This document discusses the use of social media in business contexts. It provides examples of how large companies like Orange use social media platforms like blogs, Twitter, LinkedIn and online video channels. The document outlines benefits like lead generation, search engine optimization, customer advocacy and engagement with influencers. It also notes some challenges of using social media in B2B settings like firewalls limiting access to video content.
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[En] MIB Dauphine - ICT6
1. Paris, 2011
some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec
information and communications
technology (ICT) products and
services
online marketing innovation
day six
3
2. Paris, 2011some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec
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3. Paris, 2011some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec
my personal research online⌠since 1995
⢠http://visionarymarketing.com
⢠http://visionary.wordpress.com
a French Web 2.0 website
4. Paris, 2011
some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec
b2b marketing strategies on digital
steroids
3.3 why we need social media
5. Paris, 2011some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec
TYPICAL B2B ECOSYSTEM
NEWS
OPINION
LEADERS
OTHER
SECTORS
CONSULTANT
PARTNER
ENTERPRISE
X
RSS
FEEDS
WEB
ENTERPRISE
OTHER
REGIONS
ADMIN
CONTRACTORS
BUYER LEGAL
BUSINESS UNIT
CLIENT TEAM
FINANCIAL CONTROLER
CONSULTANTS
OTHER BUSINESS
UNITS
ENTERPRISE
Y
CONSULTANCY
VENDOR
VENDOR
new ways of engaging with ⌠customers?
6. Paris, 2011some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec
Business buyers are turning to social media
19%
20%
31%
34%
35%
40%
52%Web-based events, webinars
Online videos or rich Internet applications
Online forums, communities, or social networks
Mobile/wireless devices
B2B blogs
Podcasts
Syndicated content published via RSS
âWhich of the following Web 2.0, digital media do you use to do your job?â
Source: October 2007 American Business Media research report titled âThe Digital Transformationâ
The results of this study are publicly available at:
http://www.americanbusinessmedia.com/abm/Research_Marketing.asp?SnID=394096093
Base: 878 B2B decision makers/ purchasers
7. But most tactics underperform against expectations
Building brand awareness
Source: Forresterâs Q3 2007 B2B Marketing Panel/MarketingProfs Online Survey
8. Most tactics underperform against expectations
Generating leads
Source: Forresterâs Q3 2007 B2B Marketing Panel/MarketingProfs Online Survey
9. Paris, 2011some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec
why bother?
⢠traditional marketing practices now insufficient
⢠building relationships to increase awareness, market share
& loyalty
⢠but what tool for what result
11. some rights reserved - 2010 - cc - Yann A Gourvennec - Orange Business Services
social networks in a nutshell (11/10)
facebook
500 million members
17 million Fr
USA: 2004
50 languages
consumers + High Tech
+ ⌠?
1. Coca Cola: 4 million
2. Starbucks: 5 million
3. Walt Disney: 2 million
linkedIn
80 million members
1 million Fr
USA: 2002
predominantly
English
Professionals
average user 41 years
old
viadeo
30 million members
3.7 million Fr (n°1)
France: 2002
predominantly
French
Professionals
external growth
100,000
connections/day
Xing
+8 million members
(08/09)
Germany: 2003
(nĂŠe Open BC)
16 languages inc. Ger +
Au + Ch
Professionals
mostly German-
speaking + Spanish +
Chinese folks
source: brands & Orange Business Services & Wikipedia
11
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
12. june 2010some rights reserved - cc 2010 - visionarymarketing.com - Yann A. Gourvennec12
regional differences are key (2006 âŚ)
12
sources:http://valleywag.com/tech/data-junkie/the-world-map-of-social-networks-273201.php
Le Monde, Datamonitor â 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
13. june 2010some rights reserved - cc 2010 - visionarymarketing.com - Yann A. Gourvennec13
regional differences are key (⌠2009 âŚ)
13
http://www.nicolaskerebel.com/non-classe/world_map_of_social_networks/
Vincenzo Costenza
14. regional differences shrinking now! (⌠2011)
june 2010some rights reserved - cc 2010 - visionarymarketing.com - Yann A. Gourvennec14
14
15. Paris, 2011some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec
whatâs in it for a big logo?
âcaptiveâ audience
specific profile details
groups of interest
ď¨ potential âtargetingâ(?)
viadeo, linkedin, facebook
15
R&D
questions waiting for answers
answers waiting for questions
ď¨ spreading the word
ideagoras: innocentive, bespoke
consumers or users, ecosystems
product testing
community of clients
ď¨direct feedback
blogs, discussion platforms,
bespoke/not
readers
tags
votes
bloggers helping each other
ď¨promote & compete
wikio, technorati, digg
16. Paris, 2011some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec
bespoke targeting: a wild dream?
New York Times works with LinkedIn to target its content at ⌠you
17. Paris, 2011some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec
permanent re-configuration (French landscape)
Aug 2007: before Facebook
Sites communautaires en France, aoĂťt 07
0
5
10
15
20
25
30
0 50 100 150 200
AffinitĂŠ < 25 ans
PĂŠnĂŠtration(%,base:ensembleinternautes)
Skyrock
younger profiles
Overblog
Windows live
Spaces
MySpace
Blogger
Canal
Blog
Alice Pages
perso
Six Apart
Trombi.com
Voila pages
perso
Yahoo!
groups
Google groups
Source:Nielsen//NetRatings(panelofinternetusersathomeandintheoffice)
traffic
time spent
on sitefrench social media landscape â Aug 2007
attractiveness for 25- age band
penetration(%ageoftotalInternetpopulation)
18. Paris, 2011some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec
permanent re-configuration (French landscape)
September 2007: Facebook comes in
Sites communautaires en France, sep 07
0
5
10
15
20
25
30
0 50 100 150 200
AffinitĂŠ < 25 ans
PĂŠnĂŠtration(%,base:ensembleinternautes)
Skyrock
Overblog
Windows live
Spaces
MySpace
Blogger
Canal BlogAlice Pages
perso
Six ApartTrombi.com
Voila pages
perso
BlogoramaYahoo! groups
Google groups
younger profiles
traffic
time spent
on site
Source:Nielsen//NetRatings(panelofinternetusersathomeandintheoffice)
french social media landscape â Sept 2007
attractiveness for 25- age band
penetration(%ageoftotalInternetpopulation)
19. Paris, 2011some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec
permanent re-configuration (French landscape)
October 2007: time spent soars up
Sites communautaires en France, oct 07
0
5
10
15
20
25
30
0 50 100 150 200
AffinitĂŠ < 25 ans
PĂŠnĂŠtration(%,base:ensembleinternautes)
Skyrock
Overblog
Windows live
Spaces
MySpace
Blogger
Canal Blog
Alice Pages
perso
Six Apart
Trombi.com
Voila pages
perso
Wordpress
younger profiles
traffic
time spent
on site
Source:Nielsen//NetRatings(panelofinternetusersathomeandintheoffice)
french social media landscape â Oct 2007
attractiveness for 25- age band
penetration(%ageoftotalInternetpopulation)
20. Paris, 2011some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec
permanent re-configuration (French landscape)
November 2007: towards success?
Sites communautaires en France, nov 07
0
5
10
15
20
25
30
0 50 100 150 200
AffinitĂŠ < 25 ans
PĂŠnĂŠtration(%,base:ensembleinternautes)
Skyrock
Overblog
Windows live
Spaces
MySpace
Blogger
Canal Blog
Alice Pages
perso
Six Apart
Trombi.com
younger profiles
traffic
time spent
on site
Source:Nielsen//NetRatings(panelofinternetusersathomeandintheoffice)
french social media landscape â Nov 2007
attractiveness for 25- age band
penetration(%ageoftotalInternetpopulation)
21. Paris, 2011some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec
permanent re-configuration (French landscape)
December 2007: competitors fight back
Sites communautaires en France, dĂŠc 07
0
5
10
15
20
25
30
0 20 40 60 80 100 120 140 160 180 200
AffinitĂŠ < 25 ans
PĂŠnĂŠtration(%,base:ensembleinternautes)
Skyrock
Overblog
Windows live
Spaces
MySpace
Blogger
Canal Blog
Alice Pages
perso
Six Apart
Trombi.com
younger profiles
traffic
time spent
on site
Source:Nielsen//NetRatings(panelofinternetusersathomeandintheoffice)
french social media landscape â Dec 2007
attractiveness for 25- age band
penetration(%ageoftotalInternetpopulation)
22. early 2011 status
some rights
2009: the twitter
year
social network awareness progression in France
2007-2009
autumn 2007 autumn 2008 spring 2009 autumn 2009
22
23. Paris, 2011
some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec
how to use social media as
part of oneâs strategy
3.4 down to (e-)business
24. Paris, 2011some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec
http://geekandpoke.typepad.com/
social media ⌠and ROI
25. ROI?
some rights reserved - cc- Yann A Gourvennec - Orange Business Services
80,000 video clips
visits x3
leaders of opinion
globalisation
SEO
UGC
the end of silos
nurturing talents
rss (dynamic)
links
2,000 comments
1,500+ blog posts
26. top 8 French enterprise Twitter accounts (as of April 2010)
> @orangebusiness is #1 amongst all Orange accounts WW and
#6 amongst French brands
27. some rights reserved - cc- Yann A Gourvennec - Orange Business Services
blogs and WebTV: hundreds of experts
LinkedIn
Twitter
facebook
viadeo
google
wikipedi
a
partner
27
28. communities: the new paradigmâŚ
some rights reserved - cc- Yann A Gourvennec - Orange Business Services 28
29. 3 pillars of social media for businesses
> communicate
> collaborate
> cooperate
some rights reserved - cc- Yann A Gourvennec - Orange Business Services
image by Tim Smith of the Young Creatives Network
30. some rights reserved - cc- Yann A Gourvennec - Orange Business Services
Orange Business blogs
30
31. some rights reserved - cc- Yann A Gourvennec - Orange Business Services 31
1. because of solution selling
32. some rights reserved - cc- Yann A Gourvennec - Orange Business Services 32
2. because of ICT buyers âŚ
vertical painpoints
are passionate about technology
annoyed by banners/
marketing by interruption
are part of ECOSYSTEMS
IT security virtualization
read blogs
turn to trusted technology
B2B resources
source:
use social media
33. some rights reserved - cc- Yann A Gourvennec - Orange Business Services 33
3. because we get feedback ⌠and more
34. some rights reserved - cc- Yann A Gourvennec - Orange Business Services 34
lead generation (on-going campaigns)
35. some rights reserved - cc- Yann A Gourvennec - Orange Business Services 35
4. because we have good people ... and partners
36. some rights reserved - cc- Yann A Gourvennec - Orange Business Services 36
5. because of numbers and influence
January-April 2010 - orange-business.tv
â˘approx. 280 video clips
â˘60% in French
â˘40% in English
â˘145,150 video displayed vs. 471,986 (â09)
â˘45,960 videos played vs. 66,295 (â09)
â˘2238:42:26 viewing hours vs 3115:55:49 (â09)
Orange Web TV
is now a product
37. some rights reserved - cc- Yann A Gourvennec - Orange Business Services 37
6. because of S.E.O.
39. some rights reserved - cc- Yann A Gourvennec - Orange Business Services 39
customer advocacy (1)
âVincent, you are a star now, your
blog piece has been circulated
throughout the Bank!
(from a client to one of our bloggers)
40. some rights reserved - cc- Yann A Gourvennec - Orange Business Services 40
customer advocacy (2)
âwe arenât a client of yours, yet weâd like
to have a word with you because we
have been impressed with the content
you have published on your virtualization
blog
(from a client to one of our business units)
41. the ICT ecosystem
some rights reserved - cc- Yann A Gourvennec - Orange Business Services
TYPICAL B2B ECOSYSTEM
NEWS
OPINION
LEADERS
OTHER
SECTORS
CONSULTANT
PARTNER
ENTERPRISE
X
RSS
FEEDS
WEB
ENTERPRISE
OTHER
REGIONS
ADMIN
CONTRACTORS
BUYER LEGAL
BUSINESS UNIT
CLIENT TEAM
FINANCIAL CONTROLER
CONSULTANTS
OTHER BUSINESS
UNITS
ENTERPRISE
Y
CONSULTANCY
VENDOR
VENDOR
41
43. some rights reserved - cc- Yann A Gourvennec - Orange Business Services
orange-business.tv business case
43
44. some rights reserved - cc- Yann A Gourvennec - Orange Business Services
teething problems ⌠in b2b
firewalls, bandwidth, downloads, progressive download and streaming
progressive
download
internal usage a non-starter
44
45. some rights reserved - cc- Yann A Gourvennec - Orange Business Services
orange-business.tv: where we started from âŚ
45
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total viewing time 7:45:45
total viewers 334
CurrentAnalysis: an US perspective
46
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total viewing time 395:42:02
total viewers 2188
live debate with clients ⌠inc. 360° transcript
47
48. some rights reserved - cc- Yann A Gourvennec - Orange Business Services
total viewing time 57:20:12
total viewers 1038
visionary statement
48
49. some rights reserved - cc- Yann A Gourvennec - Orange Business Services
total viewing time 14:59:32
total viewers 795
product demo ⌠simple & straightforward
49
50. some rights reserved - cc- Yann A Gourvennec - Orange Business Services
total viewing time 14:23:58
total viewers 428
client testimonial ⌠field experience
50
51. some rights reserved - cc- Yann A Gourvennec - Orange Business Services
best practice 1 on UGC
http://bit.ly/soceng
51
53. some rights reserved - cc- Yann A Gourvennec - Orange Business Services 53
a digital strategy in plain English
> away from the
digital silo
> digital â and social
â in everything we
do > the clip
- http://bit.ly/digitalstrat
> the page
- http://bit.ly/digitalstratpage
> the blog
- http://bit.ly/socialb2bstrat
54. Copyright Š 2010 - Yann Gourvennec - Orange Business Services 54
Linkedin
Viadeo
Facebook
slideshare
FR
1
EN
1
posterous
EN
1
YouTube
1
EN
Press
announcements
1
EN
1
FR
webzine
FR
2
EN
11
FR
1
EN
webradioblogs
FR
6
EN
2
webTV
FR
1
EN
1
FR
1
BlackBerry
Touch.com
how information flows
55. some rights reserved - cc- Yann A Gourvennec - Orange Business Services 55
cross organisational examples
> webzines
> press relations
> public relations
& legal
> events
> advertising
> lead generation
56. the Orange Business Live 2010 event
http://www.orange-business.com/live/
56some rights reserved - cc- Yann A Gourvennec - Orange Business Services
57. statistics
> #orangelive10 hashtag
- People who viewed Tweets: 40,503 for 264 tweets
- no of Tweets: 650
- reach (exposure to tweets): 431,943 individuals
- people who saw more than seven tweets: 19,412
> Orange Business Posterous
- 90 blog posts
- 19000 postviews
- 150 photos
- 35 videos
- 4 sound bites
59. Copyright Š 2010 - Yann Gourvennec - Orange Business Services 59
Nine Top Tips For Implementing Social Media
1. communities are important,
but not every brand has one
2. donât confuse
comments with collaboration
3. avoid the meatball
sundae effect
4. facilitate, facilitate, facilitate
5. respect your community and
no hard-selling
6. great causes can work
wonders
7. think user-benefit vs.
company-benefit
8. openness, transparency and
disclosure
9. execution is everything
http://bit.ly/9toptips4social
60. Copyright Š 2010 - Yann Gourvennec - Orange Business Services Page 60
good practices and recommendations
> dos âŚ.
- long view, short term execution
- up to date & fresh content
- team rostering
- invite partners
- blog scheduling
- 10-15 posts p.m.
- varying types of posts
- news, exhibitions, video,
radio clips, links, short
blogs, market vision etc.
- constrained lists (10/7/5/3)
- popular subjects
- focus on your niche, talk to your
audience (build your community)
- schematics work wonder
- field experience
61. Copyright Š 2010 - Yann Gourvennec - Orange Business Services Page 61
good practices and recommendations
> donâts
- âinfiltratingâ social networks
- writing too many visionary articles
and crash
- selling your wares
- bland, high level BS
- 10-page articles (ď installments)
- b2c subjects (at all cost)
- online squabbling or attacks
- all rush judgements
- diffamatary statements and libel,
mostly vis a vis partners
- non personal images or that of
monuments (Big Ben etc.)
- fretting because you donât have
enough comments
62. Orange b2b label
some rights reserved - cc- Yann A Gourvennec - Orange Business Services
â˘over 150 partnering websites on the French side
63. how not to do it!
some rights reserved - cc- Yann A Gourvennec - Orange Business Services 63
64. 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
some rights reserved - cc- Yann A Gourvennec - Orange Business Services
65. Paris, 2011
some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec
social media and business
3.5 deriving theory from practice
66. Paris, 2011some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec
all blogs not created equal (technorati)
http://technorati.com/blogging/state-of-the-blogosphere/ (2008)
67. Paris, 2011some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec
15 golden rules for web 2.0
â˘for a big logo, itâs more about
culture than technology
â˘need to be prepared to withstand
suggestions, critique, and even
possibly destruction in a totally
transparent manner
68. Paris, 2011some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec
how to build a (really) collaborative website?
1. users donât 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 âgeekinessâ
14. total immersion
15. when the rubber meets the road
16. bringing real answers to real questions
69. Paris, 2011some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec
Douglas Karr: donât be a âpost turtleâ
http://blogging.compendiumblog.com/blog/social-media-domination/0/0/blog-seo-post-frequency-recency
courtesy, compedium blogware at http://blogging.compendiumblog.com
70. Paris, 2011some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec
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
71. Creators
Publish a blog
Publish your own Web pages
Upload video you created
Upload audio/music you created
Write articles or stories and post them
Critics
Post ratings/reviews of products or services
Comment on someone elseâs blog
Contribute to online forums
Contribute to/edit articles in a wiki
Collectors
Use RSS feeds
Add âtagsâ to Web pages or photos
âVoteâ for Web sites online
Joiners
Maintain profile on a social networking site
Visit social networking sites
Spectators
Read blogs
Watch video from other users
Listen to podcasts
Read online forums
Read customer ratings/reviews
Inactives None of the above
Social Technographics Groups
19%
25%
12%
25%
48%
44%
Source: Q2 2007
US Social TechnographicsÂŽ
Online Survey, N= 10,010
US online
adult population
(at least monthly
participation)
73. Paris, 2011
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online Internet writing
3.6 creating addictive content for oneâs
ecosystem
74. Paris, 2011some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec
1) PUSH ENVELOPE
BEYOND ONE SCROLLTO
BEEF UP CONTENT AND
IMPROVE INDEXING (SEO)
1 2
2) INSERT IMAGES
AMONGST TEXT NOT TEXT
AMONGST IMAGES (IE
ONLY TO COVER UP WEAK
CONTENT)
3) HUB PAGES IMPLY HUB
⌠AND SPOKES
3
4) GOOD CONTENT
SHOWS IN THE TITLE
<META TITLE> <META KEYWORDS>
4 5
5) KEYWORDS => THEMES
WHO READS ME?
WHY? WHAT FOR?
SHOULD IMPLY
- KEYWORD STRATEGY
- EXTERNAL LINKS AND
PARTNERSHIPS
EXTERNAL RESOURCES
(REPORTS ETC.)
- VIDEOS
ETC.
ETC.
6
6) NOW YOU CAN WORK
ON VALUE-ADDED
CONTENT
6 steps to valuable content
75. Paris, 2011some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec
building valuable web content: guidelines
⢠credibility is important to Web users
> use experience
⢠text should be real
> experience
> if text is interesting, visitors will read it, otherwise, they wonât
⢠we we we âŚ
> 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 doesnât mean anything, just forget about it
> e.g. âthis offer/product/service is flexibleâ, âwe address your requirementsâ,
⢠make pages scannable
> highlighted keywords
> meaningful sub-headings (not "clever" ones)
> bulleted lists (but donât abuse â use to lead another page)
> one idea per paragraph
⢠the inverted pyramid style, starting with the conclusion
76. Paris, 2011some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec
the donâts of web content design
http://www.webpagesthatsuck.com/does-my-web-site-suck/
[âŚ]
⢠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 âheroin contentâ
> do i know your target audience?
> does my content match my audienceâs expectations?
> have i determined the purpose of my new section?
> does my content solve my customersâ problems or does it create problems?
[âŚ]
77. Paris, 2011some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec
building a keyword strategy
78. Paris, 2011some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec
my research on Bnet and elsewhere
â˘http://resources.bnet.com/topic/yann+gourvennec.html
my personal research on the Web
â˘http://visionarymarketing.com
â˘http://visionarymarketing.wordpress.com
79. Paris, 2011some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec
about Yann Gourvennec
â˘since 2008, head of internet, orange business services
â˘2005-06/2007, innovation principal, orange business
services
â˘2003-06/2005, alliance partner manager, france telecom
â˘1999 â 2002 - director e-business: france telecom
teleconferencing services
â˘1997 - 1999 â consultant, Internet, marketing &
information systems, cap gemini
â˘1995-1997 â internet marketing consultant, unisys europe
â˘1992-1995 â business systems manager, unisys europe
â˘1988-1992 â business systems manager, unisys france
â˘1985-1988 â account executive, philips France
my research available online at:
http://visionarymarketing.com/
Hinweis der Redaktion
In terms of awareness too
this is why we had to pull together as a team. choosing to go for expert blogging isnât an obvious choice â ans certainly not always a good one â for all companies, regardless of what they do and where. in our own example it made sense because we are in High Tech, this was the easiest way of showing our capabilities, and also because it â UGC â was a means to create more pertinent, accurate content, aimed at showing how good our people are.
Communities are important, but not every brand has one. Communities are built around a common interest and the need for people to help each other. Just because some people are merely buying products doesnât mean that they are part of a community. Companies need to foster community feelings before thinking of orchestrating a community. For detailed tips on how to foster communities refer to Hagel and Armstrongâs âNet Gainâ.Donât confuse comments with collaboration. Collaboration is about working together and from the bottom up. This includes encouraging people from the shopfloor to come forward and letting clients talk to one another. Not all companies are prepared for this, and it may take a while before they are.Avoid the meatball sundae effect: Before launching a social media initiative, make sure your brand can be aligned with the social media spirit of transparency, openness and willingness to engage with visitors. If your brand is incompatible with this and refuses debate, suggestions and criticism, perhaps social media is not for you.Facilitate, facilitate, facilitate: To create an effective collaborative website, it needs to be kept up-to-date and refreshed continuously, especially at the beginning of the initiative. You need to respond to suggestions or comments as soon as they have been added. The social media etiquette approves of prompt replies because it shows the interest that your organisation has in its audience.Respect your community and no hard-selling: Social media users come to your websites to gather information, to exchange, share and receive too, but they will not stick around to look at your product descriptions, unless they are particularly interesting or tempted to provide feedback on them. If you want to sell your wares on social media, use permission marketing and disclosure.Great causes can work wonders: It helps to think big and adopt a stance on the big questions. If all you do with social media is talk about yourselves and your company, you will attract a limited amount of traffic. A great example isKaiser Permanenteâs story on its fight in favour of healthier eating habits.Think user-benefit vs. company-benefit: Put others first and your business interests and objectives second. Your tone of voice has to be very straightforward and very honest and you have to avoid patronizing your visitors.Openness, transparency and disclosure: Collaboration implies transparency. Avoid creating fake blogs, fake posts and fake reviews at all cost. Infiltrating social media with your hard sell message is frowned upon and will be detected quickly by the people you are trying to reach. Check the SMBC disclosure page for details.Execution is everything. An effective social media initiative requires a strong company commitment involving many different people in the organisation. The more commitment you get from the people you work with, the more it shows through to your audience.