4. 4
How to Orange leverage this data
to better connect to customers ?
5. 5 Orange Social Media Marketing
December ’08
< 1000 likers
UK’s first
initiatives
December ’10
473.423
likers
100% Europe
footprint
April ’11
1 million likers
1m
100% Europe +
AMEA
April ’13
13 millions
likers
13m
Worldwide
consolidation
6. 6
13,2 millions likers
45,7 millions reached users
1 million
followers
482 782 tweets
45,3 millions views
since Dec’11
Key data of Orange social media activity - April
Source : FB Insights
Twitter Public Data
Dailymotion internal data
7. 7
ORO #1 telco
category on
Facebook.
OPL #1 overall
categories
Meditel #3 on
Facebook overall
categories
OCH #5 overall
categories
OSN#1 on
Facebook overall
categories
OFR #2 telco
category on
Facebook
OTN #1 overall
category on
Facebook.
OJO #2 telco
category on
Facebook.
A worldwide presence
OSP #3 overall
category on
Facebook.
Mobinil #2 on
Facebook overall
categories OSK #3 telco
category on
Facebook.
OUG #4 telco
category on
Facebook.
ODO #2 on Facebook
overall categories
Source : Socialbakers
8. This huge amount of UGC on social networks is an
opportunity for Orange to create social experiences on our
digital properties
9. 9
Social media integration brings us new opportunities to
reach our customers in global marketing strategies
1 media consumption
Be present on networks to
disseminate content and make
recommendations
Show your own creations and
develop your influence
2selection / evaluation
Give advices and provide
information about products &
services
Organize information and
curate a large amount of data
3 buying experience
Make economies by accessing to
sweepstakes, coupons…
Initiate transactions
4support & assistance
Find quick support from the
community of customers
Learn to develop your own
usage of new products
10. 10
Social networks are an opportunity to enrich our brand portfolio and
crowdsource creativity
http://orange-sport.orange.fr/buzz/
CONTENT SEARCH BUY SUPPORT
http://cinebuzz.cineday.orange.fr
11. 11
Social features allow people to share content and engage conversations
during ceremonial communions on PC, mobile and TV screens
CONTENT SEARCH BUY SUPPORT
http://yearinreview.twitter.com/en/hottopics.html
Top 2011 #hashtags:
12. 12
Those information extracted from social networks allow content
consumers or gamers to be part of the story
CONTENT SEARCH BUY SUPPORT
https://www.facebook.com/AltMinds/app_448946058491008
Thomas Penet
13. 13
Social networks offer new opportunities for search taking advantage of
users interactions
CONTENT SEARCH BUY SUPPORT
14. 14
… and propose recommandation systems based on a model of affinity
to access content, offers, online products, …
CONTENT SEARCH BUY SUPPORT
http://www.facebook.com/Orange.France
15. 15
Those recommandation systems are enriched by information published
on user profiles on social networks
Orange Me Scanner application scans your profile and determines which mobile offer you need.
Then you’re redirected to the eshop to suscribe for a price plan.
CONTENT SEARCH BUY SUPPORT
16. 16
Shopping is a social activity. This is why Orange launched collaborative
sales
CONTENT SEARCH BUY SUPPORT
http://www.facebook.com/orange.franc
e
17. 17
Orange launched couponing campaigns on social networks in order to
propose our clients to save money
CONTENT SEARCH BUY SUPPORT
http://www.facebook.com/orange.franc
e
Fans receive the coupon in their mailbox. They
can share it with their friends on their wall.
You publish a post to give the coupon to
your fans
1
2
3
Customers can use the coupon, returning it by
mail.
18. 18
… we also extend our most used online services to social media
channels in order to answer our customers needs
CONTENT SEARCH BUY SUPPORT
http://www.facebook.com/mobistar
Meditel, Mobistar and Orange Caraibes
allow prepaid customers to recharge their
mobile from Facebook
Customers fill a form on a Facebook
Tab. Then, they are redirected on portal
to pay the tariff plan they choose.
~26K monthly active users in
Morocco
19. 19
We observed also that our Facebook fans are looking for the nearest
store location
CONTENT SEARCH BUY SUPPORT
http://www.facebook.com/orange.france
Customers fill a form on a
Facebook Tab. Then, they are
redirected on portal to pay the tariff
plan they choose.
http://www.facebook.com/OrangeCH
Couponing campaigns Store locator
Orange is the most followed brand on
Foursquare in France. 1900 check-in during
this operation
1200 shops created as « Places on Facebook »
in France.
20. 20
Moreover, customers expect from brands to be present on social
media channels for support & assistance…
CONTENT SEARCH BUY SUPPORT
http://twitter.com/OrangeHelpers
nearly half of all social media users (47%) use social media platforms (Facebook, Twitter, etc.) to
reach out to a brand or company with a question or issue [NM Incite]
21. 21
Some of our next steps
CONTENT SEARCH BUY SUPPORT
http://twitter.com/OrangeHelpers
Increase Twitter : #topup10£ to top-up 10£ on a
prepaid card
100% of all orange countries that propose an
help/support section on twitter or facebook
15m likers & 1,5m twitter followers
Lower time response on Facebook ..
…
1.6K eshop orders on OPF and OPL directly thanks to facebook & twitter in 2012 presentation title
85% below 35 y/o 15% of all polish webusers reached by OPL each month with one facebook page presentation title
presentation title
Social network activity represents a new intelligence for retailers to monitor their businesses. For instance, on Facebook, the 1 billion active daily users interact with their average 145 friends and share m ore than 3.5 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) each week. It ’s a huge amount of conversations that could be qualified to identify key brand influencers, to propose personal recommendations and enrich the CRM databases. Then, activities on networks will improve the buying experience on portal. presentation title
Opportunities can be split into 4 parts that I will explain below : Media consumption Evaluation & selection Buying experience Assistance presentation title
As a first example of opportunity for brands to enhance the media consumption of their targets, social media are a rich in terms of content generated. Even if they are in a short format as on Twitter, conversations could be highly valuable to enrich content portfolio of media channels. For instance, Orange thematic portals launch mini-event site that include tweets semantically sorted presentation title
Those content related to the “hot” news are implemented on all screens : pc, mobile, tablets and TV. We consume more and more media activities becoming multitasks users. For instance, a recent study showed that young Americans consume up to 31h of media activities per day ! As a consequence, the implementation of social features on all screens, especially around live events content, is becoming a common practice. presentation title
presentation title
In another hand, Social media represent a new paradigm for content search and access on the web. During the last decades, the access to the right content was inherent to the selection of directories like Yahoo or the efficiency of powerful algorithms like Google. Social Media and the qualification of interactions on webservices offer new ways to access content through a model of affinity. Even the “cold” algorithms of Google now integrate “social signals” and display social recommendations on their search results pages. Moreover, the launch of google+ last year is more a strategy to improve the Google search engine by integrating more qualified social interactions than being competitive with the best social networks players. presentation title
Based on a model of affinity between users and content, the consumption of content through social media offers also new possibilities to editorialize them. As the first step, implementation of boxes “the most commented articles”, “the most shared articles” on portals evolved to standalone sites aggregating content from influential producers on networks. But, it’s also an opportunity to propose already sorted content according to your past activity on networks. Ex : Orange Mix sort content according to your declared center of interests on Facebook and your friends activity on the application presentation title
As part of the curation process, brands improve their systems of recommendation by extracting data from networks to propose specific offers according to users’ social graphs. For instance, Orange Me Scanner application scans your profile and determines which mobile offer you need. If you’ve tons of friends, your offer will be voice-oriented ; if you’re very active to comment, we will propose you more text messages, etc. Then you’re redirected to the e-shop to subscribe for a price plan.
APIs integration recovers also a challenging approach for customers in the buying experience and their brand relationship. The more they will be active on networks, the more they will take advantage of their recurrent interactions with brands. Collaborative discount for new galaxy S3 on : + 12,75% traffic from Facebook +244% sales of the device vs. iPhone = +15% presentation title
APIs integration recovers also a challenging approach for customers in the buying experience and their brand relationship. The more they will be active on networks, the more they will take advantage of their recurrent interactions with brands. Exclusive coupons distributed via OES fan page : 5189 new likers 1237 coupons 406 new clients through eshop 0EUR media presentation title
presentation title
1 200 shops created as « places » Thematic lists Tips for each shop Creation of a « Special » for the 14 biggest Orange flagships The « mayor » of the week gets 100€ and a tee-shirt To win the user needs to « prove » its mayorship in the store Each saturday during 4 weeks Winners to be photographed, photos to published on Foursquare and Facebook 1900 check in within 4 weeks – 12,5K followers presentation title
Support and assistance are a major stake for brands in the uncomfortable position of conversation with angry users. Especially, when they are disappointed by your regular support over the phone or on traditional channels. It’s also an opportunity to use social media as collaborative tools to crowdsource the mechanical and repetitive tasks as the assistance. Best Buy in the US early thought about the power of using social media to answer the basic questions of their clients. They ask for volunteers among their salesmen to constitute the “TwelpForce” and manage the official brand twitter page. presentation title