O2: The power of a community in marketing

Daryl West and Kristian Lorenzon

Campaign details

Brand owner: Telefónica
Brand: O2
Country: UK

Executive summary

The power of a community in marketing is a case study born out of an organization which has built a social community at the very heart of its marketing strategy. During the biggest crisis O2 has ever experienced they were able to leverage their renowned reputation for excellent social customer engagement to turn a negative event into a positive story. This story highlights the importance of an actionable social-media strategy where social customer service forms part of a brand's identity and therefore can be used as a bona fide marketing tool during good or bad times. O2 also demonstrated the importance of having set social and business key performance indicators which are put through an econometrics model with the financial value output ratified by the accounts department.