This document discusses the use of social media in business contexts. It provides examples of how large companies like Orange use social media platforms like blogs, Twitter, LinkedIn and online video channels. The document outlines benefits like lead generation, search engine optimization, customer advocacy and engagement with influencers. It also notes some challenges of using social media in B2B settings like firewalls limiting access to video content.
[En] Why Big Business Needs Social Media ... under what conditionsYann Gourvennec
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
Some ideas for transforming Intranets into playing a core role in digital-centric internal comms planning.
A presentation given to Intranetters, 24/11/10.
I have over 10 years experience in TV and/or digital media as a
strategic planner, a client director and a new business manager.
I have learned how to inspire great advertising at pourquoitucours, to
develop campaigns at LOWE, and to measure end results on consumers at
IPSOS.
I have worked for brands such as L'Oreal, Mars, Coca Cola, Adidas,
Orange, Samsung, Yahoo, VOLVO, ....
[En] Why Big Business Needs Social Media ... under what conditionsYann Gourvennec
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
Some ideas for transforming Intranets into playing a core role in digital-centric internal comms planning.
A presentation given to Intranetters, 24/11/10.
I have over 10 years experience in TV and/or digital media as a
strategic planner, a client director and a new business manager.
I have learned how to inspire great advertising at pourquoitucours, to
develop campaigns at LOWE, and to measure end results on consumers at
IPSOS.
I have worked for brands such as L'Oreal, Mars, Coca Cola, Adidas,
Orange, Samsung, Yahoo, VOLVO, ....
Résultat d'une étude réalisée auprès de près de 350 répondants, ce document identifie les marqueurs de la créativité en entreprise. Elle est réalisée par Arctus et Boostzone.
Lean Local Government: Using Lean Startup Principles to Empower Government Em...Lean Startup Co.
For most people, local government is something you don’t think about unless there’s an emergency. But civic organizations touch more lives than local businesses. So why then do so many local governments get stymied by organizational cultures that publicly punish mistakes and reward safety instead of following any semblance of modern business practices? Kelly McAdoo shares the story of how the City of Hayward, California has applied Lean Startup to improve resident satisfaction, empower employees, and prioritize scarce resources while also providing the ability to measure the impact of their actions on the community.
Gaurav Agarwal, LensBricks , @agarwal__gaurav
Knowing your customers is difficult, and finding them can be an expensive endeavor. Gaurav Agarwal has learned a few easy, low cost tricks to help startups build a quick understanding of customers and market. His techniques leverage existing web analytics tools that are available to all. Aimed to help startups get more with less, when working in a resource-constrained environment.
Caution: Live Subjects! Lean Experiments for ServicesLean Startup Co.
Lauren Braun, gravitytank , @another_lauren
Testing apps, websites and digital services is pretty well-documented territory. But running lean experiments for services without a screen can seem daunting. In-person services are holistic experiences with lots of moving parts, which can easily make testing costs and timelines balloon. The biggest challenge is figuring out which parts of the service to make real and which parts to fake. At gravitytank, we work with organizations big and small to run lean experiments that focus on the most uncertain and risky element of a new service. Like any good test, our experiments generate useful quant data (i.e. throughput, sales, user preferences), but we also leverage them to collect meaningful qualitative feedback. We’ve used this approach to lean service MVPs for restaurant startups, huge CPG companies, global hotel chains and others. Across the board, the learnings have had significant impact on development. Caution: Live Subject! will take you through a few examples, offer some ‘pro tips’, and together, we’ll run a rapid-fire service experiment to bring it to life.
DAAT DAY : Digital Trend Spotting 2016 & Implication For BrandDAAT_TH
Digital trend spotting 2016 & Implication for brand from 3 publishers in Thailand
Grow Organic Social Conversation – Thumbsup
Short-Form Content rules Social – BrandBuffet
Conversion, The New Currency – MarketingOops!
Market Automation, Art & Science of Modern Marketing -Thumbsup
Empowering Consumer – BrandBuffet
My Mobile, My Everything – MarketingOops!
For some lawyers, especially litigators, social media is a tool that helps them provide better representation to their clients. Whether it’s mining social media for evidence or researching jurors online, social media is helping them to make their clients’ cases in court. Learn about Lawyers and Social Media in 2016 in this MyCase Legal Infographic.
day 3 of the ICT Marketing presentation to the Master in International Business (MIB) classes at Paris Dauphine. The presentation is a condensed version of a 360° analysis of ICT marketing. This version now includes a comprehensive review of Marketing 2.0 and Social Media applied to big business.
day 5 of the ICT Marketing presentation to the Master in International Business (MIB) classes at Paris Dauphine. The presentation is a condensed version of a 360° analysis of ICT marketing. This version now includes a comprehensive review of Marketing 2.0 and Social Media applied to big business.
Here is the presentation which presented at BlogWell in Atlanta on Nov 10, 2009. See a transcript of the presentation at this URL: http://www.socialmedia.org/blog/orange-business-services-succeeding-in-social-media-initiatives-live-from-blogwell/
Cette présentation aurait dû être commentée à Tunis aujourd'hui même. hélas, la manifestation a été annulée. Par solidarité avec les organisateurs français et notamment @fbrahimi je mets ma présentation en téléchargement libre.
[En] how social media changed our (your) livesYann Gourvennec
a presentation I gave to a client recently about how social media changed our professional lives, talking about the impact on organisations, the way we do business, how hierarchies are impacted ... and how employees can help their companies by becoming user-producers with UGC.
day 4 of the ICT Marketing presentation to the Master in International Business (MIB) classes at Paris Dauphine. The presentation is a condensed version of a 360° analysis of ICT marketing. This version now includes a comprehensive review of Marketing 2.0 and Social Media applied to big business.
day 2 of the ICT Marketing presentation to the Master in International Business (MIB) classes at Paris Dauphine. The presentation is a condensed version of a 360° analysis of ICT marketing. This version now includes a comprehensive review of Marketing 2.0 and Social Media applied to big business.
Yann GOURVENNEC - ORANGE BUSINESS SERVICES - Conference Media Aces Juin 2010A Mon Boss
Presentation effectuee par Yann GOURVENNEC (Head of Internet and Digital ORANGE BUSINESS SERVICES) lors de la conference Media Aces de juin 2010 a l'Ecole Nationale d'Architecture
I have put this presentation together for the "conference on Cyberspace" event in Budapest in which I will represent Orange tomorrow.
http://www.cyberbudapest2012.hu/
This is a presentation I gave at the IAB Luxury Forum. It puts forward the case that luxury brands cannot ignore social media and provides key strategic considerations to maximise campaign effectiveness. Includes 2 social media case studies from Infiniti Europe.
Résultat d'une étude réalisée auprès de près de 350 répondants, ce document identifie les marqueurs de la créativité en entreprise. Elle est réalisée par Arctus et Boostzone.
Lean Local Government: Using Lean Startup Principles to Empower Government Em...Lean Startup Co.
For most people, local government is something you don’t think about unless there’s an emergency. But civic organizations touch more lives than local businesses. So why then do so many local governments get stymied by organizational cultures that publicly punish mistakes and reward safety instead of following any semblance of modern business practices? Kelly McAdoo shares the story of how the City of Hayward, California has applied Lean Startup to improve resident satisfaction, empower employees, and prioritize scarce resources while also providing the ability to measure the impact of their actions on the community.
Gaurav Agarwal, LensBricks , @agarwal__gaurav
Knowing your customers is difficult, and finding them can be an expensive endeavor. Gaurav Agarwal has learned a few easy, low cost tricks to help startups build a quick understanding of customers and market. His techniques leverage existing web analytics tools that are available to all. Aimed to help startups get more with less, when working in a resource-constrained environment.
Caution: Live Subjects! Lean Experiments for ServicesLean Startup Co.
Lauren Braun, gravitytank , @another_lauren
Testing apps, websites and digital services is pretty well-documented territory. But running lean experiments for services without a screen can seem daunting. In-person services are holistic experiences with lots of moving parts, which can easily make testing costs and timelines balloon. The biggest challenge is figuring out which parts of the service to make real and which parts to fake. At gravitytank, we work with organizations big and small to run lean experiments that focus on the most uncertain and risky element of a new service. Like any good test, our experiments generate useful quant data (i.e. throughput, sales, user preferences), but we also leverage them to collect meaningful qualitative feedback. We’ve used this approach to lean service MVPs for restaurant startups, huge CPG companies, global hotel chains and others. Across the board, the learnings have had significant impact on development. Caution: Live Subject! will take you through a few examples, offer some ‘pro tips’, and together, we’ll run a rapid-fire service experiment to bring it to life.
DAAT DAY : Digital Trend Spotting 2016 & Implication For BrandDAAT_TH
Digital trend spotting 2016 & Implication for brand from 3 publishers in Thailand
Grow Organic Social Conversation – Thumbsup
Short-Form Content rules Social – BrandBuffet
Conversion, The New Currency – MarketingOops!
Market Automation, Art & Science of Modern Marketing -Thumbsup
Empowering Consumer – BrandBuffet
My Mobile, My Everything – MarketingOops!
For some lawyers, especially litigators, social media is a tool that helps them provide better representation to their clients. Whether it’s mining social media for evidence or researching jurors online, social media is helping them to make their clients’ cases in court. Learn about Lawyers and Social Media in 2016 in this MyCase Legal Infographic.
day 3 of the ICT Marketing presentation to the Master in International Business (MIB) classes at Paris Dauphine. The presentation is a condensed version of a 360° analysis of ICT marketing. This version now includes a comprehensive review of Marketing 2.0 and Social Media applied to big business.
day 5 of the ICT Marketing presentation to the Master in International Business (MIB) classes at Paris Dauphine. The presentation is a condensed version of a 360° analysis of ICT marketing. This version now includes a comprehensive review of Marketing 2.0 and Social Media applied to big business.
Here is the presentation which presented at BlogWell in Atlanta on Nov 10, 2009. See a transcript of the presentation at this URL: http://www.socialmedia.org/blog/orange-business-services-succeeding-in-social-media-initiatives-live-from-blogwell/
Cette présentation aurait dû être commentée à Tunis aujourd'hui même. hélas, la manifestation a été annulée. Par solidarité avec les organisateurs français et notamment @fbrahimi je mets ma présentation en téléchargement libre.
[En] how social media changed our (your) livesYann Gourvennec
a presentation I gave to a client recently about how social media changed our professional lives, talking about the impact on organisations, the way we do business, how hierarchies are impacted ... and how employees can help their companies by becoming user-producers with UGC.
day 4 of the ICT Marketing presentation to the Master in International Business (MIB) classes at Paris Dauphine. The presentation is a condensed version of a 360° analysis of ICT marketing. This version now includes a comprehensive review of Marketing 2.0 and Social Media applied to big business.
day 2 of the ICT Marketing presentation to the Master in International Business (MIB) classes at Paris Dauphine. The presentation is a condensed version of a 360° analysis of ICT marketing. This version now includes a comprehensive review of Marketing 2.0 and Social Media applied to big business.
Yann GOURVENNEC - ORANGE BUSINESS SERVICES - Conference Media Aces Juin 2010A Mon Boss
Presentation effectuee par Yann GOURVENNEC (Head of Internet and Digital ORANGE BUSINESS SERVICES) lors de la conference Media Aces de juin 2010 a l'Ecole Nationale d'Architecture
I have put this presentation together for the "conference on Cyberspace" event in Budapest in which I will represent Orange tomorrow.
http://www.cyberbudapest2012.hu/
This is a presentation I gave at the IAB Luxury Forum. It puts forward the case that luxury brands cannot ignore social media and provides key strategic considerations to maximise campaign effectiveness. Includes 2 social media case studies from Infiniti Europe.
For more than 30 years, L’Atelier BNP Paribas have been working as an “innovation enabler” for international groups and mid-cap companies.
With a mission of detecting the latest digital trends and innovative technologies, L’Atelier assists companies in building efficient digital strategies and cultivate their digital culture.
www.atelier.net
Les tendances du marketing en 2021 -#inspirationsmarketing - Commundi x Strat...Yann Gourvennec
Annonce de la conférence inspirations marketing de Commundi x Stratégies à l'occasion d'une interview de Yann Gourvennec de Visionary Marketing pour le compte du mag des compétences de Comundi.
Visionary Marketing Business Cases - 2014-2020Yann Gourvennec
A list of our most significant business cases since our inception in 2014 up until early 2020. With success stories in WOMM and social media and content marketing as well as marketing strategy.
Perspectives - livre blanc - numero 1 - un autre regard sur le digitalYann Gourvennec
Perspectives sur le digital par Visionary Marketing - numéro 1
Depuis 2004 nous avons pour ambition de jeter un regard avisé sur la technologie, sans la déifier ni la diaboliser. Notre but est de vous donner les clés pour décoder l’innovation avec un maximum de données tangibles et de références précises. Cette nouvelle série est publiée en partenariat avec leslivresblancs.fr
[GEM] Advanced Master's Digital Business Strategy - 2019-2020 presentationYann Gourvennec
This is the standard presentation for the Advanced Master's in Digital Business Strategy of Grenoble Ecole de Management. It is an international program located in Paris in the heart of Europe.
[Fr] le marketing client sur le grill - extrait - WEBER Stephen FranceYann Gourvennec
Weber Stephen France publie les résultats d'une étude exclusive sur le marketing client : faut-il acquérir ou fidéliser ses clients. Une enquête réalisée sur 3223 marketeurs. Avec le point de vue d'Arnaud Le Roux, CDO d'Open
La grande enquête sur la vague des technologies marketing (livre blanc Mapp)Yann Gourvennec
Quand marketing et publicité seront pilotés par la donnée, serez-vous bien préparé ?
Voici quelques questions pour le savoir :
> Comment vont évoluer les métiers du marketing ?
> La guerre entre le marketing et la publicité aura-t-elle lieu ?
> Faut-il supprimer les silos au sein de l’entreprise ?
> Comment garder le contrôle de vos données ?
> Quelles étapes à suivre pour faire converger toutes vos données ?
Sherlock Holmes a voulu répondre à ces questions, et a mené l’enquête sur le futur du marketing.
Marketing d’influence : enseignements sur la beauté par TraackrYann Gourvennec
Le rapport Traackr sur l'influence dans la beauté. Ca rapport est incontournable en 2018. Je le partage notamment pour ses implications dans le domaine de la transparence. Il fournit
[Fr] (Extrait) observatoire commerce mobile juin 2017 - MMAYann Gourvennec
La MMA (Mobile Marketing Association) nous a partagé ce document fort intéressant sur l'état du commerce mobile et de l'écosystème M-commerce en France et dans le monde
[Fr] méthodologie - le rapport du martien - audit de votre capital digitalYann Gourvennec
Une de nos méthodologies phares est celle que nous avons nommée, au fil du temps et des missions, le rapport du martien. Elle permet de se faire une idée rapide de son capital digital sans investir dans des audits coûteux, tout en offrant des pistes correctives et concrètes de mise en œuvre sur le terrain, en combinant l'approche stratégique et opérationnelle, dans le but de revoir sa stratégie ou sa stratégie de contenu.
[Fr] Rapport d'étude simplifié Opinionway sur le content marketing en B2BYann Gourvennec
Opinionway a interviewé fin 2016 environ 300 entreprises du B2B sur leur vision du marketing de contenu (content marketing). en voici le rapport simplifié.
[Fr] Square d'Orléans, la nouvelle Athènes romantique - demeure parisienne de...Yann Gourvennec
Histoire du Square d’Orléans au 80 rue Taitbout à Paris, haut lieu du romantisme du début du 19ème siècle, lieu de résidence de Frédéric Chopin et George Sand et de bien d’autres artistes.
[En] 5 key success factors for content marketing in 2017 and beyondYann Gourvennec
Content marketing has been on everyone's agenda since 2014 (and ours since 1996!). Yet, the question is shifting from "how to produce content" to "how to differentiate with content". Here are 5 key success factors in content marketing derived from a keynote presentation delivered for eZ Systems in late 2016
This is an infographic about infographics. We see them everywhere on the web. There is a lot of interesting facts to discover about this type of content.
Read more on http://visionarymarketing.com/en/blog
Social Media Listening : du bruit au signal (Livre Blanc)Yann Gourvennec
Le social media listening, consistant à réaliser une étude d'opinion via les médias sociaux, existe depuis les début des réseaux sociaux et est utilisé par de nombreuses entreprises. Pourtant, cette pratique est biaisée pour plusieurs raisons que nous aborderons dans ce livre blanc. Aussi, nous avancerons des idées d'amélioration pour élaborer une écoute des médias sociaux qui soit la plus pertinente possible.
Nous avons développer une charte graphique pour ceux d'entre vous qui souhaitent nous envoyer des billets que nous publierons sur notre blog Visionary Marketing
[Fr] Usage du mail au travail Sondage visionary marketing thalesalenia spaceYann Gourvennec
Ce sondage exclusif Visionary Marketing a été mené sur un échantillon aléatoire de 130 cadres de ThalesAlenia Space en juin 2016. Son sujet est l'usage du mail au travail.
In the Adani-Hindenburg case, what is SEBI investigating.pptxAdani case
Adani SEBI investigation revealed that the latter had sought information from five foreign jurisdictions concerning the holdings of the firm’s foreign portfolio investors (FPIs) in relation to the alleged violations of the MPS Regulations. Nevertheless, the economic interest of the twelve FPIs based in tax haven jurisdictions still needs to be determined. The Adani Group firms classed these FPIs as public shareholders. According to Hindenburg, FPIs were used to get around regulatory standards.
"𝑩𝑬𝑮𝑼𝑵 𝑾𝑰𝑻𝑯 𝑻𝑱 𝑰𝑺 𝑯𝑨𝑳𝑭 𝑫𝑶𝑵𝑬"
𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
𝐓𝐉 𝐂𝐨𝐦𝐬 provides unlimited package services including such as Event organizing, Event planning, Event production, Manpower, PR marketing, Design 2D/3D, VIP protocols, Interpreter agency, etc.
Sports events - Golf competitions/billiards competitions/company sports events: dynamic and challenging
⭐ 𝐅𝐞𝐚𝐭𝐮𝐫𝐞𝐝 𝐩𝐫𝐨𝐣𝐞𝐜𝐭𝐬:
➢ 2024 BAEKHYUN [Lonsdaleite] IN HO CHI MINH
➢ SUPER JUNIOR-L.S.S. THE SHOW : Th3ee Guys in HO CHI MINH
➢FreenBecky 1st Fan Meeting in Vietnam
➢CHILDREN ART EXHIBITION 2024: BEYOND BARRIERS
➢ WOW K-Music Festival 2023
➢ Winner [CROSS] Tour in HCM
➢ Super Show 9 in HCM with Super Junior
➢ HCMC - Gyeongsangbuk-do Culture and Tourism Festival
➢ Korean Vietnam Partnership - Fair with LG
➢ Korean President visits Samsung Electronics R&D Center
➢ Vietnam Food Expo with Lotte Wellfood
"𝐄𝐯𝐞𝐫𝐲 𝐞𝐯𝐞𝐧𝐭 𝐢𝐬 𝐚 𝐬𝐭𝐨𝐫𝐲, 𝐚 𝐬𝐩𝐞𝐜𝐢𝐚𝐥 𝐣𝐨𝐮𝐫𝐧𝐞𝐲. 𝐖𝐞 𝐚𝐥𝐰𝐚𝐲𝐬 𝐛𝐞𝐥𝐢𝐞𝐯𝐞 𝐭𝐡𝐚𝐭 𝐬𝐡𝐨𝐫𝐭𝐥𝐲 𝐲𝐨𝐮 𝐰𝐢𝐥𝐥 𝐛𝐞 𝐚 𝐩𝐚𝐫𝐭 𝐨𝐟 𝐨𝐮𝐫 𝐬𝐭𝐨𝐫𝐢𝐞𝐬."
B2B payments are rapidly changing. Find out the 5 key questions you need to be asking yourself to be sure you are mastering B2B payments today. Learn more at www.BlueSnap.com.
Improving profitability for small businessBen Wann
In this comprehensive presentation, we will explore strategies and practical tips for enhancing profitability in small businesses. Tailored to meet the unique challenges faced by small enterprises, this session covers various aspects that directly impact the bottom line. Attendees will learn how to optimize operational efficiency, manage expenses, and increase revenue through innovative marketing and customer engagement techniques.
Recruiting in the Digital Age: A Social Media MasterclassLuanWise
In this masterclass, presented at the Global HR Summit on 5th June 2024, Luan Wise explored the essential features of social media platforms that support talent acquisition, including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok.
An introduction to the cryptocurrency investment platform Binance Savings.Any kyc Account
Learn how to use Binance Savings to expand your bitcoin holdings. Discover how to maximize your earnings on one of the most reliable cryptocurrency exchange platforms, as well as how to earn interest on your cryptocurrency holdings and the various savings choices available.
Putting the SPARK into Virtual Training.pptxCynthia Clay
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
Kseniya Leshchenko: Shared development support service model as the way to ma...Lviv Startup Club
Kseniya Leshchenko: Shared development support service model as the way to make small projects with small budgets profitable for the company (UA)
Kyiv PMDay 2024 Summer
Website – www.pmday.org
Youtube – https://www.youtube.com/startuplviv
FB – https://www.facebook.com/pmdayconference
Bài tập - Tiếng anh 11 Global Success UNIT 1 - Bản HS.doc.pdf
[En] MIB Dauphine - ICT6
1. Paris, 2011
some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec
information and communications
technology (ICT) products and
services
online marketing innovation
day six
3
2. Paris, 2011some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec
copyright 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. Paris, 2011some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec
my personal research online… since 1995
• http://visionarymarketing.com
• http://visionary.wordpress.com
a French Web 2.0 website
4. Paris, 2011
some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec
b2b marketing strategies on digital
steroids
3.3 why we need social media
5. Paris, 2011some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec
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
new ways of engaging with … customers?
6. Paris, 2011some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec
Business buyers are turning to social media
19%
20%
31%
34%
35%
40%
52%Web-based events, webinars
Online videos or rich Internet applications
Online forums, communities, or social networks
Mobile/wireless devices
B2B blogs
Podcasts
Syndicated content published via RSS
“Which of the following Web 2.0, digital media do you use to do your job?”
Source: October 2007 American Business Media research report titled “The Digital Transformation”
The results of this study are publicly available at:
http://www.americanbusinessmedia.com/abm/Research_Marketing.asp?SnID=394096093
Base: 878 B2B decision makers/ purchasers
7. But most tactics underperform against expectations
Building brand awareness
Source: Forrester’s Q3 2007 B2B Marketing Panel/MarketingProfs Online Survey
8. Most tactics underperform against expectations
Generating leads
Source: Forrester’s Q3 2007 B2B Marketing Panel/MarketingProfs Online Survey
9. Paris, 2011some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec
why bother?
• traditional marketing practices now insufficient
• building relationships to increase awareness, market share
& loyalty
• but what tool for what result
11. some rights reserved - 2010 - cc - Yann A Gourvennec - Orange Business Services
social networks in a nutshell (11/10)
facebook
500 million members
17 million Fr
USA: 2004
50 languages
consumers + High Tech
+ … ?
1. Coca Cola: 4 million
2. Starbucks: 5 million
3. Walt Disney: 2 million
linkedIn
80 million members
1 million Fr
USA: 2002
predominantly
English
Professionals
average user 41 years
old
viadeo
30 million members
3.7 million Fr (n°1)
France: 2002
predominantly
French
Professionals
external growth
100,000
connections/day
Xing
+8 million members
(08/09)
Germany: 2003
(née Open BC)
16 languages inc. Ger +
Au + Ch
Professionals
mostly German-
speaking + Spanish +
Chinese folks
source: brands & Orange Business Services & Wikipedia
11
400m -> 500m
in just 4 months
65m -> 80m in
just 7 months
25m -> 30m in
just 7 months
8+m -> 10m in
just 7 months
12. june 2010some rights reserved - cc 2010 - visionarymarketing.com - Yann A. Gourvennec12
regional differences are key (2006 …)
12
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
13. june 2010some rights reserved - cc 2010 - visionarymarketing.com - Yann A. Gourvennec13
regional differences are key (… 2009 …)
13
http://www.nicolaskerebel.com/non-classe/world_map_of_social_networks/
Vincenzo Costenza
14. regional differences shrinking now! (… 2011)
june 2010some rights reserved - cc 2010 - visionarymarketing.com - Yann A. Gourvennec14
14
15. Paris, 2011some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec
what’s in it for a big logo?
“captive” audience
specific profile details
groups of interest
potential “targeting”(?)
viadeo, linkedin, facebook
15
R&D
questions waiting for answers
answers waiting for questions
spreading the word
ideagoras: innocentive, bespoke
consumers or users, ecosystems
product testing
community of clients
direct feedback
blogs, discussion platforms,
bespoke/not
readers
tags
votes
bloggers helping each other
promote & compete
wikio, technorati, digg
16. Paris, 2011some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec
bespoke targeting: a wild dream?
New York Times works with LinkedIn to target its content at … you
17. Paris, 2011some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec
permanent re-configuration (French landscape)
Aug 2007: before Facebook
Sites communautaires en France, août 07
0
5
10
15
20
25
30
0 50 100 150 200
Affinité < 25 ans
Pénétration(%,base:ensembleinternautes)
Skyrock
younger profiles
Overblog
Windows live
Spaces
MySpace
Blogger
Canal
Blog
Alice Pages
perso
Six Apart
Trombi.com
Voila pages
perso
Yahoo!
groups
Google groups
Source:Nielsen//NetRatings(panelofinternetusersathomeandintheoffice)
traffic
time spent
on sitefrench social media landscape – Aug 2007
attractiveness for 25- age band
penetration(%ageoftotalInternetpopulation)
18. Paris, 2011some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec
permanent re-configuration (French landscape)
September 2007: Facebook comes in
Sites communautaires en France, sep 07
0
5
10
15
20
25
30
0 50 100 150 200
Affinité < 25 ans
Pénétration(%,base:ensembleinternautes)
Skyrock
Overblog
Windows live
Spaces
MySpace
Blogger
Canal BlogAlice Pages
perso
Six ApartTrombi.com
Voila pages
perso
BlogoramaYahoo! groups
Google groups
younger profiles
traffic
time spent
on site
Source:Nielsen//NetRatings(panelofinternetusersathomeandintheoffice)
french social media landscape – Sept 2007
attractiveness for 25- age band
penetration(%ageoftotalInternetpopulation)
19. Paris, 2011some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec
permanent re-configuration (French landscape)
October 2007: time spent soars up
Sites communautaires en France, oct 07
0
5
10
15
20
25
30
0 50 100 150 200
Affinité < 25 ans
Pénétration(%,base:ensembleinternautes)
Skyrock
Overblog
Windows live
Spaces
MySpace
Blogger
Canal Blog
Alice Pages
perso
Six Apart
Trombi.com
Voila pages
perso
Wordpress
younger profiles
traffic
time spent
on site
Source:Nielsen//NetRatings(panelofinternetusersathomeandintheoffice)
french social media landscape – Oct 2007
attractiveness for 25- age band
penetration(%ageoftotalInternetpopulation)
20. Paris, 2011some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec
permanent re-configuration (French landscape)
November 2007: towards success?
Sites communautaires en France, nov 07
0
5
10
15
20
25
30
0 50 100 150 200
Affinité < 25 ans
Pénétration(%,base:ensembleinternautes)
Skyrock
Overblog
Windows live
Spaces
MySpace
Blogger
Canal Blog
Alice Pages
perso
Six Apart
Trombi.com
younger profiles
traffic
time spent
on site
Source:Nielsen//NetRatings(panelofinternetusersathomeandintheoffice)
french social media landscape – Nov 2007
attractiveness for 25- age band
penetration(%ageoftotalInternetpopulation)
21. Paris, 2011some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec
permanent re-configuration (French landscape)
December 2007: competitors fight back
Sites communautaires en France, déc 07
0
5
10
15
20
25
30
0 20 40 60 80 100 120 140 160 180 200
Affinité < 25 ans
Pénétration(%,base:ensembleinternautes)
Skyrock
Overblog
Windows live
Spaces
MySpace
Blogger
Canal Blog
Alice Pages
perso
Six Apart
Trombi.com
younger profiles
traffic
time spent
on site
Source:Nielsen//NetRatings(panelofinternetusersathomeandintheoffice)
french social media landscape – Dec 2007
attractiveness for 25- age band
penetration(%ageoftotalInternetpopulation)
22. early 2011 status
some rights
2009: the twitter
year
social network awareness progression in France
2007-2009
autumn 2007 autumn 2008 spring 2009 autumn 2009
22
23. Paris, 2011
some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec
how to use social media as
part of one’s strategy
3.4 down to (e-)business
24. Paris, 2011some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec
http://geekandpoke.typepad.com/
social media … and ROI
25. ROI?
some rights reserved - cc- Yann A Gourvennec - Orange Business Services
80,000 video clips
visits x3
leaders of opinion
globalisation
SEO
UGC
the end of silos
nurturing talents
rss (dynamic)
links
2,000 comments
1,500+ blog posts
26. top 8 French enterprise Twitter accounts (as of April 2010)
> @orangebusiness is #1 amongst all Orange accounts WW and
#6 amongst French brands
27. some rights reserved - cc- Yann A Gourvennec - Orange Business Services
blogs and WebTV: hundreds of experts
LinkedIn
Twitter
facebook
viadeo
google
wikipedi
a
partner
27
28. communities: the new paradigm…
some rights reserved - cc- Yann A Gourvennec - Orange Business Services 28
29. 3 pillars of social media for businesses
> communicate
> collaborate
> cooperate
some rights reserved - cc- Yann A Gourvennec - Orange Business Services
image by Tim Smith of the Young Creatives Network
30. some rights reserved - cc- Yann A Gourvennec - Orange Business Services
Orange Business blogs
30
31. some rights reserved - cc- Yann A Gourvennec - Orange Business Services 31
1. because of solution selling
32. some rights reserved - cc- Yann A Gourvennec - Orange Business Services 32
2. because of ICT buyers …
vertical painpoints
are passionate about technology
annoyed by banners/
marketing by interruption
are part of ECOSYSTEMS
IT security virtualization
read blogs
turn to trusted technology
B2B resources
source:
use social media
33. some rights reserved - cc- Yann A Gourvennec - Orange Business Services 33
3. because we get feedback … and more
34. some rights reserved - cc- Yann A Gourvennec - Orange Business Services 34
lead generation (on-going campaigns)
35. some rights reserved - cc- Yann A Gourvennec - Orange Business Services 35
4. because we have good people ... and partners
36. some rights reserved - cc- Yann A Gourvennec - Orange Business Services 36
5. because of numbers and influence
January-April 2010 - orange-business.tv
•approx. 280 video clips
•60% in French
•40% in English
•145,150 video displayed vs. 471,986 (’09)
•45,960 videos played vs. 66,295 (‘09)
•2238:42:26 viewing hours vs 3115:55:49 (’09)
Orange Web TV
is now a product
37. some rights reserved - cc- Yann A Gourvennec - Orange Business Services 37
6. because of S.E.O.
39. some rights reserved - cc- Yann A Gourvennec - Orange Business Services 39
customer advocacy (1)
“Vincent, you are a star now, your
blog piece has been circulated
throughout the Bank!
(from a client to one of our bloggers)
40. some rights reserved - cc- Yann A Gourvennec - Orange Business Services 40
customer advocacy (2)
“we aren’t a client of yours, yet we’d like
to have a word with you because we
have been impressed with the content
you have published on your virtualization
blog
(from a client to one of our business units)
41. the ICT ecosystem
some rights reserved - cc- Yann A Gourvennec - Orange Business Services
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
41
43. some rights reserved - cc- Yann A Gourvennec - Orange Business Services
orange-business.tv business case
43
44. some rights reserved - cc- Yann A Gourvennec - Orange Business Services
teething problems … in b2b
firewalls, bandwidth, downloads, progressive download and streaming
progressive
download
internal usage a non-starter
44
45. some rights reserved - cc- Yann A Gourvennec - Orange Business Services
orange-business.tv: where we started from …
45
46. some rights reserved - cc- Yann A Gourvennec - Orange Business Services
total viewing time 7:45:45
total viewers 334
CurrentAnalysis: an US perspective
46
47. some rights reserved - cc- Yann A Gourvennec - Orange Business Services
total viewing time 395:42:02
total viewers 2188
live debate with clients … inc. 360° transcript
47
48. some rights reserved - cc- Yann A Gourvennec - Orange Business Services
total viewing time 57:20:12
total viewers 1038
visionary statement
48
49. some rights reserved - cc- Yann A Gourvennec - Orange Business Services
total viewing time 14:59:32
total viewers 795
product demo … simple & straightforward
49
50. some rights reserved - cc- Yann A Gourvennec - Orange Business Services
total viewing time 14:23:58
total viewers 428
client testimonial … field experience
50
51. some rights reserved - cc- Yann A Gourvennec - Orange Business Services
best practice 1 on UGC
http://bit.ly/soceng
51
53. some rights reserved - cc- Yann A Gourvennec - Orange Business Services 53
a digital strategy in plain English
> away from the
digital silo
> digital – and social
– in everything we
do > the clip
- http://bit.ly/digitalstrat
> the page
- http://bit.ly/digitalstratpage
> the blog
- http://bit.ly/socialb2bstrat
55. some rights reserved - cc- Yann A Gourvennec - Orange Business Services 55
cross organisational examples
> webzines
> press relations
> public relations
& legal
> events
> advertising
> lead generation
56. the Orange Business Live 2010 event
http://www.orange-business.com/live/
56some rights reserved - cc- Yann A Gourvennec - Orange Business Services
57. statistics
> #orangelive10 hashtag
- People who viewed Tweets: 40,503 for 264 tweets
- no of Tweets: 650
- reach (exposure to tweets): 431,943 individuals
- people who saw more than seven tweets: 19,412
> Orange Business Posterous
- 90 blog posts
- 19000 postviews
- 150 photos
- 35 videos
- 4 sound bites
62. Orange b2b label
some rights reserved - cc- Yann A Gourvennec - Orange Business Services
•over 150 partnering websites on the French side
63. how not to do it!
some rights reserved - cc- Yann A Gourvennec - Orange Business Services 63
64. my research on Bnet and elsewhere
> http://resources.bnet.com/topic/yann+gourvennec.html
my personal research on the Web
> http://visionarymarketing.com
> http://visionarymarketing.wordpress.com
some rights reserved - cc- Yann A Gourvennec - Orange Business Services
65. Paris, 2011
some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec
social media and business
3.5 deriving theory from practice
66. Paris, 2011some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec
all blogs not created equal (technorati)
http://technorati.com/blogging/state-of-the-blogosphere/ (2008)
67. Paris, 2011some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec
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
68. Paris, 2011some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec
how to build a (really) collaborative website?
1. users don’t come on websites by chance
2. do not confuse comments for collaboration
3. facilitate, facilitate, facilitate
4. your brand has to be adapted to the spirit of Web 2.0
5. avoid talking about your products
6. great causes can work wonders
7. think user-benefit not company-benefit
8. openness and transparency
9. the tone of voice
10. reactivity and spontaneity
11. quantity and flow of information
12. be ethical
13. modernity and ‘geekiness’
14. total immersion
15. when the rubber meets the road
16. bringing real answers to real questions
69. Paris, 2011some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec
Douglas Karr: don’t be a ‘post turtle’
http://blogging.compendiumblog.com/blog/social-media-domination/0/0/blog-seo-post-frequency-recency
courtesy, compedium blogware at http://blogging.compendiumblog.com
70. Paris, 2011some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec
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
71. Creators
Publish a blog
Publish your own Web pages
Upload video you created
Upload audio/music you created
Write articles or stories and post them
Critics
Post ratings/reviews of products or services
Comment on someone else’s blog
Contribute to online forums
Contribute to/edit articles in a wiki
Collectors
Use RSS feeds
Add “tags” to Web pages or photos
“Vote” for Web sites online
Joiners
Maintain profile on a social networking site
Visit social networking sites
Spectators
Read blogs
Watch video from other users
Listen to podcasts
Read online forums
Read customer ratings/reviews
Inactives None of the above
Social Technographics Groups
19%
25%
12%
25%
48%
44%
Source: Q2 2007
US Social Technographics®
Online Survey, N= 10,010
US online
adult population
(at least monthly
participation)
73. Paris, 2011
some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec
online Internet writing
3.6 creating addictive content for one’s
ecosystem
74. Paris, 2011some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec
1) PUSH ENVELOPE
BEYOND ONE SCROLLTO
BEEF UP CONTENT AND
IMPROVE INDEXING (SEO)
1 2
2) INSERT IMAGES
AMONGST TEXT NOT TEXT
AMONGST IMAGES (IE
ONLY TO COVER UP WEAK
CONTENT)
3) HUB PAGES IMPLY HUB
… AND SPOKES
3
4) GOOD CONTENT
SHOWS IN THE TITLE
<META TITLE> <META KEYWORDS>
4 5
5) KEYWORDS => THEMES
WHO READS ME?
WHY? WHAT FOR?
SHOULD IMPLY
- KEYWORD STRATEGY
- EXTERNAL LINKS AND
PARTNERSHIPS
EXTERNAL RESOURCES
(REPORTS ETC.)
- VIDEOS
ETC.
ETC.
6
6) NOW YOU CAN WORK
ON VALUE-ADDED
CONTENT
6 steps to valuable content
75. Paris, 2011some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec
building valuable web content: guidelines
• credibility is important to Web users
> use experience
• text should be real
> experience
> if text is interesting, visitors will read it, otherwise, they won’t
• we we we …
> should be you you you
• diagrams: a picture is worth a thousand words
• be specific
> add numbers, examples,
• blah blah text: cut the fluff
> if it doesn’t mean anything, just forget about it
> e.g. ‘this offer/product/service is flexible’, ‘we address your requirements’,
• make pages scannable
> highlighted keywords
> meaningful sub-headings (not "clever" ones)
> bulleted lists (but don’t abuse – use to lead another page)
> one idea per paragraph
• the inverted pyramid style, starting with the conclusion
76. Paris, 2011some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec
the don’ts of web content design
http://www.webpagesthatsuck.com/does-my-web-site-suck/
[…]
• we've designed our site to meet our organization's needs (more
sales/contributions) rather than meeting the needs of our visitors.
• our site doesn't make us look like credible professionals
• the man from Mars cannot quickly find the focal point of the current page
• quickly scanning the page doesn't tell our visitors much about its purpose
• our site's title tag is something like "new document", "index" and not the
name of your company or other search-engine friendly terms
• our content is not organized to meet our visitors' needs.
• our content is not broken down into logical categories
• no bridges between pages
• i don't know if our content is appropriate for our audience.
• our site's content is written at a higher or lower readability level than our
visitors' knowledge level.
• our content is not ‘heroin content’
> do i know your target audience?
> does my content match my audience’s expectations?
> have i determined the purpose of my new section?
> does my content solve my customers’ problems or does it create problems?
[…]
77. Paris, 2011some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec
building a keyword strategy
78. Paris, 2011some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec
my research on Bnet and elsewhere
•http://resources.bnet.com/topic/yann+gourvennec.html
my personal research on the Web
•http://visionarymarketing.com
•http://visionarymarketing.wordpress.com
79. Paris, 2011some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec
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
my research available online at:
http://visionarymarketing.com/
Editor's Notes
In terms of awareness too
this is why we had to pull together as a team. choosing to go for expert blogging isn’t an obvious choice – ans certainly not always a good one – for all companies, regardless of what they do and where. in our own example it made sense because we are in High Tech, this was the easiest way of showing our capabilities, and also because it – UGC – was a means to create more pertinent, accurate content, aimed at showing how good our people are.
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.