Value Proposition canvas- Customer needs and pains
[En] lessons learnt from the orange business services experience
1. social media in b2b - lessons learnt
from the Orange Business Services experience
Yann Gourvennec
Director, Web, Digital & Social Media
http://orange.com
HP marketing meeting
Paris, June 30th, 2011
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4. 1. takeaways from the Orange Business Services
experience
HP marketing meeting
Paris, June 30th, 2011
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8. barely 5 years ago …
some rights reserved by Jimee, Jackie, Tom & Ash
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12. … not always true
4 types of brands (Synthesio)
under the radar functional preferred sensitive
either it works or fix heath, safety,
characteristics little or no buzz
it!
conversations
children
community
do something management nurture
tactics different (forums/social community (ies)
reassure
media)
Hervé Kabla & Yann Gourvennec : Social Media Taught to my boss, 2011
13. so, why use social media in b2b?
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14. 1. because of solution selling
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15. 2. because of ICT buyers … source:
vertical painpoints
IT security virtualization
use social media
are passionate about technology
annoyed by banners/ read blogs
marketing by interruption
turn to trusted technology
B2B resources
are part of ECOSYSTEMS
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16. 3. because we get feedback … and more
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17. lead generation (on-going campaigns)
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18. 4. because we have good people ... and partners
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19. 5. because of numbers and influence
January-April 2010 - orange-business.tv
•approx. 280 video clips
•60% in French
•40% in English
Orange Web TV
•145,150 video displayed vs. 471,986 (‟09)
•45,960 videos played vs. 66,295 („09)
is now a product
•2238:42:26 viewing hours vs 3115:55:49 (‟09)
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20. 6. because of S.E.O.
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21. the ICT ecosystem
OPINION ENTERPRISE
LEADERS Y
NEWS
OTHER BUSINESS
ENTERPRISE
UNITS
X
OTHER
ADMIN
REGIONS
OTHER WEB
SECTORS
CONTRACTORS
CONSULTANTS
RSS
FINANCIAL CONTROLER FEEDS
CONSULTANT
BUYER CLIENT TEAM LEGAL
BUSINESS UNIT
PARTNER
ENTERPRISE VENDOR
CONSULTANCY
VENDOR
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TYPICAL B2B ECOSYSTEM
22. 2. applicable to hp?
HP marketing meeting
Paris, June 30th, 2011
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25. http://blog.gthankyou.com/2010/08/02/best-ice-cream-sundaes/
“Breyers Ice Cream and chef
Gale Gand have created a
Spaghetti & Meatballs Sundae
with “meatballs”, sauce made of
mashed strawberries and vanilla
ice cream extruded through a
potato ricer to become noodles.
(recipe link click here)
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26. 3. implementation tips
HP marketing meeting
Paris, June 30th, 2011
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30. no go areas
> fblogs
> fake comments
> fake content
> fake employees
> spam and intrusion
> infiltration
> paying bloggers
> …
disclosure
http://socialmedia.org/disclos
ure
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31. 4. regional differences
HP marketing meeting
Paris, June 30th, 2011
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32. social networks in a nutshell (11/10) 8+m -> 10m in
just 7 months
25m -> 30m in
just 7 months
65m -> 80m in
just 7 months
facebook
400m -> 500m
in just 4 months
linkedIn viadeo Xing
600 million members 80 million members 30 million members
+8 million members (08/09)
20 million Fr 1 million Fr 3.7 million Fr (n°1)
Germany: 2003
USA: 2004 USA: 2002 France: 2002
(née Open BC)
predominantly predominantly
50 languages 16 languages inc. Ger + Au + Ch
English French
consumers + High Tech + … ? Professionals Professionals Professionals
1. Coca Cola: 4 million
external growth mostly German-speaking + Spanish +
2. Starbucks: 5 million average user 41 years old Chinese folks
100,000 connections/day
3. Walt Disney: 2 million
source: brands & Orange Business Services & Wikipedia
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33. regional differences are key (2006 …)
europe *
NAM *
1/4 of subscribers
asia-pac *
so 1/3 of subscribers
me
righ
ts
res
erv
ed
- cc
201
sources:http://valleywag.com/tech/data-junkie/the-world-map-of-social-networks-273201.php 0-
visi
Le Monde, Datamonitor – 2008 http://medias.lemonde.fr/mmpub/edt/ill/2008/01/14/h_4_RESEAUX+X1I1.gif
ona
* numbers meaning millions of hours spent by month as of Aug 2007 rym
june 2010 34
34 ark
34. regional differences are key (… 2009 …)
so
me
righ
ts
res
erv
ed
- cc
201
http://www.nicolaskerebel.com/non-classe/world_map_of_social_networks/ 0-
Vincenzo Costenza visi
ona
june 2010 rym 35
35 ark
36. 5. sales vs. blogs
HP marketing meeting
Paris, June 30th, 2011
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37. this isn’t a blog
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38. 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
39. so, can’t blogs help sales?
photo credits, Chris Brogan
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41. follow us on
@orange
http://facebook.com/orange
@orangebusiness
http://facebook.com/orangebusiness
http://youtube.com/orangebusiness
http://slideshare.net/orangebusiness
http://www.posterous.com/orangebusiness
Hinweis der Redaktion
“Breyers Ice Cream and chef Gale Gand have created a Spaghetti & Meatballs Sundae with rocky road “meatballs”, sauce made of mashed strawberries and vanille ice cream extruded through a potato ricer to become noodles.”
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 doesn’t 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 Armstrong’s “Net Gain“.Don’t 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 Permanente’s 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.