what social media platform for what message?                                                                       picture...
my personal research online>    http://visionarymarketing.com>    http://visionarymarketing.wordpress.comsome rights reser...
2 publications in 2011> http://precommerce.com                                 > http://amonboss.comsome rights reserved -...
some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec   5
some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec   6
agenda                                                                             @orange                                ...
what social media platform for what message?                                                                       picture...
your view of social media?some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec   9
“twitterweilergate”some rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec   10
119 years!some rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec   11
the way it was …some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec   12
evolution                                                                                    ?         2004-08            ...
the facebook juggernautsome rights reserved - cc 2012 - orange.com - Yann A. Gourvennec   14
2. Landscape evolution (2)some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec   15
regional differences are key (2006 …)                                                                                     ...
regional differences are key (… 2009 …)Vincenzo Cosenza http://vincos.itsome rights reserved - cc 2012 - orange.com - Yann...
regional differences shrinking (dec 2010)Vincenzo Cosenza http://vincos.itsome rights reserved - cc 2012 - orange.com - Ya...
June 2011Vincenzo Cosenza http://vincos.itsome rights reserved - cc 2012 - orange.com - Yann A. Gourvennec   19
december 2011Vincenzo Cosenza http://vincos.itsome rights reserved - cc 2012 - orange.com - Yann A. Gourvennec   20
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                        ...
still … there is more to it than just one tool           Orange.com                 webste generator          live Orange ...
what social media platform for what message?                                                                        pictur...
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 sa...
word of mouth marketing principlessome rights reserved - cc 2012 - orange.com - Yann A. Gourvennec   28
digital strategy4 types of brands (Synthesio)                               under the radar                 functional    ...
what social media platform for what message?                                                                        pictur...
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> provid...
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   37
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   40
5. slideshare analyticssome rights reserved - cc 2012 - orange.com - Yann A. Gourvennec   41
6. Orange Business Live tweetingsome rights reserved - cc 2012 - orange.com - Yann A. Gourvennec   42
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   45
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 ancillary WebsitefactoryOrange 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 group                                                                            ...
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) 2011 – Orange – web, digital & soci...
10. click the “shorten” button to the right of the box and voila…some rights reserved (cc) 2011 – Orange – web, digital & ...
10. personalised Oran.ge pagehttp://orange.com/urlsome rights reserved (cc) 2011 – Orange – web, digital & social media   56
10. statistics (1)some rights reserved (cc) 2011 – Orange – web, digital & social media   57
10. statistics (2)                                             e.g. registered                                            ...
what social media platform for what message?                                                                        pictur...
trivia, quizzes, enter                                                                                               tainm...
tentative mapping of social media toolspersonal & European view                                          fun              ...
what social media platform for what message?                                                                        pictur...
SMMS Vendor Overview:                           63       Download report http://bit.ly/AltimeterSocial© 2012 Altimeter Group
thank yousome rights reserved - cc 2012 - orange.com - Yann A. Gourvennec         64
interact with us online@orange                           http://www.facebook.com/orangehttp://live.orange.com      http://...
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[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 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

    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

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