[en] cairo presentation on social media
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increasing brand advocacy with social media
Yann GourvennecHead of Internet & Digital Media
http://orange-business.com
Cairo – Oct 25th, 2010
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a footprint supporting business around the world
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local support in 166 countries and territories a seamless network covering 220 countries and
territories
3
agenda
> introduction> why use social
media?> brand advocacy> the Orange Business
webTV example> how to implement
social media?
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Viadeo
slideshare
FR
1
EN
1
posterous
EN
1
what is social media?
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
the (daunting) boom of social media
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why bother?
“why are you using blogs?"“is this for us?"
“it won’t work here!"
“how to do it?"
“what ROI?"
Image: microsoft clipart galleryImage: microsoft clipart gallery
what about the middle East
> *July 2010: facebook #2 most visited site in Jordan, Egypt, UAE, Bahrain, Palestine, Sudan, Azerbaijan, Algeria, Libya
> *200% increase in total facebook users in just Saudi Arabia in last 12 months (from 780K to 2.4Million)
> **high %age of young people - 50%+ below 21 in some
countries- receptive to new media.
source: *PWC +Dubai press club Arab Media outlook 2010-2012 and ** (aljamiat) http://www.slideshare.net/aljamiat/
800,000 total 2,385,740 users
what’s in it for businesses in MEA region?
source: http://www.slideshare.net/aljamiat/
@aljamiat
http://www.facebook.com/orange.tn
what can social media do for businesses?
the Orange Business Services example
ROI?
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80,000 video clips
visits x3leadership of opinion
global reachSEO
UGC
breaking silos
nurturing talent
rss (dynamic)
links
2,000 comments
1,500+ blog posts
top 8 French enterprise Twitter accounts (as of April 2010)
> @orangebusiness is #1 amongst all Orange accounts WW and #6 amongst French brands
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blogs and WebTV: hundreds of experts
viadeo
wikipedia
partner
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communities: the new paradigm…
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3 pillars of social media for businesses
> communicate
> collaborate
> cooperate
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image by Tim Smith of the Young Creatives Network
unrestricted
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why use social media?
this work is licensed under the Creative Commons Attribution-oncommercial-Share Alike 3.0 License. To view a copy of this license, visit http://creativecommons.org/licenses/by-nc-sa/3.0/you are allowed to use this presentation provided you quote the author and the source of this information
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4 types of brands on the Internet & Social Media w/ Synthesio
4 types of brands on the Internet & Social Media
•little or no buzz getting out of the box
• product/service availability & features community management (forums/social media)
• clients love & defend brand community nurturing
• health, security, children reassure
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1. because of solution selling
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2. because of 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
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3. because we get feedback … and more
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lead generation (on-going campaigns)
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4. because we have good people ... and partners
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5. because of numbers and influence
January-Oct 2010 - orange-business.tv
•approx. 350 video clips
•60% in French
•40% in English
•427,849 video displayed vs. 471,986 (’09)
•94,262 videos played vs. 66,295 (‘09)
•4490:18:54 viewing hours vs 3115:55:49 (’09)
Orange Web TV is now a product
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6. because of S.E.O.
unrestricted
brand advocacy
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customer advocacy (1)
“Vincent, you are a star now, your blog piece has been circulated throughout the Bank!
(from a client to one of our bloggers)
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customer advocacy (2)
“orange-business.tv is my favourite source of information. I use it to teach my execs about what I do
(from a CIO of a major WW luxury brand)
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customer advocacy (3)
“we aren’t a client of yours, yet we’d like to have a word with you because we have been impressed with the content you have published on your virtualization blog
(from a client to one of our business units)
the ICT ecosystem
some rights reserved - cc- Yann A Gourvennec - Orange Business ServicesTYPICAL 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
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unrestricted
the orange-business.tv business case
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from interruption to permission
unavoidable
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orange-business.tv business case
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teething problems … in b2b
firewalls, bandwidth, downloads, progressive download and streaming
progressive download
internal usage a non-starter
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orange-business.tv: where we started from …
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total viewing time 7:45:45total viewers 334
CurrentAnalysis: an US perspective
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didactic videos on the flipchart
total viewing time 53:31:02total viewers 851
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total viewing time 83:03:48total viewers 2708
a live debate organised by a partner
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total viewing time 395:42:02total viewers 2188
live debate with clients … inc. 360° transcript
40
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total viewing time 57:20:12total viewers 1038
visionary statement
41
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total viewing time 14:59:32total viewers 795
product demo … simple & straightforward
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total viewing time 14:23:58total viewers 428
client testimonial … field experience
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best practice 1 on UGC
http://bit.ly/soceng 44
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best practice 2 on UGC
http://bit.ly/voip-case 45
unrestricted
how to implement social media
tips and tricks
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Viadeo
slideshare
FR
1
EN
1
posterous
EN
1
how information flows
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
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a digital strategy in plain English
> away from the digital silo
> digital – and social – in everything we do > the clip
- http://bit.ly/digitalstrat > the page
- http://bit.ly/digitalstratpage > the blog
- http://bit.ly/socialb2bstrat
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cross organisational examples
> webzines
> press relations
> public relations & legal
> events
> advertising
> lead generation
the Orange Business Live 2010 eventhttp://www.orange-business.com/live/
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Orange Business Live - Amsterdam 2010
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Nine Top Tips For Implementing Social Media
1. communities are important, but not every brand has one
2. don’t confuse comments with collaboration
3. avoid the meatball sundae effect
4. facilitate, facilitate, facilitate
5. respect your community and no hard-selling
6. great causes can work wonders
7. think user-benefit vs. company-benefit
8. openness, transparency and disclosure
9. execution is everything
http://bit.ly/9toptips4social
Copyright © 2010 - Yann Gourvennec - Orange Business Services
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a few additional points
> how many bloggers (per blog) needed?
> how are they recruited?
> how many resources do we need?
> what is and what shouldn’t be outsourced?
Copyright © 2010 - Yann Gourvennec - Orange Business Services
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good practices and recommendations
> dos ….- long view, short term execution- up to date & fresh content- team rostering- invite partners- blog scheduling- 10-15 posts p.m.- varying types of posts
- news, exhibitions, video, radio clips, links, short blogs, market vision etc.
- constrained lists (10/7/5/3)- popular subjects- focus on your niche, talk to your
audience (build your community)- schematics work wonder- field experience
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good practices and recommendations
> don’ts - “infiltrating” social networks- writing too many visionary
articles and crash- selling your wares- bland, high level BS- 10-page articles (
installments)- b2c subjects (at all cost)- online squabbling or attacks- all rush judgements- diffamatary statements and
libel, mostly vis a vis partners- non personal images or that of
monuments (Big Ben etc.)- fretting because you don’t have
enough comments
Orange b2b label
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•over 150 partnering websites on the French side•budding community on the English side
how not to do it!
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follow us on
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@orangebusiness@orangeb2b_intl
http://www.posterous.com/orangebusiness
http://www.facebook.com/orangebusiness
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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
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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
my research available online at: http://visionarymarketing.com/
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