E-MARKETING AWARDS 2011 Large-scale community management

Working with Orange

E-Marketing Awards 2010

About Synthesio

•  Synthesio is an innovative company specialized in web monitoring and analysis for large brands and agencies. Synthesio monitors in 30 languages to help their clients measure the impact of their online marketing and communication actions.

•  Founded in 2006, Synthesio now has a team of 40 spread over Paris, London, and New York.

Clients :

Services

-  Online reputation -  Crisis monitoring -  Consumer insight analyses -  Influencers & Engagement -  ROI Measurement -  Business intelligence

3 Sites

- Paris - London - New York

30 languages covered

E-Marketing Awards 2010

Connecting with online communities

Over 3000 comments are published every day about Orange’s services. In order to handle the number of conversations around their brand, Thomas Le Gac decided to put into place a group in 2010 that would be in charge of handling Orange’s communities and prospectson social networks.

After 6 months of launching this project with Synthesio, they have already seen quantitative results (productivity gains in the customer service department with a drop in the number of service calls) as well as qualitative (detecting consumer insights that feed the groups marketing strategy).

The project in 3 steps:

1.  Listening to online conversations

2.  Identifying key influencers

3.  Engaging and measuring

Thomas Le Gac Web 2.0 Project

Manager for Orange

Loic Moisand CEO

Synthesio

E-Marketing Awards 2010

Step 1: Listening to online conversations

Putting into place an online reputation monitoring platform

The first step began in 2009 with a monitoring via the Synthesio platform of over 3000 comments posted each day about Orange. Advanced technologies for content analysis and influence measurement were deployed to provide a daily analysis of the search results in 10 major themes (TV, Internet, Mobile, etc.) and a warning device for real-time alerts in case of a crisis. To take a look at an example of our online reputation monitoring platform : http://bit.ly/dCr0j7

Understanding Internet users’ expectations

Over 1 million articles published about Orange were analyzed. Like other so-called “functional” brands * the vast majority of conversations (70% of all those collected) comes from social media. Specialized forums in particular have large audiences of Internet users that come to these spaces populated by experts in order to answers to their technical problems.

* Following an analysis of the 4 types of brands in social media, carried out by Synthesio in July 2010

E-Marketing Awards 2010

Orange and Synthesio’s teams identified 4 different types of Internet users, upon which they based their plan of action for community management

-  Moderators Often the owners of forums, they supervise discussions in order to ensure that the forum runs smoothly. Each moderator was contacted in order to gain special rights for monitoring and intervening in discussions.

-  Super contributors (1% of Internet users) These specific Internet users that are passionate and voluntarily know the subjects that are discussed to the “t”. They typically answer about 80% of the questions and allow certain discussions to resolve themselves. In order not to step on their toes and appear as competition, Orange’s community managers only intervene when questions have not been answered by the super contributors.

-  Contributors (9% of Internet users) Either clients or prospects, they are the ones asking questions and looking for answers, the ones that talk directly with the web consultants; the contributors are the first ones to benefit from the community managers’ interventions.

-  Spectators (90% of Internet users) These Internet users don’t participate, but they visit the forums for the social customer service. Orange’s answers remain visible and helpful for spectators.

Step 2: Identifying key influencers

90%

9% 1%

E-Marketing Awards 2010

Step 3: Engaging

Recruiting “web consultants” from the customer service department

The web consultants in charge of direct intervention were recruited from Orange’s customer service department. Their technical expertise as well as their knowledge in terms of client relations have proved crucial for the proper functioning of the community management initiative.

Putting a multi-user engagement platform into place

Synthesio built a multi-user engagement platform for 10 users that allowed them to prioritize comments needing an immediate response, to assign tasks to the correct consultant, and to follow the impact of their actions put into place via indicators on the dashboard that measure their performance.

E-Marketing Awards 2010

The Results

Fixing collective problems

Orange was able to identify “collective problems” that were affecting thousands of subscribers. This allowed the web consultants to quickly detect, for example, an error in the system for customers that had been promised a certain amount of memory and not yet received it. They 40,000 customers were immediately contacted and the problem was solved upstream. The rapid resolution of this problem allowed the team to avoid numerous customer service calls and eventual PR costs.

Detecting insights to optimize Orange’s marketing

The tools put into place allowed the team to detect areas of dissatisfaction as well as best practices for competing offers that were brought to the attention of Orange’s marketing department.

Decreasing the number of calls and saving several million Euros

Orange estimates that they have saved “several million Euros” with this listening project that has allowed them to significantly decrease the number of customer service calls.

E-MARKETING AWARDS 2011 Large-scale community management

Working with Orange