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Audit Concurrentiel et analyse des Personas

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Présentation de fin de formation de Responsable Communication Web au CEPEGRA - Centre de compétence de l'Industrie Graphique - (Charleroi - Belgique) - Décembre 2014

Thème : Audit concurrentiel et Analyse des personas.

Travail basé sur un projet fictif de communication et de promotion d'une entreprise "Food Truck" dans la région de Liège (Belgique) ; le "Pulgar Burger".

Contenu :
- Un persona, c’est quoi ?
- Les personas du Pulgar Burger
- Un audit concurrentiel, c’est quoi ?
- L’audit concurrentiel du Pulgar Burger

Published in: Marketing
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Audit Concurrentiel et analyse des Personas

  1. 1. S Audit concurrentiel & personas Formation Responsable Communication Web – INGRWC04 CEPEGRA – 2014 Sébastien Liénard - Présentation de fin d’atelier – Jeudi 18 décembre 2014
  2. 2. Plan de présentation S Introduction S Un persona, c’est quoi ? S Les personas du Pulgar Burger S Un audit concurrentiel, c’est quoi ? S L’audit concurrentiel du Pulgar Burger S Conclusion
  3. 3. Introduction S 8.000 milliards de pages web – 60 milliards de recherches Google S 84,1% des belges disposent d’au moins une connexion internet S Une foule immense de clients et de concurrents potentiels
  4. 4. S Les personas Des cibles très…grata
  5. 5. Un persona, c’est quoi ? S Une méthode de conception stratégique centrée sur l’utilisateur, utilisée dans le marketing, le web design, la communication. S Une personne fictive S Représentative d’un groupe cible d’utilisateurs, clients ou prospects types S Permet de définir des scénarios d’usage, des stratégies de positionnement, de promotion ou de distribution.
  6. 6. Le contenu du persona Une identité Personnifier la cible - nom - Âge - Profession - situation - hobbies Une photo Rendre le personnage plus réaliste Une phrase type Faire ressortir sa personnalité Un profil web - Habitudes web - Equipement - Expertise Une biographie - Les traits de caractères de la cible Un scénario Définir les interactions envisageable avec la cible
  7. 7. Objectifs du persona S Cerner un ou plusieurs profils utilisateurs S Augmenter l’empathie par rapports aux profils utilisateurs S Argumenter concrètement les besoins et attentes des utilisateurs S Créer un document de référence
  8. 8. Comment créer un persona ? S Questionner le commanditaire sur sa clientèle S Questionner son entourage S Questionner un panel de clients S Analyser les statistiques de fréquentation (google analytics,…) et les commentaires des clients existants
  9. 9. Les personas du Pulgar Burger 1. Typhaine Schoonyans – 30 ans – Traductrice – Liège 2. Denis Martens – 42 ans – Assistant GRH – Ittre 3. Ludovic Gosseries – 28 ans – Etudiant – Fexhe-le- Haut-Clocher 3 1 2
  10. 10. Interactions possibles - Devenir cliente régulière - Suivre l’actualité sur Twitter et Facebook - Partager des check-ins, commentaires, conseils. - Inviter ses contacts à découvrir le Pulgar Burger Comportement Web - Hyper connectée via tous les supports possibles (PC, SP, Tablettes) - Active sur les réseaux sociaux (Twitter, Instagram, Foursquare/swarm)
  11. 11. Interactions possibles - Devenir client ponctuel - Partager des photos de ses repas, du food truck - Suivre l’actualité via la page facebook - Engager le Pulgar Burger pour un événement professionnel Comportement Web - Se connecte le plus souvent via PC - Se connecte parfois avec son smartphone - Possède un compte Facebook
  12. 12. Interactions possibles - Trouver le Pulgar Burger via une recherche Google - Devenir client ponctuel - Liker la page Facebook - Engager le Pulgar Burger pour un événement privé Comportement Web - Jeune et connecté via SP, PC et tablette - Peu actif sur les réseaux sociaux - S’inscrit à des newsletters
  13. 13. Par contre,… J’en connais 8 qui préfèreraient ne plus trop entendre parler de food truck et de Pulgar Burger pendant un petit temps,… ;-)
  14. 14. S Audit concurrentiel Etude de l’environnement concurrentiel de Pulgar Burger
  15. 15. Un audit concurrentiel, c’est quoi ? S Analyser la concurrence S L’image, la notoriété S Le type de produits/services proposés S Le positionnement sur le web et les réseaux sociaux S Stratégie de communication S Les performances financières
  16. 16. 3 types de concurrence S La concurrence directe S Une entreprise qui répond au besoin du client par une solution identique à la nôtre S La concurrence indirecte S Une entreprise qui répond au besoin du client par une solution de substitution par rapport à la nôtre S La concurrence virtuelle S Le positionnement « digital » d’autres entreprises sur base de certains mots-clés
  17. 17. S L’audit concurrentiel du Pulgar Burger sur le web - La notoriété de la société Pulgar Burger - Analyse de la concurrence directe - Analyse de la concurrence indirecte - Analyse de la concurrence virtuelle
  18. 18. Analyse de la notoriété - Type d’activité - Présence dans les résultat de recherche Google - Présence sur les annuaires - Présence sur des annuaires spécialisés - Présence sur les réseaux sociaux - Présence sur les sites spécialisés ou portails thématiques
  19. 19. Concurrence directe Comparaison sur base des critères de visibilité suivants : - Type d’activité - Présence dans les résultat de recherche Google - Présence sur les annuaires - Présence sur des annuaires spécialisés - Présence sur les réseaux sociaux - Présence sur les sites spécialisés ou portails thématiques
  20. 20. Concurrence Indirecte Analyse des services de restauration : - Restaurants/brasseries - Fast-Foods - Livraison/à emporter - Snack
  21. 21. Concurrence virtuelle
  22. 22. Pour aller plus loin… S Avec du temps plus ou conséquent dédié uniquement à l’audit, il est possible d’analyser : S Un plus grand nombre de concurrents ; S Le « dynamisme » commercial ; S L’historique des concurrents (leurs succès, leurs échecs) ; S L’image de marque des concurrents et de leurs produits ; S La qualité de leur contenu, de leurs publications,… ; S La tonalité des avis des consommateurs ;
  23. 23. Conclusion Important : S Analyser la/les cible/s d’une entreprise afin de construire une stratégie de communication centrée sur l’utilisateur et qui puisse répondre à ses besoins et de ses attentes. S Comme un coach qui analyse son adversaire, l’analyse de la concurrence permet de mettre en avant les forces et les faiblesses de celle-ci et d’apporter des éléments qui permettront de nous différentier de nos concurrents.
  24. 24. A vos questions ! Merci de votre attention

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