This is the presentation which I delivered at the Digital Marketing Forum in Budapest on May 5, 2009. This presentation is CC 2009 - Orange Business Services
Polkadot JAM Slides - Token2049 - By Dr. Gavin Wood
[En] Why Big Business Needs Social Media ... under what conditions
1. Case Study Presentation
Succeeding in social media
initiatives
Yann Gourvennec
Visionarymarketing.com
@ygourven
@vismktg
Visionary Marketing fait partie du groupe Effinity
2. May 5,
2009
some rights reserved - CC 2008 - Orange Business Services - Yann A.
Gourvennec
2
creative commons 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. 3 some rights reserved - CC 2008 - Orange Business Services - Yann A. Gourvennec Page 3
my role at Orange Business Services
http://orange-business.com/
4. 4 some rights reserved - CC 2008 - Orange Business Services - Yann A. Gourvennec Page 4
my personal research online… since 1995
> http://visionarymarketing.com
> http://visionarymarketing.wordpress.com
> http://resources.bnet.com/topic/yann+gourvennec.html
5. May 5,
2009
some rights reserved - CC 2008 - Orange Business Services - Yann A.
Gourvennec
5
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
6. May 5,
2009
some rights reserved - CC 2008 - Orange Business Services - Yann A.
Gourvennec
6
http://www.fredcavazza.net/2008/06/09/social-media-landscape/
7. May 5,
2009
some rights reserved - CC 2008 - Orange Business Services - Yann A.
Gourvennec
7
• the fear factor
• vlogging
• micro-blogging
• budgetary issues?
• buy-in issues
• disclosure
• legal issues
• ROI issue?
8. May 5,
2009
some rights reserved - CC 2008 - Orange Business Services - Yann A.
Gourvennec
8
http://geekandpoke.typepad.com/
9. May 5,
2009
some rights reserved - CC 2008 - Orange Business Services - Yann A.
Gourvennec
9
agenda
1. markets as conversations
2. increasing brand advocacy with social
media
3. 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
10. May 5, 2009
some rights reserved - CC 2008 -
Orange Business Services - Yann A.
Gourvennec
10
Succeeding in social media
initiatives
1. markets as conversations
11. May 5,
2009
some rights reserved - CC 2008 - Orange Business Services - Yann A.
Gourvennec
11
marketing?
12. May 5,
2009
some rights reserved - CC 2008 - Orange Business Services - Yann A.
Gourvennec
12
marketing?
translated and adapted from www.cybercartes.com
13. May 5,
2009
some rights reserved - CC 2008 - Orange Business Services - Yann A.
Gourvennec
13
it’s here for real
but maybe not really new
14. May 5,
2009
some rights reserved - CC 2008 - Orange Business Services - Yann A.
Gourvennec
14
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
how solution selling applies to the Web
15. May 5,
2009
some rights reserved - CC 2008 - Orange Business Services - Yann A.
Gourvennec
15
16. nov-dec
2007
some rights reserved - CC 2007 - visionarymarketing.com - Yann A. Gourvennec16
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
17. May 5, 2009
some rights reserved - CC 2008 -
Orange Business Services - Yann A.
Gourvennec
17
Succeeding in social media
initiatives
2. increasing brand advocacy with social
media
18. May 5,
2009
some rights reserved - CC 2008 - Orange Business Services - Yann A.
Gourvennec
18
http://www.businessweek.com/innovate/content/apr2007/id20070409_372598.htm
19. May 5,
2009
some rights reserved - CC 2008 - Orange Business Services - Yann A.
Gourvennec
19
it’s hard to trigger a revolution on your own …it’s hard to trigger a revolution on your own …
20. May 5,
2009
some rights reserved - CC 2008 - Orange Business Services - Yann A.
Gourvennec
20 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
the ecosystem
21. May 5,
2009
some rights reserved - CC 2008 - Orange Business Services - Yann A.
Gourvennec
21
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
22. 22 some rights reserved - CC 2008 - Orange Business Services - Yann A. Gourvennec Page 22
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
23. May 5, 2009
some rights reserved - CC 2008 -
Orange Business Services - Yann A.
Gourvennec
23
Succeeding in social media
initiatives
3. which social media tool for what target
population
24. May 5,
2009
some rights reserved - CC 2008 - Orange Business Services - Yann A.
Gourvennec
24
interactivity matrix
wikis
+
interactivity
-
- +
e-commerce
online
discussions
forums
blogs
Internet
presence
online
product
catalogue
fully fledged
e-commerce site
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
25. May 5,
2009
some rights reserved - CC 2008 - Orange Business Services - Yann A.
Gourvennec
25
regional differences … as usual
25
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
26. May 5,
2009
some rights reserved - CC 2008 - Orange Business Services - Yann A.
Gourvennec
26
France: social network profiles
• Skyblog/Skyrock:
50% market share
• facebook: 2% vs clear
leader in UK
all on same segment?
26
source: Datamonitor – 2008
Other
27. May 5,
2009
some rights reserved - CC 2008 - Orange Business Services - Yann A.
Gourvennec
27
digg-likes
et al
business
networking
utilitarian
(Q&A)
all things to all people network
int’l
high-tech
micro-blogging
& comms
meta social
networking
tools/generators
French
speaking
German
speaking
+ China
28. May 5,
2009
some rights reserved - CC 2008 - Orange Business Services - Yann A.
Gourvennec
28
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
29. May 5,
2009
some rights reserved - CC 2008 - Orange Business Services - Yann A.
Gourvennec
29
not for anoraks
it’s collective intelligence stupid!
30. 30 some rights reserved - CC 2008 - Orange Business Services - Yann A. Gourvennec Page 30
live at http://blogs.orange-business.com
www.tinyurl.com/orange0708
31. May 5, 2009
some rights reserved - CC 2008 -
Orange Business Services - Yann A.
Gourvennec
31
backup slides
32. 32 some rights reserved - CC 2008 - Orange Business Services - Yann A. Gourvennec Page 32
http://youtube.com/orangebusiness
http://orange-business.tv
33. 33 some rights reserved - CC 2008 - Orange Business Services - Yann A. Gourvennec Page 33
a few examples of collaboration at Orange
34. 34 some rights reserved - CC 2008 - Orange Business Services - Yann A. Gourvennec Page 34
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
his research available online at: http://visionarymarketing.com/
Editor's Notes
my role at Orange Business Services
Visionarymarketing.com since 1995
Marketing consultant in France and England, Director for e-business, Internet & Digital Media
First & foremost, why talk about Social Media today?
Just because it’s fashionable? for the sake of jumping on the bandwaggon?
no way! not just a toy for hipster but a “tool” (philosophy? maybe more appropriate) for serious marketers
and by social media we mean social media at large, not just social networks (hence my correcting the title of the conference, it’s not just about social networks. Social networks are only a part of the big picture … see next slide)
http://www.permissiontv.com/pdf/ptv_survey_results.pdf
Participants
• Over 400 senior-level decision makers in a variety of industries
Social media landscape defined by Cavazza (No, all SM experts aren’t US! blogosphere very buoyant in France and … Spain of all countries, ie not exactly where you’d think you’d find them). Now SM is a mish mash of various things and it’s hard to embrace in its entirety, but is it important?
All items not applicable to enterprises, or b2b for instance, there maybe be instances where it’s not applicable (3D games/immersion is debatable, for instance)
beyond humour, there’s something right in here.
Not that there is no ROI, but that the way of measuring it is way different from usual ROI measurement
our agenda (slightly revised to adapt to my demonstration)
It’s here for real, it’s a real trend and not just a fad. Evidence of that was Time Magazine’s front page for the person of the year 2007.
… Yet, the French Express had already used that metaphor in 1999.
Collaboration is in the genes of the Internet, it’s not really new, but Web 2.0 has taken it to the next level
the evolution of the concept of marketing
concept invented in England and France in 17-18th centuries
end of the 50’s, invention of the marketing mix concept
Mc Carthy invents the 4p approach in 1960
in the 1960’s, advent of the marketing plan and the marketing function
marketing becomes more and more elaborate … scientific?!
entension of the 4p concept
1990’s: a critical school of Marketing mainly in Europe (Badot, Cova)
Pinko Marketing is about the end of the Marketing Manager, Director and anyone else who thinks they have control over the message, market or 'brand'
The commons...the producers...will decide what makes it 'to market', what flourishes, what dies, what is ignored, what is celebrated...whatever.
No marketing budget, big or small, will change your advantage in this new world.
Amateurism means passion, curiosity, intrigue and growth. What the hell is a professional? You get paid for doing what I'm doing right now? Cool. How do I get that gig?
The 'masses' will decide what is 'mass' and what is not...whatever the hell 'mass' means...wait a minute? We aren't being stuffed into a overarching classification? So, we can divorce ourselves from any notion that we are some monolithic mass of consuming beings? Cool.
Ask your shareholders, Board of Directors and investors to kindly sit down and relax. If they've invested in a dog, they'll know soon enough.
Monetize this.
The 'Elite' and their 'Wannabe' hangers-on will also sit down and shutup. They may learn something very valuable in this next while.
Having a corporate blog does NOT mean that you . In fact, it mostly means that you don't.
The voices of the community, your employees and your competitors are more valuable than anything you could ever say. Listen. No...really...listen.
Small is the new big. I know it sounds cliche, but beyond lipservice, let's embrace it.
Shifting your attitude to Pinko Thinking today will not only put you ahead of the curve, it will mean your survival.
I'm not copyrighting this. It belongs to the commons. Please use it.
Put down the marketing plan and walk away slowly. It'll be alright. I know. You have a tough job ahead of you. It's called killing your inner control freak. I have the same issue.
Everyone is a marketer. They were right! All these years that I fought that and they were right! Everyone does it. I feel so much better...
K.I.S.S. - simplify
D.R.Y.
From this point forward consider any outgoing messages - as innocuous as they may seem - to be SPAM. Stop it.
Database marketing was when the marketers had the databases and the customers didn't. Now the customers have caught up in the information technology race and they can link, subscribe, aggregate, recommend, block, and filter faster than marketers can track them.
Karl Marx said "From each according to his abilities, to each according to his needs." Amateurs are gaining the same abilities as the professionals. They outnumber the professionals, so with the levelling of the playing field their voices will become the dominant ones. You'd better be nice to them. Rohan Jayasekera
Your customers are incredibly smart, and remarkably creative. They'll create great content that will showcase your brand better than you ever could -- if what you do is any good. - B.L. Ochman, What's Next Blog
If people are saying bad things about your product or your company, listen up. It's probably because there's something you need to change. Thank them for pointing it out and then deliver more than they asked. - B.L. Ochman, What's Next Blog
Respect your community. You exist to serve them - listen, communicate and facilitate. Deborah Schultz
The community is always right, because the community as a whole is much smarter than the customer.J. Botter
"Right," like ying, cannot exist without "wrong." As soon as we start talking about right and wrong we devolve into a power struggle. This isn't about being right. It is about being involved. Marketers are guides. In the future effective marketers will be co-conspirators. Bob Robertson-Boyd
Content may be king, but community is the kingdom it serves.Mike Sansone
Forget kings! The audience is the content. Bob Robertson-Boyd
We don't need to be convinced of a product's worth - it should be self-evident. M.P.B.
Refuse to report: reporting on your Pinko Marketing wastes time describing a situation that has already changed; worse, it allows the team to delegate their responsibility to engage with customers. If the team wants a record of events, tell them to hire a documentary-maker. OK, maybe I just hate writing reports... alan jones
Help them find a documentary-maker, they wouldn't know where to begin looking. alan jones
Everyone becomes a creator -- designers, developers, writers, musicians, etc. -- and the marketing happens all by itself. sean coon
Time is the most valuable currency. Spend it, not money, on your community - Cole Whitelaw
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. - John Ounpuu
Il all starts with a new way of working. Well, is it new?
DAVID ARMANO
http://www.businessweek.com/innovate/content/apr2007/id20070409_372598.htm
It's the Conversation Economy, Stupid
As consumer markets fragment, marketers and designers must understand how platforms evolve and influence human behavior
Once upon a time, we were consumers. We consumed things. We took in the messages that were communicated to us. We didn't really get to talk back. If we had a good or bad experience with a product or service—we told a friend. Maybe that friend told a friend. Maybe, just like the shampoo commercial from advertising's golden age, "They'll tell two friends, and they'll tell two friends, and so on, and so on…."
Marketers are finding themselves in an increasingly frantic race to get people talking about their brands. The desire to produce something "viral" is nearly ubiquitous in the marketing world. But it's unclear who exactly "consumers" are these days. We don't even know what that word means any more. Can consumers be producers? Yes. Can they be users? Yes. Can they be active participants, members of niche communities, or even critics capable of effectively mobilizing others? Yes, yes, and yes.
Therein lies the problem. A consumer can be any number of things—sometimes all at once. And that fact is driving marketers, businesspeople, and brand managers nuts. So what do we do? I propose we become conversation architects.
The Medium Is the Message
This is not about creating a snazzy new job title—we've got enough of those. This is a shift in mindset, in how we think about connecting with "consumers," for lack of a better word. Here's how I break this down: Marketing has traditionally been about messages. If your messages were really good, they became a form of storytelling (think Marlboro Man or Apple's (AAPL) 1984 ad).
Enter the Web. Already, online technologies have evolved from simple, brochure-like representations of our businesses to rich, interactive experiences that mimic or simulate how we interact with brands in the real world. Think Nike (NKE) iD, which allowed site users to create and customize their own running shoes—and broadcast the designs in Times Square.
But great experiences aren't enough. It's entirely possible to design and develop a rich, immersive, experiential Web site, only to have light traffic and little return on investment. Bud.TV, for example, is falling short of its goal of 2 million to 3 million monthly visits. Many fault the registration process. In spite of a slick interface and highly produced video, Anheuser-Busch (BUD) doesn't seem to be reaping what was sown. Why?
Creating Affinity
It's the conversation economy, stupid. One of the engines that is driving "2.0" growth is the fact that communities are forming around popular social platforms such as YouTube, Facebook, Flickr, Ning, Twitter—the list goes on and on. These platforms facilitate conversation. Conversation leads to relationships and relationships lead to affinity.
Brand affinity, as companies such as Harley-Davidson (HOG) have proven, often drives communities to form around them. This is why anyone who plays a role in branding needs to become a conversation architect. Marketers, businesses, and designers must have an intimate understanding of how these platforms are evolving and influencing human behavior. There has to be an in-depth understanding of why some us of love to incorporate these services in our digital lives.
Case in point: I hardly watch TV, and when I do it's pre-recorded through TiVo (TIVO). In addition to maintaining my blog and keeping up with the demands of life, family, and career, I've been spending time on the much-hyped Twitter service. But why is Twitter so hyped? Why all the fuss? I believe it's because Twitter has evolved from a simple service that initially allowed users to express mundane thoughts into a robust "conversation ecosystem."
Conversation Ecosystem
Twitter allows users to send and receive abbreviated communications or "digital shorthand" from a computer or mobile device. These are called "Tweets." The open-source nature of the application has spawned countless "mash-ups" where Twitter technology merges seamlessly with other open-source technologies such as Google (GOOG) Maps. Widgets and desktop applications such as Twitteroo and Twitterific take you outside of the browser and act as a sort of social instant messenger, sending and receiving rapid bursts of text and links.
Twitter can send and receive feeds. I now receive my news headlines from the service, getting up to speed from media sources such as CNN and The New York Times. That's why I call Twitter a conversation ecosystem—it supports multiple touch points of content and dialogue.
Think about the implications here. Just as YouTube changed how we watch and share videos, some emerging media applications are changing how we interact with each other and with brands. Does this sound like marketing? Well, it is. It's how we market to each other. Yes, that's right—we market to each other. We always have, in fact, but now we're doing it in a more digitally connected way. When we find our friends on any social network (pick one) we swap stories about products and services we like or dislike. We share knowledge and expertise. We define a new kind of currency fueled by conversation and founded in meaningful relationships.
Don't Communicate—Facilitate
Conversation architects move marketing beyond the idea of one-way messaging. Traditional marketing efforts were founded on this tried-and-true format and are still prevalent within the industry. Consider the example of a typical creative brief template, which usually says something like, "What are we trying to communicate?" Can you see the old-world residue in the word "communicate"? It lacks the dimensions of experiencing something and having an ongoing two-way dialogue. "What are we trying to communicate?" implies a one-way conversation. Maybe we should ask ourselves: "How can we facilitate?"
Even media outlets such as USA Today have recently revamped their sites to support reader feedback in the form of comments. Users can also upload photos to the site (though I'm not sure why this is useful). As I write this, journalist and influential blogger Jeff Jarvis, who once flamed Dell in the famed "Dell Hell," now blogs about his positive interactions with Dell (DELL) representatives as they engage him and invite him to their digs in Texas.
Jarvis says this of Dell's practices: "This isn't just crowdsourcing. This is crowdmanaging." Dell has overhauled its culture since Dell Hell. It currently has several sites that support user-generated content and give its customers and community a voice.
Information Interchange
I've personally witnessed Dell's change of heart in the form of an unsolicited comment on my blog from a Dell employee in regard to a post I had written about my experience talking at Loyola University. I had asked the graduate students there whether they had heard of Dell Hell (approximately 90% of them had not). But that didn't stop Dell from hearing what I said. With the use of Technorati, Dell can easily search for phrases such as Dell Hell and decide whether they want to engage consumers.
Since my blog has high traffic it would have been a missed opportunity if they hadn't. So, not only did the Dell representative take the time to read my content and refer to it, he addressed how Dell is changing. And even here you can see the power of conversation, as I'm calling out the positive interaction I had with Dell—even though it occurred on my blog.
But is engaging people on their own blogs marketing? If you think of marketing as facilitation as opposed to communication, it is. My background is in design, and I like to think that at the core, design is about facilitation. We designers should stop talking and start designing conversations. We should convert from marketers and information architects to conversation architects. Information is a one-way street, conversation isn't.
The same goes for businesspeople—the new consumer class that can be anything and everything at once is looking for meaningful dialogue. Some brands and businesses are going out of their way to provide this. Some are going through the motions. And some are doing business as usual. Which camp do you fall in?
David Armano has over 14 years experience in the creative field and has worked with clients including Allstate, HP, Grainger, Con Agra Foods and Bally Total Fitness. He spends the majority of his time working in interactive marketing and digital experience design. An active thought leader in the industry, David blogs at Logic + Emotion.
but you can’t do that on your own, you’ll need help
my own 15 rules for success in Social Media
users don’t come on websites by chance
do not confuse comments for collaboration
facilitate, facilitate, facilitate
your brand has to be adapted to the spirit of Web 2.0
avoid talking about your products
great causes can work wonders
think user-benefit not company-benefit
openness and transparency
the tone of voice
reactivity and spontaneity
quantity and flow of information
be ethical
modernity and ‘geekiness’
total immersion
when the rubber meets the road
bringing real answers to real questions
How 10 days of Internet chatter crippled a company’s reputation
Someone with the moniker “unaesthetic” posted in a group discussion site for bicycle enthusiasts a strange thing that he or she had noticed: “Much to our surprise, we were able to hack our Kryptonite Evolution 2000 U- Lock with a ballpoint pen. This $50 lock is supposed to be one of the best for "toughest bicycle security in moderate to high crime areas"—unless the thief happens to have a Bic pen. We used to use these to lock up our bicycles, but we're switching to something else ASAP. (Oh, and just to be trite, the pen is mightier than the lock.). Two days later a number of blogs, including the consumer electronic engadget, posted a video demonstrating the trick.
What is CSA: Customer sentiment is expressed as (1) attitudes, opinions, feelings, emotions and (2) suggestions, thoughts, ideas, observations
Enterprise-focused customer sentiment is about (1) products and services and (2) company policy, performance, employees and management
Sentiment can be (1) Favorable (positive), (2) Unfavorable (negative) or (3) Neutral
CSA can answer the following types of questions:
- What is being said about our company and products?
- What is the effectiveness of our marketing campaign?
- How does our company rank with its competitors?
- What do our customers like or dislike about us?
implementing social media requires that one understands how mature a company is and how a staged implementation can take place.
Orange Business Services Example goes here.
So you were talking about ROI?
d’ailleurs en 2007 on a dépassé la barre des 50% connectés à Internet en France (+ près des 60% au UK). cela veut dire qu’on rentre dans l’ère de la normalité de l’Internet et qu’il devient un outil ‘comme les autres’ (quasi banal). Mais le web2.0 vient-il bouleverser cette donne à nouveau?
livre «The Internet Economy » (Choi, Whinston, 2000).
Voici les nouvelles idées apportées par les auteurs: Ce qu’ils nomment à présent «l’économie intelligente » recouvre sensiblement le même concept que l’économie virtuelle à l’exception près qu’ils sont un peu plus élaborés et très illustrés. Ainsi, l’économie intelligente comporte deux caractéristiques particulières :
Sur l’économie dite « intelligente »
http://neumann.hec.ca/sites/cours/30-870-01/Definitions_cours_ecom_num.pdf
l’offre des entreprises doit faire preuve d’intelligence et de flexibilité.
La flexibilité peut se résumer ainsi : La puissance vient par exemple du réseau et de la richesse des échanges constants que l’on peut entretenir entre les différents partenaires économiques.
L’intelligence c’est le pouvoir d’une organisation de satisfaire ses clients en temps réel et de façon interactive.
Head of Internet & Digital Media, Orange Business Services, since 2008
Innovation principal, Outsourcing BU, Orange Business Services, 2005-2007
Alliance Partner, Sales & Marketing with FT in charge of Cisco, HP, Capgemini, CSC etc. 2003-2005
Prior to that Director for e-business at Unisys Teleconferencing services
Designed and implemented CRM systems even before the word was invented
New technologies: Internet Consultant since 1995 !
Developed a course in Internet Survey methodology and implementation for one of France's major business schools
Launched 10 new products for France Telecom including FT's Webconferencing Service
Developed a new Marketing approach in 1995 named VISIONARY MARKETING (http://visionarymarketing.com):
Evidence that Marketing approaches were changing
Evidence that Buyer behaviours were changing
Evidence that B2B approaches were also changing and that B2B industries were evolving too
Developed this new Marketing approach a few months before The Internet started to grow very popular
Tested this approach on the field and refined [NOT a RECIPE – MERELY a VISION to GUIDE my ACTION]