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[Fr] Tunis 2.0 - Yann Gourvennec
 

[Fr] Tunis 2.0 - Yann Gourvennec

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Cette présentation aurait dû être commentée à Tunis aujourd'hui même. hélas, la manifestation a été annulée. Par solidarité avec les organisateurs français et notamment @fbrahimi je mets ...

Cette présentation aurait dû être commentée à Tunis aujourd'hui même. hélas, la manifestation a été annulée. Par solidarité avec les organisateurs français et notamment @fbrahimi je mets ma présentation en téléchargement libre.

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  • How many times has a consultant opened their presentation with a quotation from 1999’s “The Cluetrain Manifesto” to justify jumping onto the social media bandwagon? “Markets are conversations”. QED (or so they think).I have been a longtime admirer of the manifesto, which is made up of 95 theses.I’m going to look at just five of the ones I think are most important here:#3: “Conversations among human beings sound human. They are conducted in a human voice”In social media, it means that you have to have real people and real-life interaction — including behind-the-scenes — when discussions are triggered in tools like twitter. Automated responses will#7: “Hyperlinks subvert hierarchy”This doesn’t mean that your boss should be replaced. It means websites are driven by links, not menus, and that they aren’t designed like software. Too many business discussions (not to say feuds) are triggered by the relative position of a menu within a home page. This is a fundamental misunderstanding of the way the Web is working and the way that SEO is done.#24: “Bombastic boasts — ‘we are positioned to be the pre-eminent provider of XYZ’ — do not constitute a positionIn social media, what matters is directness, truth, honesty, disclosure, real information from real people, not pre-formatted pitches in corporate speak.#26: Public relations don’t not relate to the public. Companies are deeply afraid of their markets.There’s a tendency for PR to focus on the negative and to deal with a select view. Social media’s presence means PR needs to bring back the human factor — interacting directly and in real time with the public at large, not just VIPs, and acting in a positive way, not just negatively.#66: We want access to your corporate information, to your plans and strategies, your best thinking, your genuine knowledge. We will not settle for the 4-color brochure, for websites chock-a-block with eye candy but lacking any substance.Clients, ecosystems, visitors at large — they all want information that is useful to them, not meaningless company brochures. Looking at corporate websites makes me realise how little progress has been made in 16 years. Corporate websites have become the new bone of contention between entities, the area over which all business units are battling. People lose track of what could be of interest to visitors. This is also what makes blogs easier to manage than corporate websites, as blogs are real opinions from real people.Want to know more about the manifesto? There’s a 10-year anniversary version of the book which you can buy from AmazonAnd a  review on boingboing
  • culture de l’entreprisel’entrepriseest-elleculturellementmûre, accepte-t-elle les contradictions, sa culture estelle compatible 2.0positionnement de la marquela marque est-elle compatible avec les médiaschoisis. une marque ringarde aura-t-elleintérêt à se montrerdansfacebook pour cause de “jeunisme”. Si oui, quellessont les règles du jeunotoriété de l’entreprisel’entrepriseest-elleconnueouest-elleconfidentielle ? Auquelcas ma stratégie de marque ne sera pas la même. Nutellan’attend pas la même chose nipeutprétendre au mêmerésultatque General Electricvolume de clients/écosystèmeen B2B je vaistravaillersur des niches, en caritatiftrès grand public sur de grandes masses. En même temps, 350,000 fans en TGP cen’estrien, 12,000 twitter followers en B2B de niche c’est beaucoup. ilfautnuancer.fréquenced’achat/visiteest-ce un produitquej’achètetous les joursou 1 fois par an (ex. Telethon)intensité de la relationsuis-jetrèsproche de monproduit/service ? ex : mon mobile ne me quittejamaisniveaud’expérienceEDF vs Orange : avec EDF on m’ainstallémoncompteur et puis plus rien … oupresque.

[Fr] Tunis 2.0 - Yann Gourvennec [Fr] Tunis 2.0 - Yann Gourvennec Presentation Transcript

  • le marketing communautaire nouvelle tendance du marketing?
    Yann Gourvennec Directeur, Web, médias numériques & sociaux http://orange.com
    some rights reserved - cc- Yann A Gourvennec – Orange – 2011
    1
  • creative commons notice
    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://orange-business.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://orange-business.com)
    some rights reserved - cc- Yann A Gourvennec – Orange – 2011
  • 2 publications principales en 2011
    http://precommerce.com
    http://amonboss.com
    3
    some rights reserved - cc- Yann A Gourvennec – Orange – 2011
  • agenda
    4
    @orange
    @ygourven
    une nouvelle tendance ?
    toutes les marques ont-elles des communautés ?
    le paysage des outils du Web social dans le monde
    some rights reserved - cc- Yann A Gourvennec – Orange – 2011
  • une nouvelle tendance ?
    5
    some rights reserved - cc- Yann A Gourvennec – Orange – 2011
  • la tendance de 2007
    6
    some rights reserved - cc- Yann A Gourvennec – Orange – 2011
  • 7
    le marketing ?
    some rights reserved - cc- Yann A Gourvennec – Orange – 2011
  • 8
    1. the technological factor
    some rights reserved - cc- Yann A Gourvennec – Orange – 2011
  • 9
    2. the organisational factor
    http://www.businessweek.com/innovate/content/apr2007/id20070409_372598.htm
    some rights reserved - cc- Yann A Gourvennec – Orange – 2011
  • le néo marketing (3ème facteur de changement)
    10
    some rights reserved - cc- Yann A Gourvennec – Orange – 2011
  • OK! mais le community management c’est nouveau !
    11
    some rights reserved - cc- Yann A Gourvennec – Orange – 2011
  • la métaphore du jardinier
    planter
    arroser
    élaguer
    12
    passion/intérêtcommun
    entraide
    bénéficemutuel
    some rights reserved - cc- Yann A Gourvennec – Orange – 2011
  • 2. toutes les marques ont-elles des communautés ?
    13
    some rights reserved - cc- Yann A Gourvennec – Orange – 2011
  • 14
    Cluetrain Manifesto: 5 Essentials for Success
    http://bit.ly/cluetrain5
    #3: “Conversations among human beings sound human
    #7: “Hyperlinks subvert hierarchy”
    #24: “Bombastic boasts do not constitute a position
    #26: Public relations do not relate to the public.
    #66: Wewantaccess to yourcorporate information […] Wewill not settle for the 4-color brochure
    #1 markets are conversations … and beyond
    some rights reserved - cc- Yann A Gourvennec – Orange – 2011
  • all markets are conversations …
    15
    some rights reserved - cc- Yann A Gourvennec – Orange – 2011
    http://cluetrain.com
  • all markets are conversations …… unless
    4 types of brands (Synthesio)
    HervéKabla & YannGourvennec : Social Media Taught to my boss, 2011
    16
    some rights reserved - cc- Yann A Gourvennec – Orange – 2011
  • culture de l’entreprise
    positionnement de la marque
    niveaud’expérience
    notoriété de l’entreprise
    intensité de la relation
    volume clients/écosystème
    fréquenced’achat/visite
    médiassociaux: de l’adéquation à la stratégieselon Thierry Spencer
    17
    some rights reserved - cc- Yann A Gourvennec – Orange – 2011
  • 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
    18
    some rights reserved - cc- Yann A Gourvennec – Orange – 2011
  • 3. le web social dans le monde
    19
    some rights reserved - cc- Yann A Gourvennec – Orange – 2011
  • le paysage des médias sociaux (2008)
    http://www.fredcavazza.net/2008/06/09/social-media-landscape/
    20
    some rights reserved - cc- Yann A Gourvennec – Orange – 2011
  • http://www.mediassociaux.fr/2010/12/13/panorama-des-medias-sociaux-2011/
    21
    some rights reserved - cc- Yann A Gourvennec – Orange – 2011
    panorama des médias sociaux (2011)
  • social networks in a nutshell (11/10)
    22
    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
    source: brands & Orange Business Services & Wikipedia
    some rights reserved - cc- Yann A Gourvennec – Orange – 2011
  • social networks in a nutshell (2011)
    23
    some rights reserved - cc- Yann A Gourvennec – Orange – 2011
    +33%
    +27%
    +14%
    +20%
  • différencesculturelles (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
    24
    24
    some rights reserved - cc- Yann A Gourvennec – Orange – 2011
  • différencesculturelles (… 2009 …)
    http://www.nicolaskerebel.com/non-classe/world_map_of_social_networks/
    Vincenzo Costenza
    25
    25
    some rights reserved - cc- Yann A Gourvennec – Orange – 2011
  • déclin des différencesculturelles (déc 2010)
    26
    26
    some rights reserved - cc- Yann A Gourvennec – Orange – 2011
  • 2011: résistance russe, chinoise et brésilienne et … Facebook perd des fans aux US et au RU
    some rights reserved - cc- Yann A Gourvennec – Orange – 2011
    27
  • ~ 50% des utilisateurs consultent la version mobile de Facebook ~ 1/3 des messages Facebook envoyés par mobile
    soit ~ 10 milliards de publications par mois !
    [source Allfacebook.com et calcul estimatif à partir des données officielles Facebook]
  • 29
    thank you
    some rights reserved - cc- Yann A Gourvennec – Orange – 2011
  • suivez-nous !
    http://www.facebook.com/orangehttp://www.facebook.com/orangebusiness
    @orange
    @orangebusiness
    http://youtube.com/orangebusiness
    http://live.orange.com
  • @ygourven
    Yann A. Gourvennec
    since 2011-04, director, Werb, Digital & Social Media
    2008-01/2011-04, head of internet, orange business services
    2005-06/2007, innovation principal, orange business services
    2003-06/2005, alliance partner manager, francetelecom
    1999 – 2002 - director e-business: francetelecomteleconferencing services
    1997 - 1999 – consultant, Internet, marketing & information systems, cap gemini
    1995-1997 – internet marketing consultant, unisyseurope
    1992-1995 – business systems manager, unisyseurope
    1988-1992 – business systems manager, unisysfrance
    1985-1988 – accountexecutive, philips France
    myresearchavailable online at: http://visionarymarketing.com/
    some rights reserved - cc- Yann A Gourvennec - Orange Business Services