View Larger ImageListening for Orange -- identifying insights, super contributors, and sentiment 
By Synthesio
Orange is a leading telecommunications company in Europe that has partnered with Synthesio, an international web monitoring and research company, to actively listen to and engage consumers online. Synthesio uses its automated tool to identify top influential forums for Orange conversations and eliminate a large part of the noise that comes from monitoring a company with the name of a fruit. They then analyze forum comments for sentiment and topics and pass this information to Orange's team of specially trained "web consultants".
These consultants are customer service specialists that have been specially trained for social media participation. They identify "super contributors" for each forum and encourage their participation and help by only intervening when necessary.
Orange's official forum, alone, saw 100,000 site visitors in the past year. That's 100,000 fewer Hotline calls. Combined with the third-party forums monitored by Synthesio, Orange has estimated "a few million euros" in savings, according to Project Manager Thomas Le Gac. Le Gac says the ROI they have seen has been "extremely quick" and they are expecting several more millions in ROI.
They have also been able to listen in on competitors' mistakes and avoid them, and integrate competitive offers. Family calling, for example, was part of a competitor's offer that customers talked about in forums. It is now part of the Orange Open calling plan and gives customers unlimited calling capability for a certain number of contacts.
August 2010 to present
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a very thoughtful initiative from Orange. and clever ! To save money and to increase the service quality in the same time : nice job !
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Synthesio and this project have achieved genuine social media ROI - a defining moment? Well done!
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Interesting example of the benefits of listening to online conversation, especially for a large corporation with major customer services challenges like Orange.
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I have had the pleasure of reviewing Synthesio, and engaging with their team on several occasions. Synthesio brings a solid solution to the market, combined with a passionate team, and I am pleased to see them listed in the Groundswell Awards discussion.
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we'll need more connecting of ROI for the SM investments to continue...i sure be glad to see more of Synthesio ROI modeling criteria
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A good case of ROI in social media
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Very interesting business case about social media monitoring by Synthesio. ROI which can remain a blocking detail has been a key factor of this project's success.
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