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Andy’s Answers: How Orange Business Services is succeeding with business-to-business social media

Continuing with our previews for BlogWell in San Diego on February 16 — featuring social media case studies from Starbucks, Clorox, USAA, Intuit, Avery Dennison, Community Medical Centers, State Farm Insurance, and the U.S. Navy — here’s a few more big ideas from our last BlogWell, hosted in Atlanta.

In his presentation, Yann Gourvennec, Head of Internet & Digital Media at Orange Business Services, shared his company’s social media success story. A few of Yann’s big ideas:

  • The tools don’t matter. By the time you’ve learned a tool, there’ll be a new one next year. What matters are the company goals you’re trying to accomplish.
  • Video doesn’t have to be complicated. Yann’s team dramatically reduced the production process for their online videos by not editing them and filming them in 2:30 segments. Where they were once posting about 10 a year, they are now posting hundreds, in multiple languages.
  • ROI is always a concern. When Yann first recommended launching a social media program, his boss asked about the ROI. Yann explained he didn’t know at the time and he doesn’t exactly know now, but he still works hard to measure and address the issue.

See the live presentation here:

[vimeo 8460617]