Telenet is the Belgian provider of television, telephony and internet. They recently launched Yelo, an innovative service that allows you to watch television on your iPhone, iPad or laptop. How do you successfully launch such an innovative service that is not yet completely flawless? Polle de Maagt of Insites Consulting explains how they helped. Telenet deliberately chose to start with a small group of users. They were actively asked for feedback in order to work together to eliminate teething problems in the service. For initial insights, conversations on Twitter and Facebook about Yelo were monitored and analysed. By plotting the sentiment of messages (how positive or negative are people) against the volume (how often is a topic mentioned), priorities quickly became clear.
The service was further developed with a group of one hundred consumers. This group luxembourg phone number list actively worked for three weeks, focusing on experience, possible improvements, content, webcare and marketing. Polle says that not only Insites Consulting was involved in the community, people from Telenet also participated. For example, they gave feedback on suggestions and told what Telenet would do with the ideas that were put forward. In order to use the enthusiasm of this group, they were asked to actively engage in discussions about Yelo with others on Facebook and Twitter. This immediately resulted in a great many discussions and conversations. For example, consumers from the community started posting comments in discussions or helping to answer questions. The effect of this was immediately visible. There was a large peak in conversations at the launch, but there was another peak when participants from the community actively joined in conversations about Yelo on Twitter and Facebook. In short: asking fans to get involved on social media works very well. Also read this article.