Ce matin, deux articles attirent mon attention et ont trait aux médias sociaux. Tout d’abord, Why Big Brands Struggle With Social Media de Mashable [2] puis, How Can a Marketer Effectively use Twitter to Generate Income? de Ginasprenkle.com [3]. Les deux articles font état de la difficulté des entreprises à prendre une part active aux médias sociaux et mettent le doigt sur l’incapacité des entreprises à valoriser le contact humain dans un marketing de type « pull » plutôt que « push ».
selon Ginasprenkle.com :
What Makes Twitter so Effective for Marketing?
In two words “Human Contact”. Marketing online has become impersonal and disconnected. You go to a page, read and look at pictures, decide to buy and swiftly go to another page to pay – Human Contact ZERO!
Most customers are just numbers and income, unless they need customer service… then your customers become real and so does your business; unfortunately and typically for negative reasons.
Twitter has given you the opportunity to be real and leave a very positive impression in a way that accelerates the Seven Foundational Components of Building Your Business. It’s that personal touch that makes you far more attractive and believable to your prospects.
Les sept composantes dont elle parle et qui permettent de construire une relation positive en ligne sont :
1.Relationship building
2. One on one communication
3. Branding – Yourself or a Business
4. Establishing Trust
5. Recommendations by others – endorsements as ReTweets!
6. Marketing Alliances or Joint Ventures
7. Viral growth potential – Low cost “Word of Mouth” promotion
Quant à Mashable, les écueils des entreprises sur les médias sociaux sont reliés au fait que :
1. Social Media is often viewed as just another marketing channel
2. It does not fit into current structures
3. Communities and content are global
4. Social media needs a long term approach
5. No guaranteed results
6. The metrics are new
Comme le suggère Mashable, la solution mise de l’avant est :
Fundamentally, it is about putting in place the right organisational structure with a social media department, which is responsible for a company’s long term approach to open their companies up to consumers and have a permanent social media presence. They should also work with marketing and PR to make sure that advertising, product development, research and communications all fit into the social media picture and all aspects of the company and the product are socially optimised.
Ce qui milite, encore une fois, pour un département média social et Web qui soit sur le même pied d’égalité que les fonctions traditionnelles de PR, marketing, production, finance et ressource humaines et que ce nouveau département fasse profiter à chacun de ceux-ci des retombées qu’il peut générer pour chacun d’eux mais surtout, qu’il puisse avoir accès aux ressources de chacun pour dialoguer adéquatement avec les nouveaux publics cibles multiples, avec qui il dialogue.