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325 days of OTE-COSMOTE Media Relations

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Andreas papadakis

on 9 October 2012

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Transcript of 325 days of OTE-COSMOTE Media Relations

325 DAYS Stakeholder
Relations Issues & Crisis
Communications Intelligence
Reporting Organizational
Effectiveness 325 department
OTE Group Corporate Communications OTE - COSMOTE of July 2011 - July 2012 Challenges Integrate Media Relations Group operations
Counteract & minimize negative rhetoric Maximize positive, own generated exposure & visibility on all platforms for all issues / business Streamline Media Relations policies & procedures
(incl. Crisis Communications) within OTE Group
Strengthen & expand media relationships to support business goals Strategic Areas Online Reputation
Management

Social Media CORPORATE TEAM E. Velentza K. Kanakaris
Corporate MR Manager S. Marinou N. Kanellopoulou I. Baltsavia CORPORATE
COMMUNICATIONS
DIVISION The unseen Publicity &
Promotion Στη διάθεσή σας, Συνέχεια σε επόμενο slide Συνέχεια σε επόμενο slide Στη διάθεσή σας, } 2 teams into 1 { Media Relations Dep. Director S. Benioudaki E. Kounalaki
Commercial MR Manager S. Flesoura A. Makri COMMERCIAL TEAM Swift integration
of Processes & Tools { Management reports House style Media lists Culture & Training Team building initiatives Fixed-mobile know-how sharing internal trainings 11 training hours 35 Business
Continuity & Crisis
Communication Fixed networks
& infrastructure Ongoing training Marketing for non Marketers trainings 34 training hours 240 Online marketing Political Communication
& Social Media Online Reputation Management Sustained intelligence
& info feed to management regular daily reports to ~1,000 >300 recipients Press Release notifications 300 ad hoc alerts >1,300 Per project publicity reports Gross Group
know-how sharing Organization-wide media training Expansion to Retail Sustained Crisis Communication Planning
& Preparedness [mobile] training hours 40 Building Incident Controllers
(BICs) 3rd Annual Media Training Oct. 11 Shops Representatives
Crisis Communication Induction Dec. 11 Germanos Franchisees Media Handling Guidelines
(Annual Meetings) Feb. 12 Shops Incident Controllers
(SICs) Media Training May 12 Planning expansion
to fixed operations Issue handling
in action issues handled 75 Germanos: student passes Oct. 12 Riots - shops looting & destructions Feb. 12 COSMOTE employee embezzlement Feb. 12 OTE Call centers Patras Mar. 12 OTE Internet services disruption -
DNS malfunction Mar. 12 Dialers in Crete Apr. 12 Romtelecom broadcasting rights for Euro 2012 games Jun. 12 Traditional strong relations
with telecoms reporters Tech Bloggers Continuous opening
up to new media categories TV reporters Lifestyle reporters Every contact as opportunity Metrics July 11 - July 12 output Media list contacts 1,500 media contacts sustained { Direct contacts >2,000 Call - Follow up, 1-on-1s, events { 226 Media customer service (requests / complaints) { 996 Namedays, tickets /events, others { CRM Indirect contacts >3,200 TOTAL { Strategy groups /
meetings participation Social Media Guidelines (COSMOTE, GERMANOS) & Facebook handling procedure (OTE) COSMOTE Flickr COSMOTE Twitter www.germanos.gr newsroom www.cosmote.gr newsroom OTE - COSMOTE wikipedia Online visibility boost (mobile) COSMOTE:
consistently ahead of
competition in online visibility Negative blog posts
significantly decreased vs. H1 2011 >40% Negative blog posts on corporate
issues drastically reduced vs. 75posts 419 posts in H1 2011 COSMOTE Twitter
consolidating leading position 6,039 followers #1 COSMOTE vs. competition
(followers) doubled followers y-o-y 52% of tweets P&S related 76% Customer care requests increased 87% response rate @ 59% increase of positive tweets 55% decrease of negative tweets doubled Retweets almost y-o-y Overall 93,278
OTE-COSMOTE-GERMANOS
references (print, online, TV) >33,000
(est.) articles generated via own initiatives ~10mil . euro total media value
for own generated publicity 508 OTE Group announcements >150
projects supported (Greece alone) Metrics Group Financial Results media mentions /
articles 175 Media value: €648,253 OTE Collective
Labour Agreement media mentions /
articles 249 Media value: €693,167 COSMOTE new spectrum (900 / 1800 MHz) CEO Speech,
Press Release,
NP,
Pointers media mentions
/ articles 128 Telekom Serbia sale Media value: €218,404 media mentions
/ articles 116 OTE regulatory issues EETT approvals VDSL articles generated >400 Press Releases / media briefings
Specials / promos
Interviews / quotes
Media follow up tactics via COSMOTE corporate
activation Promos,
specials,
advertorials,
SM & blogs content
generation
Full support for
launch & both initiatives 5 press releases media mentions /
articles 285 I COSMOTE
P&S launches >10 publicity share >65% participants 80,000 impressions
(8/10 online contests) >3,500,000 handset trials 80 contests 53 (print, online, radio,
SM platforms) likes on Fb (7contests) 22,000 iPhone 4S
New iPad
Sony Xperia S, P & U
HTC One X
Samsung Galaxy Fit New era of
OTE tariffs Media value exceeding €3.3 mil. Press Releases
post satellite
services launch 18 >7,400 articles
(Nov.11-Jul.12) Free2air / Local channels on satellite platform
Local channels on satellite platform
On demand services via satellite
New cinema channel
Exclusive sports agreements (Mar.-Jun.12) projects 18 Press Releases
& Promos 35 CR &
Sponsorships { 59 projects OTE-COSMOTE Scholarships “Antikithera Shipwreck” Exhibition OTE-COSMOTE sponsorship OTE-COSMOTE Olympic Athletes sponsorship OTE-COSMOTE Safer Internet campaign COSMOTE New Year SMS

OTE Christmas CR campaign Red Hot Chili Peppers COSMOTE sponsorship Cirque du Soleil OTE sponsorship Children’s lab
@ OTE’s Telecommunications
Museum Network COSMOTE 3G network
- Elections COSMOTE technicians COSMOTE
3G network coverage IMS technology network by OTE Speeches Quotes Non papers Q&As Factsheets Corporate ppts Going forward Changing Internal organization Challenging macro To another days Media Relations participants 209 trainings 4 Online platforms revamp / management www.ote.gr media relations PUBLICITY HIGHLIGHTS I Annual &
extraordinary
General Meetings OTE Shares Sale OTE Shops restructuring GLOBUL /
Hellas Sat
potential Sale GERMANOS
Franchisees
Annual Conference Cosmobook COSMOTE live on screen COSMOTE Cost Control COSMOTE Social Offer New 13888
OTE customer care number GERMANOS
Buy Back campaign GERMANOS Students Offer GERMANOS
Power on People campaign smartphone &
tablet launches
support >43 I } challenges media landscape transformation environment I corporate { 37 projects <3-4% OTE negative publicity
contained to
GERMANOS Franchisees
Annual Conference
OTE Collective
Labour Agreement OTE regulatory issues COSMOTE
corporate activation Annual & extraordinary
General Meetings OTE Shares Sale
OTE Shops
restructuring GLOBUL / Hellas Sat
potential Sale Group Financial
Results
COSMOTE new spectrum
(900 / 1800 MHz) Telekom Serbia sale Products
& Services { >53 projects New 13888
OTE customer
care number GERMANOS
Buy Back campaign GERMANOS
Students Offer GERMANOS
Power on People campaign COSMOTE
live on screen COSMOTE
Cost Control COSMOTE
Social Offer Cosmobook Smartphone
& tablet launches COSMOTE
P&S launches Handset trials Contests New era
of OTE tariffs OTE TV OTE-COSMOTE Scholarships
“Antikithera Shipwreck”
Exhibition OTE-COSMOTE sponsorship
OTE-COSMOTE
Olympic Athletes sponsorship Red Hot Chili Peppers
COSMOTE sponsorship Cirque du Soleil
OTE sponsorship Children’s lab @ OTE’s
Telecommunications Museum OTE-COSMOTE
Safer Internet campaign COSMOTE
New Year SMS OTE Christmas CR campaign 360 communication
plan for OTE TV 100%
key projects support Regulatory pressures Media promotion/
support for all core business & issues: Group framework
consolidation
(GR - Regions ) Crisis Communication
Preparedness Double Play
OTE repositioning
VDSL
Regulation-fixed
Regulation-mobile
OTE TV
Corporate Activation
4G
iPhone 5
One Company
OTE transformation
and more Group wide (100% of SE Europe)
Online crisis comms
Full transcript