A lot of brands in South Africa (and globally) have taken to Social Media in the hopes of creating better relationships with customers and prospects. Customer service, brand awareness and call center cost reduction are just some of the famous reasons why big businesses go online – let alone Mobile Network Operators (MNOs).
ZASocial Media has conducted a social media audit that examines how South African MNOs are performing online. Although it is not a full audit, it does thoroughly examine the Content Performance and Customer Service of big 5 MNOs in south Africa – Vodacom, MTN, Cell C, 8ta and Telkom Mobile.
The time frame within which the data was analyzed was from September 11th, 2013 – October 12th, 2013.
Channels analyzed were MNO Facebook Pages, and data was sourced from Facebook.
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Social Media Audit - South African Mobile Network Operators
1. September 11th – October 12th 2013.
Social Media Audit
South African Mobile Network Operators (MNOs)
2. Introduction
• This is a Social Media audit of the Mobile Network
Operators (MNOs) in South Africa.
• The time frame of the data analysed is from September
11th – October 12th 2013.
• The Social Media Channel analysed for the audit is
Facebook.
• The data for the report is sourced from Facebook.
• The metrics analysed for this report are Fan Growth,
Engagement and Response Rate.
• The content analysis was done manually.
4. g
Cell C
Fans: 76 805
qqqqqqq
Cell C only has 1,3%
engaged Facebook
Fans
People Talking About This: 1073
qq
Most Popular Day: 17th July 2011
Most Popular City: Johannesburg
Most Popular Age Group: 25 - 34
Passive Fans
Engaged Fans
5. g
Cell C
Cell C reached peak performance on the 25th of September because of
the #WeirdWednesdays update.
Peak Performance
6. g
Cell C
Content Performance: Engagement
Cell C content gets more Likes than Comments and Shares.
1977
1241
271
Comments
Likes
Shares
7. g
Cell C
Content Performance By Type
Cell C general content gets more engagement than other content types
1400
1200
1000
800
Comments
Likes
Shares
600
400
200
0
Promotions
Competitions
Sponsorships
General
Information
9. g
Cell C
Content Frequency
Cell C posts more General content than any other content type.
Number of updates per content type
23
12
7
Promotions
Competitions
5
Sponsorships
General Information
10. g
Cell C
Average Engagement by Content type
On average this is how much engagement (Comments+Likes+Shares)
a post from each content type gets.
30
32
23
18
Promotions
Competitions
Sponsorships
General Information
11. g
Cell C
Customer Service – Response Rate
Cell C’s average response rate (%)
95,4
1,8
0-3 Hours
2
0,8
3-6 Hours
6+ Hours
No response
13. g
MTN
Fans: 166 711
qqqqqqqqqqq
MTN only has 5,7%
engaged Facebook
Fans
People Talking About This: 9607
qqqq
Most Popular Day: 9th December 2012
Most Popular City: Johannesburg
Most Popular Age Group: 18 - 34
Passive Fans
Engaged Fans
14. g
MTN
MTN reached peak performance on the 7th October because of the “Fill
in the blank” update.
Peak Performance
16. g
MTN
Content Performance by Type
MTN general content gets more engagement than other content types
14000
12000
10000
8000
Comments
Likes
Shares
6000
4000
2000
0
Promotions
Competitions
Sponsorships
General
Information
18. g
MTN
Content Frequency
MTN posts more General content than any other content type.
Number of Updates per Content type
62
24
15
12
Promotions
Competitions
Sponsorships
General Information
19. g
MTN
Average Engagement by Content type
On average this is how much engagement (Comments+Likes+Shares)
a post from each content type gets.
150
97
66
36
Promotions
Competitions
Sponsorships
General Information
20. g
MTN
Customer Service – Response Rate
95,1
MTN’s average response rate (%)
3,4
0-3 Hours
1,3
0,2
3-6 Hours
6+ Hours
No response
22. g
Telkom Mobile
Fans: 45 589
qqqq
Telkom Mobile only
has 3,2% engaged
Facebook Fans
People Talking About This: 1467
q
Most Popular Day: 12th July 2013
Most Popular City: Johannesburg
Most Popular Age Group: 25 - 34
Passive Fans
Engaged Fans
23. g
Telkom Mobile
Telkom Mobile reached peak performance on the 14th September
because of the 10GB promo.
Peak Performance
24. g
Telkom Mobile
Content Performance: Engagement
Telkom Mobile content gets more Likes than Comments and Shares.
2362
745
186
Comments
Likes
Shares
25. g
Telkom Mobile
Content Performance By Type
Telkom Mobile promotional content gets more engagement than other
content types
1000
900
800
700
600
500
400
300
200
100
0
Comments
Likes
Shares
Promotions
Competitions
Sponsorships
General
Information
27. g
Telkom Mobile
Content Frequency
Telkom Mobile posts more General content than any other content type.
Number of Updates per Content type
24
23
13
4
Promotions
Competitions
Sponsorships
General Information
28. g
Telkom Mobile
Average Engagement by Content type
On average this is how much engagement (Comments+Likes+Shares)
a post from each content type gets.
25
22
17
11
Promotions
Competitions
Sponsorships
General Information
29. g
Telkom Mobile
Customer Service – Response Rate
Telkom’s average response rate (%)
95,9
1,5
0-3 Hours
2,3
0,3
3-6 Hours
6+ Hours
No response
31. g
8.ta
Fans: 63983
qqqqqq
8.ta only has 0,3%
engaged Facebook
Fans
People Talking About This: 177
q
Most Popular Day: 29th July 2012
Most Popular City: Johannesburg
Most Popular Age Group: 25 - 34
Passive Fans
Engaged Fans
32. 8.ta
8.ta reached peak performance on the 14th September because of the
10GB promo.
Peak Performance
36. g
Vodacom
Fans: 307 196
qqqqqqqqqqqqqqqqq
Vodacom only has
1,7% engaged
Facebook Fans
People Talking About This: 5384
qq
Most Popular Day: 13th January 2013
Most Popular City: Johannesburg
Most Popular Age Group: 18 - 34
Passive Fans
Engaged Fans
39. g
Vodacom
Content Performance By Type
Vodacom’s General content gets more engagement than other content types
7000
6000
5000
4000
Comments
Likes
Shares
3000
2000
1000
0
Promotions
Competitions
Sponsorships
General
Information
41. g
Vodacom
Content Frequency
Vodacom posts more General content than any other content type.
Number of Updates per content type
26
19
20
21
Promotions
Competitions
Sponsorships
General Information
42. g
Vodacom
Average Engagement by Content type
On average this is how much engagement (Comments+Likes+Shares)
a post from each content type gets.
143
59
65
16
Promotions
Competitions
Sponsorships
General Information
43. g
Vodacom
Customer Service – Response Rate
Vodacom’s average response rate (%)
97,2
0,4
0-3 Hours
1,2
0,2
3-6 Hours
6+ Hours
No response
44. g
Benchmark - MNO
Fans and Engagement
307196
166711
5384
76805
63983
45589
9607
Fans
1073
1467
177
Vodacom
MTN
CellC
Fans
Telkom Mobile
PTAT
8TA
45. g
Benchmark – MNO
Content Performance
MTN has the highest engagement in the MNO industry on Facebook
35000
30000
Fans
25000
20000
Shares
Likes
Comments
15000
10000
5000
0
Vodacom
MTN
Cell C
Telkom
Mobile
8TA
46. g
Benchmark – MNO
Content Frequency
MTN has the highest volume of updates on Facebook
120
100
80
General info
Sponsorships
Competitions
Promotions
60
40
20
0
MTN
Vodacom
Cell C
Telkom
Mobile
8TA
48. Fans
Insights
MNO’s in this report have more men conversing about them on
Facebook than women.
#Vodacom
#MTNGroup
0,5
#Cell C
#8.ta
0,5
3,7
5
43
56,5
43,7
Men
52,6
Women
45
50
40,5
59
Unspecified
49. Engagement
• MTN has the highest “People
Talking About This” score.
• MTN only has 5.7% engaged
Facebook Fans.
• Vodacom has the second highest
“People talking About This” score.
• Vodacom only has 3.2%
engaged Fans.
50. Insights
• The most popular city from the MNO’s on Facebook is
Johannesburg.
• The largest age demographic engaging with MNO’s is 25 – 34.
• MNO’s in this report have more men conversing about them on
Facebook than women.
• On average a MNO in South Africa engages with 2.4% of its
Fans.
• Most MNO’s use Facebook for Promotions and Customer
Service.
• MNO’s don’t have a focused content Strategy.
51. Glossary
Engagement
• Any action or response from a target audience resulting from proactive
communications that creates a psychological motivation or bond, an emotional
involvement, and empowerment to engage through participation.
Fans
• The number of people who are engaged in or observing a particular individual, event,
or brand.
Metric
• A numeric value associated with campaign research demonstrating statistically
whether outtake and/or outcome objectives are being reached.
Response Rate
• An average showing the amount of time it takes to respond to customer posts on the
MNOs Facebook wall.
52. Tel: (011) 321 0201
www.zasocialmedia.com
audit@zasocialmedia.com
Compiled by:
Sandile Mayambala – Social Media Analyst
ZASocial Media
@sanzasurf
Tela Litana – Content Strategist & Social Media Manager
ZASocial Media
@tela_telz