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Stratégies web090413 v2

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Stratégie Web. Quelle est la bonne?

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Stratégies web090413 v2

  1. 1. Claude Malaison Le 9 avril 2014 Le Web et la communication sociale dansLe Web et la communication sociale dans les organisations: quelle est lales organisations: quelle est la bonne stratégie ?bonne stratégie ?
  2. 2. Communautés et réseaux :Communautés et réseaux : Le perron d’église ?Le perron d’église ?
  3. 3. Dessine-moi une stratégie «médiasDessine-moi une stratégie «médias sociaux»sociaux»
  4. 4. Stratégie «médias et réseaux sociaux»Stratégie «médias et réseaux sociaux» • Analysez votre marchéAnalysez votre marché • Choisissez le médium en fonctionChoisissez le médium en fonction de vos objectifsde vos objectifs • BASEZ VOTRE STRATÉGIE SUR LE BLOGUEBASEZ VOTRE STRATÉGIE SUR LE BLOGUE • Créez et animez des communautésCréez et animez des communautés • Joignez la conversationJoignez la conversation • Ne censurez pas !!!Ne censurez pas !!! • Soyez bien référencésSoyez bien référencés
  5. 5. Facebook = 1 000,000,000 Blogger = 501,000,000 Qzone = 480,000,000 LinkedIn = 200,000,000 BKohtakte = 123,000,000 Tagged = 100,000,000 Orkut = 100,000,000 Google+= 400,000,000 Neilsen SocialNeilsen Social Media ReportMedia Report Q3 2011Q3 2011
  6. 6. http://gsmis.org/
  7. 7. 92,9 %
  8. 8. = 500 groupes incl. 109 entreprise Résultat
  9. 9. Nouveau rôle :Nouveau rôle : Gestionnaire de communauté(s)Gestionnaire de communauté(s) 1- Un agent de changement 2- Un « hub » de communication 3- Un centre de ressources et d’aide • Démarrer les conversations • Montrer à ses pairs les avantages des outils • Montrer l’exemple en les utilisant • Identifier et motiver les super-utilisateurs • Créer et générer des mini-réseaux • Faire de l’analyse et de la veille • Faire respecter les « règles d’engagement » Exemple 1- IBM Exemple 2- Wells Fargo Exemple 3- Gouv. Du Canada Exemple 4- Intel
  10. 10. Règles d’engagementRègles d’engagement
  11. 11. CréateursCréateurs CritiquesCritiques SuiveursSuiveurs InactifsInactifs Publient un blogue Publient des pages Web Créent et téléchargent des vidéos Créent et téléchargent de la musique Publient articles et commentaires Évaluent et votent sur des produits/services Commentent sur d’autres blogues Contribuent sur des forums en ligne Contribuent à un wiki Utilisent des fils RSS Ajoutent des “tags” sur pages Web/photos “Votent” sur des sites Web Maintiennent un profil sur un/ou des sites de réseautage social et en visitent d’autres Lisent des blogues Regardent des vidéos Écoutent des podcasts Lisent le contenu de forums Lisent les sondages et votes Rien d’écrit ci-haut SpectateursSpectateurs CollecteursCollecteurs Groupes includent des employés qui participent à au moins une activité par mois. Mis tous ensemble, ces groupes forment l’écosysème de l’entreprise. Early Adopters Early Majority Late Majority +/- 20% Laggers L’échelle des technographies socialesL’échelle des technographies sociales 20% 60%
  12. 12. Les femmLes femm et les réseet les rése Les femmLes femm et la commet la comm
  13. 13. Sociologie desSociologie des communautéscommunautés
  14. 14. 40 millions d’usagers Racheté par Twitter Pour 30 millions $ ? 375 millions/jour Émergence de l’éphémère
  15. 15. 19 milliards $ par Facebook !
  16. 16. 37
  17. 17. Deux fausses notes…Deux fausses notes… 46
  18. 18. 1 2 3
  19. 19. ?
  20. 20. + de 34 millions de vues !
  21. 21. Seulement 6.5 millions de vues !!!
  22. 22. Près de 14 millions de vues !
  23. 23. http://emergenceweb.com/blog/2013/10/bon-voici-ma-video-de- demission-men-vais-chez-ubisoft/ +17K
  24. 24. Vendredi 17-01-2014Vendredi 17-01-2014
  25. 25. samedi lundi
  26. 26. http://holtz.com/blog/ethics/why-the-sacco-saga-will-drive-more-people- to-ephemeral-and-private-messagin/4260/
  27. 27. RSI des réseaux sociauxRSI des réseaux sociaux En communication, les bénéfices sont intangibles, donc difficilement mesurables !
  28. 28. Long processus…Long processus…

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