Quand le web marchand devient social
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  • "When it comes to taste, Coke Zero is a lot like Coke. Join the Facial Profiler Project to find out it there’s someone out there who’s a lot like you. The Facial Profiler uses next-gen facial recognition technology to analyze your face and then match it against faces from all over the world. How you use that information, well that’s up to you."
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  • Shop Together sur Charlotte Russe pourrait bien apporter quelques solutions. Le concept : Shop Together est une toolbar qui permet aux visiteurs de bookmarker, partager en live, accéder via des raccourcis aux espaces communautaires de CR. La fonctionnalité la plus intéressante reste tout de même l’onglet “Shop together” et la capacité d’inviter un/des amis à venir vous rejoindre en chat sur le site ou la fiche produit et commencer à parler des produits ou à se les pousser. Faire du shopping avec ses amis : Cette fonctionnalité d’invitation permet donc de faire du shopping à plusieurs sur le site, d’échanger sur un même produit, de pousser un produit en live à un ami, de vous faire conseiller en live un produit par un ami … une vrai séance de shopping. L’éditeur annonce quelques moyennes pour les sites de prêt-à-porter :
  • JanSport, maker of backpacks and outdoor gear, already had a Facebook fan page. Like many marketers, it grappled with the issue of how to make it work harder. "What do you do after you've built this great community? You can't browse our site or buy anything on Facebook, so how do you bridge those two together?" asks Laurie Heller, marketing communications manager for JanSport. In April, JanSport.com launched Facebook Connect technology from Fluid, a marketing agency that specializes in what it calls social shopping. "We know that the biggest influence on purchase is the opinion of family and friends, so we want to get their opinion before they leave the JanSport site," says Fluid CEO Andy Lloyd. Sure, you could email your friends with a link to the product, but you'd have to wait for response. With Fluid, visitors to the ecommerce site can choose to share a product on Facebook, and also to search the network to see if any friends have rated or commented on the product. When you share, the product automatically shows up in the Facebook feed, where an average of 120 people in the network will see it -- along with an attractive icon showing the product. JanSport visitors who interact with the Fluid application view an average of 58.9 percent more product pages during their shopping sessions and spend 147.6 percent more time on the site than the average site visitor. "This allows us to leverage our success on Facebook and engage the community on JanSport.com," Heller says.

Quand le web marchand devient social Presentation Transcript

  • 1. Quand le web marchand devient Social Grégory Pouy Directeur Contacts - Nurun
  • 2. Les usages évoluent…
  • 3. La communication aussi doit évoluer…
  • 4. Intégrez l’internaute au cœur de votre campagne !
  • 5.
    • Jetueunami.com Une campagne Immersive et marquante
    Chiffres à date (aucun achat d’espace) : - 11,6 M de visites - 470 K contrats passés - Visite sur le site de la marque X 2
  • 6. Coke Social Profiler Une application Facebook avec plus de 100 K participants
  • 7. Ciblez les internautes de manière pertinente
  • 8. 2/3 des internautes ne cliquent pas et 6% des internautes représentent 50% des clics… source : OPA – juin 09 28% des banners ne sont pas vues du tout 30 à 45% des investissements online se font dans le display…
  • 9. Ciblez les internautes via leur social Graph avec Media6degree
  • 10. Allez chercher des fans parmi les amis de vos fans
  • 11. Les internautes se font confiance !
  • 12. Les internautes se font confiance
  • 13. Plus loin que les RP blogueurs… (opération buzzparadise – Danone Communities)
  • 14. Permettez la discussion sur votre site avec Google friend connect
  • 15. Récupérez d’abord l’avis de vos amis avec Google Social Search
  • 16. Permettez le shopping synchrone avec Shoptogether (exemple Charlotte Russe)
  • 17. Découvrez les possibilités de Facebook Connect
  • 18. 147,6% de temps passé en plus sur le site Permettez le shopping synchrone avec Facebook Connect (exemple JanSport)
  • 19. Découvrez le social couponing avec Foursquare
  • 20. Merci ! Grégory Pouy Nurun Directeur Contacts [email_address] Twitter : gregfromparis