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Christian Ghio : "Engagement planning" (PARIS 2.0, Sept 2009)

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COMMUNAUTES DE MARQUE - IMPLICATION, INTERACTION, SENSIBILITE ET INFLUENCE

Comment une marque peut elle attirer des clients à elle si elle n'est pas aussi aspirationnelle que NIKE ou COCA COLA ? Comment peut elle les faire revenir à elle et tisser des liens avec eux, voir animer une vraie communauté de gens qui échangent de façon autonome et enrichissent son univers ?

La question a son importance à un moment ou le marketing permet moins de capter les attentes et aspirations, qu'il est devenu difficile pour certaines marques de maitriser leur communication sur internet et que les médias sociaux émergent....loin des territoires de communication des marques mais pas si loin de leurs produits et services...

- Christian GHIO, Directeur de création Excel , France

- Alban Peltier , Président / CEO, looneo , France

- Bertrand Bodson, co founder de badgster un facebook plus branché, UK (a confirmer)

- Manuel Diaz, CEO groupe reflect, Emakina Groupe , France

- Gregory Duquesne, directeur du planning stratégique de change , France

- Nicolas Marang, Crisis Manager, L'oréal , International

Pour accéder au site de PARIS 2.0 de septembre 2009 : http://www.amiando.com/strategies20aparis.htm

Published in: Business, News & Politics
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Christian Ghio : "Engagement planning" (PARIS 2.0, Sept 2009)

  1. 1. Paris 2.0 24-09-09 ENGAGEMENT PLANNING L’expérience Communautés de marque, «marque Implication, Interaction, Sensibilité et Influence philanthropique» (Cause branding) Comment ?… Chris&an Ghio – directeur créa&on  Le Marke&ng de l’engagement™ 
  2. 2. EXPONENTIEL Accessible/Complexe ATTIRER LISSÉ ? CRITIQUE Mobile/Fixé Croyance / Non-croyance
  3. 3. La marque est un réseau Lobbying >> Communauté MOUVEMENT
  4. 4. La marque crée un réseau Donateurs/Bénévoles >> Bénéficiaires MOTEUR
  5. 5. La marque se met en réseau Marques + Marques, etc. MOUVANCE
  6. 6. DON – DETTE ENDETTEMENT Emotion Raison Valeurs Témoin Acteur Animateur de de partage d’engagement communauté Prospecter Consolider Fidéliser
  7. 7. ATTIRANCE Adhésion Attirer sur du PLUS Aspiration Consensuel - Compromis Langue de bois - Toile cirée Politiquement correct Greenwashing, etc.
  8. 8. ATTIRANCE Adhérence Attirer par du NON ! Aspérité LE REFUS : On refuse ! On réfute ! L’INDIGNATION : On s’élève contre ! LE MANQUE : Si on n’était pas là !

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