BlogWell Atlanta Social Media Case Study: Orange Business Services, presented by Yann Gourvennec
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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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BlogWell Atlanta Social Media Case Study: Orange Business Services, presented by Yann Gourvennec
- 1. some rights reserved - CC 2009 - Orange Business Services - Yann A. Gourvennec Page
- 2. Case Study Presentation: increasing brand advocacy with social media Yann Gourvennec Head of Internet & Digital Media http://orange-business.com Nov 10, 2009
- 6. some rights reserved - CC 2009 - Orange Business Services - Yann A. Gourvennec Page Where will you focus your digital marketing budget in 2009? (in% of interviewees) (December 2008 – 400 interviewees) > http://www.permissiontv.com/pdf/ptv_survey_results.pdf
- 7. social media … and ROI some rights reserved - CC 2009 - Orange Business Services - Yann A. Gourvennec Page http://geekandpoke.typepad.com/
- 8. how solution selling applies to the Web some rights reserved - CC 2009 - Orange Business Services - Yann A. Gourvennec Page
- 9. ICT buyers … some rights reserved - CC 2009 - Orange Business Services - Yann A. Gourvennec Page 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 use social media source:
- 10. the ICT ecosystem some rights reserved - CC 2009 - Orange Business Services - Yann A. Gourvennec Page 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
- 11. some rights reserved - CC 2009 - Orange Business Services - Yann A. Gourvennec Page it’s hard to trigger a revolution on your own …
- 12. blogs and WebTV: hundreds of experts some rights reserved - CC 2009 - Orange Business Services - Yann A. Gourvennec Page LinkedIN Twitter facebook netvibes google
- 13. Orange Business blogs some rights reserved - CC 2009 - Orange Business Services - Yann A. Gourvennec Page
- 14. orange-business.tv business case some rights reserved - CC 2009 - Orange Business Services - Yann A. Gourvennec Page
- 15. orange-business.tv: where we started from … some rights reserved - CC 2009 - Orange Business Services - Yann A. Gourvennec Page
- 17. best practice 1 on UGC some rights reserved - CC 2009 - Orange Business Services - Yann A. Gourvennec Page http://bit.ly/soceng
- 18. best practice 2 on UGC some rights reserved - CC 2009 - Orange Business Services - Yann A. Gourvennec Page http://bit.ly/soceng
- 19. On our blogs … what ROI? some rights reserved - CC 2009 - Orange Business Services - Yann A. Gourvennec Page
- 20. presence / engagement some rights reserved - CC 2009 - Orange Business Services - Yann A. Gourvennec Page
- 21. ROI? some rights reserved - CC 2009 - Orange Business Services - Yann A. Gourvennec Page content generation motivation leadership of opinion global reach SEO UGC breaking silos nurturing talent rss (dynamic) links comments/discussions cheap spice up IRL events
- 25. some rights reserved - CC 2009 - Orange Business Services - Yann A. Gourvennec Page
Notas del editor
- With international presence and local support: - We serve more than 3,750 multinational customers, including two-thirds of the world's top 100 companies, with IT and data services. - We operate the world's largest seamless voice and data network, and provide local support in 166 countries and territories - We bring you mobile phone networks in 17 countries, including the many of the largest countries in Europe - We support over 110 million Orange mobile customers, including 8 million business users - We currently manage a network of over 300,000 IPVPN access points around the world - We offer the Business Everywhere solution for employees on the move, allowing them to securely access their corporate resources wherever they may be
- Why talk about Social Media today? Just because it ’ s fashionable? for the sake of jumping on the bandwaggon? no way! not just a toy for hipsters but a “ tool ” (philosophy? maybe more appropriate) for serious marketers and by social media we mean social media at large, not just social networks (hence my correcting the title of the conference, it ’ s not just about social networks. Social networks are only a part of the big picture … see next slide) http://www.permissiontv.com/pdf/ptv_survey_results.pdf Participants • Over 400 senior-level decision makers in a variety of industries
- ROI is almost always the question that is cropping up first. But is it the right question to ask? I don ’ t mean that there is no ROI, but that the way of measuring it is way different from usual ROI measurement My point in this presentation will be to demonstrate that what we have done in the past 2 years and will continue to develop in the coming months is not meant to
- Solution Selling is at the heart of all we do on the Web and especially what we do regarding Social Media This is behind our content creation, content-sharing and b2b label initiative.
- the real question is not ROI, the real question is … clients as usual
- but you can ’ t do that on your own, you ’ ll need help
- 60+ active bloggers [Fr + En] 100,000+ visitors 1,000+ comments 200+ trackbacks 200 clips over 10 months new guidelines 50% in English + French videos copied on other sites videos used on client intranets
- our best example of UGC so far has been generated by a consultant of ours who gave us a phone call one day asking about legal advice. (1/7th of total views overall in 10 months) this video was produced by him using his personal computer and generated more than 5,000 views which in b2b is really good. it was then used by some of our clients – including people from the ministry of defence and education – as training for their people. producing such a video would cost in the regions of € 10,000-15,000 each and it wouldn ’ t even be practical as vendors don ’ t necessarily have the knowledge associated with that kind of demonstrations.
- our best example of UGC so far has been generated by a consultant of ours who gave us a phone call one day asking about legal advice. this video was produced by him using his personal computer and generated more than 5,000 views which in b2b is really good. it was then used by some of our clients – including people from the ministry of defence and education – as training for their people. producing such a video would cost in the regions of € 10,000-15,000 each and it wouldn ’ t even be practical as vendors don ’ t necessarily have the knowledge associated with that kind of demonstrations.
- So you were talking about ROI? ROI is no longer mentioned at Orange Business Services for Social Media at least. It may change in the future but chances are that it won ’ t. This isn ’ t the real problem.
- Visionarymarketing.com since 1995 Marketing consultant in France and England, Director for e-business, Internet & Digital Media
- Head of Internet & Digital Media, Orange Business Services, since 2008 Innovation principal, Outsourcing BU, Orange Business Services, 2005-2007 Alliance Partner, Sales & Marketing with FT in charge of Cisco, HP, Capgemini, CSC etc. 2003-2005 Prior to that Director for e-business at Unisys Teleconferencing services Designed and implemented CRM systems even before the word was invented New technologies: Internet Consultant since 1995 ! Developed a course in Internet Survey methodology and implementation for one of France's major business schools Launched 10 new products for France Telecom including FT's Webconferencing Service Developed a new Marketing approach in 1995 named VISIONARY MARKETING (http://visionarymarketing.com): Evidence that Marketing approaches were changing Evidence that Buyer behaviours were changing Evidence that B2B approaches were also changing and that B2B industries were evolving too Developed this new Marketing approach a few months before The Internet started to grow very popular Tested this approach on the field and refined [NOT a RECIPE – MERELY a VISION to GUIDE my ACTION]