LONDON--Mobile communications giant Telefonica has charged UK firm Fresh Networks with rolling out a new social media strategy that encompasses all of the group’s businesses and campaigns.
The assignment covers the UK, Ireland, Germany, the Czech Republic and Slovakia and sees Fresh Networks develop a framework to help Telefonica measure the success of its social media activities.
In addition, Fresh Networks is supporting Telefonica’s O2 brand, providing education and training for its 29,000 employees.
“Our European social media strategy development, led by FreshNetworks, has brought much-needed expert advice and experience,” said Telefonica Europe director of customer experience Graham Webster. “They have come up with a measurable, sustainable social media strategy and we’re looking forward to working with them on social media across Europe over the coming months.”
Fresh Networks is also tasked with implementing the social media programme in individual markets. The London-based firm is a division of research house FreshMinds, and counts Jimmy Choo, TM Lewin and Butlins among its clients.
In 2009, Telefonica selected Ketchum Pleon to handle a global corporate PR programme aimed at building a stronger group brand.