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[En] MIB Dauphine - ICT6
[En] MIB Dauphine - ICT6
[En] MIB Dauphine - ICT6
[En] MIB Dauphine - ICT6
[En] MIB Dauphine - ICT6
[En] MIB Dauphine - ICT6
[En] MIB Dauphine - ICT6
[En] MIB Dauphine - ICT6
[En] MIB Dauphine - ICT6
[En] MIB Dauphine - ICT6
[En] MIB Dauphine - ICT6
[En] MIB Dauphine - ICT6
[En] MIB Dauphine - ICT6
[En] MIB Dauphine - ICT6
[En] MIB Dauphine - ICT6
[En] MIB Dauphine - ICT6
[En] MIB Dauphine - ICT6
[En] MIB Dauphine - ICT6
[En] MIB Dauphine - ICT6
[En] MIB Dauphine - ICT6
[En] MIB Dauphine - ICT6
[En] MIB Dauphine - ICT6
[En] MIB Dauphine - ICT6
[En] MIB Dauphine - ICT6
[En] MIB Dauphine - ICT6
[En] MIB Dauphine - ICT6
[En] MIB Dauphine - ICT6
[En] MIB Dauphine - ICT6
[En] MIB Dauphine - ICT6
[En] MIB Dauphine - ICT6
[En] MIB Dauphine - ICT6
[En] MIB Dauphine - ICT6
[En] MIB Dauphine - ICT6
[En] MIB Dauphine - ICT6
[En] MIB Dauphine - ICT6
[En] MIB Dauphine - ICT6
[En] MIB Dauphine - ICT6
[En] MIB Dauphine - ICT6
[En] MIB Dauphine - ICT6
[En] MIB Dauphine - ICT6
[En] MIB Dauphine - ICT6
[En] MIB Dauphine - ICT6
[En] MIB Dauphine - ICT6
[En] MIB Dauphine - ICT6
[En] MIB Dauphine - ICT6
[En] MIB Dauphine - ICT6
[En] MIB Dauphine - ICT6
[En] MIB Dauphine - ICT6
[En] MIB Dauphine - ICT6
[En] MIB Dauphine - ICT6
[En] MIB Dauphine - ICT6
[En] MIB Dauphine - ICT6
[En] MIB Dauphine - ICT6
[En] MIB Dauphine - ICT6
[En] MIB Dauphine - ICT6
[En] MIB Dauphine - ICT6
[En] MIB Dauphine - ICT6
[En] MIB Dauphine - ICT6
[En] MIB Dauphine - ICT6
[En] MIB Dauphine - ICT6
[En] MIB Dauphine - ICT6
[En] MIB Dauphine - ICT6
[En] MIB Dauphine - ICT6
[En] MIB Dauphine - ICT6
[En] MIB Dauphine - ICT6
[En] MIB Dauphine - ICT6
[En] MIB Dauphine - ICT6
[En] MIB Dauphine - ICT6
[En] MIB Dauphine - ICT6
[En] MIB Dauphine - ICT6
[En] MIB Dauphine - ICT6
[En] MIB Dauphine - ICT6
[En] MIB Dauphine - ICT6
[En] MIB Dauphine - ICT6
[En] MIB Dauphine - ICT6
[En] MIB Dauphine - ICT6
[En] MIB Dauphine - ICT6
[En] MIB Dauphine - ICT6
[En] MIB Dauphine - ICT6
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[En] MIB Dauphine - ICT6

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day 6 Tof the ICT Marketing presentation to the Master in International Business (MIB) classes at Paris Dauphine. The presentation is a condensed version of a 360° analysis of ICT marketing. This …

day 6 Tof the ICT Marketing presentation to the Master in International Business (MIB) classes at Paris Dauphine. The presentation is a condensed version of a 360° analysis of ICT marketing. This version now includes a comprehensive review of Marketing 2.0 and Social Media applied to big business.

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  • In terms of awareness too
  • this is why we had to pull together as a team. choosing to go for expert blogging isn’t an obvious choice – ans certainly not always a good one – for all companies, regardless of what they do and where. in our own example it made sense because we are in High Tech, this was the easiest way of showing our capabilities, and also because it – UGC – was a means to create more pertinent, accurate content, aimed at showing how good our people are.
  • 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.
  • Transcript

    • 1. Paris, 2011 some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec information and communications technology (ICT) products and services online marketing innovation day six 3
    • 2. Paris, 2011some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec copyright notice •This presentation is made available to all the registered readers of visionarymarketing.com •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://visionarymarketing.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://visionarymarketing.com/listbot.html)
    • 3. Paris, 2011some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec my personal research online… since 1995 • http://visionarymarketing.com • http://visionary.wordpress.com a French Web 2.0 website
    • 4. Paris, 2011 some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec b2b marketing strategies on digital steroids 3.3 why we need social media
    • 5. Paris, 2011some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec TYPICAL B2B ECOSYSTEM NEWS OPINION LEADERS OTHER SECTORS CONSULTANT PARTNER ENTERPRISE X RSS FEEDS WEB ENTERPRISE OTHER REGIONS ADMIN CONTRACTORS BUYER LEGAL BUSINESS UNIT CLIENT TEAM FINANCIAL CONTROLER CONSULTANTS OTHER BUSINESS UNITS ENTERPRISE Y CONSULTANCY VENDOR VENDOR new ways of engaging with … customers?
    • 6. Paris, 2011some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec Business buyers are turning to social media 19% 20% 31% 34% 35% 40% 52%Web-based events, webinars Online videos or rich Internet applications Online forums, communities, or social networks Mobile/wireless devices B2B blogs Podcasts Syndicated content published via RSS “Which of the following Web 2.0, digital media do you use to do your job?” Source: October 2007 American Business Media research report titled “The Digital Transformation” The results of this study are publicly available at: http://www.americanbusinessmedia.com/abm/Research_Marketing.asp?SnID=394096093 Base: 878 B2B decision makers/ purchasers
    • 7. But most tactics underperform against expectations Building brand awareness Source: Forrester’s Q3 2007 B2B Marketing Panel/MarketingProfs Online Survey
    • 8. Most tactics underperform against expectations Generating leads Source: Forrester’s Q3 2007 B2B Marketing Panel/MarketingProfs Online Survey
    • 9. Paris, 2011some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec why bother? • traditional marketing practices now insufficient • building relationships to increase awareness, market share & loyalty • but what tool for what result
    • 10. social media not for business people? some rights10
    • 11. some rights reserved - 2010 - cc - Yann A Gourvennec - Orange Business Services social networks in a nutshell (11/10) facebook 500 million members 17 million Fr USA: 2004 50 languages consumers + High Tech + … ? 1. Coca Cola: 4 million 2. Starbucks: 5 million 3. Walt Disney: 2 million linkedIn 80 million members 1 million Fr USA: 2002 predominantly English Professionals average user 41 years old viadeo 30 million members 3.7 million Fr (n°1) France: 2002 predominantly French Professionals external growth 100,000 connections/day Xing +8 million members (08/09) Germany: 2003 (née Open BC) 16 languages inc. Ger + Au + Ch Professionals mostly German- speaking + Spanish + Chinese folks source: brands & Orange Business Services & Wikipedia 11 400m -> 500m in just 4 months 65m -> 80m in just 7 months 25m -> 30m in just 7 months 8+m -> 10m in just 7 months
    • 12. june 2010some rights reserved - cc 2010 - visionarymarketing.com - Yann A. Gourvennec12 regional differences are key (2006 …) 12 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 europe * NAM * 1/4 of subscribers asia-pac * 1/3 of subscribers
    • 13. june 2010some rights reserved - cc 2010 - visionarymarketing.com - Yann A. Gourvennec13 regional differences are key (… 2009 …) 13 http://www.nicolaskerebel.com/non-classe/world_map_of_social_networks/ Vincenzo Costenza
    • 14. regional differences shrinking now! (… 2011) june 2010some rights reserved - cc 2010 - visionarymarketing.com - Yann A. Gourvennec14 14
    • 15. Paris, 2011some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec what’s in it for a big logo? “captive” audience specific profile details groups of interest  potential “targeting”(?) viadeo, linkedin, facebook 15 R&D questions waiting for answers answers waiting for questions  spreading the word ideagoras: innocentive, bespoke consumers or users, ecosystems product testing community of clients direct feedback blogs, discussion platforms, bespoke/not readers tags votes bloggers helping each other promote & compete wikio, technorati, digg
    • 16. Paris, 2011some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec bespoke targeting: a wild dream? New York Times works with LinkedIn to target its content at … you
    • 17. Paris, 2011some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec permanent re-configuration (French landscape) Aug 2007: before Facebook Sites communautaires en France, août 07 0 5 10 15 20 25 30 0 50 100 150 200 Affinité < 25 ans Pénétration(%,base:ensembleinternautes) Skyrock younger profiles Overblog Windows live Spaces MySpace Blogger Canal Blog Alice Pages perso Six Apart Trombi.com Voila pages perso Yahoo! groups Google groups Source:Nielsen//NetRatings(panelofinternetusersathomeandintheoffice) traffic time spent on sitefrench social media landscape – Aug 2007 attractiveness for 25- age band penetration(%ageoftotalInternetpopulation)
    • 18. Paris, 2011some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec permanent re-configuration (French landscape) September 2007: Facebook comes in Sites communautaires en France, sep 07 0 5 10 15 20 25 30 0 50 100 150 200 Affinité < 25 ans Pénétration(%,base:ensembleinternautes) Skyrock Overblog Windows live Spaces MySpace Blogger Canal BlogAlice Pages perso Six ApartTrombi.com Voila pages perso BlogoramaYahoo! groups Google groups younger profiles traffic time spent on site Source:Nielsen//NetRatings(panelofinternetusersathomeandintheoffice) french social media landscape – Sept 2007 attractiveness for 25- age band penetration(%ageoftotalInternetpopulation)
    • 19. Paris, 2011some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec permanent re-configuration (French landscape) October 2007: time spent soars up Sites communautaires en France, oct 07 0 5 10 15 20 25 30 0 50 100 150 200 Affinité < 25 ans Pénétration(%,base:ensembleinternautes) Skyrock Overblog Windows live Spaces MySpace Blogger Canal Blog Alice Pages perso Six Apart Trombi.com Voila pages perso Wordpress younger profiles traffic time spent on site Source:Nielsen//NetRatings(panelofinternetusersathomeandintheoffice) french social media landscape – Oct 2007 attractiveness for 25- age band penetration(%ageoftotalInternetpopulation)
    • 20. Paris, 2011some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec permanent re-configuration (French landscape) November 2007: towards success? Sites communautaires en France, nov 07 0 5 10 15 20 25 30 0 50 100 150 200 Affinité < 25 ans Pénétration(%,base:ensembleinternautes) Skyrock Overblog Windows live Spaces MySpace Blogger Canal Blog Alice Pages perso Six Apart Trombi.com younger profiles traffic time spent on site Source:Nielsen//NetRatings(panelofinternetusersathomeandintheoffice) french social media landscape – Nov 2007 attractiveness for 25- age band penetration(%ageoftotalInternetpopulation)
    • 21. Paris, 2011some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec permanent re-configuration (French landscape) December 2007: competitors fight back Sites communautaires en France, déc 07 0 5 10 15 20 25 30 0 20 40 60 80 100 120 140 160 180 200 Affinité < 25 ans Pénétration(%,base:ensembleinternautes) Skyrock Overblog Windows live Spaces MySpace Blogger Canal Blog Alice Pages perso Six Apart Trombi.com younger profiles traffic time spent on site Source:Nielsen//NetRatings(panelofinternetusersathomeandintheoffice) french social media landscape – Dec 2007 attractiveness for 25- age band penetration(%ageoftotalInternetpopulation)
    • 22. early 2011 status some rights 2009: the twitter year social network awareness progression in France 2007-2009 autumn 2007 autumn 2008 spring 2009 autumn 2009 22
    • 23. Paris, 2011 some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec how to use social media as part of one’s strategy 3.4 down to (e-)business
    • 24. Paris, 2011some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec http://geekandpoke.typepad.com/ social media … and ROI
    • 25. ROI? some rights reserved - cc- Yann A Gourvennec - Orange Business Services 80,000 video clips visits x3 leaders of opinion globalisation SEO UGC the end of silos nurturing talents rss (dynamic) links 2,000 comments 1,500+ blog posts
    • 26. top 8 French enterprise Twitter accounts (as of April 2010) > @orangebusiness is #1 amongst all Orange accounts WW and #6 amongst French brands
    • 27. some rights reserved - cc- Yann A Gourvennec - Orange Business Services blogs and WebTV: hundreds of experts LinkedIn Twitter facebook viadeo google wikipedi a partner 27
    • 28. communities: the new paradigm… some rights reserved - cc- Yann A Gourvennec - Orange Business Services 28
    • 29. 3 pillars of social media for businesses > communicate > collaborate > cooperate some rights reserved - cc- Yann A Gourvennec - Orange Business Services image by Tim Smith of the Young Creatives Network
    • 30. some rights reserved - cc- Yann A Gourvennec - Orange Business Services Orange Business blogs 30
    • 31. some rights reserved - cc- Yann A Gourvennec - Orange Business Services 31 1. because of solution selling
    • 32. some rights reserved - cc- Yann A Gourvennec - Orange Business Services 32 2. because of ICT buyers … vertical painpoints are passionate about technology annoyed by banners/ marketing by interruption are part of ECOSYSTEMS IT security virtualization read blogs turn to trusted technology B2B resources source: use social media
    • 33. some rights reserved - cc- Yann A Gourvennec - Orange Business Services 33 3. because we get feedback … and more
    • 34. some rights reserved - cc- Yann A Gourvennec - Orange Business Services 34 lead generation (on-going campaigns)
    • 35. some rights reserved - cc- Yann A Gourvennec - Orange Business Services 35 4. because we have good people ... and partners
    • 36. some rights reserved - cc- Yann A Gourvennec - Orange Business Services 36 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
    • 37. some rights reserved - cc- Yann A Gourvennec - Orange Business Services 37 6. because of S.E.O.
    • 38. unrestricted brand advocacy some rights reserved - cc- Yann A Gourvennec - Orange Business Services 38
    • 39. some rights reserved - cc- Yann A Gourvennec - Orange Business Services 39 customer advocacy (1) “Vincent, you are a star now, your blog piece has been circulated throughout the Bank! (from a client to one of our bloggers)
    • 40. some rights reserved - cc- Yann A Gourvennec - Orange Business Services 40 customer advocacy (2) “we aren’t a client of yours, yet we’d like to have a word with you because we have been impressed with the content you have published on your virtualization blog (from a client to one of our business units)
    • 41. the ICT ecosystem some rights reserved - cc- Yann A Gourvennec - Orange Business Services TYPICAL B2B ECOSYSTEM NEWS OPINION LEADERS OTHER SECTORS CONSULTANT PARTNER ENTERPRISE X RSS FEEDS WEB ENTERPRISE OTHER REGIONS ADMIN CONTRACTORS BUYER LEGAL BUSINESS UNIT CLIENT TEAM FINANCIAL CONTROLER CONSULTANTS OTHER BUSINESS UNITS ENTERPRISE Y CONSULTANCY VENDOR VENDOR 41
    • 42. unrestricted the orange- business.tv business case some rights reserved - cc- Yann A Gourvennec - Orange Business Services 42
    • 43. some rights reserved - cc- Yann A Gourvennec - Orange Business Services orange-business.tv business case 43
    • 44. some rights reserved - cc- Yann A Gourvennec - Orange Business Services teething problems … in b2b firewalls, bandwidth, downloads, progressive download and streaming progressive download internal usage a non-starter 44
    • 45. some rights reserved - cc- Yann A Gourvennec - Orange Business Services orange-business.tv: where we started from … 45
    • 46. some rights reserved - cc- Yann A Gourvennec - Orange Business Services total viewing time 7:45:45 total viewers 334 CurrentAnalysis: an US perspective 46
    • 47. some rights reserved - cc- Yann A Gourvennec - Orange Business Services total viewing time 395:42:02 total viewers 2188 live debate with clients … inc. 360° transcript 47
    • 48. some rights reserved - cc- Yann A Gourvennec - Orange Business Services total viewing time 57:20:12 total viewers 1038 visionary statement 48
    • 49. some rights reserved - cc- Yann A Gourvennec - Orange Business Services total viewing time 14:59:32 total viewers 795 product demo … simple & straightforward 49
    • 50. some rights reserved - cc- Yann A Gourvennec - Orange Business Services total viewing time 14:23:58 total viewers 428 client testimonial … field experience 50
    • 51. some rights reserved - cc- Yann A Gourvennec - Orange Business Services best practice 1 on UGC http://bit.ly/soceng 51
    • 52. unrestricted how to implement social media some rights reserved - cc- Yann A Gourvennec - Orange Business Services 52
    • 53. some rights reserved - cc- Yann A Gourvennec - Orange Business Services 53 a digital strategy in plain English > away from the digital silo > digital – and social – in everything we do > the clip - http://bit.ly/digitalstrat > the page - http://bit.ly/digitalstratpage > the blog - http://bit.ly/socialb2bstrat
    • 54. Copyright © 2010 - Yann Gourvennec - Orange Business Services 54 Linkedin Viadeo Facebook slideshare FR 1 EN 1 posterous EN 1 YouTube 1 EN Press announcements 1 EN 1 FR webzine FR 2 EN 11 FR 1 EN webradioblogs FR 6 EN 2 webTV FR 1 EN 1 FR 1 BlackBerry Touch.com how information flows
    • 55. some rights reserved - cc- Yann A Gourvennec - Orange Business Services 55 cross organisational examples > webzines > press relations > public relations & legal > events > advertising > lead generation
    • 56. the Orange Business Live 2010 event http://www.orange-business.com/live/ 56some rights reserved - cc- Yann A Gourvennec - Orange Business Services
    • 57. statistics > #orangelive10 hashtag - People who viewed Tweets: 40,503 for 264 tweets - no of Tweets: 650 - reach (exposure to tweets): 431,943 individuals - people who saw more than seven tweets: 19,412 > Orange Business Posterous - 90 blog posts - 19000 postviews - 150 photos - 35 videos - 4 sound bites
    • 58. (sub-sample)
    • 59. Copyright © 2010 - Yann Gourvennec - Orange Business Services 59 Nine Top Tips For Implementing Social Media 1. communities are important, but not every brand has one 2. don’t confuse comments with collaboration 3. avoid the meatball sundae effect 4. facilitate, facilitate, facilitate 5. respect your community and no hard-selling 6. great causes can work wonders 7. think user-benefit vs. company-benefit 8. openness, transparency and disclosure 9. execution is everything http://bit.ly/9toptips4social
    • 60. Copyright © 2010 - Yann Gourvennec - Orange Business Services Page 60 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
    • 61. Copyright © 2010 - Yann Gourvennec - Orange Business Services Page 61 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 - diffamatary 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
    • 62. Orange b2b label some rights reserved - cc- Yann A Gourvennec - Orange Business Services •over 150 partnering websites on the French side
    • 63. how not to do it! some rights reserved - cc- Yann A Gourvennec - Orange Business Services 63
    • 64. my research on Bnet and elsewhere > http://resources.bnet.com/topic/yann+gourvennec.html my personal research on the Web > http://visionarymarketing.com > http://visionarymarketing.wordpress.com some rights reserved - cc- Yann A Gourvennec - Orange Business Services
    • 65. Paris, 2011 some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec social media and business 3.5 deriving theory from practice
    • 66. Paris, 2011some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec all blogs not created equal (technorati) http://technorati.com/blogging/state-of-the-blogosphere/ (2008)
    • 67. Paris, 2011some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec 15 golden rules for web 2.0 •for a big logo, it’s more about culture than technology •need to be prepared to withstand suggestions, critique, and even possibly destruction in a totally transparent manner
    • 68. Paris, 2011some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec how to build a (really) collaborative website? 1. users don’t come on websites by chance 2. do not confuse comments for collaboration 3. facilitate, facilitate, facilitate 4. your brand has to be adapted to the spirit of Web 2.0 5. avoid talking about your products 6. great causes can work wonders 7. think user-benefit not company-benefit 8. openness and transparency 9. the tone of voice 10. reactivity and spontaneity 11. quantity and flow of information 12. be ethical 13. modernity and ‘geekiness’ 14. total immersion 15. when the rubber meets the road 16. bringing real answers to real questions
    • 69. Paris, 2011some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec Douglas Karr: don’t be a ‘post turtle’ http://blogging.compendiumblog.com/blog/social-media-domination/0/0/blog-seo-post-frequency-recency courtesy, compedium blogware at http://blogging.compendiumblog.com
    • 70. Paris, 2011some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec interactivity matrix wikis + interactivity - - + e-commerce online discussions forums blogs Internet presence online product catalogue fully fledged e-commerce site Information driven Internet presence mash ups aggregators ideagoras closed UG shared online space closed UG extranets - needs facilitation - contents to be generated prior to opening the wiki - user expertise required build content collectivelly + very interactive open to all/ unstructured. Can be monitored. Best suited for consumer or support Co. Marketing / expert facilitation ++++ job in itself online discussions : co_market / design + interactive/ - facilitation+++ - initial content required easy to setup no risk - a must in services ultimate goal for website - require database and flow
    • 71. Creators Publish a blog Publish your own Web pages Upload video you created Upload audio/music you created Write articles or stories and post them Critics Post ratings/reviews of products or services Comment on someone else’s blog Contribute to online forums Contribute to/edit articles in a wiki Collectors Use RSS feeds Add “tags” to Web pages or photos “Vote” for Web sites online Joiners Maintain profile on a social networking site Visit social networking sites Spectators Read blogs Watch video from other users Listen to podcasts Read online forums Read customer ratings/reviews Inactives None of the above Social Technographics Groups 19% 25% 12% 25% 48% 44% Source: Q2 2007 US Social Technographics® Online Survey, N= 10,010 US online adult population (at least monthly participation)
    • 72. 14% 21% 19% 19% 25% 14% 17% 24% 19% 21% 26% 30% 35% 44% 54% 51% 34% 12% Dell HP Apple Creators Critics Collectors Joiners Spectators Inactives Example: Brand users have different profiles        % of US online adults Base: US adult online consumers who own each brand of PC Source: North American Consumer Technology Adoption Study Q4 2006 Devices & Access Online Survey and Q2 2007 US Social Technographics® Online Survey            
    • 73. Paris, 2011 some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec online Internet writing 3.6 creating addictive content for one’s ecosystem
    • 74. Paris, 2011some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec 1) PUSH ENVELOPE BEYOND ONE SCROLLTO BEEF UP CONTENT AND IMPROVE INDEXING (SEO) 1 2 2) INSERT IMAGES AMONGST TEXT NOT TEXT AMONGST IMAGES (IE ONLY TO COVER UP WEAK CONTENT) 3) HUB PAGES IMPLY HUB … AND SPOKES 3 4) GOOD CONTENT SHOWS IN THE TITLE <META TITLE> <META KEYWORDS> 4 5 5) KEYWORDS => THEMES WHO READS ME? WHY? WHAT FOR? SHOULD IMPLY - KEYWORD STRATEGY - EXTERNAL LINKS AND PARTNERSHIPS EXTERNAL RESOURCES (REPORTS ETC.) - VIDEOS ETC. ETC. 6 6) NOW YOU CAN WORK ON VALUE-ADDED CONTENT 6 steps to valuable content
    • 75. Paris, 2011some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec building valuable web content: guidelines • credibility is important to Web users > use experience • text should be real > experience > if text is interesting, visitors will read it, otherwise, they won’t • we we we … > should be you you you • diagrams: a picture is worth a thousand words • be specific > add numbers, examples, • blah blah text: cut the fluff > if it doesn’t mean anything, just forget about it > e.g. ‘this offer/product/service is flexible’, ‘we address your requirements’, • make pages scannable > highlighted keywords > meaningful sub-headings (not "clever" ones) > bulleted lists (but don’t abuse – use to lead another page) > one idea per paragraph • the inverted pyramid style, starting with the conclusion
    • 76. Paris, 2011some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec the don’ts of web content design http://www.webpagesthatsuck.com/does-my-web-site-suck/ […] • we've designed our site to meet our organization's needs (more sales/contributions) rather than meeting the needs of our visitors. • our site doesn't make us look like credible professionals • the man from Mars cannot quickly find the focal point of the current page • quickly scanning the page doesn't tell our visitors much about its purpose • our site's title tag is something like "new document", "index" and not the name of your company or other search-engine friendly terms • our content is not organized to meet our visitors' needs. • our content is not broken down into logical categories • no bridges between pages • i don't know if our content is appropriate for our audience. • our site's content is written at a higher or lower readability level than our visitors' knowledge level. • our content is not ‘heroin content’ > do i know your target audience? > does my content match my audience’s expectations? > have i determined the purpose of my new section? > does my content solve my customers’ problems or does it create problems? […]
    • 77. Paris, 2011some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec building a keyword strategy
    • 78. Paris, 2011some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec my research on Bnet and elsewhere •http://resources.bnet.com/topic/yann+gourvennec.html my personal research on the Web •http://visionarymarketing.com •http://visionarymarketing.wordpress.com
    • 79. Paris, 2011some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec about Yann Gourvennec •since 2008, head of internet, orange business services •2005-06/2007, innovation principal, orange business services •2003-06/2005, alliance partner manager, france telecom •1999 – 2002 - director e-business: france telecom teleconferencing services •1997 - 1999 – consultant, Internet, marketing & information systems, cap gemini •1995-1997 – internet marketing consultant, unisys europe •1992-1995 – business systems manager, unisys europe •1988-1992 – business systems manager, unisys france •1985-1988 – account executive, philips France my research available online at: http://visionarymarketing.com/

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