<ul><li>MÉDIAS SOCIAUX </li></ul><ul><li>Les  médias sociaux  sont des médias qui utilisent des techniques de communicatio...
<ul><li>Réseautage </li></ul>
<ul><li>C’est une conversation virtuelle.  </li></ul><ul><ul><li>Qui parle ? </li></ul></ul><ul><ul><li>Vos clients </li><...
<ul><li>La conversation n’est pas: </li></ul><ul><ul><li>controllé </li></ul></ul><ul><ul><li>structuré </li></ul></ul><ul...
<ul><li>Facebook </li></ul><ul><li>LinkedIn </li></ul><ul><li>Blogues </li></ul><ul><li>Twitter </li></ul><ul><li>YouTube ...
<ul><li>Le pouvoir de définir une marque de commerce a passé des entreprises aux individus et communautés. </li></ul><ul><...
Le bouche à oreilles est le futur du marketing <ul><li>Les médias sociaux sont utilisé pour  influencer la  conversation. ...
<ul><li>Pour Zappos l’accent est sur le service à la clientèle  pour établir des liens personnels et émotifs .  </li></ul>...
<ul><li>91 % disent que les avis aux consommateurs influence leurs décisions d’acheter.  -  JC Williams Group </li></ul><u...
<ul><ul><li>73 % des internautes lisent des  blogues </li></ul></ul><ul><ul><li>45 % ont leur propre blogue </li></ul></ul...
<ul><li>40 % des internautes canadiens visite régulièrement ces sites.  </li></ul><ul><li>22 % des Canadiens 60 et plus </...
<ul><li>Les 45 ans et moins pour socialiser </li></ul><ul><li>45 et plus pour obtenir et partager de l’Information.   </li...
<ul><ul><li>Recherche de marché </li></ul></ul><ul><ul><li>Marketing et promotion </li></ul></ul><ul><ul><li>Appui à la cl...
<ul><ul><li>Écouter ce que les gens disent </li></ul></ul><ul><ul><li>Promouvoir des évènements </li></ul></ul><ul><ul><li...
<ul><li>Le retour sur investissement </li></ul><ul><li>Médias Sociaux </li></ul>
<ul><ul><li>Consultation stratégique </li></ul></ul><ul><ul><li>Formation </li></ul></ul><ul><ul><li>Crée le contenu </li>...
<ul><li>Étendue  </li></ul><ul><ul><li>visites au site </li></ul></ul><ul><ul><li>Commentaires et rétroactions </li></ul><...
<ul><li>Les 10 clés du succès </li></ul>
<ul><li>Essayez-les personnellement avant de vous lancer pour votre commerce </li></ul><ul><li>Essayer plusieurs outils </...
<ul><li>1. Découverte (gens, compétition, engins de recherches) </li></ul><ul><li>3. Compétences (identifiez vos ressource...
<ul><li>Trouvez votre marché cible et participez </li></ul><ul><li>Lisez et commentez aux blogues </li></ul><ul><li>“ Goog...
<ul><li>Le retour sur investissement </li></ul><ul><li>Médias Sociaux </li></ul>
<ul><li>Médias Sociaux </li></ul>
<ul><li>Amelia </li></ul><ul><li>Arlington </li></ul><ul><li>Clé du succès </li></ul>Crowdsourcing.  Aidez-nous à nommer n...
<ul><li>56 réponses en moins de 4 minutes de  YouBeMom.com </li></ul><ul><li>Clé du succès </li></ul>
<ul><li>N’essayez pas d’impressionner  (vous serez ignoré) </li></ul><ul><li>Pas de mensonge (vous ne serez pas ignoré) </...
<ul><li>Clé du succès </li></ul>
<ul><li>N’ayez pas peur de partager (des choses utiles et pertinentes…) </li></ul><ul><li>Faites en sorte que votre conten...
<ul><li>N’exagérez pas, ne criez pas.  </li></ul><ul><li>Utilisez du langage simple et habituel.  </li></ul><ul><li>Donnez...
<ul><li>6600 “followers” </li></ul><ul><li>Crée souvent 100,000 visites par jour (therealbanff.com) </li></ul><ul><li>Clé ...
<ul><li>Quelle valeur pouvez-vous ajouter?  </li></ul><ul><li>Contribuez des choses pertinentes </li></ul><ul><li>Ne vende...
<ul><li>N’essayez pas d’effacer les critiques </li></ul><ul><li>Écoutez attentivement </li></ul><ul><li>Avouez les erreurs...
<ul><li>N’attendez pas d’avoir une campagne  précise allez-y! </li></ul><ul><li>Crée et cultivez des liens qui seront util...
<ul><li>Vous aurez besoin d’aides de vos collègues </li></ul><ul><li>Convaincre les gens de la pertinence. </li></ul><ul><...
<ul><li>Les conversations bouche à oreille deviennent plus importantes que la pub. </li></ul><ul><li>Participez et facilit...
<ul><li>Social Networks </li></ul><ul><li>News & Bookmarking </li></ul><ul><li>Blogs </li></ul><ul><li>Microblogging </li>...
<ul><li>People and organizations  connect  and  interact with friends, colleagues and fans .  </li></ul><ul><li>Popular so...
<ul><li>create  online profiles </li></ul><ul><li>share  photos ,  video , and  audio ,  links </li></ul><ul><li>send priv...
<ul><li>Contains  profiles of Fortune 500 executives  and leading entrepreneurs </li></ul><ul><ul><li>average individual s...
<ul><li>Fastest growing  social network in Canada and the world  (450 million members) </li></ul><ul><li>Powerful tools to...
<ul><li>Your brand’s  homepage  on Facebook.  </li></ul><ul><li>Allow you to post photos, videos, events and other message...
<ul><li>Facebook ads give you the ability to advertise directly to  specific demographic groups  </li></ul><ul><li>This is...
<ul><li>Location </li></ul><ul><li>Age </li></ul><ul><li>Sex </li></ul><ul><li>Keywords (appear in your users profile) </l...
<ul><li>THE TOOLS </li></ul>
<ul><li>What you need: </li></ul><ul><li>Ad message  (title and body) </li></ul><ul><li>Image (make it compelling) </li></...
<ul><li>Social actions  show related stories about a user’s friends alongside your ad. </li></ul><ul><li>People can vote w...
<ul><li>Very affordable and easy to  control your budget </li></ul><ul><li>You can  specify a daily budget </li></ul><ul><...
<ul><li>Facebook Insights  provides information about your ad campaign: </li></ul><ul><ul><li>Track ad performance  with r...
<ul><li>Identify  clear goals  for your ad </li></ul><ul><li>Know  who  you’re trying to reach </li></ul><ul><li>Ensure ad...
<ul><li>Applications are entertainment and productivity tools that run within facebook </li></ul><ul><ul><li>Give users a ...
<ul><li>THE TOOLS </li></ul>
<ul><li>Add social capabilities to your website  by integrating with Facebook: </li></ul><ul><ul><li>Users  log in  to you...
<ul><li>Do </li></ul><ul><li>establish a presence  on the social networks your customers and colleagues use </li></ul><ul>...
<ul><li>A blog is a website with  regular entries of commentary  or  news </li></ul><ul><ul><li>Blogs serve to establish y...
<ul><li>engage in  dialogue  with your  customers </li></ul><ul><li>improve your  search engine visibility </li></ul><ul><...
<ul><li>Do </li></ul><ul><li>post on a  regular  schedule </li></ul><ul><li>encourage conversation by  asking questions </...
<ul><li>Microblogs are blogs limited to a sentence or two  (about  140 characters ) </li></ul><ul><ul><li>People use micro...
<ul><li>Twitter can help you: </li></ul><ul><li>share  timely information </li></ul><ul><li>promote   useful content inclu...
<ul><li>Churches useTwitter to: </li></ul><ul><ul><li>Ask questions </li></ul></ul><ul><ul><li>Share insights </li></ul></...
<ul><li>September 08:  Twitter founder Biz Stone tweets about  Charity: Water , which builds wells in Ethiopia.  </li></ul...
<ul><li>January 09:  Tweets begin promoting the First Annual  Twestival  (a Twitter Festival) in support of Charity: Water...
<ul><li>April 09:  The first &quot;well that Twitter built&quot; is dug  </li></ul><ul><li>April 09:  Actor Hugh &quot;Wol...
<ul><li>Social media campaign expands: </li></ul><ul><ul><li>Staff post  Twitter updates  delivering the results of donati...
<ul><li>Do </li></ul><ul><li>find and  share useful content </li></ul><ul><li>pose  questions  and  reply  to others </li>...
<ul><li>Video sharing sites let you  upload videos  and  share  them with people. </li></ul><ul><li>They’re a perfect repo...
<ul><li>helps you  gain exposure  and  direct traffic  back to your website </li></ul><ul><li>sparks interest  without a h...
<ul><li>Blendtec was a  faceless  B2B/B2C blender manufacturer that  couldn’t afford a traditional marketing  campaign </l...
<ul><li>Videos went viral generating “ millions of dollars in brand recognition ” </li></ul><ul><ul><li>Channel Views:  3,...
<ul><li>Lessons learned: </li></ul><ul><li>Be  entertaining  and keep it  relevant  to your brand (the videos promote the ...
<ul><li>Do </li></ul><ul><li>be  informative ,  useful , or  entertaining </li></ul><ul><li>create a  summary  and  detail...
<ul><li>Social bookmarking sites allow users to  save ,  share ,  organize ,  comment  on and search webpage  bookmarks . ...
<ul><li>Do </li></ul><ul><li>link to relevant articles  about news in your field (not just your own content) </li></ul><ul...
<ul><li>Photo sharing sites give you a place to  upload  and  organize  your  photos </li></ul><ul><li>You can  invite fri...
<ul><li>detail the  launch of a new product , from initial sketches to the launch party </li></ul><ul><li>promote  special...
<ul><li>Do </li></ul><ul><li>tag  your photos with relevant keywords </li></ul><ul><li>use your web site address or  brand...
<ul><li>An Internet forum, or message board, is a bulletin board system in the form of a discussion site </li></ul><ul><li...
<ul><li>Do  </li></ul><ul><li>keep the message board active by  regularly participating  in the conversation </li></ul><ul...
<ul><li>A wiki is a website that allows visitors to easily  add ,  remove , and  edit  content – this makes them  great co...
<ul><li>Do  </li></ul><ul><li>find  references to your organization  and have inaccuracies updated </li></ul><ul><li>read ...
<ul><li>Internet-based 3D virtual worlds like  Second Life  reimagine our world with all its  potential for commerce and b...
<ul><li>hold media conferences  in Second Life to generate buzz  (World Bank reports in world) </li></ul><ul><li>create an...
<ul><li>Do  </li></ul><ul><li>Use it to  generate publicity publicity for real world  activities </li></ul><ul><li>find ex...
<ul><li>A podcast is a  series of audio or video files  which is distributed by syndicated download to your computer, for ...
<ul><li>Do’s </li></ul><ul><li>come up with a format  ( form, topic, and duration) </li></ul><ul><li>prepare don’t script ...
<ul><li>RSS is a way for content publishers to make  blog entries ,  news   headlines ,  events ,  podcasts  and other con...
<ul><li>THE TOOLS </li></ul>
<ul><li>Don’t  </li></ul><ul><li>offer RSS feeds for your website’s  blog ,  news ,  events , and  podcasts </li></ul><ul>...
<ul><li>Word of Mouth peer-to-peer  discussions are  more influential  than the mass media </li></ul><ul><li>Participate  ...
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Médias sociaux

  1. 1. <ul><li>MÉDIAS SOCIAUX </li></ul><ul><li>Les médias sociaux sont des médias qui utilisent des techniques de communication hautement accessibles pour faciliter les interactions sociales. </li></ul><ul><li>Médias Sociaux </li></ul>
  2. 2. <ul><li>Réseautage </li></ul>
  3. 3. <ul><li>C’est une conversation virtuelle. </li></ul><ul><ul><li>Qui parle ? </li></ul></ul><ul><ul><li>Vos clients </li></ul></ul><ul><ul><li>Vos bailleurs de fonds </li></ul></ul><ul><ul><li>Vos bénévoles </li></ul></ul><ul><ul><li>Vos employés </li></ul></ul><ul><ul><li>Vos investisseurs </li></ul></ul><ul><ul><li>Vos critiques </li></ul></ul><ul><ul><li>Vos fans </li></ul></ul><ul><ul><li>Vos compétiteurs... </li></ul></ul><ul><ul><li>Qui as un accès à Internet et un opinion. </li></ul></ul><ul><li>Médias Sociaux </li></ul>
  4. 4. <ul><li>La conversation n’est pas: </li></ul><ul><ul><li>controllé </li></ul></ul><ul><ul><li>structuré </li></ul></ul><ul><ul><li>“ on message ” </li></ul></ul><ul><li>La conversation est: </li></ul><ul><ul><li>organique </li></ul></ul><ul><ul><li>complexe </li></ul></ul><ul><ul><li>humaine </li></ul></ul><ul><li>Les réseaux sociaux ne sont ni stratégie ni tactique mais un canal. </li></ul><ul><li>Médias Sociaux </li></ul>
  5. 5. <ul><li>Facebook </li></ul><ul><li>LinkedIn </li></ul><ul><li>Blogues </li></ul><ul><li>Twitter </li></ul><ul><li>YouTube </li></ul><ul><li>Vimeo </li></ul><ul><li>Wikis </li></ul><ul><li>Second Life </li></ul><ul><li>Les jeux </li></ul><ul><li>Fil RSS </li></ul><ul><li>SOCIAL MEDIA DEFINED </li></ul>Propulsé par:
  6. 6. <ul><li>Le pouvoir de définir une marque de commerce a passé des entreprises aux individus et communautés. </li></ul><ul><li>Médias Sociaux </li></ul>Les médias sociaux changent notre monde
  7. 7. Le bouche à oreilles est le futur du marketing <ul><li>Les médias sociaux sont utilisé pour influencer la conversation. </li></ul><ul><li>Médias sociaux </li></ul>
  8. 8. <ul><li>Pour Zappos l’accent est sur le service à la clientèle pour établir des liens personnels et émotifs . </li></ul><ul><li>Aucun budget de marketing (leurs clients le font pour eux) ce budget a été transféré au centre d’appui à la clientèle. </li></ul><ul><li>Utilise Twitter pour promouvoir leur marque </li></ul><ul><ul><li>“ Tweets” qui inclut leur nom sont publié sur leur site </li></ul></ul><ul><ul><li>Directeur a 400,000 “followers” </li></ul></ul><ul><ul><li>430 employés sur Twitter </li></ul></ul><ul><li>$1 milliard en ventes annuel… </li></ul><ul><li>Médias Sociaux </li></ul>
  9. 9. <ul><li>91 % disent que les avis aux consommateurs influence leurs décisions d’acheter. - JC Williams Group </li></ul><ul><li>87 % font confiance à la recommandation d’un ami plutôt qu’un critique. - Marketing Sherpa </li></ul><ul><li>3 fois plus apte à faire confiance à l’opinion des pairs qu’à la publicité. - Jupiter Research </li></ul><ul><li>1 conversation bouche à oreille = 200 pubs à la télé. - BuzzAgent </li></ul><ul><li>* gracieuseté de Digital Influence Group </li></ul><ul><li>Médias Sociaux </li></ul>Les médias sociaux influence les gens
  10. 10. <ul><ul><li>73 % des internautes lisent des blogues </li></ul></ul><ul><ul><li>45 % ont leur propre blogue </li></ul></ul><ul><ul><li>57 % font partie d’un réseau social </li></ul></ul><ul><ul><li>55 % télécharge des photos </li></ul></ul><ul><ul><li>83 % utilise YouTube, Vimeo </li></ul></ul><ul><ul><ul><li>Universal McCann’s Comparative Study on Social Media Trends, April 2008. 17,000 respondents from 29 countries, *using internet at least every other day </li></ul></ul></ul><ul><li>Médias Sociaux </li></ul>Les gens utilisent les médias sociaux
  11. 11. <ul><li>40 % des internautes canadiens visite régulièrement ces sites. </li></ul><ul><li>22 % des Canadiens 60 et plus </li></ul><ul><li>50 % des Canadiens 30 et moins </li></ul><ul><li>25 % des 25-29 ans y vont quotidiennement </li></ul><ul><ul><li>Canada Online, The Internet, Media and Emerging Technologoes </li></ul></ul><ul><li>Médias Sociaux </li></ul>Le Canada
  12. 12. <ul><li>Les 45 ans et moins pour socialiser </li></ul><ul><li>45 et plus pour obtenir et partager de l’Information. </li></ul><ul><li>Les 12-17 pour se divertir </li></ul><ul><li>Médias Sociaux </li></ul>Pourquoi ? Ne sont-ils pas tous consommateurs?
  13. 13. <ul><ul><li>Recherche de marché </li></ul></ul><ul><ul><li>Marketing et promotion </li></ul></ul><ul><ul><li>Appui à la clientèle </li></ul></ul><ul><ul><li>Évaluer vos compétiteurs </li></ul></ul><ul><ul><li>Augmenter la visibilité </li></ul></ul><ul><ul><li>Vendre... </li></ul></ul><ul><li>Médias Sociaux </li></ul>Il faut tirer avantage de leur présence.
  14. 14. <ul><ul><li>Écouter ce que les gens disent </li></ul></ul><ul><ul><li>Promouvoir des évènements </li></ul></ul><ul><ul><li>La visibilité de votre marque de commerce </li></ul></ul><ul><ul><li>Identifier et recruter des partenaires. </li></ul></ul><ul><ul><li>Trouver de nouvelles opportunités </li></ul></ul><ul><ul><li>L’appui à la clientèle </li></ul></ul><ul><ul><li>Améliorer votre position dans les moteurs de recherches </li></ul></ul><ul><ul><li>Évaluer la compétition </li></ul></ul><ul><ul><li>Transmettre un message rapidement </li></ul></ul><ul><ul><li>Établir des liens avec vos clients </li></ul></ul><ul><ul><li>Être un leader </li></ul></ul><ul><li>Médias Sociaux </li></ul>Les réseaux sociaux sont pratiques pour:
  15. 15. <ul><li>Le retour sur investissement </li></ul><ul><li>Médias Sociaux </li></ul>
  16. 16. <ul><ul><li>Consultation stratégique </li></ul></ul><ul><ul><li>Formation </li></ul></ul><ul><ul><li>Crée le contenu </li></ul></ul><ul><ul><li>Intégration </li></ul></ul><ul><ul><li>Distribuer le contenu </li></ul></ul><ul><ul><li>Gérer les liens </li></ul></ul><ul><li>Médias Sociaux </li></ul>Les réseaux sociaux, pas vraiment gratuits.
  17. 17. <ul><li>Étendue </li></ul><ul><ul><li>visites au site </li></ul></ul><ul><ul><li>Commentaires et rétroactions </li></ul></ul><ul><ul><li>Liens internes </li></ul></ul><ul><li>Action </li></ul><ul><ul><li>Contacts de ventes </li></ul></ul><ul><ul><li>Nouvelles ventes </li></ul></ul><ul><ul><li>Satisfaction/Loyauté </li></ul></ul><ul><ul><li>Efficacité du marketing </li></ul></ul><ul><li>Engagement & Influence </li></ul><ul><ul><li>Le ton des commentaires et rétroactions. </li></ul></ul><ul><ul><li>Affinité à votre marque </li></ul></ul><ul><ul><li>Qui offre les commentaires? </li></ul></ul><ul><ul><li>Durée des visites </li></ul></ul><ul><ul><li>Amis / Fans </li></ul></ul><ul><ul><li>Nombre de téléchargement </li></ul></ul><ul><li>Médias Sociaux </li></ul>Source: The Digital Influence Group, Measuring the Influence of Social Media Vous devez évaluer l’impact
  18. 18. <ul><li>Les 10 clés du succès </li></ul>
  19. 19. <ul><li>Essayez-les personnellement avant de vous lancer pour votre commerce </li></ul><ul><li>Essayer plusieurs outils </li></ul><ul><li>Soyez vous-même, faites des amis et partagez </li></ul><ul><li>Clé du succès </li></ul>1. Allez-y, expérimentez
  20. 20. <ul><li>1. Découverte (gens, compétition, engins de recherches) </li></ul><ul><li>3. Compétences (identifiez vos ressources et les manques) </li></ul><ul><li>5. Entretien (surveiller et ajuster) </li></ul><ul><li>2. Stratégie (opportunités, objectifs) </li></ul><ul><li>4. Exécution (outils, intégration, politique, et processus) </li></ul><ul><li>Clé du succès </li></ul>Source: 5 Phases of Social Media Marketing http://socialcomputingjournal.com/viewcolumn.cfm?colid=789 2. Faite un plan
  21. 21. <ul><li>Trouvez votre marché cible et participez </li></ul><ul><li>Lisez et commentez aux blogues </li></ul><ul><li>“ Googlez” votre entreprise et vos compétiteurs </li></ul><ul><li>Trouvez des outils qui vous aideront à écouter. </li></ul><ul><li>Clé du succès </li></ul>3. Écoute active
  22. 22. <ul><li>Le retour sur investissement </li></ul><ul><li>Médias Sociaux </li></ul>
  23. 23. <ul><li>Médias Sociaux </li></ul>
  24. 24. <ul><li>Amelia </li></ul><ul><li>Arlington </li></ul><ul><li>Clé du succès </li></ul>Crowdsourcing. Aidez-nous à nommer notre bébé
  25. 25. <ul><li>56 réponses en moins de 4 minutes de YouBeMom.com </li></ul><ul><li>Clé du succès </li></ul>
  26. 26. <ul><li>N’essayez pas d’impressionner (vous serez ignoré) </li></ul><ul><li>Pas de mensonge (vous ne serez pas ignoré) </li></ul><ul><li>Les pires erreurs montent vers la surface </li></ul><ul><li>Avouez les erreurs immédiatement </li></ul><ul><li>Clé du succès </li></ul>4. Soyez authentique
  27. 27. <ul><li>Clé du succès </li></ul>
  28. 28. <ul><li>N’ayez pas peur de partager (des choses utiles et pertinentes…) </li></ul><ul><li>Faites en sorte que votre contenu puisse être partagé </li></ul><ul><li>Ajoutez des outils : </li></ul><ul><ul><li>Partagez, fil RSS, envoyer à un ami </li></ul></ul><ul><li>Clé du succès </li></ul>5. Partager
  29. 29. <ul><li>N’exagérez pas, ne criez pas. </li></ul><ul><li>Utilisez du langage simple et habituel. </li></ul><ul><li>Donnez un “visage” à votre marque de commerce. Les gens s’y associent plus facilement. </li></ul><ul><li>Clé du succès </li></ul>6. Agissez « normal »
  30. 30. <ul><li>6600 “followers” </li></ul><ul><li>Crée souvent 100,000 visites par jour (therealbanff.com) </li></ul><ul><li>Clé du succès </li></ul>L’écureuil de Banff
  31. 31. <ul><li>Quelle valeur pouvez-vous ajouter? </li></ul><ul><li>Contribuez des choses pertinentes </li></ul><ul><li>Ne vendez pas votre salade chaque fois </li></ul><ul><li>Partagez le contenu des autres et gagnez des amis. </li></ul><ul><li>Clé du succès </li></ul>7. Contribuez de façon utile
  32. 32. <ul><li>N’essayez pas d’effacer les critiques </li></ul><ul><li>Écoutez attentivement </li></ul><ul><li>Avouez les erreurs </li></ul><ul><li>Offrez une explication et solution </li></ul><ul><li>Clé du succès </li></ul>8. Critiques = opportunités
  33. 33. <ul><li>N’attendez pas d’avoir une campagne précise allez-y! </li></ul><ul><li>Crée et cultivez des liens qui seront utiles un jour… </li></ul><ul><li>Clé du succès </li></ul>9. Soyez proactif
  34. 34. <ul><li>Vous aurez besoin d’aides de vos collègues </li></ul><ul><li>Convaincre les gens de la pertinence. </li></ul><ul><li>Rassemblez l’équipe, discutez de l’approche, assignez les tâches, allez-y! </li></ul><ul><li>Clé du succès </li></ul>10. Vous ne pouvez pas tous faire vous-même
  35. 35. <ul><li>Les conversations bouche à oreille deviennent plus importantes que la pub. </li></ul><ul><li>Participez et facilitez la conversation (suivez les 10 clés) </li></ul><ul><li>Soyez authentique et honnête. </li></ul><ul><li>Clé du succès </li></ul>3 Messages pour emporter
  36. 36. <ul><li>Social Networks </li></ul><ul><li>News & Bookmarking </li></ul><ul><li>Blogs </li></ul><ul><li>Microblogging </li></ul><ul><li>Video Sharing </li></ul><ul><li>Photo Sharing </li></ul><ul><li>Message boards </li></ul><ul><li>Wikis </li></ul><ul><li>Virtual Reality </li></ul><ul><li>Social Gaming </li></ul><ul><li>Related: </li></ul><ul><ul><li>Podcasts </li></ul></ul><ul><ul><li>Real Simple Syndication (RSS) </li></ul></ul><ul><ul><li>Social Media Press Release </li></ul></ul><ul><li>THE TOOLS </li></ul>
  37. 37. <ul><li>People and organizations connect and interact with friends, colleagues and fans . </li></ul><ul><li>Popular social networks include Facebook and MySpace , Linkedin , bebo , and Ning . </li></ul><ul><li>There are niche social networks for just about everything. </li></ul><ul><li>THE TOOLS </li></ul>
  38. 38. <ul><li>create online profiles </li></ul><ul><li>share photos , video , and audio , links </li></ul><ul><li>send private message and instant message </li></ul><ul><li>learn more about people and organizations </li></ul><ul><li>Follow brands, celebrities, and gain your own fans </li></ul><ul><li>THE TOOLS </li></ul>
  39. 39. <ul><li>Contains profiles of Fortune 500 executives and leading entrepreneurs </li></ul><ul><ul><li>average individual salary on LinkedIn is $109,000 </li></ul></ul><ul><li>On LinkedIn your can: </li></ul><ul><ul><li>Post a profile and resume </li></ul></ul><ul><ul><li>Connect with colleagues </li></ul></ul><ul><ul><li>Share professional recommendations </li></ul></ul><ul><ul><li>Find jobs </li></ul></ul><ul><ul><li>Forums to demonstrate expertise and find answers </li></ul></ul><ul><li>THE TOOLS </li></ul>
  40. 40. <ul><li>Fastest growing social network in Canada and the world (450 million members) </li></ul><ul><li>Powerful tools to engage and understand your audience: </li></ul><ul><ul><li>Brand pages </li></ul></ul><ul><ul><li>Custom applications </li></ul></ul><ul><ul><li>Targeted advertising </li></ul></ul><ul><ul><li>Audience insights/metrics </li></ul></ul><ul><ul><li>Opinion polls </li></ul></ul><ul><li>THE TOOLS </li></ul>
  41. 41. <ul><li>Your brand’s homepage on Facebook. </li></ul><ul><li>Allow you to post photos, videos, events and other messages. </li></ul><ul><li>Users interact with you by </li></ul><ul><ul><li>Becoming fans </li></ul></ul><ul><ul><li>Commenting on your posts </li></ul></ul><ul><ul><li>Participating in discussions </li></ul></ul><ul><ul><li>Post photos to your page </li></ul></ul><ul><li>Fans see your page updates in their newsfeed </li></ul><ul><li>THE TOOLS </li></ul>
  42. 42. <ul><li>Facebook ads give you the ability to advertise directly to specific demographic groups </li></ul><ul><li>This is unlike paid search, the most popular form of online advertising, which only lets you to bid on keywords the user is searching for right now </li></ul><ul><li>THE TOOLS </li></ul>
  43. 43. <ul><li>Location </li></ul><ul><li>Age </li></ul><ul><li>Sex </li></ul><ul><li>Keywords (appear in your users profile) </li></ul><ul><li>Education </li></ul><ul><li>Workplace </li></ul><ul><li>Relationship status </li></ul><ul><li>Relationship interests </li></ul><ul><li>Languages </li></ul><ul><li>THE TOOLS </li></ul>
  44. 44. <ul><li>THE TOOLS </li></ul>
  45. 45. <ul><li>What you need: </li></ul><ul><li>Ad message (title and body) </li></ul><ul><li>Image (make it compelling) </li></ul><ul><li>Destination URL (where you want the ad to take people) </li></ul><ul><li>Social actions (optional) </li></ul><ul><li>THE TOOLS </li></ul>
  46. 46. <ul><li>Social actions show related stories about a user’s friends alongside your ad. </li></ul><ul><li>People can vote whether they like or dislike your ad. </li></ul><ul><li>THE TOOLS </li></ul>
  47. 47. <ul><li>Very affordable and easy to control your budget </li></ul><ul><li>You can specify a daily budget </li></ul><ul><li>Schedule specific dates for your ad to run </li></ul><ul><li>Pay for clicks (CPC) or impressions (CPM) </li></ul><ul><li>THE TOOLS </li></ul>
  48. 48. <ul><li>Facebook Insights provides information about your ad campaign: </li></ul><ul><ul><li>Track ad performance with real-time reporting </li></ul></ul><ul><ul><li>Gain demographic and psychographic insights about people that view or take action on your ad </li></ul></ul><ul><li>Use this information to identify how you can improve your campaign to maximize your results </li></ul><ul><li>THE TOOLS </li></ul>
  49. 49. <ul><li>Identify clear goals for your ad </li></ul><ul><li>Know who you’re trying to reach </li></ul><ul><li>Ensure ad headline, copy and image is relevant </li></ul><ul><li>Experiment to get it right </li></ul><ul><li>Monitor your campaign and adjust </li></ul><ul><li>Know when to quit </li></ul><ul><li>THE TOOLS </li></ul>
  50. 50. <ul><li>Applications are entertainment and productivity tools that run within facebook </li></ul><ul><ul><li>Give users a unique ways to interact with your brand by developing your own applications, or add existing applications, to your page </li></ul></ul><ul><ul><li>When fans use your applications social stories are created that appear in their friends news feed and link back to your page </li></ul></ul><ul><li>THE TOOLS </li></ul>
  51. 51. <ul><li>THE TOOLS </li></ul>
  52. 52. <ul><li>Add social capabilities to your website by integrating with Facebook: </li></ul><ul><ul><li>Users log in to your website with their facebook identity </li></ul></ul><ul><ul><li>You can access their profile information to learn more about them and deliver targeted content </li></ul></ul><ul><ul><li>Publish information back to their friends’ streams on Facebook to bring their friend to your website </li></ul></ul><ul><li>THE TOOLS </li></ul>
  53. 53. <ul><li>Do </li></ul><ul><li>establish a presence on the social networks your customers and colleagues use </li></ul><ul><li>create a page to promote your brand </li></ul><ul><li>point your fans to your company blog or contest </li></ul><ul><li>encourage a discussion and participate frequently </li></ul><ul><li>explore targeted advertising opportunities </li></ul><ul><li>Don’t </li></ul><ul><li>create a page and fail to maintain it </li></ul><ul><li>try a hard sell approach </li></ul><ul><li>censor comments </li></ul><ul><li>spam your fans/friends with frequent private messages – you’ll drive them away </li></ul><ul><li>post false information </li></ul><ul><li>THE TOOLS </li></ul>
  54. 54. <ul><li>A blog is a website with regular entries of commentary or news </li></ul><ul><ul><li>Blogs serve to establish your company as transparent , relevant , active , and expert . </li></ul></ul><ul><li>THE TOOLS </li></ul>
  55. 55. <ul><li>engage in dialogue with your customers </li></ul><ul><li>improve your search engine visibility </li></ul><ul><li>promote product launches and events </li></ul><ul><li>gain expert status by providing useful tips </li></ul><ul><li>THE TOOLS </li></ul>
  56. 56. <ul><li>Do </li></ul><ul><li>post on a regular schedule </li></ul><ul><li>encourage conversation by asking questions </li></ul><ul><li>respond to people that comment on your posts </li></ul><ul><li>use a few bloggers from your company for more viewpoints </li></ul><ul><li>Don’t </li></ul><ul><li>write press releases – be real about why something is exciting </li></ul><ul><li>let complaints go unanswered </li></ul><ul><li>make users register to comment – they won’t bother </li></ul><ul><li>delete fair but critical comments </li></ul><ul><li>THE TOOLS </li></ul>
  57. 57. <ul><li>Microblogs are blogs limited to a sentence or two (about 140 characters ) </li></ul><ul><ul><li>People use microblogging to promote themselves, share content and follow friends, celebrities and brands </li></ul></ul><ul><ul><li>Companies use it for marketing, public relations and customer service by giving their brand a voice within the community </li></ul></ul><ul><li>THE TOOLS </li></ul>
  58. 58. <ul><li>Twitter can help you: </li></ul><ul><li>share timely information </li></ul><ul><li>promote useful content including resources, contests, deals, etc. (not just your own) </li></ul><ul><li>personify your brand </li></ul><ul><li>connect with your customers and develop leads </li></ul><ul><li>build credibility and influence </li></ul><ul><li>listen to consumer buzz </li></ul><ul><li>research competitors </li></ul><ul><li>network and learn from experts in your field </li></ul><ul><li>THE TOOLS </li></ul>
  59. 59. <ul><li>Churches useTwitter to: </li></ul><ul><ul><li>Ask questions </li></ul></ul><ul><ul><li>Share insights </li></ul></ul><ul><ul><li>Highlight content </li></ul></ul><ul><ul><li>Hype events </li></ul></ul><ul><li>Trinity Church uses Twitter to tell Passion of Christ </li></ul><ul><li>Westwinds Church experiments with Twitter during services </li></ul><ul><li>Distracting or Enriching ? </li></ul><ul><li>CASE STUDY </li></ul>
  60. 60. <ul><li>September 08: Twitter founder Biz Stone tweets about Charity: Water , which builds wells in Ethiopia. </li></ul><ul><li>Charity: Water asks people with September birthdays to accept online donations in lieu of gifts and raised $4500 , enough to build a well </li></ul><ul><li>The &quot; social media birthday &quot; was born; asking for donations from online friends to celebrate your birthday </li></ul><ul><li>CASE STUDY </li></ul>
  61. 61. <ul><li>January 09: Tweets begin promoting the First Annual Twestival (a Twitter Festival) in support of Charity: Water: </li></ul><ul><ul><li>202 real-life meetups across the globe, hosted by volunteers </li></ul></ul><ul><ul><li>$250,000 USD raised at these events </li></ul></ul><ul><ul><li>55 wells are planned across Africa & India </li></ul></ul><ul><li>CASE STUDY </li></ul>
  62. 62. <ul><li>April 09: The first &quot;well that Twitter built&quot; is dug </li></ul><ul><li>April 09: Actor Hugh &quot;Wolverine&quot; Jackman challenges Twitter to tell him, in 140 characters or less, what charity he should support </li></ul><ul><li>Convinced by Twitter, Jackman announces his $50,000 gift to Charity: Water on Ryan Seacrest's radio show, providing huge exposure for the charity </li></ul><ul><li>CASE STUDY </li></ul>
  63. 63. <ul><li>Social media campaign expands: </li></ul><ul><ul><li>Staff post Twitter updates delivering the results of donations </li></ul></ul><ul><ul><li>Website hosts videos of drilling progress made in Africa </li></ul></ul><ul><ul><li>A driller tweets live from Central African Republic </li></ul></ul><ul><ul><li>Hundreds of videos uploaded to YouTube by charity and supporters http:// www.youtube.com/user/charitywater </li></ul></ul><ul><ul><li>Facebook Causes page with over $61,000 donated </li></ul></ul><ul><li>CASE STUDY </li></ul>
  64. 64. <ul><li>Do </li></ul><ul><li>find and share useful content </li></ul><ul><li>pose questions and reply to others </li></ul><ul><li>keep it fun - put a friendly face on your brand </li></ul><ul><li>promote sales, deals, news, updates, and build buzz for big releases or events </li></ul><ul><li>know what people are saying about your brand </li></ul><ul><li>Don’t </li></ul><ul><li>sound like a press release – you’re in a social space </li></ul><ul><li>spam with constant links to your company website, either in tweets or private messages </li></ul><ul><li>post useless information – do people really care what you had for lunch? </li></ul><ul><li>THE TOOLS </li></ul>
  65. 65. <ul><li>Video sharing sites let you upload videos and share them with people. </li></ul><ul><li>They’re a perfect repository for video blogs , taped seminars , witty Power Points , commercials , how-to’s and a behind-the-scene look at your organization. </li></ul><ul><li>THE TOOLS </li></ul>
  66. 66. <ul><li>helps you gain exposure and direct traffic back to your website </li></ul><ul><li>sparks interest without a hard-sell </li></ul><ul><li>videos can be low-fi and cheap to produce - immediacy and content is more important than quality. </li></ul><ul><li>videos can be a place to showcase your leadership in a field, and spread customer testimonials </li></ul><ul><li>THE TOOLS </li></ul>
  67. 67. <ul><li>Blendtec was a faceless B2B/B2C blender manufacturer that couldn’t afford a traditional marketing campaign </li></ul><ul><li>Published low-cost videos of CEO blending everything from iPhones, hockey pucks to the financial bailout </li></ul><ul><li>Launched the website WillitBlend.com and a YouTube channel </li></ul><ul><li>http://www.youtube.com/blendtec </li></ul><ul><li>CASE STUDY </li></ul>
  68. 68. <ul><li>Videos went viral generating “ millions of dollars in brand recognition ” </li></ul><ul><ul><li>Channel Views: 3,469,098 </li></ul></ul><ul><ul><li>Subscribers: 183,949 </li></ul></ul><ul><li>Online Blendtec blender sales increased 500% </li></ul><ul><li>The videos have made over $50,000 in ad revenue turning the marketing department into a profit centre </li></ul><ul><li>CASE STUDY </li></ul>
  69. 69. <ul><li>Lessons learned: </li></ul><ul><li>Be entertaining and keep it relevant to your brand (the videos promote the durability of their blenders without an overt sales pitch) </li></ul><ul><li>Experiment – the idea might not have worked, but what could they lose? </li></ul><ul><li>CASE STUDY </li></ul>
  70. 70. <ul><li>Do </li></ul><ul><li>be informative , useful , or entertaining </li></ul><ul><li>create a summary and detailed description </li></ul><ul><li>post video replies to others </li></ul><ul><li>allow commenting and participate in the conversation </li></ul><ul><li>save bandwidth costs on your website by hosting videos on YouTube </li></ul><ul><li>Don’t </li></ul><ul><li>just upload infomercials </li></ul><ul><li>be afraid to experiment until you find a formula that works. </li></ul><ul><li>pull down other people’s videos showcasing your product for copyright infringement </li></ul><ul><li>make your video longer than it needs to be – keep it concise and entertaining </li></ul><ul><li>THE TOOLS </li></ul>
  71. 71. <ul><li>Social bookmarking sites allow users to save , share , organize , comment on and search webpage bookmarks . </li></ul><ul><li>Community votes on your submissions so they either rise to the top or drop to the bottom. </li></ul><ul><li>THE TOOLS </li></ul>
  72. 72. <ul><li>Do </li></ul><ul><li>link to relevant articles about news in your field (not just your own content) </li></ul><ul><li>make friends with other bookmarkers in a legitimate way. </li></ul><ul><li>respect the terms of service </li></ul><ul><ul><li>(reddit allows self-promotion, digg does not) </li></ul></ul><ul><li>Don’t </li></ul><ul><li>spam by consistently bookmarking your own material </li></ul><ul><li>cheat by tagging your bookmarks with irrelevant popular keywords </li></ul><ul><li>open multiple accounts and vote for yourself – you’ll be exposed </li></ul><ul><li>THE TOOLS </li></ul>
  73. 73. <ul><li>Photo sharing sites give you a place to upload and organize your photos </li></ul><ul><li>You can invite friends to check out your photos and people can find your photos by searching for the keywords ( tags ) you apply to your photos. </li></ul><ul><li>THE TOOLS </li></ul>
  74. 74. <ul><li>detail the launch of a new product , from initial sketches to the launch party </li></ul><ul><li>promote special events , charitable campaigns , and awards ceremonies </li></ul><ul><li>provide an inside look at your organization, making it appear glamorous , busy , fun , or innovative </li></ul><ul><li>THE TOOLS </li></ul>
  75. 75. <ul><li>Do </li></ul><ul><li>tag your photos with relevant keywords </li></ul><ul><li>use your web site address or brand name as your Flickr screen name </li></ul><ul><li>upload quality photos of your products/services , and things related to your business </li></ul><ul><li>link prominently from your web site to your Flickr photostream </li></ul><ul><li>Don’t </li></ul><ul><li>stuff linked keywords into your photo descriptions or comments </li></ul><ul><li>plaster your URL all over the photos you upload </li></ul><ul><li>discourage people from using your photos (as long as they provide attribution such as a link back to your website) </li></ul><ul><li>THE TOOLS </li></ul>
  76. 76. <ul><li>An Internet forum, or message board, is a bulletin board system in the form of a discussion site </li></ul><ul><li>conversation takes place between registered members who post topics (threads) and make public comments (posts) on those threads </li></ul><ul><li>THE TOOLS </li></ul>
  77. 77. <ul><li>Do </li></ul><ul><li>keep the message board active by regularly participating in the conversation </li></ul><ul><li>collect minimal information during registration </li></ul><ul><li>keep focus and attract users by clearly identifying your community purpose and target audience </li></ul><ul><li>promote popular discussions throughout your website </li></ul><ul><li>Don’t </li></ul><ul><li>build it and expect people to start participating without encouragement and seeding </li></ul><ul><li>forget to moderate - spammers and trolls will drive users away </li></ul><ul><li>censor or allow militant moderators to take too much control over the conversation. You want to encourage open discussion, not stifle it. </li></ul><ul><li>THE TOOLS </li></ul>
  78. 78. <ul><li>A wiki is a website that allows visitors to easily add , remove , and edit content – this makes them great collaboration tools </li></ul><ul><li>Wikipedia, for example, is an encyclopedia is written collaboratively by volunteers from all around the world; anyone can edit it </li></ul><ul><li>THE TOOLS </li></ul>
  79. 79. <ul><li>Do </li></ul><ul><li>find references to your organization and have inaccuracies updated </li></ul><ul><li>read the terms of use to ensure you are allowed to edit an entry about you </li></ul><ul><li>research competition </li></ul><ul><li>use wikis to collaborate with your team </li></ul><ul><li>Don’t </li></ul><ul><li>rely on social reference websites to be accurate </li></ul><ul><li>spam or overtly advertising – it could get you banned </li></ul><ul><li>use it for Search Engine Optimization (Wikipedia prevents search engines from following links) </li></ul><ul><li>Don’t sabotage competitor’s entries about competitors (You could get caught) </li></ul><ul><li>THE TOOLS </li></ul>
  80. 80. <ul><li>Internet-based 3D virtual worlds like Second Life reimagine our world with all its potential for commerce and branding </li></ul><ul><li>people interact through characters called avatars </li></ul><ul><li>residents explore , meet other residents , socialize , participate in individual and group activities , and create and trade items and services with one another </li></ul><ul><li>THE TOOLS </li></ul>
  81. 81. <ul><li>hold media conferences in Second Life to generate buzz (World Bank reports in world) </li></ul><ul><li>create and sell branded products accompanied by coupons and advertising for real-world stores </li></ul><ul><li>purchase land, build stores, and open for business </li></ul><ul><li>publish streams of audio or video on people’s properties </li></ul><ul><li>THE TOOLS </li></ul>
  82. 82. <ul><li>Do </li></ul><ul><li>Use it to generate publicity publicity for real world activities </li></ul><ul><li>find experts to imagine and manage your brand presence in this virtual world, or do thorough research – it’s complicated! </li></ul><ul><li>be inventive – for example, when someone drinks your product, you may create a script that makes people dance, turn into a cute animal, or speak only in song for 30 seconds. </li></ul><ul><li>Don’t </li></ul><ul><li>just try to recreate your real-world brand experience – leverage the possibilities of the virtual world since fantasy is what brought people are there. </li></ul><ul><li>be afraid to site this one out. If your audience isn’t there and you don’t have a vision to create a meaningful experience don’t bother. </li></ul><ul><li>THE TOOLS </li></ul>
  83. 83. <ul><li>A podcast is a series of audio or video files which is distributed by syndicated download to your computer, for use on an MP3 player or computer. </li></ul><ul><li>Podcasts can be simple recordings of conversations , presentations , or interviews </li></ul><ul><li>They’re a chance to provide build an audience around your brand or message. </li></ul><ul><li>THE TOOLS </li></ul>
  84. 84. <ul><li>Do’s </li></ul><ul><li>come up with a format ( form, topic, and duration) </li></ul><ul><li>prepare don’t script (or you’ll sound stiff) </li></ul><ul><li>use a good microphone (but no need to over produce) </li></ul><ul><li>promote your podcast on your website and podcast directories </li></ul><ul><li>Dont’s </li></ul><ul><li>worry about length </li></ul><ul><li>invest in a lot of equipment – simple tools and software are all you need to get going </li></ul><ul><li>leave too much time between podcasts – it could prevent you from building an audience </li></ul><ul><li>THE TOOLS </li></ul>
  85. 85. <ul><li>RSS is a way for content publishers to make blog entries , news headlines , events , podcasts and other content available to subscribers. </li></ul><ul><li>an effective way to distribute your content and lead users back to your website </li></ul><ul><li>THE TOOLS </li></ul>
  86. 86. <ul><li>THE TOOLS </li></ul>
  87. 87. <ul><li>Don’t </li></ul><ul><li>offer RSS feeds for your website’s blog , news , events , and podcasts </li></ul><ul><li>subscribe to RSS feeds relevant to your industry or interests </li></ul><ul><li>include a title and description only so subscribers need to visit your site for the full story </li></ul><ul><li>track your subscribers </li></ul><ul><li>Don’t </li></ul><ul><li>spam your subscribers by including excessive advertising in your RSS feed </li></ul><ul><li>go overboard – limit RSS feeds to content frequently updated </li></ul><ul><li>freak out when a splogger hijacks your content – this could actually help your search engine rank </li></ul><ul><li>THE TOOLS </li></ul>
  88. 88. <ul><li>Word of Mouth peer-to-peer discussions are more influential than the mass media </li></ul><ul><li>Participate by enabling and feeding the conversation (follow the 10 keys to success) </li></ul><ul><li>Be transparent & honest </li></ul><ul><li>3 TAKE AWAY MESSAGES </li></ul>

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