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10 questions sur les métiers du web markting

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10 questions sur les métiers du web markting

  1. 1. 10 Questionssur les métiers du web marketing<br />11 juin 2010 – EMLYON – Renaud Vaillant<br />
  2. 2. Questions préliminaires…<br />Qui suis-je ?<br />Identité réelle : Renaud VAILLANT<br />Identité numérique : RenoV<br />Quel est mon parcours ?<br />Responsable Web Marketing chez SeLoger.com<br />Diplômé du MSc EMLYON<br />De quoi va-t-on parler ?<br />Des métiers du web marketing<br />Un retour d’expérience<br />
  3. 3. Quelle est la différence entre un Responsable Web Marketing et un Chef de Produit ?<br />Question n°1<br />
  4. 4. Où se trouve le responsable web marketing ?<br />
  5. 5. MARKETING WEB<br />≠<br />MARKETING dans le WEB<br />
  6. 6. Exemple chez SeLoger.com<br />
  7. 7. Quel est le rôle du web marketing dans une entreprise ?<br />Question n°2<br />
  8. 8. Création de valeur sur le web<br />Le web marketing vise à créer de la valeur pour l’entreprise à travers un site web<br />
  9. 9. Les formes de valeur<br />
  10. 10. La conversion<br />Trafic<br />Valeur<br />La conversionest le processus qui permet de transformer le trafic en valeur<br />
  11. 11. Les trois rôles du web marketing<br />
  12. 12. Dans quelles entreprises peut-on faire du web marketing ?<br />Question n°3<br />
  13. 13. PARTOUT !<br />(même si toutes les entreprises ne sont pas encore présentes sur le web…)<br />
  14. 14. Des entreprises très variées<br />Pure Player vs Entreprise traditionnelle<br />E- commerçant vs Click and Mortar<br />Agence de Com vs Annonceur<br />
  15. 15. Quels sont les différents métiers du web marketing ?<br />Question n°4<br />
  16. 16. Autant de métiers<br />que de leviers !<br />
  17. 17. *<br />Responsable<br />Web Analytics<br />Chef de Projet<br />Web Analytics<br /><ul><li> Analyse
  18. 18. Optimisation
  19. 19. ROI</li></ul>Rédacteur Web<br />Référenceur<br />Responsable<br />e-CRM<br />*<br />Responsable<br />SEM<br />*<br />*<br />Digital Planeur<br />*<br />Community Manager<br />Affiliate Manager<br />*<br />Responsable Business Development<br />Responsable Communication en ligne<br />*<br />*<br />Cursus Marketing<br />
  20. 20. Community Manager<br />Responsable<br />Web Analytics<br />Chef de Projet<br />Digital Planeur<br />Rédacteur Web<br />Référenceur<br />Responsable Com. <br />en ligne<br />spécialistes<br />VS.<br />généralistes<br />Responsable <br />Business Dev.<br />Responsable<br />e-CRM<br />Responsable<br />SEM<br />AffiliateManager<br />ConsultantWeb Marketing<br />Responsable<br />e-Commerce<br />Responsable<br />e-Business<br />ResponsableMarketing Web<br />Chef de Projet<br />WebMarketing<br />ResponsableAcquisition Trafic<br />Responsable Marketing Interactif<br />Responsable<br />Marketing Online<br />
  21. 21. A quoi ressemble une journée type ?<br />Question n°5<br />
  22. 22. Une semaine bien remplie !<br />
  23. 23. Quelles sont les qualités pour réussir dans le web marketing ?<br />Question n°6<br />
  24. 24. Des compétences marketing…<br />
  25. 25. … et des compétences web<br />
  26. 26. Quelles sont les perspectives d’évolution dans le web marketing ?<br />Question n°7<br />
  27. 27. Junior<br />Rôle : mise en œuvre opérationnelle d’un leviers du mix e-marketing <br />Poste : responsable SEM, affiliate manager, etc…<br />Rôle : mise en œuvre opérationnelle de plusieurs leviers du mix e-marketing<br />Poste : chef de projet web marketing, resp. acquisition<br />Rôle : définition du mix e-marketing et mise en œuvre du mix à travers management d’une équipe<br />Poste : responsable web marketing, resp. e-commerce<br />Rôle : responsable de l’ensemble de l’activité marketing sur le web ou e-commerce<br />Poste : directeur e-commerce, directeur marketing web<br />Sénior<br />
  28. 28. Quels sont les salaires dans le web marketing ?<br />Question n°8<br />
  29. 29. Junior<br />Poste : responsable SEM, affiliate manager, etc…<br />30-35k€<br />Rôle : mise en œuvre opérationnel d’un leviers du mix e-marketing <br />Poste : responsable SEM, affiliate manager, etc…<br />Poste : chef de projet web marketing, resp. acquisition <br />35-45k€<br />Rôle : mise en œuvre opérationnel de plusieurs leviers du mix e-marketing<br />Poste : chef de projet web marketing, resp. acquisition<br />Poste : resp. web marketing, resp. e-commerce<br />45-75k€<br />Rôle : définition du mix e-marketing et mise en œuvre du mix à travers management d’une équipe<br />Poste : responsable web marketing, resp. e-commerce<br />Poste : directeur e-commerce, directeur web marketing<br />75-150k€<br />Rôle : responsable de l’ensemble de l’activité marketing sur le web ou e-commerce<br />Poste : directeur e-commerce, directeur marketing web<br />Sénior<br />
  30. 30. Quelles sont les grandes tendances du web marketing ?<br />Question n°9<br />
  31. 31. Les tendances web marketing<br />
  32. 32. Comment rester informé des nouvelles tendances ?<br />Question n°10<br />
  33. 33. VEILLE ACTIVE<br />… ok, mais on fait comment ?<br />
  34. 34. Blogs<br />Actu du web<br />http://www.frenchweb.fr/<br />http://fr.techcrunch.com/<br />http://fr.readwriteweb.com/<br />http://fr.mashable.com/<br />http://leblog.vendeesign.com/<br />Actu web marketing<br />Généraliste<br />http://www.deblog.fr/<br />http://gregorypouy.blogs.com/marketing/<br />http://www.blogmci.com/<br />Email : http://pignonsurmail.typepad.fr/pignonsurmail/<br />Social Media : http://www.mediassociaux.com/<br />Buzz Marketing : http://www.culture-buzz.fr/<br />Etc…<br />RSS<br />Google Reader<br />Netvibes<br />Etc…<br />
  35. 35. http://www.netvibes.com/renov<br />
  36. 36. Twitter<br />Quelques listes<br />http://twitter.com/Georglob/web-medias-sociaux<br />http://twitter.com/egadenne/e-marketing<br />http://twitter.com/justepourdire/web-professional<br />http://twitter.com/RenoV/e-marketing<br />Etc…<br />Mais aussi http://search.twitter.com<br />
  37. 37. Pearltrees<br />
  38. 38. In Real Life (IRL)<br />
  39. 39. Et maintenant c’est à vous !<br />
  40. 40. renaud.vaillant@gmail.com<br />CONTACT<br />http://www.moket.fr<br />http://twitter.com/RenoV<br />http://www.netvibes.com/renov<br />Flux<br />Networks<br />http://viadeo.com/fr/profile/renaud.vaillant1<br />http://linkedin.com/in/renaudvaillant<br />
  41. 41. Responsable Web Analytics<br />Rôle<br />Analyse du comportement des internautes <br />Analyse de l’ensemble des actions web marketing<br />Impact sur les stratégies génériques<br />Attirer : Mesurer la performance des campagnes<br />Convertir : Mesurer le taux de transformation<br />Fidéliser : Mesure du cycle de valeur<br />Compétence<br />Goût pour les chiffres et les statistiques<br />Rigueur, Méthode<br />Connaissance des outils<br />
  42. 42. Community Manager<br />Rôle<br />Développer la présence de l’entreprise ou de la marque sur les médias sociaux<br />Impact sur les stratégies génériques<br />Attirer : génération de trafic à partir des médias sociaux<br />Convertir : rôle de rassurance<br />Fidéliser : fédérer et fidéliser les internautes à travers des communautés dédiées au centre d'intérêt qu'ils partagent (marque, valeurs<br />Compétence<br />Maitrise des medias sociaux<br />Ecoute et interaction avec le client<br />Connaissance de l’entreprise, capacité de mobilisation interne<br />

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