Social media

• Mijloc de comunicare / informare ? • Interactivitate • Mediu de dezbatere? • Conversații / participare

Facebook, 7200000, 83%

Twitter, 125361, 1%

Linkedin, 1323169, 8%

Instagram, 77152, 1%

Facebook

Twitter

Linkedin

Instagram

3

The Romanian Digital Landscape

Sources: Facebook, LinkedIn, Social Bakers

E-commerce penetration:27% of the Internet users :• 84% are from the urban environment• 16% are from the rural area. Note: Only 10% of the e-shoppers pay by card, 90% prefer to pay cash.

Sources: Daedalus Millward Brown, RomCard, 2013

Romania Internet penetration:52,9% of the Romanian households are connected to Internet, out of which only 24% are using internet on a regular basis • 73,2% are from urban area and • 26,8% are from rural area..

Sources: INS, November 2013 and Eurostat, 2013.

Smartphone penetration:Smartphones represent most rapid growth in electronic sales in Q1 2014

61,8% of the daily use of Internet is via smartphone and/or tablet; although smartphone penetration is of 28% (2013) of the total population, being expected to grow up to 52% by 2017.

Source: INS, 2013. Orange Romania

The only Social Media that matters in Romania is Facebook.

Users:

De ce sunt clienții prezenți în SM?

• Informare• Difuzare informații• Interacțiune • Share • Implicare

De ce sunt firmele prezente în SM?

• Informare • Expunere / vizibilitate • Engagement • Spreading

• Endorsement

What is Digital?• More than online.

6

Digital Marketing- Commercial branding

- Sales (support or e-commerce)

- Aftersales

Big data collecting and analysis

Brand and Image

Internet of all things: smart devices

connected to the web

Social Media Mobile marketing Online advertising Search engine marketing

Customer Experience

Operational Processes

Business Model

MIT & Capgemini model

7Source: MIT and Capgemini, 2011.

CUSTOMER EXPERIENCE

OPERATIONAL PROCESS

Customer understanding

Analytics-based segmentation ⱱSocially informed knowledge X

Process digitization

Performance improvement ⱱNew features ⱱ

Digitally modified businessProduct/service augmentation ►Transitioning physical to digital ⱱ

Top line growth

Digitally enhanced selling ⱱPredictive marketing ⱱ

Worker enablementWorking anywhere, anytime ►Broader, faster communication XCommunity knowledge sharing X

New digital businessNew products ►Reshaping organizational boundaries

X

Customer touch pointsDesktop and mobile website ⱱSelf service (online agency) ⱱCross channel coherence ►

Performance management

Operational transparency ⱱData-driven decision making ⱱ

Digital globalizationEnterprise integration ⱱShared digital services ►

BUSINESS MODEL

Unified Data & ProcessesAnalytics Capability

Digital capabilities Business & IT IntegrationSolution delivery

Legend: ⱱ: YES; X: NO; ►: WORK IN PROGRESS