Paris 2011 Document Provides Insights Into Social Media Marketing

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

Paris, 2011some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec
copyright notice
•This presentation is made available to all the
registered readers of visionarymarketing.com
•This work is licensed under the Creative
Commons Attribution-Noncommercial-Share Alike
3.0 License. To view a copy of this license, visit
http://creativecommons.org/licenses/by-nc-
sa/3.0/ or send a letter to Creative Commons,
543 Howard Street, 5th Floor, San Francisco,
California, 94105, USA.
•You are allowed to use one or all the
slides/images contained within this presentation
provided you quote the author and the source of
this information (http://visionarymarketing.com)
•You are also welcome to recommend this
website to your friends and colleagues and to
invite them to register to our free newsletter
(http://visionarymarketing.com/listbot.html)

my personal research online… since 1995
• http://visionarymarketing.com
• http://visionary.wordpress.com
a French Web 2.0 website

Paris, 2011
b2b marketing strategies on digital
steroids
3.3 why we need social media

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?

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
“Which of the following Web 2.0, digital media do you use to do your job?”
Source: October 2007 American Business Media research report titled “The Digital Transformation”
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

But most tactics underperform against expectations
Building brand awareness
Source: Forrester’s Q3 2007 B2B Marketing Panel/MarketingProfs Online Survey

Most tactics underperform against expectations
Generating leads
Source: Forrester’s Q3 2007 B2B Marketing Panel/MarketingProfs Online Survey

why bother?
• traditional marketing practices now insufficient
• building relationships to increase awareness, market share
& loyalty
• but what tool for what result

social media not for business people?
some rights10

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
(née 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

june 2010some rights reserved - cc 2010 - visionarymarketing.com - Yann A. Gourvennec12
regional differences are key (2006 …)
12
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

regional differences are key (… 2009 …)
13
http://www.nicolaskerebel.com/non-classe/world_map_of_social_networks/
Vincenzo Costenza

regional differences shrinking now! (… 2011)
14

what’s in it for a big logo?
“captive” audience
specific profile details
groups of interest
 potential “targeting”(?)
viadeo, linkedin, facebook
15
R&D
questions waiting for answers
answers waiting for questions
 spreading the word
ideagoras: innocentive, bespoke
consumers or users, ecosystems
product testing
community of clients
direct feedback
blogs, discussion platforms,
bespoke/not
readers
tags
votes
bloggers helping each other
promote & compete
wikio, technorati, digg

bespoke targeting: a wild dream?
New York Times works with LinkedIn to target its content at … you

permanent re-configuration (French landscape)
Aug 2007: before Facebook
Sites communautaires en France, août 07
0
5
10
15
20
25
30
0 50 100 150 200
Affinité < 25 ans
Pénétration(%,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 – Aug 2007
attractiveness for 25- age band
penetration(%ageoftotalInternetpopulation)

September 2007: Facebook comes in
Sites communautaires en France, sep 07
0
5
10
15
20
25
30
0 50 100 150 200
Affinité < 25 ans
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
french social media landscape – Sept 2007

October 2007: time spent soars up
Sites communautaires en France, oct 07
0
5
10
15
20
25
30
0 50 100 150 200
Affinité < 25 ans
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
french social media landscape – Oct 2007

November 2007: towards success?
Sites communautaires en France, nov 07
0
5
10
15
20
25
30
0 50 100 150 200
Affinité < 25 ans
Skyrock
Overblog
Windows live
Spaces
MySpace
Blogger
Canal Blog
Alice Pages
perso
Six Apart
Trombi.com
younger profiles
traffic
time spent
on site
french social media landscape – Nov 2007

December 2007: competitors fight back
Sites communautaires en France, déc 07
0
5
10
15
20
25
30
0 20 40 60 80 100 120 140 160 180 200
Affinité < 25 ans
Skyrock
Overblog
Windows live
Spaces
MySpace
Blogger
Canal Blog
Alice Pages
perso
Six Apart
Trombi.com
younger profiles
traffic
time spent
on site
french social media landscape – Dec 2007

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

Paris, 2011
how to use social media as
part of one’s strategy
3.4 down to (e-)business

http://geekandpoke.typepad.com/
social media … and ROI

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

top 8 French enterprise Twitter accounts (as of April 2010)
> @orangebusiness is #1 amongst all Orange accounts WW and
#6 amongst French brands

blogs and WebTV: hundreds of experts
LinkedIn
Twitter
facebook
viadeo
google
wikipedi
a
partner
27

communities: the new paradigm…
some rights reserved - cc- Yann A Gourvennec - Orange Business Services 28

3 pillars of social media for businesses
> communicate
> collaborate
> cooperate
image by Tim Smith of the Young Creatives Network

Orange Business blogs
30

1. because of solution selling

2. because of 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 technology
B2B resources
source:
use social media

3. because we get feedback … and more

lead generation (on-going campaigns)

4. because we have good people ... and partners

5. because of numbers and influence
January-April 2010 - orange-business.tv
•approx. 280 video clips
•60% in French
•40% in English
•145,150 video displayed vs. 471,986 (’09)
•45,960 videos played vs. 66,295 (‘09)
•2238:42:26 viewing hours vs 3115:55:49 (’09)
Orange Web TV
is now a product

6. because of S.E.O.

unrestricted
brand advocacy

customer advocacy (1)
“Vincent, you are a star now, your
blog piece has been circulated
throughout the Bank!
(from a client to one of our bloggers)

customer advocacy (2)
“we aren’t a client of yours, yet we’d 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)

the ICT ecosystem
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

unrestricted
the orange-
business.tv
business case

orange-business.tv business case
43

teething problems … in b2b
firewalls, bandwidth, downloads, progressive download and streaming
progressive
download
internal usage a non-starter
44

orange-business.tv: where we started from …
45

total viewing time 7:45:45
total viewers 334
CurrentAnalysis: an US perspective
46

total viewers 2188
live debate with clients … inc. 360° transcript
47

total viewers 1038
visionary statement
48

total viewers 795
product demo … simple & straightforward
49

total viewers 428
client testimonial … field experience
50

best practice 1 on UGC
http://bit.ly/soceng
51

unrestricted
how to implement
social media

a digital strategy in plain English
> away from the
digital silo
> digital – and social
– in everything we
do > the clip
- http://bit.ly/digitalstrat
> the page
- http://bit.ly/digitalstratpage
> the blog
- http://bit.ly/socialb2bstrat

Copyright © 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

cross organisational examples
> webzines
> press relations
> public relations
& legal
> events
> advertising
> lead generation

the Orange Business Live 2010 event
http://www.orange-business.com/live/
56some rights reserved - cc- Yann A Gourvennec - Orange Business Services

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

Copyright © 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. don’t 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

Copyright © 2010 - Yann Gourvennec - Orange Business Services Page 60
good practices and recommendations
> dos ….
- 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

Copyright © 2010 - Yann Gourvennec - Orange Business Services Page 61
good practices and recommendations
> don’ts
- “infiltrating” social networks
- writing too many visionary articles
and crash
- selling your wares
- bland, high level BS
- 10-page articles ( 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 don’t have
enough comments

Orange b2b label
•over 150 partnering websites on the French side

how not to do it!

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

Paris, 2011
social media and business
3.5 deriving theory from practice

all blogs not created equal (technorati)
http://technorati.com/blogging/state-of-the-blogosphere/ (2008)

15 golden rules for web 2.0
•for a big logo, it’s more about
culture than technology
•need to be prepared to withstand
suggestions, critique, and even
possibly destruction in a totally
transparent manner

how to build a (really) collaborative website?
1. users don’t 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 ‘geekiness’
14. total immersion
15. when the rubber meets the road
16. bringing real answers to real questions

Douglas Karr: don’t be a ‘post turtle’
http://blogging.compendiumblog.com/blog/social-media-domination/0/0/blog-seo-post-frequency-recency
courtesy, compedium blogware at http://blogging.compendiumblog.com

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

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 else’s blog
Contribute to online forums
Contribute to/edit articles in a wiki
Collectors
Use RSS feeds
Add “tags” to Web pages or photos
“Vote” 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 Technographics®
Online Survey, N= 10,010
US online
adult population
(at least monthly
participation)

14%
21%
19%
19%
25%
14%
17%
24%
19%
21%
26%
30%
35%
44%
54%
51%
34%
12%
Dell
HP
Apple
Creators
Critics
Collectors
Joiners
Spectators
Inactives
Example: Brand users have different profiles






 % of US online
adults
Base: US adult online consumers who own each brand of PC
Source: North American Consumer Technology Adoption Study Q4 2006 Devices & Access Online Survey
and Q2 2007 US Social Technographics® Online Survey













Paris, 2011
online Internet writing
3.6 creating addictive content for one’s
ecosystem

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

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 won’t
• we we we …
> 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 doesn’t mean anything, just forget about it
> e.g. ‘this offer/product/service is flexible’, ‘we address your requirements’,
• make pages scannable
> highlighted keywords
> meaningful sub-headings (not "clever" ones)
> bulleted lists (but don’t abuse – use to lead another page)
> one idea per paragraph
• the inverted pyramid style, starting with the conclusion

the don’ts of web content design
http://www.webpagesthatsuck.com/does-my-web-site-suck/
[…]
• 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 ‘heroin content’
> do i know your target audience?
> does my content match my audience’s expectations?
> have i determined the purpose of my new section?
> does my content solve my customers’ problems or does it create problems?
[…]

building a keyword strategy

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

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/

Paris 2011 Document Provides Insights Into Social Media Marketing

Empfohlen

Empfohlen

Weitere ähnliche Inhalte

Andere mochten auch

Andere mochten auch (7)

Ähnlich wie Paris 2011 Document Provides Insights Into Social Media Marketing

Ähnlich wie Paris 2011 Document Provides Insights Into Social Media Marketing (20)

Mehr von Yann Gourvennec

Mehr von Yann Gourvennec (20)

Kürzlich hochgeladen

Kürzlich hochgeladen (20)

Paris 2011 Document Provides Insights Into Social Media Marketing

Hinweis der Redaktion