[En] what social media platform for what message
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Yann G
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yann what social media platform for what message?
> useful social media conference
London June 25th, 2012
some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 1
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>which strategy?>which social
media platform?>proposed tool
mapping
@orange@ygourven
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picture: microsoft gallery
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Yann G
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yann what social media platform for what message?
> introduction
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your view of social media?
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“twitterweilergate”
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119 years!
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the way it was …
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evolution
2004-08 2009 2010-11 2012 …
?
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the facebook juggernaut
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2. Landscape evolution (2)
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regional differences are key (2006 …)
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sources:http://valleywag.com/tech/data-junkie/the-world-map-of-social-networks-273201.php Le Monde, Datamonitor – 2008 http://medias.lemonde.fr/mmpub/edt/ill/2008/01/14/h_4_RESEAUX+X1I1.gif * numbers meaning millions of hours spent by month as of Aug 2007
europe *
NAM *1/4 of subscribers
asia-pac *1/3 of subscribers
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regional differences are key (… 2009 …)Vincenzo Cosenza http://vincos.it
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regional differences shrinking (dec 2010)Vincenzo Cosenza http://vincos.it
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June 2011Vincenzo Cosenza http://vincos.it
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december 2011Vincenzo Cosenza http://vincos.it
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the way one (too often) sees it
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the way I see it
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means different things
depending on context
still … there is more to it than just one tool
Facebook GooglePlusTwitter
orange.com/gplus
Orange in 860 circles
facebook.com/
orange
appox. 220, 000
likers
@orange
approx. 12,000
followers
timeline.orange.co
m
74 accounts
approx. 350,000
followers
Orange Timeline
StreamlikeOrange.com
300 new videos
60 000 players loaded
Visits : 53 447 in half a year
Pages seen : 83074
4 sites :wholesalesolutions
livre audiovidéos brand
notre démarche RSE
Visits : 11 million
Pages viewed : 20,5 million
webste generator live Orange blog
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yann 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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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
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1. be interesting (do something special)
the famous 7” pastrami sandwich
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word of mouth marketing principles
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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
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yann what social media platform for what message?
> 2. which platform?
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which platform?
>business cases>over several years>different countries>beyond traditional
engagement>apart from
traditional advertising
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business cases from various countries
1. Orange Switzerland: Orange me scanner (since 2011)2. Orange UK & France*: Social CRM through Twitter & Facebook
(since 2010)3. Orange Group: live blogging in Cannes (2012)4. Orange Group + France: Pinterest (2012)5. Orange Group + Orange Business: Slideshare (since 2011)6. Orange Business Services : live event tweeting / reach (since
2009)7. socialisation of Orange.com (2012)8. Orange Spain: Couponing campaign through Facebook9. Orange Business France: (video) 3 minutes for Internet security10.Orange Group: Group url shortener (2012)
* social CRM spans more than 2 countries
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1. Orange CH: “Orange me” scanner2011
idea> help Facebook users/clients use
FB data to tailor phone subscription
> provide tips on offers / content etc.
> based on profile pages and data> PRE-commerce
results> 20 k views on tab (for this
application)over 15 k likes (+144% compared to October)
> 2810 feedbacks on NewsFeed (+80% compared to October)
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2. 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
3. live Orange blog Cannes 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 1500 DAILY 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 followers Twitter 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 OUTREACH Twitter, Facebook, Google+, Pinterest, Linkedin, Dailymotion> ~ € 500€ per blog
~ €19 – 47k ~ €13k
~ € 2,5k
~ € 1.5k
~ € 7- 15k
3. Cannes film festival projectbenefit ~ €40k- €80k
4. live.orange.com on Pinterest
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4. live.orange.com on Pinterest
> one “board” per blog category > one “pin” per post in each category> e.g. Cannes Film Festival board
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4. Orange on Pinterest
>followers “repin” >e.g. “Orange
Rockcorps” pinterest users usually repin music-related pins
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5. Orange and Orange Business on slideshare
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5. slideshare analytics
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6. Orange Business Live tweeting
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where content comes from …
microblog96%
wall2%
blog3%
TWITTER* 2010 2011 Growth
Bloggers 11 13 +2
Contributors
47 262 457%
Tweets 264 1397 429%
People reached
40 503 191 501 373%
Impressions served
431 943 3 576 246 728%
http://bit.ly/recapobl
• 20 articles
• 200 photos
• 8 videos
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6. global span
> 3 nationalities generating live content (French, UK, USA)> 41 countries visited digital content platform> 10 countries engaged with Twitter content
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6. measuring the reachnote: the value isn’t in Twitter
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7. socialisation of Orange.com websiteand its ancillary Website factory
>dynamic feeds
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7. socialisation of Orange.com websiteand its ancillary Website factory
>in-text sharing
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>beyond static badges
7. socialisation of Orange.com websiteand its ancillary Website factory
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‘follow us’ menu
7. socialisation of Orange.com websiteand its ancillary Website factory
Orange inside (mock-up)
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8. 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.com - Yann A. Gourvennec 50
9. 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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yann 10. oran.ge url shortener for the Orange group
some rights reserved (cc) 2011 – Orange – web, digital & social media 52 Nov. 2011
10. why shorten URLs?
> sharing web/intranet links/resourceshttp://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
http://t.co/wSinDgycan be turned into
http://oran.ge/test
10. go to http://bit.ly and paste any Orange URL into the box
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10. click the “shorten” button to the right of the box and voila…
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10. personalised Oran.ge page http://orange.com/url
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10. statistics (1)
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10. statistics (2)
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e.g. 7WuOc5 (http://bit.ly/ 7WuOc5) “welcome to
orange.com”
e.g. registered domain names
details (links/clicks/url details)
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Yann G
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yann what social media platform for what message?
> 3. proposed tool mapping
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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
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trivia, quizzes, entertainment, contests, , in-depth content, gamification, CRM
coupons, exclusive offers, serious gaming
hard selling
slideshare
contentinfographicskeynotes
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, linking via
groups, networking, partnerships
lead generation
hard sellinglink-baiting
tentative mapping of social media toolspersonal & European view
fun
in-depth
niche universal
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(corporate & b2b)
(SEO?)
?
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Yann G
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yann what social media platform for what message?
> appendix: supporting admin tools
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© 2012 Altimeter Group
SMMS Vendor Overview: Download report http://bit.ly/AltimeterSocial
63
thank you
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interact with us online
@orangehttp://www.facebook.com/orange
http://live.orange.com
http://slideshare.net/orange