[En] Building Brand Advocacy With Social Media [likeminds 2010]
-
Upload
yann-gourvennec -
Category
Business
-
view
1.029 -
download
2
description
Transcript of [En] Building Brand Advocacy With Social Media [likeminds 2010]
social media and b2b: how to build outstanding advocacyYann Gourvennec
Head of Internet & Digital Media
http://orange-business.com
Exeter – February 25th, 2010
3 some rights reserved - CC 2010 - Orange Business Services - Yann A. Gourvennec
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
4 some rights reserved - CC 2010 - Orange Business Services - Yann A. Gourvennec
agenda
communities on the agenda
doing digital
webtv best practice
5 some rights reserved - CC 2010 - Orange Business Services - Yann A. Gourvennec
so you want to manage your community?
1
6 some rights reserved - CC 2010 - Orange Business Services - Yann A. Gourvennec
10 years later: what have we learned?
7 some rights reserved - CC 2010 - Orange Business Services - Yann A. Gourvennec
communities: the new paradigm…
8 some rights reserved - CC 2010 - Orange Business Services - Yann A. Gourvennec
9 some rights reserved - CC 2010 - Orange Business Services - Yann A. Gourvennec
http://geekandpoke.typepad.com/
social media … and ROI
10 some rights reserved - CC 2010 - Orange Business Services - Yann A. Gourvennec
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
11 some rights reserved - CC 2010 - Orange Business Services - Yann A. GourvennecTYPICAL B2B ECOSYSTEM
NEWS
OPINIONLEADERS
OTHERSECTORS
CONSULTANT
PARTNER
ENTERPRISEX
RSSFEEDS
WEB
ENTERPRISE
OTHERREGIONS ADMIN
CONTRACTORS
BUYER LEGAL
BUSINESS UNIT
CLIENT TEAMFINANCIAL CONTROLER
CONSULTANTS
OTHER BUSINESS
UNITS
ENTERPRISE Y
CONSULTANCY
VENDOR
VENDOR
the ICT ecosystem
12 some rights reserved - CC 2010 - Orange Business Services - Yann A. Gourvennec
how solution selling applies to the Web
13 some rights reserved - CC 2010 - Orange Business Services - Yann A. Gourvennec
where do we go from here?
14 some rights reserved - CC 2010 - Orange Business Services - Yann A. Gourvennec
blogs and WebTV: hundreds of experts
viadeo
wikipedia
partner
15 some rights reserved - CC 2010 - Orange Business Services - Yann A. Gourvennec
Orange Business blogs
16 some rights reserved - CC 2010 - Orange Business Services - Yann A. Gourvennec
orange-business.tv business case
17 some rights reserved - CC 2010 - Orange Business Services - Yann A. Gourvennec
orange-business.tv: where we started from …
18 some rights reserved - CC 2010 - Orange Business Services - Yann A. Gourvennec
orange-business.tv business case
3 main ingredients
technological
editorial
production
Orange Business WebTV - 2009
•250 video clips created
• 40% [En] - 60% [Fr]
• a few in Sp and Pt
•200.000+ displayed
•66.000+ clips viewed online
•3500+ narrowcasting hours
•~1000 daily uniques
Orange Business WebTV - 2009
•250 video clips created
• 40% [En] - 60% [Fr]
• a few in Sp and Pt
•200.000+ displayed
•66.000+ clips viewed online
•3500+ narrowcasting hours
•~1000 daily uniques
19 some rights reserved - CC 2010 - Orange Business Services - Yann A. Gourvennec
best practice 1 on UGC
http://bit.ly/soceng
20 some rights reserved - CC 2010 - Orange Business Services - Yann A. Gourvennec
best practice 2 on UGC
http://bit.ly/voip-case
21 some rights reserved - CC 2010 - Orange Business Services - Yann A. Gourvennec
ROI, what ROI?
22 some rights reserved - CC 2010 - Orange Business Services - Yann A. Gourvennec
ROI?
content generation
motivation
leadership of opinion
global reachSEO
UGC
breaking silos
nurturing talent
rss (dynamic)
links
comments/discussions
cheapspice up IRL events
23 some rights reserved - CC 2010 - Orange Business Services - Yann A. Gourvennec
Orange b2b label
•over 150 partnering websites on the French side•budding community on the English side
24 some rights reserved - CC 2010 - Orange Business Services - Yann A. Gourvennec
follow us on
@orangebusiness
http://www.posterous.com/orangebusiness
http://www.facebook.com/orangebusiness
25 some rights reserved - CC 2010 - Orange Business Services - Yann A. Gourvennec
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
26 some rights reserved - CC 2010 - Orange Business Services - Yann A. Gourvennec
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/