Social Media Supporting Business Best practices: by content engagement, customer care, and more Lars “LG” Wallmark Head of Community Communication Group Jan Rezab CEO

2 TeliaSonera - in brief Result of a merger of the Swedish incumbent Telia AB and Finnish incumbent Sonera Corporation in December 2002 Head office in Stockholm, Sweden 2011 net sales USD 15.5 billion Approx. 28,200 employees Market capitalization approx. USD 27.7 billion* (SEK billion) Shares listed on Nasdaq OMX Stockholm and Nasdaq OMX Helsinki Stock Exchanges Largest shareholders - Swedish state (37.3%) and Finnish state (11.7%) July 2012 TeliaSonera Social Media ad:tech September, 2012

Jan Rezab, CEO and Co-Founder of Socialbakers Socialbakers – in brief 15 million social pages monitored 145 people Socialbakers size marketers Use Socialbakers each month

40 brands & 40 budgets 15 countries~20 languages How to align social media with: TeliaSonera – The Journey

Challenge Internal alignment in the company Joint KPI’s - Set the right social media metrics Secure World Class Customer Experience Reduce costs ”Show me the money”

The Social Media Scope for TeliaSonera Overview of social networking channels: Facebook: 33 brand pages on Facebook Twitter: 25 brands on Twitter YouTube: 23 channels on YouTube. Blogs: external brand blogs in Azerbaijan, Estonia, Finland, Lithuania, Moldova, Nepal, Norway and Sweden plus Corporate (TeliaSonera Newsroom). Local, smaller platforms TeliaSonera Social Media ad:tech September, 20126

Which Platforms to focus on depends on business

ROE ROI = Return On Engagement Social Media is Engagement Driven

ROE ROI = Return On Engagement Social Media is Engagement Driven

40% 7% 331 clicks 24 clicks 3x CTR difference 5.7x reach difference Return on Engagement

ROE ROI HIGHER ENGAGEMENT HIGHER REACH HIGHER ROI -> CLICKRATE, CONVERSION RATE, … Return on Investment

Challenge: How to align 15 markets with 40 brands? Solution: Creating score cards, creating internal benchmarks, and common metrics Splitting results into categories: Immediate actionWarning OK ExcellentWorld Class 3 brands2 brands3 brands23 brands2 brands Alignment

› Creating score cards Solution

As a company, we have to choose the right operational metrics to make the right decisions in social media Initially we chose Reach and Engagement as two basic metrics Now we are looking at specific key metrics, like: –Page Score – set of internal qualitative and quantitative page factors –Engagement Rate – how do people engage with content, caution: sentiment –Social Care metrics – Response Rate, Response Time, etc. –Fans and their growth Operational & Tactics

Top metrics in social media

Top METRICS in Social media

Social media are about relationship building using great content We try and encourage good content behavior, great content generation, combined with social customer care Engagement can be easily measured as a metric and we try to make the most engaging content Content

Social media are photo driven

Content - Solution

Examples of most engaging posts Content – social posts that work

TeliaSonera Social Care For TeliaSonera, its important to do the best customer service also via social media 30 of our 40 brands have social care plugged in –Responding on average several thousand customer request each month on both Facebook and Twitter –Dedicated Twitter customer care profiles Set up in some countries/organizations is more challenging than others

* source: Socialbakers – data for brands, data for April – June 2012, brands Are not responded… 70% of All Questions* Socially Devoted – Global Social Customer Care Index

Q Telecom companies are best in class * source: Socialbakers – data for brands, data for April – June 2012, brands

* source: Socialbakers – data for TeliaSonera, April – August % of all questions are responded Many TeliaSonera brands at 90 – 95%. 80% RESPONDED TeliaSonera – one of the most Socially Devoted

TeliaSonera Social Care = Socially Devoted

Local social media strategy –Why? Where? How? And who? Local enthusiasts & local buy in –Great local teams that can execute and create relationships Social media KPIs and metrics –Choose the right operational metrics to make the right decisions Producing content that works for your business –Find out what echoes, when to post it, what worked before –Having a right mix Takeaways

Thank you. Jan Lars “LG” /lgwallmark /janrezab