My forthcoming presentation on behalf of Orange at the innovation research meeting in Paris on May 20th, 2011

1. social monitoring, market research and the future
Yann Gourvennec
Head of Internet & Digital Media
http://orange.com
innovation in market surveys
Paris, may 20, 2011
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2. perspective
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3. social media monitoring
a few lessons from the past few
years
innovation in market surveys
Paris, may 20, 2011
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4. words of wisdom from the “social media expert”
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5. all markets are conversations …

6. … unless they aren’t always
4 types of brands (Synthesio)
under the radar functional preferred sensitive
either it works or fix heath, safety,
characteristics little or no buzz
it!
conversations
children
community
do something management nurture
tactics different (forums/social community (ies)
reassure
media)
Hervé Kabla & Yann Gourvennec : Social Media Taught to my boss, 2011

7. barely 5 years ago …
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8. the Kryptonite ‘blogstorm’ started it all …
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9. a misplaced fear?
http://www.amusement.fr/index.php?/magazine/now--amusement-6/
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10. a thing to fear or build upon?
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11. consequences on social media monitoring
> monitor ‘everything’
> proliferation of tools
> vision vs. action
> ‘sentiment’ analysis
(interpretation)
> what for? what process?
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12. conclusion … 5 years later
> all: “what are we
getting from this?”
image: Microsoft Office gallery
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13. what we learnt
a few lessons from the past few
years
innovation in market surveys
Paris, may 20, 2011
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14. ‘new’ trends
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15. new trends
> ‘neo’ marketing
> crisis management
> proactive surveying
> direct interaction
> crowdsourcing
> ‘social’ CRM
image: Microsoft Office gallery
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16. what’s in store for us
innovation in market surveys
Paris, may 20, 2011
some rights reserved - cc- Yann A Gourvennec - Orange

17. what’s in store for us
1. social monitoring tools don’t 4. CRM integration but …
matter (Sugar CRM, SAP,
2. crisis management will have Saleforce …)
to be industrialised 5. market surveys will be
3. social media interaction will revolutionised … once more
have to 6. social commerce … 3
- scale waves, what next …
- be more human
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18. the social web and the market research conundrum
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19. any questions?
Marketing and External Communications call, January 2010

20. thank you
innovation in market surveys
Paris, may 20, 2011
Orange, the Orange mark and any other Orange product or service names referred to
in this material are trade marks of Orange Personal Communications Services Limited.
© Orange Personal Communications Services Limited.
France Telecom Group restricted.