Presentations from the breakfast seminar organised by Munier-BBN, Ad Nova and the International Association of Business Communicators (IABC) France with: Stephane Munier - Director, Munier-BBN Yann Gourvennec - Head of Internet & Digital Media, Orange Business Services Tom Scott - Communications Manager, GE Transportation Xavier Guepet - Head of Multimedia, Veolia Environnement

1. The Web, B-to-B & the power of 2.0
International survey results
Paris, 18th of February 2010
18/02/2010

2. Web 2.0 is a tsunami…
Facebook celebrating 6th birthday with 400 million
month active users worldwide – Mashable
More than 600 millions will be logged onto social
network by 2012 - Matthew Fraser & Soumitra Dutta
Not using social media has dropped from 43% now to
only 9% within Fortune 500 companies - E-Marketers
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3. Web 2.0 impact on business
By 2011, 1/3 of purchases (online and offline) will be
influenced by Web communities – Gartner
80% of US companies are using Linkedin as main
tool for hiring people–Forrester
UGC (User Generated Content) represents 25% of
search results for the worlds top 20 largest brands
are links – Socialnomics
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4. Social media are dramatically reshaping relationships…
Something should be happening in BtoB…?
With some specificities… ?
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5. International BtoB survey
112 Companies
Accor hotels, Air Liquide Industrie, American standard brands, APEM, Aster
Group, Auto Clover CSC, Belin Stenbeck AB, BNP Paribas Assurance,
Bostik, Bouygues Telecom, Burgmann Industries, CALS, Card Crawford and
ABS, CBRE, CDW, Cegedim dc, CEMA AG, Cessna, Coperion GmbH,
Corus Colors, Dassault Systèmes, Dell France, DHL Global Mail, DORMA,
Dow AgroSciencesLLC, Eastman Chemical Company, EDF Pro, Electrabel,
Elekta, EuroShell, Facom, FirstAssist Legal Protection, Forensic Science
Service, GDF Suez, Generali, Groupama, Groupe Nmpp, Guardian, Henkel
AG, HK Systems, HL Display, Höganäs AB, Hydro International, Ibstock,
INEO GDF Suez, INVIVO, John Deere France, John Deere US, JS
Corporation, JunjinCSM, KM ink, Koelnmesse GmbH, KWS SAAT AG,
Lafarge, LCL, LG CNS, Manitou, Mannheimer Morgen, Medi-Future, Merial,
Mölnlycke Healthcare, Mono Pumps Ltd, Munters AB, NACCO Materials
Handling Group, Natixis Assurances, NatureTech, NCC, Nexans France,
Novell Gmbh, Office Depot, PBS Software, Pilkington's Tiles, Pixmania Pro,
Puratos Group, Saab, Sage Software, Same Deutz Fahr, Samkwang Glass,
Sandvik Coromant, SATA, Scafftag, SD Worx, Securitas, Seifert & Partners,
SGD, Sindoricoh, SK Chemicals, SKF Lubrication Systems Germany AG,
Sodexo, Solvay Pharma, SOPEXA, Spacesaver Corporation, Streamson,
Thales Group, Trelleborg Offshore, TTS GmbH, TÜV SÜD AG, Veolia,
Werner Enterprises, Weg, Merial, Gerdau, Scotia Homes
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18/02/2010 Benchmark Group & BBN 5

6. 50% increase to be expected in BtoB digital budget
Digital budget compared to total marketing and communication budget
20%
14% 15%
15% 13%
12% 12% 12%
9% 10%
10%
7%
5%
0%
2008 2009 2010 (f)
Total France Foreign countries
18/02/2010 Source: Benchmark Group / Munier-BBN – October 2009 6

7. The marketing & communication mix is changing
Internet (display, ad
words…)
75% 20% “Please rate the following media used in
promoting your brand in 2009”…
Web 2.0 tools (social 53% 13% 32%
media, blogs…)
Professional events 22% 44% 29% 5%
(seminars, tradeshows…)
Printed mailing 10% 48% 34% 3%5%
Newspapers and 10% 44% 30% 6% 9%
magazines
Sponsoring, patronage… 6% 40% 28% 23%
More and more Unchanged Less and less Abandoned in 2009 Unused
Broadcast (radio, TV…) 2% 25% 17% 55%
0% 20% 40% 60% 80% 100%
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8. Economic crisis is boosting the decision for mark/com
activities with easy ROI measurement
“What is the impact of the current economic slow down on your B to B communication strategy?”
Opportunity to drive
innovative and The economic slow
differentiating down is
campaigns accelerating a
No impact yet 9% process that
26% already started
years ago
23%
We drive web 2.0
Choose media with marketing in the
easy ROI context of limited
assesment budget
29% 13%
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9. Web 2.0: BtoB marketers are jumping on the band wagon
Broadcast of contents on
user-generated content 34% 24% 41% In communicating your brand, what interactive
platform platforms do you use or plan to use?
Information sharing 32% 27% 41%
communities
Consumer voicing their
opinions on blogs and 22% 12% 66%
social media
Micro-blogging actions 20% 5% 76%
Make influent bloggers 15% 17% 68%
test my products
Web TV 12% 5% 83%
Product evaluation 7% 20% 73%
platform
Yes, already No, but planned for late 2009/10 Not planned
Conduct special 2% 98%
operations on Second Life
0% 20% 40% 60% 80% 100%
18/02/2010 Source: Benchmark Group / Munier-BBN – October 2009 9

10. Videocast on YouTube
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11. Sodexo Careers events on flickr
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12. Community management: blog, forum
12
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13. Community management: blog, forum
13
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14. Social media presence
14
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15. Professional networks: Fedex ad on LinkedIn
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16. Microblogging
16
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17. Community platforms
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18. Different perception of constraints between France and
ROW…
What are the main difficulties in setting interactive services using web 2.0 solutions?
Animation/moderating 71%
cost 45%
26%
Lack of expertise 49%
Risk of poor quality 13%
content 51%
19%
Development cost France
45%
Etranger
Management of online 32%
reputation 32%
0% 20% 40% 60% 80%
18/02/2010 Source: Benchmark Group / Munier-BBN – October 2009 18

19. Maturity varies between Services and Industry
What are the main difficulties in setting interactive services using web 2.0 solutions?
Animation/moderating 51%
cost 59%
43%
Lack of expertise 29%
Risk of poor quality 46%
content 29%
27%
Development cost Services
46%
Industry
Management of online 38%
reputation 29%
0% 20% 40% 60% 80%
18/02/2010 Source: Benchmark Group / Munier-BBN – October 2009 19

20. Improve brand image 64%
Increase website traffic 63%
BtoB marketers do not
55%
Build customer loyalty
fully appreciate ye the
Promote innovative brand 53%
benefits of using web 2.0
image
tools & techniques
Create dialog between 50%
brand and clients
Provide users with “Why do you use or plan to use Web
40%
customised alerts 2.0 solutions?”
Collect insights 38%
Extend messages on to 22%
mobile devices
Facilitate customers
19%
decision
Training 18%
Identify new concepts 15%
0% 20% 40% 60% 80%
18/02/2010 Source: Benchmark Group / Munier-BBN – October 2009 20

21. E-reputation : a major issue for BtoB companies
“How do you currently manage online consumers opinions”
e-reputation (1) 46% 19% 35%
Brand community (2) 19% 29% 52%
Digital influence (3) 11% 29% 59%
0% 20% 40% 60% 80% 100%
Currently used Planned for late 2010 Not planned for now
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22. Three major trends for web 2.0 in BtoB marketing
The adoption of web 2.0 tools will speed up in 2010
The perception of web 2.0 is moving from low cost marketing to significant (but
necessary) investment with substantial ROI
BtoB companies need to fully integrate web 2.0 in their business model in order
to harvest its full potential
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23. How should brands and
marketers prepare for the
future?
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24. BtoB dilemma
Harvest benefits of Maintain tight
collective intelligence organisational controls
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25. To harvest the benefit of social media, Marketers will
have to reinvent themselves
Marketing strategy
• Long-term relationship and transparency with your customers
• Value content & personalization vs intrusive advertising
• Earned media vs paid media
• Real time / iteration vs yearly marketing planning
Marketing resources
• Balance online and offline budget
• Allocate money to produce value content
• Hire community managers
• Change your way to consider market survey: use online communities to generate
insights and test products or services concepts
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26. Regarding control, companies have to adapt…
E-reputation management strategy
• e-reputation measurement tool is not enough
• Companies should plan specific actions to manage bad buzz and get more of positive
buzz
Social media guidelines
• Employees have major responsibilities in the e-reputation management
• Companies should train them to use social media without damaging the brand image
• See Coca Cola and DELL online social media principles examples
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27. The B2B website of the future
Capable of adapting content and experiences to reflect customer’s preferences
Serve dynamically generated images and messages, based on user’s online
behavior and user profile.
This will allow communication to become highly personal
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28. So, to conclude…
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30. In ten years, most of us will communicate directly with consumers,
employees and the broader community through blogs…If you’re not part of
the conversation, others will speak on your behalf.
Jonathan Schwartz, president of Sun Microsystems
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31. Two last words…
Thank you!
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