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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
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some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media
get the final version from http://oran.ge/orangepresos
or by scanning the QR code
http://oran.ge/slides
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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my personal research online
> http://visionarymarketing.com
> http://visionarymarketing.wordpress.com
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2 publications in 2011
> http://precommerce.com >
http://amonboss.com
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eb, digital & social media 5
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agenda
> introduction
> 1. which strategy?
> 2. what ROI?> 3. which social
media platform?
> 4. proposed tool
mapping
@orange"@ygourven"
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picture: microsoft gallery
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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?
> introduction
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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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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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the way I see it
some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media
means
different
things
depending oncontext
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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?
> 1. which strategy?
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does social media works with “messages”?
> are “humanconversations based
on “messages”
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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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1. be interesting (do something special)
the famous 7” pastrami sandwich
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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
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
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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?
> 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
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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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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?
> 3. which platform?
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which platform?
> business cases
> over several years
> different countries
> beyond traditional
engagement
> apart from traditional
advertising
> some good, someless
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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 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
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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 andfacebook
> 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. 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
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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
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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
3. hellopolys
> a (yet unreleased) serious game
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home page game overview & presentation (En + Fr)
on-going brandcompliance
audit
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on-going brandcompliance
audit
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on-going brandcompliance
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 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
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4. Orange and Orange Business on slideshare
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5. Silicon Valley blogger bus tour
Sept 17-22, 2012
#blogbus
live.orange.com
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genesis
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blogger bus tour 2012
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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 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
€4k
~ €5 – 10k
US and UK in 2nd and 3rd position
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6. socialisation of Orange.com website
and its ancillary Website factory
socialmedia hub
1
badges
2
live Orangeblog
3
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6. socialisation of Orange.com website
and its ancillary Website factory
sharingbuttons
4
Facebook, Google+, Twitter, LinkedIn!
widgets
5
insideOrange
6
43some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media
6 socialisation of
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6. socialisation of
Orange.com website
and its ancillary Website
factory
inside Orange
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7 Spain: facebook coupon campaign generates 145K€
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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
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8 oran ge url shortener for the Orange group
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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
8. oran.ge url shortener for the Orange group
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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
some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media 47
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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10. go to http://bit.ly and paste any Orange URL into the box
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10 li k h “ h ” b h i h f h b d il
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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10. click the “shorten” button to the right of the box and voila…
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10 li d O
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10. personalised Oran.ge pagehttp://orange.com/url
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10 t ti ti (1)
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10. statistics (1)
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10 t ti ti (2)
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10. statistics (2)
some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media 52
e.g. 7WuOc5
welcome toorange.com
e.g. registereddomain names
details (links/clicks/url details)
9 O F i F t tt t h
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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vidéo
http://dai.ly/KXfgW7 (video)
9. Orange France: using Foursquare to attract shoppers
mayor of the week campaign
some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media 53
• be a forerunner
• new shops visibility
• promote events
• promote offers
• brand stickiness
9 f t d fi
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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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 54
9 b h k t h
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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
some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media 55
9 i h f h ti
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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
some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media 56
9 tour de France
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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§ 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
tips
9. tour de France
§ 521people rewarded with
badge on locations based on lists
1/5th of badges unlocked on the Champs-Elysées
some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media 57
10 video training/teaching/evangelisation
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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
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what social media platform for what message?
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
a soc a ed a p a o o a essage
> 4. proposed tool mapping
some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media
59
what tool for what purpose?
trivia, quizzes,entertainment,
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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what tool for what purpose?
trivia, quizzes,entertainment,contests,gamification,CRM
coupons,exclusiveoffers, seriousgaming
hard selling,in-depthcontent
some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media
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
60
tentative mapping of social media tools
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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tentative mapping of social media tools personal & European view
fun
in-depth
niche universal
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(corporate & b2b)
(SEO?)
?
61
thank you
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interact with us online
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interact with us online
@orange
http://www.facebook.com/orange
http://live.orange.com http://slideshare.net/orange