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social media in b2b - lessons learntGemalto HQParis, November 23th, 2012 Yann Gourvennec Director, Web, Digital & Social M...
2 publications in 2011> http://precommerce.com                        > http://amonboss.comcopyright - 2012 - Yann A Gourv...
agenda                                               1. takeaways from Orange b2b                                         ...
1. takeaways from the Orange Business Services experienceGemalto HQParis, November 23th, 2012                             ...
introduction: customer advocacya brand is “what your customer says when you are not in the room”      (Jeff Bezos?)  “  Vi...
‘new’ trendssome rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec   7
barely 5 years ago …some rights reserved by Jimee, Jackie, Tom & Ashsome rights reserved - CC 2011 - visionarymarketing.co...
a thing to fear or build upon?some rights reserved by ella novaksome rights reserved - cc- Yann A Gourvennec - Orange   9
noise            signal to noise                                                daily mail alert                          ...
all markets are conversations …
… not always true4 types of brands (Synthesio)                             under the radar               functional       ...
not all sectors are equal on the social Web  > most favoured             - art & music             - fashion/ apparel  > l...
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 influencesome rights reserved - cc- Yann A Gourvennec - Orange Business Services   20
6. because of S.E.O.some rights reserved - cc- Yann A Gourvennec - Orange Business Services   21
the ICT ecosystem                    OPINION                       ENTERPRISE                    LEADERS                  ...
3. implementation tipsGemalto HQParis, November 23th, 2012                                                        http://o...
[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>   flogs>   fake comments>   fake content>   fake employees>   spam and intrusion>   infiltration>   paying bl...
4. regional differencesGemalto HQParis, November 23th, 2012                                                        http://...
regional differences are key (2006 …)                                                                                     ...
regional differences are key (… 2009 …)                                                                               so  ...
regional differences shrinking (dec 2010)                                                  so                             ...
june 2011some rights reserved - cc- Yann A Gourvennec - Orange   33
5. sales vs. blogsGemalto HQParis, November 23th, 2012                                                        http://oran....
this isn’t a blogsome rights reserved - cc- Yann A Gourvennec - Orange Business Services   35
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   37
Silicon Valley blogger bus tourGemalto HQParis, November 23th, 2012> a ‘crowdblogging’ experience                         ...
Silicon Valley blogger bus tourSept 17-22, 2012> #blogbus
Silicon Valley blogger bus tourSept 17-22, 2012                              > 14 bloggers from                           ...
introductory talks byOrange Silicon Valley top execs> innovation in the Valley> vision and trends                         ...
why did we organize the blogger bus tour? to ask the question: is there a new wave of innovation coming or will we witness...
thank you
any questions?
follow us on  @orange                                       http://facebook.com/orange  @orangebusiness                   ...
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  1. 1. social media in b2b - lessons learntGemalto HQParis, November 23th, 2012 Yann Gourvennec Director, Web, Digital & Social Media http://orange.com http://oran.ge/slidessome rights reserved - cc- Yann A Gourvennec - Orange 1
  2. 2. 2 publications in 2011> http://precommerce.com > http://amonboss.comcopyright - 2012 - Yann A Gourvennec - Orange 3
  3. 3. agenda 1. takeaways from Orange b2b 2. implementation tips 3. regional differences 4. sales vs. blogscopyright © 2011 – Orange – web, digital & social media 4
  4. 4. 1. takeaways from the Orange Business Services experienceGemalto HQParis, November 23th, 2012 http://oran.ge/slidessome 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. ‘new’ trendssome rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec 7
  7. 7. barely 5 years ago …some rights reserved by Jimee, Jackie, Tom & Ashsome rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec 8
  8. 8. a thing to fear or build upon?some rights reserved by ella novaksome rights reserved - cc- Yann A Gourvennec - Orange 9
  9. 9. noise signal to noise daily mail alert social media team 100 links/day Digimind / Synthesio / TrendyBuzz Access to all users Digimind group tool blog weather news => blogs & online acceptable limit papers analysis => sent to CEO & 300 addressees digimind alerts crisis only in 2013 PR process flair sentiment social media ? analysis dashboards by Orange Labs in-depth surveys net neutrality governance etc.signal time 2006 2007 2010 2011 2012 2013
  10. 10. all markets are conversations …
  11. 11. … 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
  12. 12. not all sectors are equal on the social Web > most favoured - art & music - fashion/ apparel > least favoured - bank / insurance - telecommunications - political partiesSncd survey based on a representative sample (10,934 respondants) of social Web users inFrance - 2012 some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media 13
  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 influencesome 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. 3. implementation tipsGemalto HQParis, November 23th, 2012 http://oran.ge/slidessome rights reserved - cc- Yann A Gourvennec - Orange
  23. 23. [En] Nine Top Tips For Implementing Social Media http://bit.ly/9toptips4social 5. respect your community and no hard-selling1. communities are important, 6. great causes can work but not every 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 24
  24. 24. 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, radio 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 25
  25. 25. 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 26
  26. 26. no go areas> flogs> 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 27
  27. 27. 4. regional differencesGemalto HQParis, November 23th, 2012 http://oran.ge/slidessome rights reserved - cc- Yann A Gourvennec - Orange
  28. 28. 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 30 30 ark
  29. 29. 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 3131 ark
  30. 30. regional differences shrinking (dec 2010) so me righ ts res erv ed - cc 201 0- visi ona june 2010 rym 3232 ark
  31. 31. june 2011some rights reserved - cc- Yann A Gourvennec - Orange 33
  32. 32. 5. sales vs. blogsGemalto HQParis, November 23th, 2012 http://oran.ge/slidessome rights reserved - cc- Yann A Gourvennec - Orange
  33. 33. this isn’t a blogsome rights reserved - cc- Yann A Gourvennec - Orange Business Services 35
  34. 34. 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
  35. 35. so, can’t blogs help sales? photo credits, Chris Brogansome rights reserved - cc- Yann A Gourvennec - Orange 37
  36. 36. Silicon Valley blogger bus tourGemalto HQParis, November 23th, 2012> a ‘crowdblogging’ experience http://oran.ge/slides last update date: September 3, 2012 some images by the Young Creatives Network, others by Orange and Microsoft Clipart Gallery unless otherwise stated
  37. 37. Silicon Valley blogger bus tourSept 17-22, 2012> #blogbus
  38. 38. Silicon Valley blogger bus tourSept 17-22, 2012 > 14 bloggers from Australia, China, Finland, France, Romania, UK, US > asking the question: what next for social media, mobility and geolocalisation. And is there life after Facebook? > blogging live at live.orange.com and their own blogs
  39. 39. introductory talks byOrange Silicon Valley top execs> innovation in the Valley> vision and trends > keynote from Georges Nahon, CEO Orange Silicon Valley > demonstrations of DocPal, Swoop, PeekApp, HappyOur, Xendo > Orange Silicon Valley exclusive research: Post IT Era, Talent Acquisitionevent sponsored by Georges Nahon > evening meet upCEO Orange Silicon Valley
  40. 40. why did we organize the blogger bus tour? to ask the question: is there a new wave of innovation coming or will we witness the decline of Silicon Valley?
  41. 41. thank you
  42. 42. any questions?
  43. 43. 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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