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For its first important breakdown of its network in France, Orange has faced to a major crisis. To support its community and ensure the customer relationship, the French operator based its strategy on the Tigerlily "Conversation Suite" solution to track in real time conversations of its community, analyze them and to publish the right answer to the right target.
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MOBILE NETWORK OUTAGEHOW ORANGE WORKS ON SOCIAL MEDIA TO MANAGE CRISIS
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Presentation
The Tigerlily Platform helps brands to easily drive their social marketing strategies. Used to manage conversations and run effective campaigns across 60 countries, it optimizes your large-scale actions by providing uniques experiences.
Who we are?
The perfect solution to manage Facebook Pages and Twitter accounts. Schedule and target messages to improve their performances. Automate moderation, get notifications and monitor brands to protect them from attacks and answer to the community.
The Tigerlily «Conversation Suite»
Orange is the key brand of France Telecom, one of the world's leading telecommunications operators.
Who they are?
For its first important breakdown of its network in France, Orange has faced to a major crisis. To support its community and ensure the customer relationship, the French operator based its strategy on the Tigerlily "Conversation Suite" solution to track in real time conversations of its community, analyze them and to publish the right answer to the right target. A crisis management welcomed by observers.
Challenge
Event Timeline
Orange on Facebook & Twitter
Communication of the incident that cuts off the Orange network and answer to first comments of fans affected by the blackout.
6 July - 3:55 pm
Twitter @Orange
Setting up a newsfeed in real time to follow the breakdown and its evolution.
6 July - 5:55pm
Orange on Facebook
Official press release of the incident on Facebook. Publication most shared of the Orange Facebook page.
6 July - 10:14 pm
Press conference
Stéphane Richard, CEO of France Telecom reviews the incident causes and reveals the compensation provided.
7 July - 4:30 pmAnnounce: end of the breakdown
Back to normal for the Orange network at 00:30 am
7 July - 01:23 am
Credits: Franck Pennant, AFP
1
CRISIS MANAGEMENTHow Orange organizes its communication on Social Media
Community strategy
Listen tothe community
Understandtheir needs
Trustingrelationship
Improveinteractions
Crisis management process
Alert
1
Monitor
5
Answer
4
Analyze
3
Assign
2
Organization
Crisis Cell
Solution to manage
conversations
CommunityManagers
TimingThe right pace between the impatience
of social networks and time for reflection.
CEOHead of
communication
Community feedback
Internal workflow
Crisis management goals
1 2
5
3Protect the
brand imageUsers comfort
Master messages distribution
Optimize customerrelationship
4 6Know
the communityCustomers
insights
2
MODERATIONHow Orange tracks conversations and monitors Social Media
«Conversation Suite», how does it work
Identify key users
Target messages
Analyzeinteractions
Moderatecontributions
Community flow
Orange worflow
Fans activity
Increase of commentsin response to messages published on the Orange Page.07/06
Number of "like" reached a peak corresponding to positive opinions on the compensation plan announced.07/07
x8Fans interactions
Source : Tigerlily Conversation Suite
Moderation activity
Number of alerts and deleted messages have followed the same trend of interactions
Source : Tigerlily Conversation Suite
Orange PolicyAll messages going against Orange Policy are deleted. Concerned:
• Insulting, defamatory
• Racist, hateful
• Advertising messages
• SPAM
Reasons for deleting messages
Orange Policy available on a dedicated tab on the Facebook Page.
Messages auto delete by keywordsPredetermined keywords by Orange in the solution to manage conversations on Facebook, the Tigerlily «Conversation Suite».
Notifications by keywordsOrange has specified keywords to identify comments, posts or messages of its community may request a follow-up and assign them to the right person.
Alerts
Message related to the network outage.
«Richard» keyword in a comment related to the announce of the press conference with the Orange CEO Stéphane Richard.
A successful crisis management
Timing
Communication of the incident and its evolution from its origins until recovery.
A press conference the next day to explain in detail the technical causes and announce a plan of compensation.
Answer
Diffusion of explicit messages about the nature of the newtwork problems.
Transparency
Community satisfaction
Thanks x 1 488The most used word in comment by fans on the Facebook Orange Page.
+ 4 495 fans Largest increase of fans in just 2 days.
Congrats x 246Fans congratulate the 200 technicians mobilized to fix the outage
and welcome the compensation plan.
Source : Tigerlily Conversation Suite. Statistics from 6 to 8 july 2012
