[En] what social media platform for what message
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This is the presentation (which will be) delivered by Yann Gourvennec on June 26th in London at the Useful Social Media Conference in London. The presentation is devoted to the choice of social media ...

This is the presentation (which will be) delivered by Yann Gourvennec on June 26th in London at the Useful Social Media Conference in London. The presentation is devoted to the choice of social media tools for what purpose (actually I'll spend a lot of time on the purpose) and it will be sprinkled with real-life examples populated with real numbers.

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  • 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.
  • - Avant cet écran un bouton sur une appli Facebook 1er écran, puis celui là, ça calculeRécupération des activités quanti sur FB depuis tes activités (77 likes etc.)=> reco d’un forfait => bcp d’appels et bcp de SMS etc.PRE-CommercePas pu mesurer directementIntéressant : pas les chiffres mais la méthode (=/= pub)

[En] what social media platform for what message Presentation Transcript

  • 1. what social media platform for what message? picture cc 2011 Yann Gourvennec – http://bit.ly/picasayann> useful social media conference London June 25th, 2012some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 1
  • 2. my personal research online> http://visionarymarketing.com> http://visionarymarketing.wordpress.comsome rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 3
  • 3. 2 publications in 2011> http://precommerce.com > http://amonboss.comsome rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 4
  • 4. some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 5
  • 5. some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 6
  • 6. agenda @orange @ygourven > introduction > which strategy? > which social media platform? > proposed tool mapping picture: microsoft gallerysome rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 7
  • 7. what social media platform for what message? picture cc 2011 Yann Gourvennec – http://bit.ly/picasayann> introductionsome rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 8
  • 8. your view of social media?some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 9
  • 9. “twitterweilergate”some rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec 10
  • 10. 119 years!some rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec 11
  • 11. the way it was …some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 12
  • 12. evolution ? 2004-08 2009 2010-11 2012 …some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 13
  • 13. the facebook juggernautsome rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 14
  • 14. 2. Landscape evolution (2)some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 15
  • 15. 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 16 some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 16
  • 16. regional differences are key (… 2009 …)Vincenzo Cosenza http://vincos.itsome rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 17 17
  • 17. regional differences shrinking (dec 2010)Vincenzo Cosenza http://vincos.itsome rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 18 18
  • 18. June 2011Vincenzo Cosenza http://vincos.itsome rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 19
  • 19. december 2011Vincenzo Cosenza http://vincos.itsome rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 20
  • 20. the way one (too often) sees it picture: microsoft gallerysome rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 21
  • 21. the way I see it means different things depending on contextsome rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 22
  • 22. still … 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 half a 300 new videos wholesalesolutions year Pages viewed : 20,5 million livre audio 60 000 players loaded vidéos brand Pages seen : 83074 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 23
  • 23. what social media platform for what message? picture cc 2011 Yann Gourvennec – http://bit.ly/picasayann> 1. which strategy?some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 24
  • 24. does social media works with “messages”?> are “human conversations based on “messages” picture: microsoft gallerysome rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 25
  • 25. 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 26
  • 26. 1. be interesting (do something special) the famous 7” pastrami sandwichsome rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 27
  • 27. word of mouth marketing principlessome rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 28
  • 28. digital strategy4 types of brands (Synthesio) under the radar functional preferred sensitive characteristics little or no buzz either it works or fix it! conversations heath, safety, children community do something management nurture community tactics different (forums/social (ies) reassure media)Hervé Kabla & Yann Gourvennec : Social Media Taught to my boss, 2011 some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 29
  • 29. what social media platform for what message? picture cc 2011 Yann Gourvennec – http://bit.ly/picasayann> 2. which platform?some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 30
  • 30. 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 31
  • 31. 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) * social CRM spans more than 2 countriessome rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 32
  • 32. 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 33
  • 33. 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 34
  • 34. 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 35
  • 35. 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 Fb, Tw, G+, Pin, Dai, Ins, Lin
  • 36. 4. live.orange.com on Pinterestsome rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 37
  • 37. 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 38
  • 38. 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 39
  • 39. 5. Orange and Orange Business on slidesharesome rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 40
  • 40. 5. slideshare analyticssome rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 41
  • 41. 6. Orange Business Live tweetingsome rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 42
  • 42. 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 43
  • 43. 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 44
  • 44. 6. measuring the reachnote: the value isn’t in Twittersome rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 45
  • 45. 7. socialisation of Orange.com websiteand its ancillary Website factory> dynamic feedssome rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 46
  • 46. 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 47
  • 47. 7. socialisation of Orange.com websiteand its ancillary Website factory ‘follow us’ menusome rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 48
  • 48. 7. socialisation ofOrange.com websiteand its ancillary WebsitefactoryOrange inside (mock-up)some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 49
  • 49. 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 50
  • 50. 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 51
  • 51. 10. oran.ge url shortener for the Orange group picture cc 2011 Yann Gourvennec – http://bit.ly/picasayannsome rights reserved (cc) 2011 – Orange – web, digital & social media 52 Nov. 2011
  • 52. 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/test
  • 53. 10. go to http://bit.ly and paste any Orange URL into the boxsome rights reserved (cc) 2011 – Orange – web, digital & social media 54
  • 54. 10. click the “shorten” button to the right of the box and voila…some rights reserved (cc) 2011 – Orange – web, digital & social media 55
  • 55. 10. personalised Oran.ge pagehttp://orange.com/urlsome rights reserved (cc) 2011 – Orange – web, digital & social media 56
  • 56. 10. statistics (1)some rights reserved (cc) 2011 – Orange – web, digital & social media 57
  • 57. 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) 2011 – Orange – web, digital & social media 58
  • 58. what social media platform for what message? picture cc 2011 Yann Gourvennec – http://bit.ly/picasayann> 3. proposed tool mappingsome rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 59
  • 59. 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, linking via hard selling, in- groups, networking, depth content partnershipsfacebook 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 60
  • 60. 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 61
  • 61. what social media platform for what message? picture cc 2011 Yann Gourvennec – http://bit.ly/picasayann> appendix: supporting admin toolssome rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 62
  • 62. SMMS Vendor Overview: 63 Download report http://bit.ly/AltimeterSocial© 2012 Altimeter Group
  • 63. thank yousome rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 64
  • 64. interact with us online@orange http://www.facebook.com/orangehttp://live.orange.com http://slideshare.net/orange