{"id":7947,"date":"2013-03-22T13:14:12","date_gmt":"2013-03-22T12:14:12","guid":{"rendered":"http:\/\/visionary.wordpress.com\/?p=7947"},"modified":"2021-04-23T15:44:07","modified_gmt":"2021-04-23T13:44:07","slug":"tendances-et-reflexions-sur-le-contenu-digital-ma-presentation-jcw-de-lille","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2013\/03\/22\/tendances-et-reflexions-sur-le-contenu-digital-ma-presentation-jcw-de-lille\/","title":{"rendered":"Tendances et r\u00e9flexions : 9 constats sur le contenu digital"},"content":{"rendered":"

Je vous livre ici mes 9 constats sur le contenu digital, dans le cadre de la retranscription de la r\u00e9p\u00e9tition du de la pr\u00e9sentation pour les journ\u00e9es du contenu Web 2013 qui aura lieu ce soir \u00e0 Lille, vers 18.00<\/a><\/strong>. Le titre de cette pr\u00e9sentation est quelque peu immodeste parce que cal\u00e9 sur le sujet impos\u00e9 par \u00c9ric Delcroix qui m\u2019a incit\u00e9 \u00e0 livrer mes tendances et mes r\u00e9flexions sur le contenu digital. J\u2019ai quant \u00e0 moi ajout\u00e9 cette r\u00e9f\u00e9rence \u00e0 un \u00ab digital native \u00bb de fa\u00e7on un peu fac\u00e9tieuse, vu mon \u00e2ge avanc\u00e9, mais c\u2019est justement introduire ce sujet de l\u2019avenir pour le contenu sur le Web et le sortir du sch\u00e9ma caricatural qui voudrait que les jeunes en soient, et pas les \u00ab\u00a0vieux\u00a0\u00bb. La r\u00e9alit\u00e9 du terrain est que la soci\u00e9t\u00e9 tout enti\u00e8re et le monde des affaires en particulier \u00e9voluent, et ce de mani\u00e8re lente, et ils progressent dans leur production et leur consommation de contenus digitaux.<\/em><\/span><\/p>\n

Tendances et r\u00e9flexions : 9 constats sur le contenu digital<\/h2>\n
\"Tendances
Tendances et r\u00e9flexions : 9 constats sur le contenu digital<\/figcaption><\/figure>\n

C\u2019est donc un sujet tr\u00e8s vaste et cela m’a fait r\u00e9fl\u00e9chir \u00e0 savoir comment j’allais aborder cela, surtout en connaissant l’art difficile des pr\u00e9dictions, ceci n\u2019est pas toujours \u00e9vident ; donc j’ai essay\u00e9 de partir du concret et de faire quelque chose de simple en partant de mes observations. Je ferai donc 9 constats (qui sont devenus 10 cet apr\u00e8s-midi dans la version d\u00e9finitive de la pr\u00e9sentation) autour du contenu digital (11 si on rajoute celui emprunt\u00e9 \u00e0 Daniel B\u00f4).<\/p>\n

[slideshare id=17497677&doc=jcw13-lille-22032013-130322032355-phpapp01]<\/p>\n

Mes 9 constats autour du contenu digital :<\/b><\/p>\n

    \n
  1. le Web n\u2019est pas mort. Voici un sujet trait\u00e9 \u00e0 fond dans notre prochain ouvrage, la communication digitale expliqu\u00e9e \u00e0 mon boss<\/a><\/i><\/li>\n
  2. les blogs non plus<\/a> ne sont pas morts ! et cela fait \u00e9cho \u00e0 un article \u00e0 succ\u00e8s sur mon propre blog ;<\/li>\n
  3. le Web, 20 ans apr\u00e8s, est toujours aussi mal compris, non seulement dans son fonctionnement, mais aussi dans son utilit\u00e9 et son caract\u00e8re strat\u00e9gique \u2026 d\u2019o\u00f9 notre livre et son sujet<\/a> ;<\/li>\n
  4. l\u2019UGC est aussi une bataille \u00e0 flanc de coteau, masqu\u00e9e par des ph\u00e9nom\u00e8nes mim\u00e9tiques (de \u00ab meme<\/a> \u00bb) tels les Harlem Shakes<\/a> (largement d\u00e9battus et analys\u00e9s dans notre ouvrage \u00e9galement). Les diff\u00e9rences culturelles sont \u00e9normes ;<\/li>\n<\/ol>\n
      \n
    • 4 bis ou 5 dans la nouvelles num\u00e9rotation, je parlerai des partages de photo\u2026 un oubli regrettable pour un photographe amateur comme moi ;<\/li>\n<\/ul>\n
        \n
      1. rapport d\u2019\u00e9tonnement sur la vid\u00e9o : c\u2019est facile et pourtant c\u2019est tr\u00e8s difficile et \u2013 quoi qu\u2019on en dise \u2013 les audiences restent assez faibles, notamment d\u00e8s que les contenus deviennent un peu s\u00e9rieux ;<\/li>\n
      2. idem sur les podcats : une pratique g\u00e9niale qui n\u2019a pas r\u00e9volutionn\u00e9 le contenu Web ; peut-\u00eatre la radio, et encore \u2026 l\u2019engouement est pass\u00e9 ;<\/li>\n
      3. mes exp\u00e9riences sur la Web radio ont \u00e9t\u00e9 assez frustrantes \u00e9galement malgr\u00e9 l\u2019int\u00e9r\u00eat ind\u00e9niable de ce m\u00e9dia. Mais sa difficult\u00e9 de mise en \u0153uvre \u2013 rien \u00e0 faire, c\u2019est un m\u00e9tier ! \u2013 fait que le recours \u00e0 des professionnels est indispensable. Les usages en interne sont probants dans certains cas, mais il y a encore des progr\u00e8s \u00e0 faire ;<\/li>\n
      4. les \u00e9v\u00e9nementiels et le contenu de marque font bon m\u00e9nage, ce n\u2019est pas une nouveaut\u00e9, mais \u2026 ;<\/li>\n
      5. rappelons-le encore une fois, le B2B fait partie des privil\u00e9gi\u00e9s car son ad\u00e9quation au contenu de marque est total ;<\/li>\n
      6. la 10\u00e8me<\/sup> constatation (11\u00e8me<\/sup> dans la nouvelle num\u00e9rotation) serait celle de Daniel B\u00f4 qui annonce l\u2019\u00e9tape d\u2019apr\u00e8s du contenu de marque, \u00e0 savoir la culture de marque, \u00ab v\u00e9ritable pont entre la marque et les clients \u00bb.<\/li>\n<\/ol>\n

        ma conclusion est bas\u00e9e sur 4 points principaux : <\/b><\/p>\n

          \n
        1. un monde en constante \u00e9volution<\/li>\n
        2. faire du contenu de marque mais ne pas oublier les fondamentaux<\/li>\n
        3. faire du contenu mais penser culture<\/li>\n
        4. exp\u00e9rimenter mais ne pas croire aux miracles<\/li>\n<\/ol>\n

          Le hashtag de cet \u00e9v\u00e9nement lillois est #JCW : \u00e0 vos souris !<\/p>\n","protected":false},"excerpt":{"rendered":"

          Je vous livre ici mes 9 constats sur le contenu digital, dans le cadre de la retranscription de la r\u00e9p\u00e9tition du de la pr\u00e9sentation pour les journ\u00e9es du contenu Web 2013 qui aura lieu ce soir \u00e0 Lille, vers 18.00. Le titre de cette pr\u00e9sentation est quelque peu immodeste parce que cal\u00e9 sur le sujet …<\/p>\n","protected":false},"author":2,"featured_media":7950,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2852],"tags":[],"class_list":["post-7947","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-content-marketing"],"yoast_head":"\nTendances et r\u00e9flexions : 9 constats sur le contenu digital<\/title>\n<meta name=\"description\" content=\"Je vous livre ici mes tendances sur le contenu digital, dans le cadre de la pr\u00e9sentation pour les journ\u00e9es du contenu Web 2013 \u00e0 Lille\" \/>\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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He is a speaker and author of many books. In 2014 he went from intrapreneur to entrepreneur, when he created his digital marketing agency. Yann Gourvennec a cr\u00e9\u00e9 visionarymarketing.com en 1996. Il est conf\u00e9rencier et auteur de plusieurs livres. 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