{"id":24710,"date":"2013-05-29T21:09:06","date_gmt":"2013-05-29T21:09:06","guid":{"rendered":"http:\/\/marketingisdead.blogspirit.com\/archive\/2013\/05\/29\/les-entreprises-face-a-l-e-reputation.html"},"modified":"2013-05-29T21:09:06","modified_gmt":"2013-05-29T21:09:06","slug":"les-entreprises-face-a-le-reputation","status":"publish","type":"post","link":"http:\/\/consumerinsight.eu\/marketingisdead\/les-entreprises-face-a-le-reputation\/","title":{"rendered":"Les entreprises face \u00e0 l\u2019e-r\u00e9putation"},"content":{"rendered":"

\"TribuneArticle paru dans la Tribune de l’assurance – Mai 2013<\/em><\/span><\/p>\n

En 1999, les auteurs du The Cluetrain Manifesto publiaient leurs 95 th\u00e8ses, dont la 1\u00e8re<\/sup> et la plus c\u00e9l\u00e8bre : \u00ab Les march\u00e9s sont des conversations \u00bb.<\/em><\/span><\/p>\n

Depuis, bien des annonceurs l\u2019ont v\u00e9rifi\u00e9 \u00e0 leurs d\u00e9pens, comme Dell en 2005, quand un certain Jeff Jarvis publia sur son blog une lettre ouverte d\u00e9non\u00e7ant ses manques en mati\u00e8re de SAV.<\/span><\/p>\n

Dans les mois qui suivirent commen\u00e7a pour la marque une v\u00e9ritable descente aux enfers avec une chute de pr\u00e8s de 50% de la valeur de son action !<\/span><\/p>\n

Heureusement, toutes les crises qui affectent les marques sur la toile ne se r\u00e9v\u00e8lent pas si grave : la plupart du temps, l\u2019entreprise rectifie ses erreurs, et les consommateurs oublient aussit\u00f4t.<\/span><\/p>\n

Ainsi, ses clients ont d\u00e9j\u00e0 tourn\u00e9 la page du licenciement par Monoprix d\u2019un employ\u00e9 de 59 ans, suspendu pour avoir r\u00e9cup\u00e9r\u00e9 dans la benne \u00e0 ordure et emport\u00e9 chez lui 6 melons et 2 salades !<\/span><\/p>\n

L\u2019enseigne a eu le bon go\u00fbt de ne pas s\u2019enferrer dans sa d\u00e9marche proc\u00e9durale : d\u2019ailleurs aujourd\u2019hui, bien des avocats sp\u00e9cialis\u00e9s recommandent d\u2019\u00e9viter les proc\u00e9dures trop abruptes quand les probl\u00e8mes peuvent se r\u00e9gler autrement.<\/span><\/p>\n

D\u2019autant que souvent les consommateurs qui attaquent les marques sur les m\u00e9dias sociaux se r\u00e9v\u00e8lent des aficionados \u2026 d\u00e9\u00e7us : bien souvent, il suffit de les prendre en conversation priv\u00e9e pour qu\u2019ils se r\u00e9pandent en louanges, leur cas r\u00e9solu positivement.<\/span><\/p>\n

D’o\u00f9 importance du Community Management : mieux vaut \u00e9viter de le d\u00e9l\u00e9guer au premier stagiaire venu, sous pr\u00e9texte que c\u2019est un \u00ab truc de jeunes \u00bb<\/em> !<\/span><\/p>\n

Parfois, m\u00eame des sp\u00e9cialistes chevronn\u00e9s auront du mal face \u00e0 l\u2019avalanche de tweets, commentaires et autres posts : l\u2019\u00e9quipe d\u2019Air France se souvient encore avec effroi du week-end de folie qui suivit l\u2019accident nucl\u00e9aire de Fukushima !<\/span><\/p>\n

Un nouveau monde est en train de se construire, extr\u00eamement complexe pour nombre d\u2019entreprises qui ne s\u2019y sont pas pr\u00e9par\u00e9es.<\/span><\/p>\n

Complexe parce qu\u2019il l\u2019est de dialoguer avec des consommateurs qui vous demandent imm\u00e9diatement des comptes sur la moindre de vos initiatives.<\/span><\/p>\n

Complexe parce que les entreprises doivent aussi manager des collaborateurs de la g\u00e9n\u00e9ration Y, rompus \u00e0 des pratiques jusque-l\u00e0 m\u00e9connues \u2013 voire interdites par les DSI.<\/span><\/p>\n

Complexe enfin parce que les bouleversements apparaissent continuels : il y a cinq ans, le futur du web social s\u2019incarnait en Myspace et Second Life.<\/span><\/p>\n

Nul ne sait ce que l\u2019avenir r\u00e9serve \u00e0 Facebook et Twitter.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Article paru dans la Tribune de l’assurance – Mai 2013 En 1999, les auteurs du The Cluetrain Manifesto publiaient leurs 95 th\u00e8ses, dont la 1\u00e8re et la plus c\u00e9l\u00e8bre : \u00ab Les march\u00e9s sont des conversations \u00bb. Depuis, bien des annonceurs l\u2019ont v\u00e9rifi\u00e9 \u00e0 leurs d\u00e9pens, comme Dell…<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"spay_email":"","jetpack_publicize_message":"","jetpack_is_tweetstorm":false,"jetpack_publicize_feature_enabled":true},"categories":[142],"tags":[],"yoast_head":"\nLes entreprises face \u00e0 l\u2019e-r\u00e9putation - Marketing is Dead<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"http:\/\/consumerinsight.eu\/marketingisdead\/les-entreprises-face-a-le-reputation\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Les entreprises face \u00e0 l\u2019e-r\u00e9putation - Marketing is Dead\" \/>\n<meta property=\"og:description\" content=\"Article paru dans la Tribune de l’assurance – Mai 2013 En 1999, les auteurs du The Cluetrain Manifesto publiaient leurs 95 th\u00e8ses, dont la 1\u00e8re et la plus c\u00e9l\u00e8bre : \u00ab Les march\u00e9s sont des conversations \u00bb. 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