Creating meaningful customer experiences and campaigns in social media: Case study of O2 (Telefonica UK)

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Abstract: This paper provides an overview of social media at O2, the commercial brand of Telefonica UK Limited and a leading communications company with over 23 million customers. It explains the approach adopted in management, governance and customer service. Four principles of behavioural economics are presented to inform how marketers can create meaningful social media experiences. The paper concludes with a case demonstrating how a social media campaign had a direct impact on sales of a new BlackBerry device at O2.

Keywords: telecommunications, social media, behavioural economics, crisis management, social governance, social media campaigns.

Kristian Lorenzon oversees O2’s central social media strategy and execution to deliver integrated campaigns, customer engagement and return on investment. Areas of particular interest include consumer responses to new media, and the integration of social media with traditional channels.