{"id":1045,"date":"2015-07-21T17:26:24","date_gmt":"2015-07-21T16:26:24","guid":{"rendered":"http:\/\/www.keyade.com\/agence\/?p=1045"},"modified":"2017-05-03T15:03:02","modified_gmt":"2017-05-03T14:03:02","slug":"etude-de-cas-transavia-acquisition-notoriete-facebook","status":"publish","type":"post","link":"https:\/\/www.keyade.com\/fr\/blog\/etude-de-cas-transavia-acquisition-notoriete-facebook\/","title":{"rendered":"[ETUDE DE CAS] TRANSAVIA : Acquisition et Notori\u00e9t\u00e9 sur Facebook"},"content":{"rendered":"<h2 style=\"text-align: justify;\"><strong><span style=\"color: #00aae3;\">CONTEXTE<\/span><\/strong><\/h2>\n<h3 style=\"text-align: justify;\"><strong>Retour sur les op\u00e9rations Facebook au 1er semestre 2015<\/strong><\/h3>\n<p style=\"text-align: justify;\">N\u00e9e en 2007, Transavia est une compagnie low cost du groupe Air France KLM. Elle se positionne sur le r\u00e9seau\u00a0international moyen courrier loisirs et propose des liaisons \u00e0 bas prix, principalement vers des pays du bassin\u00a0m\u00e9diterran\u00e9en et des destinations europ\u00e9ennes. Depuis ao\u00fbt 2013, Transavia confie la gestion de ses campagnes\u00a0SEA et Social Media \u00e0 Keyade.<br \/>\nEn particulier, sur Facebook, Keyade g\u00e8re diff\u00e9rentes campagnes ayant chacune des objectifs pr\u00e9cis : acquisition en\u00a0ligne, visibilit\u00e9 ou encore viralit\u00e9. Cette \u00e9tude revient sur les diff\u00e9rents types d\u2019op\u00e9rations men\u00e9es par Keyade et\u00a0Transavia tout au long du premier semestre de l\u2019ann\u00e9e 2015.<\/p>\n<h2 style=\"text-align: justify;\"><strong><span style=\"color: #00aae3;\">DISPOSITIFS<\/span><\/strong><\/h2>\n<h3 style=\"text-align: justify;\"><strong>Campagnes d&rsquo;acquisition et de notori\u00e9t\u00e9<\/strong><\/h3>\n<p style=\"text-align: justify;\">Transavia distingue deux types de campagnes ayant une logique d\u2019acquisition en ligne :<\/p>\n<h4 style=\"text-align: justify;\"><strong>\u2022 Les campagnes g\u00e9n\u00e9riques<\/strong><\/h4>\n<p style=\"text-align: justify;\">Egalement appel\u00e9es campagnes \u00ab booster \u00bb, ces campagnes ont pour objectif de promouvoir globalement les\u00a0destinations propos\u00e9es par la compagnie (Gr\u00e8ce, Portugal, Allemagne, Irlande, pays du Maghreb\u2026). Elles sont\u00a0g\u00e9n\u00e9ralement men\u00e9es mensuellement sur une p\u00e9riode assez courte d\u2019une semaine.\u00a0Pour ces campagnes, les consultants Keyade d\u00e9ploient une campagne de Page Post Links avec redirection sur le site\u00a0de Transavia ; ils ciblent les utilisateurs du r\u00e9seau social par centre d\u2019int\u00e9r\u00eats et par typologie de clients existants en\u00a0utilisant l\u2019ensemble des possibilit\u00e9s de ciblage de Social Media CRM propos\u00e9es par Facebook. Ils pilotent ensuite les\u00a0campagnes en fonction de la rentabilit\u00e9.<\/p>\n<h4 style=\"text-align: justify;\"><strong>\u2022 Les campagnes sp\u00e9cifiques<\/strong><\/h4>\n<p style=\"text-align: justify;\">Elles ont pour but de promouvoir des <img loading=\"lazy\" decoding=\"async\" class=\" wp-image-1047 alignright\" src=\"http:\/\/www.keyade.com\/agence\/wp-content\/uploads\/2016\/09\/campagnes-sp\u00e9cifiques-300x231.png\" alt=\"campagnes-specifiques-social-media-transavia-keyade\" width=\"376\" height=\"300\" \/>destinations\u00a0pr\u00e9cises (Chamb\u00e9ry, Amsterdam, Alger\u2026) et sont\u00a0\u00e9galement pilot\u00e9es \u00e0 la rentabilit\u00e9.\u00a0Le ciblage est cependant plus avanc\u00e9 pour ces\u00a0campagnes : en plus des informations bas\u00e9es sur les\u00a0donn\u00e9es d\u00e9claratives des utilisateurs (nationalit\u00e9,\u00a0centres d\u2019int\u00e9r\u00eats, pays visit\u00e9s\u2026), Keyade active\u00a0\u00e9galement des ciblages sp\u00e9cifiques de Social Media\u00a0CRM utilisant l\u2019ensemble des solutions que Facebook\u00a0propose : r\u00e9activation de clients via les Custom\u00a0Audiences, retargeting via la Website Custom Audience\u00a0ou encore prospection gr\u00e2ce \u00e0 la LookALike Audience.\u00a0Enfin, ces campagnes peuvent \u00eatre g\u00e9olocalis\u00e9es en\u00a0fonction des lignes propos\u00e9es par Transavia, et sont\u00a0d\u00e9sormais d\u00e9ploy\u00e9es sur desktop et mobile.<\/p>\n<p style=\"text-align: justify;\">Transavia met \u00e9galement en place des campagnes de notori\u00e9t\u00e9 :<\/p>\n<h4 style=\"text-align: justify;\"><strong>\u2022 Les campagnes branding<\/strong><\/h4>\n<p style=\"text-align: justify;\">\n<img loading=\"lazy\" decoding=\"async\" class=\" wp-image-1049 alignright\" src=\"http:\/\/www.keyade.com\/agence\/wp-content\/uploads\/2016\/09\/campagnes-branding-297x300.png\" alt=\"campagnes-branding-transavia-social-media-keyade\" width=\"400\" height=\"405\" srcset=\"https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2016\/09\/campagnes-branding-297x300.png 297w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2016\/09\/campagnes-branding-768x777.png 768w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2016\/09\/campagnes-branding-99x100.png 99w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2016\/09\/campagnes-branding.png 796w\" sizes=\"auto, (max-width: 400px) 100vw, 400px\" \/>Ces campagnes ont pour but de faire conna\u00eetre la\u00a0marque et s\u2019inscrivent souvent dans une prise de parole\u00a0360 (web, presse, radio, affichage\u2026). Sur Facebook, les\u00a0campagnes sont donc g\u00e9r\u00e9es dans une logique de\u00a0couverture sur cible afin de maximiser l\u2019engagement et\u00a0la viralit\u00e9 des messages (likes, partages, fans,\u00a0commentaires).<br \/>\nKeyade utilise notamment le mode d\u2019achat Reach &amp;\u00a0Frequency, qui permet d\u2019atteindre un reach sur cible et\u00a0une fr\u00e9quence garantis et d\u00e9finis en amont en fonction\u00a0du budget allou\u00e9.<\/p>\n<h2><strong><span style=\"color: #00aae3;\">R<\/span><span style=\"color: #00aae3;\">\u00c9<\/span><span style=\"color: #00aae3;\">SULTATS<\/span><\/strong><\/h2>\n<h3 style=\"text-align: justify;\"><strong>Multiplication d&rsquo;op\u00e9rations rentables<\/strong><\/h3>\n<p style=\"text-align: justify;\">Pour commencer, nous constatons une acc\u00e9l\u00e9ration de la fr\u00e9quence des op\u00e9rations sur le premier semestre 2015\u00a0(8 op\u00e9rations contre 6 au premier semestre 2014), ainsi qu\u2019une progression de pr\u00e8s de 35% des investissements sur\u00a0Facebook, rendue possible par le maintien de la rentabilit\u00e9 de chacune des op\u00e9rations.<br \/>\nSi toutes les op\u00e9rations ne sont bien s\u00fbr pas comparables en termes de ROI, elles restent cependant toutes\u00a0profitables ! Les op\u00e9rations de notori\u00e9t\u00e9 sont \u00e9galement fructueuses pour Transavia : si nous reprenons l\u2019exemple\u00a0pr\u00e9c\u00e9dent, l\u2019op\u00e9ration Happy 3 Hours a permis de toucher pr\u00e8s de 2,9 millions de personnes et de g\u00e9n\u00e9rer plus de\u00a062 000 interactions. Puis, sur les trois heures ouvertes \u00e0 la vente, Facebook enregistre un ROI sup\u00e9rieur \u00e0 8 pour\u00a0cette op\u00e9ration.<\/p>\n<p style=\"text-align: justify;\"><span style=\"color: #00aae3;\"><strong>Elodie Peaudecerf, Marketing &amp; Communication Manager chez Transavia :<\/strong><\/span><br \/>\n<em>\u00ab Notre campagne Happy 3 Hours a \u00e9t\u00e9 un r\u00e9el succ\u00e8s, tant au niveau du\u00a0trafic que des ventes. Nous avons battu un record de ventes et avons \u00e9galement\u00a0positionn\u00e9 le 3 juin sur le podium des meilleurs volumes de trafic jamais\u00a0enregistr\u00e9 sur le site de Transavia. Merci aux \u00e9quipes Keyade de nous avoir aid\u00e9s \u00e0\u00a0cr\u00e9er et optimiser cette campagne qui a permis de construire un nouvel outil de push\u00a0commercial autour de cet happy hour. \u00bb<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>CONTEXTE Retour sur les op\u00e9rations Facebook au 1er semestre 2015 N\u00e9e en 2007, Transavia est une compagnie low cost du groupe Air France KLM. Elle se positionne sur le r\u00e9seau\u00a0international moyen courrier loisirs et propose des liaisons \u00e0 bas prix, principalement vers des pays du bassin\u00a0m\u00e9diterran\u00e9en et des destinations europ\u00e9ennes. Depuis ao\u00fbt 2013, Transavia confie [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":1057,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[89],"tags":[109,59],"class_list":["post-1045","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-etudes-de-cas","tag-facebook","tag-socialmedia"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>[ETUDE DE CAS] TRANSAVIA : Acquisition et Notori\u00e9t\u00e9 sur Facebook - 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\/fr\/blog\/etude-de-cas-transavia-acquisition-notoriete-facebook\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"[ETUDE DE CAS] TRANSAVIA : Acquisition et Notori\u00e9t\u00e9 sur Facebook - Keyade\" \/>\n<meta property=\"og:description\" content=\"CONTEXTE Retour sur les op\u00e9rations Facebook au 1er semestre 2015 N\u00e9e en 2007, Transavia est une compagnie low cost du groupe Air France KLM. Elle se positionne sur le r\u00e9seau\u00a0international moyen courrier loisirs et propose des liaisons \u00e0 bas prix, principalement vers des pays du bassin\u00a0m\u00e9diterran\u00e9en et des destinations europ\u00e9ennes. 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