{"id":459,"date":"2014-10-27T09:23:59","date_gmt":"2014-10-27T08:23:59","guid":{"rendered":"http:\/\/visionary.wordpress.com\/2007\/11\/08\/les-4-piliers-du-marketing-viral-par-seth-godin\/"},"modified":"2021-11-13T10:45:43","modified_gmt":"2021-11-13T09:45:43","slug":"les-4-piliers-du-marketing-viral-par-seth-godin","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2014\/10\/27\/les-4-piliers-du-marketing-viral-par-seth-godin\/","title":{"rendered":"Les 4 piliers du marketing viral par Seth Godin"},"content":{"rendered":"

Tout a commenc\u00e9 par une attaque virale. Si je le sais, c’est parce que j’y \u00e9tais ! Par l\u00e0 je ne veux pas seulement dire cette r\u00e9union extraordinaire dans un h\u00f4tel cinq \u00e9toiles pr\u00e8s du Rockfeller Center<\/a> \u00e0 New York<\/a> en Avril 2001, \u00e0 quelques mois \u00e0 peine de ce jour maudit, organis\u00e9 par Don Peppers<\/span> avec des intervenants comme Malcom Gladwell<\/a> et Seth Godin<\/a> lui-m\u00eame. Ce que je veux dire quand j’ \u2018y’ \u00e9tais, c’est que tout est arriv\u00e9 sur Internet<\/a>, c’est-\u00e0-dire nulle part en fait, lorsque Godin avait d\u00e9cid\u00e9 que tout le monde pouvait reprendre son livre sur le marketing viral (unleashing the ideavirus<\/a>) et le poster eux-m\u00eames o\u00f9 qu’ils veulent, sans s’en demander la permission (pour les n\u00e9ophyte, il est \u00e9galement l’auteur du livre \u00e0 succ\u00e8s permission marketing) et c’est ce que je fis. Comme des milliers d’autres auteurs de l’Internet. Un an et demi apr\u00e8s, Godin vendait le livre sur Amazon<\/a> et devenait n\u00b01 des ventes d’Amazon pendant plusieurs ann\u00e9es. CQFD.\u00a0Le livre\u00a0se trouve encore l\u00e0 sur mon site, apr\u00e8s toutes ces ann\u00e9es.<\/em><\/p>\n

Les 4 piliers du marketing viral par Seth Godin<\/h2>\n
\"marketing
les 4 piliers du marketing viral par son ma\u00eetre : Seth Godin<\/figcaption><\/figure>\n

note : ceci est la mise \u00e0 jour d’un article \u00e9crit originellement en 2007 que j’ai remis \u00e0 jour du fait que ce livre reste une r\u00e9f\u00e9rence \u00e0 laquelle je fais appel quasi quotidiennement<\/span>\u00a0<\/em><\/p>\n

La permission fut donc accord\u00e9e, et jamais retir\u00e9e, il est donc payant d’\u00eatre fanatique de l’Internet depuis toutes ces ann\u00e9es. Or il y a quelques ann\u00e9es\u00a0mon lecteur de flux rss m’avertissait que Lee Miller de Webpronews avait \u00e9crit un article \u00e0 propos d’une des derni\u00e8res apparitions de l’auteur<\/span>. La flamme n’est donc pas \u00e9teinte. Quand Miller r\u00e9sume l’approche de Godin en quatre \u00e9tapes alors on sent que malgr\u00e9 les commentaires aigres-doux, l’auteur a vraiment mis le doigt sur quelque chose d’int\u00e9ressant :<\/p>\n

\"virus
Small time crooks de Woody Allen o\u00f9 comment un magasin de cookies improvis\u00e9 devient viral et les clients se battent pour s’arracher les fameux cookies<\/figcaption><\/figure>\n

\u00ab En fin de compte, la ligne conclusive de Godin se rapproche plus d’une boucle complexe que d’une simple r\u00e9p\u00e9tition :<\/p>\n

    \n
  1. Soyez remarquables<\/strong> (ce qu’il entend par remarquable, c’est ce qui doit valoir la peine d’\u00eatre repris) ;<\/li>\n
  2. Racontez une histoire qui fasse que les gens se sentent bien ;<\/strong><\/li>\n
  3. D\u00e8s qu’ils se sentent bien, ils s’en empareront<\/strong> (d’o\u00f9 le num\u00e9ro 1) ;<\/li>\n
  4. Enfin ils vous donneront l’autorisation, la permission de leur vendre quelque chose<\/strong> \u00bb.<\/li>\n<\/ol>\n

    Un mod\u00e8le de marketing viral qui nous oblige \u00e0 nous reposer les bonnes questions<\/h2>\n

    \"marketingVoici la raison pour laquelle je recommande encore \u00e0 tous, malgr\u00e9 les r\u00e9ticences de certains qui pensent qu’il vaut mieux vendre avant de donner, de lire le livre de Godin. On\u00a0peut ironiser sur le fait qu’il soit rempli de n\u00e9ologismes, pour la plupart fort bien trouv\u00e9s d’ailleurs, mais le th\u00e8me du livre est tellement en rapport avec le fait et la mani\u00e8re dont les id\u00e9es sont transmises (pas seulement sur le web), que ce serait une erreur de passer \u00e0 c\u00f4t\u00e9.<\/p>\n

    Vous aussi vous pouvez utiliser ce th\u00e8me du virus pour partager vos id\u00e9es<\/h3>\n

    Il y a quelques ann\u00e9es, j’ai utilis\u00e9 ce th\u00e8me du virus pour r\u00e9pandre l’id\u00e9e en interne\u00a0un\u00a0programme de l’innovation conjointe. Vous dont en substance, je semblais dire \u00ab si je peux avoir une id\u00e9e en face de mes clients, alors voici les r\u00e9sultats et venez les chercher sur mon site\u00a0\u00bb. Cela a march\u00e9, m\u00eame si les gens \u00e9taient \u00a0surpris que je puisse donner le r\u00e9sultat de mon travail si facilement. En effet, m\u00eame en interne, surtout en interne, la r\u00e8gle est de cacher ce que l’on fait, sous le fallacieux pr\u00e9texte qui veut que si quelque chose est secret, il a plus de valeur et que votre pouvoir s’en trouve renforc\u00e9.<\/p>\n

    Plus vous partagez vos secrets plus vous devenez populaire<\/h3>\n

    La r\u00e9alit\u00e9 est tout autre : plus vous partagez vos secrets, plus vous devenez populaires, plus on viendra vers vous pour prendre des conseils, vous demander des choses etc. Plus vous garderez votre savoir-faire pour vous m\u00eame, plus vous resterez seul et malheureux ! La notion m\u00eame de confidentialit\u00e9 est d’ailleurs, \u00e0 mon humble avis, bien surfaite, et largement utilis\u00e9e pour prot\u00e9ger les petits pouvoirs et se donner de l’importance*. Godin avait raison, c’est en montrant aux autres vos bonnes id\u00e9es et en leur donnant que vous les ferez passer. Le b\u00e9n\u00e9fice du don d\u00e9passe de loin le danger de ne pas prot\u00e9ger son savoir.<\/strong><\/p>\n

    *en fait, dans toute ma carri\u00e8re, si j’omets les secrets d\u00e9fense que j’ai vu passer entre mes mains pour les traductions \u00e0 l’Etat major de l’arm\u00e9e de terre (et encore !) je n’ai quasiment jamais vu d’information ultra confidentielle qui m\u00e9ritait un secret total. Et pourtant, j’en ai vus des projets strat\u00e9giques !<\/em><\/span><\/p>\n

    L’approche de Godin sur le marketing viral n’est pas un gadget<\/h3>\n

    L’approche de Godin est donc plus qu’un gadget. Certes, certains exemples paraissent superficiels, comme son exemple sur le site (littlemissmatch.com<\/a>) qui vendait des chaussettes d\u00e9pareill\u00e9es (le site existe encore !). Mais au-del\u00e0 de l’anecdote, le partage des id\u00e9es et de ses impressions est au c\u0153ur du marketing de l’Internet et du marketing viral\u00a0et il est l\u00e0 pour durer.<\/p>\n

    Et je vous propose de vous donner rendez-vous dans 10 ans, pour quand vous revisiterez mon site ou ce blog, et je pense ne pas me tromper en pensant que vous t\u00e9l\u00e9chargerez encore le livre de Goidin et quand vous le (re)lirez, vous direz encore \u2018waouh !’, de cela je suis certain.<\/p>\n

    https:\/\/visionarymarketing.com\/files\/ebooks\/ideavirus.pdf<\/p>\n","protected":false},"excerpt":{"rendered":"

    Tout a commenc\u00e9 par une attaque virale. Si je le sais, c’est parce que j’y \u00e9tais ! Par l\u00e0 je ne veux pas seulement dire cette r\u00e9union extraordinaire dans un h\u00f4tel cinq \u00e9toiles pr\u00e8s du Rockfeller Center \u00e0 New York en Avril 2001, \u00e0 quelques mois \u00e0 peine de ce jour maudit, organis\u00e9 par Don …<\/p>\n","protected":false},"author":2,"featured_media":65702,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[69],"tags":[],"class_list":["post-459","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-viral"],"yoast_head":"\nMarketing viral : les 4 piliers viraux de Seth Godin - the Ideavirus<\/title>\n<meta name=\"description\" content=\"Le marketing viral tout le monde en parle, mais savez vous ce que c'est ? 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