In his BlogWell Atlanta case study presentation, "Succeeding in Social Media Initiatives," Orange Business Services' Head of Internet & Digital Media, Yann Gourvennec, explained how they're finding success in social media as a business-to-business brand. Yann's case study covered how they're finding passionate buyers online that advertising can't reach, how they're using video, and how they've used social media feedback to improve their products. --- BlogWell is the only conference where social media executives from large companies come together to share their case studies, offer practical how-to advice, and answer your questions. To learn more about BlogWell, visit gaspedal.com/blogwell/ BlogWell is produced by GasPedal and the Social Media Business Council. Learn More: http://gaspedal.com and http://socialmedia.org

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2. unrestricted
Case Study Presentation:
increasing brand advocacy
g y
with social media
Yann Gourvennec
Head of Internet & Digital Media
http://orange-business.com
Nov 10, 2009
10
1

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2 some rights reserved - CC 2009 - Orange Business Services - Yann A. Gourvennec Page 2

4. international presence, local support
> 3,750 multinational customers
> the world’s largest seamless voice and data network with
world s network,
local support in 166 countries and territories
> mobile phone networks in 17 countries
> 110 million Orange mobile customers including 8 million
business customers
> 300,000 IP VPN access points around the world
> more than 850,000 Business Everywhere customers
... worldwide solutions, local support ...
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5. a footprint supporting business around the world
 local support in 166 countries and territories
 a seamless network covering 220 countries and
territories
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6. Where will you focus your digital marketing budget in 2009?
(in% of interviewees)
(December 2008 – 400 interviewees)
(D b i t i )
> http://www.permissiontv.com/pdf/ptv_survey_results.pdf
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7. social media … and ROI
http://geekandpoke.typepad.com/
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8. how solution selling applies to the Web
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9. ICT buyers …
source:
vertical painpoints
IT security virtualization
use social media
are passionate about technology
annoyed by banners/ read blogs
marketing by interruption
turn t t t d t h l
t to trusted technology
B2B resources
are part of ECOSYSTEMS
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10. 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
TYPICAL B2B ECOSYSTEM
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11. it’s hard to trigger a revolution on your own …
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12. blogs and WebTV: hundreds of experts
LinkedIN
Twitter
T itt
facebook
g g
google
netvibes
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13. Orange Business blogs
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14. orange-business.tv business case
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15. orange-business.tv: where we started from …
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16. orange-business.tv business case
3 main ingredients
> technological
> editorial
> production
facts and figures
> created November 2008
> 200 videos online, 50% in English
> 35,268 videos played over 10 months
- i.e. approx. 3,500 p.m
> current weekly average: 1,500 videos
- i.e. 50 hours of narrowcasting
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17. best practice 1 on UGC
http://bit.ly/soceng
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18. best practice 2 on UGC
http://bit.ly/soceng
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19. On our blogs … what ROI?
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20. presence / engagement
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21. ROI?
content generation
spice up IRL events
cheap
UGC motivation
leadership of opinion
links SEO g
global reach
breaking silos rss (dynamic)
nurturing talent
comments/discussions
t /di i
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22. Orange b2b label
•over 100 partnering websites on the French side
•budding community on the English side
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23. 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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24. about Yann Gourvennec
> since 2008, head of internet, orange business services
> 2005-06/2007, innovation principal, orange business
2005 06/2007,
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
manager
> 1988-1992 – business systems manager, unisys france
> 1985-1988 – account executive, philips France
my research available online at: http://visionarymarketing.com/
23 some rights reserved - CC 2009 - Orange Business Services - Yann A. Gourvennec Page 23

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