[En] lessons learnt from the orange business services experience

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<ol><li> 1. social media in b2b - lessons learnt from the Orange Business Services experience Yann Gourvennec Director, Web, Digital &amp; Social Media http://orange.com HP marketing meeting Paris, June 30th, 2011some rights reserved - cc- Yann A Gourvennec - Orange 1 </li><li> 2. perspectivesome rights reserved - cc- Yann A Gourvennec - Orange </li><li> 3. agenda 1. takeaways from Orange b2b 2. is it applicable to HP in Europe? 3. implementation tips 4. regional differences 5. sales vs. blogscopyright 2011 Orange web, digital &amp; social media 4 </li><li> 4. 1. takeaways from the Orange Business Services experience HP marketing meeting Paris, June 30th, 2011some rights reserved - cc- Yann A Gourvennec - Orange 5 </li><li> 5. introduction: customer advocacya brand is what your customer says when you are not in the room(Jeff Bezos?)Vincent, you are a star now, your blog piece has been circulatedthroughout the Bank!(from a client to one of our bloggers)Copyright 2010 - Yann Gourvennec - Orange Business Services 6 </li><li> 6. what they saidhttp://bit.ly/yagexeterWhat Orange BusinessServices has done is aworldwide best practiceChris Brogan, no. 1 Marketingblogger WWI am deeply impressed withwhat Orange BusinessServices has accomplishedJohn Bell, VP, 360 PR, OgilvyPagCopyright 2010 - Yann Gourvennec - Orange Business Services e7 </li><li> 7. new trendssome rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec 8 </li><li> 8. barely 5 years ago some rights reserved by Jimee, Jackie, Tom &amp; Ashsome rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec 9 </li><li> 9. a misplaced fear?http://www.amusement.fr/index.php?/magazine/now--amusement-6/some rights reserved - cc- Yann A Gourvennec - Orange 10 </li><li> 10. a thing to fear or build upon?some rights reserved by ella novaksome rights reserved - cc- Yann A Gourvennec - Orange 11 </li><li> 11. all markets are conversations </li><li> 12. not always true4 types of brands (Synthesio) under the radar functional preferred sensitive either it works or fix heath, safety, characteristicslittle or no buzzit! conversationschildren communitydo somethingmanagement nurture tacticsdifferent(forums/social community (ies) reassure media)Herv Kabla &amp; Yann Gourvennec : Social Media Taught to my boss, 2011 </li><li> 13. so, why use social media in b2b?some rights reserved - cc- Yann A Gourvennec - Orange 14 </li><li> 14. 1. because of solution sellingsome rights reserved - cc- Yann A Gourvennec - Orange Business Services 15 </li><li> 15. 2. because of ICT buyers source: vertical painpoints IT securityvirtualizationuse social mediaare passionate about technology annoyed by banners/read blogs marketing by interruption turn to trusted technology B2B resources are part of ECOSYSTEMSsome rights reserved - cc- Yann A Gourvennec - Orange Business Services16 </li><li> 16. 3. because we get feedback and moresome rights reserved - cc- Yann A Gourvennec - Orange Business Services 17 </li><li> 17. lead generation (on-going campaigns)some rights reserved - cc- Yann A Gourvennec - Orange Business Services 18 </li><li> 18. 4. because we have good people ... and partnerssome rights reserved - cc- Yann A Gourvennec - Orange Business Services 19 </li><li> 19. 5. because of numbers and influence January-April 2010 - orange-business.tv approx. 280 video clips 60% in French 40% in EnglishOrange Web TV 145,150 video displayed vs. 471,986 (09) 45,960 videos played vs. 66,295 (09)is now a product 2238:42:26 viewing hours vs 3115:55:49 (09)some rights reserved - cc- Yann A Gourvennec - Orange Business Services 20 </li><li> 20. 6. because of S.E.O.some rights reserved - cc- Yann A Gourvennec - Orange Business Services 21 </li><li> 21. the ICT ecosystemOPINION ENTERPRISELEADERS Y NEWS OTHER BUSINESS ENTERPRISEUNITS X OTHERADMINREGIONS OTHER WEBSECTORSCONTRACTORSCONSULTANTSRSSFINANCIAL CONTROLERFEEDSCONSULTANT BUYER CLIENT TEAMLEGAL BUSINESS UNITPARTNER ENTERPRISE VENDOR CONSULTANCYVENDORsome rights reserved - cc- Yann A Gourvennec - Orange Business Services22 TYPICAL B2B ECOSYSTEM </li><li> 22. 2. applicable to hp? HP marketing meeting Paris, June 30th, 2011some rights reserved - cc- Yann A Gourvennec - Orange </li><li> 23. some rights reserved - cc- Yann A Gourvennec - Orange 24 </li><li> 24. some rights reserved - cc- Yann A Gourvennec Orange 2011 25 </li><li> 25. http://blog.gthankyou.com/2010/08/02/best-ice-cream-sundaes/Breyers Ice Cream and chefGale Gand have created aSpaghetti &amp; Meatballs Sundaewith meatballs, sauce made ofmashed strawberries and vanillaice cream extruded through apotato ricer to become noodles.(recipe link click here)some rights reserved - cc- Yann A Gourvennec - Orange 26 </li><li> 26. 3. implementation tips HP marketing meeting Paris, June 30th, 2011some rights reserved - cc- Yann A Gourvennec - Orange </li><li> 27. [En] Nine Top Tips For Implementing Social Mediahttp://bit.ly/9toptips4social 5. respect your community and1. communities areno hard-selling important, but not every6. great causes can work brand has onewonders2. dont confuse 7. think user-benefit vs. comments with collaborationcompany-benefit3. avoid the meatball8. openness, transparency and sundae effectdisclosure4. facilitate, facilitate, facilitate9. execution is everythingCopyright 2010 - Yann Gourvennec - Orange Business Services28 </li><li> 28. good practices and recommendations&gt; dos .- long view, short term execution- up to date &amp; fresh content- team rostering- invite partners- blog scheduling- 10-15 posts p.m.- varying types of posts - news, exhibitions, video, radio clips, links, shortblogs, market vision etc.- constrained lists (10/7/5/3)- popular subjects- focus on your niche, talk to youraudience (build your community)- schematics work wonder- field experiencePaCopyright 2010 - Yann Gourvennec - Orange Business Services ge29 </li><li> 29. good practices and recommendations&gt; donts - 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 - defamatary statements and libel, mostly vis a vis partners - non personal images or that of monuments (Big Ben etc.) - fretting because you dont have enough commentsPaCopyright 2010 - Yann Gourvennec - Orange Business Services ge30 </li><li> 30. no go areas&gt; fblogs&gt; fake comments&gt; fake content&gt; fake employees&gt; spam and intrusion&gt; infiltration&gt; paying bloggers&gt; disclosure http://socialmedia.org/disclos uresome rights reserved - cc- Yann A Gourvennec - Orange 31 </li><li> 31. 4. regional differences HP marketing meeting Paris, June 30th, 2011some rights reserved - cc- Yann A Gourvennec - Orange </li><li> 32. social networks in a nutshell (11/10) 8+m -&gt; 10m injust 7 months25m -&gt; 30m injust 7 months 65m -&gt; 80m in just 7 monthsfacebook 400m -&gt; 500min just 4 monthslinkedInviadeo Xing600 million members80 million members 30 million members +8 million members (08/09)20 million Fr1 million Fr3.7 million Fr (n1)Germany: 2003USA: 2004USA: 2002 France: 2002(ne Open BC) predominantly predominantly 50 languages 16 languages inc. Ger + Au + ChEnglishFrenchconsumers + High Tech + ? ProfessionalsProfessionals Professionals 1. Coca Cola: 4 millionexternal growth mostly German-speaking + Spanish + 2. Starbucks: 5 millionaverage user 41 years old Chinese folks100,000 connections/day3. Walt Disney: 2 millionsource: brands &amp; Orange Business Services &amp; Wikipediasome rights reserved - 2010 - cc - Yann A Gourvennec - Orange Business Services33 </li><li> 33. regional differences are key (2006 ) europe *NAM *1/4 of subscribers asia-pac * so 1/3 of subscribersmerights reserv ed- cc201sources:http://valleywag.com/tech/data-junkie/the-world-map-of-social-networks-273201.php0-visiLe Monde, Datamonitor 2008 http://medias.lemonde.fr/mmpub/edt/ill/2008/01/14/h_4_RESEAUX+X1I1.gifona* numbers meaning millions of hours spent by month as of Aug 2007 rym june 2010 34 34 ark </li><li> 34. regional differences are key ( 2009 ) somerights reserv ed- cc201 http://www.nicolaskerebel.com/non-classe/world_map_of_social_networks/0- Vincenzo Costenzavisiona june 2010rym3535ark </li><li> 35. regional differences shrinking now! ( 2011) somerights reserv ed- cc201 0-visiona june 2010rym3636ark </li><li> 36. 5. sales vs. blogs HP marketing meeting Paris, June 30th, 2011some rights reserved - cc- Yann A Gourvennec - Orange </li><li> 37. this isnt a blogsome rights reserved - cc- Yann A Gourvennec - Orange Business Services 38 </li><li> 38. http://precommerce.com about Orange: our top priority is for everyone to do business with social media [you] will never be bloggers, [you] will be professionals using blogs pre-commerce, p 251 </li><li> 39. so, cant blogs help sales?photo credits, Chris Brogansome rights reserved - cc- Yann A Gourvennec - Orange 40 </li><li> 40. thank you41 </li><li> 41. follow us on @orange http://facebook.com/orange @orangebusiness http://facebook.com/orangebusinesshttp://youtube.com/orangebusinesshttp://slideshare.net/orangebusinesshttp://www.posterous.com/orangebusiness</li></ol>