Ou comment certaines marques s’emparent de sujets controversés pour prendre part au débat et attirer l’attention sur elles pour développer leur communauté…
Au cours des 3 dernières années, on a pu observer notamment sur Twitter l’émergence d’un nouveau phénomène, les comptes des marques sur les réseaux sociaux ont changés leur stratégie de communication avec leur audience.
En effet, pendant des années la communication des marques ne fonctionnait que dans un sens, de haut en bas. Les marques diffusent un message aux consommateurs et espère que celui-ci les touche pour développer leur présence en ligne.
Cependant s’il y a bien une chose que twitter nous a apporté c’est la capacité de suivre des marques et d’interagir avec celles-ci, une métamorphose significative du fonctionnement de la communication moderne des marques.
L’objectif n’est plus de réaliser des promotions et du contenu publicitaire en ligne mais de créer une identité avec une personnalité propre dans laquelle les utilisateurs s’identifient.
Quelques exemples français :
— Winamax (@Winamax) March 19, 2019
Winamax utilise des formats de « memes » pour parler des fonctionnalités de son site de poker
-Sortir du travail
-Prendre le métro
-Arriver chez soi
-Ouvrir la porte
-Croiser son regard
-Sourire
-S'approcher
-Lui donner des croquettes— Interflora France (@Interflora) March 28, 2017
Interflora qui se crée une identité à part entière en parlant des petits plaisirs du quotidien.
Nous non plus. https://t.co/1oBfFG61U7
— Decathlon (@Decathlon) May 2, 2019
Décathlon qui répond aux tweets les plus singuliers pour paraître plus sympathique auprès de sa communauté
Le but, c’est de parler à Décathlon comme on parle à un pote. Un sujet plus ou moins lié à la marque, une bonne blague… et le CM a réussi a créé un peu de sympathie pour sa marque.
Ici l’objectif de la communication c’est d’être mémorable et d’avoir le potentiel d’être suffisamment intéressante pour être un sujet de conversation sur les réseaux sociaux.
Les déboires réguliers entre McDonalds et Burger King n’attire pas forcément l’attention que de ceux qui veulent manger des burgers, mais également ceux qui aime partager du contenu divertissant et en parler autour d’eux. Cela permet ainsi de transformer une industrie en contenu divertissant sans pour autant paraitre trop opportuniste ou trop vendeur.
Parallèlement à ce phénomène, les marques ont de nouveaux objectifs :
Elles prennent position, elles gèrent des crises d’images locales ou internationales, elles répondent aux préoccupations éthiques des consommateurs.
En effet, la communication des marques s’engage de plus en plus quitte à créer des controverses. C’est par exemple le cas de Nike qui a dû gérer le boycott de sa marque par les plus conservateurs de ses consommateurs en choisissant comme égérie Colin Kaepernick, un joueur de football américain qui s’opposa à la brutalité policière en refusant de chanter l’hymne américain et en s’agenouillant – un mouvement qui représentera cette lutte dans les semaines qui suivent la controverse. L’important pour Nike c’est de faire partie du débat, de se positionner comme acteur du changement quitte à perdre quelques clients par le boycott qui ont déjà acheté leurs chaussures et qui rachèteront une paire une fois celui-ci fini.
A partir de ce constat, d’autres marques vont saisir l’opportunité de faire partie des sujets de conversation des réseaux sociaux quitte à monter de tout pièce un drame twitter pour gagner de l’attention.
C’est par exemple le cas de Virgin Australia qui a fait croire qu’un stagiaire c’était trompé sur un tweet proposant un milliard de points de fidélité (au lieu d’un million). En réalité une web-série autour de l’affaire avait été développé pour soutenir la campagne et créer de toute pièce de l’attention pour la marque en Australie (plus d’infos ici).
Ainsi, au fur et à mesure on observe que la présence des marques sur Twitter est devenue acceptable, on ne sait pas vraiment pourquoi ils sont là mais le contenu est sympa donc pourquoi pas. Et si les marques investissent autant de temps dans leur stratégie média c’est bien parce qu’elles bénéficient de la publicité gratuite crée par les utilisateurs qui alimentent, aiment et partagent leurs contenus…
D’autres articles du même auteur :
Automobile : le futur de l’industrie et les meilleures pubs du moment
(OPINION) Les marques qu’on adore détester : êtes vous plutôt loyal, râleur ou girouette ?
8 musées et galeries connectés aux expériences digitales surprenantes
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