Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Cyril COHEN - SNCF - Conference Media Aces mars 2010

3,825 views

Published on

Presentation effectuee par Cyril COHEN (Departement strategie digitale, SNCF) lors de la conference Media Aces de mars 2010 a la Grande Arche de la Defense

Published in: Business
  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

Cyril COHEN - SNCF - Conference Media Aces mars 2010

  1. 1. Le web 2.0 : enrichir la connaissance client par l’écoute et l’échange
  2. 2. La révolution du 2.0 Le web participatif donne la parole à qui veut la prendre ! Avant : communication verticale, « Top Down » Aujourd’hui : communication horizontale Les forum libèrent la parole, démultiplient les possibilités de se faire entendre -> Création de communautés d’intérêt virtuelles -> On fait bien plus confiance aux avis des autres internautes qu’aux messages de la marque
  3. 3. Le web 2.0 à la SNCF <ul><li>Pour que les clients s’expriment aussi sur notre site et pas seulement sur leurs forums </li></ul><ul><li>-> Création de plate-forme participatives : </li></ul><ul><li>Opinions & Débats sur sncf.com, SNCFmobiLab pour les services mobiles… </li></ul><ul><li>Objectifs : </li></ul><ul><li>renforcer l’accessibilité, la proximité avec les clients </li></ul><ul><li>mieux faire connaître l’entreprise, ses métiers, ses enjeux </li></ul><ul><li>lutter contre les idées reçues </li></ul>
  4. 4. Focus sur Opinions & Débats <ul><li>Depuis 2 ans, sur sncf.com </li></ul><ul><li>En un clic depuis la page d’accueil : </li></ul>
  5. 5. Le fonctionnement <ul><li>Choix d’une plate-forme de questions / réponses avec la mobilisation d’experts choisis pour incarner les différents métiers de l’entreprise </li></ul><ul><li>Système de vote qui garantit l’intérêt des contributions à traiter et la transparence dans la sélection des questions </li></ul>
  6. 6. Le fonctionnement (2) <ul><li>Ligne éditoriale </li></ul><ul><li>Nos parti pris : </li></ul><ul><li>Accepter toutes les critiques = modération minimale, transparence pour être crédible et générer de la conversation </li></ul><ul><li>Dans les réponses, éviter la langue de bois, et privilégier la relation « personne à personnes » </li></ul><ul><li>Les internautes détectent immédiatement les réponses « packagées » et réagissent par la défiance </li></ul><ul><li>- A l’inverse, ils apprécient le dialogue réel et personnel, l’écoute, l’humilité </li></ul><ul><li>-> trouver le ton juste </li></ul>
  7. 7. <ul><li>Pas de sujet tabou, la parole est libre… </li></ul>Le fonctionnement (3)
  8. 8. Le fonctionnement (4) <ul><li>Les internautes votent, commentent, les porte-parole SNCF répondent aux questions « plébiscitées » dans un délai serré… </li></ul><ul><li>les « bons samaritains » (cheminots ou non) renseignent… </li></ul>
  9. 9. Les thèmes abordés <ul><li>Principalement des questions / témoignages (assez critiques en toute logique) autour de : </li></ul><ul><li>l’achat et la réservation des billets : voyages-sncf.com… </li></ul><ul><li>Les lignes, horaires, dessertes : les trains Province – province vs le TGV, le service public vs la rentabilité… </li></ul><ul><li>l’information aux voyageurs : en situation perturbée… </li></ul><ul><li>le confort en gare et dans les trains : le tabagisme… </li></ul><ul><li>Exemples : </li></ul><ul><li>INFO TEOZ </li></ul><ul><li>« Bonjour n'ayant pas trouve d'interlocuteur Voyageurs France je vous pose la question à vous. Je viens d'entendre rn gare que cet été, les trains TEOZ entre Nice et Bordeaux ne passeraient plus par Marseille St charles , ce qui ferait gagner du temps sur le parcours. Est ce que cet info est vrai ou juste un projet? Merci » </li></ul>
  10. 10. Verbatim… <ul><li>« Bonjour, Je me demandais pourquoi, à partir de décembre, le train effectuant le trajet Lyon-Metz le dimanche à 18h12 (départ de Part Dieu) allait être supprimé? Ce train est toujours remplis et permettait au gens faisant cet allez-retour le weekend de profiter pleinement du dimanche…Merci d'avance pour votre explication...Guillaume » </li></ul><ul><li>« Quand est-ce que les réservations seront ouverts pour les vacances de février? L'année dernière j'avais appellé 3 mois exact avant ma date de départ, pour apprendre qu'il n'y avait plus de place en premier classe parce qu'en fait les réservations avaient été dèjà ouverts depuis quelques semaines. Je souhaite partir le 20/2/2010 - quelle est la première date à laquelle je peux réserver mon billet de train? » </li></ul>
  11. 11. Opinions & Débats en mars 2010… <ul><li>Entre 2500 et 5000 visites par jour en fonction de l’actualité </li></ul><ul><li>Une communauté de plus de 18 000 personnes, dont une centaine très contributrice </li></ul><ul><li>Plus de 10 000 questions posées en 2 ans </li></ul><ul><li>1 100 réponses apportées directement par les porte-parole </li></ul><ul><li>Près de 100 nouvelles questions publiées chaque semaine </li></ul>
  12. 12. Des bénéfices pour les internautes et pour la SNCF <ul><li>Des internautes / clients : </li></ul><ul><li>mieux informés, par les porte-parole SNCF mais aussi par la communauté O&D qui s’est créée </li></ul><ul><li>mieux considérés, valorisés </li></ul><ul><li>-> qui, de pourfendeurs, peuvent devenir ambassadeurs / avocats de la marque ! </li></ul>
  13. 13. Les bénéfices (2) <ul><li>Pour la SNCF : </li></ul><ul><li>Permet d’identifier les préoccupations des clients , de faire remonter en temps réel certains dysfonctionnements aux équipes et services concernés </li></ul><ul><li>-> Véritable outil de veille, </li></ul><ul><li>qui peut générer des actions correctrices rapides </li></ul><ul><li>Ex : vsc, tabagisme en gare </li></ul><ul><li>Permet de lutter contre les idées reçues, les rumeurs, par la pédagogie </li></ul>
  14. 14. Les bénéfices (3) <ul><li>booste le « capital conversationnel » de la marque, posture ++ (SNCF + accessible, + à l’écoute, + innovante) </li></ul><ul><li>Permet d’entrer en discussion avec les bloggeurs influents, et leurs communautés en ligne </li></ul>
  15. 15. <ul><li>Améliore le référencement de la marque sur les moteurs de recherche, et donc son influence sur le web </li></ul><ul><li>Observatoire pour nourrir et faire évoluer nos sites </li></ul><ul><li>Ex : infos sur les cartes Familles nombreuses, sur la date mise en vente des billets </li></ul><ul><li>Permet de faire du « push » sur des sujets d’actualité, sur des innovations </li></ul>Les bénéfices (4)
  16. 16. Pour aller plus loin… <ul><li>Parce que les conversations se passent aussi en dehors de nos sites… </li></ul><ul><li>écoute de la toile : identification des communautés les + actives / influentes, veille </li></ul><ul><li>Temps 2 : prise de parole sur les réseaux sociaux (Facebook, Twitter…) </li></ul>
  17. 17. Conclusion <ul><li>La conversation sur le web est bien un outil de plus pour mieux connaître ses clients </li></ul><ul><li>Mais les bénéfices vont au-delà, en termes d’image, de réputation et donc de « business » </li></ul><ul><li>Les remontées/critiques des internautes sont un vrai moteur de motivation interne pour améliorer le service aux clients en impliquant directement les collaborateurs de tous niveaux hiérarchiques </li></ul>

×