Social Monitoring, Market Research & The Future

1. social monitoring, market research and the future
Yann Gourvennec
Director, Web, Digital & Social
Media
http://orange.com
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Paris, June 30, 2011
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2. perspective
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3. social media monitoring
a few lessons from the past few
years
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Paris, June 30, 2011
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4. words of wisdom from the “social media expert”
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5. all markets are conversations …

6. … unless they aren’t always
4 types of brands (Synthesio)
under the radar functional preferred sensitive
either it works or fix heath, safety,
characteristics little or no buzz
it!
conversations
children
community
do something management nurture
tactics different (forums/social community (ies)
reassure
media)
Hervé Kabla & Yann Gourvennec : Social Media Taught to my boss, 2011

7. barely 5 years ago …
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8. the Kryptonite ‘blogstorm’ started it all …
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9. a misplaced fear?
http://www.amusement.fr/index.php?/magazine/now--amusement-6/
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10. a thing to fear or build upon?
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11. consequences on social media monitoring
> monitor ‘everything’
> proliferation of tools
> vision vs. action
> ‘sentiment’ analysis
(interpretation)
> what for? what process?
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12. conclusion … 5 years later
> all: “what are we
getting from this?”
image: Microsoft Office gallery
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13. what we learnt
a few lessons from the past few
years
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Paris, June 30, 2011
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14. ‘new’ trends
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15. new trends
> ‘neo’ marketing
> crisis management
> proactive surveying
> direct interaction
> crowdsourcing
> ‘social’ CRM
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16. what’s in store for us
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Paris, June 30, 2011
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17. what’s in store for us
1. social monitoring tools don’t 4. CRM integration but …
matter (Sugar CRM, SAP,
2. crisis management will have Salesforce …)
to be industrialised 5. market surveys will be
3. social media interaction will revolutionised … once more
have to 6. social commerce … 3
- scale waves, what next …
- be more human
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18. actions list
> tools
> frequency
> comprehensiveness
> crisis management
> resources
> organisation
> weak signals
> proactive research

19. any questions?
Marketing and External Communications call, January 2010

20. thank you
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Paris, June 30, 2011
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