[en] cairo presentation on social media

increasing brand advocacy with social media

Yann GourvennecHead of Internet & Digital Media

http://orange-business.com

Cairo – Oct 25th, 2010

1some rights reserved - cc- Yann A Gourvennec - Orange Business Services

http://orange-business.com/

a footprint supporting business around the world

some rights reserved - cc- Yann A Gourvennec - Orange Business Services

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?


Copyright © 2010 - Yann Gourvennec - Orange Business Services 5

Linkedin

Viadeo

Facebook

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

some rights reserved - CC 2010 - Orange Business Services - Yann A. Gourvennec

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?


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


blogs and WebTV: hundreds of experts

LinkedIn

Twitter

facebook

viadeo

google

wikipedia

partner

14

communities: the new paradigm…

some rights reserved - cc- Yann A Gourvennec - Orange Business Services 15

3 pillars of social media for businesses

> communicate

> collaborate

> cooperate


image by Tim Smith of the Young Creatives Network

unrestricted


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

some rights reserved (cc) 2009 Orange Business Services - http://blogs.orange-business.com

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


1. because of solution selling


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


3. because we get feedback … and more


lead generation (on-going campaigns)


4. because we have good people ... and partners


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


6. because of S.E.O.

unrestricted

brand advocacy



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)



“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)



“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

30

unrestricted

the orange-business.tv business case


from interruption to permission

unavoidable



orange-business.tv business case

34


teething problems … in b2b

firewalls, bandwidth, downloads, progressive download and streaming

progressive download

internal usage a non-starter

35


orange-business.tv: where we started from …

36


total viewing time 7:45:45total viewers 334

CurrentAnalysis: an US perspective

37

http://bo.cdn.streamlike.com/bo/page.php?mode=reporting&page=ranking&start_date=01/09/2008&end_date=24/11/2009&orderClause=time



http://bo.cdn.streamlike.com/bo/page.php?mode=reporting&page=ranking&start_date=01/09/2008&end_date=24/11/2009&orderClause=media


didactic videos on the flipchart




a live debate organised by a partner

39








live debate with clients … inc. 360° transcript

40








visionary statement

41








product demo … simple & straightforward

42








client testimonial … field experience

43







best practice 1 on UGC

http://bit.ly/soceng 44

http://bit.ly/soceng




best practice 2 on UGC

http://bit.ly/voip-case 45

http://bit.ly/voip-case



unrestricted

how to implement social media

tips and tricks



Linkedin

Viadeo

Facebook

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


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

http://bit.ly/digitalstrat

http://bit.ly/digitalstrat

http://bit.ly/digitalstratpage

http://bit.ly/digitalstratpage

http://bit.ly/socialb2bstrat


cross organisational examples

> webzines

> press relations

> public relations & legal

> events

> advertising

> lead generation

the Orange Business Live 2010 eventhttp://www.orange-business.com/live/


http://www.orange-business.com/live/

Orange Business Live - Amsterdam 2010


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

http://bit.ly/9toptips4social

Copyright © 2010 - Yann Gourvennec - Orange Business Services

Page 53

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?


Page 54

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


Page 55

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


•over 150 partnering websites on the French side•budding community on the English side

how not to do it!


follow us on


@orangebusiness@orangeb2b_intl

http://www.posterous.com/orangebusiness

http://www.facebook.com/orangebusiness

58





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


http://resources.bnet.com/topic/yann+gourvennec.html

http://resources.bnet.com/topic/yann+gourvennec.html

http://visionarymarketing.com/

http://visionarymarketing.wordpress.com/

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/


http://visionarymarketing.com/fwelcom.html

https://www.linkedin.com/profile?viewProfile=&key=179092&fromSearch=0&sik=1132701871814&split_page=1&rd=in&goback=.srp_1_1132701871814_in

[en] cairo presentation on social media

Business

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orange business services

orange business webtv

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pillars of social media

new media

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