BlogWell Atlanta Social Media Case Study: Orange Business Services, presented by Yann Gourvennec

Increasing brand advocacywith social media

Orange Business ServicesYann Gourvennec

Atlanta | November 10, 2009

www.gaspedal.com/BlogWell

How Big Brands Use Social Media

unrestricted

Case Study Presentation: increasing brand advocacy g ywith social media

Yann Gourvennec

Nov 10 2009

Head of Internet & Digital Mediahttp://orange-business.com

Nov 10, 2009

1

creative commons notice

> This work is licensed under the Creative Commons Attribution-Noncommercial-Share Alike 3.0 License. To view a copy of this license visitthis 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://orange business com) )(http://orange-business.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://orange-business.com)

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

international presence, local support

> 3,750 multinational customers

> the world’s largest seamless voice and data network with> the world s largest seamless voice and data network, with local support in 166 countries and territories

> mobile phone networks in 17 countries> mobile phone networks in 17 countries

> 110 million Orange mobile customers including 8 million business customersbusiness customers

> 300,000 IP VPN access points around the world

... worldwide solutions, local support ...... worldwide solutions, local support ...

> more than 850,000 Business Everywhere customers


a footprint supporting business around the world

local support in 166 countries and territories a seamless network covering 220 countries and


a seamless network covering 220 countries and territories

Where will you focus your digital marketing budget in 2009?(in% of interviewees)

(D b 2008 400 i t i )


(December 2008 – 400 interviewees)> http://www.permissiontv.com/pdf/ptv_survey_results.pdf

social media … and ROI


http://geekandpoke.typepad.com/

how solution selling applies to the Web


ICT buyers … source:

vertical painpointsIT security virtualization

use social media

are passionate about technology

annoyed by banners/marketing by interruption

read blogs

t t t t d t h l

are part of ECOSYSTEMS

turn to trusted technologyB2B resources


are part of ECOSYSTEMS

the ICT ecosystem

NEWS

OPINIONLEADERS

ENTERPRISE Y

ENTERPRISEX

OTHERADMIN

OTHER BUSINESS UNITS

OTHERSECTORS

RSSFEEDS

WEBREGIONS ADMIN

CONTRACTORS

FINANCIAL CONTROLER

CONSULTANTS

CONSULTANT

PARTNER

FEEDS

BUYER LEGAL

BUSINESS UNIT

CLIENT TEAMFINANCIAL CONTROLER

ENTERPRISE

CONSULTANCY

VENDOR

9 some rights reserved - CC 2009 - Orange Business Services - Yann A. Gourvennec Page 9TYPICAL B2B ECOSYSTEM

VENDOR

it’s hard to trigger a revolution on your ownit’s hard to trigger a revolution on your own10 some rights reserved - CC 2009 - Orange Business Services - Yann A. Gourvennec Page 10

it’s hard to trigger a revolution on your own …it’s hard to trigger a revolution on your own …

blogs and WebTV: hundreds of experts

LinkedIN

T ittTwitter

facebookgoogle

netvibes

g g


Orange Business blogs


orange-business.tv business case


orange-business.tv: where we started from …


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


best practice 1 on UGC


http://bit.ly/soceng

best practice 2 on UGC


http://bit.ly/soceng

On our blogs … what ROI?


presence / engagement


ROI?

content generationspice up IRL events

motivationUGCcheap

spice up IRL events

leadership of opinion

global reachSEOlinks gSEO

breaking silos rss (dynamic)

links

nurturing talent

t /di i20 some rights reserved - CC 2009 - Orange Business Services - Yann A. Gourvennec Page 20

comments/discussions

Orange b2b label

•over 100 partnering websites on the French side•budding community on the English side


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> 2005 06/2007, innovation principal, orange business

services> 2003-06/2005, alliance partner manager, france telecom> 1999 – 2002 - director e-business: france telecom

teleconferencing servicesteleconferencing services> 1997 - 1999 – consultant, Internet, marketing &

information systems, cap gemini > 1995-1997 – internet marketing consultant, unisys europe> 1992-1995 – business systems manager 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/


http://gaspedal.com/BlogWellor

[email protected]

Learn more about upcoming and past BlogWells:

BlogWell Atlanta Social Media Case Study: Orange Business Services, presented by Yann Gourvennec

Technology

business customers

orange business com

gourvennec page

t t t d t h

orange mobile customers

t t o e e

intervieweesdbi t i

com6some rights