Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
increasing brand advocacy with social media Yann Gourvennec Head of Internet & Digital Media http://orange-business.com   ...
creative commons notice <ul><li>This work is licensed under the Creative Commons Attribution-Noncommercial-Share Alike 3.0...
a footprint supporting business around the world some rights reserved - cc- Yann A Gourvennec - Orange Business Services <...
agenda <ul><li>introduction </li></ul><ul><li>why use social media? </li></ul><ul><li>brand advocacy </li></ul><ul><li>the...
ROI? some rights reserved - cc- Yann A Gourvennec - Orange Business Services 66,000 video clips visits x2 leadership of op...
top 8 French enterprise Twitter accounts (as of April 2010) <ul><li>@orangebusiness is #1 amongst all Orange accounts WW a...
blogs and WebTV: hundreds of experts some rights reserved - cc- Yann A Gourvennec - Orange Business Services LinkedIn Twit...
communities: the new paradigm… some rights reserved - cc- Yann A Gourvennec - Orange Business Services
3 pillars of social media for businesses <ul><li>communicate </li></ul><ul><li>collaborate </li></ul><ul><li>cooperate </l...
Orange Business blogs some rights reserved - cc- Yann A Gourvennec - Orange Business Services
why use social media? some rights reserved - cc- Yann A Gourvennec - Orange Business Services
1. because of solution selling some rights reserved - cc- Yann A Gourvennec - Orange Business Services
2. because of ICT buyers … some rights reserved - cc- Yann A Gourvennec - Orange Business Services vertical painpoints are...
3. because we get feedback … and more some rights reserved - cc- Yann A Gourvennec - Orange Business Services
lead generation (on-going campaigns) some rights reserved - cc- Yann A Gourvennec - Orange Business Services
4. because we have good people ... and partners some rights reserved - cc- Yann A Gourvennec - Orange Business Services
5. because of numbers and influence some rights reserved - cc- Yann A Gourvennec - Orange Business Services <ul><li>Januar...
6. because of S.E.O. some rights reserved - cc- Yann A Gourvennec - Orange Business Services
brand advocacy some rights reserved - cc- Yann A Gourvennec - Orange Business Services
customer advocacy (1) some rights reserved - cc- Yann A Gourvennec - Orange Business Services “ <ul><li>Vincent, you are a...
customer advocacy (2) some rights reserved - cc- Yann A Gourvennec - Orange Business Services “ we aren’t a client of your...
the ICT ecosystem some rights reserved - cc- Yann A Gourvennec - Orange Business Services TYPICAL B2B ECOSYSTEM NEWS OPINI...
the orange-business.tv business case some rights reserved - cc- Yann A Gourvennec - Orange Business Services
orange-business.tv business case some rights reserved - cc- Yann A Gourvennec - Orange Business Services
teething problems … in b2b some rights reserved - cc- Yann A Gourvennec - Orange Business Services firewalls, bandwidth, d...
orange-business.tv: where we started from … some rights reserved - cc- Yann A Gourvennec - Orange Business Services
CurrentAnalysis: an US perspective some rights reserved - cc- Yann A Gourvennec - Orange Business Services total  viewing ...
a live debate organised by a partner some rights reserved - cc- Yann A Gourvennec - Orange Business Services total  viewin...
live debate with clients … inc. 360° transcript some rights reserved - cc- Yann A Gourvennec - Orange Business Services to...
visionary statement some rights reserved - cc- Yann A Gourvennec - Orange Business Services total  viewing  time   57:20:1...
product demo … simple & straightforward some rights reserved - cc- Yann A Gourvennec - Orange Business Services total  vie...
client testimonial … field experience some rights reserved - cc- Yann A Gourvennec - Orange Business Services total  viewi...
best practice 1 on UGC some rights reserved - cc- Yann A Gourvennec - Orange Business Services http:// bit.ly/soceng
best practice 2 on UGC some rights reserved - cc- Yann A Gourvennec - Orange Business Services http:// bit.ly/voip -case
how to implement social media some rights reserved - cc- Yann A Gourvennec - Orange Business Services
a digital strategy in plain English <ul><li>away from the digital silo </li></ul><ul><li>digital – and social – in everyth...
Copyright © 2010 - Yann Gourvennec - Orange Business Services how information flows Linkedin Viadeo Facebook slideshare FR...
cross organisational examples <ul><li>webzines </li></ul><ul><li>press relations </li></ul><ul><li>public relations  & leg...
the Orange Business Live 2010 event http://www.orange-business.com/live/ some rights reserved - cc- Yann A Gourvennec - Or...
Nine Top Tips For Implementing Social Media <ul><li>communities are important, but not every brand has one </li></ul><ul><...
Orange b2b label some rights reserved - cc- Yann A Gourvennec - Orange Business Services <ul><li>over 150 partnering websi...
how not to do it! some rights reserved - cc- Yann A Gourvennec - Orange Business Services
follow us on  some rights reserved - cc- Yann A Gourvennec - Orange Business Services @orangebusiness http:// www.posterou...
my research on Bnet and elsewhere <ul><li>http:// resources.bnet.com/topic/yann+gourvennec.html   </li></ul><ul><li>my per...
about Yann Gourvennec <ul><li>since 2008, head of internet, orange business services </li></ul><ul><li>2005-06/2007, innov...
Upcoming SlideShare
Loading in …5
×

[En] Increasing Brand Advocacy with Social Media [Ragan Social Media Summit - June 10, 2010]

4,133 views

Published on

This is the slidecast of my presentation at the Ragan Social Media Summit which took place in San Jose on June 10, 2010

Published in: Business
  • Be the first to comment

[En] Increasing Brand Advocacy with Social Media [Ragan Social Media Summit - June 10, 2010]

  1. 1. increasing brand advocacy with social media Yann Gourvennec Head of Internet & Digital Media http://orange-business.com San Jose – June 10th, 2010 some rights reserved - cc- Yann A Gourvennec - Orange Business Services image by Izabella Bielawska of the Young Creatives Network'
  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>some rights reserved - cc- Yann A Gourvennec - Orange Business Services
  3. 3. a footprint supporting business around the world some rights reserved - cc- Yann A Gourvennec - Orange Business Services <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>introduction </li></ul><ul><li>why use social media? </li></ul><ul><li>brand advocacy </li></ul><ul><li>the Orange Business webTV example </li></ul><ul><li>how to implement social media? </li></ul>some rights reserved - cc- Yann A Gourvennec - Orange Business Services
  5. 5. ROI? some rights reserved - cc- Yann A Gourvennec - Orange Business Services 66,000 video clips visits x2 leadership of opinion global reach SEO UGC breaking silos nurturing talent rss (dynamic) links 1,500 comments 1,200+ blog posts
  6. 6. top 8 French enterprise Twitter accounts (as of April 2010) <ul><li>@orangebusiness is #1 amongst all Orange accounts WW and #6 amongst French brands </li></ul>
  7. 7. blogs and WebTV: hundreds of experts some rights reserved - cc- Yann A Gourvennec - Orange Business Services LinkedIn Twitter facebook viadeo google wikipedia partner
  8. 8. communities: the new paradigm… some rights reserved - cc- Yann A Gourvennec - Orange Business Services
  9. 9. 3 pillars of social media for businesses <ul><li>communicate </li></ul><ul><li>collaborate </li></ul><ul><li>cooperate </li></ul>some rights reserved - cc- Yann A Gourvennec - Orange Business Services image by Tim Smith of the Young Creatives Network
  10. 10. Orange Business blogs some rights reserved - cc- Yann A Gourvennec - Orange Business Services
  11. 11. why use social media? some rights reserved - cc- Yann A Gourvennec - Orange Business Services
  12. 12. 1. because of solution selling some rights reserved - cc- Yann A Gourvennec - Orange Business Services
  13. 13. 2. because of ICT buyers … some rights reserved - cc- Yann A Gourvennec - Orange Business Services 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:
  14. 14. 3. because we get feedback … and more some rights reserved - cc- Yann A Gourvennec - Orange Business Services
  15. 15. lead generation (on-going campaigns) some rights reserved - cc- Yann A Gourvennec - Orange Business Services
  16. 16. 4. because we have good people ... and partners some rights reserved - cc- Yann A Gourvennec - Orange Business Services
  17. 17. 5. because of numbers and influence some rights reserved - cc- Yann A Gourvennec - Orange Business Services <ul><li>January-April 2010 - orange-business.tv </li></ul><ul><li>approx. 280 video clips </li></ul><ul><ul><li>60% in French </li></ul></ul><ul><ul><li>40% in English </li></ul></ul><ul><li>145,150 video displayed vs. 471,986 (’09) </li></ul><ul><li>45,960 videos played vs. 66,295 (‘09) </li></ul><ul><li>2238:42:26 viewing hours vs 3115:55:49 (’09) </li></ul>Orange Web TV is now a product
  18. 18. 6. because of S.E.O. some rights reserved - cc- Yann A Gourvennec - Orange Business Services
  19. 19. brand advocacy some rights reserved - cc- Yann A Gourvennec - Orange Business Services
  20. 20. customer advocacy (1) some rights reserved - cc- Yann A Gourvennec - Orange Business Services “ <ul><li>Vincent, you are a star now, your blog piece has been circulated throughout the Bank! </li></ul><ul><li>(from a client to one of our bloggers) </li></ul>
  21. 21. customer advocacy (2) some rights reserved - cc- Yann A Gourvennec - Orange Business Services “ 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)
  22. 22. 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
  23. 23. the orange-business.tv business case some rights reserved - cc- Yann A Gourvennec - Orange Business Services
  24. 24. orange-business.tv business case some rights reserved - cc- Yann A Gourvennec - Orange Business Services
  25. 25. teething problems … in b2b some rights reserved - cc- Yann A Gourvennec - Orange Business Services firewalls, bandwidth, downloads, progressive download and streaming progressive download internal usage a non-starter
  26. 26. orange-business.tv: where we started from … some rights reserved - cc- Yann A Gourvennec - Orange Business Services
  27. 27. CurrentAnalysis: an US perspective some rights reserved - cc- Yann A Gourvennec - Orange Business Services total viewing time 7:45:45 total viewers 334
  28. 28. a live debate organised by a partner some rights reserved - cc- Yann A Gourvennec - Orange Business Services total viewing time 83:03:48 total viewers 2708
  29. 29. live debate with clients … inc. 360° transcript some rights reserved - cc- Yann A Gourvennec - Orange Business Services total viewing time 395:42:02 total viewers 2188
  30. 30. visionary statement some rights reserved - cc- Yann A Gourvennec - Orange Business Services total viewing time 57:20:12 total viewers 1038
  31. 31. product demo … simple & straightforward some rights reserved - cc- Yann A Gourvennec - Orange Business Services total viewing time 14:59:32 total viewers 795
  32. 32. client testimonial … field experience some rights reserved - cc- Yann A Gourvennec - Orange Business Services total viewing time 14:23:58 total viewers 428
  33. 33. best practice 1 on UGC some rights reserved - cc- Yann A Gourvennec - Orange Business Services http:// bit.ly/soceng
  34. 34. best practice 2 on UGC some rights reserved - cc- Yann A Gourvennec - Orange Business Services http:// bit.ly/voip -case
  35. 35. how to implement social media some rights reserved - cc- Yann A Gourvennec - Orange Business Services
  36. 36. a digital strategy in plain English <ul><li>away from the digital silo </li></ul><ul><li>digital – and social – in everything we do </li></ul>some rights reserved - cc- Yann A Gourvennec - Orange Business Services <ul><li>the clip </li></ul><ul><ul><li>http:// bit.ly/digitalstrat </li></ul></ul><ul><li>the page </li></ul><ul><ul><li>http:// bit.ly/digitalstratpage </li></ul></ul><ul><li>the blog </li></ul><ul><ul><li>- http://bit.ly/socialb2bstrat </li></ul></ul>
  37. 37. Copyright © 2010 - Yann Gourvennec - Orange Business Services how information flows Linkedin Viadeo Facebook slideshare FR 1 EN 1 posterous EN 1 YouTube 1 EN Press announcements 1 EN 1 FR webzine FR 2 EN 1 webradio 1 FR blogs FR 6 EN 2 webTV FR 1 EN 1 FR 1 BlackBerry Touch.com
  38. 38. cross organisational examples <ul><li>webzines </li></ul><ul><li>press relations </li></ul><ul><li>public relations & legal </li></ul><ul><li>events </li></ul><ul><li>advertising </li></ul><ul><li>lead generation </li></ul>some rights reserved - cc- Yann A Gourvennec - Orange Business Services
  39. 39. the Orange Business Live 2010 event http://www.orange-business.com/live/ some rights reserved - cc- Yann A Gourvennec - Orange Business Services
  40. 40. Nine Top Tips For Implementing Social Media <ul><li>communities are important, but not every brand has one </li></ul><ul><li>don’t confuse comments with collaboration </li></ul><ul><li>avoid the meatball sundae effect </li></ul><ul><li>facilitate, facilitate, facilitate </li></ul><ul><li>respect your community and no hard-selling </li></ul><ul><li>great causes can work wonders </li></ul><ul><li>think user-benefit vs. company-benefit </li></ul><ul><li>openness, transparency and disclosure </li></ul><ul><li>execution is everything </li></ul>Copyright © 2010 - Yann Gourvennec - Orange Business Services http://bit.ly/9toptips4social
  41. 41. Orange b2b label some rights reserved - cc- Yann A Gourvennec - Orange Business Services <ul><li>over 150 partnering websites on the French side </li></ul><ul><li>budding community on the English side </li></ul>
  42. 42. how not to do it! some rights reserved - cc- Yann A Gourvennec - Orange Business Services
  43. 43. follow us on some rights reserved - cc- Yann A Gourvennec - Orange Business Services @orangebusiness http:// www.posterous.com/orangebusiness http:// www.facebook.com/orangebusiness
  44. 44. 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>some rights reserved - cc- Yann A Gourvennec - Orange Business Services
  45. 45. 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>some rights reserved - cc- Yann A Gourvennec - Orange Business Services

×