[Fr] le marketing communautaire : nouvelle tendance du marketing ?

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le marketing communautaire est-il une nouvelle tendance ?

le marketing communautaire est-il une nouvelle tendance ?

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  • How many times has a consultant opened their presentation with a quotation from 1999’s “The Cluetrain Manifesto” to justify jumping onto the social media bandwagon? “Markets are conversations”. QED (or so they think).I have been a longtime admirer of the manifesto, which is made up of 95 theses.I’m going to look at just five of the ones I think are most important here:#3: “Conversations among human beings sound human. They are conducted in a human voice”In social media, it means that you have to have real people and real-life interaction — including behind-the-scenes — when discussions are triggered in tools like twitter. Automated responses will#7: “Hyperlinks subvert hierarchy”This doesn’t mean that your boss should be replaced. It means websites are driven by links, not menus, and that they aren’t designed like software. Too many business discussions (not to say feuds) are triggered by the relative position of a menu within a home page. This is a fundamental misunderstanding of the way the Web is working and the way that SEO is done.#24: “Bombastic boasts — ‘we are positioned to be the pre-eminent provider of XYZ’ — do not constitute a positionIn social media, what matters is directness, truth, honesty, disclosure, real information from real people, not pre-formatted pitches in corporate speak.#26: Public relations don’t not relate to the public. Companies are deeply afraid of their markets.There’s a tendency for PR to focus on the negative and to deal with a select view. Social media’s presence means PR needs to bring back the human factor — interacting directly and in real time with the public at large, not just VIPs, and acting in a positive way, not just negatively.#66: We want access to your corporate information, to your plans and strategies, your best thinking, your genuine knowledge. We will not settle for the 4-color brochure, for websites chock-a-block with eye candy but lacking any substance.Clients, ecosystems, visitors at large — they all want information that is useful to them, not meaningless company brochures. Looking at corporate websites makes me realise how little progress has been made in 16 years. Corporate websites have become the new bone of contention between entities, the area over which all business units are battling. People lose track of what could be of interest to visitors. This is also what makes blogs easier to manage than corporate websites, as blogs are real opinions from real people.Want to know more about the manifesto? There’s a 10-year anniversary version of the book which you can buy from AmazonAnd a  review on boingboing
  • culture de l’entreprisel’entrepriseest-elleculturellementmûre, accepte-t-elle les contradictions, sa culture estelle compatible 2.0positionnement de la marquela marque est-elle compatible avec les médiaschoisis. une marque ringarde aura-t-elleintérêt à se montrerdansfacebook pour cause de “jeunisme”. Si oui, quellessont les règles du jeunotoriété de l’entreprisel’entrepriseest-elleconnueouest-elleconfidentielle ? Auquelcas ma stratégie de marque ne sera pas la même. Nutellan’attend pas la même chose nipeutprétendre au mêmerésultatque General Electricvolume de clients/écosystèmeen B2B je vaistravaillersur des niches, en caritatiftrès grand public sur de grandes masses. En même temps, 350,000 fans en TGP cen’estrien, 12,000 twitter followers en B2B de niche c’est beaucoup. ilfautnuancer.fréquenced’achat/visiteest-ce un produitquej’achètetous les joursou 1 fois par an (ex. Telethon)intensité de la relationsuis-jetrèsproche de monproduit/service ? ex : mon mobile ne me quittejamaisniveaud’expérienceEDF vs Orange : avec EDF on m’ainstallémoncompteur et puis plus rien … oupresque.

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  • 1. le marketing communautaire nouvelle tendance du marketing? Yann Gourvennec Directeur, Web, médias numériques & sociaux http://orange.com Paris, 13 février 2013some rights reserved - cc- Yann A Gourvennec – Orange – 2013 1
  • 2. 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.http://oran.ge/slides > 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) ) > You are also welcome to recommend this website to your friends and colleagues and to invite them to logon to (http://orange.com)cc - by/nc/sa © 2013 – Orange – web, digital & social media
  • 3. 2 publications en 2011> http://precommerce.com > http://amonboss.comcc - by/nc/sa © 2013 – Orange – web, digital & social media
  • 4. sortie prévue : mi … 2013http://amonboss.comcc - by/nc/sa © 2013 – Orange – web, digital & social media
  • 5. cc - by/nc/sa © 2013 – Orange – web, digital & social media
  • 6. www.orange.com 12 043 155 visites en 2012 (+9%) 44 % 43,5 % version française version anglaise 13 % version espagnole version polonaise version roumaine 9% 1,5 % 2%cc - by/nc/sa © 2013 – Orange – web, digital & social media
  • 7. agenda 1. une nouvelle tendance ? 2. toutes les marques ont-elles des http://oran.ge/slides communautés ? 3. surprise …some rights reserved - cc- Yann A Gourvennec – Orange – 2013 7
  • 8. une nouvelle tendance ? Paris, 13 février 2013some rights reserved - cc- Yann A Gourvennec – Orange – 2013 8
  • 9. nouvelle tendance ?some rights reserved - cc- Yann A Gourvennec – Orange – 2013 9
  • 10. le marketing ?some rights reserved - cc- Yann A Gourvennec – Orange – 2013 10
  • 11. some rights reserved - cc- Yann A Gourvennec – Orange – 2013 11
  • 12. 1. the technological factorsome rights reserved - cc- Yann A Gourvennec – Orange – 2013 12
  • 13. 2. the organisational factor http://www.businessweek.com/innovate/content/apr2007/id20070409_372598.htmsome rights reserved - cc- Yann A Gourvennec – Orange – 2013 13
  • 14. le néo marketing (3ème facteur de changement)some rights reserved - cc- Yann A Gourvennec – Orange – 2013 14
  • 15. OK! mais le community management, ça c’est nouveau !some rights reserved - cc- Yann A Gourvennec – Orange – 2013 15
  • 16. la métaphore du jardinier 1. planter 1. passion/intérêt commun 2. arroser 2. entraide 3. élaguer 3. bénéfice mutuelsome rights reserved - cc- Yann A Gourvennec – Orange – 2013 16
  • 17. 2. toutes les marques ont-elles des communautés ? Paris, 13 février 2013some rights reserved - cc- Yann A Gourvennec – Orange – 2013 17
  • 18. Cluetrain Manifesto: 5 Essentials for Successhttp://bit.ly/cluetrain5 #1 markets are conversations … and beyond > #26: Public relations do not > #3: “Conversations among relate to the public. human beings sound human > #66: We want access to your > #7: “Hyperlinks subvert corporate information […] We hierarchy” will not settle for the 4-color > #24: “Bombastic boasts do not brochure constitute a position some rights reserved - cc- Yann A Gourvennec – Orange – 2013 18
  • 19. all markets are conversations … http://cluetrain.comsome rights reserved - cc- Yann A Gourvennec – Orange – 2013 19
  • 20. all markets are conversations … … unless4 types of brands (Synthesio) under the radar functional preferred sensitive either it works or fix heath, safety, characteristics little or no buzz it! conversations children community do something management nurture tactics different (forums/social community (ies) reassure media)Hervé Kabla & Yann Gourvennec : Social Media Taught to my boss, 2011 some rights reserved - cc- Yann A Gourvennec – Orange – 2013 20
  • 21. médias sociaux: de l’adéquation à la stratégieselon Thierry Spencer culture de l’entrepri se positionn niveau ement de d’expérie la nce marque notoriété intensité de de la l’entrepri relation se fréquenc volume e clients/éc d’achat/vi osystème sitesome rights reserved - cc- Yann A Gourvennec – Orange – 2013 21
  • 22. 6. (surprise !) hellopolys Paris, 13 février 2013cc - by/nc/sa © 2013 – Orange – web, digital & social media
  • 23. storyboard
  • 24. thank you
  • 25. any questions?
  • 26. interact with us online@orange http://www.facebook.com/orangehttp://live.orange.com http://slideshare.net/orange 26