It's good to talk...

Old fashioned phone

...but even better to get your customers to talk to their friends about you!

So you are a senior marketing executive in telecoms. And whether that is in mobile, fixed line or Internet access, you have exactly the same issue as every other telecoms marketer.

It is quite simply that you are all competing for the same customers who can get more or less the same data and voice services from a whole host of players. And they can also get the same iPhones, Android phones or routers from any of those players too!

In other words, you are working in the nearest thing to a commodity industry there is in technology.

How Do You Stand Out from the Competition?

You could discount your voice and data prices or reduce the price of those iPhones, but you know that your competitors will follow with a steeper price cut before the virtual ink is dry on your promotional banners.

Instead you might just try and grab the attention of all those people searching for 'mobile phones' on Google. But affiliate and paid search costs are high and constantly rising. And organic search is dominated by price comparison engines that claim to


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Game over: EE hi-scores with its influencer marketing campaign

ali-a3

If you've been following the blogs, the tweets and the general hubbub that make up the marketing community, you'll have seen a lot of talk about Influencer Marketing recently. Some of it's been wildly theoretical ("uhhh, I think this would happen"), so we reckoned it'd be helpful to share a real life example with you here: the innovative Social Selling campaign which the leading UK telco EE recently ran on the Buyapowa platform.

Why's it such a fascinating example? Well, just take a look at some of the headline stats:

  • 60,000 transactions in just 3.5 weeks
  • An unprecedented level of ‘Fan to Fan’ sharing
  • The top two referrers brought in 801 and 613 other participants respectively

So, how did it work?

To promote its super-fast 4GEE offering to mobile gamers, EE looked to influencer marketing,and enlisted the leading YouTube gaming blogger Alistair Aitken (better known as ‘Ali-A’) to promote a limited edition Ali-A sim card - featuring hundreds of GB of free data - to his fans and followers with tweets and videos like this:

 

Back to the top

To get the gamers sharing and generate word of mouth, EE offered prizes that really connected with the


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by Peter

Can social selling help telcos win the acquisition war?

phone<em>wars</em>fire_2-1

150 years after the American Civil War, there’s another showdown brewing in the US of A. But this time, it’s not being fought with bowie knives and Colt revolvers, it’s being fought with tweets and hashtags.

“#Jerks”, says John Legere, CEO of T-Mobile - firing a broadside at AT&T. “We’re coming for your spot,” he snarls, menacing top dogs, Verizon. “Crap network,” he sneers, lobbing a hand grenade at Sprint.

So far, his opposite numbers have largely remained above the fray. But this response - and its accompanying image - from Sprint’s newbie CEO, Marcelo Claure, is more than telling:

“I just finished my second week as CEO of @sprint and all these were my assignments. All completed!!!”

sprinttweet

Which referral gimmicks does he mean? I’m pretty sure he’s talking about T-Mo’s “Refer-a-Friend” programme, which offers unlimited 4G data plus a $25 voucher to anyone recruiting a pal.

Now, there’s nothing unusual about the campaign - referral programmes are ten a penny - but the tone is unapologetically aggressive. And Legere’s rhetoric which surrounded its launch was doubly so. Having previously accused his rivals of “raping” their customers (casually


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