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Branding & B2B, repenser les stratégies intégrées - Matyas Gabor, w.illi.am/ - Vincent Grenier, StreamTheWorld au Webcom Montréal 2009

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Parce qu’aujourd’hui l’entreprise évolue et que le mot d’ordre en 2009 est l’optimisation du retour sur investissement (ROI), elle doit porter toute son attention sur un environnement en constante mutation. Dés lors, nous pouvons nous interroger sur la manière dont une entreprise doit repenser sa marque, sa mise en marché et ses communications afin de se développer et ainsi poursuivre sa croissance.

Accompagné par Vincent Grenier, Vice-président Marketing chez StreamTheWorld, Matyas Gabor, Directeur, Marketing et Création chez w.illi.am/, traitera des campagnes Web intégrées. À travers l’exemple concret de l’entreprise StreamTheWorld, il développera successivement l’aspect marketing B2B de l’Entreprise 2.0 : l’intégration de l’image de marque à son site Web, ses déclinaisons promotionnelles ainsi qu’à sa stratégie interactive 2.0.

Cette conférence à pour objet de favoriser la réflexion et la connaissance sur le savoir nécessaire aux professionnels du marketing B2B par la démonstration de stratégies appliquées à des exemples concrets.

Published in: Business, Technology
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Branding & B2B, repenser les stratégies intégrées - Matyas Gabor, w.illi.am/ - Vincent Grenier, StreamTheWorld au Webcom Montréal 2009

  1. 1. Branding et B2B Repenser les stratégies intégrées © ©confidentiel / w.illi.am/ 7 7 décembre 2009 confidentiel / w.illi.am/ décembre 2009 Branding & B2B/ Repenser les stratégies intégrées
  2. 2. Conférenciers Matyas Gabor Vincent Grenier © confidentiel / w.illi.am/ 7 décembre 2009 Directeur, Marketing et Vice-président Création Marketing w.illi.am/ StreamTheWorld Branding & B2B/ Repenser les stratégies intégrées 2
  3. 3. Problématique B2B et Branding $ $$ B2Brand Vision Culture 3
  4. 4. SOCIAL EMOTION CONTENU SOCIAL EMOTION CONTENU SOCIAL EMOTION CONTENU SOCIAL EMOTION CONTENU SOCIAL EMOTION CONTENU SOCIAL EMOTION CONTENU SOCIAL EMOTION CONTENU SOCIAL EMOTION CONTENU
  5. 5. Nous ne communiquons plus à la masse mais avec chaque consommateur
  6. 6. Marketing B2B … en 2010
  7. 7. Qu’est-ce que le Marketing B2B… en 2010? Familiarité Crédibilité Notoriété
  8. 8. Entreprise 2.0
  9. 9. L’Entreprise 2.0 13
  10. 10. L’Entreprise 2.0 L’Entreprise 2.0 est une expression pour désigner la nécessité de collaboration au sein de l’entreprise qui l’oblige aujourd’hui à revoir entièrement ses structures de fonctionnement à travers le Web 2.0 . Le Web 2.0 est l’outil qui permet à © confidentiel / w.illi.am/ 7 décembre 2009 l’Entreprise 2.0 de développer ses Entreprise et succès interconnections. Branding & B2B/ Repenser les stratégies intégrées 14
  11. 11. 16
  12. 12. Mix Marketing? 17
  13. 13. FANMILIARITÉ CRÉDIBILITÉ CRÉDIBILITÉ NOTORIÉTÉ NOTORIÉTÉ CRÉDIBILITÉ
  14. 14. Commencer par le commencement Solution de streaming entièrement intégrée unique à StreamTheWorld aide les diffuseurs à générer des revenus record en ligne en leur permettant d’attirer plus d’auditeurs en ligne, de retenir leur attention plus longtemps et d’attirer davantage d’annonceurs. Mesures d’efficacité à l’appui.
  15. 15. Offrir du contenu
  16. 16. INFORMER $
  17. 17. INSPIRER $$$
  18. 18. MOTIVER $$$$$$$$
  19. 19. Planification stratégique
  20. 20. Persona  Réalité de chaque personas  Adaptation du discours © confidentiel / w.illi.am/ 7 décembre 2009 Branding & B2B/ Repenser les stratégies intégrées 27
  21. 21. Grille d’influence  Rejoindre les meilleurs influenceurs  Sélectionner les meilleurs influenceurs en fonction de © confidentiel / w.illi.am/ 7 décembre 2009 l’effort / potentiel de ROI  Assurer la faisabilité Branding & B2B/ Repenser les stratégies intégrées 28
  22. 22. Carte d’influence © confidentiel / w.illi.am/ 7 décembre 2009 Branding & B2B/ Repenser les stratégies intégrées 29
  23. 23. Stratégie d’influence © confidentiel / w.illi.am/ 7 décembre 2009 Branding & B2B/ Repenser les stratégies intégrées 30
  24. 24. Planification stratégique 31
  25. 25. Site Internet  Stratégie de contenu  Ne pas démontrer la qualité mais démontrer ce que fait la compagnie  Représenter la force de l’entreprise  Mettre en avant l’innovation  Avoir une stratégie intégrée © confidentiel / w.illi.am/ 7 décembre 2009 Branding & B2B/ Repenser les stratégies intégrées 32
  26. 26. Twitter Pro  Stratégie complète  Installation et configuration de 3 comptes et outils nécessaires au fonctionnement  Design  Formation et suivi des professionnels  Développement des réseaux © confidentiel / w.illi.am/ 7 décembre 2009 Branding & B2B/ Repenser les stratégies intégrées 33
  27. 27. Salons et évènements © confidentiel / w.illi.am/ 7 décembre 2009 Branding & B2B/ Repenser les stratégies intégrées 34
  28. 28. Relations publiques © confidentiel / w.illi.am/ 7 décembre 2009 Branding & B2B/ Repenser les stratégies intégrées 35
  29. 29. Publicités © confidentiel / w.illi.am/ 7 décembre 2009 Branding & B2B/ Repenser les stratégies intégrées 36
  30. 30. CRM © confidentiel / w.illi.am/ 7 décembre 2009 Branding & B2B/ Repenser les stratégies intégrées 37
  31. 31. Marketing direct © confidentiel / w.illi.am/ 7 décembre 2009 Branding & B2B/ Repenser les stratégies intégrées 38
  32. 32. Objets promo © confidentiel / w.illi.am/ 7 décembre 2009 Branding & B2B/ Repenser les stratégies intégrées 39
  33. 33. Imprimé © confidentiel / w.illi.am/ 7 décembre 2009 Branding & B2B/ Repenser les stratégies intégrées 40
  34. 34. Ok… Mais les résultats?
  35. 35. 42
  36. 36. Mesures et Résultats © confidentiel / w.illi.am/ 7 décembre 2009 Branding & B2B/ Repenser les stratégies intégrées 43
  37. 37. Mesures Acquisition d’une clientèle de prestige
  38. 38. Mesures et Résultats Augmentation des ventes © confidentiel / w.illi.am/ 7 décembre 2009 Branding & B2B/ Repenser les stratégies intégrées 45
  39. 39. © confidentiel / w.illi.am/ 7 décembre 2009 Branding & B2B/ Repenser les stratégies intégrées

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