[en] social media at orange: from noise to signal

Sanofi internal conferenceParis, january 30, 2013

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social media at Orange: from noise to signal

Yann GourvennecDirector, Web, Digital & Social Media

http://orange.com

copyright - 2013 - Yann A Gourvennec - Orange 1

http://orange.com/

mid 2013: Digital Media Beyond Social Media

[Fr] http://amonboss.com[En] http://digitalbeyondsocial.com

copyright - 2013 - Yann A Gourvennec - Orange

D I G I T A L M A R K E T I N G

B E Y O N D S O C I A L M E D I A

C O M I N G S O O N I N 2 0 1 3

helping bosses with their online business presence

2

http://amonboss.com/

2011 publications

> http://precommerce.com > http://amonboss.com


http://precommerce.com/

http://amonboss.com/

copyright - 2013 - Yann A Gourvennec - Orange

agenda

>1. lessons from the early days of social media

>2. strategy>3. from noise to

process>4. network outage>5. freebie

4

@orange@ygourven

picture: microsoft gallery

http://oran.ge/slides


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social media monitoring - from noise to signal

1. few lessons from the early days of social media


barely 5 years ago …

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the Kryptonite ‘blogstorm’ started it all …2004


debunking the “blogstorm” mythhttp://oran.ge/debunkmyth


main takeaways…

1. started with blogs forums2. Kryptonite knew all from day one3. late response but not surprising (QA)4. myth=Kryptonite didn’t bother /

truth=everyone on board from day one5. instant impact but sales picked up / little or

no negative long term impact on brand6. a large business cannot cater for all blogs

individually…

http://oran.ge/debunkmyth

http://oran.ge/debunkmyth

consequences on social media monitoring

> monitor ‘everything’

> proliferation of tools

> towering costs

> vision vs. action

> ‘sentiment’ analysis (interpretation)

> what for? what process?


conclusion … 5 years later

>all: “what are we getting from this?”

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2. strategy


a thing to fear or build upon?

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before monitoring: what you need to know

under the radar functional preferred sensitive

characteristics little or no buzzeither it works or fix

it!conversations

heath, safety, children

tactics do something different

community management

(forums/social media)

nurture community (ies)

reassure

4 types of brands (Synthesio)

Hervé Kabla & Yann Gourvennec : Social Media Taught to my boss, 2011


http://www.synthesio.com/

not all sectors are equal on the social Web

>most favoured- art & music - fashion/ apparel

>least favoured- bank / insurance- telecommunication

s- political parties


Sncd survey based on a representative sample (10,934 respondants) of social Web users in France - 2012


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3. from noise to process


social media dashboards

in-depth surveys

noise

signal

2006 2007 2010 20132011

signal to noise

acceptable limit

flair sentiment analysis

by Orange Labs

Digimind / Synthesio / TrendyBuzzÞ Access to all

usersÞ Digimind group

tool

daily mail alertÞ social media

teamÞ 100 links/day

blog weather news

=> blogs & online papers analysis

=> sent to CEO & 300 addressees

digimind alerts

crisis onlyin 2013 PR process

net neutralitygovernance

etc.


social media: a powerful ingredient in a digital mix

avoid…> bandwagon effect> opposing social to Web> losing track of objective> confusing tools for

strategies> confusing:

- entertainment sphere- content sphere

> thinking b2b isn’t part of this

use…> social media for

- content marketing- awareness- exchanges- co-creation

> direct marketing for - traffic generation- lead generation

(combine)- roi- sales and efficiency- on+ off line

cc - by/nc/sa © 2013 – Orange – web, digital & social media

any questions?


thank you


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[en] social media at orange: from noise to signal

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