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Atelier préparé pour le centre d'entrepreunariaté d'Ottawa

Atelier préparé pour le centre d'entrepreunariaté d'Ottawa

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    Médias sociaux Médias sociaux Presentation Transcript

      • MÉDIAS SOCIAUX
      • Les médias sociaux sont des médias qui utilisent des techniques de communication hautement accessibles pour faciliter les interactions sociales.
      • Médias Sociaux
      • Réseautage
      • C’est une conversation virtuelle.
        • Qui parle ?
        • Vos clients
        • Vos bailleurs de fonds
        • Vos bénévoles
        • Vos employés
        • Vos investisseurs
        • Vos critiques
        • Vos fans
        • Vos compétiteurs...
        • Qui as un accès à Internet et un opinion.
      • Médias Sociaux
      • La conversation n’est pas:
        • controllé
        • structuré
        • “ on message ”
      • La conversation est:
        • organique
        • complexe
        • humaine
      • Les réseaux sociaux ne sont ni stratégie ni tactique mais un canal.
      • Médias Sociaux
      • Facebook
      • LinkedIn
      • Blogues
      • Twitter
      • YouTube
      • Vimeo
      • Wikis
      • Second Life
      • Les jeux
      • Fil RSS
      • SOCIAL MEDIA DEFINED
      Propulsé par:
      • Le pouvoir de définir une marque de commerce a passé des entreprises aux individus et communautés.
      • Médias Sociaux
      Les médias sociaux changent notre monde
    • Le bouche à oreilles est le futur du marketing
      • Les médias sociaux sont utilisé pour influencer la conversation.
      • Médias sociaux
      • Pour Zappos l’accent est sur le service à la clientèle pour établir des liens personnels et émotifs .
      • Aucun budget de marketing (leurs clients le font pour eux) ce budget a été transféré au centre d’appui à la clientèle.
      • Utilise Twitter pour promouvoir leur marque
        • “ Tweets” qui inclut leur nom sont publié sur leur site
        • Directeur a 400,000 “followers”
        • 430 employés sur Twitter
      • $1 milliard en ventes annuel…
      • Médias Sociaux
      • 91 % disent que les avis aux consommateurs influence leurs décisions d’acheter. - JC Williams Group
      • 87 % font confiance à la recommandation d’un ami plutôt qu’un critique. - Marketing Sherpa
      • 3 fois plus apte à faire confiance à l’opinion des pairs qu’à la publicité. - Jupiter Research
      • 1 conversation bouche à oreille = 200 pubs à la télé. - BuzzAgent
      • * gracieuseté de Digital Influence Group
      • Médias Sociaux
      Les médias sociaux influence les gens
        • 73 % des internautes lisent des blogues
        • 45 % ont leur propre blogue
        • 57 % font partie d’un réseau social
        • 55 % télécharge des photos
        • 83 % utilise YouTube, Vimeo
          • Universal McCann’s Comparative Study on Social Media Trends, April 2008. 17,000 respondents from 29 countries, *using internet at least every other day
      • Médias Sociaux
      Les gens utilisent les médias sociaux
      • 40 % des internautes canadiens visite régulièrement ces sites.
      • 22 % des Canadiens 60 et plus
      • 50 % des Canadiens 30 et moins
      • 25 % des 25-29 ans y vont quotidiennement
        • Canada Online, The Internet, Media and Emerging Technologoes
      • Médias Sociaux
      Le Canada
      • Les 45 ans et moins pour socialiser
      • 45 et plus pour obtenir et partager de l’Information.
      • Les 12-17 pour se divertir
      • Médias Sociaux
      Pourquoi ? Ne sont-ils pas tous consommateurs?
        • Recherche de marché
        • Marketing et promotion
        • Appui à la clientèle
        • Évaluer vos compétiteurs
        • Augmenter la visibilité
        • Vendre...
      • Médias Sociaux
      Il faut tirer avantage de leur présence.
        • Écouter ce que les gens disent
        • Promouvoir des évènements
        • La visibilité de votre marque de commerce
        • Identifier et recruter des partenaires.
        • Trouver de nouvelles opportunités
        • L’appui à la clientèle
        • Améliorer votre position dans les moteurs de recherches
        • Évaluer la compétition
        • Transmettre un message rapidement
        • Établir des liens avec vos clients
        • Être un leader
      • Médias Sociaux
      Les réseaux sociaux sont pratiques pour:
      • Le retour sur investissement
      • Médias Sociaux
        • Consultation stratégique
        • Formation
        • Crée le contenu
        • Intégration
        • Distribuer le contenu
        • Gérer les liens
      • Médias Sociaux
      Les réseaux sociaux, pas vraiment gratuits.
      • Étendue
        • visites au site
        • Commentaires et rétroactions
        • Liens internes
      • Action
        • Contacts de ventes
        • Nouvelles ventes
        • Satisfaction/Loyauté
        • Efficacité du marketing
      • Engagement & Influence
        • Le ton des commentaires et rétroactions.
        • Affinité à votre marque
        • Qui offre les commentaires?
        • Durée des visites
        • Amis / Fans
        • Nombre de téléchargement
      • Médias Sociaux
      Source: The Digital Influence Group, Measuring the Influence of Social Media Vous devez évaluer l’impact
      • Les 10 clés du succès
      • Essayez-les personnellement avant de vous lancer pour votre commerce
      • Essayer plusieurs outils
      • Soyez vous-même, faites des amis et partagez
      • Clé du succès
      1. Allez-y, expérimentez
      • 1. Découverte (gens, compétition, engins de recherches)
      • 3. Compétences (identifiez vos ressources et les manques)
      • 5. Entretien (surveiller et ajuster)
      • 2. Stratégie (opportunités, objectifs)
      • 4. Exécution (outils, intégration, politique, et processus)
      • Clé du succès
      Source: 5 Phases of Social Media Marketing http://socialcomputingjournal.com/viewcolumn.cfm?colid=789 2. Faite un plan
      • Trouvez votre marché cible et participez
      • Lisez et commentez aux blogues
      • “ Googlez” votre entreprise et vos compétiteurs
      • Trouvez des outils qui vous aideront à écouter.
      • Clé du succès
      3. Écoute active
      • Le retour sur investissement
      • Médias Sociaux
      • Médias Sociaux
      • Amelia
      • Arlington
      • Clé du succès
      Crowdsourcing. Aidez-nous à nommer notre bébé
      • 56 réponses en moins de 4 minutes de YouBeMom.com
      • Clé du succès
      • N’essayez pas d’impressionner (vous serez ignoré)
      • Pas de mensonge (vous ne serez pas ignoré)
      • Les pires erreurs montent vers la surface
      • Avouez les erreurs immédiatement
      • Clé du succès
      4. Soyez authentique
      • Clé du succès
      • N’ayez pas peur de partager (des choses utiles et pertinentes…)
      • Faites en sorte que votre contenu puisse être partagé
      • Ajoutez des outils :
        • Partagez, fil RSS, envoyer à un ami
      • Clé du succès
      5. Partager
      • N’exagérez pas, ne criez pas.
      • Utilisez du langage simple et habituel.
      • Donnez un “visage” à votre marque de commerce. Les gens s’y associent plus facilement.
      • Clé du succès
      6. Agissez « normal »
      • 6600 “followers”
      • Crée souvent 100,000 visites par jour (therealbanff.com)
      • Clé du succès
      L’écureuil de Banff
      • Quelle valeur pouvez-vous ajouter?
      • Contribuez des choses pertinentes
      • Ne vendez pas votre salade chaque fois
      • Partagez le contenu des autres et gagnez des amis.
      • Clé du succès
      7. Contribuez de façon utile
      • N’essayez pas d’effacer les critiques
      • Écoutez attentivement
      • Avouez les erreurs
      • Offrez une explication et solution
      • Clé du succès
      8. Critiques = opportunités
      • N’attendez pas d’avoir une campagne précise allez-y!
      • Crée et cultivez des liens qui seront utiles un jour…
      • Clé du succès
      9. Soyez proactif
      • Vous aurez besoin d’aides de vos collègues
      • Convaincre les gens de la pertinence.
      • Rassemblez l’équipe, discutez de l’approche, assignez les tâches, allez-y!
      • Clé du succès
      10. Vous ne pouvez pas tous faire vous-même
      • Les conversations bouche à oreille deviennent plus importantes que la pub.
      • Participez et facilitez la conversation (suivez les 10 clés)
      • Soyez authentique et honnête.
      • Clé du succès
      3 Messages pour emporter
      • Social Networks
      • News & Bookmarking
      • Blogs
      • Microblogging
      • Video Sharing
      • Photo Sharing
      • Message boards
      • Wikis
      • Virtual Reality
      • Social Gaming
      • Related:
        • Podcasts
        • Real Simple Syndication (RSS)
        • Social Media Press Release
      • THE TOOLS
      • People and organizations connect and interact with friends, colleagues and fans .
      • Popular social networks include Facebook and MySpace , Linkedin , bebo , and Ning .
      • There are niche social networks for just about everything.
      • THE TOOLS
      • create online profiles
      • share photos , video , and audio , links
      • send private message and instant message
      • learn more about people and organizations
      • Follow brands, celebrities, and gain your own fans
      • THE TOOLS
      • Contains profiles of Fortune 500 executives and leading entrepreneurs
        • average individual salary on LinkedIn is $109,000
      • On LinkedIn your can:
        • Post a profile and resume
        • Connect with colleagues
        • Share professional recommendations
        • Find jobs
        • Forums to demonstrate expertise and find answers
      • THE TOOLS
      • Fastest growing social network in Canada and the world (450 million members)
      • Powerful tools to engage and understand your audience:
        • Brand pages
        • Custom applications
        • Targeted advertising
        • Audience insights/metrics
        • Opinion polls
      • THE TOOLS
      • Your brand’s homepage on Facebook.
      • Allow you to post photos, videos, events and other messages.
      • Users interact with you by
        • Becoming fans
        • Commenting on your posts
        • Participating in discussions
        • Post photos to your page
      • Fans see your page updates in their newsfeed
      • THE TOOLS
      • Facebook ads give you the ability to advertise directly to specific demographic groups
      • This is unlike paid search, the most popular form of online advertising, which only lets you to bid on keywords the user is searching for right now
      • THE TOOLS
      • Location
      • Age
      • Sex
      • Keywords (appear in your users profile)
      • Education
      • Workplace
      • Relationship status
      • Relationship interests
      • Languages
      • THE TOOLS
      • THE TOOLS
      • What you need:
      • Ad message (title and body)
      • Image (make it compelling)
      • Destination URL (where you want the ad to take people)
      • Social actions (optional)
      • THE TOOLS
      • Social actions show related stories about a user’s friends alongside your ad.
      • People can vote whether they like or dislike your ad.
      • THE TOOLS
      • Very affordable and easy to control your budget
      • You can specify a daily budget
      • Schedule specific dates for your ad to run
      • Pay for clicks (CPC) or impressions (CPM)
      • THE TOOLS
      • Facebook Insights provides information about your ad campaign:
        • Track ad performance with real-time reporting
        • Gain demographic and psychographic insights about people that view or take action on your ad
      • Use this information to identify how you can improve your campaign to maximize your results
      • THE TOOLS
      • Identify clear goals for your ad
      • Know who you’re trying to reach
      • Ensure ad headline, copy and image is relevant
      • Experiment to get it right
      • Monitor your campaign and adjust
      • Know when to quit
      • THE TOOLS
      • Applications are entertainment and productivity tools that run within facebook
        • Give users a unique ways to interact with your brand by developing your own applications, or add existing applications, to your page
        • When fans use your applications social stories are created that appear in their friends news feed and link back to your page
      • THE TOOLS
      • THE TOOLS
      • Add social capabilities to your website by integrating with Facebook:
        • Users log in to your website with their facebook identity
        • You can access their profile information to learn more about them and deliver targeted content
        • Publish information back to their friends’ streams on Facebook to bring their friend to your website
      • THE TOOLS
      • Do
      • establish a presence on the social networks your customers and colleagues use
      • create a page to promote your brand
      • point your fans to your company blog or contest
      • encourage a discussion and participate frequently
      • explore targeted advertising opportunities
      • Don’t
      • create a page and fail to maintain it
      • try a hard sell approach
      • censor comments
      • spam your fans/friends with frequent private messages – you’ll drive them away
      • post false information
      • THE TOOLS
      • A blog is a website with regular entries of commentary or news
        • Blogs serve to establish your company as transparent , relevant , active , and expert .
      • THE TOOLS
      • engage in dialogue with your customers
      • improve your search engine visibility
      • promote product launches and events
      • gain expert status by providing useful tips
      • THE TOOLS
      • Do
      • post on a regular schedule
      • encourage conversation by asking questions
      • respond to people that comment on your posts
      • use a few bloggers from your company for more viewpoints
      • Don’t
      • write press releases – be real about why something is exciting
      • let complaints go unanswered
      • make users register to comment – they won’t bother
      • delete fair but critical comments
      • THE TOOLS
      • Microblogs are blogs limited to a sentence or two (about 140 characters )
        • People use microblogging to promote themselves, share content and follow friends, celebrities and brands
        • Companies use it for marketing, public relations and customer service by giving their brand a voice within the community
      • THE TOOLS
      • Twitter can help you:
      • share timely information
      • promote useful content including resources, contests, deals, etc. (not just your own)
      • personify your brand
      • connect with your customers and develop leads
      • build credibility and influence
      • listen to consumer buzz
      • research competitors
      • network and learn from experts in your field
      • THE TOOLS
      • Churches useTwitter to:
        • Ask questions
        • Share insights
        • Highlight content
        • Hype events
      • Trinity Church uses Twitter to tell Passion of Christ
      • Westwinds Church experiments with Twitter during services
      • Distracting or Enriching ?
      • CASE STUDY
      • September 08: Twitter founder Biz Stone tweets about Charity: Water , which builds wells in Ethiopia.
      • Charity: Water asks people with September birthdays to accept online donations in lieu of gifts and raised $4500 , enough to build a well
      • The " social media birthday " was born; asking for donations from online friends to celebrate your birthday
      • CASE STUDY
      • January 09: Tweets begin promoting the First Annual Twestival (a Twitter Festival) in support of Charity: Water:
        • 202 real-life meetups across the globe, hosted by volunteers
        • $250,000 USD raised at these events
        • 55 wells are planned across Africa & India
      • CASE STUDY
      • April 09: The first "well that Twitter built" is dug
      • April 09: Actor Hugh "Wolverine" Jackman challenges Twitter to tell him, in 140 characters or less, what charity he should support
      • Convinced by Twitter, Jackman announces his $50,000 gift to Charity: Water on Ryan Seacrest's radio show, providing huge exposure for the charity
      • CASE STUDY
      • Social media campaign expands:
        • Staff post Twitter updates delivering the results of donations
        • Website hosts videos of drilling progress made in Africa
        • A driller tweets live from Central African Republic
        • Hundreds of videos uploaded to YouTube by charity and supporters http:// www.youtube.com/user/charitywater
        • Facebook Causes page with over $61,000 donated
      • CASE STUDY
      • Do
      • find and share useful content
      • pose questions and reply to others
      • keep it fun - put a friendly face on your brand
      • promote sales, deals, news, updates, and build buzz for big releases or events
      • know what people are saying about your brand
      • Don’t
      • sound like a press release – you’re in a social space
      • spam with constant links to your company website, either in tweets or private messages
      • post useless information – do people really care what you had for lunch?
      • THE TOOLS
      • Video sharing sites let you upload videos and share them with people.
      • They’re a perfect repository for video blogs , taped seminars , witty Power Points , commercials , how-to’s and a behind-the-scene look at your organization.
      • THE TOOLS
      • helps you gain exposure and direct traffic back to your website
      • sparks interest without a hard-sell
      • videos can be low-fi and cheap to produce - immediacy and content is more important than quality.
      • videos can be a place to showcase your leadership in a field, and spread customer testimonials
      • THE TOOLS
      • Blendtec was a faceless B2B/B2C blender manufacturer that couldn’t afford a traditional marketing campaign
      • Published low-cost videos of CEO blending everything from iPhones, hockey pucks to the financial bailout
      • Launched the website WillitBlend.com and a YouTube channel
      • http://www.youtube.com/blendtec
      • CASE STUDY
      • Videos went viral generating “ millions of dollars in brand recognition ”
        • Channel Views: 3,469,098
        • Subscribers: 183,949
      • Online Blendtec blender sales increased 500%
      • The videos have made over $50,000 in ad revenue turning the marketing department into a profit centre
      • CASE STUDY
      • Lessons learned:
      • Be entertaining and keep it relevant to your brand (the videos promote the durability of their blenders without an overt sales pitch)
      • Experiment – the idea might not have worked, but what could they lose?
      • CASE STUDY
      • Do
      • be informative , useful , or entertaining
      • create a summary and detailed description
      • post video replies to others
      • allow commenting and participate in the conversation
      • save bandwidth costs on your website by hosting videos on YouTube
      • Don’t
      • just upload infomercials
      • be afraid to experiment until you find a formula that works.
      • pull down other people’s videos showcasing your product for copyright infringement
      • make your video longer than it needs to be – keep it concise and entertaining
      • THE TOOLS
      • Social bookmarking sites allow users to save , share , organize , comment on and search webpage bookmarks .
      • Community votes on your submissions so they either rise to the top or drop to the bottom.
      • THE TOOLS
      • Do
      • link to relevant articles about news in your field (not just your own content)
      • make friends with other bookmarkers in a legitimate way.
      • respect the terms of service
        • (reddit allows self-promotion, digg does not)
      • Don’t
      • spam by consistently bookmarking your own material
      • cheat by tagging your bookmarks with irrelevant popular keywords
      • open multiple accounts and vote for yourself – you’ll be exposed
      • THE TOOLS
      • Photo sharing sites give you a place to upload and organize your photos
      • You can invite friends to check out your photos and people can find your photos by searching for the keywords ( tags ) you apply to your photos.
      • THE TOOLS
      • detail the launch of a new product , from initial sketches to the launch party
      • promote special events , charitable campaigns , and awards ceremonies
      • provide an inside look at your organization, making it appear glamorous , busy , fun , or innovative
      • THE TOOLS
      • Do
      • tag your photos with relevant keywords
      • use your web site address or brand name as your Flickr screen name
      • upload quality photos of your products/services , and things related to your business
      • link prominently from your web site to your Flickr photostream
      • Don’t
      • stuff linked keywords into your photo descriptions or comments
      • plaster your URL all over the photos you upload
      • discourage people from using your photos (as long as they provide attribution such as a link back to your website)
      • THE TOOLS
      • An Internet forum, or message board, is a bulletin board system in the form of a discussion site
      • conversation takes place between registered members who post topics (threads) and make public comments (posts) on those threads
      • THE TOOLS
      • Do
      • keep the message board active by regularly participating in the conversation
      • collect minimal information during registration
      • keep focus and attract users by clearly identifying your community purpose and target audience
      • promote popular discussions throughout your website
      • Don’t
      • build it and expect people to start participating without encouragement and seeding
      • forget to moderate - spammers and trolls will drive users away
      • censor or allow militant moderators to take too much control over the conversation. You want to encourage open discussion, not stifle it.
      • THE TOOLS
      • A wiki is a website that allows visitors to easily add , remove , and edit content – this makes them great collaboration tools
      • Wikipedia, for example, is an encyclopedia is written collaboratively by volunteers from all around the world; anyone can edit it
      • THE TOOLS
      • Do
      • find references to your organization and have inaccuracies updated
      • read the terms of use to ensure you are allowed to edit an entry about you
      • research competition
      • use wikis to collaborate with your team
      • Don’t
      • rely on social reference websites to be accurate
      • spam or overtly advertising – it could get you banned
      • use it for Search Engine Optimization (Wikipedia prevents search engines from following links)
      • Don’t sabotage competitor’s entries about competitors (You could get caught)
      • THE TOOLS
      • Internet-based 3D virtual worlds like Second Life reimagine our world with all its potential for commerce and branding
      • people interact through characters called avatars
      • residents explore , meet other residents , socialize , participate in individual and group activities , and create and trade items and services with one another
      • THE TOOLS
      • hold media conferences in Second Life to generate buzz (World Bank reports in world)
      • create and sell branded products accompanied by coupons and advertising for real-world stores
      • purchase land, build stores, and open for business
      • publish streams of audio or video on people’s properties
      • THE TOOLS
      • Do
      • Use it to generate publicity publicity for real world activities
      • find experts to imagine and manage your brand presence in this virtual world, or do thorough research – it’s complicated!
      • be inventive – for example, when someone drinks your product, you may create a script that makes people dance, turn into a cute animal, or speak only in song for 30 seconds.
      • Don’t
      • just try to recreate your real-world brand experience – leverage the possibilities of the virtual world since fantasy is what brought people are there.
      • be afraid to site this one out. If your audience isn’t there and you don’t have a vision to create a meaningful experience don’t bother.
      • THE TOOLS
      • A podcast is a series of audio or video files which is distributed by syndicated download to your computer, for use on an MP3 player or computer.
      • Podcasts can be simple recordings of conversations , presentations , or interviews
      • They’re a chance to provide build an audience around your brand or message.
      • THE TOOLS
      • Do’s
      • come up with a format ( form, topic, and duration)
      • prepare don’t script (or you’ll sound stiff)
      • use a good microphone (but no need to over produce)
      • promote your podcast on your website and podcast directories
      • Dont’s
      • worry about length
      • invest in a lot of equipment – simple tools and software are all you need to get going
      • leave too much time between podcasts – it could prevent you from building an audience
      • THE TOOLS
      • RSS is a way for content publishers to make blog entries , news headlines , events , podcasts and other content available to subscribers.
      • an effective way to distribute your content and lead users back to your website
      • THE TOOLS
      • THE TOOLS
      • Don’t
      • offer RSS feeds for your website’s blog , news , events , and podcasts
      • subscribe to RSS feeds relevant to your industry or interests
      • include a title and description only so subscribers need to visit your site for the full story
      • track your subscribers
      • Don’t
      • spam your subscribers by including excessive advertising in your RSS feed
      • go overboard – limit RSS feeds to content frequently updated
      • freak out when a splogger hijacks your content – this could actually help your search engine rank
      • THE TOOLS
      • Word of Mouth peer-to-peer discussions are more influential than the mass media
      • Participate by enabling and feeding the conversation (follow the 10 keys to success)
      • Be transparent & honest
      • 3 TAKE AWAY MESSAGES