{"id":8224,"date":"2013-04-24T05:00:03","date_gmt":"2013-04-24T03:00:03","guid":{"rendered":"https:\/\/visionary.wordpress.com\/?p=8224"},"modified":"2024-04-06T17:02:54","modified_gmt":"2024-04-06T15:02:54","slug":"rp-6-grandes-tendances-de-linfluence-par-pierre-loic-assayag-33-tfoi","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2013\/04\/24\/rp-6-grandes-tendances-de-linfluence-par-pierre-loic-assayag-33-tfoi\/","title":{"rendered":"6 grandes tendances de l&rsquo;influence par Pierre Loic Assayag 3\/3 &#8211; #tfoi"},"content":{"rendered":"<p><em><span style=\"color: #646b86;\">Suite de la s\u00e9rie de 3 conf\u00e9rences dans les locaux de Publicis Consultants le 18\/04 dont le sujet \u00e9tait le futur de <a href=\"https:\/\/visionarymarketing.com\/fr\/2019\/05\/28\/influence-marketing\/\">l&rsquo;influence<\/a>, organis\u00e9e \u00e0 l&rsquo;initiative de <span class=\"removed_link\" title=\"http:\/\/www.mslgroup.com\/who-we-are\/our-people\/stanislas-magniant\/\">Stanislas Magniant de Publicis<\/span> et de la soci\u00e9t\u00e9 <a href=\"http:\/\/traackr.com\" target=\"_blank\" rel=\"noopener noreferrer\">Traackr<\/a>. Voici la troisi\u00e8me pr\u00e9sentation, celle de Pierre Lo\u00efc Assayag, co-fondateur de <a href=\"http:\/\/traackr.com\" target=\"_blank\" rel=\"noopener noreferrer\">Traackr<\/a>, install\u00e9 dans la Silicon Valley depuis 18 ans. <\/span><\/em><a href=\"https:\/\/visionarymarketing.com\/2013\/04\/19\/les-boss-qui-tweetent-ou-ne-tweetent-pas-iront-a-mediaaces-le-11-06-early-bird-50\/\" target=\"_blank\" rel=\"noopener noreferrer\"><em>[<\/em><\/a><em><span class=\"removed_link\" title=\"http:\/\/bit.ly\/tfoivision\">http:\/\/bit.ly\/tfoivision<\/span> pour rassembler les 3 parties]<\/em><\/p>\n<p>lire les 3 articles<\/p>\n<p>Pierre Loic Assayag, co-fondateur de Traackr (photo ci-dessous) est venu conclure le cycle de 3 pr\u00e9sentations d\u00e9di\u00e9es \u00e0 l&rsquo;influence, qui se sont tenues dans les locaux de Publicis consultants la semaine derni\u00e8re (cf. QR code ou http:\/\/bit.ly\/toifvision pour rassembler les 3 parties de ce cycle). Sa pr\u00e9sentation avait l&rsquo;avantage non seulement d&rsquo;\u00eatre visionnaire, mais de donner un angle de vue tr\u00e8s am\u00e9ricain, et donc en d\u00e9calage par rapport \u00e0 ce que nous vivons en Europe et en France en particulier.\u00a0 En m\u00eame temps, c&rsquo;est une difficult\u00e9 de lecture suppl\u00e9mentaire, car les approches r\u00e9gionales sont radicalement diff\u00e9rentes et le professionnalisme des blogueurs aux US pouss\u00e9 \u00e0 son extr\u00eame. <strong>Il a d\u00e9gag\u00e9 6 tendances de l&rsquo;influence, qu&rsquo;\u00e0 mon avis, il faudra retenir<\/strong>.<\/p>\n<p><span class=\"removed_link\" title=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2013\/04\/evernote-snapshot-20130418-201240.jpg\"><img decoding=\"async\" style=\"background-image: none; padding-left: 0; padding-right: 0; display: block; float: none; margin-left: auto; margin-right: auto; padding-top: 0; border: 0;\" title=\"Evernote Snapshot 20130418 201240\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2013\/04\/evernote-snapshot-20130418-201240_thumb.jpg\" alt=\"Evernote Snapshot 20130418 201240\" width=\"644\" height=\"483\" border=\"0\" \/><\/span><\/p>\n<ul>\n<li>Premi\u00e8re tendance : <b>le contexte pr\u00e9vaut sur la popularit\u00e9<\/b>. <a href=\"http:\/\/fr.wikipedia.org\/wiki\/Justin_Bieber\" target=\"_blank\" rel=\"noopener noreferrer\">Justin Bieber<\/a> n&rsquo;a pas la possibilit\u00e9 d&rsquo;influencer sur tout. Travailler avec <a href=\"http:\/\/scobleizer.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Robert Scoble<\/a> pour un de ses clients, Traackr a pu multiplier les visites par 10 sur leur site, mais en travaillant avec <a href=\"http:\/\/www.jasonfalls.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Jason Falls<\/a>, un\u00a0 blogueur moins connu, ils ont augment\u00e9 les visites de 30% seulement (sic ! il faut n\u00e9anmoins pr\u00e9ciser que le client en question est dans le social media monitoring, pas les produits grand public), mais ce client, <a href=\"https:\/\/web.archive.org\/web\/20200904192638\/https:\/\/www.netbase.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">netbase<\/a>, a multipli\u00e9 ses ventes par 10. \u00ab\u00a0En conclusion, avec le marketing social il ne faut pas seulement chercher des tweets et des Likes\u00a0\u00bb nous a dit Pierre Loic. Le vrai impact c&rsquo;est quelqu&rsquo;un qui est capable de changer la popularit\u00e9 en argent. <strong>Moins de 3% des gens qui cr\u00e9ent une conversation repr\u00e9sentent 90% de l&rsquo;impact<\/strong>. Il faut donc faire tr\u00e8s attention au contexte. Que les blogueurs fran\u00e7ais capables d&rsquo;augmenter les chiffres d&rsquo;affaires (surtout dans ces proportions) l\u00e8vent le doigt !<\/li>\n<li>La deuxi\u00e8mes chose apprise par Traackr c&rsquo;est qu&rsquo;il <b>faut d\u00e9passer les barri\u00e8res g\u00e9ographiques<\/b>. <a href=\"http:\/\/www.fidelity.com\" target=\"_blank\" rel=\"noopener noreferrer\">Fidelity<\/a> (une grand banque d&rsquo;investissement US) ont 3 lignes de produits et 18 groupes qui g\u00e8rent le marketing social qui reportent toutes \u00e0 des personnes diff\u00e9rentes. \u00ab\u00a0C&rsquo;est important de comprendre qu&rsquo;il n&rsquo;y a pas de besoin d&rsquo;avoir une t\u00eate centrale\u00a0\u00bb a dit PL assayag. Il faut donc penser au travers des diff\u00e9rentes fonctions et avec les sp\u00e9cificit\u00e9s r\u00e9gionales. On insistera cependant sur la n\u00e9cessit\u00e9 de coordonner les action, voire de susciter et d&rsquo;animer les communaut\u00e9s de communaut\u00e9s. On renverra pour cela aux approches organisationnelles de <a href=\"https:\/\/www.slideshare.net\/AwarenessLIVE\/jeremiah-owyangs-career-path-of-a-corporate-social-strategist-for-awareness-inc\" target=\"_blank\" rel=\"noopener noreferrer\">Jeremiah Owyang et son mod\u00e8le HUB &amp; SPOKE<\/a> ;<\/li>\n<li>La troisi\u00e8me le\u00e7on c&rsquo;est que <strong>\u201cless is more\u201d (en Fran\u00e7ais, nous pourrions traduire par \u201cl\u2019exc\u00e8s est l\u2019ennemi du bien\u201d<\/strong>. <a href=\"https:\/\/www.schwab.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Charles Schwab<\/a> est aussi un client de Traackr et le probl\u00e8me qu&rsquo;ils ont est le bruit ! Il y a tout simplement trop de bruit sur Internet : <strong>les m\u00e9dias sociaux repr\u00e9senteraient 97% du contenu cr\u00e9\u00e9 sur le web**<\/strong> selon Eric Schmidt de Google (<a href=\"http:\/\/pro.clubic.com\/personnalites-e-business\/eric-schmidt\/actualite-555524-fiscalite-eric-schmidt-fier-capitaliste.html\" target=\"_blank\" rel=\"noopener noreferrer\">qui quant \u00e0 lui, est pour l\u2019exc\u00e8s, surtout d\u2019optimisation fiscale<\/a>) . Schwab a mis en place des listes de flux sur le web et tous les ex\u00e9cutives de Schwab ont un contenu filtr\u00e9 sur leur bureau, et c&rsquo;est le contenu qui a \u00e9t\u00e9 choisi par des professionnels, qui a \u00e9t\u00e9 filtr\u00e9 de fa\u00e7on \u00e0 ce qu&rsquo;ils ne perdent pas leur temps. Cela ressemble un peu a ce qu&rsquo;on j&rsquo;ai vu dans une entreprise oui j&rsquo;ai \u00e9t\u00e9 directeur digital il y a 6 ans et qui a \u00e9t\u00e9 abandonn\u00e9 ensuite. Non parce que je pense que cela est inutile cependant. Peut \u00eatre qu&rsquo;on y reviendra un jour ;<\/li>\n<\/ul>\n<p><em>** la boutade, c\u2019est que Schmidt dit qu\u2019ils font plut\u00f4t du bon boulot sur les 3% restants, ce qui prouve, si une preuve \u00e9tait n\u00e9cessaire, que la quantit\u00e9 compte moins que la qualit\u00e9. <\/em><\/p>\n<ul>\n<li>La quatri\u00e8me le\u00e7on <b>c&rsquo;est qu&rsquo;il ne faut pas mesurer que les \u2018likes\u2019<\/b>. Il ne faut pas penser que le nombre de Likes sur Facebook est une bonne mesure. Dans une campagne, avant le d\u00e9but de la campagne il faut mettre en regard les objectifs avec les mesures qui sont mises en \u0153uvre. \u00ab\u00a0Si vous voulez des ventes il faut lier vos mesures avec votre CRM\u00a0\u00bb a dit le fondateur de Traackr. Il n&rsquo;y a donc pas un seul tableau de bord ;<\/li>\n<li>La cinqui\u00e8me le\u00e7on c&rsquo;est qu&rsquo;il y a <b>l&rsquo;\u00e9mergence d&rsquo;une nouvelle vague de marketeurs.<\/b> Bob Mc Donald, le PDG de Procter &amp; Gamble a dit \u00ab\u00a0on a moins besoin de chefs de produit\u015b et de plus de \u2018brand facilitators\u2019\u00a0\u00bb ce qu\u2019il a voulu dire par l\u00e0, c&rsquo;est que <strong>le r\u00f4le de ces marketeurs est en train de changer car ils doivent devenir des facilitateurs et des influenceurs<\/strong>. Aujourd&rsquo;hui les profils des marketeurs sont en train d\u2019\u00e9voluer et <strong>les anciennes m\u00e9thodes marchent de moins en moins bien<\/strong>. On aimerait bien le faire entendre de ce c\u00f4t\u00e9-ci de l\u2019Atlantique, o\u00f9, comme en cuisine, on aime les vieilles recettes, m\u00eame quand elles sont d\u00e9pass\u00e9es ;<\/li>\n<li>La sixi\u00e8me le\u00e7on c&rsquo;est que la <strong>nouvelle g\u00e9n\u00e9ration ne trouve pas qu&rsquo;il y ait une dichotomie entre vie r\u00e9elle et vie en ligne<\/strong>, et donc pour eux, le fait de leur imposer une publicit\u00e9 qu&rsquo;ils n&rsquo;ont pas demand\u00e9e n&rsquo;a pas de sens. Cette nouvelle r\u00e9alit\u00e9 vient avec cette nouvelle g\u00e9n\u00e9ration a conclu Pierre Loic.<\/li>\n<\/ul>\n<p><strong>Pierre Lo\u00efc Assayag a, suite \u00e0 une question de la salle, donn\u00e9 son avis sur Klout : <\/strong><\/p>\n<p>\u201cNotre mani\u00e8re de travailler est celle d&rsquo;une plateforme payante alors que Klout est un syst\u00e8me qui fait de l&rsquo;argent avec les \u00ab\u00a0perks\u00a0\u00bb les campagnes d&rsquo;avantages en nature (\u00ab\u00a0carottes\u00a0\u00bb) aux twitterers qui rentrent dans ce syst\u00e8me\u201d a d\u00e9clar\u00e9 le patron de Traackr. \u201cLeur int\u00e9r\u00eat n&rsquo;est pas dans la pr\u00e9cision. Leur int\u00e9r\u00eat est que les gens s&rsquo;enregistrent sur Klout pour gagner de l&rsquo;argent et donc leurs chiffres ne sont pas pr\u00e9cis car ce n&rsquo;est pas leur business mod\u00e8le\u201d.<\/p>\n<p><a href=\"https:\/\/visionarymarketing.com\/?s=klout\" target=\"_blank\" rel=\"noopener noreferrer\">Je renvoie nos lecteurs \u00e0 mes nombreux articles sur le sujet de Klout<\/a> et des mesures de l\u2019influence, ainsi que mes <a href=\"https:\/\/visionarymarketing.com\/?s=blogueurinfluent\" target=\"_blank\" rel=\"noopener noreferrer\">coups de gueule contre les \u201cblogueursinfluents\u201d en un seul mot<\/a> (expression emprunt\u00e9e \u00e0 <a href=\"http:\/\/spintank.fr\" target=\"_blank\" rel=\"noopener noreferrer\">Nicolas Vambremeersch<\/a>). Ce travail trouvera d\u2019ailleurs son aboutissement dans le livre <em><a href=\"http:\/\/amonboss.com\" target=\"_blank\" rel=\"noopener noreferrer\">la communication digitale expliqu\u00e9e \u00e0 mon boss<\/a><\/em> que je suis en train d\u2019\u00e9crire avec Herv\u00e9 Kabla.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Suite de la s\u00e9rie de 3 conf\u00e9rences dans les locaux de Publicis Consultants le 18\/04 dont le sujet \u00e9tait le futur de l&rsquo;influence, organis\u00e9e \u00e0 l&rsquo;initiative de Stanislas Magniant de Publicis et de la soci\u00e9t\u00e9 Traackr. Voici la troisi\u00e8me pr\u00e9sentation, celle de Pierre Lo\u00efc Assayag, co-fondateur de Traackr, install\u00e9 dans la Silicon Valley depuis 18 &hellip;<\/p>\n","protected":false},"author":2,"featured_media":34059,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2898,25],"tags":[],"class_list":["post-8224","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-communication-digitale","category-medias-sociaux"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>6 grandes tendances de l&#039;influence par Pierre Loic Assayag 3\/3 - #tfoi<\/title>\n<meta name=\"description\" content=\"Suite de la s\u00e9rie de 3 conf\u00e9rences dans les locaux de Publicis Consultants le 18\/04 dont le sujet \u00e9tait le futur de l&#039;influence, organis\u00e9e \u00e0 l&#039;initiative\" \/>\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\/24\/rp-6-grandes-tendances-de-linfluence-par-pierre-loic-assayag-33-tfoi\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"6 grandes tendances de l&#039;influence par Pierre Loic Assayag 3\/3 - #tfoi\" \/>\n<meta property=\"og:description\" content=\"Suite de la s\u00e9rie de 3 conf\u00e9rences dans les locaux de Publicis Consultants le 18\/04 dont le sujet \u00e9tait le futur de l&#039;influence, organis\u00e9e \u00e0 l&#039;initiative\" \/>\n<meta property=\"og:url\" content=\"https:\/\/visionarymarketing.com\/fr\/2013\/04\/24\/rp-6-grandes-tendances-de-linfluence-par-pierre-loic-assayag-33-tfoi\/\" \/>\n<meta property=\"og:site_name\" content=\"Marketing and Innovation\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/vismktg\" \/>\n<meta property=\"article:author\" content=\"http:\/\/facebook.com\/ygourven\" \/>\n<meta property=\"article:published_time\" content=\"2013-04-24T03:00:03+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-04-06T15:02:54+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2019\/11\/48891809521_5d2516aa19_c.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"644\" \/>\n\t<meta property=\"og:image:height\" content=\"430\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Yann Gourvennec\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@ygourven\" \/>\n<meta name=\"twitter:site\" content=\"@ygourven\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"Yann Gourvennec\" \/>\n\t<meta name=\"twitter:label2\" content=\"Dur\u00e9e de lecture estim\u00e9e\" \/>\n\t<meta name=\"twitter:data2\" content=\"6 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"NewsArticle\",\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/fr\\\/2013\\\/04\\\/24\\\/rp-6-grandes-tendances-de-linfluence-par-pierre-loic-assayag-33-tfoi\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/fr\\\/2013\\\/04\\\/24\\\/rp-6-grandes-tendances-de-linfluence-par-pierre-loic-assayag-33-tfoi\\\/\"},\"author\":{\"name\":\"Yann Gourvennec\",\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/fr\\\/#\\\/schema\\\/person\\\/3754fee1e558f47b8deb46f53c37423e\"},\"headline\":\"6 grandes tendances de l&rsquo;influence par Pierre Loic Assayag 3\\\/3 &#8211; 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