Le 26 mars 2013 j'ai réalisé cette présentation pour le compte de mon école SKEMA, et le club Solomo à la fondation duquel j'ai participé, sur la suggestion de Bruno Vercelli.
1. médias sociaux
quels outils pour quels messages ?
1
PARIS, 26 MARS 2013
http://bit.ly/skemams
some rights reserved cc 2012 visionarymarketing.com mars 2013
2. creative commons notice
download the presentation from http://slideshare.net/ygourven or by scanning the QR code
2
This work is licensed under the
Creative Commons Attribution-
Noncommercial-Share Alike 3.0
License. To view a copy of this
license, visit
http://creativecommons.org/licenses/b
y-nc-sa/3.0/ or send a letter to
Creative Commons, 543 Howard
Street, 5th Floor, San
Francisco, California, 94105, USA.
http://bit.ly/skemams
You are allowed to use one or all the
slides/images contained within this
presentation provided you quote the
author and the source of this
information
(http://visionarymarketing.com)
some rights reserved cc 2012 visionarymarketing.com mars 2013
3. Publications 2011
3
http://precommerce.com http://amonboss.com
some rights reserved cc 2012 visionarymarketing.com mars 2013
4. sortie prévue : mi … 2013
http://amonboss.com 4
some rights reserved cc 2012 visionarymarketing.com mars 2013
5. agenda
5
@ygourven
introduction
1. Quelle stratégie ?
2. Quel ROI ?
3. Quelle plateforme ?
4. Quels cas réels
5. mapping proposé
picture: microsoft gallery
some rights reserved cc 2012 visionarymarketing.com mars 2013
6. médias sociaux
quels outils pour quels messages ?
6
INTRODUCTION
some rights reserved cc 2012 visionarymarketing.com mars 2013
7. Une réalité
7
Mais est-ce une nouveauté ?
some rights reserved cc 2012 visionarymarketing.com mars 2013
8. Le bon “vieux” 2.0
8
some rights reserved cc 2012 visionarymarketing.com mars 2013
9. 18 mai 2012
9
some rights reserved cc 2012 visionarymarketing.com mars 2013
10. À moins que …
10
some rights reserved cc 2012 visionarymarketing.com mars 2013
11. C’est ça les médias sociaux ?
11
?
2004-08 2009 2010-11 2012 …
some rights reserved cc 2012 visionarymarketing.com mars 2013
12. médias sociaux
quels outils pour quels messages ?
12
1. QUELLE STRATÉGIE ?
some rights reserved cc 2012 visionarymarketing.com mars 2013
13. Principes du bouche à oreille (Andy Sernovitz)
13
1. Être intéressant (faire différemment)
2. Rendre le partage aisé
3. Faire plaisir
4. Gagner confiance et respect
some rights reserved cc 2012 visionarymarketing.com mars 2013
14. Éléments de stratégie numérique
14
4 types of brands (Synthesio)
under the radar functional preferred sensitive
either it works or fix heath, safety,
characteristics little or no buzz
it!
conversations
children
community
do something management nurture
tactics different (forums/social community (ies)
reassure
media)
Hervé Kabla & Yann Gourvennec : Social Media Taught to my boss, 2011
some rights reserved cc 2012 visionarymarketing.com mars 2013
15. Différences sectorielles
15
Les plus attendus
art et musique
Mode et accessoires
Les moins attendus
banque / assurance
telecommunications
Partis politiques
Sncd survey based on a representative sample (10,934 respondants) of social Web users in
France - 2012
some rights reserved cc 2012 visionarymarketing.com mars 2013
16. médias sociaux
quels outils pour quels messages ?
16
2. QUEL ROI ?
some rights reserved cc 2012 visionarymarketing.com mars 2013
17. Comment mesurer le ROI
17
sell engage save
all of the above
some rights reserved cc 2012 visionarymarketing.com mars 2013
18. Le nombre de fans ?
19
benchmark: social bakers
some rights reserved cc 2012 visionarymarketing.com mars 2013
19. médias sociaux
quels outils pour quels messages ?
20
3. QUELLE PLATFORME ?
some rights reserved cc 2012 visionarymarketing.com mars 2013
20. 5 business cases
21
1. Air France (SAV)
2. FNSEA
3. ARCES
4. Blogger Bus Tour
5. Hellopolys
some rights reserved cc 2012 visionarymarketing.com mars 2013
21. Air France
22
approche Glocale
bonne complémentarité
message vs. conversation
priorité sur le SAV
some rights reserved cc 2012 visionarymarketing.com mars 2013
22. SOGLOCAL, de l’hyper Global au Local ….
One to all One to many One to few One to one
23
3/27/2013
23. SOGLOCAL, de l’hyper Global au Local ….
One to all One to many One to few One to one
24
3/27/2013
24. SOGLOCAL, de l’hyper Global au Local ….
One to all One to many One to few One to one
25
3/27/2013
25. SOGLOCAL, de l’hyper Global au Local ….
One to all One to many One to few One to one
26
3/27/2013
26. SOGLOCAL, de l’hyper Global au Local ….
One to all One to many One to few One to one
27
1.Pre travel 2.Travel 3.Post travel
KPI’s
3/27/2013
• 1 operational team in Wembley (ENG) Acknowledgment
• 1 operational team in Montreuil (FRA)
• 1 coordination team (CDG) Solution or latest information
27. FNSEA
28
les agriculteurs, une mobiliser
vraie population de geeks + 100 personnes formées
sur le territoire
une approche « hub »
complète et très mûre communauté
d’agrinautes
l’expérience Tour de
France FDSEA – FNSEA actifs
sur les médias sociaux.
some rights reserved cc 2012 visionarymarketing.com mars 2013
28. UN RESEAU VIRTUEL
AU SERVICE D’UN RESEAU REEL 2/2
E-INFLUENCEURS LOCAUX ET NATIONAUX
mars 2013 some rights reserved cc 2012 29
visionarymarketing.com
29. CAS PRATIQUE N°3 : UN EVENEMENT LOCAL AVEC
UNE RESONANCE GLOBALE
COMPETITION
« LES AGRICULTEURS AIMENT LE TOUR »
Difficultés
• Toucher un public de consommateurs urbains
français/internationaux ne connaissant pas
toujours le lien entre la « fourche et la
fourchette »
• Associer agriculture et sport autour de
valeurs communes
• Prendre à contre-pied les idées reçues sur la
ruralité (agriculture et nouvelles techniques)
Retombées
• 15 FDSEA participantes
• Plus de 900 000 visiteurs sur notre page
Facebook
• Plus d’une trentaine d’articles dans la presse
Web
• Plus de 600 votants de 79 pays pour le jeu-
mars 2013 some rights reserved cc 2012 en ligne
concours 30
visionarymarketing.com
30. réseau social professionnel des dircoms de l’enseignement
arces.com supérieur et de la recherche
31
Apprentissage de
nouvelles pratiques
Fédérer autour des
expertises
… en dehors du cadre de
leur établissement
Développer le capital
social des adhérents
Faciliter l’animation
régionale
Fluidifier la gestion de
l’association
mars 2013
31. some rights reserved cc 2012 visionarymarketing.com
3/27/2013 32
32
Déploiement de la solution
32. Clés du succès
33
Trouver un point commun
33
suffisamment fort justifiant
l’existence de la
some rights reserved cc 2012 visionarymarketing.com
communauté
Encourager et accompagner
les nouvelles pratiques
Apporter des réponses
précises
Adapter la gouvernance
3/27/2013
33. some rights reserved cc 2012 visionarymarketing.com 34 mars 2013
source : twitonomy
35. médias sociaux
quels outils pour quels messages ?
36
4. MAPPING PROPOSÉ
some rights reserved cc 2012 visionarymarketing.com mars 2013
36. trivia, quizzes, enter
tainment, contests, ,
in-depth
content, gamificatio
n, CRM
trivia, quizzes, ent coupons, exclusive
ertainment, conte offers, serious
sts, gamification, gaming
CRM
coupons, exclusive
offers, serious hard selling
gaming
twitter
links to
contentt, Q&A, linki
hard selling, in- ng via
depth content groups, networking,
partnerships
facebook
lead generation
content,
content
trivia,
infographics
events, live
blogging hard selling keynotes
link-baiting
lead generation
(consulting or
linkedin lead
similar) generation
(B2B)
hard
selling,, Corporate
content hard selling
wordpress slideshare
some rights reserved cc 2012 visionarymarketing.com 37 mars 2013
37. Cartopgraphie proposée (vue personnelle et européenne)
38
fun
?
(SEO?)
niche universal
(corporate & b2b)
in-depth
some rights reserved cc 2012 visionarymarketing.com mars 2013
38. 39
Merci de votre attention
some rights reserved cc 2012 visionarymarketing.com mars 2013
Notes de l'éditeur
There will be six parts in this presentation:first, there will be some general thoughts about measuring return and on whatsecond, I will describe the environment in terms of tools which are made available to managers who want to measure things and social mediathird, I will delve deeper into what I call our own a which is return on engagementfourth, we will focus on how to measure ROE is a number of examples taken from real life, including our very own dahboard at Orangefifth, the conclusion of this presentation, with an emphasis on the limitations and the hindsight which we have to give to this particular issue of return on investment in social media.
yet, there is more than one way of measuring return on investment…The first way is to measure how much you sell by using social media. This is always the example which is quoted. Usually it ends up with a great story about Dell, and strangely enough there are a few other examples for this. To be honest with you, not only do I take part in many of these events not just in Europe but also in the United States and the United Kingdom, but I’m also part of social media.org in the US and media aces, of which I am the president and founder, in France. So, I’ll had many in opportunity to talk to my peers about the subject of how much itself or social media and, the good stories have been few and far between. Let us be clear. I sold with social media. At least once, and I’m not even counting the consulting engagements either for my personal blogs on my professional blocks, a vote for me or for our consultants of orange. I’ve even seen an example at an equipment manufacturer in the Telecom locations industry in which somebody sold $170,000 deal with a tweet. yet, selling $170,000 in a multibillion companies is not really cutting the mustard.therefore I think that this kind of examples is counter-productive.Therefore, I would rather focus on the third item on the right. That is to say how much you save using social media, namely with regard to the production of user generated content. Besides, user generated content is usually more engaging than page content. And God knows we spent loads of money in big companies and small companies alike on content. Not just be to see companies, but mostly beta big companies. And this is normal! Because, Brian content generation is becoming a staple of marketing. This is the gist of what is going to enable you to sell afterwards, do lead generation and close. in business to consumer, content is king. This is how you make your website engaging, this is how you bring people to your pages, and therefore this is how you sell. And of demonstration if you have no content, I all you have is an e-commerce website, you will end up or because you will never get people to get to this website first unless you pay for them. Such economies of scale which can be managed through the use of social media in the production of user generated content can be staggering. An orange business services I was reckoning that year in year out, through the use of user generated content in our blogs out WebTV, we were actually saving approximately e5-e700,000 per annum. As a consequence, we could prove ROI through this.But more importantly, what’s is usually advertised by social media gurus and evangelists, is the part of engagement and social media. If the actual power of view to be able to engage with customers employees and partners online and do things together. Going away from the traditional way of doing marketing from the top down and therefore engaging in discussions forums procreation you name it. How do you measure this? This is what we are going to see in this presentation.
Measuring engagement is a bit more complex than just the measuring of the number of fans! Indeed, with Facebook, the more fans you have, the less engagement you get. This is a bit weird.There is a big Facebook paradox in this respect. It is wrong to assume that having fewer fans is better than having more fans. Trying to pretend that the number of fans doesn’t matter and that only the level of engagement is of importance, is a mistake. Posting content on social media platforms if no one is listening to it, serves no purpose. Hence, the actual reach of a social media community actually depends on the number of people following it. This is mostly true Twitter by the way. With Facebook, it’s a little different. There is a mechanical decrease in the average rate of engagement as you increase your number of “fans”. Besides, there may be a misunderstanding of the word “fan”. A “fan” is someone who showed interest in your brand at any one time and clicked the “like” button. social metrics systems which I know of do measure likes, but fail to take “unlikes” and “hides” into account. However, there are equally important items.There is another paradox: brands are not really ‘allowed’ to publish too much content so that as you must “engage” with your fans, it is very difficult to post stuff on Facebook. On average, a brand can send 1 or 2 messages per day, but not many more than this. There are even brands which I know of which can only post 3 messages per week. This means clearly, that for engaging fans in the long term, it won’t really happen on the Fan page but on your own web platforms (websites/blogs) which will have to become “social” – hence our work on our website factory at Orange – in order for fans to post on THEIR walls, not your fan page proper. As a consequence, the aim is not the fan page – a fact acknowledged by Facebook execs I’ve been taklking to – but on the use of Facebook as a sharing capability from your own brand platforms.
« Quand la vitesse d’évolution du marché est supérieure à celle de l’organisation, la fin est proche. » Jack Welch, PDG emblématique de GE