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

Kristian Lorenzon

Journal of Digital & Social Media Marketing, 2013, vol. 1, issue 1, 32-38

Abstract: This paper provides an overview of social media at O2, the commercial brand of Telefónica 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 (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2013
References: Add references at CitEc
Citations:

Downloads: (external link)
https://hstalks.com/article/1098/download/ (application/pdf)
https://hstalks.com/article/1098/ (text/html)
Requires a paid subscription for full access.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:aza:jdsmm0:y:2013:v:1:i:1:p:32-38

Access Statistics for this article

More articles in Journal of Digital & Social Media Marketing from Henry Stewart Publications
Bibliographic data for series maintained by Henry Stewart Talks ().