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.

1. what social media platform for what message?
picture cc 2011 Yann Gourvennec – http://bit.ly/picasayann
> useful social media conference
London June 25th, 2012
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2. my personal research online
> http://visionarymarketing.com
> http://visionarymarketing.wordpress.com
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3. 2 publications in 2011
> http://precommerce.com > http://amonboss.com
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6. agenda
@orange
@ygourven
> introduction
> which strategy?
> which social media
platform?
> proposed tool
mapping
picture: microsoft gallery
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7. what social media platform for what message?
picture cc 2011 Yann Gourvennec – http://bit.ly/picasayann
> introduction
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8. your view of social media?
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9. “twitterweilergate”
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10. 119 years!
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11. the way it was …
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12. evolution
?
2004-08 2009 2010-11 2012 …
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13. the facebook juggernaut
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14. 2. Landscape evolution (2)
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15. regional differences are key (2006 …)
europe *
NAM *
1/4 of subscribers
asia-pac *
1/3 of subscribers
sources:http://valleywag.com/tech/data-junkie/the-world-map-of-social-networks-273201.php
Le 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
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16. regional differences are key (… 2009 …)
Vincenzo Cosenza http://vincos.it
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17. regional differences shrinking (dec 2010)
Vincenzo Cosenza http://vincos.it
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18. June 2011
Vincenzo Cosenza http://vincos.it
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19. december 2011
Vincenzo Cosenza http://vincos.it
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20. the way one (too often) sees it
picture: microsoft gallery
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21. the way I see it
means different
things
depending on
context
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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
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23. what social media platform for what message?
picture cc 2011 Yann Gourvennec – http://bit.ly/picasayann
> 1. which strategy?
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24. does social media works with “messages”?
> are “human
conversations based
on “messages”
picture: microsoft gallery
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25. wom principles (Andy Sernovitz)
1. be interesting (do something special)
2. make it easy
3. make people happy
4. earn trust and respect
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26. 1. be interesting (do something special)
the famous 7” pastrami sandwich
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27. word of mouth marketing principles
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28. digital strategy
4 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
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29. what social media platform for what message?
picture cc 2011 Yann Gourvennec – http://bit.ly/picasayann
> 2. which platform?
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30. which platform?
> business cases
> over several years
> different countries
> beyond traditional
engagement
> apart from traditional
advertising
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31. business cases from various countries
1. 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 Facebook
9. Orange Business France: (video) 3 minutes for Internet security
10. Orange Group: Group url shortener (2012)
* social CRM spans more than 2 countries
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32. 1. Orange CH: “Orange me” scanner
2011
idea
> help Facebook users/clients use FB
data to tailor phone subscription
> provide tips on offers / content etc.
> based on profile pages and data
> PRE-commerce
results
> 20 k views on tab (for this application)
over 15 k likes (+144% compared to
October)
> 2810 feedbacks on NewsFeed (+80%
compared to October)
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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 pages
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34. 3. live Orange blog
Cannes 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 posts
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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
~ € 2,5k
SOCIAL MEDIA OUTREACH
Twitter, 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 Pinterest
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37. 4. live.orange.com on Pinterest
> one “board” per blog category
> one “pin” per post in each category
> e.g. Cannes Film Festival board
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38. 4. Orange on Pinterest
> followers “repin”
> e.g. “Orange
Rockcorps” pinterest
users usually repin
music-related pins
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39. 5. Orange and Orange Business on slideshare
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40. 5. slideshare analytics
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41. 6. Orange Business Live tweeting
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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/recapobl
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43. 6. global span
> 3 nationalities generating live content (French, UK, USA)
> 41 countries visited digital content platform
> 10 countries engaged with Twitter content
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44. 6. measuring the reach
note: the value isn’t in Twitter
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45. 7. socialisation of Orange.com website
and its ancillary Website factory
> dynamic feeds
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46. 7. socialisation of Orange.com website
and its ancillary Website factory
> in-text sharing > beyond static badges
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47. 7. socialisation of Orange.com website
and its ancillary Website factory
‘follow us’ menu
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48. 7. socialisation of
Orange.com website
and its ancillary Website
factory
Orange inside (mock-up)
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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
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50. 9. video training/teaching/evangelisation
http://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 4
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51. 10. oran.ge url shortener for the Orange group
picture cc 2011 Yann Gourvennec – http://bit.ly/picasayann
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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 link
http://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 box
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54. 10. click the “shorten” button to the right of the box and voila…
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55. 10. personalised Oran.ge page
http://orange.com/url
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56. 10. statistics (1)
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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”
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58. what social media platform for what message?
picture cc 2011 Yann Gourvennec – http://bit.ly/picasayann
> 3. proposed tool mapping
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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 partnerships
facebook
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 selling
wordpress slideshare
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60. tentative mapping of social media tools
personal & European view
fun
?
(SEO?)
niche universal
(corporate & b2b)
in-depth
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61. what social media platform for what message?
picture cc 2011 Yann Gourvennec – http://bit.ly/picasayann
> appendix: supporting admin tools
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62. SMMS Vendor Overview: 63
Download report http://bit.ly/AltimeterSocial
© 2012 Altimeter Group

63. thank you
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64. interact with us online
@orange
http://www.facebook.com/orange
http://live.orange.com http://slideshare.net/orange