[DRAFT: NOT THE FINAL VERSION] This is the latest version of my "what platform for what message" presentation originally delivered in London in June 2012. Now complete with 2 new examples, one of which is under development
[En] what social media platform for what messageOrange
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.
[En] Telecom experience conference - Zagreb - Nov 12, 2012Orange
This is the latest version of my "what tool for what message" presentation, revised and updated on Nov 9 with a new business case about the Sosh low cost offer from Orange
This is the slide deck for my pitch tomorrow at the ESG business school in Paris. This will be my 6th year this year and therefore it's a good time to look at the past and review my predictions for the (near) future.
[EN] scenarios for the future of social mediaOrange
this presentation describes my thoughts as to the paths that social media innovation could take in the next few months/years in the ares of 1) Marketing 2) CRM and 3) Enterprise Social Networks
[En] engaging consumers with social media (banking sector)Orange
This is the presentation I gave last week at the future of cards and payments Marketforce conference. It is showing how and why banks should use social media.
[En] what social media platform for what messageOrange
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.
[En] Telecom experience conference - Zagreb - Nov 12, 2012Orange
This is the latest version of my "what tool for what message" presentation, revised and updated on Nov 9 with a new business case about the Sosh low cost offer from Orange
This is the slide deck for my pitch tomorrow at the ESG business school in Paris. This will be my 6th year this year and therefore it's a good time to look at the past and review my predictions for the (near) future.
[EN] scenarios for the future of social mediaOrange
this presentation describes my thoughts as to the paths that social media innovation could take in the next few months/years in the ares of 1) Marketing 2) CRM and 3) Enterprise Social Networks
[En] engaging consumers with social media (banking sector)Orange
This is the presentation I gave last week at the future of cards and payments Marketforce conference. It is showing how and why banks should use social media.
I have put this presentation together for the "conference on Cyberspace" event in Budapest in which I will represent Orange tomorrow.
http://www.cyberbudapest2012.hu/
[En] social media ROI istrategy presentationOrange
ROI isn’t a good measure for innovations when they emerge; on the contrary, when such innovations mature, measuring success becomes a must-have. There is more than one way of measuring ROI. One might try to determine, for instance, how much one earns, by using social media, but only a minority of enterprises is using social media to sell things, and there are still doubts as to whether social media is the right place to sell. Others might try and assess how much they save thanks to social media, or how much they can achieve beyond the usual boundaries of Marketing, or lastly, a combination of all of the above. Tools exist for us to measure social media; there are even a lot (too many?) of them. Yet, some of their metrics are either hard to understand for managers or they tend to be unreliable, or they might even measure activity vs. efficiency. Despite all these obstacles, 5 years after the first attempts at using social media for businesses, it is no longer possible to evade measuring social media activity and efficiency. In this session, I will show how, and what for and I will also highlight a few recommendations and warnings for those who are eager to be able to build their own social media dashboards.
http://www.istrategyconference.com/events/amsterdam/#eventProgram
[En] how social media changed our (your) livesYann Gourvennec
a presentation I gave to a client recently about how social media changed our professional lives, talking about the impact on organisations, the way we do business, how hierarchies are impacted ... and how employees can help their companies by becoming user-producers with UGC.
Cette présentation aurait dû être commentée à Tunis aujourd'hui même. hélas, la manifestation a été annulée. Par solidarité avec les organisateurs français et notamment @fbrahimi je mets ma présentation en téléchargement libre.
Yann GOURVENNEC - ORANGE BUSINESS SERVICES - Conference Media Aces Juin 2010A Mon Boss
Presentation effectuee par Yann GOURVENNEC (Head of Internet and Digital ORANGE BUSINESS SERVICES) lors de la conference Media Aces de juin 2010 a l'Ecole Nationale d'Architecture
day 5 of the ICT Marketing presentation to the Master in International Business (MIB) classes at Paris Dauphine. The presentation is a condensed version of a 360° analysis of ICT marketing. This version now includes a comprehensive review of Marketing 2.0 and Social Media applied to big business.
day 6 Tof the ICT Marketing presentation to the Master in International Business (MIB) classes at Paris Dauphine. The presentation is a condensed version of a 360° analysis of ICT marketing. This version now includes a comprehensive review of Marketing 2.0 and Social Media applied to big business.
[En] HEC Paris - Web 2.0 - reinventing marketingYann Gourvennec
agenda
- backgrounder
- marketing 2.0, reinventing marketing
- web 2.0, social media, buzzwords and hindsight
- how to create some solution-based addictive content
nb: those slides which are based on personal research have been clearly marked with a different background.
- using experience to build the new momentum
Presentations from the breakfast seminar organised by Munier-BBN, Ad Nova and the International Association of Business Communicators (IABC) France with:
Stephane Munier - Director, Munier-BBN
Yann Gourvennec - Head of Internet & Digital Media, Orange Business Services
Tom Scott - Communications Manager, GE Transportation
Xavier Guepet - Head of Multimedia, Veolia Environnement
[En] Why Big Business Needs Social Media ... under what conditionsYann Gourvennec
This is the presentation which I delivered at the Digital Marketing Forum in Budapest on May 5, 2009. This presentation is CC 2009 - Orange Business Services
day 2 of the ICT Marketing presentation to the Master in International Business (MIB) classes at Paris Dauphine. The presentation is a condensed version of a 360° analysis of ICT marketing. This version now includes a comprehensive review of Marketing 2.0 and Social Media applied to big business.
I have put this presentation together for the "conference on Cyberspace" event in Budapest in which I will represent Orange tomorrow.
http://www.cyberbudapest2012.hu/
[En] social media ROI istrategy presentationOrange
ROI isn’t a good measure for innovations when they emerge; on the contrary, when such innovations mature, measuring success becomes a must-have. There is more than one way of measuring ROI. One might try to determine, for instance, how much one earns, by using social media, but only a minority of enterprises is using social media to sell things, and there are still doubts as to whether social media is the right place to sell. Others might try and assess how much they save thanks to social media, or how much they can achieve beyond the usual boundaries of Marketing, or lastly, a combination of all of the above. Tools exist for us to measure social media; there are even a lot (too many?) of them. Yet, some of their metrics are either hard to understand for managers or they tend to be unreliable, or they might even measure activity vs. efficiency. Despite all these obstacles, 5 years after the first attempts at using social media for businesses, it is no longer possible to evade measuring social media activity and efficiency. In this session, I will show how, and what for and I will also highlight a few recommendations and warnings for those who are eager to be able to build their own social media dashboards.
http://www.istrategyconference.com/events/amsterdam/#eventProgram
[En] how social media changed our (your) livesYann Gourvennec
a presentation I gave to a client recently about how social media changed our professional lives, talking about the impact on organisations, the way we do business, how hierarchies are impacted ... and how employees can help their companies by becoming user-producers with UGC.
Cette présentation aurait dû être commentée à Tunis aujourd'hui même. hélas, la manifestation a été annulée. Par solidarité avec les organisateurs français et notamment @fbrahimi je mets ma présentation en téléchargement libre.
Yann GOURVENNEC - ORANGE BUSINESS SERVICES - Conference Media Aces Juin 2010A Mon Boss
Presentation effectuee par Yann GOURVENNEC (Head of Internet and Digital ORANGE BUSINESS SERVICES) lors de la conference Media Aces de juin 2010 a l'Ecole Nationale d'Architecture
day 5 of the ICT Marketing presentation to the Master in International Business (MIB) classes at Paris Dauphine. The presentation is a condensed version of a 360° analysis of ICT marketing. This version now includes a comprehensive review of Marketing 2.0 and Social Media applied to big business.
day 6 Tof the ICT Marketing presentation to the Master in International Business (MIB) classes at Paris Dauphine. The presentation is a condensed version of a 360° analysis of ICT marketing. This version now includes a comprehensive review of Marketing 2.0 and Social Media applied to big business.
[En] HEC Paris - Web 2.0 - reinventing marketingYann Gourvennec
agenda
- backgrounder
- marketing 2.0, reinventing marketing
- web 2.0, social media, buzzwords and hindsight
- how to create some solution-based addictive content
nb: those slides which are based on personal research have been clearly marked with a different background.
- using experience to build the new momentum
Presentations from the breakfast seminar organised by Munier-BBN, Ad Nova and the International Association of Business Communicators (IABC) France with:
Stephane Munier - Director, Munier-BBN
Yann Gourvennec - Head of Internet & Digital Media, Orange Business Services
Tom Scott - Communications Manager, GE Transportation
Xavier Guepet - Head of Multimedia, Veolia Environnement
[En] Why Big Business Needs Social Media ... under what conditionsYann Gourvennec
This is the presentation which I delivered at the Digital Marketing Forum in Budapest on May 5, 2009. This presentation is CC 2009 - Orange Business Services
day 2 of the ICT Marketing presentation to the Master in International Business (MIB) classes at Paris Dauphine. The presentation is a condensed version of a 360° analysis of ICT marketing. This version now includes a comprehensive review of Marketing 2.0 and Social Media applied to big business.
[Fr] mythes & réalité des médias sociaux - DiiOrange
Voici le support de ma présentation à la conférence annuelle DII du directeur de la stratégie digitale qui aura lieu le 14 décembre à l'hôtel California à Paris
Round-up of the Orange Blogger Bus Tour in San Francisco and Silicon Valley. Stats, names, numbers and keywords, find out all there is to know about this unique adventure in the capital of innovation.
[Fr] l'éthique dans les réseaux sociaux professionnelsOrange
Dans cette présentation, nous décrirons les mauvaises pratiques en matière de transparence dans les médias sociaux et comment s'en prémunir. Cette présentation a fait l'objet d'une discussion interne à Orange mais ne contient que des éléments ouverts et partgeables par tous.
[En] San Francisco Blogger Tour presentationOrange
in Sept 2012, a group of 12 international bloggers from all over the world will roam Silicon Valley in order to find out about innovation and where it's heading ...
Kseniya Leshchenko: Shared development support service model as the way to ma...Lviv Startup Club
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Kyiv PMDay 2024 Summer
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Youtube – https://www.youtube.com/startuplviv
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Improving profitability for small businessBen Wann
In this comprehensive presentation, we will explore strategies and practical tips for enhancing profitability in small businesses. Tailored to meet the unique challenges faced by small enterprises, this session covers various aspects that directly impact the bottom line. Attendees will learn how to optimize operational efficiency, manage expenses, and increase revenue through innovative marketing and customer engagement techniques.
Building Your Employer Brand with Social MediaLuanWise
Presented at The Global HR Summit, 6th June 2024
In this keynote, Luan Wise will provide invaluable insights to elevate your employer brand on social media platforms including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok. You'll learn how compelling content can authentically showcase your company culture, values, and employee experiences to support your talent acquisition and retention objectives. Additionally, you'll understand the power of employee advocacy to amplify reach and engagement – helping to position your organization as an employer of choice in today's competitive talent landscape.
LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.🤯
We will dig deeper into:
1. How to capture video testimonials that convert from your audience 🎥
2. How to leverage your testimonials to boost your sales 💲
3. How you can capture more CRM data to understand your audience better through video testimonials. 📊
In the Adani-Hindenburg case, what is SEBI investigating.pptxAdani case
Adani SEBI investigation revealed that the latter had sought information from five foreign jurisdictions concerning the holdings of the firm’s foreign portfolio investors (FPIs) in relation to the alleged violations of the MPS Regulations. Nevertheless, the economic interest of the twelve FPIs based in tax haven jurisdictions still needs to be determined. The Adani Group firms classed these FPIs as public shareholders. According to Hindenburg, FPIs were used to get around regulatory standards.
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
B2B payments are rapidly changing. Find out the 5 key questions you need to be asking yourself to be sure you are mastering B2B payments today. Learn more at www.BlueSnap.com.
Cracking the Workplace Discipline Code Main.pptxWorkforce Group
Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
Forward-thinking leaders and business managers understand the impact that discipline has on organisational success. A disciplined workforce operates with clarity, focus, and a shared understanding of expectations, ultimately driving better results, optimising productivity, and facilitating seamless collaboration.
Although discipline is not a one-size-fits-all approach, it can help create a work environment that encourages personal growth and accountability rather than solely relying on punitive measures.
In this deck, you will learn the significance of workplace discipline for organisational success. You’ll also learn
• Four (4) workplace discipline methods you should consider
• The best and most practical approach to implementing workplace discipline.
• Three (3) key tips to maintain a disciplined workplace.
VAT Registration Outlined In UAE: Benefits and Requirementsuae taxgpt
Vat Registration is a legal obligation for businesses meeting the threshold requirement, helping companies avoid fines and ramifications. Contact now!
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Discover the innovative and creative projects that highlight my journey throu...dylandmeas
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[En] What Social Media Platform For What Message & ROI?
1. what social media platform for what message and what ROI?
picture cc 2011 Yann Gourvennec – http://bit.ly/picasayann
http://oran.ge/slides
> SMI conference
Marrakech october 12th, 2012
some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media
1
2. my personal research online
> http://visionarymarketing.com
> http://visionarymarketing.wordpress.com
some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media 3
3. some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media 4
4. 2 publications in 2011
> http://precommerce.com > http://amonboss.com
some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media 5
5. agenda
@orange
@ygourven
> introduction
> 1. which strategy?
> 2. what ROI?
> 3. which social
media platform?
> 4. proposed tool
mapping
picture: microsoft gallery
some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media 6
6. what social media platform for what message?
picture cc 2011 Yann Gourvennec – http://bit.ly/picasayann
http://oran.ge/slides
> introduction
some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media
7
7. the good old days of Web 2.0
some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media 8
8. may 18, 2012?
some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media 9
10. the way it used to be…
some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media 11
11. the way (too) many of us see it…
?
2004-08 2009 2010-11 2012 …
some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media 12
12. the way I see it
means different
things depending
on context
some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media 13
13. what social media platform for what message?
picture cc 2011 Yann Gourvennec – http://bit.ly/picasayann
http://oran.ge/slides
> 1. which strategy?
some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media
14
14. does social media works with “messages”?
> are “human
conversations based
on “messages”
picture: microsoft gallery
some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media 15
15. wom principles (Andy Sernovitz)
1. be interesting (do something special)
2. make it easy
3. make people happy
4. earn trust and respect
some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media 16
16. 1. be interesting (do something special)
the famous 7” pastrami sandwich
some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media 17
17. picture cc 2011 Yann Gourvennec – http://bit.ly/picasayann
http://oran.ge/slides
> 2. what ROI?
some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media
18
18. several ways of measuring return …
sell engage save
all of the above
some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media 19
19. social media tools
some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media 20
20. what do all those metrics (really really) mean?
Eric Schmidt, 2011
one year later (oct 2012)
some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media 21
21. tweetreach conundrum
1
reached?
2
impressions
?
3 mentions &
RT not on
reports
some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media 22
22. not just a matter of number of fans
benchmark: social bakers
some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media 23
23. from bad to horse (oct. 2012)
some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media 24
24. what social media platform for what message?
picture cc 2011 Yann Gourvennec – http://bit.ly/picasayann
http://oran.ge/slides
> 3. which platform?
some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media
25
25. which platform?
> business cases
> over several years
> different countries
> beyond traditional
engagement
> apart from traditional
advertising
> some good, some
less
some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media 26
26. business cases from various countries
1. Orange UK & France*: Social CRM through Twitter & Facebook (since
2010)
2. Orange Group: live blogging in Cannes (2012)
3. Orange Group + ROW: hellopolys (2012-2013)
4. Orange Group + Orange Business: Slideshare (since 2011)
5. Orange Group: the blogger bus tour (2012)
6. socialisation of Orange.com (2012)
7. Orange Spain: Couponing campaign through Facebook
8. Orange Group: Group url shortener (2012)
9. Orange France „mayor of the week‟ campaign (06/2012)
10. Orange Business France: (video) 3 minutes for Internet security
* social CRM spans more than 2 countries
some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media 27
27. 1. 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
some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media 28
28. 3. hellopolys
picture cc 2011 Yann Gourvennec – http://bit.ly/picasayann
http://oran.ge/slides
> a (yet unreleased) serious game
some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media
31
29. home page game overview & presentation (En + Fr)
on-going brand
compliance
audit
some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media 32
32. hellopolys : connecting citizens via a pervasive, fast and reliable
network
gameplay
invest and implement network achieve maximum coverage of land to connect as
technologies on map (Fibre optics and/or many people as possible with the highest
DSL lines, mobile base stations: 2, 3 and 4G) innovation and client satisfaction rates
> show what our business is about
- entertaining vs. didactic
> a „serious‟ game
- how a network is built (simplified)
- what are the issues related to managing a network (ditto)
- learning by doing
> viral mechansims
- Facebook and mobile-based
- mutual help between Facebook friends
some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media 35
33. 5. Silicon Valley blogger bus tour
Sept 17-22, 2012
#blogbus
live.orange.com
35. some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media 39
source : twitonomy
36. blogger bus tour 2012
overall estimated benefit : €82k to €114k
~ €50 – 75k €19k
FREE DISPLAY
100 POSTS
> 6 banners x 6 blogs for 3 weeks
> ~ €500 - €750 per post
> CPM: €0.30
> (5000 impressions/blog/day on average) x 6 blogs
~ €4 – 6k
SOCIAL MEDIA OUTREACH
Twitter, Facebook, Google+, Pinterest, Linkedin, Dailymotion
€4k
> ~ €500 - €600 per blog UGC MULTIMEDIA
> 6 Orange videos ~ €500 x 6
> 7 photo slideshows (€1K)
~ €5 – 10k
LIVE ORANGE BLOG FROM 600 TO 1300
DAILY UNIQUES FOR 2 WEEKS 8 new bloggers recruited
> +700 DU x 14 days = 9,800
> 9,800 x (€0.51 - €1 CPC)
+12 000 Twitter impressions on promoted tweets US and UK in 2nd and 3rd position
Twitter 1st referrer amongst social networks : 25% of
visits
impact +4% recurring visitors
+15% new followers (from 100 to 130 per day)
content published on orange.com
+ social networks
Fb, Tw, G+, Pin, Dai, Ins, Lin
some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media 40
37. 6. socialisation of Orange.com website
and its ancillary Website factory
1
social
media hub
3
live Orange
blog
2
badges
some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media 41
38. 6. socialisation of Orange.com website
and its ancillary Website factory
4
sharing
buttons
6
Facebook, Google+, Twitter, LinkedIn
inside
Orange
5
widgets
some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media 42
39. 6. socialisation of
Orange.com website
and its ancillary Website
factory
inside Orange
some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media 43
40. 7. 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 – Yann Gourvennec - web, digital & social media 44
41. 9. Orange France: using Foursquare to attract shoppers
mayor of the week campaign
• be a forerunner
• new shops visibility
vidéo
• promote events
• promote offers
• brand stickiness
http://dai.ly/KXfgW7 (video)
some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media 52
42. 9. facts and figures
> 15,020 followers
> 1170 tips
> 13 lists (wifi
hotspots, stadiums, Ora
nge cinedays…)
> 1 badge (no. 1 in
France)
> 32,249 Check-ins
some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media 53
43. 9. 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
some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media 55
44. 9. tour de France
905 people saved the Tour de 521people rewarded with
France 2012 list badge on locations based on lists
users received notifications each time they passed 1/5th of badges unlocked on the Champs-Elysées
by one of the locations in the lists in order to act on
tips
some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media 56
45. 10. 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
some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media 57
46. what social media platform for what message?
picture cc 2011 Yann Gourvennec – http://bit.ly/picasayann
http://oran.ge/slides
> 4. proposed tool mapping
some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media
58
47. 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
hard selling
wordpress
content
slideshare
some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media 59
48. tentative mapping of social media tools
personal & European view
fun
?
(SEO?)
niche universal
(corporate & b2b)
in-depth
some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media 60
50. interact with us online
@orange
http://www.facebook.com/orange
http://live.orange.com http://slideshare.net/orange
some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media 62
Editor's Notes
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.
yet, there is more than one way of measuring return on investment…The first way is to measure how much you sell by using social media. This is always the example which is quoted. Usually it ends up with a great story about Dell, and strangely enough there are a few other examples for this. To be honest with you, not only do I take part in many of these events not just in Europe but also in the United States and the United Kingdom, but I’m also part of social media.org in the US and media aces, of which I am the president and founder, in France. So, I’ll had many in opportunity to talk to my peers about the subject of how much itself or social media and, the good stories have been few and far between. Let us be clear. I sold with social media. At least once, and I’m not even counting the consulting engagements either for my personal blogs on my professional blocks, a vote for me or for our consultants of orange. I’ve even seen an example at an equipment manufacturer in the Telecom locations industry in which somebody sold $170,000 deal with a tweet. yet, selling $170,000 in a multibillion companies is not really cutting the mustard.therefore I think that this kind of examples is counter-productive.Therefore, I would rather focus on the third item on the right. That is to say how much you save using social media, namely with regard to the production of user generated content. Besides, user generated content is usually more engaging than page content. And God knows we spent loads of money in big companies and small companies alike on content. Not just be to see companies, but mostly beta big companies. And this is normal! Because, Brian content generation is becoming a staple of marketing. This is the gist of what is going to enable you to sell afterwards, do lead generation and close. in business to consumer, content is king. This is how you make your website engaging, this is how you bring people to your pages, and therefore this is how you sell. And of demonstration if you have no content, I all you have is an e-commerce website, you will end up or because you will never get people to get to this website first unless you pay for them. Such economies of scale which can be managed through the use of social media in the production of user generated content can be staggering. An orange business services I was reckoning that year in year out, through the use of user generated content in our blogs out WebTV, we were actually saving approximately e5-e700,000 per annum. As a consequence, we could prove ROI through this.But more importantly, what’s is usually advertised by social media gurus and evangelists, is the part of engagement and social media. If the actual power of view to be able to engage with customers employees and partners online and do things together. Going away from the traditional way of doing marketing from the top down and therefore engaging in discussions forums procreation you name it. How do you measure this? This is what we are going to see in this presentation.
My friend and colleague partner Minter Dial has put together this comprehensive list of tools which can be of use. yet, just look at the column in green showing the tools which enable you to engage! This is absolutely overwhelming. Therefore I decided to be a lot less comprehensive and just show what I think can be understood and useful to managers. Therefore I chose three different examples, which I will use to show the way for the measurement of engagement in social media, in three different can create simple to explain situations.
Measuring engagement is a bit more complex than just the measuring of the number of fans! Indeed, with Facebook, the more fans you have, the less engagement you get. This is a bit weird.There is a big Facebook paradox in this respect. It is wrong to assume that having fewer fans is better than having more fans. Trying to pretend that the number of fans doesn’t matter and that only the level of engagement is of importance, is a mistake. Posting content on social media platforms if no one is listening to it, serves no purpose. Hence, the actual reach of a social media community actually depends on the number of people following it. This is mostly true Twitter by the way. With Facebook, it’s a little different. There is a mechanical decrease in the average rate of engagement as you increase your number of “fans”. Besides, there may be a misunderstanding of the word “fan”. A “fan” is someone who showed interest in your brand at any one time and clicked the “like” button. social metrics systems which I know of do measure likes, but fail to take “unlikes” and “hides” into account. However, there are equally important items.There is another paradox: brands are not really ‘allowed’ to publish too much content so that as you must “engage” with your fans, it is very difficult to post stuff on Facebook. On average, a brand can send 1 or 2 messages per day, but not many more than this. There are even brands which I know of which can only post 3 messages per week. This means clearly, that for engaging fans in the long term, it won’t really happen on the Fan page but on your own web platforms (websites/blogs) which will have to become “social” – hence our work on our website factory at Orange – in order for fans to post on THEIR walls, not your fan page proper. As a consequence, the aim is not the fan page – a fact acknowledged by Facebook execs I’ve been taklking to – but on the use of Facebook as a sharing capability from your own brand platforms.
Just returning from a blogger tour in Silicon Valley which took place Sept 17-22, 2012. Invaluable feedback, visions and first-hand information straight from the horse’s mouthwe’ve been talking to some of the most innovative start-ups in the Valley (World)I’ll use this information in order to populate my predictions as much as possibleall stories about that tour can be found online at http://live.orange.com