transformer son écosystème en ambassadeur de la marque

Yann Gourvennec

Head of Internet & Digital Media

http://orange-business.com

Paris – 22 Juin 2010

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image by Izabella Bielawska of the Young Creatives Network' image by Izabella Bielawska of the Young Creatives Network'

Orange Business Services dans le monde

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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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ordre du jour

> introduction> pourquoi les médias

sociaux ?> des ambassadeurs

de la marque> mettre en œuvre les

médias sociaux

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comptes Twitter d’entreprises françaises (04/10)

> @orangebusiness n°1 des comptes Orange et n° 6 des marques françaises

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des centaines de contributeurs

LinkedIn

Twitter

facebook

viadeo

google

wikipedia

partenaire

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unrestricted

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pourquoi les médias sociaux ?

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1. ‘vendre’ par la solution

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2. car les ‘acheteurs’ …

douleurs métier

sont passionnés de techno

importunés par le marketing par l’interruption

sont dans des ECOSYSTEMES

sécurité informatiquevirtualisation

lisent les blogs

cherchent des conseils et des sources B2B de confiance

source:

utilisent les médias sociaux

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3. à cause du feedback … et plus encore

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generation de prospects (campagnes en cours)

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4. car nous sommes fiers de nos employés … et de nos partenaires

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5. à cause des chiffres et de l’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. à cause du référencement

unrestricted

des ambassadeurs de la marque

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customer advocacy (1)

“Vincent, tu es devenu une vraie vedette, ton article du blog a fait le tour de la Banque !

(un client à un de nos blogueurs)

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customer advocacy (2)

nous ne sommes pas clients mais nous aimerions vous parler car nous avons été impressionnés par le contenu du blog virtualisation

(un client à une de nos unités d’affaires)

“

l’écosystème des TIC

some rights reserved - cc- Yann A Gourvennec - Orange Business ServicesTYPICAL B2B ECOSYSTEM

NEWS

OPINIONLEADERS

OTHERSECTORS

CONSULTANT

PARTNER

ENTERPRISEX

RSS

FEEDS

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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unrestricted

mettre en œuvre les médias sociaux

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Copyright © 2010 - Yann Gourvennec - Orange Business Services 20

Linkedin

Viadeo

Facebook

slideshare

FR

1

EN

1

posterous

EN

1

le flux d’informations

YouTube

1

EN

Pressannouncements

1

EN

1

FR

webzine

FR

2

EN

1

webradio

1

FR

blogs

FR

6

EN

2

webTV

FR

1

EN

1

FR

1

BlackBerryTouch.com

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exemples transverses

> webzines

> relations presse

> relations publiques & juridiques

> événementiel

> publicité

> prospection

événement clients: Orange Business Live 2010http://www.orange-business.com/live/

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événement clients: Orange Business Live 2010http://www.orange-business.com/live/

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photos par Ben Ellisphotos par Ben Elliset Yann Gourvennecet Yann Gourvennecphotos par Ben Ellisphotos par Ben Ellis

et Yann Gourvennecet Yann Gourvennec

à bientôt sur …

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@orangebusiness

http://www.posterous.com/orangebusiness

http://www.facebook.com/orangebusiness

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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/

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