{"id":4973,"date":"2018-06-26T13:41:58","date_gmt":"2018-06-26T12:41:58","guid":{"rendered":"https:\/\/www.keyade.com\/?p=4973"},"modified":"2018-06-26T13:51:55","modified_gmt":"2018-06-26T12:51:55","slug":"smx-paris-compte-rendu-de-levenement","status":"publish","type":"post","link":"https:\/\/www.keyade.com\/en\/smx-paris-compte-rendu-de-levenement","title":{"rendered":"SMX Paris 2018 : compte-rendu de l&#8217;\u00e9v\u00e9nement"},"content":{"rendered":"<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-4975 size-full\" src=\"https:\/\/www.keyade.com\/en\/wp-content\/uploads\/2018\/06\/smx-paris-2018.jpg\" alt=\"smx-paris-2018\" width=\"851\" height=\"315\" srcset=\"https:\/\/www.keyade.com\/en\/wp-content\/uploads\/2018\/06\/smx-paris-2018.jpg 851w, https:\/\/www.keyade.com\/en\/wp-content\/uploads\/2018\/06\/smx-paris-2018-300x111.jpg 300w, https:\/\/www.keyade.com\/en\/wp-content\/uploads\/2018\/06\/smx-paris-2018-768x284.jpg 768w, https:\/\/www.keyade.com\/en\/wp-content\/uploads\/2018\/06\/smx-paris-2018-270x100.jpg 270w\" sizes=\"auto, (max-width: 851px) 100vw, 851px\" \/><\/p>\n<p style=\"text-align: justify;\">Le SMX (Search Marketing Expo) est l&#8217;\u00e9v\u00e9nement international de r\u00e9f\u00e9rence pour les professionnels du SEA, SEO et du Social Media. Cette ann\u00e9e, il s&#8217;est tenu \u00e0 Paris les 12 et 13 juin, \u00e0 l&#8217;H\u00f4tel Marriott Rive Gauche.<\/p>\n<p style=\"text-align: justify;\">5 collaborateurs Keyade \u00e9taient pr\u00e9sents \u00e0 l&#8217;\u00e9v\u00e9nement et\u00a0ont synth\u00e9tis\u00e9 les points-cl\u00e9s \u00e0 retenir de l\u2019\u00e9v\u00e9nement en SEA, Social Media et SEO. Ils partagent \u00e9galement leurs ressentis et leurs observations communes sur l\u2019\u00e9v\u00e9nement au global.<\/p>\n<h2>Ce qu&#8217;il faut retenir du SMX Paris en SEA<\/h2>\n<p>Les grands th\u00e8mes abord\u00e9s ont port\u00e9 sur :<\/p>\n<ul>\n<li>L&#8217;automatisation et les gains de productivit\u00e9<\/li>\n<li>L&#8217;analyse data et la data visualization<\/li>\n<li>L&#8217;importance d&#8217;une attribution pertinente<\/li>\n<li>Les synergies SEO\/SEA<\/li>\n<\/ul>\n<p>L&#8217;avis de Florent Pignard et Maxime Vivos, Consultants SEA :<\/p>\n<p style=\"text-align: justify;\">&#8220;C\u00f4t\u00e9 SEA, les conf\u00e9rences auxquelles nous avons assist\u00e9 nous ont paru tr\u00e8s g\u00e9n\u00e9ralistes. En mati\u00e8re d\u2019attribution, nous nous sommes \u00e9tonn\u00e9s que le concept <i>d\u2019<\/i><i>omnicanalit\u00e9<\/i> ne soit jamais \u00e9voqu\u00e9. En parall\u00e8le, des sujets comme le voice search et l\u2019intelligence artificielle dans le search n\u2019ont \u00e9t\u00e9 abord\u00e9s que sommairement.<br \/>\nD\u2019autre part, tous ces sujets (automatisation, attribution, analyse data \/ data visualization et synergies SEO\/SEA) sont des sujets que nous abordons d\u00e9j\u00e0 avec nos clients chez Keyade (avec des \u00e9quipes d\u00e9di\u00e9es ou directement avec les consultants).&#8221;<\/p>\n<p>&nbsp;<\/p>\n<h2>Ce qu&#8217;il faut retenir du SMX Paris en Social Media<\/h2>\n<p>Les grands th\u00e8mes abord\u00e9s ont port\u00e9 sur :<\/p>\n<p>INSTAGRAM<\/p>\n<ul>\n<li>3 r\u00e8gles d&#8217;or : cr\u00e9ativit\u00e9, authenticit\u00e9, communaut\u00e9<\/li>\n<li>Instagram et les influenceurs<\/li>\n<li>Ligne \u00e9ditoriale, formats publicitaires et Stories<\/li>\n<li>Outils de performance monitoring<\/li>\n<\/ul>\n<p>SNAPCHAT<\/p>\n<ul>\n<li>3 r\u00e8gles d&#8217;or : transparence, instantan\u00e9it\u00e9, authenticit\u00e9<\/li>\n<li>Le cas Michel &amp; Augustin : 2 ans plus tard<\/li>\n<\/ul>\n<p>L&#8217;avis d&#8217;Aristide Kouevidjin, Consultant Social Media :<\/p>\n<p style=\"text-align: justify;\">&#8220;Comme en Paid Search, les conf\u00e9rences Social Media m\u2019ont paru tr\u00e8s g\u00e9n\u00e9ralistes et ne comprenaient rien que nous ne connaissions d\u00e9j\u00e0. Les pr\u00e9sentations sur Instagram et Snapchat s\u2019adressaient essentiellement \u00e0 des annonceurs qui ne seraient pas encore sur ces r\u00e9seaux sociaux et souhaiteraient sauter le pas ; \u00e0 ceux qui se demandent comment g\u00e9rer une communaut\u00e9 ; ou encore \u00e0 ceux qui aimeraient soutenir leurs contenus avec un peu de paid media.<br \/>\nJe n\u2019ai pas relev\u00e9 d\u2019id\u00e9e novatrice que nous pourrions activer sur nos clients. Cela a mis en \u00e9vidence que nous offrons un accompagnement d\u00e9j\u00e0 bien avanc\u00e9 \u00e0 nos clients, gr\u00e2ce aux relations privil\u00e9gi\u00e9es que nous entretenons avec nos partenaires et les r\u00e9gies.&#8221;<\/p>\n<p>&nbsp;<\/p>\n<h2>Ce qu&#8217;il faut retenir du SMX Paris en SEO<\/h2>\n<p>Les grands th\u00e8mes abord\u00e9s ont port\u00e9 sur :<\/p>\n<p>WEB PERFORMANCE ET SEO<\/p>\n<ul>\n<li>Pr\u00e9sentation de la solution Fasterize avec le cas client Rue Du Commerce<\/li>\n<li>Refonte de la plateforme pour am\u00e9liorer la rapidit\u00e9 du site<\/li>\n<li>Mesure des impacts sur les serveurs, le SEO, Google Analytics (positionnement, trafic\u2026)<\/li>\n<\/ul>\n<p>OPPORTUNITES ET MENACES DES NOUVEAUX EMPLACEMENTS DANS LES SERP<\/p>\n<ul>\n<li>Se diff\u00e9rencier par les r\u00e9ponses enrichies<\/li>\n<li>Travailler son r\u00e9f\u00e9rencement aupr\u00e8s de l\u2019Assistant Google<\/li>\n<li>Voice search &amp; content-based actions<\/li>\n<li>Menace : la mont\u00e9e inexorable des ads, surtout sur mobile<\/li>\n<\/ul>\n<p>L&#8217;avis de Nabil Saadoun, Consultant SEO :<\/p>\n<p style=\"text-align: justify;\">&#8220;Deux conf\u00e9rences de qualit\u00e9, dont l\u2019une co-anim\u00e9e par un client, permettant de se rendre compte du recul client sur nos m\u00e9tiers. Ces pr\u00e9sentations ont soulev\u00e9 des pistes de r\u00e9flexion int\u00e9ressantes pour le SEO et les retours d\u2019exp\u00e9rience expos\u00e9s ont confort\u00e9 certains de mes points de vue personnels.&#8221;<\/p>\n<p>&nbsp;<\/p>\n<h2>Ce qu&#8217;il faut retenir du SMX Paris sur l&#8217;IA et la transformation marketing<\/h2>\n<ul>\n<li>\n<p style=\"text-align: justify;\">Deux conf\u00e9rences de qualit\u00e9, dont l\u2019une coanim\u00e9e par un client, permettant de se rendre compte du recul client sur nos m\u00e9tiers. Ces pr\u00e9sentations ont soulev\u00e9 des pistes de r\u00e9flexion int\u00e9ressantes pour le SEO et les retours d\u2019exp\u00e9rience expos\u00e9s ont confort\u00e9 certains de mes points de vue personnels.<\/p>\n<\/li>\n<li style=\"text-align: justify;\">On estime que <b>75% <\/b>des app disposeront de l\u2019IA d\u2019ici fin de cette ann\u00e9e et <b>50%<\/b> des recherches en ligne seront vocales d\u2019ici 2020.<\/li>\n<li>\n<p style=\"text-align: justify;\">Quelques exemples tr\u00e8s concrets de chatbots compl\u00e9tement int\u00e9gr\u00e9s dans la vie courante des consommateurs en Chine (chatbot Xiaoice) et au Japon (chatbot conversationnel Rinna) qui distribuent des coupons et donnent des recommandations personnalis\u00e9es d\u2019achat.<\/p>\n<\/li>\n<\/ul>\n<p>L&#8217;avis de Christelle Cubizolles, Directrice SEO :<\/p>\n<p style=\"text-align: justify;\">&#8220;Le but\u00a0 de\u00a0 cette pr\u00e9sentation \u00e9tait d\u2019expliquer plus concr\u00e8tement comment l\u2019IA est d\u00e9j\u00e0 activ\u00e9e dans nos interactions digitales et comment elle va davantage se d\u00e9velopper, sans forc\u00e9ment que les usagers ne s\u2019en rendent compte.<br \/>\nUne pr\u00e9sentation claire pour un sujet tr\u00e8s int\u00e9ressant et parfois mal compris.&#8221;<\/p>\n<p>&nbsp;<\/p>\n<h2>Conclusion<\/h2>\n<p style=\"text-align: justify;\">&gt; Un \u00e9v\u00e9nement tr\u00e8s g\u00e9n\u00e9raliste en SEA et Social Media, qui semblait moins s\u2019adresser \u00e0 des agences qu\u2019\u00e0 des annonceurs peu matures.<\/p>\n<p style=\"text-align: justify;\">&gt; Les consultants Keyade font le constat que l\u2019agence est tr\u00e8s mature sur les sujets op\u00e9rationnels abord\u00e9s et qu\u2019ils sont d\u00e9j\u00e0 extr\u00eamement bien accompagn\u00e9s par les r\u00e9gies. Ils ne retiennent que peu ou pas de nouveaut\u00e9s \u00e0 activer aupr\u00e8s de leurs clients.<\/p>\n<p style=\"text-align: justify;\">&gt; Toutefois, des conf\u00e9rences int\u00e9ressantes en SEO et sur quelques sujets plus larges (intelligence artificielle notamment), qui permettent de soulever des pistes de r\u00e9flexion et de sensibiliser les annonceurs \u00e0 un niveau plus large sur le digital.<\/p>\n<hr \/>\n<h2>Liste des conf\u00e9rences auxquelles les collaborateurs Keyade ont assist\u00e9<\/h2>\n<h2>SEA<\/h2>\n<p>Florent Pignard, Consultant SEA &amp; Feed, et Maxime Vivos, Cronsultant SEA, ont assist\u00e9 \u00e0 :<\/p>\n<ul>\n<li>Mieux piloter votre campagne de SEA pendant vos campagnes m\u00e9dia TV\u200b<\/li>\n<li>Comment profiter de Google Shopping en 2018 \u2013 Quel impact ?<\/li>\n<li>Les nouveaux d\u00e9fis du Search : Vision et retours d\u2019exp\u00e9rience<\/li>\n<li>Comment mettre en place une strat\u00e9gie SEA gagnante dans un paysage m\u00e9dia domin\u00e9 par le &#8220;duopole&#8221; ?<\/li>\n<li>Comment optimiser votre visibilit\u00e9 en d\u00e9veloppant des synergies SEO\/SEA gagnantes ?\u200b<\/li>\n<li>Google Data Studio : Mes rapports passent au niveau sup\u00e9rieur<\/li>\n<\/ul>\n<h2>SOCIAL MEDIA<\/h2>\n<p>Aristide Kouevidjin, Consultant Social Media, a assist\u00e9 \u00e0 :<\/p>\n<ul>\n<li>Comment avoir une vraie strat\u00e9gie sur Instagram ?<\/li>\n<li>Construire son identit\u00e9 de marque avec Snapchat<\/li>\n<\/ul>\n<h2>SEO<\/h2>\n<p>Nabil Saadoun, Consultant SEO, a assist\u00e9 \u00e0 :<\/p>\n<ul>\n<li>Derni\u00e8res \u00e9volutions de \u2018SERP\u2019 Google : opportunit\u00e9s ou menaces pour les marques ?<\/li>\n<li>Webperf et SEO : les mythes et la r\u00e9alit\u00e9<\/li>\n<\/ul>\n<h2>SUJETS TRANSVERSES<\/h2>\n<p><span style=\"letter-spacing: 0.2px;\">Christelle Cubizolles, Directrice SEO, a assist\u00e9 \u00e0 :<\/span><\/p>\n<ul>\n<li>AI Transformation for Marketers<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Le SMX (Search Marketing Expo) est l&#8217;\u00e9v\u00e9nement international de r\u00e9f\u00e9rence pour les professionnels du SEA, SEO et du Social Media. Cette ann\u00e9e, il s&#8217;est tenu \u00e0 Paris les 12 et 13 juin, \u00e0 l&#8217;H\u00f4tel Marriott Rive Gauche. 5 collaborateurs Keyade \u00e9taient pr\u00e9sents \u00e0 l&#8217;\u00e9v\u00e9nement et\u00a0ont synth\u00e9tis\u00e9 les points-cl\u00e9s \u00e0 retenir de l\u2019\u00e9v\u00e9nement en SEA, Social [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":4985,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[85,79,295],"tags":[],"class_list":["post-4973","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-its-a-digital-world","category-la-vie-de-lagence","category-fil-actualite"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>SMX Paris 2018 : compte-rendu de l&#039;\u00e9v\u00e9nement - Keyade<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.keyade.com\/en\/smx-paris-compte-rendu-de-levenement\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"SMX Paris 2018 : compte-rendu de l&#039;\u00e9v\u00e9nement - Keyade\" \/>\n<meta property=\"og:description\" content=\"Le SMX (Search Marketing Expo) est l&#8217;\u00e9v\u00e9nement international de r\u00e9f\u00e9rence pour les professionnels du SEA, SEO et du Social Media. 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