The Carphone Warehouse plans to use external stakeholders to generate ideas and drive the brand's social media engagement strategy.

In tandem with co-creation planning agency Face Wired, the company aims to use social media to plan, foster, and manage brand-consumer collaboration. It will make use of Pulsar, Face’s social media monitoring technology, to map, analyse and measure the buzz about The Carphone Warehouse brand.

“The technology provides a visibility index weighting that measures the influence of the different conversations taking place,” says Francesco D'Orazio, head of Face Wired. “This then helps us identify the influencers who should be involved in the co-creation process, kicking off the brand-consumer collaboration, and ultimately delivering a co-created strategy for The Carphone Warehouse social media engagement."

According to Kay Parkinson, brand and advertising manager at The Carphone Warehouse, the approach is already paying dividends. “It has provided invaluable insight into our current role within our consumers' social media lives and the results are shaping our planning and informing our digital strategy," she said.