by Mark Watts-Jones at the Future of Social Media conference in London, Jan 09 As a communications brand Orange has several different roles when dealing with ‘social media’: 1. Brand building and communicating 2. Enable customer access to social media brands 3. Use social media in Orange branded products

1. Future of Social Media Mark Watts-Jones Orange UK Head of Product Marketing Skype: wattsjones Twitter: MWJ January 2009

2. As a communications brand Orange has several different roles when dealing with ‘social media’: 1. Brand building and communicating 2. Enable customer access to social media brands 3. Use social media in Orange branded products Orange and social media

3. 1. Brand building Lets start with customers – know who they are, where they are, what they like and dislike, the brands they consume, the sites they love

4. I’d like to introduce you to the Orange animals… Orange animals

5. Designed to engage and excite the youth audience, to increase purchase consideration and build awareness of the new animals tariffs Worlds 1 st internet balloon race

8. Widgets Total number of unique viewers: 440K Results – UV’s

9. Widgets Total number of impressions: 854K Results - impressions

10. Designed to build on the success of Orange Wednesdays, engage and excite the youth audience and build brand awareness Orange film club

13. Social media is a means to an e nd The key to using social media to brand build is probably not found in social media itself Success is a traditional marketing challenge – know your customer, produce a valuable offer, make it distinctive against the market

14. 2. Access to social media Orange is helping our customers to get access to social sites by creating distinctive, targeted, valuable offerings Such offers are highly focused on driving Orange’s ‘core’ communications business

16. Focus on simple, valuable benefits Make it easy to adopt and participate Organisations might need help to understand the opportunity Customer research provides confidence but it’s highly likely that your customers are ahead of you Keep it simple

17. Data to end October 2008. See Orange Digital Media Index for more info. Mobile access Social networks OrangeWorld 42 108m 2,580k 260 Impressions per user 166m Usage - impressions 640k Users

18. Daily access to all social networks from Orange mobiles Arrow shows when data on previous slide was published Mobile access

19. Users internet access is starting to ‘bleed over’ into mobile Anecdotal evidence of viral spread of social media access New users are being brought into mobile internet use from the key 16-24 year old segments for the first time Mobile internet is growing fast

20. Know your customers Do your marketing Keep a focus on the core business Make it valuable, useful and credible Overall conclusions