nov-dec 2008

some rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec

b2b marketing on digital steroids

why big logos need social media

nov-dec 2008some rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec

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my personal research online… since 1995

• http://visionarymarketing.com • http://visionary.wordpress.com

a French Web 2.0 website

nov-dec 2008some rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec

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my role at Orange Business Services

http://orange-business.com/

nov-dec 2008some rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec

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now you tell me, i realise I have a problem

i know i have a problem

i know i need this to solve my problem

how solution selling applies to the Web

http://geekandpoke.typepad.com/

nov-dec 2008some rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec

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accountability: impact on the marketing landscape

nov-dec 2008some rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec

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it’s here for real

but maybe not really new

nov-dec 2008some rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec

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the end of thought leadership (as we knew it)

http://www.businessweek.com/innovate/content/apr2007/id20070409_372598.htm

nov-dec 2008some rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec

11 TYPICAL B2B ECOSYSTEM

NEWS

OPINIONLEADERS

OTHERSECTORS

CONSULTANT

PARTNER

ENTERPRISEX

RSSFEEDS

WEB

ENTERPRISE

OTHERREGIONS ADMIN

CONTRACTORS

BUYER LEGAL

BUSINESS UNIT

CLIENT TEAM

FINANCIAL CONTROLER

CONSULTANTS

OTHER BUSINESS

UNITS

ENTERPRISE Y

CONSULTANCY

VENDOR

VENDOR

the ecosystem

nov-dec 2008some rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec

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15 golden rules for web 2.0

•for a big logo, it’s more about culture than technology

•need to be prepared to withstand suggestions, critique, and even possibly destruction in a totally transparent manner

nov-dec 2008some rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec

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risks 2.0? the Kryptonite blogstorm

•what response to public information posted about your brand, products/services, company performance…?

blogs

usenet

multi- media

portals

online news

forums

news feeds

wikis

reputationmanagement

nov-dec 2008some rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec

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interactivity matrix

wikis+

interactivity

-- +

e-commerce

onlinediscussions

forums

blogs

Internetpresence

onlineproduct

catalogue

fully fledgede-commerce site

Information drivenInternet presence

mash ups aggregators

ideagoras

closed UGshared online space

closed UGextranets

- needs facilitation- contents to be generated prior to opening the wiki- user expertise required

build content collectivelly+ very interactive

open to all/ unstructured.Can be monitored.Best suited for consumer or support

Co. Marketing / expertfacilitation ++++job in itself

online discussions : co_market / design+ interactive/  - facilitation+++ - initial content required

easy to setup

no risk - a must in services

ultimate goal for website- require database and flow

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live at http://blogs.orange-business.com

www.tinyurl.com/orange0708

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http://youtube.com/orangebusiness http://orange-business.tv

nov-dec 2008some rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec

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feedback from the Blog Council

•the fear factor•youtube: cheaper and better•extensive use of social media tools and micro-blogging•means to solve budgetary issues?•buy-in issues•disclosure•legal issues•the ROI issue

•blogging ROI book to be issued by Blog Council

nov-dec 2008some rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec

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what’s in it for a big logo?

“captive” audiencespecific profile detailsgroups of interest potential targets

viadeo, linkedin, facebook

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R&Dquestions waiting for answersanswers waiting for questions spreading the word

ideagoras: innocentive, bespoke

consumers or usersproduct testingcommunity of clientsdirect feedback

discussion platforms, bespoke/not

readerstagsvotesbloggers helping each otherpromote & compete

wikio, technorati, digg, youtube

nov-dec 2008some rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec

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a few examples of collaboration at Orange

nov-dec 2008some rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec

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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/