[En] Success in Social Media Initiatives

Nov 10, 2009

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Case Study Presentation: increasing brand advocacy with social mediaYann GourvennecHead of Internet & Digital Mediahttp://orange-business.com

some rights reserved - CC 2009 - Orange Business Services - Yann A. Gourvennec Page 33

... worldwide solutions, local support ...... worldwide solutions, local support ...

international presence, local support

> 3,750 multinational customers

> the world’s largest seamless voice and data network, with local support in 166 countries and territories

> mobile phone networks in 17 countries

> 110 million Orange mobile customers including 8 million business customers

> 300,000 IP VPN access points around the world

> more than 850,000 Business Everywhere customers


a footprint supporting business around the world

local support in 166 countries and territories a seamless network covering 220 countries and

territories

local support in 166 countries and territories a seamless network covering 220 countries and

territories


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


http://geekandpoke.typepad.com/

social media … and ROI


how solution selling applies to the Web


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

some rights reserved - CC 2009 - Orange Business Services - Yann A. Gourvennec Page 99 TYPICAL B2B ECOSYSTEM

NEWS

OPINIONLEADERS

OTHERSECTORS

CONSULTANT

PARTNER

ENTERPRISEX

RSSFEEDS

WEB

ENTERPRISE

OTHERREGIONS ADMIN

CONTRACTORS

BUYER LEGAL

BUSINESS UNIT

CLIENT TEAMFINANCIAL CONTROLER

CONSULTANTS

OTHER BUSINESS

UNITS

ENTERPRISE Y

CONSULTANCY

VENDOR

VENDOR

the ICT ecosystem


it’s hard to trigger a revolution on your own it’s hard to trigger a revolution on your own ……


blogs and WebTV: hundreds of experts

LinkedIN

Twitter

facebooknetvibe

s

google


Orange Business blogs


orange-business.tv business case


orange-business.tv: where we started from …


orange-business.tv business case

3 main ingredients > technological> editorial> production

facts and figures> created November 2008> 200 videos online, 50% in English> 35,268 videos played over 10 months

- i.e. approx. 3,500 p.m> current weekly average: 1,500 videos

- i.e. 50 hours of narrowcasting


best practice 1 on UGC

http://bit.ly/soceng


On our blogs … what ROI?


presence / engagement


ROI?

content generation

motivation

leadership of opinion

global reachSEO

UGC

breaking silos

nurturing talent

rss (dynamic)

links

comments/discussions

cheapspice up IRL events


Orange b2b label

•over 100 partnering websites on the French side•budding community on the English side


my research on Bnet and elsewhere

> http://resources.bnet.com/topic/yann+gourvennec.html

my personal research on the Web

> http://visionarymarketing.com > http://visionarymarketing.wordpress.com


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 available online at: http://visionarymarketing.com/