"le spot social media" : la publicité sur les medias sociaux 2013 (en français)
DESCRIPTION
Présentation faite (en français) pour ouvrir les Assises des Medias Sociaux à Innovation Napoleon. La presentation avait comme objectif de planter le décor et de donner quelques consignes pour que les publicités fonctionnent au mieux.TRANSCRIPT
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Le Spot Social MediaTopo sur la publicité sur les réseaux sociaux
Wednesday, September 18, 13
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UN CHOIX PLETHORIQUE
ADVERTISINGWednesday, September 18, 13
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avant 15è Siècle (middle French)
1580
18è Siècle
20è Siècle
21è Siècle
avertissement - avertir
inciter
interrompre
informer
interagir...
Wednesday, September 18, 13
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“Nous sommes passés de l’ère de l’incitation à
l’ère de l’interaction”
Wednesday, September 18, 13
2013 © Minter Dial™ - All rights reserved| Harnessing the Power
BIA/Kelsey
“Argent dépensé sur des plateformes de publicité à travers les réseaux sociaux.”
la publicitésocial media?
Wednesday, September 18, 13
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source: BIA/Kelseyhttp://www.biakelsey.com/
Publicité Social Media USA2017e : $11Md
entre 0% et 10%
des budgets
marketing
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2016 : $9.2Md
Publicité Social Media USA
#e.g. Facebook’s Marketplace Ads, YouTube’s multiple display units (video pre roll, bannières traditionnelles)* Contenu de “marque” intégré au sein de l’expérience social media (e.g., le mur ou le feed de news)
dont:social display advertising# 59% (66%en 2012) (CAGR: 15%)native social advertising* 41% (CAGR 26%)
Wednesday, September 18, 13
2013 © Minter Dial™ - All rights reserved| Harnessing the Power
Les formes de la Pub Native:
FacebookTwitterYoutubeSpotifyTumblr
Foursquare
Sponsored stories, Page Post AdsPromoted tweets / trends / accountsTrueView ads (in-search & in-display), featured channels...Brand playlists, Advertiser pagesSponsored radar, spotlight (directory), sponsored web/mobile postsPromoted check-ins
Source: Defining and Mapping the native advertising landscape, Altimeter Group, Sept 2013
‘Contenu de “marque” intégré au sein de l’expérience social media’
Wednesday, September 18, 13
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commençons au débutle consommateur...
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L e b l i z z a r dhttp://sethgodin.typepad.com/seths_blog/2010/08/the-blizzard-of-noise-and-the-good-news.html
Wednesday, September 18, 13
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UN CHOIX PLETHORIQUE
Wednesday, September 18, 13
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LA PUBLICITÉ
Wednesday, September 18, 13
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la transparence
l’histoire?la pertinence
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Wednesday, September 18, 13
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http://www.youtube.com/watch?v=ErpNpR3XYUw
Google Glass - Augmented Reality
Wednesday, September 18, 13
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http://www.youtube.com/watch?v=_mRF0rBXIeg
Google Glass - Admented Reality
Wednesday, September 18, 13
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et le “marketing du contenu” ?
storytelling
viralité
engagementémotion
expérience
échange
essenceWednesday, September 18, 13
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Wednesday, September 18, 13
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http://boingboing.net/2013/05/29/the-economists-bizarre-buzzf.html
Wednesday, September 18, 13
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http://www.buzzfeed.com/theeconomist/9-things-you-didnt-know-about-some-of-the-biggest-stories-of
Wednesday, September 18, 13
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Quel est le but?
# de fans
pour faire quoi?
1
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Fidelitéversus
Acquisition
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Quel est le ROI?
versus quel objectif
avec quelles unités de mesure?
2
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PrixLes yeux
Attention
Demande
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De quelle histoire?
rôle de l’employé
valeur pour le consommateur
3
Wednesday, September 18, 13
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PDG
Pour réussir le pari de la pub social media, la PDG a-t-elle la capacité d’être dans les pompes du client et l’humilité de
vouloir apprendre ?
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@mdialFR
+33 6 23 65 76 61
@mdialwww.themyndset.com
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"Coming together is a beginning. Keeping together is progress. Working together is success."
- HENRY FORD -
Wednesday, September 18, 13