[en] building brand advocacy with social media [likeminds 2010]

social media and b2b: how to build outstanding advocacyYann Gourvennec

Head of Internet & Digital Media

http://orange-business.com

Exeter – February 25th, 2010

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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

territories

local support in 166 countries and territories a seamless network covering 220 countries and

territories

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agenda

communities on the agenda

doing digital

webtv best practice

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so you want to manage your community?

1

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10 years later: what have we learned?

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communities: the new paradigm…

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http://geekandpoke.typepad.com/

social media … and ROI

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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

11 some rights reserved - CC 2010 - Orange Business Services - Yann A. GourvennecTYPICAL B2B ECOSYSTEM

NEWS

OPINIONLEADERS

OTHERSECTORS

CONSULTANT

PARTNER

ENTERPRISEX

RSSFEEDS

WEB

ENTERPRISE

OTHERREGIONS ADMIN

CONTRACTORS

BUYER LEGAL

BUSINESS UNIT

CLIENT TEAMFINANCIAL CONTROLER

CONSULTANTS

OTHER BUSINESS

UNITS

ENTERPRISE Y

CONSULTANCY

VENDOR

VENDOR

the ICT ecosystem

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how solution selling applies to the Web

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where do we go from here?

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blogs and WebTV: hundreds of experts

LinkedIn

Twitter

facebook

viadeo

google

wikipedia

partner

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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

Orange Business WebTV - 2009

•250 video clips created

• 40% [En] - 60% [Fr]

• a few in Sp and Pt

•200.000+ displayed

•66.000+ clips viewed online

•3500+ narrowcasting hours

•~1000 daily uniques

Orange Business WebTV - 2009

•250 video clips created

• 40% [En] - 60% [Fr]

• a few in Sp and Pt

•200.000+ displayed

•66.000+ clips viewed online

•3500+ narrowcasting hours

•~1000 daily uniques

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best practice 1 on UGC

http://bit.ly/soceng

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best practice 2 on UGC

http://bit.ly/voip-case

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ROI, what ROI?

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ROI?

content generation

motivation

leadership of opinion

global reachSEO

UGC

breaking silos

nurturing talent

rss (dynamic)

links

comments/discussions

cheapspice up IRL events

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Orange b2b label

•over 150 partnering websites on the French side•budding community on the English side

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follow us on

@orangebusiness

http://www.posterous.com/orangebusiness

http://www.facebook.com/orangebusiness

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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 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/