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HP marketing meetingParis, June 30th, 2011
social media in b2b - lessons learntfrom the Orange Business Services experience
Yann Gourvennec
Director, Web, Digital & Social Media
http://orange.com
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perspective
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copyright © 2011 – Orange – web, digital & social media 4
agenda
1. takeaways from Orange b2b
2. is it applicable to HP in Europe?
3. implementation tips
4. regional differences
5. sales vs. blogs
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HP marketing meetingParis, June 30th, 2011
1. takeaways from the Orange Business Services experience
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introduction: customer advocacy
a brand is “what your customer says when you are not in the room”
(Jeff Bezos?)
“Vincent, you are a star now, your blog piece has been circulated throughout the Bank!
(from a client to one of our bloggers)
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what they said
“What Orange Business Services has done is a worldwide best practiceChris Brogan, no. 1 Marketing blogger WW
I am deeply impressed with what Orange Business Services has accomplishedJohn Bell, VP, 360° PR, Ogilvy
http://bit.ly/yagexeter
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‘new’ trends
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barely 5 years ago …
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some rights reserved by Jimee, Jackie, Tom & Ash
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a misplaced fear?
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http://www.amusement.fr/index.php?/magazine/now--amusement-6/
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a thing to fear or build upon?
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some rights reserved by ella novak
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all markets are conversations …
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… not always true
under the radar functional preferred sensitive
characteristics little or no buzzeither it works or fix
it!conversations
heath, safety, children
tactics do something different
community management
(forums/social media)
nurture community (ies)
reassure
4 types of brands (Synthesio)
Hervé Kabla & Yann Gourvennec : Social Media Taught to my boss, 2011
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so, why use social media in b2b?
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1. because of solution selling
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2. because of 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
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3. because we get feedback … and more
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lead generation (on-going campaigns)
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4. because we have good people ... and partners
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5. because of numbers and 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. because of S.E.O.
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the ICT ecosystem
some rights reserved - cc- Yann A Gourvennec - Orange Business ServicesTYPICAL B2B ECOSYSTEM
NEWS
OPINIONLEADERS
OTHERSECTORS
CONSULTANT
PARTNER
ENTERPRISEX
RSSFEEDS
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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HP marketing meetingParis, June 30th, 2011
2. applicable to hp?
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http://blog.gthankyou.com/2010/08/02/best-ice-cream-sundaes/
“Breyers Ice Cream and chef
Gale Gand have created a Spaghetti & Meatballs Sundae with “meatballs”, sauce made of mashed strawberries and vanilla ice cream extruded through a potato ricer to become noodles.(recipe link click here)
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HP marketing meetingParis, June 30th, 2011
3. implementation tips
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[En] Nine Top Tips For Implementing Social Media
1. communities are important, but not every brand has one
2. don’t confuse comments with collaboration
3. avoid the meatball sundae effect
4. facilitate, facilitate, facilitate
5. respect your community and no hard-selling
6. great causes can work wonders
7. think user-benefit vs. company-benefit
8. openness, transparency and disclosure
9. execution is everything
http://bit.ly/9toptips4social
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good practices and recommendations
> dos ….- long view, short term
execution- up to date & fresh content- team rostering- invite partners- blog scheduling- 10-15 posts p.m.- varying types of posts
- news, exhibitions, video, radio clips, links, short blogs, market vision etc.
- constrained lists (10/7/5/3)- popular subjects- focus on your niche, talk to
your audience (build your community)
- schematics work wonder- field experience
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good practices and recommendations
> don’ts - “infiltrating” social networks- writing too many visionary articles
and crash- selling your wares- bland, high level BS- 10-page articles ( installments)- b2c subjects (at all cost)- online squabbling or attacks- all rush judgements- defamatary statements and libel,
mostly vis a vis partners- non personal images or that of
monuments (Big Ben etc.)- fretting because you don’t have
enough comments
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no go areas
> fblogs> fake comments> fake content> fake employees> spam and intrusion> infiltration> paying bloggers> …
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disclosurehttp
://socialmedia.org/disclosure
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HP marketing meetingParis, June 30th, 2011
4. regional differences
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social networks in a nutshell (11/10)
600 million members20 million Fr
USA: 2004
50 languages
consumers + High Tech + … ?
1. Coca Cola: 4 million2. Starbucks: 5 million
3. Walt Disney: 2 million
80 million members1 million Fr
USA: 2002
predominantly English
Professionals
average user 41 years old
viadeo
30 million members3.7 million Fr (n°1)
France: 2002
predominantly French
Professionals
external growth100,000 connections/day
+8 million members (08/09)
Germany: 2003 (née Open BC)
16 languages inc. Ger + Au + Ch
Professionals
mostly German-speaking + Spanish + Chinese folks
source: brands & Orange Business Services & Wikipedia
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400m -> 500m in just 4
months
65m -> 80m in just 7 months
25m -> 30m in just 7 months
8+m -> 10m in just 7 months
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june 2010
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regional differences are key (2006 …)
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sources:http://valleywag.com/tech/data-junkie/the-world-map-of-social-networks-273201.php
Le Monde, Datamonitor – 2008 http://medias.lemonde.fr/mmpub/edt/ill/2008/01/14/h_4_RESEAUX+X1I1.gif
* numbers meaning millions of hours spent by month as of Aug 2007
europe *
NAM *
1/4 of subscribers
asia-pac *
1/3 of subscribers
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june 2010
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regional differences are key (… 2009 …)
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http://www.nicolaskerebel.com/non-classe/world_map_of_social_networks/
Vincenzo Costenza
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regional differences shrinking now! (… 2011)
june 2010
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HP marketing meetingParis, June 30th, 2011
5. sales vs. blogs
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this isn’t a blog
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http://precommerce.com
about Orange:
“our top priority is for everyone to do business with social media”
“[you] will never be bloggers, [you] will be professionals using blogs”
pre-commerce, p 251
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so, can’t blogs help sales?
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photo credits, Chris Brogan
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thank you
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