Yann Gourvennec - Be Connected Forum by LaSer - June 30th 2011

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Social Monitoring, Market Research & The Future

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Yann Gourvennec - Be Connected Forum by LaSer - June 30th 2011

  1. 1. social monitoring, market research and the future Yann Gourvennec Director, Web, Digital & Social Media http://orange.com be connected forum - laser Paris, June 30, 2011some rights reserved - cc- Yann A Gourvennec - Orange 1
  2. 2. perspectivesome rights reserved - cc- Yann A Gourvennec - Orange Business Services
  3. 3. social media monitoring a few lessons from the past few years be connected forum - laser Paris, June 30, 2011some rights reserved - cc- Yann A Gourvennec - Orange
  4. 4. words of wisdom from the “social media expert”some rights reserved - cc- Yann A Gourvennec - Orange 5
  5. 5. all markets are conversations …
  6. 6. … unless they aren’t always4 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
  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. the Kryptonite ‘blogstorm’ started it all …some rights reserved - cc- Yann A Gourvennec - Orange 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. consequences on social media monitoring> monitor ‘everything’> proliferation of tools> vision vs. action> ‘sentiment’ analysis (interpretation)> what for? what process?some rights reserved - cc- Yann A Gourvennec - Orange 12
  12. 12. conclusion … 5 years later> all: “what are we getting from this?” image: Microsoft Office gallerysome rights reserved - cc- Yann A Gourvennec - Orange 13
  13. 13. what we learnt a few lessons from the past few years be connected forum - laser Paris, June 30, 2011some rights reserved - cc- Yann A Gourvennec - Orange
  14. 14. ‘new’ trendssome rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec 15
  15. 15. new trends> ‘neo’ marketing> crisis management> proactive surveying> direct interaction> crowdsourcing> ‘social’ CRM image: Microsoft Office gallerysome rights reserved - cc- Yann A Gourvennec - Orange 16
  16. 16. what’s in store for us be connected forum - laser Paris, June 30, 2011some rights reserved - cc- Yann A Gourvennec - Orange
  17. 17. what’s in store for us1. social monitoring tools don’t 4. CRM integration but … matter (Sugar CRM, SAP,2. crisis management will have Salesforce …) to be industrialised 5. market surveys will be3. social media interaction will revolutionised … once more have to 6. social commerce … 3 - scale waves, what next … - be more humansome rights reserved - cc- Yann A Gourvennec - Orange 18
  18. 18. actions list> tools> frequency> comprehensiveness> crisis management> resources> organisation> weak signals> proactive research
  19. 19. any questions?Marketing and External Communications call, January 2010
  20. 20. thank yoube connected forum - laserParis, June 30, 2011 Orange, the Orange mark and any other Orange product or service names referred to in this material are trade marks of Orange Personal Communications Services Limited. © Orange Personal Communications Services Limited. France Telecom Group restricted.

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