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Principes, exemples et outils pour mesurer son influence sur internet

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Principes, exemples et outils pour mesurer son influence sur internet

  1. 1. Principes, exemples et outils pour mesurer son influence sur Internet Houda Benabdeljalil Assaël Adary - Occurrence
  2. 2. Y être ou ne pas y être ? <ul><ul><li>Apparaître ou disparaître sur le web ? </li></ul></ul><ul><ul><li>Subir ou agir ? </li></ul></ul><ul><ul><li>Monologue ou dialogue ? </li></ul></ul><ul><ul><li>Penser Stock autant que Flux </li></ul></ul>
  3. 3. The Cluetrain Manifesto The Cluetrain Manifesto Un livre visionnaire rédigé en 1999 par 4 experts américains du Harvard’s Berkman Center for Internet & Society > 95 thèses comme des axiomes Thèse n°6 L’Internet permet des conversations entre être humains qui étaient tout simplement impossibles à l’ère des mass media Thèse n°9 Les conversations en réseau permettent à de puissantes nouvelles formes d’organisation sociale et d’échange de connaissance d’émerger
  4. 4. The Cluetrain Manifesto Thèse n°83 Nous voulons que vous preniez vos 50 millions de clients autant au sérieux qu’un seul journaliste du Wall Street journal Thèse n°94 Nous nous organisons plus vite que vous ne le faites. Nous avons de meilleurs outils, davantage d’idées neuves et aucun règlement pour nous ralentir
  5. 5. Mesure et Evaluation <ul><li>Deux logiques : </li></ul><ul><ul><li>Mesurer l’impact de ses actions et de sa communication « propriétaire » (du référencement naturel à la propagation de ses messages sur le web 2.0) : le monologue </li></ul></ul><ul><ul><li>Mesurer les risques d’opinion (la « communication partagée ») : le dialogue </li></ul></ul><ul><ul><li>Les indicateurs d’efficacité sont toujours définis en fonction des objectifs poursuivis </li></ul></ul>
  6. 6. Les outils narcissiques Une démarche très narcissique : WebMii http://www.webmii.com/ Encore plus narcissique : http://www.googlefight.com/ Mesurer son éco-système numérique : « link:www.  » <ul><ul><li>Une mesure même approximative est utile surtout si elle est barométrisée </li></ul></ul>
  7. 7. Les outils Google <ul><li>91,2% : Part de marché Google en France (février 2009) : </li></ul><ul><li> Pas la porte d’entrée unique mais lorsque qu’un individu cherche de l’information sur votre territoire ou votre institution il y a 9 chances sur 10 pour qu’il cherche via Google </li></ul><ul><ul><li>Une raison suffisante pour identifier et analyser ce qu’il va trouver … </li></ul></ul><ul><ul><li>http://blogsearch.google.fr/?client=firefox-a&rls=org.mozilla:fr:official&hl=fr&tab=wb </li></ul></ul><ul><li>+ recherche avancée </li></ul><ul><ul><li>http://www.google.com/insights/search/#q=taxe%20professionnelle&geo=FR&date=today%2012-m&cmpt=q </li></ul></ul>
  8. 8. Les métamoteurs Les métamoteurs puisent leurs informations dans plusieurs moteurs de recherche et synthétisent (plus ou moins) les résultats. Il en existe beaucoup : Soolve Refseek Browsys : http://browsys.com/ Xclustering Kosmix DeeperWeb Certains spécialisés dans les réseaux sociaux Whostalkin Samepoint SocialMention … Certains dédiés aux Blogs Technorati : http://technorati.com/ BlogPulse Twingly Ou à Twitter : http://tweettabs.com/
  9. 9. Les « Crawler » Une fois identifier les médias sociaux stratégiques, il convient de surveiller son « cheptel » Les « Crawler » sont alors très utiles car ils permettent d’être alerté quand un nouveau contenu apparaît ou un mot-clé particulier. Des outils gratuits : exemple C4U http://www.clubic.com/telecharger-fiche10352-c4u.html Ou des outils pro : KB Crawl, AMI Software, Digimind par exemple
  10. 10. Conclusion  Deux bonnes nouvelles : les outils existent l’auto-diagnostic est possible  Un risque : être « juge et partie »  Un frein : le temps disponible (nécessite du temps et de la régularité)  Un impératif : définir précisément en amont les objectifs de votre stratégie d’influence sur le web
  11. 11. www.cap-com.org Retrouvez les actes du 21e Forum sur

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