[En] HEC Paris - Web 2.0 - reinventing marketing

some rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec1

Orange Business Services


... worldwide solutions, local support ...... worldwide solutions, local support ...

international presence, local support

� 3,750 multinational customers

� the world’s largest seamless voice and data network, with local

support in 166 countries and territories

� mobile phone networks in 17 countries

� 110 million Orange mobile customers including 8 million

business customers

� 300,000 IP VPN access points around the world

� more than 850,000 Business Everywhere customers


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


my role at Orange Business Services

19 june 2008some rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec5

my personal research online… since 1995

• http://visionarymarketing.com

• http://visionary.wordpress.com

a French Web 2.0 website

19 june 2008

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reinventing marketing

yann gourvennec, head of

internet & digital media

HEC paris

some rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec Page 77

agenda

1. backgrounder

> marketing 2.0, reinventing marketing

> web 2.0, social media, buzzwords and hindsight

> how to create some solution-based addictive content

nb: those slides which are based on personal research have been clearly marked

with a different background.

2. using experience to build the new momentum

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part one

backgrounder


it’s here for real

but maybe not really new


the end of thought leadership (as we know it)

http://www.businessweek.com/innovate/content/apr2007/id20070409_372598.htm


a (very) brief history of IT

the content is the computer

the network is the computer


a few examples of collaboration at Orange

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1.1. reinventing marketing


killing the survey myth

• can disruption arise from market surveys?

• what is really measured in customer sat surveys?

SUICIDEWho Killed Marketing?

FUTURELABImage: http://snapesluvr.deviantart.com/art/CSI-Springfield-29131429

http://www.slideshare.net/alainthys/reflecting-on-marketing-accountability/


is marketing dead or is it being re-invented?

nov-dec 2007


one step further: inspiration for economics?

“While the old Web was about Web sites, clicks, and “eyeballs,”the new Web is about communities, participation and peering.”

Wikinomics, Don Tapscott & Anthony D. Williams

http://www.wikinomics.com/

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1.2. web 2.0 etc.


web 2.0 definitions

•Tim O’Reilly

>coined the web 2.0 concept

>created the web 2.0 summit(2004)

• http://www.web2con.com

>founding article on oreilly.net

http://www.oreillynet.com/pub/a/oreilly/tim/news/2005/09/30/what-is-web-20.html


O’Reilly’s meme map

http://visionarymarketing.wordpress.com/?s=Memes


thin clients

syndication rssthe web

as a plateform

the user -producer

collective

intelligence

2.0

In a few words: cooperation


bubble 2.0 meme map

bubble20.blogspot.com


risques 2.0: the Kryptonite blogstorm

•what response to public information posted about your brand, products/services, company performance…?

blogsblogsblogsblogs

usenetusenetusenetusenet

multimultimultimulti----

mediamediamediamediaportalsportalsportalsportals

online online online online

newsnewsnewsnews

forumsforumsforumsforums

news news news news

feedsfeedsfeedsfeeds

wikiswikiswikiswikis

reputation

management

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²

1.3. creating addictive

content


now you tell me, i realise I have a problem

i know i have a problem

i know i need this to solve my problem

what is solution selling?


6 steps to valuable content


building valuable web content: guidelines

> credibility is importantcredibility is importantcredibility is importantcredibility is important for Web users - use experience

> text should be realrealrealreal- experience

- if text is interesting, visitors will read it, otherwise, they won’t

> we we we …- should be you you you

> diagrams: a picture is worth a thousand words

> be specific- add numbers, examples,

> blah blah text: cut the fluff- if it doesn’t mean anything, just forget about it

- e.g. ‘this offer/product/service is flexible’, ‘we address your requirements’,

> make pages scannablescannablescannablescannable- highlighted keywordskeywordskeywordskeywords

- meaningful subsubsubsub----headingsheadingsheadingsheadings (not "clever" ones)

- bulleted listslistslistslists (but don’t abuse – use to lead another page)

- one ideaone ideaone ideaone idea per paragraph

> the inverted pyramid style, starting with the conclusion


the don’ts of web content design

http://www.webpagesthatsuck.com/does-my-web-site-suck/

[…]

> we've designed our site to meet our organization's needs (more sales/contributions) rather than meeting the needs of our visitors.

> our site doesn't make us look like credible professionals

> the man from Mars cannot quickly find the focal point of the current page

> quickly scanning the page doesn't tell our visitors much about its purpose

> our site's title tag is something like "new document", "index" and not the name of your company or other search-engine friendly terms

> our content is not organized to meet our visitors' needs.

> our content is not broken down into logical categories

> no bridges between pages

> i don't know if our content is appropriate for our audience.

> our site's content is written at a higher or lower readability level than our visitors' knowledge level.

> our content is not ‘heroin content’- do i know your target audience?

- does my content match my audience’s expectations?

- have i determined the purpose of my new section?

- does my content solve my customers’ problems or does it create problems?

[…]


building a keyword strategybuilding a keyword strategybuilding a keyword strategybuilding a keyword strategy

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part two

using experience to build

the new momentum


15 golden rules for web 2.0

•for a big logo, it’s more about culture than technology

•need to be prepared to withstandsuggestions, critique, and evenpossibly destruction in a totallytransparent manner


how to build a (really) collaborative website?

1. users don’t come on websites by chance

2. do not confuse comments for collaboration

3. facilitate, facilitate, facilitate

4. your brand has to be adapted to the spirit of Web 2.0

5. avoid talking about your products

6. great causes can work wonders

7. think user-benefit not company-benefit

8. openness and transparency

9. the tone of voice

10. reactivity and spontaneity

11. quantity and flow of information

12. be ethical

13. modernity and ‘geekiness’

14. total immersion

15. when the rubber meets the road

16. bringing real answers to real questions


interactivity matrix

wikis+

interactivity

-------- +

e-commerce

online

discussions

forums

blogs

Internet

presence

online

product

catalogue

fully fledged

e-commerce site

Information driven

Internet presence

mash ups aggregators

ideagoras

closed UG

shared online space

closed UG

extranets

- needs facilitation

- contents to be generated prior to opening the wiki

- user expertise required

build content collectivelly

+ very interactive

open to all/ unstructured.

Can be monitored.

Best suited for consumer or support

Co. Marketing / expert

facilitation ++++

job in itself

online discussions : co_market / design

+ interactive/ - facilitation+++

- initial content required

easy to setup

no risk - a must in services

ultimate goal for website

- require database and flow

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in real time


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 is available online at: http://visionarymarketing.com/


thank you