Case Study: Vodafone strengthens its IoT communications strategy with Pulsar Platform

How Vodafone Designed an Internet-of-Things (IoT) Strategy Around Customer Needs

Vodafone worked with Pulsar Platform to better understand the needs of its B2B audience around IoT as it expanded into sectors such as manufacturing, automotive, retail, finance, and infrastructure. Vodafone wanted to refine its communications strategy, but needed clarity on who was actually driving the online IoT conversation, what they needed, and how Vodafone could support them.

Using Pulsar Platform’s audience intelligence and social data analysis, the team mapped the full B2B IoT conversation across the UK and Germany on Twitter, blogs, and forums, then segmented audiences by industry, role, influencers, and needs. Pulsar Platform found that the online IoT audience was mainly technologists and developers rather than buyers, and identified support, learning, and security as the key themes shaping the conversation. The research led to a needs framework that helped Vodafone prioritize messaging, and Vodafone has since been leading the social conversation around IoT with targeted industry literature and white papers.

Vodafone