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Laurent GAILDRAUD - Conference Media Aces 25 oct. 2012

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Présentation faite par Laurent GAILDRAUD, auteur du livre Orchestrer la rumeur, le 25 octobre 2012 chez UBIFRANCE

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Laurent GAILDRAUD - Conference Media Aces 25 oct. 2012

  1. 1. 1 ORCHESTRER LA RUMEUR À L’INTERNATIONAL Laurent Gaildraud lg@trophee-suntzu.eu10/26/2012
  2. 2. Avant d’être internationaux,soyons globaux…2• Penser global fait partie de l’ADN de la rumeur• Une rumeur qui ne devient pas globale ne sera jamais une rumeur• La rumeur, c’est avant tout un mouvement10/26/2012 CONFERENCE MEDIA ACES Paris – 25 Octobre 2012
  3. 3. La rumeur en moins de 2 mn (credit to Derek Sivers)310/26/2012 CONFERENCE MEDIA ACES Paris – 25 Octobre 2012
  4. 4. 2 points pour devenir global4 • Déclencher un sentiment premier • S’ancrer dans l’inconscient collectif : la rumeur doit dire « quelque chose »10/26/2012 CONFERENCE MEDIA ACES Paris – 25 Octobre 2012
  5. 5. Les émotions fondamentales5 Faire appel aux 4 sentiments premiers : • la joie • le dégout • la colère • la peur Actionner le cerveau limbique10/26/2012 CONFERENCE MEDIA ACES Paris – 25 Octobre 2012
  6. 6. Trouver un point d’ancrageExemple d’une rumeur poeple 6 10/26/2012 26/10/2012 6
  7. 7. 710/26/2012 26/10/2012 7
  8. 8. 8 Pour passer internationale, la rumeur doit tenir compte des particularismes culturels10/26/2012 CONFERENCE MEDIA ACES Paris – 25 Octobre 2012
  9. 9. Cycle temporel à Orléans (1 mois)9 Virulence et extension Dislocation sous la rapide (1er juin) contre-attaque (2-10 juin) Traite des blanches à Orléans Régression et disparition Incubation (mi-mai) Propriétaires juifs deviennent japonais10/26/2012 CONFERENCE MEDIA ACES Source E.Morin Paris – 25 Octobre 2012
  10. 10. Logo Procter & Gamble1010/26/2012 Avant Après

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