{"id":25309,"date":"2017-01-09T07:54:20","date_gmt":"2017-01-09T07:54:20","guid":{"rendered":"http:\/\/consumerinsight.eu\/marketingisdead\/?p=25309"},"modified":"2017-01-09T07:54:20","modified_gmt":"2017-01-09T07:54:20","slug":"cyril-attias-100-pages-ca-suffit","status":"publish","type":"post","link":"https:\/\/consumerinsight.eu\/marketingisdead\/cyril-attias-100-pages-ca-suffit\/","title":{"rendered":"Cyril Attias : 100 pages, \u00e7a suffit !"},"content":{"rendered":"

 <\/p>\n

Mon ami Cyril Attias<\/strong>, Founder & CEO agencedesmediassociaux.com<\/em>, montre comment la communication en temps r\u00e9el\u00a0<\/em>bouleverse le travail des marketers dans Marketing : 100 pages, \u00e7a suffit !<\/p>\n

L\u00e0 o\u00f9 avant (pas si longtemps\u00a0: avant 2007), on pensait, pr\u00e9parait des campagnes de communication 1 \u00e0 2 fois par an, essentiellement pour des formats publicitaires (TV, affichage, print, Internet), aujourd\u2019hui nous sommes dans une vraie communication en temps r\u00e9el gr\u00e2ce (ou pas) au r\u00e9seaux sociaux.<\/p>\n

\"\"<\/a>Qu\u2019ont chang\u00e9 les r\u00e9seaux sociaux\u00a0?<\/p>\n

TOUT\u00a0! On ne peut plus avoir une strat\u00e9gie de communication \u00ab\u00a0TOP\/DOWN\u00a0\u00bb, qui a fa\u00e7onn\u00e9 les agences de publicit\u00e9 et grand groupe de communication (TBWA, Ogilvy, Mc Cann \u2026).<\/p>\n

Les r\u00e9seaux sociaux ont impos\u00e9 un r\u00e9el dialogue\/conversation entre les marques et ses consommateurs, ce qui impose de d\u00e9finir sa \u00ab\u00a0Social Voice\u00a0\u00bb \u00e9quivalent d\u2019une copy strategy en publicit\u00e9 classique.<\/p>\n

Sa \u00ab\u00a0Social Voice\u00a0\u00bb permet de d\u00e9finir la personnalit\u00e9 d\u2019une marque , son caract\u00e8re, son ton, ses mots \u2026 qui sert de base pour b\u00e2tir une strat\u00e9gie de communication sociale et r\u00e9active.<\/p>\n

Le meilleur ambassadeur des r\u00e9seaux fut Barak Obama en 2008 qui a b\u00e2ti l\u2019ensemble de sa strat\u00e9gie de campagne sur les r\u00e9seaux sociaux et l\u2019\u00ab\u00a0empowerement\u00a0\u00bb que cela peut g\u00e9n\u00e9rer.<\/p>\n

\u00c0 l\u2019\u00e9poque, seuls Twitter et Facebook existaient, ce qui a permis au candidat de r\u00e9colter \u00e9norm\u00e9ment de \u00ab\u00a0micro dons\u00a0\u00bb et de travailler son image de proximit\u00e9.<\/p>\n

Les marques aujourd\u2019hui ont la possibilit\u00e9 de d\u00e9velopper le v\u00e9ritable \u00ab\u00a0Storytelling\u00a0\u00bb cher aux publicitaires, dans toutes ses formes ( vid\u00e9o, photos, sons, images, \u00e9criture \u2026).<\/p>\n

Nous vivons donc dans une p\u00e9riode o\u00f9 l\u2019ensemble des possibilit\u00e9s ( formats\/ distributions) deviennent accessibles \u00e0 tout le monde.<\/p>\n

Je pense donc que les m\u00e9dias sociaux ont encore des beaux jours, pour les marques et agences qui sauront int\u00e9grer ces nouveaux formats et dimensions de leur marque.<\/p>\n","protected":false},"excerpt":{"rendered":"

  Mon ami Cyril Attias, Founder & CEO agencedesmediassociaux.com, montre comment la communication en temps r\u00e9el\u00a0bouleverse le travail des marketers dans Marketing : 100 pages, \u00e7a suffit ! L\u00e0 o\u00f9 avant (pas si longtemps\u00a0: avant 2007), on pensait, pr\u00e9parait des campagnes de communication 1 \u00e0…<\/p>\n","protected":false},"author":2,"featured_media":25310,"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":[171,248,247],"yoast_head":"\nCyril Attias : 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\/cyril-attias-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=\"Cyril Attias : 100 pages, \u00e7a suffit ! - Marketing is Dead\" \/>\n<meta property=\"og:description\" content=\"  Mon ami Cyril Attias, Founder & CEO agencedesmediassociaux.com, montre comment la communication en temps r\u00e9el\u00a0bouleverse le travail des marketers dans Marketing : 100 pages, \u00e7a suffit ! 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MarketingIsDead : Pour le marketer, le consommateur reste bien souvent juste une cible\u00a0: cette posture est-elle encore tenable\u2026","rel":"","context":"Dans "Interviews"","img":{"alt_text":"","src":"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2021\/03\/portrait_cyrilattias_agencedesmediassociaux.jpg?fit=960%2C960&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":25318,"url":"https:\/\/consumerinsight.eu\/marketingisdead\/herve-kabla-100-pages-ca-suffit\/","url_meta":{"origin":25309,"position":1},"title":"Herv\u00e9 Kabla\u00a0: 100 pages, \u00e7a suffit !","date":"30 janvier 2017","format":"gallery","excerpt":"Mon ami Herv\u00e9 Kabla, Pr\u00e9sident de Be Angels, souligne les bonnes pratiques du social selling\u00a0dans Marketing : 100 pages, \u00e7a suffit ! En une petite dizaine d\u2019ann\u00e9es, les outils de la communication digitale se sont diffus\u00e9s au sein des entreprises \u00e9voluant en B2B. 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