andrea colaianni essec community management final
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La communication aujourd'hui :
Focus sur le Community Management
Andrea Colaianni Senior Associate 90:10 Group ESSEC Business School 26 oct. 2011
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90:10 Group Page 2 @womarketing
Qui sommes-nous
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We are a global network of leading social mediaspecialists.
Our backgrounds are Marketing, PR, Research, Brand
Planning, Business Consultancy & Web Development
We help departments or whole-businesses locally or
internationally adapt and win in social media
Nous sommes un groupe de spcialistes en mdias sociaux, multiculturels et multilingues.
Nos expriences diverses et varies sont dans: le Conseil Stratgique, le Marketing,
les outils Web 2.0, la Communication, les Relations Publiques et Etudes de March.
Nos mthodes de co-cration permettent de faonner vos produits, services et
communication aux besoins client, vous aidant ainsi accrotre votre visibilit,votre productivit et votre business.
Notre cabinet conseil vous accompagne pour bnficier de ces nouvelles opportunits ou
pour rsoudre ces nouvelles problmatiques, depuis le conseil stratgique
jusqu' l'accompagnement oprationnel.
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Engagement
InsightFlow
Change
Co-Innovation
Adaptation
Netnography
Stewardship
Co-creation
Open Business..multiple entry points
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Nos rfrences : nous avons travaill collectivement et accompagn...
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90:10 Group Page 6
@womarketing
Je veux le
divorce!
Pourquoi
Quest-ce quine va pas?
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Les consommateurs ont chang?
90:10 Group Page 7
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Pourquoi?
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Nous sommes depuis toujours des activistes
90:10 Group Page 8
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Avec des opinions
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... jusqu prsent, localement
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Dsormais : Nous sommes
globalement connects
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Lesconsommateurs
ont de plus en
plus de contrle
comme
amis ou ennemis
90:10 Group Page 13 @bzpat
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Les pubs amusent,
mais convainquent-elles vraiment?
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Les diffrents flux offrent au
consommateur
Ce quil veut
Quand il le veut
O il le veut
Comme il le veut
Ce qui mne :
la fragmentation desmdias ...
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21/10/2011 16 90:10 Group - CONFIDENZIALE -@womarketing
Nous pouvons dornavant suggrer
et commenter partout
90:10Group
Page16
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= audience member
Modle de communication traditionnel
= you (content creator)
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= peer
= content
Social communications model
= you
(community
member)
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et nous parlons des
marques sur les
rseaux sociaux
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et cest dans ces
conversations etau travers de ces
partages que lesgens sexpriment
et montrent leurs
vrais visages.
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mais aussi ce sont ces mmes
personnes qui donnent accs
dautres groupes de personnes
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En ouvrant votre business au consommateur, en lui
permettant dy participer ce dernier sengagera
durablement.
Les mdias sociaux vous offrent cette possibilit de
vous connecter avec eux efficacement.
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Pour crer une
relation base sur
la fidlit
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Aussi les super-hros ont
besoins aujourdhui de leur
hrosla naissance du
Community Manager
90:10 Group Page 24
@womarketing
d l
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Le Community Manager devient un lien
entre la marque et les utilisateurs
90:10 Group Page 25
@womarketing
> Porte parole de la marque vers
les consommateurs
> Porte parole des utilisateurs en
interne
> Crer un contact entre lunivers de
marque et lunivers des utilisateurs
TRANSPARENCE
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90:10 Group Page 26 @womarketing
ROLE # 1:
Analyse
> Identifier
> Localiser
> Ecouter
> Comprendre
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90:10 Group Page 27 @womarketing
ROLE # 2:
Animation
> Impliquer> Echanger
> Ecouter
> Promouvoir
> Publier
> Modrer
> Digital PR / offline
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90:10 Group Page 28 @womarketing
ROLE # 3:
Content Management
Planifier / Publier:
> Status update (Facebook)
> Tweet
> Corporate Blog post> Plateformes de marques
(externe ou interne)
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90:10 Group Page 29 @womarketing
ROLE # 4:
Conseiller
> Identifier et grer un bad buzz
> Adapter et mettre en uvre la
stratgie de CM
> Suivi des enjeux et
problmatiques de la marque
> Indiquer des nouveaux terrains
de conversations et possibilits
dchanges
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32 90:10 Group Page 32
@womarketing
Source: locita.fr Recherche sur 70
community manager en France
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Mais le CM ne peut pas grer
les communauts sans l'aide,
le soutien des autres
dpartements/divisions de
l'entreprise
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Inside a Crisis ordinary day: Petit Bateau
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Inside a Crisis ordinary day: Petit Bateau
Un espace pour grer la crise de
faon transparente
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Inside a Crisis ordinary day: Gap
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Inside a Crisis ordinary day: Gap
1
2
3
A Twitter account set up in protest collected
nearly 5,000 followers and a "Make your own
Gap logo" site went viral on the internet,
prompting nearly 14,000 parody versions.
Community Management: Stratgie interne
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Monitoring Provider
Marketing Customer Service
Community Manager
PR Department
Community Manager
Consumer
Sales
Community Management: Stratgie interne
Social Media Policy/Guidelines
CRMProfile, interaction,
history, transaction
preference, data
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Community Manifesto
Case Study: Harley Davidson| Tribal marketing
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Case Study: Harley Davidson| Tribal marketing
Parler la mme langue
que celle de vosconsommateurs et avec
la mme passion
Case Study: Cisco DELL Comcast Orange| Customer Service
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Case Study: Cisco, DELL, Comcast, Orange| Customer Service
Un service client personnalis et en temps rel
Case Study: Les marques de luxe
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Case Study: Les marques de luxe
Les marques de luxe ont un profil moins conversationnel,
plus orient au partage de lunivers de la marque. Une
faon douvrir des instants privilgis avec le grand public
Case Study: Goldenpoint| Customer Insight
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Case Study: Goldenpoint| Customer Insight
Un jeu pour stimuler desconversations autour des produitset collecter des insightsconsommateur
Une activit de Digital PR pour crerdu trafic vers lapplication et uneparticipation active des blogueursde mode
Une occasion pour le communitymanager dchanger sur des sujets
autour de la mode et pasforcement sur le produit
> + de 10k votes
> + de 12k nouveau fan
> Trafic vers les store
Case Study: Honda CR-Z | storytelling
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Case Study: Honda CR Z | storytelling
Case Study: Burberry & Hermes | Brand Content & Co-creation
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y y |
Crer du trafic vers
des plateformes de
marque. Stimuler la
participation et le
partage des
contenus
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www.womarketing.com
www.womarketing.fr
@womarketing
Andrea Colaianni
Senior Associate / Social Media Consultant@9010FR
http://www.ninety10group.com
http://www.slideshare.net/patrick9010
La conversationcontinue
Merci
http://www.womarketing.com/http://www.womarketing.fr/http://www.ninety10group.com/http://www.slideshare.net/patrick9010http://www.slideshare.net/patrick9010http://www.ninety10group.com/http://www.womarketing.fr/http://www.womarketing.com/