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Médias sociaux

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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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  • 1.
    • MÉDIAS SOCIAUX
    • Les médias sociaux sont des médias qui utilisent des techniques de communication hautement accessibles pour faciliter les interactions sociales.
    • Médias Sociaux
  • 2.
    • Réseautage
  • 3.
    • 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
  • 4.
    • 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
  • 5.
    • Facebook
    • LinkedIn
    • Blogues
    • Twitter
    • YouTube
    • Vimeo
    • Wikis
    • Second Life
    • Les jeux
    • Fil RSS
    • SOCIAL MEDIA DEFINED
    Propulsé par:
  • 6.
    • Le pouvoir de définir une marque de commerce a passé des entreprises aux individus et communautés.
    • Médias Sociaux
    Les médias sociaux changent notre monde
  • 7. Le bouche à oreilles est le futur du marketing
    • Les médias sociaux sont utilisé pour influencer la conversation.
    • Médias sociaux
  • 8.
    • 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
  • 9.
    • 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
  • 10.
      • 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
  • 11.
    • 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
  • 12.
    • 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?
  • 13.
      • 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.
  • 14.
      • 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:
  • 15.
    • Le retour sur investissement
    • Médias Sociaux
  • 16.
      • Consultation stratégique
      • Formation
      • Crée le contenu
      • Intégration
      • Distribuer le contenu
      • Gérer les liens
    • Médias Sociaux
    Les réseaux sociaux, pas vraiment gratuits.
  • 17.
    • 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
  • 18.
    • Les 10 clés du succès
  • 19.
    • 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
  • 20.
    • 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
  • 21.
    • 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
  • 22.
    • Le retour sur investissement
    • Médias Sociaux
  • 23.
    • Médias Sociaux
  • 24.
    • Amelia
    • Arlington
    • Clé du succès
    Crowdsourcing. Aidez-nous à nommer notre bébé
  • 25.
    • 56 réponses en moins de 4 minutes de YouBeMom.com
    • Clé du succès
  • 26.
    • 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
  • 27.
    • Clé du succès
  • 28.
    • 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
  • 29.
    • 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 »
  • 30.
    • 6600 “followers”
    • Crée souvent 100,000 visites par jour (therealbanff.com)
    • Clé du succès
    L’écureuil de Banff
  • 31.
    • 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
  • 32.
    • N’essayez pas d’effacer les critiques
    • Écoutez attentivement
    • Avouez les erreurs
    • Offrez une explication et solution
    • Clé du succès
    8. Critiques = opportunités
  • 33.
    • 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
  • 34.
    • 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
  • 35.
    • 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
  • 36.
    • 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
  • 37.
    • 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
  • 38.
    • 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
  • 39.
    • 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
  • 40.
    • 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
  • 41.
    • 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
  • 42.
    • 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
  • 43.
    • Location
    • Age
    • Sex
    • Keywords (appear in your users profile)
    • Education
    • Workplace
    • Relationship status
    • Relationship interests
    • Languages
    • THE TOOLS
  • 44.
    • THE TOOLS
  • 45.
    • 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
  • 46.
    • 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
  • 47.
    • 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
  • 48.
    • 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
  • 49.
    • 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
  • 50.
    • 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
  • 51.
    • THE TOOLS
  • 52.
    • 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
  • 53.
    • 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
  • 54.
    • 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
  • 55.
    • 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
  • 56.
    • 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
  • 57.
    • 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
  • 58.
    • 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
  • 59.
    • 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
  • 60.
    • 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
  • 61.
    • 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
  • 62.
    • 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
  • 63.
    • 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
  • 64.
    • 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
  • 65.
    • 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
  • 66.
    • 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
  • 67.
    • 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
  • 68.
    • 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
  • 69.
    • 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
  • 70.
    • 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
  • 71.
    • 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
  • 72.
    • 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
  • 73.
    • 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
  • 74.
    • 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
  • 75.
    • 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
  • 76.
    • 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
  • 77.
    • 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
  • 78.
    • 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
  • 79.
    • 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
  • 80.
    • 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
  • 81.
    • 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
  • 82.
    • 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
  • 83.
    • 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
  • 84.
    • 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
  • 85.
    • 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
  • 86.
    • THE TOOLS
  • 87.
    • 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
  • 88.
    • 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

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