The document discusses social media monitoring strategies over time. It begins with lessons learned from early social media discussions in 2004. It then discusses how monitoring evolved from focusing on everything to developing strategies and processes. It outlines moving from just noise to identifying useful signals by focusing on crisis monitoring, sentiment analysis, and dashboards. The final sections provide advice on using social media as part of a digital mix and avoiding common pitfalls.

1. unrestricted
social media at Orange:
from noise to signal
Yann Gourvennec
Director, Web, Digital & Social Media
http://orange.com
Sanofi internal conference
Paris, january 30, 2013
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2. mid 2013: Digital Media Beyond Social Media
[Fr] http://amonboss.com
[En] http://digitalbeyondsocial.com
helping bosses with their online business presence
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3. 2011 publications
> http://precommerce.com > http://amonboss.com
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4. agenda
@orange
@ygourven
> 1. lessons from the
early days of social
media
http://oran.ge/slides
> 2. strategy
> 3. from noise to
process
> 4. network outage
> 5. freebie
picture: microsoft gallery
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5. unrestricted
social media monitoring -
from noise to signal
1. few lessons from the early
days of social media
Sanofi internal conference
Paris, january 30, 2013
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6. barely 5 years ago …
some rights reserved by Jimee, Jackie, Tom & Ash
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7. the Kryptonite „blogstorm‟ started it all …
2004
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8. debunking the “blogstorm” myth
http://oran.ge/debunkmyth
main takeaways…
1. started with blogs forums
2. Kryptonite knew all from day one
3. late response but not surprising (QA)
4. myth=Kryptonite didn’t bother / truth=everyone on
board from day one
5. instant impact but sales picked up / little or no
negative long term impact on brand
6. a large business cannot cater for all blogs
individually
…
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9. consequences on social media monitoring
> monitor „everything‟
> proliferation of tools
> towering costs
> vision vs. action
> „sentiment‟ analysis
(interpretation)
> what for? what process?
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10. conclusion … 5 years later
> all: “what are we
getting from this?”
image: Microsoft Office gallery
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11. unrestricted
social media monitoring -
from noise to signal
2. strategy
Sanofi internal conference
Paris, january 30, 2013
copyright - 2013 - Yann A Gourvennec - Orange 11

12. a thing to fear or build upon?
some rights reserved by ella novak
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13. before monitoring: what you need to know
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
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14. not all sectors are equal on the social Web
> most favoured
- art & music
- fashion/ apparel
> least favoured
- bank / insurance
- telecommunications
- political parties
Sncd survey based on a representative sample (10,934 respondants) of social Web users in
France - 2012
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15. unrestricted
social media monitoring -
from noise to signal
3. from noise to process
Sanofi internal conference
Paris, january 30, 2013
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16. noise
signal to noise daily mail alert
social media team
100 links/day
Digimind /
Synthesio /
TrendyBuzz
Access to all users
Digimind group
tool
acceptable limit
blog weather news
=> blogs & online
papers analysis
=> sent to CEO & 300
addressees digimind alerts
crisis only
in 2013 PR process
social media dashboards
flair sentiment
analysis
by Orange Labs in-depth surveys
net neutrality
governance
etc.
signal
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2006 2007 2010 2011 2013

17. social media: a powerful ingredient in a digital mix
avoid… use…
> bandwagon effect > social media for
> opposing social to Web - content marketing
- awareness
> losing track of objective - exchanges
> confusing tools for - co-creation
strategies > direct marketing for
> confusing: - traffic generation
- entertainment sphere - lead generation (combine)
- content sphere - roi
> thinking b2b isn’t part of - sales and efficiency
this - on+ off line
cc - by/nc/sa © 2013 – Orange – web, digital & social media

18. any questions?
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19. thank you
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20. interact with us online
@orange
http://www.facebook.com/orange
http://live.orange.com http://slideshare.net/orange
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