[En] social media in B2B presentation
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The document summarizes key lessons from Orange's experience with social media in B2B contexts. It discusses how social media can help with solution selling, engage tech buyers, and provide feedback. Regional differences in social media usage are also covered. Tips for implementation include facilitating communities, focusing on benefits to users over companies, and avoiding hard selling. The last section describes a blogger bus tour organized by Orange to explore innovation and trends in Silicon Valley.
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[En] social media in B2B presentation
- 1. social media in b2b - lessons learnt Gemalto HQ Paris, November 23th, 2012 Yann Gourvennec Director, Web, Digital & Social Media http://orange.com http://oran.ge/slides some rights reserved - cc- Yann A Gourvennec - Orange 1
- 2. 2 publications in 2011 > http://precommerce.com > http://amonboss.com copyright - 2012 - Yann A Gourvennec - Orange 3
- 3. agenda 1. takeaways from Orange b2b 2. implementation tips 3. regional differences 4. sales vs. blogs copyright © 2011 – Orange – web, digital & social media 4
- 4. 1. takeaways from the Orange Business Services experience Gemalto HQ Paris, November 23th, 2012 http://oran.ge/slides some rights reserved - cc- Yann A Gourvennec - Orange 5
- 5. introduction: customer advocacy a 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. ‘new’ trends some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec 7
- 7. barely 5 years ago … some rights reserved by Jimee, Jackie, Tom & Ash some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec 8
- 8. a thing to fear or build upon? some rights reserved by ella novak some rights reserved - cc- Yann A Gourvennec - Orange 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. all markets are conversations …
- 11. … not always true 4 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. not all sectors are equal on the social Web > most favoured - art & music - fashion/ apparel > least favoured - bank / insurance - telecommunications - political parties Sncd survey based on a representative sample (10,934 respondants) of social Web users in France - 2012 some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media 13
- 13. so, why use social media in b2b? some rights reserved - cc- Yann A Gourvennec - Orange 14
- 14. 1. because of solution selling some rights reserved - cc- Yann A Gourvennec - Orange Business Services 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 ECOSYSTEMS some rights reserved - cc- Yann A Gourvennec - Orange Business Services 16
- 16. 3. because we get feedback … and more some rights reserved - cc- Yann A Gourvennec - Orange Business Services 17
- 17. lead generation (on-going campaigns) some rights reserved - cc- Yann A Gourvennec - Orange Business Services 18
- 18. 4. because we have good people ... and partners some rights reserved - cc- Yann A Gourvennec - Orange Business Services 19
- 19. 5. because of numbers and influence some rights reserved - cc- Yann A Gourvennec - Orange Business Services 20
- 20. 6. because of S.E.O. some rights reserved - cc- Yann A Gourvennec - Orange Business Services 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 UNIT PARTNER ENTERPRISE VENDOR CONSULTANCY VENDOR some rights reserved - cc- Yann A Gourvennec - Orange Business Services 22 TYPICAL B2B ECOSYSTEM
- 22. 3. implementation tips Gemalto HQ Paris, November 23th, 2012 http://oran.ge/slides some rights reserved - cc- Yann A Gourvennec - Orange
- 23. [En] Nine Top Tips For Implementing Social Media http://bit.ly/9toptips4social 5. respect your community and no hard-selling 1. communities are important, 6. great causes can work but not every brand has one wonders 2. don’t confuse 7. think user-benefit vs. comments with collaboration company-benefit 3. avoid the meatball 8. openness, transparency and sundae effect disclosure 4. facilitate, facilitate, facilitate 9. execution is everything Copyright © 2010 - Yann Gourvennec - Orange Business Services 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 Pa Copyright © 2010 - Yann Gourvennec - Orange Business Services ge 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 Pa Copyright © 2010 - Yann Gourvennec - Orange Business Services ge 26
- 26. no go areas > flogs > fake comments > fake content > fake employees > spam and intrusion > infiltration > paying bloggers > … disclosure http://socialmedia.org/disclos ure some rights reserved - cc- Yann A Gourvennec - Orange 27
- 27. 4. regional differences Gemalto HQ Paris, November 23th, 2012 http://oran.ge/slides some rights reserved - cc- Yann A Gourvennec - Orange
- 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 201 sources:http://valleywag.com/tech/data-junkie/the-world-map-of-social-networks-273201.php 0- visi Le 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. 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 31 31 ark
- 30. regional differences shrinking (dec 2010) so me righ ts res erv ed - cc 201 0- visi ona june 2010 rym 32 32 ark
- 31. june 2011 some rights reserved - cc- Yann A Gourvennec - Orange 33
- 32. 5. sales vs. blogs Gemalto HQ Paris, November 23th, 2012 http://oran.ge/slides some rights reserved - cc- Yann A Gourvennec - Orange
- 33. this isn’t a blog some rights reserved - cc- Yann A Gourvennec - Orange Business Services 35
- 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. so, can’t blogs help sales? photo credits, Chris Brogan some rights reserved - cc- Yann A Gourvennec - Orange 37
- 36. Silicon Valley blogger bus tour Gemalto HQ Paris, 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. Silicon Valley blogger bus tour Sept 17-22, 2012 > #blogbus
- 38. Silicon Valley blogger bus tour Sept 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. introductory talks by Orange 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 Acquisition event sponsored by Georges Nahon > evening meet up CEO Orange Silicon Valley
- 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. thank you
- 42. any questions?
- 43. follow us on @orange http://facebook.com/orange @orangebusiness http://facebook.com/orangebusiness http://youtube.com/orangebusiness http://slideshare.net/orangebusiness http://www.posterous.com/orangebusiness
Editor's Notes
- from buzz monitoring to the human networkex : sncf buzz (Oct)/ DM de Laurent Molinié (+ à ygourven) à 300
- 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.
- Just returning from a blogger tour in Silicon Valley which took place Sept 17-22, 2012. Invaluable feedback, visions and first-hand information straight from the horse’s mouthwe’ve been talking to some of the most innovative start-ups in the Valley (World)I’ll use this information in order to populate my predictions as much as possibleall stories about that tour can be found online at http://live.orange.com