content - lesnouveauxmarketing.comlesnouveauxmarketing.com/eq/content.pdf · infobésité...
TRANSCRIPT
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CONTENT\\
FOMO
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ce que le CONTENT apporte au
marketing
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CONTENT\\
FOMO
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1FOMO
InfobésitéInfo-Snacking10 heuresHyper ChoixDigital DetoxNoMoPhobie
BRAND CONTENT
StoryTellingNative adGamificationCurationVidéoRTM / SEO
POEM
LOVEMARKS
Respect du lecteurRespect du clientFidèle au-delà du raisonnable
2 3
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Syndrome du Hamster
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InfobésitéL’hyper choix de l’utilisateur
Info snacking ou
Digital Détox ou
Séduction/Émotion/Premium = BC
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Infobésité Qualité Lovemark
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Avant / Après
PUB : faire passer un message
BrandContent : partager une expérience
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« Le brand content c’est ce que devrait être la
bonne publicité »
Olivier Altmann
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« production de contenus nouveaux par les
marques »
Hubert Kratiroff (Les fonctions du marketing)
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Content is king
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Content is king
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Context is god
hk
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Création de contenu : UGC user generated content
experts (indépendant, marque,consultant)
artistes (ponctuel, récurent)
influenceurs (…)
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la marque est média
prévision 2016
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…avant une marque faisait des pubs, aujourd’hui
elle fait des romans
HK, prévision 2017
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StoryTelling
NoStory : NoBusiness
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Best StoryTelling everveni vedi vici
second StoryTellingasteroide B612
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Simon Sinek WHY
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GE the message
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GE
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nativeadvertising101TSLM KRATIROFF
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learn marketing
LE MEILLEUR BRAND-CONTENT
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10/04/2018ÉCOLE DE LA FINANCE !40
GAMIFICATION
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NPS (Net Promoter Score) développé par Fred Reichfeld (Bain & Co) en 2003 Harvard
Business Review
Ce qu’il faut retenir / Key takeaway 1/ Calcul : (9+10) – (0 à 6) (sans 7 et 8) 2/ Question décalée : conseillerez-vous ? 3/ Fréquence : trimestrielle
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VidéoVerticale
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Prompter
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CURATIONVerbe : curer !
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Curation de contenusSélection + Agrégation +
Éditorialisation + Contextualisation+ Enrichissement + Partage
=
Curation
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NewsHacking
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1/3 curation1/3 recyclage1/3 nouveau
content
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Conférence de
rédaction
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�51
CONTENTDISTRIBUTION
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POEM …
POES M
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POES mPaid Owned Earned Shared
Média & Marketing
Empreinte Digitale
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PAIDAchat d’espace Displays Liens sponsorisés Programmatique & RTB
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OWNEDpropriété de l’annonceur
website catalogue print newsletter emailing
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EARNEDEnsemble des retombées générées gratuitement par une marque
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SHAREDEarned via les partages de réseaux sociaux (retweet, like …)
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Empreinte digitale
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PAID • Bannière • PPC • Mobile adv • App • …
OWNED • Websites • Mobile sites • APP • Proprietary
blogs • Video • Data Planning • E-mail
Marketing • SMS & Mobile
EARNED • Social média • Word of mouth • Forum • News PR • Bloggers
CONTENTSTRATEGY
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Stop Paid media
Media passif Client passif
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GO Earned media
Media participatif Client VRM
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KeyTakeAways
ce qu’il faut retenir
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Paid (-)Owned (+)Earned (++)
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