[en] lessons learnt from the orange business services experience

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  1. 1. social media in b2b - lessons learnt from the Orange Business Services experience Yann Gourvennec Director, Web, Digital & Social Media http://orange.com HP marketing meeting Paris, June 30th, 2011some rights reserved - cc- Yann A Gourvennec - Orange 1
  2. 2. perspectivesome rights reserved - cc- Yann A Gourvennec - Orange
  3. 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 & social media 4
  4. 4. 1. takeaways from the Orange Business Services experience HP marketing meeting Paris, June 30th, 2011some rights reserved - cc- Yann A Gourvennec - Orange 5
  5. 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
  6. 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
  7. 7. new trendssome rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec 8
  8. 8. barely 5 years ago some rights reserved by Jimee, Jackie, Tom & Ashsome rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec 9
  9. 9. a misplaced fear?http://www.amusement.fr/index.php?/magazine/now--amusement-6/some rights reserved - cc- Yann A Gourvennec - Orange 10
  10. 10. a thing to fear or build upon?some rights reserved by ella novaksome rights reserved - cc- Yann A Gourvennec - Orange 11
  11. 11. all markets are conversations
  12. 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 & Yann Gourvennec : Social Media Taught to my boss, 2011
  13. 13. so, why use social media in b2b?some rights reserved - cc- Yann A Gourvennec - Orange 14
  14. 14. 1. because of solution sellingsome rights reserved - cc- Yann A Gourvennec - Orange Business Services 15
  15. 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
  16. 16. 3. because we get feedback and moresome rights reserved - cc- Yann A Gourvennec - Orange Business Services 17
  17. 17. lead generation (on-going campaigns)some rights reserved - cc- Yann A Gourvennec - Orange Business Services 18
  18. 18. 4. because we have good people ... and partnerssome rights reserved - cc- Yann A Gourvennec - Orange Business Services 19
  19. 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
  20. 20. 6. because of S.E.O.some rights reserved - cc- Yann A Gourvennec - Orange Business Services 21
  21. 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
  22. 22. 2. applicable to hp? HP marketing meeting Paris, June 30th, 2011some rights reserved - cc- Yann A Gourvennec - Orange
  23. 23. some rights reserved - cc- Yann A Gourvennec - Orange 24
  24. 24. some rights reserved - cc- Yann A Gourvennec Orange 2011 25
  25. 25. http://blog.gthankyou.com/2010/08/02/best-ice-cream-sundaes/Breyers Ice Cream and chefGale Gand have created aSpaghetti & 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
  26. 26. 3. implementation tips HP marketing meeting Paris, June 30th, 2011some rights reserved - cc- Yann A Gourvennec - Orange
  27. 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
  28. 28. 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, 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
  29. 29. good practices and recommendations> 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
  30. 30. no go areas> fblogs> fake comments> fake content> fake employees> spam and intrusion> infiltration> paying bloggers> disclosure http://socialmedia.org/disclos uresome rights reserved - cc- Yann A Gourvennec - Orange 31
  31. 31. 4. regional differences HP marketing meeting Paris, June 30th, 2011some rights reserved - cc- Yann A Gourvennec - Orange
  32. 32. social networks in a nutshell (11/10) 8+m -> 10m injust 7 months25m -> 30m injust 7 months 65m -> 80m in just 7 monthsfacebook 400m -> 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 & Orange Business Services & Wikipediasome rights reserved - 2010 - cc - Yann A Gourvennec - Orange Business Services33
  33. 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
  34. 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
  35. 35. regional differences shrinking now! ( 2011) somerights reserv ed- cc201 0-visiona june 2010rym3636ark
  36. 36. 5. sales vs. blogs HP marketing meeting Paris, June 30th, 2011some rights reserved - cc- Yann A Gourvennec - Orange
  37. 37. this isnt a blogsome rights reserved - cc- Yann A Gourvennec - Orange Business Services 38
  38. 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
  39. 39. so, cant blogs help sales?photo credits, Chris Brogansome rights reserved - cc- Yann A Gourvennec - Orange 40
  40. 40. thank you41
  41. 41. follow us on @orange http://facebook.com/orange @orangebusiness http://facebook.com/orangebusinesshttp://youtube.com/orangebusinesshttp://slideshare.net/orangebusinesshttp://www.posterous.com/orangebusiness