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cc some rights reserved - 2012 - Yann A Gourvennec - Orange
http://oran.ge/slides
Gemalto HQParis, November 23th, 2012
social media in b2b - lessons learnt
Yann GourvennecDirector, Web, Digital & Social Mediahttp://orange.com
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2 publications in 2011
> http://precommerce.com > http://amonboss.com
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agenda
1. takeaways from Orange b2b
2. implementation tips
3. regional differences
4. sales vs. blogs
5. #blogbus
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http://oran.ge/slides
Gemalto HQParis, November 23th, 2012
1. takeaways from the Orange Business Services experience
cc some rights reserved - 2012 - Yann A Gourvennec - Orange
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introduction: customer advocacy
> a brand is “what your customer says when you are not in the room” - (Jeff Bezos?)
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“Vincent, you are a star now, your blog piece has been circulated throughout the Bank!
(from a client to one of our bloggers)
‘new’ trends
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barely 5 years ago …
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some rights reserved by Jimee, Jackie, Tom & Ash
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a thing to fear or build upon?
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some rights reserved by ella novak
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?
noise
signaltime
2006 2007 2010 2012 2013
flair sentiment analysis by Orange
Labs
blog weather news
=> blogs & online papers
analysis=> sent to CEO
& 300 addressees
daily mail alert
Þ social media team
Þ 100 links/day
Digimind / Synthesio / TrendyBuzz
Þ Access to all users
Þ Digimind group tool
digimind alertscrisis only
in 2013 PR process
social mediadashboards
net
neu
trality
govern
an
ce
in-depth surveys
2011
signal to noise
acceptable limit
etc
.
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… not always true
under the radar functional preferred sensitive
characteristics little or no buzzeither it works or fix
it!conversations
heath, safety, children
tactics do something different
community management
(forums/social media)
nurture community (ies)
reassure
4 types of brands (Synthesio)
Hervé Kabla & Yann Gourvennec : Social Media Taught to my boss, 2011
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so, why use social media in b2b?
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1. because of solution selling
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cc some rights reserved - 2012 - Yann A Gourvennec - Orange
2. because of ICT buyers …
vertical painpoints
are passionate about technology
annoyed by banners/marketing by interruption
are part of ECOSYSTEMS
IT security virtualization
read blogs
turn to trusted technologyB2B resources
source:
use social media
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3. because we get feedback … and more
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and can do lead generation
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4. because we have good people ... and partners
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5. because of numbers and influence
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6. because of S.E.O.
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the ICT ecosystem
cc some rights reserved - 2012 - Yann A Gourvennec - OrangeTYPICAL B2B ECOSYSTEM
NEWS
OPINIONLEADERS
OTHERSECTORS
CONSULTANT
PARTNER
ENTERPRISEX
RSSFEEDS
WEB
ENTERPRISE
OTHERREGIONS ADMIN
CONTRACTORS
BUYER LEGAL
BUSINESS UNIT
CLIENT TEAM
FINANCIAL CONTROLER
CONSULTANTS
OTHER BUSINESS
UNITS
ENTERPRISE Y
CONSULTANCY
VENDOR
VENDOR
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http://oran.ge/slides
Gemalto HQParis, November 23th, 2012
3. implementation tips
cc some rights reserved - 2012 - Yann A Gourvennec - Orange
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[En] Nine Top Tips For Implementing Social Media
1. communities are important, but not every brand has one
2. don’t confuse comments with collaboration
3. avoid the meatball sundae effect
4. facilitate, facilitate, facilitate
5. respect your community and no hard-selling
6. great causes can work wonders
7. think user-benefit vs. company-benefit
8. openness, transparency and disclosure
9. execution is everything
http://bit.ly/9toptips4social
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cc some rights reserved - 2012 - Yann A Gourvennec - Orange
good practices and recommendations
> dos ….- long view, short term
execution- up to date & fresh content- team rostering- invite partners- blog scheduling- 10-15 posts p.m.- varying types of posts
- news, exhibitions, video, radio clips, links, short blogs, market vision etc.
- constrained lists (10/7/5/3)- popular subjects- focus on your niche, talk to
your audience (build your community)
- schematics work wonder- field experience
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cc some rights reserved - 2012 - Yann A Gourvennec - Orange
good practices and recommendations
> don’ts - “infiltrating” social networks- writing too many visionary articles
and crash- selling your wares- bland, high level BS- 10-page articles ( installments)- b2c subjects (at all cost)- online squabbling or attacks- all rush judgements- defamatary statements and libel,
mostly vis a vis partners- non personal images or that of
monuments (Big Ben etc.)- fretting because you don’t have
enough comments
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no go areas
> flogs> fake comments> fake content> fake employees> spam and intrusion> infiltration> paying bloggers> …
cc some rights reserved - 2012 - Yann A Gourvennec - Orange
disclosurehttp://socialmedia.org/disclosure
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http://oran.ge/slides
Gemalto HQParis, November 23th, 2012
4. regional differences
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social networks in a nutshell (11/10)
600 million members20 million Fr
USA: 2004
50 languages
consumers + High Tech + … ?
1. Coca Cola: 4 million2. Starbucks: 5 million
3. Walt Disney: 2 million
80 million members1 million Fr
USA: 2002
predominantly English
Professionals
average user 41 years old
viadeo
30 million members3.7 million Fr (n°1)
France: 2002
predominantly French
Professionals
external growth100,000 connections/day
+8 million members (08/09)
Germany: 2003 (née Open BC)
16 languages inc. Ger + Au + Ch
Professionals
mostly German-speaking + Spanish + Chinese folks
source: brands & Orange Business Services & Wikipedia
400m -> 500m in just 4
months
65m -> 80m in just 7 months
25m -> 30m in just 7 months
8+m -> 10m in just 7 months
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regional differences are key (2006 …)
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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
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regional differences are key (… 2009 …)
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http://www.nicolaskerebel.com/non-classe/world_map_of_social_networks/
Vincenzo Costenza
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regional differences shrinking (dec 2010)
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http://oran.ge/slides
Gemalto HQParis, November 23th, 2012
5. sales vs. blogs
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this isn’t a blog
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http://precommerce.com
about Orange:
“our top priority is for everyone to do business with social media”
“[you] will never be bloggers, [you] will be professionals using blogs”
pre-commerce, p 251cc some rights reserved - 2012 - Yann A Gourvennec - Orange 34
so, can’t blogs help sales?
cc some rights reserved - 2012 - Yann A Gourvennec - Orange
photo credits, Chris Brogan
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http://oran.ge/slides
Gemalto HQParis, November 23th, 2012
6. Silicon Valley blogger bus tour
> a ‘crowdblogging’ experience
some images by the Young Creatives Network, others by Orange and Microsoft Clipart Gallery unless otherwise stated
last update date: September 3, 2012cc some rights reserved - 2012 - Yann A Gourvennec - Orange
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2. Silicon Valley blogger bus tourSept 17-22, 2012
#blogbus live.orange.com
genesis
some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media
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Silicon Valley blogger bus tourSept 17-22, 2012
> 14 bloggers from Australia, China, Finland, France, Romania, UK, US
> asking the question: what next for social media, mobility and geolocalisation. And is there life after Facebook?
> blogging live at live.orange.com and their own blogs
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why did we organize the blogger bus tour?
to ask the question: is there a new wave of innovation coming or will we witness the decline of Silicon Valley?
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source : twitonomysome rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media
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FREE DISPLAY> 6 banners x 6 blogs for 3 weeks> CPM: €0.30> (5000 impressions/blog/day on average) x 6 blogs
LIVE ORANGE BLOG FROM 600 TO 1300 DAILY UNIQUES FOR 2 WEEKS> +700 DU x 14 days = 9,800> 9,800 x (€0.51 - €1 CPC)
blogger bus tour 2012 overall estimated benefit : €82k to €114k
+12 000 Twitter impressions on promoted tweets Twitter 1st referrer amongst social networks : 25% of
visits
+15% new followers (from 100 to 130 per day)
content published on orange.com+ social networksFb, Tw, G+, Pin, Dai, Ins, Lin
UGC MULTIMEDIA> 6 Orange videos ~ €500 x 6 > 7 photo slideshows (€1K)
impact +4% recurring visitors
8 new bloggers recruited
100 POSTS> ~ €500 - €750 per post
SOCIAL MEDIA OUTREACHTwitter, Facebook, Google+, Pinterest, Linkedin, Dailymotion> ~ €500 - €600 per blog
~ €50 – 75k €19k
~ €4 – 6k
€4k
~ €5 – 10k
US and UK in 2nd and 3rd position
some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media
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thank you
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any questions?
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follow us on
@orange @orangebusiness
http://www.posterous.com/orangebusiness
http://facebook.com/orangehttp://facebook.com/orangebusiness
http://youtube.com/orangebusiness
http://slideshare.net/orangebusiness
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