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. 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
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3. 3 main points
why are communities on the
agenda?
– definition
– do all brands have
communities?
– community manager?!
doing digital: our experience
best practices
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4. so you want to manage your
community?
1
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5. the manifesto
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6. communities: the new paradigm…
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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
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9. social media … and ROI
http://geekandpoke.typepad.com/
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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
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11. owning the world’s best kept secret?
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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
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13. where do we go from here?
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14. blogs and WebTV: hundreds of experts
LinkedIn
Twitter
facebook
google
netvibes
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15. Orange Business blogs
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17. orange-business.tv: where we started from …
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18. orange-business.tv business case
3 main ingredients
technological
editorial
production
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19. best practice 1 on UGC
http://bit.ly/soceng
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20. ROI, what ROI?
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21. presence / engagement
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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
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23. Orange b2b label
•over 150 partnering websites on the French side
•budding community on the English side
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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
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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/
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