{"id":16923,"date":"2015-01-16T09:00:12","date_gmt":"2015-01-16T08:00:12","guid":{"rendered":"http:\/\/visionarymarketing.fr\/blog\/?p=16923"},"modified":"2020-07-10T14:51:28","modified_gmt":"2020-07-10T12:51:28","slug":"community-management","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2015\/01\/16\/community-management\/","title":{"rendered":"Mythes et r\u00e9alit\u00e9 du Community Management – CMAD 26 janvier 2015 – 10:00 CET"},"content":{"rendered":"

J\u2019ai eu la chance d\u2019\u00eatre impliqu\u00e9 dans des activit\u00e9s de communaut\u00e9 depuis le d\u00e9but des m\u00e9dias sociaux et j\u2019ai m\u00eame eu la chance de former plus d\u2019un community manager de cette p\u00e9riode pionni\u00e8re, o\u00f9 le terme m\u00eame de m\u00e9dias sociaux n\u2019existait pas. le\u00a0<\/em>CMAD (alias Community Management Appreciation Day)<\/a>\u00a0est probablement la date r\u00eav\u00e9e pour se pencher sur la d\u00e9nomination m\u00eame de\u00a0\u201ccommunity management\u201d et la signification du mot\u00a0\u201ccommunaut\u00e9\u201d,\u00a0ainsi que la bonne mani\u00e8re de faire pour choyer (et non\u00a0\u201cg\u00e9rer\u201d) une communaut\u00e9 dans un environnement commercial. Le jour du CMAD, c\u2019est-\u00e0-dire le\u00a0<\/em>26 janvier \u00e010:00 heure de Paris, je mod\u00e9rerai une table ronde en ligne d\u00e9di\u00e9e \u00e0 ce th\u00e8me et j\u2019accueillerai divers experts\u00a0europ\u00e9ens et m\u00eame australiens de ce sujets \u00e0 me rejoindre pendant 1 heure sur un\u00a0<\/em>Google<\/a>\u00a0hangout. Ne ratez pas cet \u00e9v\u00e9nement qui aura lieu en anglais et sans traduction simultan\u00e9e, mais qui vous permettra de tout savoir de ce qui se passe sur ce sujet au-del\u00e0 de nos\u00a0fronti\u00e8res !<\/em><\/p>\n

\"Bouton<\/a><\/p>\n

La plupart des marques n\u2019ont pas de communaut\u00e9<\/h1>\n

Lorsqu\u2019il s\u2019agit de travailler la communaut\u00e9 de nos clients, chez Visionary Marketing, nous nous apercevons g\u00e9n\u00e9ralement que celle-ci est inexistante. Nous partons ainsi tr\u00e8s souvent de z\u00e9ro. Cela ne veut pas dire que ces entreprises-l\u00e0 sont plus faibles que les autres, bien au contraire. C\u2019est la nature de leur activit\u00e9 qui dicte la fa\u00e7on dont ils doivent aborder ce probl\u00e8me de \u00ab\u00a0communaut\u00e9\u00a0\u00bb. Quoi que l\u2019on puisse en penser, la plupart des marques n\u2019ont pas de communaut\u00e9.<\/p>\n

\"4L\u00e9gende\u00a0: les marques aim\u00e9es sont rares. Ce sont les seules qui peuvent g\u00e9n\u00e9rer un esprit de communaut\u00e9 spontan\u00e9. Leur communaut\u00e9 est d\u2019ailleurs tr\u00e8s souvent initi\u00e9e par leurs propres clients (Nutella, Audi, Air France\u2026).<\/span><\/em><\/p>\n

Bien s\u00fbr, la plupart des marques ont des clients, parfois m\u00eame des fid\u00e8les voire des fanatiques, mais cela ne suffit toutefois pas \u00e0 faire de ces clients les membres d\u2019une communaut\u00e9.\u00a0 On peut donc logiquement se demander ce qu\u2019est une communaut\u00e9 et ce qu\u2019elle n\u2019est pas.<\/p>\n

\"Bouton<\/a><\/h2>\n

Ce qu\u2019est une communaut\u00e9<\/h2>\n

Une communaut\u00e9 ne peut \u00eatre cr\u00e9\u00e9e de toutes pi\u00e8ces\u00a0: cela se construit \u00e0 partie de clients enthousiastes qui cherchent spontan\u00e9ment \u00e0 se r\u00e9unir, autour de valeurs et d\u2019id\u00e9es communes. J\u2019ai appartenu \u00e0 une petite communaut\u00e9 d\u2019amateurs du compositeur\u00a0 belge Wim Mertens. Ce n\u2019est peut-\u00eatre pas une \u00e9norme communaut\u00e9, mais c\u2019est est une, qui rassemble des valeurs et une passion. Cette passion constitue notre second ingr\u00e9dient.<\/p>\n

\n La passion\u00a0<\/strong>: la passion constitue la pierre angulaire de toute communaut\u00e9. Celle-ci n\u2019est pas toujours bien comprise par les personnes qui n\u2019appartiennent pas \u00e0 cette communaut\u00e9. Quand Alpha Romeo a sorti sa nouvelle s\u00e9rie de voitures \u00e0 la fin des ann\u00e9es 90, l\u2019entreprise a rassembl\u00e9 des groupes de r\u00e9flexion constitu\u00e9s de fans de la marque. Une fois les conclusions de ce focus group tir\u00e9es, on a d\u00fb expliquer aux ing\u00e9nieurs europ\u00e9ens que la plaque d\u2019immatriculation devait \u00eatre situ\u00e9e sur le c\u00f4t\u00e9 et non au milieu. Les sentiments, les avis et les valeurs de la marques port\u00e9s par la communaut\u00e9 on ainsi pu \u00eatre partag\u00e9s et exploit\u00e9s par l\u2019entreprise, gr\u00e2ce \u00e0 ces groupes de r\u00e9flexion. La preuve que paradoxalement, la passion n\u2019est pas forc\u00e9ment interne \u00e0 l\u2019entreprise. Tout comme le diable, la passion est dans les d\u00e9tails.<\/p>\n

L\u2019entraide<\/strong> : les membres d\u2019une communaut\u00e9 cherchent en permanence \u00e0 s\u2019aider les uns les autres, pour aucune autre raison que d\u2019alimenter leur passion commune et leur soif de reconnaissance en tant que membre d\u2019un groupe. La plupart du temps, une communaut\u00e9 ne demande aucune compensation de la part de ses membres. Dans les faits, cela ne se fait d\u2019ailleurs jamais. J\u2019ai d\u00e9j\u00e0 vu des cas o\u00f9, voulant offrir des cadeaux aux membres d\u2019une petite communaut\u00e9 de bloggeurs, je n\u2019ai fait qu\u2019ab\u00eemer l\u2019esprit de communaut\u00e9 de ce groupe. \u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Heureusement, j\u2019ai pu conserver cette communaut\u00e9 et j\u2019ai, depuis, r\u00e9serv\u00e9 le budget consacr\u00e9 \u00e0 cette communaut\u00e9 pour d\u2019autres occasions. Tous les membres d\u2019une communaut\u00e9 ne veulent pas \u00eatre indemniser\u00a0: ils veulent avant tout \u00eatre reconnus.<\/p>\n

Le b\u00e9n\u00e9fice mutuel<\/strong>\u00a0: les communaut\u00e9s existent lorsque les membres retirent un avantage du fait de faire partie d\u2019un groupe. Il ne s\u2019agit pas d\u2019un b\u00e9n\u00e9fice incroyable\u00a0; cela peut \u00eatre de la reconnaissance, le fait d\u2019appartenir et d\u2019\u00eatre utile \u00e0 un groupe, ou tout simplement le fait de faire parti d\u2019une marque que l\u2019on affectionne.\n<\/p><\/blockquote>\n

Choyer sa communaut\u00e9<\/h2>\n

S\u2019il n\u2019est pas possible de cr\u00e9er une communaut\u00e9, on peut n\u00e9anmoins faire en sorte que la marque, le contenu et les actions men\u00e9es par l\u2019entreprise soient orient\u00e9s au maximum de fa\u00e7on \u00e0 g\u00e9n\u00e9rer de l\u2019enthousiasme aupr\u00e8s des clients qui, spontan\u00e9ment, pourront d\u00e9velopper une communaut\u00e9. On ne peut pas cr\u00e9er une communaut\u00e9 mais on peut faciliter et encourager sa cr\u00e9ation et soutenir celle qui existe. C\u2019est notre r\u00f4le de community manager. Je pense ainsi que \u00ab\u00a0community management\u00a0\u00bb devrait \u00eatre remplac\u00e9 par \u00ab\u00a0community facilitation\u00a0\u00bb.<\/p>\n

un Community Management \u00e0 multiples facettes<\/h2>\n

Il y a autant de fa\u00e7ons de faciliter la cr\u00e9ation et la gestion d\u2019une communaut\u00e9 qu\u2019il y a de marques. En effet, il n\u2019y a pas deux marques identiques\u00a0: chacune est unique et a sa particularit\u00e9, son histoire, sa strat\u00e9gie, sa cible et bien d\u2019autres facteurs qui vont faire que chaque entreprise aura sa propre vision de la communaut\u00e9 et ses propres technique pour la g\u00e9rer.<\/p>\n

Pour d\u00e9couvrir les conseils d\u2019experts europ\u00e9ens sur ce sujet passionnant, ne ratez pas le Google hangout du lundi 26 janvier entre 9h et 10h.<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

J\u2019ai eu la chance d\u2019\u00eatre impliqu\u00e9 dans des activit\u00e9s de communaut\u00e9 depuis le d\u00e9but des m\u00e9dias sociaux et j\u2019ai m\u00eame eu la chance de former plus d\u2019un community manager de cette p\u00e9riode pionni\u00e8re, o\u00f9 le terme m\u00eame de m\u00e9dias sociaux n\u2019existait pas. le\u00a0CMAD (alias Community Management Appreciation Day)\u00a0est probablement la date r\u00eav\u00e9e pour se pencher …<\/p>\n","protected":false},"author":2,"featured_media":34069,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[25],"tags":[],"class_list":["post-16923","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-medias-sociaux"],"yoast_head":"\nMythes et r\u00e9alit\u00e9 du Community Management - CMAD 2015<\/title>\n<meta name=\"description\" content=\"le CMAD (alias Community Management Appreciation Day) est probablement la date r\u00eav\u00e9e pour se pencher sur le nom de \u201ccommunity management\u201d\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/visionarymarketing.com\/fr\/2015\/01\/16\/community-management\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Mythes et r\u00e9alit\u00e9 du Community Management - 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