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Community Management & Reseaux Sociaux by Mind Map: Community Management & Reseaux
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Community Management & Reseaux Sociaux

Cours théoriques

1. Histoire des réseaux sociaux : Vers la concentration

Les chiffres, 85% de la population mondiale a accès à Internet (6 milliards / 7,1), 25% de la population mondiale utilise les reseaux sociaux = 1,8 milliards, 3/4 des utlisateurs Internet utilisent plusieurs réseaux sociaux, Facebook devance Google dans la génération de trafic vers les sites media, Plus de videos YouTube vues dans le player facebook que sur, Les chiffres de l'internet

Réseaux sociaux les plus populaires (audience globale juillet 2014), 1. Facebook, 2. Twitter, 3. Weibo, 4. Instagram, 5. Linkedin

Panorama des réseaux sociaux, Histoire des réseaux sociaux, 1975-1995 / Les premiers réseaux sociaux : BBS, AOL & CompuServe, BBS : des connections lentes et chères mais les premiers liens internationaux par centre d'intérêt, BBS. Short for Bulletin Board System, these online meeting places were effectively independently-produced hunks of code that allowed users to communicate with a central system where they could download files or games (many times including pirated software) and post messages to other users. Accessed over telephone lines via a modem, BBSes were often run by hobbyists who carefully nurtured the social aspects and interest-specific nature of their projects – which, more often than not in those early days of computers, was technology-related. Moreover, long distance calling rates usually applied for out-of-towners, so many Bulletin Boards were locals-only affairs that in turn spurred local in-person gatherings. And voila, just like that, suddenly the antisocial had become social., The BBS was no joke. Though the technology of the time restricted the flexibility of these systems, and the end-user’s experience, to text-only exchanges of data that crawled along at glacial speed, BBSes continued to gain popularity throughout the ‘80s and well into the ‘90s, when the Internet truly kicked into gear. Indeed, some services – such as Tom Jennings’ FidoNet – linked numerous BBSes together into worldwide computer networks that managed to survive the Internet revolution., AOL & Compuserve : la création de groupes media numeriques, CompuServe, a service that began life in the 1970s as a business-oriented mainframe computer communication solution, but expanded into the public domain in the late 1980s.CompuServe allowed members to share files and access news and events. But it also offered something few had ever experienced – true interaction. Not only could you send a message to your friend via a newfangled technology dubbed “e-mail” (granted, the concept of e-mail wasn’t exactly newfangled at the time, though widespread public access to it was). You could also join any of CompuServe’s thousands of discussion forums to yap with thousands of other members on virtually any important subject of the day. Those forums proved tremendously popular and paved the way for the modern iterations we know today., In many ways, and for many people, AOL was the Internet before the Internet, and its member-created communities (complete with searchable “Member Profiles,” in which users would list pertinent details about themselves), were arguably the service’s most fascinating, forward-thinking feature., 1995-2003 l'explosion de l'internet et des reseaux sociaux, Copains d'avant : le premier réseaux social pour les français, 6 degrees, Sporting a name based on the theory that no person is separated by more than six degrees from another, the site sprung up in 1997 and was one of the very first to allow its users to create profiles, invite friends, organize groups, and surf other user profiles. Its founders worked the six degrees angle hard by encouraging members to bring more people into the fold. Unfortunately, this “encouragement” ultimately became a bit too pushy for many, and the site slowly de-evolved into a loose association of computer users and numerous complaints of spam-filled membership drives. folded completely just after the turn of the millennium., Des services communautaires,,,, MySpace, also launched in 2003. Though it no longer resides upon the social networking throne in many English-speaking countries – that honor now belongs to Facebook just about everywhere – MySpace remains the perennial favorite in the USA. It does so by tempting the key young adult demographic with music, music videos, and a funky, feature-filled environment. It looked and felt hipper than major competitor Friendster right from the start, and it conducted a campaign of sorts in the early days to show alienated Friendster users just what they were missing., Skyblog : le plus gros site internet français des années 2002-2007, LinkedIn : Introduced in 2003, LinkedIn took a decidedly more serious, sober approach to the social networking phenomenon. Rather than being a mere playground for former classmates, teenagers, and cyberspace Don Juans, LinkedIn was, and still is, a networking resource for businesspeople who want to connect with other professionals. In fact, LinkedIn contacts are referred to as “connections.” Today, LinkedIn boasts more than 175 million members., 2004 : l'arrivée de Facebook et du réseau social généraliste, In 2002, social networking hit really its stride with the launch of Friendster. Friendster used a degree of separation concept similar to that of the now-defunct, refined it into a routine dubbed the “Circle of Friends” (wherein the pathways connecting two people are displayed), and promoted the idea that a rich online community can exist only between people who truly have common bonds. And it ensured there were plenty of ways to discover those bonds. An interface that shared many of the same traits one would find at an online dating site certainly didn’t seem to hurt. (CEO Jonathan Abrams actually refers to his creation as a dating site that isn’t about dating.) And, just a year after its launch, Friendster boasted more than three million registered users and a ton of investment interest. Though the service has since seen more than its fair share of technical difficulties, questionable management decisions, and a resulting drop in its North American fortunes, it remains a force in Asia and, curiously, a near-necessity in the Philippine, Facebook, It is, however, the ubiquitous Facebook that now leads the global social networking pack. Founded, like many social networking sites, by university students who initially peddled their product to other university students, Facebook launched in 2004 as a Harvard-only exercise and remained a campus-oriented site for two full years before finally opening to the general public in 2006. Yet even by that time, Facebook was seriously big business, with tens of millions of dollars already invested, and Silicon Valley bigwigs such as billionaire PayPal co-founder Peter Thiel firmly behind it., The secret of Facebook’s success (it is currently just shy of 1 billion users) is a subject of some debate. Some point to its ease of use, others to its multitude of easily-accessed features, and still others to a far simpler factor – its memorable, descriptive name. A highly targeted advertising model certainly hasn’t hurt, nor did financial injections, such as the $60 million from noted Hong Kong tycoon Li Ka-shing in 2007. Regardless, there’s agreement on one thing – Facebook promotes both honesty and openness. It seems people really enjoy being themselves, and throwing that openness out there for all to see., De la place pour de nouveaux réseaux sociaux ?, Google Plus, Realizing the power of social networking, Google decided in 2011 to launch their own social network: Google+. It differed from Facebook and Twitter in that it wasn’t necessarily a full-featured networking site, but rather a social “layer” of the overall Google experience. Initially, Google generated a lot of buzz with G+’s Hangouts feature, which allowed users to enter live video chats with other online friends. At the time of launch, Facebook was scrambling to keep up by integrating a video chat feature of their own., Within just four weeks, G+ had gathered 25 million unique visitors. As of June 2012, it had a total of 250 million registered users. It definitely didn’t dethrone Zuckerberg’s behemoth, but it’s clearly here to stay, and arguably showed the world that there was still room for innovation and competition in the realm of social networking., Pinterest, Instagram, Facebook & Twitter : un fort pouvoir d'attraction par acquisition

Comment Facebook et Twitter SONT le web, FACEBOOK CONNECT : Facebook is king for a reason. It wasn’t just through luck that Zuckerberg’s darling came to regin supreme over the social media kingdom, it was in fact a series of smart moves and innovative features that set FB apart from the rest of the social media pack. First and foremost, the 2007 launch of the Facebook Platform was key to FB’s success. This open API made it possible for third-party developers to create applications that work within Facebook itself. Almost immediately after being released, the platform gained a massive amount of attention. Today, there are hundreds of thousands of apps built on the platform – so much that Facebook has recently launched the Facebook App Store to organize and display them all., TWITTER API : Twitter created its own API and enjoyed similar success as a result., LIKE : The other key to success was Facebook’s ubiquitous ‘Like’ button which broke free from the bounds of the site and began appearing all over the internet. Now you can ‘like’ or “tweet’ just about everything even when you’re not on Facebook or Twitter

Exercice collectif, Definition des cibles

2.Le mobile : outil central de la vie digitale et des réseaux sociaux

Les concepts de l'Internet Mobile, Des formats specifiques, ., ., ., Le mobile est, UBIQUITAIRE, MULTI-SENSORS, ALWAYS ON, GEOLOCALISE

Le marché, les usages, 40% des français préfèreraient perdre leur portefeuille plutot que leur téléphone, 91% se sentiraient «blessés» si ils perdaient leur mobile, 75% emmènent leur mobile partout, 66% dorment a côté de leur mobile.... allumé., ., Changement de fonction, 150 contacts visuels par jour, 65,7 Millions, ., Un outil essentiel, voire principal, Ventes d"appareils connectés, Parcs de terminaux installés, Fragmentation, Usages de l'internet en France, Les "wearable devices", Internet fixe vs Mobile, Pour quel usage ?, A quel endroit ?, Sur quels services ? L'exemple de la photo, Focus Snapchat, A quel moment ?, Les réseaux sociaux sont d'abord mobiles, Une adoption rapide, massive, et universelle

Les règles essentielles du marketing mobile, CHOIX, CONTROLE, PERTINENCE

3. Qui sont les utilisateurs et leur rapport aux marques

Données générales, 89% des 18-29 ans utilisent les médias sociaux contre 72% pour les 30-49 ans., 60% des 50-60 ans sont actifs sur les médias sociaux., 43% des 65 ans+ utilisent les médias sociaux., 71% des utilisateurs accèdent aux médias sociaux à partir d’un appareil mobile., ., ., Quels réseaux ? Pour qui ?, Facebook 93%, ., ., Twitter 34%, ., ., Linked In 31%, Viadeo 25%, Instagram 15%, ., ., Pinterest 7%, ., .

Les socionautes et les marques, Attentes des internautes qui suivent des marques sur les médias sociaux, 86% : réductions commerciales, 83% : bénéficier de conseils, 83% : donner son avis, 82% : informations exclusives, 80% : service client plus réactif, 33% : jeux ou applications, Usages, 8% des utilisateurs français des réseaux sociaux sont fans ou suivent au moins une marque (dont 50% suivent plus de 5 marques), 83% des fans / abonnés à une marque sur les réseaux sociaux déclarent en être généralement clients, 38% des utilisateurs prennent en compte ce qu’ils voient sur les réseaux sociaux avant un achat, 16% des utilisateurs des réseaux sociaux déclarent être devenus de nouveaux clients d’une marque grâce à un réseau social, Top Marques (socialbakers), ., Top, Response, Engagement, Twitter, ., Les Top Tweets de marques (engagement), ., ., .

4. L'image, le texte, la video : Qu'utiliser dans quels cas

5. Success stories

6. Fails

7. Et après ?

Les réseaux sociaux hors du monde digital

Le nouvel internet

Mise en oeuvre pratique (Raphael Melki)





Objectifs du cours

Comprendre les réseaux sociaux

Qui sont les utilisateurs ?

Pourquoi cela fonctionne ?

Qu'en faire dans une stratégie professionnelle

Anticiper les évolutions

Quelles sont les caracteristiques communes de ces objets digitaux ?


La question des données

Utliser les réseaux sociaux





Frederic Dumeny

De quoi parle t'on ?

1 réseau par mois