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

[En] lessons learnt from the Orange Business Services experience [En] lessons learnt from the Orange Business Services experience Presentation Transcript

  • 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
  • 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)
  • perspective
    some rights reserved - cc- Yann A Gourvennec - Orange
  • 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
  • 1. takeaways from the Orange Business Services experience
    some rights reserved - cc- Yann A Gourvennec - Orange
    5
  • 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)
  • 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
  • ‘new’ trends
    some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec
    8
  • barely 5 years ago …
    some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec
    9
     some rights reserved by Jimee, Jackie, Tom & Ash
  • a misplaced fear?
    some rights reserved - cc- Yann A Gourvennec - Orange
    10
    http://www.amusement.fr/index.php?/magazine/now--amusement-6/
  • a thing to fear or build upon?
    some rights reserved - cc- Yann A Gourvennec - Orange
    11
    some rights reserved by ellanovak
  • all markets are conversations …
  • … not alwaystrue
    4 types of brands (Synthesio)
    HervéKabla & YannGourvennec : Social Media Taught to my boss, 2011
  • so, why use social media in b2b?
    some rights reserved - cc- Yann A Gourvennec - Orange
    14
  • some rights reserved - cc- Yann A Gourvennec - Orange Business Services
    15
    1. because of solution selling
  • 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
  • some rights reserved - cc- Yann A Gourvennec - Orange Business Services
    17
    3. because we get feedback … and more
  • some rights reserved - cc- Yann A Gourvennec - Orange Business Services
    18
    lead generation (on-going campaigns)
  • some rights reserved - cc- Yann A Gourvennec - Orange Business Services
    19
    4. because we have good people ... and partners
  • 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
    • 60% in French
    • 40% in English
    • 145,150 video displayed vs. 471,986 (’09)
    • 45,960 videos played vs. 66,295 (‘09)
    • 2238:42:26 viewing hours vs 3115:55:49 (’09)
    Orange Web TV is now a product
  • some rights reserved - cc- Yann A Gourvennec - Orange Business Services
    21
    6. because of S.E.O.
  • 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
  • 2. applicable to hp?
    some rights reserved - cc- Yann A Gourvennec - Orange
  • some rights reserved - cc- Yann A Gourvennec - Orange
    24
  • some rights reserved - cc- Yann A Gourvennec– Orange – 2011
    25
  • 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)
  • 3. implementation tips
    some rights reserved - cc- Yann A Gourvennec - Orange
  • 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
  • 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
  • Copyright © 2010 - Yann Gourvennec - Orange Business Services
    Page30
    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
    • defamatary 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
  • 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
  • 4. regional differences
    some rights reserved - cc- Yann A Gourvennec - Orange
  • 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
  • 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
  • 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
  • regional differences shrinking now! (… 2011)
    june 2010
    some rights reserved - cc 2010 - visionarymarketing.com - Yann A. Gourvennec
    36
    36
  • 5. sales vs. blogs
    some rights reserved - cc- Yann A Gourvennec - Orange
  • some rights reserved - cc- Yann A Gourvennec - Orange Business Services
    this isn’t a blog
    38
  • 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
  • so, can’t blogs help sales?
    some rights reserved - cc- Yann A Gourvennec - Orange
    40
    photo credits, Chris Brogan
  • 41
    thank you
  • 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