[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

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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.
  • [En] lessons learnt from the Orange Business Services experience

    1. 1. social media in b2b - lessons learntfrom the Orange Business Services experience<br />Yann Gourvennec<br />Director, Web, Digital & Social Media<br />http://orange.com<br />some rights reserved - cc- Yann A Gourvennec - Orange<br />1<br />
    2. 2. creativecommons notice<br />some rights reserved - cc- Yann A Gourvennec - Orange<br />2<br />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.<br />You are allowed to use one or all the slides/images containedwithinthispresentationprovidedyouquote the author and the source of this information (http://orange-business.com) ) <br />You are alsowelcome to recommendthiswebsite to yourfriends and colleagues and to invite them to register to our free newsletter (http://orange-business.com) <br />
    3. 3. perspective<br />some rights reserved - cc- Yann A Gourvennec - Orange<br />
    4. 4. agenda<br />copyright © 2011 – Orange – web, digital & social media<br />4<br />takeaways from Orange b2b<br />is it applicable to HP in Europe?<br />implementation tips<br />regional differences<br />sales vs. blogs<br />
    5. 5. 1. takeaways from the Orange Business Services experience<br />some rights reserved - cc- Yann A Gourvennec - Orange<br />5<br />
    6. 6. Copyright © 2010 - Yann Gourvennec - Orange Business Services<br />6<br />introduction: customer advocacy<br />a brand is “what your customer says when you are not in the room” <br />(Jeff Bezos?) <br />“<br />Vincent, you are a star now, your blog piece has been circulated throughout the Bank!<br />(from a client to one of our bloggers)<br />
    7. 7. Copyright © 2010 - Yann Gourvennec - Orange Business Services<br />Page7<br />what they said<br />“<br />http://bit.ly/yagexeter<br />What Orange Business Services has done is a worldwide best practice<br />Chris Brogan, no. 1 Marketing blogger WW<br />I am deeply impressed with what Orange Business Services has accomplished<br />John Bell, VP, 360° PR, Ogilvy<br />
    8. 8. ‘new’ trends<br />some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec<br />8<br />
    9. 9. barely 5 years ago …<br />some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec<br />9<br /> some rights reserved by Jimee, Jackie, Tom & Ash<br />
    10. 10. a misplaced fear? <br />some rights reserved - cc- Yann A Gourvennec - Orange<br />10<br />http://www.amusement.fr/index.php?/magazine/now--amusement-6/<br />
    11. 11. a thing to fear or build upon?<br />some rights reserved - cc- Yann A Gourvennec - Orange<br />11<br />some rights reserved by ellanovak<br />
    12. 12. all markets are conversations …<br />
    13. 13. … not alwaystrue<br />4 types of brands (Synthesio)<br />HervéKabla & YannGourvennec : Social Media Taught to my boss, 2011<br />
    14. 14. so, why use social media in b2b?<br />some rights reserved - cc- Yann A Gourvennec - Orange<br />14<br />
    15. 15. some rights reserved - cc- Yann A Gourvennec - Orange Business Services<br />15<br />1. because of solution selling<br />
    16. 16. some rights reserved - cc- Yann A Gourvennec - Orange Business Services<br />16<br />2. because of ICT buyers …<br />source:<br />vertical painpoints<br />virtualization<br />IT security<br />use social media<br />are passionate about technology<br />read blogs<br />annoyed by banners/<br />marketing by interruption<br />turn to trusted technologyB2B resources<br />are part of ECOSYSTEMS<br />
    17. 17. some rights reserved - cc- Yann A Gourvennec - Orange Business Services<br />17<br />3. because we get feedback … and more<br />
    18. 18. some rights reserved - cc- Yann A Gourvennec - Orange Business Services<br />18<br />lead generation (on-going campaigns)<br />
    19. 19. some rights reserved - cc- Yann A Gourvennec - Orange Business Services<br />19<br />4. because we have good people ... and partners<br />
    20. 20. some rights reserved - cc- Yann A Gourvennec - Orange Business Services<br />20<br />5. because of numbers and influence<br />January-April 2010 - orange-business.tv<br /><ul><li>approx. 280 video clips
    21. 21. 60% in French
    22. 22. 40% in English
    23. 23. 145,150 video displayed vs. 471,986 (’09)
    24. 24. 45,960 videos played vs. 66,295 (‘09)
    25. 25. 2238:42:26 viewing hours vs 3115:55:49 (’09)</li></ul>Orange Web TV is now a product<br />
    26. 26. some rights reserved - cc- Yann A Gourvennec - Orange Business Services<br />21<br />6. because of S.E.O.<br />
    27. 27. the ICT ecosystem<br />some rights reserved - cc- Yann A Gourvennec - Orange Business Services<br />ENTERPRISE <br />Y<br />OPINION<br />LEADERS<br />NEWS<br />OTHER BUSINESS <br /> UNITS<br />ENTERPRISE<br />X<br />OTHER<br />REGIONS<br />ADMIN<br />WEB<br />OTHER<br />SECTORS<br />CONTRACTORS<br />CONSULTANTS<br />RSS<br />FEEDS<br />FINANCIAL CONTROLER<br />CLIENT TEAM<br />CONSULTANT<br />BUYER<br />LEGAL<br />BUSINESS UNIT<br />PARTNER<br />ENTERPRISE<br />VENDOR<br />CONSULTANCY<br />VENDOR<br />TYPICAL B2B ECOSYSTEM<br />22<br />
    28. 28. 2. applicable to hp?<br />some rights reserved - cc- Yann A Gourvennec - Orange<br />
    29. 29. some rights reserved - cc- Yann A Gourvennec - Orange<br />24<br />
    30. 30. some rights reserved - cc- Yann A Gourvennec– Orange – 2011 <br />25<br />
    31. 31. some rights reserved - cc- Yann A Gourvennec - Orange<br />26<br />http://blog.gthankyou.com/2010/08/02/best-ice-cream-sundaes/<br />“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.<br />(recipe link click here)<br />
    32. 32. 3. implementation tips<br />some rights reserved - cc- Yann A Gourvennec - Orange<br />
    33. 33. Copyright © 2010 - Yann Gourvennec - Orange Business Services<br />28<br />[En] Nine Top Tips For Implementing Social Media<br />http://bit.ly/9toptips4social<br />communities are important, but not every brand has one<br />don’t confuse comments with collaboration<br />avoid the meatball sundae effect<br />facilitate, facilitate, facilitate<br />respect your community and no hard-selling <br />great causes can work wonders<br />think user-benefit vs. company-benefit<br />openness, transparency and disclosure<br />execution is everything<br />
    34. 34. Copyright © 2010 - Yann Gourvennec - Orange Business Services<br />Page29<br />good practices and recommendations<br />dos ….<br />long view, short term execution<br />up to date & fresh content<br />team rostering<br />invite partners<br />blog scheduling<br />10-15 posts p.m.<br />varying types of posts<br /><ul><li>news, exhibitions, video, radio clips, links, short blogs, market vision etc.</li></ul>constrained lists (10/7/5/3)<br />popular subjects<br />focus on your niche, talk to your audience (build your community)<br />schematics work wonder<br />field experience<br />
    35. 35. Copyright © 2010 - Yann Gourvennec - Orange Business Services<br />Page30<br />good practices and recommendations<br /><ul><li>don’ts
    36. 36. “infiltrating” social networks
    37. 37. writing too many visionary articles and crash
    38. 38. selling your wares
    39. 39. bland, high level BS
    40. 40. 10-page articles ( installments)
    41. 41. b2c subjects (at all cost)
    42. 42. online squabbling or attacks
    43. 43. all rush judgements
    44. 44. defamatary statements and libel, mostly vis a vis partners
    45. 45. non personal images or that of monuments (Big Ben etc.)
    46. 46. fretting because you don’t have enough comments</li></li></ul><li>no go areas<br />fblogs<br />fake comments<br />fake content<br />fake employees<br />spam and intrusion<br />infiltration<br />paying bloggers<br />…<br />some rights reserved - cc- Yann A Gourvennec - Orange<br />31<br />disclosure<br />http://socialmedia.org/disclosure<br />
    47. 47. 4. regional differences<br />some rights reserved - cc- Yann A Gourvennec - Orange<br />
    48. 48. some rights reserved - 2010 - cc - Yann A Gourvennec - Orange Business Services<br />social networks in a nutshell (11/10)<br />source: brands & Orange Business Services & Wikipedia<br />33<br />8+m -> 10m in just 7 months<br />25m -> 30m in just 7 months<br />65m -> 80m in just 7 months<br />400m -> 500m in just 4 months<br />
    49. 49. june 2010<br />some rights reserved - cc 2010 - visionarymarketing.com - Yann A. Gourvennec<br />regional differences are key (2006 …)<br />europe *<br />NAM *<br />1/4 of subscribers<br />asia-pac *<br />1/3 of subscribers<br />sources:http://valleywag.com/tech/data-junkie/the-world-map-of-social-networks-273201.php<br />Le Monde, Datamonitor – 2008 http://medias.lemonde.fr/mmpub/edt/ill/2008/01/14/h_4_RESEAUX+X1I1.gif<br />* numbers meaning millions of hours spent by month as of Aug 2007<br />34<br />34<br />
    50. 50. june 2010<br />some rights reserved - cc 2010 - visionarymarketing.com - Yann A. Gourvennec<br />35<br />regional differences are key (… 2009 …)<br />http://www.nicolaskerebel.com/non-classe/world_map_of_social_networks/<br />Vincenzo Costenza<br />35<br />
    51. 51. regional differences shrinking now! (… 2011)<br />june 2010<br />some rights reserved - cc 2010 - visionarymarketing.com - Yann A. Gourvennec<br />36<br />36<br />
    52. 52. 5. sales vs. blogs<br />some rights reserved - cc- Yann A Gourvennec - Orange<br />
    53. 53. some rights reserved - cc- Yann A Gourvennec - Orange Business Services<br />this isn’t a blog<br />38<br />
    54. 54. http://precommerce.com<br />about Orange:<br />“our top priority is for everyone to do business with social media” <br />“[you] will never be bloggers, [you] will be professionals using blogs”<br />pre-commerce, p 251<br />
    55. 55. so, can’t blogs help sales?<br />some rights reserved - cc- Yann A Gourvennec - Orange<br />40<br />photo credits, Chris Brogan<br />
    56. 56. 41<br />thank you<br />
    57. 57. follow us on<br />http://facebook.com/orange<br />http://facebook.com/orangebusiness<br />@orange @orangebusiness<br />http://www.posterous.com/orangebusiness<br />http://youtube.com/orangebusiness<br />http://slideshare.net/orangebusiness<br />

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