[En] Telecom experience conference - Zagreb - Nov 12, 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 and what ROI?

telecom experience

Zagreb, november 12th, 2012

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http://orange.com/

http://oran.ge/orangepresos

http://oran.ge/orangepresos


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agenda

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

media platform?>4. proposed

mapping

@orange@ygourven


picture: microsoft gallery

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what social media platform for what message?

introduction


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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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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 (too) many of us see it…

2004-08 2009 2010-11 2012 …

?


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1. which strategy?


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does social media works with “messages”?

>are “human conversations based on “messages”


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


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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

http://www.synthesio.com/

not all sectors are equal on the social Web

>most favoured- art & music - fashion/ apparel

>least favoured- bank / insurance- telecommunication

s- political parties


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Sncd survey based on a representative sample (10,934 respondants) of social Web users in France - 2012



2. what ROI?


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several ways of measuring return …

sell engage save

all of the above


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social media tools


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


one year later (oct 2012)

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tweetreach conundrum


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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3. which platform?


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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


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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


* on corporate pages

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

#blogbus live.orange.com

https://twitter.com/

http://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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3. 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 30

vidéo

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

4. 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

@severin_cassan

http://dai.ly/KXfgW7

http://dai.ly/KXfgW7

https://twitter.com/severin_cassan

https://twitter.com/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


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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


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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


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5. Sosh (Orange France) product/brand launch on social media

Matthieu Tanguy (@matthieu_79)

https://twitter.com/Matthieu_79

https://twitter.com/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

http://www.dailymotion.com/video/xu41q0_1-an-de-sosh-en-video_webcam

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



4. proposed tool mapping


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what tool for what purpose?

facebook

trivia, quizzes, entertainment, contests, gamification, CRM

coupons, exclusive offers, serious gaming

hard selling, in-depth content


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

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tentative mapping of social media toolspersonal & European view

fun

in-depth

niche universal


(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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[En] Telecom experience conference - Zagreb - Nov 12, 2012