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Wébinaire lesaffaires.com Les meilleures astuces pour conquérir les médias sociaux

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lesaffaires.com présentent son prochain webinaire :
" Les grandes tendances du WEB 2.0 ", animé par Guillaume Brunet, Directeur nouvelles inititatives et médias sociaux Groupe des nouveaux médias et des solutions numériques, Médias transcontinental.

Nos invités à ce webinaire seront Michelle Blanc, spécialiste du marketing sur le Web, et Martin Lessard, spécialiste du Web 2.0.

Published in: Technology, Design
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Wébinaire lesaffaires.com Les meilleures astuces pour conquérir les médias sociaux

  1. 1. Les meilleures astuces pour conquérir les médias sociaux Animateur : Guillaume Brunet Invités : Michelle Blanc et Martin Lessard jeudi, 11 février 2010
  2. 2. Vos présentateurs
  3. 3. Le plan de ce wébinaire <ul><li>Portrait global des médias sociaux – Michelle et Martin </li></ul><ul><li>Les principales plateformes 2.0 – Michelle </li></ul><ul><li>Les trois pouvoirs – Martin </li></ul><ul><li>Organisation 2.0 et des exemples concrets – Michelle </li></ul><ul><li>Veille 2.0 – Martin </li></ul><ul><li>Période de questions et d’échanges – Guillaume </li></ul>
  4. 4. Parlez-vous Web 2.0? Michelle Blanc
  5. 5.
  6. 6.
  7. 7. BCG’s CMO Dillemna Source : http://www.bcg.ru/documents/file21387.pdf
  8. 8. BCG’s CMO Dillemna Source : http://www.bcg.ru/documents/file21387.pdf
  9. 9. Les médias sociaux <ul><li>Martin Lessard </li></ul>
  10. 10. Le web 1.0 = Relier des pages Le web 2.0 = Relier des gens
  11. 11. <ul><li>On est passé d’une rareté à une surabondance de l’information </li></ul>1 Ce que le web a changé
  12. 12. <ul><li>La nouvelle barrière est </li></ul><ul><li>la capacité limitée de réception </li></ul>2 Ce que le web a changé
  13. 13. <ul><li>Le média c’est moi </li></ul>3 Ce que le web a changé
  14. 14. Le filtre social <ul><li>Dans la surabondance d’information, le «filtre social» devient un outil incontournable pour s’y retrouver </li></ul>
  15. 15. Un média social? <ul><li>Un endroit où la communication horizontale est possible </li></ul><ul><li>Centré sur l’émetteur (ses besoins ou ses intérêts) </li></ul>
  16. 16. <ul><li>Relation publique à l’ère du 2.0 </li></ul><ul><li>« Retrouver le ‘public’ qui avait disparu des relations ‘publiques’» </li></ul>«RP 2.0»
  17. 17. Les principales plateformes Michelle Blanc
  18. 18. Source : http://www.slideshare.net/Olivier.mermet/universal-mc-cann-wave4
  19. 19. Source : http://planet-terre.ens-lyon.fr/planetterre/objets/Images/comparegeantes/origine-solar-system-PIA06890_modest.jpg
  20. 20. Médias sociaux Source : http://flickr.com/photos/stabilo-boss/101793493 et http://www.flickr.com/photos/stabilo-boss/93136022/
  21. 21. Source : http://www.oxyweb.co.uk/blog/socialnetworkmapoftheworld.php
  22. 22.
  23. 23. Source : http://www.micropersuasion.com/2009/06/what-is-the-the-future-of-twitter-only-you-know.htm l
  24. 24. Source : http://jeffbullas.com/2009/08/02/how-many-social-media-channels-should-your-brand-be-using/.
  25. 25. Le roi des médias sociaux est <ul><li>BLOGUE </li></ul>
  26. 26. Source : http://www.michelleblanc.com/2009/05/11/blogues-ont-influence-medias-sociaux-portee/
  27. 27. Les trois pouvoirs <ul><li>Martin Lessard </li></ul>
  28. 28. Pouvoir de distribuer Téléviseur Consommateur Pouvoir de produire Pouvoir de rejoindre? Les trois pouvoirs
  29. 29. Pouvoir de distribuer Téléviseur Consommateur Pouvoir de produire Les réseaux sociaux Le filtrage social Les trois pouvoirs
  30. 30. Effet réseau <ul><li>Ne créez pas seulement une destination </li></ul><ul><ul><ul><li>Tissez aussi un réseau </li></ul></ul></ul><ul><li>Créez une architecture de participation </li></ul><ul><ul><ul><li>Un usager qui participe («qui laisse des traces») est plus susceptible de s’attacher à vous et de revenir </li></ul></ul></ul><ul><li>Partagez du contenu - beaucoup de contenu et laissez les usagers les manipuler, diffuser, modifier... </li></ul>
  31. 31. Autorité Réseau
  32. 32. Autorité Réseau
  33. 33. Autorité Réseau
  34. 34. Autorité Réseau
  35. 35. Autorité Réseau «Transfert d’autorité»
  36. 36. Autorité Réseau
  37. 37. Viral Viral Percolation Viral Autorité Réseau
  38. 38. Visibilité Botte de foin Aiguille
  39. 39. Repérez les influenceurs - Où sont ceux qui parlent de votre secteur/compagnie/produit? - Qu’est-ce que les motivent? - Quelle relation pouvez-vous bâtir avec eux? Leader Leader Leader Leader Leader Online Stratégies 1 Communauté A Communauté B Communauté C Communauté D Communauté E
  40. 40. Repérez les influenceurs - Où sont ceux qui parlent de votre secteur/compagnie/produit? - Qu’est-ce que les motivent? - Quelle relation pouvez-vous bâtir avec eux? Leader Leader Leader Leader Leader 1 Online Stratégies Participez dans les communautés - Veille de votre clientèle - Veille des besoins émergents - Veille de la concurrence La conversation donne Crédibilité Légitimité Autorité 2 Communauté A Communauté B Communauté C Communauté D Communauté E
  41. 41. Gestionnaire de communauté Online Stratégies Créez votre propre présence - Allez là où sont les client - Les inviter chez vous (offres ou contenus exclusifs) - Faire en sorte que votre contenu o les commentaires circulent facilement 3 Participez dans les communautés - Veille de votre clientèle - Veille des besoins émergents - Veille de la concurrence La conversation donne Crédibilité Légitimité Autorité 2 Repérez les influenceurs - Où sont ceux qui parlent de votre secteur/compagnie/produit? - Qu’est-ce que les motivent? - Quelle relation pouvez-vous bâtir avec eux? Communauté A Communauté B Communauté C Communauté D Communauté E Leader Leader Leader Leader Leader 1
  42. 42. Organisation 2.0 Michelle Blanc
  43. 43. L’exemple LAFD - blogue
  44. 44. L’exemple LAFD - Flickr
  45. 45. L’exemple LAFD – Groupe Google
  46. 46. L’exemple LAFD - balladodiffusion
  47. 47. L’exemple LAFD - Twitter
  48. 48. Notre retard Web <ul><li>Problèmes structuraux </li></ul><ul><ul><li>Le Web n’est plus à la mode </li></ul></ul><ul><ul><li>Valoriser Mainframe </li></ul></ul><ul><ul><li>Approche d’intégration classique </li></ul></ul><ul><li>Infrastructures cellulaires/internet </li></ul><ul><li>Contexte commercial </li></ul><ul><li>Philosophie de contrôle </li></ul>
  49. 49. L’espoir? <ul><li>On est très créatifs </li></ul><ul><li>On peut apprendre des erreurs des autres </li></ul><ul><li>Quelle place ferez-vous aux jeunes? </li></ul>
  50. 50. Veille 2.0 Martin Lessard
  51. 51. Échelle de participation <ul><li>Repérer le territoire Où se trouve votre audience? </li></ul><ul><li>Établir des liens avec les influenceurs Qu’avez-vous à leur offrir d’exclusif (contenu, promotion, preview, etc </li></ul><ul><li>Participez aux communautés Allez là où ils sont pour les écouter </li></ul><ul><li>Offrez un espace où les accueillir Créez une présence en ligne et conversez avec eux </li></ul><ul><li>Communiquez avec votre base établie Utilisez votr réseau comme terrain fertile pour le viral </li></ul>Pub Veille RP Markcom Service clientèle
  52. 52. Période de questions et d’échanges Guillaume Brunet
  53. 53. Merci Beaucoup! Michelle Blanc www.michelbanc.com et @ michelleblanc Martin Lessard zeroseconde.com et @ martinlessard Guillaume Brunet www.guilaumebrunet.com et @ guillaumebrunet et

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