The document summarizes benchmarking data on major mobile operators' performance on Facebook. It finds that only a small number of top operators exceed industry averages in terms of percentage of subscribers who "like" the operator's Facebook page and in total likes. When comparing parent companies, Vodafone operators consistently rank highest across different metrics and measurements, while Orange also performs well overall.

1. Facebook Success Index
Benchmarking the Operators
Part of our Series on Social CRM
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2. Benchmarking Operators: Likes As % of Subscriber Base
Only 3 of Top 25 Exceed All Industry
Averages, Including Top 10 Average
• 10 of Top 25 exceed Top 25
average, but do not exceed
Top 10 average
• 12 of Top 25 exceed industry
average only
• Only 5 others out of 72 studied
exceed industry average (So, Top 30
exceed industry average)
• Gap between leaders and trailers
is significant; the industry as a
whole is in a nascent stage,
including its leaders
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3. Benchmarking Operators: Total Likes
Only 4 of Top 25 Exceed All Industry
Averages, Including Top 10 Average
• Only 7 of Top 25 exceed Top 25
average
• 3 of Top 25 fall below industry
average
• Total Likes is rarely an accurate
measure of Facebook CRM
performance; it is simply a measure
of an operator’s addressable
audience
• There’s enough momentum thus
far to show that a large number – if
not percentage – of customers will
interact with operators via Facebook
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4. Major Operator Groups: Averages
When we benchmark major operator groups against industry
and segment averages for “Likes as % of Subscriber Base”:
• Groups average and industry average are nearly equal
• Roughly half of major operator groups are outperforming the
industry and groups average
• Closer analysis shows that no single group’s operating units as
a whole consistently outperforming the industry
When we benchmark major operator groups against
industry and segment averages for “Total Likes”:
• Groups average is far lower than industry average due
mostly to the absence of Verizon Wireless and AT&T
• Only Vodafone is outperforming both the industry and
groups average, mostly due to the large number of likes
garnered by Vodafone Italy and Vodafone Eqypt
• Telefonica’s shortfall against the averages are misleading as
the group outperforms in the industry in terms of % (as
displayed above)
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5. Major Operator Groups: OpCos in Top 25s
# of OpCos in Index Top 25 Which operators have the most OpCos
Likes as % of Subscribers ranking in each Top 25?
• Vodafone consistently has the most
2 Hutchinson 3 • Orange consistently ranks second
2 Telenor • America Movile scores high in combined
7 Telefonica
rankings
• All those scored, except T-Mobile, have at least
2 America Movile 2 leaders in the key measurement area – Likes as
Orange % of Subscriber Base
2 Vodafone
4
# of OpCos in Index Top 25
Index Combined Score
# of OpCos in Index Top 25
Total Likes 1
2
Telenor
1 Telefonica
Telefonica 7 2 America Movile
6 4 America Movile
T-Mobile
T-Mobile 1 Orange
Orange Vodafone
Vodafone
1 5
4
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6. Major Operator Groups: Groups Ranked By Combined Score
Total How do the Major Operator Groups Rank
% Score Like Score Against Each Other?
Score
Vodafone 6 7 13 • “Total Score” is based on a score assigned in
each category that equals the inverse of ranking;
Orange 6 6 12 a #1 ranking = 7 points, and so forth
Telefonica 7 3 10 • % Score is based on ranking the average likes as
% of subscriber for each group
Telenor 3 4 7
• Like Score is based on total likes across the
America operator group’s OpCos
Movile 2 5 7
• True to form, Vodafone and Orange rank #1 and
Hutchinson 3 4 1 5 #2 in Facebook performance among the major
operator groups measured thus far
T-Mobile 1 2 3
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