{"id":26155,"date":"2020-03-05T17:37:08","date_gmt":"2020-03-05T17:37:08","guid":{"rendered":"http:\/\/consumerinsight.eu\/marketingisdead\/?p=26155"},"modified":"2020-03-05T17:37:10","modified_gmt":"2020-03-05T17:37:10","slug":"des-gentils-bisounours-aux-vilains-trolls-1","status":"publish","type":"post","link":"http:\/\/consumerinsight.eu\/marketingisdead\/des-gentils-bisounours-aux-vilains-trolls-1\/","title":{"rendered":"Des gentils Bisounours aux vilains Trolls #1"},"content":{"rendered":"\n
\"\"<\/figure><\/div>\n\n\n\n

1\u00e8re<\/sup> partie\nde ma contribution \u00e0 l\u2019ouvrage collectif WEB\n2.0 15 ans d\u00e9j\u00e0 et apr\u00e8s ?<\/strong> ; pour lire celles de mes copains, le\nlivre s\u2019ach\u00e8te ici<\/a>\n\u2026 et en plus, vous ferez une bonne action, comme on vous le dit ici<\/a>. <\/em><\/p>\n\n\n\n

Il\ny avait bien d\u00e9j\u00e0 eu un 1er<\/sup> travail de sape d\u00e8s 1976 avec le\nlancement des Produits Libres<\/em> par\nCarrefour : d\u00e9sormais, ce n\u2019est la marque du fabricant qui cautionne le\nproduit, mais l\u2019enseigne qui le distribue.<\/p>\n\n\n\n

Il\ny avait bien eu aussi une alerte \u00e0 la fin des ann\u00e9es 90, avec notamment la publication\ndu livre de Naomi Klein No Logo : la\ntyrannie des marques<\/em> \u2026 Mais c\u2019\u00e9tait bien avant, au mill\u00e9naire\ndernier !<\/p>\n\n\n\n

Avec\nle Web 2.0, tout allait \u00eatre diff\u00e9rent : marques et consommateurs allaient\nrenouer le dialogue, enfin discuter d\u2019\u00e9gal \u00e0 \u00e9gal \u2013 le fameux P2P, de pair \u00e0\npair \u2013 et construire ensemble<\/em> de\nnouveaux produits et services, totalement adapt\u00e9s \u00e0 leurs besoins.<\/p>\n\n\n\n

\"\"<\/figure><\/div>\n\n\n\n

Ainsi\nd\u00e8s 2005, Lego lan\u00e7ait sa Lego Factory<\/em>\no\u00f9 tout un chacun pouvait concevoir ses propres mod\u00e8les \u00e0 l’aide d’un petit programme\npour les recevoir ensuite par la poste ; et certaines proposition\nentr\u00e8rent m\u00eame dans l\u2019offre standard de la marque.<\/p>\n\n\n\n

Deux\nans plus tard, Yves Rocher cr\u00e9ait Les\nV\u00e9g\u00e9taliseurs<\/em>, 1er<\/sup> r\u00e9seau social \u00e9co-citoyen, \u00e0 l\u2019initiative de\nses salari\u00e9s : 60 000 membres, 3 000 articles de blogs, un Ph\u00e9nix de Bronze<\/em> en 2009 \u2026 les mains\nvertes dialoguaient entre elles, avec la b\u00e9n\u00e9diction de la marque de cosm\u00e9tiques.<\/p>\n\n\n\n

\"\"<\/figure><\/div>\n\n\n\n

Pour\nLego, la machine se grippa plusieurs fois par la suite, notamment en 2015,\nquand l\u2019artiste chinois Ai Weiwei r\u00e9v\u00e9lait sur Instagram que le fabricant avait\nrefus\u00e9 de lui livrer les briques destin\u00e9es \u00e0 la confection de sa prochaine\n\u0153uvre : les aficionados de la marque danoise se rebell\u00e8rent contre la\nstrat\u00e9gie trop servile \u00e0 l\u2019\u00e9gard de Beijing de la marque.<\/p>\n\n\n\n

Pas\ntr\u00e8s glamour non plus ces photos sur Instagram de cuvettes de WC remplies de\npetites briques multicolores bien reconnaissables !<\/p>\n\n\n\n

S\u2019exposer\nsur les m\u00e9dias sociaux augmente consid\u00e9rablement la visibilit\u00e9 des marques et\nl\u2019engagement des consommateurs \u00e0 leur \u00e9gard, mais n\u00e9cessite de respecter une\ncertaine \u00e9thique, de se montrer irr\u00e9prochables \u2026 et \u00e7a, toutes n\u2019y sont pas\npr\u00eates.<\/p>\n\n\n\n

Et\nbeaucoup ont fait les frais de la vindictes de leurs ex-amis Facebook ou autres\nfollowers, comme Monoprix qui en 2011 voulait licencier un employ\u00e9 de 59 ans,\np\u00e8re de six enfants, pour avoir r\u00e9cup\u00e9r\u00e9 six melons et deux salades dans le conteneur\n\u00e0 poubelles : devant la bronca des clients, la direction a d\u00fb reculer.<\/p>\n\n\n\n

\"\"<\/figure><\/div>\n\n\n\n

Pas tr\u00e8s glamour non plus ces publicit\u00e9s d\u00e9tourn\u00e9es sur les m\u00e9dias sociaux o\u00f9 l\u2019on pouvait lire\u00a0: \u00ab\u00a0On fait quoi pour vous aujourd\u2019hui\u00a0? On licencie un vieil employ\u00e9 parce qu\u2019il vole dans les poubelles pour nourrir ses enfants\u00a0!\u00a0\u00bb.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

1\u00e8re partie de ma contribution \u00e0 l\u2019ouvrage collectif WEB 2.0 15 ans d\u00e9j\u00e0 et apr\u00e8s ? ; pour lire celles de mes copains, le livre s\u2019ach\u00e8te ici \u2026 et en plus, vous ferez une bonne action, comme on vous le dit ici. Il y avait bien d\u00e9j\u00e0…<\/p>\n","protected":false},"author":2,"featured_media":26156,"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":[377],"yoast_head":"\nDes gentils Bisounours aux vilains Trolls #1 - 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\/des-gentils-bisounours-aux-vilains-trolls-1\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Des gentils Bisounours aux vilains Trolls #1 - Marketing is Dead\" \/>\n<meta property=\"og:description\" content=\"1\u00e8re partie de ma contribution \u00e0 l\u2019ouvrage collectif WEB 2.0 15 ans d\u00e9j\u00e0 et apr\u00e8s ? ; pour lire celles de mes copains, le livre s\u2019ach\u00e8te ici \u2026 et en plus, vous ferez une bonne action, comme on vous le dit ici. 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Aujourd\u2019hui des vid\u00e9os comme \u00ab\u00a0Les marques nous mentent-elles ?\u00a0\u00bb cartonnent \u00e0 plus de 2 millions de\u2026","rel":"","context":"Dans "Livres"","img":{"alt_text":"","src":"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2020\/03\/Image-Livre-15ansWeb20-plat-3D.jpg?fit=358%2C479&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":25989,"url":"http:\/\/consumerinsight.eu\/marketingisdead\/web-social-des-bisounours-aux-trolls\/","url_meta":{"origin":26155,"position":1},"title":"Web social, des Bisounours aux Trolls","date":"27 juin 2019","format":"gallery","excerpt":"Cette ann\u00e9e, Internet f\u00eate ses 50 ans, le Web ses 30 ans et le Web 2.0, le petit dernier mais aussi l\u2019anc\u00eatre des m\u00e9dias sociaux, ses 15 ans. 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