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Yann G
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yann scenarios for the future of social media
> Orange Business Services
Paris, September 27th, 2012
some rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec 1
creative commons notice
> This work is licensed under the Creative Commons Attribution-Noncommercial-Share Alike 3.0 License. To view a copy of this license, visit http://creativecommons.org/licenses/by-nc-sa/3.0/ or send a letter to Creative Commons, 543 Howard Street, 5th Floor, San Francisco, California, 94105, USA.
> You are allowed to use one or all
the slides/images contained within this presentation provided you quote the author and the source of this information (http://orange.com)
some rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec
get the final version from http://oran.ge/slidesor by scanning the QR code
my personal research online
> http://visionarymarketing.com > http://visionarymarketing.wordpress.com
some rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec
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2 publications in 2011
> http://precommerce.com
> http://amonboss.com
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agenda
> introduction> 1.social for marketing> 2.social for CRM> 3.enterprise
collaboration> conclusion
@orange@ygourven
some rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec
picture: microsoft gallery
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yann scenarios for the future of social media
> introduction
some rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec 9
Silicon Valley blogger bus tourSept 17-22, 2012
#blogbus live.orange.com
your view of social media?
some rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec
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some rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec
the good old days of Web 2.0
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one fine day … in 2012
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may 18, 2012?
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unless…
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yann scenarios for the future of social media
> 1. for marketing
some rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec 16
a word of caution
>a risky exercise>use hindsight
but…>don’t think
negatively
>nobody can really predict the future
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yann scenarios for the future of social media
> 1 social marketing
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© 2012 Altimeter Group
Cluetrain Theses (Original)
1. Markets are conversations.
2. Markets consist of human beings, not demographic sectors.
3. Conversations among human beings sound human. They are conducted in a human voice.
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© 2012 Altimeter Group
Cluetrain Theses (Updated for 2012)
1. Markets are conversations conversational ads
2. Markets consist of human beings, brand pages, not demographic sectors. and social graph targeting
3. Conversations among human beings sound human. They are conducted in a human voice. Analyzed by social performance analytics
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Orange Silicon Valley’s Georges Nahon, 2012
“
event sponsored by Georges NahonCEO Orange Silicon Valley
Apple, Amazon, Facebook and Google will continue to develop their ‘non-searchable adjacent webs’
(after diaspora*) app.net
>Dalton Caldwell’s app.net
>blog post - July 2012> twitter’s ecosystem > respect for users>10k instant users>20k users as of now>$50 p.a.>$100 p.a
(developers)
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what potential scenarios?
facts> social networks
change gears- ecosystem under
control- create “adjacent” web
(Nahon)- monetise, monetise,
monetise…- marketing by
interruption (again)
scenarios
some rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec
> 1. users abandon social networks en masse (West)
> 2. new more respectful social networks develop
> 3. niche social networks develop, less privileged users get spammed
> 4. alternative social networks vanish, marketing wins
> 5. the unexpected happens
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yann scenarios for the future of social media
> 2 ‘social’ CRM
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not applicable to all brands/businesses
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phases in SCRM implementation
phase 1:CM
intervention
phase 2 : moderation in place
phase 3: generalisin
g the process
phase 4: improve
proactivity
some rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec
understanding
respondingindustrialising
scaling
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question 4: should we handle online customers better?
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picture: microsoft gallery
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what potential scenarios?
facts> angry customers
speak up> social media makes
complaints visible to all
> volumes are rising> scaling is key> processes are key> not all brands are
equal
scenarios
some rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec
> 1. industrialisation doesn’t happen, organisations try to cope
> 2. industrialisation happens, social becomes a major channel
> 3. volumes rise, companies can’t cope, new channel is closed/stifled/minimised
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yann scenarios for the future of social media
> 3. enterprise collaboration
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abolishing internal email
Some rights reserved by sualk61
some rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec
source: http://www.computing.co.uk/ctg/news/2024715/atos-aims-abolish-internal-email-2014
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what potential scenarios?
facts> repositories are
ubiquitous> a few major players:
ms / ibm / jive …> email is the cause of a
major productivity/well-being issue
> collaboration isn’t easy
> business processes at bay
scenarios
some rights reserved - CC 2008 - visionarymarketing.com - Yann A. Gourvennec
> 1. internal systems multiply, chaos settles in
> 2. new yammer-like disruptions?
> 3. ms & ibm win> 4. status quo, focus
shifts on education, true business collaboration
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yann scenarios for the future of social media
> conclusion
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my hunch as to what will/won’t changepost may 2012 landscape
what will not change> R.I.P Web 2.0> “social” CRM must
scale or die> the Web is social,
consumers go social> web teams do social> websites are/will be
social> all go mobile> emerging countries
are our future
what might well change> gamification?> Facebook IPO
outcome?> data privacy issues> niche social platforms?> more globalisation?> mobile first platforms
win
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thank you
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interact with us online
@orangehttp://www.facebook.com/orange
http://live.orange.com
http://slideshare.net/orange
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