{"id":1982,"date":"2009-10-22T21:46:39","date_gmt":"2009-10-22T19:46:39","guid":{"rendered":"http:\/\/www.ziserman.com\/blog\/?p=1982"},"modified":"2009-10-22T21:46:39","modified_gmt":"2009-10-22T19:46:39","slug":"communication-2-0-versus-1-0-pour-les-marques","status":"publish","type":"post","link":"https:\/\/www.ziserman.com\/blog\/2009\/10\/22\/communication-2-0-versus-1-0-pour-les-marques\/","title":{"rendered":"Communication 2.0 versus 1.0 pour les marques"},"content":{"rendered":"<p>Encore un d\u00e9jeuner-d\u00e9bat hier midi \u00e0 <a title=\"Aller sur la page d'accueil d'Araok\" href=\"http:\/\/www.araok.com\" target=\"_blank\">Araok!<\/a>.<\/p>\n<p>Le sujet : les \u00e9volutions, ou r\u00e9volutions, pour la communication des marques.<\/p>\n<p>Depuis l&rsquo;av\u00e8nement des m\u00e9dias de masse (pas si longtemps que \u00e7a donc), les marques mettent en place une communication descendante, et uniquement descendante : le message part \u00ab\u00a0d&rsquo;en haut\u00a0\u00bb (la marque), et descend vers le \u00ab\u00a0bas\u00a0\u00bb, le peuple.<\/p>\n<p>Et \u00e7a marche plut\u00f4t bien&#8230; Prenez les marques de luxe par exemple : la communication, l&rsquo;art de parler des produits est extr\u00eamement d\u00e9velopp\u00e9. Et cela permet de bien vendre, d&rsquo;avoir des prix tr\u00e8s \u00e9lev\u00e9s, et sans rapport avec les co\u00fbts de productions.<\/p>\n<p>Les \u00ab\u00a0marketteurs\u00a0\u00bb travaille sur plusieurs angles : la raret\u00e9, la beaut\u00e9, la qualit\u00e9, &#8230;<\/p>\n<p>On parle du luxe, on peut aussi parler d&rsquo;une marque comme Apple, qui fait du beau, du design et qui ne fait pas vraiment de \u00ab\u00a0co cr\u00e9ation\u00a0\u00bb&#8230;<\/p>\n<p>Les supports pour diffuser cette bonne parole sont les supports classiques (4&#215;3, radio, t\u00e9l\u00e9vision, presse, &#8230;) et maintenant Internet, mais toujours dans une logique de communication descendante.<\/p>\n<p>Donc \u00e7a, c&rsquo;est la communication 1.0.<\/p>\n<p>Le \u00ab\u00a0courant\u00a0\u00bb 2.0, c&rsquo;est de dire que la communication doit exister dans l&rsquo;autre sens :<\/p>\n<p>Gr\u00e2ce \u00e0 Internet, chacun peut s&rsquo;exprimer sur une marque, un produit.<\/p>\n<p>En particulier, si un client est m\u00e9content, il va probablement le dire sur Internet.<\/p>\n<p>Et si le probl\u00e8me dont il parle n&rsquo;est pas un probl\u00e8me isol\u00e9, mais plut\u00f4t un probl\u00e8me structurel, et bien des centaines d&rsquo;autres avis viendront s&rsquo;ajouter, cr\u00e9ant un \u00ab\u00a0bad buzz\u00a0\u00bb sur la marque concern\u00e9.<\/p>\n<p>Tout marketeur va souhaiter r\u00e9agir&#8230;<\/p>\n<p>La r\u00e9action \u00ab\u00a01.0\u00a0\u00bb, c&rsquo;est tenter d&rsquo;\u00e9touffer le buzz : intimidations, pressions de toutes sortes : tout est bon pour \u00e9touffer la r\u00e9volte. Cette r\u00e9action est vou\u00e9 \u00e0 l&rsquo;\u00e9chec&#8230; C&rsquo;est un peu comme si vous cherchiez \u00e0 faire un barrage contre le pacifique ;).<\/p>\n<p>La r\u00e9action \u00ab\u00a01.1\u00a0\u00bb, c&rsquo;est tenter de r\u00e9pondre aux diff\u00e9rents clients m\u00e9contents, mais sans vraiment traiter la source du probl\u00e8me (un SAV d\u00e9sorganis\u00e9, un probl\u00e8me sur un produit, &#8230;).<\/p>\n<p>La r\u00e9action \u00ab\u00a02.0\u00a0\u00bb, c&rsquo;est aller beaucoup plus loin : il s&rsquo;agit d&rsquo;analyser, de mani\u00e8re humble, avec les clients, ce qui ne marche pas, et de chercher les solutions. Les \u00ab\u00a0vrais\u00a0\u00bb solutions. Il ne s&rsquo;agit donc plus de communication, mais de remise en question profonde de l&rsquo;entreprise et de son fonctionnement, en s&rsquo;appuyant sur les demandes des clients.<\/p>\n<p>Dans le monde 2.0, on parle donc de co-cr\u00e9ation, d&rsquo;animation de communaut\u00e9s, &#8230;<\/p>\n<p>Souvent, on rencontre des \u00ab\u00a0int\u00e9gristes\u00a0\u00bb, qui ne jurent que par le \u00ab\u00a01.0\u00a0\u00bb ou \u00ab\u00a02.0\u00a0\u00bb.<\/p>\n<p>Ce qu&rsquo;on pense, nous, c&rsquo;est que les deux modes de communications vont coexister.<\/p>\n<p>Il semble bien \u00e9vident que les marques vont continuer \u00e0 cr\u00e9er des produits, et vont communiquer sur ces produits, de mani\u00e8re descendante donc.<\/p>\n<p>Si le m\u00e9dia t\u00e9l\u00e9vision va baisser dans les ann\u00e9es \u00e0 venir, cela restera un m\u00e9dia ayant un certain impact.<\/p>\n<p>Et puis Internet est effectivement un m\u00e9dia compl\u00e9mentaire pour \u00ab\u00a0descendre\u00a0\u00bb la bonne parole, et pas uniquement un m\u00e9dia pour dialoguer.<\/p>\n<p>Enfin, les 4&#215;3 ne sont pas pr\u00eat de disparaitre.<\/p>\n<p>Donc, la communication \u00ab\u00a01.0\u00a0\u00bb va se poursuivre.<\/p>\n<p>Dans le m\u00eame temps, les entreprises vont apprendre \u00e0 effectivement \u00e9couter les clients, et prendre vraiment en compte les demandes des clients. Du moins, elle n&rsquo;auront pas le choix&#8230; Celles qui ne sauront pas le faire vont avoir mal !<\/p>\n<p>La communication 1.0 va donc apprendre \u00e0 cohabiter avec la communication 2.0 !<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Encore un d\u00e9jeuner-d\u00e9bat hier midi \u00e0 Araok!. Le sujet : les \u00e9volutions, ou r\u00e9volutions, pour la communication des marques. Depuis l&rsquo;av\u00e8nement des m\u00e9dias de masse (pas si longtemps que \u00e7a donc), les marques mettent en place une communication descendante, et uniquement descendante : le message part \u00ab\u00a0d&rsquo;en haut\u00a0\u00bb (la marque), et descend vers le \u00ab\u00a0bas\u00a0\u00bb, [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"footnotes":""},"categories":[2],"tags":[379,373,89,109],"class_list":["post-1982","post","type-post","status-publish","format-standard","hentry","category-e-commerce","tag-araok","tag-e-marketing","tag-marketing","tag-strategie"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Communication 2.0 versus 1.0 pour les marques - Ziserman.com<\/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.ziserman.com\/blog\/2009\/10\/22\/communication-2-0-versus-1-0-pour-les-marques\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Communication 2.0 versus 1.0 pour les marques - Ziserman.com\" \/>\n<meta property=\"og:description\" content=\"Encore un d\u00e9jeuner-d\u00e9bat hier midi \u00e0 Araok!. Le sujet : les \u00e9volutions, ou r\u00e9volutions, pour la communication des marques. 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