[En] MIB Dauphine - ICT6

3information and communicationstechnology (ICT) products andservicesonline marketing innovationday sixParis, 2011 some 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) some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec Paris, 2011

my personal research online… since 1995 • http://visionarymarketing.com • http://visionary.wordpress.com a French Web 2.0 website some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec Paris, 2011

b2b marketing strategies on digitalsteroids3.3 why we need social mediaParis, 2011 some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec

new ways of engaging with … customers? OPINION ENTERPRISE LEADERS Y NEWS OTHER BUSINESS ENTERPRISE UNITS X OTHER ADMIN REGIONS OTHER WEB SECTORS CONTRACTORS CONSULTANTS RSS FINANCIAL CONTROLER FEEDS CONSULTANT BUYER CLIENT TEAM LEGAL BUSINESS UNIT PARTNER ENTERPRISE VENDOR CONSULTANCY VENDOR TYPICAL B2B ECOSYSTEM some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec Paris, 2011

Business buyers are turning to social media“Which of the following Web 2.0, digital media do you use to do your job?” Web-based events, webinars 52% Online videos or rich Internet applications 40% Online forums, communities, or social networks 35% Mobile/wireless devices 34% B2B blogs 31% Podcasts 20% Syndicated content published via RSS 19% Base: 878 B2B decision makers/ purchasers 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 some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec Paris, 2011

But most tactics underperform against expectations Building brand awarenessSource: Forrester‟s Q3 2007 B2B Marketing Panel/MarketingProfs Online Survey

Most tactics underperform against expectations Generating leadsSource: Forrester‟s Q3 2007 B2B Marketing Panel/MarketingProfs Online Survey

why bother? • traditional marketing practices now insufficient • building relationships to increase awareness, market share & loyalty • but what tool for what result some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec Paris, 2011

social media not for business people? 10 some rights

social networks in a nutshell (11/10) 8+m -> 10m in just 7 months 25m -> 30m in just 7 months 65m -> 80m in just 7 months facebook 400m -> 500m in just 4 months linkedIn viadeo Xing 500 million members 80 million members 30 million members +8 million members 17 million Fr 1 million Fr 3.7 million Fr (n°1) (08/09) Germany: 2003 USA: 2004 USA: 2002 France: 2002 (née Open BC) predominantly predominantly 16 languages inc. Ger + 50 languages English French Au + Ch consumers + High Tech Professionals Professionals Professionals +…? 1. Coca Cola: 4 million external growth mostly German- average user 41 years speaking + Spanish + 2. Starbucks: 5 million 100,000 old Chinese folks 3. Walt Disney: 2 million connections/day source: brands & Orange Business Services & Wikipedia 11 some rights reserved - 2010 - cc - Yann A Gourvennec - Orange Business Services

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.phpLe 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 1212 some rights reserved - cc 2010 - visionarymarketing.com - Yann A. Gourvennec june 2010

regional differences are key (… 2009 …) http://www.nicolaskerebel.com/non-classe/world_map_of_social_networks/ Vincenzo Costenza 1313 some rights reserved - cc 2010 - visionarymarketing.com - Yann A. Gourvennec june 2010

regional differences shrinking now! (… 2011) 1414 some rights reserved - cc 2010 - visionarymarketing.com - Yann A. Gourvennec june 2010

what‟s in it for a big logo? “captive” audience R&D specific profile details questions waiting for answers groups of interest answers waiting for questions  potential “targeting”(?)  spreading the word viadeo, linkedin, facebook ideagoras: innocentive, bespoke consumers or users, ecosystems readers product testing tags community of clients votes direct feedback bloggers helping each other promote & compete blogs, discussion platforms, bespoke/not wikio, technorati, digg 15 some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec Paris, 2011

bespoke targeting: a wild dream? New York Times works with LinkedIn to target its content at … you some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec Paris, 2011

permanent re-configuration (French landscape)Aug 2007: before Facebook Source : Nielsen//NetRatings (panel of internet users at home and in the office) time spent french social media landscape – Aug 2007 on site Sites communautaires en France, août 07 30 penetration (%age of total Internet population) 25 Skyrock Pénétration (%, base : ensemble internautes) traffic 20 Overblog Blogger 15 Windows live Spaces Canal 10 Alice Pages perso Blog Voila pages 5 MySpace Trombi.com perso Six Apart Yahoo! groups 0 0 50 100 150 200 Google groups Affinité < 25 ans attractiveness for 25- age band younger profiles some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec Paris, 2011

permanent re-configuration (French landscape)September 2007: Facebook comes in Source : Nielsen//NetRatings (panel of internet users at home and in the office) time spent french social communautaires en France, – Sept 2007 Sites media landscape sep 07 on site 30 penetration (%age of total Internet population) 25 Skyrock Pénétration (%, base : ensemble internautes) traffic 20 Overblog Blogger 15 Windows live Spaces Alice Pages Canal Blog 10 MySpace perso Voila pages 5 Six Apart perso Trombi.com Yahoo! groups 0 Blogorama 0 50 100 150 200 Google groups Affinité < 25 ans attractiveness for 25- age band younger profiles some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec Paris, 2011

permanent re-configuration (French landscape)October 2007: time spent soars up Source : Nielsen//NetRatings (panel of internet users at home and in the office) time spent Sites media landscape – 07 french social communautaires en France, oct Oct 2007 on site 30 penetration (%age of total Internet population) 25 Skyrock Pénétration (%, base : ensemble internautes) traffic Overblog20 Blogger Windows live 15 Spaces Canal Blog 10 Alice Pages MySpace perso Voila pages 5 Six Apart perso Trombi.com Wordpress 0 0 50 100 150 200 Affinité < 25 ans attractiveness for 25- age band younger profiles some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec Paris, 2011

permanent re-configuration (French landscape)November 2007: towards success? Source : Nielsen//NetRatings (panel of internet users at home and in the office) time spent Sites media landscape – 07 french social communautaires en France, novNov 2007 on site 30 penetration (%age of total Internet population) 25 Skyrock Pénétration (%, base : ensemble internautes) traffic Overblog20 Blogger Windows live 15 Canal Blog Spaces 10 Alice Pages perso MySpace 5 Six Apart Trombi.com 0 0 50 100 150 200 Affinité < 25 ans attractiveness for 25- age band younger profiles some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec Paris, 2011

permanent re-configuration (French landscape)December 2007: competitors fight back Source : Nielsen//NetRatings (panel of internet users at home and in the office) time spent Sites media landscape – 07 french social communautaires en France, décDec 2007 on site 30 penetration (%age of total Internet population) 25 Skyrock Pénétration (%, base : ensemble internautes) traffic Overblog20 Blogger Windows live 15 Canal Blog Spaces 10 Alice Pages MySpace perso 5 Six Apart Trombi.com 0 0 20 40 60 80 100 120 140 160 180 200 Affinité < 25 ans attractiveness for 25- age band younger profiles some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec Paris, 2011

early 2011 status social network awareness progression in France 2007-2009 2009: the twitter year autumn 2007 autumn 2008 spring 2009 autumn 2009 22 some rights

how to use social media aspart of one‟s strategy3.4 down to (e-)businessParis, 2011 some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec

social media … and ROI http://geekandpoke.typepad.com/ some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec Paris, 2011

ROI? 80,000 video clips 1,500+ blog posts UGC visits x3 leaders of opinion globalisation links SEO the end of silos rss (dynamic) nurturing talents 2,000 comments some rights reserved - cc- Yann A Gourvennec - Orange Business Services

top 8 French enterprise Twitter accounts (as of April 2010)> @orangebusiness is #1 amongst all Orange accounts WW and #6 amongst French brands

blogs and WebTV: hundreds of experts partner LinkedIn Twitter viadeo wikipedi a google facebooksome rights reserved - cc- Yann A Gourvennec - Orange Business Services 27

communities: the new paradigm…some rights reserved - cc- Yann A Gourvennec - Orange Business Services 28

3 pillars of social media for businesses> communicate> collaborate> cooperate image by Tim Smith of the Young Creatives Networksome rights reserved - cc- Yann A Gourvennec - Orange Business Services

Orange Business blogssome rights reserved - cc- Yann A Gourvennec - Orange Business Services 30

1. because of solution sellingsome rights reserved - cc- Yann A Gourvennec - Orange Business Services 31

2. because of ICT buyers … source: vertical painpoints IT security virtualization use social media are passionate about technology annoyed by banners/ read blogs marketing by interruption turn to trusted technology B2B resources are part of ECOSYSTEMSsome rights reserved - cc- Yann A Gourvennec - Orange Business Services 32

3. because we get feedback … and moresome rights reserved - cc- Yann A Gourvennec - Orange Business Services 33

lead generation (on-going campaigns)some rights reserved - cc- Yann A Gourvennec - Orange Business Services 34

4. because we have good people ... and partnerssome rights reserved - cc- Yann A Gourvennec - Orange Business Services 35

5. because of numbers and influence January-April 2010 - orange-business.tv •approx. 280 video clips •60% in French •40% in English Orange Web TV •145,150 video displayed vs. 471,986 (‟09) •45,960 videos played vs. 66,295 („09) is now a product •2238:42:26 viewing hours vs 3115:55:49 (‟09)some rights reserved - cc- Yann A Gourvennec - Orange Business Services 36

6. because of S.E.O.some rights reserved - cc- Yann A Gourvennec - Orange Business Services 37

unrestrictedbrand advocacysome rights reserved - cc- Yann A Gourvennec - Orange Business Services 38

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)some rights reserved - cc- Yann A Gourvennec - Orange Business Services 39

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)some rights reserved - cc- Yann A Gourvennec - Orange Business Services 40

the ICT ecosystem OPINION ENTERPRISE LEADERS Y NEWS OTHER BUSINESS ENTERPRISE UNITS X OTHER ADMIN REGIONS OTHER WEB SECTORS CONTRACTORS CONSULTANTS RSS FINANCIAL CONTROLER FEEDS CONSULTANT BUYER CLIENT TEAM LEGAL BUSINESS UNITPARTNER ENTERPRISE VENDOR CONSULTANCY VENDOR some rights reserved - cc- Yann A Gourvennec - Orange Business Services 41 TYPICAL B2B ECOSYSTEM

unrestrictedthe orange-business.tvbusiness case some rights reserved - cc- Yann A Gourvennec - Orange Business Services 42

orange-business.tv business casesome rights reserved - cc- Yann A Gourvennec - Orange Business Services 43

teething problems … in b2b firewalls, bandwidth, downloads, progressive download and streaming internal usage a non-starter progressive downloadsome rights reserved - cc- Yann A Gourvennec - Orange Business Services 44

orange-business.tv: where we started from …some rights reserved - cc- Yann A Gourvennec - Orange Business Services 45

CurrentAnalysis: an US perspective total viewing time 7:45:45 total viewers 334some rights reserved - cc- Yann A Gourvennec - Orange Business Services 46

live debate with clients … inc. 360° transcript total viewing time 395:42:02 total viewers 2188some rights reserved - cc- Yann A Gourvennec - Orange Business Services 47

visionary statement total viewing time 57:20:12 total viewers 1038some rights reserved - cc- Yann A Gourvennec - Orange Business Services 48

product demo … simple & straightforward total viewing time 14:59:32 total viewers 795some rights reserved - cc- Yann A Gourvennec - Orange Business Services 49

client testimonial … field experience total viewing time 14:23:58 total viewers 428some rights reserved - cc- Yann A Gourvennec - Orange Business Services 50

best practice 1 on UGChttp://bit.ly/soceng some rights reserved - cc- Yann A Gourvennec - Orange Business Services 51

unrestrictedhow to implementsocial media some rights reserved - cc- Yann A Gourvennec - Orange Business Services 52

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/socialb2bstratsome rights reserved - cc- Yann A Gourvennec - Orange Business Services 53

how information flows Press BlackBerry webTV blogs webradio webzine announcements YouTube slideshare Touch.com posterousFR EN FR EN FR EN FR EN FR EN EN FR EN FR EN1 1 6 2 1 1 2 1 1 1 1 1 1 1 1 Linkedin Facebook Viadeo Copyright © 2010 - Yann Gourvennec - Orange Business Services 54

cross organisational examples> webzines> press relations> public relations & legal> events> advertising> lead generationsome rights reserved - cc- Yann A Gourvennec - Orange Business Services 55

the Orange Business Live 2010 eventhttp://www.orange-business.com/live/some rights reserved - cc- Yann A Gourvennec - Orange Business Services 56

statistics> Orange Business Posterous- 90 blog posts- 19000 postviews- 150 photos- 35 videos- 4 sound bites> #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

(sub-sample)

Nine Top Tips For Implementing Social Media http://bit.ly/9toptips4social 5. respect your community and no hard-selling1. communities are important, 6. great causes can work but not every brand has one wonders2. don‟t confuse 7. think user-benefit vs. comments with collaboration company-benefit3. avoid the meatball 8. openness, transparency and sundae effect disclosure4. facilitate, facilitate, facilitate 9. execution is everythingCopyright © 2010 - Yann Gourvennec - Orange Business Services 59

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 Page 60

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 Copyright © 2010 - Yann Gourvennec - Orange Business Services Page 61

Orange b2b label •over 150 partnering websites on the French sidesome rights reserved - cc- Yann A Gourvennec - Orange Business Services

how not to do it!some rights reserved - cc- Yann A Gourvennec - Orange Business Services 63

my research on Bnet and elsewhere> http://resources.bnet.com/topic/yann+gourvennec.htmlmy personal research on the Web> http://visionarymarketing.com> http://visionarymarketing.wordpress.comsome rights reserved - cc- Yann A Gourvennec - Orange Business Services

social media and business3.5 deriving theory from practiceParis, 2011 some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec

all blogs not created equal (technorati)http://technorati.com/blogging/state-of-the-blogosphere/ (2008) some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec Paris, 2011

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 some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec Paris, 2011

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 some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec Paris, 2011

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 some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec Paris, 2011

interactivity matrixinteractivity + build content collectivelly wikis + very interactive - needs facilitation - contents to be generated prior to opening the wiki - user expertise required ideagoras online online discussions : co_market / design discussions + interactive/ - facilitation+++ - initial content required Co. Marketing / expert closed UG facilitation ++++ shared online space job in itself open to all/ unstructured. easy to setup forums Can be monitored. Best suited for consumer or support closed UG extranets blogs mash ups aggregators no risk - a must in services Information driven Internet presence fully fledged online e-commerce site Internet product ultimate goal for website presence catalogue - require database and flow - - + e-commerce some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec Paris, 2011

Social Technographics Groups Publish a blog Publish your own Web pages Creators Upload video you created 19% Upload audio/music you created Write articles or stories and post them Post ratings/reviews of products or services Comment on someone else‟s blog US online 25% Critics Contribute to online forums Contribute to/edit articles in a wikiadult population (at least monthly participation) Use RSS feeds 12% Collectors Add “tags” to Web pages or photos “Vote” for Web sites online Maintain profile on a social networking site 25% Joiners Visit social networking sites Read blogs Watch video from other users 48% Spectators Listen to podcasts Read online forums Read customer ratings/reviews Source: Q2 2007 US Social Technographics® Online Survey, N= 10,010 44% Inactives None of the above

Example: Brand users have different profiles 12% Creators 19% 14% Critics Dell 19% 30% Collectors 54% Joiners 14% Spectators 19% HP 17% Inactives 21% 35% % of US online 51% adults 21% 25% 24%Apple 26% 44% 34% 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

online Internet writing3.6 creating addictive content for one‟secosystemParis, 2011 some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec

6 steps to valuable content 1 2 3 4 5 <META TITLE> <META KEYWORDS> 2) INSERT IMAGES 1) PUSH ENVELOPE AMONGST TEXT NOT TEXT 3) HUB PAGES IMPLY HUB 4) GOOD CONTENT 5) KEYWORDS => THEMES BEYOND ONE SCROLLTO AMONGST IMAGES (IE … AND SPOKES SHOWS IN THE TITLE WHO READS ME? BEEF UP CONTENT AND ONLY TO COVER UP WEAK WHY? WHAT FOR? IMPROVE INDEXING (SEO) CONTENT) 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 some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec Paris, 2011

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 some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec Paris, 2011

the don‟ts of web content design http://www.webpagesthatsuck.com/does-my-web-site-suck/ […] • weve designed our site to meet our organizations needs (more sales/contributions) rather than meeting the needs of our visitors. • our site doesnt make us look like credible professionals • the man from Mars cannot quickly find the focal point of the current page • quickly scanning the page doesnt tell our visitors much about its purpose • our sites 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 dont know if our content is appropriate for our audience. • our sites 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? […] some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec Paris, 2011

building a keyword strategy some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec Paris, 2011

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 2011 - visionarymarketing.com - Yann A. Gourvennec Paris, 2011

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/ some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec Paris, 2011

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[En] MIB Dauphine - ICT6

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