Why Big Business Needs Social Media ... under what conditions

Case Study Presentation: Succeeding in social media initiatives Yann Gourvennec Head of Internet & Digital Media Orange Business Services

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my role at Orange Business Services http://orange-business.com/

my personal research online… since 1995

http://visionarymarketing.com

http://visionarymarketing.wordpress.com

http:// resources.bnet.com/topic/yann+gourvennec.html

Where will you focus your digital marketing budget in 2009? (in% of interviewees) (December 2008 – 400 interviewees) > http:// www.permissiontv.com/pdf/ptv_survey_results.pdf

http://www.fredcavazza.net/2008/06/09/social-media-landscape/

the fear factor

vlogging

micro-blogging

budgetary issues?

buy-in issues

disclosure

legal issues

ROI issue?

http://geekandpoke.typepad.com/

agenda

markets as conversations

increasing brand advocacy with social media

which social media tool for what target population

important notice: a number of websites/blogs/webTVs and other social media initiatives will be shown in this presentation. Not all of them are reflected in this powerpoint deck

Succeeding in social media initiatives 1. markets as conversations

marketing?

marketing? translated and adapted from www.cybercartes.com

it’s here for real but maybe not really new

how solution selling applies to the Web now you tell me, i realise I have a problem i know i have a problem i know i need this to solve my problem

make marketing not war

“ stop thinking in military analogies. no more campaigns. no more market penetration. if you're thinking of it as a war, you've lost already” – Pinko Marketing Manifesto

Succeeding in social media initiatives 2. increasing brand advocacy with social media

http://www.businessweek.com/innovate/content/apr2007/id20070409_372598.htm

it’s hard to trigger a revolution on your own …

the ecosystem 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

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

risks 2.0? the Kryptonite blogstorm

what response to public information posted about your brand , products/services , company performance …?

blogs usenet multi- media portals online news forums news feeds wikis (ORM) reputation management

Succeeding in social media initiatives 3. which social media tool for what target population

interactivity matrix wikis + interactivity - - + e-commerce online discussions 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

forums blogs Internet presence online product catalogue fully fledged e-commerce site

regional differences … as usual 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

France: social network profiles

Skyblog/Skyrock: 50% market share

facebook: 2% vs clear leader in UK

 all on same segment?

source: Datamonitor – 2008 Other

int’l high-tech French speaking German speaking + China digg-likes et al business networking utilitarian (Q&A) all things to all people network micro-blogging & comms meta social networking tools/generators

ROI? content generation motivation leadership of opinion global reach SEO UGC breaking silos nurturing talent rss (dynamic) links comments/discussions cheap spice up IRL events

not for anoraks it’s collective intelligence stupid!

live at http://blogs.orange-business.com  www.tinyurl.com/orange0708

backup slides

http://youtube.com/orangebusiness http://orange-business.tv

a few examples of collaboration at Orange

about Yann Gourvennec