{"id":25676,"date":"2017-09-28T08:30:42","date_gmt":"2017-09-28T06:30:42","guid":{"rendered":"http:\/\/visionarymarketing.fr\/blog?p=25676&preview=true&preview_id=25676"},"modified":"2023-09-18T13:01:00","modified_gmt":"2023-09-18T11:01:00","slug":"bouche-a-oreille-idee-virale","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2017\/09\/28\/bouche-a-oreille-idee-virale\/","title":{"rendered":"Bouche \u00e0 oreille : comment rend-on une id\u00e9e virale ?"},"content":{"rendered":"

Comment rendre une id\u00e9e virale ? Pour r\u00e9pondre \u00e0 cette question, j’ai d\u00e9cid\u00e9 de traduire un article de Seth Godin<\/a>, gourou en marketing viral, auteur de nombreux ouvrages comme \u00ab\u00a0Permission Marketing<\/a>\u00ab\u00a0, \u00ab\u00a0The Dip<\/a>\u00a0\u00bb ou encore \u00ab\u00a0The purple cow<\/a>\u00ab\u00a0.<\/em><\/p>\n

\"id\u00e9e\"
Le succ\u00e8s n\u2019est pas toujours d\u00fb aux brevets ou au fonctionnement de l\u2019usine, mais plut\u00f4t \u00e0 comment vous obtenez que votre id\u00e9e se propage – Seth\u00a0Godin<\/figcaption><\/figure>\n

Le bouche-\u00e0-oreille selon Seth\u00a0Godin<\/h2>\n

Pour qu’une id\u00e9e puisse se propager, il faut qu’elle soit partag\u00e9e et que les personnes y adh\u00e9rent.<\/strong><\/p>\n

Personne ne \u00ab\u00a0partage\u00a0\u00bb une id\u00e9e sauf quand :<\/p>\n

    \n
  1. Ils la comprennent<\/li>\n
  2. Ils veulent que celle-ci se r\u00e9pande<\/li>\n
  3. Ils pensent que r\u00e9pandre cette id\u00e9e va\u00a0leur donner plus de pouvoir (r\u00e9putation, revenu, relation) ou plus de tranquillit\u00e9<\/li>\n
  4. L’effort n\u00e9cessaire pour partager une id\u00e9e est moins important que les avantages<\/li>\n<\/ol>\n

    Personne n’ \u00ab\u00a0adh\u00e8re\u00a0\u00bb \u00e0 une id\u00e9e sauf quand<\/h3>\n
      \n
    1. La premi\u00e8re impression per\u00e7ue demande plus de r\u00e9flexion<\/li>\n
    2. Ils comprennent d\u00e9j\u00e0 les id\u00e9es de bases n\u00e9cessaires pour assimiler cette id\u00e9e<\/li>\n
    3. Ils font confiance et respectent la personne qui lance l’id\u00e9e, ils prennent donc le temps de la comprendre<\/li>\n<\/ol>\n

      Cela explique pourquoi les id\u00e9es en ligne se propagent si vite mais pourquoi elles sont souvent peu profondes. Les id\u00e9es de Nietzsche sont complexes \u00e0 comprendre. Moins de personnes ont l’envie ou la curiosit\u00e9 de les analyser. C’est pourquoi, elles se r\u00e9pandent moins facilement. A l’inverse, le contenu qui est consid\u00e9r\u00e9 plus dr\u00f4le se partage beaucoup plus rapidement.<\/p>\n

      Notez que les id\u00e9es ne se propagent jamais parce qu’elles sont importantes pour l’auteur<\/strong>.<\/p>\n

      Notez \u00e9galement que l’\u00e9l\u00e9ment cl\u00e9 pour propager une id\u00e9e rapidement, ce sont les moyens de la d\u00e9velopper<\/strong>. S’il elle est facile \u00e0 comprendre et qu’elle attire l’attention et la curiosit\u00e9 des personnes, l’id\u00e9e aura plus de chances de se propager.<\/p>\n

      Mais cela ne signifie pas qu’il n’y a pas de r\u00f4le pour le myst\u00e8re ou les id\u00e9es que l’on comprend avec une r\u00e9flexion<\/strong>. En fait, la variable non mesurable ici est le style<\/strong>. Les id\u00e9es de Howard Dean se sont propag\u00e9es au d\u00e9but – non pas en raison des ramifications \u00e9conomiques de sa politique d’immigration, mais en raison des facteurs ci-dessus. La fa\u00e7on dont elles ont \u00e9t\u00e9 pr\u00e9sent\u00e9es s’inscrit dans la vision du monde de ceux qui la diffusent.<\/p>\n

      Un \u00e9l\u00e9ment cl\u00e9 dans la diffusion des id\u00e9es est leur \u00e9l\u00e9ment visuel<\/strong>. Les iPods et les styles visuels se propagent plus rapidement dans le monde r\u00e9el que les concepts \u00e9ph\u00e9m\u00e8res. Les images et les blagues courtes se propagent plus rapidement en ligne, car l’investissement n\u00e9cessaire pour d\u00e9terminer si elles valent la peine de se r\u00e9pandre est minime.<\/p>\n

      Et bien s\u00fbr, beaucoup de mauvaises id\u00e9es circulent<\/strong>. La panique, par exemple, a toujours \u00e9t\u00e9 consid\u00e9r\u00e9e comme une mauvaise id\u00e9e, mais elle se propage pour autant plus vite que d’autres. C’est parce que la diffusion d’une id\u00e9e est rarement un acte r\u00e9fl\u00e9chi et volontaire.<\/p>\n","protected":false},"excerpt":{"rendered":"

      Comment rendre une id\u00e9e virale ? Pour r\u00e9pondre \u00e0 cette question, j’ai d\u00e9cid\u00e9 de traduire un article de Seth Godin, gourou en marketing viral, auteur de nombreux ouvrages comme \u00ab\u00a0Permission Marketing\u00ab\u00a0, \u00ab\u00a0The Dip\u00a0\u00bb ou encore \u00ab\u00a0The purple cow\u00ab\u00a0. Le bouche-\u00e0-oreille selon Seth\u00a0Godin Pour qu’une id\u00e9e puisse se propager, il faut qu’elle soit partag\u00e9e et que …<\/p>\n","protected":false},"author":45,"featured_media":26051,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[69],"tags":[],"class_list":["post-25676","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-viral"],"yoast_head":"\nBouche \u00e0 oreille : comment rend-on une id\u00e9e virale ?<\/title>\n<meta name=\"description\" content=\"Comment rendre une id\u00e9e virale ? 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