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b2b marketing on digital steroids why big logos need social media
copyright notice <ul><li>This presentation is made available to all the registered readers of  visionarymarketing.com </li...
my personal research online… since 1995 <ul><li>http://visionarymarketing.com   </li></ul><ul><li>http://visionary.wordpre...
my role at Orange Business Services http://orange-business.com/
 
how solution selling applies to the Web now you tell me,  i realise I have a problem i know i have  a problem i know i nee...
http://geekandpoke.typepad.com/
accountability : impact on the marketing landscape
it’s here for real but maybe not  really  new
the end of thought leadership (as we knew it) http://www.businessweek.com/innovate/content/apr2007/id20070409_372598.htm
the ecosystem TYPICAL B2B ECOSYSTEM NEWS OPINION LEADERS OTHER SECTORS CONSULTANT PARTNER ENTERPRISE X RSS FEEDS WEB ENTER...
15 golden rules for web 2.0 <ul><li>for a big logo, it’s more about  culture  than technology </li></ul><ul><li>need to be...
risks 2.0? the Kryptonite blogstorm <ul><li>what response to  public information  posted about your  brand ,  products/ser...
interactivity matrix wikis + interactivity - - + e-commerce online discussions Information driven Internet presence mash u...
live at http://blogs.orange-business.com     www.tinyurl.com/orange0708
http://youtube.com/orangebusiness  http://orange-business.tv
feedback from the Blog Council <ul><li>the fear factor </li></ul><ul><li>youtube: cheaper and better </li></ul><ul><li>ext...
what’s in it for a big logo? “ captive” audience specific profile details groups of interest    potential targets viadeo,...
a few examples of collaboration at Orange
about Yann Gourvennec <ul><li>since 2008, head of internet, orange business services </li></ul><ul><li>2005-06/2007, innov...
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[En] b2b marketing on digital steroids

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why big logos need social media

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[En] b2b marketing on digital steroids

  1. 1. b2b marketing on digital steroids why big logos need social media
  2. 2. copyright notice <ul><li>This presentation is made available to all the registered readers of visionarymarketing.com </li></ul><ul><li>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. </li></ul><ul><li>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 ) </li></ul><ul><li>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 ) </li></ul>
  3. 3. my personal research online… since 1995 <ul><li>http://visionarymarketing.com </li></ul><ul><li>http://visionary.wordpress.com </li></ul><ul><li>a French Web 2.0 website </li></ul>
  4. 4. my role at Orange Business Services http://orange-business.com/
  5. 6. how solution selling applies to the Web now you tell me, i realise I have a problem i know i have a problem i know i need this to solve my problem
  6. 7. http://geekandpoke.typepad.com/
  7. 8. accountability : impact on the marketing landscape
  8. 9. it’s here for real but maybe not really new
  9. 10. the end of thought leadership (as we knew it) http://www.businessweek.com/innovate/content/apr2007/id20070409_372598.htm
  10. 11. the ecosystem 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
  11. 12. 15 golden rules for web 2.0 <ul><li>for a big logo, it’s more about culture than technology </li></ul><ul><li>need to be prepared to withstand suggestions, critique, and even possibly destruction in a totally transparent manner </li></ul>
  12. 13. risks 2.0? the Kryptonite blogstorm <ul><li>what response to public information posted about your brand , products/services , company performance …? </li></ul>blogs usenet multi- media portals online news forums news feeds wikis reputation management
  13. 14. interactivity matrix wikis + interactivity - - + e-commerce online discussions 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 <ul><li>ultimate goal for website </li></ul><ul><li>require database and flow </li></ul>forums blogs Internet presence online product catalogue fully fledged e-commerce site
  14. 15. live at http://blogs.orange-business.com  www.tinyurl.com/orange0708
  15. 16. http://youtube.com/orangebusiness http://orange-business.tv
  16. 17. feedback from the Blog Council <ul><li>the fear factor </li></ul><ul><li>youtube: cheaper and better </li></ul><ul><li>extensive use of social media tools and micro-blogging </li></ul><ul><li>means to solve budgetary issues? </li></ul><ul><li>buy-in issues </li></ul><ul><li>disclosure </li></ul><ul><li>legal issues </li></ul><ul><li>the ROI issue </li></ul><ul><li>blogging ROI book to be issued by Blog Council </li></ul>
  17. 18. what’s in it for a big logo? “ captive” audience specific profile details groups of interest  potential targets viadeo, linkedin, facebook <ul><li>R&D </li></ul><ul><li>questions waiting for answers </li></ul><ul><li>answers waiting for questions </li></ul><ul><li>spreading the word </li></ul><ul><li>ideagoras: innocentive, bespoke </li></ul><ul><li>consumers or users </li></ul><ul><li>product testing </li></ul><ul><li>community of clients </li></ul><ul><li>direct feedback discussion platforms, bespoke/not </li></ul><ul><li>readers </li></ul><ul><li>tags </li></ul><ul><li>votes </li></ul><ul><li>bloggers helping each other </li></ul><ul><li>promote & compete </li></ul><ul><li>wikio, technorati, digg, youtube </li></ul>
  18. 19. a few examples of collaboration at Orange
  19. 20. about Yann Gourvennec <ul><li>since 2008, head of internet, orange business services </li></ul><ul><li>2005-06/2007, innovation principal, orange business services </li></ul><ul><li>2003-06/2005, alliance partner manager, france telecom </li></ul><ul><li>1999 – 2002 - director e-business: france telecom teleconferencing services </li></ul><ul><li>1997 - 1999 – consultant, Internet, marketing & information systems, cap gemini </li></ul><ul><li>1995-1997 – internet marketing consultant, unisys europe </li></ul><ul><li>1992-1995 – business systems manager, unisys europe </li></ul><ul><li>1988-1992 – business systems manager, unisys france </li></ul><ul><li>1985-1988 – account executive, philips France </li></ul><ul><li>my research is available online at: http://visionarymarketing.com/ </li></ul>

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