[En] what social media platform for what message

Yann G

– htt

yann what social media platform for what message?

> useful social media conference

London June 25th, 2012

some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 1

my personal research online

> http://visionarymarketing.com > http://visionarymarketing.wordpress.com

2 publications in 2011

> http://precommerce.com

> http://amonboss.com

agenda

>introduction>which strategy?>which social

media platform?>proposed tool

mapping

@orange@ygourven

picture: microsoft gallery

Yann G

– htt

> introduction

your view of social media?

“twitterweilergate”

some rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec

119 years!

some rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec

the way it was …

evolution

2004-08 2009 2010-11 2012 …

the facebook juggernaut

2. Landscape evolution (2)

regional differences are key (2006 …)

sources:http://valleywag.com/tech/data-junkie/the-world-map-of-social-networks-273201.php Le Monde, Datamonitor – 2008 http://medias.lemonde.fr/mmpub/edt/ill/2008/01/14/h_4_RESEAUX+X1I1.gif * numbers meaning millions of hours spent by month as of Aug 2007

europe *

NAM *1/4 of subscribers

asia-pac *1/3 of subscribers

regional differences are key (… 2009 …)Vincenzo Cosenza http://vincos.it

17some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 17

regional differences shrinking (dec 2010)Vincenzo Cosenza http://vincos.it

18some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 18

June 2011Vincenzo Cosenza http://vincos.it

december 2011Vincenzo Cosenza http://vincos.it

the way one (too often) sees it

some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 21picture: microsoft gallery

the way I see it

means different things

depending on context

still … there is more to it than just one tool

Facebook GooglePlusTwitter

orange.com/gplus

Orange in 860 circles

facebook.com/

orange

appox. 220, 000

likers

@orange

approx. 12,000

followers

timeline.orange.co

74 accounts

approx. 350,000

followers

Orange Timeline

StreamlikeOrange.com

300 new videos

60 000 players loaded

Visits : 53 447 in half a year

Pages seen : 83074

4 sites :wholesalesolutions

livre audiovidéos brand

notre démarche RSE

Visits : 11 million

Pages viewed : 20,5 million

webste generator live Orange blog

Yann G

– htt

> 1. which strategy?

does social media works with “messages”?

>are “human conversations based on “messages”

picture: microsoft gallery

wom principles (Andy Sernovitz)

1. be interesting (do something special)

2. make it easy

3. make people happy

4. earn trust and respect

1. be interesting (do something special)

the famous 7” pastrami sandwich

word of mouth marketing principles

digital strategy

under the radar functional preferred sensitive

characteristics

little or no buzzeither it works

or fix it!conversations

heath, safety, children

tactics do something different

community management (forums/social

media)

nurture community

(ies)reassure

4 types of brands (Synthesio)

Hervé Kabla & Yann Gourvennec : Social Media Taught to my boss, 2011

Yann G

– htt

> 2. which platform?

which platform?

>business cases>over several years>different countries>beyond traditional

engagement>apart from

traditional advertising

business cases from various countries

1. Orange Switzerland: Orange me scanner (since 2011)2. Orange UK & France*: Social CRM through Twitter & Facebook

(since 2010)3. Orange Group: live blogging in Cannes (2012)4. Orange Group + France: Pinterest (2012)5. Orange Group + Orange Business: Slideshare (since 2011)6. Orange Business Services : live event tweeting / reach (since

2009)7. socialisation of Orange.com (2012)8. Orange Spain: Couponing campaign through Facebook9. Orange Business France: (video) 3 minutes for Internet security10.Orange Group: Group url shortener (2012)

* social CRM spans more than 2 countries

1. Orange CH: “Orange me” scanner2011

idea> help Facebook users/clients use

FB data to tailor phone subscription

> provide tips on offers / content etc.

> based on profile pages and data> PRE-commerce

results> 20 k views on tab (for this

application)over 15 k likes (+144% compared to October)

> 2810 feedbacks on NewsFeed (+80% compared to October)

2. Orange helpers in UK and France

> since 2011> dedicated teams

- UK: approx. 30- Fr: approx. 50

> facebook application (FR) page (UK)

> moderation in place- 7/7 and18/24*

> work on forums, twitter and facebook

> process-driven> extensions

- Tunisia (live soon)- Jordan (summer 2012)- Poland- Egypt- Romania

* on corporate pages

3. live Orange blog Cannes film festival project

- 6 guest bloggers - 350 articles in 4 languages

- 12,500 visits (2 weeks)- 1,500+ from Twitter

- 10 online debates – (newsring.fr)- opinions, films, actors, trends …- 1,000+ votes- 60+ users contributed comments

- blogger linking- live Orange blog added to blogrolls

- 70% of blog posts

FREE DISPLAY> 5 banners x 5 blogs for 1 month> CPM: €0.30> (3000 impressions/blog/day) x 5 blogs

LIVE ORANGE BLOG FROM 800 TO 1500 DAILY UNIQUES FOR 3 WEEKS> +700 DU x 21 days= +14,700> 14,700 x (€05-€1 CPC)

UK visitors in 2nd place

+1,200 Twitter followers Twitter 1st referrer amongst social networks : 65% of visits

+3000 Facebook fans Facebook (+1%)

contenus réutilisés sur orange.com+ les réseaux sociauxFb, Tw, G+, Pin, Dai, Ins, Lin

UGC MULTIMEDIA> 1 Orange beach video ~ € 0.5k> 6 photo slideshows (€1k)

impact +2% recurring visitors

7 new bloggers recruited and enhanced image of Orange amongst French Film blogosphere

on-going partnership with Skyblog for the int’l fantasy film festival in Gerardmer

free publicity for Orange Cinema

95 POSTS> ~ €200-500€ per post

SOCIAL MEDIA OUTREACH Twitter, Facebook, Google+, Pinterest, Linkedin, Dailymotion> ~ € 500€ per blog

~ €19 – 47k ~ €13k

~ € 2,5k

~ € 1.5k

~ € 7- 15k

3. Cannes film festival projectbenefit ~ €40k- €80k

4. live.orange.com on Pinterest

> one “board” per blog category > one “pin” per post in each category> e.g. Cannes Film Festival board

4. Orange on Pinterest

>followers “repin” >e.g. “Orange

Rockcorps” pinterest users usually repin music-related pins

5. Orange and Orange Business on slideshare

5. slideshare analytics

6. Orange Business Live tweeting

where content comes from …

microblog96%

wall2%

blog3%

TWITTER* 2010 2011 Growth

Bloggers 11 13 +2

Contributors

47 262 457%

Tweets 264 1397 429%

People reached

40 503 191 501 373%

Impressions served

431 943 3 576 246 728%

http://bit.ly/recapobl

• 20 articles

• 200 photos

• 8 videos

6. global span

> 3 nationalities generating live content (French, UK, USA)> 41 countries visited digital content platform> 10 countries engaged with Twitter content

6. measuring the reachnote: the value isn’t in Twitter

7. socialisation of Orange.com websiteand its ancillary Website factory

>dynamic feeds

>in-text sharing

>beyond static badges

‘follow us’ menu

Orange inside (mock-up)

8. Spain: facebook coupon campaign generates 145K€

5189 new likers1237 coupons406 new clients through eshop

406X30X12 ~ € 145k

*406 clients x 30 euros ARPU x 12 monthssome rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 50

9. video training/teaching/evangelisationhttp://orange-business.tv

> [Fr] 5 minutes with Pr. Audenard http://bit.ly/5minaudenard> [Fr] social engineering in social networks

- part 1 / part 2 / part 3 / part 4

Yann G

– htt

yann 10. oran.ge url shortener for the Orange group

some rights reserved (cc) 2011 – Orange – web, digital & social media 52 Nov. 2011

10. why shorten URLs?

> sharing web/intranet links/resourceshttp://orange.com/en_EN/networks/= http://bit.ly/vnQFBO = http://oran.ge/vnQFBO = http://oran.ge/nworange (personalised short url)

> improve sharing and circulation of information in social media & elsewhere

live.orange.com blog link

http://t.co/wSinDgycan be turned into

http://oran.ge/test

10. go to http://bit.ly and paste any Orange URL into the box

some rights reserved (cc) 2011 – Orange – web, digital & social media 54

10. click the “shorten” button to the right of the box and voila…

10. personalised Oran.ge page http://orange.com/url

10. statistics (1)

10. statistics (2)

e.g. 7WuOc5 (http://bit.ly/ 7WuOc5) “welcome to

orange.com”

e.g. registered domain names

details (links/clicks/url details)

Yann G

– htt

> 3. proposed tool mapping

what tool for what purpose?

facebook

trivia, quizzes, entertainment, contests, gamification, CRM

coupons, exclusive offers, serious gaming

hard selling, in-depth content

twitter

trivia, quizzes, entertainment, contests, , in-depth content, gamification, CRM

coupons, exclusive offers, serious gaming

hard selling

slideshare

contentinfographicskeynotes

lead generation (B2B)

hard selling

wordpress

content,trivia, events, live

blogging

lead generation (consulting or similar)

hard selling,, Corporate content

links to contentt, Q&A, linking via

groups, networking, partnerships

lead generation

hard sellinglink-baiting

tentative mapping of social media toolspersonal & European view

in-depth

niche universal

(corporate & b2b)

(SEO?)

Yann G

– htt

> appendix: supporting admin tools

SMMS Vendor Overview: Download report http://bit.ly/AltimeterSocial

thank you

interact with us online

@orangehttp://www.facebook.com/orange

http://live.orange.com

http://slideshare.net/orange

[En] what social media platform for what message

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