[en] building brand advocacy with social media [likeminds 2010]
DESCRIPTION
social media and b2b: how to build outstanding advocacy. This is my presentation at the Likeminds 2010 conference in Exeter, Devon. My presentation aimed at bringing hindsight, which is useful in those times when social media is coming of age 6 years later (and a change of names)so now it’s both a lot easier and a lot harder because of all the misunderstandings surrounding Social Media. Yet, when all the red herrings have been discarded, Social Media is a very powerful tool (repeat: a tool, not a strategy) which makes it possible for a brand like Orange Business Services to develop Brand Advocacy online and ... offline too.TRANSCRIPT
social media and b2b: how to build outstanding advocacyYann Gourvennec
Head of Internet & Digital Media
http://orange-business.com
Exeter – February 25th, 2010
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a footprint supporting business around the world
local support in 166 countries and territories a seamless network covering 220 countries and
territories
local support in 166 countries and territories a seamless network covering 220 countries and
territories
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agenda
communities on the agenda
doing digital
webtv best practice
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so you want to manage your community?
1
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10 years later: what have we learned?
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communities: the new paradigm…
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http://geekandpoke.typepad.com/
social media … and ROI
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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
11 some rights reserved - CC 2010 - Orange Business Services - Yann A. GourvennecTYPICAL 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 ICT ecosystem
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how solution selling applies to the Web
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where do we go from here?
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blogs and WebTV: hundreds of experts
viadeo
wikipedia
partner
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Orange Business blogs
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orange-business.tv business case
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orange-business.tv: where we started from …
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orange-business.tv business case
3 main ingredients
technological
editorial
production
Orange Business WebTV - 2009
•250 video clips created
• 40% [En] - 60% [Fr]
• a few in Sp and Pt
•200.000+ displayed
•66.000+ clips viewed online
•3500+ narrowcasting hours
•~1000 daily uniques
Orange Business WebTV - 2009
•250 video clips created
• 40% [En] - 60% [Fr]
• a few in Sp and Pt
•200.000+ displayed
•66.000+ clips viewed online
•3500+ narrowcasting hours
•~1000 daily uniques
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best practice 1 on UGC
http://bit.ly/soceng
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best practice 2 on UGC
http://bit.ly/voip-case
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ROI, what ROI?
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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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Orange b2b label
•over 150 partnering websites on the French side•budding community on the English side
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follow us on
@orangebusiness
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/