{"id":26202,"date":"2020-06-18T09:55:02","date_gmt":"2020-06-18T09:55:02","guid":{"rendered":"http:\/\/consumerinsight.eu\/marketingisdead\/?p=26202"},"modified":"2020-06-18T09:55:04","modified_gmt":"2020-06-18T09:55:04","slug":"des-gentils-bisounours-aux-vilains-trolls-2","status":"publish","type":"post","link":"https:\/\/consumerinsight.eu\/marketingisdead\/des-gentils-bisounours-aux-vilains-trolls-2\/","title":{"rendered":"Des gentils Bisounours aux vilains Trolls #2"},"content":{"rendered":"\n
\"\"<\/figure><\/div>\n\n\n\n

2\u00e8me<\/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 <\/em>ici<\/em><\/a>\n\u2026 et pour relire la 1\u00e8re<\/sup> partie, c\u2019est ici<\/a>.\n<\/em><\/p>\n\n\n\n

Aujourd\u2019hui\ndes vid\u00e9os comme \u00ab Les marques nous\nmentent-elles ? \u00bb<\/em> cartonnent \u00e0 plus de 2 millions de vues sur\nYoutube ; et tout y passe, du greenwashing aux poulets bio en batterie, en\npassant par l\u2019huile de palme et les arnaques des assureurs \u2026 <\/p>\n\n\n\n

Fini\nle temps des Bisounours ! D\u00e9sormais, les marques n\u2019inspirent plus\nconfiance, c\u2019est m\u00eame un euph\u00e9misme : selon l\u2019Observatoire Cetelem, 3\nFran\u00e7ais sur 5 ne leur font plus confiance, toutes cat\u00e9gories confondues.<\/p>\n\n\n\n

La\nfaute sans doute \u00e0 tous les nouveaux services de consommation collaborative o\u00f9\nles consommateurs se fient plus aux avis de parfaits inconnus \u2013 mais qui leur\nressemblent, de vrais pairs \u2026 on en revient au P2P ! \u2013 qu\u2019\u00e0 tous les\ndiscours des marques.<\/p>\n\n\n\n

La\nfaute sans doute aussi \u00e0 la distribution qui multiplie les op\u00e9rations\nsp\u00e9ciales, Black Fridays<\/em> et autres French Days<\/em>, \u00e0 un tel point qu\u2019on ne\nsait plus quel est le vrai prix des produits et services que l\u2019on ach\u00e8te.<\/p>\n\n\n\n

La\nfaute enfin \u2026 aux marques elles-m\u00eames qui s\u2019engluent parfois dans des scandales\nsans fin, comme Lactalis avec ses salmonelles, Volkswagen et son \u00ab Diesel-gate \u00bb<\/em>, Findus et ses\nlasagnes \u00e0 la viande de cheval.<\/p>\n\n\n\n

D\u00e8s\nlors, \u00e0 quoi servent aujourd\u2019hui des marques qui ont perdu leur fonctions de\nrep\u00e8re et de garantie ? <\/p>\n\n\n\n

A\nrien ? <\/p>\n\n\n\n

Pour\ncertains consommateurs, elles sont juste devenues des \u2026 punching\nballs ! Des objets\navec lesquels ils vont jouer sur les m\u00e9dias sociaux.<\/p>\n\n\n\n

Ils,\nce sont les \u00ab vilains \u00bb<\/em>\ntrolls ! Mais qui sont-ils en r\u00e9alit\u00e9 ? Des jeunes, bien s\u00fbr,\nbiberonn\u00e9s aux jeux en ligne, mais pas seulement : en fait, beaucoup de\nconsommateurs d\u00e9\u00e7us, qui ont juste envie de s\u2019amuser sur les m\u00e9dias sociaux aux\nd\u00e9pens de marques que bien souvent ils adulaient auparavant.<\/p>\n\n\n\n

Et\nqui vont, par exemple, apostropher la @SNCF sur Twitter : \u00ab Je suis \u00e0 bord de votre train qui\npart de Gare de Lyon et je fraude \u00bb<\/em>. Ou plus violemment invectiver\nleur FAI en carafe : du jouer au moquer en passant par le vindicatif ou le\ndonneur de le\u00e7ons, on d\u00e9couvrira tous les profils de trolls sur les m\u00e9dias\nsociaux.<\/p>\n\n\n\n

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

\u00ab Le trolling\ns\u2019est immisc\u00e9 partout \u00bb<\/em>,\nexpliquait r\u00e9cemment un de ces trolls sur un journal en ligne ; \u00ab Maintenant les <\/em>community<\/em> manager sont r\u00f4d\u00e9s et\nsavent que pour gagner la guerre contre les trolls, il ne faut pas r\u00e9pondre ou\n\u00eatre dans le m\u00eame ton \u00bb.<\/em><\/p>\n\n\n\n

Certaines\ns\u2019exposent tr\u00e8s maladroitement : en 2015, Nutella propose sur Facebook de se\nconfectionner une \u00e9tiquette personnalis\u00e9e \u2026 mais bien entendu en blacklistant\nun certain nombre d\u2019expressions comme ob\u00e8se,\ncellulite, gras, kilo ou huile de palme<\/em> : manque de chance, la liste,\naccessible aux petits fut\u00e9s, fuite sur la toile \u2026<\/p>\n\n\n\n

D\u2019autres\napprennent plus vite, comme la SNCF dont le community<\/em> manager <\/em>r\u00e9agit avec plus de subtilit\u00e9 :\n\u00ab Vous nous donnez votre num\u00e9ro de\nCB ou vous pr\u00e9f\u00e9rez attendre le contr\u00f4leur \u00bb<\/em>, r\u00e9pond-il du tac au tac\n\u00e0 notre fraudeur \u2026<\/p>\n\n\n\n

Mais\nfranchement, la marque n\u2019a-t-elle mieux \u00e0 faire que de payer ses employ\u00e9s \u00e0\nr\u00e9pliquer dans le ton qui va bien aux trolls qui la taquinent \u2013 ou l\u2019agressent,\nc\u2019est selon \u2013 sur les m\u00e9dias sociaux ?<\/p>\n\n\n\n

La\nmarque de demain doit r\u00e9inventer sa relation \u00e0 ses clients \u2026 et sa mission :\nsans cela, elle ne restera qu\u2019un simple punching\nball \u2013 peut-\u00eatre tr\u00e8s\ndou\u00e9, mais un punching ball quand\nm\u00eame \u2013 pour amuser la galerie !<\/p>\n","protected":false},"excerpt":{"rendered":"

2\u00e8me 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 pour relire la 1\u00e8re partie, c\u2019est ici. Aujourd\u2019hui des vid\u00e9os comme \u00ab Les marques nous mentent-elles ? \u00bb cartonnent \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 #2 - 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-2\/\" \/>\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 #2 - Marketing is Dead\" \/>\n<meta property=\"og:description\" content=\"2\u00e8me 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 pour relire la 1\u00e8re partie, c\u2019est ici. 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