social media in b2b - lessons learnt   from the Orange Business Services experience   Yann Gourvennec   Director, Web, Dig...
perspectivesome rights reserved - cc- Yann A Gourvennec - Orange
agenda                                               1. takeaways from Orange b2b                                         ...
1. takeaways from the Orange Business Services   experience   HP marketing meeting   Paris, June 30th, 2011some rights res...
introduction: customer advocacya brand is “what your customer says when you are not in the room”      (Jeff Bezos?)  “  Vi...
what they said“                                            http://bit.ly/yagexeterWhat Orange BusinessServices has done is...
‘new’ trendssome rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec   8
barely 5 years ago …some rights reserved by Jimee, Jackie, Tom & Ashsome rights reserved - CC 2011 - visionarymarketing.co...
a misplaced fear?http://www.amusement.fr/index.php?/magazine/now--amusement-6/some rights reserved - cc- Yann A Gourvennec...
a thing to fear or build upon?some rights reserved by ella novaksome rights reserved - cc- Yann A Gourvennec - Orange   11
all markets are conversations …
… not always true4 types of brands (Synthesio)                             under the radar               functional       ...
so, why use social media in b2b?some rights reserved - cc- Yann A Gourvennec - Orange   14
1. because of solution sellingsome rights reserved - cc- Yann A Gourvennec - Orange Business Services   15
2. because of ICT buyers …                                                     source:                                    ...
3. because we get feedback … and moresome rights reserved - cc- Yann A Gourvennec - Orange Business Services   17
lead generation (on-going campaigns)some rights reserved - cc- Yann A Gourvennec - Orange Business Services   18
4. because we have good people ... and partnerssome rights reserved - cc- Yann A Gourvennec - Orange Business Services   19
5. because of numbers and influence                           January-April 2010 - orange-business.tv                     ...
6. because of S.E.O.some rights reserved - cc- Yann A Gourvennec - Orange Business Services   21
the ICT ecosystem                    OPINION                       ENTERPRISE                    LEADERS                  ...
2. applicable to hp?   HP marketing meeting   Paris, June 30th, 2011some rights reserved - cc- Yann A Gourvennec - Orange
some rights reserved - cc- Yann A Gourvennec - Orange   24
some rights reserved - cc- Yann A Gourvennec – Orange – 2011   25
http://blog.gthankyou.com/2010/08/02/best-ice-cream-sundaes/“Breyers Ice Cream and chefGale Gand have created aSpaghetti &...
3. implementation tips   HP marketing meeting   Paris, June 30th, 2011some rights reserved - cc- Yann A Gourvennec - Orange
[En] Nine Top Tips For Implementing Social Media  http://bit.ly/9toptips4social                                           ...
good practices and recommendations> dos ….      -   long view, short term execution      -   up to date & fresh content   ...
good practices and recommendations> don‟ts     -   “infiltrating” social networks     -   writing too many visionary artic...
no go areas>   fblogs>   fake comments>   fake content>   fake employees>   spam and intrusion>   infiltration>   paying b...
4. regional differences   HP marketing meeting   Paris, June 30th, 2011some rights reserved - cc- Yann A Gourvennec - Orange
social networks in a nutshell (11/10)                                                         8+m -> 10m in               ...
regional differences are key (2006 …)                                                                                     ...
regional differences are key (… 2009 …)                                                                               so  ...
regional differences shrinking now! (… 2011)                                                     so                       ...
5. sales vs. blogs   HP marketing meeting   Paris, June 30th, 2011some rights reserved - cc- Yann A Gourvennec - Orange
this isn’t a blogsome rights reserved - cc- Yann A Gourvennec - Orange Business Services   38
http://precommerce.com                         about Orange:                         “our top priority is for             ...
so, can’t blogs help sales?    photo credits, Chris Brogansome rights reserved - cc- Yann A Gourvennec - Orange   40
thank you      41
follow us on   @orange                                       http://facebook.com/orange   @orangebusiness                 ...
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[En] lessons learnt from the orange business services experience

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  • “Breyers Ice Cream and chef Gale Gand have created a Spaghetti & Meatballs Sundae with rocky road “meatballs”, sauce made of mashed strawberries and vanille ice cream extruded through a potato ricer to become noodles.”
  • 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] lessons learnt from the orange business services experience

    1. 1. social media in b2b - lessons learnt from the Orange Business Services experience Yann Gourvennec Director, Web, Digital & Social Media http://orange.com HP marketing meeting Paris, June 30th, 2011some rights reserved - cc- Yann A Gourvennec - Orange 1
    2. 2. perspectivesome rights reserved - cc- Yann A Gourvennec - Orange
    3. 3. agenda 1. takeaways from Orange b2b 2. is it applicable to HP in Europe? 3. implementation tips 4. regional differences 5. sales vs. blogscopyright © 2011 – Orange – web, digital & social media 4
    4. 4. 1. takeaways from the Orange Business Services experience HP marketing meeting Paris, June 30th, 2011some rights reserved - cc- Yann A Gourvennec - Orange 5
    5. 5. introduction: customer advocacya brand is “what your customer says when you are not in the room” (Jeff Bezos?) “ Vincent, you are a star now, your blog piece has been circulated throughout the Bank! (from a client to one of our bloggers)Copyright © 2010 - Yann Gourvennec - Orange Business Services 6
    6. 6. what they said“ http://bit.ly/yagexeterWhat Orange BusinessServices has done is aworldwide best practiceChris Brogan, no. 1 Marketingblogger WWI am deeply impressed withwhat Orange BusinessServices has accomplishedJohn Bell, VP, 360 PR, Ogilvy Pag Copyright © 2010 - Yann Gourvennec - Orange Business Services e7
    7. 7. ‘new’ trendssome rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec 8
    8. 8. barely 5 years ago …some rights reserved by Jimee, Jackie, Tom & Ashsome rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec 9
    9. 9. a misplaced fear?http://www.amusement.fr/index.php?/magazine/now--amusement-6/some rights reserved - cc- Yann A Gourvennec - Orange 10
    10. 10. a thing to fear or build upon?some rights reserved by ella novaksome rights reserved - cc- Yann A Gourvennec - Orange 11
    11. 11. all markets are conversations …
    12. 12. … not always true4 types of brands (Synthesio) under the radar functional preferred sensitive either it works or fix heath, safety, characteristics little or no buzz it! conversations children community do something management nurture tactics different (forums/social community (ies) reassure media)Hervé Kabla & Yann Gourvennec : Social Media Taught to my boss, 2011
    13. 13. so, why use social media in b2b?some rights reserved - cc- Yann A Gourvennec - Orange 14
    14. 14. 1. because of solution sellingsome rights reserved - cc- Yann A Gourvennec - Orange Business Services 15
    15. 15. 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 16
    16. 16. 3. because we get feedback … and moresome rights reserved - cc- Yann A Gourvennec - Orange Business Services 17
    17. 17. lead generation (on-going campaigns)some rights reserved - cc- Yann A Gourvennec - Orange Business Services 18
    18. 18. 4. because we have good people ... and partnerssome rights reserved - cc- Yann A Gourvennec - Orange Business Services 19
    19. 19. 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 20
    20. 20. 6. because of S.E.O.some rights reserved - cc- Yann A Gourvennec - Orange Business Services 21
    21. 21. 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 VENDORsome rights reserved - cc- Yann A Gourvennec - Orange Business Services 22 TYPICAL B2B ECOSYSTEM
    22. 22. 2. applicable to hp? HP marketing meeting Paris, June 30th, 2011some rights reserved - cc- Yann A Gourvennec - Orange
    23. 23. some rights reserved - cc- Yann A Gourvennec - Orange 24
    24. 24. some rights reserved - cc- Yann A Gourvennec – Orange – 2011 25
    25. 25. http://blog.gthankyou.com/2010/08/02/best-ice-cream-sundaes/“Breyers Ice Cream and chefGale Gand have created aSpaghetti & Meatballs Sundaewith “meatballs”, sauce made ofmashed strawberries and vanillaice cream extruded through apotato ricer to become noodles.(recipe link click here) some rights reserved - cc- Yann A Gourvennec - Orange 26
    26. 26. 3. implementation tips HP marketing meeting Paris, June 30th, 2011some rights reserved - cc- Yann A Gourvennec - Orange
    27. 27. [En] Nine Top Tips For Implementing Social Media http://bit.ly/9toptips4social 5. respect your community and1. communities are no hard-selling important, but not every 6. great causes can work 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 28
    28. 28. 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, rad io 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 PaCopyright © 2010 - Yann Gourvennec - Orange Business Services ge 29
    29. 29. 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 - defamatary 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 PaCopyright © 2010 - Yann Gourvennec - Orange Business Services ge 30
    30. 30. no go areas> fblogs> fake comments> fake content> fake employees> spam and intrusion> infiltration> paying bloggers> … disclosure http://socialmedia.org/disclos uresome rights reserved - cc- Yann A Gourvennec - Orange 31
    31. 31. 4. regional differences HP marketing meeting Paris, June 30th, 2011some rights reserved - cc- Yann A Gourvennec - Orange
    32. 32. 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 -> 500min just 4 months linkedIn viadeo Xing 600 million members 80 million members 30 million members +8 million members (08/09) 20 million Fr 1 million Fr 3.7 million Fr (n°1) Germany: 2003 USA: 2004 USA: 2002 France: 2002 (née Open BC) predominantly predominantly 50 languages 16 languages inc. Ger + Au + Ch English French consumers + High Tech + … ? Professionals Professionals Professionals 1. Coca Cola: 4 million external growth mostly German-speaking + Spanish + 2. Starbucks: 5 million average user 41 years old Chinese folks 100,000 connections/day 3. Walt Disney: 2 million source: brands & Orange Business Services & Wikipedia some rights reserved - 2010 - cc - Yann A Gourvennec - Orange Business Services 33
    33. 33. regional differences are key (2006 …) europe * NAM * 1/4 of subscribers asia-pac * so 1/3 of subscribers me righ ts res erv ed - cc 201sources:http://valleywag.com/tech/data-junkie/the-world-map-of-social-networks-273201.php 0- visiLe Monde, Datamonitor – 2008 http://medias.lemonde.fr/mmpub/edt/ill/2008/01/14/h_4_RESEAUX+X1I1.gif ona* numbers meaning millions of hours spent by month as of Aug 2007 rym june 2010 34 34 ark
    34. 34. regional differences are key (… 2009 …) so me righ ts res erv ed - cc 201 http://www.nicolaskerebel.com/non-classe/world_map_of_social_networks/ 0- Vincenzo Costenza visi ona june 2010 rym 3535 ark
    35. 35. regional differences shrinking now! (… 2011) so me righ ts res erv ed - cc 201 0- visi ona june 2010 rym 3636 ark
    36. 36. 5. sales vs. blogs HP marketing meeting Paris, June 30th, 2011some rights reserved - cc- Yann A Gourvennec - Orange
    37. 37. this isn’t a blogsome rights reserved - cc- Yann A Gourvennec - Orange Business Services 38
    38. 38. http://precommerce.com about Orange: “our top priority is for everyone to do business with social media” “[you] will never be bloggers, [you] will be professionals using blogs” pre-commerce, p 251
    39. 39. so, can’t blogs help sales? photo credits, Chris Brogansome rights reserved - cc- Yann A Gourvennec - Orange 40
    40. 40. thank you 41
    41. 41. follow us on @orange http://facebook.com/orange @orangebusiness http://facebook.com/orangebusiness http://youtube.com/orangebusinesshttp://slideshare.net/orangebusiness http://www.posterous.com/orangebusiness

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