[en] b2b marketing on digital steroids
DESCRIPTION
why big logos need social mediaTRANSCRIPT
nov-dec 2008
some rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec
b2b marketing on digital steroids
why big logos need social media
nov-dec 2008some rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec
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my personal research online… since 1995
• http://visionarymarketing.com • http://visionary.wordpress.com
a French Web 2.0 website
nov-dec 2008some rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec
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my role at Orange Business Services
http://orange-business.com/
nov-dec 2008some rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec
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now you tell me, i realise I have a problem
i know i have a problem
i know i need this to solve my problem
how solution selling applies to the Web
http://geekandpoke.typepad.com/
nov-dec 2008some rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec
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accountability: impact on the marketing landscape
nov-dec 2008some rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec
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it’s here for real
but maybe not really new
nov-dec 2008some rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec
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the end of thought leadership (as we knew it)
http://www.businessweek.com/innovate/content/apr2007/id20070409_372598.htm
nov-dec 2008some rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec
11 TYPICAL 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
the ecosystem
nov-dec 2008some rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec
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15 golden rules for web 2.0
•for a big logo, it’s more about culture than technology
•need to be prepared to withstand suggestions, critique, and even possibly destruction in a totally transparent manner
nov-dec 2008some rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec
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risks 2.0? the Kryptonite blogstorm
•what response to public information posted about your brand, products/services, company performance…?
blogs
usenet
multi- media
portals
online news
forums
news feeds
wikis
reputationmanagement
nov-dec 2008some rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec
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interactivity matrix
wikis+
interactivity
-- +
e-commerce
onlinediscussions
forums
blogs
Internetpresence
onlineproduct
catalogue
fully fledgede-commerce site
Information drivenInternet presence
mash ups aggregators
ideagoras
closed UGshared online space
closed UGextranets
- needs facilitation- contents to be generated prior to opening the wiki- user expertise required
build content collectivelly+ very interactive
open to all/ unstructured.Can be monitored.Best suited for consumer or support
Co. Marketing / expertfacilitation ++++job in itself
online discussions : co_market / design+ interactive/ - facilitation+++ - initial content required
easy to setup
no risk - a must in services
ultimate goal for website- require database and flow
nov-dec 2008some rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec
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live at http://blogs.orange-business.com
www.tinyurl.com/orange0708
nov-dec 2008some rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec
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http://youtube.com/orangebusiness http://orange-business.tv
nov-dec 2008some rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec
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feedback from the Blog Council
•the fear factor•youtube: cheaper and better•extensive use of social media tools and micro-blogging•means to solve budgetary issues?•buy-in issues•disclosure•legal issues•the ROI issue
•blogging ROI book to be issued by Blog Council
nov-dec 2008some rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec
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what’s in it for a big logo?
“captive” audiencespecific profile detailsgroups of interest potential targets
viadeo, linkedin, facebook
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R&Dquestions waiting for answersanswers waiting for questions spreading the word
ideagoras: innocentive, bespoke
consumers or usersproduct testingcommunity of clientsdirect feedback
discussion platforms, bespoke/not
readerstagsvotesbloggers helping each otherpromote & compete
wikio, technorati, digg, youtube
nov-dec 2008some rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec
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a few examples of collaboration at Orange
nov-dec 2008some rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec
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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 is available online at: http://visionarymarketing.com/