What Social Media Platform for What Message and What ROI - Orange Case Study, par Yann Gouvernec,...

7/31/2019 What Social Media Platform for What Message and What ROI - Orange Case Study, par Yann Gouvernec, durant iCompetences SMIConference.com Marrakech #SMI2012

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p i c t u r e c c 2 0 1 1 Y a n n G o u r v e n n e c –

h t t p : / / b i t . l y / p i c a s a y a n n

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

creative commons notice (V4)

> This work is licensed under theCreative Commons Attribution-Noncommercial-Share Alike 3.0License. To view a copy of thislicense, visithttp://creativecommons.org/licenses/by-nc-sa/3.0/ or send a letter to

Creative Commons, 543 HowardStreet, 5th Floor, San Francisco,California, 94105, USA.

> You are allowed to use one or all theslides/images contained within thispresentation provided you quote theauthor and the source of this

information (http://orange.com)

get the final version from http://oran.ge/orangepresos

or by scanning the QR code

my personal research online

> http://visionarymarketing.com

> http://visionarymarketing.wordpress.com

some rights reserved cc 2012, Orange ‒ Yann Gourvennec - web, digital & social media 3

2 publications in 2011

> http://precommerce.com >

http://amonboss.com

some rights reserved cc 2012, Orange – Yann Gourvennec - w

eb, digital & social media 5

agenda

> introduction

> 1. which strategy?

> 2. what ROI?> 3. which social

media platform?

> 4. proposed tool

mapping

@orange"@ygourven"

picture: microsoft gallery

what social media platform for what message?

> introduction

some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec

it’s here for real

but maybe not really new

the good old days of Web 2.0

may 18, 2012?

some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media 10

unless…

the way (too) many of us see it…

2004-08 2009 2010-11 2012 …

the way I see it

different

things

depending oncontext

> 1. which strategy?

does social media works with “messages”?

> are “humanconversations based

on “messages”

picture: microsoft gallery

wom principles (Andy Sernovitz)

1. be interesting (do something special)

2. make it easy

3. make people happy

4. earn trust and respect

1. be interesting (do something special)

the famous 7” pastrami sandwich

digital strategy

under the radar functional preferred sensitive

characteristics little or no buzzeither it works or fix

it!conversations

heath, safety,children

tacticsdo something

different

communitymanagement

(forums/socialmedia)

nurturecommunity (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 18

> 2. what ROI?

several ways of measuring return …

sell engage save

all of the above

social media tools

what do all those metrics (really really ) mean?

Eric Schmidt, 2011

one year later (oct 2012)

tweetreach conundrum

reached?

impressions

mentions &RT not on

reports

not just a matter of number of fans

benchmark: social bakers

from bad to horse (oct. 2012)

p i c t u r e c c 2 0 1 1 Y a n n G o u r v e n n e c – h t t p : / / b i t . l y / p i c a s a y a n n

> 3. which platform?

which platform?

> business cases

> over several years

> different countries

> beyond traditional

engagement

> apart from traditional

advertising

> some good, someless

business cases from various countries

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

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 Facebook

8. 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

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 andfacebook

> process-driven

> extensions- Tunisia (live soon)

- Jordan (summer 2012)- Poland

- Egypt- Romania

* on corporate pages

2. live Orange blogCannes film festival project

- 6 guest bloggers

- 350 articles in 4 languages

- 12,500 visits (2 weeks)

- 1,500+ from Twitter

10 online debates – (newsring.fr)

- opinions, films, actors, trends …

- 1,000+ votes

- 60+ users contributed comments

- blogger linking- live Orange blog added to blogrolls

- 70% of blog posts

FREE DISPLAY> 5 banners x 5 blogs for 1 month

> CPM: €0.30> (3000 impressions/blog/day) x 5 blogs

LIVE ORANGE BLOG FROM 800 TO 1500DAILY UNIQUES FOR 3 WEEKS

> +700 DU x 21 days= +14,700> 14,700 x ( €05- €1 CPC)

UK visitors in 2nd place

+1,200 Twitter followersTwitter 1st referrer amongst social

networks : 65% of visits

+3000 Facebook fans Facebook(+1%)

contenus réutilisés sur orange.com+ les réseaux sociauxFb, Tw, G+, Pin, Dai, Ins, Lin

UGC MULTIMEDIA

> 1 Orange beach video ~ € 0.5k> 6 photo slideshows ( €1k)

impact +2% recurring visitors

7 new bloggers recruited and enhanced image of Orange amongst French Film blogosphere

on-going partnership with Skyblog for the int’l fantasy film festival in Gerardmer

free publicity for Orange Cinema

95 POSTS> ~ €200-500 € per post

SOCIAL MEDIA OUTREACHTwitter, Facebook, Google+, Pinterest, Linkedin, Dailymotion

> ~ € 500 € per blog

~ €19 – 47k ~ €13k

~ € 2,5k

~ € 1.5k

~ € 7- 15k

2. Cannes film festival projectbenefit ~ €40k- €80k

p i c t u r e c c 2 0 1 1 Y a n n G o u r v e n n e c

– h t t p : / / b i t . l y / p i c a s a y a n n

3. hellopolys

> a (yet unreleased) serious game

home page game overview & presentation (En + Fr)

on-going brandcompliance

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 networktechnologies on map (Fibre optics and/or

DSL lines, mobile base stations: 2, 3 and 4G)

achieve maximum coverage of land to connect asmany people as possible with the highest

innovation and client satisfaction rates

4. Orange and Orange Business on slideshare

5. Silicon Valley blogger bus tour

Sept 17-22, 2012

#blogbus

live.orange.com

genesis

source:twitonomysome rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media 40

blogger bus tour 2012

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 1300DAILY 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 tweetsTwitter 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

~ €5 – 10k

US and UK in 2nd and 3rd position

6. socialisation of Orange.com website

and its ancillary Website factory

socialmedia hub

badges

live Orangeblog

6. socialisation of Orange.com website

and its ancillary Website factory

sharingbuttons

Facebook, Google+, Twitter, LinkedIn!

widgets

insideOrange

43some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media

6 socialisation of

6. socialisation of

Orange.com website

and its ancillary Website

factory

inside Orange

7 Spain: facebook coupon campaign generates 145K€

7. Spain: facebook coupon campaign generates 145K €

5189 new likers1237 coupons

406 new clients through eshop

406X30X12 ~ € 145k

*406 clients x 30 euros ARPU x 12 months

8 oran ge url shortener for the Orange group

8. oran.ge url shortener for the Orange group

10. why shorten URLs?

> sharing web/intranet links/resources

http://orange.com/en_EN/networks/

= http://bit.ly/vnQFBO

= http://oran.ge/vnQFBO

= http://oran.ge/nworange (personalised short url)

> improve sharing and circulation of information in social media & elsewhere

live.orange.com blog link

can be turned into

10. go to http://bit.ly and paste any Orange URL into the box

10 li k h “ h ” b h i h f h b d il

10. click the “shorten” button to the right of the box and voila…

10 li d O

10. personalised Oran.ge pagehttp://orange.com/url

10 t ti ti (1)

10. statistics (1)

10 t ti ti (2)

10. statistics (2)

e.g. 7WuOc5

welcome toorange.com

e.g. registereddomain names

details (links/clicks/url details)

9 O F i F t tt t h

vidéo

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

9. Orange France: using Foursquare to attract shoppers

mayor of the week campaign

• be a forerunner

• new shops visibility

• promote events

• promote offers

• brand stickiness

9 f t d fi

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

9 b h k t h

9. benchmark at home

Followers tips lists

Orange 15020 1170 13

dept store a 7824 0 0

airport authority b 6730 159 6

radio channel c 6078 27 0

sports venue d 5221 8 0

gvt organisation e 2380 93 0

art centre f 1335 16 4

games platform Fr g 1341 69 0

railway operator h 996 209 8

newspaper i 922 69 2

and abroad

9 i h f h ti

• 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

9 tour de France

§ 905 people saved the Tour de

France 2012 listusers received notifications each time they passedby one of the locations in the lists in order to act on

9. tour de France

§ 521people rewarded with

badge on locations based on lists

1/5th of badges unlocked on the Champs-Elysées

10 video training/teaching/evangelisation

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

a soc a ed a p a o o a essage

> 4. proposed tool mapping

what tool for what purpose?

trivia, quizzes,entertainment,

what tool for what purpose?

facebook

trivia, quizzes,entertainment,contests,gamification,CRM

coupons,exclusiveoffers, seriousgaming

hard selling,in-depthcontent

twitter

contests, , in-depth content,gamification, CRM

coupons,exclusive offers,serious gaming

hard selling

slideshare

content

infographics

keynotes

leadgeneration(B2B)

hard selling

wordpress

content,

trivia,

events, liveblogging

leadgeneration(consultingor similar)

hardselling,,Corporatecontent

links to contentt,Q&A, linking viagroups, networking,partnerships

lead generation

hard selling

link-baiting

tentative mapping of social media tools

tentative mapping of social media tools personal & European view

in-depth

niche universal

(corporate & b2b)

(SEO?)

thank you

interact with us online

@orange

http://www.facebook.com/orange

http://live.orange.com http://slideshare.net/orange

What Social Media Platform for What Message and What ROI - Orange Case Study, par Yann Gouvernec,...

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