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

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.