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HP marketing meetingParis, June 30th, 2011

social media in b2b - lessons learntfrom the Orange Business Services experience

Yann Gourvennec

Director, Web, Digital & Social Media

http://orange.com

perspective

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copyright © 2011 – Orange – web, digital & social media 4

agenda

1. takeaways from Orange b2b

2. is it applicable to HP in Europe?

3. implementation tips

4. regional differences

5. sales vs. blogs

HP marketing meetingParis, June 30th, 2011

1. takeaways from the Orange Business Services experience

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introduction: customer advocacy

a 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 circulated throughout the Bank!

(from a client to one of our bloggers)

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what they said

“What Orange Business Services has done is a worldwide best practiceChris Brogan, no. 1 Marketing blogger WW

I am deeply impressed with what Orange Business Services has accomplishedJohn Bell, VP, 360° PR, Ogilvy

http://bit.ly/yagexeter

‘new’ trends

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barely 5 years ago …

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 some rights reserved by Jimee, Jackie, Tom & Ash

a misplaced fear?

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http://www.amusement.fr/index.php?/magazine/now--amusement-6/

a thing to fear or build upon?

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some rights reserved by ella novak

all markets are conversations …

… not always true

under the radar functional preferred sensitive

characteristics little or no buzzeither it works or fix

it!conversations

heath, safety, children

tactics do something different

community management

(forums/social media)

nurture community (ies)

reassure

4 types of brands (Synthesio)

Hervé Kabla & Yann Gourvennec : Social Media Taught to my boss, 2011

so, why use social media in b2b?

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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-April 2010 - orange-business.tv

• approx. 280 video clips

• 60% in French

• 40% in English

• 145,150 video displayed vs. 471,986 (’09)

• 45,960 videos played vs. 66,295 (‘09)

• 2238:42:26 viewing hours vs 3115:55:49 (’09)

January-April 2010 - orange-business.tv

• approx. 280 video clips

• 60% in French

• 40% in English

• 145,150 video displayed vs. 471,986 (’09)

• 45,960 videos played vs. 66,295 (‘09)

• 2238:42:26 viewing hours vs 3115:55:49 (’09)

Orange Web TV is now a productOrange Web TV is now a product

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6. because of S.E.O.

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 TEAM

FINANCIAL CONTROLER

CONSULTANTS

OTHER BUSINESS

UNITS

ENTERPRISE Y

CONSULTANCY

VENDOR

VENDOR

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HP marketing meetingParis, June 30th, 2011

2. applicable to hp?

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http://blog.gthankyou.com/2010/08/02/best-ice-cream-sundaes/

“Breyers Ice Cream and chef

Gale Gand have created a Spaghetti & Meatballs Sundae with “meatballs”, sauce made of mashed strawberries and vanilla ice cream extruded through a potato ricer to become noodles.(recipe link click here)

HP marketing meetingParis, June 30th, 2011

3. implementation tips

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[En] 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

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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- defamatary 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

no go areas

> fblogs> fake comments> fake content> fake employees> spam and intrusion> infiltration> paying bloggers> …

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disclosurehttp

://socialmedia.org/disclosure

HP marketing meetingParis, June 30th, 2011

4. regional differences

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social networks in a nutshell (11/10)

facebook

600 million members20 million Fr

USA: 2004

50 languages

consumers + High Tech + … ?

1. Coca Cola: 4 million2. Starbucks: 5 million

3. Walt Disney: 2 million

linkedIn

80 million members1 million Fr

USA: 2002

predominantly English

Professionals

average user 41 years old

viadeo

30 million members3.7 million Fr (n°1)

France: 2002

predominantly French

Professionals

external growth100,000 connections/day

Xing

+8 million members (08/09)

Germany: 2003 (née Open BC)

16 languages inc. Ger + Au + Ch

Professionals

mostly German-speaking + Spanish + Chinese folks

source: brands & Orange Business Services & Wikipedia

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400m -> 500m in just 4

months

65m -> 80m in just 7 months

25m -> 30m in just 7 months

8+m -> 10m in just 7 months

june 2010

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regional differences are key (2006 …)

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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

june 2010

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regional differences are key (… 2009 …)

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http://www.nicolaskerebel.com/non-classe/world_map_of_social_networks/

Vincenzo Costenza

regional differences shrinking now! (… 2011)

june 2010

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HP marketing meetingParis, June 30th, 2011

5. sales vs. blogs

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this isn’t a blog

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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

so, can’t blogs help sales?

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photo credits, Chris Brogan

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thank you

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