The document discusses strategies for social media marketing. It covers topics like developing a social media presence, engaging consumers through various social platforms, measuring the results of social media campaigns, and creating content that drives awareness, purchase considerations, and customer loyalty. The overall focus is on how brands can most effectively utilize social networks to achieve their marketing and business goals.

1. SOCIAL MEDIA
Quelles sont les
stratégies gagnantes?
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4. Wendy Clark – Senior VP of integrated
marketing at Coke
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6. Source : Facebook
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16. 1.
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Ce que la marque est en terme
de valeurs, de positionnement,
sa « brand equity »
Son rôle
humain et
culturel = sa
proposition
sociale
Ce dont discutent les
consommateurs, au sujet de
ma marque et de mon marché
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18. Recherche, prototypes, Politique RH
tests consos, futur du RSE, fondations,
Sociétal,
Innovation, métier… engagements, engagements
R&D régulation…
Proposition
sociale
Gammes
Lifestyle Sport, événements, mécénat Produits
Caractéristiques
Art, design, culture Lancement
Vie quotidienne Pub
Prix
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19. DU FUN!
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21. 2.
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22. Conversations consommateurs
PRODUITS / MARQUES SOCIETAL
Sites influents
Chaque thématique
est mappée en
indiquant les réseaux
Pages sociales
sociaux les plus de marque
impactants sur cette
thématique
Sites
de marque
INNOVATION “LIFESTYLE”
22
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23. Conversations consommateurs
PRODUITS / MARQUES Monitorer, intervenir,
SOCIETAL
enrichir et faciliter les sujets
de conversation
Sites influents
Pages sociales
de marque Monitorer, intervenir,
influencer, offrir des
contenus
Sites
de marque
Recruter, communiquer,
dialoguer, offrir des services
“Social By Design”
Socialiser, enrichir les
services / contenus,
INNOVATION et les convertir
“LIFESTYLE”
23
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25. 
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26. David 31 ans Julien 33 ans
Panier moyen : 60€ Panier moyen : 30€
$$ $
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27. David 31 ans Julien 33 ans
Panier moyen : 60€ Panier moyen : 30€
 Infidèle aux marques  Fidèle aux marques
 Peu actif sur les réseaux  Blogger auto / 1500 followers
sociaux
 Hyper-actif social
 Peu disposé à co-créer
 Demandeur d’échange, de
participation
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28. $ $$$$$$
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29. 3.
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33. Social Marketing Awareness Consideratio Intent to Acquisition Cust. Serv. Product Data
Activities n& Purchase & sales Loyalty & Developmt Collection
Reputation Advocacy
Social Content (viral
ads/content, games, real x x x
life events, tactical
apps…)
E-PR
x x
Social Media Buying
(paid) x x x
Search Engines Influence
(SEI) x x
Social Media Influence
(SMI) x x
Crisis Prevention and
Management x x
Social Promotions and
Deals x x
Social Media
Optimization/SMO x x
Social Commerce
x x
Social by Design
applications and services x x x x
Social CRM / Community
Mgmt x x
Advocacy Programs
x x x x
KOL Programs 33
x
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35. 
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40. 
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44. 
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69. 4.
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70. 
Engagement Lead/ Ventes
Publicité Diffusion Recrutement
Pourcentage de Nombre de Le taux Nb de visites
earned media fans/membres d’interaction provenant de
généré par (Nbre likes + facebook vers le
campagne vs paid commentaires/10 site de marque ou
media Coût du fan 00 fans/mois) e-commerce
recruté
Notoriété et taux d’interactions % des visites sur le
impact sur Profil des fans par posts / par site provenant de
l’intention d’achat recrutés vs cœur jour Facebook
de cible
La moyenne du Coût par
taux d’interaction visite/lead
par type de post
(produits, contenu
marque, autre) Taux de
transformation
des leads
Facebook
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71. 5.
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