social monitoring, market research and the future   Yann Gourvennec   Head of Internet & Digital Media   http://orange.com...
social media monitoring   a few lessons from the past few   years   innovation in market surveys   Paris, may 20, 2011some...
words of wisdom from the “social media expert”some rights reserved - cc- Yann A Gourvennec - Orange   4
all markets are conversations …
… unless they aren’t always4 types of brands (Synthesio)                             under the radar               functio...
barely 5 years ago …some rights reserved by Jimee, Jackie, Tom & Ashsome rights reserved - CC 2011 - visionarymarketing.co...
the Kryptonite ‘blogstorm’ started it all …some rights reserved - cc- Yann A Gourvennec - Orange   8
a misplaced fear?http://www.amusement.fr/index.php?/magazine/now--amusement-6/some rights reserved - cc- Yann A Gourvennec...
a thing to fear or build upon?some rights reserved by ella novaksome rights reserved - cc- Yann A Gourvennec - Orange   10
consequences on social media monitoring> monitor ‘everything’> proliferation of tools> vision vs. action> ‘sentiment’ anal...
conclusion … 5 years later> all: “what are we  getting from this?”                                                        ...
what we learnt   a few lessons from the past few   years   innovation in market surveys   Paris, may 20, 2011some rights r...
‘new’ trendssome rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec   14
new trends>   ‘neo’ marketing>   crisis management>   proactive surveying>   direct interaction>   crowdsourcing>   ‘socia...
what’s in store for us   innovation in market surveys   Paris, may 20, 2011some rights reserved - cc- Yann A Gourvennec - ...
what’s in store for us1. social monitoring tools don’t                        4. CRM integration but …   matter           ...
the social web and the market research conundrumsome rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec
any questions?Marketing and External Communications call, January 2010
thank youinnovation in market surveysParis, may 20, 2011                               Orange, the Orange mark and any oth...
[En] Innovation in market research - Global Market research event
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[En] Innovation in market research - Global Market research event

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My forthcoming presentation on behalf of Orange at the innovation research meeting in Paris on May 20th, 2011

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  • ROI, fear of social media, Kryptonite SM = a place to get hurtR
  • [En] Innovation in market research - Global Market research event

    1. 1. social monitoring, market research and the future Yann Gourvennec Head of Internet & Digital Media http://orange.com innovation in market surveys Paris, may 20, 2011some rights reserved - cc- Yann A Gourvennec - Orange 1
    2. 2. social media monitoring a few lessons from the past few years innovation in market surveys Paris, may 20, 2011some rights reserved - cc- Yann A Gourvennec - Orange
    3. 3. words of wisdom from the “social media expert”some rights reserved - cc- Yann A Gourvennec - Orange 4
    4. 4. all markets are conversations …
    5. 5. … unless they aren’t always4 types of brands (Synthesio) under the radar functional preferred sensitive either it works or fix heath, safety, characteristics little or no buzz it! conversations children community do something management nurture tactics different (forums/social community (ies) reassure media)Hervé Kabla & Yann Gourvennec : Social Media Taught to my boss, 2011
    6. 6. barely 5 years ago …some rights reserved by Jimee, Jackie, Tom & Ashsome rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec 7
    7. 7. the Kryptonite ‘blogstorm’ started it all …some rights reserved - cc- Yann A Gourvennec - Orange 8
    8. 8. a misplaced fear?http://www.amusement.fr/index.php?/magazine/now--amusement-6/some rights reserved - cc- Yann A Gourvennec - Orange 9
    9. 9. a thing to fear or build upon?some rights reserved by ella novaksome rights reserved - cc- Yann A Gourvennec - Orange 10
    10. 10. consequences on social media monitoring> monitor ‘everything’> proliferation of tools> vision vs. action> ‘sentiment’ analysis (interpretation)> what for? what process?some rights reserved - cc- Yann A Gourvennec - Orange 11
    11. 11. conclusion … 5 years later> all: “what are we getting from this?” image: Microsoft Office gallerysome rights reserved - cc- Yann A Gourvennec - Orange 12
    12. 12. what we learnt a few lessons from the past few years innovation in market surveys Paris, may 20, 2011some rights reserved - cc- Yann A Gourvennec - Orange
    13. 13. ‘new’ trendssome rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec 14
    14. 14. new trends> ‘neo’ marketing> crisis management> proactive surveying> direct interaction> crowdsourcing> ‘social’ CRM image: Microsoft Office gallerysome rights reserved - cc- Yann A Gourvennec - Orange 15
    15. 15. what’s in store for us innovation in market surveys Paris, may 20, 2011some rights reserved - cc- Yann A Gourvennec - Orange
    16. 16. what’s in store for us1. social monitoring tools don’t 4. CRM integration but … matter (Sugar CRM, SAP,2. crisis management will have Saleforce …) to be industrialised 5. market surveys will be3. social media interaction will revolutionised … once more have to 6. social commerce … 3 - scale waves, what next … - be more humansome rights reserved - cc- Yann A Gourvennec - Orange 17
    17. 17. the social web and the market research conundrumsome rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec
    18. 18. any questions?Marketing and External Communications call, January 2010
    19. 19. thank youinnovation in market surveysParis, may 20, 2011 Orange, the Orange mark and any other Orange product or service names referred to in this material are trade marks of Orange Personal Communications Services Limited. © Orange Personal Communications Services Limited. France Telecom Group restricted.
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