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It is important with social media to have this feeling of closeness, of transparency,
of knowing who is talking.
Experience and usage show
that an individual would rather speak to another individual
than to a brand or company.
This personalization is fundamental to us.
Even if the account is Orange, we always sign our messages,
like Lionel, Sophie, Nathalie or the person in charge of the account.
Having people managing social networks is important
in every department.
It's more of a trend we've noticed:
it's better to spread social network management skills
through the company, at every level, than to have it all done
in one dedicated silo.
Since Orange is active on social networks within our various territories,
we have been challenged from inside our company.
It forced us to evolve and change how we work.
HootSuite is one of the tools that help us work as a team,
everybody together, and for everyone to understand what is at stake
when we work on social networks.
My customers are the community managers
of countries where Orange is established.
We pair up with these countries
through teams that we created in HootSuite,
we check who answers, the questions that are asked,
and so we can work as a team,
both within Corporate HQ and with the countries,
and follow what happens there.
HootSuite is genuinely the core of our initiatives
on social networks
because we need monitoring,
engagement and scheduling,
and those three aspects of our social network activity are covered by HootSuite.
it is a tool for every day, every platform
One of the main challenges - and I like to emphasize it
when I train people about social media -
is to be able to answer the customers.
Customer relation, as an operator, is essential.
It is the most important need that our customers express,
and that the need for service through social networks especially Facebook and Twitter,
is hugely important.
HootSuite offers several advantages:
Easy to use, quick to disseminate throughout the company.
It is a real issue for a group like Orange, established in 32 countries
with a huge amount of accounts to manage.
As we have the feeling that whatever the country,
whatever the social network,
the brand Orange and the way to identify with it is the same.
This helps us be global and local at the same time.