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Medias Sociaux de nouveaux outils pour votre communication.

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Que sont les médias sociaux ? Caractéristiques, impact. Pourquoi et comment les utiliser ? Comment et quelle stratégie ?

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Medias Sociaux de nouveaux outils pour votre communication.

  1. 1. Médias sociaux : de nouveaux outils pour votre communication. Monsieur Nobody, directeur créatif
  2. 2. Sommaire • Introduction • I. Que sont les médias sociaux ? • I.a Caractéristiques • I.b Impact • II. Pourquoi et comment les utiliser ? • II.a Pourquoi • II.b Comment, quelle stratégie ? • III. Études de cas • IV. Conclusion
  3. 3. Introduction
  4. 4. Définition des médias sociaux Les médias sociaux ou “médias 2.0”, sont un ensemble d’outils qui permettent une conversation entre des personnes, clients, employés, consommateurs (conso-acteurs), via le média internet. Cette conversation a la particularité de ne pas être organisée, d'échapper à tout contrôle et de ne pas faire partie d'un message orchestré par une institution.
  5. 5. Vue d’ensemble des médias sociaux
  6. 6. Professionnels de la com et médias sociaux • 68% ne savent pas ce que sont les MS ... • 64% pensent que le potentiel des MS n’est pas significatif. • 57% pensent que les MS sont adaptés à la com externe. • 10% disent que les MS sont utiles en communication de crise. • Social Network - 37% d’utilisateurs actifs • Blogs - 27% d’utilisateurs actifs • Videocasts - 20% d’utilisateurs actifs • Podcasts - 14% d’utilisateurs actifs Source : Leads United (June 2008)
  7. 7. Que sont les médias sociaux ? I.a Caractéristiques
  8. 8. Les médias sociaux sont des “mainstream media”
  9. 9. • En septembre 2008 : • Facebook : 1,2 Mio de visiteurs uniques, 230 Mio pages vues. • Netlog : 1 Mio de visiteurs uniques, 230 Mio pages vues. • Linkedin : 150,000 visiteurs uniques, 3,5 Mio pages vues. • Skynet (BE) : 1 Mio de visiteurs uniques, 170 Mio pages vues. Source : Edelman Omnibus Blog Study, Microsoft numbers 2008, Twitter Fact, Facebook adserver, David Hachez, Insites
  10. 10. Les medias sociaux sont des médias “participatifs”
  11. 11. Activités des réseaux sociaux • 14% des internautes lisent des blogs • 9% créent du contenu sur leurs blogs • 31% donnent leurs avis sur un produit • 8% créent leurs propres vidéos (videocasts) Source : Edelman Omnibus Blog Study, Microsoft numbers 2008, Twitter Fact, Facebook adserver, David Hachez, Insites
  12. 12. Les medias sociaux sont des médias “addictive”.
  13. 13. Si vous aviez 15 min devant vous, que souhaiteriez-vous faire ? Base de l’étude : 2,081 personnes, âgées de 14-29 ans
  14. 14. Les médias sociaux ne sont plus réservés aux ados.
  15. 15. L’âge des membres Facebook. • 37% ont plus de 30 ans • 40% ont entre 20 et 40 ans Source : Facebook adserver
  16. 16. Que sont les médias sociaux ? I.b L’impact en Belgique
  17. 17. • 2 Mio de blogs • 2 Mio sur Netlog • 1,5 Mio sur Facebook • 750,000 sur LinkedIn • 2,2 Mio d’utilisateurs des MS • 2000 Twitter • 29% participent sur des forums Source : Edelman Omnibus Blog Study, Microsoft numbers 2008, Twitter Fact, Facebook adserver.
  18. 18. En Belgique, les réseaux sociaux sont la 4ème activité préférée sur internet après la recherche, l’envoi d’email et le chat. Source : Insites
  19. 19. Pourquoi et comment les utiliser ? II.a Pourquoi ?
  20. 20. Les internautes parlent des marques • 40% des utilisateurs des médias sociaux disent qu’ils utilisent les réseaux sociaux pour en apprendre plus sur les sociétés, les marques ou les produits qu’ils aiment ou qu’ils ont envie d’acheter. • 15% de toutes les conversations ont comme sujet un produit ou un service. Source : Northeasthern University
  21. 21. Les internautes créent du contenu. • 26% des premiers résultats des 20 plus grandes marques sont générés par les utilisateurs. • D’ici 2 ans, 70% du contenu online sera “User Generated Content”. Source : Jupiter Research, Data Monitor
  22. 22. Votre marché est influent ! • En 2011, 30% des achats seront directement influencés pas les opinions trouvées en ligne, comparé à 9% en 2008. • 76% des consommateurs ne croient pas que les sociétés disent la vérité dans la publicité de leurs produits/services. • La conversation entre amis ou amis d’amis est le 4ème incitant d’achat après les articles dans les magazines, la presse et la télévision. Source : Gartner.com, Edelman Trust 2008 barometer
  23. 23. Pourquoi et comment les utiliser ? II.b Comment, quelle stratégie ?
  24. 24. Soyez sûr de comprendre et d’accepter les règles des médias sociaux... Pas de contrôle !
  25. 25. Écoutez vos clients, employés, collègues, membres, ... Répondez à leurs questions et non à celles de votre département marketing.
  26. 26. Communiquez sur l'expérience de vos clients et non sur votre marque.
  27. 27. Impliquer vos clients est essentiel. Ce que nous retenons : • 10% de ce que nous lisons. • 15% de ce que nous entendons. • 80% de ce que nous avons utilisé. Conclusion : les sociétés ont besoin de créer un débat sur l’utilisation de leurs produits/services pour qu’on parle d’eux. Source : Jupiter Research, Data Monitor
  28. 28. Définir une stratégie • Déterminer vos objectifs. • Connaître et définir votre cible. • Choisir sa tactique/ses outils/ses réseaux sociaux. • Suivre l’évolution du contenu, utiliser des outils pour avoir des statistiques. • Insérer les réseaux sociaux dans votre média planning • Penser comme un rédacteur et non un publicitaire. Source : Jupiter Research, Data Monitor
  29. 29. Cette présentation est la traduction et l’adaptation de la présentation de Cherry and Cake disponible sur SlideShare.net : http://www.slideshare.net/darklapinou/mcei-social-media-marketing-by-cherry-and-cake

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