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.
[En] engaging consumers with social media (banking sector)
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
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http://oran.ge/sldshare
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some rights reserved - cc 2012 - orange.com - Yann A. Gourvennec
3. http://orange.com/
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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
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12. 1. what new opportunities for engagement?
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13. web 2.0 in a few words
interaction/collaboration
UGC
thin client
rss syndication
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14. it’s here for real
but maybe not really new
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15. does social media works with “messages”?
> are “human
conversations based
on “messages”
picture: microsoft gallery
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16. wom principles (Andy Sernovitz)
1. be interesting (do something special)
2. make it easy
3. make people happy
4. earn trust and respect
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17. 1. be interesting (do something special)
the famous 7” pastrami sandwich
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18. 2. should customers be handled differently?
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19. not an easy question
> are Internet
customers different?
> who needs social
CRM?
> is social CRM the
right terminology?
> …?
picture: microsoft gallery
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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
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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
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22. question 3: what phases in SCRM implementation?
industrialising
responding
understanding
scaling
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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
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24. question 4: should we handle online customers better?
picture: microsoft gallery
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25. 3. what is coming next?
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26. 8 years later …
> what has changed?
> what’s in store?
picture: microsoft gallery
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27. by then … a varied landscape
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28. 2. Landscape evolution (1)
?
2004-08 2009 2010-11 2012 …
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29. 2. Landscape evolution (2)
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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
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31. regional differences are key (… 2009 …)
http://www.nicolaskerebel.com/non-classe/world_map_of_social_networks/
Vincenzo Costenza
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31
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
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36. 4. top trends in digital
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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
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39. interact with us online
@orange
http://www.facebook.com/orange
http://slideshare.net/orange
http://live.orange.com
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Notas do Editor
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.