[en] how social media changed our (your) lives
DESCRIPTION
a presentation I gave to a client recently about how social media changed our professional lives, talking about the impact on organisations, the way we do business, how hierarchies are impacted ... and how employees can help their companies by becoming user-producers with UGC.TRANSCRIPT
How the Social Web Changed Our Lives
Yann Gourvennec
Head of Internet & Digital Media
http://orange-business.com
Paris – nov 2010
some rights reserved - 2010 - cc - Yann A Gourvennec - Orange Business Services
a footprint supporting business around the world
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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
some rights reserved - 2010 - cc - Yann A Gourvennec - Orange Business Services
Social Media for Businesses
> SMBC: socialmedia.org > media aces: france.media-aces.org
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[Fr] les médias sociaux expliqués à mon boss
agenda
> it changed our lives> what is it? & numbers> organisational impact> a new paradigm?
some rights reserved - 2010 - cc - Yann A Gourvennec - Orange Business Services
some rights reserved - 2010 - cc - Yann A Gourvennec - Orange Business Services
the Web has changed our lives
including vital statistics
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smile …
> the power of now!
http://ygourven.posterous.com
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it’s about branding (personal/non personal)
9
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it’s about the human touch
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because
we are special
Image by Nina Matthews some rights reserved
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and social media gives us a say
Image by Robert Nilsson some rights reserved
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making things happen
>> why innovation is overrated, HBR blogs, Scott Berkun
inventors, creators, and leaders […] care less about being innovative than they do about making things.“
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but don’t do it that way!
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ok now …
what is social media?
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a few thoughts …
social media is information content created by people using highly accessible and scalable publishing technologies. […]
also referred to as user-generated content (UGC)
“
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2.0
in a few words: cooperation
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often opposed to
> “industrial media"
> aka "traditional“
> aka "broadcast“
> aka "mass" media,
Image by Robert Nilsson some rights reserved
http://gapingvoid.com/2010/07/02/commission-supergenius/
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plus …
> enterprise social software, née enterprise 2.0
> everything I may have forgotten
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http://www.fredcavazza.net/2008/06/09/social-media-landscape/
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the (daunting) boom of social media
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a new bubble?
“even in these times of crisis "it's never been so easy for a start-up to get started on a very low budget”
http://bit.ly/orangegreen
Howard Greenfield, EIR, plugandplaytechcenter
French blogging: facts and figures
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> 28 % assumed name> majority of personal blogs> 16% are corporate blogs> 20% bloggers do both> most popular: high-tech
French bloggersage groups
< 2525 - 3030- 40> 40
source Journal du Net 2010
OverBlogBlogger
Skyrock blogCanalBlog
0% 20%
40%
60%
80%
100%
mthly uniques (Nielsen# of blogs
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• source: http://telephonyonline.com/iptv and comments by Lynnette Webb on flickr
• http://www.techxav.com/2010/03/19/if-facebook-were-a-country/
2010
if … were a country
2009: rocketing twitter awareness
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2009: the twitter year
social network awareness progression in France
2007-2009
autumn 2007 autumn 2008 spring 2009 autumn 2009
26
social media not for business people?
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social networks in a nutshell (11/10)
500 million members
17 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
28
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
social network usage
30%
25%25%
10%10%
do business find a job
hire people find experts
reconnect
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source Alain Lefebvre (2008)
29
145 million twitter accounts worldwide (75 as of April)but 60% of users don’t return
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> 80% awareness in France> 120 million visits worldwide
- Fr 2.6 m unique visitors (2009)> traffic
- USA : No.1 (33.3%)- France : No.13 (0.98%)
> profile- men 74 % - women 26 %- average user 31 years old
> 76 % mobile access
Sysomos survey:- average : 4.67 degrees
of separation- on average, 50% users
< 4 degrees- all < 5 degrees
30
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largest twitter users in France (2010)
Source 01 informatique 05/2010
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France, 2010
Facebook leading in terms of brand awareness but only #3
Le Monde, Oct 15, 2010
photo by Robert S Donovan some rights reserved
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regional differences are still key
source: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
(2007-8)
33
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so where are you at, now?
Norman (1998: The Invisible Computer) Modified from Moore [1995]).Source: http://www.jnd.org/dn.mss/life_cycle_of_techno.html
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vital statistics: b2c social media
> is social media a fad?> 96% of gen y on social networks> social media #1 web activity
(above porn)> facebook added 100m users in 9
months> YouTube 2nd largest search
engine ww> wikipedia over 13m articles
- 78% of which non English
> 25% of search results for brands linked to UGC
socialnomics
http://bit.ly/2009socialnomics
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vital statistics: b2b social media
> 93% of buyers initiate buying process via Search
> 81% of B2B companies have (some sort) of social media presence (vs 67% for b2c)
> 75% take part in micro blogging (vs 49% for b2c)
> 53 of CEOs prefer looking for information online by themselves
> 60% use search engines> 60% carry out more than 6
searches everyday
http://www.earnest-agency.com/
http://bit.ly/earnestb2b
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some rights reserved - 2010 - cc - Yann A Gourvennec - Orange Business Services
a few random thoughts
on the impact of social media on our organisations
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no longer anoraks
> 1996 AOL UK flyer
> today: (new) Internet as role model for ‘collective intelligence’
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of networks and men …
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new (?) organisational patterns
> http://www.visionarymarketing.com/articles/ofnetworksandmen0.html
top-down bottom-up (participation)
network
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of networks and men
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how is (good) networking done?
http://bit.ly/fanpancan
internal or
external
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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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the (sad) state of collaboration in the workplace
> the Hamster revolution
> no email friday – - US Cellular (2007)- Deloitte (2008)- pains Jacquet (2009)
> 15 tips - http://tinyurl.com/stayingontop
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the way we work
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now… and beyond?
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here and now already
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so what are brands doing?
Brand content and the UGC revolution
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Viadeo
slideshare
FR
1
EN
1
posterous
EN
1
the brand content game (example)
YouTube
1
EN
Pressannouncements
1
EN
1
FR
webzine
FR
2
EN
11
FR
1
EN
webradioblogs
FR
6
EN
2
webTV
FR
1
EN
1
FR
1
BlackBerryTouch.com
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guess who’s producing the content?
other useful best practices
> blogging for a good cause - Kaiser Permanente: http://bit.ly/kaiserp
Tyson foods hunger relief program
> caring for enthusiasts- Discovery Channel’s Shark Week:
http://bit.ly/discoshark - GE and UK transpotters:
http://slidesha.re/gespotters
> b2b- Blentec’s will it blend YouTube channel:
http://www.willitblend.com/ - Intel’s social media involvement- SAP Sapphire: spicing events with Social
Media
- [Fr] Cegos’ blogging programme
> HR- Sungard’s Yammer community- [Fr] SocGen’s HR tv channel
> Social CRM and crowdsourcing- Orange France (forums) and
Orange Spain (twitter)- [Fr] Dream Orange (Orange labs)
some rights reserved - 2010 - cc - Yann A Gourvennec - Orange Business Services
some rights reserved - 2010 - cc - Yann A Gourvennec - Orange Business Services
so why bother?
“I have another job to do"
“is this for me?"
“it won’t work here!"
“how to do it?"
“what ROI?"
Image: microsoft clipart gallery
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20 seconds, 20.000 views‘what’s the message ?’
http://bit.ly/jchambers
http://gapingvoid.com/2010/07/02/commission-supergenius/
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a new paradigm?
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communities: the new paradigm…
56
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e-reputation is the new paradigm
since 1995
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UGC, the new paradigm
maybe not really new
+/- outcomedigestion
phases of technology maturation
technological breakthrough
digital photography
A1
B
‘digestion’ phase
technology fails it is either abandoned or recycled (e.g. 1st generation tablets, voice recognition).
technology becomes transparent
Internet banking
hell
A2
C2
C3
C1
heaven
the technology maturation curve
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follow us on
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@ygourven@orangebusiness@orangeb2b_intl
http://www.posterous.com/orangebusiness
http://www.facebook.com/orangebusiness
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/
some rights reserved - 2010 - cc - Yann A Gourvennec - Orange Business Services