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[En] lessons learnt from the Orange Business Services experience

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This is the presentation I will deliver to HP personnel in order to share our experience in Enterprise Social Media at Orange Business Services throughout the past 3 years

This is the presentation I will deliver to HP personnel in order to share our experience in Enterprise Social Media at Orange Business Services throughout the past 3 years

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  • “Breyers Ice Cream and chef Gale Gand have created a Spaghetti & Meatballs Sundae with rocky road “meatballs”, sauce made of mashed strawberries and vanille ice cream extruded through a potato ricer to become noodles.”
  • 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.
  • Transcript

    • 1. social media in b2b - lessons learntfrom the Orange Business Services experience
      Yann Gourvennec
      Director, Web, Digital & Social Media
      http://orange.com
      some rights reserved - cc- Yann A Gourvennec - Orange
      1
    • 2. creativecommons notice
      some rights reserved - cc- Yann A Gourvennec - Orange
      2
      This workislicensedunder the Creative Commons Attribution-Noncommercial-ShareAlike 3.0 License. To view a copy of thislicense, visithttp://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 containedwithinthispresentationprovidedyouquote the author and the source of this information (http://orange-business.com) )
      You are alsowelcome to recommendthiswebsite to yourfriends and colleagues and to invite them to register to our free newsletter (http://orange-business.com)
    • 3. perspective
      some rights reserved - cc- Yann A Gourvennec - Orange
    • 4. agenda
      copyright © 2011 – Orange – web, digital & social media
      4
      takeaways from Orange b2b
      is it applicable to HP in Europe?
      implementation tips
      regional differences
      sales vs. blogs
    • 5. 1. takeaways from the Orange Business Services experience
      some rights reserved - cc- Yann A Gourvennec - Orange
      5
    • 6. Copyright © 2010 - Yann Gourvennec - Orange Business Services
      6
      introduction: customer advocacy
      a brand is “what your customer says when you are not in the room”
      (Jeff Bezos?)

      Vincent, you are a star now, your blog piece has been circulated throughout the Bank!
      (from a client to one of our bloggers)
    • 7. Copyright © 2010 - Yann Gourvennec - Orange Business Services
      Page7
      what they said

      http://bit.ly/yagexeter
      What Orange Business Services has done is a worldwide best practice
      Chris Brogan, no. 1 Marketing blogger WW
      I am deeply impressed with what Orange Business Services has accomplished
      John Bell, VP, 360° PR, Ogilvy
    • 8. ‘new’ trends
      some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec
      8
    • 9. barely 5 years ago …
      some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec
      9
       some rights reserved by Jimee, Jackie, Tom & Ash
    • 10. a misplaced fear?
      some rights reserved - cc- Yann A Gourvennec - Orange
      10
      http://www.amusement.fr/index.php?/magazine/now--amusement-6/
    • 11. a thing to fear or build upon?
      some rights reserved - cc- Yann A Gourvennec - Orange
      11
      some rights reserved by ellanovak
    • 12. all markets are conversations …
    • 13. … not alwaystrue
      4 types of brands (Synthesio)
      HervéKabla & YannGourvennec : Social Media Taught to my boss, 2011
    • 14. so, why use social media in b2b?
      some rights reserved - cc- Yann A Gourvennec - Orange
      14
    • 15. some rights reserved - cc- Yann A Gourvennec - Orange Business Services
      15
      1. because of solution selling
    • 16. some rights reserved - cc- Yann A Gourvennec - Orange Business Services
      16
      2. because of ICT buyers …
      source:
      vertical painpoints
      virtualization
      IT security
      use social media
      are passionate about technology
      read blogs
      annoyed by banners/
      marketing by interruption
      turn to trusted technologyB2B resources
      are part of ECOSYSTEMS
    • 17. some rights reserved - cc- Yann A Gourvennec - Orange Business Services
      17
      3. because we get feedback … and more
    • 18. some rights reserved - cc- Yann A Gourvennec - Orange Business Services
      18
      lead generation (on-going campaigns)
    • 19. some rights reserved - cc- Yann A Gourvennec - Orange Business Services
      19
      4. because we have good people ... and partners
    • 20. some rights reserved - cc- Yann A Gourvennec - Orange Business Services
      20
      5. because of numbers and influence
      January-April 2010 - orange-business.tv
      • approx. 280 video clips
      • 21. 60% in French
      • 22. 40% in English
      • 23. 145,150 video displayed vs. 471,986 (’09)
      • 24. 45,960 videos played vs. 66,295 (‘09)
      • 25. 2238:42:26 viewing hours vs 3115:55:49 (’09)
      Orange Web TV is now a product
    • 26. some rights reserved - cc- Yann A Gourvennec - Orange Business Services
      21
      6. because of S.E.O.
    • 27. the ICT ecosystem
      some rights reserved - cc- Yann A Gourvennec - Orange Business Services
      ENTERPRISE
      Y
      OPINION
      LEADERS
      NEWS
      OTHER BUSINESS
      UNITS
      ENTERPRISE
      X
      OTHER
      REGIONS
      ADMIN
      WEB
      OTHER
      SECTORS
      CONTRACTORS
      CONSULTANTS
      RSS
      FEEDS
      FINANCIAL CONTROLER
      CLIENT TEAM
      CONSULTANT
      BUYER
      LEGAL
      BUSINESS UNIT
      PARTNER
      ENTERPRISE
      VENDOR
      CONSULTANCY
      VENDOR
      TYPICAL B2B ECOSYSTEM
      22
    • 28. 2. applicable to hp?
      some rights reserved - cc- Yann A Gourvennec - Orange
    • 29. some rights reserved - cc- Yann A Gourvennec - Orange
      24
    • 30. some rights reserved - cc- Yann A Gourvennec– Orange – 2011
      25
    • 31. some rights reserved - cc- Yann A Gourvennec - Orange
      26
      http://blog.gthankyou.com/2010/08/02/best-ice-cream-sundaes/
      “BreyersIce Cream and chef Gale Gand have created a Spaghetti & Meatballs Sundae with “meatballs”, sauce made of mashed strawberries and vanilla ice cream extruded through a potato ricer to become noodles.
      (recipe link click here)
    • 32. 3. implementation tips
      some rights reserved - cc- Yann A Gourvennec - Orange
    • 33. Copyright © 2010 - Yann Gourvennec - Orange Business Services
      28
      [En] Nine Top Tips For Implementing Social Media
      http://bit.ly/9toptips4social
      communities are important, but not every brand has one
      don’t confuse comments with collaboration
      avoid the meatball sundae effect
      facilitate, facilitate, facilitate
      respect your community and no hard-selling
      great causes can work wonders
      think user-benefit vs. company-benefit
      openness, transparency and disclosure
      execution is everything
    • 34. Copyright © 2010 - Yann Gourvennec - Orange Business Services
      Page29
      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
    • 35. Copyright © 2010 - Yann Gourvennec - Orange Business Services
      Page30
      good practices and recommendations
      • don’ts
      • 36. “infiltrating” social networks
      • 37. writing too many visionary articles and crash
      • 38. selling your wares
      • 39. bland, high level BS
      • 40. 10-page articles ( installments)
      • 41. b2c subjects (at all cost)
      • 42. online squabbling or attacks
      • 43. all rush judgements
      • 44. defamatary statements and libel, mostly vis a vis partners
      • 45. non personal images or that of monuments (Big Ben etc.)
      • 46. fretting because you don’t have enough comments
    • no go areas
      fblogs
      fake comments
      fake content
      fake employees
      spam and intrusion
      infiltration
      paying bloggers

      some rights reserved - cc- Yann A Gourvennec - Orange
      31
      disclosure
      http://socialmedia.org/disclosure
    • 47. 4. regional differences
      some rights reserved - cc- Yann A Gourvennec - Orange
    • 48. some rights reserved - 2010 - cc - Yann A Gourvennec - Orange Business Services
      social networks in a nutshell (11/10)
      source: brands & Orange Business Services & Wikipedia
      33
      8+m -> 10m in just 7 months
      25m -> 30m in just 7 months
      65m -> 80m in just 7 months
      400m -> 500m in just 4 months
    • 49. june 2010
      some rights reserved - cc 2010 - visionarymarketing.com - Yann A. Gourvennec
      regional differences are key (2006 …)
      europe *
      NAM *
      1/4 of subscribers
      asia-pac *
      1/3 of subscribers
      sources:http://valleywag.com/tech/data-junkie/the-world-map-of-social-networks-273201.php
      Le Monde, Datamonitor – 2008 http://medias.lemonde.fr/mmpub/edt/ill/2008/01/14/h_4_RESEAUX+X1I1.gif
      * numbers meaning millions of hours spent by month as of Aug 2007
      34
      34
    • 50. june 2010
      some rights reserved - cc 2010 - visionarymarketing.com - Yann A. Gourvennec
      35
      regional differences are key (… 2009 …)
      http://www.nicolaskerebel.com/non-classe/world_map_of_social_networks/
      Vincenzo Costenza
      35
    • 51. regional differences shrinking now! (… 2011)
      june 2010
      some rights reserved - cc 2010 - visionarymarketing.com - Yann A. Gourvennec
      36
      36
    • 52. 5. sales vs. blogs
      some rights reserved - cc- Yann A Gourvennec - Orange
    • 53. some rights reserved - cc- Yann A Gourvennec - Orange Business Services
      this isn’t a blog
      38
    • 54. http://precommerce.com
      about Orange:
      “our top priority is for everyone to do business with social media”
      “[you] will never be bloggers, [you] will be professionals using blogs”
      pre-commerce, p 251
    • 55. so, can’t blogs help sales?
      some rights reserved - cc- Yann A Gourvennec - Orange
      40
      photo credits, Chris Brogan
    • 56. 41
      thank you
    • 57. follow us on
      http://facebook.com/orange
      http://facebook.com/orangebusiness
      @orange @orangebusiness
      http://www.posterous.com/orangebusiness
      http://youtube.com/orangebusiness
      http://slideshare.net/orangebusiness