Intervention de Richard Beattie, Senior Director Social chez Oracle au HUBFORUM 2012 - Paris : http://www.hubforum.com/paris/2012 Comment transformer des fans en ambassadeurs de la marque ? Tel est l’enjeu sur lequel travaille au quotidien Richard Beattie. Pour lui, la confiance est un élément central qui doit guider la relation entre une marque et ses consommateurs. L’engagement est un très bon indicateur pour mesurer cette confiance basée d’abord sur la véracité de votre contenu. Toutes les actions sur les réseaux doivent avoir une finalité pertinente avec un adage simple « Think Global – Act Local ». Toute en ayant une stratégie intégrée, il faut personnaliser vos messages en fonction des spécificités de vos marchés locaux. C’est une condition indispensable pour une relation de long terme entre une marque et sa communauté de consommateurs.

1. 1 Copyright © 2012, Oracle and/or its affiliates. All rights reserved.

2. Transforming fans into
ambassadors
Richard Beattie, Senior Director
Oracle Social
2 Copyright © 2012, Oracle and/or its affiliates. All rights reserved.

3. Why transform fans into ambassadors?
After friends it’s brands that people connect with… 58%
of Facebook users have
"liked" a brand
20%
of time spent online now social
(up from 5% in 2007) 42%
have mentioned a brand in
a status update
75%
posted a negative comment
…after a poor experience 39%
of Twitter users have
tweeted about a brand
3 Copyright © 2012, Oracle and/or its affiliates. All rights reserved. * Sources: Ask Your Target Market, Altimeter Group & Cust Experience 2011 Survey

4. Engagement
 This comes from two-way conversation & relevant content
4 Copyright © 2012, Oracle and/or its affiliates. All rights reserved.

5. Understand the Audience
 Measurement and Analysis; understand your audience -
who and what they want
 Get-to-know interests/ what resonates and then geo-target
 Track top-posts, response production & conversations
Best performing time: Tuesday 7pm
Best ratio: 1 post: 1319 actions
Worst performing time: Monday 10am
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6. Relevance - Think Global Act Local
6 Copyright © 2012, Oracle and/or its affiliates. All rights reserved. Slide acknowledgement “We Are Social”

7. Pernod Ricard
 Standardised metrics simplifies x-region/x-brand benchmarking
 Co-ownership; global brand consistency with locally relevant content
– Tabs
– Wall posts
 Access restrictions ensure content published to correct region (only)
 Where local resources are limited then global can support remotely
 Local Market can take content from Global and wrap it in local tone
7 Copyright © 2012, Oracle and/or its affiliates. All rights reserved.

8. Integrating social across the business
• People Trust brands
• Everyone loves a Story Recruitment Selling
• Listen to your audience
Enterprise
• It is about long-term Relationships
• Make it Personal Marketing Service
• It is no longer just Marketing
8 Copyright © 2012, Oracle and/or its affiliates. All rights reserved.

9. 9 Copyright © 2012, Oracle and/or its affiliates. All rights reserved.