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Paris, 13 février 2013
le marketing communautaire nouvelle tendance du marketing?
Yann Gourvennec
Directeur, Web, médias numériques & sociaux
http://orange.com
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2 publications en 2011
> http://precommerce.com > http://amonboss.com
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sortie prévue : mi … 2013
http://amonboss.com
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www.orange.com12 043 155 visites en 2012 (+9%)
version française version anglaise
version espagnole
13 %
44 % 43,5 %
9 %
version roumaineversion polonaise
1,5 % 2 %
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agenda
1. une nouvelle tendance ?
2. toutes les marques ont-elles des communautés ?
3. surprise …
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Paris, 13 février 2013
une nouvelle tendance ?
8some rights reserved - cc- Yann A Gourvennec – Orange – 2013
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nouvelle tendance ?
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le marketing ?
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1. the technological factor
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2. the organisational factor
http://www.businessweek.com/innovate/content/apr2007/id20070409_372598.htm some rights reserved - cc- Yann A Gourvennec – Orange – 2013
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le néo marketing (3ème facteur de changement)
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OK! mais le community management, ça c’est nouveau !
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la métaphore du jardinier1. planter2. arroser3. élaguer
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1. passion/intérêt commun2. entraide3. bénéfice mutuel
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Paris, 13 février 2013
2. toutes les marques ont-elles des communautés ?
17some rights reserved - cc- Yann A Gourvennec – Orange – 2013
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Cluetrain Manifesto: 5 Essentials for Success
> #26: Public relations do not relate to the public.
> #66: We want access to your corporate information […] We will not settle for the 4-color brochure
> #3: “Conversations among human beings sound human
> #7: “Hyperlinks subvert hierarchy”
> #24: “Bombastic boasts do not constitute a position
http://bit.ly/cluetrain5
#1 markets are conversations … and beyond
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all markets are conversations …
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http://cluetrain.com
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all markets are conversations …… unless
under the radar functional preferred sensitive
characteristics little or no buzzeither it works or fix
it!conversations
heath, safety, children
tactics do something different
community management
(forums/social media)
nurture community (ies)
reassure
4 types of brands (Synthesio)
Hervé Kabla & Yann Gourvennec : Social Media Taught to my boss, 2011
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culture de
l’entreprise
positionnement de
la marque
notoriété de
l’entreprise
volume clients/écosystème
fréquence
d’achat/visite
intensité de la
relation
niveau d’expérie
nce
médias sociaux: de l’adéquation à la stratégieselon Thierry Spencer
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Paris, 13 février 2013
6. (surprise !) hellopolys
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storyboard
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thank you
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any questions?
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interact with us online
@orangehttp://www.facebook.com/orange
http://live.orange.com
http://slideshare.net/orange
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