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[Fr] Tunis 2.0 - Yann Gourvennec

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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.

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[Fr] Tunis 2.0 - Yann Gourvennec

  1. 1. le marketing communautaire nouvelle tendance du marketing?<br />Yann Gourvennec Directeur, Web, médias numériques & sociaux http://orange.com<br />some rights reserved - cc- Yann A Gourvennec – Orange – 2011 <br />1<br />
  2. 2. creative commons notice<br />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.<br />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) ) <br />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) <br />some rights reserved - cc- Yann A Gourvennec – Orange – 2011 <br />
  3. 3. 2 publications principales en 2011<br />http://precommerce.com<br />http://amonboss.com<br />3<br />some rights reserved - cc- Yann A Gourvennec – Orange – 2011 <br />
  4. 4. agenda<br />4<br />@orange<br />@ygourven<br />une nouvelle tendance ?<br />toutes les marques ont-elles des communautés ?<br />le paysage des outils du Web social dans le monde<br />some rights reserved - cc- Yann A Gourvennec – Orange – 2011 <br />
  5. 5. une nouvelle tendance ?<br />5<br />some rights reserved - cc- Yann A Gourvennec – Orange – 2011 <br />
  6. 6. la tendance de 2007<br />6<br />some rights reserved - cc- Yann A Gourvennec – Orange – 2011 <br />
  7. 7. 7<br />le marketing ?<br />some rights reserved - cc- Yann A Gourvennec – Orange – 2011 <br />
  8. 8. 8<br />1. the technological factor<br />some rights reserved - cc- Yann A Gourvennec – Orange – 2011 <br />
  9. 9. 9<br />2. the organisational factor<br />http://www.businessweek.com/innovate/content/apr2007/id20070409_372598.htm<br />some rights reserved - cc- Yann A Gourvennec – Orange – 2011 <br />
  10. 10. le néo marketing (3ème facteur de changement)<br />10<br />some rights reserved - cc- Yann A Gourvennec – Orange – 2011 <br />
  11. 11. OK! mais le community management c’est nouveau !<br />11<br />some rights reserved - cc- Yann A Gourvennec – Orange – 2011 <br />
  12. 12. la métaphore du jardinier<br />planter<br />arroser<br />élaguer<br />12<br />passion/intérêtcommun<br />entraide<br />bénéficemutuel<br />some rights reserved - cc- Yann A Gourvennec – Orange – 2011 <br />
  13. 13. 2. toutes les marques ont-elles des communautés ?<br />13<br />some rights reserved - cc- Yann A Gourvennec – Orange – 2011 <br />
  14. 14. 14<br />Cluetrain Manifesto: 5 Essentials for Success<br />http://bit.ly/cluetrain5<br />#3: “Conversations among human beings sound human<br />#7: “Hyperlinks subvert hierarchy”<br />#24: “Bombastic boasts do not constitute a position<br />#26: Public relations do not relate to the public. <br />#66: Wewantaccess to yourcorporate information […] Wewill not settle for the 4-color brochure<br />#1 markets are conversations … and beyond<br />some rights reserved - cc- Yann A Gourvennec – Orange – 2011 <br />
  15. 15. all markets are conversations …<br />15<br />some rights reserved - cc- Yann A Gourvennec – Orange – 2011 <br />http://cluetrain.com<br />
  16. 16. all markets are conversations …… unless<br />4 types of brands (Synthesio)<br />HervéKabla & YannGourvennec : Social Media Taught to my boss, 2011<br />16<br />some rights reserved - cc- Yann A Gourvennec – Orange – 2011 <br />
  17. 17. culture de l’entreprise<br />positionnement de la marque<br />niveaud’expérience<br />notoriété de l’entreprise<br />intensité de la relation<br />volume clients/écosystème<br />fréquenced’achat/visite<br />médiassociaux: de l’adéquation à la stratégieselon Thierry Spencer<br />17<br />some rights reserved - cc- Yann A Gourvennec – Orange – 2011 <br />
  18. 18. http://precommerce.com<br />about Orange:<br />“our top priority is for everyone to do business with social media” <br />“[you] will never be bloggers, [you] will be professionals using blogs”<br />pre-commerce, p 251<br />18<br />some rights reserved - cc- Yann A Gourvennec – Orange – 2011 <br />
  19. 19. 3. le web social dans le monde<br />19<br />some rights reserved - cc- Yann A Gourvennec – Orange – 2011 <br />
  20. 20. le paysage des médias sociaux (2008)<br />http://www.fredcavazza.net/2008/06/09/social-media-landscape/<br />20<br />some rights reserved - cc- Yann A Gourvennec – Orange – 2011 <br />
  21. 21. http://www.mediassociaux.fr/2010/12/13/panorama-des-medias-sociaux-2011/<br />21<br />some rights reserved - cc- Yann A Gourvennec – Orange – 2011 <br />panorama des médias sociaux (2011) <br />
  22. 22. social networks in a nutshell (11/10)<br />22<br />8+m -> 10m in just 7 months<br />25m -> 30m in just 7 months<br />65m -> 80m in just 7 months<br />400m -> 500m in just 4 months<br />source: brands & Orange Business Services & Wikipedia<br />some rights reserved - cc- Yann A Gourvennec – Orange – 2011 <br />
  23. 23. social networks in a nutshell (2011)<br />23<br />some rights reserved - cc- Yann A Gourvennec – Orange – 2011 <br />+33%<br />+27%<br />+14%<br />+20%<br />
  24. 24. différencesculturelles (2006 …)<br />europe *<br />NAM *<br />1/4 of subscribers<br />asia-pac *<br />1/3 of subscribers<br />sources:http://valleywag.com/tech/data-junkie/the-world-map-of-social-networks-273201.php<br />Le Monde, Datamonitor – 2008 http://medias.lemonde.fr/mmpub/edt/ill/2008/01/14/h_4_RESEAUX+X1I1.gif<br />* numbers meaning millions of hours spent by month as of Aug 2007<br />24<br />24<br />some rights reserved - cc- Yann A Gourvennec – Orange – 2011 <br />
  25. 25. différencesculturelles (… 2009 …)<br />http://www.nicolaskerebel.com/non-classe/world_map_of_social_networks/<br />Vincenzo Costenza<br />25<br />25<br />some rights reserved - cc- Yann A Gourvennec – Orange – 2011 <br />
  26. 26. déclin des différencesculturelles (déc 2010)<br />26<br />26<br />some rights reserved - cc- Yann A Gourvennec – Orange – 2011 <br />
  27. 27. 2011: résistance russe, chinoise et brésilienne et … Facebook perd des fans aux US et au RU<br />some rights reserved - cc- Yann A Gourvennec – Orange – 2011 <br />27<br />
  28. 28. ~ 50% des utilisateurs consultent la version mobile de Facebook ~ 1/3 des messages Facebook envoyés par mobile<br />soit ~ 10 milliards de publications par mois !<br />[source Allfacebook.com et calcul estimatif à partir des données officielles Facebook]<br />
  29. 29. 29<br />thank you<br />some rights reserved - cc- Yann A Gourvennec – Orange – 2011 <br />
  30. 30. suivez-nous !<br />http://www.facebook.com/orangehttp://www.facebook.com/orangebusiness<br />@orange<br />@orangebusiness<br />http://youtube.com/orangebusiness<br />http://live.orange.com<br />
  31. 31. @ygourven<br />Yann A. Gourvennec<br />since 2011-04, director, Werb, Digital & Social Media<br />2008-01/2011-04, head of internet, orange business services<br />2005-06/2007, innovation principal, orange business services<br />2003-06/2005, alliance partner manager, francetelecom<br />1999 – 2002 - director e-business: francetelecomteleconferencing services<br />1997 - 1999 – consultant, Internet, marketing & information systems, cap gemini<br />1995-1997 – internet marketing consultant, unisyseurope<br />1992-1995 – business systems manager, unisyseurope<br />1988-1992 – business systems manager, unisysfrance<br />1985-1988 – accountexecutive, philips France<br />myresearchavailable online at: http://visionarymarketing.com/<br />some rights reserved - cc- Yann A Gourvennec - Orange Business Services<br />

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