For its first important breakdown of its network in France, Orange has faced to a major crisis. To support its community and ensure the customer relationship, the French operator based its strategy on the Tigerlily "Conversation Suite" solution to track in real time conversations of its community, analyze them and to publish the right answer to the right target.

1. MOBILE NETWORK OUTAGE
HOW ORANGE WORKS ON SOCIAL MEDIA TO MANAGE CRISIS
x

2. Presentation
Who we are? Who they are?
The Tigerlily Platform helps brands to easily drive their Orange is the key brand of France Telecom, one of the
social marketing strategies. Used to manage conversations world's leading telecommunications operators.
and run effective campaigns across 60 countries, it
optimizes your large-scale actions by providing uniques
experiences.
Challenge
For its first important breakdown of its network in France,
The Tigerlily «Conversation Suite» Orange has faced to a major crisis. To support its
community and ensure the customer relationship, the
The perfect solution to manage Facebook Pages and Twitter French operator based its strategy on the Tigerlily
accounts. Schedule and target messages to improve their "Conversation Suite" solution to track in real time
performances. Automate moderation, get notifications and conversations of its community, analyze them and to publish
monitor brands to protect them from attacks and answer the right answer to the right target. A crisis management
to the community. welcomed by observers.

3. Event Timeline
Press conference
7 July - 4:30 pm
Announce: end of the breakdown
7 July - 01:23 am
Stéphane Richard, CEO of France Telecom reviews the
incident causes and reveals the compensation provided.
Back to normal for the Orange network at 00:30 am
Orange on Facebook
6 July - 10:14 pm
Official press release of the incident on Facebook.
Credits: Franck Pennant, AFP
Publication most shared of the Orange Facebook page.
Twitter @Orange
6 July - 5:55pm
Setting up a newsfeed in real time to follow the breakdown
Orange on Facebook & Twitter and its evolution.
6 July - 3:55 pm
Communication of the incident that cuts off the Orange
network and answer to first comments of fans affected by
the blackout.

4. 1
CRISIS MANAGEMENT
How Orange organizes its communication on Social Media

5. Community strategy
Improve
interactions
Trusting Listen to
relationship the community
Understand
their needs

6. Crisis management process
1 2 3 4 5
Alert Assign Analyze Answer Monitor

7. Organization
Head of
communication Crisis Cell CEO
Community Timing
The right pace between the impatience
Community feedback Managers of social networks and
time for reflection.
Internal workflow
Solution
to manage
conversations

8. Crisis management goals
1 2 3
Protect the Master messages
Users comfort
brand image distribution
4 5 6
Know Optimize customer Customers
the community relationship insights

9. 2
MODERATION
How Orange tracks conversations and monitors Social Media

10. «Conversation Suite», how does it work
Community flow
Orange worflow
Moderate
Analyze
contributions
interactions
Target messages
Identify key users

11. Fans activity
Increase of comments
07/06 in response to messages published on the Orange Page.
Number of "like" reached a peak corresponding to positive
07/07 opinions on the compensation plan announced.
Fans interactions
x8
Source : Tigerlily Conversation Suite

12. Moderation activity
Number of alerts and deleted messages
have followed the same trend of interactions
Source : Tigerlily Conversation Suite

13. Reasons for deleting messages
Orange Policy
All messages going against Orange
Policy are deleted. Concerned:
• Insulting, defamatory
• Racist, hateful
• Advertising messages
• SPAM
Orange Policy available on a dedicated tab on the Facebook Page.
Messages auto delete by keywords
Predetermined keywords by Orange in the solution to manage conversations on Facebook, the Tigerlily
«Conversation Suite».

14. Alerts
Notifications by keywords
Orange has specified keywords to identify comments, posts or messages of its community may request
a follow-up and assign them to the right person.
Message related to the network outage.
«Richard» keyword in a comment related to the announce of the press conference with the Orange CEO Stéphane Richard.

15. A successful crisis management
Communication of the incident and its evolution from its origins until
recovery.
Timing
Diffusion of explicit messages about the nature of the newtwork
problems.
Transparency
A press conference the next day to explain in detail the
technical causes and announce a plan of compensation.
Answer

16. Community satisfaction
Thanks x 1 488
The most used word in comment by fans on the Facebook Orange Page.
Congrats x 246
Fans congratulate the 200 technicians mobilized to fix the outage
and welcome the compensation plan.
+ 4 495 fans
Largest increase of fans in just 2 days.
Source : Tigerlily Conversation Suite. Statistics from 6 to 8 july 2012