3information and communicationstechnology (ICT) products andservicesonline marketing innovationday fiveParis, 2011        ...
Internet marketing only for experts?         "60% of French marketing    departments will be reshuffled in the       cours...
copyright notice                                                     •This presentation is made available to all the      ...
my personal research online… since 1995    • http://visionarymarketing.com    • http://visionary.wordpress.com    a French...
a few thoughts …                 social media is information content created                 by people using highly access...
making things happen     “            inventors, creators, and leaders‟              [vocabularies lean] heavily on words ...
2 main publications in 2011    http://precommerce.com                                 http://amonboss.com             some...
early stages        http://vimeo.com/8460617
early stages (2)         http://www.decideurstv.com/video/obs-yann-gourvennec-830/
our non profit  •   SMEs and MNEs  •   all sectors  •   B2C, B2B, B2B2C  •   mutual help  •   evangelisation
why write a book?
the slideshttp://amonboss.com/slides [Fr]
3 phases in a social media project      effort                                           STRUCTU 3                        ...
eating one‟s own dog-food                            • http://amonboss.com/slides                               > 1 month ...
online marketing innovation - partone3.1 what‟s new onlineParis, 2011        some rights reserved - CC 2011 - visionarymar...
it‟s here for real     but maybe not really new18            some rights reserved - CC 2011 - visionarymarketing.com - Yan...
of networks and men19         some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec   Paris, 2011
the house of leaves: the advent of hypertext literature20          some rights reserved - CC 2011 - visionarymarketing.com...
the end of thought leadership (as we knew it)         http://www.businessweek.com/innovate/content/apr2007/id20070409_3725...
the Internet reinforced cross-organisational communication         top-down                       bottom-up               ...
a (very) brief history of IT                                            the network is the computer                       ...
a strong signal     (webconferencing) taken over by Cisco (03/07) for US$ 3.2 bn         > i.e. > 8 * 2006 revenues: US$ 3...
mass collaboration: 2006-2010                 •http://www.techxav.com/2010/03/19/if-facebook-were-a-country/        •sourc...
wikinomics: the FON example     •   spanish startup, founded by argentinian entrepreneur                    Martin Varsavs...
Fon: european coverage (as of march 17, 2007)        madrid, paris, london27          some rights reserved - cc 2010 - vis...
Fon: Paris coverage (2007 vs2010)    june 2010   some rights reserved - cc 2010 - visionarymarketing.com - Yann A. Gourven...
user types     source: ubiquitous network society under participative governance, november 9, 2007 tokyo summit29         ...
how a small village community deployed wi-fi before the Capital city     • http://fon.blanquefort.net/     • total cost: €...
1,000 hotspots in 2008 and then … nothing     •   activation issues     •   partial coverage     •   cooperation is diffic...
concepts and tools     • collective intelligence, collaboration and cooperation are       concepts with real applications ...
cooperation & collaboration     •cooperate           >emphasis on result (latin           oper, opus  opera)     •collabo...
IRL     co … (l)laborate: working … with     „ I like your idea of a wiki and the     fact you‟re sharing your stuff with ...
a 3-way cross fertilisation                                                         neo-capitalism?35           some right...
“some WEB 2.0 experts end up believing in their own wildest dreams”Daniel Kaplan36            some rights reserved - CC 20...
circumventing the issue37          some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec   Paris, 2...
getting back to basics     • social networks really are     catching like wildfire     •however, cooperation is hard      ...
a few examples of collaboration at Orange39          some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gou...
online marketing innovation - parttwo3.2. from web 2.0 to social mediaParis, 2011        some rights reserved - CC 2011 - ...
introductory video: the wikipedia saga                                                                                    ...
reminder42         some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec   Paris, 2011
no longer anoraks     • 1996 AOL UK flyer     •today: (new) Internet as role     model for „collective intelligence‟      ...
web 2.0 definitions     •Tim O‟Reilly         >coined the web 2.0 concept         >created the web 2.0 summit         (200...
O‟Reilly‟s meme map http://visionarymarketing.wordpress.com/?s=Memes45                 some rights reserved - CC 2011 - vi...
in a few words: cooperation                                                   thin                                        ...
bubble 2.0 meme map bubble20.blogspot.com47         some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gour...
risks 2.0: the Kryptonite blogstorm     •what response to public                                                        wi...
from web2.0 to social media: why bother?http://www.flickr.com/photos/fredcavazza/2564571564/sizes/o/http://visionarymarket...
about Yann Gourvennec                     •since 2008, head of internet, orange business services                     •200...
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[En] MIB Dauphine - ICT5

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day 5 of 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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  • source de l’image : galeried’images Microsoft officielle
  • [En] MIB Dauphine - ICT5

    1. 1. 3information and communicationstechnology (ICT) products andservicesonline marketing innovationday fiveParis, 2011 some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec
    2. 2. Internet marketing only for experts? "60% of French marketing departments will be reshuffled in the course of 2011 because of the Internet" source: Beijaflore, 2011 seminar2 some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec Paris, 2011
    3. 3. 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 some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec Paris, 2011
    4. 4. my personal research online… since 1995 • http://visionarymarketing.com • http://visionary.wordpress.com a French Web 2.0 website4 some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec Paris, 2011
    5. 5. a few thoughts … social media is information content created by people using highly accessible and scalable publishing technologies. […] also referred to as user-generated content (UGC) some rights reserved - 2010 - cc - Yann A Gourvennec - Orange Business Services
    6. 6. making things happen “ inventors, creators, and leaders‟ [vocabularies lean] heavily on words like problem, experiment, solve, exploration, cha nge, risk and prototype. And more to the point, they care less about being innovative than they do about ” making things. >> why innovation is overrated, HBR blogs, Scott Berkun6 some rights reserved - cc 2010 - visionarymarketing.com - Yann A. Gourvennec june 2010
    7. 7. 2 main publications in 2011 http://precommerce.com http://amonboss.com some rights reserved - cc- Yann A Gourvennec - Orange Business Services
    8. 8. early stages http://vimeo.com/8460617
    9. 9. early stages (2) http://www.decideurstv.com/video/obs-yann-gourvennec-830/
    10. 10. our non profit • SMEs and MNEs • all sectors • B2C, B2B, B2B2C • mutual help • evangelisation
    11. 11. why write a book?
    12. 12. the slideshttp://amonboss.com/slides [Fr]
    13. 13. 3 phases in a social media project effort STRUCTU 3 RE industrialise make official professionalise DEVELOP 2 show results prove efficiency TRIGGER convince and develop 1 evaluate pertinence measure opportunity get buy in results
    14. 14. eating one‟s own dog-food • http://amonboss.com/slides > 1 month > 65 embeds > ~9000 views > ~81000 Google results (http://bit.ly/bosssearch2) ~1000 copies sold by word of mouth Feb 1-15
    15. 15. online marketing innovation - partone3.1 what‟s new onlineParis, 2011 some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec
    16. 16. it‟s here for real but maybe not really new18 some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec Paris, 2011
    17. 17. of networks and men19 some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec Paris, 2011
    18. 18. the house of leaves: the advent of hypertext literature20 some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec Paris, 2011
    19. 19. the end of thought leadership (as we knew it) http://www.businessweek.com/innovate/content/apr2007/id20070409_372598.htm21 some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec Paris, 2011
    20. 20. the Internet reinforced cross-organisational communication top-down bottom-up network (participation) •is it „new‟ (De Rosnay, 76)? •deep behavioural changes at stake too •collaboration is also about „quid pro quo‟ •http://www.visionarymarketing.com/articles/ofnetworksandmen0.html22 some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec Paris, 2011
    21. 21. a (very) brief history of IT the network is the computer the content is the computer people are the content23 some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec Paris, 2011
    22. 22. a strong signal (webconferencing) taken over by Cisco (03/07) for US$ 3.2 bn > i.e. > 8 * 2006 revenues: US$ 380 m > 2006 CAGR: +50% (2005 ~ US$ 250 m) > 2007: took over social networks five across + Utah Street24 some rights reserved - cc 2010 - visionarymarketing.com - Yann A. Gourvennec june 2010
    23. 23. mass collaboration: 2006-2010 •http://www.techxav.com/2010/03/19/if-facebook-were-a-country/ •source: http://telephonyonline.com/iptv and comments by Lynnette Webb on flickr25 some rights reserved - cc 2010 - visionarymarketing.com - Yann A. Gourvennec june 2010
    24. 24. wikinomics: the FON example • spanish startup, founded by argentinian entrepreneur Martin Varsavsky26 some rights reserved - cc 2010 - visionarymarketing.com - Yann A. Gourvennec june 2010
    25. 25. Fon: european coverage (as of march 17, 2007) madrid, paris, london27 some rights reserved - cc 2010 - visionarymarketing.com - Yann A. Gourvennec june 2010
    26. 26. Fon: Paris coverage (2007 vs2010) june 2010 some rights reserved - cc 2010 - visionarymarketing.com - Yann A. Gourvennec 28
    27. 27. user types source: ubiquitous network society under participative governance, november 9, 2007 tokyo summit29 some rights reserved - cc 2010 - visionarymarketing.com - Yann A. Gourvennec june 2010
    28. 28. how a small village community deployed wi-fi before the Capital city • http://fon.blanquefort.net/ • total cost: €15k30 some rights reserved - cc 2010 - visionarymarketing.com - Yann A. Gourvennec june 2010
    29. 29. 1,000 hotspots in 2008 and then … nothing • activation issues • partial coverage • cooperation is difficult31 some rights reserved - cc 2010 - visionarymarketing.com - Yann A. Gourvennec june 2010
    30. 30. concepts and tools • collective intelligence, collaboration and cooperation are concepts with real applications > tools  collaboration? or is it collaboration  tools? • deep economic changes at stake • Offshoring / nearshoring • home working, hot-desking, mobility • employee expectations • management methods • globalisation and virtual organisations > … deep and long-lasting changes but regional variations • you will inevitably come across these concepts & tools32 some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec Paris, 2011
    31. 31. cooperation & collaboration •cooperate >emphasis on result (latin oper, opus  opera) •collaborate >emphasis on process (laborare, „to work, to toil‟ ) source: http://www.cooperatique.com33 some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec Paris, 2011
    32. 32. IRL co … (l)laborate: working … with „ I like your idea of a wiki and the fact you‟re sharing your stuff with all and sundry but I don‟t feel quite comfortable with this. If it‟s yours I can‟t take it from you I guess… ‟34 some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec Paris, 2011
    33. 33. a 3-way cross fertilisation neo-capitalism?35 some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec Paris, 2011
    34. 34. “some WEB 2.0 experts end up believing in their own wildest dreams”Daniel Kaplan36 some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec Paris, 2011
    35. 35. circumventing the issue37 some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec Paris, 2011
    36. 36. getting back to basics • social networks really are catching like wildfire •however, cooperation is hard >not just a tool issue >businesses in catch up mode • hindsight >groupware (90) >videoconferencing 1st wav (90‟s) >KM (2000) >blogs & wikis (beyond blogs?)38 some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec Paris, 2011
    37. 37. a few examples of collaboration at Orange39 some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec Paris, 2011
    38. 38. online marketing innovation - parttwo3.2. from web 2.0 to social mediaParis, 2011 some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec
    39. 39. introductory video: the wikipedia saga cbs news •the good and bad of wikipedia •march 200741 some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec Paris, 2011
    40. 40. reminder42 some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec Paris, 2011
    41. 41. no longer anoraks • 1996 AOL UK flyer •today: (new) Internet as role model for „collective intelligence‟ ok, but is it really new?43 some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec Paris, 2011
    42. 42. web 2.0 definitions •Tim O‟Reilly >coined the web 2.0 concept >created the web 2.0 summit (2004) • http://www.web2con.com >founding article at oreilly.net >websquare (2010) http://www.oreillynet.com/pub/a/oreilly/tim/news/2005/09/30/what-is-web-20.html44 some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec Paris, 2011
    43. 43. O‟Reilly‟s meme map http://visionarymarketing.wordpress.com/?s=Memes45 some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec Paris, 2011
    44. 44. in a few words: cooperation thin clients the user - producer collective intelligen ce 2.0 the web as a platform rss syndicati on some rights reserved - 2010 - cc - Yann A Gourvennec - Orange Business Services
    45. 45. bubble 2.0 meme map bubble20.blogspot.com47 some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec Paris, 2011
    46. 46. risks 2.0: the Kryptonite blogstorm •what response to public wikis information posted about your news blogs brand, products/services, company feeds performance…? usenet forums multi- online media news portals reputation management48 some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec Paris, 2011
    47. 47. from web2.0 to social media: why bother?http://www.flickr.com/photos/fredcavazza/2564571564/sizes/o/http://visionarymarketing.wordpress.com/2008/06/09/social-media/49 some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec Paris, 2011
    48. 48. 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 is available online at: http://visionarymarketing.com/50 some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec Paris, 2011

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