Support & Planning Commercial, du
  • Carl Lyon, Managing Director, The QoE
  • Charlotte Dunsterville, Customer Experience Director, Sure
  • Joanne Frears, Consultant Solicitor, Head of Intellectual Property, Jeffery Green Russell
  • Joel Turner, Head of Content Strategy, Blueclaw
  • Luis Galindo Sanchez, General Manager Strategy & Innovation, Telefonica
  • Malcolm Wells, Director, Malwell Corporate Projects Ltd
  • Matthew Rhodes, Digital Director, FreshMinds
  • Patrick Moeschler, Head of Social Media, Corporate Communications, Swisscom
  • Rachel Hawkes, Associate Director of Social , OMD International
  • Richard Clifford, Head of Business Strategy, DigitasLBi
  • Russell Davies, Director, Lobster Digital Marketing
  • Sally Fuller, Director Propositions, Marketing, & Customer Experience, Kcom
  • Steve Loynes, Managing Director, Technology, Hill Knowlton
  • Steve Nicholls, Author, Lecturer and Digital Strategist, Social Media in Business
  • Tim Gibbon, Cofounder and Editor, Social Media Portal
The agenda is available as PDF under downloads at the right side of the page.

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Who Should Attend

The following personnel from telecoms companies will benefit from attending this conference:

  • Chief Marketing Officer
  • Chief Customer Officer

Director/Head/Manager of:

  • Social Media
  • Digital
  • Digital Marketing
  • Online Marketing
  • Customer Experience Management
  • Customer Insight
  • Customer Marketing
  • Marketing Analytics
  • Business Analytics
  • Business Intelligence
  • PR
  • Corporate Communications
  • Customer Service
  • Brand Management


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