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Petit Club - Zoom sur l'Influence

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Présentation Monoprix et Traackr au Petit Club du 16 mars 2016 sur les nouvelles relations marques et influenceurs.

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Petit Club - Zoom sur l'Influence

  1. 1. Traackr Influencer Marketing ZOOM sur l’influence Marques, agences, influenceurs : quelle organisation pour réussir son marketing d’influence Petit Club 16 mars 2016 avec Traackr
  2. 2. IDEO for Client Name Here Project Name Here Project Phase Here Confidential: 31-Dec-09 pg- Traackr Influencer Marketing Vers un marketing d’influence stratégique Traackr Influencer Marketing
  3. 3. Traackr Table des matières Contexte et objectifs Le programme Utilisation de Traackr Les résultats Les clés du succès
  4. 4. Traackr Influencer Marketing Contexte Et Objectifs
  5. 5. Traackr Construire une stratégie d’influence intégrée Contexte Un écosystème riche impliquant de multiples intervenants. Pour aller vers une stratégie de marketing d’influence offrant un impact durable, l’enseigne devait se munir d’un outil central de gestion des relations. Objectif • Parler d’une seule et même voix • Mettre en oeuvre un programme d’engagement continu • Maximiser l’impact des relations avec les influenceurs • Mettre en place des outils transversaux de mesure de la performance Enjeu Monoprix souhaitait à la fois bénéficier d’une lecture d’ensemble et en temps réel des activités et faciliter la collaboration et la communication entre les différents acteurs de son écosystème.
  6. 6. Traackr Influencer Marketing Le Programme
  7. 7. Traackr Mise en place de Traackr • Une plateforme de gestion de la communication digitale RP du groupe Monoprix • Un programme d’engagement continu.
  8. 8. Traackr De multiples intervenants et une communication en silo FoodMonoprix Communication Corporate Naturalia Monoprix Communication Produits BeautéMode & Déco INFLUENCEURS Multi-voix
  9. 9. Traackr Food Monoprix Communication Groupe INFLUENCEURS Naturalia Monoprix Communication Produits Beauté Mode & Déco Une voix Une méthode de travail transversale et transparente • Identifier, élargir le réseau • Gérer les influenceurs • Mesurer les résultats du programme et des opérations
  10. 10. Traackr Une communication cohérente qui prend en compte les enjeux de chaque secteur Beauté Communication CorporateMode & Déco Créer des liens via des partenariats Food Les exclusivités, Les innovations Les nouvelles collections Consolider le réseau Elargir le réseau Approche Intensifier la Veille Identifier les influenceurs clés Angle de Communication Communication Presse Produits Innovation/ Retail Développement durable
  11. 11. Traackr Un engagement et un programme adapté en continu • Un rythme soutenu • Un discours spécifique • Une activation des réseaux d’influenceurs pour chaque opération Dossier de presse Flashmails Evénements presse Evénements blog
  12. 12. Traackr Influencer Marketing Comment Monoprix a utilisé Traackr
  13. 13. Traackr Mieux identifier les influenceurs, élargir le réseau et cibler de nouveaux bassins d’audiences. • La cartographie du réseau en temps réel permet d’analyser les flux d’influence au sein de la communauté d’influenceurs pour mieux la comprendre et l’appréhender. • Elle offre également la possibilité d’identifier de nouveaux influenceurs permettant de toucher de nouveaux bassins d’audiences.
  14. 14. Traackr Ecouter, engager la conversation et suivre la relation avec les influenceurs dans la durée Le centre de conversation permet de visualiser les retombées obtenues sur chacune des plateformes et sur la durée. Listing Monoprix Lifestyle/Mode
  15. 15. Traackr Etablir des méthodes de travail communes aux équipes en interne et en externe • Une vision globale de toutes les actions et de l’état de la relation avec chacun des influenceurs • Une réunion trimestrielle réunissant les agences/Traackr/ l’enseigne
  16. 16. Traackr Mesurer les retombées dans leur ensemble, par secteur et par opération La partie analytique de la plateforme rassemble la totalité des mentions par réseaux sociaux comparées à la concurrence et ce pour secteur mais également pour l’ensemble de l’enseigne. Elle permet à l’équipe de visualiser les résultats de chacune des opérations et d’accéder à n’importe quel contenu mentionnant la marque.
  17. 17. Traackr Influencer Marketing Les résultats
  18. 18. Traackr Renforcement de la visibilité et du positionnement grâce aux influenceurs • En 2015 : Hausse de 22,6% des retombées presse on line • Monoprix arrive en 2ème position
  19. 19. Traackr Instagram 29% Blog 16% Twitter 40% Facebook 13% Youtube 2% L’impact des influenceurs sur l’ensemble des plateformes
  20. 20. Traackr Influencer Marketing Les Clés du Succès
  21. 21. Traackr La cohérence est la clé du marketing d’influence! Pour générer un impact de marketing d’influence durable, Monoprix s’est efforcé de : • Faire collaborer les équipes pour parler d’une même voix • Développer une vision long terme avec l’historique des relations • Mesurer son impact en ligne de façon globale et sur la durée • Systématiser l’activité et les relations one to one
  22. 22. Traackr Un apercu du dispositif influence chez Orange FR
  23. 23. Traackr Le nouveau programme cross- fonctionnel
  24. 24. Traackr Influencer Marketing Merci

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