We are celebrating another award success, winning a prestigious Forrester Groundswell Award for our unrivalled efforts towards embracing social media.
A while ago I posted our submission into this award and you showed your support as always, so a big thank you to everyone in the community here. You are brilliant!
We were competing against 130 other award entries across four divisions, but giffgaff stormed to victory, scooping the Embracing category award in the International Business-to-Consumer (B2C) division, which celebrates excellence in engaging effective use of social media to advance business objectives.
As you know, we operate without call centres or big budget advertising campaigns – instead we try to harnesses the power of our strong online community who successfully support our customer services and marketing operations. As of July 2010, when I made the submission, our members had asked over 3,000 support questions in the community forum, generating a remarkable 21,000 answers from the community, which each received an average response time of less than five minutes.
From a marketing perspective, giffgaff members have produced over 140 online videos, generating over 500,000 views to date on Youtube and other platforms.
Announced in Chicago, and today in London, The Forrester Groundswell Awards are now in their fourth year and have unique judging criteria. The awards program was developed to support and recognise the principles outlined in two Forrester Research books Groundswell: Winning in a World Transformed by Social Technologies (Harvard Business Press 2008) and Empowered; Unleash Your Employees, Energise Your Customers and Transform Your Business (Harvard Business Press 2010).
Naturally we are delighted to win this prestigious award and it serves as another fantastic endorsement of our web 2.0 approach to mobile.
Social media has been instrumental in everything we have done so far at giffgaff and I believe this award serves as recognition for the fantastic support we receive from the giffgaff community.
It’s important to mention, giffgaff’s community doesn’t just answer questions, and they are a passionate group who offer a constant source of imagination and really great ideas which allows us to fulfil our commitment to consult them on everything we do.
The community’s involvement in the launch of our innovative goodybags (pricing bundles) embodies what we are all about – run by the community, for the community. We are delighted that this sentiment reflects what The Forrester Groundswell Awards seek to reward.
Nate Elliott, principal analyst at Forrester said;
“We’re thrilled by the diversity and quality of the entries in this year’s International Forrester Groundswell Awards,” “With consumers worldwide embracing social technologies, the Groundswell is now global. The finalists and winners we’ve recognized — including local efforts on four continents and a number of truly global programs — are among the leaders in using social tools to reach and serve their customers.”
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