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[En] b2b marketing on digital steroids
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[En] b2b marketing on digital steroids

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why big logos need social media

why big logos need social media

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  • 1. b2b marketing on digital steroids why big logos need social media
  • 2. copyright notice
    • This presentation is made available to all the registered readers of visionarymarketing.com
    • 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://visionarymarketing.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://visionarymarketing.com/listbot.html )
  • 3. my personal research online… since 1995
    • http://visionarymarketing.com
    • http://visionary.wordpress.com
    • a French Web 2.0 website
  • 4. my role at Orange Business Services http://orange-business.com/
  • 5.  
  • 6. how solution selling applies to the Web now you tell me, i realise I have a problem i know i have a problem i know i need this to solve my problem
  • 7. http://geekandpoke.typepad.com/
  • 8. accountability : impact on the marketing landscape
  • 9. it’s here for real but maybe not really new
  • 10. the end of thought leadership (as we knew it) http://www.businessweek.com/innovate/content/apr2007/id20070409_372598.htm
  • 11. the ecosystem 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
  • 12. 15 golden rules for web 2.0
    • for a big logo, it’s more about culture than technology
    • need to be prepared to withstand suggestions, critique, and even possibly destruction in a totally transparent manner
  • 13. risks 2.0? the Kryptonite blogstorm
    • what response to public information posted about your brand , products/services , company performance …?
    blogs usenet multi- media portals online news forums news feeds wikis reputation management
  • 14. interactivity matrix wikis + interactivity - - + e-commerce online discussions Information driven Internet presence mash ups aggregators ideagoras closed UG shared online space closed UG extranets - needs facilitation - contents to be generated prior to opening the wiki - user expertise required build content collectivelly + very interactive open to all/ unstructured. Can be monitored. Best suited for consumer or support Co. Marketing / expert facilitation ++++ job in itself online discussions : co_market / design + interactive/  - facilitation+++ - initial content required easy to setup no risk - a must in services
    • ultimate goal for website
    • require database and flow
    forums blogs Internet presence online product catalogue fully fledged e-commerce site
  • 15. live at http://blogs.orange-business.com  www.tinyurl.com/orange0708
  • 16. http://youtube.com/orangebusiness http://orange-business.tv
  • 17. feedback from the Blog Council
    • the fear factor
    • youtube: cheaper and better
    • extensive use of social media tools and micro-blogging
    • means to solve budgetary issues?
    • buy-in issues
    • disclosure
    • legal issues
    • the ROI issue
    • blogging ROI book to be issued by Blog Council
  • 18. what’s in it for a big logo? “ captive” audience specific profile details groups of interest  potential targets viadeo, linkedin, facebook
    • R&D
    • questions waiting for answers
    • answers waiting for questions
    • spreading the word
    • ideagoras: innocentive, bespoke
    • consumers or users
    • product testing
    • community of clients
    • direct feedback discussion platforms, bespoke/not
    • readers
    • tags
    • votes
    • bloggers helping each other
    • promote & compete
    • wikio, technorati, digg, youtube
  • 19. a few examples of collaboration at Orange
  • 20. 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 is available online at: http://visionarymarketing.com/