{"id":88157,"date":"2021-10-28T09:00:00","date_gmt":"2021-10-28T13:00:00","guid":{"rendered":"https:\/\/isarta.com\/infos\/?p=88157"},"modified":"2021-10-28T09:22:51","modified_gmt":"2021-10-28T13:22:51","slug":"echos-de-c2-montreal-on-ne-possede-pas-une-communaute-on-y-appartient","status":"publish","type":"post","link":"https:\/\/isarta.com\/infos\/echos-de-c2-montreal-on-ne-possede-pas-une-communaute-on-y-appartient\/","title":{"rendered":"\u00c9chos de C2 Montr\u00e9al : \u00ab On ne poss\u00e8de pas une communaut\u00e9, on y appartient \u00bb"},"content":{"rendered":"<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" width=\"1024\" height=\"683\" src=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2021\/10\/vonecia-carswell-0aMMMUjiiEQ-unsplash-1024x683.jpg\" alt=\"\" class=\"wp-image-88265\" srcset=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2021\/10\/vonecia-carswell-0aMMMUjiiEQ-unsplash-1024x683.jpg 1024w, https:\/\/isarta.com\/infos\/wp-content\/uploads\/2021\/10\/vonecia-carswell-0aMMMUjiiEQ-unsplash-300x200.jpg 300w, https:\/\/isarta.com\/infos\/wp-content\/uploads\/2021\/10\/vonecia-carswell-0aMMMUjiiEQ-unsplash-768x512.jpg 768w, https:\/\/isarta.com\/infos\/wp-content\/uploads\/2021\/10\/vonecia-carswell-0aMMMUjiiEQ-unsplash-1536x1024.jpg 1536w, https:\/\/isarta.com\/infos\/wp-content\/uploads\/2021\/10\/vonecia-carswell-0aMMMUjiiEQ-unsplash-2048x1365.jpg 2048w, https:\/\/isarta.com\/infos\/wp-content\/uploads\/2021\/10\/vonecia-carswell-0aMMMUjiiEQ-unsplash-272x182.jpg 272w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<p>28 octobre 2021<\/p>\n<p class=\"has-medium-font-size\"><strong>L\u2019atelier-conf\u00e9rence <em><a rel=\"noreferrer noopener\" href=\"https:\/\/www.c2montreal.com\/fr\/programmation-2021\/#\/\" target=\"_blank\">Comment utiliser la notion de communaut\u00e9 pour consolider votre public cible<\/a><\/em>, pr\u00e9sent\u00e9 le 20 octobre dernier, dans le cadre de l\u2019\u00e9v\u00e9nement C2 Montr\u00e9al 2021, apporte un regard neuf sur la mani\u00e8re d\u2019engager la conversation avec une audience de marque. La m\u00e9thodologie d\u00e9velopp\u00e9e par l&rsquo;agence cr\u00e9ative Sid Lee dans le projet \u00ab\u00a0<a rel=\"noreferrer noopener\" href=\"https:\/\/belongeffect.sidlee.com\/behind-belong-project\" data-type=\"URL\" data-id=\"https:\/\/belongeffect.sidlee.com\/behind-belong-project\" target=\"_blank\">The Belong Effet<\/a>\u00a0\u00bb \u2013 qui fait l\u2019objet de la conf\u00e9rence \u2013 pourrait d\u2019ailleurs apporter quelques r\u00e9ponses aux gestionnaires de communaut\u00e9 d\u00e9sesp\u00e9r\u00e9s de faire cro\u00eetre ind\u00e9finiment le nombre d&rsquo;abonn\u00e9s de leur page Facebook.<\/strong><\/p>\n<p>Une mise en contexte, d\u2019abord. L\u2019initiative \u00ab\u00a0<em>The Belong Effet<\/em>\u00a0\u00bb remonte \u00e0 deux ans. Dans<a rel=\"noreferrer noopener\" href=\"https:\/\/vimeo.com\/channels\/1729002\" data-type=\"URL\" data-id=\"https:\/\/vimeo.com\/channels\/1729002\" target=\"_blank\"> une conf\u00e9rence publi\u00e9e sur vimeo il y a deux mois<\/a>, le pr\u00e9sident et directeur g\u00e9n\u00e9ral de Sid Lee\/\u00c9tats Unis, Andy Bateman, a expliqu\u00e9 la r\u00e9flexion \u00e0 l\u2019origine du projet.<\/p>\n<blockquote class=\"wp-block-quote\">\n<p>Il est raisonnable de dire que le mod\u00e8le d\u2019affaires dominant du 21<sup>e<\/sup> si\u00e8cle est la plateforme \u2013 des plateformes comme Facebook, eBay, Amazon qui attirent un grand volume de vendeurs et d\u2019acheteurs. Le carburant de cette \u00e9conomie de plateforme, ce sont les communaut\u00e9s. Si on op\u00e8re sur une plateforme, on a int\u00e9r\u00eat \u00e0 comprendre la m\u00e9canique de croissance des communaut\u00e9s qui s&rsquo;y joignent.\u00a0\u00bb<\/p>\n<\/blockquote>\n<figure class=\"wp-block-embed is-type-video is-provider-vimeo wp-block-embed-vimeo wp-embed-aspect-16-9 wp-has-aspect-ratio\">\n<div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"The New Rules of Brand Advocacy: How Gen Z Communities Drive Business Growth\" src=\"https:\/\/player.vimeo.com\/video\/592834771?h=49439353f8&amp;dnt=1&amp;app_id=122963\" width=\"500\" height=\"281\" frameborder=\"0\" allow=\"autoplay; fullscreen; picture-in-picture\" allowfullscreen><\/iframe>\n<\/div>\n<\/figure>\n<p>Partant de ce principe, l&rsquo;agence de publicit\u00e9 Sid Lee <a rel=\"noreferrer noopener\" href=\"https:\/\/belongeffect.sidlee.com\/behind-belong-project\" target=\"_blank\">s\u2019est int\u00e9ress\u00e9 \u00e0 la dynamique des communaut\u00e9s<\/a>, en faisant appel \u00e0 des chercheurs et en parcourant la litt\u00e9rature scientifique sur le sujet. Et voici leur conclusion&nbsp;:<\/p>\n<blockquote class=\"wp-block-quote\">\n<p>Les marques qui ont le plus de succ\u00e8s sont celles qui s\u2019attachent \u00e0 des communaut\u00e9s pr\u00e9existantes.&nbsp;Plut\u00f4t que de cr\u00e9er des communaut\u00e9s en partant de z\u00e9ro, elles engagent la conversation avec des communaut\u00e9s de mani\u00e8re organique. \u00bb<\/p>\n<\/blockquote>\n<p><strong>L\u2019atelier C2<\/strong> <strong>Montr\u00e9al<\/strong><\/p>\n<p>Dans l\u2019atelier-conf\u00e9rence de C2M, Britt Stromberg (vice-pr\u00e9sidente du marketing mondial de Sid Lee \u00e0 Seattle) et Joseph Matsushima (directeur num\u00e9rique de Sid Lee \u00e0 Los Angeles) ont rappel\u00e9 les principes de base de la d\u00e9marche (\u00ab&nbsp;Tu ne peux pas poss\u00e9der une communaut\u00e9, mais tu peux appartenir \u00e0 une communaut\u00e9&nbsp;\u00bb, a dit Britt Stromberg), pour ensuite plonger dans le vif du sujet, en survolant les quatre \u00e9tapes de leur m\u00e9thodologie (intitul\u00e9e \u00ab<em>the belong creative framework<\/em>\u00bb) et en montrant un exemple d\u2019entreprise (Tesla) qui a su se mettre au service de communaut\u00e9s existantes.<\/p>\n<blockquote class=\"wp-block-quote\">\n<p>Nous avons d\u00e9cortiqu\u00e9 notre processus en quatre \u00e9tapes&nbsp;: d\u00e9finir, approfondir, explorer et contribuer, a expliqu\u00e9 Joseph Matsushima. La premi\u00e8re \u00e9tape (d\u00e9finir l\u2019audience) correspond \u00e0 l\u2019approche typique&nbsp;d\u2019un brief : quels sont l\u2019\u00e2ge, le genre et les int\u00e9r\u00eats des gens \u00e0 rejoindre. L\u2019innovation se fait \u00e0 la deuxi\u00e8me \u00e9tape&nbsp;(approfondir) : on fait la liste des communaut\u00e9s dans lesquels l\u2019audience cible peut potentiellement se retrouver.&nbsp;\u00bb<\/p>\n<\/blockquote>\n<p>Les communaut\u00e9s \u00e9voqu\u00e9es peuvent ratisser tr\u00e8s large (Disney ou Netflix) ou au contraire ultra-sp\u00e9cifique (un club de lecture ou de course, un panier de l\u00e9gumes achet\u00e9 \u00e0 un agriculteur, etc.)<\/p>\n<blockquote class=\"wp-block-quote\">\n<p>Le but est de peintre le portrait de son audience cible \u00e0 travers les communaut\u00e9s auxquelles elle appartient, que ces communaut\u00e9s soient passives ou actives. Et il n\u2019y a pas de mauvaise r\u00e9ponse.&nbsp;\u00bb<\/p>\n<\/blockquote>\n<p>Par la suite, c\u2019est la communaut\u00e9 qui devient \u00ab&nbsp;l\u2019audience cible&nbsp;\u00bb. Les cr\u00e9atifs se demandent quels sont les int\u00e9r\u00eats communs, les pr\u00e9occupations et les conversations qui pr\u00e9dominent dans les communaut\u00e9s retenues. Il s\u2019agit ensuite d\u2019imaginer des actions permettant \u00e0 la marque de contribuer \u00e0 la vie de cette communaut\u00e9 de mani\u00e8re positive.<\/p>\n<p><strong>Le cas Tesla<\/strong><\/p>\n<p>Pour illustrer le propos, Joseph Matsushima a montr\u00e9 comment Tesla s\u2019\u00e9tait mis au service de communaut\u00e9s ultra-nich\u00e9es, afin de cr\u00e9er de l\u2019engagement envers sa marque. D\u2019une part, l\u2019entreprise d\u2019Elon Musk a int\u00e9gr\u00e9 un&nbsp;mode \u00ab&nbsp;chien&nbsp;\u00bb \u00e0 son v\u00e9hicule, afin qu\u2019un propri\u00e9taire puisse laisser son animal de compagnie dans le voiture sans se soucier d\u2019asphixie. Ensuite, l\u2019entreprise a transform\u00e9 l\u2019habitacle avant en arcade (le volant et les p\u00e9dales peuvent servir de manette de contr\u00f4le pour jouer \u00e0 un jeu vid\u00e9o) lorsque le v\u00e9hicule en \u00e0 l\u2019arr\u00eat.<\/p>\n<blockquote class=\"wp-block-quote\">\n<p>\u00c7a cr\u00e9e un sentiment de loyaut\u00e9, de validation et de compr\u00e9hension au sien de la communaut\u00e9 des <em>gamers<\/em>, illustre le directeur num\u00e9rique bas\u00e9 \u00e0 Los Angeles. Qu\u2019on l\u2019utilise ou non les fonctionnalit\u00e9s ou non, \u00e7a montre que Tesla travaille tr\u00e8s fort pour contribuer de mani\u00e8re positive \u00e0 des communaut\u00e9s et qu\u2019ils comprennent bien ce qui est important aux yeux de ces communaut\u00e9s.&nbsp;\u00bb<\/p>\n<\/blockquote>\n<p>Joseph Matsushima a fait valoir que les communaut\u00e9s les plus nich\u00e9es sont aussi souvent les plus passionn\u00e9es et les engag\u00e9es envers un produit.<\/p>\n<p>T\u00e9l\u00e9charger: <a rel=\"noreferrer noopener\" href=\"https:\/\/belongeffect.sidlee.com\/report-2021\" data-type=\"URL\" data-id=\"https:\/\/belongeffect.sidlee.com\/report-2021\" target=\"_blank\">THE BELONG EFFECT 2021 REPORT<\/a><\/p>\n<hr class=\"wp-block-separator\"\/>\n<p><strong>Retrouvez nos formations :<\/strong><\/p>\n<div class=\" content_cards_card content_cards_domain_formations-isarta-com\">\n<div class=\"content_cards_image\">\n            <a class=\"content_cards_image_link\" href=\"https:\/\/formations.isarta.com\/cours\/gestion-de-communaute-facebook\/9\" target=\"_blank\"><img src=\"https:\/\/formations.isarta.com\/images\/entete.jpg\" alt=\"Formations en M\u00e9dias sociaux - En ligne, Qu\u00e9bec, Montr\u00e9al | Isarta\"><\/a>\n\t\t<\/div>\n<div class=\"content_cards_title\">\n\t\t<a class=\"content_cards_title_link\" href=\"https:\/\/formations.isarta.com\/cours\/gestion-de-communaute-facebook\/9\" target=\"_blank\">Formations en M\u00e9dias sociaux &#8211; En ligne, Qu\u00e9bec, Montr\u00e9al | Isarta<\/a>\n\t<\/div>\n<div class=\"content_cards_description\">\n\t\t<a class=\"content_cards_description_link\" href=\"https:\/\/formations.isarta.com\/cours\/gestion-de-communaute-facebook\/9\" target=\"_blank\"><\/p>\n<p>Formations en marketing, communication, num\u00e9rique, digital, r\u00e9seaux sociaux. Classes virtuelles (webinaires interactifs \u00e0 distance), en salle ou en entreprise. 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pour l\u2019int\u00e9grer efficacement : formats, tendances utiles, SEO, publicit\u00e9, recrutement<\/p>\n<p>\t\t<\/a>\n\t<\/div>\n<\/div>\n<div class=\"likebtn_container\" style=\"clear:both;text-align:center;\"><!-- LikeBtn.com BEGIN --><span class=\"likebtn-wrapper\"  data-identifier=\"post_88157\"  data-site_id=\"5cc1ecd16fd08b776710d1e9\"  data-theme=\"drop\"  data-btn_size=\"100\"  data-icon_l=\"false\"  data-icon_d=\"false\"  data-icon_l_url=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2019\/04\/happy.png#64794\"  data-icon_d_url=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2019\/04\/sleep.png#64796\"  data-icon_size=\"58\"  data-icon_l_c=\"#771414\"  data-bg_c=\"#ffffff\"  data-bg_c_v=\"#ffffff\"  data-brdr_c=\"#ffffff\"  data-f_size=\"11\"  data-f_family=\"Tahoma\"  data-counter_fs=\"b\"  data-lang=\"fr\"  data-ef_voting=\"wobble\"  data-dislike_enabled=\"false\"  data-counter_type=\"percent\"  data-counter_show=\"false\"  data-tooltip_enabled=\"false\"  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la notion de communaut\u00e9 pour consolider votre public cible\u00a0\u00bb, pr\u00e9sent\u00e9 le 20 octobre dernier, dans le cadre de l\u2019\u00e9v\u00e9nement C2 Montr\u00e9al 2021<\/p>\n<div class=\"likebtn_container\" style=\"clear:both;text-align:center;\"><!-- LikeBtn.com BEGIN --><span class=\"likebtn-wrapper\"  data-identifier=\"post_88157\"  data-site_id=\"5cc1ecd16fd08b776710d1e9\"  data-theme=\"drop\"  data-btn_size=\"100\"  data-icon_l=\"false\"  data-icon_d=\"false\"  data-icon_l_url=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2019\/04\/happy.png#64794\"  data-icon_d_url=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2019\/04\/sleep.png#64796\"  data-icon_size=\"58\"  data-icon_l_c=\"#771414\"  data-bg_c=\"#ffffff\"  data-bg_c_v=\"#ffffff\"  data-brdr_c=\"#ffffff\"  data-f_size=\"11\"  data-f_family=\"Tahoma\"  data-counter_fs=\"b\"  data-lang=\"fr\"  data-ef_voting=\"wobble\"  data-dislike_enabled=\"false\"  data-counter_type=\"percent\"  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