[fr] tunis 2.0 - yann gourvennec
DESCRIPTION
Cette présentation aurait dû être commentée à Tunis aujourd'hui même. hélas, la manifestation a été annulée. Par solidarité avec les organisateurs français et notamment @fbrahimi je mets ma présentation en téléchargement libre.TRANSCRIPT
Tunis 2.0 - Tunis, 01 Oct, 2011
le marketing communautaire nouvelle tendance du marketing?Yann Gourvennec Directeur, Web, médias numériques & sociaux http://orange.com
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2 publications principales en 2011
http://precommerce.com
http://amonboss.com
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agenda
1. une nouvelle tendance ?
2. toutes les marques ont-elles des communautés ?
3. le paysage des outils du Web social dans le monde
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@orange@ygourven
Tunis 2.0 - Tunis, 01 Oct, 2011
une nouvelle tendance ?
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la tendance de 2007
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le marketing ?
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le néo marketing (3ème facteur de changement)
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OK! mais le community management c’est nouveau !
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la métaphore du jardinier1. planter2. arroser3. élaguer
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1. passion/intérêt commun2. entraide3. bénéfice mutuel
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Tunis 2.0 - Tunis, 01 Oct, 2011
2. toutes les marques ont-elles des communautés ?
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Cluetrain Manifesto: 5 Essentials for Success
> #3: “Conversations among human beings sound human
> #7: “Hyperlinks subvert hierarchy”
> #24: “Bombastic boasts do not constitute a position
> #26: Public relations do not relate to the public.
> #66: We want access to your corporate information […] We will not settle for the 4-color brochure
http://bit.ly/cluetrain5
#1 markets are conversations … and beyond
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all markets are conversations …
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http://cluetrain.com
all markets are conversations …… unless
under the radar functional preferred sensitive
characteristics little or no buzzeither it works or fix
it!conversations
heath, safety, children
tactics do something different
community management
(forums/social media)
nurture community (ies)
reassure
4 types of brands (Synthesio)
Hervé Kabla & Yann Gourvennec : Social Media Taught to my boss, 2011
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http://precommerce.com
about Orange:
“our top priority is for everyone to do business with social media”
“[you] will never be bloggers, [you] will be professionals using blogs”
pre-commerce, p 251 18some rights reserved - cc- Yann A Gourvennec – Orange – 2011
Tunis 2.0 - Tunis, 01 Oct, 2011
3. le web social dans le monde
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le paysage des médias sociaux (2008)http://www.fredcavazza.net/2008/06/09/social-media-landscape/
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http://www.mediassociaux.fr/2010/12/13/panorama-des-medias-sociaux-2011/
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panorama des médias sociaux (2011)
social networks in a nutshell (11/10)
600 million members20 million Fr
USA: 2004
50 languages
consumers + High Tech + … ?
1. Coca Cola: 4 million2. Starbucks: 5 million
3. Walt Disney: 2 million
80 million members1 million Fr
USA: 2002
predominantly English
Professionals
average user 41 years old
viadeo
30 million members3.7 million Fr (n°1)
France: 2002
predominantly French
Professionals
external growth100,000 connections/day
+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
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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
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750 million members22 million Fr
USA: 2004
+ de 70 languages
consumers + High Tech + … ?
1. Coca Cola: 34 million2. Disney 28 million
3. Starbucks: 25 million
120 million members2 million Fr
USA: 2002
predominantly English
Professionals
average user 43 years old
viadeo
35 million members3.7 million Fr (n°1)
France: 2004
predominantly French
Professionals
external growth150,000 connections/day
+11 million members
Germany: 2003 (née Open BC)
16 languages inc. Ger + Au + Ch
Professionals
mostly German-speaking + Spanish + Turkey
social networks in a nutshell (2011)
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+20% +33% +14% +27%
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différences culturelles (2006 …)
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sources: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
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différences culturelles (… 2009 …)
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http://www.nicolaskerebel.com/non-classe/world_map_of_social_networks/
Vincenzo Costenza
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déclin des différences culturelles (déc 2010)
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2011: résistance russe, chinoise et brésilienne et … Facebook perd des fans aux US et au RU
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[source Allfacebook.com et calcul estimatif à partir des données officielles Facebook]
soit ~ 10 milliards de publications par mois !
~ 50% des utilisateurs consultent la version mobile de Facebook ~ 1/3 des messages Facebook envoyés par mobile
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thank you
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suivez-nous !
@orange@orangebusiness
http://www.facebook.com/orangehttp://www.facebook.com/orangebusiness
http://youtube.com/orangebusiness http://live.orange.com
Yann A. Gourvennec
> since 2011-04, director, Werb, Digital & Social Media> 2008-01/2011-04, 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/
some rights reserved - cc- Yann A Gourvennec - Orange Business Services
@ygourven