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Stratégie Médias Sociaux UNIGE 26 06 2015

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Stratégie Médias Sociaux UNIGE 26 06 2015

  1. 1. STRATEGIE SOCIAL MEDIA @yan_luong Head of Social Media International Committee of the Red Cross ICRC
  2. 2. Social Media in One Slide
  3. 3. The big nine
  4. 4. La révolution digitale a eu lieu
  5. 5. The perfect storm
  6. 6. Les utilisateurs
  7. 7. Le canal n’a plus d’importance
  8. 8. L’univers médiatique
  9. 9. Les  médias  sociaux  cons/tuent  une  tendance  sociologique  majeure   Chaque  individu  est  un  média  poten/el   De  nouveaux  formats  et  puissances  média/ques  ont  émergé   Les  organisa/ons  sont  devenues  des  créateurs  de  média   Membres de l’organisation Organisation Médias de masse News Relations média, évènements, … Médias trad Médias sociaux L’impact des médias sociaux sur la communication @yan_luong  
  10. 10. Nous sommes tous des médias
  11. 11. Customer Service vs. MarComm
  12. 12. L’influence en ligne
  13. 13. DEVELOPPER UNE STRATEGIE
  14. 14. Développer une stratégie pour son organisation
  15. 15. MODÈLES ORGANISATIONNELS
  16. 16. Modèles organisationnels
  17. 17. Votre position dans l’organisation
  18. 18. Le modèle Spoke and Hub
  19. 19. CONNAITRE SON PUBLIC CIBLE
  20. 20. Connaître son public-cible •  Où se trouvent-ils? •  Que pensent-ils de votre organisation?
  21. 21. Social Media Planning
  22. 22. L’exemple de l’EPFL
  23. 23. LES OBJECTIFS
  24. 24. Etablir des objectifs
  25. 25. Par exemple
  26. 26. Intégrer les médias sociaux
  27. 27. ETABLIR SES PRÉSENCES SOCIALES EN LIGNE
  28. 28. CRÉER DU CONTENU
  29. 29. Stratégie de contenu
  30. 30. ENGAGER ET S’ENGAGER
  31. 31. Veillez à penser à ces éléments • Personnalité de la marque • Tonalité • Sociologie de la plateforme choisie • Responsabilités • Objectifs de service • Workflows
  32. 32. ROLES ET RESPONSABILITES
  33. 33. Un exemple de process flow
  34. 34. Gestion de crise Pre-Crisis •  Know your communities •  Detect •  Organize internally During Crisis •  Monitor •  Assess •  Act Post Crisis •  Monitor •  Assess and evaluate
  35. 35. Etendre les médias sociaux à l’ensemble de l’organisation •  Former un groupe •  Créer une social media policy •  Eduquer le personnel •  Evaluer les ressources départementales •  Fournir une boîte à outils médias sociaux •  « Empower » •  Evaluer
  36. 36. CHOISIR SES OUTILS
  37. 37. MONITORING
  38. 38. Monitoring •  Veille médiatique •  Veille concurrentielle •  Intelligence économique •  Etude du consommateur •  Suivi de campagne •  Gestion de la réputation •  Suivi d’activité
  39. 39. Les outils Séman&que   Qualita&f  Quan&ta&f   Objec&fs  
  40. 40. Social Media Monitoring Tools
  41. 41. Monitoring
  42. 42. Publishing
  43. 43. Statistiques
  44. 44. MESURER ET OPTIMISER

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