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This is the latest version of my "what tool for what message" presentation, revised and updated on Nov 9 with a new business case about the Sosh low cost offer from Orange
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some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media
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http://oran.ge/slides
what social media platform for what message and what ROI?
telecom experience
Zagreb, november 12th, 2012
creative commons notice
> This work is licensed under the Creative Commons Attribution-Noncommercial-Share Alike 3.0 License. To view a copy of this license, visit http://creativecommons.org/licenses/by-nc-sa/3.0/ or send a letter to Creative Commons, 543 Howard Street, 5th Floor, San Francisco, California, 94105, USA.
> You are allowed to use one or all the
slides/images contained within this presentation provided you quote the author and the source of this information (http://orange.com)
some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media
download the presentation from http://oran.ge/slides or by scanning the QR code
http://oran.ge/slides
some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media
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agenda
>introduction>1. which strategy?>2. what ROI?>3. which social
media platform?>4. proposed
mapping
@orange@ygourven
some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media
picture: microsoft gallery
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http://oran.ge/slides
what social media platform for what message?
introduction
some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media
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some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec
it’s here for real
but maybe not really new
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some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media
the good old days of Web 2.0
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may 18, 2012?
some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media
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unless…
some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media
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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
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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
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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
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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
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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
some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 15
not all sectors are equal on the social Web
>most favoured- art & music - fashion/ apparel
>least favoured- bank / insurance- telecommunication
s- political parties
some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media
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Sncd survey based on a representative sample (10,934 respondants) of social Web users in France - 2012
http://oran.ge/slides
what social media platform for what message?
2. what ROI?
some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media
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several ways of measuring return …
sell engage save
all of the above
some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media
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social media tools
some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media
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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)
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tweetreach conundrum
some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media
reached?1
impressions?
2
mentions & RT not
on reports
3
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not just a matter of number of fans
benchmark: social bakers
some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media
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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
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5 business cases
1. Orange UK & France: Social CRM through Twitter & Facebook (since 2010)
2. Orange Group: the blogger bus tour (2012)
3. Orange Spain: Couponing campaign through Facebook
4. Orange France: ‘mayor of the week’ campaign (06/2012)
5. Sosh (France): product/brand launch on social media
some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media
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revised, updated and augmented on nov 9, 2012
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
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2. 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
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source : twitonomysome rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media
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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
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3. Spain: facebook coupon campaign generates 145K€
5189 new likers1237 coupons406 new clients through eshop
406X30X12 ~ € 145k
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3
2
*406 clients x 30 euros ARPU x 12 monthssome rights reserved cc 2012, Orange – Yann Gourvennec - web, digital &
social media 30
vidéo
http://dai.ly/KXfgW7 (video)
4. Orange France: using Foursquare to attract shoppersmayor of the week campaign
some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media
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• be a forerunner• new shops visibility• promote events• promote offers• brand stickiness
@severin_cassan
4. 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
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• 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
4. a niche of hyperactive users
some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media
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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
4. 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
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5. Sosh (Orange France) product/brand launch on social media
Matthieu Tanguy (@matthieu_79)
SOSH – A 100% DIGITAL BRAND BY ORANGE
Laisser le choix et la plus grande liberté au
client
web-centric CRM & crowdsourcing
flexible payment modes
(yearly or monthly
installments
web-only plans, no commitment
500,000+ CUSTOMERS OVER 12 MONTH PERIOD, VERY ACTIVE COMMUNITY
Facebook 435K fans
TWITTER 27K FOLLOWERS
SOSH.FR +1,4 million DU/ month – 100,000 registered members
5,242
ridesessions.com
555 539
SOSH INITIAL LAUNCH VIA SOCIAL MEDIA1
End of July Mid September October 6
20K fans
5K followers
10K pre-orders
5K votes
SOCIAL MEDIA WOMM SALES2
2,096,954 people saw this post
180,081 people saw this post
174,384 people saw this post
INSTANT DISSEMINATION D-DAY IMPACT
0
0,2
0,4
0,6
0,8
1
1,2
J eudi Vendredi Samedi
Avant refonte
Après refonte
Jeudi Vendredi Samedi0
0.2
0.4
0.6
0.8
1
1.2
before overhawl
after overhawl
987,157 impressions1,297 tweets
FLASH SALES CAPABILITY3
COMMUNITY - GAMIFICATION
THE MORE YOU LIKETHE LOWER THE PRICE
DRIVING TRAFFIC TOWARDS E-SHOP3
ENGAGEMENT E-SHOP
7 627 likes after 1 post + app
+2 500 likes over 48 hours +369% of goal
10 567 daily uniques on app
+13% traffic from Facebook to Sosh.fr vs m-1
+233% traffic on White Samsung Galaxy SIII on Sosh e-shop
+244% terminal sales compared to week before campaign
2,948, 453 people saw this post
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
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what tool for what purpose?
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
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
links to contentt, Q&A, linking via groups, networking, partnerships
lead generation
hard sellinglink-baiting
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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?)
?
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thank you
interact with us online
@orangehttp://www.facebook.com/orange
http://live.orange.com
http://slideshare.net/orange
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