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Paris – February 18th, 2010



Web 2.0: are
b2b companies
getting it?

Yann Gourvennec
Head of Internet & Digital Media
http://orange-business.com
a footprint supporting business around the world




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

3   some rights reserved - CC 2010 - Orange Business Services - Yann A. Gourvennec
3 main points



      why are communities on the
      agenda?
          – definition
          – do all brands have
            communities?
          – community manager?!


      doing digital: our experience


      best practices




4   some rights reserved - CC 2010 - Orange Business Services - Yann A. Gourvennec
so you want to manage your
                         community?




1
5   some rights reserved - CC 2010 - Orange Business Services - Yann A. Gourvennec
the manifesto




6   some rights reserved CC - orange-business.com - Yann A. Gourvennec
    somerights reserved - CC-2008 2010 - Orange Business Services - Yann A. Gourvennec
communities: the new paradigm…




7   some rights reserved - CC 2010 - Orange Business Services - Yann A. Gourvennec
8   some rights reserved - CC 2010 - Orange Business Services - Yann A. Gourvennec
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
9    some rights reserved - CC 2010 - Orange Business Services - Yann A. Gourvennec
social media … and ROI




 http://geekandpoke.typepad.com/

10    some rights reserved - CC 2010 - Orange Business Services - Yann A. Gourvennec
source:
     ICT buyers …

                                                 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
11   some rights reserved - CC 2010 - Orange Business Services - Yann A. Gourvennec
owning the world’s best kept secret?




12   some rights reserved - CC 2010 - Orange Business Services - Yann A. Gourvennec
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




13                                    TYPICAL B2B ECOSYSTEM
        some rights reserved - CC 2010 - Orange Business Services - Yann A. Gourvennec
where do we go from here?




14   some rights reserved - CC 2010 - Orange Business Services - Yann A. Gourvennec
blogs and WebTV: hundreds of experts



                                                                      LinkedIn



                                                                          Twitter

                                                                                      facebook
              google
                                                                                         netvibes




15   some rights reserved - CC 2010 - Orange Business Services - Yann A. Gourvennec
Orange Business blogs




16   some rights reserved - CC 2010 - Orange Business Services - Yann A. Gourvennec
orange-business.tv business case




17   some rights reserved - CC 2010 - Orange Business Services - Yann A. Gourvennec
orange-business.tv: where we started from …




18   some rights reserved - CC 2010 - Orange Business Services - Yann A. Gourvennec
orange-business.tv business case

     3 main ingredients
          technological
          editorial
          production




19   some rights reserved - CC 2010 - Orange Business Services - Yann A. Gourvennec
best practice 1 on UGC




     http://bit.ly/soceng
20     some rights reserved - CC 2010 - Orange Business Services - Yann A. Gourvennec
ROI, what ROI?




22   some rights reserved CC - Orange Business Services Yann A. Gourvennec
     somerights reserved - CC-2009 2010 - Orange Business- Services - Yann A. Gourvennec
presence / engagement




23   some rights reserved - CC 2010 - Orange Business Services - Yann A. Gourvennec
ROI?

                                                 content generation
                                                                          spice up IRL events
                                                  cheap
                                                              UGC                 motivation
                                                          leadership of opinion

                                              links SEO                          global reach

                                              breaking silos                   rss (dynamic)

                                                                      nurturing talent

                                                   comments/discussions
24   some rights reserved - CC 2010 - Orange Business Services - Yann A. Gourvennec
Orange b2b label
     •over 150 partnering websites on the French side
     •budding community on the English side




25   some rights reserved - CC 2010 - Orange Business Services - Yann A. Gourvennec
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

26   some rights reserved - CC 2010 - Orange Business Services - Yann A. Gourvennec
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/




27   some rights reserved - CC 2010 - Orange Business Services - Yann A. Gourvennec

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Orange Business Social Media

  • 1. Paris – February 18th, 2010 Web 2.0: are b2b companies getting it? Yann Gourvennec Head of Internet & Digital Media http://orange-business.com
  • 2. a footprint supporting business around the world local support in 166 countries and territories a seamless network covering 220 countries and territories 3 some rights reserved - CC 2010 - Orange Business Services - Yann A. Gourvennec
  • 3. 3 main points why are communities on the agenda? – definition – do all brands have communities? – community manager?! doing digital: our experience best practices 4 some rights reserved - CC 2010 - Orange Business Services - Yann A. Gourvennec
  • 4. so you want to manage your community? 1 5 some rights reserved - CC 2010 - Orange Business Services - Yann A. Gourvennec
  • 5. the manifesto 6 some rights reserved CC - orange-business.com - Yann A. Gourvennec somerights reserved - CC-2008 2010 - Orange Business Services - Yann A. Gourvennec
  • 6. communities: the new paradigm… 7 some rights reserved - CC 2010 - Orange Business Services - Yann A. Gourvennec
  • 7. 8 some rights reserved - CC 2010 - Orange Business Services - Yann A. Gourvennec
  • 8. 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 9 some rights reserved - CC 2010 - Orange Business Services - Yann A. Gourvennec
  • 9. social media … and ROI http://geekandpoke.typepad.com/ 10 some rights reserved - CC 2010 - Orange Business Services - Yann A. Gourvennec
  • 10. source: ICT buyers … 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 11 some rights reserved - CC 2010 - Orange Business Services - Yann A. Gourvennec
  • 11. owning the world’s best kept secret? 12 some rights reserved - CC 2010 - Orange Business Services - Yann A. Gourvennec
  • 12. 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 13 TYPICAL B2B ECOSYSTEM some rights reserved - CC 2010 - Orange Business Services - Yann A. Gourvennec
  • 13. where do we go from here? 14 some rights reserved - CC 2010 - Orange Business Services - Yann A. Gourvennec
  • 14. blogs and WebTV: hundreds of experts LinkedIn Twitter facebook google netvibes 15 some rights reserved - CC 2010 - Orange Business Services - Yann A. Gourvennec
  • 15. Orange Business blogs 16 some rights reserved - CC 2010 - Orange Business Services - Yann A. Gourvennec
  • 16. orange-business.tv business case 17 some rights reserved - CC 2010 - Orange Business Services - Yann A. Gourvennec
  • 17. orange-business.tv: where we started from … 18 some rights reserved - CC 2010 - Orange Business Services - Yann A. Gourvennec
  • 18. orange-business.tv business case 3 main ingredients technological editorial production 19 some rights reserved - CC 2010 - Orange Business Services - Yann A. Gourvennec
  • 19. best practice 1 on UGC http://bit.ly/soceng 20 some rights reserved - CC 2010 - Orange Business Services - Yann A. Gourvennec
  • 20. ROI, what ROI? 22 some rights reserved CC - Orange Business Services Yann A. Gourvennec somerights reserved - CC-2009 2010 - Orange Business- Services - Yann A. Gourvennec
  • 21. presence / engagement 23 some rights reserved - CC 2010 - Orange Business Services - Yann A. Gourvennec
  • 22. ROI? content generation spice up IRL events cheap UGC motivation leadership of opinion links SEO global reach breaking silos rss (dynamic) nurturing talent comments/discussions 24 some rights reserved - CC 2010 - Orange Business Services - Yann A. Gourvennec
  • 23. Orange b2b label •over 150 partnering websites on the French side •budding community on the English side 25 some rights reserved - CC 2010 - Orange Business Services - Yann A. Gourvennec
  • 24. 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 26 some rights reserved - CC 2010 - Orange Business Services - Yann A. Gourvennec
  • 25. 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/ 27 some rights reserved - CC 2010 - Orange Business Services - Yann A. Gourvennec