{"id":5294,"date":"2011-11-29T07:34:24","date_gmt":"2011-11-29T07:34:24","guid":{"rendered":"http:\/\/visionary.wordpress.com\/?p=5294"},"modified":"2022-04-25T18:01:31","modified_gmt":"2022-04-25T16:01:31","slug":"mauvais-buzz-notoriete","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2011\/11\/29\/mauvais-buzz-notoriete\/","title":{"rendered":"Un mauvais buzz accro\u00eet-il la notori\u00e9t\u00e9 d’une marque ?"},"content":{"rendered":"

Un mauvais buzz accro\u00eet-il la notori\u00e9t\u00e9 d’une marque qui le subit ? La s\u00e9lection du jour … Est cet article du blog du Monde<\/a> qui m’a \u00e9t\u00e9 sugg\u00e9r\u00e9 par Samuel P\u00e9ron <\/span>dans un \u00e9change sur le forum LinkedIn de Frenchweb<\/span> et qui soul\u00e8ve \u00e0 nouveau la question que j’avais \u00e9voqu\u00e9e avec mon comp\u00e8re Herv\u00e9 Kabla <\/a>dans les <\/em>m\u00e9dias sociaux expliqu\u00e9s \u00e0 mon boss<\/a>, \u00e0 savoir ce que nous avions \u00e0 l’\u00e9poque nomm\u00e9 \u00ab\u00a0l’effet Festina\u00a0\u00bb : La marque catalane (rachet\u00e9e par son propri\u00e9taire en 1984, la marque cr\u00e9\u00e9e en 1902 est d’origine Suisse<\/a>) \u00e9tait en effet quasi inconnue au moment de l’affaire Virenque<\/a>, et est devenue, depuis le scandale de l’EPO de 1998<\/a>, une des premi\u00e8res marques de montres europ\u00e9ennes. <\/em><\/p>\n

Un mauvais buzz accro\u00eet-il la notori\u00e9t\u00e9 d’une marque ?<\/h2>\n
\"Un
Comme pour Festina ou Durex : Un mauvais buzz accro\u00eet-il la notori\u00e9t\u00e9 d’une marque ?<\/figcaption><\/figure>\n

L’article ci-dessous donne quelques autres exemples de mauvais buzz, cette fois ci g\u00e9n\u00e9r\u00e9s par la maladresse ou le mauvais go\u00fbt des animateurs des comptes Twitter de leurs marques, mais il pose aussi la question en ces termes :<\/em><\/p>\n

\u00ab\u00a0Ces mauvais buzz contribuent parfois \u00e0 conforter l’influence de ces marques sur les r\u00e9seaux sociaux et \u00e0 faire cro\u00eetre leur nombre de followers<\/strong>\u00a0\u00bb …<\/em><\/p>\n

AFRIQUE DU SUD \u2013 Le d\u00e9rapage sexuel de Durex sur Twitter | Big Browser<\/p>\n

Mais ce n’est pas la premi\u00e8re fois qu’une marque fait usage de blagues de mauvais go\u00fbt qui provoquent la col\u00e8re de ses followers. Pendant la r\u00e9volte en Egypte, la marque de pr\u00eat-\u00e0-porter Kenneth Cole avait post\u00e9 sur Twitter un message publicitaire en utilisant le hashtag #Cairo. Le tweet \u00e9tait le suivant : \u00ab\u00a0Des millions de personnes sont r\u00e9unies au Caire. La rumeur est qu’ils aient \u00e9t\u00e9 mis au courant de la nouvelle collection de printemps disponible en ligne.\u00a0\u00bb Assaillie de critiques, la marque a finalement supprim\u00e9 le tweet et a pr\u00e9sent\u00e9 ses excuses sur Twitter et Facebook.<\/p>\n

En France, c’est la marque Orangina qui s’\u00e9tait essay\u00e9e le 21 juillet 2011 \u00e0 une blague douteuse \u00e0 propos des roux sur Facebook et Twitter. La marque r\u00e9put\u00e9e pour ses buzz et strat\u00e9gies de communication agressives avait pour sc\u00e9nario num\u00e9rique le piratage de ses comptes de r\u00e9seaux sociaux par Orangina rouge, son personnage dr\u00f4lement m\u00e9chant et provocateur. Au d\u00e9part, cette blague anti-roux sortait de la bouche d’Orangina rouge. Mais cela n’a pas \u00e9t\u00e9 compris ainsi par les followers qui ont cri\u00e9 \u00e0 la discrimination et s’en sont pris \u00e0 la marque.<\/p>\n

Mais paradoxe 2.0, ces mauvais buzz contribuent parfois \u00e0 conforter l’influence de ces marques sur les r\u00e9seaux sociaux et \u00e0 faire cro\u00eetre leur nombre de followers.<\/p>\n

via AFRIQUE DU SUD \u2013 Le d\u00e9rapage sexuel de Durex sur Twitter | Big Browser<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

La s\u00e9lection du jour …<\/p>\n

Est cet article du blog du Monde qui m’a \u00e9t\u00e9 sugg\u00e9r\u00e9 par Samuel P\u00e9ron dans un \u00e9change sur le forum LinkedIn de Frenchweb et qui soul\u00e8ve \u00e0 nouveau la question que j’avais \u00e9voqu\u00e9e avec mon comp\u00e8re Herv\u00e9 Kabla dans les m\u00e9dias sociaux expliqu\u00e9s \u00e0 mon boss, \u00e0 savoir ce que nous avions \u00e0 l’\u00e9poque nomm\u00e9 \u00ab\u00a0l’effet Festina\u00a0\u00bb : La marque catalane (rachet\u00e9e par son propri\u00e9taire en 1984, la marque cr\u00e9\u00e9e en 1902 est d’origine Suisse) \u00e9tait en effet quasi inconnue au moment de l’affaire Virenque, et est devenue, depuis le scandale de l’EPO de 1998, une des premi\u00e8res marques de montres europ\u00e9ennes. L’article ci-dessous donne quelques autres exemples de mauvais buzz, cette fois ci g\u00e9n\u00e9r\u00e9s par la maladresse ou le mauvais go\u00fbt des animateurs des comptes Twitter de leurs marques, mais il pose aussi la question en ces termes : \u00ab\u00a0ces mauvais buzz contribuent parfois \u00e0 conforter l’influence de ces marques sur les r\u00e9seaux sociaux et \u00e0 faire cro\u00eetre leur nombre de followers\u00a0\u00bb …<\/p>\n","protected":false},"author":2,"featured_media":51051,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[25],"tags":[],"class_list":["post-5294","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-medias-sociaux"],"yoast_head":"\nUn mauvais buzz accro\u00eet-il la notori\u00e9t\u00e9 d'une marque ?<\/title>\n<meta name=\"description\" content=\"Un mauvais buzz accro\u00eet-il la notori\u00e9t\u00e9 d'une marque qui le subit ? 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En 2014, il est pass\u00e9 d'intrapreneur \u00e0 entrepreneur en cr\u00e9ant son agence de marketing num\u00e9rique.","sameAs":["https:\/\/visionarymarketing.com","http:\/\/facebook.com\/ygourven","http:\/\/linkedin.com\/in\/ygourven","https:\/\/x.com\/ygourven","https:\/\/www.youtube.com\/c\/visionarymarketingagency"],"url":"https:\/\/visionarymarketing.com\/fr\/author\/yann-gourvennec\/"}]}},"_links":{"self":[{"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/posts\/5294","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/comments?post=5294"}],"version-history":[{"count":0,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/posts\/5294\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/media\/51051"}],"wp:attachment":[{"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/media?parent=5294"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/categories?post=5294"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/tags?post=5294"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}