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[En] Building Brand Advocacy With Social Media [likeminds 2010]

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social media and b2b: how to build outstanding advocacy. This is my presentation at the Likeminds 2010 conference in Exeter, Devon. My presentation aimed at bringing hindsight, which is useful in those times when social media is coming of age 6 years later (and a change of names)
so now it’s both a lot easier and a lot harder because of all the misunderstandings surrounding Social Media. Yet, when all the red herrings have been discarded, Social Media is a very powerful tool (repeat: a tool, not a strategy) which makes it possible for a brand like Orange Business Services to develop Brand Advocacy online and ... offline too.

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[En] Building Brand Advocacy With Social Media [likeminds 2010]

  1. 1. social media and b2b: how to build outstanding advocacy Yann Gourvennec Head of Internet & Digital Media http://orange-business.com Exeter – February 25 th , 2010
  2. 2. creative commons notice <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://orange-business.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://orange-business.com ) </li></ul>
  3. 3. a footprint supporting business around the world <ul><li>local support in 166 countries and territories </li></ul><ul><li>a seamless network covering 220 countries and territories </li></ul>
  4. 4. agenda <ul><li>communities on the agenda </li></ul><ul><li>doing digital </li></ul><ul><li>webtv best practice </li></ul>
  5. 5. so you want to manage your community ? 1
  6. 6. 10 years later: what have we learned?
  7. 7. communities: the new paradigm…
  8. 9. social media … and ROI http://geekandpoke.typepad.com/
  9. 10. 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 use social media source:
  10. 11. the ICT 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. how solution selling applies to the Web
  12. 13. where do we go from here?
  13. 14. blogs and WebTV: hundreds of experts LinkedIn Twitter facebook viadeo google wikipedia partner
  14. 15. Orange Business blogs
  15. 16. orange-business.tv business case
  16. 17. orange-business.tv: where we started from …
  17. 18. orange-business.tv business case <ul><li>3 main ingredients </li></ul><ul><li>technological </li></ul><ul><li>editorial </li></ul><ul><li>production </li></ul><ul><li>Orange Business WebTV - 2009 </li></ul><ul><li>250 video clips created </li></ul><ul><ul><li>40% [En] - 60% [Fr] </li></ul></ul><ul><ul><li>a few in Sp and Pt </li></ul></ul><ul><li>200.000+ displayed </li></ul><ul><li>66.000+ clips viewed online </li></ul><ul><li>3500+ narrowcasting hours </li></ul><ul><li>~1000 daily uniques </li></ul>
  18. 19. best practice 1 on UGC http://bit.ly/soceng
  19. 20. best practice 2 on UGC http://bit.ly/voip-case
  20. 21. ROI, what ROI?
  21. 22. ROI? content generation motivation leadership of opinion global reach SEO UGC breaking silos nurturing talent rss (dynamic) links comments/discussions cheap spice up IRL events
  22. 23. Orange b2b label <ul><li>over 150 partnering websites on the French side </li></ul><ul><li>budding community on the English side </li></ul>
  23. 24. follow us on @orangebusiness http:// www.posterous.com/orangebusiness http:// www.facebook.com/orangebusiness
  24. 25. my research on Bnet and elsewhere <ul><li>http:// resources.bnet.com/topic/yann+gourvennec.html </li></ul><ul><li>my personal research on the Web </li></ul><ul><li>http://visionarymarketing.com </li></ul><ul><li>http://visionarymarketing.wordpress.com </li></ul>
  25. 26. 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 available online at: http://visionarymarketing.com/ </li></ul>

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