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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

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www.orange.com12 043 155 visites en 2012 (+9%)

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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 ?

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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 ?

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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

thank you

any questions?

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