yann gourvennec - orange business services - conference media aces juin 2010
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transformer son écosystème en ambassadeur de la marque
Yann Gourvennec
Head of Internet & Digital Media
http://orange-business.com
Paris – 22 Juin 2010
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image by Izabella Bielawska of the Young Creatives Network' image by Izabella Bielawska of the Young Creatives Network'
Orange Business Services dans le monde
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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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ordre du jour
> introduction> pourquoi les médias
sociaux ?> des ambassadeurs
de la marque> mettre en œuvre les
médias sociaux
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comptes Twitter d’entreprises françaises (04/10)
> @orangebusiness n°1 des comptes Orange et n° 6 des marques françaises
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des centaines de contributeurs
viadeo
wikipedia
partenaire
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unrestricted
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pourquoi les médias sociaux ?
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1. ‘vendre’ par la solution
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2. car les ‘acheteurs’ …
douleurs métier
sont passionnés de techno
importunés par le marketing par l’interruption
sont dans des ECOSYSTEMES
sécurité informatiquevirtualisation
lisent les blogs
cherchent des conseils et des sources B2B de confiance
source:
utilisent les médias sociaux
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3. à cause du feedback … et plus encore
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generation de prospects (campagnes en cours)
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4. car nous sommes fiers de nos employés … et de nos partenaires
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5. à cause des chiffres et de l’influence
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)
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 productOrange Web TV is now a product
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6. à cause du référencement
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des ambassadeurs de la marque
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customer advocacy (1)
“Vincent, tu es devenu une vraie vedette, ton article du blog a fait le tour de la Banque !
(un client à un de nos blogueurs)
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customer advocacy (2)
nous ne sommes pas clients mais nous aimerions vous parler car nous avons été impressionnés par le contenu du blog virtualisation
(un client à une de nos unités d’affaires)
“
l’écosystème des TIC
some rights reserved - cc- Yann A Gourvennec - Orange Business ServicesTYPICAL B2B ECOSYSTEM
NEWS
OPINIONLEADERS
OTHERSECTORS
CONSULTANT
PARTNER
ENTERPRISEX
RSS
FEEDS
WEB
ENTERPRISE
OTHERREGIONS ADMIN
CONTRACTORS
BUYER LEGAL
BUSINESS UNIT
CLIENT TEAM
FINANCIAL CONTROLER
CONSULTANTS
OTHER BUSINESS
UNITS
ENTERPRISE Y
CONSULTANCY
VENDOR
VENDOR
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unrestricted
mettre en œuvre les médias sociaux
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Copyright © 2010 - Yann Gourvennec - Orange Business Services 20
Viadeo
slideshare
FR
1
EN
1
posterous
EN
1
le flux d’informations
YouTube
1
EN
Pressannouncements
1
EN
1
FR
webzine
FR
2
EN
1
webradio
1
FR
blogs
FR
6
EN
2
webTV
FR
1
EN
1
FR
1
BlackBerryTouch.com
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exemples transverses
> webzines
> relations presse
> relations publiques & juridiques
> événementiel
> publicité
> prospection
événement clients: Orange Business Live 2010http://www.orange-business.com/live/
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événement clients: Orange Business Live 2010http://www.orange-business.com/live/
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photos par Ben Ellisphotos par Ben Elliset Yann Gourvennecet Yann Gourvennecphotos par Ben Ellisphotos par Ben Ellis
et Yann Gourvennecet Yann Gourvennec
à bientôt sur …
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@orangebusiness
http://www.posterous.com/orangebusiness
http://www.facebook.com/orangebusiness
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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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