[En] social media in B2B presentation

cc some rights reserved - 2012 - Yann A Gourvennec - Orange

http://oran.ge/slides

Gemalto HQParis, November 23th, 2012

social media in b2b - lessons learnt

Yann GourvennecDirector, Web, Digital & Social Mediahttp://orange.com

2 publications in 2011

> http://precommerce.com > http://amonboss.com

cc some rights reserved - 2012 - Yann A Gourvennec - Orange 3

agenda

1. takeaways from Orange b2b

2. implementation tips

3. regional differences

4. sales vs. blogs

5. #blogbus

1. takeaways from the Orange Business Services experience

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)

‘new’ trends

barely 5 years ago …

some rights reserved by Jimee, Jackie, Tom & Ash

a thing to fear or build upon?

some rights reserved by ella novak

signaltime

2006 2007 2010 2012 2013

flair sentiment analysis by Orange

blog weather news

=> blogs & online papers

analysis=> sent to CEO

& 300 addressees

daily mail alert

Þ social media team

Þ 100 links/day

Digimind / Synthesio / TrendyBuzz

Þ Access to all users

Þ Digimind group tool

digimind alertscrisis only

in 2013 PR process

social mediadashboards

trality

govern

in-depth surveys

signal to noise

acceptable limit

… 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?

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

and can do lead generation

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

5. because of numbers and influence

6. because of S.E.O.

the ICT ecosystem

cc some rights reserved - 2012 - Yann A Gourvennec - OrangeTYPICAL B2B ECOSYSTEM

OPINIONLEADERS

OTHERSECTORS

CONSULTANT

PARTNER

ENTERPRISEX

RSSFEEDS

ENTERPRISE

OTHERREGIONS ADMIN

CONTRACTORS

BUYER LEGAL

BUSINESS UNIT

CLIENT TEAM

FINANCIAL CONTROLER

CONSULTANTS

OTHER BUSINESS

ENTERPRISE Y

CONSULTANCY

VENDOR

3. implementation tips

[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

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

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

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

disclosurehttp://socialmedia.org/disclosure

4. regional differences

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

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

+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

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

rights

regional differences are key (2006 …)

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 *

1/4 of subscribers

asia-pac *

1/3 of subscribers

rights

regional differences are key (… 2009 …)

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

Vincenzo Costenza

regional differences shrinking (dec 2010)

rights

june 2011

5. sales vs. blogs

this isn’t a blog

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 251cc some rights reserved - 2012 - Yann A Gourvennec - Orange 34

so, can’t blogs help sales?

photo credits, Chris Brogan

6. Silicon Valley blogger bus tour

> a ‘crowdblogging’ experience

some images by the Young Creatives Network, others by Orange and Microsoft Clipart Gallery unless otherwise stated

last update date: September 3, 2012cc some rights reserved - 2012 - Yann A Gourvennec - Orange

2. Silicon Valley blogger bus tourSept 17-22, 2012

#blogbus live.orange.com

genesis

some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media

Silicon Valley blogger bus tourSept 17-22, 2012

> 14 bloggers from Australia, China, Finland, France, Romania, UK, US

> asking the question: what next for social media, mobility and geolocalisation. And is there life after Facebook?

> blogging live at live.orange.com and their own blogs

why did we organize the blogger bus tour?

to ask the question: is there a new wave of innovation coming or will we witness the decline of Silicon Valley?

source : twitonomysome rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media

FREE DISPLAY> 6 banners x 6 blogs for 3 weeks> CPM: €0.30> (5000 impressions/blog/day on average) x 6 blogs

LIVE ORANGE BLOG FROM 600 TO 1300 DAILY UNIQUES FOR 2 WEEKS> +700 DU x 14 days = 9,800> 9,800 x (€0.51 - €1 CPC)

blogger bus tour 2012 overall estimated benefit : €82k to €114k

+12 000 Twitter impressions on promoted tweets Twitter 1st referrer amongst social networks : 25% of

visits

+15% new followers (from 100 to 130 per day)

content published on orange.com+ social networksFb, Tw, G+, Pin, Dai, Ins, Lin

UGC MULTIMEDIA> 6 Orange videos ~ €500 x 6 > 7 photo slideshows (€1K)

impact +4% recurring visitors

8 new bloggers recruited

100 POSTS> ~ €500 - €750 per post

SOCIAL MEDIA OUTREACHTwitter, Facebook, Google+, Pinterest, Linkedin, Dailymotion> ~ €500 - €600 per blog

~ €50 – 75k €19k

~ €4 – 6k

~ €5 – 10k

US and UK in 2nd and 3rd position

some rights reserved cc 2012, Orange – Yann Gourvennec - web, digital & social media

thank you

any questions?

follow us on

@orange @orangebusiness

http://www.posterous.com/orangebusiness

http://facebook.com/orangehttp://facebook.com/orangebusiness

http://youtube.com/orangebusiness

http://slideshare.net/orangebusiness

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