Upload
socialmediaorg
View
1.544
Download
0
Tags:
Embed Size (px)
Citation preview
unrestricted
Nov 10, 2009
2
Case Study Presentation: increasing brand advocacy with social mediaYann GourvennecHead of Internet & Digital Mediahttp://orange-business.com
4 some rights reserved - CC 2009 - Orange Business Services - Yann A. Gourvennec Page 4
... 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
5 some rights reserved - CC 2009 - Orange Business Services - Yann A. Gourvennec Page 5
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
6 some rights reserved - CC 2009 - Orange Business Services - Yann A. Gourvennec Page 6
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
7 some rights reserved - CC 2009 - Orange Business Services - Yann A. Gourvennec Page 7
http://geekandpoke.typepad.com/
social media … and ROI
8 some rights reserved - CC 2009 - Orange Business Services - Yann A. Gourvennec Page 8
how solution selling applies to the Web
9 some rights reserved - CC 2009 - Orange Business Services - Yann A. Gourvennec Page 9
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
10 some rights reserved - CC 2009 - Orange Business Services - Yann A. Gourvennec Page 10TYPICAL 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
11 some rights reserved - CC 2009 - Orange Business Services - Yann A. Gourvennec Page 11
it’s hard to trigger a revolution on your own it’s hard to trigger a revolution on your own ……
12 some rights reserved - CC 2009 - Orange Business Services - Yann A. Gourvennec Page 12
blogs and WebTV: hundreds of experts
facebooknetvibe
s
13 some rights reserved - CC 2009 - Orange Business Services - Yann A. Gourvennec Page 13
Orange Business blogs
14 some rights reserved - CC 2009 - Orange Business Services - Yann A. Gourvennec Page 14
orange-business.tv business case
15 some rights reserved - CC 2009 - Orange Business Services - Yann A. Gourvennec Page 15
orange-business.tv: where we started from …
16 some rights reserved - CC 2009 - Orange Business Services - Yann A. Gourvennec Page 16
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
17 some rights reserved - CC 2009 - Orange Business Services - Yann A. Gourvennec Page 17
best practice 1 on UGC
http://bit.ly/soceng
19 some rights reserved - CC 2009 - Orange Business Services - Yann A. Gourvennec Page 19
On our blogs … what ROI?
20 some rights reserved - CC 2009 - Orange Business Services - Yann A. Gourvennec Page 20
presence / engagement
21 some rights reserved - CC 2009 - Orange Business Services - Yann A. Gourvennec Page 21
ROI?
content generation
motivation
leadership of opinion
global reachSEO
UGC
breaking silos
nurturing talent
rss (dynamic)
links
comments/discussions
cheapspice up IRL events
22 some rights reserved - CC 2009 - Orange Business Services - Yann A. Gourvennec Page 22
Orange b2b label
•over 100 partnering websites on the French side•budding community on the English side
23 some rights reserved - CC 2009 - Orange Business Services - Yann A. Gourvennec Page 23
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
24 some rights reserved - CC 2009 - Orange Business Services - Yann A. Gourvennec Page 24
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/