{"id":8173,"date":"2013-04-22T05:02:47","date_gmt":"2013-04-22T05:02:47","guid":{"rendered":"https:\/\/visionary.wordpress.com\/?p=8173"},"modified":"2020-03-11T08:05:29","modified_gmt":"2020-03-11T07:05:29","slug":"rp-les-grandes-tendances-de-linfluence-13","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2013\/04\/22\/rp-les-grandes-tendances-de-linfluence-13\/","title":{"rendered":"le futur de l’influence (1\/3) – #tfoi"},"content":{"rendered":"

Je me suis rendu \u00e0 l’invitation de Traackr dans les locaux de Publicis Consultants le 18\/04 en fin de soir\u00e9e afin d’assister \u00e0 une conf\u00e9rence sur le futur de l’influence<\/a>, organis\u00e9e \u00e0 l’initiative de Stanislas Magniant de Publicis<\/span> et de la soci\u00e9t\u00e9 Traackr<\/a>, \u00e9diteur d’une solution de mesure de l’influence. Il y avait 2 invit\u00e9s d’honneur \u00e0 cette soir\u00e9e, d’une part notre confr\u00e8re et ami PPC (Pierre Philippe Cormeraie) et d’autre part, Pierre Lo\u00efc Assayag, co-fondateur de la soci\u00e9t\u00e9 Traackr, co-organisateur de l’\u00e9v\u00e9nement. Commen\u00e7ons notre compte-rendu en 3 parties, par l’introduction de Stanislas Magniant . [http:\/\/bit.ly\/tfoivision<\/span> pour rassembler les 3 parties]
\n<\/span><\/em><\/p>\n

lire les 3 articles<\/p>\n

\u201cCette pr\u00e9sentation ne sera pas un cours d’influence\u201d a d\u2019embl\u00e9e averti Stanislas. Modestie tout \u00e0 son honneur, ce qui ne l\u2019a pas emp\u00each\u00e9 de nous livrer un joli panorama et quelques p\u00e9pites quant \u00e0 l\u2019\u00e9volution des relations avec les \u201cinfluenceurs\u201d.<\/p>\n

Les marques n\u2019arrivaient pas \u00e0 travailler avec les forums<\/strong><\/p>\n

\u201cIl y a eu une p\u00e9riode o\u00f9 il y avait la r\u00e9volution, la p\u00e9riode Le Meur, o\u00f9 il fallait faire tout avec les blogueurs\u201d a-t-il poursuivi. Tout cela avait l\u2019air terriblemen sophistiqu\u00e9, et puis finalment, \u201con s’est aper\u00e7u que c’est assez standard\u201d. Le Web collaboratif n\u2019\u00e9tait pas vraiment nouveau \u201cmais les marques n\u2019arrivaient pas a travailler avec les forums\u201d a dit Stanislas. \u201cOn ne peut pas inviter un forum mais on peut inviter un blogueur\u201d, c\u2019est cela qui, au d\u00e9but, a chang\u00e9 la donne et a fait entrer le monde du contenu g\u00e9n\u00e9r\u00e9 par l\u2019utilisateur dans celui, plus BCBG, des RP.<\/p>\n

\"stanislas\"<\/span><\/p>\n

[Stanislas Magniant<\/span> , didactique sans \u00eatre magistral]<\/em><\/p>\n

Le \u201ccommand center c\u2019est un peu Star Trek\u201d<\/strong><\/p>\n

\u201cIl y a un nouveau saut qualitatif et toutes les marques aujourd’hui veulent leur \u2018command center\u2019** ; on est tr\u00e8s loin de la grille Excel et on est pass\u00e9s \u00e0 Star Trek !\u201d <\/strong>Ce ne sont plus quelques blogueurs qui peuvent \u00eatre influenceurs a dit Stan, et \u201caujourd’hui tout le monde peut \u00eatre un influenceur<\/strong>, m\u00eame s’il n’a jamais \u00e9crit un billet de blog\u201d.<\/p>\n

Le c\u00f4t\u00e9 vicieux de l\u2019influence<\/strong><\/p>\n

Or, si les marques se sont \u00e9quip\u00e9es pour tout \u00e9couter, maintenant on est sur le temps r\u00e9el<\/strong> (un mouvement que j\u2019ai personnellement anticip\u00e9 il y a d\u00e9j\u00e0 plusieurs ann\u00e9es, en privil\u00e9giant travail actif vs. veille passive<\/a>) et comme les consommateurs savent qu’on est en temps r\u00e9el, ils savent qu’ils peuvent avoir des r\u00e9ponses plus rapides et ils jouent de \u00e7a. \u201cAux \u00c9tats Unis il y a des consommateurs qui monnaient leur influence sur trip Advisor et Trip Advisor c’est la quintessence du c\u00f4t\u00e9 vicieux de l’influence\u201d.<\/p>\n

** le command center est une offre de veille permanente du Web social propos\u00e9e par Salesforce.com<\/a><\/p>\n

Le Cluetrain Manifesto \u2026 et il y a encore des marketers qui le d\u00e9couvrent \u2026 soupirs !<\/strong><\/p>\n

Stanislas a rappel\u00e9 le cluetrain manifesto<\/a> et le commandement no. 83 qui dit que \u00ab\u00a0nous voulons \u00eatre pris au s\u00e9rieux comme un journaliste du wall street journal<\/strong>\u00a0\u00bb et \u201ccela pose sacr\u00e9ment des probl\u00e8mes\u201d a-t-il compl\u00e9t\u00e9.<\/p>\n

Si nous sommes devenus tous des influenceurs (on ne rentre pas dans les d\u00e9bats th\u00e9oriques surtout sur le nombre de followers et de Malcom Gladwell), chez Publicis \u201con sait que cr\u00e9er un statut d’influenceur et le maintenir ce n’est pas un petit boulot et cela prend \u00e9norm\u00e9ment de temps\u00a0\u00bb a rappel\u00e9 Stanislas donc en fait ce n’est pas aussi simple d’\u00eatre un influenceur … Et de le rester<\/strong>.<\/p>\n

Votre\u00a0 serviteur pourrait vous en \u00e9crire un roman, qui \u00e9crit sur Internet depuis \u2026 1996 ! D\u2019ailleurs, avec Herv\u00e9 Kabla, nous sommes en train de l\u2019\u00e9crire et m\u00eame de finir de l\u2019\u00e9crire ce roman (<\/em>http:\/\/amonboss.com<\/em><\/a>)<\/em><\/p>\n

Des logiques d\u2019essaims \u2026 et des journalistes \u2026 toujours l\u00e0 !<\/strong><\/p>\n

Mais … Il y a de plus en plus de logiques d’essaims o\u00f9 les influenceurs se regroupent autour d’un hashtag et c’est le groupe qui devient influenceur<\/strong>, pas les individus. Et cela peut avoir un impact sur les marques \u00e0 dit Stanislas. Bloomberg, par exemple, prend les flux twitter depuis quelques jours et \u201ccela appara\u00eet maintenant sur les terminaux Bloomberg et ce n’est pas neutre maintenant d’avoir des tweets sur ces \u00e9crans\u201d a pr\u00e9cis\u00e9 Stanisla. C’est une p\u00e9riode un peu dure pour les blogs mais les blogs qui restent sont ceux qui se sont inscrits dans la dur\u00e9e… Et tout cela s’est professionnalis\u00e9.<\/strong> Nous pouvons en effet confirmer cela, et en profiter pour remercier les lecteurs fid\u00e8les de Visionarymarketing.com<\/p>\n

Ce qu’on oublie toujours a conclu Stanislas, c’est que les plus gros influenceurs restent les journalistes.\u00a0 <\/strong><\/p>\n

\u00e0 suivre \u2026<\/em><\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

Je me suis rendu \u00e0 l’invitation de Traackr dans les locaux de Publicis Consultants le 18\/04 en fin de soir\u00e9e afin d’assister \u00e0 une conf\u00e9rence sur le futur de l’influence, organis\u00e9e \u00e0 l’initiative de Stanislas Magniant de Publicis et de la soci\u00e9t\u00e9 Traackr, \u00e9diteur d’une solution de mesure de l’influence. Il y avait 2 invit\u00e9s …<\/p>\n","protected":false},"author":2,"featured_media":34068,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1613],"tags":[],"class_list":["post-8173","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-digital-marketing"],"yoast_head":"\nle futur de l'influence (1\/3) - #tfoi<\/title>\n<meta name=\"description\" content=\"une conf\u00e9rence sur le futur de l'influence, organis\u00e9e \u00e0 l'initiative de Stanislas Magniant de Publicis et de la soci\u00e9t\u00e9 Traackr\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/visionarymarketing.com\/fr\/2013\/04\/22\/rp-les-grandes-tendances-de-linfluence-13\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"le futur de l'influence (1\/3) - 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