Digicel Uses Data to Up the Ante on the Customer Experience

How the Telecom embarked on a transformation program from pure mobile operator into a total communications and entertainment provider

Digicel, Caribbean mobile phone network and home entertainment provider, knew that achieving this goal meant they had to have a robust social media strategy and presence across its 32 markets in the Caribbean, Central America and the Pacific.

This led Digicel to partnering with Socialbakers. Socialbakers provided Digicel with insights into how its social media strategy is performing, allowing them to monitor progress against its KPIs and develop ways to improve its social media marketing effectiveness.

Within one year of using Socialbakers, Digicel smashed its KPIs by improving its share of voice in its key markets and increasing the effectiveness of its content. The metrics tell all:

  • 145% increase in Engaged Users
  • 259% increase in Organic Post Reach
  • 126% increase in Promoted Post Reach

With the analytics in Socialbakers, it’s easier than ever before to monitor our performance and assess what’s working with our audiences.

Jonathan Donovan, Head of Digital, Digicel

After sixteen years, with a footprint that spans 32 markets and with more and more customers online, Digicel embarked on a transformation program which sees it evolving from being a pure mobile operator into a total communications and entertainment provider. What does this mean? Simply, it means putting its customers in control and delivering a superior experience to them.

Key to this transformation also was becoming a loved brand on social media – where its customers live – so having a robust social media strategy packed with unique and engaging content was critical to the team. And that’s where Socialbakers came in.

A Smarter Approach to Social Media

Today, Digicel uses industry benchmarking to determine and establish its competitive standing within the marketplace. With a digital-first philosophy, Digicel is also able to adjust its strategy accordingly to get better results than its competitors.

Thanks to Socialbakers, we are able to focus on our strategy and solidify our goals. We now have a clear number to compete with and no longer have to use intuition to set our KPIs.

Joanathan Donovan, Head of Digital, Digicel

Digicel in the Caribbean and Central America has increased its share of interactions, becoming an industry leader on Facebook.

Understanding Audiences With Data

Socialbakers’ robust social media analytics has enabled Digicel to better understand its audience. “With the analytics in Socialbakers, it’s easier than ever before to monitor our performance and assess what’s working with our audiences,” saidd Donovan.

Digicel has been able to create content that truly engages its community and stands out against the competition. “We are able to create stories that our audience love, helping us build meaningful relationships across platforms and cut through the competition,” Donovan adds.

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Creating exceptional content has allowed Digicel to increase engagement massively, while at the same time reducing costs and enhancing reach.

It’s amazing to see how creating and investing in the right content can have a positive chain reaction on other valuable metrics. Data has played a key role in helping us identify our best posts so we can continuously recreate success. Socialbakers helps us find answers to our questions while helping us fulfill our digital-first philosophy.” 

Jonathan Donovan, Head of Digital, Digicel

Having access to data has allowed Digicel to develop a strategy that works and unite the marketing department behind a common cause: creating resonating content at scale that audiences love.

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