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Le marketing de la beauté et de la mode - Les réseaux sociaux au service de l'image de marque
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Le marketing de la beauté et de la mode - Les réseaux sociaux au service de l'image de marque
1.
LEMARKETINGDELABEAUTÉETDELAMODE,LESMÉDIASSOCIAUXAUSERVICEDEL’IMAGEDEMARQUE LEMARKETING DELABEAUTÉETDELAMODE LESRÉSEAUXSOCIAUX AUSERVICEDEL’IMAGEDEMARQUE 1ERFÉVRIER2012
2.
LEMARKETINGDELABEAUTÉETDELAMODE,LESMÉDIASSOCIAUXAUSERVICEDEL’IMAGEDEMARQUE
3.
LEMARKETINGDELABEAUTÉETDELAMODE,LESMÉDIASSOCIAUXAUSERVICEDEL’IMAGEDEMARQUE DOMINIC TREMBLAY PRÉSIDENT AGENCETUXEDO RACHELLE HOUDESIMARD STRATÈGE,MÉDIASSOCIAUX AGENCETUXEDO
4.
LEMARKETINGDELABEAUTÉETDELAMODE,LESMÉDIASSOCIAUXAUSERVICEDEL’IMAGEDEMARQUE Client LABONNE VIEILLE STRATÉGIE 360° Marketing direct Relations publiques Télé/Radio eMarketing Échantillons Événements Siteweb Médias imprimés
5.
LEMARKETINGDELABEAUTÉETDELAMODE,LESMÉDIASSOCIAUXAUSERVICEDEL’IMAGEDEMARQUE Client Réseaux sociaux LA STRATÉGIE 360° RÉVISÉE
6.
LEMARKETINGDELABEAUTÉETDELAMODE,LESMÉDIASSOCIAUXAUSERVICEDEL’IMAGEDEMARQUE SOURCE:AmericanResearchGroup2012,10RulesofMoreEffectiveAdvertising LESRÉSEAUXSOCIAUX, UNENOUVELLEDIMENSION OÙDESMILLIONSDECONSOMMATEURSSOCIALISENT,PARTAGENT ETCONSOMMENTNOSPRODUITSETSERVICES. FACEBOOK 140336000 VISITEURSUNIQUES 50055K 23617K 22417K 19250K 17786K 11870K BLOGUEURS TWITTER WORDPRESS MYSPACE LINKEDIN TUMBLR DELAPOPULATIONMONDIALE D’INTERNAUTESSERETROUVE MAINTENANTSURLESRÉSEAUX SOCIAUX,SOIT 1,2MILLIARDSDEPERSONNES 82% 1/4 DUTEMPS PASSÉ ENLIGNE
7.
LEMARKETINGDELABEAUTÉETDELAMODE,LESMÉDIASSOCIAUXAUSERVICEDEL’IMAGEDEMARQUE SOURCE:ComscoreMediaMetrix,October2011 LECANADAÀ L’AVANT-PLAN LECANADAFAITPARTIEDES10MARCHÉSINTERNATIONAUXAYANTLESPLUSHAUTES MOYENNESD’HEURESPASSÉESSURLESRÉSAUXSOCIAUXAUTRAVAILETÀLAMAISON ISRAEL ARGENTINE RUSSIE TURQUIE CHILI PHILIPPINES COLOMBIE PEROU VENEZUELA CANADA .......................................8,5 ..........................5,7 ..................................................11,1 ............................................10,7 ................................................10,4 .............................................10,2 .................................................9,8 .......................................8,7 ..........................................8,3 ...................................7,9 ..................................7,7 MONDE 7HEURES, 42MINUTES LES CANADIENS PASSENTENMOYENNE SURLESRÉSEAUXSOCIAUXÀCHAQUEMOIS
8.
LEMARKETINGDELABEAUTÉETDELAMODE,LESMÉDIASSOCIAUXAUSERVICEDEL’IMAGEDEMARQUE 188 FAMILLE 184 PRODUITS MÉNAGERS BEAUTÉ+ COSMÉTIQUES ALIMENTATION DÉCORATION SANTÉ MODE 182 151 139 136 127 LEPRIX, LAMARQUEPRÉFÉRÉE ET LESAMIS SONTLESPLUSGROSINFLUENCEURSD’ACHATDESPRODUITSDESANTÉETDEBEAUTÉ SUJETS LESPLUS DISCUTÉSPAR LESFEMMES 25-45ANS.1+ENFANT. MOYENNEDEL’INDEX DECOMPOSITION:100DECOMPOSITION:100 SOURCE:NielsenOnline,Fall2008
SOURCE:NielsenGlobalOnlineSurvey,Q12010
9.
LEMARKETINGDELABEAUTÉETDELAMODE,LESMÉDIASSOCIAUXAUSERVICEDEL’IMAGEDEMARQUE TUXEDO BOUTIQUEMARKETING OFFRE MARKETING 360° STRATÉGIE DESIGN GRAPHIQUE RETAIL DESIGN RÉSEAUX SOCIAUX RELATIONS DEPRESSE FORMATION ÉVÉNEMENT VIDEO PHOTO PUBLICITÉ AGENCE CRÉATIVE
10.
LEMARKETINGDELABEAUTÉETDELAMODE,LESMÉDIASSOCIAUXAUSERVICEDEL’IMAGEDEMARQUE LECAS DERMABLEND
11.
LEMARKETINGDELABEAUTÉETDELAMODE,LESMÉDIASSOCIAUXAUSERVICEDEL’IMAGEDEMARQUE COMMENTBIENGÉRER VOTREIMAGEDEMARQUE SURLESRÉSEAUXSOCIAUX? STRATÉGIE CONTENU TACTIQUES
12.
LEMARKETINGDELABEAUTÉETDELAMODE,LESMÉDIASSOCIAUXAUSERVICEDEL’IMAGEDEMARQUE STRATÉGIE ANALYSE CIBLECOMPÉTITION SITUATION OBJECTIFS NOTORIÉTÉ? RECRUTEMENT? TRAFFIC? ICP? PARTI- CIPATION SENTIMENT FANS PARTAGE ACHAT PLAN BUDGET CALENDRIER SUPPORT POSTE STRATÉGIE COMMENTBIENGÉRERNOTREIMAGEDEMARQUESURLESRÉSEAUXSOCIAUX?
13.
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14.
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LEMARKETINGDELABEAUTÉETDELAMODE,LESMÉDIASSOCIAUXAUSERVICEDEL’IMAGEDEMARQUE CANADA ÉTATS-UNIS MEXIQUE FRANCE BRÉSIL HONGKONG ESPAGNE CHILI ARGENTINE MARCHÉSINTERNATIONAUX PÉNÉTRÉSPARLECONTENUVIDÉOENLIGNE(TOP10) TURQUIE 93,6% 90,9% PLUSDE90% DESINTERNAUTES CANADIENSCONSOMMENTDUCONTENUVIDÉO SURLEWEB,AVECUNRATIODE 304VIDÉOSPARINTERNAUTE SOURCE:ComscoreMediaMetrix,October2011 90,2% 89,6% 88,9% 88,9% 88,0% 87,2% 86,8% 89,0% VIDÉO + 90% CONTENU/FORMAT COMMENTCRÉERUNBONCONTENU
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LEMARKETINGDELABEAUTÉETDELAMODE,LESMÉDIASSOCIAUXAUSERVICEDEL’IMAGEDEMARQUE CONTENU/AUTHENTICITÉ COMMENTCRÉERUNBONCONTENU
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LEMARKETINGDELABEAUTÉETDELAMODE,LESMÉDIASSOCIAUXAUSERVICEDEL’IMAGEDEMARQUE SOURCE:BrainInfluence,Pringle2009,EmotionalAdWorkBest CONTENU/ CONNECTIONÉMOTIONNELLE COMMENTCRÉERUNBONCONTENU EMOTIONNELLE COMBINÉE 31% 26% 16% RATIONNELLE EFFICACITÉ D’UNECAMPAGNE BASÉSURDESGAINSIMPORTANTSENPROFITS
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LEMARKETINGDELABEAUTÉETDELAMODE,LESMÉDIASSOCIAUXAUSERVICEDEL’IMAGEDEMARQUE SOURCE:BrainInfluence,Pringle2009,EmotionalAdWorkBest CONTENU/ CONNECTIONÉMOTIONNELLE COMMENTCRÉERUNBONCONTENU SURPRISE INCLUSION JOIE ANTICIPATION LES8ÉMOTIONS UNIVERSELLES TRISTESSE COLÈRE DÉGOÛT PEUR
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LEMARKETINGDELABEAUTÉETDELAMODE,LESMÉDIASSOCIAUXAUSERVICEDEL’IMAGEDEMARQUE SERVICEÀLACLIENTÈLE COMMENT? TACTIQUESETOUTILS
29.
LEMARKETINGDELABEAUTÉETDELAMODE,LESMÉDIASSOCIAUXAUSERVICEDEL’IMAGEDEMARQUE VIDÉO/ YOUTUBE COMMENT? TACTIQUESETOUTILS
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LEMARKETINGDELABEAUTÉETDELAMODE,LESMÉDIASSOCIAUXAUSERVICEDEL’IMAGEDEMARQUE PERSONIFICATION COMMENT? TACTIQUESETOUTILS
31.
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