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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.

[En] MIB Dauphine - ICT6 [En] MIB Dauphine - ICT6 Presentation Transcript

  • 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