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. scenarios for the future of social media
picture cc 2011 Yann Gourvennec – http://bit.ly/picasayann
> Orange Business Services
Paris, September 27th, 2012
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some rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec
3. my personal research online
> http://visionarymarketing.com
> http://visionarymarketing.wordpress.com
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4. 2 publications in 2011
> http://precommerce.com > http://amonboss.com
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8. agenda
@orange
@ygourven
> introduction
> 1.social for marketing
> 2.social for CRM
> 3.enterprise
collaboration
> conclusion
picture: microsoft gallery
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9. scenarios for the future of social media
picture cc 2011 Yann Gourvennec – http://bit.ly/picasayann
> introduction
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16. scenarios for the future of social media
picture cc 2011 Yann Gourvennec – http://bit.ly/picasayann
> 1. for marketing
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17. a word of caution
> a risky exercise
> use hindsight but…
> don‟t think negatively
> nobody can really
predict the future
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18. scenarios for the future of social media
picture cc 2011 Yann Gourvennec – http://bit.ly/picasayann
> 1 social marketing
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21. Orange Silicon Valley‟s Georges Nahon, 2012
“
Apple, Amazon, Facebook and
Google will continue to develop
their „non-searchable adjacent
webs‟
event sponsored by Georges Nahon
CEO Orange Silicon Valley
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)
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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
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24. scenarios for the future of social media
picture cc 2011 Yann Gourvennec – http://bit.ly/picasayann
> 2 „social‟ CRM
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25. not applicable to all brands/businesses
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26. phases in SCRM implementation
industrialising
responding
understanding
scaling
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27. question 4: should we handle online customers better?
picture: microsoft gallery
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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
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29. scenarios for the future of social media
picture cc 2011 Yann Gourvennec – http://bit.ly/picasayann
> 3. enterprise collaboration
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30. abolishing internal email
source: http://www.computing.co.uk/ctg/news/2024715/atos-aims-abolish-internal-email-2014
Some rights reserved by sualk61
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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
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32. scenarios for the future of social media
picture cc 2011 Yann Gourvennec – http://bit.ly/picasayann
> conclusion
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33. my hunch as to what will/won‟t change
post may 2012 landscape
what 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
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34. thank you
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35. interact with us online
@orange
http://www.facebook.com/orange
http://live.orange.com http://slideshare.net/orange
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Editor's Notes
Just returning from a blogger tour in Silicon Valley which took place Sept 17-22, 2012. Invaluable feedback, visions and first-hand information straight from the horse’s mouthwe’ve been talking to some of the most innovative start-ups in the Valley (World)I’ll use this information in order to populate my predictions as much as possibleall stories about that tour can be found online at http://live.orange.com
Even 10 years later, there is a lot of sniggering with regard to how social media can fit in the business space. Yet, many a company has successfully managed to use these tools (and the philosophy behind it) to integrate word of mouth marketing into their Marketing strategies. This has been the subject of many a presentation I have uploaded on our http://slideshare.net/orange space, but I won’t touch on that in today’s presentation. I will take these the fact that social media can be used for business for granted and jump to the part dedicated to the analysis of what I think could well be the future of social media.For those who haven’t yet got to grips with the benefits of social media in business and how it can be implemented, please refer to my slideshare presentation entitled: useful social media: what social media platform for what purpose? available from our slideshare corporate space at http://slideshare.net/orange
what happened is this. From a marketing bubble we have jumped into a financial bubble but the effects of that bubble are far less severe than 10 years ago. fewers companies are overvalued, LinkedIn has even performed very well and there are far fewer companies launching IPOs nowadays as compared to 12 years ago during the dot com craze. It has been noted though that IPO could also stand for It’s Probably Overpriced!
so here are my thoughts on the subject. I was asked to put this presentation together at very short notice but at the same time, the timing was really good as today is the pivoting moment for social media. Yet, one should be aware that predicting the future is hardly easy…!Nostradamus (aka Michel de Notredame, the famous 16th century seer who is still regarded as an oracle has made so many predictions which never came true that I would be ill advised to do the same.
This is why I decided to turn my predictions into potential scenarios of what could happen, post Facebook IPO in the small world of social media. They are mere assumptions, of course, anybody is allowed to disagree, correct me, add to this etc.
Jeremiah Owyang has sounded the death knell of the spirit instilled by the creators of the cluetrain manifesto. As many in the audience – so I realised time and time again unfortunately, even in business schools – are barely discovering that the manifesto exists and what it meant to us pioneers of the World Wide Web,
these are the steps which we have – roughly – followed at Orange when adapting social media to CRM situations in response to the amazing uptake of social media usage by customers in order to get help about their products.
my answer to that question is a resounding NO! online customers should be handled equally and all deserve attention. failing to address “ordinary” customers and focussing on self proclaimed influential bloggers who tend more and more to behave like spoilt children is hardly a good idea.I am therefore advocating for a dramatic rise in the quality of service in which social media can play a role as a tale-telling sign (for complaints cannot be hidden on social media). Obviously, perfection is not attainable and there are also a lot of complaining customers in bad faith but all must be helped as well as possible.Will I be heard though, is another story.