{"id":77721,"date":"2023-10-10T14:33:21","date_gmt":"2023-10-10T12:33:21","guid":{"rendered":"https:\/\/visionarymarketing.com\/?p=77721"},"modified":"2024-01-16T13:28:57","modified_gmt":"2024-01-16T12:28:57","slug":"user-generated-content","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2023\/10\/10\/user-generated-content\/","title":{"rendered":"Les conversations au c\u0153ur du marketing"},"content":{"rendered":"<p><em>Le User-Generated Content est en plein essor, c\u2019est ce qu\u2019Emmanuel Gerbier, directeur Client Success de<a href=\"https:\/\/www.bazaarvoice.com\/\"> Bazaarvoice<\/a>, est venu me confirmer dans les locaux de Visionary Marketing. L\u2019\u00e9diteur am\u00e9ricain de solutions pour le User-Generated Content n\u2019h\u00e9site pas \u00e0 utiliser l\u2019intelligence artificielle pour am\u00e9liorer les conversations humaines, dans le but de promouvoir authenticit\u00e9 et qualit\u00e9 des contenus.<\/em><\/p>\n<h2>User-Generated Content\u00a0: les conversations sont au c\u0153ur du marketing<\/h2>\n<figure id=\"attachment_77722\" aria-describedby=\"caption-attachment-77722\" style=\"width: 1024px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-77722 size-large\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2023\/10\/062339c1-1794-4f41-9ddf-bfb0e7f6b809-1024x585.jpg\" alt=\"\" width=\"1024\" height=\"585\" srcset=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2023\/10\/062339c1-1794-4f41-9ddf-bfb0e7f6b809-1024x585.jpg 1024w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2023\/10\/062339c1-1794-4f41-9ddf-bfb0e7f6b809-500x286.jpg 500w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2023\/10\/062339c1-1794-4f41-9ddf-bfb0e7f6b809-768x439.jpg 768w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2023\/10\/062339c1-1794-4f41-9ddf-bfb0e7f6b809-1536x878.jpg 1536w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2023\/10\/062339c1-1794-4f41-9ddf-bfb0e7f6b809.jpg 1792w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><figcaption id=\"caption-attachment-77722\" class=\"wp-caption-text\">Loin de cette approche m\u00e9caniste promue trop souvent par le marketing digital, Bazaarvoice met en avant une relation \u00e9motionnelle avec les consommateurs. Voil\u00e0 une interview bien rafra\u00eechissante &#8211; dessin r\u00e9alis\u00e9 avec DallE3 B\u00eata.<\/figcaption><\/figure>\n<h3>Le User-Generated Content, \u00e0 quoi \u00e7a sert, pour qui est-ce fait\u00a0?<\/h3>\n<p>Quand j\u2019ai postul\u00e9 chez Bazaarvoice, j\u2019ai vu une annonce qui disait \u00ab\u00a0Vous allez pouvoir changer le monde avec une conversation authentique\u00a0\u00bb. Cela m\u2019a tout de suite marqu\u00e9. C\u2019est ce que je fais tous les jours et c\u2019est passionnant.<!--more--><\/p>\n<p>Mais le User-generated content reste compliqu\u00e9 pour beaucoup d\u2019entreprises. La plupart s&rsquo;int\u00e9ressent surtout \u00e0 leur porte-monnaie. Elles se posent des questions comme \u00ab\u00a0Comment am\u00e9liorer ma conversion ?\u00a0\u00bb, ou \u00ab\u00a0Comment puis-je convaincre plus de consommateurs avec du contenu de personnes qui ressemblent aux autres consommateurs pour pouvoir vendre plus ?\u00a0\u00bb C\u2019est une vue m\u00e9caniste des choses.<\/p>\n<figure id=\"attachment_77727\" aria-describedby=\"caption-attachment-77727\" style=\"width: 1024px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-77727 size-large\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2023\/10\/ygourven-illustration-with-a-crayon-texture-showing-a-group-of-16e10674-ef7d-47d1-99cf-14dfc7df7c00-1024x683.png\" alt=\"User-Generated Content\" width=\"1024\" height=\"683\" \/><figcaption id=\"caption-attachment-77727\" class=\"wp-caption-text\">Ecouter ses clients, \u00e9changer avec eux, regarder leurs partages &#8230; le User-Generated Content vous donne une occasion incroyable d&rsquo;am\u00e9liorer vos produits nous explique Emmanuel Gerbier \u2014 image produite avec Midjourney<\/figcaption><\/figure>\n<p>Ce qui me semble int\u00e9ressant, c\u2019est de transformer toute la richesse des retours de vos propres clients, pour les mettre au c\u0153ur de votre entreprise. Pas pour l\u2019image, mais pour am\u00e9liorer vos produits, votre exp\u00e9rience client et vos services.<\/p>\n<h3>25 ans apr\u00e8s le <a href=\"https:\/\/visionarymarketing.com\/en\/2010\/02\/what-the-cluetrain-manifesto-teaches-us-on-social-media-11-years-later\/\">Cluetrain Manifesto<\/a>, ces conversations sont donc toujours l\u00e0\u00a0?<\/h3>\n<p>Absolument\u00a0! Depuis des mill\u00e9naires, ces conversations existent, dans les souks par exemple (d\u2019o\u00f9 notre nom). Le m\u00e9canisme est exactement le m\u00eame. La technologie nous a juste permis de redonner la main aux consommateurs et de passer \u00e0 l\u2019\u00e9chelle.<\/p>\n<p>Au d\u00e9part, il y avait les discussions entre consommateurs, sur les march\u00e9s. Puis la t\u00e9l\u00e9vision est arriv\u00e9e et les marques ont pris la main sur les discours sur leurs produits. Gr\u00e2ce \u00e0 l&rsquo;Internet, nous avons pu redonner une voix au consommateur.<\/p>\n<p>Cette voix prend la forme de diff\u00e9rents types de contenus.<\/p>\n<ul>\n<li>D\u2019abord les classiques avis clients, avec les notes et les commentaires<\/li>\n<li>Ensuite les images et les vid\u00e9os.<\/li>\n<\/ul>\n<h3>Les vid\u00e9os, stars du User-Generated Content<\/h3>\n<p>Avec les r\u00e9seaux sociaux, tout le monde commence \u00e0 s&rsquo;enregistrer, \u00e0 envoyer des messages. Avec la vid\u00e9o, on am\u00e8ne encore plus d&rsquo;\u00e9motions. C&rsquo;est ce que les utilisateurs des m\u00e9dias sociaux recherchent. Ils ne veulent pas juste consulter des contenus. Ils veulent se connecter \u00e9motionnellement et je pense que c&rsquo;est \u00e7a qui est en train de se passer.<\/p>\n<h3>Cette connexion \u00e9motionnelle n\u2019est pas \u00e9vidente pour toutes les marques<\/h3>\n<p>Certaines marques se concentrent sur leurs propres messages, liss\u00e9s et \u00e9tudi\u00e9s. En fait, il faut l\u00e2cher la bride et laisser les gens s&rsquo;exprimer d\u2019eux-m\u00eames sur vos produits, sur vos services. Cela met les marques dans une situation d&rsquo;inconfort.<\/p>\n<p>Celles qui s&rsquo;en sortent le mieux embrassent justement cette id\u00e9e d\u2019\u00e9couter les clients, de co-construire la marque avec eux.<\/p>\n<h3>Pouvez-vous citer des exemples parmi vos clients\u00a0?<\/h3>\n<p>\u00c0 mon avis, il y a 3 entreprises qui sont vraiment \u00e0 un haut niveau de maturit\u00e9 :<\/p>\n<ol>\n<li>La Redoute a v\u00e9cu un superbe rebondissement. Ils ont vraiment mis le consommateur au c\u0153ur de leur marketing et ont tout de suite mis en \u0153uvre de nouveaux processus pour s&rsquo;assurer que tout ce contenu n\u2019est pas seulement visible sur le site, mais aussi mis \u00e0 disposition des chefs produits, du service client afin que chacun am\u00e9liore son travail. Or, c\u2019est cela qui est le plus difficile \u00e0 faire.<\/li>\n<li>Leroy Merlin est le deuxi\u00e8me exemple. Ils ont une \u00e9quipe d&rsquo;ing\u00e9nieurs qui construisent des produits pour leurs marques propres. Par exemple, d\u00e8s le d\u00e9veloppement du produit, ils r\u00e9fl\u00e9chissent \u00e0 la meilleure mani\u00e8re d\u2019en faire un produit quatre \u00e9toiles. Ensuite, si ce n\u2019est pas un produit quatre \u00e9toiles ils se posent la question de savoir s\u2019il faut les am\u00e9liorer, les remplacer ou m\u00eame les retirer de la vente.<\/li>\n<li>Shiseido fait \u00e9galement du tr\u00e8s bon travail avec le User-generated content. Le secteur des cosm\u00e9tiques est un domaine o\u00f9 ces contenus g\u00e9n\u00e9r\u00e9s par les utilisateurs ont un gros impact. Les consommatrices veulent savoir si tel produit va leur convenir ou non, surtout en fonction des types de peau. Shiseido a donc vraiment mis en place une structure et des processus pour inclure tout ce contenu dans la r\u00e9alisation de ses produits.<\/li>\n<\/ol>\n<h3>Quelle est l\u2019importance du User-Generated Content ?<\/h3>\n<p>Nous observons une maturit\u00e9 qui suit l\u2019\u00e9volution de l&rsquo;Internet. La tendance g\u00e9n\u00e9rale, c&rsquo;est que les \u00c9tats-Unis apportent les nouvelles id\u00e9es et adoptent rapidement les nouveaux usages. Puis nous avons deux types de pays. D\u2019abord Le Royaume-Uni qui suit de pr\u00e8s les \u00c9tats-Unis, puis la France, l&rsquo;Allemagne et les pays nordiques. Puis les pays latins du sud de l&rsquo;Europe.<\/p>\n<blockquote class=\"quote-light\"><p>Nous tentons de pousser cette id\u00e9e qu&rsquo;on va passer de l\u2019achat en ligne\u00a0au shopping en ligne<\/p><\/blockquote>\n<p>Nous avons lanc\u00e9 en <a href=\"https:\/\/www.bazaarvoice.com\/resources\/shopper-experience-index-2022\/\" target=\"_blank\" rel=\"noopener\">2022 l\u2019\u00e9tude Shopper Experience Index<\/a> qui a montr\u00e9 que 69\u00a0% des gens ayant achet\u00e9 des produits ont d&rsquo;abord \u00e9t\u00e9 inspir\u00e9s par les r\u00e9seaux sociaux.<\/p>\n<div id='gallery-1' class='gallery galleryid-77721 gallery-columns-3 gallery-size-thumbnail'><figure class='gallery-item'>\n\t\t\t<div class='gallery-icon landscape'>\n\t\t\t\t<a href='https:\/\/visionarymarketing.com\/fr\/2023\/10\/10\/user-generated-content\/consersations-clients130238\/'><img loading=\"lazy\" decoding=\"async\" width=\"150\" height=\"150\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2023\/10\/consersations-clients130238-150x150.jpg\" class=\"attachment-thumbnail size-thumbnail\" alt=\"\" aria-describedby=\"gallery-1-77800\" \/><\/a>\n\t\t\t<\/div>\n\t\t\t\t<figcaption class='wp-caption-text gallery-caption' id='gallery-1-77800'>\n\t\t\t\t30% des r\u00e9pondants font des achats en ligne au moins une fois par semaine\n\t\t\t\t<\/figcaption><\/figure><figure class='gallery-item'>\n\t\t\t<div class='gallery-icon landscape'>\n\t\t\t\t<a href='https:\/\/visionarymarketing.com\/fr\/2023\/10\/10\/user-generated-content\/consersations-clients130228\/'><img loading=\"lazy\" decoding=\"async\" width=\"150\" height=\"150\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2023\/10\/consersations-clients130228-150x150.jpg\" class=\"attachment-thumbnail size-thumbnail\" alt=\"\" aria-describedby=\"gallery-1-77801\" \/><\/a>\n\t\t\t<\/div>\n\t\t\t\t<figcaption class='wp-caption-text gallery-caption' id='gallery-1-77801'>\n\t\t\t\t40% des r\u00e9pondants disent qu&rsquo;ils aiment les \u00e9valuations clients (UGC) et leurs photos et d\u00e9clarent qu&rsquo;elles les incitent plus \u00e0 acheter qu&rsquo;une publicit\u00e9\n\t\t\t\t<\/figcaption><\/figure><figure class='gallery-item'>\n\t\t\t<div class='gallery-icon landscape'>\n\t\t\t\t<a href='https:\/\/visionarymarketing.com\/fr\/2023\/10\/10\/user-generated-content\/consersations-clients130221\/'><img loading=\"lazy\" decoding=\"async\" width=\"150\" height=\"150\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2023\/10\/consersations-clients130221-150x150.jpg\" class=\"attachment-thumbnail size-thumbnail\" alt=\"\" aria-describedby=\"gallery-1-77802\" \/><\/a>\n\t\t\t<\/div>\n\t\t\t\t<figcaption class='wp-caption-text gallery-caption' id='gallery-1-77802'>\n\t\t\t\tL&rsquo;authenticit\u00e9 est l&rsquo;actif le plus pr\u00e9cieux d&rsquo;une marque. \n\t\t\t\t<\/figcaption><\/figure><figure class='gallery-item'>\n\t\t\t<div class='gallery-icon landscape'>\n\t\t\t\t<a href='https:\/\/visionarymarketing.com\/fr\/2023\/10\/10\/user-generated-content\/consersations-clients130211\/'><img loading=\"lazy\" decoding=\"async\" width=\"150\" height=\"150\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2023\/10\/consersations-clients130211-150x150.jpg\" class=\"attachment-thumbnail size-thumbnail\" alt=\"\" aria-describedby=\"gallery-1-77803\" \/><\/a>\n\t\t\t<\/div>\n\t\t\t\t<figcaption class='wp-caption-text gallery-caption' id='gallery-1-77803'>\n\t\t\t\t69% des consommateurs ont \u00e9t\u00e9 inspir\u00e9s par les m\u00e9dias sociaux pour effectuer un achat selon l&rsquo;\u00e9tude 2022 Shopping Experience Index de Bazaarvoice.\u00a0\n\t\t\t\t<\/figcaption><\/figure>\n\t\t<\/div>\n\n<p>Dans la m\u00eame \u00e9tude, nous avons constat\u00e9 que 53\u00a0% des gens qui ont achet\u00e9 dans le magasin avaient effectu\u00e9 leurs recherches pr\u00e9alables sur Internet.<\/p>\n<h3>Quelle place pour l\u2019IA dans vos outils de discussion\u00a0?<\/h3>\n<p>Bazaarvoice a <a href=\"https:\/\/www.bazaarvoice.com\/blog\/generative-ai-keep-authenticity-and-transparency-paramount\/\">entrepris un travail sur l\u2019intelligence artificielle<\/a> pour am\u00e9liorer les conversations humaines.<\/p>\n<ul>\n<li>Le premier \u00e9l\u00e9ment, c&rsquo;est la mod\u00e9ration du contenu. C\u2019est un \u00e9l\u00e9ment cl\u00e9 dans la pr\u00e9servation de l&rsquo;environnement de la discussion pour \u00e9viter qu\u2019il devienne nocif. Il s\u2019agit d\u2019identifier s&rsquo;il y a du contenu qui va \u00eatre frauduleux (qui vienne d&rsquo;un m\u00eame ordinateur par exemple), car il nous faut pr\u00e9server l\u2019authenticit\u00e9 du contenu.<\/li>\n<li>Le deuxi\u00e8me \u00e9l\u00e9ment, c\u2019est l\u2019encouragement \u00e0 cr\u00e9er du contenu qualitatif. Si un consommateur parle d&rsquo;un produit et qu\u2019il ne fournit que deux mots, ce contenu ne sera pas assez riche. Nous r\u00e9fl\u00e9chissons donc \u00e0 accompagner les gens au moment o\u00f9 ils \u00e9crivent et \u00e0 leur sugg\u00e9rer des id\u00e9es.<\/li>\n<\/ul>\n<p>Nous voulons continuer \u00e0 encourager \u00e0 100\u00a0% les humains \u00e0 cr\u00e9er des contenus. Si on perd cela, \u00e7a n&rsquo;a plus de sens. C\u2019est notre ligne rouge.<\/p>\n<p>\u00c0 chaque r\u00e9volution technologique, avec le cin\u00e9ma, la t\u00e9l\u00e9vision, et avec Internet, on a entendu \u00ab\u00a0On va compl\u00e8tement perdre le sens de l&rsquo;humanit\u00e9\u00a0\u00bb.<\/p>\n<p>En fait, on se rend compte que quelque part, on revient toujours \u00e0 la base. La fa\u00e7on dont les humains interagissent n&rsquo;a pas chang\u00e9. Les consommateurs font plus confiance \u00e0 quelqu&rsquo;un qui leur ressemble. C\u2019est l\u2019\u00e9l\u00e9ment de base de la conversation de march\u00e9.<\/p>\n<p>Pour moi, cela ne changera pas.<\/p>\n<div itemscope itemtype=\"http:\/\/schema.org\/AudioObject\"><meta itemprop=\"name\" content=\"Les conversations au c\u0153ur du marketing\" \/><meta itemprop=\"uploadDate\" content=\"2023-10-10T14:33:21+02:00\" \/><meta itemprop=\"encodingFormat\" content=\"audio\/mpeg\" \/><meta itemprop=\"duration\" content=\"PT19M43S\" \/><meta itemprop=\"description\" content=\"Le User-Generated Content est en plein essor, c\u2019est ce qu\u2019Emmanuel Gerbier, directeur Client Success de Bazaarvoice, est venu me confirmer dans les locaux de Visionary Marketing. L\u2019\u00e9diteur am\u00e9ricain de solutions pour le User-Generated Content n\u2019h\u00e9sit...\" \/><meta itemprop=\"contentUrl\" content=\"https:\/\/media.blubrry.com\/visionarymarketing_les\/agence.visionarymarketing.com\/files\/podcasts\/2023-10-10-Emmanuel-Gerbier-mixdown.mp3\" \/><meta itemprop=\"contentSize\" content=\"11.2\" \/><div class=\"powerpress_player\" id=\"powerpress_player_6994\"><audio class=\"wp-audio-shortcode\" id=\"audio-77721-1\" preload=\"none\" style=\"width: 100%;\" controls=\"controls\"><source type=\"audio\/mpeg\" src=\"https:\/\/media.blubrry.com\/visionarymarketing_les\/agence.visionarymarketing.com\/files\/podcasts\/2023-10-10-Emmanuel-Gerbier-mixdown.mp3?_=1\" \/><a href=\"https:\/\/media.blubrry.com\/visionarymarketing_les\/agence.visionarymarketing.com\/files\/podcasts\/2023-10-10-Emmanuel-Gerbier-mixdown.mp3\">https:\/\/media.blubrry.com\/visionarymarketing_les\/agence.visionarymarketing.com\/files\/podcasts\/2023-10-10-Emmanuel-Gerbier-mixdown.mp3<\/a><\/audio><\/div><\/div><p class=\"powerpress_links powerpress_links_mp3\" style=\"margin-bottom: 1px !important;\">Podcast: <a href=\"https:\/\/media.blubrry.com\/visionarymarketing_les\/agence.visionarymarketing.com\/files\/podcasts\/2023-10-10-Emmanuel-Gerbier-mixdown.mp3\" class=\"powerpress_link_pinw\" target=\"_blank\" title=\"Play in new window\" onclick=\"return powerpress_pinw('https:\/\/visionarymarketing.com\/fr\/\/?powerpress_pinw=77721-podcast');\" rel=\"nofollow\">Play in new window<\/a> | <a href=\"https:\/\/media.blubrry.com\/visionarymarketing_les\/agence.visionarymarketing.com\/files\/podcasts\/2023-10-10-Emmanuel-Gerbier-mixdown.mp3\" class=\"powerpress_link_d\" title=\"Download\" rel=\"nofollow\" download=\"2023-10-10-Emmanuel-Gerbier-mixdown.mp3\">Download<\/a> (Duration: 19:43 &#8212; 11.2MB)<\/p><p class=\"powerpress_links powerpress_subscribe_links\">Subscribe: <a href=\"https:\/\/itunes.apple.com\/us\/podcast\/visionarymarketing-les-interviews\/id731295319?mt=2&amp;ls=1#episodeGuid=https%3A%2F%2Fvisionarymarketing.com%2F%3Fp%3D77721\" class=\"powerpress_link_subscribe powerpress_link_subscribe_itunes\" target=\"_blank\" title=\"Subscribe on Apple Podcasts\" rel=\"nofollow\">Apple Podcasts<\/a> | <a href=\"https:\/\/open.spotify.com\/show\/52VnZ1mhVSnDs4tQOx7Vuc\" class=\"powerpress_link_subscribe powerpress_link_subscribe_spotify\" target=\"_blank\" title=\"Subscribe on Spotify\" rel=\"nofollow\">Spotify<\/a> | <a href=\"https:\/\/subscribeonandroid.com\/visionarymarketing.com\/fr\/feed\/podcast\/\" class=\"powerpress_link_subscribe powerpress_link_subscribe_android\" target=\"_blank\" title=\"Subscribe on Android\" rel=\"nofollow\">Android<\/a> | <a href=\"https:\/\/visionarymarketing.com\/fr\/feed\/podcast\/\" class=\"powerpress_link_subscribe powerpress_link_subscribe_rss\" target=\"_blank\" title=\"Subscribe via RSS\" rel=\"nofollow\">RSS<\/a><\/p>","protected":false},"excerpt":{"rendered":"<p>Le User-Generated Content est en plein essor, c\u2019est ce qu\u2019Emmanuel Gerbier, directeur Client Success de Bazaarvoice, est venu me confirmer dans les locaux de Visionary Marketing. L\u2019\u00e9diteur am\u00e9ricain de solutions pour le User-Generated Content n\u2019h\u00e9site pas \u00e0 utiliser l\u2019intelligence artificielle pour am\u00e9liorer les conversations humaines, dans le but de promouvoir authenticit\u00e9 et qualit\u00e9 des contenus. &hellip;<\/p>\n","protected":false},"author":2,"featured_media":78124,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1613],"tags":[],"class_list":["post-77721","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-digital-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>User-Generated Content : les conversaions au c\u0153ur du marketing<\/title>\n<meta name=\"description\" content=\"Le User-Generated Content est en plein essor, Emmanuel Gerbier, de Bazaarvoice, est venu le confirmer 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