[En] MIB Dauphine - ICT5

3
information and communications
technology (ICT) products and
services
online marketing innovation
day five

Paris, 2011

some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec

Internet marketing only for experts?

"60% of French marketing
departments will be reshuffled in the
course of 2011 because of the
Internet"

source: Beijaflore, 2011 seminar
2 some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec Paris, 2011

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my personal research online… since 1995

• http://visionarymarketing.com
• http://visionary.wordpress.com

a French Web 2.0 website


a few thoughts …

social media is information content created
by people using highly accessible and scalable
publishing technologies. […]

also referred to as user-generated content (UGC)

some rights reserved - 2010 - cc - Yann A Gourvennec - Orange Business Services

making things happen

“ inventors, creators, and leaders‟
[vocabularies lean] heavily on words like
problem, experiment, solve, exploration, cha
nge, risk and prototype.

And more to the point, they care less about
being innovative than they do about

”
making things.

>> why innovation is overrated, HBR blogs, Scott Berkun

6 some rights reserved - cc 2010 - visionarymarketing.com - Yann A. Gourvennec june 2010

2 main publications in 2011

http://precommerce.com http://amonboss.com

some rights reserved - cc- Yann A Gourvennec - Orange Business Services

early stages

http://vimeo.com/8460617

early stages (2)

http://www.decideurstv.com/video/obs-yann-gourvennec-830/

our non profit

• SMEs and MNEs
• all sectors
• B2C, B2B, B2B2C
• mutual help
• evangelisation

the slides
http://amonboss.com/slides [Fr]

3 phases in a social media project

effort

STRUCTU 3
RE industrialise
make official
professionalise

DEVELOP
2
show results
prove efficiency
TRIGGER convince and develop
1
evaluate pertinence
measure opportunity
get buy in

results

eating one‟s own dog-food

• http://amonboss.com/slides
> 1 month
> 65 embeds
> ~9000 views
> ~81000 Google results
(http://bit.ly/bosssearch2)

~1000 copies sold by
word of mouth
Feb 1-15

online marketing innovation - part
one

3.1 what‟s new online

Paris, 2011


it‟s here for real

but maybe not really new


of networks and men


the house of leaves: the advent of hypertext literature


the end of thought leadership (as we knew it)

http://www.businessweek.com/innovate/content/apr2007/id20070409_372598.htm


the Internet reinforced cross-organisational communication

top-down bottom-up network
(participation)

•is it „new‟ (De Rosnay, 76)?
•deep behavioural changes at stake too
•collaboration is also about „quid pro quo‟

•http://www.visionarymarketing.com/articles/ofnetworksandmen0.html


a (very) brief history of IT

the network is the computer

the content is the computer

people are the content


a strong signal

(webconferencing) taken over by Cisco (03/07) for US$ 3.2 bn
> i.e. > 8 * 2006 revenues: US$ 380 m
> 2006 CAGR: +50% (2005 ~ US$ 250 m)
> 2007: took over social networks five across + Utah Street


mass collaboration: 2006-2010

•http://www.techxav.com/2010/03/19/if-facebook-were-a-country/
•source: http://telephonyonline.com/iptv and comments by Lynnette Webb on flickr

wikinomics: the FON example

• spanish startup, founded by argentinian entrepreneur
Martin Varsavsky


Fon: european coverage (as of march 17, 2007)

madrid, paris, london

Fon: Paris coverage (2007 vs2010)

june 2010 some rights reserved - cc 2010 - visionarymarketing.com - Yann A. Gourvennec 28

user types

source: ubiquitous network society under participative governance, november 9, 2007 tokyo summit


how a small village community deployed wi-fi before the Capital city

• http://fon.blanquefort.net/
• total cost: €15k


1,000 hotspots in 2008 and then … nothing

• activation issues
• partial coverage
• cooperation is difficult


concepts and tools

• collective intelligence, collaboration and cooperation are
concepts with real applications
> tools  collaboration? or is it collaboration  tools?
• deep economic changes at stake
• Offshoring / nearshoring
• home working, hot-desking, mobility
• employee expectations
• management methods
• globalisation and virtual organisations
> … deep and long-lasting changes but regional variations
• you will inevitably come across these concepts & tools


cooperation & collaboration

•cooperate
>emphasis on result (latin
oper, opus  opera)

•collaborate
>emphasis on process
(laborare, „to work, to toil‟ )

source: http://www.cooperatique.com


IRL

co … (l)laborate: working … with

„ I like your idea of a wiki and the
fact you‟re sharing your stuff with
all and sundry but I don‟t feel
quite comfortable with this. If it‟s
yours I can‟t take it from you I
guess… ‟


a 3-way cross fertilisation

neo-capitalism?


“some WEB 2.0 experts end up believing in their own wildest dreams”
Daniel Kaplan


circumventing the issue


getting back to basics

• social networks really are
catching like wildfire
•however, cooperation is hard
>not just a tool issue
>businesses in catch up mode
• hindsight
>groupware (90)
>videoconferencing 1st wav (90‟s)
>KM (2000)
>blogs & wikis (beyond blogs?)


a few examples of collaboration at Orange


online marketing innovation - part
two

3.2. from web 2.0 to social media

Paris, 2011


introductory video: the wikipedia saga

cbs news

•the good and bad of wikipedia
•march 2007


reminder


no longer anoraks

• 1996 AOL UK flyer

•today: (new) Internet as role
model for „collective intelligence‟

ok, but is it really new?


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 at oreilly.net

>websquare (2010)

http://www.oreillynet.com/pub/a/oreilly/tim/news/2005/09/30/what-is-web-20.html


O‟Reilly‟s meme map

http://visionarymarketing.wordpress.com/?s=Memes


in a few words: cooperation

thin
clients

the user
-
producer
collective
intelligen
ce

2.0
the web
as a
platform

rss
syndicati
on

some rights reserved - 2010 - cc - Yann A Gourvennec - Orange Business Services

bubble 2.0 meme map

bubble20.blogspot.com


risks 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- online
media news
portals

reputation
management


from web2.0 to social media: why bother?

http://www.flickr.com/photos/fredcavazza/2564571564/sizes/o/
http://visionarymarketing.wordpress.com/2008/06/09/social-media/


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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