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Modération : Comment bien gérer les conversations sur Facebook

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Les bonnes pratiques à suivre pour protéger votre Timeline Facebook des risques, gérer les crises et répondre efficacement à votre communauté.

Retrouvez l'étude de cas Orange France, suite à l'incident réseau du 6 juillet 2012.

Published in: Business
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Modération : Comment bien gérer les conversations sur Facebook

  1. 1. MODERATIONCOMMENT BIEN GERER LES CONVERSATIONS SUR FACEBOOK x
  2. 2. 1LA MODERATIONProtégez votre Timeline Facebook en adéquation avec votre charte de modération
  3. 3. Liberté vs Censure ?La modération n’est pas une censure. Elle estutilisée dans un cadre bien précis, régi par lacharte de modération ou de bonne conduite. Onpeut y retrouver :• Cadre Juridique• CGU Facebook• Règles de conduite• Sanctions Une relation de confiance En prévenant en amont votre communauté des règles en vigueur, vous instaurerez un climat de confiance et de compréhension.
  4. 4. Les règles de modérationLes règles s’appliquent en fonction de la chartede conduite disponible sur la page. Suppression automatique Commentaires et publications outrageux Alertes Répondre aux messages qui méritent réponse Identifier les active users Endiguer les rumeurs
  5. 5. Gérer ses conversationsPublic• Modération de la TimelineCommentaires, publications des utilisateurs(comprenant photos & vidéos).• Modération Box publications récentesSouvent oubliée par les marques, cette boxregroupe l’ensemble des publications & mentionsliées à votre page. Sa visibilité sur votre Timelinen’est pas négligeable. Privé • Messages privés Cette fonctionnalité vous permettra de recueillir les demandes et autres litiges de votre communauté dans un espace fermé.
  6. 6. Des espaces de discussionsLes onglets FacebookLes onglets Facebook vouspermettent de mettre en place desforums et des pages SAV. Ils vousdonneront la possibilité de réunir :• Discussions• Demandes d’informations• LitigesC’est un espace d’échange entre lesutilisateurs et vous, les utilisateursentre eux. Votre Timeline doit être un espace d’échange, d’interaction autour de contenus... C’est votre home page, l’image de votre marque sur un réseau de près d’1 milliard d’utilisateurs. Profitez des différents espaces en dehors de votre journal pour enregistrer les problèmes.
  7. 7. Processus de modération1 2 3 4 5Alerter Assigner Analyser Répondre Veille
  8. 8. S’organiser Direction de la Directioncommunication Cellule de crise générale Community Timing Managers Trouvez un rythme adapté entre l’exigence des réseaux sociaux et le temps de la réflexion. Solution de gestion des conversations
  9. 9. Les bénéfices de la modération 1 2 3Protéger l’image Confort des Maitriser la diffusion de marque utilisateurs de son message 4 5 6Mieux connaitre Optimiser Insightssa communauté la relation client sur vos clients
  10. 10. 2ETUDE DE CASOrange France et l’incident réseau du 6 juillet 2012
  11. 11. La Timeline des faits Conférence de Presse 7 juillet à 16h30Annonce de la fin de l’incident7 juillet à 01h23 Stéphane Richard, PDG de France Telecom revient sur les causes de l’incident et dévoile les dédommagementsRetour à la normale du réseau Orange France à 00h30. prévus.Facebook Orange France6 juillet à 22h14Annonce officielle de l’incident sur Facebook. Statut le plus Photo : Franck Pennant, AFPpartagé depuis l’ouverture de la page. Twitter @Orange 6 juillet à 17h55 Mise en place d’un fil d’actualité en temps réel pourFacebook & Twitter Orange France suivre la panne et son évolution.6 juillet à 15h55Annonce de l’incident qui touche le réseau Orange Francesur le fil Twitter et réponses aux premiers commentaires defans touchés par la panne.
  12. 12. L’activité des fans sur la page Le nombre de commentaires explose 06/07 en réaction aux messages postés par Orange France. Le nombre de «J’aime» atteint un pic correspondant aux avis07/07 positifs sur les dédommagements annoncés. x8 Le nombre d’interactions des fans Source : Tigerlily Conversation Suite
  13. 13. L’activité de modération Le nombres d’alertes et de messages supprimés a suivi la même dynamique que les interactions. Source : Tigerlily Conversation Suite
  14. 14. Les motifs de suppression de messagesLes CGU Orange FranceTous les messages allant à l’encontredes CGU de la page Facebook ont étésupprimés. En cause :• Propos insultants, diffamatoires• Propos racistes, haineux• Messages à caractère publicitaire• Les doublons de commentaireset SPAM Les CGU sont accessibles via un onglet dédiéSuppression automatique de messages par mots clésMots clés prédéfinis par Orange France dans la solution de gestion des conversations sur Facebook,le «Timeline Manager».
  15. 15. Les alertesNotification par mots clésOrange a prédéfini des mots clés lui permettant d’identifier les commentaires, posts ou messages de sacommunauté pouvant demander un suivi et assigner leur traitement vers la bonne personne. Message lié à l’incident réseau Mot clé «Richard» d’un message lié à l’annonce de la conférence de Presse du PDG, Stéphane Richard
  16. 16. Une gestion de crise réussie Communication en direct de l’incident et de son évolution dès son apparition jusqu’à son rétablissement. Timing Diffusion de messages complets et explicites sur la nature des problèmes rencontrés sur le réseau Orange France.Transparence Une conférence de presse dès le lendemain pour expliquer en détail les causes techniques et annoncer un plan de dédommagement. Réponse
  17. 17. Une communauté satisfaite Merci x 1 488Mot le plus utilisé en commentaire par les fans de la page Orange France Bravo x 246Les fans félicitent les 200 techniciens mobilisés pour résoudre la panne et se réjouissent du plan de dédommagement proposé. + 4 495 fans Plus forte progression de fans en seulement 2 jours. Source : Tigerlily Conversation Suite. Statistiques du 6 au 8 juillet.
  18. 18. TIGERLILY LOVES PRESENTATIONS Take a look at our Slideshare channel!
  19. 19. The Tigerlily platform helps iconic brands optimize conversations, engage users through rich contents or contests, and identify key communities. NOW IS THE TIME TO BECOME A SOCIAL MEDIA CHIEF! VISIT OUR WEBSITE CONTACT USCrédits Photossous licence Creative CommonsCover : CrazyFastModération : Sam-LehmanLiberté vs Censure : ChoudoudouEtude de cas : ClarkmaxwellBack : Matthew Rice

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