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Comment intégrer efficacement les media sociaux dans votre stratégie e-commerce ?

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A télécharger ma présentation avec Emilie Ogez de notre conférence lors du Salon E-commerce Paris 2014 sur les bonnes pratiques et études de cas relatives au social shopping

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Comment intégrer efficacement les media sociaux dans votre stratégie e-commerce ?

  1. 1. www.ecommerceparis.com COMMENT INTÉGRER EFFICACEMENT LES RÉSEAUX SOCIAUX DANS SA STRATÉGIE E-COMMERCE TOUTES LES FORMULES DU COMMERCE CONNECTÉ 23 > 25 SEPTEMBRE 2014 I PARIS I PORTE DE VERSAILLES I PAVILLON 7-3 2 3 / 0 9 / 2 0 1 4 1 #ECP14
  2. 2. www.ecommerceparis.com 01 06/10/2014 TITRE DE LA PRÉSENTATION • DOCUMENT CONFIDENTIEL 2 LES INTERVENANTS Emilie OGEZ Social Media Planner | Formatrice et Conférencière en Médias Sociaux | Community Manager | Membre de LaTeamDigitale http://fr.pinterest.com/eogez http://www.twitter.com/eogez http://www.lateamdigitale.com/ Christian RADMILOVITCH Consultant en Stratégie MarCom digitale depuis 15 ans | Formateur et Conférencier | Expert Pinterest | Membre de LaTeamDigitale http://fr.pinterest.com/radmilove/ http://www.twitter.com/radmilovitch http://www.lateamdigitale.com/
  3. 3. www.ecommerceparis.com 01 Introduction Chiffres et tendances « Les incontournables » Médias sociaux : utilisations et bonnes pratiques Modèles économiques Conclusion 06/10/2014 TITRE DE LA PRÉSENTATION • DOCUMENT CONFIDENTIEL 3 SOMMAIRE
  4. 4. brand advocacy 84% des consommateurs se fient en priorité aux recommandations de leurs pairs dans le choix d’un produit ou d’un service (Nielsen) www.ecommerceparis.com 02 “ 23/09/2014 TITRE DE LA PRÉSENTATION • DOCUMENT CONFIDENTIEL 4 INTRODUCTION vos clients et vos employés sont vos 1ers ambassadeurs de marque !! “
  5. 5. 84% 68% 34% envisagent d’acheter depuis les 30Mrds www.ecommerceparis.com 03 5 CHIFFRES ET TENDANCES des consommateurs se fient en priorité aux recommandations font confiance aux avis déposés en ligne 50% 06/10/2014 TITRE DE LA PRÉSENTATION • DOCUMENT CONFIDENTIEL réseaux sociaux 80% des achats sociaux se font au bout de 3 semaines de revenus issus du social commerce en 2015 des acheteurs Pinterest ont créé un tableau avant d’acheter
  6. 6. LES INCONTOURNABLES : UN SITE WEB SOCIAL www.ecommerceparis.com 04 6 Créer des profils sur les médias sociaux est une 1ère étape. Rendre visible et promouvoir ces profils sur son site Web est une seconde étape. Une dernière étape est de permettre aux visiteurs de partager vos contenus au plus grand nombre via les médias sociaux. Les logos des profils créés sur les médias sociaux bien visibles Des boutons de partage sur les médias sociaux 06/10/2014 TITRE DE LA PRÉSENTATION • DOCUMENT CONFIDENTIEL
  7. 7. LES INCONTOURNABLES : UN SITE WEB SOCIAL www.ecommerceparis.com 04 7 Il existe une multitude d’autres modules permettant de rendre son site web social : Facebook comments, fil d’utilisateur Twitter, rich pins, etc. Cela suppose que les profils soient validés. 06/10/2014 TITRE DE LA PRÉSENTATION • DOCUMENT CONFIDENTIEL
  8. 8. Évaluer l'impact des médias sociaux sur les statistiques intéressantes Identifier les médias sociaux d'où proviennent les visiteurs intéressés Les visiteurs partagent du contenu. Il est possible de découvrir où et quand www.ecommerceparis.com 04 8 LES INCONTOURNABLES : GOOGLE ANALYTICS Solution de web analytics fournie gratuitement par Google remontant des informations d’un site web et notamment d’avoir des rapports sur les médias sociaux. 06/10/2014 TITRE DE LA PRÉSENTATION • DOCUMENT CONFIDENTIEL
  9. 9. LES INCONTOURNABLES : LA PUBLICITE SUR LES MEDIAS SOCIAUX www.ecommerceparis.com 04 9 De nombreux médias sociaux offrent la possibilité de faire de la publicité (campagnes, sponsoring de statust, etc.). C’est un bon moyen de toucher et d’engager son audience. 06/10/2014 TITRE DE LA PRÉSENTATION • DOCUMENT CONFIDENTIEL
  10. 10. www.ecommerceparis.com 05 10 MEDIAS SOCIAUX : UTILISATIONS Twitter • Veiller, gérer sa relation client ou le SAV, faire vivre un événement, proposer des offres spéciales, etc. Facebook • Organiser une vente flash, proposer des promotions, organiser un jeu-concours, etc. Google+ • Référencement, gérer une communauté d’early adopters, extensions et annotations de réseau social, etc. Pinterest • Présenter des produits ou l’univers d’une marque, organiser un jeu-concours, etc. Instagram • Visibilité et animation : montrer ses produits, comment ils sont créés, montrer la culture de l’entreprise, organiser un jeu-concours, montrer les coulisses de l’entreprise, etc. 06/10/2014 TITRE DE LA PRÉSENTATION • DOCUMENT CONFIDENTIEL
  11. 11. MEDIAS SOCIAUX : BONNES PRATIQUES www.ecommerceparis.com 05 11 Publier ses contenus au bon moment Partager les nouveautés avec parcimonie Mentionner d’autres comptes Utiliser les hashtags Surveiller la concurrence Réagir et interagir Miser sur le visuel (qualité) 06/10/2014 TITRE DE LA PRÉSENTATION • DOCUMENT CONFIDENTIEL
  12. 12. www.ecommerceparis.com 06 12 MODÈLES ÉCONOMIQUES: (C2)B2C 06/10/2014 TITRE DE LA PRÉSENTATION • DOCUMENT CONFIDENTIEL
  13. 13. www.ecommerceparis.com 06 13 MODÈLES ÉCONOMIQUES: (C2)B2C 06/10/2014 TITRE DE LA PRÉSENTATION • DOCUMENT CONFIDENTIEL
  14. 14. www.ecommerceparis.com 06 14 MODÈLES ÉCONOMIQUES: (C2)B2C 06/10/2014 TITRE DE LA PRÉSENTATION • DOCUMENT CONFIDENTIEL
  15. 15. www.ecommerceparis.com 06 15 MODÈLES ÉCONOMIQUES: B2B ShipServ, leader du marché de l’électronique (industrie maritime) Plateforme e-commerce : TradeNet Objectif : plus de leads, plus de traffic, écouter Souhait de se lancer sur les médias sociaux : • Création d’un blog • Ouverture d’un groupe LinkedIn • Mise en place d’un profil Twitter • ... 06/10/2014 TITRE DE LA PRÉSENTATION • DOCUMENT CONFIDENTIEL
  16. 16. www.ecommerceparis.com 06 16 MODÈLES ÉCONOMIQUES: C2C plateformes d’intermédiation 06/10/2014 TITRE DE LA PRÉSENTATION • DOCUMENT CONFIDENTIEL
  17. 17. www.ecommerceparis.com 06 17 MODÈLES ÉCONOMIQUES: C2C plateformes collaboratives 06/10/2014 TITRE DE LA PRÉSENTATION • DOCUMENT CONFIDENTIEL
  18. 18. brand advocacy Seulement 7% des français estiment que leur attachement aux “ www.ecommerceparis.com 07 marques est récompensé (Toluna) 23/09/2014 TITRE DE LA PRÉSENTATION • DOCUMENT CONFIDENTIEL 18 CONCLUSION “Racontez une histoire, établissez le contact avec vos clients et faites-les participer !
  19. 19. www.ecommerceparis.com Merci de votre attention.

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