{"id":6549,"date":"2011-12-05T19:31:53","date_gmt":"2011-12-05T18:31:53","guid":{"rendered":"http:\/\/www.ziserman.com\/blog\/?p=6549"},"modified":"2011-12-05T22:43:20","modified_gmt":"2011-12-05T21:43:20","slug":"interview-de-julien-chaumond-a-propos-de-giftmania","status":"publish","type":"post","link":"https:\/\/www.ziserman.com\/blog\/2011\/12\/05\/interview-de-julien-chaumond-a-propos-de-giftmania\/","title":{"rendered":"Interview de Julien Chaumond, \u00e0 propos de Giftmania"},"content":{"rendered":"

Je vous propose une petite interview de Julien Chaumond<\/a>, CEO de Digital Mammouth (j’adore ce nom \ud83d\ude09 ).<\/em><\/p>\n

Digital Mammouth est l’\u00e9diteur de Prodca.st<\/a><\/em><\/p>\n

Julien est co-auteur sur ce blog.<\/em><\/p>\n

Bonjour Julien. Peux-tu nous pr\u00e9senter Giftmania ?<\/p>\n

Bonjour Fran\u00e7ois.<\/p>\n

Giftmania<\/a> est une application Facebook que nous (= Prodcast<\/a>) avons d\u00e9velopp\u00e9 avec Pixmania et Like Shop<\/a> (une autre startup de recommandation de produits sur Facebook) pour permettre de trouver le cadeau de No\u00ebl id\u00e9al pour ses amis en fonction de leurs Likes<\/strong>, et donc pour une fois, d’\u00eatre 100% s\u00fbr de ne pas faire des cadeaux rat\u00e9s \ud83d\ude42<\/p>\n


\n\"\"<\/a><\/p>\n

L’application permet aussi de faire sa propre liste de cadeaux en fonction de ce qu’on a aim\u00e9 sur Facebook, et de la partager en utilisant les nouveaux leviers sociaux de Facebook (Ticker, Timeline, Open Graph 2.0, etc.). Nous sommes d’ailleurs parmi les premiers en France et en Europe \u00e0 avoir int\u00e9gr\u00e9 ces nouveaux leviers de viralit\u00e9 de Facebook dans un contexte e-commerce.<\/p><\/blockquote>\n

Quel est l\u2019int\u00e9r\u00eat pour l\u2019utilisateur ?<\/p>\n

La promesse pour l\u2019utilisateur, c\u2019est d\u2019abord d\u2019\u00eatre s\u00fbr de faire des cadeaux qui vont faire plaisir (c\u2019est un peu compliqu\u00e9 parfois :)).<\/p>\n

C\u2019est aussi dans l\u2019autre sens, la possibilit\u00e9 de faire sa propre liste et de l\u2019envoyer \u00ab subtilement \u00bb \u00e0 ses amis pour recevoir des cadeaux que l\u2019on aime, et ne pas avoir \u00e0 les revendre en ligne d\u00e9but janvier !<\/p><\/blockquote>\n

Quel est l\u2019int\u00e9r\u00eat d\u2019une application Facebook pour un e-commer\u00e7ant comme Pixmania ?<\/p>\n

L\u2019int\u00e9r\u00eat pour un e-commer\u00e7ant d\u2019avoir une application Facebook sociale (cf. aussi ma r\u00e9ponse \u00e0 la question suivante), c\u2019est de pouvoir toucher ses clients en amont<\/strong> de leur processus d’achat (lorsque le client arrive sur le site e-commerce, il sait d\u00e9j\u00e0 \u00e0 peu pr\u00e8s quel produit acheter et \u00e0 quel prix), au moment o\u00f9 ils discutent avec leurs amis des produits qui les int\u00e9ressent pour No\u00ebl, c’est-\u00e0-dire au moment o\u00f9 le pouvoir de la recommandation sociale<\/em> est le plus fort.<\/p>\n

Dans le cas de Giftmania, la recommendation sociale est encore plus forte car les produits sont sugg\u00e9r\u00e9s en fonction des Likes des utilisateurs et de ses amis : nous avons d\u00e9velopp\u00e9 un algorithme permettant de \u00ab\u00a0matcher\u00a0\u00bb des produits du catalogue Pixmania avec des Likes dans un certain nombre de cat\u00e9gories (films, artistes, mais aussi marques, etc.). Les r\u00e9sultats sont parfois surprenants mais sont en grande majorit\u00e9 tr\u00e8s pertinents !<\/p><\/blockquote>\n

\"\"<\/a>

Le Ticker<\/p><\/div>\n

En quoi une appli de Social commerce est-elle plus puissante qu\u2019une appli \u00ab store front \u00bb ?<\/p>\n

Giftmania n\u2019est pas une appli de type \u00ab\u00a0store front\u00a0\u00bb, c’est-\u00e0-dire une boutique alternative directement sur Facebook : nous g\u00e9n\u00e9rons et redirigeons du trafic depuis Facebook vers le site du e-commer\u00e7ant. Dans une appli store-front, l’utilisateur va pouvoir acheter son produit directement sur Facebook, mais bien souvent, il n’y a rien de social l\u00e0-dedans. Ce n’est pas parce que c’est sur Facebook que c’est social !<\/p>\n

Nous ne sommes pas non plus un \u00ab\u00a0simple\u00a0\u00bb outil de communication du e-commer\u00e7ant vers les r\u00e9seaux sociaux : ce n\u2019est pas le e-commer\u00e7ant qui parle directement \u00e0 ses clients (comme sur une page Fan par exemple), mais les clients qui recommandent eux-m\u00eames des produits du e-commer\u00e7ant \u00e0 leurs amis<\/strong>. Ce qui est fondamentalement diff\u00e9rent !<\/p><\/blockquote>\n

Tu nous parlais r\u00e9cemment des nouveaux leviers sociaux de Facebook<\/a>, qu\u2019est-ce qu\u2019ils permettent de faire concr\u00e8tement sur Giftmania ?<\/p>\n

Concr\u00e8tement, nous avons d\u00e9fini avec Pixmania un certain nombre d’actions Open Graph 2.0<\/em>, c’est-\u00e0-dire des actions analogues au Like mais sp\u00e9cifiques \u00e0 l’application : dans notre cas, \u00ab\u00a0ajouter \u00e0 sa liste\u00a0\u00bb et \u00ab\u00a0partager \u00e0 sa liste\u00a0\u00bb, par exemple.<\/p>\n

Cela nous permet d’utiliser au mieux le Ticker (screenshot n\u00b01) puis de d\u00e9finir des agr\u00e9gations, qui sont des \u00ab\u00a0widgets\u00a0\u00bb affich\u00e9s directement sur la Timeline, le nouveau profil Facebook (screenshot n\u00b02).<\/p><\/blockquote>\n

\"\"<\/a>

Une agr\u00e9gation sur la Timeline<\/p><\/div>\n

Comment vois-tu l’avenir ? Quelles nouvelles fonctions pensez-vous d\u00e9velopper ?<\/p>\n

Je pense que les applis comme Giftmania vont vraiment marcher, notamment parce que les APIs de Facebook vont permettre de faire de plus en plus de choses. Les e-commer\u00e7ants sont aussi de plus en plus motiv\u00e9s pour d\u00e9velopper des applis vraiment originales et sp\u00e9cifiques.<\/p>\n

Ce n’est pas un hasard si Walmart vient de lancer Shopycat<\/a>, une application analogue \u00e0 Giftmania \ud83d\ude42<\/p>\n

Sur Giftmania, nous comptons encore am\u00e9liorer la pertinence des produits sugg\u00e9r\u00e9s et optimiser la viralit\u00e9 de l’appli. Ensuite nous passerons du temps \u00e0 analyser les diff\u00e9rentes donn\u00e9es sur le trafic apport\u00e9 vers Pixmania et la conversion — mais \u00e7a pourra faire l’objet d’un autre article \ud83d\ude42<\/p><\/blockquote>\n

Merci Julien. A bient\u00f4t !<\/p>\n","protected":false},"excerpt":{"rendered":"

Je vous propose une petite interview de Julien Chaumond, CEO de Digital Mammouth (j’adore ce nom \ud83d\ude09 ). Digital Mammouth est l’\u00e9diteur de Prodca.st Julien est co-auteur sur ce blog. Bonjour Julien. Peux-tu nous pr\u00e9senter Giftmania ? Bonjour Fran\u00e7ois. Giftmania est une application Facebook que nous (= Prodcast) avons d\u00e9velopp\u00e9 avec Pixmania et Like Shop […]<\/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":[23],"tags":[379,371,373,254,269],"class_list":["post-6549","post","type-post","status-publish","format-standard","hentry","category-araok","tag-araok","tag-e-commerce","tag-e-marketing","tag-f-commerce","tag-social-commerce"],"yoast_head":"\nInterview de Julien Chaumond, \u00e0 propos de Giftmania - 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\/2011\/12\/05\/interview-de-julien-chaumond-a-propos-de-giftmania\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Interview de Julien Chaumond, \u00e0 propos de Giftmania - Ziserman.com\" \/>\n<meta property=\"og:description\" content=\"Je vous propose une petite interview de Julien Chaumond, CEO de Digital Mammouth (j’adore ce nom \ud83d\ude09 ). 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