5. EN QUOI
«DANS UN MONDE DIGITAL»
(RE)DÉFINIT
«BRAND MANAGEMENT»
? !
6. EN QUOI LE
DIGITAL
CHANGE-T-IL
LA MARQUE
(ELLE-MÊME)X
( PA S J U S T E L E R A P P O RT A U
M A R Q U E S O U L A C O M M U N I C AT I O N
DES MARQUES)
?
21. THE TRADITIONAL DEFINITION OF
THE CONSUMER NO LONGER
S E E M E D TO F I T A S I T B E G A N
EXPRESSING ITSELF IN MUCH MORE
C O M P L E X WAY S T H A N S I M P LY T H E
D E C I S I O N TO B U Y O R N O T TO B U Y. !
!
BETTER CONNECTED AND MORE
INFORMED THAN EVER BEFORE,
T H E C O N S U M E R WA S S U D D E N LY
W I L L I N G A N D A B L E TO U S E I T S N E W
FOUND CONNECTIVITY AGAINST THE
B R A N D I F I T D A R E D C O N T R AV E N E A N
U N S P O K E N C O N T R A C T O F T R U S T.
RICHARD CORDINER_BRAND STORY!
21
27. 1. LES MARCHÉS SONT DES
CONVERSATIONS
HTTP://WWW.CLUETRAIN.COM/!
! 27
28. 2. LES MARCHÉS SONT
CONSTITUÉS D'ÊTRES
HUMAINS, NON DE SECTEURS
DÉMOGRAPHIQUES.
HTTP://WWW.CLUETRAIN.COM/!
! 28
29. 6. L'INTERNET PERMET DES
CONVERSATIONS ENTRE ÊTRES
HUMAINS QUI ÉTAIENT TOUT
SIMPLEMENT IMPOSSIBLES À
L'ÈRE DES MASS-MÉDIA. !
!
HTTP://WWW.CLUETRAIN.COM/!
! 29
31. 9. CES CONVERSATIONS EN
RÉSEAU PERMETTENT À DE
PUISSANTES NOUVELLES FORMES
D'ORGANISATION SOCIALE ET
D'ÉCHANGE DE CONNAISSANCE,
D'ÉMERGER. !
!
10. RÉSULTAT, LES MARCHÉS
DEVIENNENT PLUS INTELLIGENTS,
PLUS INFORMÉS, PLUS ORGANISÉS.
LA PARTICIPATION À UN MARCHÉ
EN RÉSEAU CHANGE LES GENS
FONDAMENTALEMENT. !
HTTP://WWW.CLUETRAIN.COM/!
! 31
32. 12. IL N'Y A PAS DE SECRETS.
LES MARCHÉS CONNECTÉS EN
SAVENT PLUS QUE LES
ENTREPRISES SUR LEURS
PROPRES PRODUITS. ET QUE
ET QUE CE QU'ILS
DÉCOUVRENT SOIT BON OU
MAUVAIS, ILS LE RÉPÈTENT À
TOUT LE MONDE.
HTTP://WWW.CLUETRAIN.COM/!
! 32
33. 34. POUR PARLER D'UNE VOIE
HUMAINE, LES ENTREPRISES
DOIVENT PARTAGER LES
CENTRES D'INTÉRÊTS DE
LEURS COMMUNAUTÉS. !
HTTP://WWW.CLUETRAIN.COM/!
! 33
34. 75. SI VOUS VOULEZ NOUS
PARLER, DITES-NOUS
QUELQUE CHOSE. ET
QUELQUE CHOSE
D'INTÉRESSANT, POUR UNE
FOIS.
HTTP://WWW.CLUETRAIN.COM/!
! 34
36. 88. !
NOUS AVONS DE MEILLEURES
CHOSES À FAIRE QUE DE
NOUS SOUCIER DE SAVOIR SI
VOUS ALLEZ CHANGER À
TEMPS POUR CONQUÉRIR
NOTRE MARCHÉ. LES
AFFAIRES NE SONT QU'UNE
PARTIE DE NOS VIES. ELLES
SEMBLENT REMPLIR
COMPLÈTEMENT LA VOTRE.
RÉFLÉCHISSEZ-Y : QUI A
BESOIN DE QUI ?
HTTP://WWW.CLUETRAIN.COM/!
! 36
37. 89. NOUS AVONS UN VRAI
POUVOIR ET NOUS LE SAVONS
(…) !
HTTP://WWW.CLUETRAIN.COM/!
! 37
41. BOULEVERSANT
ABSOLUMENT,
IRREVERSIBLEMENT
LA DONNE POUR
LES ENTREPRISES
ET LES MARQUES
41
42. 30. LA LOYAUTÉ À UNE
MARQUE EST LA VERSION
ENTREPRENEURIALE DE NE
RIEN FAIRE, MAIS LA RUPTURE
EST INÉVITABLE - ET ARRIVE
VITE. PARCE QU'ILS SONT
CONNECTÉS, LES MARCHÉS
INTELLIGENTS SONT
CAPABLES DE RÉÉVALUER
UNE RELATION EN UN CLIN
D'OEIL. !
HTTP://WWW.CLUETRAIN.COM/!
! 42
50. « MARKETING
IS DEAD »!
KEVIN ROBERTS!
http://www.thedrum.com/news/2012/04/25/marketing-dead-says-saatchi-
saatchi-ceo!
!
51. MARKETING IS DEAD. THE ROLE
OF MARKETING HAS CHANGED
NOW. (…) MARKETINGʼS JOBS IS
TO CREATE MOVEMENT AND
INSPIRE PEOPLE TO JOIN YOU.
!
KEVIN ROBERTS!
http://www.thedrum.com/news/2012/04/25/marketing-dead-says-saatchi-
saatchi-ceo!
!
52. “THE BIG IDEA IS DEAD. THERE
ARE NO MORE BIG IDEAS.
CREATIVE LEADERS SHOULD
GO FOR GETTING LOTS AND
LOTS OF SMALL IDEAS OUT
THERE. STOP BEATING
YOURSELF UP SEARCHING FOR
THE ONE BIG IDEA.
GET LOTS OF IDEAS OUT THERE
AND THEN LET THE PEOPLE
YOU INTERACT WITH FEED
THOSE IDEAS AND THEY WILL
MAKE IT BIG.”!
KEVIN ROBERTS!
http://www.thedrum.com/news/2012/04/25/marketing-dead-says-saatchi-
saatchi-ceo!
!
53. “EVERYONE WANTS A
CONVERSATION. THEY WANT
INSPIRATION. INSPIRE PEOPLE
WITH YOUR WEBSITE. DONʼT
JUST INTERRUPT, BUT
INTERACT. ASKING ABOUT
RETURN ON INVESTMENT IS THE
WRONG QUESTION TODAY. YOU
SHOULD BE ASKING ABOUT
RETURN ON INVOLVEMENT.”!
KEVIN ROBERTS!
http://www.thedrum.com/news/2012/04/25/marketing-dead-says-saatchi-
saatchi-ceo!
!
60. C O M M E PA R E X .
DIRE QU’AUJOURD’HUI LA
PAROLE DE LA MARQUE N’A
PLUS AUCUNE
CHANCE D’ÉMERGER SI ELLE
EST DIFFUSÉE À LA TÉLÉVISION
OU EN MODE DESCENDANT
71. CRÉER DES COMMUNAUTÉS
AUTOUR DE LA/ DE MARQUE
GÉNÉRER DES EXPÉRIENCES,
DU PARTAGE,
DE LʼINTERACTION
SOLOMO
SOCIAL GRAPH
LIVE CONVERSATION
SHARE IS THE NEW SEARCH
ETC. !
72.
73. 'ENGAGE OR DIE'!
FACEBOOK FANS: A FAN FOR LIFE?!
K A R E N N E L S O N - F I E L D A N D J E N N I F E R TAY L O R _ A D M A P _ M AY 2 0 1 2 !
!
!
75. WITHOUT ANY CLEAR
DEFINITION, THE TERM
ENGAGEMENT HAS BECOME
COMMONPLACE IN MARKETING
PRACTICE, WITH MANY
BELIEVING THAT ENGAGEMENT
IS OF KEY IMPORTANCE IN
EVOKING A RESPONSE
(ATTITUDINAL OR
BEHAVIOURAL) FROM
CONSUMERS, ASSUMING IT
ULTIMATELY LEADS TO
PURCHASES AND BRAND
LOYALTY.
FACEBOOK FANS: A FAN FOR LIFE?!
K A R E N N E L S O N - F I E L D A N D J E N N I F E R TAY L O R _ A D M A P _ M AY 2 0 1 2 !
!
!
76. WITHOUT ANY CLEAR
DEFINITION, THE TERM
ENGAGEMENT HAS BECOME
COMMONPLACE IN MARKETING
PRACTICE, WITH MANY
BELIEVING THAT ENGAGEMENT
IS OF KEY IMPORTANCE IN
EVOKING A RESPONSE
(ATTITUDINAL OR
BEHAVIOURAL) FROM
CONSUMERS, ASSUMING IT
ULTIMATELY LEADS TO
PURCHASES AND BRAND
LOYALTY.
FACEBOOK FANS: A FAN FOR LIFE?!
K A R E N N E L S O N - F I E L D A N D J E N N I F E R TAY L O R _ A D M A P _ M AY 2 0 1 2 !
!
!
77. TERMS LIKE 'INVOLVEMENT',
'EXPERIENCE' AND
'CONNECTION' ARE USED
INTERCHANGEABLY,
WITHOUT AGREEMENT
ABOUT HOW OR WHETHER
THEY DIFFER IN MEANING
AND APPROPRIATE
MEASUREMENT.
FACEBOOK FANS: A FAN FOR LIFE?!
K A R E N N E L S O N - F I E L D A N D J E N N I F E R TAY L O R _ A D M A P _ M AY 2 0 1 2 !
!
!
78. GOING FURTHER ENGAGEMENT
MARKETING IS PREMISED UPON:
T R A N S PA R E N C Y - I N T E R A C T I V I T Y -
I M M E D I A C Y - FA C I L I TAT I O N -
E N G A G E M E N T - C O - C R E AT I O N -
C O L L A B O R AT I O N - E X P E R I E N C E A N D
TRUST, THESE WORDS DEFINE THE
M I G R AT I O N F R O M M A S S M E D I A TO
SOCIAL MEDIA.
(…)
A L L D E M O N S T R AT E A N E W S O C I O -
ECONOMIC MODEL, WHERE
E N G A G E M E N T S I T S AT T H E
EPICENTRE
HTTP://EN.WIKIPEDIA.ORG/WIKI/ENGAGEMENT_MARKETING!
!
79. ( D I T C O M M E Ç A , É V I D E M M E N T,
C ʼ E S T T E N TA N T ) !
80. WITHOUT ANY CLEAR
DEFINITION, THE TERM
ENGAGEMENT HAS BECOME
COMMONPLACE IN MARKETING
PRACTICE, WITH MANY
BELIEVING THAT ENGAGEMENT
IS OF KEY IMPORTANCE IN
EVOKING A RESPONSE
(ATTITUDINAL OR
BEHAVIOURAL) FROM
CONSUMERS, ASSUMING IT
ULTIMATELY LEADS TO
PURCHASES AND BRAND
LOYALTY.
FACEBOOK FANS: A FAN FOR LIFE?!
K A R E N N E L S O N - F I E L D A N D J E N N I F E R TAY L O R _ A D M A P _ M AY 2 0 1 2 !
!
!
85. AT ITS HEART, IS THE
INSIGHT THAT HUMAN
BEINGS ARE HIGHLY
SOCIAL ANIMALS, AND
HAVE AN INNATE NEED
TO COMMUNICATE
AND INTERACT.
HTTP://EN.WIKIPEDIA.ORG/WIKI/ENGAGEMENT_MARKETING!
!
86. AT THE HEART OF THIS
IS THE KEY ISSUE
AROUND IDENTITY AND
BELONGING.
HTTP://EN.WIKIPEDIA.ORG/WIKI/ENGAGEMENT_MARKETING!
INTERVIEW ALAN MOORE WITH HENRY JENKINS DEFLORZ PROFESSOR OF HUMANITIES AND FOUNDER AND DIRECTOR OF THE
COMPARATIVE MEDIA STUDIES PROGRAM AT MIT!
!
87. THE COMMUNITY
GENERATION, SHUN
TRADITIONAL
ORGANIZATIONS IN FAVOR
OF UNMEDIATED
RELATIONSHIP TO THE
THINGS THEY CARE
ABOUT.
HTTP://EN.WIKIPEDIA.ORG/WIKI/ENGAGEMENT_MARKETING!
INTERVIEW ALAN MOORE WITH HENRY JENKINS DEFLORZ PROFESSOR OF HUMANITIES AND FOUNDER AND DIRECTOR OF THE
COMPARATIVE MEDIA STUDIES PROGRAM AT MIT!
!
88. THE COMMUNITY
GENERATION, SEEK AND
EXPECT DIRECT
PARTICIPATION AND
INFLUENCE.
HTTP://EN.WIKIPEDIA.ORG/WIKI/ENGAGEMENT_MARKETING!
INTERVIEW ALAN MOORE WITH HENRY JENKINS DEFLORZ PROFESSOR OF HUMANITIES AND FOUNDER AND DIRECTOR OF THE
COMPARATIVE MEDIA STUDIES PROGRAM AT MIT!
!
89. AU FOND DE LʼÊTRE HUMAIN IL Y
AURAIT DONC UN BESOIN INHERENT
& I R R É P R E S S I B L E D E FA I R E E T
PA R TA G E R D E S C H O S E S C O M M E
CELLES-LÀ!
90. TA L K TA L K _ B R I G H T D A N C I N G !
H T T P S : / / W W W. Y O U T U B E . C O M / WAT C H ?
V=LRQNKOY8PTU!
!
91. TA L K TA L K _ B R I G H T D A N C I N G !
https://www.youtube.com/watch?v=-Su-
kyRC2nA!
!
92. WE BELIEVE, PEOPLE
EMBRACE WHAT THEY
CREATE.
HTTP://EN.WIKIPEDIA.ORG/WIKI/ENGAGEMENT_MARKETING!
INTERVIEW ALAN MOORE WITH HENRY JENKINS DEFLORZ PROFESSOR OF HUMANITIES AND FOUNDER AND DIRECTOR OF THE
COMPARATIVE MEDIA STUDIES PROGRAM AT MIT!
!
96. S U R L E PA P I E R C ʼ E S T S U B L I M E .
DANS LA RÉALITÉ CʼEST 8 VUES
S U R Y O U T U B E * E T PA S B E A U C O U P
P L U S D E PA RT I C I PAT I O N
* 9 A V E C C E L L E - C I
98. ONE MEASURE USED TO PUT THE CONSTRUCT OF
E N G A G E M E N T I N T O O P E R AT I O N I S F A C E B O O K ' S
N E W ' P E O P L E TA L K I N G A B O U T T H I S ' N U M B E R
( P TAT ) .
I N T R O D U C E D B Y FA C E B O O K I N O C T O B E R 2 0 11 , T H E
M E T R I C I S S A I D T O M E A S U R E FA N E N G A G E M E N T B Y
COUNTING 'STORIES' WHICH ARE CONSIDERED TO
B E A N Y T Y P E O F D I R E C T I N T E R A C T I O N W I T H A FA N
PA G E S U C H A S : I N I T I A L L I K I N G ; L I K I N G S P E C I F I C
C O N T E N T O N A PA G E , P O S T I N G T O A W A L L ;
COMMENTING; SHARING A POST OR OTHER CONTENT
F R O M T H E PA G E ; A N S W E R I N G A Q U E S T I O N ; P H O T O
TA G G I N G ; C H E C K - I N S O R R S V P I N G T O A N E V E N T.
T H E P TAT N U M B E R I S P U B L I C LY AVA I L A B L E O N A N Y
B R A N D PA G E , S I T T I N G B E L O W T H E N U M B E R S O F
B R A N D FA N S ; FA N S W H O A R E L I K E N E D T O A N A R M Y
O F B R A N D A D V O C AT E S R E A D Y T O E N G A G E O N A
MOMENT'S NOTICE!
ED KELLER, 2012!
104. L E S FA N S D E « B E S T B U Y » , U N E
ENSEIGNE DE DISTRIBUTION
AMÉRICAINE, DÉPENSENT 131% DE PLUS
DANS LES MAGASINS BEST BUY QUʼUN
U T I L I S AT E U R N O R M A L . !
!
UNE PREMIÈRE ÉTUDE "POWER OF LIKE"
P U B L I É E I L Y A U N A N PA R C O M S C O R E
AVA I T D É J À S O U L I G N É L A C O R R É L AT I O N
E N T R E L E FA I T D ’ Ê T R E FA N D ’ U N E
M A R Q U E – O U M Ê M E A M I D ’ U N FA N D ’ U N E
M A R Q U E – E T L E FA I T D ’ A C H E T E R U N
PRODUIT DE CETTE MARQUE. CETTE
C O R R É L AT I O N S E C O N F I R M E D A N S C E
NOUVEAU VOLET "POWER OF LIKE 2". !
COMSCORE_THE POWER OF LIKE!
105. U N FA N E S T P O T E N T I E L L E M E N T D ʼ E N T R E E D E
J E U U N S U R C O N S O M M AT E U R D E L A M A R Q U E . !
I L L ʼ E S T AVA N T D ʼ Ê T R E FA N . I L Y A D E
GRANDES CHANCES QUʼIL LE RESTE APRÈS.
PA S PA R C E Q U ʼ I L E S T FA N , PA R C E Q U ʼ I L
L’ É TA I T.
AT T E N T I O N A U X M É T H O D O L O G I E S
UN PEU BIDON
HTTP://WEARESOCIAL.NET/BLOG/2012/07/PUTTING-FACEBOOK-FAN/!
!
118. H T T P : / / M A R T I N W E I G E L . O R G / 2 0 1 3 / 0 2 / 2 0 / A - TA L E - O F - H U M I L I T Y- A N D -
INDIFFERENCE/!
H A R V A R D B U S I N E S S R E V I E W _ T H R E E M Y T H S A B O U T W H A T
C U S T O M E R S W A N T _ K A R E N F R E E M A N , P A T R I C K S P E N N E R
A N D A N N A B I R D _ M A I 2 0 1 2 !
!
!
!
119. « IN THE TYPICAL CONSUMER'S VIEW OF THE
W O R L D , R E L AT I O N S H I P S A R E R E S E R V E D F O R
F R I E N D S , F A M I LY A N D C O L L E A G U E S . » !
HARVARD BUSINESS REVIEW_!
THREE MYTHS ABOUT WHAT CUSTOMERS WANT_KAREN FREEMAN, PATRICK SPENNER AND ANNA BIRD_!
MAI 2012!
!
!
120. MOST MARKETERS THINK
THAT THE BEST WAY TO
HOLD ONTO CUSTOMERS
IS THROUGH
"ENGAGEMENT" —
INTERACTING AS MUCH AS
POSSIBLE WITH THEM
AND BUILDING
RELATIONSHIPS.
IT TURNS OUT THAT THAT'S
RARELY TRUE.
HARVARD BUSINESS REVIEW_THREE MYTHS ABOUT WHAT CUSTOMERS WANT_KAREN FREEMAN, PATRICK
SPENNER AND ANNA BIRD_MAI 2012!
!
!
123. LESS THAN 0.5% OF
FACEBOOK FANS
ENGAGE WITH THE
BRAND THEY ARE FANS
OF
FACEBOOK FANS: A FAN FOR LIFE?!
K A R E N N E L S O N - F I E L D A N D J E N N I F E R TAY L O R _ A D M A P _ M AY 2 0 1 2 !
!
!
124. PASSION BRANDS
DON'T DIFFER –
FACEBOOK FANS ARE
NO MORE OR LESS
ENGAGED
FACEBOOK FANS: A FAN FOR LIFE?!
K A R E N N E L S O N - F I E L D A N D J E N N I F E R TAY L O R _ A D M A P _ M AY 2 0 1 2 !
!
!
125. FACEBOOK FANS: A FAN FOR LIFE?!
K A R E N N E L S O N - F I E L D A N D J E N N I F E R TAY L O R _ A D M A P _ M AY 2 0 1 2 !
!
!
126. WHILE SOME MAY LOOK AT THE
RESULTS OF THIS STUDY AND
POINT OUT THAT BRAND A (AT
1%) GETS TWICE AS MUCH
ENGAGEMENT AS BRAND B (AT
0.5%), THAT'S LIKE SAYING 'YOU
HAVE 50 CENTS, I HAVE ONE
DOLLAR, SO I AM TWICE AS
RICH AS YOU'. ONE DOLLAR
DOES NOT MAKE YOU RICH.
FACEBOOK FANS: A FAN FOR LIFE?!
K A R E N N E L S O N - F I E L D A N D J E N N I F E R TAY L O R _ A D M A P _ M AY 2 0 1 2 !
!
!
127. THE REAL QUESTION IS HOW
COST EFFECTIVE IS IT FOR A
BRAND TO ATTEMPT TO DRIVE
ENGAGEMENT IF THE MOST
THEY CAN REASONABLY
EXPECT IS THAT 1% OF FANS
WILL ENGAGE? AND IF THEY
ACHIEVE HIGHER ENGAGEMENT,
WILL THAT TRANSLATE INTO
SALES?
FACEBOOK FANS: A FAN FOR LIFE?!
K A R E N N E L S O N - F I E L D A N D J E N N I F E R TAY L O R _ A D M A P _ M AY 2 0 1 2 !
!
!
128. AT THE VERY CORE OF THE
SOCIAL MEDIA MANTRA IS THE
PREMISE THAT BRANDS NEED
TO ENGAGE THEIR CUSTOMERS
IN ORDER TO GROW BUT THERE
IS ONLY A TENUOUS LINK
BETWEEN THE EFFECTS OF
ENGAGEMENT AND
SUBSEQUENT SALES.
EVEN IF THESE TOP 200
BRANDS ACHIEVED TEN TIMES
THEIR CURRENT LEVEL OF
ENGAGEMENT, WHAT THAT
ULTIMATELY MEANS FOR THE
BRAND IS UNCERTAIN.
FACEBOOK FANS: A FAN FOR LIFE?!
K A R E N N E L S O N - F I E L D A N D J E N N I F E R TAY L O R _ A D M A P _ M AY 2 0 1 2 !
!
!
129. CE QUI EST DRÔLE – ALORS
QUE L’ON PARLE DE
CONVERSATION, S’ÉCOUTER, SE
COMPRENDRE MUTUELLEMENT –
CʼEST DE VOIR À QUEL POINT
ON SE FAIT DES ILLUSIONS !
130. IL Y A UN VRAI G A P ENTRE
CE QUE CROIENT LES
PROFESSIONNELS ET CE QUE
PENSENT VRAIMENT LES GENS
136. HAVING A
CONVERSATION
WITH A BRAND
SEEMS NOT TO
BE OF TOP
PRIORITY FOR
CONSUMERS.
FACEBOOK FANS: A FAN FOR LIFE?!
K A R E N N E L S O N - F I E L D A N D J E N N I F E R TAY L O R _ A D M A P _ M AY 2 0 1 2 !
!
!
143. !
PA N T E N E A Q U A L I G H T U K _ M A K E A
SWISSSH!
https://www.youtube.com/watch?v=C2_fmAo-6kk! 143
!
144. !
PA N T E N E A Q U A L I G H T U K _ M A K E A
SWISSSH!
144
145. !
PA N T E N E A Q U A L I G H T U K _ M A K E A
SWISSSH!
h t t p s : / / w w w. y o u t u b e . c o m / w a t c h ? v = PA k m g Ye q e 7 k ! 145
!
146. !
PA N T E N E A Q U A L I G H T
AUSTRALIE_MAKE A SWISSSH!
https://www.youtube.com/watch?v=UrzXCVSSpHk! 146
!
152. Alors
que
les
compagnies
internet
s'efforcent
d'ajuster
leurs
services
à
nos
goûts
personnels
(y
compris
l'actualité
et
les
résultats
de
recherche),
une
dangereuse
conséquence,
involontaire,
émerge
:
nous
nous
retrouvons
piégés
dans
une
"bulle
de
filtres"
et
ne
nous
trouvons
pas
exposés
à
l'informaOon
qui
pourrait
remePre
en
quesOon
ou
élargir
notre
percepOon
du
monde.
Eli
Pariser
argumente
avec
force
qu'au
final
cela
s'avérera
mauvais
pour
nous
et
pour
la
démocraOe.
Pioneering
online
organizer
Eli
Pariser
is
the
author
of
"The
Filter
Bubble,"
about
how
personalized
search
might
be
narrowing
our
worldview.
Full
bio
»
H T T P : / / M A R T I N W E I G E L . O R G / 2 0 1 3 / 0 2 / 2 0 / A - TA L E - O F -
HUMILITY-AND-INDIFFERENCE/!
160. ( A U D É B U T O N N ʼ A PA S T R È S E N V I E D ʼ AV O I R U N E
R E L AT I O N , E T P U I S Q U E L Q U E C H O S E C H A N G E
RADICALEMENT)
http://www.youtube.com/watch?v=RxPZh4AnWyk!
!
161. CE NE SONT PAS LES
INTERACTIONS QUI
CONSTRUISENT LES
RELATIONS
CʼEST LE FAIT DE
PARTAGER LES MÊMES
VALEURS
164. YOU ADMIRE A
CHARACTER FOR TRYING
MORE THAN FOR THEIR
SUCCESSES.
RÈGLE #1!
THE 22 RULES OF STORYTELLING, ACCORDING TO
P I X A R _ E M M A C O AT S !
165. WHEN IT COMES TO
INTERACTING WITH
YOUR CUSTOMERS,
MORE ISN'T BETTER.
!
DOMINOS PIZZA_TURNAROUND!
HARVARD BUSINESSt REVIEW_THREEo u t u b ABOUTm / w a CUSTOMERS H 5 R 5 6 j I L a FREEMAN, PATRICK
h t p : / / w w w . y MYTHS e . c o WHAT t c h ? v = A WANT_KAREN g !
!
SPENNER AND ANNA BIRD_MAI 2012!
!
!
170. H T T P : / / M A R T I N W E I G E L . O R G / 2 0 1 3 / 0 2 / 2 0 / A - TA L E - O F -
HUMILITY-AND-INDIFFERENCE/!
171. IL FAUT RECONNECTER LES
ENTREPRISES/ MARQUES
ET LES GENS
DANS LE SENS DU
SERVICE CLIENT ET DE LA
SATISFACTION !
RECONNECTING WITH CUSTOMERS: BUILDING BRANDS AND PROFITS IN
T H E R E L AT I O N S H I P A G E !
178. IL EST VRAI QUE CELA GÉNÈRE DU
B U S I N E S S E T D E L A R E N TA B I L I T É :
DES CHERCHEURS DU MIT ONT
RÉCEMMENT RÉALISÉ UNE ÉTUDE
SUR 330 ENTREPRISES. ELLE
MONTRE CLAIREMENT QUE LES
ENTREPRISES QUI EXPLOITENT
INTELLIGEMMENT LES DONNÉES ONT
EN MOYENNE UNE PRODUCTIVITÉ
SUPÉRIEURE DE 5% ET UNE
R E N TA B I L I T É S U P É R I E U R E D E 6 %
PA R R A P P O R T À L E U R S
CONCURRENTES!
H A R VA R D B U S I N E S S R E V I E W _ N O V E M B R E 2 0 1 2 !
H T T P : / / W W W. D O C N E W S . F R / A C T U A L I T E S / T R I B U N E , B I G - D ATA - VA L U E D -
D ATA , 3 5 , 1 5 7 2 8 . H T M L !
!
179.
180. + 40%!
IBM A LANCÉ UN OUTIL QUI MESURE TOUS LES BRUITS AUTOURS DʼUNE
M A R Q U E . I L S O N T FA I T P O U R VA C H E Q U I R I T U N E É T U D E A U X U S A . I L S O N T
D É T E C T É Q U E L A M A R Q U E S U R C E M A R C H É É TA I T P E R Ç U E C O M M E U N
P R O D U I T D I É T É T I Q U E . I L S L ' O N T D É P L A C É D A N S L E S R AY O N S D I É T É T I Q U E S -
C E L A A FA I T P R O G R E S S E R L E S V E N T E S D E + 4 0 % . P E R S O N N E N ʼ AVA I T V U
C E L A AVA N T. !
!
H T T P : / / W W W. D O C N E W S . F R / A C T U A L I T E S / I N N O VAT I O N , B I G - B A N G - B I G - D ATA ,
34,15312.HTML!
!
181. !
C O N V E R S E _ D O M A I N AT I O N !
h t t p : / / w w w. y o u t u b e . c o m / w a t c h ? v = C H t y Q J z Ty 7 0 !
!
183. I NOTICE INCREASING
RELUCTANCE ON THE PART
OF MARKETING EXECUTIVES
TO USE JUDGMENT; THEY
ARE COMING TO RELY TOO
MUCH ON RESEARCH, AND
THEY USE IT AS A
DRUNKARD USES A LAMP
POST FOR SUPPORT,
RATHER THAN FOR
ILLUMINATION.
!
D AV I D O G I LV Y !
185. GOOGLE PLUS YOUR WORLD!
H A R VA R D B U S I N E S S R E V I E W _ N O V E M B R E 2 0 1 2 !
http://www.youtube.com/watch?v=8Z9TTBxarbs!
!
186. ”THERE IS NO LONGER ANY
INTERACTION THAT AN
INDIVIDUAL MAY HAVE WITH
A BRAND, COMPANY,
PRODUCT, OR SERVICE THAT
DISCONNECTED FROM ALL
THE PEOPLE THEY KNOW,
AND THE PEOPLE THAT
SHARE THEIR INTEREST IN
THAT EXPERIENCE.” !
HTTP://BBH-LABS.COM/WILL-SOCIAL-
M E D I A - E AT- I T S E L F !
187. E L I PA R I S E R _ B E WA R E O N L I N E
“ F I LT E R B U B B L E S ” !
http://www.ted.com/talks/lang/fr/
eli_pariser_beware_online_filter_bubbles.html!
!
197. AS THE NETWORK EXPANDS,
CONNECTIONS WEAKEN !
HTTP://BBH-LABS.COM/WILL-SOCIAL-
M E D I A - E AT- I T S E L F !
198. SO WE WERE MORE THAN A LITTLE
TA K E N A B A C K B Y T H E F I N D I N G S O F
T H E L AT E S T E D E L M A N T R U S T
B A R O M E T E R T H AT S H O W S W E
TRUST OUR FRIENDS AND PEERS AS
A S O U R C E O F I N F O R M AT I O N
C O N S I D E R A B LY L E S S T H A N W E D I D
TWO YEARS AGO. THE DECLINE IS
PA R T I C U L A R LY M A R K E D I N T H E U S
WHERE JUST 25% OF
RESPONDENTS VIEW FRIENDS AND
P E E R S A S V E RY / E X T R E M E LY
CREDIBLE-A DECLINE OF 20
P E R C E N TA G E P O I N T S O N 2 0 0 8 - B U T
IS ALSO REFLECTED IN THE
G L O B A L D ATA . !
HTTP://BBH-LABS.COM/WILL-SOCIAL-
M E D I A - E AT- I T S E L F !
199. UNE VRAIE
QUESTION QUI
DOIT INSPIRER LA
REDÉFINITION DU
RÔLE DES
MARQUES DANS
CE NOUVEAU
SYSTÈME
209. L E A R N H O W T O M A R RY A U T H O R I T Y A N D
INCLUSIVENESS: TOO MANY BRANDS IN
R E C E N T Y E A R S H AV E TA K E N T H E
U N D O U B T E D T R U T H T H AT C O N S U M E R S
N O L O N G E R WA N T T O B E D I C TAT E D T O
A N D C O N C L U D E D T H AT, T H E R E F O R E ,
C O N S U M E R S N O L O N G E R WA N T B R A N D S
T O H AV E A P O I N T O F V I E W. “ M A R K E T I N G ”
H A S B E C O M E A D I R T Y W O R D . B U T W H AT
T H E D ATA T E L L S U S I S T H AT
O F T E N T I M E S , A N D PA R T I C U L A R LY I N
U N C E R TA I N T I M E S , C E R TA I N T Y I S
C O M P E L L I N G . D E M O N S T R AT I N G
EXPERTISE, CONFIDENCE AND
AUTHORITY IS NOT A RELIC OF A
D I C TAT O R I A L PA S T . I T ’ S J U S T T H AT
T O D AY W E N E E D T O F I N D N E W A N D
E N G A G I N G WAY S O F D E M O N S T R AT I N G
T H AT A U T H O R I T Y, M A K I N G C O N S U M E R S
PA R T O F O U R E X P E R I M E N T S O R O U R
EVIDENCE
HTTP://BBH-LABS.COM/WILL-SOCIAL-
M E D I A - E AT- I T S E L F !
210. H T T P : / / M A R T I N W E I G E L . O R G / 2 0 1 3 / 0 2 / 2 0 / A - TA L E - O F -
HUMILITY-AND-INDIFFERENCE/!
211. !
D A N W I E D E N _ A B O U T C R E AT I V I T Y !
https://www.youtube.com/watch?v=O6njB6ForX0!
! 211
212. « DO YOU WANT A
RIGHT HAND OR A LEFT
HAND?
I WANT TO USE BOTH MY
HANDS, YOU KNOW! » !
DAN WIEDEN!
213. « ITʼS NOT A CHOICE
IT’S JUST EXPANDING
OPPORTUNITIES » !
DAN WIEDEN!
221. !
COCACOLA_THE CHASE!
COKECHASE.COM
H T T P : / / W W W. Y O U T U B E . C O M / P L AY L I S T ?
LIST=PLCIVZWQ1FAWDVTHJQNHJLE54IOM61MRGC ! 221
!
!
222. !
COCACOLA_THE CHASE!
COKECHASE.COM
H T T P : / / W W W. Y O U T U B E . C O M / P L AY L I S T ?
LIST=PLCIVZWQ1FAWDVTHJQNHJLE54IOM61MRGC ! 222
!
!