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1 24+25 nov. 2011 namur (be) kikk 2011 international digital festival Shape & Shake, 6 Trends 2011/2012 Jérémy Coxet CEO Vanksen Luxembourg/Suisse Marketing et interactivité :

Shape and shake

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Page 1: Shape and shake

124+25 nov. 2011namur (be)

kikk 2011international digital festival

Shape & Shake, 6 Trends 2011/2012

Jérémy Coxet CEO Vanksen Luxembourg/Suisse

Marketing et interactivité :

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Agenda

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contents

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01. The challenges of #realtime

02. #Splinternet : too manu apps, smartphones and tablets ?

03. #Social Media Fatigue, avoid saturation & social spam !

04. #E-reputation, listen and react !

05. Brand content & utility : create attention !

06. Take the longview ! Discover the P.L.E.A.S.E framework

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1. The challenges of real time

4

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ATAWADAC

The challenges of real time

AnytimeAnywhereAny DeviceAny Content

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ATAWADAC : Anytime, Anywhere, Any Device, Any Content

The challenges of real time

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Brands who will know how to surf will get the upside

The challenges of real time

CreateReal time Interaction

SurfReal time

Interest

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Tippex - A Bear and Hunter NSFW

The challenges of real time Europehttp://www.youtube.com/watch?v=4ba1BqJ4S2M

Real time simulation45 pre-recorded videos of man-bear interactions

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A Bear and Hunter NSFW

The challenges of real time Europehttp://www.youtube.com/watch?v=JhIU4rmlF5A

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Old Spice, response campaign

The challenges of real timeOpération cloturée

United Stateshttp://www.youtube.com/watch?v=S0Ei6WQkjUY

Low latencyBe quick on your feet, even with your ad, it’s worth it !

Talk-backOld Spice gets +30% sales by responding to its Superbowl ad fans (in video)

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Old Spice, response campaign

The challenges of real timeOne shot op.

United Stateshttp://www.youtube.com/watch?v=S0Ei6WQkjUY

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France 24’s take on real time TV

The challenges of real timeOpération cloturée

France - Globalhttp://www.youtube.com/watch?v=_fdIzYdb9MI

On specNavigate tailor-fit news depending on your location and interests

Fully searchableVideo news subbed, indexed and tagged in real time

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France 24’s take on real time TV

The challenges of real timeOpération cloturée

France - Globalhttp://www.youtube.com/watch?v=S0Ei6WQkjUY

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2. #Splinternet : a land of many

14

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More media, mobile, everywhere, anytime media

Source the mobile world 2010

The mobiles they are a growing !

Endless mutliplication of channels

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More media, mobile, fastest growing

Endless mutliplication of channelsSource : Mary Meeker, Morgan Stanley

Mobile growing Faster than desktop access

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Snap Tell App-Take a photo of a product..

Snap Tell App- App analyzes and recognises photo- Generates price comparison and review links

Red LaserBarcode scanning app

http://www.vouchercloud.com/

Products carry more information than you would expect

Witness the mobile revolution

Endless mutliplication of channels

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Witness the mobile revolution : geolocalisation

http://foursquare.com/

Endless mutliplication of channels

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Novelty devices, novelty media, boundless offers

Endless mutliplication of channels

More media than ever struggling for your attention

time

Portable music

Snack -sizedentertainment

On demand movie hub

Game console

E-reader

New retail experience

Voice and pda

Software & Iad

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2020

And everything tends to go faster

Endless mutliplication of channelshttp://aaplinvestors.net/

Ipad’s sales outpaces Iphone’s, Iphone’s outpaced Ipod

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• 2011 = 28 M units sold worldwide• 60% of iPad users are using it 2 hours a day on average

805 000

585 000

370 000

0

100 000

200 000

300 000

400 000

500 000

600 000

700 000

800 000

900 000

France Royaume-Uni Italie

And everything tends to go faster

Endless mutliplication of channels 11/01/2011Sources : faberNovel, tarifMedia, SRégie

iPad Sales (France, UK, Italie, april -dec 2010)

United Kingdom Italy

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http://www.youtube.com/watch?v=jjSaS-3EHWU

Even old school prints are turning into mobile media !

Endless mutliplication of channels

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Francehttp://www.youtube.com/watch?v=jjSaS-3EHWU

Even old school prints are turning into mobile media !

Endless mutliplication of channels

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Social gaming is mushrooming

Source : sharesPost IncEndless mutliplication of channels

>5,51 M$ 5,16 M$

Created in June 2009, 83Millions active users!

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Endless mutliplication of channels

The web squared : we can mark anything with meta content

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3. Social media fatigue : avoid spam and saturation

26

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Can you take the heat ?

(Social) media fatiguehttp://www.pearltrees.com/#/N-play=1&N-u=1_8104&N-fa=89788&N-s=1_2272747&N-f=1_89788&N-p=16462660

152 million – The number of blogs on the Internet (as tracked by BlogPulse).

25 billion – Number of sent tweets on Twitter in 2010

100 million – New accounts added on Twitter in 2010

175 million – People on Twitter as of September 2010

600 million – People on Facebook at the end of 2010.

250 million – New people on Facebook in 2010.

30 billion – Pieces of content (links, notes, photos, etc.) shared on Facebook per month.

20 million – The number of Facebook apps installed each day.

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http://techcrunch.com/2010/08/04/schmidt-data/

Big data due to U.G.C

(Social) media fatigue

“Every two days now we create as much information as we did from the dawn of civilization up until 2003 (five exabytes of data) .”

Eric Schmidt

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http://techcrunch.com/2010/08/04/schmidt-data/

Datadeluge ?

(Social) media fatigue

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Potential customer Prospect Prospect Customer Member

LoyaltyPurchase

From funnel to journey

Social media fatiguehttp://aaplinvestors.net/

Tired : path to purchase

SelectionConsiderationAwareness

TV, Print

Instore CRM

Front / Display LiteratureOptions

SalesmanDisplayPOP/POS

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From funnel to journey

Social media fatigue Open Brand by Kelly Mooney

Wired : decision journey

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Who’s paying attention ?

Social media fatigue

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death by over choice

Over choice

Social media fatiguehttp://www.youtube.com/watch?v=VO6XEQIsCoM

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A challenging world for marketers

Social media fatigue

Mass media is vanishing, traditional marketing is losing reach, engagement & control

Media clutter is exploding Choice is overhelming Audience is fragmented Audience is skipping advertising &

timeshifting Trust in advertising is sinking

Social media is on the raise, consumer is back in control

People can create and forward content like never before

Social media & word of mouth are visible (in search engines), credible, real time & long lasting

It is high time you changed your marketing habits!

CONSUM

ER ABILITY TO

PUBLISHReal time

transparency

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4. Listening to your e-reputation is not enoughFrom buzz monitoring to community management &

social CRM

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Buzz monitoring : learn to survey conversations

Learn to regain control > Listen

Conversations?

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Buzz monitoring : learn to survey conversations

Learn to regain control > Listen

Conversations?

Conversations?

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Buzz monitoring : learn to survey conversations

Learn to regain control > Listen

Conversations?

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I heard it through the grapevine !

Learn to regain control > Listen

Conversations?Conversations

= Participants + Objects + Locations + Activities + Polarities (Is it good or bad ?) + Intensity + Frequency

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Learn to regain control > Listen

There’s no official ranking and mapping

The what, who, when and how of e-reputation monitoring

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The what, who, when and how of e-reputation monitoring

Learn to regain control > Listen

There’s no secret control room

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Where should you start from ?

Learn to regain control > Listen

Social media is plentisome

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Start here !

Learn to regain control > Listen

Think of Google as the next best thing to a prime time online spot

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Manage the most influential crossroad for your ereputation

Learn to regain control > Listen

A typical Google “bad buzz”

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Manage the most influential crossroad for your ereputation

Learn to regain control > Listen

Do not forget to check sponsored links

…often used by counterfeiters

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Social media conversation does not register in full on search engines

Learn to regain control > Listen

HSBC vs. Students (Facebook)

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Domain names as key assets to monitor

Learn to regain control > Listen

Microsoft has a 56% typo-squating rate

Check your typosquatting stats on http://typosquat24.com

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Domain names as key assets to monitor

Learn to regain control > Listen

Do not forget to check google sponsored links

http://www.koleos.tv

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Domain names as key assets to monitor

Learn to regain control > Listen

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I heard it through the grapevine !

Learn to regain control > Listen

The many tools of reputation monitoring

Free

Paid

twitter search

http://www.vanksen.fr/watch

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Paid tool : more sophisticated

http://www.vanksen.fr/watch

- 3 millions de sources monitorées (Blogs, Forums, Sites d’informations, Twitter, Facebook ) - 7 langues analysées

Ex : la solution

Listen to the whole visible Internet !

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Les outils payants : des solutions plus sophistiquées

http://www.vanksen.fr/watch

Plus de souplesse sur la fréquence

de reporting et les alertes

Mesure : Un reporting plus souple

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Les outils payants : des solutions plus sophistiquées

PART DE VOIX

CITATIONS DE LA MARQUE

TOTAL DES CITATIONS(MARQUE + CONCURRENTS A, B, …)

=

TAUXD’ENGAGEMENT

COMMENTAIRES + LIKE

TOTAL DE VUES=

Sites Billets

Comment InfNcn

PcPb

Pc : Polarité commentairePb : Polarité billetNc : Nombre de commentairesInf : indice d’influence du siten : pondération des commentaires / billets = 4

Article ou commentaire positif : +1Article ou commentaire négatif : -1Article commentaire neutre : 0

SCORED’INFLUENCE=

Définissez avec vos équipes les indices que vous souhaitez suivre.

Optez pour des indices simples ou définissez le votre.

Mettez en relation vos actions menées et les résultats obtenus, jaugez de leur impact et adapter

votre stratégie de réaction.

Analyse : Des indicateurs plus précis et plus flexibles

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BuzzMonitoring : Start up using simple tools

Learn to regain control > Listen

Netvibes as a monitoring dashboard

To do list- Find rss feed on blogs & sites- Add a RSS feed- Make a search in google news- Share a Netvibes tab with a colleague- Create a RSS feed from a Technorati Search

Netvibes.comTechnorati Search

Google News

Twitter

BlogPulse

Wikipedia

Google Blogs

Flickr Youtube, Dailymotion Facebook

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…you heard so what are you going to do about it ?

Learn to regain control > Listen

Listen

measure

React

Master your e-reputation

Engage/Talk

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…you heard so what are you going to do about it ?

Learn to regain control > Listen

Listen but also engage and take part to the social conversation going on

Answer questions Reward positive buzz

Correct errorsmisrepresentations

Lead conversations totheir properplatforms

Act up before the crisis getsbigger

Create a conversation

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5. Brand content and brand utility : earn attention!

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Less Attention

Brand Content & Brand UtilitySource : Media Dynamics USA 2010

To achieve an equivalent penetration, it takes…

In 1965 in the United States 80% of the 18-49 year age group were reached with only

prime time commercials3125

X40

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Spam is out

Brand Contect & Brand Utilityhttp://blog.marketing-soc.org.uk/2010/04/a-decade-of-digital-10-things-for-2010/

“Marketing in the future is like sex. Only the losers will have to pay for it. ”

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Internet is not the lair of interruptive marketing

Brand content and brand utility : earn attention!

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Learn to earn your audience’s attention : desire + utility

Brand content and brand utility : earn attention!

Web = permission marketing

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Take your marketing to the 3D Level

Brand content and brand utility : earn attention!

Expérience contagieuse

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BMW Be entertaining

Brand content and brand utility : earn attention! http://www.bmwusa.com/uniquelybmw/bmw_art/films

l

One of the early hits of brand content

More than 100M views

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Burger King playing the advertainment game right

Brand content and brand utility : earn attention!

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Burger King playing the advertainment game right

Brand content and brand utility : earn attention! USA

$3.99 with the purchase of a menu

40% of profit growth yearOver year

3.2m Gamessold

Million of hours of exposition to thebrand

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Saks , Fifth Avenue, 3D projection-mapping

Brand content and brand utility : earn attention! December 2010

United Stateshttp://www.youtube.com/watch?v=kLidO5Mrk8o&feature=player_embedded

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Fiat Eco Drive

Brand content and brand utility : earn attention! http://awards.akqa.com/awards2009/CannesLions/Fiat_eco_Drive/

default.html

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Don’t use demographics when you think about a brand utility.

Brand content and brand utility : earn attention! Source : ingmar de lange

Use an activity

It’s not about who your consumers are. it’s about what they do.

Running

Driving

Entertaining

Eating

Nike

Fiat

Zynga

Domino’s Pizza

Nike+

Ecodrive

Farmville

Domino’s Pizza tracker

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There need to be a fit between your utility and your brand.

Brand content and brand utility : earn attention! Source : ingmar de lange + original model: rossiter & percy

FrustrationBrand can makethings simpler

AssuranceNationwide Mobile

AspirationBrands can inspire

SportsNike+

FunBrands makethings more fun

BeerWieckse Sun Radar

negative motivation positive motivation

low

invo

lvem

ent

high

invo

lvem

ent

IrritationBrands can makethings easier

Toilet paperCharmin Sit or Squad

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6. From social media tactics to strategy

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An opportunity for new marketing approaches

From tactics to strategy

Interactive shopping Window

RSS, Podcasts& video-casts

Desktop& onlinewidgets

ViralMarketing

Buzz,Street& Guerilla

Buzz Monitoring

Social Media(Facebook,YouTube, Twitter)

BloggersOutreach

Blogs, Wikis& online communities

UserGeneratedContent & crowdsourcing

Marketing 2.0

PR2.0

Personalisedvideos

Video withcall back

Advergame

Video Seeding

Sponsored posts

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First off : plan it right !

From tactics to strategy

Tools & technologies are not a strategy

≠ Creativity

≠ Social Media

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Tools are not a strategy

From tactics to strategy

Not the hammer!Focus on the house,

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TOMSTER framework : - Target- Objectives- Message- Strategy - Touchpoints- kpis to Evaluate, - Resources & Constraints

Insight : - e-reputation monitoring - Site & brand audit- Performance & analytics - Industry benchmark- Strategic Planning

Strategy & creative idea- Brand experience - Brand content, - Brand utility- Brand event…- Buzz, UGC & viral-…

- Owned media : Branded FB, Twitter, videos & blog)- Paid Media : Banners, SEO, SEA, emailing,…- Earned media : Influence, blogs outreach, PR,…

- Community management- Social CRM,- Loyalty & ambassador programs- Crowdsourcing & cocreation

- Web analytics AAARR, - Brand performances - NPS : recommendation rate- ROI measurement

Define a brief

Get a reality check

Build a contagious experience

Amplify with owned, paid & earned media

Increase loyalty & advocacy

Measure & optimize

The mandatory steps for accurate 2.0 marketing

Learn to regain control

Vanksen’s P.L.E.A.S.E™ decision model

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TOMSTER framework : - Target- Objectives- Message- Strategy - Touchpoints- kpis to Evaluate, - Resources & Constraints

Insight : - e-reputation monitoring - Site & brand audit- Performance & analytics - Industry benchmark- Strategic Planning

Strategy & creative idea- Brand experience - Brand content, - Brand utility- Brand event…- Buzz, UGC & viral-…

- Owned media : Branded FB, Twitter, videos & blog)- Paid Media : Banners, SEO, SEA, emailing,…- Earned media : Influence, blogs outreach, PR,…

- Community management- Social CRM,- Loyalty & ambassador programs- Crowdsourcing & cocreation

- Web analytics AAARR, - Brand performances - NPS : recommendation rate- ROI measurement

Define a brief

Get a reality check

Build a contagious experience

Amplify with owned, paid & earned media

Increase loyalty & advocacy

Measure & optimize

First off : plan it right !

Learn to regain control

Vanksen’s P.L.E.A.S.E™ decision model

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T.O.M.S.T.E.R. : 7 questions for a successful strategy

T.O.M.S.T.E.R. : Comment créer un brief 2.0

Target Définir sa cible et comprendre ses « vrais »usages

Objectives

Etablir de manière précises les objectifs de sa campagne.

MessageQuel est le message à communiquer?

Strategy Avez-vous une idée/souhait quand à la stratégie à adopter?

TouchPoints

Quels sont les points de contacts et technologies à utiliser?

Evaluation KPIs

Quels sont les metrics servant à mesurer le succès de cette action

ResourcesQuelles sont les ressources (financières, humaines, timing) et lescontraintes (politiques, organisationnelles,…) pour ce projet?

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Une grande partie des initiatives en marketing 2.0 sont …des échecs!

Cette situation vient souvent d’un mauvais alignement des objectifs

de l’agence et de l’annonceur…

…faute d’une définition précise.

Objectifs : Définir clairement et prioriser

T.O.M.S.T.E.R. : Comment créer un brief 2.0

Target

Objectives

Message

TouchPoints

Evaluation KPIs

Resources

Strategy

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Faire du Buzz

≠ un objectif

Objectifs : Définir clairement et prioriser

T.O.M.S.T.E.R. : Comment créer un brief 2.0

Target

Objectives

Message

TouchPoints

Evaluation KPIs

Resources

Strategy

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Un objectif précis est vital pour pouvoir ENSUITE définir la stratégie, les technologies & points de contacts pertinents

Objectifs : Définir clairement et prioriser

T.O.M.S.T.E.R. : Comment créer un brief 2.0

Target

Objectives

Message

TouchPoints

Evaluation KPIs

Resources

Strategy

Faire progresser les ventes

Acquérir de nouveaux clients

Améliorer la transformation

Hausse de la fréquence/montant

Activation Promotionnelle

Construire la préférence et améliorer la réputation

Améliorer le support client

Nombre & % d’avis positifs online

Nombre de citations media

Fidéliser, animer & Activer ses fans

CoConcevoir de nouveaux produits

Augmenter le taux de recommandation

Fidéliser (social CRM & community management)

Recruter des membres / abonnés / Fans

Augmenter l’exposition, la notoriété et le trafic

Accroître l’audience d’un site

Augmenter le trafic en magasin

Augmenter le nb d’exposition à la marque

Augmenter la notoriété

Mieux comprendre les attentes clients

Comprendre les tendances marché

Découvrir de nouveaux insights

Qualification du buzz online

Mesurer ses performances/concurrence

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Objectifs : Attention à prioriser et préciser

T.O.M.S.T.E.R. : Comment créer un brief 2.0

Target

Objectives

Message

TouchPoints

Evaluation KPIs

Resources

Strategy

• Attention à prioriser La meilleure façon de ne pas atteindre votre objectifs est d’en sélectionner un trop grand nombre

• Soyez clair & précis Préciser dans l’étape 6 les indicateurs retenus pour mesurer l’objectif. En effet, un objectif comme « augmenter la notoriété d’une marque» peut se faire et se mesurer de multiples façons (sondage POST campagne, pige media, nombre de citations sur le web…)

• Astuce Communiquez à votre agence un seul chiffre qui signifierait qu’à la fin celle-ci à été un succès. Cela permettra d’assurer un alignement optimal de vos efforts vers un but déterminé de manière claire et mesurable (évidemment rien n’empêche l’agence d’atteindre d’autres buts secondaires).

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Ressources : un des critères déterminants pour votre stratégie

T.O.M.S.T.E.R. : Comment créer un brief 2.0http://www.charleneli.com/

Target

Objectives

Message

TouchPoints

Evaluation KPIs

Resources

Strategy

“To be successful using social technologies, companies must first prepare and align internal roles, processes, policies and stakeholders

with their business objectives. Social business is a profound change that impacts all

departments in the organization.”

Charlene Li- Founder of Altimeter Group- Author of Open Leadership- Coauthor of the Groundswell

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• Le temps, le budget mais aussi et surtout l’organisation, les outils et compétences internes auront un impact clef sur votre stratégie

Définir ses contraintes / capacités pour une campagne 2.0

T.O.M.S.T.E.R. : Comment créer un brief 2.0

Target

Objectives

Message

TouchPoints

Evaluation KPIs

Resources

Strategy

Procédures & Outils

Outils de coordination (Intranet 2.0,...)

Outils existants (metrics, CRM, ereputation)

Existence de procédures & guidelines?

Contraintes Organisation-nelles

Existence & Composition des équipes internes?

Qui pilote & décide?

Quel circuit de validation/reporting?

Contraintes légales & techniques

Timing

Budget

Contraintes de temps & budget

Compétences & suivi / formation

« Reverse mentoring » pour

la direction?

Programme de formation experts/employés?

Quelle compétences 2.0 en interne?

Accompagnement, validation et mise à jour?

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• Le buzz et le media sociaux ne sont pas gratuits!– Un budget est nécessaire pour

• Les outils : programmation, design, license, hébergement,…• Le temps (important) de gestion : monitoring, conception et déploiement des

campagnes, mesure et reporting • La création de contenu • L’activation media

• Mais ils offrent un ROI supérieur à long terme : – Chaque campagne capitalise sur les contacts accumulés au cours des

campagnes précédentes et tout au long de l’année (plateforme relationnelle)

Ressources : Budget

T.O.M.S.T.E.R. : Comment créer un brief 2.0Source : Coca-Cola

Target

Objectives

Message

TouchPoints

Evaluation KPIs

Resources

Strategy

Campagnes marketing traditionnelles

Temps

Campagnes marketing 2.0

Temps

Fans

/Fol

low

s/Fr

iend

s

Fans

/Fol

low

s/Fr

iend

s

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• La réalité est parfois décevante par rapport à vos attentes. Seule la pratique vous permettra de passer de l’expérimentation à la maîtrise

• Nb / une bonne agence avec du recul sur le sujet peut aussi aider ;)

Ressources : Ne vous laissez pas décourager…

T.O.M.S.T.E.R. : Comment créer un brief 2.0

Target

Objectives

Message

TouchPoints

Evaluation KPIs

Resources

Strategy

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• Une collaboration interne est donc nécessaire mais rarement possible sans adaptation de l’organisation en silos

Organisation : adapter son organisation interne?

T.O.M.S.T.E.R. : Comment créer un brief 2.0Source : olivier alain blanchard, @thebrandbuilder

Target

Objectives

Message

TouchPoints

Evaluation KPIs

Resources

Strategy

Head of Social Media

Developed the Social Communications InfrastructureOversees Social Media activityCoordinates Social Media activityProvides leadership + Support

Customer Support

RP + Reputation Mgmt

Marketing

Measurement

Community Management

MonitoringSupportTriage

Data AnalysisReporting

MonitoringResponding to crisesContent, events & Promotion

MonitoringResponding to inquiriesContentTriage

ResearchContent DevelopmentPromotions

Corporate

Brand reputationCSR

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• Pour être réactif, il faut définir à l’avance des procédures permettant d’anticiper les actions à mener

Procédures et outils : ex de procédure de gestion des citations

T.O.M.S.T.E.R. : Comment créer un brief 2.0

Target

Objectives

Message

TouchPoints

Evaluation KPIs

Resources

Strategy

A t on quelque chose à ajouter?

Evaluer la raison

Répondre et partager

Remercier la personne

Client mécontent?

Râleur professionnel?

Troller ou comique?

NegativePositive

OuiNon

Souhaite on répondre?

Pas de réponse

Non

Oui

Corrriger le problème en communicant l’action au client

Les faits sont ils corrects?

Corriger les faits avec tact

Non

Non

Non

Oui

Les faits sont ils corrects?

Le client nécessite plus d’information

Oui

Expliqué ce qui a été fait pour résoudre le

problème

Oui

Le problème a t-il été résolu?

Oui

Ne pas réagir et suivre l’évolution

Non

Oui

NonOui

Oui

Evaluer le message

Mention de la marque

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Going Further

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