{"id":7451,"date":"2012-12-12T10:06:00","date_gmt":"2012-12-12T10:06:00","guid":{"rendered":"https:\/\/visionary.wordpress.com\/?p=7451"},"modified":"2020-11-14T09:30:58","modified_gmt":"2020-11-14T08:30:58","slug":"marc-rougier-de-scoopit-a-lorigine-de-la-curation-linfobesite-curationb2b","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2012\/12\/12\/marc-rougier-de-scoopit-a-lorigine-de-la-curation-linfobesite-curationb2b\/","title":{"rendered":"Marc Rougier de Scoop’it : \u00e0 l’origine de la curation il y a l’infob\u00e9sit\u00e9"},"content":{"rendered":"

Lors de ce petit d\u00e9jeuner sur la curation de contenus Marc Rougier, co-fondateur de Scoop\u2019it<\/a>\u00a0Marc a rappel\u00e9 les fondements du marketing de contenu, \u201cqui transforme les marques en m\u00e9dias\u201d. Dans une pr\u00e9sentation claire et directe il a insist\u00e9 sur le r\u00f4le de l’infob\u00e9site \u00e0 l’origine de la\u00a0fonction de curation.<\/i><\/p>\n

Marc Rougier de Scoop’it : \u00ab\u00a0\u00e0 l’origine de la curation, l’infob\u00e9sit\u00e9 !\u00a0\u00bb<\/h2>\n
\"Marc<\/a>
Marc Rougier de Scoop’it : \u00ab\u00a0\u00e0 l’origine de la curation, l’infob\u00e9sit\u00e9 !\u00a0\u00bb<\/figcaption><\/figure>\n

 <\/p>\n

A l’origine de la curation : l\u2019infob\u00e9sit\u00e9<\/strong> \u201cLe curateur est une fonction qui existe depuis toujours, mais la nouveaut\u00e9 est l\u2019infob\u00e9sit\u00e9 qui nous submerge et qui pose 2 probl\u00e8mes\u201d a livr\u00e9 Marc en guise d\u2019introduction :<\/p>\n

    \n
  • si tout le monde peut parler, comment qualifier le contenu ?<\/li>\n
  • si tout le monde peut parler, comment puis-je me faire entendre ?<\/li>\n<\/ul>\n

    Nous eussions pu ajouter : \u201csi tout le monde peut parler, dois-je pour autant tout \u00e9couter ?<\/strong>\u201d<\/p>\n

    La r\u00e9ponse est de ramener l\u2019humain dans ce processus, \u201ccet \u00eatre humain c\u2019est le curateur, qui va compenser les lacunes du moteur de recherche<\/strong>\u201d. La fronti\u00e8re entre l\u2019\u00e9crivain et le lecteur s\u2019est brouill\u00e9e, et le curateur apporte \u00e0 nouveau de l\u2019organisation dans ce contenu. \u00a0\u201cCet \u00eatre humain qui revient dans le jeu est non seulement une n\u00e9cessit\u00e9 mais une opportunit\u00e9 de gagner une voix, une r\u00e9putation et une visibilit\u00e9\u201d a dit Marc Rougier.
    \n
    \nComment \u00e7a marche ? <\/strong> Il faut comprendre pour cela \u201cles enjeux des entreprises dans le Web social : Les barri\u00e8res \u00e0 l\u2019animation des comptes Twitter ou Facebook sont assez basses. Mais quand on fait du Marketing on a l\u2019habitude de travailler, classiquement, sur les mesures de ROI, or dans le Web social, a dit Marc, on ne le sait, m\u00eame si on a du mal \u00e0 se dire qu\u2019on pourrait passer \u00e0 c\u00f4t\u00e9 des 4.5 milliards d\u2019Internaute. Par contre, ce qu\u2019on sait faire, c\u2019est cr\u00e9er de \u2018l\u2019engagement\u2019 et m\u00eame si on ne sait pas comment faire pour lui donner une valeur comptable on est s\u00fbr que c\u2019est quelque chose d\u2019important\u201d. Les diff\u00e9rentes \u00e9tapes des entreprises dans le Web social : <\/strong><\/p>\n

      \n
    1. ne rien faire (et il y a encore quelques entreprises fran\u00e7aises qui en sont encore l\u00e0) ;<\/li>\n
    2. \u00e9couter passivement ;<\/li>\n
    3. \u201cr\u00e9agir \u00e0 ce qui se dit\u201d et beaucoup d\u2019entreprises sont d\u00e9j\u00e0 l\u00e0 a dit Marc ;<\/li>\n
    4. La vraie fa\u00e7on d\u2019agir est de \u201cnourrir l\u2019auditoire de fa\u00e7on proactive\u201d et il \u201cfaut que les marques et les entreprises deviennent des m\u00e9dias\u201d. Pour cela il faut raconter des histoires et donc apporter des strat\u00e9gies de contenu.<\/li>\n<\/ol>\n

      \u2026 Il faut donc une strat\u00e9gie de contenus. Qu\u2019est-ce qu\u2019un bon contenu ? <\/strong><\/p>\n

        \n
      • C\u2019est un contenu qui a de la valeur ;<\/li>\n
      • qui r\u00e9soud des probl\u00e8mes et qui apporte quelque chose \u00e0 son lecteur ;<\/li>\n
      • qui soit coh\u00e9rent par rapport \u00e0 votre image et votre mission ;<\/li>\n
      • et qu\u2019il soit dynamique.<\/li>\n<\/ul>\n

        Le Web social est tr\u00e8s \u201cgourmand\u201d pour reprendre les termes de Marc, il faut donc le nourrir plusieurs fois par jour.<\/p>\n

        [slideshare id=15623110&doc=scoop-itpetitdejdurationdec2012-121213093103-phpapp01] Alors \u2026 comment cr\u00e9er ce contenu ? <\/strong><\/p>\n

          \n
        • C\u2019est tr\u00e8s difficile pour les entreprises et c\u2019est l\u00e0 qu\u2019intervient l\u2019opportunit\u00e9 de la curation ;<\/li>\n
        • Ce contenu ne peut toujours \u00eatre cr\u00e9\u00e9 ex nihilo ;<\/li>\n
        • On peut \u201caugmenter le contenu \u00e9ditorial en curant les contenus des autres\u201d.<\/li>\n<\/ul>\n

          Que faire ? 4 choses principales<\/strong><\/p>\n

            \n
          1. d\u00e9finir les th\u00e8mes : il ne faut pas pousser les valeurs Corporate, entretenir son \u00e9cosyst\u00e8me ;<\/li>\n
          2. Sources : c\u2019est un m\u00e9tier, il faut organiser et saisir l\u2019opportunit\u00e9 de saisir les bons contenus ;<\/li>\n
          3. Il faut aussi une\u00a0 bonne ligne \u00e9ditoriale et ajouter un style \u00e0 son contenu<\/li>\n
          4. Une strat\u00e9gie de diffusion, soit en interne (partage de connaissances) on en externe (communication).<\/li>\n<\/ol>\n

            Il faut donc se poser ces questions qui sont assez simples et qui sont \u00e0 l\u2019origine de la cr\u00e9ation de Scoop\u2019it, qui n\u2019est pas un outil automatique mais qui permet d\u2019assister le travail de s\u00e9lection et d\u2019\u00e9ditorialisation et de partage du contenu<\/strong>. l\u2019offre ouverte au public a \u00e9t\u00e9 lanc\u00e9e il y a 13 mois et a plus de 1000 clients premium entreprise et a r\u00e9alis\u00e9 6 millions de visites en 13 mois. L\u2019outil existe aussi en mode priv\u00e9. La soci\u00e9t\u00e9 a \u00e9t\u00e9 fond\u00e9e \u00e0 Toulouse et est \u00e9galement pr\u00e9sente \u00e0 San Francisco, o\u00f9 se trouve son autre co-fondateur, Guillaume de Cugis. EDF.com, La Poste et Orange font partie des clients. J\u2019ai d\u2019ailleurs t\u00e9moign\u00e9 sur mon exp\u00e9rience avec inside.orange.com.<\/p>\n","protected":false},"excerpt":{"rendered":"

            Lors de ce petit d\u00e9jeuner sur la curation de contenus Marc Rougier, co-fondateur de Scoop\u2019it\u00a0Marc a rappel\u00e9 les fondements du marketing de contenu, \u201cqui transforme les marques en m\u00e9dias\u201d. Dans une pr\u00e9sentation claire et directe il a insist\u00e9 sur le r\u00f4le de l’infob\u00e9site \u00e0 l’origine de la\u00a0fonction de curation. Marc Rougier de Scoop’it : \u00ab\u00a0\u00e0 …<\/p>\n","protected":false},"author":2,"featured_media":7450,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1613],"tags":[],"class_list":["post-7451","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-digital-marketing"],"yoast_head":"\nMarc Rougier de Scoop'it : \u00e0 l'origine de la curation il y a l'infob\u00e9sit\u00e9<\/title>\n<meta name=\"description\" content=\"Lors de ce petit d\u00e9jeuner sur la curation de contenus Marc Rougier, co-fondateur de Scoop\u2019it\u00a0Marc a rappel\u00e9 l'importance de l'infob\u00e9sit\u00e9 ...\" \/>\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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