{"id":1075,"date":"2016-10-10T10:17:21","date_gmt":"2016-10-10T09:17:21","guid":{"rendered":"http:\/\/www.keyade.com\/agence\/?p=1075"},"modified":"2016-10-25T11:05:16","modified_gmt":"2016-10-25T10:05:16","slug":"mbassadors-offre-influence-groupm","status":"publish","type":"post","link":"https:\/\/www.keyade.com\/en\/mbassadors-offre-influence-groupm","title":{"rendered":"Mbassadors by GroupM : les meilleurs influenceurs au service des marques"},"content":{"rendered":"<p style=\"text-align: justify;\"><em>En septembre 2016, GroupM a lanc\u00e9 Mbassadors, une offre destin\u00e9e \u00e0 professionnaliser la collaboration entre annonceurs et influenceurs digitaux. <strong>Anne-Servane Lasserre<\/strong>, Directrice Social Media et Innovation chez GroupM revient sur les d\u00e9tails de l\u2019offre et ses r\u00e9sultats.<\/em><\/p>\n<p style=\"text-align: justify;\"><strong>Pourquoi travailler avec des influenceurs ?<\/strong><\/p>\n<p style=\"text-align: justify;\">\u00ab &#8216;Influenceurs&#8217; est un terme large : on y inclut les c\u00e9l\u00e9brit\u00e9s, les blogueurs, les YouTubeurs ou encore les internautes qui disposent d\u2019une forte communaut\u00e9. Les influenceurs disposent de milliers de fans, lecteurs ou abonn\u00e9s sur les r\u00e9seaux sociaux, les marques s\u2019appuient donc de plus en plus sur la puissance de leurs communaut\u00e9s pour relayer leurs communications.\u00a0En 2015, nous avons commenc\u00e9 \u00e0 travailler avec des influenceurs et depuis le mois dernier, forts d\u2019une exp\u00e9rience de plus d\u2019un an, nous avons lanc\u00e9 Mbassadors sur un march\u00e9 de l\u2019influence publicitaire encore morcel\u00e9, avec des agences qui proposent souvent leur savoir-faire uniquement sur un type pr\u00e9cis de partenariats. Il \u00e9tait temps de regrouper l\u2019ensemble des micro-offres d\u2019influence au sein d\u2019une offre globale unique. \u00bb<\/p>\n<p style=\"text-align: justify;\"><strong>Qu\u2019y a-t-il derri\u00e8re l\u2019offre Mbassadors ?<\/strong><\/p>\n<p style=\"text-align: justify;\">\u00ab Il s\u2019agit d\u2019un dispositif complet mis \u00e0 disposition des annonceurs pour leurs campagnes d\u2019influence, avec une m\u00e9thodologie en quatre \u00e9tapes : (1) Surveillance de la marque sur les r\u00e9seaux sociaux ; (2) Identification des influenceurs pertinents, en fonction de la taille de la communaut\u00e9, la qualit\u00e9 du contenu, la capacit\u00e9 \u00e0 engager et l\u2019ad\u00e9quation avec la marque cliente ; (3) S\u00e9lection des m\u00e9caniques strat\u00e9giques (\u00e9v\u00e8nements, co-cr\u00e9ation de produit, strat\u00e9gie \u00e9ditoriale, tutos vid\u00e9os\u2026) ; (4) Mesure de la campagne avec divers KPIs : CPC, CPM, visibilit\u00e9, indicateurs d\u2019engagement, ventes\u2026<\/p>\n<p style=\"text-align: justify;\">Pour se lancer, pas forc\u00e9ment besoin de dispositifs aussi complexes. Nous conseillons d\u2019investir un ticket minimum de 30 000 \u20ac pour permettre une \u00e9mergence suffisante de la marque sur l\u2019univers des influenceurs.\u00a0\u00bb<\/p>\n<p style=\"text-align: justify;\"><strong>Quels ont \u00e9t\u00e9 les r\u00e9sultats avec vos clients ?<\/strong><\/p>\n<p style=\"text-align: justify;\">\u00ab Depuis 20 mois, nous avons mis en place pr\u00e8s de 50 campagnes d\u2019influence. En 2016, nous avons assur\u00e9 la sortie de 5 produits pour Givenchy, en s\u00e9lectionnant dix influenceuses mode dont la blogueuse star Betty Aurier : en six mois, 25 articles de blog ont \u00e9t\u00e9 produits ainsi que 47 photos Instagram (72 000 marques d\u2019engagement) et 10 Stories Snapchat. Pour VISA, nous avons mis\u00e9 sur l\u2019exp\u00e9rience en live pour renforcer l\u2019image innovante de la marque. L\u2019op\u00e9ration a \u00e9t\u00e9 vue plus de 350 000 fois avec 25 000 engagements sur Twitter. Enfin nous avons propos\u00e9 \u00e0 Volvic de sponsoriser la soir\u00e9e de Camille Combal pour promouvoir son dernier produit Volvic Juicy. R\u00e9sultats : 30 000 Likes et autant de commentaires sur Facebook, plus de 1,23 million de vid\u00e9os vues et 700 partages. Le lendemain, des internautes postaient m\u00eame des photos d\u2019eux en train d\u2019acheter des produits Volvic Juicy !\u00a0\u00bb<\/p>\n","protected":false},"excerpt":{"rendered":"<p>En septembre 2016, GroupM a lanc\u00e9 Mbassadors, une offre destin\u00e9e \u00e0 professionnaliser la collaboration entre annonceurs et influenceurs digitaux. Anne-Servane Lasserre, Directrice Social Media et Innovation chez GroupM revient sur les d\u00e9tails de l\u2019offre et ses r\u00e9sultats. Pourquoi travailler avec des influenceurs ? \u00ab &#8216;Influenceurs&#8217; est un terme large : on y inclut les c\u00e9l\u00e9brit\u00e9s, [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":1083,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[137],"tags":[7,151,59],"class_list":["post-1075","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-social-media","tag-groupm","tag-influenceurs","tag-socialmedia"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Mbassadors, l&#039;offre d&#039;influence de GroupM | Keyade<\/title>\n<meta name=\"description\" content=\"Septembre 2016 : GroupM lance Mbassadors, une offre destin\u00e9e \u00e0 professionnaliser la collaboration entre annonceurs et influenceurs digitaux.\" \/>\n<meta name=\"robots\" content=\"index, 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