{"id":10455,"date":"2020-11-16T20:05:00","date_gmt":"2020-11-16T19:05:00","guid":{"rendered":"https:\/\/www.keyade.com\/fr\/?p=10455"},"modified":"2020-11-19T16:04:59","modified_gmt":"2020-11-19T15:04:59","slug":"retours-dexperience-boulanger-x-pinterest-shopping","status":"publish","type":"post","link":"https:\/\/www.keyade.com\/fr\/blog\/retours-dexperience-boulanger-x-pinterest-shopping\/","title":{"rendered":"Social Media : de l&rsquo;inspiration \u00e0 la conversion. Retours d&rsquo;exp\u00e9rience Boulanger x Pinterest Shopping"},"content":{"rendered":"\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"898\" height=\"290\" src=\"https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2020\/11\/Image3.png\" alt=\"\" class=\"wp-image-10457\" srcset=\"https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2020\/11\/Image3.png 898w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2020\/11\/Image3-768x248.png 768w\" sizes=\"auto, (max-width: 898px) 100vw, 898px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Progression du social commerce<\/h2>\n\n\n\n<p>Pendant le premier confinement en France, le temps pass\u00e9 sur les r\u00e9seaux sociaux a augment\u00e9 de +47% au plus fort du confinement, avec 75% des Fran\u00e7ais (soit 46,4 millions de personnes) connect\u00e9s tous les jours&nbsp;! (source M\u00e9diam\u00e9trie).<\/p>\n\n\n\n<p>C\u00f4t\u00e9 annonceurs, retenons que les d\u00e9penses publicitaires sur les r\u00e9seaux sociaux ont augment\u00e9 de 56,4% \u00e0 l\u2019\u00e9chelle mondiale entre Q2 et Q3 2020 et qu\u2019aujourd\u2019hui, 25% des Fran\u00e7ais souhaiteraient acheter directement sur les r\u00e9seaux sociaux (source Socialbakers).<\/p>\n\n\n\n<p>Habituellement tr\u00e8s pris\u00e9 des marques pour des dispositifs de notori\u00e9t\u00e9 ou de consid\u00e9ration, le social media descend progressivement dans le parcours client pour se rapprocher de la phase de conversion.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">[Retour d\u2019exp\u00e9rience] \u2013 Boulanger teste Pinterest Shopping<\/h2>\n\n\n\n<p>D\u00e9ploy\u00e9es aux Etats-Unis depuis avril 2020 et arriv\u00e9es en France au d\u00e9but de l\u2019\u00e9t\u00e9, les campagnes Pinterest Shopping permettent de transformer le contenu d\u2019un catalogue produits en publicit\u00e9s Pinterest (formats pin, carrousel, collection).<\/p>\n\n\n\n<p>Cet \u00e9t\u00e9, les \u00e9quipes Keyade ont mis en place les premi\u00e8res campagnes Pinterest Shopping pour le retailer Boulanger (sp\u00e9cialiste des \u00e9quipements de la maison en \u00e9lectrom\u00e9nager et multim\u00e9dia). La campagne avait pour objectif de cibler les utilisateurs de Pinterest qui ont visit\u00e9 le site de Boulanger et ajout\u00e9 un produit au panier.<\/p>\n\n\n\n<p>Du point de vue des chiffres, les premiers r\u00e9sultats de cette campagne se sont r\u00e9v\u00e9l\u00e9s en-dessous des attentes, \u00e0 la fois en comparaison avec le benchmark partag\u00e9 par Pinterest (ROAS jusqu\u2019\u00e0 3 fois inf\u00e9rieur) mais aussi en comparaison avec les performances observ\u00e9es sur Facebook avec un format similaire bas\u00e9 sur le catalogue (ROAS Pinterest jusqu\u2019\u00e0 5 fois inf\u00e9rieur \u00e0 celui de Facebook).<\/p>\n\n\n\n<p>Jamel Eddabachi, consultant SMO en charge de l\u2019activation de cette campagne chez Keyade, liste les apprentissages plus pragmatiques de cette premi\u00e8re campagne&nbsp;:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>L\u2019algorithme d\u2019optimisation de Pinterest n\u00e9cessite plus de 200 conversions par semaine pour sortir de la phase d\u2019apprentissage. Il est donc important de se lancer avec une audience de retargeting suffisamment large et un budget qui permette d\u2019aller chercher ce niveau de conversion.<\/li><li>Plus il y a de produits, mieux c\u2019est&nbsp;! L\u2019efficacit\u00e9 de Pinterest Shopping semble optimis\u00e9e lorsque la campagne se base sur un maximum de produits du catalogue. Cela permet de cr\u00e9er des groupes de produits plus coh\u00e9rents et de les diffuser avec plus de pertinence.<\/li><li>Il n\u2019est pas surprenant d\u2019observer des performances de conversion bien inf\u00e9rieures \u00e0 celles de Facebook. Pinterest est avant tout une plateforme inspirationnelle, tr\u00e8s performante pour faire d\u00e9couvrir les produits ou engager les consommateurs mais encore relativement \u00ab&nbsp;jeune&nbsp;\u00bb sur la fin du parcours d\u2019achat.<\/li><\/ul>\n\n\n\n<p>Jamel conclut&nbsp;: <em>\u00ab&nbsp;Le social commerce est en pleine expansion du c\u00f4t\u00e9 des plateformes et les comportements des utilisateurs vont continuer d\u2019\u00e9voluer dans ce sens mais pour le moment, je recommanderais d\u2019activer des campagnes Pinterest Shopping au-del\u00e0 d\u2019un unique objectif de performance. Pinterest Shopping doit s\u2019envisager comme un levier de diversification des communications et comme un moyen de solliciter les utilisateurs plus \u00ab&nbsp;en aval&nbsp;\u00bb dans leur parcours de conversion. Pour plus d\u2019efficacit\u00e9, je pense qu\u2019il est int\u00e9ressant de coupler les campagnes Pinterest Shopping \u00e0 d\u2019autres dispositifs plus \u2018haut de funnel\u2019, notamment au travers de cr\u00e9ations ou contenus engageants.&nbsp;\u00bb<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Progression du social commerce Pendant le premier confinement en France, le temps pass\u00e9 sur les r\u00e9seaux sociaux a augment\u00e9 de +47% au plus fort du confinement, avec 75% des Fran\u00e7ais (soit 46,4 millions de personnes) connect\u00e9s tous les jours&nbsp;! (source M\u00e9diam\u00e9trie). C\u00f4t\u00e9 annonceurs, retenons que les d\u00e9penses publicitaires sur les r\u00e9seaux sociaux ont augment\u00e9 de [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":10461,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[137,295],"tags":[439,503],"class_list":["post-10455","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-social-media","category-fil-actualite","tag-pinterest","tag-social-media"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Retours d&#039;exp\u00e9riene Pinterest Shopping x Boulanger | 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\/retours-dexperience-boulanger-x-pinterest-shopping\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Retours d&#039;exp\u00e9riene Pinterest Shopping x Boulanger | Keyade\" \/>\n<meta property=\"og:description\" content=\"Progression du social commerce Pendant le premier confinement en France, le temps pass\u00e9 sur les r\u00e9seaux sociaux a augment\u00e9 de +47% au plus fort du confinement, avec 75% des Fran\u00e7ais (soit 46,4 millions de personnes) connect\u00e9s tous les jours&nbsp;! 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