{"id":25554,"date":"2017-11-09T20:15:12","date_gmt":"2017-11-09T20:15:12","guid":{"rendered":"http:\/\/consumerinsight.eu\/marketingisdead\/?p=25554"},"modified":"2017-11-09T20:15:12","modified_gmt":"2017-11-09T20:15:12","slug":"exploiter-intelligemment-reseaux-sociaux","status":"publish","type":"post","link":"https:\/\/consumerinsight.eu\/marketingisdead\/exploiter-intelligemment-reseaux-sociaux\/","title":{"rendered":"Exploiter intelligemment les r\u00e9seaux sociaux"},"content":{"rendered":"

Lors de la r\u00e9daction des <\/em>Grands principes du marketing de l’assurance<\/em><\/strong><\/a>, Marie Huyghues-Beaufond, Christian Parmentier et Alexandre Rispal ont sollicit\u00e9 mon avis, que je reporte ici\u00a0; pour les 400 autres pages auxquelles je n\u2019ai pas contribu\u00e9, vous pouvez acheter l\u2019ouvrage.<\/em><\/p>\n

Exploiter intelligemment les r\u00e9seaux sociaux<\/strong><\/p>\n

En une quinzaine d\u2019ann\u00e9es, Internet s\u2019est hiss\u00e9 \u00e0 la premi\u00e8re place des m\u00e9dias fran\u00e7ais, devant la t\u00e9l\u00e9vision, et en encore moins de temps, les m\u00e9dias sociaux sont devenus incontournables<\/p>\n

\"\"<\/a>Contrairement aux m\u00e9dias classiques, il existe de nombreuses mani\u00e8res diff\u00e9rentes de communiquer sur les m\u00e9dias sociaux \u2013 mais toutes ne sont pas n\u00e9cessairement efficaces, certaines peuvent m\u00eame desservir l\u2019annonceur\u00a0!<\/p>\n

Ainsi premier \u00e9cueil \u00e0 \u00e9viter, la course aux fans sur Facebook ou aux followers sur Twitter\u00a0: on peut m\u00eame \u00ab\u00a0acheter\u00a0\u00bb des fans ou des followers\u00a0! Inutile de pr\u00e9ciser que la qualit\u00e9 n\u2019est pas au rendez-vous \u2026<\/p>\n

Par ailleurs, disposer d\u2019une forte base de fans sur Facebook ne fera que renforcer votre d\u00e9pendance \u00e0 son \u00e9gard \u2013 Facebook est un m\u00e9dia ferm\u00e9 \u2013, en vous obligeant \u00e0 d\u00e9penser des sommes importantes en publicit\u00e9 pour que vos fans voient sur leur time line, les contenus que vous publiez\u00a0!<\/p>\n

Second \u00e9cueil \u00e0 \u00e9viter, la qu\u00eate du buzz \u00ab\u00a0qui tue\u00a0\u00bb\u00a0: nombreux r\u00eavent de r\u00e9aliser \u00e0 tr\u00e8s bas co\u00fbts une vid\u00e9o g\u00e9niale que des centaines de milliers d\u2019internautes vont relayer \u00e0 leurs amis apr\u00e8s l\u2019avoir vue sur YouTube\u00a0: sauf exception, les vid\u00e9os qui \u00ab\u00a0font le buzz\u00a0\u00bb co\u00fbtent cher \u00e0 r\u00e9aliser.<\/p>\n

Les m\u00e9dias sociaux sont des m\u00e9dias horizontaux, contrairement aux m\u00e9dias classiques, ce qui signifie que marques et consommateurs se situent au m\u00eame niveau, celles-l\u00e0 ne disposant pas de plus de droits et de pouvoir que ceux-ci \u2026 et m\u00eame parfois moins.<\/p>\n

Communication horizontale, cela signifie que si l\u2019on vous parle, vous devez r\u00e9pondre\u00a0: si une assur\u00e9 n\u2019est pas content de vos services et vous le fait savoir sur Twitter, vous devez lui r\u00e9pondre d\u2019autant plus vite que des tas de gens vous voient\u00a0!<\/p>\n

Communication horizontale, cela signifie que vos clients peuvent aussi cr\u00e9er le buzz \u2026 \u00e9ventuellement \u00e0 vos d\u00e9pens, et c\u2019est la crise\u00a0: mieux vaut parfois s\u2019excuser et r\u00e9trop\u00e9daler que s\u2019enfermer dans une position intenable\u00a0; une crise passe d\u2019autant plus vite que l\u2019annonceur sait faire preuve d\u2019humanit\u00e9.<\/p>\n

Communication horizontale, cela signifie enfin que les consommateurs n\u2019ont aucune obligation de rester expos\u00e9s \u00e0 vos messages, contrairement \u00e0 la t\u00e9l\u00e9vision\u00a0: seul moyen d\u2019engager de dialogue avec eux, il vous faut les int\u00e9resser.<\/p>\n

Comment\u00a0? Au travers d\u2019une politique de contenus adapt\u00e9s\u00a0: pas n\u00e9cessairement des jeux, ni des gags, mais bien souvent des contenus s\u00e9rieux mais int\u00e9ressants. Des contenus utiles dans leur vie de tous les jours \u2013 et bien \u00e9videmment, pas directement commerciaux\u00a0: le registre de la communication sur les m\u00e9dias sociaux se situe juste \u00e0 l\u2019oppos\u00e9e de celui de la communication publicitaire.<\/p>\n","protected":false},"excerpt":{"rendered":"

Lors de la r\u00e9daction des Grands principes du marketing de l’assurance, Marie Huyghues-Beaufond, Christian Parmentier et Alexandre Rispal ont sollicit\u00e9 mon avis, que je reporte ici\u00a0; pour les 400 autres pages auxquelles je n\u2019ai pas contribu\u00e9, vous pouvez acheter l\u2019ouvrage. Exploiter intelligemment les r\u00e9seaux sociaux…<\/p>\n","protected":false},"author":2,"featured_media":25555,"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":[180,161,303],"yoast_head":"\nExploiter intelligemment les r\u00e9seaux sociaux - 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\/exploiter-intelligemment-reseaux-sociaux\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Exploiter intelligemment les r\u00e9seaux sociaux - Marketing is Dead\" \/>\n<meta property=\"og:description\" content=\"Lors de la r\u00e9daction des Grands principes du marketing de l’assurance, Marie Huyghues-Beaufond, Christian Parmentier et Alexandre Rispal ont sollicit\u00e9 mon avis, que je reporte ici\u00a0; pour les 400 autres pages auxquelles je n\u2019ai pas contribu\u00e9, vous pouvez acheter l\u2019ouvrage. 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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\u2026","rel":"","context":"Dans "Livres"","img":{"alt_text":"","src":"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2017\/01\/cyril-attias.jpg?fit=580%2C580&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":24791,"url":"https:\/\/consumerinsight.eu\/marketingisdead\/developper-son-activite-grace-aux-medias-sociaux\/","url_meta":{"origin":25554,"position":1},"title":"D\u00e9velopper son activit\u00e9 gr\u00e2ce aux m\u00e9dias sociaux","date":"5 mai 2015","format":false,"excerpt":"Alexandre Rispal et moi-m\u00eame avons r\u00e9cemment publi\u00e9 D\u00e9velopper son activit\u00e9 gr\u00e2ce aux m\u00e9dias sociaux aux \u00e9ditions de l\u2019Argus de l\u2019assurance.Petite pr\u00e9sentation de l\u2019ouvrage, telle que figurant au dos du livre\u00a0: A la fin des ann\u00e9es 90,\u00a0 le web \u00e9tait encore une terre inconnue pour le monde de l\u2019assurance.\u00a0 Il est\u2026","rel":"","context":"Dans "Livres"","img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":25688,"url":"https:\/\/consumerinsight.eu\/marketingisdead\/medias-sociaux-nont-jamais-rendu-intelligents\/","url_meta":{"origin":25554,"position":2},"title":"Les m\u00e9dias sociaux n\u2019ont jamais rendu intelligents","date":"22 mars 2018","format":"gallery","excerpt":"Ce texte constitue ma contribution au livre blanc L\u2019acc\u00e8s \u00e0 l\u2019information et aux R\u00e9seaux Sociaux rend-il plus innovant.e ?, r\u00e9alis\u00e9 \u00e0 l\u2019initiative d\u2019Alban Jarry et r\u00e9unissant plus de 180 participants, et t\u00e9l\u00e9chargeable ici. 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