social medias : quelles sont les stratégies gagnantes? (document fullsix)
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SOCIAL MEDIA
Quelles sont les stratégies gagnantes?
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Wendy Clark – Senior VP of integrated
marketing at Coke
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Source : Facebook
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1.
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Ce que la marque est en terme de valeurs, de positionnement,
sa « brand equity »
Ce dont discutent les consommateurs, au sujet de
ma marque et de mon marché
Son rôle humain et
culturel = sa proposition
sociale
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Proposition sociale
Sociétal, engagements
Produits Lifestyle
Innovation, R&D
Gammes
Caractéristiques
Lancement
Pub
Prix
Sport, événements, mécénat
Art, design, culture
Vie quotidienne
Politique RH
RSE, fondations,
engagements,
régulation…
Recherche, prototypes,
tests consos, futur du
métier…
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DU FUN!
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2.
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22
Sites
de marque
Pages sociales
de marque
Sites influents
Conversations consommateurs
Chaque thématique est mappée en
indiquant les réseaux sociaux les plus
impactants sur cette thématique
SOCIETAL
INNOVATION
PRODUITS / MARQUES
“LIFESTYLE”
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23
Sites
de marque
Pages sociales
de marque
Sites influents
Conversations consommateurs
SOCIETAL
INNOVATION
PRODUITS / MARQUES
“LIFESTYLE”
Monitorer, intervenir, enrichir et faciliter les sujets
de conversation
Monitorer, intervenir, influencer, offrir des
contenus
Recruter, communiquer, dialoguer, offrir des services
“Social By Design”
Socialiser, enrichir les services / contenus,
et les convertir
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David 31 ans
Panier moyen : 60€
Julien 33 ans
Panier moyen : 30€
$$ $
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David 31 ans
Panier moyen : 60€
Infidèle aux marques
Peu actif sur les réseaux
sociaux
Peu disposé à co-créer
Julien 33 ans
Panier moyen : 30€
Fidèle aux marques
Blogger auto / 1500 followers
Hyper-actif social
Demandeur d’échange, de
participation
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$ $$$$$$
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3.
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Social Marketing Activities
Awareness Consideration & Reputation
Intent to Purchase
Acquisition & sales
Cust. Serv. Loyalty & Advocacy
Product Developmt
Data Collection
Social Content (viral ads/content, games, real life events, tactical apps…)
x x x
E-PR x x Social Media Buying (paid) x x x
Search Engines Influence (SEI) x x
Social Media Influence (SMI) x x
Crisis Prevention and Management x x
Social Promotions and Deals x x
Social Media Optimization/SMO x x
Social Commerce x x Social by Design applications and services x x x x
Social CRM / Community Mgmt x x
Advocacy Programs x x x x KOL Programs x x x Co-creation & Advisory Programs x x
33
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4.
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Nb de visites provenant de facebook vers le site de marque ou e-commerce
% des visites sur le site provenant de Facebook
Coût par visite/lead
Taux de transformation des leads Facebook
Lead/ Ventes
Le taux d’interaction (Nbre likes + commentaires/1000 fans/mois)
taux d’interactions par posts / par jour
La moyenne du taux d’interaction par type de post (produits, contenu marque, autre)
Engagement
Nombre de fans/membres
Coût du fan recruté
Profil des fans recrutés vs cœur de cible
Recrutement
Pourcentage de earned media généré par campagne vs paid media
Notoriété et impact sur l’intention d’achat
Publicité Diffusion
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5.
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