[Fr] médias sociaux - présentation Skema petit-déjeuner 26/03/2013

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Le 26 mars 2013 j'ai réalisé cette présentation pour le compte de mon école SKEMA, et le club Solomo à la fondation duquel j'ai participé, sur la suggestion de Bruno Vercelli.

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  • 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.
  • 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.
  • « Quand la vitesse d’évolution du marché est supérieure à celle de l’organisation, la fin est proche. » Jack Welch, PDG emblématique de GE
  • [Fr] médias sociaux - présentation Skema petit-déjeuner 26/03/2013

    1. 1. médias sociaux quels outils pour quels messages ? 1 PARIS, 26 MARS 2013http://bit.ly/skemamssome rights reserved cc 2012 visionarymarketing.com mars 2013
    2. 2. creative commons notice download the presentation from http://slideshare.net/ygourven or by scanning the QR code 2 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/b y-nc-sa/3.0/ or send a letter to Creative Commons, 543 Howard Street, 5th Floor, San Francisco, California, 94105, USA. http://bit.ly/skemams 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://visionarymarketing.com)some rights reserved cc 2012 visionarymarketing.com mars 2013
    3. 3. Publications 2011 3 http://precommerce.com  http://amonboss.comsome rights reserved cc 2012 visionarymarketing.com mars 2013
    4. 4. sortie prévue : mi … 2013 http://amonboss.com 4some rights reserved cc 2012 visionarymarketing.com mars 2013
    5. 5. agenda 5 @ygourven  introduction  1. Quelle stratégie ?  2. Quel ROI ?  3. Quelle plateforme ?  4. Quels cas réels  5. mapping proposé picture: microsoft gallerysome rights reserved cc 2012 visionarymarketing.com mars 2013
    6. 6. médias sociaux quels outils pour quels messages ? 6 INTRODUCTIONsome rights reserved cc 2012 visionarymarketing.com mars 2013
    7. 7. Une réalité 7 Mais est-ce une nouveauté ?some rights reserved cc 2012 visionarymarketing.com mars 2013
    8. 8. Le bon “vieux” 2.0 8some rights reserved cc 2012 visionarymarketing.com mars 2013
    9. 9. 18 mai 2012 9some rights reserved cc 2012 visionarymarketing.com mars 2013
    10. 10. À moins que … 10some rights reserved cc 2012 visionarymarketing.com mars 2013
    11. 11. C’est ça les médias sociaux ? 11 ? 2004-08 2009 2010-11 2012 …some rights reserved cc 2012 visionarymarketing.com mars 2013
    12. 12. médias sociaux quels outils pour quels messages ? 12 1. QUELLE STRATÉGIE ?some rights reserved cc 2012 visionarymarketing.com mars 2013
    13. 13. Principes du bouche à oreille (Andy Sernovitz) 131. Être intéressant (faire différemment)2. Rendre le partage aisé3. Faire plaisir4. Gagner confiance et respect some rights reserved cc 2012 visionarymarketing.com mars 2013
    14. 14. Éléments de stratégie numérique 144 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, 2011some rights reserved cc 2012 visionarymarketing.com mars 2013
    15. 15. Différences sectorielles 15 Les plus attendus  art et musique  Mode et accessoires Les moins attendus  banque / assurance  telecommunications  Partis politiques Sncd survey based on a representative sample (10,934 respondants) of social Web users in France - 2012some rights reserved cc 2012 visionarymarketing.com mars 2013
    16. 16. médias sociaux quels outils pour quels messages ? 16 2. QUEL ROI ?some rights reserved cc 2012 visionarymarketing.com mars 2013
    17. 17. Comment mesurer le ROI 17 sell engage save all of the abovesome rights reserved cc 2012 visionarymarketing.com mars 2013
    18. 18. Le nombre de fans ? 19 benchmark: social bakerssome rights reserved cc 2012 visionarymarketing.com mars 2013
    19. 19. médias sociaux quels outils pour quels messages ? 20 3. QUELLE PLATFORME ?some rights reserved cc 2012 visionarymarketing.com mars 2013
    20. 20. 5 business cases 211. Air France (SAV)2. FNSEA3. ARCES4. Blogger Bus Tour5. Hellopolyssome rights reserved cc 2012 visionarymarketing.com mars 2013
    21. 21. Air France 22 approche Glocale bonne complémentarité message vs. conversation priorité sur le SAVsome rights reserved cc 2012 visionarymarketing.com mars 2013
    22. 22. SOGLOCAL, de l’hyper Global au Local …. One to all One to many One to few One to one233/27/2013
    23. 23. SOGLOCAL, de l’hyper Global au Local …. One to all One to many One to few One to one243/27/2013
    24. 24. SOGLOCAL, de l’hyper Global au Local …. One to all One to many One to few One to one253/27/2013
    25. 25. SOGLOCAL, de l’hyper Global au Local …. One to all One to many One to few One to one263/27/2013
    26. 26. SOGLOCAL, de l’hyper Global au Local …. One to all One to many One to few One to one27 1.Pre travel 2.Travel 3.Post travel KPI’s3/27/2013 • 1 operational team in Wembley (ENG) Acknowledgment • 1 operational team in Montreuil (FRA) • 1 coordination team (CDG) Solution or latest information
    27. 27. FNSEA 28 les agriculteurs, une  mobiliser vraie population de geeks  + 100 personnes formées sur le territoire une approche « hub » complète et très mûre  communauté d’agrinautes l’expérience Tour de France  FDSEA – FNSEA actifs sur les médias sociaux.some rights reserved cc 2012 visionarymarketing.com mars 2013
    28. 28. UN RESEAU VIRTUELAU SERVICE D’UN RESEAU REEL 2/2 E-INFLUENCEURS LOCAUX ET NATIONAUX mars 2013 some rights reserved cc 2012 29 visionarymarketing.com
    29. 29. CAS PRATIQUE N°3 : UN EVENEMENT LOCAL AVEC UNE RESONANCE GLOBALE COMPETITION « LES AGRICULTEURS AIMENT LE TOUR » Difficultés • Toucher un public de consommateurs urbains français/internationaux ne connaissant pas toujours le lien entre la « fourche et la fourchette » • Associer agriculture et sport autour de valeurs communes • Prendre à contre-pied les idées reçues sur la ruralité (agriculture et nouvelles techniques) Retombées • 15 FDSEA participantes • Plus de 900 000 visiteurs sur notre page Facebook • Plus d’une trentaine d’articles dans la presse Web • Plus de 600 votants de 79 pays pour le jeu- mars 2013 some rights reserved cc 2012 en ligne concours 30 visionarymarketing.com
    30. 30. réseau social professionnel des dircoms de l’enseignementarces.com supérieur et de la recherche 31  Apprentissage de nouvelles pratiques  Fédérer autour des expertises  … en dehors du cadre de leur établissement  Développer le capital social des adhérents  Faciliter l’animation régionale  Fluidifier la gestion de l’association mars 2013
    31. 31. some rights reserved cc 2012 visionarymarketing.com3/27/2013 32 32 Déploiement de la solution
    32. 32. Clés du succès 33  Trouver un point commun 33 suffisamment fort justifiant l’existence de lasome rights reserved cc 2012 visionarymarketing.com communauté  Encourager et accompagner les nouvelles pratiques  Apporter des réponses précises  Adapter la gouvernance 3/27/2013
    33. 33. some rights reserved cc 2012 visionarymarketing.com 34 mars 2013 source : twitonomy
    34. 34. registration at http://hellopolys.orange.com 35 a whole world of connectionssome rights reserved cc 2012 visionarymarketing.com mars 2013
    35. 35. médias sociaux quels outils pour quels messages ? 36 4. MAPPING PROPOSÉsome rights reserved cc 2012 visionarymarketing.com mars 2013
    36. 36. trivia, quizzes, enter tainment, contests, , in-depth content, gamificatio n, CRM trivia, quizzes, ent coupons, exclusive ertainment, conte offers, serious sts, gamification, gaming CRM coupons, exclusive offers, serious hard selling gaming twitter links to contentt, Q&A, linki hard selling, in- ng via depth content groups, networking, partnerships facebook lead generation content, content trivia, infographics events, live blogging hard selling keynotes link-baiting lead generation (consulting or linkedin lead similar) generation (B2B) hard selling,, Corporate content hard selling wordpress slidesharesome rights reserved cc 2012 visionarymarketing.com 37 mars 2013
    37. 37. Cartopgraphie proposée (vue personnelle et européenne) 38 fun ? (SEO?) niche universal (corporate & b2b) in-depthsome rights reserved cc 2012 visionarymarketing.com mars 2013
    38. 38. 39Merci de votre attentionsome rights reserved cc 2012 visionarymarketing.com mars 2013

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