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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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[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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