Orange Belgium started with Social Seeder to boost sales and social selling. But, recently expanded their program towards employee advocacy.
About Orange Belgium.
Orange Belgium is a leading telecommunications operator on the Belgian market with over 3 million customers; Orange is also active in Luxembourg through its subsidiary Orange Communications Luxembourg.
As a convergent actor, we provide mobile telecommunications services, internet and TV to private clients as well as innovative mobile and fixed-line services to businesses. Our high-performance mobile network supports 2G, 3G, 4G and 4G+ technology and is the subject of ongoing investment.
Orange Belgium is a subsidiary of the Orange Group, one of the leading European and African operators for mobile telephony and internet access, as well as one of the world leaders in telecommunications services for enterprises.
Orange Belgium is listed on the Brussels Stock Exchange (OBEL).
Orange Belgium and Social Seeder at first.
Orange Belgium wanted to improve their B2B communication and use the power of their ambassadors for sales and social selling. The initial goal was to mainly use Social Seeder as a distribution platform to share quality content with their community of (sales) employees.
They did this by making a selection of important people from different teams – marketing, sales, support and more - and informed them that they would be uploaded in the program as their power ambassadors.
This resulted in more awareness on social media and because of this, the reach was boosted and new prospects were gained.
Orange Belgium and Social Seeder now.
Now, Orange wants to use Social Seeder for employee advocacy and employer branding. For this, they started their #ProudToBeOrange program throughout the entire company.
They recruited their ambassadors in different ways:
For existing employees, Orange launched their #ProudToBeOrange program on the 13th of February and this was announced by the CEO on an internal event. At the event, employees could already subscribe to become part of the program.
After the event, Orange send out reminders that people could become an ambassador for Orange.
And since a few weeks, Orange has a banner on their intranet called ‘Plaza’ which goes to a dedicated page where employees can subscribe to be part of the program. On this page, Orange has a few educational videos about what it means to be an ambassador and how everything works. And besides that, they already share some results on this page.
For new employees that are working at the company for one month, Orange organizes a ‘Hello Day’. On this day they are informed about #ProudToBeOrange and have a chance to subscribe as an ambassador.
Sharing content with the community.
Orange has different types of content from HR to marketing and sales. But one thing caught our eye… "Stories from the team".
Orange chose 20 brand champions as a part of #ProudToBeOrange. These 20 people already shared quality content on their own social media channels that already was on brand and had great value for the community of Orange. Now, Orange reshares this content with the name ‘Stories from the team’.
And because of Social Seeder, it was easy to share these different types of content.
At the moment Orange focusses on three channels: Facebook, Twitter and LinkedIn. When they find the right recipe for these channels, they will start experimenting with other social media channels like Instagram.
The value of Social Seeder.
For Orange, Social Seeder is a valuable asset to their employee advocacy and employer branding efforts. It’s easy to share content with their employees and to measure the impact of all the efforts.
Through the efforts of their ambassadors they have already reached 1 million people.