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[EN] scenarios for the future of social media

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this presentation describes my thoughts as to the paths that social media innovation could take in the next few months/years in the ares of 1) Marketing 2) CRM and 3) Enterprise Social Networks

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[EN] scenarios for the future of social media

  1. 1. scenarios for the future of social media picture cc 2011 Yann Gourvennec – http://bit.ly/picasayann> Orange Business Services Paris, September 27th, 2012some rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec 1
  2. 2. creative commons notice get the final version from http://oran.ge/slides or by scanning the QR code > This work is licensed under the Creative Commons Attribution- Noncommercial-Share Alike 3.0 License. To view a copy of this license, visit http://creativecommons.org/licenses/ by-nc-sa/3.0/ or send a letter to Creative Commons, 543 Howard Street, 5th Floor, San Francisco, California, 94105, USA. > You are allowed to use one or all the slides/images contained within this presentation provided you quote the author and the source of this information (http://orange.com)some rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec
  3. 3. my personal research online> http://visionarymarketing.com> http://visionarymarketing.wordpress.comsome rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec 3
  4. 4. 2 publications in 2011> http://precommerce.com > http://amonboss.comsome rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec 4
  5. 5. some rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec 5
  6. 6. some rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec 6
  7. 7. some rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec 7
  8. 8. agenda @orange @ygourven > introduction > 1.social for marketing > 2.social for CRM > 3.enterprise collaboration > conclusion picture: microsoft gallerysome rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec 8
  9. 9. scenarios for the future of social media picture cc 2011 Yann Gourvennec – http://bit.ly/picasayann> introductionsome rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec 9
  10. 10. Silicon Valley blogger bus tourSept 17-22, 2012#blogbus live.orange.com
  11. 11. your view of social media?some rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec 11
  12. 12. the good old days of Web 2.0some rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec 12
  13. 13. one fine day … in 2012some rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec 13
  14. 14. may 18, 2012?some rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec 14
  15. 15. unless…some rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec 15
  16. 16. scenarios for the future of social media picture cc 2011 Yann Gourvennec – http://bit.ly/picasayann> 1. for marketingsome rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec 16
  17. 17. a word of caution> a risky exercise> use hindsight but…> don‟t think negatively> nobody can really predict the futuresome rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec 17
  18. 18. scenarios for the future of social media picture cc 2011 Yann Gourvennec – http://bit.ly/picasayann> 1 social marketingsome rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec 18
  19. 19. 19 Cluetrain Theses (Original) 1. Markets are conversations. 2. Markets consist of human beings, not demographic sectors. 3. Conversations among human beings sound human. They are conducted in a human voice.© 2012 Altimeter Group
  20. 20. 20 Cluetrain Theses (Updated for 2012) 1. Markets are conversations conversational ads 2. Markets consist of human beings, brand pages, not demographic sectors. and social graph targeting 3. Conversations among human beings sound human. They are conducted in a human voice. Analyzed by social performance analytics© 2012 Altimeter Group
  21. 21. Orange Silicon Valley‟s Georges Nahon, 2012“Apple, Amazon, Facebook andGoogle will continue to developtheir „non-searchable adjacentwebs‟event sponsored by Georges NahonCEO Orange Silicon Valley
  22. 22. (after diaspora*) app.net > Dalton Caldwell‟s app.net > blog post - July 2012 > twitter‟s ecosystem > respect for users > 10k instant users > 20k users as of now > $50 p.a. > $100 p.a (developers)some rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec 22
  23. 23. what potential scenarios?facts scenarios> social networks change > 1. users abandon social gears networks en masse (West) - ecosystem under control > 2. new more respectful - create “adjacent” web social networks develop (Nahon) > 3. niche social networks - monetise, monetise, develop, less privileged monetise… users get spammed - marketing by interruption > 4. alternative social (again) networks vanish, marketing wins > 5. the unexpected happens some rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec 23
  24. 24. scenarios for the future of social media picture cc 2011 Yann Gourvennec – http://bit.ly/picasayann> 2 „social‟ CRMsome rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec 24
  25. 25. not applicable to all brands/businessessome rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec 25
  26. 26. phases in SCRM implementation industrialising respondingunderstanding scaling some rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec 26
  27. 27. question 4: should we handle online customers better?picture: microsoft gallerysome rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec 27
  28. 28. what potential scenarios?facts scenarios> angry customers speak > 1. industrialisation doesn‟t up happen, organisations try> social media makes to cope complaints visible to all > 2. industrialisation> volumes are rising happens, social becomes> scaling is key a major channel> processes are key > 3. volumes rise, companies can‟t cope,> not all brands are equal new channel is closed/stifled/minimised some rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec 28
  29. 29. scenarios for the future of social media picture cc 2011 Yann Gourvennec – http://bit.ly/picasayann> 3. enterprise collaborationsome rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec 29
  30. 30. abolishing internal email source: http://www.computing.co.uk/ctg/news/2024715/atos-aims-abolish-internal-email-2014 Some rights reserved by sualk61some rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec 30
  31. 31. what potential scenarios?facts scenarios> repositories are > 1. internal systems ubiquitous multiply, chaos settles in> a few major players: ms / > 2. new yammer-like ibm / jive … disruptions?> email is the cause of a > 3. ms & ibm win major productivity/well- > 4. status quo, focus shifts being issue on education, true> collaboration isn‟t easy business collaboration> business processes at bay some rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec 31
  32. 32. scenarios for the future of social media picture cc 2011 Yann Gourvennec – http://bit.ly/picasayann> conclusionsome rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec 32
  33. 33. my hunch as to what will/won‟t changepost may 2012 landscapewhat will not change what might well change> R.I.P Web 2.0 > gamification?> “social” CRM must scale > Facebook IPO outcome? or die > data privacy issues> the Web is social, > niche social platforms? consumers go social > more globalisation?> web teams do social > mobile first platforms win> websites are/will be social> all go mobile> emerging countries are our future some rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec 33
  34. 34. thank yousome rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec 34
  35. 35. interact with us online@orange http://www.facebook.com/orangehttp://live.orange.com http://slideshare.net/orange some rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec 35

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