{"id":5497,"date":"2018-10-01T16:26:45","date_gmt":"2018-10-01T15:26:45","guid":{"rendered":"https:\/\/www.keyade.com\/?p=5497"},"modified":"2018-11-06T17:49:13","modified_gmt":"2018-11-06T16:49:13","slug":"strategie-social-media-petit-navire","status":"publish","type":"post","link":"https:\/\/www.keyade.com\/fr\/blog\/strategie-social-media-petit-navire\/","title":{"rendered":"Petit Navire, 6\u00e8me marque Fooding sur Facebook* apr\u00e8s un virement de bord de la strat\u00e9gie social media"},"content":{"rendered":"<p style=\"text-align: justify;\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-5543 size-full\" src=\"https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2018\/09\/Petit-Navire-bandeau.jpg\" alt=\"Strat\u00e9gie Social Media Facebook\" width=\"2414\" height=\"820\" srcset=\"https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2018\/09\/Petit-Navire-bandeau.jpg 2414w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2018\/09\/Petit-Navire-bandeau-300x102.jpg 300w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2018\/09\/Petit-Navire-bandeau-768x261.jpg 768w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2018\/09\/Petit-Navire-bandeau-1024x348.jpg 1024w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2018\/09\/Petit-Navire-bandeau-294x100.jpg 294w\" sizes=\"auto, (max-width: 2414px) 100vw, 2414px\" \/><\/p>\n<h1 style=\"text-align: left;\"><span style=\"color: #808080;\">Strat\u00e9gie Social Media de Petit Navire sur Facebook<\/span><\/h1>\n<p style=\"text-align: justify;\">Petit Navire est une marque de conserverie de poisson bien connue des fran\u00e7ais. Pour d\u00e9velopper la proximit\u00e9 avec ses consommateurs et communiquer sur son activit\u00e9 et ses produits, Petit Navire est pr\u00e9sent en Social Media, notamment sur <a href=\"https:\/\/www.facebook.com\/PetitNavireOfficiel\" target=\"_blank\" rel=\"noopener\">Facebook<\/a> et <a href=\"https:\/\/www.instagram.com\/petit_navire_fr\/\" target=\"_blank\" rel=\"noopener\">Instagram<\/a>.<\/p>\n<p style=\"text-align: justify;\">D\u00e9but 2018, Facebook a annonc\u00e9 une modification de ses algorithmes, avec comme cons\u00e9quence notoire que ceux-ci donneront d\u00e9sormais moins de poids aux contenus des marques dans le fil d\u2019actualit\u00e9 des utilisateurs. Keyade et MediaCom ont donc propos\u00e9 de r\u00e9orienter la strat\u00e9gie Social Media de Petit Navire vers des objectifs de performance tout en capitalisant sur la capacit\u00e9 de la marque \u00e0 produire des contenus tr\u00e8s qualitatifs.<\/p>\n<p style=\"text-align: justify;\">Les agences d\u00e9finissent alors trois enjeux pour Petit Navire sur Facebook\u00a0:<\/p>\n<ul style=\"text-align: justify;\">\n<li><strong>Informer sur les possibilit\u00e9s <\/strong>qu\u2019offrent les produits de la marque, en relayant du contenu interactif et inspirationnel (recettes, tutoriels, id\u00e9es cr\u00e9atives et originales\u2026).<\/li>\n<li><strong>Faire conna\u00eetre l\u2019int\u00e9gralit\u00e9 des gammes de produits<\/strong>, en relayant des communications sp\u00e9cifiquement ax\u00e9es \u00ab\u00a0produits\u00a0\u00bb dans un objectif de visibilit\u00e9 (tout en respectant un CPM-cible).<\/li>\n<li><strong>Fid\u00e9liser la communaut\u00e9<\/strong> dynamique des fans Petit Navire, en relayant des posts aux messages personnalis\u00e9s.<\/li>\n<\/ul>\n<p style=\"text-align: justify;\">La r\u00e9orientation de strat\u00e9gie porte ses fruits en quelques semaines. Julie N\u00e9gr\u00e9, Responsable Communication Digitale et Presse chez Petit Navire explique\u00a0: \u00ab\u00a0<em>Apr\u00e8s seulement deux ans et demi de lancement sur Facebook, et avec l\u2019accompagnement strat\u00e9gique et op\u00e9rationnel de Keyade et MediaCom, l\u2019acc\u00e9l\u00e9ration de notre strat\u00e9gie media sur le digital a permis d\u2019augmenter significativement la visibilit\u00e9 de notre marque. En effet, plus de 4 millions de personnes uniques voient nos communications chaque mois et nous maintenons un tr\u00e8s bon niveau d\u2019engagement\u00a0: Petit Navire enregistre deux fois plus d\u2019interactions sur ses publicit\u00e9s que la moyenne des annonceurs sur la plateforme (selon un benchmark Facebook). Nous avons d\u00e9cid\u00e9 de poursuivre cette strat\u00e9gie en nous lan\u00e7ant sur Instagram. La qualit\u00e9 des contenus propos\u00e9s sur ce r\u00e9seau social se traduit par les bons r\u00e9sultats que nous observons d\u00e9j\u00e0, impuls\u00e9s par la strat\u00e9gie de m\u00e9dia et d\u2019influence men\u00e9e par Keyade et MediaCom.<\/em> \u00bb<\/p>\n<p style=\"text-align: justify;\"><span style=\"color: #999999;\">*Classement Facebook des marques <\/span><em><span style=\"color: #999999;\">Food<\/span> <\/em><span style=\"color: #999999;\">les plus engageantes en France &#8211; NukeSuite, Ao\u00fbt 2018.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Strat\u00e9gie Social Media de Petit Navire sur Facebook Petit Navire est une marque de conserverie de poisson bien connue des fran\u00e7ais. Pour d\u00e9velopper la proximit\u00e9 avec ses consommateurs et communiquer sur son activit\u00e9 et ses produits, Petit Navire est pr\u00e9sent en Social Media, notamment sur Facebook et Instagram. D\u00e9but 2018, Facebook a annonc\u00e9 une modification [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":5507,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[137,295],"tags":[109,59],"class_list":["post-5497","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-social-media","category-fil-actualite","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>Strat\u00e9gie Social Media de Petit Navire sur Facebook | Keyade<\/title>\n<meta name=\"description\" content=\"Petit Navire enregistre deux fois plus d\u2019interactions sur ses publicit\u00e9s Facebook que la moyenne des annonceurs sur la plateforme.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" 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