[en] success in social media initiatives
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Nov 10, 2009
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Case Study Presentation: increasing brand advocacy with social mediaYann GourvennecHead of Internet & Digital Mediahttp://orange-business.com
some rights reserved - CC 2009 - Orange Business Services - Yann A. Gourvennec Page 33
... 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
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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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Where will you focus your digital marketing budget in 2009?(in% of interviewees)
(December 2008 – 400 interviewees)
> http://www.permissiontv.com/pdf/ptv_survey_results.pdf
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http://geekandpoke.typepad.com/
social media … and ROI
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how solution selling applies to the Web
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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
some rights reserved - CC 2009 - Orange Business Services - Yann A. Gourvennec Page 99 TYPICAL 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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it’s hard to trigger a revolution on your own it’s hard to trigger a revolution on your own ……
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blogs and WebTV: hundreds of experts
facebooknetvibe
s
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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
http://bit.ly/soceng
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On our blogs … what ROI?
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presence / engagement
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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 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
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/
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