This is the latest version of my "what tool for what message" presentation, revised and updated on Nov 9 with a new business case about the Sosh low cost offer from Orange
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Social Media Platforms for Messaging and ROI
1. what social media platform for what message and what ROI?
telecom experience
Zagreb, november 12th, 2012
http://oran.ge/slides
some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media
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4. agenda
@orange
@ygourven
> introduction
> 1. which strategy?
> 2. what ROI?
> 3. which social
media platform?
> 4. proposed mapping
picture: microsoft gallery
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5. what social media platform for what message?
http://oran.ge/slides
introduction
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6. it‟s here for real
but maybe not really new
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7. the good old days of Web 2.0
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8. may 18, 2012?
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10. the way (too) many of us see it…
?
2004-08 2009 2010-11 2012 …
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11. what social media platform for what message?
http://oran.ge/slides
1. which strategy?
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12. does social media works with “messages”?
> are “human
conversations based
on “messages”
picture: microsoft gallery
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13. 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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14. digital strategy
4 types of brands (Synthesio)
under the radar functional preferred sensitive
either it works or fix heath, safety,
characteristics little or no buzz
it!
conversations
children
community
do something management nurture
tactics different (forums/social community (ies)
reassure
media)
Hervé Kabla & Yann Gourvennec : Social Media Taught to my boss, 2011
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15. not all sectors are equal on the social Web
> most favoured
- art & music
- fashion/ apparel
> least favoured
- bank / insurance
- telecommunications
- political parties
Sncd survey based on a representative sample (10,934 respondants) of social Web users in
France - 2012
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16. what social media platform for what message?
http://oran.ge/slides
2. what ROI?
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17. several ways of measuring return …
sell engage save
all of the above
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18. social media tools
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19. what do all those metrics (really really) mean?
Eric Schmidt, 2011
one year later (oct 2012)
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20. tweetreach conundrum
1
reached?
2
impressions
?
3 mentions &
RT not on
reports
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21. not just a matter of number of fans
benchmark: social bakers
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22. what social media platform for what message?
http://oran.ge/slides
3. which platform?
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23. 5 business cases
1. Orange UK & France: Social
CRM through Twitter &
Facebook (since 2010)
2. Orange Group: the blogger bus
tour (2012)
3. Orange Spain: Couponing
campaign through Facebook
4. Orange France: „mayor of the
week‟ campaign (06/2012)
5. Sosh (France): product/brand
launch on social media
revised, updated and augmented on nov 9, 2012
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24. 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
* on corporate pages
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25. 2. Silicon Valley blogger bus tour
Sept 17-22, 2012
#blogbus
live.orange.com
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source : twitonomy
28. blogger bus tour 2012
overall estimated benefit : €82k to €114k
~ €50 – 75k €19k
FREE DISPLAY
100 POSTS
> 6 banners x 6 blogs for 3 weeks
> ~ €500 - €750 per post
> CPM: €0.30
> (5000 impressions/blog/day on average) x 6 blogs
~ €4 – 6k
SOCIAL MEDIA OUTREACH
Twitter, Facebook, Google+, Pinterest, Linkedin, Dailymotion
€4k
> ~ €500 - €600 per blog UGC MULTIMEDIA
> 6 Orange videos ~ €500 x 6
> 7 photo slideshows (€1K)
~ €5 – 10k
LIVE ORANGE BLOG FROM 600 TO 1300
DAILY UNIQUES FOR 2 WEEKS 8 new bloggers recruited
> +700 DU x 14 days = 9,800
> 9,800 x (€0.51 - €1 CPC)
+12 000 Twitter impressions on promoted tweets US and UK in 2nd and 3rd position
Twitter 1st referrer amongst social networks : 25% of
visits
impact +4% recurring visitors
+15% new followers (from 100 to 130 per day)
content published on orange.com
+ social networks
Fb, Tw, G+, Pin, Dai, Ins, Lin
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29. 3. Spain: facebook coupon campaign generates 145K€
5189 new likers
1237 coupons
406 new clients
through eshop
406X30X12 ~ € 145k
*406 clients x 30 euros ARPU x 12 months
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30. 4. Orange France: using Foursquare to attract shoppers
mayor of the week campaign
• be a forerunner
@severin_cassan • new shops visibility
vidéo
• promote events
• promote offers
• brand stickiness
http://dai.ly/KXfgW7 (video)
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31. 4. 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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32. 4. a niche of hyperactive users
• 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
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33. 4. tour de France
905 people saved the Tour de 521people rewarded with
France 2012 list badge on locations based on lists
users received notifications each time they passed 1/5th of badges unlocked on the Champs-Elysées
by one of the locations in the lists in order to act on
tips
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35. SOSH – A 100% DIGITAL BRAND BY ORANGE
flexible payment
web-only
Laisser le choix et la modes (yearly web-centric CRM &
plus plans, no au
grande liberté
client or monthly crowdsourcing
commitment
installments
36. 500,000+ CUSTOMERS OVER 12 MONTH PERIOD,
VERY ACTIVE COMMUNITY
Facebook 435K fans
H.FR +1,4 million DU/ month – 100,000 registered members
TWITTER 27K FOLLOWERS
ridesessions.com
555 5,242 539
37. 1 SOSH INITIAL LAUNCH VIA SOCIAL MEDIA
End of July Mid September October 6
20K fans
5K followers
10K pre-orders
5K votes
38. 2 SOCIAL MEDIA WOMM SALES
INSTANT DISSEMINATION D-DAY IMPACT
2,096,954 people saw this post
180,081 people saw this post
1.2
174,384 people saw this post
1
0.8
0.6 before overhawl
0.4
0.2 after overhawl
0
Jeudi Vendredi Samedi
987,157 impressions
1,297 tweets 1,2
1
0,8 Avant refonte
0,6 Après refonte
39. 3 FLASH SALES CAPABILITY
COMMUNITY - GAMIFICATION
THE MORE YOU LIKE
THE LOWER THE PRICE
40. 3 DRIVING TRAFFIC TOWARDS E-SHOP
ENGAGEMENT E-SHOP
7 627 likes after 1 post + app +13% traffic from Facebook to
Sosh.fr vs m-1
+2 500 likes over 48 hours +233% traffic on White Samsung
+369% of goal Galaxy SIII on Sosh e-shop
+244% terminal sales compared to
10 567 daily uniques on app week before campaign
2,948, 453 people saw this post
41. what social media platform for what message?
http://oran.ge/slides
4. proposed tool mapping
some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media
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42. trivia, quizzes, enter
tainment, contests, ,
what tool for what purpose? in-depth
content, gamificatio
n, CRM
coupons, exclusive
trivia, quizzes, enter
offers, serious
tainment, contests,
gaming
gamification, CRM
twitter
coupons, exclusive
hard selling
offers, serious
gaming
links to
contentt, Q&A, linkin
g via
hard selling, in-
groups, networking,
depth content
facebook partnerships
lead generation
content,
content
trivia,
infographics
events, live hard selling
keynotes
linkedin
blogging link-baiting
lead generation
lead
(consulting or
generation
similar)
(B2B)
hard
selling,, Corporate
hard selling
wordpress
content
slideshare
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43. tentative mapping of social media tools
personal & European view
fun
?
(SEO?)
niche universal
(corporate & b2b)
in-depth
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45. interact with us online
@orange
http://www.facebook.com/orange
http://live.orange.com http://slideshare.net/orange
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Notes de l'éditeur
Dans ce contexte, j'ai moi-même contribué à deux ouvrages importants en 2011. L'un sur le plan international, l'autre sur le plan français, l'adaptation américaine des « médias sociaux expliqués à mon boss » est en cours en 2012.Ces deux ouvrages site copieusement les initiatives d'Orange dans le domaine des médias sociaux appliqués au business et entreprise. Ceci à juste titre, car notre entreprise est effectivement aux premières loges, ce qui ne veut pas dire qu'il ne reste rien à faire, bien au contraire c'est ce que nous en voir dans cette présentation.
There will be six parts in this presentation:first, there will be some general thoughts about measuring return and on whatsecond, I will describe the environment in terms of tools which are made available to managers who want to measure things and social mediathird, I will delve deeper into what I call our own a which is return on engagementfourth, we will focus on how to measure ROE is a number of examples taken from real life, including our very own dahboard at Orangefifth, the conclusion of this presentation, with an emphasis on the limitations and the hindsight which we have to give to this particular issue of return on investment in social media.
yet, there is more than one way of measuring return on investment…The first way is to measure how much you sell by using social media. This is always the example which is quoted. Usually it ends up with a great story about Dell, and strangely enough there are a few other examples for this. To be honest with you, not only do I take part in many of these events not just in Europe but also in the United States and the United Kingdom, but I’m also part of social media.org in the US and media aces, of which I am the president and founder, in France. So, I’ll had many in opportunity to talk to my peers about the subject of how much itself or social media and, the good stories have been few and far between. Let us be clear. I sold with social media. At least once, and I’m not even counting the consulting engagements either for my personal blogs on my professional blocks, a vote for me or for our consultants of orange. I’ve even seen an example at an equipment manufacturer in the Telecom locations industry in which somebody sold $170,000 deal with a tweet. yet, selling $170,000 in a multibillion companies is not really cutting the mustard.therefore I think that this kind of examples is counter-productive.Therefore, I would rather focus on the third item on the right. That is to say how much you save using social media, namely with regard to the production of user generated content. Besides, user generated content is usually more engaging than page content. And God knows we spent loads of money in big companies and small companies alike on content. Not just be to see companies, but mostly beta big companies. And this is normal! Because, Brian content generation is becoming a staple of marketing. This is the gist of what is going to enable you to sell afterwards, do lead generation and close. in business to consumer, content is king. This is how you make your website engaging, this is how you bring people to your pages, and therefore this is how you sell. And of demonstration if you have no content, I all you have is an e-commerce website, you will end up or because you will never get people to get to this website first unless you pay for them. Such economies of scale which can be managed through the use of social media in the production of user generated content can be staggering. An orange business services I was reckoning that year in year out, through the use of user generated content in our blogs out WebTV, we were actually saving approximately e5-e700,000 per annum. As a consequence, we could prove ROI through this.But more importantly, what’s is usually advertised by social media gurus and evangelists, is the part of engagement and social media. If the actual power of view to be able to engage with customers employees and partners online and do things together. Going away from the traditional way of doing marketing from the top down and therefore engaging in discussions forums procreation you name it. How do you measure this? This is what we are going to see in this presentation.
My friend and colleague partner Minter Dial has put together this comprehensive list of tools which can be of use. yet, just look at the column in green showing the tools which enable you to engage! This is absolutely overwhelming. Therefore I decided to be a lot less comprehensive and just show what I think can be understood and useful to managers. Therefore I chose three different examples, which I will use to show the way for the measurement of engagement in social media, in three different can create simple to explain situations.
Measuring engagement is a bit more complex than just the measuring of the number of fans! Indeed, with Facebook, the more fans you have, the less engagement you get. This is a bit weird.There is a big Facebook paradox in this respect. It is wrong to assume that having fewer fans is better than having more fans. Trying to pretend that the number of fans doesn’t matter and that only the level of engagement is of importance, is a mistake. Posting content on social media platforms if no one is listening to it, serves no purpose. Hence, the actual reach of a social media community actually depends on the number of people following it. This is mostly true Twitter by the way. With Facebook, it’s a little different. There is a mechanical decrease in the average rate of engagement as you increase your number of “fans”. Besides, there may be a misunderstanding of the word “fan”. A “fan” is someone who showed interest in your brand at any one time and clicked the “like” button. social metrics systems which I know of do measure likes, but fail to take “unlikes” and “hides” into account. However, there are equally important items.There is another paradox: brands are not really ‘allowed’ to publish too much content so that as you must “engage” with your fans, it is very difficult to post stuff on Facebook. On average, a brand can send 1 or 2 messages per day, but not many more than this. There are even brands which I know of which can only post 3 messages per week. This means clearly, that for engaging fans in the long term, it won’t really happen on the Fan page but on your own web platforms (websites/blogs) which will have to become “social” – hence our work on our website factory at Orange – in order for fans to post on THEIR walls, not your fan page proper. As a consequence, the aim is not the fan page – a fact acknowledged by Facebook execs I’ve been taklking to – but on the use of Facebook as a sharing capability from your own brand platforms.
Just returning from a blogger tour in Silicon Valley which took place Sept 17-22, 2012. Invaluable feedback, visions and first-hand information straight from the horse’s mouthwe’ve been talking to some of the most innovative start-ups in the Valley (World)I’ll use this information in order to populate my predictions as much as possibleall stories about that tour can be found online at http://live.orange.com