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[DRAFT: NOT THE FINAL VERSION] This is the latest version of my "what platform for what message" presentation originally delivered in London in June 2012. Now complete with 2 new examples, one of which is under development
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ture
cc
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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
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my personal research online
> http://visionarymarketing.com > http://visionarymarketing.wordpress.com
some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media
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some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media
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2 publications in 2011
> http://precommerce.com
> http://amonboss.com
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 tool
mapping
@orange@ygourven
some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media
picture: microsoft gallery
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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
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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?
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unless…
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the way it used to be…
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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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the way I see it
some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media
means different things depending on
context
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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
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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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1. be interesting (do something special)
the famous 7” pastrami sandwich
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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
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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
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what do all those metrics (really really) mean?Eric Schmidt, 2011
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one year later (oct 2012)
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tweetreach conundrum
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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
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from bad to horse (oct. 2012)
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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
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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
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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
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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
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* on corporate pages
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Yann G
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ennec
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/bit
.ly/p
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yann
http://oran.ge/slides
3. hellopolys
> a (yet unreleased) serious game
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home page game overview & presentation (En + Fr)
on-going brand
compliance audit
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on-going brand
compliance audit
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on-going brand
compliance audit
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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
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5. Silicon Valley blogger bus tourSept 17-22, 2012
#blogbus live.orange.com
genesis
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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
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6. socialisation of Orange.com websiteand its ancillary Website factory
social media hub
1
badges2
live Orange
blog
3
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6. socialisation of Orange.com websiteand its ancillary Website factory
sharing buttons
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Facebook, Google+, Twitter, LinkedIn
widgets
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inside Orange
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6. socialisation of Orange.com websiteand its ancillary Website factory
inside Orange
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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 &
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vidéo
http://dai.ly/KXfgW7 (video)
9. Orange France: using Foursquare to attract shoppersmayor of the week campaign
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• 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
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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
9. a niche of hyperactive users
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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
9. tour de France
521people rewarded with badge on locations based on lists1/5th of badges unlocked on the Champs-Elysées
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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
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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
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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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