agenda - backgrounder - marketing 2.0, reinventing marketing - web 2.0, social media, buzzwords and hindsight - how to create some solution-based addictive content nb: those slides which are based on personal research have been clearly marked with a different background. - using experience to build the new momentum

1. Orange Business Services
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2. international presence, local support
3,750 multinational customers
the world’s largest seamless voice and data network, with local
support in 166 countries and territories
mobile phone networks in 17 countries
110 million Orange mobile customers including 8 million
business customers
300,000 IP VPN access points around the world
more than 850,000 Business Everywhere customers
... worldwide solutions, local support ...
... worldwide solutions, local support ...
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3. a footprint supporting business around the world
local support in 166 countries and territories
local support in 166 countries and territories
a seamless network covering 220 countries and territories
a seamless network covering 220 countries and territories
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4. my role at Orange Business Services
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5. my personal research online… since 1995
• http://visionarymarketing.com
• http://visionary.wordpress.com
a French Web 2.0 website
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6. unrestricted
reinventing marketing
yann gourvennec, head of
internet & digital media
19 june 2008
HEC paris
6

7. agenda
1. backgrounder
> marketing 2.0, reinventing marketing
> web 2.0, social media, buzzwords and hindsight
> how to create some solution-based addictive content
nb: those slides which are based on personal research have been clearly marked
with a different background.
2. using experience to build the new momentum
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8. unrestricted
part one
backgrounder
19 june 2008
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9. it’s here for real
but maybe not really new
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10. the end of thought leadership (as we know it)
http://www.businessweek.com/innovate/content/apr2007/id20070409_372598.htm
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11. a (very) brief history of IT
the network is the computer
the content is the computer
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12. a few examples of collaboration at Orange
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13. unrestricted
1.1. reinventing marketing
19 june 2008
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14. killing the survey myth
• can disruption arise from market surveys?
• what is really measured in customer sat surveys?
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15. Who Killed Marketing?
SUICIDE
http://www.slideshare.net/alainthys/reflecting-on-marketing-accountability/
FUTURELAB
Image: http://snapesluvr.deviantart.com/art/CSI-Springfield-29131429

16. is marketing dead or is it being re-invented?
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17. one step further: inspiration for economics?
“While the old Web was about
Web sites, clicks, and “eyeballs,”
the new Web is about
communities, participation and
peering.”
Wikinomics, Don Tapscott &
Anthony D. Williams
http://www.wikinomics.com/
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2007

18. unrestricted
1.2. web 2.0 etc.
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19. web 2.0 definitions
•Tim O’Reilly
>coined the web 2.0 concept
>created the web 2.0 summit
(2004)
• http://www.web2con.com
>founding article on oreilly.net
http://www.oreillynet.com/pub/a/oreilly/tim/news/2005/09/30/what-is-web-20.html
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20. O’Reilly’s meme map
http://visionarymarketing.wordpress.com/?s=Memes
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21. In a few words: cooperation
collective
intelligence
the user -
thin clients
producer
2.0
the web
syndication rss
as a plateform
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22. bubble 2.0 meme map
bubble20.blogspot.com
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23. risques 2.0: the Kryptonite blogstorm
•what response to public wikis
information posted about your news
blogs
brand, products/services, company feeds
performance…?
usenet forums
multi-
multi- online
media news
portals
reputation
management
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24. unrestricted
²
1.3. creating addictive
content
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25. what is solution selling?
i know i need this
to solve my problem
i know i have
a problem
now you tell me,
i realise I have a problem
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26. 6 steps to valuable content
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27. building valuable web content: guidelines
> credibility is important for 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 quot;cleverquot; ones)
sub-
- bulleted lists (but don’t abuse – use to lead another page)
- one idea per paragraph
> the inverted pyramid style, starting with the conclusion
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28. 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 quot;new documentquot;, quot;indexquot; 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?
[…]
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29. building a keyword strategy
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30. unrestricted
part two
using experience to build
the new momentum
19 june 2008
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31. 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
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32. 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
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33. interactivity matrix
interactivity
+ build content collectivelly
wikis + very interactive - needs facilitation
- contents to be generated prior to opening the wiki
- user expertise required ideagoras
online online discussions : co_market / design
discussions + interactive/ - facilitation+++
- initial content required Co. Marketing / expert
closed UG facilitation ++++
shared online space job in itself
open to all/ unstructured. easy to setup
forums Can be monitored.
Best suited for consumer or support closed UG
extranets
blogs mash ups aggregators no risk - a must in services
Information driven
Internet presence fully fledged
online e-commerce site
Internet product ultimate goal for website
presence catalogue - require database and flow
-
- +
e-commerce
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34. unrestricted
in real time
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35. 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 is available online at: http://visionarymarketing.com/
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36. thank you
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