[en] hec paris - web 2.0 - reinventing marketing
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agenda - backgrounder - marketing 2.0, reinventing marketing - web 2.0, social media, buzzwords and hindsight - how to create some solution-based addictive content nb: those slides which are based on personal research have been clearly marked with a different background. - using experience to build the new momentumTRANSCRIPT
some rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec1
Orange Business Services
some rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec2
... 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
some rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec3
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
some rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec4
my role at Orange Business Services
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my personal research online… since 1995
• http://visionarymarketing.com
• http://visionary.wordpress.com
a French Web 2.0 website
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reinventing marketing
yann gourvennec, head of
internet & digital media
HEC paris
some rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec Page 77
agenda
1. backgrounder
> marketing 2.0, reinventing marketing
> web 2.0, social media, buzzwords and hindsight
> how to create some solution-based addictive content
nb: those slides which are based on personal research have been clearly marked
with a different background.
2. using experience to build the new momentum
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part one
backgrounder
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it’s here for real
but maybe not really new
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the end of thought leadership (as we know it)
http://www.businessweek.com/innovate/content/apr2007/id20070409_372598.htm
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a (very) brief history of IT
the content is the computer
the network is the computer
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a few examples of collaboration at Orange
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1.1. reinventing marketing
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killing the survey myth
• can disruption arise from market surveys?
• what is really measured in customer sat surveys?
SUICIDEWho Killed Marketing?
FUTURELABImage: http://snapesluvr.deviantart.com/art/CSI-Springfield-29131429
http://www.slideshare.net/alainthys/reflecting-on-marketing-accountability/
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is marketing dead or is it being re-invented?
nov-dec 2007
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one step further: inspiration for economics?
“While the old Web was about Web sites, clicks, and “eyeballs,”the new Web is about communities, participation and peering.”
Wikinomics, Don Tapscott & Anthony D. Williams
http://www.wikinomics.com/
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1.2. web 2.0 etc.
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web 2.0 definitions
•Tim O’Reilly
>coined the web 2.0 concept
>created the web 2.0 summit(2004)
• http://www.web2con.com
>founding article on oreilly.net
http://www.oreillynet.com/pub/a/oreilly/tim/news/2005/09/30/what-is-web-20.html
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O’Reilly’s meme map
http://visionarymarketing.wordpress.com/?s=Memes
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thin clients
syndication rssthe web
as a plateform
the user -producer
collective
intelligence
2.0
In a few words: cooperation
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bubble 2.0 meme map
bubble20.blogspot.com
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risques 2.0: the Kryptonite blogstorm
•what response to public information posted about your brand, products/services, company performance…?
blogsblogsblogsblogs
usenetusenetusenetusenet
multimultimultimulti----
mediamediamediamediaportalsportalsportalsportals
online online online online
newsnewsnewsnews
forumsforumsforumsforums
news news news news
feedsfeedsfeedsfeeds
wikiswikiswikiswikis
reputation
management
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²
1.3. creating addictive
content
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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
what is solution selling?
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6 steps to valuable content
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building valuable web content: guidelines
> credibility is importantcredibility is importantcredibility is importantcredibility is important for Web users - use experience
> text should be realrealrealreal- experience
- if text is interesting, visitors will read it, otherwise, they won’t
> we we we …- should be you you you
> diagrams: a picture is worth a thousand words
> be specific- add numbers, examples,
> blah blah text: cut the fluff- if it doesn’t mean anything, just forget about it
- e.g. ‘this offer/product/service is flexible’, ‘we address your requirements’,
> make pages scannablescannablescannablescannable- highlighted keywordskeywordskeywordskeywords
- meaningful subsubsubsub----headingsheadingsheadingsheadings (not "clever" ones)
- bulleted listslistslistslists (but don’t abuse – use to lead another page)
- one ideaone ideaone ideaone idea per paragraph
> the inverted pyramid style, starting with the conclusion
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the don’ts of web content design
http://www.webpagesthatsuck.com/does-my-web-site-suck/
[…]
> we've designed our site to meet our organization's needs (more sales/contributions) rather than meeting the needs of our visitors.
> our site doesn't make us look like credible professionals
> the man from Mars cannot quickly find the focal point of the current page
> quickly scanning the page doesn't tell our visitors much about its purpose
> our site's title tag is something like "new document", "index" and not the name of your company or other search-engine friendly terms
> our content is not organized to meet our visitors' needs.
> our content is not broken down into logical categories
> no bridges between pages
> i don't know if our content is appropriate for our audience.
> our site's content is written at a higher or lower readability level than our visitors' knowledge level.
> our content is not ‘heroin content’- do i know your target audience?
- does my content match my audience’s expectations?
- have i determined the purpose of my new section?
- does my content solve my customers’ problems or does it create problems?
[…]
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building a keyword strategybuilding a keyword strategybuilding a keyword strategybuilding a keyword strategy
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part two
using experience to build
the new momentum
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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 withstandsuggestions, critique, and evenpossibly destruction in a totallytransparent manner
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how to build a (really) collaborative website?
1. users don’t come on websites by chance
2. do not confuse comments for collaboration
3. facilitate, facilitate, facilitate
4. your brand has to be adapted to the spirit of Web 2.0
5. avoid talking about your products
6. great causes can work wonders
7. think user-benefit not company-benefit
8. openness and transparency
9. the tone of voice
10. reactivity and spontaneity
11. quantity and flow of information
12. be ethical
13. modernity and ‘geekiness’
14. total immersion
15. when the rubber meets the road
16. bringing real answers to real questions
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interactivity matrix
wikis+
interactivity
-------- +
e-commerce
online
discussions
forums
blogs
Internet
presence
online
product
catalogue
fully fledged
e-commerce site
Information driven
Internet presence
mash ups aggregators
ideagoras
closed UG
shared online space
closed UG
extranets
- 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 / expert
facilitation ++++
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
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in real time
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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/
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thank you