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La communication sur les réseaux sociaux

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Le Club LMI de Lille organise régulièrement pour ses membres des petits-déjeuners thématiques. Ces rendez-vous réunissent un jeudi par mois les membres et un expert d’un sujet pour en discuter et voir dans la pratique comment répondre aux attentes des entreprises.
J'ai eu le plaisir d’y intervenir au nom de Social Wok pour discuter des bonnes pratiques sur les sujets suivants :

Les réseaux sociaux sont-ils des outils de communication efficaces pour les entreprises ?
Quel est le rôle de ces outils pour une entreprise ?
Comment choisir les réseaux sociaux sur lesquels être présents : Facebook, Twitter, Google Plus, Foursquare, Pinterest … ?
Comment développer sa notoriété et gérer son e-reputation ?

Published in: Self Improvement
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La communication sur les réseaux sociaux

  1. 1. Communication et réseaux sociauxTour d’horizon et bonnes pratiques pour les entreprises10 Mai 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. Réseau Social ?✤ Identités sociales : ✤ Individus ✤ Organisations✤ Théorie du «petit monde»✤ Technologie au service de linteraction sociale✤ Création de contenu
  5. 5. Supports✤ Print✤ Web✤ Mobile
  6. 6. La question du«où ?»✤ Facebook / Google+✤ Twitter✤ TumblR✤ Foursquare✤ LinkedIn / Viadéo✤ FlickR✤ YouTube / DailyMotion
  7. 7. Rôle d’unréseau social✤ Relation privilégiée✤ Rapport humain✤ Connaître sa cible✤ Agir en 2 étapes : ✤ Ecouter et comprendre ✤ Répondre et fidéliser✤ Diffuser des valeurs
  8. 8. E-Réputation✤ Opinion commune✤ Représentation d’une entité✤ Yeux des Internautes✤ Outils spécifiques✤ Notoriété numérique✤ Levier de différenciation✤ Surveillance h24 & 7/7
  9. 9. Pour qui ?✤ Toute marque, entreprise, individu, entité, produit✤ Entreprises & consommateurs✤ Fans & communautés✤ Société en création, récente, établie ou passée✤ En externe et en interne
  10. 10. Quels vecteurs ?✤ Consomm’acteurs✤ Sites institutionnels✤ Grands médias✤ Blogs & Forums✤ Réseaux sociaux ✤ Personnels ✤ Professionnels
  11. 11. L’écoute✤ Vous n’êtes pas sur un réseau social pour parler, mais pour écouter✤ Meilleur support pour comprendre le consommateur✤ Ce n’est pas une marque qui dialogue mais un individu✤ Soyez vous même
  12. 12. CommunityManager✤ Faux métier à part entière✤ Ensemble de compétences ✤ Communiquant ✤ Règles ✤ Connaissances ✤ Formations✤ «Tous CM !»
  13. 13. Super-CM✤ Le client est R.O.I.✤ Leaders d’opinion✤ Remerciez dés que vous le pouvez✤ Anticipez les réactions de vos fans✤ «Tous évangélistes !»
  14. 14. Gestion de crise✤ Prise en compte des remontées✤ Ecoute de l’Internaute✤ Recherche des premières solutions✤ Tenir au courant sa communauté comme si elle faisait partie de l’équipe✤ Réelle implication du numérique
  15. 15. Nettoyer sone-réputation✤ Proposer du contenu neuf✤ Connaître les rouages des moteurs de recherche✤ Proposer plus de contenu positif✤ Varier les supports✤ Contourner les internautes négatifs
  16. 16. Choisir unréseau social✤ «Fish where the fish are»✤ Il faut bien connaître sa cible✤ C’est à vous de vous déplacer✤ Connaissez les règles de chaque réseau social✤ Ne faites pas passer avant tout vos envies marketing
  17. 17. Place auxquestions !✤ Quelle partie de la présentation souhaitez-vous approfondir ?

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