Airtel Kenya: Mastering Social Devotion

Airtel Kenya is one of the biggest telecommunications firms in Kenya, and the fourth largest globally, in terms of subscriber base. Airtel Kenya boasts tens of thousands of Twitter followers and hundreds of thousands of Facebook fans, but the company did not start monitoring their performance until last year.

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“We use Socialbakers to track our performance on engagement, response rate, and response time, and improve our approach on a daily, weekly and monthly basis based on the reports that we pull on our performance.”

Muthoni Maingi
Manager of Brand Assets, Experiential and Digital

“We began to earnestly track our social performance in June 2014. Socialbakers was then, and still remains a significant aspect of our analytics suite for this,” Muthoni Maingi, Manager of Brand Assets, Experiential and Digital for Airtel Kenya.

The company prides itself on consistently placing the customer at the center of their business, and maintaining a personalized approach as their audience grows. The importance of using digital to create a great customer experience has been growing locally, and has become a cornerstone to their strategy. “Socialbakers ensures that we are clearly able to track our return on investment on social quite clearly for customer experience as well as on brand metrics.”

According to Socialbakers Socially Devoted Q1 data, the Telco industry received the largest customer care demand than any other industry, and Airtel is by far no exception. As Maingi explains, “The telecommunications industry locally is one that attracts a significant amount of daily customer engagement and query traffic so it is important that we keep up to date with the experience demands that our consumers have of us.”

That’s why Airtel believes that responding to customers in six minutes is just too long. They are striving to be at the top of our Socially Devoted benchmark - our industry leading target for brands to respond to at least 65% of customer queries. “Socially Devoted is a great score for us to continuously, consistently aim to achieve,” says Maingi.

They aim to achieve a 100% Question Response Rate (QRR) and a Question Response Time (QRT) of under 30 minutes. “We use Socialbakers to track our performance on engagement, response rate, and response time, and improve our approach on a daily, weekly and monthly basis based on the reports that we pull on our performance,” says Maingi. They have thoroughly improved their improved their QRR and QRT since they adopted Socialbakers in mid-2014 with rising customer demand:

“Our brand is able to not only grow in size in terms of Likes and Followers, but also grow in a more meaningful way for our consumers, through a strategic approach that is competitive, strategic, and sustainable thanks to regular tracking,” explains Maingi.

Socialbakers Analytics has been instrumental in helping Airtel become a strong digital brand and achieve their overall business goals: “Airtel is determined to be a digital business and Socialbakers’ reports are a quick and easy way to translate what we need to do in order to achieve this, not just as the Brand and Digital team, but as a company overall,” Maingi emphasized.

Airtel’s social customer care oriented approach has enabled them to experience higher levels of engagement, increase follower growth, and user activity. Just check out their Total Number of Interactions which they’ve been able to increase exponentially since adopting Socialbakers Analytics.

This has been achieved by their eagerness to give their consumers a “great brand storytelling experience” with their customers at the center”, says Maingi. They look forward to using Socialbakers Smart Storytellers to create highly engaging content and benchmark from the top performers. “We want to be a branded platform that seeks to recognize exciting new ideas and talent and as one that promotes solution based thinking and good storytelling,” continues Maingi.

Quick Facts

  • The second-largest telecommunications company in Kenya
  • Subsidiary of Indian telecom Airtel
  • Number of Facebook fans: 500,000
  • Number of Twitter followers: 83,000
  • Key social platform in Kenya: Facebook
  • Made news recently for: Providing free Internet to Kenyan schools


  • Managing brand tone
  • Monitoring and improving Question Response Rate and Question Response Time
  • Creating an attractive brand personality
  • Maintaining standards while fan base grows


With Socialbakers Analytics, Airtel Kenya can:

  • Get a solid understanding of their response rates and times
  • Measure their progress and improvement towards goals
  • Effortlessly managing data as their fans and followers increase
  • Manage tone by interpreting how customers react to certain posts

Stop scratching the surface.

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