This document is a presentation on engaging consumers with social media. It discusses new opportunities for customer engagement through social media, whether customers should be handled differently online, and upcoming trends. The presentation notes that all companies now have a social presence and customers interact through social platforms. It also highlights key trends like the rise of tablets, content marketing, enterprise social networks, and the growing number of social media platforms.

1. engaging consumers with social media
The Future of Cards & Payments conference
London, June 28th, 2012
some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 1

2. creative commons notice
http://oran.ge/sldshare
> This work is licensed under the
Creative Commons Attribution-
Noncommercial-Share Alike 3.0
License. To view a copy of this
license, visit
http://creativecommons.org/licenses/
by-nc-sa/3.0/ or send a letter to
Creative Commons, 543 Howard
Street, 5th Floor, San
Francisco, California, 94105, USA.
> You are allowed to use one or all the
slides/images contained within this
presentation provided you quote the
author and the source of this
information (http://orange.com)
some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec

3. http://orange.com/
some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 3

4. some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 4

5. some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 5

6. agenda
engaging consumers with social media
> introduction
@orange
@ygourven
> 1. what new
opportunities for
engagement?
> 2. are customers
handled in a different
manner?
> 3. what is coming next?
> 4. top trends
some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 6

7. introduction
some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 7

8. looking back…
some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 8

9. practice
some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 9

10. @vauxpopuli
some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 10

11. some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 11

12. 1. what new opportunities for engagement?
some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 12

13. web 2.0 in a few words
interaction/collaboration
UGC
thin client
rss syndication
some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 13

14. it’s here for real
but maybe not really new
some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 14

15. does social media works with “messages”?
> are “human
conversations based
on “messages”
picture: microsoft gallery
some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 15

16. 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.com - Yann A. Gourvennec 16

17. 1. be interesting (do something special)
the famous 7” pastrami sandwich
some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 17

18. 2. should customers be handled differently?
some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 18

19. not an easy question
> are Internet
customers different?
> who needs social
CRM?
> is social CRM the
right terminology?
> …?
picture: microsoft gallery
some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 19

20. question 1: who does social CRM?
4 types of brands (Synthesio)
under the radar functional preferred sensitive
either it works or fix heath, safety,
characteristics little or no buzz
it!
conversations
children
community
do something management nurture
tactics different (forums/social community (ies)
reassure
media)
Hervé Kabla & Yann Gourvennec : Social Media Taught to my boss, 2011
some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 20

21. question 2: is this applicable to my Bank?
> retail banking?
> where are my
customers?
> is it a social media
issue?
> … or customer
service?
picture: microsoft gallery
some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 21

22. question 3: what phases in SCRM implementation?
industrialising
responding
understanding
scaling
some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 22

23. 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.com - Yann A. Gourvennec 23

24. question 4: should we handle online customers better?
picture: microsoft gallery
some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 24

25. 3. what is coming next?
some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 25

26. 8 years later …
> what has changed?
> what’s in store?
picture: microsoft gallery
some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 26

27. by then … a varied landscape
some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 27

28. 2. Landscape evolution (1)
?
2004-08 2009 2010-11 2012 …
some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 28

29. 2. Landscape evolution (2)
some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 29

30. regional differences are key (2006 …)
europe *
NAM *
1/4 of subscribers
asia-pac *
1/3 of subscribers
sources:http://valleywag.com/tech/data-junkie/the-world-map-of-social-networks-273201.php
Le Monde, Datamonitor – 2008 http://medias.lemonde.fr/mmpub/edt/ill/2008/01/14/h_4_RESEAUX+X1I1.gif
* numbers meaning millions of hours spent by month as of Aug 2007 30
some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 30

31. regional differences are key (… 2009 …)
http://www.nicolaskerebel.com/non-classe/world_map_of_social_networks/
Vincenzo Costenza
some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 31
31

32. regional differences shrinking (dec 2010)
some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 32
32

33. june 2011
some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 33

34. december 2011
some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 34

35. social media
post may 2012 landscape
what will not change what might well change
> the Web is > Facebook IPO outcome?
social, consumers go > new social platforms?
social
> web teams do social > more globalisation?
> websites are/will be social > mobile landscape?
> all go mobile
> emerging countries are
our future
> PRE-commerce
> “social” CRM
> R.I.P Web 2.0
some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 35

36. 4. top trends in digital
some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 36

37. 5. 10 major trends in Corporate Social Media Management
1. tablets
2. content marketing
3. impact on HR
4. curation
5. beyond the fan page
6. direct client interaction
7. enterprise social networks
8. brand advocates and champions http://oran.ge/10smtrends
9. proliferation of platforms
10. the new bubble?
@orange
@ygourven
some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 37

38. thank you
some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 38

39. interact with us online
@orange
http://www.facebook.com/orange
http://slideshare.net/orange
http://live.orange.com
some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec 39