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Création de contenu

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Support de conférence donné le 7 juin à Euratechnologies sur la thématique de la création de contenu.

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Création de contenu

  1. 1. La création de contenuBonnes pratiques pour les entreprises07 Juin 2012 - Florent Bertiaux - Social Wok
  2. 2. Qui suis-je ?✤ Co-Fondateur et directeur conseil & communication de l’agence Social Wok✤ Blogueur : ✤ http://bertiaux.fr ✤ http://fr.locita.com✤ Intervenant en université✤ Conférencier
  3. 3. Communication ?✤ Action de communiquer✤ Etablir une relation✤ Diffuser un message✤ Entretenir son image✤ Science pluri-disciplinaire✤ Pas de définition unique
  4. 4. But principalCréer de la valeur et lui donner un sens
  5. 5. Quels vecteurs ?✤ Consomm’acteurs✤ Sites institutionnels✤ Grands médias✤ Blogs & Forums✤ Réseaux sociaux ✤ Personnels ✤ Professionnels
  6. 6. E-Réputation✤ Opinion commune✤ Représentation d’une entité✤ Yeux des Internautes✤ Outils spécifiques✤ Notoriété numérique✤ Levier de différenciation✤ Surveillance h24 & 7/7
  7. 7. ConnectingPeople✤ Identités sociales : ✤ Individus ✤ Organisations✤ Théorie du «petit monde»✤ Technologie au service de linteraction sociale✤ Création de contenu
  8. 8. Créer ducontenu✤ Relation privilégiée : exclusivité✤ Rapport humain✤ Connaître sa cible✤ Agir en 2 étapes : ✤ Ecouter et comprendre ✤ Répondre et fidéliser
  9. 9. Différentsformats✤ Un format = un style de communication✤ Un contenu = plusieurs formats✤ Un support = plusieurs contenus✤ Communication globale et multicanal = plusieurs supports
  10. 10. La question du«où ?»✤ Facebook / Google+✤ Twitter✤ TumblR / Blog✤ Foursquare✤ LinkedIn / Viadéo✤ FlickR✤ YouTube / DailyMotion
  11. 11. Fonctionnalités des plateformes
  12. 12. Choisir uneplateforme✤ «Fish where the fish are»✤ Il faut bien connaître sa cible✤ C’est à vous de vous déplacer✤ Connaissez les règles✤ Ne faites pas passer avant tout vos envies marketing
  13. 13. Pour qui ?✤ Toute marque, entreprise, individu, entité, produit✤ Entreprises & consommateurs✤ Fans & communautés✤ Société en création, récente, établie ou passée✤ En externe et en interne
  14. 14. But ultimeCapter et garder l’attention de votre cible
  15. 15. Principale fonctionnalitéProposer une réelle écoute et avoir une réponse à chaque question
  16. 16. Blog✤ Totale autonomie✤ Multimédia✤ Relais immédiats (boutons de partage)✤ Ton employé✤ Multi-support
  17. 17. Forums✤ Normes et règles✤ Sujets✤ Dialogues forts✤ Pratique éprouvée✤ Support client possible
  18. 18. Facebook✤ Profil / Page Fan / Groupes✤ Nouveau format : Timeline✤ Mass-communication vs One- to-One✤ Fonctionnalités avancées✤ Intégration généralisée et popularisée✤ Achat de fans
  19. 19. Twitter✤ Profil public / profil privé✤ Comptes certifiés✤ Abonnés / Abonnements✤ Temps réel & H24✤ Course aux followers (achats)✤ Support client efficace
  20. 20. Foursquare✤ P.O.I. - Point of interests✤ Profil / Page✤ Offres commerciales✤ Géolocalisation précise✤ Fort pouvoir viral✤ Plus de concurrents
  21. 21. TumblR✤ Micro-blog : mix entre un blog et Twitter✤ Rapidité et efficacité✤ Très visuel✤ Personnalisable✤ Multi-support
  22. 22. Place auxquestions !✤ Quelle partie de la présentation souhaitez-vous approfondir ?

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