pic

ture

cc

20

11

Yann G

ourv

ennec

– htt

p:/

/bit

.ly/p

icasa

yann

http://oran.ge/slides

what social media platform for what message and what ROI?

> SMI conference

Marrakech october 12th, 2012

some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media

1

my personal research online

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

some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media

3

some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media

4

2 publications in 2011

> http://precommerce.com

> http://amonboss.com

some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media

5

agenda

>introduction>1. which strategy?>2. what ROI?>3. which social

media platform?>4. proposed tool

mapping

@orange@ygourven

some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media

picture: microsoft gallery

6

pic

ture

cc

20

11

Yann G

ourv

ennec

– htt

p:/

/bit

.ly/p

icasa

yann

http://oran.ge/slides

what social media platform for what message?

> introduction

some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media

7

some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media

the good old days of Web 2.0

8

may 18, 2012?

some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media

9

unless…

some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media

10

the way it used to be…

some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media

11

the way (too) many of us see it…

2004-08 2009 2010-11 2012 …

?

some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media

12

the way I see it

some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media

means different things depending on

context

13

pic

ture

cc

20

11

Yann G

ourv

ennec

– htt

p:/

/bit

.ly/p

icasa

yann

http://oran.ge/slides

what social media platform for what message?

> 1. which strategy?

some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media

14

does social media works with “messages”?

>are “human conversations based on “messages”

some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media

picture: microsoft gallery

15

wom principles (Andy Sernovitz)

1. be interesting (do something special)

2. make it easy

3. make people happy

4. earn trust and respect

some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media

16

1. be interesting (do something special)

the famous 7” pastrami sandwich

some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media

17

pic

ture

cc

20

11

Yann G

ourv

ennec

– htt

p:/

/bit

.ly/p

icasa

yann

http://oran.ge/slides

> 2. what ROI?

some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media

18

several ways of measuring return …

sell engage save

all of the above

some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media

19

social media tools

some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media

20

what do all those metrics (really really) mean?Eric Schmidt, 2011

some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media

one year later (oct 2012)

21

tweetreach conundrum

some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media

reached?1

impressions?

2

mentions & RT not

on reports

3

22

not just a matter of number of fans

benchmark: social bakers

some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media

23

from bad to horse (oct. 2012)

some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media

24

pic

ture

cc

20

11

Yann G

ourv

ennec

– htt

p:/

/bit

.ly/p

icasa

yann

http://oran.ge/slides

what social media platform for what message?

> 3. which platform?

some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media

25

which platform?

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

engagement>apart from

traditional advertising

>some good, some less

some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media

26

business cases from various countries

1. Orange UK & France*: Social CRM through Twitter & Facebook (since 2010)

2. Orange Group: live blogging in Cannes (2012)3. Orange Group + ROW: hellopolys (2012-2013)4. Orange Group + Orange Business: Slideshare (since 2011)5. Orange Group: the blogger bus tour (2012)6. socialisation of Orange.com (2012)7. Orange Spain: Couponing campaign through Facebook8. Orange Group: Group url shortener (2012)9. Orange France ‘mayor of the week’ campaign (06/2012)10.Orange Business France: (video) 3 minutes for Internet security

* social CRM spans more than 2 countries

some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media

27

1. 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

some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media

* on corporate pages

28

pic

ture

cc

20

11

Yann G

ourv

ennec

– htt

p:/

/bit

.ly/p

icasa

yann

http://oran.ge/slides

3. hellopolys

> a (yet unreleased) serious game

some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media

31

home page game overview & presentation (En + Fr)

on-going brand

compliance audit

some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media

32

on-going brand

compliance audit

33

on-going brand

compliance audit

34

hellopolys : connecting citizens via a pervasive, fast and reliable network

> show what our business is about- entertaining vs. didactic

> a ‘serious’ game- how a network is built (simplified)- what are the issues related to managing a network (ditto)- learning by doing

> viral mechansims- Facebook and mobile-based- mutual help between Facebook friends

gameplay

invest and implement network technologies on map (Fibre optics and/or DSL lines, mobile base stations: 2, 3 and 4G)

achieve maximum coverage of land to connect as many people as possible with the highest innovation and client satisfaction rates

some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media

35

5. Silicon Valley blogger bus tourSept 17-22, 2012

#blogbus live.orange.com

genesis

some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media

38

source : twitonomysome rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media

39

FREE DISPLAY> 6 banners x 6 blogs for 3 weeks> CPM: €0.30> (5000 impressions/blog/day on average) x 6 blogs

LIVE ORANGE BLOG FROM 600 TO 1300 DAILY UNIQUES FOR 2 WEEKS> +700 DU x 14 days = 9,800> 9,800 x (€0.51 - €1 CPC)

blogger bus tour 2012 overall estimated benefit : €82k to €114k

+12 000 Twitter impressions on promoted tweets Twitter 1st referrer amongst social networks : 25% of

visits

+15% new followers (from 100 to 130 per day)

content published on orange.com+ social networksFb, Tw, G+, Pin, Dai, Ins, Lin

UGC MULTIMEDIA> 6 Orange videos ~ €500 x 6 > 7 photo slideshows (€1K)

impact +4% recurring visitors

8 new bloggers recruited

100 POSTS> ~ €500 - €750 per post

SOCIAL MEDIA OUTREACHTwitter, Facebook, Google+, Pinterest, Linkedin, Dailymotion> ~ €500 - €600 per blog

~ €50 – 75k €19k

~ €4 – 6k

€4k

~ €5 – 10k

US and UK in 2nd and 3rd position

some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media

40

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

social media hub

1

badges2

live Orange

blog

3

some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media

41

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

sharing buttons

4

Facebook, Google+, Twitter, LinkedIn

widgets

5

inside Orange

6

42some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media

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

inside Orange

some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media

43

7. Spain: facebook coupon campaign generates 145K€

5189 new likers1237 coupons406 new clients through eshop

406X30X12 ~ € 145k

1

3

2

*406 clients x 30 euros ARPU x 12 monthssome rights reserved cc 2012, Orange – Yann Gourvennec - web, digital &

social media 44

vidéo

http://dai.ly/KXfgW7 (video)

9. Orange France: using Foursquare to attract shoppersmayor of the week campaign

some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media

52

• be a forerunner• new shops visibility• promote events• promote offers• brand stickiness

9. facts and figures

> 15,020 followers> 1170 tips> 13 lists (wifi hotspots,

stadiums, Orange cinedays…)

> 1 badge (no. 1 in France)

> 32,249 Check-ins

some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media

53

• week 1(Mon-Sat) : 500 check-ins over 14 stores

• 80 on the Champs Elysées flagship store

• 60 ‘mayors’ elected

• mayor status changed hands everyday in 6 participating stores

• approx. 100 shares on Facebook and Twitter

9. a niche of hyperactive users

some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media

55

905 people saved the

Tour de France 2012 listusers received notifications each time they passed by one of the locations in the lists in order to act on tips

9. tour de France

521people rewarded with badge on locations based on lists1/5th of badges unlocked on the Champs-Elysées

some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media

56

10. 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

some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media

57

pic

ture

cc

20

11

Yann G

ourv

ennec

– htt

p:/

/bit

.ly/p

icasa

yann

http://oran.ge/slides

what social media platform for what message?

> 4. proposed tool mapping

some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media

58

what tool for what purpose?

facebook

trivia, quizzes, entertainment, contests, gamification, CRM

coupons, exclusive offers, serious gaming

hard selling, in-depth content

some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media

twitter

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

coupons, exclusive offers, serious gaming

hard selling

slideshare

contentinfographicskeynotes

lead generation (B2B)

hard sellingwordpres

s

content,trivia, events, live blogging

lead generation (consulting or similar)

hard selling,, Corporate content

linkedin

links to contentt, Q&A, linking via groups, networking, partnerships

lead generation

hard sellinglink-baiting

59

tentative mapping of social media toolspersonal & European view

fun

in-depth

niche universal

some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media

(corporate & b2b)

(SEO?)

?

60

thank you

interact with us online

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

http://live.orange.com

http://slideshare.net/orange

some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media

62