[En] Innovation in market research - Global Market research event

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

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

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 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

barely 5 years ago …some rights reserved by Jimee, Jackie, Tom & Ashsome rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec 7

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 - Orange 9

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’ analysis (interpretation)> what for? what process?some rights reserved - cc- Yann A Gourvennec - Orange 11

conclusion … 5 years later> all: “what are we getting from this?” image: Microsoft Office gallerysome rights reserved - cc- Yann A Gourvennec - Orange 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

‘new’ trendssome rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec 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

what’s in store for us innovation in market surveys Paris, may 20, 2011some rights reserved - cc- Yann A Gourvennec - Orange

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

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 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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[En] Innovation in market research - Global Market research event

by Yann Gourvennec

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