community management (stratégie) novembre 2013
DESCRIPTION
Formation Ichec Entreprise en Community Management donnée en novembre 2013; la présentation traite plus spécifiquement de la stratégie sociale d'une entreprise; plusieurs cas sont analysés en fin de présentationTRANSCRIPT
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COMMUNITY MANAGEMENT STRATEGIE
Jérôme Naif Social Media Activist (El Hacienda)
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Une brève présentation
Qui suis-je?
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Community Management/Stratégie
"Tell me, and I forget. Teach me, and I may remember.
Involve me and I will learn." !
(Benjamin Franklin)
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Community Management/Stratégie
"Tell me, and I forget. "
Combattre la communication unidirectionnelle et nombriliste de la part d'une marque
!Engagement faible
Manque de valorisation
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Community Management/Stratégie
"Teach me, and I may remember. "
Tentative de donner quelque chose d’utile à la communauté !
Souvenir Soutien
Remerciement
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Community Management/Stratégie
"Involve me and I will learn. "
Donner la parole à sa communauté, lui donner une place centrale !
Implication Engagement Double-sens
source: http://jouanito.com/post/55259176941/et-si-benjamin-franklin-avait-deja-tout-compris-au���6
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Le contexte
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Le contexte
Une population de plus en plus équipée (smartphone,…) et connectée, soumise à de nombreuses sollicitations de
marques !
Une technologie en constante évolution (public wifi, 4G,…)
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(Big) Data is everywhere
���9source: https://fr.foursquare.com/infographics/pulse
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Le contexte
Le digital est un élément constitutif de notre quotidien
Il faut dorénavant tout le temps essayer d’être remarquable,
différenciant, à l’écoute, transparent
Les consommateurs sont hyper-connectés
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La jungle 2.0 des plateformes
source: http://www.theconversationprism.com/1600x1200/ ���11
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Et celle des tools…
source: http://www.t2social.com/social-media-tools-infographic/ ���12
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Pour vous faire un peu moins peur ;-)
source: http://www.mediassociaux.fr/2013/10/30/guide-complet-les-social-media-management-software/���13
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De l’intérêt des tools
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De l’intérêt des tools
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L’impact pour le marketing/communication
Le Social Media introduit une nouvelle dimension dans la communication/marketing des marques qui induit de
nouveaux challenges !
mais aussi !
de nouvelles manières pour vos clients/prospects de communiquer avec vous, de se renseigner,…
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L’exemple de Peugeot
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Les bases de la stratégie
Quelques notions: !
Empreinte digitale Positionnement
communauté - Social graphe - partage
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L’empreinte digitale
(Se)Représenter de quelle manière la marque/institution est présente en ligne
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L’empreinte digitale
Google search
Corporate website
Video - blog
Social media - Database
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L’empreinte digitale
Paid media (achat de la marque) !
Owned media (propriété de la marque) !
Earned media (citations de la marque)
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Le positionnement
Quel est le positionnement actuel de la marque, entreprise? !
En quoi est-il digital? !
Quid de la concurrence?
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La communauté
5 caractéristiques: !
Vision partagée de qui ils sont et du futur Désir de connection
Exclusivité Engagement et leadership
Partage d’activités
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La communauté
Des fans Facebook ne sont pas (a priori) une communauté
GroupePage
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Le Social Graph / Partage
Connaitre toutes les personnes qui vous sont digitalement connectées
!
L’objectif ? comment faire en sorte que ces personnes partagent votre contenu
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Analytics
Quelle(s) connaissance(s) actuelles?
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"Une stratégie digitale est un plan pour accomplir quelque chose avec l’aide d’outils digitaux."
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Stratégie digitale
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"Une stratégie digitale est un plan
pour accomplir quelque chose avec l’aide
d’outils digitaux."
Plan? Qui, quoi, quand, où, comment?
���28
Stratégie digitale: une approche
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"Une stratégie digitale est un plan
pour accomplir quelque chose avec l’aide
d’outils digitaux."
Accomplir? Mesurer?
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Stratégie digitale: une approche
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"Une stratégie digitale est un plan
pour accomplir quelque chose avec l’aide
d’outils digitaux."
Outils digitaux? Lesquels? Quels bénéfices?
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Stratégie digitale: une approche
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Pour résumer…
« A digital strategy is the who, what, when, and where of listening and
responding to consumers, bridging brand experiences, iterating offerings,
and collecting and activating consumer relationships in order to accomplish an actionable and measurable objective. »
source: http://fr.slideshare.net/CPVictorGabrielGarciaG/digital-strategy101budcaddell���31
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Le plan/Stratégie
Le MasterPlan!
Doit (normalement) précéder l’action ;-)
Essayer de couvrir toutes les possibilités prévoir des scénario alternatifs
Evolution: réévaluer la stratégie tous les xx Adapter si besoin
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La stratégie
What? Who? How?
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What?
Quels sont les objectifs? !
Quelles sont nos ressources?
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Who?
Qui allons-nous cibler? !
Que savons-nous de cette cible? !
Quels sont ses besoins?
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How?
Objectif(s) Stratégie Phases
Mapping
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En conclusion
Faites un mapping (résumé de toute l’activité 2.0) !
Intégrez dans votre stratégie digitale un volet Social Media
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Le mapping
Qui Quand Comment Pourquoi
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high engagement
low
inte
rest
high
inte
restEarned media Paid media
Owned media
Mobile
Blog
Website
Billboard
Radio
Newspaper
TV
WOM
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Comment faire?
La petite boîte à outils
Objectifs Plateformes: choix, création
KPI’s Qui et comment?
IFTTT (Ré)action
Mesure et feedback
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Objectifs
Quelles sont les attentes/résultats espérés?
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Quelles sont les attentes/résultats espérés?
Feedback produit (échange avec les consommateurs)
Self-promotion (recrutement, com’ interne)
Augmentation des ventes (acquisition, fidélisation, SAV, lead generation)
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Objectifs
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Quel(s) support(s)?
source: http://www.mediabistro.com/alltwitter/4-steps-social-media-strategy_b29288
Plateformes 2.0
PS: N’oubliez pas de vérifier si les comptes au nom de votre entreprise ne sont pas déjà pris par d’autres sur les plateformes que vous choisirez!
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Quelle charte éditoriale?
=?
=?
=?
=?
=?
Copywriting
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KPI’s?
Mesurer ses actions
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La mesure selon Mobistar
>651,48%
55-643,22%
45-547,89%
35-4412,5%
25-3415,56%
18-2423,44%
<18 y.o.35,91%
We have spent two years together on social media ...... and it has been a huge success thanks to you!
51 146fans
July2011
Nowadays
Launch date
5 904followers
September 2011
683 887views
March2013
December2012
295 452visits
October 2012
279followers
4 417people read our blogpost aboutOur Network
10 992people read theiPhone 4 vs. iPhone 4S test
31 476people checked in at a Mobistar Center
Our most liked post got
993 likesand was about our Dolphin 15 Limited Edition
likes went to our best shot on Instagram
1 We have launched Mobistar on the main social platformsAnd we have done pretty well, haven’t we?
2 We have spent some great times with youAnd these were some of the best moments
28 june 2013 12 july 2013
58participantsin 3 weeks
190photos
in 3 weeks
3 We have organised contests for youAnd hope you had as much fun as we did!
Every 2,5min.we get a new mention
of Mobistar online! That means 15 600 mentions
per month on average!
34 000cases have been solved in 2 years.
That’s one case solved every 23 minutes!
September 2012
7 000mentions
April 2013
1 600mentions
May 2013
1 400mentions
August 2012
2 032mentions
4 We also made some big announcementsAnd they didn’t go unnoticed!
180shops were added to Foursquare by our team
Most retweeted mention
“Ik zeg... @mobistarNL t.co/Csph1WcH”by @issuus - 41 RT
140 followers
279 followers#GoMobistar
We organized
nine bloggers meetings
The topics you talk about the most
Mobistar Company Products & Services Handset & Hardware
Quality of Service
#MobiFilm
12 november 2012
16 november 2012
The Other Boleyn Girl
Octopussy Kill Bill Taxi Mar Adentro
by winnera day
10 peopleare part of our Social Media
Team
423 329visits
2 850users are active on our forum
204reactions in
five days
«Thanks #mobistar ! Internet on mobile incredible offer :-) bit.ly/Suvj3A »@ldesiron
«Leuk dat jullie deze actie opnieuw lance-ren. Ik had m’n twijfels bij de nieuwe abonnementen, maar dit is toch weer positief nieuws»Wouter S.
«Situatie #mobistar begrijpelijk. #telecom markt=geblokkeerd. Telenet
en Belgacom monopoliseren. Hoog tijd voor opening vd kabel.»
@ivomechels
In 2013
YOUstarted to review our best devices
«Participer sur un coup de tête à un concours et gagner! Wow! Merci @mobistarFR ! =D»@xAngelice
«Hoppaaaa zonet filmtickets gewonnen :) @MobistarNL just made my day! #YeahBuddy»@YannickNoens
© Mobistar 2011-2013All the numbers included in this document were gathered until July 23rd, 2013 the latest. They have been collected from various sources
such as Google Analytics, Engagor, Foursquare, Instagram, Facebook, Twitter, YouTube, our Customer Service and our CMS.
«#mobistar est bien gentil, mais je n’ai toujours pas reçu le mail
m’annonçant l’arrivée de mon iPhone 5. @mobistarFR»
@ArnWater
>651,48%
55-643,22%
45-547,89%
35-4412,5%
25-3415,56%
18-2423,44%
<18 y.o.35,91%
We have spent two years together on social media ...... and it has been a huge success thanks to you!
51 146fans
July2011
Nowadays
Launch date
5 904followers
September 2011
683 887views
March2013
December2012
295 452visits
October 2012
279followers
4 417people read our blogpost aboutOur Network
10 992people read theiPhone 4 vs. iPhone 4S test
31 476people checked in at a Mobistar Center
Our most liked post got
993 likesand was about our Dolphin 15 Limited Edition
likes went to our best shot on Instagram
1 We have launched Mobistar on the main social platformsAnd we have done pretty well, haven’t we?
2 We have spent some great times with youAnd these were some of the best moments
28 june 2013 12 july 2013
58participantsin 3 weeks
190photos
in 3 weeks
3 We have organised contests for youAnd hope you had as much fun as we did!
Every 2,5min.we get a new mention
of Mobistar online! That means 15 600 mentions
per month on average!
34 000cases have been solved in 2 years.
That’s one case solved every 23 minutes!
September 2012
7 000mentions
April 2013
1 600mentions
May 2013
1 400mentions
August 2012
2 032mentions
4 We also made some big announcementsAnd they didn’t go unnoticed!
180shops were added to Foursquare by our team
Most retweeted mention
“Ik zeg... @mobistarNL t.co/Csph1WcH”by @issuus - 41 RT
140 followers
279 followers#GoMobistar
We organized
nine bloggers meetings
The topics you talk about the most
Mobistar Company Products & Services Handset & Hardware
Quality of Service
#MobiFilm
12 november 2012
16 november 2012
The Other Boleyn Girl
Octopussy Kill Bill Taxi Mar Adentro
by winnera day
10 peopleare part of our Social Media
Team
423 329visits
2 850users are active on our forum
204reactions in
five days
«Thanks #mobistar ! Internet on mobile incredible offer :-) bit.ly/Suvj3A »@ldesiron
«Leuk dat jullie deze actie opnieuw lance-ren. Ik had m’n twijfels bij de nieuwe abonnementen, maar dit is toch weer positief nieuws»Wouter S.
«Situatie #mobistar begrijpelijk. #telecom markt=geblokkeerd. Telenet
en Belgacom monopoliseren. Hoog tijd voor opening vd kabel.»
@ivomechels
In 2013
YOUstarted to review our best devices
«Participer sur un coup de tête à un concours et gagner! Wow! Merci @mobistarFR ! =D»@xAngelice
«Hoppaaaa zonet filmtickets gewonnen :) @MobistarNL just made my day! #YeahBuddy»@YannickNoens
© Mobistar 2011-2013All the numbers included in this document were gathered until July 23rd, 2013 the latest. They have been collected from various sources
such as Google Analytics, Engagor, Foursquare, Instagram, Facebook, Twitter, YouTube, our Customer Service and our CMS.
«#mobistar est bien gentil, mais je n’ai toujours pas reçu le mail
m’annonçant l’arrivée de mon iPhone 5. @mobistarFR»
@ArnWater
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La mesure selon Mobistar>651,48%
55-643,22%
45-547,89%
35-4412,5%
25-3415,56%
18-2423,44%
<18 y.o.35,91%
We have spent two years together on social media ...... and it has been a huge success thanks to you!
51 146fans
July2011
Nowadays
Launch date
5 904followers
September 2011
683 887views
March2013
December2012
295 452visits
October 2012
279followers
4 417people read our blogpost aboutOur Network
10 992people read theiPhone 4 vs. iPhone 4S test
31 476people checked in at a Mobistar Center
Our most liked post got
993 likesand was about our Dolphin 15 Limited Edition
likes went to our best shot on Instagram
1 We have launched Mobistar on the main social platformsAnd we have done pretty well, haven’t we?
2 We have spent some great times with youAnd these were some of the best moments
28 june 2013 12 july 2013
58participantsin 3 weeks
190photos
in 3 weeks
3 We have organised contests for youAnd hope you had as much fun as we did!
Every 2,5min.we get a new mention
of Mobistar online! That means 15 600 mentions
per month on average!
34 000cases have been solved in 2 years.
That’s one case solved every 23 minutes!
September 2012
7 000mentions
April 2013
1 600mentions
May 2013
1 400mentions
August 2012
2 032mentions
4 We also made some big announcementsAnd they didn’t go unnoticed!
180shops were added to Foursquare by our team
Most retweeted mention
“Ik zeg... @mobistarNL t.co/Csph1WcH”by @issuus - 41 RT
140 followers
279 followers#GoMobistar
We organized
nine bloggers meetings
The topics you talk about the most
Mobistar Company Products & Services Handset & Hardware
Quality of Service
#MobiFilm
12 november 2012
16 november 2012
The Other Boleyn Girl
Octopussy Kill Bill Taxi Mar Adentro
by winnera day
10 peopleare part of our Social Media
Team
423 329visits
2 850users are active on our forum
204reactions in
five days
«Thanks #mobistar ! Internet on mobile incredible offer :-) bit.ly/Suvj3A »@ldesiron
«Leuk dat jullie deze actie opnieuw lance-ren. Ik had m’n twijfels bij de nieuwe abonnementen, maar dit is toch weer positief nieuws»Wouter S.
«Situatie #mobistar begrijpelijk. #telecom markt=geblokkeerd. Telenet
en Belgacom monopoliseren. Hoog tijd voor opening vd kabel.»
@ivomechels
In 2013
YOUstarted to review our best devices
«Participer sur un coup de tête à un concours et gagner! Wow! Merci @mobistarFR ! =D»@xAngelice
«Hoppaaaa zonet filmtickets gewonnen :) @MobistarNL just made my day! #YeahBuddy»@YannickNoens
© Mobistar 2011-2013All the numbers included in this document were gathered until July 23rd, 2013 the latest. They have been collected from various sources
such as Google Analytics, Engagor, Foursquare, Instagram, Facebook, Twitter, YouTube, our Customer Service and our CMS.
«#mobistar est bien gentil, mais je n’ai toujours pas reçu le mail
m’annonçant l’arrivée de mon iPhone 5. @mobistarFR»
@ArnWater
>651,48%
55-643,22%
45-547,89%
35-4412,5%
25-3415,56%
18-2423,44%
<18 y.o.35,91%
We have spent two years together on social media ...... and it has been a huge success thanks to you!
51 146fans
July2011
Nowadays
Launch date
5 904followers
September 2011
683 887views
March2013
December2012
295 452visits
October 2012
279followers
4 417people read our blogpost aboutOur Network
10 992people read theiPhone 4 vs. iPhone 4S test
31 476people checked in at a Mobistar Center
Our most liked post got
993 likesand was about our Dolphin 15 Limited Edition
likes went to our best shot on Instagram
1 We have launched Mobistar on the main social platformsAnd we have done pretty well, haven’t we?
2 We have spent some great times with youAnd these were some of the best moments
28 june 2013 12 july 2013
58participantsin 3 weeks
190photos
in 3 weeks
3 We have organised contests for youAnd hope you had as much fun as we did!
Every 2,5min.we get a new mention
of Mobistar online! That means 15 600 mentions
per month on average!
34 000cases have been solved in 2 years.
That’s one case solved every 23 minutes!
September 2012
7 000mentions
April 2013
1 600mentions
May 2013
1 400mentions
August 2012
2 032mentions
4 We also made some big announcementsAnd they didn’t go unnoticed!
180shops were added to Foursquare by our team
Most retweeted mention
“Ik zeg... @mobistarNL t.co/Csph1WcH”by @issuus - 41 RT
140 followers
279 followers#GoMobistar
We organized
nine bloggers meetings
The topics you talk about the most
Mobistar Company Products & Services Handset & Hardware
Quality of Service
#MobiFilm
12 november 2012
16 november 2012
The Other Boleyn Girl
Octopussy Kill Bill Taxi Mar Adentro
by winnera day
10 peopleare part of our Social Media
Team
423 329visits
2 850users are active on our forum
204reactions in
five days
«Thanks #mobistar ! Internet on mobile incredible offer :-) bit.ly/Suvj3A »@ldesiron
«Leuk dat jullie deze actie opnieuw lance-ren. Ik had m’n twijfels bij de nieuwe abonnementen, maar dit is toch weer positief nieuws»Wouter S.
«Situatie #mobistar begrijpelijk. #telecom markt=geblokkeerd. Telenet
en Belgacom monopoliseren. Hoog tijd voor opening vd kabel.»
@ivomechels
In 2013
YOUstarted to review our best devices
«Participer sur un coup de tête à un concours et gagner! Wow! Merci @mobistarFR ! =D»@xAngelice
«Hoppaaaa zonet filmtickets gewonnen :) @MobistarNL just made my day! #YeahBuddy»@YannickNoens
© Mobistar 2011-2013All the numbers included in this document were gathered until July 23rd, 2013 the latest. They have been collected from various sources
such as Google Analytics, Engagor, Foursquare, Instagram, Facebook, Twitter, YouTube, our Customer Service and our CMS.
«#mobistar est bien gentil, mais je n’ai toujours pas reçu le mail
m’annonçant l’arrivée de mon iPhone 5. @mobistarFR»
@ArnWater
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En vitesse…
source: http://www.mycommunitymanager.fr/les-4-kpis-a-suivre-sur-facebook-pour-les-pme/
Exemple
Evolution de l’audience: Nouveaux « likes » - nombre de « unlikes »
Engagement: People Talking about sur 28 jours / nombre fans * 100
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source: http://cultivate.ning.com/ning-blog/what-does-a-community-manager-look-like
Le Community Manager
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���51source: http://frenchweb.fr/infographie-mais-qui-se-cache-derriere-le-metier-de-community-manager/99871
Le Community Manager
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Quel est votre rôle dans la stratégie digitale de votre entreprise?
!
Quel est votre poids de décision et votre niveau de responsabilité?
!
Décisionnaire / Pro-actif / Exécutant
Le Community Manager
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Community Manager, Social Media Strategist,…
Les jobs 2.0
Interne Externe Freelance
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!Une fonction d’avenir?
Projetez-vous dans 5/10 ans !!!
Une fonction appelée à changer
Le Community Manager
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Petit best of des interventions de CM
source: http://cmhalloffame.tumblr.com/ ���55
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source: http://cmhalloffame.tumblr.com/ ���56
Petit best of des interventions de CM
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Action-réaction
A ce stade-ci, vous savez qui va s’occuper du Social Media, ce qu’elle va faire, comment, les comptes sont créés,
il n’y a plus qu’à ;-) !!
Petit conseil: Faites de la veille stratégique (concurrence, best practices,…)
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Préparez-vous à tout
Un job 24h/24, 7j/7
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Un séisme au Japon, des prix de billets d’avion qui s’envolent, une polémique qui prend place le week-end … et personne pour y répondre
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Le 2.0: un nouveau risque pour votre marque
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Veillez à toujours bien distinguer communication privée et publique…
Pour aller plus loin: http://failsdecm.tumblr.com/ ���60
Le 2.0: un nouveau risque pour votre marque
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« Profiter » d’un bad buzz pour lancer sa présence social media
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Le 2.0: un nouveau risque pour votre marque
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« Même gratuit, un mauvais post sur les réseaux sociaux est destructeur de valeur »
!!!!
Jérôme François, Directeur Communication Consommateurs Nestlé France
Pour aller plus loin: http://www.petitweb.fr/actualites/nestle-meme-gratuit-un-mauvais-post-sur-les-reseaux-sociaux-est-destructeur-de-valeur/
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Quid d’un good buzz?
Résultat: le cours de bourse a pris +4%���63
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Mesure et feedback
Mesurez toutes vos actions Quel(s) impact(s) sur vos autres channels
Corrigez votre stratégie initiale Réassignez des objectifs
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Cases studies
UZ Gent Fraternelle Chasseurs Ardennais
SNBC/NMBS Keep on Toasting
Toronto Police Service Rob
Lampiris
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Questions?
@jeromenaif
be.linkedin.com/in/jeromenaif/
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