Telefónica: Multiplatform Social Network

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Created: 06/01/12
Last Edited: 11/21/12
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Description
Create the first multi-platform (mobile + PC + TV) social network launched by a telecom to provide a useful, ubiquitous communication tool experience for users. The platform, Keteke, is massively used from cell phones thanks to the iPhone site iphone.keteke.com, WAP portal, and Java client application, while also being accessed from the website keteke.com and from Imagenio TV set-top-boxes (Telefónica’s premium television service). This social network serves as an umbrella for other Telefónica products and services, which through platform and interface integration, add easier and more engaging communication experiences to users and customers. Keteke follows the “perpetual beta” philosophy with continuous new sets of functionalities and usability improvements.
Project Info
Owners
Credits
Jorge Rodriguez, Angel Luis Rivera, Rosalia O'donnell, Cesar Dominguez, David Amo, Pedro Baraza, Felix Muñoz Lazaro, Luis Ezcurra
Tags
  • Creating a Brand Platform to Facilitate Youth’s Communication
    Keteke: Telefónica's Multidevice Social Network
  • YEAR: 2006-2010

    GOAL: Connect youth (12-24 years old) to Telefónica brand, products and services in better and more meaningful ways.

    SOLUTION: Create the first multi-platform (mobile + PC + TV) social network launched by a telecom to provide a useful, ubiquitous communication tool experience for users.
    The platform, Keteke, is massively used from cell phones thanks to the iPhone site iphone.keteke.com, WAP portal, and Java client application, while also being accessed from the website keteke.com and from Imagenio TV set-top-boxes (Telefónica’s premium television service). This social network serves as an umbrella for other Telefónica products and services, which through platform and interface integration, add easier and more engaging communication experiences to users and customers. Keteke follows the “perpetual beta” philosophy with continuous new sets of functionalities and usability improvements.

    CONCEPT: Keteke is the social network to have fun and be in contact with your friends wherever you are. The icon to represent its spirit is a green clown nose. The project was launched in November 2008 through guerrilla marketing at schools and universities by distributing 4 million green noses and with a special events strategy spread leveraging social media. The media coverage and awareness built was tremendous.

    MY ROLE: Project Director creating and leading the highly talented multi-disciplinary team of designers, developers, content and social media managers.

  • The Challenge
    Connect youth (12-24 years old) to Telefónica brand, products and services in better and more meaningful ways.
  • Finding The Market Opportunity
    This is the initial competitive analysis for WEB 2.0 Cloud services and key players highlighting Telefónica’s products and services opportunities to generate value for its customers/users. This framework was basic to start defining functionality for Telefonica’s multiplatform social network project.
  • Research
    Spain’s market required a more focused analysis because of Telefónica’s challenging integration of existing mobile services taking into account roadmaps and systems infrastructure (2D code recognition, MMS, text messages, instant messenger, and WAP portals) that required new integration interfaces to generate a new useful user experience. Multidisciplinary task force teams defined functionality requirements based on existing Telefónica products and services as well as new functionalities that required new development. The multiplatform social network structure focused on the user showing platforms interfaces, key functionalities, and user knowledge tools.
  • Visualizing The Insights: The User Journey
    Focusing on identified insights, the team did several user window triads (one person bringing another two friends and we watched how they used social networks from the computer and cell phone). The key uses were reflected in “a day in the life” infographies and video to better understand the insights that drive user’s interaction and communication needs and opportunities throughout the day.

  • Persona Scenarios VIDEO (video length: 4:13 Spanish)
    Visual analysis of social network communication tool usage through the day of a teenager.

  • Multidisciplinary Team + User Centered Process
    The project structure focused on the user showing platform windows, key groups of functionalities, and user knowledge tools.

    User-centric taskforces met through the design and development process to constantly review how useful, usable, sociable the service is as a communication tool, and review the levels of user experience satisfaction. Users were involved in the product definition and evolution.
  • Defining a Multiplatform Social Network: Communicate, Share, and Play
  • Conceptual Video (length: 4:28 Spanish)
    This is the first conceptual video prepared to communicate internally the project concept to top management for analysis and resources approval to start creating the team, detail functional definition, infrastructure requirements, procurement process, internal alignment, etc.
  • Wireframing The User Experience
    The list of functionality requirements was reviewed and prioritized from user-windows feedback and this first wireframe draft was developed to keep the dialogue with the final user flowing. Wireframes were “a living organism” through the production process to add new ideas and refinements highlighted by users and team members. User experience was a crucial part of the entire process, from product ideation towards development, launch, and constant evolution (re-invention).
  • Mobile & Web Interface Beta 0.1
    User experience was a crucial part of the entire process, from product ideation towards development, launch, and constant evolution (re-invention).

  • Final User Experience (Video length 2:40 Spanish)
    This explanatory video was designed and developed to communicate the key features from the user point of view. It was used both internally in Telefonica, media and final users.
  • Multiplatform Integration Interface
    The user experience it is centered in the mobile platform extending into computer and Telefonica’s propietary PVR set-top-boxes as part of Imagenio service. The value os to provide the user with a seamless experience independent of the access device.

  • Multiplayer Game
    Keteke City is a downloadable multiplayer PC game that it is integrated with keteke as part of its multiplatform social network experience.A city where users play challenges. Challenges are offered by non-playale characters and can be individual or in groups. Users collect items that can be exchanged with other users in order to build new objects to surpass challenges or missions.

    Cell phones are also integrated into the game experience. Users can upload pictures from their phones into the game as posters on the city walls. Moreover, this has served as a free advertising method for individuals as well as a creative tool. Points obtained through challenge completion are reflected in a hall of fame wall.


  • Market Launch Campaign
    Launch presentation to TV and press at Telefonica’s headquarters, viral marketing online supported by top TV shows challenging which presenter would have dinner with Paris Hilton based on popular votes by users in keteke.com. More than 4 million green noses where distributed nationwide as an icon of the fun spirit of the network. Experiential marketing activations where launched in high schools, colleges and universities and popular events all over the country engaging with millions of people.
  • Leading a Team of 200+ Professionals
    Involving 16 internal Telefonica departments + 13 vendors + 30 people multimedia & marketing team, as well as vendors-Partners: Telefónica R&D, BetyByte, Genetsis, Accenture, OpenWave, Ericsson, DNX, Grey, Arena, The Cocktail, Revistronic, Asomo, Pixel & Dixel, and Tilenus.

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