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Atelier : comment mettre en place un plan de communication sur les réseaux sociaux

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Méthodologie en 7 étapes pour créer une plan de communication 2.0. De la recherche des objectifs à l'évaluation des retombées.

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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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Atelier : comment mettre en place un plan de communication sur les réseaux sociaux

  1. 1. Comment mettre en place unplan de communication sur les réseaux sociaux ? Maud Bousquet Editoile, juin 2012 www.editoile.fr
  2. 2. Réseaux sociaux = Facebook, Twitter, Linkedin, Foursquare, Pinterest, etc. = Internautes bavards et fidèles =clients et partenaires potentiels 2/17
  3. 3. Bâtir sa stratégie 2.0 en 6 étapesEtape 1 : définir ses objectifs en ligneEtape 2 : identifier sa cible…Etape 3 : …et cerner ses habitudes de communicationEtape 4 : choisir un positionnementEtape 5 : repérer les influenceursEtape 6 : réfléchir au contenu éditorialEtape 7 : évaluer les retombées 3/17
  4. 4. Etape 1 (1) : définir ses objectifs en ligne Objectifs Avantages pour l’entreprise1) Accroitre la visibilité de son Améliorer le référencement Googleentreprise en ligne2) Valoriser son expertise sur une Devenir une source d’information,thématique augmenter sa notoriété et sa crédibilité3) Réduire la distance avec ses Toucher une cible potentielle plusclients large, connectée4) augmenter le capital sympathie Personnaliser son entreprise etde sa marque mettre en avant ses valeurs (développement durable, etc.)5) Proposer des offres exclusives Fidéliser, générer du trafic en point de vente 4/17
  5. 5. Etape 1 (2) : définir ses objectifs en ligne Objectifs Avantages pour l’entreprise6/ Gérer le service après-vente et les Agir rapidement, améliorer lescrises produits et services7/ Vendre en ligne Proposer une vitrine en ligne, augmenter le trafic vers le site e- commerce8/ Rechercher des partenaires Contact facilité, recommandation descommerciaux pairs9/ Recruter des collaborateurs Accéder à des profils de candidats du monde entier10/ Faire comme tout le monde 5/17
  6. 6. Etape 2 (1) : identifier sa cibleQuelle est votre cible ?2 options :5. Vous connaissez déjà votre cible = cherchez-la sur les réseaux sociaux2. Vous ne connaissez pas encore votre cible = allez voir ce que font les concurrents pour la connaitre 6/17
  7. 7. Etape 2 (2) : identifier sa cibleSur quel(s) réseau(x) est votre cible ?Posez-vous les questions suivantes :- Quelle est l’activité de mon entreprise (BtoB, BtoC, niche) ?- Quel est l’âge moyen de ma cible ?- Quel est son profil (CSP, loisirs, etc.) ?- Quelle maîtrise du web a-t-elle (débutant, expert, etc.) ? 7/17
  8. 8. Etape 2 (3): identifier sa cibleQuel profil sur quel réseau social ? Réseau social Profil Jeune (16-35), ultra-connecté, volatile, bavard, Facebook = réseau social ludique utilisation perso, recherche la détente, l’humour Jeune (25-35), expert du web, geek, veilleur, Google + = réseau social d’experts utilisation pro et perso Twitter = micro-blogging CSP +, BtoB, veilleur, expert, ultra-connecté Viadeo / linkedin = réseaux Jeune actif / recruteur / CSP ++, BtoB, relations professionnels individuelles Très jeune (12-25 ans), recherche la détente, Youtube / Dailymotion / Vimeo = l’humour, le partage plate-formes de vidéos Foursquare = réseau mobile Jeune (16-35), mobile, ultra-connecté, joueur 8/17
  9. 9. Etape 3 : Cerner les habitudes de communication de votre cibleEléments indispensables à détecter avantl’animation de votre communauté : - Sujets de prédilection - Médias privilégiés : articles, vidéos, images - Vocabulaire / ton employé : familier ou professionnel, humour ou sérieux, etc. - Réactivité : fréquence de publication 9/17
  10. 10. Etape 4 : choisir un positionnementPour attirer les internautes sur vos comptes sociaux, ilva falloir se distinguer des autres.Pour cela :Observez ce que fait la concurrence, lesthématiques abordées, etc.  évitez l’imitation,changez d’angle d’attaque. 10/17
  11. 11. Etape 5 : repérer les influenceursPour vous soutenir dans votre stratégie 2.0, vouspouvez repérer et contacter individuellement :- Les membres actifs de votre réseau (partenaires,collaborateurs, etc.)- Les blogueurs traitant de thématiques similaires- Les community managers de comptes sociauxintéressants- Les internautes déjà actifs chez vos concurrents 11/17
  12. 12. Etape 6 (1) : réfléchir au contenu éditorialTop 8 des contenus à partager sur les réseaux sociaux :1/ Articles d’actualité sur votre environnement(tendances, réglementation, etc.)2/ Articles d’actualité sur votre entreprise (nouveauté,recrutement, etc.)3/ Promotions exclusives type bons de réduction4/ Agenda de votre entreprise et de son environnement 12/17
  13. 13. Etape 6 (2) : réfléchir au contenu éditorial 5/ Photos des coulisses de votre entreprise, d’un événement, d’un nouveau produit en exclusivité 6/ Sondages, questions ouvertes 7/ Retombées presse 8/ Tutoriels vidéo 13/17
  14. 14. Etape 7 : évaluer les retombées5 points peuvent être mesurés :3. L’audience :- Nombres de fans, followers, contacts2. L’interactivité :- Nombres de commentaires, likes,- Publication spontanée des membres3. La viralité :- Nombre de repartages et retweets- Portée virale de vos publications (voir les statistiques Facebook et Twitter) 14/17
  15. 15. Etape 7 : évaluer les retombées4. Le trafic :- Taux de visites sur votre site/blog provenant des réseaux sociaux (via Google analytics)5. Le taux de conversion :- Conversion d’une visite en acte d’achat 15/17
  16. 16. À vos marques, prêts, créez ! Pour rappel :Facebook > page > profilGoogle + > page > profilTwitter > compteLinkedin / Viadeo > profil > groupeYoutube / Dailymotion / > profilVimeo > chaîneFoursquare > profil > lieu (commerce, entreprise) 16/17
  17. 17. Ne ratez pas la 2e partie de l’atelier : Jeudi 7 juin de 14 h 30 à 15 h 30 – Agora 4« les outils utiles pour gérer l’image en ligne de son entreprise » Editoile 27 cours Xavier Arnozan 33000 Bordeaux Tél. 05 56 00 63 54 www.editoile.fr | info@editoile.fr Retrouvez-nous sur les réseaux sociaux ! www.facebook.com/editoile http://twitter.com/editoile 17/17

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