{"id":3412,"date":"2010-11-18T07:30:18","date_gmt":"2010-11-18T07:30:18","guid":{"rendered":"http:\/\/visionary.wordpress.com\/?p=3412"},"modified":"2020-08-20T18:30:17","modified_gmt":"2020-08-20T16:30:17","slug":"discovery-channel-ce-sont-nos-fans-qui-font-notre-marketing","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2010\/11\/18\/discovery-channel-ce-sont-nos-fans-qui-font-notre-marketing\/","title":{"rendered":"Discovery Channel : \u00ab\u00a0ce sont nos fans qui font notre marketing !\u00a0\u00bb"},"content":{"rendered":"

A Blogwell Philadelphie le 9 Novembre, apr\u00e8s une pr\u00e9sentation du confiseur Hershey (non traduite, voir la version anglaise ici<\/a>), j\u2019ai pu appr\u00e9cier le business case tr\u00e8s int\u00e9ressant de Discovery Communications<\/a>, expos\u00e9 par ses 2 responsables, Amber Harris et Gayle Weiswasser. Discovery Communications est la soci\u00e9t\u00e9 qui chapeaute un grand nombre de cha\u00eenes de t\u00e9l\u00e9vision et de programmes, dont le c\u00e9l\u00e8bre Discovery Channel.<\/em><\/p>\n

\"Discovery<\/a>
Discovery Channel : \u00ab\u00a0ce sont nos fans qui font notre marketing !\u00a0\u00bb<\/figcaption><\/figure>\n

 <\/p>\n

Les requins: un sujet qui fascine les foules<\/strong><\/h2>\n

Cette 3\u00e8me pr\u00e9sentation \u00e9tait centr\u00e9e sur l\u2019\u00e9v\u00e9nement annuel de la cha\u00eene intitul\u00e9 Shark Week <\/em>(la semaine des requins) qui comme son nom l\u2019indique est d\u00e9di\u00e9 aux squales, un sujet \u00f4 combien populaire aupr\u00e8s des petits et m\u00eame des parents, avouons-le ! Cet \u00e9v\u00e9nement revient tous les ans depuis 23 ans et il fait l\u2019objet d\u2019un v\u00e9ritable culte. Voil\u00e0 pour le terreau de d\u00e9part, mais comment apporter de l\u2019innovation dans tout cela et passer \u00e0 la vitesse sup\u00e9rieure ? C\u2019est l\u00e0 que les m\u00e9dias sociaux entrent en ligne de compte, et c\u2019est le d\u00e9fi que se sont fix\u00e9s nos confr\u00e8res de la cha\u00eene Discovery.<\/p>\n

<\/p>\n

Leur astuce a donc \u00e9t\u00e9 de sacraliser cet \u00e9v\u00e9nement en le rebrandant \u201cHappy Shark Week\u201d et en lui ajoutant un grand nombre d\u2019\u00e9v\u00e9nements transm\u00e9dias, \u00e0 base de Web social. La campagne fut focalis\u00e9e sur l\u2019interdiction du trafic d\u2019ailerons de requins qui fait rage dans beaucoup de pays, y-compris en Europe, trafic qui consiste \u00e0 couper les ailerons des requins, rel\u00e2cher ceux-ci qui du fait sont vou\u00e9s \u00e0 une mort certaine et douloureuse puisqu\u2019ils se noient, afin de revendre ces ailerons \u00e0 prix d\u2019or dans les pays o\u00f9 on les consomme notamment pour faire des soupes. Un partenariat fut cr\u00e9\u00e9 avec l\u2019aquarium d\u2019Atlanta, le plus grand aquarium du monde, o\u00f9 de nombreux requins sont pr\u00e9sents, y-compris les \u00e9normes requins baleines.<\/p>\n

La strat\u00e9gie de Discovery<\/strong><\/h3>\n

Gayle a rappel\u00e9 utilement que les m\u00e9dias sociaux sont \u201ctout entiers tourn\u00e9s vers l\u2019animation des communaut\u00e9s\u201d. Quand on dispose d\u2019une telle communaut\u00e9 spontan\u00e9ment cr\u00e9\u00e9e, il serait en effet dommage de ne pas l\u2019animer. Discovery n\u2019a donc pas cherch\u00e9 \u00e0 r\u00e9inventer l\u2019eau ti\u00e8de, mais ils se sont plut\u00f4t focalis\u00e9s sur le travail avec les influenceurs de cette communaut\u00e9, car ce sont eux, ces \u201cfans qui peuvent faire [leur] marketing pour [eux]. Le travail suivant fut donc de lancer une campagne d\u2019analyse du buzz cons\u00e9quente afin d\u2019identifier les influenceurs clefs et rentrer en contact avec eux. La semaine des requins avait lieu la semaine du 6 Ao\u00fbt mais Discovery a voulu prolonger l\u2019\u00e9v\u00e9nement au-del\u00e0 de ces dates.<\/p>\n

Approche du terrain<\/strong><\/h3>\n

les RP ont r\u00e9ussi, dans un premier temps, \u00e0 int\u00e9resser les grands portails, et des op\u00e9rations de street marketing<\/em> ont \u00e9t\u00e9 mises en place, comme cette inclusion de requin dans un b\u00e2timent \u00e0 Washington qui a fait s\u2019arr\u00eater plus d\u2019un badeau et nombreuses sont les photos de ce requin qui ont \u00e9t\u00e9 prises et mises en ligne. Nos 2 pr\u00e9sentatrices ont \u2013 au cours de leurs recherches \u2013 d\u00e9couvert des enthousiastes qui posaient avec leur t-shirt et des fausses machoires de requin et qui se filmaient sur YouTube.<\/p>\n

Discovery s\u2019est focalis\u00e9 sur Twitter pour son c\u00f4t\u00e9 \u00e9v\u00e9nementiel, ce qui indique aussi la maturit\u00e9 en termes d\u2019utilisation de Twitter aux Etats-Unis, un ph\u00e9nom\u00e8ne qui n\u2019a rien \u00e0 voir en France, qui peine \u00e0 rivaliser avec son voisin britannique sur ce sujet. Les fans \u00e9taient encourag\u00e9s \u00e0 porter leurs t-shirts et \u00e0 poster leurs vid\u00e9os eux-m\u00eames sur la cha\u00eene YouTube de la comp\u00e9tition \u201cShark Week video challenge\u201d.<\/p>\n

Discovery n\u2019avait de page officielle dans Facebook avant l\u2019\u00e9v\u00e9nement, elle fut donc cr\u00e9\u00e9e. Les vid\u00e9os ont apport\u00e9 beaucoup de trafic sur les sites. La campagne \u2018adopter un requin\u2019 a aussi permis de r\u00e9colter les dons des fans pour la cause sus-cit\u00e9e.<\/p>\n

Des r\u00e9sultats impressionnants<\/strong><\/h3>\n

Il n\u2019est pas \u00e9tonnant dans un sens que les r\u00e9sultats aient \u00e9t\u00e9 au rendez-vous, au vu du th\u00e8me particuli\u00e8rement porteur que constitue les requins, mais il faut quand m\u00eame reconna\u00eetre que ceux-ci vont bien au-del\u00e0 de la moyenne: 14.000 contenus et articles de bogs furent recens\u00e9s par Discovery durant l\u2019\u00e9v\u00e9nement et le hashtag #sharkweek fut d\u00e8s le premier jour au dessus de tous les autres th\u00e8mes Twitter sur la plan\u00e8te, un exploit r\u00e9serv\u00e9 \u00e0 quelques happy few. Sharkweek a \u00e9t\u00e9 mentionn\u00e9 plus de 91.000 ente les 1 et 6 Ao\u00fbt ce qui permit 100 millions d\u2019impressions (on se souvient du chiffre de 15.000 chez SAP lors de la 1\u00e8re pr\u00e9sentation du 9 Novembre) sur Twitter, ce qui repr\u00e9sente vraiment beaucoup de volume. Avec humour Amber signala que la courbe de Radian 6 ressemblait \u00e0 un aileron de requin, montrant ainsi la port\u00e9e de l\u2019\u00e9v\u00e9nement sur le Web Social.<\/p>\n

Des recettes ?<\/strong><\/h3>\n

Ce qui a fait que cela a fonctionn\u00e9 selon les pr\u00e9sentatrices \u00e9tait la compl\u00e9mentarit\u00e9 du num\u00e9rique et des relations presse classiques, les partenariats et l\u2019implication de l\u2019\u00e9quipe dans Twitter. Toutefois, il y eut quelques r\u00e9sultats mitig\u00e9s comme ceux du concours photo qui n\u2019a g\u00e9n\u00e9r\u00e9 que 28 clich\u00e9s, ce qui montre \u00e0 quel point la collaboration est un art difficile. Facebook lui aussi a quelque peu d\u00e9\u00e7u nos confr\u00e8res de Discovery Channel mais ce qui est instructif, c\u2019est la conclusion d\u2019Amber \u00e0 ce sujet : \u201con ne sait pas toujours ce qui va de travers, des fois on fait tout bien et pourtant \u00e7a ne marche pas !\u201d<\/p>\n

Un des facteurs de r\u00e9ussite selon nos pr\u00e9sentatrices r\u00e9side largement dans la culture d\u2019entreprise qui r\u00e8gne \u00e0 Discovery Communications, essentiellement une culture de l\u2019innovation, o\u00f9 \u201dtout le monde est prompt \u00e0 vous soutenir\u201d. Amber ajouta aussi que \u201ctout le monde dans l\u2019entreprise devrait avoir un int\u00e9r\u00eat dans les m\u00e9dias sociaux, et tous devraient essayer de contribue rau succ\u00e8s de telles op\u00e9rations\u201d<\/p>\n

Le plus important ? la collaboration entre les humains :\u00a0<\/strong>\u00ab\u00a0What matters is that people collaborate\u00a0\u00bb<\/strong><\/h3>\n

Gayle conclut sa pr\u00e9sentation par ces paroles que je consid\u00e8re comme fondamentales : \u201cce qui importe\u201d, dit-elle, \u201cc\u2019est que les personnes collaborent entre elles et cela s\u2019obtient en restant le plus ouvert possible\u201d.<\/p>\n

Une le\u00e7on \u00e0 m\u00e9diter car en effet c\u2019est l\u00e0 que r\u00e9side le principal ingr\u00e9dient de la r\u00e9ussite sur les m\u00e9dias sociaux<\/p>\n","protected":false},"excerpt":{"rendered":"

A Blogwell Philadelphie le 9 Novembre, apr\u00e8s une pr\u00e9sentation du confiseur Hershey (non traduite, voir la version anglaise ici), j\u2019ai pu appr\u00e9cier le business case tr\u00e8s int\u00e9ressant de Discovery Communications, expos\u00e9 par ses 2 responsables, Amber Harris et Gayle Weiswasser. Discovery Communications est la soci\u00e9t\u00e9 qui chapeaute un grand nombre de cha\u00eenes de t\u00e9l\u00e9vision et …<\/p>\n","protected":false},"author":2,"featured_media":55517,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[121,25],"tags":[],"class_list":["post-3412","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-e-business","category-medias-sociaux"],"yoast_head":"\nDiscovery Channel : "ce sont nos fans qui font notre marketing !"<\/title>\n<meta name=\"description\" content=\"A Blogwell Philadelphie le 9 Novembre, apr\u00e8s une pr\u00e9sentation du confiseur Hershey (non traduite, voir la version anglaise ici), j\u2019ai pu appr\u00e9cier le\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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