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[En] HEC Paris - Web 2.0 - reinventing marketing
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[En] HEC Paris - Web 2.0 - reinventing marketing

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agenda …

agenda
- backgrounder
- marketing 2.0, reinventing marketing
- web 2.0, social media, buzzwords and hindsight
- how to create some solution-based addictive content

nb: those slides which are based on personal research have been clearly marked with a different background.

- using experience to build the new momentum

Published in Business , Technology
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  • 1. Orange Business Services 1 some rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec
  • 2. international presence, local support 3,750 multinational customers the world’s largest seamless voice and data network, with local support in 166 countries and territories mobile phone networks in 17 countries 110 million Orange mobile customers including 8 million business customers 300,000 IP VPN access points around the world more than 850,000 Business Everywhere customers ... worldwide solutions, local support ... ... worldwide solutions, local support ... 2 some rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec
  • 3. a footprint supporting business around the world local support in 166 countries and territories local support in 166 countries and territories a seamless network covering 220 countries and territories a seamless network covering 220 countries and territories 3 some rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec
  • 4. my role at Orange Business Services 4 some rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec
  • 5. my personal research online… since 1995 • http://visionarymarketing.com • http://visionary.wordpress.com a French Web 2.0 website 5 some rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec 19 june 2008
  • 6. unrestricted reinventing marketing yann gourvennec, head of internet & digital media 19 june 2008 HEC paris 6
  • 7. agenda 1. backgrounder > marketing 2.0, reinventing marketing > web 2.0, social media, buzzwords and hindsight > how to create some solution-based addictive content nb: those slides which are based on personal research have been clearly marked with a different background. 2. using experience to build the new momentum 7 some rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec Page 7
  • 8. unrestricted part one backgrounder 19 june 2008 8
  • 9. it’s here for real but maybe not really new 9 some rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec 19 june 2008
  • 10. the end of thought leadership (as we know it) http://www.businessweek.com/innovate/content/apr2007/id20070409_372598.htm 10 some rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec 19 june 2008
  • 11. a (very) brief history of IT the network is the computer the content is the computer 11 some rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec 19 june 2008
  • 12. a few examples of collaboration at Orange 12 some rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec 19 june 2008
  • 13. unrestricted 1.1. reinventing marketing 19 june 2008 13
  • 14. killing the survey myth • can disruption arise from market surveys? • what is really measured in customer sat surveys? 14 some rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec 19 june 2008
  • 15. Who Killed Marketing? SUICIDE http://www.slideshare.net/alainthys/reflecting-on-marketing-accountability/ FUTURELAB Image: http://snapesluvr.deviantart.com/art/CSI-Springfield-29131429
  • 16. is marketing dead or is it being re-invented? 16 some rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec 19 june 2008
  • 17. one step further: inspiration for economics? “While the old Web was about Web sites, clicks, and “eyeballs,” the new Web is about communities, participation and peering.” Wikinomics, Don Tapscott & Anthony D. Williams http://www.wikinomics.com/ 17 some rights reserved - CC 2007 - visionarymarketing.com - Yann A. Gourvennec nov-dec 2007
  • 18. unrestricted 1.2. web 2.0 etc. 19 june 2008 18
  • 19. 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 on oreilly.net http://www.oreillynet.com/pub/a/oreilly/tim/news/2005/09/30/what-is-web-20.html 19 some rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec 19 june 2008
  • 20. O’Reilly’s meme map http://visionarymarketing.wordpress.com/?s=Memes 20 some rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec 19 june 2008
  • 21. In a few words: cooperation collective intelligence the user - thin clients producer 2.0 the web syndication rss as a plateform 21 some rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec 19 june 2008
  • 22. bubble 2.0 meme map bubble20.blogspot.com 22 some rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec 19 june 2008
  • 23. risques 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- multi- online media news portals reputation management 23 some rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec 19 june 2008
  • 24. unrestricted ² 1.3. creating addictive content 19 june 2008 24
  • 25. what is solution selling? i know i need this to solve my problem i know i have a problem now you tell me, i realise I have a problem 25 some rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec Page 25
  • 26. 6 steps to valuable content 26 some rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec Page 26
  • 27. building valuable web content: guidelines > credibility is important for 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 quot;cleverquot; ones) sub- - bulleted lists (but don’t abuse – use to lead another page) - one idea per paragraph > the inverted pyramid style, starting with the conclusion 27 some rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec Page 27
  • 28. 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 quot;new documentquot;, quot;indexquot; 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? […] 28 some rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec Page 28
  • 29. building a keyword strategy 29 some rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec Page 29
  • 30. unrestricted part two using experience to build the new momentum 19 june 2008 30
  • 31. 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 31 some rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec 19 june 2008
  • 32. 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 32 some rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec 19 june 2008
  • 33. interactivity matrix interactivity + 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 33 some rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec Page 33
  • 34. unrestricted in real time 19 june 2008 34
  • 35. 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/ 35 some rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec Page 35
  • 36. thank you 36 some rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec