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increasing brand advocacy with social media Yann Gourvennec Head of Internet & Digital Media http://orange-business.com San Jose – June 10th, 2010 1 some rights reserved - cc- Yann A Gourvennec - Orange Business Services image by Izabella Bielawska of the Young Creatives Network'

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This is the slidecast of my presentation at the Ragan Social Media Summit which took place in San Jose on June 10, 2010

TRANSCRIPT

  • 1. increasing brand advocacy with social media Yann Gourvennec Head of Internet & Digital Media http://orange-business.com San Jose June 10th, 2010 some rights reserved - cc- Yann A Gourvennec - Orange Business Services image by Izabella Bielawska of the Young Creatives Network'
  • 2. creative commons notice
    • This work is licensed under the Creative Commons Attribution-Noncommercial-Share Alike 3.0 License. To view a copy of this license, visit http://creativecommons.org/licenses/by-nc-sa/3.0/ or send a letter to Creative Commons, 543 Howard Street, 5th Floor, San Francisco, California, 94105, USA.
    • You are allowed to use one or all the slides/images contained within this presentation provided you quote the author and the source of this information ( http://orange-business.com ) )
    • You are also welcome to recommend this website to your friends and colleagues and to invite them to register to our free newsletter ( http://orange-business.com )
    some rights reserved - cc- Yann A Gourvennec - Orange Business Services
  • 3. 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
  • 4. agenda
    • introduction
    • why use social media?
    • brand advocacy
    • the Orange Business webTV example
    • how to implement social media?
    some rights reserved - cc- Yann A Gourvennec - Orange Business Services
  • 5. ROI? some rights reserved - cc- Yann A Gourvennec - Orange Business Services 66,000 video clips visits x2 leadership of opinion global reach SEO UGC breaking silos nurturing talent rss (dynamic) links 1,500 comments 1,200+ blog posts
  • 6. top 8 French enterprise Twitter accounts (as of April 2010)
    • @orangebusiness is #1 amongst all Orange accounts WW and #6 amongst French brands
  • 7. blogs and WebTV: hundreds of experts some rights reserved - cc- Yann A Gourvennec - Orange Business Services LinkedIn Twitter facebook viadeo google wikipedia partner
  • 8. communities: the new paradigm some rights reserved - cc- Yann A Gourvennec - Orange Business Services
  • 9. 3 pillars of social media for businesses
    • communicate
    • collaborate
    • cooperate
    some rights reserved - cc- Yann A Gourvennec - Orange Business Services image by Tim Smith of the Young Creatives Network
  • 10. Orange Business blogs some rights reserved - cc- Yann A Gourvennec - Orange Business Services
  • 11. why use social media? some rights reserved - cc- Yann A Gourvennec - Orange Business Services
  • 12. 1. because of solution selling some rights reserved - cc- Yann A Gourvennec - Orange Business Services
  • 13. 2. because of ICT buyers some rights reserved - cc- Yann A Gourvennec - Orange Business Services vertical painpoints are passionate about technology annoyed by banners/ marketing by interruption are part of ECOSYSTEMS IT security virtualization read blogs turn to trusted technology B2B resources use social media source:
  • 14. 3. because we get feedback and more some rights reserved - cc- Yann A Gourvennec - Orange Business Services
  • 15. lead generation (on-going campaigns) some rights reserved - cc- Yann A Gourvennec - Orange Business Services
  • 16. 4. because we have good people ... and partners some rights reserved - cc- Yann A Gourvennec - Orange Business Services
  • 17. 5. because of numbers and influence some rights reserved - cc- Yann A Gourvennec - Orange Business Services
    • 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 product
  • 18. 6. because of S.E.O. some rights reserved - cc- Yann A Gourvennec - Orange Business Services
  • 19. brand advocacy some rights reserved - cc- Yann A Gourvennec - Orange Business Services
  • 20. customer advocacy (1) some rights reserved - cc- Yann A Gourvennec - Orange Business Services
    • Vincent, you are a star now, your blog piece has been circulated throughout the Bank!
    • (from a client to one of our bloggers)
  • 21. customer advocacy (2) some rights reserved - cc- Yann A Gourvennec - Orange Business Services we arent a client of yours, yet wed 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)
  • 22. the ICT ecosystem some rights reserved - cc- Yann A Gourvennec - Orange Business Services TYPICAL B2B ECOSYSTEM NEWS OPINION LEADERS OTHER SECTORS CONSULTANT PARTNER ENTERPRISE X RSS FEEDS WEB ENTERPRISE OTHER REGIONS ADMIN CONTRACTORS BUYER LEGAL BUSINESS UNIT CLIENT TEAM FINANCIAL CONTROLER CONSULTANTS OTHER BUSINESS UNITS ENTERPRISE Y CONSULTANCY VENDOR VENDOR
  • 23. the orange-business.tv business case some rights reserved - cc- Yann A Gourvennec - Orange Business Services
  • 24. orange-business.tv business case some rights reserved - cc- Yann A Gourvennec - Orange Business Services
  • 25. teething problems in b2b some rights reserved - cc- Yann A Gourvennec - Orange Business Services firewalls, bandwidth, downloads, progressive download and streaming progressive download internal usage a non-starter
  • 26. orange-business.tv: where we started from some rights reserved - cc- Yann A Gourvennec - Orange Business Services
  • 27. CurrentAnalysis: an US perspective some rights reserved - cc- Yann A Gourvennec - Orange Business Services total viewing time 7:45:45 total viewers 334
  • 28. a live debate organised by a partner some rights reserved - cc- Yann A Gourvennec - Orange Business Services total viewing time 83:03:48 total viewers 2708
  • 29. live debate with clients inc. 360 transcript some rights reserved - cc- Yann A Gourvennec - Orange Business Services total viewing time 395:42:02 total viewers 2188
  • 30. visionary statement some rights reserved - cc- Yann A Gourvennec - Orange Business Services total viewing time 57:20:12 total viewers 1038
  • 31. product demo simple & straightforward some rights reserved - cc- Yann A Gourvennec - Orange Business Services total viewing time 14:59:32 total viewers 795
  • 32. client testimonial field experience some rights reserved - cc- Yann A Gourvennec - Orange Business Services total viewing time 14:23:58 total viewers 428
  • 33. best practice 1 on UGC some rights reserved - cc- Yann A Gourvennec - Orange Business Services http:// bit.ly/soceng
  • 34. best practice 2 on UGC some rights reserved - cc- Yann A Gourvennec - Orange Business Services http:// bit.ly/voip -case
  • 35. how to implement social media some rights reserved - cc- Yann A Gourvennec - Orange Business Services
  • 36. a digital strategy in plain English
    • away from the digital silo
    • digital and social in everything we do
    some rights reserved - cc- Yann A Gourvennec - Orange Business Services
    • the clip
      • http:// bit.ly/digitalstrat
    • the page
      • http:// bit.ly/digitalstratpage
    • the blog
      • - http://bit.ly/socialb2bstrat
  • 37. Copyright 2010 - Yann Gourvennec - Orange Business Services how information flows Linkedin Viadeo Facebook slideshare FR 1 EN 1 posterous EN 1 YouTube 1 EN Press announcements 1 EN 1 FR webzine FR 2 EN 1 webradio 1 FR blogs FR 6 EN 2 webTV FR 1 EN 1 FR 1 BlackBerry Touch.com
  • 38. cross organisational examples
    • webzines
    • press relations
    • public relations & legal
    • events
    • advertising
    • lead generation
    some rights reserved - cc- Yann A Gourvennec - Orange Business Services
  • 39. the Orange Business Live 2010 event http://www.orange-business.com/live/ some rights reserved - cc- Yann A Gourvennec - Orange Business Services
  • 40. Nine Top Tips For Implementing Social Media
    • communities are important, but not every brand has one
    • dont confuse commentswith collaboration
    • avoid themeatball sundaeeffect
    • facilitate, facilitate, facilitate
    • respectyour community and no hard-selling
    • great causes can work wonders
    • think user-benefit vs. company-benefit
    • openness, transparency and disclosure
    • execution is everything
    Copyright 2010 - Yann Gourvennec - Orange Business Services http://bit.ly/9toptips4social
  • 41. Orange b2b label some rights reserved - cc- Yann A Gourvennec - Orange Business Services
    • over 150 partnering websites on the French side
    • budding community on the English side
  • 42. how not to do it! some rights reserved - cc- Yann A Gourvennec - Orange Business Services
  • 43. follow us on some rights reserved - cc- Yann A Gourvennec - Orange Business Services @orangebusiness http:// www.posterous.com/orangebusiness http:// www.facebook.com/orangebusiness
  • 44. 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
    some rights reserved - cc- Yann A Gourvennec - Orange Business Services
  • 45. 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/
    some rights reserved - cc- Yann A Gourvennec - Orange Business Services

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