[En] Increasing Brand Advocacy with Social Media [Ragan Social Media Summit - June 10, 2010]
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This is the slidecast of my presentation at the Ragan Social Media Summit which took place in San Jose on June 10, 2010
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[En] Increasing Brand Advocacy with Social Media [Ragan Social Media Summit - June 10, 2010]
- 1. increasing brand advocacy with social media Yann Gourvennec Head of Internet & Digital Media http://orange-business.com San Jose – June 10th, 2010 some rights reserved - cc- Yann A Gourvennec - Orange Business Services image by Izabella Bielawska of the Young Creatives Network'
- 5. ROI? some rights reserved - cc- Yann A Gourvennec - Orange Business Services 66,000 video clips visits x2 leadership of opinion global reach SEO UGC breaking silos nurturing talent rss (dynamic) links 1,500 comments 1,200+ blog posts
- 7. blogs and WebTV: hundreds of experts some rights reserved - cc- Yann A Gourvennec - Orange Business Services LinkedIn Twitter facebook viadeo google wikipedia partner
- 8. communities: the new paradigm… some rights reserved - cc- Yann A Gourvennec - Orange Business Services
- 10. Orange Business blogs some rights reserved - cc- Yann A Gourvennec - Orange Business Services
- 11. why use social media? some rights reserved - cc- Yann A Gourvennec - Orange Business Services
- 12. 1. because of solution selling some rights reserved - cc- Yann A Gourvennec - Orange Business Services
- 13. 2. because of ICT buyers … some rights reserved - cc- Yann A Gourvennec - Orange Business Services vertical painpoints are passionate about technology annoyed by banners/ marketing by interruption are part of ECOSYSTEMS IT security virtualization read blogs turn to trusted technology B2B resources use social media source:
- 14. 3. because we get feedback … and more some rights reserved - cc- Yann A Gourvennec - Orange Business Services
- 15. lead generation (on-going campaigns) some rights reserved - cc- Yann A Gourvennec - Orange Business Services
- 16. 4. because we have good people ... and partners some rights reserved - cc- Yann A Gourvennec - Orange Business Services
- 18. 6. because of S.E.O. some rights reserved - cc- Yann A Gourvennec - Orange Business Services
- 19. brand advocacy some rights reserved - cc- Yann A Gourvennec - Orange Business Services
- 21. customer advocacy (2) some rights reserved - cc- Yann A Gourvennec - Orange Business Services “ we aren’t a client of yours, yet we’d like to have a word with you because we have been impressed with the content you have published on your virtualization blog (from a client to one of our business units)
- 22. the ICT ecosystem some rights reserved - cc- Yann A Gourvennec - Orange Business Services TYPICAL B2B ECOSYSTEM NEWS OPINION LEADERS OTHER SECTORS CONSULTANT PARTNER ENTERPRISE X RSS FEEDS WEB ENTERPRISE OTHER REGIONS ADMIN CONTRACTORS BUYER LEGAL BUSINESS UNIT CLIENT TEAM FINANCIAL CONTROLER CONSULTANTS OTHER BUSINESS UNITS ENTERPRISE Y CONSULTANCY VENDOR VENDOR
- 23. the orange-business.tv business case some rights reserved - cc- Yann A Gourvennec - Orange Business Services
- 24. orange-business.tv business case some rights reserved - cc- Yann A Gourvennec - Orange Business Services
- 25. teething problems … in b2b some rights reserved - cc- Yann A Gourvennec - Orange Business Services firewalls, bandwidth, downloads, progressive download and streaming progressive download internal usage a non-starter
- 26. orange-business.tv: where we started from … some rights reserved - cc- Yann A Gourvennec - Orange Business Services
- 27. CurrentAnalysis: an US perspective some rights reserved - cc- Yann A Gourvennec - Orange Business Services total viewing time 7:45:45 total viewers 334
- 28. a live debate organised by a partner some rights reserved - cc- Yann A Gourvennec - Orange Business Services total viewing time 83:03:48 total viewers 2708
- 29. live debate with clients … inc. 360° transcript some rights reserved - cc- Yann A Gourvennec - Orange Business Services total viewing time 395:42:02 total viewers 2188
- 30. visionary statement some rights reserved - cc- Yann A Gourvennec - Orange Business Services total viewing time 57:20:12 total viewers 1038
- 31. product demo … simple & straightforward some rights reserved - cc- Yann A Gourvennec - Orange Business Services total viewing time 14:59:32 total viewers 795
- 32. client testimonial … field experience some rights reserved - cc- Yann A Gourvennec - Orange Business Services total viewing time 14:23:58 total viewers 428
- 33. best practice 1 on UGC some rights reserved - cc- Yann A Gourvennec - Orange Business Services http:// bit.ly/soceng
- 34. best practice 2 on UGC some rights reserved - cc- Yann A Gourvennec - Orange Business Services http:// bit.ly/voip -case
- 35. how to implement social media some rights reserved - cc- Yann A Gourvennec - Orange Business Services
- 37. Copyright © 2010 - Yann Gourvennec - Orange Business Services how information flows Linkedin Viadeo Facebook slideshare FR 1 EN 1 posterous EN 1 YouTube 1 EN Press announcements 1 EN 1 FR webzine FR 2 EN 1 webradio 1 FR blogs FR 6 EN 2 webTV FR 1 EN 1 FR 1 BlackBerry Touch.com
- 39. the Orange Business Live 2010 event http://www.orange-business.com/live/ some rights reserved - cc- Yann A Gourvennec - Orange Business Services
- 42. how not to do it! some rights reserved - cc- Yann A Gourvennec - Orange Business Services
- 43. follow us on some rights reserved - cc- Yann A Gourvennec - Orange Business Services @orangebusiness http:// www.posterous.com/orangebusiness http:// www.facebook.com/orangebusiness
Editor's Notes
- Happy to be here nearly 2 years after my 1st meeting with SMBC (then Blogwell) in this exact same location A lot of the things that I learnt from Cisco (John Earnhardt’s presentation on Vlogging was very insightful) and the other SMBC members proved invaluable I have just ended a tour of some of the Silicon Valley’s most innovative companies and guess what … This was a PRESS tour, which I covered and am still covering on behalf of Orange Business Services This means that we have become our own content producers (not that we are putting journalists out of business, this is ludicrous, the paper journalism issue doesn’t need us and besides we work with a lot of journalits and I was recommended by one of them) Brand content is key, this is not something new on the Internet (I was doing this 15 years ago while working for Unisys) but Social Media is putting it at the forefront even more so than ever before This presentation will be about Marketing with social media I insist, Marketing with social media, not a social media strategy Social media strategies are about tools, we are about business using tools.
- introducing Orange Business Services for those who don ’ t know as yet that we are operating all around the world
- in this presentation, after my introduction, I will focus on why we use social media. I have highlighted the main reasons why we have resorted to social media and they have nothing to do with the fact that social media has now become fashionable I will dwell a bit on brand advocacy and how social media is helping us turning our clients – and beyond – into fans of Orange Business Services … and maybe the other way round too! we’ll zoom in on our WebTV experience bringing hindsight, showing some examples, and explaining how we achieved this last but not least I will get back to some of the tips and tricks that I wish to share with the audience with regard to the implementation of social media
- 2 years ago, I had a lot of questions about ROI, now here are some of the results that we got. Actually some of the numbers are quite good but it’s probably the more qualitative stuff which is even more rewarding to us. So you were talking about ROI? 66,000 video clips Visits x2 Global reach SEO UGC Breaking silos Nurturing talent Rss (dynamic content) Links 1200+ blog posts 1500 comments Leadership of opinion
- Orange Business is #1 amongst all Orange accounts (nearly 8,900 subscribers/followers to our feed at this moment) And #6 amongst French brands. Twitter is particularly apt for us, it’s about high profile, well connected influencers and all are passionate about ICT so this is also an achievement for us We are way above other strong Fr IT brands such as Cap Gemini or Atos (the IT sector is very developed in France)
- And the results are showing on our referrers as well, because here is a list of the referrerers we get. Google doesn’t come first (nothing against Google, let alone paid search; it merely shows that social media is gaining ground)
- PARIS AND ROME WEREN’T BUILT IN A DAY! AND there are shocking truths about “ communities ” no! all brands don ’ t have a community a bunch of clients doesn ’ t (forcibly) make a community … but they could well be turned into a community a community is made of passion, common interest, helping eachother and mutual benefit good brands exist beyond purchases communities can be … cult products geographical topical vertical communities technical intellictual … 3 what does a community facilitator (not manager) does: the Gardener ’ s touch seeding feeding weeding
- this is why we had to pull together as a team. choosing to go for expert blogging isn’t an obvious choice – ans certainly not always a good one – for all companies, regardless of what they do and where. in our own example it made sense because we are in High Tech, this was the easiest way of showing our capabilities, and also because it – UGC – was a means to create more pertinent, accurate content, aimed at showing how good our people are.
- so, in essence, our blogs aren’t really blogs per se, the blogging itself is only a vehicle, a means to an end. I am used to saying to our experts that they are no “bloggers”, but that they are professionals who blog, and this is a very different story. Hence what we have here is not really a social media strategy (there is no real rationale for a standalone social media strategy) but a marketing strategy with social media inside (as we will see later in the presentation with the examples of other parts of Marketing & communications using social media)
- presentation title to make things clear I have chosen 6 – and only 6 – reasons why social media can be useful to us
- Solution Selling is at the heart of all we do on the Web and especially what we do regarding Social Media This is behind our content creation, content-sharing and b2b label initiative.
- the real question is not ROI, the real question is … clients as usual
- presentation title feedback through comments but not just that
- presentation title 60+ active bloggers [Fr + En] 100,000+ visitors 1,000+ comments 200+ trackbacks 200 clips over 10 months new guidelines 50% in English + French videos copied on other sites videos used on client intranets
- presentation title
- community is the buzzword that everyone is getting excited about and rightfully so because … the Internet is fueled by communities and has always been from day one … yet are we sure we understand what ’ s going on there, what a community is what the web is all about
- a brand is “what your customer says when you are not in the room” (Jeff Bezos?)
- community is the buzzword that everyone is getting excited about and rightfully so because … the Internet is fueled by communities and has always been from day one … yet are we sure we understand what ’ s going on there, what a community is what the web is all about
- our best example of UGC so far has been generated by a consultant of ours who gave us a phone call one day asking about legal advice. (1/7th of total views overall in 10 months) this video was produced by him using his personal computer and generated more than 10,000 views which in b2b is really good. it was then used by some of our clients – including people from the ministry of defence and education – as training for their people. producing such a video would cost in the regions of € 10,000-15,000 each and it wouldn ’ t even be practical as vendors don ’ t necessarily have the knowledge associated with that kind of demonstrations.
- here is another example of a business case produced by one of our users in Atlanta on powerpoint and using a good microphone for voice over. the powerpoint presentation was then turned into a clip.
- community is the buzzword that everyone is getting excited about and rightfully so because … the Internet is fueled by communities and has always been from day one … yet are we sure we understand what ’ s going on there, what a community is what the web is all about
- webzines realtimes: http://orange-business.com/realtimes business mag (2): http://orange-business.com/lemag press relations social media enhanced press releases press announcements rss feeds mea briefing blog public relations & legal work on anti Orange site [Fr] citron-telecom.org events microsites and invitations advertising and buzz lead generation microsites webleads tracker affilition
- Communities are important, but not every brand has one. Communities are built around a common interest and the need for people to help each other. Just because some people are merely buying products doesn’t mean that they are part of a community. Companies need to foster community feelings before thinking of orchestrating a community. For detailed tips on how to foster communities refer to Hagel and Armstrong’s “Net Gain “. Don’t confuse comments with collaboration. Collaboration is about working together and from the bottom up . This includes encouraging people from the shopfloor to come forward and letting clients talk to one another. Not all companies are prepared for this, and it may take a while before they are. Avoid the meatball sundae effect: Before launching a social media initiative, make sure your brand can be aligned with the social media spirit of transparency, openness and willingness to engage with visitors. If your brand is incompatible with this and refuses debate, suggestions and criticism, perhaps social media is not for you. Facilitate, facilitate, facilitate: To create an effective collaborative website, it needs to be kept up-to-date and refreshed continuously, especially at the beginning of the initiative. You need to respond to suggestions or comments as soon as they have been added. The social media etiquette approves of prompt replies because it shows the interest that your organisation has in its audience. Respect your community and no hard-selling: Social media users come to your websites to gather information, to exchange, share and receive too, but they will not stick around to look at your product descriptions, unless they are particularly interesting or tempted to provide feedback on them. If you want to sell your wares on social media, use permission marketing and disclosure. Great causes can work wonders: It helps to think big and adopt a stance on the big questions. If all you do with social media is talk about yourselves and your company, you will attract a limited amount of traffic. A great example is Kaiser Permanente’s story on its fight in favour of healthier eating habits . Think user-benefit vs. company-benefit: Put others first and your business interests and objectives second. Your tone of voice has to be very straightforward and very honest and you have to avoid patronizing your visitors. Openness, transparency and disclosure: Collaboration implies transparency. Avoid creating fake blogs, fake posts and fake reviews at all cost. Infiltrating social media with your hard sell message is frowned upon and will be detected quickly by the people you are trying to reach. Check the SMBC disclosure page for details . Execution is everything. An effective social media initiative requires a strong company commitment involving many different people in the organisation. The more commitment you get from the people you work with, the more it shows through to your audience. presentation title
- our next steps is to move into real community work with our label on the one hand and community websites on the other hand, evolving fast towards serious gaming and nurturing a real community feeling (turning “ followers ” into “ fans ” )
- but you can ’ t do that on your own, you ’ ll need help from all across the company and elsewhere too (partners)
- Visionarymarketing.com since 1995 Marketing consultant in France and England, Director for e-business, Internet & Digital Media
- Head of Internet & Digital Media, Orange Business Services, since 2008 Innovation principal, Outsourcing BU, Orange Business Services, 2005-2007 Alliance Partner, Sales & Marketing with FT in charge of Cisco, HP, Capgemini, CSC etc. 2003-2005 Prior to that Director for e-business at Unisys Teleconferencing services Designed and implemented CRM systems even before the word was invented New technologies: Internet Consultant since 1995 ! Developed a course in Internet Survey methodology and implementation for one of France's major business schools Launched 10 new products for France Telecom including FT's Webconferencing Service Developed a new Marketing approach in 1995 named VISIONARY MARKETING (http://visionarymarketing.com): Evidence that Marketing approaches were changing Evidence that Buyer behaviours were changing Evidence that B2B approaches were also changing and that B2B industries were evolving too Developed this new Marketing approach a few months before The Internet started to grow very popular Tested this approach on the field and refined [NOT a RECIPE – MERELY a VISION to GUIDE my ACTION]