Download pptx - [En] how social media changed our (your) lives

How the Social Web Changed Our Lives

Yann Gourvennec

Head of Internet & Digital Media

http://orange-business.com

Paris – nov 2010

some rights reserved - 2010 - cc - Yann A Gourvennec - Orange Business Services

http://orange-business.com/

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


Social Media for Businesses

> SMBC: socialmedia.org > media aces: france.media-aces.org

http://socialmedia.org/

http://france.media-aces.org/


[Fr] les médias sociaux expliqués à mon boss

agenda

> it changed our lives> what is it? & numbers> organisational impact> a new paradigm?



the Web has changed our lives

including vital statistics


smile …

> the power of now!

http://ygourven.posterous.com

http://ygourven.posterous.com/


it’s about branding (personal/non personal)

9


it’s about the human touch


because

we are special

Image by Nina Matthews some rights reserved

http://www.flickr.com/photos/21560098@N06/

http://creativecommons.org/licenses/by/2.0/deed.en_GB






and social media gives us a say

Image by Robert Nilsson some rights reserved

http://www.flickr.com/photos/rnphotos/4689893987/

http://creativecommons.org/licenses/by-nc-nd/2.0/deed.en_GB


making things happen

>> why innovation is overrated, HBR blogs, Scott Berkun

inventors, creators, and leaders […] care less about being innovative than they do about making things.“

http://blogs.harvardbusiness.org/berkun/2008/07/why-innovation-is-overrated.html


but don’t do it that way!


ok now …

what is social media?


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)

“

http://en.wikipedia.org/wiki/User-generated_content


2.0

in a few words: cooperation


often opposed to

> “industrial media"

> aka "traditional“

> aka "broadcast“

> aka "mass" media,

Image by Robert Nilsson some rights reserved

http://www.flickr.com/photos/rnphotos/4689893987/






http://gapingvoid.com/2010/07/02/commission-supergenius/



plus …

> enterprise social software, née enterprise 2.0

> everything I may have forgotten


http://www.fredcavazza.net/2008/06/09/social-media-landscape/


the (daunting) boom of social media


a new bubble?

“even in these times of crisis "it's never been so easy for a start-up to get started on a very low budget”

http://bit.ly/orangegreen

Howard Greenfield, EIR, plugandplaytechcenter

http://bit.ly/orangegreen

http://www.plugandplaytechcenter.com/

French blogging: facts and figures

some rights reserved - 2010 - cc - Yann A Gourvennec - Orange Business Services 24

> 28 % assumed name> majority of personal blogs> 16% are corporate blogs> 20% bloggers do both> most popular: high-tech

French bloggersage groups

< 2525 - 3030- 40> 40

source Journal du Net 2010

OverBlogBlogger

Skyrock blogCanalBlog

0% 20%

40%

60%

80%

100%

mthly uniques (Nielsen# of blogs


• source: http://telephonyonline.com/iptv and comments by Lynnette Webb on flickr

• http://www.techxav.com/2010/03/19/if-facebook-were-a-country/

2010

if … were a country

http://telephonyonline.com/iptv

http://www.flickr.com/photos/lynetter/366061416/in/set-72057594139269787/

http://www.techxav.com/2010/03/19/if-facebook-were-a-country/

2009: rocketing twitter awareness


2009: the twitter year

social network awareness progression in France

2007-2009

autumn 2007 autumn 2008 spring 2009 autumn 2009

26

social media not for business people?



social networks in a nutshell (11/10)

facebook

500 million members

17 million Fr

USA: 2004

50 languages

consumers + High Tech + … ?

1. Coca Cola: 4 million2. Starbucks: 5 million

3. Walt Disney: 2 million

linkedIn

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

Xing

+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

28

400m -> 500m in just 4 months



8+m -> 10m in just 7 months

http://en.wikipedia.org/wiki/LinkedIn#Membership

social network usage

30%

25%25%

10%10%

do business find a job

hire people find experts

reconnect


source Alain Lefebvre (2008)

29

145 million twitter accounts worldwide (75 as of April)but 60% of users don’t return


> 80% awareness in France> 120 million visits worldwide

- Fr 2.6 m unique visitors (2009)> traffic

- USA : No.1 (33.3%)- France : No.13 (0.98%)

> profile- men 74 % - women 26 %- average user 31 years old

> 76 % mobile access

Sysomos survey:- average : 4.67 degrees

of separation- on average, 50% users

< 4 degrees- all < 5 degrees

30

http://www.crn.com/blogs-op-ed/the-channel-wire/217200834/twitter-quitters-outnumber-those-who-stay-report-finds.htm






largest twitter users in France (2010)

Source 01 informatique 05/2010

31


France, 2010

Facebook leading in terms of brand awareness but only #3

Le Monde, Oct 15, 2010

photo by Robert S Donovan some rights reserved

http://www.lemonde.fr/technologies/article/2010/10/15/reseaux-sociaux-en-france-facebook-le-plus-connu-mais-pas-le-plus-utilise_1426929_651865.html#xtor=AL-32280265



http://www.flickr.com/photos/booleansplit/3972319375/


http://www.ifop.fr/media/poll/1279-1-study_file.pdf


regional differences are still key

source: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

(2007-8)

33

http://valleywag.com/tech/data-junkie/the-world-map-of-social-networks-273201.php




http://medias.lemonde.fr/mmpub/edt/ill/2008/01/14/h_4_RESEAUX+X1I1.gif


so where are you at, now?

Norman (1998: The Invisible Computer) Modified from Moore [1995]).Source: http://www.jnd.org/dn.mss/life_cycle_of_techno.html

http://www.jnd.org/dn.mss/life_cycle_of_techno.html


vital statistics: b2c social media

> is social media a fad?> 96% of gen y on social networks> social media #1 web activity

(above porn)> facebook added 100m users in 9

months> YouTube 2nd largest search

engine ww> wikipedia over 13m articles

- 78% of which non English

> 25% of search results for brands linked to UGC

socialnomics

http://bit.ly/2009socialnomics




vital statistics: b2b social media

> 93% of buyers initiate buying process via Search

> 81% of B2B companies have (some sort) of social media presence (vs 67% for b2c)

> 75% take part in micro blogging (vs 49% for b2c)

> 53 of CEOs prefer looking for information online by themselves

> 60% use search engines> 60% carry out more than 6

searches everyday

http://www.earnest-agency.com/

http://bit.ly/earnestb2b


http://www.earnest-agency.com/

http://bit.ly/earnestb2b


a few random thoughts

on the impact of social media on our organisations


no longer anoraks

> 1996 AOL UK flyer

> today: (new) Internet as role model for ‘collective intelligence’


of networks and men …


new (?) organisational patterns

> http://www.visionarymarketing.com/articles/ofnetworksandmen0.html

top-down bottom-up (participation)

network

http://www.visionarymarketing.com/articles/ofnetworksandmen0.html


of networks and men


how is (good) networking done?

http://bit.ly/fanpancan

internal or

external

http://bit.ly/fanpancan


the end of thought leadership(as we know it)

http://www.businessweek.com/innovate/content/apr2007/id20070409_372598.htm

http://www.businessweek.com/innovate/content/apr2007/id20070409_372598.htm


the (sad) state of collaboration in the workplace

> the Hamster revolution

> no email friday – - US Cellular (2007)- Deloitte (2008)- pains Jacquet (2009)

> 15 tips - http://tinyurl.com/stayingontop

44

http://www.amazon.co.uk/Hamster-Revolution-Manage-Before-Manages/dp/1576754375/ref=sr_1_1?ie=UTF8&s=books&qid=1246554593&sr=1-1

http://tinyurl.com/stayingontop


the way we work


now… and beyond?


here and now already


so what are brands doing?

Brand content and the UGC revolution


Linkedin

Viadeo

Facebook

slideshare

FR

1

EN

1

posterous

EN

1

the brand content game (example)

YouTube

1

EN

Pressannouncements

1

EN

1

FR

webzine

FR

2

EN

11

FR

1

EN

webradioblogs

FR

6

EN

2

webTV

FR

1

EN

1

FR

1

BlackBerryTouch.com


guess who’s producing the content?

other useful best practices

> blogging for a good cause - Kaiser Permanente: http://bit.ly/kaiserp

Tyson foods hunger relief program

> caring for enthusiasts- Discovery Channel’s Shark Week:

http://bit.ly/discoshark - GE and UK transpotters:

http://slidesha.re/gespotters

> b2b- Blentec’s will it blend YouTube channel:

http://www.willitblend.com/ - Intel’s social media involvement- SAP Sapphire: spicing events with Social

Media

- [Fr] Cegos’ blogging programme

> HR- Sungard’s Yammer community- [Fr] SocGen’s HR tv channel

> Social CRM and crowdsourcing- Orange France (forums) and

Orange Spain (twitter)- [Fr] Dream Orange (Orange labs)


http://bit.ly/kaiserp

http://www.tysonhungerrelief.com/

http://bit.ly/discoshark

http://slidesha.re/gespotters

http://www.willitblend.com/

http://blogs.orange-business.com/live/2008/12/intels-kaplan-social-media-is-not-something-to-fear-but-to-embrace.html

http://blogs.orange-business.com/live/2010/11/sap-on-its-sapphire-annual-event-sap-wanted-to-take-this-live-event-and-make-it-virtual.html

http://blogs.orange-business.com/live/2010/11/sap-on-its-sapphire-annual-event-sap-wanted-to-take-this-live-event-and-make-it-virtual.html

http://france.media-aces.org/philippe-gerard-cegos-conference-media-aces-juin-2010/



http://blogs.orange-business.com/live/2010/11/sungard-aims-at-getting-all-employees-to-join-yammer.html

http://blogs.orange-business.com/live/2010/11/sungard-aims-at-getting-all-employees-to-join-yammer.html

http://france.media-aces.org/rendre-la-communication-plus-individuelle-et-empathique-utiliser-plus-la-conviction-franck-la-pinta-societe-generale-mac-2009/





http://blogs.orange-business.com/live-france/2010/09/la-relation-client-sociale-lexperience-dorange-france.html

http://twitter.com/#!/orange_es

http://twitter.com/#!/orange_es


so why bother?

“I have another job to do"

“is this for me?"

“it won’t work here!"

“how to do it?"

“what ROI?"

Image: microsoft clipart gallery


20 seconds, 20.000 views‘what’s the message ?’

http://bit.ly/jchambers

http://bit.ly/jchambers




a new paradigm?


communities: the new paradigm…

56


e-reputation is the new paradigm

since 1995


UGC, the new paradigm

maybe not really new

+/- outcomedigestion

phases of technology maturation

technological breakthrough

digital photography

A1

B

‘digestion’ phase

technology fails it is either abandoned or recycled (e.g. 1st generation tablets, voice recognition).

technology becomes transparent

Internet banking

hell

A2

C2

C3

C1

heaven

the technology maturation curve


follow us on


@ygourven@orangebusiness@orangeb2b_intl

http://www.posterous.com/orangebusiness

http://www.facebook.com/orangebusiness

http://twitter.com/orangebusiness

http://twitter.com/orangeb2b_intl

http://www.posterous.com/orangebusiness

http://www.facebook.com/orangebusiness

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


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

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/


http://visionarymarketing.com/fwelcom.html

https://www.linkedin.com/profile?viewProfile=&key=179092&fromSearch=0&sik=1132701871814&split_page=1&rd=in&goback=.srp_1_1132701871814_in