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[En] MIB Dauphine - ICT5

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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.

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[En] MIB Dauphine - ICT5

  1. 1. 3information and communicationstechnology (ICT) products andservicesonline marketing innovationday fiveParis, 2011 some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec
  2. 2. Internet marketing only for experts? "60% of French marketing departments will be reshuffled in the course of 2011 because of the Internet" source: Beijaflore, 2011 seminar2 some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec Paris, 2011
  3. 3. copyright notice •This presentation is made available to all the registered readers of visionarymarketing.com •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. •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) •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)3 some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec Paris, 2011
  4. 4. my personal research online… since 1995 • http://visionarymarketing.com • http://visionary.wordpress.com a French Web 2.0 website4 some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec Paris, 2011
  5. 5. a few thoughts … social media is information content created by people using highly accessible and scalable publishing technologies. […] also referred to as user-generated content (UGC) some rights reserved - 2010 - cc - Yann A Gourvennec - Orange Business Services
  6. 6. making things happen “ inventors, creators, and leaders‟ [vocabularies lean] heavily on words like problem, experiment, solve, exploration, cha nge, risk and prototype. And more to the point, they care less about being innovative than they do about ” making things. >> why innovation is overrated, HBR blogs, Scott Berkun6 some rights reserved - cc 2010 - visionarymarketing.com - Yann A. Gourvennec june 2010
  7. 7. 2 main publications in 2011 http://precommerce.com http://amonboss.com some rights reserved - cc- Yann A Gourvennec - Orange Business Services
  8. 8. early stages http://vimeo.com/8460617
  9. 9. early stages (2) http://www.decideurstv.com/video/obs-yann-gourvennec-830/
  10. 10. our non profit • SMEs and MNEs • all sectors • B2C, B2B, B2B2C • mutual help • evangelisation
  11. 11. why write a book?
  12. 12. the slideshttp://amonboss.com/slides [Fr]
  13. 13. 3 phases in a social media project effort STRUCTU 3 RE industrialise make official professionalise DEVELOP 2 show results prove efficiency TRIGGER convince and develop 1 evaluate pertinence measure opportunity get buy in results
  14. 14. eating one‟s own dog-food • http://amonboss.com/slides > 1 month > 65 embeds > ~9000 views > ~81000 Google results (http://bit.ly/bosssearch2) ~1000 copies sold by word of mouth Feb 1-15
  15. 15. online marketing innovation - partone3.1 what‟s new onlineParis, 2011 some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec
  16. 16. it‟s here for real but maybe not really new18 some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec Paris, 2011
  17. 17. of networks and men19 some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec Paris, 2011
  18. 18. the house of leaves: the advent of hypertext literature20 some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec Paris, 2011
  19. 19. the end of thought leadership (as we knew it) http://www.businessweek.com/innovate/content/apr2007/id20070409_372598.htm21 some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec Paris, 2011
  20. 20. the Internet reinforced cross-organisational communication top-down bottom-up network (participation) •is it „new‟ (De Rosnay, 76)? •deep behavioural changes at stake too •collaboration is also about „quid pro quo‟ •http://www.visionarymarketing.com/articles/ofnetworksandmen0.html22 some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec Paris, 2011
  21. 21. a (very) brief history of IT the network is the computer the content is the computer people are the content23 some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec Paris, 2011
  22. 22. a strong signal (webconferencing) taken over by Cisco (03/07) for US$ 3.2 bn > i.e. > 8 * 2006 revenues: US$ 380 m > 2006 CAGR: +50% (2005 ~ US$ 250 m) > 2007: took over social networks five across + Utah Street24 some rights reserved - cc 2010 - visionarymarketing.com - Yann A. Gourvennec june 2010
  23. 23. mass collaboration: 2006-2010 •http://www.techxav.com/2010/03/19/if-facebook-were-a-country/ •source: http://telephonyonline.com/iptv and comments by Lynnette Webb on flickr25 some rights reserved - cc 2010 - visionarymarketing.com - Yann A. Gourvennec june 2010
  24. 24. wikinomics: the FON example • spanish startup, founded by argentinian entrepreneur Martin Varsavsky26 some rights reserved - cc 2010 - visionarymarketing.com - Yann A. Gourvennec june 2010
  25. 25. Fon: european coverage (as of march 17, 2007) madrid, paris, london27 some rights reserved - cc 2010 - visionarymarketing.com - Yann A. Gourvennec june 2010
  26. 26. Fon: Paris coverage (2007 vs2010) june 2010 some rights reserved - cc 2010 - visionarymarketing.com - Yann A. Gourvennec 28
  27. 27. user types source: ubiquitous network society under participative governance, november 9, 2007 tokyo summit29 some rights reserved - cc 2010 - visionarymarketing.com - Yann A. Gourvennec june 2010
  28. 28. how a small village community deployed wi-fi before the Capital city • http://fon.blanquefort.net/ • total cost: €15k30 some rights reserved - cc 2010 - visionarymarketing.com - Yann A. Gourvennec june 2010
  29. 29. 1,000 hotspots in 2008 and then … nothing • activation issues • partial coverage • cooperation is difficult31 some rights reserved - cc 2010 - visionarymarketing.com - Yann A. Gourvennec june 2010
  30. 30. concepts and tools • collective intelligence, collaboration and cooperation are concepts with real applications > tools  collaboration? or is it collaboration  tools? • deep economic changes at stake • Offshoring / nearshoring • home working, hot-desking, mobility • employee expectations • management methods • globalisation and virtual organisations > … deep and long-lasting changes but regional variations • you will inevitably come across these concepts & tools32 some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec Paris, 2011
  31. 31. cooperation & collaboration •cooperate >emphasis on result (latin oper, opus  opera) •collaborate >emphasis on process (laborare, „to work, to toil‟ ) source: http://www.cooperatique.com33 some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec Paris, 2011
  32. 32. IRL co … (l)laborate: working … with „ I like your idea of a wiki and the fact you‟re sharing your stuff with all and sundry but I don‟t feel quite comfortable with this. If it‟s yours I can‟t take it from you I guess… ‟34 some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec Paris, 2011
  33. 33. a 3-way cross fertilisation neo-capitalism?35 some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec Paris, 2011
  34. 34. “some WEB 2.0 experts end up believing in their own wildest dreams”Daniel Kaplan36 some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec Paris, 2011
  35. 35. circumventing the issue37 some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec Paris, 2011
  36. 36. getting back to basics • social networks really are catching like wildfire •however, cooperation is hard >not just a tool issue >businesses in catch up mode • hindsight >groupware (90) >videoconferencing 1st wav (90‟s) >KM (2000) >blogs & wikis (beyond blogs?)38 some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec Paris, 2011
  37. 37. a few examples of collaboration at Orange39 some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec Paris, 2011
  38. 38. online marketing innovation - parttwo3.2. from web 2.0 to social mediaParis, 2011 some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec
  39. 39. introductory video: the wikipedia saga cbs news •the good and bad of wikipedia •march 200741 some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec Paris, 2011
  40. 40. reminder42 some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec Paris, 2011
  41. 41. no longer anoraks • 1996 AOL UK flyer •today: (new) Internet as role model for „collective intelligence‟ ok, but is it really new?43 some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec Paris, 2011
  42. 42. 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 at oreilly.net >websquare (2010) http://www.oreillynet.com/pub/a/oreilly/tim/news/2005/09/30/what-is-web-20.html44 some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec Paris, 2011
  43. 43. O‟Reilly‟s meme map http://visionarymarketing.wordpress.com/?s=Memes45 some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec Paris, 2011
  44. 44. in a few words: cooperation thin clients the user - producer collective intelligen ce 2.0 the web as a platform rss syndicati on some rights reserved - 2010 - cc - Yann A Gourvennec - Orange Business Services
  45. 45. bubble 2.0 meme map bubble20.blogspot.com47 some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec Paris, 2011
  46. 46. risks 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- online media news portals reputation management48 some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec Paris, 2011
  47. 47. from web2.0 to social media: why bother?http://www.flickr.com/photos/fredcavazza/2564571564/sizes/o/http://visionarymarketing.wordpress.com/2008/06/09/social-media/49 some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec Paris, 2011
  48. 48. 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/50 some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec Paris, 2011

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