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BlogWell Atlanta Social Media Case Study: Orange Business Services, presented by Yann Gourvennec

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In his BlogWell Atlanta case study presentation, "Succeeding in Social Media Initiatives," Orange Business Services' Head of Internet & Digital Media, Yann Gourvennec, explained how they're finding …

In his BlogWell Atlanta case study presentation, "Succeeding in Social Media Initiatives," Orange Business Services' Head of Internet & Digital Media, Yann Gourvennec, explained how they're finding success in social media as a business-to-business brand.

Yann's case study covered how they're finding passionate buyers online that advertising can't reach, how they're using video, and how they've used social media feedback to improve their products.

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BlogWell is the only conference where social media executives from large companies come together to share their case studies, offer practical how-to advice, and answer your questions.

To learn more about BlogWell, visit gaspedal.com/blogwell/

BlogWell is produced by GasPedal and the Social Media Business Council.

Learn More: http://gaspedal.com and http://socialmedia.org

Published in Technology , Business
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  • 1. H wBg rn s s S c l da o iBa d U e oi Me i a Alna N v mb r 02 0 t t | o e e 1 ,0 9 a Y n G uv n e a n o re n c O a g B s es evcs rn e ui sS ri n e Ice s g rn a v cc nrai ba d d oay n wt sc l da i oi me i h a w wg se a. m/lg l w .ap d lo Bo Wel c
  • 2. unrestricted Case Study Presentation: increasing brand advocacy g y with social media Yann Gourvennec Head of Internet & Digital Media http://orange-business.com Nov 10, 2009 10 1
  • 3. 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 license 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) (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) 2 some rights reserved - CC 2009 - Orange Business Services - Yann A. Gourvennec Page 2
  • 4. international presence, local support > 3,750 multinational customers > the world’s largest seamless voice and data network with world s network, local support in 166 countries and territories > mobile phone networks in 17 countries > 110 million Orange mobile customers including 8 million business customers > 300,000 IP VPN access points around the world > more than 850,000 Business Everywhere customers ... worldwide solutions, local support ... 3 some rights reserved - CC 2009 - Orange Business Services - Yann A. Gourvennec Page 3
  • 5. a footprint supporting business around the world  local support in 166 countries and territories  a seamless network covering 220 countries and territories 4 some rights reserved - CC 2009 - Orange Business Services - Yann A. Gourvennec Page 4
  • 6. Where will you focus your digital marketing budget in 2009? (in% of interviewees) (December 2008 – 400 interviewees) (D b i t i ) > http://www.permissiontv.com/pdf/ptv_survey_results.pdf 5 some rights reserved - CC 2009 - Orange Business Services - Yann A. Gourvennec Page 5
  • 7. social media … and ROI http://geekandpoke.typepad.com/ 6 some rights reserved - CC 2009 - Orange Business Services - Yann A. Gourvennec Page 6
  • 8. how solution selling applies to the Web 7 some rights reserved - CC 2009 - Orange Business Services - Yann A. Gourvennec Page 7
  • 9. ICT buyers … source: vertical painpoints IT security virtualization use social media are passionate about technology annoyed by banners/ read blogs marketing by interruption turn t t t d t h l t to trusted technology B2B resources are part of ECOSYSTEMS 8 some rights reserved - CC 2009 - Orange Business Services - Yann A. Gourvennec Page 8
  • 10. the ICT ecosystem OPINION ENTERPRISE LEADERS Y NEWS OTHER BUSINESS ENTERPRISE UNITS X OTHER ADMIN REGIONS OTHER WEB SECTORS CONTRACTORS CONSULTANTS RSS FINANCIAL CONTROLER FEEDS CONSULTANT BUYER CLIENT TEAM LEGAL BUSINESS UNIT PARTNER ENTERPRISE VENDOR CONSULTANCY VENDOR TYPICAL B2B ECOSYSTEM some rights reserved - CC 2009 - Orange Business Services - Yann A. Gourvennec Page 9 9
  • 11. it’s hard to trigger a revolution on your own … 10 some rights reserved - CC 2009 - Orange Business Services - Yann A. Gourvennec Page 10
  • 12. blogs and WebTV: hundreds of experts LinkedIN Twitter T itt facebook g g google netvibes 11 some rights reserved - CC 2009 - Orange Business Services - Yann A. Gourvennec Page 11
  • 13. Orange Business blogs 12 some rights reserved - CC 2009 - Orange Business Services - Yann A. Gourvennec Page 12
  • 14. orange-business.tv business case 13 some rights reserved - CC 2009 - Orange Business Services - Yann A. Gourvennec Page 13
  • 15. orange-business.tv: where we started from … 14 some rights reserved - CC 2009 - Orange Business Services - Yann A. Gourvennec Page 14
  • 16. orange-business.tv business case 3 main ingredients > technological > editorial > production facts and figures > created November 2008 > 200 videos online, 50% in English > 35,268 videos played over 10 months - i.e. approx. 3,500 p.m > current weekly average: 1,500 videos - i.e. 50 hours of narrowcasting 15 some rights reserved - CC 2009 - Orange Business Services - Yann A. Gourvennec Page 15
  • 17. best practice 1 on UGC http://bit.ly/soceng 16 some rights reserved - CC 2009 - Orange Business Services - Yann A. Gourvennec Page 16
  • 18. best practice 2 on UGC http://bit.ly/soceng 17 some rights reserved - CC 2009 - Orange Business Services - Yann A. Gourvennec Page 17
  • 19. On our blogs … what ROI? 18 some rights reserved - CC 2009 - Orange Business Services - Yann A. Gourvennec Page 18
  • 20. presence / engagement 19 some rights reserved - CC 2009 - Orange Business Services - Yann A. Gourvennec Page 19
  • 21. ROI? content generation spice up IRL events cheap UGC motivation leadership of opinion links SEO g global reach breaking silos rss (dynamic) nurturing talent comments/discussions t /di i 20 some rights reserved - CC 2009 - Orange Business Services - Yann A. Gourvennec Page 20
  • 22. Orange b2b label •over 100 partnering websites on the French side •budding community on the English side 21 some rights reserved - CC 2009 - Orange Business Services - Yann A. Gourvennec Page 21
  • 23. my research on Bnet and elsewhere > http://resources.bnet.com/topic/yann+gourvennec.html my personal research on the Web > http://visionarymarketing.com > http://visionarymarketing.wordpress.com 22 some rights reserved - CC 2009 - Orange Business Services - Yann A. Gourvennec Page 22
  • 24. about Yann Gourvennec > since 2008, head of internet, orange business services > 2005-06/2007, innovation principal, orange business 2005 06/2007, 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 manager > 1988-1992 – business systems manager, unisys france > 1985-1988 – account executive, philips France my research available online at: http://visionarymarketing.com/ 23 some rights reserved - CC 2009 - Orange Business Services - Yann A. Gourvennec Page 23
  • 25. Lan r a o t po n e r moe b u u cmig a d at lg l: n p sBo Wel s ht:g se a. m/lg l t / ap d lo Bo Wel p/ c or l e g se a. m i @ ap d lo v c