[En] Increasing Brand Advocacy with Social Media [Ragan Social Media Summit - June 10, 2010]
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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'
[En] Increasing Brand Advocacy with Social Media [Ragan Social Media Summit - June 10, 2010]
This is the slidecast of my presentation at the Ragan Social Media Summit which took place in San Jose on June 10, 2010
Citation preview
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
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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