[En] Why Big Business Needs Social Media ... under what conditions

Case Study Presentation

Succeeding in social media initiatives

Case Study Presentation


Yann Gourvennec

Visionarymarketing.com

@ygourven

@vismktg

Yann Gourvennec

Visionarymarketing.com

@ygourven

@vismktg

Visionary Marketing fait partie du groupe Effinity

May 5, 2009

some rights reserved - CC 2008 - Orange Business Services - Yann A. Gourvennec2

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3 some rights reserved - CC 2008 - Orange Business Services - Yann A. Gourvennec Page 3

my role at Orange Business Services

http://orange-business.com/

http://orange-business.com/


my personal research online… since 1995

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

http://visionarymarketing.com/

http://visionarymarketing.wordpress.com/

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

May 5, 2009


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://www.permissiontv.com/pdf/ptv_survey_results.pdf

May 5, 2009


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

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

May 5, 2009


• the fear factor• vlogging• micro-blogging• budgetary issues?• buy-in issues• disclosure• legal issues• ROI issue?

May 5, 2009


http://geekandpoke.typepad.com/

http://geekandpoke.typepad.com/

May 5, 2009


agenda

1. markets as conversations2. increasing brand advocacy with

social media3. 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

May 5, 2009some rights reserved - CC 2008 -

Orange Business Services - Yann A. Gourvennec

10


1. markets as conversations

May 5, 2009


1

marketing?

May 5, 2009


2

marketing?

translated and adapted from www.cybercartes.com

http://www.cybercartes.com/

May 5, 2009


3

it’s here for realbut maybe not really new

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4

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

May 5, 2009


5

nov-dec 2007

some rights reserved - CC 2007 - visionarymarketing.com - Yann A. Gourvennec1

6

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


2. increasing brand advocacy with social media

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8

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

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

May 5, 2009


9

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

May 5, 2009


0TYPICAL 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 ecosystem

May 5, 2009


1

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


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)reputationmanagement



23


3. which social media tool for what target population

May 5, 2009


4

interactivity matrix

wikis+

interactivity

-- +

e-commerce

onlinediscussions

forums

blogs

Internetpresence

onlineproduct

catalogue

fully fledgede-commerce site

Information drivenInternet presence

mash ups aggregators

ideagoras

closed UGshared online space

closed UGextranets

- 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 / expertfacilitation ++++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

May 5, 2009


5

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

May 5, 2009


6

France: social network profiles

• Skyblog/Skyrock: 50% market share

• facebook: 2% vs clear leader in UK

all on same segment?

26source: Datamonitor – 2008

Other

May 5, 2009


7

digg-likes et al

business networking

utilitarian(Q&A)

all things to all people network

int’lhigh-tech

micro-blogging & comms

meta social networking

tools/generators

Frenchspeaking

Germanspeaking + China

May 5, 2009


8

ROI?content generation

motivation

leadership of opinion

global reachSEO

UGC

breaking silos

nurturing talent

rss (dynamic)

links

comments/discussions

cheapspice up IRL events

May 5, 2009


9

not for anoraks

it’s collective intelligence stupid!


live at http://blogs.orange-business.com

www.tinyurl.com/orange0708



31

backup slides


http://youtube.com/orangebusiness http://orange-business.tv


a few examples of collaboration at Orange


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/

Technology

[En] Why Big Business Needs Social Media ... under what conditions