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[En] Cairo presentation on Social Media

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Here are the slides which I presented in Cairo last week on Social Media and how a large carrier has been able to benefit from using it for customer advocacy purposes. The beginning of the …

Here are the slides which I presented in Cairo last week on Social Media and how a large carrier has been able to benefit from using it for customer advocacy purposes. The beginning of the presentation was dedicated to the status of Social Media in the Middle East.

more reporting on that at http://blogs.orange-business.com/live/mea-briefing/ on our blogs.

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  • Happy to be here nearly 2 years after my 1st meeting with SMBC (then Blogwell) in this exact same location
    A lot of the things that I learnt from Cisco (John Earnhardt’s presentation on Vlogging was very insightful) and the other SMBC members proved invaluable
    I have just ended a tour of some of the Silicon Valley’s most innovative companies and guess what …
    This was a PRESS tour, which I covered and am still covering on behalf of Orange Business Services
    This means that we have become our own content producers (not that we are putting journalists out of business, this is ludicrous, the paper journalism issue doesn’t need us and besides we work with a lot of journalits and I was recommended by one of them)
    Brand content is key, this is not something new on the Internet (I was doing this 15 years ago while working for Unisys) but Social Media is putting it at the forefront even more so than ever before
    This presentation will be about Marketing with social media
    I insist, Marketing with social media, not a social media strategy
    Social media strategies are about tools, we are about business using tools.
  • 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 … and maybe the other way round too!
    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
  • I left Egypt & Turkey off, because with a growth from 22million to XXX it throws
  • 2 years ago, I had a lot of questions about ROI, now here are some of the results that we got. Actually some of the numbers are quite good but it’s probably the more qualitative stuff which is even more rewarding to us. So you were talking about ROI?
    66,000 video clips
    Visits x2
    Global reach
    SEO
    UGC
    Breaking silos
    Nurturing talent
    Rss (dynamic content)
    Links
    1200+ blog posts
    1500 comments
    Leadership of opinion
  • Orange Business is #1 amongst all Orange accounts (nearly 8,900 subscribers/followers to our feed at this moment)
    And #6 amongst French brands.
    Twitter is particularly apt for us, it’s about high profile, well connected influencers and all are passionate about ICT so this is also an achievement for us
    We are way above other strong Fr IT brands such as Cap Gemini or Atos (the IT sector is very developed in France)
  • And the results are showing on our referrers as well, because here is a list of the referrerers we get.
    Google doesn’t come first (nothing against Google, let alone paid search; it merely shows that social media is gaining ground)
  • PARIS AND ROME WEREN’T BUILT IN A DAY!
    AND
    there are shocking truths about “communities”
    no! all brands don’t have a community
    a bunch of clients doesn’t (forcibly) make a community … but they could well be turned into a community
    a community is made of passion, common interest, helping eachother and mutual benefit
    good brands exist beyond purchases
    communities can be …
    cult products
    geographical
    topical
    vertical communities
    technical
    intellictual …
    3 what does a community facilitator (not manager) does: the Gardener’s touch
    seeding
    feeding
    weeding
  • this is why we had to pull together as a team. choosing to go for expert blogging isn’t an obvious choice – ans certainly not always a good one – for all companies, regardless of what they do and where.
    in our own example it made sense because we are in High Tech, this was the easiest way of showing our capabilities, and also because it – UGC – was a means to create more pertinent, accurate content, aimed at showing how good our people are.
  • 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
  • feedback through comments but not just that
  • 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
  • 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?)
  • 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
  • our best example of UGC so far has been generated by a consultant of ours who gave us a phone call one day asking about legal advice. (1/7th of total views overall in 10 months)
    this video was produced by him using his personal computer and generated more than 10,000 views which in b2b is really good. it was then used by some of our clients – including people from the ministry of defence and education – as training for their people.
    producing such a video would cost in the regions of €10,000-15,000 each and it wouldn’t even be practical as vendors don’t necessarily have the knowledge associated with that kind of demonstrations.
  • here is another example of a business case produced by one of our users in Atlanta on powerpoint and using a good microphone for voice over. the powerpoint presentation was then turned into a clip.
  • 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
  • Communities are important, but not every brand has one. Communities are built around a common interest and the need for people to help each other. Just because some people are merely buying products doesn’t mean that they are part of a community. Companies need to foster community feelings before thinking of orchestrating a community. For detailed tips on how to foster communities refer to Hagel and Armstrong’s “Net Gain“.
    Don’t confuse comments with collaboration. Collaboration is about working together and from the bottom up. This includes encouraging people from the shopfloor to come forward and letting clients talk to one another. Not all companies are prepared for this, and it may take a while before they are.
    Avoid the meatball sundae effect: Before launching a social media initiative, make sure your brand can be aligned with the social media spirit of transparency, openness and willingness to engage with visitors. If your brand is incompatible with this and refuses debate, suggestions and criticism, perhaps social media is not for you.
    Facilitate, facilitate, facilitate: To create an effective collaborative website, it needs to be kept up-to-date and refreshed continuously, especially at the beginning of the initiative. You need to respond to suggestions or comments as soon as they have been added. The social media etiquette approves of prompt replies because it shows the interest that your organisation has in its audience.
    Respect your community and no hard-selling: Social media users come to your websites to gather information, to exchange, share and receive too, but they will not stick around to look at your product descriptions, unless they are particularly interesting or tempted to provide feedback on them. If you want to sell your wares on social media, use permission marketing and disclosure.
    Great causes can work wonders: It helps to think big and adopt a stance on the big questions. If all you do with social media is talk about yourselves and your company, you will attract a limited amount of traffic. A great example isKaiser Permanente’s story on its fight in favour of healthier eating habits.
    Think user-benefit vs. company-benefit: Put others first and your business interests and objectives second. Your tone of voice has to be very straightforward and very honest and you have to avoid patronizing your visitors.
    Openness, transparency and disclosure: Collaboration implies transparency. Avoid creating fake blogs, fake posts and fake reviews at all cost. Infiltrating social media with your hard sell message is frowned upon and will be detected quickly by the people you are trying to reach. Check the SMBC disclosure page for details.
    Execution is everything. An effective social media initiative requires a strong company commitment involving many different people in the organisation. The more commitment you get from the people you work with, the more it shows through to your audience.
  • our next steps is to move into real community work with our label on the one hand and community websites on the other hand, evolving fast towards serious gaming and nurturing a real community feeling (turning “followers” into “fans”)
  • but you can’t do that on your own, you’ll need help from all across the company and elsewhere too (partners)
  • Visionarymarketing.com since 1995
    Marketing consultant in France and England, Director for e-business, Internet & Digital Media
  • 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]
  • Transcript

    • 1. increasing brand advocacy with social media Yann Gourvennec Head of Internet & Digital Media http://orange-business.com Cairo – Oct 25th , 2010 1some rights reserved - cc- Yann A Gourvennec - Orange Business Services
    • 2. a footprint supporting business around the world 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  local support in 166 countries and territories  a seamless network covering 220 countries and territories 3
    • 3. agenda > introduction > why use social media? > brand advocacy > the Orange Business webTV example > how to implement social media? some rights reserved - cc- Yann A Gourvennec - Orange Business Services
    • 4. Copyright © 2010 - Yann Gourvennec - Orange Business Services 5 Linkedin Viadeo Facebook slideshare FR 1 EN 1 posterous EN 1 what is social media? YouTube 1 EN Press announcements 1 EN 1 FR webzine FR 2 EN 11 FR 1 EN webradioblogs FR 6 EN 2 webTV FR 1 EN 1 FR 1 BlackBerry Touch.com
    • 5. the (daunting) boom of social media
    • 6. some rights reserved - CC 2010 - Orange Business Services - Yann A. Gourvennec why bother? “why are you using blogs?" “is this for us?" “it won’t work here!" “how to do it?" “what ROI?" Image: microsoft clipart galleryImage: microsoft clipart gallery
    • 7. what about the middle East > *July 2010: facebook #2 most visited site in Jordan, Egypt, UAE, Bahrain, Palestine, Sudan, Azerbaijan, Algeria, Libya > *200% increase in total facebook users in just Saudi Arabia in last 12 months (from 780K to 2.4Million) > **high %age of young people - 50%+ below 21 in some countries - receptive to new media. source: *PWC +Dubai press club Arab Media outlook 2010-2012 and ** (aljamiat) http://www.slideshare.net/aljamiat/
    • 8. 800,000 total 2,385,740 users what’s in it for businesses in MEA region? source: http://www.slideshare.net/aljamiat/ @aljamiat
    • 9. http://www.facebook.com/orange.tn
    • 10. what can social media do for businesses? the Orange Business Services example
    • 11. ROI? some rights reserved - cc- Yann A Gourvennec - Orange Business Services 80,000 video clips visits x3 leadership of opinion global reach SEO UGC breaking silos nurturing talent rss (dynamic) links 2,000 comments 1,500+ blog posts
    • 12. top 8 French enterprise Twitter accounts (as of April 2010) > @orangebusiness is #1 amongst all Orange accounts WW and #6 amongst French brands
    • 13. some rights reserved - cc- Yann A Gourvennec - Orange Business Services blogs and WebTV: hundreds of experts LinkedIn Twitter facebook viadeo google wikipedia partner 14
    • 14. communities: the new paradigm… some rights reserved - cc- Yann A Gourvennec - Orange Business Services 15
    • 15. 3 pillars of social media for businesses > communicate > collaborate > cooperate some rights reserved - cc- Yann A Gourvennec - Orange Business Services image by Tim Smith of the Young Creatives Network
    • 16. unrestricted 17some rights reserved - cc- Yann A Gourvennec - Orange Business Services why use social media?
    • 17. this work is licensed under the Creative Commons Attribution-oncommercial- Share Alike 3.0 License. To view a copy of this license, visit http://creativecommons.org/licenses/by-nc-sa/3.0/ you are allowed to use this presentation provided you quote the author and the source of this information some rights reserved (cc) 2009 Orange Business Services - http://blogs.orange-business.com 4 types of brands on the Internet & Social Media w/ Synthesio 4 types of brands on the Internet & Social Media •little or no buzz  getting out of the box • product/service availability & features  community management (forums/social media) • clients love & defend brand  community nurturing • health, security, children  reassure
    • 18. some rights reserved - cc- Yann A Gourvennec - Orange Business Services 19 1. because of solution selling
    • 19. some rights reserved - cc- Yann A Gourvennec - Orange Business Services 20 2. because of ICT buyers … vertical painpoints are passionate about technology annoyed by banners/ marketing by interruption are part of ECOSYSTEMS IT security virtualization read blogs turn to trusted technology B2B resources source: use social media
    • 20. some rights reserved - cc- Yann A Gourvennec - Orange Business Services 21 3. because we get feedback … and more
    • 21. some rights reserved - cc- Yann A Gourvennec - Orange Business Services 22 lead generation (on-going campaigns)
    • 22. some rights reserved - cc- Yann A Gourvennec - Orange Business Services 23 4. because we have good people ... and partners
    • 23. some rights reserved - cc- Yann A Gourvennec - Orange Business Services 24 5. because of numbers and influence January-Oct 2010 - orange-business.tv •approx. 350 video clips •60% in French •40% in English •427,849 video displayed vs. 471,986 (’09) •94,262 videos played vs. 66,295 (‘09) •4490:18:54 viewing hours vs 3115:55:49 (’09) January-Oct 2010 - orange-business.tv •approx. 350 video clips •60% in French •40% in English •427,849 video displayed vs. 471,986 (’09) •94,262 videos played vs. 66,295 (‘09) •4490:18:54 viewing hours vs 3115:55:49 (’09) Orange Web TV is now a product Orange Web TV is now a product
    • 24. some rights reserved - cc- Yann A Gourvennec - Orange Business Services 25 6. because of S.E.O.
    • 25. unrestricted brand advocacy some rights reserved - cc- Yann A Gourvennec - Orange Business Services 26
    • 26. some rights reserved - cc- Yann A Gourvennec - Orange Business Services 27 customer advocacy (1) “Vincent, you are a star now, your blog piece has been circulated throughout the Bank! (from a client to one of our bloggers)
    • 27. some rights reserved - cc- Yann A Gourvennec - Orange Business Services 28 customer advocacy (2) “orange-business.tv is my favourite source of information. I use it to teach my execs about what I do (from a CIO of a major WW luxury brand)
    • 28. some rights reserved - cc- Yann A Gourvennec - Orange Business Services 29 customer advocacy (3) “we aren’t a client of yours, yet we’d like to have a word with you because we have been impressed with the content you have published on your virtualization blog (from a client to one of our business units)
    • 29. the ICT ecosystem 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 30
    • 30. unrestricted the orange- business.tv business case some rights reserved - cc- Yann A Gourvennec - Orange Business Services 31
    • 31. from interruption to permission
    • 32. unavoidable some rights reserved - cc- Yann A Gourvennec - Orange Business Services 33
    • 33. some rights reserved - cc- Yann A Gourvennec - Orange Business Services orange-business.tv business case 34
    • 34. some rights reserved - cc- Yann A Gourvennec - Orange Business Services teething problems … in b2b firewalls, bandwidth, downloads, progressive download and streaming progressive download internal usage a non-starter 35
    • 35. some rights reserved - cc- Yann A Gourvennec - Orange Business Services orange-business.tv: where we started from … 36
    • 36. some rights reserved - cc- Yann A Gourvennec - Orange Business Services total viewing time 7:45:45 total viewers 334 CurrentAnalysis: an US perspective 37
    • 37. didactic videos on the flipchart total viewing time 53:31:02 total viewers 851
    • 38. some rights reserved - cc- Yann A Gourvennec - Orange Business Services total viewing time 83:03:48 total viewers 2708 a live debate organised by a partner 39
    • 39. some rights reserved - cc- Yann A Gourvennec - Orange Business Services total viewing time 395:42:02 total viewers 2188 live debate with clients … inc. 360° transcript 40
    • 40. some rights reserved - cc- Yann A Gourvennec - Orange Business Services total viewing time 57:20:12 total viewers 1038 visionary statement 41
    • 41. some rights reserved - cc- Yann A Gourvennec - Orange Business Services total viewing time 14:59:32 total viewers 795 product demo … simple & straightforward 42
    • 42. some rights reserved - cc- Yann A Gourvennec - Orange Business Services total viewing time 14:23:58 total viewers 428 client testimonial … field experience 43
    • 43. some rights reserved - cc- Yann A Gourvennec - Orange Business Services best practice 1 on UGC http://bit.ly/soceng 44
    • 44. some rights reserved - cc- Yann A Gourvennec - Orange Business Services best practice 2 on UGC http://bit.ly/voip-case 45
    • 45. unrestricted how to implement social media tips and tricks some rights reserved - cc- Yann A Gourvennec - Orange Business Services 46
    • 46. Copyright © 2010 - Yann Gourvennec - Orange Business Services 47 Linkedin Viadeo Facebook slideshare FR 1 EN 1 posterous EN 1 how information flows YouTube 1 EN Press announcements 1 EN 1 FR webzine FR 2 EN 11 FR 1 EN webradioblogs FR 6 EN 2 webTV FR 1 EN 1 FR 1 BlackBerry Touch.com
    • 47. some rights reserved - cc- Yann A Gourvennec - Orange Business Services 48 a digital strategy in plain English > away from the digital silo > digital – and social – in everything we do > the clip - http://bit.ly/digitalstrat > the page - http://bit.ly/digitalstratpage > the blog - http://bit.ly/socialb2bstrat
    • 48. some rights reserved - cc- Yann A Gourvennec - Orange Business Services 49 cross organisational examples > webzines > press relations > public relations & legal > events > advertising > lead generation
    • 49. the Orange Business Live 2010 event http://www.orange-business.com/live/ 50some rights reserved - cc- Yann A Gourvennec - Orange Business Services
    • 50. Orange Business Live - Amsterdam 2010
    • 51. Copyright © 2010 - Yann Gourvennec - Orange Business Services 52 Nine Top Tips For Implementing Social Media 1. communities are important, but not every brand has one 2. don’t confuse comments with collaboration 3. avoid the meatball sundae effect 4. facilitate, facilitate, facilitate 5. respect your community and no hard-selling 6. great causes can work wonders 7. think user-benefit vs. company-benefit 8. openness, transparency and disclosure 9. execution is everything http://bit.ly/9toptips4social
    • 52. Copyright © 2010 - Yann Gourvennec - Orange Business Services Page 53 a few additional points > how many bloggers (per blog) needed? > how are they recruited? > how many resources do we need? > what is and what shouldn’t be outsourced?
    • 53. Copyright © 2010 - Yann Gourvennec - Orange Business Services Page 54 good practices and recommendations > dos …. - long view, short term execution - up to date & fresh content - team rostering - invite partners - blog scheduling - 10-15 posts p.m. - varying types of posts - news, exhibitions, video, radio clips, links, short blogs, market vision etc. - constrained lists (10/7/5/3) - popular subjects - focus on your niche, talk to your audience (build your community) - schematics work wonder - field experience
    • 54. Copyright © 2010 - Yann Gourvennec - Orange Business Services Page 55 good practices and recommendations > don’ts - “infiltrating” social networks - writing too many visionary articles and crash - selling your wares - bland, high level BS - 10-page articles ( installments) - b2c subjects (at all cost) - online squabbling or attacks - all rush judgements - diffamatary statements and libel, mostly vis a vis partners - non personal images or that of monuments (Big Ben etc.) - fretting because you don’t have enough comments
    • 55. Orange b2b label some rights reserved - cc- Yann A Gourvennec - Orange Business Services •over 150 partnering websites on the French side •budding community on the English side
    • 56. how not to do it! some rights reserved - cc- Yann A Gourvennec - Orange Business Services 57
    • 57. follow us on some rights reserved - cc- Yann A Gourvennec - Orange Business Services @orangebusiness @orangeb2b_intl http://www.posterous.com/orangebusiness http://www.facebook.com/orangebusiness 58
    • 58. 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 some rights reserved - cc- Yann A Gourvennec - Orange Business Services
    • 59. 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

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