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[Fr] Médias Sociaux : Oubliez le message, pensez au partage - Webinaire du 15/01/2015

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Les médias sociaux ont plus de 10 ans. L'engouement autour de leur usage ne faiblit pas. Mais des doutes s'élèvent sur l'efficacité des approches. Nous aussi, nous mettons en doute l'approche classique de l' "engagement" adoptée par la plupart des marques pour se développer sur Facebook (entre autres). A cette logique, nous opposons celle du véritable fonctionnement des médias sociaux, celle du partage. Oubliez donc le message, pensez au partage !

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[Fr] Médias Sociaux : Oubliez le message, pensez au partage - Webinaire du 15/01/2015

  1. 1. @ygourven @vismktg Médias sociaux : oubliez le message, pensez au partage ! Pourquoi et comment les marques deviennent des médias
  2. 2. @ygourven @vismktg creative commons notice š  This work is licensed under the Creative Commons Attribution-Noncommercial- Share Alike 3.0 License. To view a copy of this license, visit http://creativecommons.org/licenses/by- nc-sa/3.0/ or send a letter to Creative Commons, 543 Howard Street, 5th Floor, San Francisco, California, 94105, USA. š  You are allowed to use one or all the slides/images contained within this presentation provided you quote the author and the source of this information (http://visionarymarketing.com) http://slidesha.re/yagslides
  3. 3. @ygourven @vismktg de la puissance des réseaux sociaux 24/11/2014cc 2014 - visionary marketing - some rights reserved 3
  4. 4. @ygourven @vismktg Un concurrent à Facebook peut-il naître ? 24/11/2014cc 2014 - visionary marketing - some rights reserved 4
  5. 5. @ygourven @vismktg l’enjeu de Facebook est ailleurs “The story of Facebook’s first decade was one of relentless, rapacious growth, from a dorm-room side project to a global service with 8,000 employees and 1.35 billion users, on whose unprotesting backs Zuckerberg has built an advertising engine that generated $7.87 billion last year, a billion and a half of it profit.”  Time Mag, nov 2014 24/11/2014cc 2014 - visionary marketing - some rights reserved 5
  6. 6. @ygourven @vismktg Tous les ans, un journaliste, un analyste, etc. m'appelle XXXXXXXX va-t-il TUER Facebook? 24/11/2014cc 2014 - visionary marketing - some rights reserved 6
  7. 7. @ygourven @vismktg Hic et nunc 24/11/2014cc 2014 - visionary marketing - some rights reserved 7
  8. 8. @ygourven @vismktg Même Dalton Caldwell 24/11/2014cc 2014 - visionary marketing - some rights reserved 8
  9. 9. @ygourven @vismktg Revenons sur l’historique des médias sociaux cc 2014 - visionary marketing - some rights reserved
  10. 10. @ygourven @vismktg les médias sociaux ont plus de 10 ans cc 2014 - visionary marketing - some rights reserved
  11. 11. @ygourven @vismktg 24/11/2014cc 2014 - visionary marketing - some rights reserved 11 Vincos.it - juin 2009
  12. 12. @ygourven @vismktg 24/11/2014cc 2014 - visionary marketing - some rights reserved 12 Vincos.it - juin 2009
  13. 13. @ygourven @vismktg 24/11/2014cc 2014 - visionary marketing - some rights reserved 13 Vincos.it - juin 2011
  14. 14. @ygourven @vismktg 24/11/2014cc 2014 - visionary marketing - some rights reserved 14 Vincos.it – décembre 2013
  15. 15. @ygourven @vismktg 24/11/2014cc 2014 - visionary marketing - some rights reserved 15 Vincos.it – juillet 2014
  16. 16. @ygourven @vismktg 89-90 genèse* 1 6 La révolution Internet : différentes phases & évolution amonboss.com/slides2013 BULLE 94-95 digestion de la bulle 3 4 Web 2.0 01-02 2001-2 2 décollage & bulle à 2007 essor du Web mobile 5 Convergence Web/ mobile/ médias sociaux 2011-12 La genèse : le Web est auxmains de privilégiées. La TV en parle (surtout au RU et aux USA) les utiilisateurs lambda ne le voient pas encore Décollage & bulle : le Web est enfin accessible au plus grand nombre, les prix baissent, le e-commerce décolle … au prix d’une importante surchauffe économique et spéculative Digestion de la bulle : le marché s’assainit, des champions se lancent au moment le + improbable, le digital mûrit et se développe Le Web 2.0 : Véritable explosion de créativité et naissance des réseaux sociaux sous l’œil avisé de Tim O’Reilly Essor du Web mobile : le Web devient mobile sous l’impulsion d’Apple qui réussit à rendre populaire et universel l’accès à Internet en moilité, commercialisé avec Windoxs CE 5 ans plus tôt ! Convergence : ce n’est pas la période la plus innovante mais celle de la maturité avec tous les modes d’accès Web qui se rejoignent et se renforcent grâce à l’essor du cloud computing. * nous commençons à compter à partir de l’invention du WWW et non de l’Internet (réseau physique)
  17. 17. @ygourven @vismktg Les marques se sont emparé de Facebook … … et des autres médias sociaux cc 2014 - visionary marketing - some rights reserved
  18. 18. @ygourven @vismktg 24/11/2014cc 2014 - visionary marketing - some rights reserved 18 Le formidable essor de Facebook a inspiré les marques 500 millions en 2010 1Milliard en 2012, 1.3 Milliards 2015
  19. 19. @ygourven @vismktg We are social 24/11/2014cc 2014 - visionary marketing - some rights reserved 19
  20. 20. @ygourven @vismktg Répartition mondiale •  L’Europe très présente et active •  Asie du Sud-Est : un monde à part 24/11/2014cc 2014 - visionary marketing - some rights reserved 20
  21. 21. @ygourven @vismktg 2tude Socialmedia examiner 05/2014 š  Marketers place very high value on social media: A significant 92% of marketers indicate that social media is important for their business, up from 86% in 2013. š  Tactics and engagement are top areas marketers want to master: At least 89% of marketers want to know the most effective social tactics and the best ways to engage their audience with social media. š  Blogging holds the top spot for future plans: A significant 68% of marketers plan on increasing their use of blogging, making it the top area marketers will invest in for 2014. š  Marketers want to learn most about Google+: While 54% of marketers are using Google+, 65% want to learn more about it and 61% plan on increasing Google+ activities in 2014. š  Podcasting on growth trajectory: Only 6% of marketers are involved with podcasting, yet 21% plan on increasing their podcasting activities in 2014—a more than three-fold increase —and 28% of marketers want to learn more about it. š  Facebook and LinkedIn are the two most important social networks for marketers. When forced to only select one platform, 54% of marketers selected Facebook, followed by LinkedIn at 17%. š  Original written content is most important for social media marketing: A significant 58% of marketers stated that original written content is the single most important form of content, followed by original visual assets (19%). Mai 2014 24/11/2014cc 2014 - visionary marketing - some rights reserved 21 “Most marketers aren't sure their Facebook marketing is effective: Only 34% of marketers (slightly more than one in three) think that their Facebook efforts are effective.”
  22. 22. @ygourven @vismktg Pour évaluer les usages 06 janvier – fin mars 2015 24/11/2014cc 2014 - visionary marketing - some rights reserved 22
  23. 23. @ygourven @vismktg Vers les mass médias sociaux 24/11/2014cc 2014 - visionary marketing - some rights reserved 23
  24. 24. @ygourven @vismktg (presque le) même événement, apparition  du Pape à Rome http://bit.ly/smphns 17/03/14cc, some rights reserved © 2013 visionarymarketing.com 24
  25. 25. @ygourven @vismktg Paris, 2015 24/11/2014cc 2014 - visionary marketing - some rights reserved 25
  26. 26. @ygourven @vismktg du social media au social mass media champions mondiaux champions locaux 24/11/2014cc 2014 - visionary marketing - some rights reserved 26
  27. 27. @ygourven @vismktg la course à l’engagement Les conseils š  1- Trouver du contenu que les fans vont aimer š  2- Créer le contenu qui correspond à son audience š  3- Lier son contenu aux tendances & évènements actuels š  4- Encourager les fans à participer source: agorapulse 24/11/2014cc 2014 - visionary marketing - some rights reserved 27
  28. 28. @ygourven @vismktg en résultat 24/11/2014cc 2014 - visionary marketing - some rights reserved 28 un ecommerçant : post pendant la marche du 15/01/2015 !
  29. 29. @ygourven @vismktg La réalité des chiffres cc 2014 - visionary marketing - some rights reserved acheter des fans ne fait pas monter l’engagement mais le fait descendre … et en + tous les fans ne sont pas égaux
  30. 30. @ygourven @vismktg le retour sur engagement pourcentage de vos fans qui ont interagi (like ou comment) sur votre post source: social bakers qu’est-ce que le retour sur engagement graphic design: social bakers some rights reserved - cc 2011 - orange.com - Yann A. Gourvennec30
  31. 31. @ygourven @vismktg pas qu’une affaire de taille 2012 (socialbakers) 2014 (socialbakers) 31benchmark: social bakers
  32. 32. @ygourven @vismktg 592 577 / 80 280 402 = 0.738134071626 % 24/11/2014cc 2014 - visionary marketing - some rights reserved 32 like a page post on the page wall like a post comment on a post share a post answer a question RSVP to a page’s event mention the page in a post tag the page in a photo check in at a place share a check-in deal like a check-in deal write a recommendation claim an offer http://www.feffekaufmann.se/facebook-page-likes-vs-engagement-rate-and-5-ways-how-to-keep-engagement-up/
  33. 33. @ygourven @vismktg avec des pénalités selon les secteurs 24/11/2014cc 2014 - visionary marketing - some rights reserved 33
  34. 34. @ygourven @vismktg Un média « interactif » š  cherchez les posts des fans sur la page Coca Cola 24/11/2014cc 2014 - visionary marketing - some rights reserved 34
  35. 35. @ygourven @vismktg De combien de vrais fans avez-vous (votre marque) besoin ? š  “A creator, such as an artist, musician, photographer, craftsperson, performer, animator, designer, videomaker, or author – in other words, anyone producing works of art – needs to acquire only 1,000 True Fans to make a living.” š  “One thousand is a feasible number. You could count to 1,000. If you added one fan a day, it would take only three years. True Fanship is doable.” http://kk.org/thetechnium/2008/03/1000-true-fans/ 24/11/2014cc 2014 - visionary marketing - some rights reserved 35
  36. 36. @ygourven @vismktg Sur Twitter aussi, des comportements déviants 24/11/2014cc 2014 - visionary marketing - some rights reserved 36
  37. 37. @ygourven @vismktg C’est utiliser les médias sociaux à l’envers média définition exemples rôle MEDIAS EN PROPRE « owned » contrôle total -  site Web -  site Mobile -  Blog -  @Twitter créer des relations à LT MEDIAS PAYANTS « paid » la marque paie pour être vue -  bannières -  référencement payant -  sponsoring catalyseur et accélérate ur MEDIAS « GRATUITS » « earned » le client fait votre publicité -  Bouche à oreille -  Buzz -  viralité 24/11/2014cc 2014 - visionary marketing - some rights reserved 37 adapté de Forrester médias « gratuits » bouche à oreille médias payants (pub) médias « en propre » attire les « fans » attire les « étrangers » à la marque attire les clients et les prospects
  38. 38. @ygourven @vismktg Et on recommence … 24/11/2014cc 2014 - visionary marketing - some rights reserved 38
  39. 39. @ygourven @vismktg Et ça recommence … 24/11/2014cc 2014 - visionary marketing - some rights reserved 39
  40. 40. @ygourven @vismktg 24/11/2014cc 2014 - visionary marketing - some rights reserved 40
  41. 41. @ygourven @vismktg 7 conseils pour retrouver le chemin du partage le 06 novembre 2014 à Paris Performance Digitale Expo visionarymarketing.com Yann Gourvennec
  42. 42. @ygourven @vismktg Conseil n°1 : posez-vous les bonnes questions Simon Sinek : http://bit.ly/sinekvm Le cercle d’or de l’innovation 24/11/2014cc 2014 - visionary marketing - some rights reserved 42
  43. 43. @ygourven @vismktg Conseil n°2 : retournez aux sources 1.  Be interesting (do something special) 2.  Make it easy 3.  Make people happy 4.  Earn trust and respect 24/11/2014cc 2014 - visionary marketing - some rights reserved 43
  44. 44. @ygourven @vismktg Le fameux sandwich de 18 cm de haut ! the famous 7” pastrami sandwich 24/11/2014cc 2014 - visionary marketing - some rights reserved 44
  45. 45. @ygourven @vismktg marques sous le radar fonctionnelles aimées sensibles caractéristiques pas ou peu de buzz fonctionnement & fonctionnalités clients aiment et défendent la marque santé, sécurité, enfance réponses sortir du cadre community management (forums/social media) répondre aux sollicitations des communautés rassurer T h e i Conseil n°3 : avant de sauter sur Woo Woo … rappel de Les médias sociaux expliqués à mon boss http://amonboss.com, avec le concours de Synthesio 24/11/2014cc 2014 - visionary marketing - some rights reserved 45
  46. 46. @ygourven @vismktg Conseil n°4 : laissez les armes au placard š  Campagnes š  Guerrilla marketing š  Cibles š  « Engage » ? š  “the act of beginning to fight someone, or a period of time in a war” š  ou « engage in conversation? » 24/11/2014cc 2014 - visionary marketing - some rights reserved 46
  47. 47. @ygourven @vismktg Conseil n°5 : arrêtez le message Pensez au partage 24/11/2014cc 2014 - visionary marketing - some rights reserved 47
  48. 48. @ygourven @vismktg Comment fonctionnent vraiment les médias sociaux 24/11/2014cc 2014 - visionary marketing - some rights reserved 48
  49. 49. @ygourven @vismktg Conseil n°6 : participez ou suscitez des conversations “markets are conversations” http://cluetrain.com 24/11/2014cc 2014 - visionary marketing - some rights reserved 49
  50. 50. @ygourven @vismktg Thèse n°3 les conversations sont affaire d'êtres humains et doivent avoir le ton des humains. Ces conversations se déroulent on ne peut plus humainement 24/11/2014cc 2014 - visionary marketing - some rights reserved 50
  51. 51. @ygourven @vismktg nous voulons accéder à votre information d'entreprise, à vos projets et vos stratégies, à vos meilleures réflexions, à votre véritable savoir. Nous ne nous satisferons jamais de votre brochure en quadrichromie, ni de votre site Web rempli de jolies images mais qui manque de substance Thèse n° 36 24/11/2014cc 2014 - visionary marketing - some rights reserved 51
  52. 52. @ygourven @vismktg Conseil n°7 : arrêtez de « manager » des communautés Quelles communautés ? > passion/intérêt commun > entraide > bénéfice mutuel Animer > planter > arroser > élaguer 24/11/2014cc 2014 - visionary marketing - some rights reserved 52
  53. 53. @ygourven @vismktg Conseil n°8 : il n’y a pas que Facebook ! 24/11/2014cc 2014 - visionary marketing - some rights reserved 53
  54. 54. @ygourven @vismktg divertissement profondeur     niche universalité(SEO?) ?   spécificités de l’outillage médias sociaux applications de (télé)communication non incluses 24/11/2014cc 2014 - visionary marketing - some rights reserved 54
  55. 55. @ygourven @vismktg de la puissance des réseaux sociaux 24/11/2014cc 2014 - visionary marketing - some rights reserved 55
  56. 56. @ygourven @vismktg Contactez-nous Visionary Marketing 80 rue Taitbout F-75009 Paris France +33 1 40 18 54 04 contact@visionarymarketing.com agence marketing digital, membre du groupe cc 2014 - visionary marketing - some rights reserved

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