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Les Fondamentaux de la Veille

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Retrouvez dans cette présentation la présentation , une présentation de 30 minutes effectuée au salon des micro entreprises le 11 Octobre 2012

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  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book that can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer that is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story That Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money That the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths that Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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Les Fondamentaux de la Veille

  1. 1. Organiser votre veille sur lesmédias sociaux… Quel intérêt ? Quels outils utiliser ? Frédéric CANEVET Chef de Marché CRM - Sage Blog Perso - ConseilsMarketing.Fr David FAYONCo-auteur de Facebook, Twitter et les autres…, Développer sa présence sur Internet, etc.
  2. 2. 1. Les médias sociaux sont incontournables Réseaux sociaux : 4 théories1 La longue traîne =3X Intelligence distribuée Mobilité Géolocalisation Loi de Metcalfe Nouveaux modèles économiques2 Disparition des frontières vie personnelle/vie privée Nouvelle relation avec l’internaute Théorie du petit monde3 SEO Evolutions sociétales4 Loi des médias participatifs :4 1/10/89 % Loi des médias participatifs : 1/10/89 % © David Fayon 2
  3. 3. Les Media Sociaux & l’entrepriseEcouter (10%) Créer (50%) Promouvoir (30%) Animer (10%) Animer Exemples Souhaiter les anniversairesExemples Exemples Faire des RT Participer aux FF Marque & Produits Statuts Influenceurs Emails Réponse Questions Actualités & tendances Soirée / Matinée Avis © ConseilsMarketing.fr
  4. 4. © David Fayon 4
  5. 5. 2. Intérêts d’une veille sur les médias sociaux - 1• eRéputation – Mieux maîtriser son image et communiquer – Interagir avec son écosystème : clients, fournisseurs, prospects – Utiliser des services liés à la géolocalisation• Business développement – Développer son chiffre d’affaires (prospect, clients…) – Etre présent avant et/ou mieux que ses concurrents/des homonymes (image de marque) – Anticiper des clients mécontents• La Connaissance clients – Nouer des contacts et détecter ses clients « ambassadeurs » – Recueillir de l’information à moindre coût – Co-créer et co-innover avec son écosystème : profiter de l’intelligence de la multitude – Recruter rapidement et pour moins cher 5
  6. 6. 2. Intérêts d’une veille sur les médias sociaux - 2• Prévenir de nouveaux risques – Prévenir tout « bad buzz » (exemple : la publicité avec l’homme nu de La Redoute en janvier 2012) – Faire une veille sur des homonymes qui dérangent (Webmii, 123People, etc.) • Si le nom de l’entreprise est partagé par d’autres enseignes • Pour les PME, l’image est très liée à celle du dirigeant/fondateur • Un concurrent ou une entreprise dans un autre secteur d’activité – Veiller à l’usurpation d’identité – Prévenir les attaques à la personne (dénigrement, injure ou diffamation – cf. art. 29 de la loi du 29 juillet 1881 sur la liberté de la presse, etc.) à distinguer des critiques factuelles – Veiller aux informations reprises en dehors de leur contexte (par ex. « passer au karcher ») qui pourraient causer préjudice © David Fayon 6
  7. 7. 3. Le processus de veille sur Internet : 7 étapes• 1. Définir ses objectifs (image, messages, cibles, périmètre…)• 2. Définir les mots-clés de recherche• 3. Mettre en place des alertes• 4. Définir les sources de veille• 5. Rechercher (MdR, blogs, forums)• 6. Evaluer les sources• 7. Mettre les sources sous surveillance © David Fayon 7
  8. 8. 4. Les outils pour la veille• La nature à horreur du vide : être présent sur tous les media, mais être actif sur les carrefours d’audience• Préalablement vérifier la disponibilité d’un nom sur les différents outils avec http://namechk.com 8
  9. 9. Quels outils ?• Outils eRéputation Gratuits… : – Google Alerts – www.SocialMention.com – http://tweetbeep.com/ – …• Outils eRéputation Payants : – www.Mention.net – http://fr.alerti.com – Hootsuite, Social Mention – …• Le CRM : – ACT! – SageCRM.com
  10. 10. 4. Les outils pour la veille - 4• Développer la fonction de community manager• Vérifier les sources : véracité, pertinence, influence – Savoir qui se cache derrière une adresse IP• Prévoir une présence multiple selon les outils en fonction des objectifs visés © David Fayon © David Fayon 10
  11. 11. Le Rôle du Community Manager
  12. 12. Le rôle du community manager
  13. 13. Merci de votre attention !- Logiciels de CRM Sage : - SageCRM.com - Essais 30 jours - ACT!- Pour aller plus loin : - www.ConseilsMarketing.fr - Confidences de Community Managers Tome 1 et 2 - www.Sage.fr - Livre Blanc « Bonne Pratiques sur Service Clients » © David Fayon 13
  14. 14. Merci de votre attention !Livres Clés pour Internet et Web 2.0 et au-delà,Economica, 2e édition, 2010, D. FayonFacebook, Twitter et les autres…, Pearson, 2eédition, D. Fayon et C. Balagué, 2012Réseaux sociaux et entreprise : les bonnespratiques, Pearson, D. Fayon et C. Balagué, 2011Développer sa présence sur Internet, Dunod, D.Fayon et C. Alloing, 2012www.davidfayon.fr@fayoncontact@davidfayon.fr © David Fayon 14
  15. 15. L’arsenal juridique…
  16. 16. L’arsenal juridique…
  17. 17. L’arsenal juridique…

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