Winning with Analytics: Digicel Uses Data to Up the Ante on Customer Engagement

  • Digicel, wanted to increase engagement, awareness and likeability across its 32 markets in the Caribbean, Central America and Pacific - especially at a time when it is transforming from a pure mobile operator into a total communications and entertainment provider. 
  • Digicel knew that achieving this goal meant they had to have a robust social media strategy and presence across all its markets. This led Digicel to partnering with social media analytics experts, Socialbakers to help them achieve their goals.
  • And that they did. Socialbakers provided Digicel with needed insights into how its social media strategy is performing, monitored progress against its KPIs, and developed 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. This meant 145% increase in Engaged Users, 259% increase in Organic Post Reach and 126% increase in Promoted Post Reach. 



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“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 is using 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,” explains Head of Digital for Digicel, Jonathan Donovan. “We now have a clear number to compete with and no longer have to use intuition to set our KPIs," he added. Digicel in the Caribbean and Central America has increased its share of interactions, becoming an industry leader on Facebook.


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Understanding Your Audience 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,” explains 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.

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."

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As Donovan explains; "Having access to data has allowed us to develop a strategy that works and unite our marketing department behind a common cause. Socialbakers is helping us find answers to our questions while helping us fulfil our digital-first philosophy." 


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