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Case Study Presentation
Succeeding in social media initiatives
Case Study Presentation
Succeeding in social media initiatives
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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my role at Orange Business Services
http://orange-business.com/
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my personal research online… since 1995
> http://visionarymarketing.com > http://visionarymarketing.wordpress.com > http://resources.bnet.com/topic/yann+gourvennec.html
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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
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http://www.fredcavazza.net/2008/06/09/social-media-landscape/
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• the fear factor• vlogging• micro-blogging• budgetary issues?• buy-in issues• disclosure• legal issues• ROI issue?
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http://geekandpoke.typepad.com/
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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
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Succeeding in social media initiatives
1. markets as conversations
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marketing?
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marketing?
translated and adapted from www.cybercartes.com
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it’s here for realbut maybe not really new
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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
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nov-dec 2007
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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
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Succeeding in social media initiatives
2. increasing brand advocacy with social media
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http://www.businessweek.com/innovate/content/apr2007/id20070409_372598.htm
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it’s hard to trigger a revolution on your own it’s hard to trigger a revolution on your own ……
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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
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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
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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
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Succeeding in social media initiatives
3. which social media tool for what target population
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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
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regional differences … as usual
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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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France: social network profiles
• Skyblog/Skyrock: 50% market share
• facebook: 2% vs clear leader in UK
all on same segment?
26source: Datamonitor – 2008
Other
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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
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ROI?content generation
motivation
leadership of opinion
global reachSEO
UGC
breaking silos
nurturing talent
rss (dynamic)
links
comments/discussions
cheapspice up IRL events
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not for anoraks
it’s collective intelligence stupid!
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live at http://blogs.orange-business.com
www.tinyurl.com/orange0708
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backup slides
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http://youtube.com/orangebusiness http://orange-business.tv
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a few examples of collaboration at Orange
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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/