Yann GOURVENNEC - ORANGE BUSINESS SERVICES - Conference Media Aces Juin 2010
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Yann GOURVENNEC - ORANGE BUSINESS SERVICES - Conference Media Aces Juin 2010

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Presentation effectuee par Yann GOURVENNEC (Head of Internet and Digital ORANGE BUSINESS SERVICES) lors de la conference Media Aces de juin 2010 a l'Ecole Nationale d'Architecture

Presentation effectuee par Yann GOURVENNEC (Head of Internet and Digital ORANGE BUSINESS SERVICES) lors de la conference Media Aces de juin 2010 a l'Ecole Nationale d'Architecture

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  • introduction, who I am, what I do, including my 15+ year experience in the Internet world. Internet Dinosaur I ’ d call that … which enables hindsight which is useful in those times when social media is coming of age, 6 years later (and a change of names) so now it ’ s both a lot easier and a lot harder because there a lot of misunderstandings like … like this Twitter story with that marketing manager … not certain about “ outstanding ” one must remain humble at this point. we are learning everyday but the point is how we have been able to use social media at Orange Business not for the sake of using tools or becoming the ultimate twitter users (why would we do that?) … but to actually support an overall Internet Strategy … now it ’ s one thing to do a site or go into social media for a person or a (very) small business … but for a large business it is very challenging. I ’ ll explain how we have overcome these challenges and how we have gone into brand advocacy i.e. incited people to talk about us rather than marketing at people.
  • introducing Orange Business Services for those who don ’ t know as yet that we are operating all around the world
  • in this presentation, after my introduction, I will focus on why we use social media. I have highlighted the main reasons why we have resorted to social media and they have nothing to do with the fact that social media has now become fashionable I will dwell a bit on brand advocacy and how social media is helping us turning our clients – and beyond – into fans of Orange Business Services we’ll zoom in on our WebTV experience bringing hindsight, showing some examples, and explaining how we achieved this last but not least I will get back to some of the tips and tricks that I wish to share with the audience with regard to the implementation of social media
  • 60+ active bloggers [Fr + En] 100,000+ visitors 1,000+ comments 200+ trackbacks 200 clips over 10 months new guidelines 50% in English + French videos copied on other sites videos used on client intranets
  • presentation title to make things clear I have chosen 6 – and only 6 – reasons why social media can be useful to us
  • Solution Selling is at the heart of all we do on the Web and especially what we do regarding Social Media This is behind our content creation, content-sharing and b2b label initiative.
  • the real question is not ROI, the real question is … clients as usual
  • presentation title feedback through comments but not just that
  • presentation title 60+ active bloggers [Fr + En] 100,000+ visitors 1,000+ comments 200+ trackbacks 200 clips over 10 months new guidelines 50% in English + French videos copied on other sites videos used on client intranets
  • presentation title
  • community is the buzzword that everyone is getting excited about and rightfully so because … the Internet is fueled by communities and has always been from day one … yet are we sure we understand what ’ s going on there, what a community is what the web is all about
  • a brand is “what your customer says when you are not in the room” (Jeff Bezos?)
  • community is the buzzword that everyone is getting excited about and rightfully so because … the Internet is fueled by communities and has always been from day one … yet are we sure we understand what ’ s going on there, what a community is what the web is all about
  • webzines realtimes: http://orange-business.com/realtimes business mag (2): http://orange-business.com/lemag press relations social media enhanced press releases press announcements rss feeds mea briefing blog public relations & legal work on anti Orange site [Fr] citron-telecom.org events microsites and invitations advertising and buzz lead generation microsites webleads tracker affilition
  • Head of Internet & Digital Media, Orange Business Services, since 2008 Innovation principal, Outsourcing BU, Orange Business Services, 2005-2007 Alliance Partner, Sales & Marketing with FT in charge of Cisco, HP, Capgemini, CSC etc. 2003-2005 Prior to that Director for e-business at Unisys Teleconferencing services Designed and implemented CRM systems even before the word was invented New technologies: Internet Consultant since 1995 ! Developed a course in Internet Survey methodology and implementation for one of France's major business schools Launched 10 new products for France Telecom including FT's Webconferencing Service Developed a new Marketing approach in 1995 named VISIONARY MARKETING (http://visionarymarketing.com): Evidence that Marketing approaches were changing Evidence that Buyer behaviours were changing Evidence that B2B approaches were also changing and that B2B industries were evolving too Developed this new Marketing approach a few months before The Internet started to grow very popular Tested this approach on the field and refined [NOT a RECIPE – MERELY a VISION to GUIDE my ACTION]

Yann GOURVENNEC - ORANGE BUSINESS SERVICES - Conference Media Aces Juin 2010 Yann GOURVENNEC - ORANGE BUSINESS SERVICES - Conference Media Aces Juin 2010 Presentation Transcript

  • transformer son écosystème en ambassadeur de la marque Yann Gourvennec Head of Internet & Digital Media http://orange-business.com Paris – 22 Juin 2010 some rights reserved - cc- Yann A Gourvennec - Orange Business Services image by Izabella Bielawska of the Young Creatives Network'
  • creative commons notice
    • This work is licensed under the Creative Commons Attribution-Noncommercial-Share Alike 3.0 License. To view a copy of this license, visit http://creativecommons.org/licenses/by-nc-sa/3.0/ or send a letter to Creative Commons, 543 Howard Street, 5th Floor, San Francisco, California, 94105, USA.
    • You are allowed to use one or all the slides/images contained within this presentation provided you quote the author and the source of this information ( http://orange-business.com ) )
    • You are also welcome to recommend this website to your friends and colleagues and to invite them to register to our free newsletter ( http://orange-business.com )
    some rights reserved - cc- Yann A Gourvennec - Orange Business Services
  • Orange Business Services dans le monde some rights reserved - cc- Yann A Gourvennec - Orange Business Services
    • local support in 166 countries and territories
    • a seamless network covering 220 countries and territories
  • ordre du jour
    • introduction
    • pourquoi les médias sociaux ?
    • des ambassadeurs de la marque
    • mettre en œuvre les médias sociaux
    some rights reserved - cc- Yann A Gourvennec - Orange Business Services
  • comptes Twitter d’entreprises françaises (04/10)
    • @orangebusiness n°1 des comptes Orange et n° 6 des marques françaises
  • des centaines de contributeurs some rights reserved - cc- Yann A Gourvennec - Orange Business Services LinkedIn Twitter facebook viadeo google wikipedia partenaire
  • pourquoi les médias sociaux ? some rights reserved - cc- Yann A Gourvennec - Orange Business Services
  • 1. ‘vendre’ par la solution some rights reserved - cc- Yann A Gourvennec - Orange Business Services
  • 2. car les ‘acheteurs’ … some rights reserved - cc- Yann A Gourvennec - Orange Business Services douleurs métier sont passionnés de techno importunés par le marketing par l’interruption sont dans des ECOSYSTEMES sécurité informatique virtualisation lisent les blogs cherchent des conseils et des sources B2B de confiance utilisent les médias sociaux source:
  • 3. à cause du feedback … et plus encore some rights reserved - cc- Yann A Gourvennec - Orange Business Services
  • generation de prospects (campagnes en cours) some rights reserved - cc- Yann A Gourvennec - Orange Business Services
  • 4. car nous sommes fiers de nos employés … et de nos partenaires some rights reserved - cc- Yann A Gourvennec - Orange Business Services
  • 5. à cause des chiffres et de l’influence some rights reserved - cc- Yann A Gourvennec - Orange Business Services
    • January-April 2010 - orange-business.tv
    • approx. 280 video clips
      • 60% in French
      • 40% in English
    • 145,150 video displayed vs. 471,986 (’09)
    • 45,960 videos played vs. 66,295 (‘09)
    • 2238:42:26 viewing hours vs 3115:55:49 (’09)
    Orange Web TV is now a product
  • 6. à cause du référencement some rights reserved - cc- Yann A Gourvennec - Orange Business Services Page
  • des ambassadeurs de la marque some rights reserved - cc- Yann A Gourvennec - Orange Business Services
  • customer advocacy (1) some rights reserved - cc- Yann A Gourvennec - Orange Business Services “
    • Vincent, tu es devenu une vraie vedette, ton article du blog a fait le tour de la Banque !
    • (un client à un de nos blogueurs)
  • customer advocacy (2)
    • nous ne sommes pas clients mais nous aimerions vous parler car nous avons été impressionnés par le contenu du blog virtualisation
    • (un client à une de nos unités d’affaires)
    some rights reserved - cc- Yann A Gourvennec - Orange Business Services “
  • l’écosystème des TIC some rights reserved - cc- Yann A Gourvennec - Orange Business Services TYPICAL B2B ECOSYSTEM NEWS OPINION LEADERS OTHER SECTORS CONSULTANT PARTNER ENTERPRISE X RSS FEEDS WEB ENTERPRISE OTHER REGIONS ADMIN CONTRACTORS BUYER LEGAL BUSINESS UNIT CLIENT TEAM FINANCIAL CONTROLER CONSULTANTS OTHER BUSINESS UNITS ENTERPRISE Y CONSULTANCY VENDOR VENDOR
  • mettre en œuvre les médias sociaux some rights reserved - cc- Yann A Gourvennec - Orange Business Services
  • Copyright © 2010 - Yann Gourvennec - Orange Business Services le flux d’informations Linkedin Viadeo Facebook slideshare FR 1 EN 1 posterous EN 1 YouTube 1 EN Press announcements 1 EN 1 FR webzine FR 2 EN 1 webradio 1 FR blogs FR 6 EN 2 webTV FR 1 EN 1 FR 1 BlackBerry Touch.com
  • exemples transverses
    • webzines
    • relations presse
    • relations publiques & juridiques
    • événementiel
    • publicité
    • prospection
    some rights reserved - cc- Yann A Gourvennec - Orange Business Services
  • événement clients: Orange Business Live 2010 http://www.orange-business.com/live/ some rights reserved - cc- Yann A Gourvennec - Orange Business Services
  • événement clients: Orange Business Live 2010 http://www.orange-business.com/live/ some rights reserved - cc- Yann A Gourvennec - Orange Business Services photos par Ben Ellis et Yann Gourvennec
  • à bientôt sur … some rights reserved - cc- Yann A Gourvennec - Orange Business Services @orangebusiness http:// www.posterous.com/orangebusiness http:// www.facebook.com/orangebusiness
  • about Yann Gourvennec
    • since 2008, head of internet, orange business services
    • 2005-06/2007, innovation principal, orange business services
    • 2003-06/2005, alliance partner manager, france telecom
    • 1999 – 2002 - director e-business: france telecom teleconferencing services
    • 1997 - 1999 – consultant, Internet, marketing & information systems, cap gemini
    • 1995-1997 – internet marketing consultant, unisys europe
    • 1992-1995 – business systems manager, unisys europe
    • 1988-1992 – business systems manager, unisys france
    • 1985-1988 – account executive, philips France
    • my research available online at: http://visionarymarketing.com/
    some rights reserved - cc- Yann A Gourvennec - Orange Business Services