Les influenceurs attirent de plus en plus l\u2019attention des entreprises lorsqu\u2019il s\u2019agit de d\u00e9velopper des strat\u00e9gies de marketing num\u00e9rique. Ces nouveaux leaders d’opinion regroupent de plus en plus d’actions communicatives dans les nouveaux m\u00e9dias, gr\u00e2ce \u00e0 la d\u00e9mocratisation de l’acc\u00e8s aux profils par des plateformes comme YouTube, Instagram ou Pinterest.<\/p>\n
Nous avons d\u00e9j\u00e0 parl\u00e9 de l’importance des influenceurs lors de la planification de nouveaux espaces de travail. Aujourd\u2019hui, nous approfondissons le sujet en examinant comment capter l\u2019attention de ces dirigeants dans le but de planifier des strat\u00e9gies sp\u00e9cifiques qui exploitent la pr\u00e9sence des influenceurs en tant qu\u2019ambassadeurs de la marque.<\/p>\n
Le plus grand int\u00e9r\u00eat qu\u2019une entreprise puisse avoir de la part d\u2019un leader d\u2019opinion est qu\u2019il parle positivement d\u2019une de ses marques. Les nouveaux influenceurs maintiennent g\u00e9n\u00e9ralement une grande flexibilit\u00e9 de communication avec leur public, ce qui a r\u00e9volutionn\u00e9 le profil de \u00ab critique \u00bb traditionnel en raison de ses effets \u00e0 court terme.<\/p>\n
Attirer l\u2019attention d\u2019un influenceur peut commencer par trois lignes d\u2019action qui peuvent \u00eatre plus ou moins positives selon les ressources que l\u2019organisation est pr\u00eate \u00e0 allouer \u00e0 cette fin. Nous pourrions les d\u00e9finir comme suit\u00a0:<\/p>\n
\u2013Gagner l’attention gr\u00e2ce \u00e0 une interaction directe sur les r\u00e9seaux\u00a0:<\/strong> L’une des m\u00e9thodes pour commencer \u00e0 rediriger l’attention d’un nouvel influenceur vers notre marque est \u00e0 travers les r\u00e9seaux sociaux, plus pr\u00e9cis\u00e9ment la cr\u00e9ation de fils d’opinion qui attirent l’attention du leader d’opinion et l’impliquent dans les discussions num\u00e9riques. La t\u00e2che du community manager de l’entreprise est vitale dans ce domaine, puisqu’il doit essayer de g\u00e9rer correctement tout ce qui est dit et la mani\u00e8re dont il est dit, pour \u00e9viter les crises de communication qui conduisent \u00e0 des crises de r\u00e9putation. Cette m\u00e9thode ne garantit pas le succ\u00e8s, m\u00eame si elle garantit le trafic. Les sc\u00e9narios que peuvent adopter les influenceurs sont si larges qu\u2019ils vont de l\u2019indiff\u00e9rence au soutien inconditionnel (surtout s\u2019ils s\u2019impliquent dans le cadre d\u2019actions RSE).<\/p>\n \u2013N\u00e9gociation directe avec un leader d’opinion :<\/strong> C’est la m\u00e9thode la plus \u00e9vidente pour attirer un influenceur. Cela consiste \u00e0 contacter le leader d’opinion via l’un des canaux disponibles pour conclure un contrat qui sert \u00e0 garantir le soutien de l’influenceur pendant une certaine p\u00e9riode en tant qu’ambassadeur de la marque. Pour cela, l\u2019entreprise doit \u00eatre pr\u00eate \u00e0 assumer une s\u00e9rie de ressources. Le trafic num\u00e9rique augmenterait, m\u00eame s\u2019il faut tenir compte de l\u2019audience derri\u00e8re le leader d\u2019opinion. Est-ce que ce public que notre organisation souhaite vraiment atteindre\u00a0?<\/p>\n \u2013Gestion des influenceurs via des agences :<\/strong> C’est aujourd’hui l’une des m\u00e9thodes qui facilitent le plus le travail des organisations pour acc\u00e9der au march\u00e9 des influenceurs et des leaders d’opinion num\u00e9riques. Ces entreprises sont charg\u00e9es de g\u00e9rer les profils, en les adaptant aux demandes sp\u00e9cifiques d’une organisation, ainsi que de ses publics. Ces entreprises g\u00e8rent g\u00e9n\u00e9ralement des espaces de convergence pour f\u00e9d\u00e9rer les influenceurs et les organisations. Un exemple en est le projet Friendsfluencers (#Friendsfluencers), une initiative qui f\u00e9d\u00e8re les espoirs et les initiatives entre leaders d\u2019opinion et entreprises.<\/p>\n L\u2019une des grandes occasions de r\u00e9unir ces deux grands groupes d\u2019int\u00e9r\u00eat vient g\u00e9n\u00e9ralement des \u00e9v\u00e9nements, des congr\u00e8s ou des journ\u00e9es de r\u00e9seautage. Ces espaces contribuent \u00e0 nouer des relations permettant l\u2019inclusion des leaders d\u2019opinion dans les strat\u00e9gies marketing des diff\u00e9rentes organisations.<\/p>\n Beaucoup de ces sessions partent g\u00e9n\u00e9ralement d’initiatives d’institutions publiques, d’acc\u00e9l\u00e9rateurs d’entreprises, bien que les m\u00eames agences de promotion et de gestion des influenceurs organisent g\u00e9n\u00e9ralement des \u00e9v\u00e9nements de r\u00e9seautage.<\/p>\n 5 \u00e9toiles4 \u00e9toiles3 \u00e9toiles2 \u00e9toiles1 \u00e9toile (1<\/strong> votes, moyenne\u00a0: 5,00<\/strong> sur 5)<\/p>\n","protected":false},"excerpt":{"rendered":" Les influenceurs attirent de plus en plus l\u2019attention des entreprises lorsqu\u2019il s\u2019agit de d\u00e9velopper des strat\u00e9gies de marketing num\u00e9rique. Ces nouveaux leaders d’opinion regroupent de plus en plus d’actions communicatives dans les nouveaux m\u00e9dias, gr\u00e2ce \u00e0 la d\u00e9mocratisation de l’acc\u00e8s aux profils par des plateformes comme YouTube, Instagram ou Pinterest. Nous avons d\u00e9j\u00e0 parl\u00e9 de […]<\/p>\n","protected":false},"author":2,"featured_media":5491,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","_thinkrank_schema_form_data":"","_thinkrank_selected_schema_type":"","_thinkrank_additional_schemas":"","_thinkrank_canonical_url":"","_thinkrank_og_title":"","_thinkrank_og_description":"","_thinkrank_og_image":"","_thinkrank_twitter_title":"","_thinkrank_twitter_description":"","_thinkrank_twitter_image":"","_thinkrank_imported_from":"","_thinkrank_focus_keywords":[],"_thinkrank_focus_keyword":"","_thinkrank_robots_meta_enabled":0,"_thinkrank_robots_meta":"","_thinkrank_advanced_robots_meta":"","_thinkrank_exclude_from_search":0,"_thinkrank_exclude_from_archives":0,"_thinkrank_primary_category":0,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[69,82],"tags":[],"class_list":["post-27622","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-digital-fr","category-reseaux-sociaux-fr"],"uagb_featured_image_src":{"full":["https:\/\/comunicagenia.com\/wp-content\/uploads\/2018\/10\/67-1.jpg",1084,768,false],"thumbnail":["https:\/\/comunicagenia.com\/wp-content\/uploads\/2018\/10\/67-1-150x150.jpg",150,150,true],"medium":["https:\/\/comunicagenia.com\/wp-content\/uploads\/2018\/10\/67-1-300x213.jpg",300,213,true],"medium_large":["https:\/\/comunicagenia.com\/wp-content\/uploads\/2018\/10\/67-1-768x544.jpg",768,544,true],"large":["https:\/\/comunicagenia.com\/wp-content\/uploads\/2018\/10\/67-1-1024x725.jpg",1024,725,true],"1536x1536":["https:\/\/comunicagenia.com\/wp-content\/uploads\/2018\/10\/67-1.jpg",1084,768,false],"2048x2048":["https:\/\/comunicagenia.com\/wp-content\/uploads\/2018\/10\/67-1.jpg",1084,768,false]},"uagb_author_info":{"display_name":"comunicagenia","author_link":"https:\/\/comunicagenia.com\/fr\/blog\/author\/comunicagenia\/"},"uagb_comment_info":0,"uagb_excerpt":"Les influenceurs attirent de plus en plus l\u2019attention des entreprises lorsqu\u2019il s\u2019agit de d\u00e9velopper des strat\u00e9gies de marketing num\u00e9rique. Ces nouveaux leaders d’opinion regroupent de plus en plus d’actions communicatives dans les nouveaux m\u00e9dias, gr\u00e2ce \u00e0 la d\u00e9mocratisation de l’acc\u00e8s aux profils par des plateformes comme YouTube, Instagram ou Pinterest. Nous avons d\u00e9j\u00e0 parl\u00e9 de\u2026","_links":{"self":[{"href":"https:\/\/comunicagenia.com\/fr\/wp-json\/wp\/v2\/posts\/27622","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/comunicagenia.com\/fr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/comunicagenia.com\/fr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/comunicagenia.com\/fr\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/comunicagenia.com\/fr\/wp-json\/wp\/v2\/comments?post=27622"}],"version-history":[{"count":0,"href":"https:\/\/comunicagenia.com\/fr\/wp-json\/wp\/v2\/posts\/27622\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/comunicagenia.com\/fr\/wp-json\/wp\/v2\/media\/5491"}],"wp:attachment":[{"href":"https:\/\/comunicagenia.com\/fr\/wp-json\/wp\/v2\/media?parent=27622"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/comunicagenia.com\/fr\/wp-json\/wp\/v2\/categories?post=27622"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/comunicagenia.com\/fr\/wp-json\/wp\/v2\/tags?post=27622"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}Conventions et espaces synergies : l’opportunit\u00e9 id\u00e9ale<\/h2>\n
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