what social media platform for what message and what ROI?
Transcript of what social media platform for what message and what ROI?
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what social media platform for what message and what ROI?
> SMI conference
Marrakech october 12th, 2012
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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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agenda
> introduction
> 1. which strategy?
> 2. what ROI?
> 3. which social
media platform?
> 4. proposed tool
mapping
@orange
@ygourven
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icasayann
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what social media platform for what message?
> introduction
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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 it used to be…
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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
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means different
things depending
on context
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icasayann
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what social media platform for what message?
> 1. which strategy?
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does social media works with “messages”?
> are “human
conversations based
on “messages”
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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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> 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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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, some
less
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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 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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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
34
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 tour
Sept 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 39
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 networks
Fb, 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 OUTREACH
Twitter, 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
social
media hub
1
badges
2
live Orange
blog
3
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6. socialisation of Orange.com website
and its ancillary Website factory
sharing
buttons
4
Facebook, Google+, Twitter, LinkedIn
widgets
5
inside
Orange
6
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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€
5189 new likers
1237 coupons
406 new clientsthrough eshop
406X30X12 ~ € 145k
*406 clients x 30 euros ARPU x 12 monthssome rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media 44
vidéo
http://dai.ly/KXfgW7 (video)
9. Orange France: using Foursquare to attract shoppers
mayor 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, Ora
nge 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
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pic
ture
cc 2
011 Y
ann G
ourv
ennec –
htt
p:/
/bit.ly/p
icasayann
http://oran.ge/slides
what social media platform for what message?
> 4. proposed tool mapping
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what tool for what purpose?
trivia, quizzes, enter
tainment, contests,
gamification, CRM
coupons, exclusive
offers, serious
gaming
hard selling, in-
depth content
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trivia, quizzes, enter
tainment, contests, ,
in-depth
content, gamificatio
n, CRM
coupons, exclusive
offers, serious
gaming
hard selling
slideshare
content
infographics
keynotes
lead
generation
(B2B)
hard selling
wordpress
content,
trivia,
events, live
blogging
lead generation
(consulting or
similar)
hard
selling,, Corporate
content
links to
contentt, Q&A, linkin
g via
groups, networking,
partnerships
lead generation
hard selling
link-baiting
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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?)
?
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thank you
interact with us online
@orange
http://www.facebook.com/orange
http://live.orange.com http://slideshare.net/orange
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