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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
2
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...
May 5,
2009
some rights reserved - CC 2008 - Orange Business Services - Yann A.
Gourvennec
5
Where will you focus your dig...
May 5,
2009
some rights reserved - CC 2008 - Orange Business Services - Yann A.
Gourvennec
6
http://www.fredcavazza.net/20...
May 5,
2009
some rights reserved - CC 2008 - Orange Business Services - Yann A.
Gourvennec
7
• the fear factor
• vlogging
...
May 5,
2009
some rights reserved - CC 2008 - Orange Business Services - Yann A.
Gourvennec
8
http://geekandpoke.typepad.co...
May 5,
2009
some rights reserved - CC 2008 - Orange Business Services - Yann A.
Gourvennec
9
agenda
1. markets as conversa...
May 5, 2009
some rights reserved - CC 2008 -
Orange Business Services - Yann A.
Gourvennec
10
Succeeding in social media
i...
May 5,
2009
some rights reserved - CC 2008 - Orange Business Services - Yann A.
Gourvennec
11
marketing?
May 5,
2009
some rights reserved - CC 2008 - Orange Business Services - Yann A.
Gourvennec
12
marketing?
translated and ad...
May 5,
2009
some rights reserved - CC 2008 - Orange Business Services - Yann A.
Gourvennec
13
it’s here for real
but maybe...
May 5,
2009
some rights reserved - CC 2008 - Orange Business Services - Yann A.
Gourvennec
14
now you tell me,
i realise I...
May 5,
2009
some rights reserved - CC 2008 - Orange Business Services - Yann A.
Gourvennec
15
nov-dec
2007
some rights reserved - CC 2007 - visionarymarketing.com - Yann A. Gourvennec16
make marketing not war
“stop t...
May 5, 2009
some rights reserved - CC 2008 -
Orange Business Services - Yann A.
Gourvennec
17
Succeeding in social media
i...
May 5,
2009
some rights reserved - CC 2008 - Orange Business Services - Yann A.
Gourvennec
18
http://www.businessweek.com/...
May 5,
2009
some rights reserved - CC 2008 - Orange Business Services - Yann A.
Gourvennec
19
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...
May 5,
2009
some rights reserved - CC 2008 - Orange Business Services - Yann A.
Gourvennec
21
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
some rights reserved - CC 2008 -
Orange Business Services - Yann A.
Gourvennec
23
Succeeding in social media
i...
May 5,
2009
some rights reserved - CC 2008 - Orange Business Services - Yann A.
Gourvennec
24
interactivity matrix
wikis
+...
May 5,
2009
some rights reserved - CC 2008 - Orange Business Services - Yann A.
Gourvennec
25
regional differences … as us...
May 5,
2009
some rights reserved - CC 2008 - Orange Business Services - Yann A.
Gourvennec
26
France: social network profi...
May 5,
2009
some rights reserved - CC 2008 - Orange Business Services - Yann A.
Gourvennec
27
digg-likes
et al
business
ne...
May 5,
2009
some rights reserved - CC 2008 - Orange Business Services - Yann A.
Gourvennec
28
ROI?
content generation
moti...
May 5,
2009
some rights reserved - CC 2008 - Orange Business Services - Yann A.
Gourvennec
29
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...
May 5, 2009
some rights reserved - CC 2008 -
Orange Business Services - Yann A.
Gourvennec
31
backup slides
32 some rights reserved - CC 2008 - Orange Business Services - Yann A. Gourvennec Page 32
http://youtube.com/orangebusines...
33 some rights reserved - CC 2008 - Orange Business Services - Yann A. Gourvennec Page 33
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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[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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