The periodic table of content marketing. Les marques ne maitrisent plus le premier contact avec les clients. En 2011 Google s’était associé à différents professionnels du marketing pour établir la théorie du Zero Moment of Truth (ZMOT pour les intimes). L’idée maîtresse de cette théorie était qu’avec les médias sociaux, le cycle traditionnel d’achat était perturbé. Ils ont ensuite étayé cette théorie avec une seconde version de leur livret blanc (ZMOT Ways to Win Shoppers at the Zero Moment of Truth Handbook) et même lancé une série de vidéos pour l’illustrer : Winning the Zero Moment of Truth, A New Mental Model.
Je ne peux qu’abonder dans leur sens et reconnaître la pertinence de cette théorie (plus en constatation en fait). Mais plus le temps passe, et plus nous pouvons nous rendre compte que la situation est en fait bien pire que ce que l’on pensait. En fait, elle est surtout pire pour les médias traditionnels, pas pour les marques. Mais commençons par le commencement… un parcours client auparavant maîtrisé Un parcours client perturbé par les médias sociaux. Honda's Vine Campaign: Just How Successful Was It? Honda launched a new ad campaign on Monday that further promotes the company’s popular Summer Clearance Sales Event.
The campaign creatively combines both Twitter and Vine social media platforms and uses them to increase and engage the company’s audience of Followers. The whole campaign idea is based around Honda responding near real-time to unhappy car owners on Twitter with a personalized 6-second Vine video reflecting the message of the original Tweet. The key here for everyone who wants to participate is to use #WantNewCar hashtag in the Tweet in order for Honda to know that it should respond to it. The more original the message, the higher the probability that the team will respond to it with a video. So far there has been a few thousand of these Tweets. Good news, @brittanytaylor6, We think you and Honda are a perfect match! #wantnewcar — Honda (@Honda) July 15, 2013 Now let’s take a look at the campaign from the perspective of Social Media Manager. Michelbriand : CN Num, recommandation 6 :...
MouniraHamdi : En cas de crise : privilégier... Marcoliviergl : Twitter: un outil efficace... Putting the Social in Social Media. We are constantly promoting ourselves, our content and associated content through social media. We automate our responses, our interactions with engagements and even our greetings to keep up with the immense demand for content. The thing is, sometimes, at least for the first few times, people actually believe it’s you responding. The problem with this, however, is that we are becoming robots in our interactions. Once that person realises that it wasn’t you responding they end up less impressed than ever before. We are the networking generation, we typically have an account for at least the biggest social media networks namely Twitter, Facebook, Google + and so on. Twitter A prime example of negligent interaction occurs frequently on Twitter, whereby an influential person will post a link, which in turn is retweeted and favourited by numerous people.
In fact the DM function of Twitter (whereby you send and receive personal messages) has been completely destroyed by automated responses. Erwood. Social media tools. Stratégies social media.