ESG-Enterprise social media strategy

enterprise social media

mba ebusiness - ESG
Paris, July 17th, 2012

some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec

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my personal research online

> http://visionarymarketing.com
> http://visionarymarketing.wordpress.com

some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 3

2 main publications in 2011
English adapation on-going
http://precommerce.com http://amonboss.com


http://orange.com/


agenda
tentative version (July 2012)

@orange
> introduction @ygourven

> 1. history
> 2. social media
strategy?
> 3. tips for social media
organisation
> 4. about ROI
> 5. social media
dashboard


what about social media now?


“twitterweilergate”


119 years!


web 2.0 beginnings

picture: microsoft gallery

one fine day … in 2012


may 18, 2012


unless…


Broadstuff‟s bubbleometer


8 years later …

> what has changed?


how it all started

> coined web 2.0 concept

> web 2.0 summit (2004)

> founding article at oreilly.net

> http://oran.ge/oreilly20


web 2.0 in a few words

collaboration

UGC

thin client

rss syndication


by then … a varied landscape


so …


1. what has happened to web 2.0?


2. Landscape evolution (1)

?

2004-08 2009 2010-11 2012 …


2. Landscape evolution (2)


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 25

regional differences are key (… 2009 …)

http://www.nicolaskerebel.com/non-classe/world_map_of_social_networks/

Vincenzo Costenza
26

regional differences shrinking (dec 2010)

27

june 2011


december 2011


who is using social media?


facebook (cc FaberNovel)


b2b social networks

LinkedIn vs Viadeo
source: Comscore/Capital


june 2012 focus narrowing
strategic focus
nov 2010 30m
nov 2010 80m jun 2012 45m
dec 2011 130m

facebook
nov 2010 600m
jun 2012 900m
linkedIn
jun 2012 150m
viadeo Xing

900 million members 150 million members 45 million members 11.7 million members
24 million Fr
3 million Fr (2011) 5 million Fr (fin 2011) (of which 6.4 m ghosts)

Germany: 2003
USA: 2004 USA: 2002 France: 2002
(née Open BC)

stretegic focus narrowing to
50 languages exists in French Français / Anglais
Germany/Aus/Ch

consumers,
entertainment, contests b2b b2b b2b

average user 41 years old german-speaking
80% outside US expansion in Russai / China usesrs only
60% outside US

source: Karalys, Socialbakers, AIM Group, Orange & Wikipedia

some rights reserved - 2010 - cc - Yann A Gourvennec - Orange Business Services 33

source: Comscore/Capital (2011) b2b user profile


user comparison

> 35 ans = 64%
source: JDNet (2011)

> 35 ans = 64%


source: factodesign
twitter vs flickr (7/12/2011)

flickr twitter

Twitter status
(France/ROW) 2012

Japan, France, South Korea,
Australia, and Pakistan
• Twitter is the 15th most popular
site in Japan, France, South
Korea, Australia, and Pakistan
based on a combination of
average daily visitors and
pageviews.
• 2.6% of the Twitter users
come from France and they
generate 2.3% of the
pageviews on Twitter

http://www.appappeal.com/maps/twitter/

the way one (too often) sees it


the way I see it
means different
things
depending on
context


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 300 new videos
wholesalesolutions half a year
Pages viewed : 20,5 livre audio
60 000 players
million vidéos brand Pages seen : 83074 loaded
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


3. the scene changes (Jeremiah Owyang)

42

Cluetrain Theses (Original)
1. Markets are conversations.
2. Markets consist of human
beings, not demographic
sectors.
3. Conversations among
human beings sound
human. They are conducted
in a human voice.

43

Cluetrain Theses (Updated for 2012)
1. Markets are conversations
conversational ads
2. Markets consist of human
beings, brand pages, not
demographic sectors. and
social graph targeting
3. Conversations among
human beings sound
human. They are conducted
in a human voice. Analyzed
by social performance
analytics
44

5. 10 major trends in Corporate Social Media Management

1. tablets
2. content marketing
3. impact on HR
4. curation
5. beyond the fan page
6. direct client interaction
7. enterprise social networks
8. brand advocates and champions http://oran.ge/10smtrend
s
9. proliferation of platforms
10. the new bubble
@orange
@ygourven

1. history

> how it all started


it‟s here for real

but maybe not really new


15 golden rules for Web 2.0


beginnings


structuring the initiative

effort

STRUCTURE 3
industrialise
spread the word
professionalise

DEVELOP
2
initial results
prove efficiency
TRIGGER convince and grow
1
evaluate relevance
measure opportunity
buy-in

results

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://media-aces.org

four phases that we have been (are) going through

industrialising
responding
understanding

scaling


2. social media strategy?


is there such a thing as a social media strategy?


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 easy

3. make people happy

4. earn trust and respect


1. be interesting (do something special)

the famous 7” pastrami sandwich


word of mouth marketing principles


question 1: who does social CRM?

4 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, 2011


astrosurfing

> fake blogs
> fake comments
> fake content
> fake employees
> spam & intrusion
> infiltration
> paying bloggers …
> etc.

disclosure:
http://socialmedia.org/disclosure

some rights reserved - cc- Yann A Gourvennec - Orange 59

3. tips for organising social media teams in large organisations

> Yann A. Gourvennec
> Figaro Digital
> London, Nov 23, 2011


61

• Organizational Models
source : Jeremiah Owyang

Centralized Distributed Coordinated Multiple Hub Holistic
and Spoke

© 2010 Altimeter Group

www.orange.com/smg


2. the worldwide facebook hub


www.timeline.orange.com


4. about ROI


a famous ROI example

> RUDOLF 1858 – 1913


another example

source: http://www.computing.co.uk/ctg/news/2024715/atos-aims-abolish-internal-email-2014

Some rights reserved by sualk61


several ways of measuring return …

sell engage save

all of the above


which platform?

> business cases
> over several years
> different countries
> beyond traditional
engagement
> apart from traditional
advertising


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)
11. Orange France „mayor of the week‟ campaign (06/2012)

* social CRM spans more than 2 countries


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)


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


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


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
some rights reserved - cc 2012 - orange.com Lin
Fb, Tw, G+, Pin, Dai, Ins, - Yann A. Gourvennec 74

4. live.orange.com on Pinterest


4. live.orange.com on Pinterest

> one “board” per blog category
> one “pin” per post in each category
> e.g. Cannes Film Festival board


4. Orange on Pinterest

> followers “repin”
> e.g. “Orange
Rockcorps” pinterest
users usually repin
music-related pins


5. Orange and Orange Business on slideshare


5. slideshare analytics


6. Orange Business Live tweeting


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


6. global span

> 3 nationalities generating live content (French, UK, USA)
> 41 countries visited digital content platform
> 10 countries engaged with Twitter content


6. measuring the reach
note: the value isn’t in Twitter


7. socialisation of Orange.com website
and its ancillary Website factory

> dynamic feeds



> in-text sharing > beyond static
badges



„follow us‟ menu

7. socialisation of
Orange.com website
and its ancillary
Website factory
Orange inside (mock-up)


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

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


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
= 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


10. go to http://bit.ly and paste any Orange URL into the box


10. click the “shorten” button to the right of the box and voila…


10. personalised Oran.ge page
http://orange.com/url


10. statistics (1)


10. statistics (2)

e.g. registered
domain names

details (links/clicks/url details)

e.g. 7WuOc5 (http://bit.ly/
7WuOc5) “welcome to
orange.com”


Orange France: using Foursquare to attract shoppers

> „mayor of the week‟ campaign

by S.Cassan – Orange France 24/06/12

11. France: attracting digital savvy 18-30 year-old into our very
large stores with Foursquare

vidéo

http://dai.ly/KXfgW7 (video)

a niche of hyperactive users

• week 1(Mon-Sat) : 500 check-ins over 14 stores
• 80 on the Champs Elysées flagship store
• 60 „mayors‟ elected
• mayor status changed hands everyday in 6 participating stores
• approx. 100 shares on Facebook and Twitter


our happy week 1 “mayors”


what social media platform for what message?

> 3. proposed tool mapping


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, linkin
g via
hard selling, in-
groups, networking,
depth content

facebook partnerships

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

tentative mapping of social media tools
personal & European view
fun
?

(SEO?)

niche universal

(corporate & b2b)
in-depth

5. social media dashboard


Orange social media dashboards on slideshare

105

5. slideshare analytics

106

thank you

107

interact with us online

@orange
http://www.facebook.com/orange

http://slideshare.net/orange
http://live.orange.com


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