Grade A
Grade A
Grade A
Module Code
MG2610
Supervisor
Dr. Ahmad Ghoneim
Supervised by
March 2014
Customer Engagement by Mobile Operators on Social Media
ACKNOWLEDGEMENTS
I would like to express my gratitude to all the people who have given me the
support and assistance during the last year. I take immense pleasure in thanking my
supervisor Dr. Geraldine Cohen for the valuable guidance and advice. I am also
highly indebted to all my beloved ones, family, friends, Brunel University staff and
others for their kind cooperation and encouragement which help me in completion of
this project and my MBA studies.
ABSTRACT
Background
Social Media present a new way for customers and companies to engage with each other,
compared to the traditional means. Facebook is considered the largest Social Media website
with over 955 million active users Therefore, Facebook is the most important one for
companies to adopt.Mobile operators, especially in the UK, are desperately trying to
maintain their existing customers by implementing new marketing strategies. The long-term
relationship between customers with their operator is of high importance to the success of
the company. Therefore, the pursuit of consumer engagement through Social Media, especially
Facebook plays a key role for the Mobile Operators.
Purpose
To strengthen the understanding of the concepts of customer engagement over Social Media,
especially Facebook and identify the key triggers that motivate customers to engage with the
materials posted on Facebook.
Design/Methodology/Approach
Netnography, a virtual ethnography adapted to the study of online communities, was used as
the main strategy. Data was collected through observations, more specifically nonparticipant
and systematic, on Facebook for the leading mobile operators in the UK.
Findings
The research showed that the companies are using Facebook as a tool to involve and engage
with their customers. The results imply that there are key factors that characterized the
observed companies’ Facebook communication. Frequent updates, clear information,
visualized messages and customer involvement were vital in creating customer engagement.
Humour was found to be one of the key triggers that customers get engaged with the
companies.
Table of Contents
ACKNOWLEDGEMENTS....................................................................................................i
ABSTRACT ii
Table of Contents...........................................................................................................iii
List of Figures.................................................................................................................vi
List of Tables..................................................................................................................vii
Chapter 1 Introduction...............................................................................................1
1.1 Background................................................................................................................1
3.1 Introduction..............................................................................................................15
3.5.1 Validity..............................................................................................................19
3.5.2 Reliability..........................................................................................................20
4.1.1 Introduction.......................................................................................................21
4.2.1 Introduction.......................................................................................................23
4.3.1 Introduction.......................................................................................................26
4.4 O2 uk........................................................................................................................28
4.4.1 Introduction.......................................................................................................28
4.5.1 Introduction.......................................................................................................31
6.1 Conclusions..............................................................................................................37
References 39
Appendix I 43
List of Figures
List of Tables
Chapter 1 Introduction
Social Media has revolutionized marketing in the last couple of years as it allows marketers
to deliver instantaneous, tailored services and content to their customers. On the other hand,
customers, especially younger ones, abandon traditional Media for Social Media
services,this made it increasingly vital for marketers to understand and control this
channel.Social Media presents challenges to all sectors; this research looks at how
marketers of Mobile Operators can best use Social Media to engage with their customers.
Drawing on a literature review, this paper adopts Netnographic methodology to explore the
nature and scope of customer engagement by the leading Mobile Operators in the UK on
Facebook.
1.1 Background
Social Media is defined as sites where the creation and consumption of content is user
generated or sites that serve a social networking role(Berthon et al., 2012).These websites
have become some of the most popular destinations on the Internet, 76% of Internet users
have accessed Social Media websites in 2012 (Liao, 2012a). This research focuses on
Facebook as an example of Social Media as it continues to dominate the SocialMedia
websites, with 97% of Social network users having accessed the site in the year 2012 (Liao,
2012a). Facebook has 955 million monthly active users at the end of June 2012, with 552
million daily active users on average (Facebook, 2012).
Social Media evolutionwas based on the new era of user generated content on the Internet
that started by Web 2.0 (Kaplan and Haenlein, 2010). Web 2.0 changed the traditional
websites which were fixed and can only be viewed by their visitors, into becoming
collaborative, dynamic, and interactive plus visitors are actively participating in the
generation of the content (Adebanjo and Michaelides, 2010; Kaplan and Haenlein, 2010).
Social Media became the most recent marketing phenomena because of its tremendous
advantages in the business area(Kirtiş and Karahan, 2011). Companies have preferred to
employSocialMedia as the best way to reach new customers and engage with their existing
ones(Chan and Guillet, 2011). However, companies are facing a difficult task in
understanding how to engage their customers through interaction, participation,
entertainment and innovative creativity as they must be able to make the customers a part of
the consumption process by identifying their needs and then work on to meet these
needs(Gambetti and Graffigna, 2010).
The UK mobile operator market is one of the largest in Europe, both in revenue of £15
billion and number of subscribers of 83.2 million subscribers (Liao, 2012b). It is served by
5 leading Mobile Network Operators (MNO) which are: Orange, T-Mobile, Vodafone, O2,
and Three. There are also other smaller companies that are called Mobile Virtual Network
Operators (MVNO) which are companies that provide the same range of services to the
customer as the network operators.They do so by buying bulk airtime and line/access
provision services from others and rebadging them such as Virgin Mobile and Tesco
Mobile (Liao, 2012b). This research is only looking at the leading mobile network
operators.
The UK is considered as a mature market with high penetration rates and that results that
the costs of attracting new mobile phone customers are high. Therefore, mobile operators
are trying to maintain their existing customers by implementing new marketing strategies
(Jurisic and Azevedo, 2010). In the Telecommunications industry, once customers have
been acquired and connected to the network through a particular operator, their long-term
links with their operator are of greater importance to the success of the company in such a
competitive market than the links they may establish with other service providers or
manufacturers in other sectors (Gerpott, Rams and Schindler, 2001).
Understand how the mobile operators are using SocialMedia (Facebook) to engage
with their customers.
Identify the key triggers that motivate customers to engage with the materials posted
on Facebook.
Compare the effectiveness of these mobile operators’ Facebook pages with the
literature.
The feature that all of these sites have in common is that users are able to create their
ownpersonal profile page. Users of Social networks sites engage in various activities. The
most common of these activities is called “friending” where users becomes “friends” with
other users on the Socialnetwork that they know from real life interactions, or people they
have communicated with via the virtual world of the Internet. Another popular featureon
SNS is to create groups for different events, where users can invite other users to participate
in the event or just share their thoughts. Moreover, in the recent years, SNS have become a
place for third party developers to locate and promote their applications and games for
users to use. This has promoted the use of Socialnetworks, to the extent that users not only
communicate with people, but also have the opportunity to play games and connect with
brands (Li and Bernoff, 2011).
SNS’s popularity continues to grow; connecting people with just about everything they
watch and buy. People areconstantly drawn to these sites (Nielsen, 2011). SNS have
changed the traditional, corporate monologue into a two-way dialogue with customers and
prospects. They allow companies and brands to learn more about target audiences via more
convenient and affordable means, provide cost-effective communications in comparison to
traditional channels such as Radio, TV and newspapers, emphasise great,illustrativecontent
and empower companies to leverage valuable assets to attract fans, garner followers and
friends.Moreover, companies can harness the importance and relevancy of “now”, real-
time, instantaneous communications and deliver a greater reach with a multiplicative effect
of pass along, as compared to other marketing communications channels (Spredfast, 2011).
Furthermore, the interactive nature of SNS exhibits the ability to establish conversations
among individuals and firms in communities of sellers and customers. Most notably, these
sitesinvolve customers in content generation and value creation which has excited users
with its potential to better serve customers and satisfy their needs (Sashi, 2012).
Several studies were made in different industries and different countries trying to
understand how companies are using SocialMedia to engage with their customers, and to
determine the triggers that enable customers to engage with the material these companies
post on their pages on these SNS.
promote their brand. The researchers observed that non-profit health organizations were
more active in posting to Facebook than any other health organization examined, but they
still do not take full advantage of interactive features (Park, Rodgers and Stemmle, 2011).
Another study attempted to identify the factors affecting customers’ attitudes toward
marketing with SocialMedia by questioning undergraduate students between the ages of 18
and 24. It was found that neither gender nor shopping on the Internet was effective in
determining attitudes toward marketing with SocialMedia. On the contrary, there was a
significant relationship between the family income of customers and their attitudes toward
marketing with SocialMedia. Therefore, when the level of income increased, the attitude
toward marketing with SocialMediapositively increased, as well. Also, customers’ use of
SocialMedia, their knowledge of SocialMedia, their following of SocialMedia, and their
fears about marketing with SocialMedia all affected their attitudes toward marketing with
SocialMedia(Akar and Topcu, 2011).
Social Media has developed new features to be used for customer engagementsuch as
multidirectional dialogs, allowing brands talk to the customers, customers talk to the
brands, and, perhaps most importantly, customers talk to each other. This new type of
engagementwas impossible before Web 2.0 as it was participatory, allowing users to
participate; and user generated as most of the content and connections in an online
community were created by users, not by the brand (Akar and Topcu, 2011).
Accordingly, Brodie et al. (2011) developed a working definition for customer engagement
on Social Media,which says, that it involves specific interactive dialogue between
customers and the brand, and/or other customers. Moreover, it is a context-dependent,
mental state characterized by fluctuating intensity levels that occur within active, iterative
engagement processes. Also, it is a multidimensional model comprising cognitive, emotive,
and/ or behavioural dimensions, and plays a key role in the process of social dialogue
where other interpersonal concepts are engagement antecedents and/or consequences in
iterative engagement processes within the brandcommunity (Brodie et al., 2011).
Connection
The prerequisite for establishing relational exchange with emotional bonds is for sellers and
customers to connect with each other. Social Mediasignificantly facilitate the establishment
of connections with a large number and a wide range of individuals and firms. Customers
may use existing connections with sellers and other customers to satisfy a need or they may
seek new connections with sellers and customers outside their current circle. Sellers
searching for customers may also establish connections (Sashi, 2012). This stage can be
seen by how the company is connecting their own website with the SocialMedia for their
customers, and also by having affiliate programs with other brands to promote each other
on SocialMedia(Teo, 2005).
Interaction
Once connected; the customer can interact with seller personnel and other customers. As
mentioned above, SocialMedia is a tool that enables more frequent, faster, and richer
interactions among much larger groups of connected individuals and organizations or
communities. Interactions among sellers and their customers can improve understanding of
customer needs, especially changes in these needs over time and facilitate modifications to
existing products or the development of new products to better satisfy these needs. It also
allows customers to participate in the value adding process and collaborate with sellers in
creating value (Sashi, 2012). This phase can be seen in how the company is triggering the
customers to interact on SocialMedia either by creating contests, campaigns or games, or by
starting discussions on different topics (Teo, 2005).
Satisfaction
Only if interactions between a seller and a customer or among the members of a community
including the seller and customers result in satisfaction will they stay connected and
continue to interact with one another and progress towards engagement. Satisfaction with
interactions during anacquisitionprocess may precede or follow the purchase and
dissatisfaction at any stage can disrupt the process and result in customer exit. A high level
of satisfaction achieved when customer expectations are exceededand emotions become
highly positive has been described as not just satisfaction but delight(Sashi, 2012).
Retention
Customer retention can result from either overall satisfaction over time or
extremelypositive emotions. Customer satisfaction has a positive effect on retention,
affective commitment does not have an impact on retention, and calculative commitment
has a positive effect on retention and recommends the inclusion of customer satisfaction as
well as calculative commitment (Sashi, 2012). This is seen on SocialMedia when the
company has dynamic content, provide hyperlinks to related sites and provide loyalty
programs to their SocialMedia fans and friends (Chan and Guillet, 2011).
Commitment
Commitment in a relationship has two principal dimensions: affective commitment and
calculative commitment. Calculative commitment is more practical and results from a lack
of choice or switching costs. Calculative commitment leads to higher levels of customer
loyalty and enduring relationships with sellers. Affective commitment is more emotional
and results from the trust and reciprocity in a relationship. It leads to higher levels of trust
and emotional bonds in relationships with sellers. Customer loyalty may be considered the
result of calculative commitment to a product, brand, or company while customer delight is
the result of affective commitment to a product, brand, or company. If customers are loyal
as well as delighted, that is, customer commitment to a seller encompasses both calculative
and affective commitment, and then the customer and seller are in an enduring relational
exchange with strong emotional bonds (Sashi, 2012).
Advocacy
Delighted customers may keep their delight to themselves or in a connected world interact
with others in their Social networks to spread the word about their positive experiences
with a product, brand, or company. Loyal customers lacking an emotional bond to the seller
that they regularly patronize, may not offer unsolicited encomiums about the product,
brand, or company to others despite their enduring relationships with the seller or they may
offer recommendations when presented with the opportunity to do so on a purely rational
basis free of emotional attachment (Sashi, 2012).
Engagement
When delighted or loyal customers share their delight or loyalty in interactions with others
in their Social networks and become advocates for a product, brand, or company, the
foundation has been laid for proceeding to the next and perhaps most critical step in the
cycle, customer engagement. Both customer delight and customer loyalty are vital for
customer engagement. In other words, customer engagement requires affective commitment
as well as calculative commitment or trust as well as a commitment between sellers and
customers. Customer engagement occurs when customers have strong emotional bonds in
relational exchanges with sellers (Sashi, 2012). This stage can be perceived in how the
company personalizes their SocialMedia page according to their customers, how they
respond to their customers either by using a universal message or a personalized message
and also how long and how often they respond (Chan and Guillet, 2011; Teo, 2005).
Electronic Word of Mouth (eWOM) has been facilitated by the rise of Internet-based media
and Social Media. eWOM is defined as “any positive or negative statement made by
potential, actual, or former customers about a product or company, which is made available
to a multitude of people and institutions via the Internet” (Hennig‐Thurau et al., 2004) .
SNSs are an ideal tool for eWOM, as customerscan easily spread brand-related information
in their established social networkscomposed of friends, classmates and other
acquaintances(Chu and Kim, 2011).
3.1 Introduction
In this chapter, the methodology of the research is described and justified. The research
design selected is explained in detail, defining the philosophy, purpose, approach, strategy
and the data collection technique. Then the data gathering is explained followed by a
discussion of the method used to analyse the data.
data already in possession, the researcher starts by collecting the data in the field and lets
the theory emerges from it (Saunders, Lewis and Thornhill, 2009). This approach was the
most appropriate for this study because the topic of SocialMedia was significantlynew and
not enough research had been done about it, especially in the telecommunications industry.
The main advantage with observation is that the researcher can collectempirical data in a
natural setting. Moreover, one can understand the observed behaviour and the situation
more accurately, and capture the dynamics of Social behaviour in a way that is not possible
through questionnaires(Bougie, 2010). Therefore, this method was chosen as it was
required to observe the behaviour on Facebook, how companies communicate to their
customers and whether they keep their customers engaged. Another rationale for choosing
this particular method was that it was more appealing to explore current events on
Facebook, and not historical ones.
After researching the Facebook pages of all the mobile network operators (MNO) and the
mobile virtual network operators, it was found that only the 5 main MNO have Facebook
pages that pass the criteria mentioned before. The companies chosenand their Facebook
pages are:
Orange UK:https://www.facebook.com/OrangeUK
O2 UK: https://www.facebook.com/o2uk
By evaluating the literature review, the concepts that were most prominent and that should
be emphasized when gathering data were identified. The operationalized variables are
explained inTable 1. Operationalization provided an understanding of what to observe
while carrying out the data collection and a guideline of what conclusions would be
reached.
The observation was done in 2 phases for each Facebook page. The first phase was a
general observation of the page, including the number of subscribers it had and the services
it provided. The researcher took notes while shifting through the page and the different tabs
it contained. The second phase was a collection of all the posts on the page by the
pageadmin and other users as well whilst also collecting the number of comments, likes and
shares that each post had. This data was collected by the researcher in an excel sheet
format. The data collected can be seen in Appendix I.
The other category is the interactions and content this included the rest of the variables
regarding B2C messages, activity, dialogue, customer stimulation, customer comments
activity and response, shown before in Table 1. First, the number of posts which the
pagehad, is mentioned with a description of its variation through the studied period. In
addition, the number of likes, comments and shares for these posts are demonstrated.
Thereafter, an analysis of customers’ posts and the companies’ responses are emphasised.
Finally, the posts with the highest engagement according to the number of comments, likes
or shares are shown and coded to discern any pattern.
In chapter 5, an analysis of the data presented in chapter 4 are displayed with a critical
assessment in relation to the theoretical literature discussed in chapter 2. A comparison
between all the findings of the different Facebook pages is first displayed in a table format
to see the differences between the different companies, followed by a discussion for the
analysis.
3.5.1 Validity
Validity can be defined as the extent to which a measurement represents characteristics that
exist in the phenomenon under investigation (Sekaran, 2006). The datagatheringstructure
(the operationalized variables) was created based on the literature review completed. The
items were selectively adopted and modified to fit in the context of Social Media so as to
verify the validity. Furthermore, the data was collected by using a “copy and paste” method
from the Facebook pages into an excel sheet. All the data collected was saved and shown in
appendix I to guaranteevalidity. Finally, in order to create more external validity, it was
decided to conduct replicable several case studies rather than a singular case study for one
of the mobile operators.
3.5.2 Reliability
Reliability is to which extent the research results can be repeated if the study would be set
up in an identical or similar way and refers to the stability of a measure (Bryman and Bell,
2010). In order for this study to be reliable, various case studies were conducted. In
addition, the data collection and the data analysis was carefully documented and declared in
the datagatheringsection.
Moreover, the research only focused on the Mobile Operators in the UK, more time and
resources would have been needed to includeinternational companies. The other limitation
is that the study only focused on one SocialMedia website which is Facebook, statistically
the most popular and successful one based on the literature review, as a way to generate a
more delimited, narrow study. However, more time would have been needed to explore
other SocialMedia websites such as Twitter and Google Plus.
In this chapter, the findings from the data collected through observations are provided. The
outline of this chapter is structured company by company, firstly including a brief
description of the mobile operator. Thereafter, a description of the Facebook page of the
company is deliberated then detailed observations to the customer engagement is discussed.
4.1 Orange uk
4.1.1 Introduction
The Orange network was launched in 1994 and bought by Mannesmann AG in October
1999, which itself was subsequently acquired by Vodafone in February 2000.
Vodafone was required to sell Orange due to regulatory concerns on the grounds of
competition, and in May 2000 was purchased by France Telecom. As at January 2012, the
brand has over 15 million customers in the UK (Liao, 2012b).
Orange Facebook page, shown in Figure 3, provides different services to its customers.
First, they have a link to another Facebook page called “Orange Helpers” which has two
people availableonline from 9am to 5.30pm every weekday dedicated to answering
customers’ questions. In addition, they have a “private message” tab, which customers can
use to send a question. Some tabs are dedicated to certain promotions and offers such as
“Samsung Galaxy 3S” and “U24 Videogram”. Orange also engages with customers by
having competitions on their Facebook page such as “Where’s Romeo” and “Snap to Win”.
Another tab that Orange has on their Facebook page is the “Tariff Selector” tab, which is a
step by step questionnaire to help the customerselect the best plan that suits him/her best.
Last but not least, orange provides a tab called “Swapables” dedicated for the extra
subscriptions they provide their customers with other brands such as “The Times”, “Mobile
TV” and “Russel Grant Astrology.”
Customers posted around 229 posts in the period of 30 days, on an average of 7.5 per day.
Orange UK responded to about 73% of the customers’ posts. About 18% were answered
more than 24 hours after the creation of the user post, while 17% were answered in less
than 8 hours. It was also noticed that the response for any question was usually just a link to
the “Orange Helpers” Facebook page instead of providing an answer right away, or it was
an excuse to a complaint from the customer. However, there was individual follow up in
some cases to confirm that the query has reached the helpers.
Comment
Post Likes Shares Analysis
s
Discover how many of your friends and
family are on Orange / T-Mobile UK with the The post clearly encouraged people to
free U24 mobile app. comment and Orange
132 25 0
Tell us which phone you have, below, and respondedaccordingly,which increased the
we'll reply with the right link to download number of total comments
it…
Where’s Romeo? Guess which city he’s in to
win: http://bit.ly/O11tRq The post asked a question as part of a
Clue 3: I’ve seen some big churches in my 110 46 0 competition and provided a link to the
time but this one takes the biscuit... I could competition tab for people to join
really go for a biscuit right now.
23 years old or under? U24 gives you 1GB of The post was a promotion for people under
data, unlimited calls and unlimited texts (to 24 with a link to the promotion tab. It
80 37 0
Orange and T-Mobile) every month - find out started a backlash from people aged over
more: http://oran.ge/Nwx665 24 calling Orange ageist
Win a 5-star city break, guess which city
Romeo is using his Travel Angel app and
Travel Saver weekly bundle in today. To The post was an advertisement for a
enter, click here: http://bit.ly/O11tRq 14 103 0 competition with a link to its tab. This post
Follow Romeo’s clues, guess the mystery city, had the biggest number of likes
and you could win a luxury break to join him
there.
Clue 1: I'm not fussy where I bathe, I've
bathed in puddles, ponds, swamps, I once
even bathed in a dog bowl. But this is the This was also part of the same competition
most amazing bath I've ever seen! 54 40 11 with a link to its tab. This post had the
Guess where I am andyou could win a trip biggest number of shares.
here - enter on the Facebook
tab: http://bit.ly/O11tRq
Table 2 Examples of Orange UK posts (Appendix I.I)
It can be seen from the examples inTable 2 that a competition such as “Where’s Romeo”
that Orange UK has launched, causes a lot of customer engagement. Customers are excited
to answer the question and join the competition. On the other hand, customers were not
happy with a certaincampaign “U24” and considered it as ageist and that created a debate
and lots of comments. It can also be seen that the number of shares were relatively low,
which causes the customer engagement cycle to end at the customer who are already
connected without attracting new customers.
4.2 Vodafone uk
4.2.1 Introduction
Vodafone UK Limited is a wholly-owned subsidiary of Vodafone Group plc., which is the
biggest mobile communications company by revenues from its global operations across
Europe, Africa, Middle East and the Asia-Pacific countries (as at the end of 2011).
Vodafone was first established in 1982 when it was awarded a mobile license in the UK. As
at the end of 2011, Vodafone had 19.3 million customers (Liao, 2012b).
increase in the number of fans in the last 30 days was about 3.1%. There are no clear links
between the Facebook Page and the company website. There is a link on the website to the
Facebook page under “Getting in touch” at the bottom of the first page, and there is a link
to the website from the Facebook page that can be only seen in the “About” tab under
“Contact Info”.
Vodafone Facebook page, shown in Figure 4, has different tabs that offer loads of services
to customers. “Got a Question” provides a community forum for Questions and Answers,
which is linked to the forum available on Vodafone website. The “Tech Team” from
Vodafone employees is responsible in answering the queries with a promise to respond in
less than 24 hours. Moreover, there are the top contributors from the community that
Vodafone calls “Community Experts” who have a specific badge next to their username
when they answer a question. There are hundreds of “Customer Experts” on the forum, and
they are ranked according to the amount of support they provide through a reward system.
These “Community Experts” also provide answers that sometimes will resolve the
customer’s issue with no response from Vodafone. In addition, customers can search in the
forum using tag words to find a similar question that has been answered before.
Another tab that provides a plethora of information is the “YouTube Videos” tab, which is
linked to Vodafone UK YouTube channel. The videos are divided into different categories,
and each category is divided into subcategories, which enables a customer to find the video
that he/she is looking for. The videos provide information about different handsets
&devices, general troubleshooting hints and tips and Vodafone products and services; in
addition to videos from TV Ads and promotional campaigns. The number of videos was
about 600 in August 2012 and had around 17,443,723 video views.
Vodafone also provides a tab called “Vodafone VIP” that customers can register for further
experiences from other brands such as “London Fashion Week”, “Warehouse” and
“Formula 1”. Furthermore, “Vodafone Freebees” is another tab that provides customers
with free SIM cards with excellent rewards, which they can order directly from the
Facebook Page.
Vodafone UK does not allow customers to post directly on the page. Customers have to go
to the “Got a Question” tab to post any query they have. The number of user posts was
around 1450 post,which is an average of 48.3 posts per day. Almost all questions were
either answered by a person from Vodafone “Tech Team” or one of the “Community
Experts” or both. It was noticed that the response was usuallyextremelyhelpful and
satisfactory to the customer, and a private message sometimes will be sent to the customer
with more details regarding his specific case.
It can be seen from the examples in Table 3that customers get engaged when the post is
made of a question, even if there was no prize, customers will be interested in giving their
opinion. Also, customers will hit like as a response to a post saying “hit like”. Moreover,
customers got engaged with posts regarding a competition and a luckdraw.
Comment
Post Likes Shares Analysis
s
Which of these colours looks the best? There’s a The postasked customers to
342 332 19
pink one on its way too… comment with their opinion
If you could WIN your BlackBerry Curve 9320 in The post also asked a question
one of our exclusive colours, which would you 321 280 15 about what the customer think
choose; Classic Blue or Vivid Violet? and asked for them tocomment
Mobile maths: add up all the numbers in your mobile The post was a fun post that
phone number and tell us what your total sum is. Let’s 257 43 0 encouragedthe customers to
see who’s got the highest number out there… enter into a fun simple game
How many times a day do you check your mobile phone? The post clearly asked the
58 1215 0
Hit LIKE if youcouldn’tcount it on two hands! customers to press like
Hooked on your mobile? Hit LIKE if your phone is The post also askeddirectly to
64 1078 0
in touching distance at all times of the day! press like
Hit LIKE if you want £500 to spend on a new wardrobe The post was a campaign for
AND a night at The May Fair - official hotel of London! Vodafone VIP with “London
52 844 0
You could feel like a VIP with Vodafone at Fashion” plus asking customers
Vogue London Fashion's Night Out. Enter now... to like it
Win a BlackBerry Curve 9320 on Vodafone Pay as you A post regarding a draw to win
98 175 27
go in the Vodafone ‘Brighten Up’ photo prize draw a new phone
Table 3 Examples of Vodafone UK posts (Appendix I.II)
4.3 Three uk
4.3.1 Introduction
Three UK was established in 2003 as part of Hutchinson Whampoa Limited, which offers
mobile services in the UK and globally under the 3 (Three) brand. It is currently the
smallest of the MNOs in the UK. As of August 2011, Three UK had about 7.5 million
customers (Liao, 2012b).
The Facebook page, shown in Figure 5, has only a limited number of tabs. The “Support”
tab provides videos that containhelpful tips and advice, with a search option for customers.
The number of videos available is about 19 videos. Moreover, there are links to the website,
regarding other topics such as help with mobile phones or mobile broadband. In addition,
there is a “Contact Support” button that opens a form that customers can use to send a
query to the support team. Another tab on Three UK Facebook page is called “Win”, which
provides a competition every couple of days.
The number of likes per post per day was on average 81 likes, which reached 197 for one of
the posts. The number of comments per post per day was on average about 36 but reached a
peak of 195 once. The average number of shares per post per day was 4 shares, and was
almost 0 for all posts; however, it reached 14 for one post. Moreover, almost 65% of the
posts were accompanied by a photo, 6% were only a status, 10% were accompanied by a
link and the rest were accompanied by a video.
Customers posted 1430 posts in the 30 day period, with an average of 46 posts per day.
Three UK responded to about 79% of these posted. Ten percent of the responses were after
24 hours while about 45% of the responses were in less than 8 hours. It was noticed that
Three UK only answered when the post was a question or a query by providing ansolution,
a procedure or a link to what was meant to be done. On the other hand, Three UK did not
comment on most of the posts that contained a complaint or a negative feedback. Also, it
was noticed that the employees work only on weekdays and no posts were answered on
weekends.
Comment
Post Likes Shares Analysis
s
Afternoon! Apparently the average age we getour handson
a phone these days is 9 yrs 8 months! We were a *little* bit The post presented a fun fact
195 57 0
older when we got ours ;-) How old were you and what was and asked a fun question
it?
Fancy winning some exclusive summer prizes?...ohyou do?
The post was a campaign to
Then head over to our Win tab and get involved! We've put
83 217 0 the “Win” tab, which provided
the clue to a Jessie J track into Google maps, go check it
competitions
out and see if you can guess which! Lol. ;-)
Roll up, roll up! Round 3 of our comp is under way! Head
over to our‘Win’ tab and see if you can work out which
The post was another link to
Maverick Sabre track we’re talking about from our 37 197 14
the competition.
Instagram snaps. There’s a trip to Ibiza in it, so get
cracking…
Like’ this if you’re waiting for the next big smartphone? The post provided a link to
We have just the thing for you, SIMs built for their own blog, and directly
54 146 1
Internetting :-) Starting at just £6.90, with lots of flexible askedthe customer to like the
options. post.
Who's ready for another comp?? Round 2 has just kicked
off onour‘Win’ tab. We’ve had a go at sketching a Jessie J The post was also a promotion
52 134 0
song title in Draw Something (It’s harder than it looks!). to the “Win” tabcompetition
Enter for amazing Summer prizes :-)
Table 4 Examples of Three UK posts (Appendix I.III)
It is clear from the examples in Table 4that customers got engaged when the posts were
about a competition in three of these examples. Moreover, customers got engaged when
there was a fun factand when they were asked a fun question regarding their age ortheir
first phone.The comments on these posts were either answers to the questionor made fun of
the new fact posted by Three UK. Customers also responded positively when they were
asked to “like” a specificpost which was a link to Three UK own blog.
4.4 O2 uk
4.4.1 Introduction
O2 UK is a part of the TelefónicaO2 Europe group which comprises integrated, fixed and
mobile businesses in the UK, Ireland, Germany, the Czech Republic and Slovakia.
Established in 2001, following the demerger of BT Wireless (mobile business) from BT
Group, O2 is a wholly-owned subsidiary of Telefónica S.A. It is also part of the Tesco
Mobile joint venture business in the UK. As at the end of 2011, O2 UK’s total mobile
customer base was 22.16 million, which remained flat from the previous year (22.21
million) (Liao, 2012b).
O2 UK provides many services on their Facebook page, shown in Figure 6. The “Get in
touch” tab has 4 different services. The first one is “O2 Just Ask”, which opens a new
window to have a live chat with a customer service representative. Secondly, O2 created an
online virtual agent called “Lucy” in the second service “Ask Lucy”, which provides
answers to customers’ queries and suggestions of other questions asked by other people.
Also, there is a link to O2 Twitter account, which offers support and advice to customers.
Last, but not least, there is a link to “O2 Forum”, which is a virtual community that
contains information about products, services and different mobile devices.
The “Pay & Go Top-up” is another tab that enables customers to top-up their O2 pay and
go phones using a credit card. On the other hand, “O2 | Free Sim” tab offers the customers
to order a new SIM card from a wide range of options provided with detailed information
about each option. The “Priority moments” tab provides exclusive deals and offers with
other brands such as Zizzi, Toni&Guy, National Express and WHSmith.
Other tabs on the O2 UK Facebook page are about the different activities that O2 are
involved in. “International Events” has details about some events that O2 organized to
celebrate the cultures of different countries such as the Caribbean and India, plus providing
information about prices to call internationally. “O2 Learn” has a video library of short
revision lessons to help students; best videos are also awarded by O2.
The average number of likes per post per day was 588, with a peak that reached 3,843 likes
for a specific post and a minimum of 30. The average number of posts per post per day was
about 76 comments, with a maximum of 224 comments on one post and a minimum of 3
comments on another. The average number of shares was 74 shares per post per day, with a
maximum that reached 440 shares for a certain post.
O2 UK does not allow customers to post on the page. Customers have to go to the “Get in
touch” tab described before and choose their favourite way to get in touch with O2.
Moreover, no one is able to see other customers’ posts, as it is being done in a private
session between the customer and O2.
Like
Post Comments Shares Analysis
s
The post was a funny text
Busted! {with a photo of a funny text message thread on
224 3843 440 message that made people
an iPhone}
comment, like and share
Another funny post that people
Oh, this guy is GOOD. His love = indestructible.{with a liked, shared and commented
140 3326 387
photo that contains an old Nokia phone} saying their opinion about this
old Nokia phone
Priority Moments, Angry Birds and Instagram are all great
Another funny post that people
apps… But how good would this be?! {With a photo of an 141 1829 209
liked and shared.
app called “Ex-Girlfriend Radar”}
Who wants to be a millionaire? Now's your chance with A promotion for a competition
Insane Bolt Ons: http://j.mp/OOjYKf (invisible friend and 158 1208 68 sponsored by O2, with a link to
disco pig also available) the competition
Who wants to be a millionaire? Now's your chance with
Another promotion for a
Insane Bolt Ons: http://j.mp/OOjYKf (invisible friend and 159 1457 108
competition sponsored by O2
disco pig also available)
This day 16 years ago the Nokia Communicator 9000 A post about the old Nokia
launched. It was high spec with camera, email and web 141 1956 81 phone. The postreceived a large
browsing – Like? number of likes.
Table 5 Examples of O2 UK posts (Appendix I.IV)
It can be seen from the previous examples in Table 5 that the funny posts were extremely
popular on the O2 Facebook page, receiving a large number of comments, likes and shares.
Also, customers engaged with the posts regarding a competition called “Insane Bolt”.
Moreover, a photo of an old phone from 16 years ago was appealing to many people to
press the like button and to comment with their memories with this certain phone.
4.5 T-Mobile uk
4.5.1 Introduction
T-Mobile, originally called Mercury One2One, was first launched in September 1993. The
company was acquired by Deutsche Telecom in 1999 and rebranded as T-Mobile in 2002.
A merger of T-mobile and Orange was announced in September 2009, and a new company
called “Everything Everywhere” was officially formed in April 2010. As of January 2012,
the company has over 12 million customers (Liao, 2012b).
T-Mobile UK Facebook page, shown in Figure 7, contains different tabs. “Get your FREE
SIM” is a tab that offers customers the opportunity to order a free SIM card from T-Mobile.
The “Shop” tab is a promotion to a certain phone, with a link to the website that provides
more information. The “Twitter” tab is linked to T-Mobile Twitteraccount providing a live
update to all the posts on twitter.
Another tab called “What’s Your Line Up”, built jointly with Motorola, allows customers
to create a Social graph (photo) with some of their friends from Facebook, and then shares
the photo on the customers’ wall on Facebook. Furthermore, these customers enter into a
draw to win a new headset.It was noticed that during the process of creating the photo,
customers needed to approve that the application will collect data from their page and post
on their wall, which might prevent people from continuing. Moreover, the status posted on
the customers’ wall contains a link to Motorola Facebook page but not to T-Mobile page,
so it does not attract more customers to T-Mobile page.
Finally, the “What Britain Loves” tab provides a link to the website called by the same
name, which is run by T-Mobile. The website provides information about different
activities and events that can be done around UK such as “Notting Hill Carnival”, “Exam
Results Day” and “Lord’s Test Match”. There is also a link to T-Mobile Facebook page
from this website.
shared any of the posts from T-Mobile except for 2 certain posts that had a large number of
shares of 108 and 77.
Customers posted around 1,009 posts in the period of 30 days, with an average of 33 posts
per day. This average was exceeded tremendously on certain days; due to either issues on
the T-Mobile network or issues with the phone customer care service that prevented
customers from calling them. T-Mobile has a Facebook team that respond to users’ post
with an addition to their own name. However, this team only responded to 71% of the
users’ posts. On the other hand, the responses were usually in less than 24 hours.
Additionally, the responses provided valuable information or a request for a private
message with more details to provide a better response.
Comment Share
Post Likes Analysis
s s
All hail the novelty slipper: http://bit.ly/Si4xeM! The post contained a funny photo
What kind of silly footwear do yousport at home 11 293 77 with a link to an activity on “What
when nobody's watching? Britain loves” website
Pasties: food of the gods but not the taxman. The post also had a link to what
Hit 'Like' if pasties taste better without 6 244 0 Britain loves, and a direct request to
VAT! http://bit.ly/MgRJ61 customers to hit‘like’
The post was a funny photo and a
Comedy tattoos are still permanent. What's the link to a couple of other funny ones
18 243 108
funniest ink you've spotted: http://bit.ly/NTNwU4? on their website “What Britain
loves”
The post was a direct question about
Do you remember your first mobile phone?
customers’ first phone. Customers
144 50 0
were interested in mentioning their
What was it, and more importantly; how big was it?!
answer
This was also a direct question about
The year's not over yet... but what's been your best
129 27 0 what customers’ best phone of the
phone of 2012 so far?
year
Another question about the best
Mobile photographers, this one is for you: what's the
92 26 0 phone for pictures, customers were
best phone for taking pictures?
interested in saying their opinion
Table 6 Examples of T-Mobile UK posts (Appendix I.V)
It is clear from these examples in Table 6that customers were interested in funny photos
and links and that excited them to share these photos and links with their friends. Also,
customers responded well to a direct request of “Hit ‘like’”. Direct questions to customers
about their experiences and opinions also interested customers to comment with their
answers, but not to share with their friends.
This chapter provides an analysis of the data and findings presented in chapter 4 with a
critical assessment in relation to the theoretical literature discussed in chapter 2. Table 7
provides a summary of the data for all the Facebook pages in a comparison with each other.
Vodafone UK and Orange UK were found to have the highest number of fans on their
Facebook pages and the highest percentage of their customer base. It was noticed that both
of these pages had a separatetab for answering customers' queries, and both had a virtual
community for customers to help each other or a virtual online agent that
responseimmediately. This confirms what was mentioned before in the literature review
thatFacebook communication is more personal than traditional marketing channels since it
enables companies to be in direct contact with their customers, and customers receive the
company’s messages within seconds and vice versa(Spredfast, 2011).
On the other hand, Orange UK made an attempt to have “Orange Helpers” to answer
customers’ queries, but it was a link to another page instead being directly on the same
page. Additionally, responses were only given on week days from 9am to 5pm. This might
explain the reason of having a high increase in the number of fans in the 30 days period but
a smallnumber of fans at the end, as customers will be attracted initially but may
leaveshortly afterwards as they will not get answers quickly. This also confirms what was
mentioned in the literature review that the contact between the company and the customer
is personal on Facebook since customers are able to participate in a direct dialogue with the
company, where they can ask questions, propose suggestions or leave criticism and get a
response from the company quickly (Baird and Parasnis, 2011a).
It is necessary to try to engage customers through communicating with them, since on the
Internet it is difficult to attract visitors and develop personal relationships. When customers
are engaged and involved, they seem more likely to revisit the Facebook page (Sashi,
2012). O2 UK was the most successful in having the best engagement with their customers
measured by the numbers of likes, comments and shares combined. From the analysis done
before, it was noticed that humourand ironywas what made O2 successful. This is also
confirmed by some of the posts that T-Mobile UK and Three UK had, and experienced a
high number of comments, shares and likes. This was not mentioned in any of the literature
and can be considered as a contribution from this research
Moreover, other trends that were successful in engaging customers can be noticed from the
different Facebook pages. Posts regarding competitions on 4 out of the 5 companies
(Orange UK, Vodafone UK, Three UK and O2 UK), had relatively high engagement from
customers. This agrees with what as mentioned before in the literature review considering
draws and competitions as one of the most engaging criteria on SocialMedia(Chan and
Guillet, 2011; Teo, 2005).
In order to generate engaged customers and build a successful Facebook page, the company
must regularly update the page(Akar and Topcu, 2011). Most of the observed companies
updated with one or several posts each day, as well as answering customer comments. The
company constantlysent out new messages in the form of posts, videos or contests.
However, Orange UK and Three UK hardly ever posted anything on Weekend, which can
be considered as a drawback, as some customers might have more time to check Facebook
on weekends than weekdays.
In addition, it was noticed that most of the posts from all companies were accompanied by
photos. These posts received more attention from the customers according to the number of
likes and shares they had. An explanation for this could be because photos are always a
better way to send messages to customers, apart from messages via text. The messages in
this case are being visualised and therefore, increases customer engagement, as it has been
proven positive in previous studies (Kunz and Hackworth, 2011).
6.1 Conclusions
The aim of this research was to understand how the mobile operators are using the
SocialMediaespecially Facebook to engage with their customers and identify the key
triggers that motivate customers to engage with the materials posted. The research showed
that the companies are using Facebook as a tool to involve and engage with their customers.
Most of the mobile operators researched used the tools that Facebook provided such as
separatetabs for answering customers' queries and building virtual
communities.Furthermore,when communicating to customers, the messagewas always
visualized through photos, and the posts were being done on a regular basis to keep
customers engaged.
As discussed in the literature and proved from the analysis, competitions and draws were
found to be one of the triggers that motivated customers to get engaged. On the other hand,
humour was never mentioned in any of the literature as one of the triggers, but it was found
in this research, and can be considered as the contribution to the literature, on two different
Facebook pages that funny posts received a lot of likes and shares.
For the companies that have been studied, it can be clearly seen that Orange UK and Three
UK are the ones that needed some improvements to be able to attract more customers to
their page and have better engagement with them. For Orange UK, it is recommended to
focus on the quality of the posts instead of the quantity, plus a better approach in the
responses to customers’ queries needs to be taken. For Three UK, it is recommended to
expand the services provided on the page, and maybe vary the timings and the dates of the
posts to make sure they are being seen by the customers.
Moreover, a suggestion for future studies would be to investigate other Social Networking
Sites such as Twitter and Google Plus, and compare the analysis with the ones made on
Facebook. The drawbacks and negative aspect of companies active on Social Media could
be a suggestion to focus on for future researchers, as well as to investigate whether it could
have negative effects on the relationship between the company and the customers.
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Appendix I
Com Sha
Post Type Likes Time
ments res
Tens of thousands of our customers have been to events with Vodafone VIP and we’d love to see your photos. Why not upload your Vodafone VIP photos to our tab here http://vdfn.co/f6zzu photo 30 22 2 26/07
What’s hardest to resist on a Saturday morning – the smell of fresh coffee or the new message symbol flashing on your phone? Which do you tend to first? status 56 130 1 26/07
Where’s the most annoying place to be interrupted by a mobile phone? In bed? In the cinema? Tell us… status 48 146 27/07
You’re going for an afternoon nap. Do you take your mobile phone with you? Hit LIKE if you do…. status 617 56 27/07
A 'sunny smiley' kinda weekend? Hit LIKE if you managed to enjoy some sunshine... photo 652 32 72 28/07
We got many of the artists who played at Download Festival this year to sign a guitar & it could be yours in our latest competition with Vodafone VIP. Win this AND tickets to Download Festival
link 26 8 1 28/07
2013. Like?
Want to make the most of your Samsung Galaxy SIII? Sign up to our webinar, taking place this Thursday, for tips from our experts and a chance to ask your SIII-related questions. Head over to the
link 26 31 29/07
eForum to register now.
Embarrassed smiley? Or sunburnt smiley with all this lovely weather we’ve been having? photo 112 25 15 29/07
Mobile maths: add up all the numbers in your mobile phone number and tell us what your total sum is. Let’s see who’s got the highest number out there… status 43 257 30/07
Love music? Love fashion? Love designer discount shopping? Vodafone customers can win a pair of tickets to see a UK artist perform an intimate gig at the launch event of Vodafone London
link 14 15 31/07
Fashion Week.
Always trickier to find your mobile phone when you forget to take it off silent before you lost it. Hit LIKE to agree. status 351 30 1 31/07
Ever wondered what it would be like to drive around with a Jedi Master in your car? Meet the man who knows… link 24 75 1 01/08
Who loves Yoda? Our latest ad goes live tomorrow, featuring Yoda’s maiden voyage in a London cab. Unlike the rest of us, he won’t need to use the free Vodafone taxi chargers this summer. link 30 21 2 01/08
The most annoying place to run out of mobile phone battery is______? status 64 205 02/08
All those contacts stored in your mobile phone but how many phone numbers can you actually remember? Hit LIKE if it’s less than 10! status 474 37 02/08
Congratulations to Calvin Harris for reaching number 1 with "We'll Be Coming Back" in the Vodafone Big Top 40 status 55 11 03/08
If you get a new mobile phone number, how long does it take you to memorize the number? status 58 150 03/08
Checking through the photos on your phone, what have you taken more pictures of than anything else? status 44 102 04/08
Guess which of the festivals in this year's Vodafone VIP line-up this photo was taken at - the bubbles might give it away... photo 44 18 04/08
How many times a day do you check your mobile phone? Hit LIKE if you couldn’t count it on two hands! status 1215 58 05/08
How far back does your Facebook Timeline go? Ours starts in the early 1980s. Hit LIKE if you're in your 20s too! link 117 25 06/08
What’s the last app you downloaded? status 44 120 07/08
Hit LIKE if you remember this video from last year. How many of the phones can you name? link 39 16 07/08
Which of these colours looks the best? There’s a pink one on its way too… photo 332 342 19 08/08
It’s Friday afternoon – Hit LIKE if your phone’s already filling up with messages about the weekend. status 140 47 1 08/08
Hit LIKE if you’re ditching your camera this summer and just using your smartphone instead status 493 54 09/08
Checking Facebook instead of doing the housework? Hit LIKE if that’s you right now…. status 730 58 09/08
Texting in your sleep? Dreaming about your mobile phone? Hit LIKE if your mobile phone is with you at all times – even when you sleep! status 692 73 10/08
Choose a ringtone? Take a photo? The very first thing you do when you get a new mobile phone is________? status 58 204 12/08
Looks like the Reading Festival and Leeds Festival just got even better for weekend festival goers with a free drinks and breakfast : link 27 31 13/08
JustTextGiving by Vodafone lets you collect fundraising donations by text message. So tell us, who out there has ever raised funds for charity? Time to think about getting your own, free,
link 28 36 14/08
personalised text code…?
The mobile phone I have is ________? And I love it because ________? status 58 237 15/08
Wake up, panic, check your mobile phone, and then realise it’s a Saturday and you’re NOT late for work. Tell us – have you enjoyed that great feeling before? status 253 35 1 16/08
‘Ringxiety’ – does it really exist? You hear your phone ring, go to answer, but there’s no call and you’d imagined it. Who’s experienced that? status 239 52 17/08
Congratulations to Sam and the Womp for becoming this weeks Vodafone Big Top 40 new number 1 with Bom Bom! status 57 32 1 24/08
Our customers can get 25% off at WAREHOUSE online with Vodafone VIP. How would you use your discount – save a little cash or buy something extra with the savings?? link 42 39 25/08
Who ♥ s Android? link 102 36 25/08
Com Shar
Post Type Likes Time
ments es
Busted. photo 2772 254 460 26/07
There are no words... photo 568 257 58 27/07
A boost for your local high street - small businesses can now create deals, for free, with O2 Priority Moments. link 78 36 2 28/07
Pay & Go Go Go's live now: it's Pay & Go, reinvented. There's a hidden message in this pic - found it? Keep it under your hat and tweet it to us @O2 tomorrow... photo 354 181 30 29/07
O2 Wifi is now available in some of the busiest parts of London. Anyone can use it, and... it's free. Win. link 171 55 30/07
Going out anywhere this summer? We've put together a guide on getting the best from your phone while you're out. Check it out on our blog. link 27 69 1 31/07
O2 Priority Sports, powered by Nike+, is coming. Priority and sport, evolved. Text SPORTS to 2020 to get involved. photo 67 27 1 01/08
Got some amazing snaps from your holiday? Share them and you could win a trip to Berlin, courtesy of O2 Travel... photo 76 55 2 02/08
Sun, rain, sun, rain, sun, rain. Even the weather is doing hurdles. photo 751 50 58 03/08
Oh, this guy is GOOD. His love = indestructable. photo 3327 140 387 04/08
O2 Pay & Go Go Go tv advert link 234 121 29 05/08
We've all been there... photo 1848 98 155 06/08
Taken any epic holiday snaps? Upload them to Instagram and tag them with #O2Travel - you could win a trip to Berlin. But hurry - time's almost up... photo 82 42 5 07/08
O2 Learn takes a new app-roach to online learning... link 38 36 1 08/08
The O2 Pocket Hotspot. Make your pocket a hotspot, without feeling like you're setting fire to your cash. link 63 59 3 09/08
Forget extra minutes and texts - our new Insane Bolt Ons have arrived: http://j.mp/OOjYKf link 393 132 10/08
New to the O2 Bolt On range: an ultimate disguise kit and an imaginary friend. They could be yours, free! Just visit our page and like the one you like. link 267 60 1 11/08
This photo won someone a trip to Milan... Think you can do better? Show us your travel snaps on Instagram and you could be off to Paree (Paris) thanks to O2 Travel! http://bit.ly/TcsnGW photo 68 37 1 12/08
Who wants to be a millionaire? Now's your chance with Insane Bolt Ons: http://j.mp/OOjYKf photo 1209 86 68 13/08
It’s almost time. Exclusive sporting experiences & offers for O2 customers, powered by Nike+. Join the team - text SPORTS to 2020. link 42 33 1 14/08
Priority Moments, Angry Birds and Instagram are all great apps… But how good would this be?! photo 1829 141 212 15/08
Want a million in cash in the post? http://j.mp/OOjYKf photo 1459 159 108 16/08
Best place to check the weather on your phone ever? photo 672 90 49 17/08
This day 16 years ago the Nokia Communicator 9000 launched. It was high spec with camera, email and web browsing – Like? photo 1962 143 82 18/08
Young... tick. Determined... tick. Musical talent... tick. Why not apply? link 33 11 1 19/08
Our new On & On ad link 246 63 60 20/08
It’s here. Priority Sports from O2, powered by Nike+. Join events with the world’s best athletes and access Nike product exclusives. Get the app on Android today – text ‘SPORTS’ to 2020. link 80 40 21/08
Want to see Example kickstart his new UK tour next year? We’ve got Priority Tickets going on sale on Wednesday at 9am. Head over to http://bit.ly/P5qDw6 photo 465 65 27 22/08
We still have over 900 limited edition Nike+ Ice FuelBands available exclusively to Priority Sports members. Be one of the first in the UK to own one! Get Priority Sports on Android today – text
photo 356 77 2 23/08
‘SPORTS’ to 2020.
Feeling motivated or just had a naughty weekend? Priority Sports members get access to Nike+ Run Clubs. Join the club – text ‘SPORTS’ to 2020 or visit http://bit.ly/prioritysports status 31 48 24/08
Sharing Eid with your loved ones, or just calling to say Salaam? Do it for less with an O2 International Sim. link 337 82 6 25/08
Busted. photo 3874 224 442 26/08