{"id":25695,"date":"2018-04-01T08:53:16","date_gmt":"2018-04-01T08:53:16","guid":{"rendered":"http:\/\/consumerinsight.eu\/marketingisdead\/?p=25695"},"modified":"2018-04-01T08:58:28","modified_gmt":"2018-04-01T08:58:28","slug":"marketing-dinfluence-relations-publics-amis-ennemis","status":"publish","type":"post","link":"http:\/\/consumerinsight.eu\/marketingisdead\/marketing-dinfluence-relations-publics-amis-ennemis\/","title":{"rendered":"Marketing d’influence et Relations Publics, amis ou ennemis ?"},"content":{"rendered":"

Telle est la th\u00e9matique sur laquelle L\u2019Argus de la Presse a demand\u00e9 \u00e0 25 experts de r\u00e9fl\u00e9chir\u00a0pour un livre blanc\u00a0; voici ma contribution, les autres \u00e9tant t\u00e9l\u00e9chargeables ici<\/a>\u00a0<\/em><\/p>\n

\"\"<\/a>Rien ne sert d\u2019opposer Marketing d’influence<\/em> et Relations publics<\/em>, ce sont deux disciplines compl\u00e9mentaires \u00e0 usage du marketing et de la communication, chacune pr\u00e9sentant des avantages sp\u00e9cifiques et souffrant parfois des m\u00eames travers.<\/p>\n

Le marketing d\u2019influence n\u2019est pas si r\u00e9cent que les agents des YouTubeurs<\/em> voudraient nous le faire croire\u00a0: il date de la pr\u00e9histoire des m\u00e9dias sociaux \u2026 et m\u00eame de bien avant.<\/p>\n

Au d\u00e9but du blogging, les agences de RP n\u2019avaient d\u2019yeux que les blogueurs dits d\u2019autorit\u00e9 \u2013 ceux qui caracolaient en t\u00eate des recherches sur les moteurs de recherche\u00a0; elles leur adressaient les derniers produits High Tech \u00e0 tester, les invitaient \u00e0 des \u00ab\u00a0soir\u00e9es blogueurs\u00a0\u00bb <\/em>et \u00e0 bien des avant-premi\u00e8res, etc.<\/p>\n

A l\u2019\u00e9poque \u2013 quelques seniors doivent s\u2019en souvenir \u2013 le blogueur le plus influent de France s\u2019appelait Lo\u00efc Le Meur<\/em>\u00a0; on pouvait ainsi lire sur son blog\u00a0: \u00ab\u00a0RIM m’a pr\u00eat\u00e9 la semaine derni\u00e8re le nouveau Blackberry 8800, je l’ai adopt\u00e9 comme t\u00e9l\u00e9phone principal\u00a0\u00bb<\/em>. Et bien s\u00fbr, tous ses abonn\u00e9s allaient d\u00e9couvrir avec lui les avantages extraordinaires de ce nouveau mobile \u2013 je me suis toujours demand\u00e9 si \u00ab<\/em>\u00a0pr\u00eat\u00e9\u00a0\u00bb <\/em>signifiait qu\u2019un jour il avait rendu de superbe \u00ab\u00a0Blackberry 8800\u00a0\u00bb<\/em>.<\/p>\n

\"\"<\/a>Quelle diff\u00e9rence entre le blogueur influent et la M\u00e8re Denis<\/em> qui longtemps vanta les m\u00e9rites des machines \u00e0 laver Vedette<\/em>\u00a0? Dans les deux cas, la marque utilise un personnage embl\u00e9matique pour porter sa communication. Lo\u00efc Le Meur<\/em> existait bien en chair et en os \u2026 mais la M\u00e8re Denis<\/em> aussi\u00a0: elle s\u2019appelait Jeanne Le Calv\u00e9<\/em>, n\u00e9e en 1893 \u00e0 Kerallain, petit hameau du Morbihan.<\/p>\n

Aujourd\u2019hui, YouTubeurs<\/em> et autres Instagrameurs ont remplac\u00e9 Lo\u00efc Le Meur<\/em> et la M\u00e8re Denis<\/em>\u00a0: c\u2019est plus tendance et parmi ces influenceurs, certains sont devenus de vrais stars avec des audiences \u00e0 faire p\u00e2lir certains animateurs de la TNT.<\/p>\n

Mais le probl\u00e8me reste et restera toujours le m\u00eame\u00a0: savoir choisir avec discernement les relais qui vont porter la marque vers la cible finale, tant en B2B qu\u2019en B2C. Ce qui signifie ne pas se contenter de d\u00e9marcher les influenceurs \u00e0 la plus large audience, mais ceux en r\u00e9elle affinit\u00e9 avec la marque.<\/p>\n

Et c\u2019est bien souvent l\u00e0 que le b\u00e2t blesse\u00a0: agences de communication ou de RP prennent rarement le temps de comprendre r\u00e9ellement qui sont les influenceurs qu\u2019ils sollicitent\u00a0; r\u00e9sultats, des refus en cascade ou des campagnes qui ne fonctionnent pas parce que la \u00ab\u00a0star\u00a0\u00bb<\/em> se contente du service minimum pour toucher son ch\u00e8que<\/p>\n

Au bon vieux temps du blogging, un annonceur s\u2019\u00e9tait couvert de ridicule en proposant \u00e0 une blogueuse de parler de ses cravates \u00e0 l\u2019occasion de la F\u00eate des p\u00e8res\u00a0: cette derni\u00e8re vouait une haine f\u00e9roce \u00e0 l\u2019encontre du sien, haine qui transpirait dans bon nombre de ses posts.<\/p>\n

Pas s\u00fbr que la le\u00e7on ait bien \u00e9t\u00e9 retenue par la profession \u2026 Mais c\u2019\u00e9tait il y a si longtemps \u2013 une bonne dizaine d\u2019ann\u00e9e.<\/p>\n","protected":false},"excerpt":{"rendered":"

Telle est la th\u00e9matique sur laquelle L\u2019Argus de la Presse a demand\u00e9 \u00e0 25 experts de r\u00e9fl\u00e9chir\u00a0pour un livre blanc\u00a0; voici ma contribution, les autres \u00e9tant t\u00e9l\u00e9chargeables ici\u00a0 Rien ne sert d\u2019opposer Marketing d’influence et Relations publics, ce sont deux disciplines compl\u00e9mentaires \u00e0 usage du…<\/p>\n","protected":false},"author":2,"featured_media":25701,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"gallery","meta":{"spay_email":"","jetpack_publicize_message":"","jetpack_is_tweetstorm":false,"jetpack_publicize_feature_enabled":true},"categories":[151],"tags":[307,334],"yoast_head":"\nMarketing d'influence<\/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\/marketing-dinfluence-relations-publics-amis-ennemis\/\" \/>\n<meta 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