Social medias : Quelles sont les  stratégies gagnantes? (document Fullsix)
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  • 1. SOCIAL MEDIA Quelles sont les stratégies gagnantes?© FullSIX 2012 – Strictly Confidential – All Rights Reserved – No reproduction or diffusion without written authorisation
  • 2. © FullSIX 2012 – Strictly Confidential – All Rights Reserved – No reproduction or diffusion without written authorisation
  • 3. © FullSIX 2012 – Strictly Confidential – All Rights Reserved – No reproduction or diffusion without written authorisation
  • 4. Wendy Clark – Senior VP of integratedmarketing at Coke© FullSIX 2012 – Strictly Confidential – All Rights Reserved – No reproduction or diffusion without written authorisation
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  • 6. Source : Facebook© FullSIX 2012 – Strictly Confidential – All Rights Reserved – No reproduction or diffusion without written authorisation
  • 7.  © FullSIX 2012 – Strictly Confidential – All Rights Reserved – No reproduction or diffusion without written authorisation
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  • 9. © FullSIX 2012 – Strictly Confidential – All Rights Reserved – No reproduction or diffusion without written authorisation
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  • 11.   © FullSIX 2012 – Strictly Confidential – All Rights Reserved – No reproduction or diffusion without written authorisation
  • 12. © FullSIX 2012 – Strictly Confidential – All Rights Reserved – No reproduction or diffusion without written authorisation
  • 13.  © FullSIX 2012 – Strictly Confidential – All Rights Reserved – No reproduction or diffusion without written authorisation
  • 14. © FullSIX 2012 – Strictly Confidential – All Rights Reserved – No reproduction or diffusion without written authorisation
  • 15. © FullSIX 2012 – Strictly Confidential – All Rights Reserved – No reproduction or diffusion without written authorisation
  • 16. 1.© FullSIX 2012 – Strictly Confidential – All Rights Reserved – No reproduction or diffusion without written authorisation
  • 17.    Ce que la marque est en terme de valeurs, de positionnement, sa « brand equity » Son rôle humain et culturel = sa proposition sociale Ce dont discutent les consommateurs, au sujet de ma marque et de mon marché© FullSIX 2012 – Strictly Confidential – All Rights Reserved – No reproduction or diffusion without written authorisation
  • 18. Recherche, prototypes, Politique RH tests consos, futur du RSE, fondations, Sociétal, Innovation, métier… engagements, engagements R&D régulation… Proposition sociale Gammes Lifestyle Sport, événements, mécénat Produits Caractéristiques Art, design, culture Lancement Vie quotidienne Pub Prix© FullSIX 2012 – Strictly Confidential – All Rights Reserved – No reproduction or diffusion without written authorisation
  • 19. DU FUN!© FullSIX 2012 – Strictly Confidential – All Rights Reserved – No reproduction or diffusion without written authorisation
  • 20. © FullSIX 2012 – Strictly Confidential – All Rights Reserved – No reproduction or diffusion without written authorisation
  • 21. 2.© FullSIX 2012 – Strictly Confidential – All Rights Reserved – No reproduction or diffusion without written authorisation
  • 22. Conversations consommateurs PRODUITS / MARQUES SOCIETAL Sites influents Chaque thématique est mappée en indiquant les réseaux Pages sociales sociaux les plus de marque impactants sur cette thématique Sites de marque INNOVATION “LIFESTYLE” 22© FullSIX 2012 – Strictly Confidential – All Rights Reserved – No reproduction or diffusion without written authorisation
  • 23. Conversations consommateurs PRODUITS / MARQUES Monitorer, intervenir, SOCIETAL enrichir et faciliter les sujets de conversation Sites influents Pages sociales de marque Monitorer, intervenir, influencer, offrir des contenus Sites de marque Recruter, communiquer, dialoguer, offrir des services “Social By Design” Socialiser, enrichir les services / contenus, INNOVATION et les convertir “LIFESTYLE” 23© FullSIX 2012 – Strictly Confidential – All Rights Reserved – No reproduction or diffusion without written authorisation
  • 24. © FullSIX 2012 – Strictly Confidential – All Rights Reserved – No reproduction or diffusion without written authorisation
  • 25. © FullSIX 2012 – Strictly Confidential – All Rights Reserved – No reproduction or diffusion without written authorisation
  • 26. David 31 ans Julien 33 ans Panier moyen : 60€ Panier moyen : 30€ $$ $© FullSIX 2012 – Strictly Confidential – All Rights Reserved – No reproduction or diffusion without written authorisation
  • 27. David 31 ans Julien 33 ans Panier moyen : 60€ Panier moyen : 30€  Infidèle aux marques  Fidèle aux marques  Peu actif sur les réseaux  Blogger auto / 1500 followers sociaux  Hyper-actif social  Peu disposé à co-créer  Demandeur d’échange, de participation© FullSIX 2012 – Strictly Confidential – All Rights Reserved – No reproduction or diffusion without written authorisation
  • 28. $ $$$$$$© FullSIX 2012 – Strictly Confidential – All Rights Reserved – No reproduction or diffusion without written authorisation
  • 29. 3.© FullSIX 2012 – Strictly Confidential – All Rights Reserved – No reproduction or diffusion without written authorisation
  • 30. © FullSIX 2012 – Strictly Confidential – All Rights Reserved – No reproduction or diffusion without written authorisation
  • 31. © FullSIX 2012 – Strictly Confidential – All Rights Reserved – No reproduction or diffusion without written authorisation
  • 32. © FullSIX 2012 – Strictly Confidential – All Rights Reserved – No reproduction or diffusion without written authorisation
  • 33. Social Marketing Awareness Consideratio Intent to Acquisition Cust. Serv. Product Data Activities n& Purchase & sales Loyalty & Developmt Collection Reputation Advocacy Social Content (viral ads/content, games, real x x x life events, tactical apps…) E-PR x x Social Media Buying (paid) x x x Search Engines Influence (SEI) x x Social Media Influence (SMI) x x Crisis Prevention and Management x x Social Promotions and Deals x x Social Media Optimization/SMO x x Social Commerce x x Social by Design applications and services x x x x Social CRM / Community Mgmt x x Advocacy Programs x x x x KOL Programs 33 x© FullSIX 2012 – Strictly Confidential – All Rights Reserved – No reproduction or diffusion without written authorisation x x
  • 34. © FullSIX 2012 – Strictly Confidential – All Rights Reserved – No reproduction or diffusion without written authorisation
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  • 43. © FullSIX 2012 – Strictly Confidential – All Rights Reserved – No reproduction or diffusion without written authorisation
  • 44.  © FullSIX 2012 – Strictly Confidential – All Rights Reserved – No reproduction or diffusion without written authorisation
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  • 57. © FullSIX 2012 – Strictly Confidential – All Rights Reserved – No reproduction or diffusion without written authorisation
  • 58. © FullSIX 2012 – Strictly Confidential – All Rights Reserved – No reproduction or diffusion without written authorisation
  • 59. © FullSIX 2012 – Strictly Confidential – All Rights Reserved – No reproduction or diffusion without written authorisation
  • 60. © FullSIX 2012 – Strictly Confidential – All Rights Reserved – No reproduction or diffusion without written authorisation
  • 61. © FullSIX 2012 – Strictly Confidential – All Rights Reserved – No reproduction or diffusion without written authorisation
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  • 69. 4.© FullSIX 2012 – Strictly Confidential – All Rights Reserved – No reproduction or diffusion without written authorisation
  • 70.  Engagement Lead/ Ventes Publicité Diffusion Recrutement Pourcentage de Nombre de Le taux Nb de visites earned media fans/membres d’interaction provenant de généré par (Nbre likes + facebook vers le campagne vs paid commentaires/10 site de marque ou media Coût du fan 00 fans/mois) e-commerce recruté Notoriété et taux d’interactions % des visites sur le impact sur Profil des fans par posts / par site provenant de l’intention d’achat recrutés vs cœur jour Facebook de cible La moyenne du Coût par taux d’interaction visite/lead par type de post (produits, contenu marque, autre) Taux de transformation des leads Facebook© FullSIX 2012 – Strictly Confidential – All Rights Reserved – No reproduction or diffusion without written authorisation
  • 71. 5.© FullSIX 2012 – Strictly Confidential – All Rights Reserved – No reproduction or diffusion without written authorisation
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