[Fr] Tunis 2.0 - Yann Gourvennec

Tunis 2.0 - Tunis, 01 Oct, 2011

le marketing communautaire nouvelle tendance du marketing?Yann Gourvennec Directeur, Web, médias numériques & sociaux http://orange.com

some rights reserved - cc- Yann A Gourvennec – Orange – 2011 1

http://orange.com/

http://orange.com/

2 publications principales en 2011

http://precommerce.com

http://amonboss.com

3some rights reserved - cc- Yann A Gourvennec – Orange – 2011

http://precommerce.com/


http://zamonboss.com/

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agenda

1. une nouvelle tendance ?

2. toutes les marques ont-elles des communautés ?

3. le paysage des outils du Web social dans le monde

some rights reserved - cc- Yann A Gourvennec – Orange – 2011

@orange@ygourven


une nouvelle tendance ?


la tendance de 2007


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le marketing ?


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le néo marketing (3ème facteur de changement)


OK! mais le community management c’est nouveau !


la métaphore du jardinier1. planter2. arroser3. élaguer

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1. passion/intérêt commun2. entraide3. bénéfice mutuel



2. toutes les marques ont-elles des communautés ?


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Cluetrain Manifesto: 5 Essentials for Success

> #3: “Conversations among human beings sound human

> #7: “Hyperlinks subvert hierarchy”

> #24: “Bombastic boasts do not constitute a position

> #26: Public relations do not relate to the public.

> #66: We want access to your corporate information […] We will not settle for the 4-color brochure

http://bit.ly/cluetrain5

#1 markets are conversations … and beyond


http://bit.ly/cluetrain5

all markets are conversations …


http://cluetrain.com

http://cluetrain.com/

all markets are conversations …… unless

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


http://www.synthesio.com/

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 18some rights reserved - cc- Yann A Gourvennec – Orange – 2011



3. le web social dans le monde


le paysage des médias sociaux (2008)http://www.fredcavazza.net/2008/06/09/social-media-landscape/


http://www.fredcavazza.net/2008/06/09/social-media-landscape/

http://www.mediassociaux.fr/2010/12/13/panorama-des-medias-sociaux-2011/


panorama des médias sociaux (2011)

http://www.mediassociaux.fr/2010/12/13/panorama-des-medias-sociaux-2011/

social networks in a nutshell (11/10)

facebook

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

linkedIn


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

Xing

+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


http://en.wikipedia.org/wiki/LinkedIn

facebook


USA: 2004

+ de 70 languages

consumers + High Tech + … ?

1. Coca Cola: 34 million2. Disney 28 million

3. Starbucks: 25 million

linkedIn


USA: 2002

predominantly English

Professionals

average user 43 years old

viadeo

35 million members3.7 million Fr (n°1)

France: 2004

predominantly French

Professionals

external growth150,000 connections/day

Xing

+11 million members

Germany: 2003 (née Open BC)

16 languages inc. Ger + Au + Ch

Professionals

mostly German-speaking + Spanish + Turkey

social networks in a nutshell (2011)


+20% +33% +14% +27%

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différences culturelles (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


http://valleywag.com/tech/data-junkie/the-world-map-of-social-networks-273201.php

http://medias.lemonde.fr/mmpub/edt/ill/2008/01/14/h_4_RESEAUX+X1I1.gif

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différences culturelles (… 2009 …)

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http://www.nicolaskerebel.com/non-classe/world_map_of_social_networks/

Vincenzo Costenza


http://www.nicolaskerebel.com/non-classe/world_map_of_social_networks/

déclin des différences culturelles (déc 2010)


2011: résistance russe, chinoise et brésilienne et … Facebook perd des fans aux US et au RU

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[source Allfacebook.com et calcul estimatif à partir des données officielles Facebook]

soit ~ 10 milliards de publications par mois !

~ 50% des utilisateurs consultent la version mobile de Facebook ~ 1/3 des messages Facebook envoyés par mobile

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thank you


suivez-nous !

@orange@orangebusiness

http://www.facebook.com/orangehttp://www.facebook.com/orangebusiness

http://youtube.com/orangebusiness http://live.orange.com

http://www.facebook.com/orange

http://www.facebook.com/orange

http://www.facebook.com/orangebusiness

http://www.facebook.com/orangebusiness

http://youtube.com/orangebusiness

http://youtube.com/orangebusiness

http://live.orange.com/

http://live.orange.com/

Yann A. Gourvennec

> since 2011-04, director, Werb, Digital & Social Media> 2008-01/2011-04, 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/

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@ygourven

http://visionarymarketing.com/fwelcom.html

http://twitter.com/ygourven

http://twitter.com/ygourven

https://www.linkedin.com/profile?viewProfile=&key=179092&fromSearch=0&sik=1132701871814&split_page=1&rd=in&goback=.srp_1_1132701871814_in

[Fr] Tunis 2.0 - Yann Gourvennec

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