{"id":25301,"date":"2017-01-03T11:10:00","date_gmt":"2017-01-03T11:10:00","guid":{"rendered":"http:\/\/consumerinsight.eu\/marketingisdead\/?p=25301"},"modified":"2017-01-03T11:10:00","modified_gmt":"2017-01-03T11:10:00","slug":"herve-pepin-100-pages-ca-suffit","status":"publish","type":"post","link":"https:\/\/consumerinsight.eu\/marketingisdead\/herve-pepin-100-pages-ca-suffit\/","title":{"rendered":"Herv\u00e9 P\u00e9pin\u00a0: 100 pages, \u00e7a suffit !"},"content":{"rendered":"

Mon ami Herv\u00e9 P\u00e9pin<\/strong>, Directeur associ\u00e9 & Digital strat\u00e9giste de Nexize<\/a>, recense les 7 piliers de la r\u00e9ussite du marketing collaboratif\u00a0dans Marketing : 100 pages, \u00e7a suffit !<\/strong><\/p>\n

Le succ\u00e8s d\u2019un projet de marketing collaboratif repose d\u2019abord sur l\u2019engagement des communaut\u00e9s impliqu\u00e9es. Si celui des communaut\u00e9s internes \u00e0 l\u2019entreprise peut \u00eatre un acquis, celui des communaut\u00e9s de clients repose sur 7 leviers-cl\u00e9s\u00a0:<\/p>\n

    \n
  1. \"\"<\/a>La connaissance client<\/strong> : avant d\u2019inviter indiff\u00e9remment tous vos clients dans un projet de marketing collaboratif, sachez qui vous invitez. Utilisez vos donn\u00e9es en base pour constituer une population identifiable, profil\u00e9e et \u00abtaill\u00e9e pour l\u2018aventure\u00bb du projet dans lequel vous voulez l\u2019impliquer.<\/li>\n
  2. La gratification\u00a0:<\/strong> \u00e0 part l\u2019amour immod\u00e9r\u00e9 de la marque, qu\u2019est-ce qui va pousser un consommateur \u00e0 s\u2019impliquer ? Des r\u00e9ductions \u2026 ou quelque chose de plus gratifiant comme une invitation \u00e0 un \u00e9v\u00e9nement\u00a0? Si gratification il y a, bien la d\u00e9finir est crucial.<\/li>\n
  3. L\u2019exp\u00e9rience utilisateur : <\/strong>c\u2019est plus facile de publier via Instagram que de charger une video sur YouTube. Les contributions ne doivent pas \u00eatre contraignantes \u00e0 produire pour vos membres. Choisissez avec soin les fonctionnalit\u00e9s par lesquelles vous leur demandez de contribuer, en visant les points de moindre r\u00e9sistance. Et bien s\u00fbr, pensez au mobile comme vecteur prioritaire des contributions.<\/li>\n
  4. La gamification\u00a0: <\/strong>c\u2019est l\u2019arme secr\u00e8te de l\u2019engagement. Plus c\u2019est fun, plus on produit de contenus et plus on interagit avec la communaut\u00e9. R\u00e9fl\u00e9chissez bien aux diff\u00e9rents moyens d\u2019injecter une couche de gamification \u00e0 votre projet collaboratif.<\/li>\n
  5. La ma\u00eetrise des influents:<\/strong> les influents sur le web social adorent le marketing collaboratif et toutes les communaut\u00e9s dans lesquelles ils peuvent briller \u2026 jusqu\u2019\u00e0 parfois s\u2019en sentir les leaders naturels, le plus souvent aux d\u00e9pens des contributions des autres membres. Ne laissez pas votre projet \u00eatre pris en otage par ses influenceurs.<\/li>\n
  6. La r\u00e9manence\u00a0: <\/strong>personne n\u2019aime avoir l\u2019impression d\u2019\u00eatre utilis\u00e9. Quand une entreprise se lance dans une d\u00e9marche de marketing collaboratif, c\u2019est le reflet d\u2019un changement culturel, pas un \u00ab\u00a0coup\u00a0\u00bb ponctuel. Donnez du souffle, de la dur\u00e9e et de la r\u00e9p\u00e9tition \u00e0 ces initiatives<\/li>\n
  7. La transparence:<\/strong> on ne biaise pas avec les insights de ses clients dans le cadre d\u2019un projet collaboratif et la marque doit accepter en l\u2019\u00e9tat les contributions, sans retouche, sans cosm\u00e9tique et sans censure. L\u00e0 encore, le changement de culture qui doit \u00eatre lisible, sinc\u00e8re et transparent.<\/li>\n<\/ol>\n","protected":false},"excerpt":{"rendered":"

    Mon ami Herv\u00e9 P\u00e9pin, Directeur associ\u00e9 & Digital strat\u00e9giste de Nexize, recense les 7 piliers de la r\u00e9ussite du marketing collaboratif\u00a0dans Marketing : 100 pages, \u00e7a suffit ! Le succ\u00e8s d\u2019un projet de marketing collaboratif repose d\u2019abord sur l\u2019engagement des communaut\u00e9s impliqu\u00e9es. Si celui des…<\/p>\n","protected":false},"author":2,"featured_media":25302,"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":[243,245,244],"yoast_head":"\nHerv\u00e9 P\u00e9pin\u00a0: 100 pages, \u00e7a suffit ! - 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=\"https:\/\/consumerinsight.eu\/marketingisdead\/herve-pepin-100-pages-ca-suffit\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Herv\u00e9 P\u00e9pin\u00a0: 100 pages, \u00e7a suffit ! - Marketing is Dead\" \/>\n<meta property=\"og:description\" content=\"Mon ami Herv\u00e9 P\u00e9pin, Directeur associ\u00e9 & Digital strat\u00e9giste de Nexize, recense les 7 piliers de la r\u00e9ussite du marketing collaboratif\u00a0dans Marketing : 100 pages, \u00e7a suffit ! 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Invent\u00e9s pour designer des produits par A. 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