{"id":14456,"date":"2014-07-02T09:00:45","date_gmt":"2014-07-02T07:00:45","guid":{"rendered":"http:\/\/visionarymarketing.fr\/blog\/?p=14456"},"modified":"2023-04-11T10:26:18","modified_gmt":"2023-04-11T08:26:18","slug":"buzz-viralite","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2014\/07\/02\/buzz-viralite\/","title":{"rendered":"Buzz et viralit\u00e9 : deux concepts \u00e0 ne pas confondre"},"content":{"rendered":"<p style=\"text-align: justify;\"><span style=\"color: #0000ff;\"><em><a href=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2014\/07\/eye-small.gif\"><img decoding=\"async\" class=\"alignleft wp-image-14500 size-full\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2014\/07\/eye-small.gif\" alt=\"buzz\" width=\"55\" height=\"55\" srcset=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2014\/07\/eye-small.gif 55w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2014\/07\/eye-small-50x50.gif 50w\" sizes=\"(max-width: 55px) 100vw, 55px\" \/><\/a>Le buzz, c\u2019est la \u00ab\u00a0<a href=\"https:\/\/visionarymarketing.com\/fr\/2023\/03\/faites-moi-un-buzz\/\">fameuse formule magique<\/a>\u00a0\u00bb qui offre \u00e0 toute entreprise une possibilit\u00e9 de gagner en visibilit\u00e9 dans le vaste monde de l\u2019internet\u2026Du moins en fa\u00e7ade. Car le\u00a0<\/em><em>\u201cbuzz\u00a0\u00bb n\u2019est pas \u00e0 confondre avec la viralit\u00e9 et les moyens financiers sont, dans la plupart des cas, peu utiles par rapport \u00e0 la richesse du r\u00e9seau que doit entretenir l\u2019entreprise pour partager son contenu.\u00a0<span class=\"removed_link\" title=\"https:\/\/www.linkedin.com\/pub\/fran%C3%A7ois-sebastia\/3a\/379\/8a5\"><span style=\"color: #0000ff;\">Fran\u00e7ois Sebastia<\/span><\/span>, l\u2019un des deux fondateurs de <a title=\"Mirada\" href=\"https:\/\/www.mirada.fr\/\"><span style=\"color: #0000ff;\">Mirada<\/span><\/a>, nous apporte son point de vue sur le buzz. Mirada, pour information,\u00a0veut dire\u00a0\u00ab\u00a0porter un regard\u00bb en espagnol, ce qui est bien venu \u00a0pour des professionnels dont le but est est principalement de porter un regard sur les choses, sur la soci\u00e9t\u00e9, un nom bien trouv\u00e9 pour une agence de communication audiovisuelle.<\/em><\/span><\/p>\n<h2>Porter un autre regard sur le buzz<\/h2>\n<p>Ah le buzz, le fameux buzz, la fameuse formule magique\u00a0! Tout d\u2019abord, attention au mot, diff\u00e9rencions le buzz de la viralit\u00e9. Le buzz est quelque chose qui nous \u00e9chappe. M\u00eame nous en tant qu\u2019agence. Le buzz est quelque chose qui n\u2019est pas pr\u00e9vu, alors que la <a title=\"Viralit\u00e9\" href=\"http:\/\/fr.wikipedia.org\/wiki\/Viralit%C3%A9\">viralit\u00e9 <\/a>est quelque chose que l\u2019on travaille, que l\u2019on structure et qu\u2019on peut atteindre et vendre correctement, avec des objectifs et des retours sur investissements \u00e0 nos clients. Le buzz, c\u2019est autre chose.<\/p>\n<p><iframe src=\"\/\/www.youtube.com\/embed\/zrV3OIht80s\" width=\"560\" height=\"315\" frameborder=\"0\"><\/iframe><\/p>\n<p>&nbsp;<\/p>\n<h2>Quand quelqu\u2019un te donne comme injonction \u00ab\u00a0faites-moi un buzz\u00a0\u00bb, \u00e7a n\u2019a pas de sens\u00a0?<\/h2>\n<p>Cela revient \u00e0 dire \u00ab\u00a0faites-moi r\u00eaver\u00a0\u00bb\u2026 si je suis malhonn\u00eate, je vous r\u00e9ponds \u00ab\u00a0je vais vous faire un buzz\u00a0\u00bb, si je suis honn\u00eate, je vais dire \u00ab\u00a0je vais travailler votre viralit\u00e9\u00a0\u00bb.<\/p>\n<h2>Quelles sont les composantes d\u2019un buzz et celles de la viralit\u00e9\u00a0?<\/h2>\n<p>Les composantes d\u2019un buzz, c\u2019est une vid\u00e9o qui va transcender les esp\u00e9rances et les attentes, qui va m\u00eame d\u00e9passer la cible que l\u2019on souhaitait atteindre au d\u00e9part. Il faut quelque chose d\u2019original, qui surprenne, qui soit tr\u00e8s riche en humour, ou qui se conjugue avec l\u2019actualit\u00e9. C\u2019est l\u00e0 aussi o\u00f9 l\u2019on a des buzz inattendus, c\u2019est qu\u2019on ne peut pas pr\u00e9voir l\u2019actualit\u00e9, elle se fait au fur et \u00e0 mesure, mais notre vid\u00e9o va compl\u00e8tement se conjuguer avec elle et va faire qu\u2019une video va d\u00e9passer sa cible parce qu\u2019elle sera en ad\u00e9quation avec l\u2019actualit\u00e9.<\/p>\n<h2>Mais en terme de composant, c\u2019est toujours les m\u00eames ingr\u00e9dients, en particulier l\u2019humour, ce qui peut faire peur aux entreprises.<\/h2>\n<p>Ce sont des ingr\u00e9dients qui peuvent leur faire peur parce qu\u2019ils accrochent une certaine \u00e9tiquette, une certaine image \u00e0 leur message, et elles ne le souhaitent pas forc\u00e9ment\u2026<\/p>\n<p><!--more--><\/p>\n<h2>Si on est s\u00e9rieux et que l\u2019on ne veut pas faire de buzz, on peut faire de la viralit\u00e9. C\u2019est quoi\u00a0?<\/h2>\n<p>La viralit\u00e9 c\u2019est simplement permettre \u00e0 une vid\u00e9o d\u2019\u00eatre vue par la bonne cible et par le maximum de personnes de cette cible. Je parle beaucoup de cible parce que pour moi faire de la bonne viralit\u00e9, et surtout de vid\u00e9o virale, paradoxalement, ce n\u2019est pas de travailler la vid\u00e9o, c\u2019est travailler le contenu. Il faut faire du contenu qui parle \u00e0 celui qui va regarder la vid\u00e9o. Si on est compl\u00e8tement \u00e0 c\u00f4t\u00e9 au niveau du contenu, on a beau faire tous les artifices et on a beau mettre tous les moyens, on ne fera pas d\u2019audience. Il est toujours important dans un premier temps de r\u00e9fl\u00e9chir \u00e0 ce que l\u2019on a \u00e0 dire, comment le dire et comment cela va \u00eatre per\u00e7u par la cible. Et si on ne travaille pas ces bases-l\u00e0, on a beau avoir <a class=\"zem_slink\" title=\"Steven Spielberg\" href=\"https:\/\/en.wikipedia.org\/wiki\/Steven_Spielberg\" target=\"_blank\" rel=\"noopener wikipedia noreferrer\">Steven Spielberg<\/a>avec nous, on ne fera pas de viralit\u00e9.<\/p>\n<h2>Il faut donc avoir une sorte de cr\u00e9ativit\u00e9\u2026<\/h2>\n<p>La cr\u00e9ativit\u00e9 ne peut s\u2019exprimer\u00a0que parce qu\u2019elle a des limites. Une cr\u00e9ativit\u00e9 sans limites, ce n\u2019est pas de la communication, c\u2019est autre chose.<\/p>\n<h2>Revenons sur le contenu, qu\u2019est-ce que c\u2019est du bon contenu\u00a0?<\/h2>\n<p>Faire du bon contenu, c\u2019est d\u00e9j\u00e0 \u00eatre percutant. C\u2019est-\u00e0-dire, ne pas vouloir tout dire. Un seul message, g\u00e9n\u00e9ralement c\u2019est suffisant. Une fois que l\u2019on a bien d\u00e9fini le message, on r\u00e9fl\u00e9chit \u00e0 la fa\u00e7on dont on va le dire de fa\u00e7on concr\u00e8te et percutante. Ne pas faire de vid\u00e9o qui durent 3, 4 minutes, car elles ne seront pas regard\u00e9es, dans le cas du buzz en tout cas, o\u00f9 l\u2019on veut accrocher pour ensuite amener vers quelque chose.<\/p>\n<figure id=\"attachment_14491\" aria-describedby=\"caption-attachment-14491\" style=\"width: 686px\" class=\"wp-caption alignnone\"><a href=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2014\/07\/pub-virale1.png\"><img decoding=\"async\" class=\"wp-image-14491 \" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2014\/07\/pub-virale1.png\" alt=\"\" width=\"686\" height=\"529\" srcset=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2014\/07\/pub-virale1.png 898w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2014\/07\/pub-virale1-389x300.png 389w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2014\/07\/pub-virale1-768x592.png 768w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2014\/07\/pub-virale1-300x231.png 300w\" sizes=\"(max-width: 686px) 100vw, 686px\" \/><\/a><figcaption id=\"caption-attachment-14491\" class=\"wp-caption-text\"><a title=\"Publicit\u00e9 virale LG\" href=\"https:\/\/www.youtube.com\/watch?v=EYX5fFxcXWU\">publicit\u00e9 virale de LG<\/a>: 1 cam\u00e9ra + 1 id\u00e9e = 1 buzz<\/figcaption><\/figure>\n<h2>Avec beaucoup de moyens et d\u2019argent, je peux r\u00e9ussir mon buzz\u00a0?<\/h2>\n<p>Comme je suis dans l\u2019audiovisuel, je serais tent\u00e9 de dire oui, mais non, il n\u2019y a pas besoin de trop de moyens. Au contraire, l\u2019abondance de moyens peut casser la viralit\u00e9 car on peut se dire \u00ab\u00a0l\u00e0 on ne parle plus \u00e0 moi, on essaie de me vendre de la soupe\u00a0\u00bb, et \u00e7a ce n\u2019est pas du tout le genre de vid\u00e9o qui se partage. Pour que la vid\u00e9o soit virale, il faut qu\u2019elle soit fra\u00eeche et sinc\u00e8re.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Le buzz, c\u2019est la \u00ab\u00a0fameuse formule magique\u00a0\u00bb qui offre \u00e0 toute entreprise une possibilit\u00e9 de gagner en visibilit\u00e9 dans le vaste monde de l\u2019internet\u2026Du moins en fa\u00e7ade. Car le\u00a0\u201cbuzz\u00a0\u00bb n\u2019est pas \u00e0 confondre avec la viralit\u00e9 et les moyens financiers sont, dans la plupart des cas, peu utiles par rapport \u00e0 la richesse du r\u00e9seau &hellip;<\/p>\n","protected":false},"author":2,"featured_media":34062,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[69],"tags":[],"class_list":["post-14456","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-viral"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Buzz et viralit\u00e9 : deux concepts \u00e0 ne pas confondre<\/title>\n<meta name=\"description\" content=\"Le Buzz est un graal que toute entreprise pr\u00e9sente sur internet cherche \u00e0 atteindre. 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