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Future of Social Media -Ma rk Wa t t s J o n e s

Orange UK Head of Product Marketing

Skype: wattsjonesTwitter: MWJ

January 2009

As a communications brand Orange has several different roles when dealing with ‘social media’:

1. Brand building and communicating2. Enable customer access to social media brands 3. Use social media in Orange branded products

Orange and social media

1. Brand buildingLets start with customers – know who they are, where they are, what they like and dislike, the brands they consume, the sites they love

I’d like to introduce you to the Orange animals…

Orange animals

Designed to engage and excite the youth audience, to increase purchase consideration and build awareness of the new animals tariffs

Worlds 1st internet balloon race

Widgets

Total number of unique viewers: 440K

Results – UV’s

Widgets

Total number of impressions: 854K

Results - impressions

Designed to build on the success of Orange Wednesdays, engage and excite the youth audience and build brand awareness

Orange film club

Social media is a means to an end

The key to using social media to brand build is probably not found in social media itself Success is a traditional marketing challenge – know your customer, produce a valuable offer, make it distinctive against the market

2. Access to social mediaOrange is helping our customers to get access to social sites by creating distinctive, targeted, valuable offerings

Such offers are highly focused on driving Orange’s ‘core’ communications business

Focus on simple, valuable benefitsMake it easy to adopt and participateOrganisations might need help to understand the opportunity Customer research provides confidence but it’s highly likely that your customers are ahead of you

Keep it simple

Data to e nd Octobe r 2008. S e e Orange Dig ital Me dia Inde x for more info.

Mobile access

Social networksOrangeWorld

42

108m

2,580k

260Impressions per user

166mUsage - impressions

640kUsers

Daily access to all social networks from Orange mobiles

Arrow shows when data on previous slide was published

Mobile access

Users internet access is starting to ‘bleed over’ into mobileAnecdotal evidence of viral spread of social media accessNew users are being brought into mobile internet use from the key 16-24 year old segments for the first time

Mobile internet is growing fast

Know your customersDo your marketingKeep a focus on the core businessMake it valuable, useful and credible

Overall conclusions