agenda
- backgrounder
- marketing 2.0, reinventing marketing
- web 2.0, social media, buzzwords and hindsight
- how to create some solution-based addictive content
nb: those slides which are based on personal research have been clearly marked with a different background.
- using experience to build the new momentum
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.
Reinventing Marketing for B2B Services - One North ConferenceDavid Rogers
David Rogers is a globally recognized leader on brands and digital business strategy, known for his pioneering model of customer networks. He teaches digital marketing to executives at Columbia Business School, consults to startups and Fortune 500 companies, is founder of the acclaimed BRITE conference, and is author of three books, most recently, “The Network Is Your Customer: 5 Strategies to Thrive in a Digital Age.” His current research, and next book, focus on why some businesses are able to adapt and survive in an era of constant disruptive change.
[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
[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.
BlogWell Atlanta Social Media Case Study: Orange Business Services, presented...SocialMedia.org
In his BlogWell Atlanta case study presentation, "Succeeding in Social Media Initiatives," Orange Business Services' Head of Internet & Digital Media, Yann Gourvennec, explained how they're finding success in social media as a business-to-business brand.
Yann's case study covered how they're finding passionate buyers online that advertising can't reach, how they're using video, and how they've used social media feedback to improve their products.
---
BlogWell is the only conference where social media executives from large companies come together to share their case studies, offer practical how-to advice, and answer your questions.
To learn more about BlogWell, visit gaspedal.com/blogwell/
BlogWell is produced by GasPedal and the Social Media Business Council.
Learn More: http://gaspedal.com and http://socialmedia.org
[En] what social media platform for what messageOrange
This is the presentation (which will be) delivered by Yann Gourvennec on June 26th in London at the Useful Social Media Conference in London. The presentation is devoted to the choice of social media tools for what purpose (actually I'll spend a lot of time on the purpose) and it will be sprinkled with real-life examples populated with real numbers.
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.
Reinventing Marketing for B2B Services - One North ConferenceDavid Rogers
David Rogers is a globally recognized leader on brands and digital business strategy, known for his pioneering model of customer networks. He teaches digital marketing to executives at Columbia Business School, consults to startups and Fortune 500 companies, is founder of the acclaimed BRITE conference, and is author of three books, most recently, “The Network Is Your Customer: 5 Strategies to Thrive in a Digital Age.” His current research, and next book, focus on why some businesses are able to adapt and survive in an era of constant disruptive change.
[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
[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.
BlogWell Atlanta Social Media Case Study: Orange Business Services, presented...SocialMedia.org
In his BlogWell Atlanta case study presentation, "Succeeding in Social Media Initiatives," Orange Business Services' Head of Internet & Digital Media, Yann Gourvennec, explained how they're finding success in social media as a business-to-business brand.
Yann's case study covered how they're finding passionate buyers online that advertising can't reach, how they're using video, and how they've used social media feedback to improve their products.
---
BlogWell is the only conference where social media executives from large companies come together to share their case studies, offer practical how-to advice, and answer your questions.
To learn more about BlogWell, visit gaspedal.com/blogwell/
BlogWell is produced by GasPedal and the Social Media Business Council.
Learn More: http://gaspedal.com and http://socialmedia.org
[En] what social media platform for what messageOrange
This is the presentation (which will be) delivered by Yann Gourvennec on June 26th in London at the Useful Social Media Conference in London. The presentation is devoted to the choice of social media tools for what purpose (actually I'll spend a lot of time on the purpose) and it will be sprinkled with real-life examples populated with real numbers.
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
Presentations from the breakfast seminar organised by Munier-BBN, Ad Nova and the International Association of Business Communicators (IABC) France with:
Stephane Munier - Director, Munier-BBN
Yann Gourvennec - Head of Internet & Digital Media, Orange Business Services
Tom Scott - Communications Manager, GE Transportation
Xavier Guepet - Head of Multimedia, Veolia Environnement
[EN] scenarios for the future of social mediaOrange
this presentation describes my thoughts as to the paths that social media innovation could take in the next few months/years in the ares of 1) Marketing 2) CRM and 3) Enterprise Social Networks
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.
As given to the Customer Futures SA Executive Council. Thanks to all the SA bloggers for your help - either direct or by pillaging your blogs and slideshares.
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.
The Widgetization Of Media by Futurist Gerd Leonhard (MIPCOM 2008)Gerd Leonhard
What widgets can do for content producers (TV, Music etc) - Futurist Gerd Leonhard on the Widgetization of Media. More here: http://www.mediafuturist.com/2008/10/the-widgetizati.html
day 6 Tof 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.
[En] What Social Media Platform For What Message & ROI?Orange
[DRAFT: NOT THE FINAL VERSION] This is the latest version of my "what platform for what message" presentation originally delivered in London in June 2012. Now complete with 2 new examples, one of which is under development
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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
Presentations from the breakfast seminar organised by Munier-BBN, Ad Nova and the International Association of Business Communicators (IABC) France with:
Stephane Munier - Director, Munier-BBN
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this presentation describes my thoughts as to the paths that social media innovation could take in the next few months/years in the ares of 1) Marketing 2) CRM and 3) Enterprise Social Networks
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.
As given to the Customer Futures SA Executive Council. Thanks to all the SA bloggers for your help - either direct or by pillaging your blogs and slideshares.
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.
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day 6 Tof 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.
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2. international presence, local support
3,750 multinational customers
the world’s largest seamless voice and data network, with local
support in 166 countries and territories
mobile phone networks in 17 countries
110 million Orange mobile customers including 8 million
business customers
300,000 IP VPN access points around the world
more than 850,000 Business Everywhere customers
... worldwide solutions, local support ...
... worldwide solutions, local support ...
2 some rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec
3. a footprint supporting business around the world
local support in 166 countries and territories
local support in 166 countries and territories
a seamless network covering 220 countries and territories
a seamless network covering 220 countries and territories
3 some rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec
4. my role at Orange Business Services
4 some rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec
5. my personal research online… since 1995
• http://visionarymarketing.com
• http://visionary.wordpress.com
a French Web 2.0 website
5 some rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec 19 june 2008
7. agenda
1. backgrounder
> marketing 2.0, reinventing marketing
> web 2.0, social media, buzzwords and hindsight
> how to create some solution-based addictive content
nb: those slides which are based on personal research have been clearly marked
with a different background.
2. using experience to build the new momentum
7 some rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec Page 7
9. it’s here for real
but maybe not really new
9 some rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec 19 june 2008
10. the end of thought leadership (as we know it)
http://www.businessweek.com/innovate/content/apr2007/id20070409_372598.htm
10 some rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec 19 june 2008
11. a (very) brief history of IT
the network is the computer
the content is the computer
11 some rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec 19 june 2008
12. a few examples of collaboration at Orange
12 some rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec 19 june 2008
14. killing the survey myth
• can disruption arise from market surveys?
• what is really measured in customer sat surveys?
14 some rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec 19 june 2008
15. Who Killed Marketing?
SUICIDE
http://www.slideshare.net/alainthys/reflecting-on-marketing-accountability/
FUTURELAB
Image: http://snapesluvr.deviantart.com/art/CSI-Springfield-29131429
16. is marketing dead or is it being re-invented?
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17. one step further: inspiration for economics?
“While the old Web was about
Web sites, clicks, and “eyeballs,”
the new Web is about
communities, participation and
peering.”
Wikinomics, Don Tapscott &
Anthony D. Williams
http://www.wikinomics.com/
17 some rights reserved - CC 2007 - visionarymarketing.com - Yann A. Gourvennec nov-dec
2007
19. web 2.0 definitions
•Tim O’Reilly
>coined the web 2.0 concept
>created the web 2.0 summit
(2004)
• http://www.web2con.com
>founding article on oreilly.net
http://www.oreillynet.com/pub/a/oreilly/tim/news/2005/09/30/what-is-web-20.html
19 some rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec 19 june 2008
20. O’Reilly’s meme map
http://visionarymarketing.wordpress.com/?s=Memes
20 some rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec 19 june 2008
21. In a few words: cooperation
collective
intelligence
the user -
thin clients
producer
2.0
the web
syndication rss
as a plateform
21 some rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec 19 june 2008
22. bubble 2.0 meme map
bubble20.blogspot.com
22 some rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec 19 june 2008
23. risques 2.0: the Kryptonite blogstorm
•what response to public wikis
information posted about your news
blogs
brand, products/services, company feeds
performance…?
usenet forums
multi-
multi- online
media news
portals
reputation
management
23 some rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec 19 june 2008
25. what is solution selling?
i know i need this
to solve my problem
i know i have
a problem
now you tell me,
i realise I have a problem
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26. 6 steps to valuable content
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27. building valuable web content: guidelines
> credibility is important for 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 quot;cleverquot; ones)
sub-
- bulleted lists (but don’t abuse – use to lead another page)
- one idea per paragraph
> the inverted pyramid style, starting with the conclusion
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28. 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 quot;new documentquot;, quot;indexquot; 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?
[…]
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29. building a keyword strategy
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31. 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
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32. 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
32 some rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec 19 june 2008
33. interactivity matrix
interactivity
+ build content collectivelly
wikis + very interactive - needs facilitation
- contents to be generated prior to opening the wiki
- user expertise required ideagoras
online online discussions : co_market / design
discussions + interactive/ - facilitation+++
- initial content required Co. Marketing / expert
closed UG facilitation ++++
shared online space job in itself
open to all/ unstructured. easy to setup
forums Can be monitored.
Best suited for consumer or support closed UG
extranets
blogs mash ups aggregators no risk - a must in services
Information driven
Internet presence fully fledged
online e-commerce site
Internet product ultimate goal for website
presence catalogue - require database and flow
-
- +
e-commerce
33 some rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec Page 33
35. 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 is available online at: http://visionarymarketing.com/
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36. thank you
36 some rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec