RTO2 is monitoring 24 hours a day on numerous topics determined by Face and the O2 team. Both teams can access a real-time dashboard as well as tactical and strategic reports provided by Face on a weekly, monthly & quarterly basis. The results are given to approximately 6 different departments within O2 in real-time.
O2 and Face worked together to build a social media monitoring solution from the ground up, in a partnership that has seen social media radically elevated in status within O2. The project has plugged real time social data into the heart of O2’s business to better respond to consumer needs and target messaging effectively. Teams from across O2 have access to RTO2, which is used to gauge real time sentiment and reaction to all manner of issues, from service levels to campaigns to product launches.
“The key success of the platform is its ability to provide up-to-the minute information, business areas can request information and it can be immediately extracted from the tool to provide guidance and insights. Furthermore, the tool can help business areas stay ahead by alerting them to any developments in social media which need consideration. These can act as early warnings for wider consumer responses. The RTO2 platform will be continually used in the foreseeable future, for ongoing insights and analysis into the social web. The interest in the business is increasing and new opportunities for its use continue to be found, with other arms of the business in different markets now taking an interest in developing their own versions of the RTO2 platform. It is in a continuing process of refinement which allows us to increase the accuracy and usefulness of the tool – allowing us to deal with the constantly shifting and changing world of social content.” Jake Steadman, Brand and Social Media Insights Manager, O2 UK