Category: Case studies

Air France builds up its online authority with Agilience


AirFrance-Logo

We took a moment to talk with Chloé Marchand, responsible of social media for Air France, to gather her impressions about the work that has been going on for the last year.

  • Can you introduce yourself in a few words?

My name is Chloé Marchand and I hold the position of social media responsible for Air France. I joined this team about 1,5 years ago. Before I spent 7 years abroad, based in Asia and Poland for Air France too and always with a certain appetite for new-technologies, the Internet and its implications for an airline compnay such as Air France. But before I joined Air France I spent time in a startup than was based in New York City.

  • What were the stakes and context in which you reached out to Agilience?

We met Agilience back in 2016, shortly after starting my current job. With my team we were looking for solutions that would enable us to trim and streamline the e-influence topic. I liked the rigorous approach of Agilience supported by accurate, reliable and credible technology.
Our angle was to strengthen our authority, without going for volume-based strategies. They are not always the most relevant in order to be recognised and accepted by the authorities that count the most. We wanted to understand, explore influencers’ universe.

  • What type of intervention did Agilience?

We beneficiated from a delivery on gastronomy and luxury travel, two dimensions that are very dear to Air France. Added to this delivery Air France and Agilience have collaborated on a « win-win » mode. Air France gave access to Agilience to its accounts in order for them to test the strength of their tools with large scale accounts. We are pleased about it since we just beneficiated from a little pitch about our authority in French. It was rich with learnings, only confirming that our relation has been overall mutually beneficial.

  • Against your initial problematic what has Agilience’s added value / benefit brought?

There was a great deal of learnings as we co-constructed the project. Agilience was more than a mere « service provider », they were a « partner ». The briefing phase was very beneficial for us to take a step back to embrace the big picture. It helped to appreciate and prioritise accordingly deep trending topics from buzzing ones.
We will need to push the reflexion further, it is at least what comes out of our last meeting with them. Talking about « authority » is well picked as concept since it sticks to the reality of e-influence, associated to the micro-segmentation allowed by Agilience’s tools. We can dig in depth the ecosystems that are the most important for us on the long-run.


Air France builds up its online authority with Agilience


AirFrance-Logo
Nous avons pris un moment pour parler avec Chloé Marchand, responsable réseaux sociaux chez Air France, pour recueillir ses impressions dans le cadre du travail entrepris depuis l’année dernière.

We took a moment to talk with Chloé Marchand, responsible of social media for Air France, to gather her impressions about the work that has been going on for the last year. 

  • Pouvez-vous vous présenter en quelques mots?

Je suis Chloé Marchand, j’occupe aujourd’hui le poste de responsable des réseaux sociaux pour Air France. J’ai rejoint cette équipe il y a 1,5 ans environ. Avant cela j’ai passé 7 années à l’étranger en Asie et en Pologne, déjà pour Air France et toujours avec un appétit certain pour les nouvelles technologies, internet et ses implications pour un transporteur aérien comme Air France. Avant cela j’ai aussi fait un passage par une startup alors basée à New York.

  • Can you introduce yourself in a few words?

My name is Chloé Marchand and I am responsible of social media for Air France. I joined this team about 1,5 years ago. Before this I spent 7 years abroad, based in Asia and Poland for Air France too and always with a certain appeal to new-technologies, the Internet and its implications for an airline compnay such as Air France. But before I joined Air France, I spent time in a startup that was based in New York City.

  • Dans quel contexte et pour répondre à quels enjeux (problématiques business) avez-vous fait appel à nos services?

La rencontre avec Agilience remonte à 2016 peu de temps après la prise de mon poste actuel. Avec mon équipe nous cherchions à défricher le thème de l’e-influence qui était encore balbutiant et moins structuré qu’aujourd’hui. J’ai accroché avec l’approche rigoureuse d’Agilience qui s’appuie sur une technologie pointue et fiable, c’est un outil crédible.
Notre démarche était en fait de muscler l’autorité d’un grand groupe comme Air France en essayant de s’affranchir des approches volumétriques qui ne sont pas toujours les plus pertinentes en termes d’influence et de reconnaissance par les acteurs qui comptent vraiment sur internet. Nous voulions comprendre, explorer l’univers des influenceurs.

  • What were the stakes and context in which you reached out to Agilience?

We met Agilience back in 2016, shortly after starting my current job. With my team we were looking for solutions that would enable us to trim and streamline the e-influence topic. Back then it was at its start and a bit less structured than it is now. I liked the rigorous approach of Agilience supported by accurate, reliable and credible technology.
Our angle was to strengthen the authority of a major airline compnay like Air France, without automatically going for volume-based strategies. They are not always the most relevant in order to be recognised and accepted by the authorities that count the most on the Internet. We wanted to understand, explore influencers’ universe.

  • Quelle a été le type d’intervention d’Agilience?

Nous avons bénéficié d’une étude sur la gastronomie et les voyages de luxe, deux dimensions chères à Air France. L’accent avait été mis sur les États-Unis – alors en train de mettre une nouvelle équipe sur pieds – et sur le Royaume Uni, autre marché demandeur de ce type d’informations. En plus de cela Agilience et Air France ont collaboré sur un mode « donnant-donnant ». Air France a mis à disposition ses comptes pour permettre à Agilience de tester la solidité de ses outils avec une grande audience. Il s’est avéré que cela a aidé Agilience et nous en sommes ravis puisque nous venons de bénéficier d’un rendu sur notre autorité en ligne qui a été riche en enseignements. Jusqu’ici notre relation a été mutuellement enrichissante.

  • What type of intervention did Agilience?

We beneficiated from a delivery on gastronomy and luxury travel, two dimensions that are very dear to Air France. The emphasis was laid on the USA and the UK. The latter was then getting its team reorganized, the former was already asking for such data and information to nurture its knowledge. Added to this delivery Air France and Agilience have collaborated on a « win-win » mode. Air France gave access to Agilience to its accounts in order for them to test the strength of their tools with large scale audience. It helped Agilience and we are pleased about it since we just beneficiated from a little pitch about our authority in French. It was rich with learnings, only confirming that our relation has been overall mutually beneficial.

  • Quelle valeur ajouté / bénéfice a généré cette intervention par rapport à vôtre problématique de départ ?

Il y a eu une grande part d’apprentissage et de co-construction du projet. Agilience a été plus un partenaire qu’un simple « prestataire ». La phase de briefing nous a beaucoup aidé car l’équipe nous forçait à préciser des concepts qui à l’origine ne nous apparaissaient pas si pointus. Cela nous a permis de prendre du recul, d’apprécier et de prioriser nos sujets de manière plus pertinente. C’était un excellent moyen de démêler les gros sujets qui s’inscrivent sur une tendance de fond des sujets plus périphériques et moins structurant pour notre stratégie.
L’influence est un sujet vaste sur lequel il faudra encore pousser la réflexion, c’est du moins ce qui ressort de notre dernier rendez-vous avec Agilience. Le concept d’autorité est bien choisi et correspond bien à la réalité de l’influence en ligne, associé à la micro-segmentation permise par les outils d’Agilience, nous pouvons creuser en profondeur les écosystèmes qui nous importent, dans la durée.

  • Against your initial problematic what has Agilience’s added value / benefit brought?

There was a great deal of learnings as we co-constructed the project. Agilience was more than a mere « service provider », they were a « partner ». The briefing phase was very beneficial for us as the team forced us to precise our concepts and be more accurate regarding our needs : we took a step back to embrace the big picture. It helped to appreciate and prioritise accordingly deep trending topics versus buzzing ones. It was an excellent way to sort big topics out more accurately.
e-Influence being a wide topic, we will need to push the reflexion further, it is at least what comes out of our last meeting with them. Talking about « authority » is well picked as concept since it sticks well to the reality of e-influence, associated to the micro-segmentation allowed by Agilience’s tools. We can dig in depth the ecosystems that are the most important for us on the long-run.


Medincell, a drug delivery startup in the top 100 authorities


Medincell Drug Delivery Authority Badge
Medincell Drug Delivery Authority Badge

Medincell, the French biotech company on a mission to make drug delivery has entered the anchor quadrant of Agilience Mindshare matrix for Drug Delivery.  This means that Medincell is now deeply rooted in the drug delivery community. Medincell raising authority show cases what’s authority is about: Medincell contributes to the community by sharing relevant content and by engaging the conversation with it’s peers: .

Takeways

  • Beyond self promotion, engaging peers matter
  • Beyond activity for its own sake, sharing relevant content matters

Continue reading “Medincell, a drug delivery startup in the top 100 authorities”


eGull: the Golf Anchor that keeps an eye on the ball for you


eGull Golf Authority
eGull Golf Authority

eGull is a new and noteworthy anchor in the realm of Golf. eGull actively curates golf related topics and events. eGull keeps an eye on the ball for you, and that’s exactly the anchor’s role. Today’s anchors are tomorrows mavens, gurus and icons.  Anchors, like eGull, are pillars contributing to a rich and diverse community wide conversation about Golf. Anchor’s magic lies in their dedication, their commitment, to relentlessly report about their community of interest. eGull plays the insider’s role, so you can enjoy the game.

Continue reading “eGull: the Golf Anchor that keeps an eye on the ball for you”


1001Fontaines wins Google Impact Challenge


1001fontaines

Agilience is pleased to announce that 1001fontaines have won the Google Impact Challenge, thru the Audience Award, after the votes of hundreds of thousands of Internet users. Agilience, 1001fontaines partner, is delighted to have contributed to this success, enabling them to strengthen their goal of producing drinking water to one million people by 2020. https://lnkd.in/eFAdzAS Agilience reveal, profile and engage in real time the digital top authorities of your ecosystem to grow your own authority and your sales – https://agilience.com.