Case Study: Spanish Telecomm Industry Facebook Performances of Select Spanish Telecomm Brands The Study In this short case study, we monitored and analyzed 6 Spanish telecomm brands. The time
period chosen for this comparison was one month, from November 1 – November 30,
2012. In this case study we focused on Facebook.
The Brands For our comparison we chose 5 Spanish Telecomm brands – the largest one with almost
248,000 fans and the smallest one with 22,000 fans. In this study we analyzed the metrics
we believe are the most important for all brands across the majority of markets: Fans,
Engagement, Content and Response Rates.
Facebook Fans and Fan Growth The most successful telecomm brand in Spain in
terms of Total Fans is Vodafone with 247,269 fans.
It has also been the most successful brand in terms
of Fan Growth with total number of new fans
attracted (7,817). The brand experienced an
average of 261 new fans each day.
Facebook Engagement Now that we know which brand was the most successful at increasing their number of fans,
let’s have a look at the most successful brand in terms of fan engagement. When we look at
Fan’s Engagement we see that it was Jazztel – with 0.5109 %, followed by Movistar
(0.2489 %) and Yoigo (0.2216 %).
When it comes to the actual total number of interactions (likes, comments and shares)
we can see that the top three brands had very close scores – these were Movistar (8,964),
Orange (6,199) and Vodafone (5,512).
Top Content When looking at the content that is most engaging, we see that the most successful post
was made by Jazztel. This post (photo) had an Engagement Rate of 3.0760 % with 529
likes, 108 comments and 22 shares (for our timeframe). The second most engaging post
came from Movistar with an Engagement Rate of 2.8186%.
Content Published On this page, we will
take a closer look at
how often Spanish
telecomm brands
published content,
what type of
content they
published the most
often and what
type of content
was the most
engaging.
The most active telecomm brand was Ono, which published 121 posts during the
selected period, followed by Orange (59) and Vodafone (52). The most popular type of
content used by the six brands photos.
Response Rates to QuesBons Only one of the Spanish telecomm brands reached Socially Devoted status (65% Response
Rate or higher). However, we still believe if a question is asked it is the brands responsibility
to respond. The brand with the highest response rate was Yoigo (80.11%). Second place
goes to Jazztel by responding to 63% of the 71 questions asked. The brand that failed to
repond to their fans the most was Orange by not responding to any of the 251
questions posted.
InteresBng Facts and Takeaways »  Vodafone has the largest number of total fans – 247,269
»  The fastest growing was Vodafone, attracting 7,817 new fans
»  The Spanish telecomm brands with the highest engagement were –
Jazztel with 3.0760 %, followed by Movistar (2.8186 %)
»  The most active brand in communicating its own content was Ono,
which published 121 posts during the single month
»  The most popular type of post was photo, which on average is also
the most engaging post type
»  Yoigo and Jazztel were the most the successful in terms of
responding to fan questions. The least responsive brand was
Orange.
We hope you enjoyed this short study on the social media performance of
Spanish telecomm brands.
If you have any further questions, please do not hesitate to contact us.
You can reach our support team at [email protected].
Get more informa7on at analy7cs.socialbakers.com