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Conseils pour-animer-sa-page-facebook-entreprise

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Mon entreprise sur Facebook et autres réseaux sociaux.
Atelier animé par l'agence Editoile lors du Salon de l'Entreprise Aquitaine 2014.

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Conseils pour-animer-sa-page-facebook-entreprise

  1. 1. Les stars sont sur FB Barack Obama 35 800 000 amis http://www.facebook.com/barackobama Lady Gaga 57 246 000 amis http://www.facebook.com/ladygaga
  2. 2. Les marques sont sur FB Oasis Be Fruit Jus de fruits 3 020 200 amis Blagues, fun http://www.facebook.com/oasisfunpage
  3. 3. 1 milliard d’utilisateurs dans le monde 25 millions d’utilisateurs en France 300 millions de photos par jour 3,2 milliards de « J’aime » par jour 42 millions de pages entreprise 3,7 milliards de dollars de CA Source : http://www.webrankinfo.com/dossiers/facebook/chiffres-cles-facebook
  4. 4. Présence de l’entreprise sur facebook : Page
  5. 5. Distinguer profil, page et groupe Profil Page Groupe Utilisateur Individu « Une vraie organisation ou entreprise, un artiste » « Famille, camarade de classe, collègues, amis proches » Visibilité Selon paramétrage Indexé par Google Tout le monde, même non membre de FB Indexé par Google Selon paramétrage Pas indexé Amis Tout le monde Confirmation manuelle Limité à 5 000 amis Tout le monde Confirmation auto Nombre illimité Selon paramétrage : ouvert, fermé ou secret Limité Invitations « +1 Ajouter » Import de fichier e-mail Limitations Via les profils des administrateurs Import de fichier e-mail « Ajouter des amis au groupe » sans confirmation Mailings aux amis Oui via listes - Oui (jq’à 5 000 amis) Publicité Facebook - Oui - Statistiques - Oui - URL personnalisable Oui Oui - Administrateurs Un seul ( identifiants communicables) Plusieurs possibles Invisibles des amis Plusieurs possibles Visibles des amis
  6. 6. Créer sa page entreprise en 7 étapes 1. S'inscrire sur facebook 2. Cliquer sur « Créer une page » (en haut à droite) 3. Choisir la catégorie 4. Paramétrer la page pour l'ouvrir au maximum aux fans 5. Personnaliser la photo de couverture (851x315 pixels) et la vignette de profil (180x180 pixels) 6. Remplir la page A propos 7. Personnaliser l’URL http://www.facebook.com/username
  7. 7. Paramétrer la page pour l’ouvrir aux fans Administration > Modifier la page > Paramètres
  8. 8. Optimiser la couverture ✔ Graphique (photo, illustration, etc.) ✔ Format 851 x 315 pixels ✔ Max. 20 % de texte ✔ Pas d'URL ✔ Changer la couverture régulièrement (événements, saisons, promos, x fans)
  9. 9. Personnaliser les onglets Exemples d'onglets ✔ Bienvenue ou Accueil ✔ Ressources (PDF, vidéos) ✔ Flux RSS (blog, Twitter, Instagram) ✔ Jeux-concours ✔ Mini-site en html 3 façons d'ajouter un onglet ✔ Appli gratuites (ex. RSS for pages, Instagram feed tab, etc.) ✔ Appli (ex. Socialshaker) Développement html (iFrame)
  10. 10. Définir une ligne éditoriale 1. Quels types de contenus ? infos, liens, photos, vidéos, tutos, etc. 2. Quelle périodicité ? Combien de posts pouvez-vous publier par semaine ? 3. Quels temps forts ? Jeux-concours, promos, événements, rendez-vous hebdo, etc. 4. Quel ton ? Convivial, sérieux, « je », etc.
  11. 11. Définir un planning éditorial
  12. 12. Prévoir des opérations spéciales Facebook AdsJeux-concours E-mailings Promotions E-mailings
  13. 13. Comprendre le EdgeRank Affinité > Plus les fans interagissent avec la page, plus ils voient ses publications > Susciter des interactions simples, mentionner @ Poids > Photos > Liens > Textes > Publier des photos, utiliser le rich media Périodicité > + récent = + intéressant
  14. 14. Diversifier les contenus  Statuts (= posts)  Liens  Photos  Vidéos  Evénements  Offres (= promos)  Moments clés
  15. 15. Optimiser les images Les formater pour Facebook  Couverture : 851 x 315  Photo de profil : 180 x 180  Onglet : 111 x 74  Publication : 403 x 504  Liens : 377 x 197  Mise en avant : 843 x 504 Un site gratuit pour formater les images pour les réseaux sociaux : http://www.autreplanete.com/ap-social- media-image-maker/
  16. 16. Optimiser l’affichage et les liens 1. Rédiger le statut et copier-coller le lien 2. Attendre que Facebook affiche le lien 3. Choisir la vignette (image) 4. Supprimer le lien dans le message 5. Publier 6. Pour plus de visibilité, ajouter une image et laisser le lien dans le statut (bit.ly)
  17. 17. Valoriser les contenus  Illustrer par des photos, vidéos  Enrichir le texte avec des : #hashtags et des @mentions  Verrouiller en haut pendant 7 jours  Mettre en avant image sur 2 colonnes
  18. 18. Facebook Ads P o s ts « s p o n s o r is é » d a n s le f il d ’a c tu a lit é s P u b lic it é s « v ig n e t t e s » d a n s la c o lo n n e d e d r o it e  C ib la g e p a r g e n r e , â g e s , lie u x , c e n t r e s d ’in t é r ê t , m o ts - c lé s  P a ie m e n t a u c lic ( e n v ir o n 0 , 4 0 € / c lic , 5 0 0 € = 1 2 5 0 c lic s )  L ie n s v e r s la p a g e F a c e b o o k , u n o n g le t o u u n s it e e x t e r n e
  19. 19. Acheter des Facebook Ads 1. Cliquer sur « Créer une publicité » 2. Définir vos objectifs (développer la communauté, générer du trafic) 3. Créer un texte (90 caractères) et un visuel (100 x72 pixels) 4. Renvoyer vers une page Facebook ou vers un site externe 5. Cibler par âges, lieux, mots-clés 6. Définir le budget 7. Publier la pub 8. La modifier si pas cliquée https://www.facebook.com/advertising
  20. 20. L’entreprise sur twitter pour…  Faire sa veille  Générer du trafic vers son blog/site  Converser autrement avec ses clients/usagers  Améliorer sa e-réputation  Améliorer le SAV  Live-tweeter un événement  Faire des e-RP
  21. 21. 500 millions d’utilisateurs 900 millions d’utilisateurs dont 5,2 millions en France dont 25 millions en France 600 millions de tweets / jour 3,2 milliards de j’aime et commentaires / jour 21 min / mois 405 minutes / mois 11 nouveaux comptes / sec 8 nouveaux comptes / sec
  22. 22. Le plus « hype » Le plus généraliste 8 % des Français 49 % des Français 15 % des 18-24 ans 76 % des 18-24 ans High-tech, blogueurs, TIC Usages privés, perso Communicants, politiques, journalistes, influenceurs Usages professionnels
  23. 23. Créer le compte entreprise 1. Se connecter à http://twitter.com 2. Remplir le formulaire (avec une adresse e-mail consultable en ligne) 3. Choisir un mot de passe alphanumérique 4. Cliquer sur « S’inscrire sur Twitter » 5. Suivre au moins 5 comptes 6. Paramétrer le compte : confidentialité, notifications par e-mail, etc. 7. Remplir le profil (bio) 8. Télécharger une photo de profil (73x73) et d’en-tête (520x260) 9. Personnaliser le fond d’écran (thème)
  24. 24. Le langage twitter • Abonnés : followers (suiveurs) • Abonnements : followings (suivis) • Retweets : tweets relayés • Mentions : citations de votre pseudo @ • Listes : pour regrouper des @ par thèmes • RT : retweeter (forwarder un statut) • @... : pseudo d’utilisateur • #... : hashtag (marqueur de mots-clés) • FF : Follow Friday (le vendredi, on suggère des comptes à follower) • DM : Direct Message (messagerie privée) • TL : Timeline (flux de statuts) • IRL : In Real Life (dans le monde réel) • http://bit.ly/... : URL raccourcie • Twittos : utilisateurs de Twitter (familier) • Twelcome : bienvenue dans ma TL
  25. 25. Communication visuelle, distrayante, engageante, instantanée Réseau pro, génération de trafic vers ses supports Vidéo, référencement Editorial, fun Quels autres réseaux ?
  26. 26. Merci pour votre attention ! 9 rue Vauban 33000 Bordeaux Tél. 05 35 54 62 10 www.editoile.fr | info@editoile.fr Retrouvez-nous sur les réseaux sociaux ! www.facebook.com/editoile http://twitter.com/editoile

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