[En] What Social Media Platform For What Message & ROI?
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[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
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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
- 9. unless… some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media 10
- 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
- 30. on-going brand compliance audit 33
- 31. on-going brand compliance audit 34
- 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
- 34. genesis some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media 38
- 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
- 49. thank you
- 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
Hinweis der Redaktion
- 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