Ce diaporama a bien été signalé.
Nous utilisons votre profil LinkedIn et vos données d’activité pour vous proposer des publicités personnalisées et pertinentes. Vous pouvez changer vos préférences de publicités à tout moment.
enterprise social mediamba ebusiness - ESGParis, July 17th, 2012some rights reserved - cc 2012 - orange.com - Yann A. Gour...
creative commons notice get the final version from http://bit.ly/yannspresos or by scanning the QR code                   ...
my personal research online>    http://visionarymarketing.com>    http://visionarymarketing.wordpress.comsome rights reser...
2 main publications in 2011                                                            English adapation on-going  http://...
http://orange.com/      some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec   5
some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec   6
some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec   7
agendatentative version (July 2012)                                                                              @orange  ...
what about social media now?some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec   9
“twitterweilergate”some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec   10
119 years!some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec   11
web 2.0 beginnings              some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec   12picture: microsoft ga...
one fine day … in 2012some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec   13
may 18, 2012some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec   14
unless…some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec   15
Broadstuff‟s bubbleometersome rights reserved - cc 2012 - orange.com - Yann A. Gourvennec   16
8 years later …                                                        > what has changed?some rights reserved - cc 2012 -...
how it all started> coined web 2.0 concept> web 2.0 summit (2004)> founding article at oreilly.net> http://oran.ge/oreilly...
web 2.0 in a few words                                                      collaboration                                 ...
by then … a varied landscapesome rights reserved - cc 2012 - orange.com - Yann A. Gourvennec   20
so …some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec   21
1. what has happened to web 2.0?some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec   22
2. Landscape evolution (1)                                                                                    ?         20...
2. Landscape evolution (2)some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec   24
regional differences are key (2006 …)                                                                                     ...
regional differences are key (… 2009 …)http://www.nicolaskerebel.com/non-classe/world_map_of_social_networks/Vincenzo Cost...
regional differences shrinking (dec 2010)some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec   27            ...
june 2011some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec   28
december 2011some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec   29
who is using social media?some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec   30
facebook (cc FaberNovel)some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec   31
b2b social networks                                                      LinkedIn vs Viadeosource: Comscore/Capital       ...
june 2012 focus                                                                                  narrowing                ...
source: Comscore/Capital (2011)   b2b user profile                                  some rights reserved - cc 2012 - orang...
user comparison                                  > 35 ans = 64%source: JDNet (2011)                                  > 35 ...
source: factodesign                      twitter vs flickr (7/12/2011)                         flickr                twitt...
source: factodesign                      twitter vs flickr (7/12/2011)                         flickr                twitt...
Twitter status(France/ROW) 2012Japan, France, South Korea,Australia, and Pakistan• Twitter is the 15th most popular   site...
the way one (too often) sees it picture: microsoft gallerysome rights reserved - cc 2012 - orange.com - Yann A. Gourvennec...
the way I see it                                                                   means different                        ...
there is more to it than just one tool          Orange.com               webste generator          live Orange blog       ...
3. the scene changes (Jeremiah Owyang)                                 42
Cluetrain Theses (Original)1. Markets are conversations.2. Markets consist of human   beings, not demographic   sectors.3....
Cluetrain Theses (Updated for 2012)1. Markets are conversations   conversational ads2. Markets consist of human   beings, ...
5. 10 major trends in Corporate Social Media Management1. tablets2. content marketing3. impact on HR4. curation5. beyond t...
1. history> how it all startedsome rights reserved - cc 2012 - orange.com - Yann A. Gourvennec
it‟s here for realbut maybe not really new some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec   47
15 golden rules for Web 2.0some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec   48
beginningssome rights reserved - cc 2012 - orange.com - Yann A. Gourvennec   49
structuring the initiative      effort                                                                                 STR...
four phases that we have been (are) going through                                                                    indus...
2. social media strategy?some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec
is there such a thing as a social media strategy?some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec   53
does social media works with “messages”?> are “human  conversations based  on “messages”                                  ...
wom principles (Andy Sernovitz)1. be interesting (do something special)2. make it easy3. make people happy4. earn trust an...
1. be interesting (do something special)                                                        the famous 7” pastrami san...
word of mouth marketing principlessome rights reserved - cc 2012 - orange.com - Yann A. Gourvennec   57
question 1: who does social CRM?4 types of brands (Synthesio)                             under the radar               fu...
astrosurfing>   fake blogs>   fake comments>   fake content>   fake employees>   spam & intrusion>   infiltration>   payin...
3. tips for organising social media teams in large organisations> Yann A. Gourvennec> Figaro Digital> London, Nov 23, 2011...
61           • Organizational Models        source : Jeremiah Owyang                 Centralized       Distributed   Coord...
www.orange.com/smg  some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec   62
2. the worldwide facebook hubsome rights reserved - cc 2012 - orange.com - Yann A. Gourvennec   63
www.timeline.orange.comsome rights reserved - cc 2012 - orange.com - Yann A. Gourvennec   64
4. about ROIsome rights reserved - cc 2012 - orange.com - Yann A. Gourvennec
a famous ROI example                                                  > RUDOLF 1858 – 1913some rights reserved - cc 2012 -...
another example          source: http://www.computing.co.uk/ctg/news/2024715/atos-aims-abolish-internal-email-2014       S...
several ways of measuring return …           sell                           engage                   save                 ...
which platform?> business cases> over several years> different countries> beyond traditional  engagement> apart from tradi...
business cases from various countries1. Orange Switzerland: Orange me scanner (since 2011)2. Orange UK & France*: Social C...
1. Orange CH: “Orange me” scanner2011idea> help Facebook users/clients use FB   data to tailor phone subscription> provide...
2. Orange helpers in UK and France> since 2011> dedicated teams      - UK: approx. 30      - Fr: approx. 50> facebook appl...
3. live Orange blogCannes film festival project                                                                           ...
3. Cannes film festival project       benefit ~ €40k- €80k   ~ €19 – 47k                                                 ~...
4. live.orange.com on Pinterestsome rights reserved - cc 2012 - orange.com - Yann A. Gourvennec   75
4. live.orange.com on Pinterest> one “board” per blog category> one “pin” per post in each category> e.g. Cannes Film Fest...
4. Orange on Pinterest> followers “repin”> e.g. “Orange  Rockcorps” pinterest  users usually repin  music-related pinssome...
5. Orange and Orange Business on slidesharesome rights reserved - cc 2012 - orange.com - Yann A. Gourvennec   78
5. slideshare analyticssome rights reserved - cc 2012 - orange.com - Yann A. Gourvennec   79
6. Orange Business Live tweetingsome rights reserved - cc 2012 - orange.com - Yann A. Gourvennec   80
where content comes from …              wall   blog              1%     3% 0%                                             ...
6. global span> 3 nationalities generating live content (French, UK, USA)> 41 countries visited digital content platform> ...
6. measuring the reachnote: the value isn’t in Twittersome rights reserved - cc 2012 - orange.com - Yann A. Gourvennec   83
7. socialisation of Orange.com websiteand its ancillary Website factory> dynamic feedssome rights reserved - cc 2012 - ora...
7. socialisation of Orange.com websiteand its ancillary Website factory> in-text sharing                                  ...
7. socialisation of Orange.com websiteand its ancillary Website factory    „follow us‟ menusome rights reserved - cc 2012 ...
7. socialisation ofOrange.com websiteand its ancillaryWebsite factoryOrange inside (mock-up)some rights reserved - cc 2012...
8. Spain: facebook coupon campaign generates 145K€                                                                        ...
9. video training/teaching/evangelisationhttp://orange-business.tv> [Fr] 5 minutes with Pr. Audenard http://bit.ly/5minaud...
10. oran.ge url shortener for the Orange groupsome rights reserved - cc 2012 - orange.com - Yann A. Gourvennec
10. why shorten URLs?> sharing web/intranet links/resources   http://orange.com/en_EN/networks/   = http://bit.ly/vnQFBO  ...
10. go to http://bit.ly and paste any Orange URL into the boxsome rights reserved - cc 2012 - orange.com - Yann A. Gourven...
10. click the “shorten” button to the right of the box and voila…some rights reserved - cc 2012 - orange.com - Yann A. Gou...
10. personalised Oran.ge pagehttp://orange.com/urlsome rights reserved - cc 2012 - orange.com - Yann A. Gourvennec   94
10. statistics (1)some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec   95
10. statistics (2)                                            e.g. registered                                            d...
Orange France: using Foursquare to attract shoppers> „mayor of the week‟ campaign by S.Cassan – Orange France 24/06/12some...
11. France: attracting digital savvy 18-30 year-old into our verylarge stores with Foursquare                     vidéo   ...
a niche of hyperactive users• week 1(Mon-Sat) : 500 check-ins over 14 stores     • 80 on the Champs Elysées flagship store...
our happy week 1 “mayors”some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec   100
what social media platform for what message?> 3. proposed tool mappingsome rights reserved - cc 2012 - orange.com - Yann A...
trivia, quizzes, enter                                                                                                  ta...
tentative mapping of social media toolspersonal & European view                                         fun               ...
5. social media dashboardsome rights reserved - cc 2012 - orange.com - Yann A. Gourvennec
Orange social media dashboards on slidesharesome rights reserved - cc 2012 - orange.com - Yann A. Gourvennec              ...
5. slideshare analyticssome rights reserved - cc 2012 - orange.com - Yann A. Gourvennec                                   ...
thank yousome rights reserved - cc 2012 - orange.com - Yann A. Gourvennec                                                 ...
interact with us online@orange                                             http://www.facebook.com/orange                 ...
Prochain SlideShare
Chargement dans…5
×

[En] enterprise social media in 2012

This is the slide deck for my pitch tomorrow at the ESG business school in Paris. This will be my 6th year this year and therefore it's a good time to look at the past and review my predictions for the (near) future.

  • Identifiez-vous pour voir les commentaires

[En] enterprise social media in 2012

  1. 1. enterprise social mediamba ebusiness - ESGParis, July 17th, 2012some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec
  2. 2. creative commons notice get the final version from http://bit.ly/yannspresos or by scanning the QR code > This work is licensed under the Creative Commons Attribution- Noncommercial-Share Alike 3.0 License. To view a copy of this license, visit http://creativecommons.org/licenses/ by-nc-sa/3.0/ or send a letter to Creative Commons, 543 Howard Street, 5th Floor, San Francisco, California, 94105, USA. > You are allowed to use one or all the slides/images contained within this presentation provided you quote the author and the source of this information (http://orange.com)some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec
  3. 3. my personal research online> http://visionarymarketing.com> http://visionarymarketing.wordpress.comsome rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 3
  4. 4. 2 main publications in 2011 English adapation on-going http://precommerce.com http://amonboss.comsome rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 4
  5. 5. http://orange.com/ some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 5
  6. 6. some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 6
  7. 7. some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 7
  8. 8. agendatentative version (July 2012) @orange > introduction @ygourven > 1. history > 2. social media strategy? > 3. tips for social media organisation > 4. about ROI > 5. social media dashboardsome rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 8
  9. 9. what about social media now?some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 9
  10. 10. “twitterweilergate”some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 10
  11. 11. 119 years!some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 11
  12. 12. web 2.0 beginnings some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 12picture: microsoft gallery
  13. 13. one fine day … in 2012some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 13
  14. 14. may 18, 2012some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 14
  15. 15. unless…some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 15
  16. 16. Broadstuff‟s bubbleometersome rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 16
  17. 17. 8 years later … > what has changed?some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 17
  18. 18. how it all started> coined web 2.0 concept> web 2.0 summit (2004)> founding article at oreilly.net> http://oran.ge/oreilly20some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 18
  19. 19. web 2.0 in a few words collaboration UGC thin client rss syndicationsome rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 19
  20. 20. by then … a varied landscapesome rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 20
  21. 21. so …some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 21
  22. 22. 1. what has happened to web 2.0?some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 22
  23. 23. 2. Landscape evolution (1) ? 2004-08 2009 2010-11 2012 …some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 23
  24. 24. 2. Landscape evolution (2)some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 24
  25. 25. regional differences are key (2006 …) europe * NAM * 1/4 of subscribers asia-pac * 1/3 of subscriberssources:http://valleywag.com/tech/data-junkie/the-world-map-of-social-networks-273201.phpLe 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 25 some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 25
  26. 26. regional differences are key (… 2009 …)http://www.nicolaskerebel.com/non-classe/world_map_of_social_networks/Vincenzo Costenza some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 26 26
  27. 27. regional differences shrinking (dec 2010)some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 27 27
  28. 28. june 2011some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 28
  29. 29. december 2011some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 29
  30. 30. who is using social media?some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 30
  31. 31. facebook (cc FaberNovel)some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 31
  32. 32. b2b social networks LinkedIn vs Viadeosource: Comscore/Capital some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 32
  33. 33. june 2012 focus narrowing strategic focus nov 2010 30m nov 2010 80m jun 2012 45m dec 2011 130m facebooknov 2010 600mjun 2012 900m linkedIn jun 2012 150m viadeo Xing 900 million members 150 million members 45 million members 11.7 million members 24 million Fr 3 million Fr (2011) 5 million Fr (fin 2011) (of which 6.4 m ghosts) Germany: 2003 USA: 2004 USA: 2002 France: 2002 (née Open BC) stretegic focus narrowing to 50 languages exists in French Français / Anglais Germany/Aus/Ch consumers, entertainment, contests b2b b2b b2b average user 41 years old german-speaking 80% outside US expansion in Russai / China usesrs only 60% outside US source: Karalys, Socialbakers, AIM Group, Orange & Wikipedia some rights reserved - 2010 - cc - Yann A Gourvennec - Orange Business Services 33
  34. 34. source: Comscore/Capital (2011) b2b user profile some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 34
  35. 35. user comparison > 35 ans = 64%source: JDNet (2011) > 35 ans = 64% some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 35
  36. 36. source: factodesign twitter vs flickr (7/12/2011) flickr twitter some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 36
  37. 37. source: factodesign twitter vs flickr (7/12/2011) flickr twitter some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 37
  38. 38. Twitter status(France/ROW) 2012Japan, France, South Korea,Australia, and Pakistan• Twitter is the 15th most popular site in Japan, France, South Korea, Australia, and Pakistan based on a combination of average daily visitors and pageviews.• 2.6% of the Twitter users come from France and they generate 2.3% of the pageviews on Twitter http://www.appappeal.com/maps/twitter/some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 38
  39. 39. the way one (too often) sees it picture: microsoft gallerysome rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 39
  40. 40. the way I see it means different things depending on contextsome rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 40
  41. 41. there is more to it than just one tool Orange.com webste generator live Orange blog Streamlike Visits : 11 million 4 sites : Visits : 53 447 in 300 new videos wholesalesolutions half a year Pages viewed : 20,5 livre audio 60 000 players million vidéos brand Pages seen : 83074 loaded notre démarche RSE Orange Facebook Twitter GooglePlus Timeline facebook.com/orange @orange orange.com/gplus timeline.orange.com appox. 220, 000 likers approx. 12,000 followers Orange in 860 circles 74 accounts approx. 350,000 followers some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 41
  42. 42. 3. the scene changes (Jeremiah Owyang) 42
  43. 43. Cluetrain Theses (Original)1. Markets are conversations.2. Markets consist of human beings, not demographic sectors.3. Conversations among human beings sound human. They are conducted in a human voice. 43
  44. 44. Cluetrain Theses (Updated for 2012)1. Markets are conversations conversational ads2. Markets consist of human beings, brand pages, not demographic sectors. and social graph targeting3. Conversations among human beings sound human. They are conducted in a human voice. Analyzed by social performance analytics 44
  45. 45. 5. 10 major trends in Corporate Social Media Management1. tablets2. content marketing3. impact on HR4. curation5. beyond the fan page6. direct client interaction7. enterprise social networks8. brand advocates and champions http://oran.ge/10smtrend s9. proliferation of platforms10. the new bubble @orange @ygourvensome rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 45
  46. 46. 1. history> how it all startedsome rights reserved - cc 2012 - orange.com - Yann A. Gourvennec
  47. 47. it‟s here for realbut maybe not really new some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 47
  48. 48. 15 golden rules for Web 2.0some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 48
  49. 49. beginningssome rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 49
  50. 50. structuring the initiative effort STRUCTURE 3 industrialise spread the word professionalise DEVELOP 2 initial results prove efficiency TRIGGER convince and grow 1 evaluate relevance measure opportunity buy-in resultsYou are allowed to use one or all the slides/images contained within this presentationprovided you quote the author and the source of this information http://media-aces.org some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 50
  51. 51. four phases that we have been (are) going through industrialising respondingunderstanding scaling some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 51
  52. 52. 2. social media strategy?some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec
  53. 53. is there such a thing as a social media strategy?some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 53
  54. 54. does social media works with “messages”?> are “human conversations based on “messages” picture: microsoft gallerysome rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 54
  55. 55. wom principles (Andy Sernovitz)1. be interesting (do something special)2. make it easy3. make people happy4. earn trust and respectsome rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 55
  56. 56. 1. be interesting (do something special) the famous 7” pastrami sandwichsome rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 56
  57. 57. word of mouth marketing principlessome rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 57
  58. 58. question 1: who does social CRM?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 some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 58
  59. 59. astrosurfing> fake blogs> fake comments> fake content> fake employees> spam & intrusion> infiltration> paying bloggers …> etc. disclosure: http://socialmedia.org/disclosuresome rights reserved - cc- Yann A Gourvennec - Orange 59
  60. 60. 3. tips for organising social media teams in large organisations> Yann A. Gourvennec> Figaro Digital> London, Nov 23, 2011some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec
  61. 61. 61 • Organizational Models source : Jeremiah Owyang Centralized Distributed Coordinated Multiple Hub Holistic and Spoke© 2010 Altimeter Group
  62. 62. www.orange.com/smg some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 62
  63. 63. 2. the worldwide facebook hubsome rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 63
  64. 64. www.timeline.orange.comsome rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 64
  65. 65. 4. about ROIsome rights reserved - cc 2012 - orange.com - Yann A. Gourvennec
  66. 66. a famous ROI example > RUDOLF 1858 – 1913some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec
  67. 67. another example source: http://www.computing.co.uk/ctg/news/2024715/atos-aims-abolish-internal-email-2014 Some rights reserved by sualk61some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 67
  68. 68. several ways of measuring return … sell engage save all of the abovesome rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 68
  69. 69. which platform?> business cases> over several years> different countries> beyond traditional engagement> apart from traditional advertisingsome rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 69
  70. 70. business cases from various countries1. 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)11. Orange France „mayor of the week‟ campaign (06/2012) * social CRM spans more than 2 countriessome rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 70
  71. 71. 1. Orange CH: “Orange me” scanner2011idea> help Facebook users/clients use FB data to tailor phone subscription> provide tips on offers / content etc.> based on profile pages and data> PRE-commerceresults> 20 k views on tab (for this application) over 15 k likes (+144% compared to October)> 2810 feedbacks on NewsFeed (+80% compared to October)some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 71
  72. 72. 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 * on corporate pagessome rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 72
  73. 73. 3. live Orange blogCannes 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 postssome rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 73
  74. 74. 3. Cannes film festival project benefit ~ €40k- €80k ~ €19 – 47k ~ €13k FREE DISPLAY 95 POSTS > 5 banners x 5 blogs for 1 month > ~ €200-500€ per post > CPM: €0.30 > (3000 impressions/blog/day) x 5 blogs~ € 2,5kSOCIAL MEDIA OUTREACHTwitter, Facebook, Google+, Pinterest, Linkedin, Dailymotion ~ € 1.5k> ~ € 500€ per blog UGC MULTIMEDIA > 1 Orange beach video ~ € 0.5k > 6 photo slideshows (€1k) ~ € 7- 15k LIVE ORANGE BLOG FROM 800 TO 1500 7 new bloggers recruited and enhanced image of DAILY UNIQUES FOR 3 WEEKS Orange amongst French Film blogosphere > +700 DU x 21 days= +14,700 > 14,700 x (€05-€1 CPC) on-going partnership with Skyblog for the int‟l fantasy film festival in Gerardmer +1,200 Twitter followers Twitter 1st referrer amongst social free publicity for Orange Cinema networks : 65% of visits UK visitors in 2nd place +3000 Facebook fans Facebook (+1%) impact +2% recurring visitors contenus réutilisés sur orange.com + les réseaux sociaux some rights reserved - cc 2012 - orange.com Lin Fb, Tw, G+, Pin, Dai, Ins, - Yann A. Gourvennec 74
  75. 75. 4. live.orange.com on Pinterestsome rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 75
  76. 76. 4. live.orange.com on Pinterest> one “board” per blog category> one “pin” per post in each category> e.g. Cannes Film Festival boardsome rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 76
  77. 77. 4. Orange on Pinterest> followers “repin”> e.g. “Orange Rockcorps” pinterest users usually repin music-related pinssome rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 77
  78. 78. 5. Orange and Orange Business on slidesharesome rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 78
  79. 79. 5. slideshare analyticssome rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 79
  80. 80. 6. Orange Business Live tweetingsome rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 80
  81. 81. where content comes from … wall blog 1% 3% 0% TWITTER* 2010 2011 Growth Bloggers 11 13 +2 Contributors 47 262 457% microblog Tweets 264 1397 429% 96% People 40 503 191 501 373% reached Impressions 431 943 3 576 246 728% served • 20 articles • 200 photos • 8 videos http://bit.ly/recapoblsome rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 81
  82. 82. 6. global span> 3 nationalities generating live content (French, UK, USA)> 41 countries visited digital content platform> 10 countries engaged with Twitter contentsome rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 82
  83. 83. 6. measuring the reachnote: the value isn’t in Twittersome rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 83
  84. 84. 7. socialisation of Orange.com websiteand its ancillary Website factory> dynamic feedssome rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 84
  85. 85. 7. socialisation of Orange.com websiteand its ancillary Website factory> in-text sharing > beyond static badgessome rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 85
  86. 86. 7. socialisation of Orange.com websiteand its ancillary Website factory „follow us‟ menusome rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 86
  87. 87. 7. socialisation ofOrange.com websiteand its ancillaryWebsite factoryOrange inside (mock-up)some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 87
  88. 88. 8. 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 some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 88
  89. 89. 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 4some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 89
  90. 90. 10. oran.ge url shortener for the Orange groupsome rights reserved - cc 2012 - orange.com - Yann A. Gourvennec
  91. 91. 10. why shorten URLs?> sharing web/intranet links/resources http://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 linkhttp://t.co/wSinDgy can be turned into http://oran.ge/testsome rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 91
  92. 92. 10. go to http://bit.ly and paste any Orange URL into the boxsome rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 92
  93. 93. 10. click the “shorten” button to the right of the box and voila…some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 93
  94. 94. 10. personalised Oran.ge pagehttp://orange.com/urlsome rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 94
  95. 95. 10. statistics (1)some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 95
  96. 96. 10. statistics (2) e.g. registered domain names details (links/clicks/url details) e.g. 7WuOc5 (http://bit.ly/ 7WuOc5) “welcome to orange.com”some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 96
  97. 97. Orange France: using Foursquare to attract shoppers> „mayor of the week‟ campaign by S.Cassan – Orange France 24/06/12some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec
  98. 98. 11. France: attracting digital savvy 18-30 year-old into our verylarge stores with Foursquare vidéo http://dai.ly/KXfgW7 (video)some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 98
  99. 99. 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 Twittersome rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 99
  100. 100. our happy week 1 “mayors”some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 100
  101. 101. what social media platform for what message?> 3. proposed tool mappingsome rights reserved - cc 2012 - orange.com - Yann A. Gourvennec
  102. 102. 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 contentfacebook 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 content hard sellingwordpress slideshare some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 102
  103. 103. tentative mapping of social media toolspersonal & European view fun ? (SEO?) niche universal (corporate & b2b) in-depthsome rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 103
  104. 104. 5. social media dashboardsome rights reserved - cc 2012 - orange.com - Yann A. Gourvennec
  105. 105. Orange social media dashboards on slidesharesome rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 105
  106. 106. 5. slideshare analyticssome rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 106
  107. 107. thank yousome rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 107
  108. 108. interact with us online@orange http://www.facebook.com/orange http://slideshare.net/orangehttp://live.orange.com some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 108

×