{"id":8811,"date":"2020-06-11T16:14:20","date_gmt":"2020-06-11T15:14:20","guid":{"rendered":"https:\/\/www.keyade.com\/?p=8811"},"modified":"2020-06-11T16:14:21","modified_gmt":"2020-06-11T15:14:21","slug":"lavis-de-nos-specialistes-strategie-de-reprise-post-covid-smo","status":"publish","type":"post","link":"https:\/\/www.keyade.com\/fr\/blog\/lavis-de-nos-specialistes-strategie-de-reprise-post-covid-smo\/","title":{"rendered":"[L&rsquo;AVIS DE NOS SPECIALISTES] Strat\u00e9gie de reprise post-Covid \/ SMO"},"content":{"rendered":"\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"221\" src=\"https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2020\/06\/Mathilde-long-1024x221.png\" alt=\"\" class=\"wp-image-8813\" srcset=\"https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2020\/06\/Mathilde-long-1024x221.png 1024w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2020\/06\/Mathilde-long-300x65.png 300w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2020\/06\/Mathilde-long-768x166.png 768w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2020\/06\/Mathilde-long-1536x331.png 1536w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2020\/06\/Mathilde-long-464x100.png 464w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2020\/06\/Mathilde-long.png 1772w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\"><p><strong>\u00ab\u00a0Le SMO est un levier particuli\u00e8rement important \u00e0 r\u00e9activer ou amplifier apr\u00e8s des semaines de prise de parole r\u00e9duite, voire de silence<\/strong> <strong>\u00bb<\/strong><\/p><\/blockquote>\n\n\n\n<p>Avec la crise du Covid-19, le Social Media est l\u2019un des premiers leviers ayant subi de fortes r\u00e9ductions ou suspensions d\u2019investissements, alors m\u00eame que la consommation des m\u00e9dias sociaux n\u2019avait jamais \u00e9t\u00e9 aussi \u00e9lev\u00e9e durant la p\u00e9riode. Pour la pr\u00e9paration de la reprise, nous avons observ\u00e9 diff\u00e9rentes strat\u00e9gies chez les marques que nous accompagnons. Ce qu\u2019il est int\u00e9ressant de constater, c\u2019est que pratiquement tous nos clients, tous secteurs d\u2019activit\u00e9 confondus, ont inclus le social media dans leur plan de reprise.<\/p>\n\n\n\n<p>Certaines marques ont fait le choix de lancer un nouveau produit ou service pour r\u00e9pondre \u00e0 de nouveaux usages qui ont \u00e9merg\u00e9. On peut citer l\u2019exemple d\u2019une compagnie d\u2019assurance qui a lanc\u00e9 son assurance v\u00e9lo. Le social media permet tout aussi bien \u00e0 ces marques de travailler leur notori\u00e9t\u00e9 (faire parler de leur produit) que de d\u00e9ployer une activation \u00e0 la performance (\u00e0 travers des ciblages socio-d\u00e9mographiques et par centres d\u2019int\u00e9r\u00eat, ou \u00e0 travers des ciblages personnalis\u00e9s).<\/p>\n\n\n\n<p>Une strat\u00e9gie proche de celle adopt\u00e9e par les acteurs du voyage et du tourisme, qui ont \u00e9t\u00e9 particuli\u00e8rement impact\u00e9s par la crise et qui red\u00e9marrent leur communication \u00e0 l\u2019approche de l\u2019\u00e9t\u00e9 et en fonction des annonces gouvernementales. Ces acteurs utilisent le social media pour activer les consommateurs sur l\u2019ensemble du funnel&nbsp;: ils reprennent largement la parole, se repositionnent sur leur march\u00e9, travaillent la pr\u00e9f\u00e9rence de marque et poussent des offres commerciales. Ils utilisent aussi le SMO comme un canal privil\u00e9gi\u00e9 pour rassurer leurs clients, notamment via des m\u00e9caniques de messageries chatbot (Messenger, WhatsApp\u2026), dont l\u2019usage a explos\u00e9. Dans le secteur du Travel en particulier, les utilisateurs se posent beaucoup de questions et les marques ne peuvent plus y apporter de r\u00e9ponses en agence ou via les call-centers. La qualit\u00e9 et la rapidit\u00e9 de l\u2019information online peut faire toute la diff\u00e9rence pour favoriser la pr\u00e9f\u00e9rence de marque et d\u00e9clencher l\u2019achat.<\/p>\n\n\n\n<p>D\u2019autres marques ont adopt\u00e9 diff\u00e9rentes strat\u00e9gies opportunistes. Certains retailers (particuli\u00e8rement tech &amp; \u00e9lectrom\u00e9nager) ont mis en place une strat\u00e9gie de rentabilit\u00e9 post-crise en misant sur la promotion des top produits au sein de formats \u00e0 la performance. D\u2019autres encore d\u00e9ploient une communication ax\u00e9e sur les besoins des consommateurs \u00e0 la sortie du confinement (l\u2019un de nos clients s\u2019est positionn\u00e9 sur les activit\u00e9s de groupe outdoors, un autre communique sur la libert\u00e9 retrouv\u00e9e et met en avant les produits associ\u00e9s). Pour les marques qui r\u00e9activent la pub TV, le social media est invariablement boost\u00e9 pour amplifier le message aupr\u00e8s de la cible. Enfin, plusieurs marques (retailers tech, apparel) ont lanc\u00e9 leurs premi\u00e8res campagnes sur des plateformes comme Pinterest ou TikTok dans l\u2019id\u00e9e de b\u00e9n\u00e9ficier de la forte affluence de trafic li\u00e9e \u00e0 la surconsommation de ces m\u00e9dias pendant le confinement.<\/p>\n\n\n\n<p>Pour finir, le SMO est un vrai soutien de la strat\u00e9gie de reprise au niveau local. Dans le secteur de la restauration, on observe un engouement pour les campagnes g\u00e9olocalis\u00e9es, notamment pour communiquer sur des offres commerciales destin\u00e9es \u00e0 encourager les clients et d\u2019\u00e9ventuels prospects \u00e0 revenir dans les restaurants.<\/p>\n\n\n\n<p>Les r\u00e9seaux sociaux constituent donc un vrai levier de croissance dans toutes les configurations de reprise. A l\u2019heure o\u00f9 les utilisateurs des plateformes sociales n\u2019ont jamais \u00e9t\u00e9 aussi nombreux, l\u2019int\u00e9gration du SMO aux plans media post-confinement appara\u00eet comme incontournable. C\u2019est un levier cl\u00e9 \u00e0 toutes les \u00e9tapes du funnel qu\u2019il est particuli\u00e8rement important de r\u00e9activer ou amplifier pour repositionner sa marque apr\u00e8s des semaines de prise de parole r\u00e9duite, voire de silence.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u00ab\u00a0Le SMO est un levier particuli\u00e8rement important \u00e0 r\u00e9activer ou amplifier apr\u00e8s des semaines de prise de parole r\u00e9duite, voire de silence \u00bb Avec la crise du Covid-19, le Social Media est l\u2019un des premiers leviers ayant subi de fortes r\u00e9ductions ou suspensions d\u2019investissements, alors m\u00eame que la consommation des m\u00e9dias sociaux n\u2019avait jamais \u00e9t\u00e9 [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":8819,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[137,295],"tags":[577,381,59],"class_list":["post-8811","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-social-media","category-fil-actualite","tag-post-covid","tag-social","tag-socialmedia"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - 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