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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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what social media platform for what message?

> introduction

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the good old days of Web 2.0

8

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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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)

21

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

some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media 26

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

33

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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what social media platform for what message?

> 4. proposed tool mapping

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what tool for what purpose?

facebook

trivia, quizzes, enter

tainment, contests,

gamification, CRM

coupons, exclusive

offers, serious

gaming

hard selling, in-

depth content

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

twitter

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

linkedin

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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