Case Study Presentation
Succeeding in social media
initiatives
Yann Gourvennec
Visionarymarketing.com
@ygourven
@vismktg
V...
May 5,
2009
some rights reserved - CC 2008 - Orange Business Services - Yann A.
Gourvennec
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creative commons notice
• Thi...
3 some rights reserved - CC 2008 - Orange Business Services - Yann A. Gourvennec Page 3
my role at Orange Business Service...
4 some rights reserved - CC 2008 - Orange Business Services - Yann A. Gourvennec Page 4
my personal research online… since...
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2009
some rights reserved - CC 2008 - Orange Business Services - Yann A.
Gourvennec
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Where will you focus your dig...
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2009
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Gourvennec
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http://www.fredcavazza.net/20...
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2009
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Gourvennec
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• the fear factor
• vlogging
...
May 5,
2009
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Gourvennec
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http://geekandpoke.typepad.co...
May 5,
2009
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Gourvennec
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agenda
1. markets as conversa...
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Orange Business Services - Yann A.
Gourvennec
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Succeeding in social media
i...
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2009
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Gourvennec
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marketing?
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marketing?
translated and ad...
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it’s here for real
but maybe...
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2009
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now you tell me,
i realise I...
May 5,
2009
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nov-dec
2007
some rights reserved - CC 2007 - visionarymarketing.com - Yann A. Gourvennec16
make marketing not war
“stop t...
May 5, 2009
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Orange Business Services - Yann A.
Gourvennec
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Succeeding in social media
i...
May 5,
2009
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Gourvennec
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http://www.businessweek.com/...
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2009
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Gourvennec
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it’s hard to trigger a revol...
May 5,
2009
some rights reserved - CC 2008 - Orange Business Services - Yann A.
Gourvennec
20 TYPICAL B2B ECOSYSTEM
NEWS
O...
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2009
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Gourvennec
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15 golden rules for web 2.0
...
22 some rights reserved - CC 2008 - Orange Business Services - Yann A. Gourvennec Page 22
risks 2.0? the Kryptonite blogst...
May 5, 2009
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Orange Business Services - Yann A.
Gourvennec
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Succeeding in social media
i...
May 5,
2009
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Gourvennec
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interactivity matrix
wikis
+...
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regional differences … as us...
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France: social network profi...
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digg-likes
et al
business
ne...
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2009
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ROI?
content generation
moti...
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not for anoraks
it’s collect...
30 some rights reserved - CC 2008 - Orange Business Services - Yann A. Gourvennec Page 30
live at http://blogs.orange-busi...
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Orange Business Services - Yann A.
Gourvennec
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backup slides
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http://youtube.com/orangebusines...
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a few examples of collaboration ...
34 some rights reserved - CC 2008 - Orange Business Services - Yann A. Gourvennec Page 34
about Yann Gourvennec
> since 20...
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[En] Why Big Business Needs Social Media ... under what conditions

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This is the presentation which I delivered at the Digital Marketing Forum in Budapest on May 5, 2009. This presentation is CC 2009 - Orange Business Services

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  • my role at Orange Business Services
  • Visionarymarketing.com since 1995
    Marketing consultant in France and England, Director for e-business, Internet & Digital Media
  • First & foremost, why talk about Social Media today?
    Just because it’s fashionable? for the sake of jumping on the bandwaggon?
    no way! not just a toy for hipster but a “tool” (philosophy? maybe more appropriate) for serious marketers
    and by social media we mean social media at large, not just social networks (hence my correcting the title of the conference, it’s not just about social networks. Social networks are only a part of the big picture … see next slide)
    http://www.permissiontv.com/pdf/ptv_survey_results.pdf
    Participants
    • Over 400 senior-level decision makers in a variety of industries
  • Social media landscape defined by Cavazza (No, all SM experts aren’t US! blogosphere very buoyant in France and … Spain of all countries, ie not exactly where you’d think you’d find them). Now SM is a mish mash of various things and it’s hard to embrace in its entirety, but is it important?
    All items not applicable to enterprises, or b2b for instance, there maybe be instances where it’s not applicable (3D games/immersion is debatable, for instance)
  • beyond humour, there’s something right in here.
    Not that there is no ROI, but that the way of measuring it is way different from usual ROI measurement
  • our agenda (slightly revised to adapt to my demonstration)
  • It’s here for real, it’s a real trend and not just a fad. Evidence of that was Time Magazine’s front page for the person of the year 2007.
    … Yet, the French Express had already used that metaphor in 1999.
    Collaboration is in the genes of the Internet, it’s not really new, but Web 2.0 has taken it to the next level
  • the evolution of the concept of marketing
    concept invented in England and France in 17-18th centuries
    end of the 50’s, invention of the marketing mix concept
    Mc Carthy invents the 4p approach in 1960
    in the 1960’s, advent of the marketing plan and the marketing function
    marketing becomes more and more elaborate … scientific?!
    entension of the 4p concept
    1990’s: a critical school of Marketing mainly in Europe (Badot, Cova)
  • Pinko Marketing is about the end of the Marketing Manager, Director and anyone else who thinks they have control over the message, market or 'brand'
    The commons...the producers...will decide what makes it 'to market', what flourishes, what dies, what is ignored, what is celebrated...whatever.
    No marketing budget, big or small, will change your advantage in this new world.
    Amateurism means passion, curiosity, intrigue and growth. What the hell is a professional? You get paid for doing what I'm doing right now? Cool. How do I get that gig?
    The 'masses' will decide what is 'mass' and what is not...whatever the hell 'mass' means...wait a minute? We aren't being stuffed into a overarching classification? So, we can divorce ourselves from any notion that we are some monolithic mass of consuming beings? Cool.
    Ask your shareholders, Board of Directors and investors to kindly sit down and relax. If they've invested in a dog, they'll know soon enough.
    Monetize this.
    The 'Elite' and their 'Wannabe' hangers-on will also sit down and shutup. They may learn something very valuable in this next while.
    Having a corporate blog does NOT mean that you . In fact, it mostly means that you don't.
    The voices of the community, your employees and your competitors are more valuable than anything you could ever say. Listen. No...really...listen.
    Small is the new big. I know it sounds cliche, but beyond lipservice, let's embrace it.
    Shifting your attitude to Pinko Thinking today will not only put you ahead of the curve, it will mean your survival.
    I'm not copyrighting this. It belongs to the commons. Please use it.
    Put down the marketing plan and walk away slowly. It'll be alright. I know. You have a tough job ahead of you. It's called killing your inner control freak. I have the same issue.
    Everyone is a marketer. They were right! All these years that I fought that and they were right! Everyone does it. I feel so much better...
    K.I.S.S. - simplify
    D.R.Y.
    From this point forward consider any outgoing messages - as innocuous as they may seem - to be SPAM. Stop it.
    Database marketing was when the marketers had the databases and the customers didn't. Now the customers have caught up in the information technology race and they can link, subscribe, aggregate, recommend, block, and filter faster than marketers can track them.
    Karl Marx said "From each according to his abilities, to each according to his needs." Amateurs are gaining the same abilities as the professionals. They outnumber the professionals, so with the levelling of the playing field their voices will become the dominant ones. You'd better be nice to them. Rohan Jayasekera
    Your customers are incredibly smart, and remarkably creative. They'll create great content that will showcase your brand better than you ever could -- if what you do is any good. - B.L. Ochman, What's Next Blog
    If people are saying bad things about your product or your company, listen up. It's probably because there's something you need to change. Thank them for pointing it out and then deliver more than they asked. - B.L. Ochman, What's Next Blog
    Respect your community. You exist to serve them - listen, communicate and facilitate. Deborah Schultz
    The community is always right, because the community as a whole is much smarter than the customer.J. Botter
    "Right," like ying, cannot exist without "wrong." As soon as we start talking about right and wrong we devolve into a power struggle. This isn't about being right. It is about being involved. Marketers are guides. In the future effective marketers will be co-conspirators. Bob Robertson-Boyd
    Content may be king, but community is the kingdom it serves.Mike Sansone
    Forget kings! The audience is the content. Bob Robertson-Boyd
    We don't need to be convinced of a product's worth - it should be self-evident. M.P.B.
    Refuse to report: reporting on your Pinko Marketing wastes time describing a situation that has already changed; worse, it allows the team to delegate their responsibility to engage with customers. If the team wants a record of events, tell them to hire a documentary-maker. OK, maybe I just hate writing reports... alan jones
    Help them find a documentary-maker, they wouldn't know where to begin looking. alan jones
    Everyone becomes a creator -- designers, developers, writers, musicians, etc. -- and the marketing happens all by itself. sean coon
    Time is the most valuable currency. Spend it, not money, on your community - Cole Whitelaw
    Stop thinking in military analogies. No more campaigns. No more market penetration. If you're thinking of it as a war, you've lost already. - John Ounpuu
  • Il all starts with a new way of working. Well, is it new?
    DAVID ARMANO
    http://www.businessweek.com/innovate/content/apr2007/id20070409_372598.htm
    It's the Conversation Economy, Stupid
    As consumer markets fragment, marketers and designers must understand how platforms evolve and influence human behavior
    Once upon a time, we were consumers. We consumed things. We took in the messages that were communicated to us. We didn't really get to talk back. If we had a good or bad experience with a product or service—we told a friend. Maybe that friend told a friend. Maybe, just like the shampoo commercial from advertising's golden age, "They'll tell two friends, and they'll tell two friends, and so on, and so on…."
    Marketers are finding themselves in an increasingly frantic race to get people talking about their brands. The desire to produce something "viral" is nearly ubiquitous in the marketing world. But it's unclear who exactly "consumers" are these days. We don't even know what that word means any more. Can consumers be producers? Yes. Can they be users? Yes. Can they be active participants, members of niche communities, or even critics capable of effectively mobilizing others? Yes, yes, and yes.
    Therein lies the problem. A consumer can be any number of things—sometimes all at once. And that fact is driving marketers, businesspeople, and brand managers nuts. So what do we do? I propose we become conversation architects.
    The Medium Is the Message
    This is not about creating a snazzy new job title—we've got enough of those. This is a shift in mindset, in how we think about connecting with "consumers," for lack of a better word. Here's how I break this down: Marketing has traditionally been about messages. If your messages were really good, they became a form of storytelling (think Marlboro Man or Apple's (AAPL) 1984 ad).
    Enter the Web. Already, online technologies have evolved from simple, brochure-like representations of our businesses to rich, interactive experiences that mimic or simulate how we interact with brands in the real world. Think Nike (NKE) iD, which allowed site users to create and customize their own running shoes—and broadcast the designs in Times Square.
    But great experiences aren't enough. It's entirely possible to design and develop a rich, immersive, experiential Web site, only to have light traffic and little return on investment. Bud.TV, for example, is falling short of its goal of 2 million to 3 million monthly visits. Many fault the registration process. In spite of a slick interface and highly produced video, Anheuser-Busch (BUD) doesn't seem to be reaping what was sown. Why?
    Creating Affinity
    It's the conversation economy, stupid. One of the engines that is driving "2.0" growth is the fact that communities are forming around popular social platforms such as YouTube, Facebook, Flickr, Ning, Twitter—the list goes on and on. These platforms facilitate conversation. Conversation leads to relationships and relationships lead to affinity.
    Brand affinity, as companies such as Harley-Davidson (HOG) have proven, often drives communities to form around them. This is why anyone who plays a role in branding needs to become a conversation architect. Marketers, businesses, and designers must have an intimate understanding of how these platforms are evolving and influencing human behavior. There has to be an in-depth understanding of why some us of love to incorporate these services in our digital lives.
    Case in point: I hardly watch TV, and when I do it's pre-recorded through TiVo (TIVO). In addition to maintaining my blog and keeping up with the demands of life, family, and career, I've been spending time on the much-hyped Twitter service. But why is Twitter so hyped? Why all the fuss? I believe it's because Twitter has evolved from a simple service that initially allowed users to express mundane thoughts into a robust "conversation ecosystem."
    Conversation Ecosystem
    Twitter allows users to send and receive abbreviated communications or "digital shorthand" from a computer or mobile device. These are called "Tweets." The open-source nature of the application has spawned countless "mash-ups" where Twitter technology merges seamlessly with other open-source technologies such as Google (GOOG) Maps. Widgets and desktop applications such as Twitteroo and Twitterific take you outside of the browser and act as a sort of social instant messenger, sending and receiving rapid bursts of text and links.
    Twitter can send and receive feeds. I now receive my news headlines from the service, getting up to speed from media sources such as CNN and The New York Times. That's why I call Twitter a conversation ecosystem—it supports multiple touch points of content and dialogue.
    Think about the implications here. Just as YouTube changed how we watch and share videos, some emerging media applications are changing how we interact with each other and with brands. Does this sound like marketing? Well, it is. It's how we market to each other. Yes, that's right—we market to each other. We always have, in fact, but now we're doing it in a more digitally connected way. When we find our friends on any social network (pick one) we swap stories about products and services we like or dislike. We share knowledge and expertise. We define a new kind of currency fueled by conversation and founded in meaningful relationships.
    Don't Communicate—Facilitate
    Conversation architects move marketing beyond the idea of one-way messaging. Traditional marketing efforts were founded on this tried-and-true format and are still prevalent within the industry. Consider the example of a typical creative brief template, which usually says something like, "What are we trying to communicate?" Can you see the old-world residue in the word "communicate"? It lacks the dimensions of experiencing something and having an ongoing two-way dialogue. "What are we trying to communicate?" implies a one-way conversation. Maybe we should ask ourselves: "How can we facilitate?"
    Even media outlets such as USA Today have recently revamped their sites to support reader feedback in the form of comments. Users can also upload photos to the site (though I'm not sure why this is useful). As I write this, journalist and influential blogger Jeff Jarvis, who once flamed Dell in the famed "Dell Hell," now blogs about his positive interactions with Dell (DELL) representatives as they engage him and invite him to their digs in Texas.
    Jarvis says this of Dell's practices: "This isn't just crowdsourcing. This is crowdmanaging." Dell has overhauled its culture since Dell Hell. It currently has several sites that support user-generated content and give its customers and community a voice.
    Information Interchange
    I've personally witnessed Dell's change of heart in the form of an unsolicited comment on my blog from a Dell employee in regard to a post I had written about my experience talking at Loyola University. I had asked the graduate students there whether they had heard of Dell Hell (approximately 90% of them had not). But that didn't stop Dell from hearing what I said. With the use of Technorati, Dell can easily search for phrases such as Dell Hell and decide whether they want to engage consumers.
    Since my blog has high traffic it would have been a missed opportunity if they hadn't. So, not only did the Dell representative take the time to read my content and refer to it, he addressed how Dell is changing. And even here you can see the power of conversation, as I'm calling out the positive interaction I had with Dell—even though it occurred on my blog.
    But is engaging people on their own blogs marketing? If you think of marketing as facilitation as opposed to communication, it is. My background is in design, and I like to think that at the core, design is about facilitation. We designers should stop talking and start designing conversations. We should convert from marketers and information architects to conversation architects. Information is a one-way street, conversation isn't.
    The same goes for businesspeople—the new consumer class that can be anything and everything at once is looking for meaningful dialogue. Some brands and businesses are going out of their way to provide this. Some are going through the motions. And some are doing business as usual. Which camp do you fall in?
    David Armano has over 14 years experience in the creative field and has worked with clients including Allstate, HP, Grainger, Con Agra Foods and Bally Total Fitness. He spends the majority of his time working in interactive marketing and digital experience design. An active thought leader in the industry, David blogs at Logic + Emotion.
  • but you can’t do that on your own, you’ll need help
  • my own 15 rules for success in Social Media
    users don’t come on websites by chance
    do not confuse comments for collaboration
    facilitate, facilitate, facilitate
    your brand has to be adapted to the spirit of Web 2.0
    avoid talking about your products
    great causes can work wonders
    think user-benefit not company-benefit
    openness and transparency
    the tone of voice
    reactivity and spontaneity
    quantity and flow of information
    be ethical
    modernity and ‘geekiness’
    total immersion
    when the rubber meets the road
    bringing real answers to real questions
  • How 10 days of Internet chatter crippled a company’s reputation
    Someone with the moniker “unaesthetic” posted in a group discussion site for bicycle enthusiasts a strange thing that he or she had noticed: “Much to our surprise, we were able to hack our Kryptonite Evolution 2000 U- Lock with a ballpoint pen. This $50 lock is supposed to be one of the best for "toughest bicycle security in moderate to high crime areas"—unless the thief happens to have a Bic pen. We used to use these to lock up our bicycles, but we're switching to something else ASAP. (Oh, and just to be trite, the pen is mightier than the lock.). Two days later a number of blogs, including the consumer electronic engadget, posted a video demonstrating the trick.
    What is CSA: Customer sentiment is expressed as (1) attitudes, opinions, feelings, emotions and (2) suggestions, thoughts, ideas, observations
    Enterprise-focused customer sentiment is about (1) products and services and (2) company policy, performance, employees and management
    Sentiment can be (1) Favorable (positive), (2) Unfavorable (negative) or (3) Neutral
    CSA can answer the following types of questions:
    - What is being said about our company and products?
    - What is the effectiveness of our marketing campaign?
    - How does our company rank with its competitors?
    - What do our customers like or dislike about us?
  • implementing social media requires that one understands how mature a company is and how a staged implementation can take place.
    Orange Business Services Example goes here.
  • So you were talking about ROI?
  • d’ailleurs en 2007 on a dépassé la barre des 50% connectés à Internet en France (+ près des 60% au UK). cela veut dire qu’on rentre dans l’ère de la normalité de l’Internet et qu’il devient un outil ‘comme les autres’ (quasi banal). Mais le web2.0 vient-il bouleverser cette donne à nouveau?
    livre «The Internet Economy » (Choi, Whinston, 2000).
    Voici les nouvelles idées apportées par les auteurs: Ce qu’ils nomment à présent «l’économie intelligente » recouvre sensiblement le même concept que l’économie virtuelle à l’exception près qu’ils sont un peu plus élaborés et très illustrés. Ainsi, l’économie intelligente comporte deux caractéristiques particulières :
    Sur l’économie dite « intelligente »
    http://neumann.hec.ca/sites/cours/30-870-01/Definitions_cours_ecom_num.pdf
    l’offre des entreprises doit faire preuve d’intelligence et de flexibilité.
    La flexibilité peut se résumer ainsi : La puissance vient par exemple du réseau et de la richesse des échanges constants que l’on peut entretenir entre les différents partenaires économiques.
    L’intelligence c’est le pouvoir d’une organisation de satisfaire ses clients en temps réel et de façon interactive.
  • Head of Internet & Digital Media, Orange Business Services, since 2008
    Innovation principal, Outsourcing BU, Orange Business Services, 2005-2007
    Alliance Partner, Sales & Marketing with FT in charge of Cisco, HP, Capgemini, CSC etc. 2003-2005
    Prior to that Director for e-business at Unisys Teleconferencing services
    Designed and implemented CRM systems even before the word was invented
    New technologies: Internet Consultant since 1995 !
    Developed a course in Internet Survey methodology and implementation for one of France's major business schools
    Launched 10 new products for France Telecom including FT's Webconferencing Service
    Developed a new Marketing approach in 1995 named VISIONARY MARKETING (http://visionarymarketing.com):
    Evidence that Marketing approaches were changing
    Evidence that Buyer behaviours were changing
    Evidence that B2B approaches were also changing and that B2B industries were evolving too
    Developed this new Marketing approach a few months before The Internet started to grow very popular
    Tested this approach on the field and refined [NOT a RECIPE – MERELY a VISION to GUIDE my ACTION]
  • [En] Why Big Business Needs Social Media ... under what conditions

    1. 1. Case Study Presentation Succeeding in social media initiatives Yann Gourvennec Visionarymarketing.com @ygourven @vismktg Visionary Marketing fait partie du groupe Effinity
    2. 2. May 5, 2009 some rights reserved - CC 2008 - Orange Business Services - Yann A. Gourvennec 2 creative commons 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. 3. 3 some rights reserved - CC 2008 - Orange Business Services - Yann A. Gourvennec Page 3 my role at Orange Business Services http://orange-business.com/
    4. 4. 4 some rights reserved - CC 2008 - Orange Business Services - Yann A. Gourvennec Page 4 my personal research online… since 1995 > http://visionarymarketing.com > http://visionarymarketing.wordpress.com > http://resources.bnet.com/topic/yann+gourvennec.html
    5. 5. May 5, 2009 some rights reserved - CC 2008 - Orange Business Services - Yann A. Gourvennec 5 Where will you focus your digital marketing budget in 2009? (in% of interviewees) (December 2008 – 400 interviewees) > http://www.permissiontv.com/pdf/ptv_survey_results.pdf
    6. 6. May 5, 2009 some rights reserved - CC 2008 - Orange Business Services - Yann A. Gourvennec 6 http://www.fredcavazza.net/2008/06/09/social-media-landscape/
    7. 7. May 5, 2009 some rights reserved - CC 2008 - Orange Business Services - Yann A. Gourvennec 7 • the fear factor • vlogging • micro-blogging • budgetary issues? • buy-in issues • disclosure • legal issues • ROI issue?
    8. 8. May 5, 2009 some rights reserved - CC 2008 - Orange Business Services - Yann A. Gourvennec 8 http://geekandpoke.typepad.com/
    9. 9. May 5, 2009 some rights reserved - CC 2008 - Orange Business Services - Yann A. Gourvennec 9 agenda 1. markets as conversations 2. increasing brand advocacy with social media 3. which social media tool for what target population important notice: a number of websites/blogs/webTVs and other social media initiatives will be shown in this presentation. Not all of them are reflected in this powerpoint deck
    10. 10. May 5, 2009 some rights reserved - CC 2008 - Orange Business Services - Yann A. Gourvennec 10 Succeeding in social media initiatives 1. markets as conversations
    11. 11. May 5, 2009 some rights reserved - CC 2008 - Orange Business Services - Yann A. Gourvennec 11 marketing?
    12. 12. May 5, 2009 some rights reserved - CC 2008 - Orange Business Services - Yann A. Gourvennec 12 marketing? translated and adapted from www.cybercartes.com
    13. 13. May 5, 2009 some rights reserved - CC 2008 - Orange Business Services - Yann A. Gourvennec 13 it’s here for real but maybe not really new
    14. 14. May 5, 2009 some rights reserved - CC 2008 - Orange Business Services - Yann A. Gourvennec 14 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 how solution selling applies to the Web
    15. 15. May 5, 2009 some rights reserved - CC 2008 - Orange Business Services - Yann A. Gourvennec 15
    16. 16. nov-dec 2007 some rights reserved - CC 2007 - visionarymarketing.com - Yann A. Gourvennec16 make marketing not war “stop thinking in military analogies. no more campaigns. no more market penetration. if you're thinking of it as a war, you've lost already” – Pinko Marketing Manifesto
    17. 17. May 5, 2009 some rights reserved - CC 2008 - Orange Business Services - Yann A. Gourvennec 17 Succeeding in social media initiatives 2. increasing brand advocacy with social media
    18. 18. May 5, 2009 some rights reserved - CC 2008 - Orange Business Services - Yann A. Gourvennec 18 http://www.businessweek.com/innovate/content/apr2007/id20070409_372598.htm
    19. 19. May 5, 2009 some rights reserved - CC 2008 - Orange Business Services - Yann A. Gourvennec 19 it’s hard to trigger a revolution on your own …it’s hard to trigger a revolution on your own …
    20. 20. May 5, 2009 some rights reserved - CC 2008 - Orange Business Services - Yann A. Gourvennec 20 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 the ecosystem
    21. 21. May 5, 2009 some rights reserved - CC 2008 - Orange Business Services - Yann A. Gourvennec 21 15 golden rules for web 2.0 • for a big logo, it’s more about culture than technology • need to be prepared to withstand suggestions, critique, and even possibly destruction in a totally transparent manner
    22. 22. 22 some rights reserved - CC 2008 - Orange Business Services - Yann A. Gourvennec Page 22 risks 2.0? the Kryptonite blogstorm > what response to public information posted about your brand, products/services, company performance…? blogs usenet multi- media portals online news forums news feeds wikis (ORM) reputation management
    23. 23. May 5, 2009 some rights reserved - CC 2008 - Orange Business Services - Yann A. Gourvennec 23 Succeeding in social media initiatives 3. which social media tool for what target population
    24. 24. May 5, 2009 some rights reserved - CC 2008 - Orange Business Services - Yann A. Gourvennec 24 interactivity matrix wikis + interactivity - - + e-commerce online discussions forums blogs Internet presence online product catalogue fully fledged e-commerce site 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 ultimate goal for website - require database and flow
    25. 25. May 5, 2009 some rights reserved - CC 2008 - Orange Business Services - Yann A. Gourvennec 25 regional differences … as usual 25 sources:http://valleywag.com/tech/data-junkie/the-world-map-of-social-networks-273201.php Le Monde, Datamonitor – 2008 http://medias.lemonde.fr/mmpub/edt/ill/2008/01/14/h_4_RESEAUX+X1I1.gif * numbers meaning millions of hours spent by month as of Aug 2007 europe * NAM * 1/4 of subscribers asia-pac * 1/3 of subscribers
    26. 26. May 5, 2009 some rights reserved - CC 2008 - Orange Business Services - Yann A. Gourvennec 26 France: social network profiles • Skyblog/Skyrock: 50% market share • facebook: 2% vs clear leader in UK  all on same segment? 26 source: Datamonitor – 2008 Other
    27. 27. May 5, 2009 some rights reserved - CC 2008 - Orange Business Services - Yann A. Gourvennec 27 digg-likes et al business networking utilitarian (Q&A) all things to all people network int’l high-tech micro-blogging & comms meta social networking tools/generators French speaking German speaking + China
    28. 28. May 5, 2009 some rights reserved - CC 2008 - Orange Business Services - Yann A. Gourvennec 28 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
    29. 29. May 5, 2009 some rights reserved - CC 2008 - Orange Business Services - Yann A. Gourvennec 29 not for anoraks it’s collective intelligence stupid!
    30. 30. 30 some rights reserved - CC 2008 - Orange Business Services - Yann A. Gourvennec Page 30 live at http://blogs.orange-business.com  www.tinyurl.com/orange0708
    31. 31. May 5, 2009 some rights reserved - CC 2008 - Orange Business Services - Yann A. Gourvennec 31 backup slides
    32. 32. 32 some rights reserved - CC 2008 - Orange Business Services - Yann A. Gourvennec Page 32 http://youtube.com/orangebusiness http://orange-business.tv
    33. 33. 33 some rights reserved - CC 2008 - Orange Business Services - Yann A. Gourvennec Page 33 a few examples of collaboration at Orange
    34. 34. 34 some rights reserved - CC 2008 - Orange Business Services - Yann A. Gourvennec Page 34 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 his research available online at: http://visionarymarketing.com/

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