Exeter – February 25th , 2010

social media
and b2b: how to
build outstanding
advocacy
Yann Gourvennec
Head of Internet & Digital Media
http://orange-business.com
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 a footprint supporting business around the world

 local support in 166 countries and territories

 a seamless network covering 220 countries and
territories

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 agenda

 communities on the
agenda

 doing digital

 webtv best practice

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 so you want to manage your
community?

1
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 10 years later: what have we learned?

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 communities: the new paradigm…

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 social media … and ROI

http://geekandpoke.typepad.com/

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 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
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 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

11 TYPICAL B2B ECOSYSTEM

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 how solution selling applies to the Web

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 where do we go from here?

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 blogs and WebTV: hundreds of experts

partner LinkedIn

Twitter
viadeo

wikiped
ia
google
faceboo
k

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 Orange Business blogs

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 orange-business.tv business case

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 orange-business.tv: where we started from …

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 orange-business.tv business case

3 main ingredients
 technological
 editorial Orange Business WebTV - 2009
 •250 video clips created
production
• 40% [En] - 60% [Fr]
• a few in Sp and Pt
•200.000+ displayed
•66.000+ clips viewed online
•3500+ narrowcasting hours
•~1000 daily uniques

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 best practice 1 on UGC

http://bit.ly/soceng
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 best practice 2 on UGC

http://bit.ly/voip-case
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 ROI, what ROI?

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 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
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 Orange b2b label
•over 150 partnering websites on the French side
•budding community on the English side

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 follow us on

http://www.facebook.com/orangebusiness

@orangebusiness

http://www.posterous.com/orangebusiness

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 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

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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/

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