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L'élémentaire courtoisie du blogging d'entreprise

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10 règles simples et efficaces pour gérer son blog : Après quelques années d'acquisition de trafic pour différents clients du monde automobile, j'ai eu l'occasion de voir fleurir les blogs de ces entreprises. J'ai pu observer beaucoup de choses intéressantes mais aussi quelques écueils.

En voyant qu'en ligne, mes clients avaient tendance à perdre de vue leurs objectifs et avaient même parfois des comportements contre-productifs, je me suis demandée ce qui pouvait bien expliquer ces réflexes quelque peu anti-sociaux. Car en effet, si on reporte à la vie physique, IRL comme on dit sur les Internets, certains éléments de communication en ligne, on peut se poser des questions sur la civilité des rédacteurs (qui sont par ailleurs des gens très fréquentables).

C'est pour le groupe Bernard que j'ai donc préparé cette intervention afin de prévenir les équipes marketing alimentant les blogs de ces problèmes récurrents. Les règles basiques sont rappelées avec pour objectif de s'intégrer le plus naturellement possible dans les pratiques quotidiennes.

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L'élémentaire courtoisie du blogging d'entreprise

  1. 1. L’élémentaire courtoisie du blogging d’entreprise 10 règles simples & efficaces pour gérer son blog
  2. 2. “Don’t panic.”Douglas Adams, The Hitchhiker's Guide to the Galaxy, 1979
  3. 3. Le blogueur est-il un monstre ? ● Perte de concentration et de repères ● Paranoïa ● Communication “passive-aggressive” ● Peur irrationnelle du contact humain ● Laisser-aller Titrebarbare Contenuvague, 0plus-value &parfoismalécrit. Photofloue Commentairesympa Commentaire passympa
  4. 4. Mise en situation La crémaillère Source photo : texte-carte-et-faire-part.com
  5. 5. 10 règles pour rester civilisé Et surtout gérer son blog avec efficacité
  6. 6. Vos objectifs Les définir & surtout ne pas les perdre en route
  7. 7. #1 Pour qui écrivez-vous ? Source photo : www.paperblog.fr
  8. 8. #2 Dans quel but ? There is a great case for blogging if you have something to say. But that's the problem. Most people don't. Jeremy Pierce, Why it's probably pointless for you to blog. Or tweet, 28 nov. 2014
  9. 9. #3 Comment mesurez-vous le succès du blog ? ROTI : Return On Time Invested
  10. 10. #4 Visualisez vos objectifs Un post-it suffit
  11. 11. Vos contenus À vous le Pulitzer !
  12. 12. #5 Respectez les bases de la rédaction ● CQQCOQP ● L’angle du sujet ● Titre court et informatif ● Phrases simples ● Texte aéré
  13. 13. #6 Utilisez au mieux les médias ● Images ● Vidéos ● Présentation (slides) ● Infographie Source infographie : http://coschedule.com/blog/content-hacker/
  14. 14. Visibilité Rencontrez votre public
  15. 15. #7 Optimisez vos articles (SEO) ● Mots clés ● Titres ● Url ● Liens internes ● Textes de remplacement des images ● Tags & catégories
  16. 16. #8 Développez votre notoriété Utiliser les réseaux sociaux Poster sur les réseaux sociaux Source photo : http://press.trustev.com
  17. 17. #9 Ne fuyez pas le dialogue ● Répondez aux commentaires ● Allez chercher les influenceurs Photo Madame Timide par Roger Hargreaves
  18. 18. Lead(er) Exploitez les techniques d’inbound marketing
  19. 19. #10 Soyez opportuniste ● Appelez à l’action ● Sollicitez des engagements simples ● & complexes
  20. 20. Merci Pour votre attention & bon blogging juliette.de.cuzey@francepronet.com @jfc2c

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