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Increasing brand advocacywith social media
Orange Business ServicesYann Gourvennec
Atlanta | November 10, 2009
www.gaspedal.com/BlogWell
How Big Brands Use Social Media
unrestricted
Case Study Presentation: increasing brand advocacy g ywith social media
Yann Gourvennec
Nov 10 2009
Head of Internet & Digital Mediahttp://orange-business.com
Nov 10, 2009
1
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 visitthis 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) )(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)
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international presence, local support
> 3,750 multinational customers
> the world’s largest seamless voice and data network with> the world s largest seamless voice and data network, with local support in 166 countries and territories
> mobile phone networks in 17 countries> mobile phone networks in 17 countries
> 110 million Orange mobile customers including 8 million business customersbusiness customers
> 300,000 IP VPN access points around the world
... worldwide solutions, local support ...... worldwide solutions, local support ...
> more than 850,000 Business Everywhere customers
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a footprint supporting business around the world
local support in 166 countries and territories a seamless network covering 220 countries and
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a seamless network covering 220 countries and territories
Where will you focus your digital marketing budget in 2009?(in% of interviewees)
(D b 2008 400 i t i )
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(December 2008 – 400 interviewees)> http://www.permissiontv.com/pdf/ptv_survey_results.pdf
social media … and ROI
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http://geekandpoke.typepad.com/
how solution selling applies to the Web
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ICT buyers … source:
vertical painpointsIT security virtualization
use social media
are passionate about technology
annoyed by banners/marketing by interruption
read blogs
t t t t d t h l
are part of ECOSYSTEMS
turn to trusted technologyB2B resources
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are part of ECOSYSTEMS
the ICT ecosystem
NEWS
OPINIONLEADERS
ENTERPRISE Y
ENTERPRISEX
OTHERADMIN
OTHER BUSINESS UNITS
OTHERSECTORS
RSSFEEDS
WEBREGIONS ADMIN
CONTRACTORS
FINANCIAL CONTROLER
CONSULTANTS
CONSULTANT
PARTNER
FEEDS
BUYER LEGAL
BUSINESS UNIT
CLIENT TEAMFINANCIAL CONTROLER
ENTERPRISE
CONSULTANCY
VENDOR
9 some rights reserved - CC 2009 - Orange Business Services - Yann A. Gourvennec Page 9TYPICAL B2B ECOSYSTEM
VENDOR
it’s hard to trigger a revolution on your ownit’s hard to trigger a revolution on your own10 some rights reserved - CC 2009 - Orange Business Services - Yann A. Gourvennec Page 10
it’s hard to trigger a revolution on your own …it’s hard to trigger a revolution on your own …
blogs and WebTV: hundreds of experts
T ittTwitter
facebookgoogle
netvibes
g g
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Orange Business blogs
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orange-business.tv business case
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orange-business.tv: where we started from …
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orange-business.tv business case
3 main ingredients > technological> editorial> production
facts and figures> created November 2008> 200 videos online, 50% in English> 35,268 videos played over 10 months
- i.e. approx. 3,500 p.m> current weekly average: 1,500 videos
- i.e. 50 hours of narrowcasting
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best practice 1 on UGC
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http://bit.ly/soceng
best practice 2 on UGC
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http://bit.ly/soceng
On our blogs … what ROI?
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presence / engagement
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ROI?
content generationspice up IRL events
motivationUGCcheap
spice up IRL events
leadership of opinion
global reachSEOlinks gSEO
breaking silos rss (dynamic)
links
nurturing talent
t /di i20 some rights reserved - CC 2009 - Orange Business Services - Yann A. Gourvennec Page 20
comments/discussions
Orange b2b label
•over 100 partnering websites on the French side•budding community on the English side
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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
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about Yann Gourvennec
> since 2008, head of internet, orange business services> 2005-06/2007, innovation principal, orange business> 2005 06/2007, innovation principal, orange business
services> 2003-06/2005, alliance partner manager, france telecom> 1999 – 2002 - director e-business: france telecom
teleconferencing servicesteleconferencing services> 1997 - 1999 – consultant, Internet, marketing &
information systems, cap gemini > 1995-1997 – internet marketing consultant, unisys europe> 1992-1995 – business systems manager 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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