unrestricted   social media at Orange:   from noise to signal   Yann Gourvennec   Director, Web, Digital & Social Media   ...
mid 2013: Digital Media Beyond Social Media[Fr] http://amonboss.com[En] http://digitalbeyondsocial.com              helpin...
2011 publications> http://precommerce.com                        > http://amonboss.comcopyright - 2013 - Yann A Gourvennec...
agenda                                                                   @orange                                          ...
unrestricted   social media monitoring -   from noise to signal   1. few lessons from the early   days of social media   S...
barely 5 years ago …some rights reserved by Jimee, Jackie, Tom & Ashcopyright - 2013 - Yann A Gourvennec - Orange      6
the Kryptonite „blogstorm‟ started it all …2004copyright - 2013 - Yann A Gourvennec - Orange   7
debunking the “blogstorm” mythhttp://oran.ge/debunkmyth                             main takeaways…                       ...
consequences on social media monitoring> monitor „everything‟> proliferation of tools> towering costs> vision vs. action> ...
conclusion … 5 years later> all: “what are we  getting from this?”                                                image: M...
unrestricted   social media monitoring -   from noise to signal   2. strategy   Sanofi internal conference   Paris, januar...
a thing to fear or build upon?some rights reserved by ella novakcopyright - 2013 - Yann A Gourvennec - Orange   12
before monitoring: what you need to know4 types of brands (Synthesio)                             under the radar         ...
not all sectors are equal on the social Web  > most favoured             - art & music             - fashion/ apparel  > l...
unrestricted   social media monitoring -   from noise to signal   3. from noise to process   Sanofi internal conference   ...
noise            signal to noise                                                daily mail alert                          ...
social media: a powerful ingredient in a digital mixavoid…                                                    use…> bandwa...
any questions?copyright - 2013 - Yann A Gourvennec - Orange   18
thank youcopyright - 2013 - Yann A Gourvennec - Orange   19
interact with us online@orange                                             http://www.facebook.com/orangehttp://live.orang...
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[En] social media at Orange: from noise to signal

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  • ROI, fear of social media, Kryptonite SM = a place to get hurtR
  • [En] social media at Orange: from noise to signal

    1. 1. unrestricted social media at Orange: from noise to signal Yann Gourvennec Director, Web, Digital & Social Media http://orange.com Sanofi internal conference Paris, january 30, 2013copyright - 2013 - Yann A Gourvennec - Orange 1
    2. 2. mid 2013: Digital Media Beyond Social Media[Fr] http://amonboss.com[En] http://digitalbeyondsocial.com helping bosses with their online business presencecopyright - 2013 - Yann A Gourvennec - Orange 2
    3. 3. 2011 publications> http://precommerce.com > http://amonboss.comcopyright - 2013 - Yann A Gourvennec - Orange 3
    4. 4. agenda @orange @ygourven > 1. lessons from the early days of social media http://oran.ge/slides > 2. strategy > 3. from noise to process > 4. network outage > 5. freebie picture: microsoft gallerycopyright - 2013 - Yann A Gourvennec - Orange 4
    5. 5. unrestricted social media monitoring - from noise to signal 1. few lessons from the early days of social media Sanofi internal conference Paris, january 30, 2013copyright - 2013 - Yann A Gourvennec - Orange 5
    6. 6. barely 5 years ago …some rights reserved by Jimee, Jackie, Tom & Ashcopyright - 2013 - Yann A Gourvennec - Orange 6
    7. 7. the Kryptonite „blogstorm‟ started it all …2004copyright - 2013 - Yann A Gourvennec - Orange 7
    8. 8. debunking the “blogstorm” mythhttp://oran.ge/debunkmyth main takeaways… 1. started with blogs forums 2. Kryptonite knew all from day one 3. late response but not surprising (QA) 4. myth=Kryptonite didn’t bother / truth=everyone on board from day one 5. instant impact but sales picked up / little or no negative long term impact on brand 6. a large business cannot cater for all blogs individually …copyright - 2013 - Yann A Gourvennec - Orange 8
    9. 9. consequences on social media monitoring> monitor „everything‟> proliferation of tools> towering costs> vision vs. action> „sentiment‟ analysis (interpretation)> what for? what process?copyright - 2013 - Yann A Gourvennec - Orange 9
    10. 10. conclusion … 5 years later> all: “what are we getting from this?” image: Microsoft Office gallerycopyright - 2013 - Yann A Gourvennec - Orange 10
    11. 11. unrestricted social media monitoring - from noise to signal 2. strategy Sanofi internal conference Paris, january 30, 2013copyright - 2013 - Yann A Gourvennec - Orange 11
    12. 12. a thing to fear or build upon?some rights reserved by ella novakcopyright - 2013 - Yann A Gourvennec - Orange 12
    13. 13. before monitoring: what you need to know4 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 copyright - 2013 - Yann A Gourvennec - Orange 13
    14. 14. not all sectors are equal on the social Web > most favoured - art & music - fashion/ apparel > least favoured - bank / insurance - telecommunications - political partiesSncd survey based on a representative sample (10,934 respondants) of social Web users inFrance - 2012 copyright - 2013 - Yann A Gourvennec - Orange 14
    15. 15. unrestricted social media monitoring - from noise to signal 3. from noise to process Sanofi internal conference Paris, january 30, 2013copyright - 2013 - Yann A Gourvennec - Orange 15
    16. 16. noise signal to noise daily mail alert social media team 100 links/day Digimind / Synthesio / TrendyBuzz Access to all users Digimind group tool acceptable limit blog weather news => blogs & online papers analysis => sent to CEO & 300 addressees digimind alerts crisis only in 2013 PR process social media dashboards flair sentiment analysis by Orange Labs in-depth surveys net neutrality governance etc.signal copyright - 2013 - Yann A Gourvennec - Orange 16 2006 2007 2010 2011 2013
    17. 17. social media: a powerful ingredient in a digital mixavoid… use…> bandwagon effect > social media for> opposing social to Web - content marketing - awareness> losing track of objective - exchanges> confusing tools for - co-creation strategies > direct marketing for> confusing: - traffic generation - entertainment sphere - lead generation (combine) - content sphere - roi> thinking b2b isn’t part of - sales and efficiency this - on+ off line cc - by/nc/sa © 2013 – Orange – web, digital & social media
    18. 18. any questions?copyright - 2013 - Yann A Gourvennec - Orange 18
    19. 19. thank youcopyright - 2013 - Yann A Gourvennec - Orange 19
    20. 20. interact with us online@orange http://www.facebook.com/orangehttp://live.orange.com http://slideshare.net/orange copyright - 2013 - Yann A Gourvennec - Orange 20

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