{"id":9110,"date":"2010-02-22T07:00:18","date_gmt":"2010-02-22T07:00:18","guid":{"rendered":"http:\/\/visionary.wordpress.com\/?p=2369"},"modified":"2021-08-14T16:28:38","modified_gmt":"2021-08-14T14:28:38","slug":"conference-du-cmit-les-marketeurs-tentent-dapprivoiser-le-social-media-marketing","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2010\/02\/22\/conference-du-cmit-les-marketeurs-tentent-dapprivoiser-le-social-media-marketing\/","title":{"rendered":"Les marketeurs tentent d\u2019apprivoiser le social media marketing"},"content":{"rendered":"<p>Je me suis rendu \u00e0 la r\u00e9union du <a title=\"CMIT - club des directeurs marketing fran\u00e7ais\" href=\"http:\/\/www.cmit.fr\/index.php?option=com_frontpage&amp;Itemid=1\" target=\"_blank\" rel=\"noopener noreferrer\">CMIT<\/a> (club des directeurs marketing fran\u00e7ais) qui a eu lieu \u00e0 la Grande Arche de la D\u00e9fense le vendredi 19 f\u00e9vrier 2020. Le th\u00e8me de la conf\u00e9rence en \u00e9tait \u00ab\u00a0<strong>apprivoiser le social media marketing<\/strong> \u00bb. Nos h\u00f4tes \u00e9taient <span class=\"removed_link\" title=\"http:\/\/www.linkedin.com\/pub\/dir\/pascal\/prevot\/fr-0-France\/\">Pascal Pr\u00e9vot<\/span> et <span class=\"removed_link\" title=\"http:\/\/fr.linkedin.com\/in\/robinferriere\">Robin Ferri\u00e8re<\/span>, tous les 2 en photo sur la gauche et membres du bureau du CMIT.<\/p>\n<h2>Les marketeurs tentent d\u2019apprivoiser le social media marketing<\/h2>\n<figure id=\"attachment_11379\" aria-describedby=\"caption-attachment-11379\" style=\"width: 424px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"wp-image-11379 size-full\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2010\/02\/021910_2216_confrencedu12.png\" alt=\"Les marketeurs tentent d\u2019apprivoiser le social media marketing\" width=\"424\" height=\"253\" srcset=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2010\/02\/021910_2216_confrencedu12.png 424w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2010\/02\/021910_2216_confrencedu12-300x179.png 300w\" sizes=\"(max-width: 424px) 100vw, 424px\" \/><figcaption id=\"caption-attachment-11379\" class=\"wp-caption-text\">Les marketeurs tentent d\u2019apprivoiser le social media marketing<\/figcaption><\/figure>\n<p>Remerciements particuliers \u00e0 Robin pour m&rsquo;avoir invit\u00e9 et pour avoir men\u00e9 le d\u00e9bat de main de ma\u00eetre. Il a \u00e9galement g\u00e9r\u00e9 le temps de fa\u00e7on rigoureuse et pr\u00e9cise, ce qui a permis \u00e0 tout le monde de repartir au travail \u00e0 l&rsquo;heure. Ceci ne m&rsquo;a pas permis par contre de conclure la table ronde alors je vais me rattraper ici dans ce post.<!--more--><\/p>\n<p>Si j&rsquo;avais pu ajouter ma conclusion, j&rsquo;aurais donc dit 2 choses :<\/p>\n<ul>\n<li>D&rsquo;une part qu&rsquo;on n&rsquo;apprivoise pas le social media marketing (\u00e0 supposer que SMM soit le bon terme). Tout d&rsquo;abord ce n&rsquo;est pas une b\u00eate sauvage, elle ne mord pas. Peut \u00eatre est-ce mon c\u00f4t\u00e9 na\u00eff mais j&rsquo;aime \u00e0 m&rsquo;appesantir sur le c\u00f4t\u00e9 positif du social media versus son c\u00f4t\u00e9 n\u00e9gatif (les crises, on les vit en dehors d&rsquo;Internet et donc aussi dans Internet, rien d&rsquo;\u00e9trange \u00e0 cela, il y a des m\u00e9thodes, des pratiques et aussi des processus \u00e0 suivre pour les g\u00e9rer). Utiliser ce terme montre un certain recul, une certaine m\u00e9fiance qui ne sont pas propres \u00e0 la r\u00e9ussite dans le social media. Au pire cela laisse transpara\u00eetre les bons vieux r\u00e9flexes du marketing manipulateur que je r\u00e9cuse, en dehors et dans l&rsquo;Internet avec la m\u00eame v\u00e9h\u00e9mence. Le social media est une attitude qu&rsquo;on prend ou qu&rsquo;on ne prend pas mais on ne l&rsquo;apprivoise pas. C&rsquo;est soi-m\u00eame qu&rsquo;on apprivoise\u00a0!<\/li>\n<li>La deuxi\u00e8me chose que j&rsquo;aurais ajout\u00e9e c&rsquo;est que le community management ne vient pas de soi, il ne sert \u00e0 rien de se martyriser quant \u00e0 la fa\u00e7on de r\u00e9aliser son community management lorsqu&rsquo;on n&rsquo;a pas encore constitu\u00e9 de communaut\u00e9 et qu&rsquo;on a 150 suiveurs qui se battent en duel sur Twitter. Une bande de clients n&rsquo;a jamais fait une communaut\u00e9, m\u00eame une bande de clients heureux d&rsquo;ailleurs. Ce n&rsquo;est pas \u00e7a une communaut\u00e9. On y reviendra. Ensuite, le coup de gr\u00e2ce, une communaut\u00e9 ne se <em>g\u00e8re<\/em> pas. On g\u00e8re son budget d&rsquo;accord, une communaut\u00e9 \u00e7a se vit.<\/li>\n<\/ul>\n<p>Il serait temps qu&rsquo;on relise le <em><a href=\"http:\/\/cluetrain.com\" target=\"_blank\" rel=\"noopener noreferrer\">cluetrain manifesto<\/a><\/em> au-del\u00e0 de la premi\u00e8re phrase, comme je l&rsquo;ai dit dans la table ronde. On y reviendra plus tard dans ce blog \u00e9galement.<\/p>\n<p>Ceci \u00e9tant pr\u00e9cis\u00e9, nous avons eu droit \u00e0 3 interventions de qualit\u00e9. D&rsquo;une part l&rsquo;introduction de Robin et la pr\u00e9sentation de Sophie Bruand de son \u00e9tude r\u00e9cente sur l&rsquo;usage des m\u00e9dias sociaux en entreprise (fin 2009). Pour ne pas noyer mes lecteurs, je publie ce compte-rendu (r\u00e9alis\u00e9 en s\u00e9ance) en 3 parties, au rythme d&rsquo;1 par jour entre le 22 et le 24 F\u00e9vrier.<\/p>\n<p>Voici dans cette premi\u00e8re partie, l&rsquo;introduction de Robin :<\/p>\n<p><strong>Introduction par Robin Ferri\u00e8re, directeur marketing &amp; commercial de Nerim<br \/>\n<\/strong><\/p>\n<p>Le SMM devient une r\u00e9alit\u00e9 incontournable (vid\u00e9o <a href=\"http:\/\/socialnomics.net\/\"><em>socialnomics<\/em><\/a><em>\u2122<\/em> \u00e0 l&rsquo;appui, nous avons d\u00e9j\u00e0 eu l&rsquo;occasion de la recommander il y a environ 3-4 mois). 3 \u00e9l\u00e9ments tir\u00e9s par Robin Ferri\u00e8re de cette vid\u00e9o\u00a0:<\/p>\n<ol>\n<li>Nous nous orientons vers un monde o\u00f9 c&rsquo;est la confiance qui va faire prendre le pas\u00a0: trust marketing. Le <em>whuffie factor<\/em> aura la primeur sur les raisons d&rsquo;achat\u00a0;En France, plus de 90% des Fran\u00e7ais rentent par Google sur Internet et c&rsquo;est une caricature qui ne durera pas. Google a une position monopolistique\u00a0;<\/li>\n<li>Mont\u00e9e en puissance de la mobilit\u00e9.<\/li>\n<\/ol>\n<p>Marketing Sherpa d\u00e9crit que le SMM est plus un outil de notori\u00e9t\u00e9 que de g\u00e9n\u00e9ration de leads. Sur le business on est encore un peu plus loin. On peut utiliser Twitter pour faire du couponing mais on est en retrait sur ce domaine. La prise de pouvoir par le consommateur est un fait qui s&rsquo;impose \u00e0 nous. L&rsquo;utilisation de Twitter et de Facebook la plus \u00e9vidente est celle du service client. C&rsquo;est sa connection au CRM apr\u00e8s vente qui est la plus \u00e9vidente. Rentrer en conversation et basculer dans le crowdsourcing permet de donner la parole aux clients ou aux non clients. 5m$ de Dell g\u00e9n\u00e9r\u00e9s par les m\u00e9dias sociaux, ce chiffre circule partout, m\u00eame si on peut se poser la question de ce que cela signifie r\u00e9ellement pour une firme aussi grande que Dell.<\/p>\n<p>Le sch\u00e9ma de base c&rsquo;est d&rsquo;\u00e9couter et de r\u00e9agir dans un second temps seulement. On en parle mais c&rsquo;est plus dur \u00e0 faire. Il faut ensuite mesurer car sans mesure aucun business n&rsquo;est possible. On ne peut aller loin sans s&rsquo;\u00eatre dot\u00e9 d&rsquo;une \u00e9quipe ni des outils structurants qui vont permettre d&rsquo;harmoniser la communication entre les diff\u00e9rents membres de l&rsquo;entreprise qui sont impliqu\u00e9s dans la discussion.<\/p>\n<p>Mesure\u00a0: on ne parle pas en ventes, en CA, mais en commentaires, en discussions et la question c&rsquo;est de savoir comment on \u00e9value \u00e7a<\/p>\n<p>Question\u00a0: comment capitaliser sur les &lsquo;influenceurs&rsquo; et capitaliser sur eux et leur &lsquo;influence&rsquo;.<\/p>\n<p>[Youtube=http:\/\/www.youtube.com\/watch?v=sIFYPQjYhv8]<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Je me suis rendu \u00e0 la r\u00e9union du CMIT (club des directeurs marketing fran\u00e7ais) qui a eu lieu \u00e0 la Grande Arche de la D\u00e9fense le vendredi 19 f\u00e9vrier 2020. Le th\u00e8me de la conf\u00e9rence en \u00e9tait \u00ab\u00a0apprivoiser le social media marketing \u00bb. Nos h\u00f4tes \u00e9taient Pascal Pr\u00e9vot et Robin Ferri\u00e8re, tous les 2 en &hellip;<\/p>\n","protected":false},"author":2,"featured_media":11379,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[25],"tags":[],"class_list":["post-9110","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-medias-sociaux"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Les marketeurs tentent d\u2019apprivoiser le social media marketing<\/title>\n<meta name=\"description\" content=\"Je me suis rendu \u00e0 la r\u00e9union du CMIT (club des directeurs marketing fran\u00e7ais) qui a eu lieu \u00e0 la Grande Arche de la D\u00e9fense le vendredi 19 f\u00e9vrier 2020.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" 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