[En] how social media changed our (your) lives

How the Social Web Changed Our Lives
Yann Gourvennec
Head of Internet & Digital Media
http://orange-business.com
Paris – nov 2010
some rights reserved - 2010 - cc - Yann A Gourvennec - Orange Business Services

a footprint supporting business around the world
 local support in 166 countries and territories
 a seamless network covering 220 countries and
territories

Social Media for Businesses
> SMBC: socialmedia.org > media aces: france.media-
aces.org

[Fr] les médias sociaux expliqués à mon boss

agenda
> it changed our lives
> what is it? & numbers
> organisational impact
> a new paradigm?

the Web has changed our lives
including vital statistics

smile …
> the power of now!
http://ygourven.posterous.com

it’s about branding (personal/non personal)
9some rights reserved - 2010 - cc - Yann A Gourvennec - Orange Business Services

it’s about the human touch

because
we are special
Image by Nina Matthews some rights reserved

and social media gives us a say
Image by Robert Nilsson some rights reserved

making things happen
>> why innovation is overrated, HBR blogs, Scott Berkun
inventors, creators, and leaders […] care
less about being innovative than they do
about making things.

but don’t do it that way!

ok now …
what is social media?

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)

2.0
collective
intelligence
the user -
producer
the web
as a
platform
rss
syndication
thin clients
in a few words: cooperation

often opposed to
> “industrial media"
> aka "traditional“
> aka "broadcast“
> aka "mass" media,
Image by Robert Nilsson some rights reserved

http://gapingvoid.com/2010/07/02/commission-supergenius/

plus …
> enterprise social software, née enterprise 2.0
> everything I may have forgotten

http://www.fredcavazza.net/2008/06/09/social-media-landscape/

the (daunting) boom of social media

a new bubble?
“even in these times of
crisis "it's never been
so easy for a start-up
to get started on a
very low budget”
http://bit.ly/orangegreen
Howard Greenfield, EIR,
plugandplaytechcenter

French blogging: facts and figures
some rights reserved - 2010 - cc - Yann A Gourvennec - Orange Business Services 24
> 28 % assumed name
> majority of personal blogs
> 16% are corporate blogs
> 20% bloggers do both
> most popular: high-tech
French bloggers
age groups
< 25
25 - 30
30- 40
> 40
source Journal du Net 2010
0% 50% 100%
OverBlog
Blogger
Skyrock blog
CanalBlog
mthly uniques (Nielsen
# of blogs

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

2009: rocketing twitter awareness
2009: the twitter
year
social network awareness progression in France
2007-2009
autumn 2007 autumn 2008 spring 2009 autumn 2009
26

social media not for business people?

social networks in a nutshell (11/10)
facebook
500 million members
17 million Fr
USA: 2004
50 languages
consumers + High Tech +
… ?
1. Coca Cola: 4 million
2. Starbucks: 5 million
3. Walt Disney: 2 million
linkedIn
80 million members
1 million Fr
USA: 2002
predominantly
English
Professionals
average user 41 years old
viadeo
30 million members
3.7 million Fr (n°1)
France: 2002
predominantly
French
Professionals
external growth
100,000 connections/day
Xing
+8 million members
(08/09)
Germany: 2003
(née Open BC)
16 languages inc. Ger +
Au + Ch
Professionals
mostly German-speaking
+ Spanish + Chinese folks
source: brands & Orange Business Services & Wikipedia
28
400m -> 500m
in just 4 months
65m -> 80m in
just 7 months
25m -> 30m in
just 7 months
8+m -> 10m in
just 7 months

social network usage
30%
25%
25%
10%
10%
do business finda job
hirepeople findexperts
reconnect
source Alain Lefebvre (2008)
29

145 million twitter accounts worldwide (75 as of April)
but 60% of users don’t return
> 80% awareness in France
> 120 million visits worldwide
- Fr 2.6 m unique visitors (2009)
> traffic
- USA : No.1 (33.3%)
- France : No.13 (0.98%)
> profile
- men 74 %
- women 26 %
- average user 31 years old
> 76 % mobile access
Sysomos survey:
- average : 4.67 degrees
of separation
- on average, 50% users
< 4 degrees
- all < 5 degrees
30

largest twitter users in France (2010)
Source 01 informatique 05/2010
31

France, 2010
Facebook leading in terms of
brand awareness but only #3
Le Monde, Oct 15, 2010
photo by Robert S Donovan some rights reserved

regional differences are still key
source:http://valleywag.com/tech/data-junkie/the-world-map-of-social-networks-273201.php
Le Monde, Datamonitor – 2008 http://medias.lemonde.fr/mmpub/edt/ill/2008/01/14/h_4_RESEAUX+X1I1.gif
* numbers meaning millions of hours spent by month as of Aug 2007
europe *
NAM *
1/4 of subscribers
asia-pac *
1/3 of subscribers
(2007-8)

so where are you at, now?
Norman (1998: The Invisible Computer) Modified from Moore [1995]).
Source: http://www.jnd.org/dn.mss/life_cycle_of_techno.html

vital statistics: b2c social media
> is social media a fad?
> 96% of gen y on social networks
> social media #1 web activity
(above porn)
> facebook added 100m users in 9
months
> YouTube 2nd largest search
engine ww
> wikipedia over 13m articles
- 78% of which non English
> 25% of search results for brands
linked to UGC
socialnomics
http://bit.ly/2009socialnomics
some rights reserved - 2010 - cc - Yann A Gourvennec - Orange Business Servicessome rights reserved - 2010 - cc - Yann A Gourvennec - Orange Business Services

vital statistics: b2b social media
> 93% of buyers initiate buying
process via Search
> 81% of B2B companies have
(some sort) of social media
presence (vs 67% for b2c)
> 75% take part in micro blogging
(vs 49% for b2c)
> 53 of CEOs prefer looking for
information online by themselves
> 60% use search engines
> 60% carry out more than 6
searches everyday
http://www.earnest-agency.com/
http://bit.ly/earnestb2b

a few random thoughts
on the impact of social media on our organisations

no longer anoraks
> 1996 AOL UK flyer
> today: (new) Internet as role
model for ‘collective intelligence’

of networks and men …

40
new (?) organisational patterns
> http://www.visionarymarketing.com/articles/ofnetworksandmen0.html
top-down bottom-up
(participation)
network

of networks and men

how is (good) networking done?
http://bit.ly/fanpancan

43
the end of thought leadership(as we know it)
http://www.businessweek.com/innovate/content/apr2007/id20070409_372598.htm

the (sad) state of collaboration in the workplace
> the Hamster revolution
> no email friday –
- US Cellular (2007)
- Deloitte (2008)
- pains Jacquet (2009)
> 15 tips
- http://tinyurl.com/stayingontop

the way we work

now… and beyond?

here and now already

so what are brands doing?
Brand content and the UGC revolution

49
Linkedin
Viadeo
Facebook
slideshare
FR
1
EN
1
posterous
EN
1
the brand content game (example)
YouTube
1
EN
Press
announcements
1
EN
1
FR
webzine
FR
2
EN
11
FR
1
EN
webradioblogs
FR
6
EN
2
webTV
FR
1
EN
1
FR
1
BlackBerry
Touch.com

guess who’s producing the content?

other useful best practices
> blogging for a good cause
- Kaiser Permanente: http://bit.ly/kaiserp
Tyson foods hunger relief program
> caring for enthusiasts
- Discovery Channel’s Shark Week:
http://bit.ly/discoshark
- GE and UK transpotters:
http://slidesha.re/gespotters
> b2b
- Blentec’s will it blend YouTube channel:
http://www.willitblend.com/
- Intel’s social media involvement
- SAP Sapphire: spicing events with Social
Media
- [Fr] Cegos’ blogging programme
> HR
- Sungard’s Yammer community
- [Fr] SocGen’s HR tv channel
> Social CRM and crowdsourcing
- Orange France (forums) and Orange
Spain (twitter)
- [Fr] Dream Orange (Orange labs)

so why bother?
“I have another job to do"
“is this for me?"
“it won’t work here!"
“how to do it?"
“what ROI?"
Image: microsoft clipart gallery

20 seconds, 20.000 views
‘what’s the message ?’
http://bit.ly/jchambers

a new paradigm?

communities: the new paradigm…

e-reputation is the new paradigm
since 1995

58
UGC, the new paradigm
maybe not really new

+/- outcomedigestion
phases of technology maturation
technological
breakthrough
digital photography
A1
B
‘digestion’ phase
technology fails it is either abandoned
or recycled (e.g. 1st generation tablets,
voice recognition).
technology becomes
transparent
Internet banking
hell
A2
C2
C3
C1
heaven
the technology maturation curve

follow us on
@ygourven
@orangebusiness
@orangeb2b_intl
http://www.posterous.com/orangebusiness
http://www.facebook.com/orangebusiness

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

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/

[En] how social media changed our (your) lives

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