day 5 of the ICT Marketing presentation to the Master in International Business (MIB) classes at Paris Dauphine. The presentation is a condensed version of a 360° analysis of ICT marketing. This version now includes a comprehensive review of Marketing 2.0 and Social Media applied to big business.

1. 3
information and communications
technology (ICT) products and
services
online marketing innovation
day five
Paris, 2011
some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec

2. Internet marketing only for experts?
"60% of French marketing
departments will be reshuffled in the
course of 2011 because of the
Internet"
source: Beijaflore, 2011 seminar
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4. my personal research online… since 1995
• http://visionarymarketing.com
• http://visionary.wordpress.com
a French Web 2.0 website
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5. 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)
some rights reserved - 2010 - cc - Yann A Gourvennec - Orange Business Services

6. making things happen
“ inventors, creators, and leaders‟
[vocabularies lean] heavily on words like
problem, experiment, solve, exploration, cha
nge, risk and prototype.
And more to the point, they care less about
being innovative than they do about
”
making things.
>> why innovation is overrated, HBR blogs, Scott Berkun
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7. 2 main publications in 2011
http://precommerce.com http://amonboss.com
some rights reserved - cc- Yann A Gourvennec - Orange Business Services

8. early stages
http://vimeo.com/8460617

9. early stages (2)
http://www.decideurstv.com/video/obs-yann-gourvennec-830/

10. our non profit
• SMEs and MNEs
• all sectors
• B2C, B2B, B2B2C
• mutual help
• evangelisation

11. why write a book?

12. the slides
http://amonboss.com/slides [Fr]

13. 3 phases in a social media project
effort
STRUCTU 3
RE industrialise
make official
professionalise
DEVELOP
2
show results
prove efficiency
TRIGGER convince and develop
1
evaluate pertinence
measure opportunity
get buy in
results

14. eating one‟s own dog-food
• http://amonboss.com/slides
> 1 month
> 65 embeds
> ~9000 views
> ~81000 Google results
(http://bit.ly/bosssearch2)
~1000 copies sold by
word of mouth
Feb 1-15

15. online marketing innovation - part
one
3.1 what‟s new online
Paris, 2011
some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec

16. it‟s here for real
but maybe not really new
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17. of networks and men
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18. the house of leaves: the advent of hypertext literature
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19. the end of thought leadership (as we knew it)
http://www.businessweek.com/innovate/content/apr2007/id20070409_372598.htm
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20. the Internet reinforced cross-organisational communication
top-down bottom-up network
(participation)
•is it „new‟ (De Rosnay, 76)?
•deep behavioural changes at stake too
•collaboration is also about „quid pro quo‟
•http://www.visionarymarketing.com/articles/ofnetworksandmen0.html
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21. a (very) brief history of IT
the network is the computer
the content is the computer
people are the content
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22. a strong signal
(webconferencing) taken over by Cisco (03/07) for US$ 3.2 bn
> i.e. > 8 * 2006 revenues: US$ 380 m
> 2006 CAGR: +50% (2005 ~ US$ 250 m)
> 2007: took over social networks five across + Utah Street
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23. mass collaboration: 2006-2010
•http://www.techxav.com/2010/03/19/if-facebook-were-a-country/
•source: http://telephonyonline.com/iptv and comments by Lynnette Webb on flickr
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24. wikinomics: the FON example
• spanish startup, founded by argentinian entrepreneur
Martin Varsavsky
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25. Fon: european coverage (as of march 17, 2007)
madrid, paris, london
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26. Fon: Paris coverage (2007 vs2010)
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27. user types
source: ubiquitous network society under participative governance, november 9, 2007 tokyo summit
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28. how a small village community deployed wi-fi before the Capital city
• http://fon.blanquefort.net/
• total cost: €15k
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29. 1,000 hotspots in 2008 and then … nothing
• activation issues
• partial coverage
• cooperation is difficult
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30. concepts and tools
• collective intelligence, collaboration and cooperation are
concepts with real applications
> tools  collaboration? or is it collaboration  tools?
• deep economic changes at stake
• Offshoring / nearshoring
• home working, hot-desking, mobility
• employee expectations
• management methods
• globalisation and virtual organisations
> … deep and long-lasting changes but regional variations
• you will inevitably come across these concepts & tools
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31. cooperation & collaboration
•cooperate
>emphasis on result (latin
oper, opus  opera)
•collaborate
>emphasis on process
(laborare, „to work, to toil‟ )
source: http://www.cooperatique.com
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32. IRL
co … (l)laborate: working … with
„ I like your idea of a wiki and the
fact you‟re sharing your stuff with
all and sundry but I don‟t feel
quite comfortable with this. If it‟s
yours I can‟t take it from you I
guess… ‟
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33. a 3-way cross fertilisation
neo-capitalism?
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34. “some WEB 2.0 experts end up believing in their own wildest dreams”
Daniel Kaplan
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35. circumventing the issue
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36. getting back to basics
• social networks really are
catching like wildfire
•however, cooperation is hard
>not just a tool issue
>businesses in catch up mode
• hindsight
>groupware (90)
>videoconferencing 1st wav (90‟s)
>KM (2000)
>blogs & wikis (beyond blogs?)
38 some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec Paris, 2011

37. a few examples of collaboration at Orange
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38. online marketing innovation - part
two
3.2. from web 2.0 to social media
Paris, 2011
some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec

39. introductory video: the wikipedia saga
cbs news
•the good and bad of wikipedia
•march 2007
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40. reminder
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41. no longer anoraks
• 1996 AOL UK flyer
•today: (new) Internet as role
model for „collective intelligence‟
ok, but is it really new?
43 some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec Paris, 2011

42. web 2.0 definitions
•Tim O‟Reilly
>coined the web 2.0 concept
>created the web 2.0 summit
(2004)
• http://www.web2con.com
>founding article at oreilly.net
>websquare (2010)
http://www.oreillynet.com/pub/a/oreilly/tim/news/2005/09/30/what-is-web-20.html
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43. O‟Reilly‟s meme map
http://visionarymarketing.wordpress.com/?s=Memes
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44. in a few words: cooperation
thin
clients
the user
-
producer
collective
intelligen
ce
2.0
the web
as a
platform
rss
syndicati
on
some rights reserved - 2010 - cc - Yann A Gourvennec - Orange Business Services

45. bubble 2.0 meme map
bubble20.blogspot.com
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46. risks 2.0: the Kryptonite blogstorm
•what response to public wikis
information posted about your news
blogs
brand, products/services, company feeds
performance…?
usenet forums
multi- online
media news
portals
reputation
management
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47. from web2.0 to social media: why bother?
http://www.flickr.com/photos/fredcavazza/2564571564/sizes/o/
http://visionarymarketing.wordpress.com/2008/06/09/social-media/
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48. 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 is available online at:
http://visionarymarketing.com/
50 some rights reserved - CC 2011 - visionarymarketing.com - Yann A. Gourvennec Paris, 2011