{"id":5383,"date":"2012-04-04T12:00:36","date_gmt":"2012-04-04T10:00:36","guid":{"rendered":"https:\/\/www.ideematic.com\/actualites\/?p=606"},"modified":"2022-03-01T11:39:48","modified_gmt":"2022-03-01T10:39:48","slug":"marketing-et-commerce-sur-les-reseaux-sociaux","status":"publish","type":"post","link":"https:\/\/www.ideematic.com\/actualites\/2012\/04\/marketing-et-commerce-sur-les-reseaux-sociaux\/","title":{"rendered":"Marketing et commerce sur les r\u00e9seaux sociaux"},"content":{"rendered":"<div class=\"wpb-content-wrapper\"><p>[vc_row][vc_column][vc_column_text]Pour commencer, un petit rappel sur le marketing et le commerce. La mercatique en fran\u00e7ais est une discipline qui consiste \u00e0 concevoir des offres de produits en fonction du consommateur final et de ses attentes. La strat\u00e9gie marketing se base sur la r\u00e8gle des 4 P: produit, prix, point de vente et promotion (ou communication).<br \/>\nLe marketing associ\u00e9 au web est appel\u00e9 marketing \u00e9lectronique ou <strong>e-marketing<\/strong>. On trouve aussi des synonymes tels que marketing 2.0, webmarketing, netmarketing, cybermarketing ou encore cybermercatique. Celui-ci diff\u00e8re du <strong>e-commerce<\/strong> ou vente en ligne, qui lui \u00abd\u00e9signe l&rsquo;\u00e9change de biens et de services entre deux entit\u00e9s sur les r\u00e9seaux informatiques\u00bb (<em>Wikip\u00e9dia<\/em>).<br \/>\n<!--more--><\/p>\n<p>Cependant, quand on parle d\u2019<strong>e-marketing<\/strong> ou d\u2019<strong>e-commerce<\/strong> et notamment sur les r\u00e9seaux sociaux, beaucoup de termes cohabitent et il est parfois difficile de bien les distinguer. Je vous propose de les passer en revue:<\/p>\n<ul>\n<li><a title=\"Page Wikip\u00e9dia sur le Social marketing\" href=\"http:\/\/fr.wikipedia.org\/wiki\/Marketing_social\" target=\"blank\" rel=\"noopener\">Social marketing<\/a>: marketing ayant pour objectif un changement social par rapport \u00e0 un produit, un service, une pratique ou une id\u00e9e.<\/li>\n<li><a title=\"Page Wikip\u00e9dia sur le Social media marketing\" href=\"http:\/\/en.wikipedia.org\/wiki\/Social_media_marketing\" target=\"blank\" rel=\"noopener\">Social media marketing<\/a>: marketing sur les r\u00e9seaux sociaux visant \u00e0 g\u00e9n\u00e9rer du trafic ou de l\u2019attention.<\/li>\n<li><a title=\"Page Wikip\u00e9dia sur le Social commerce\" href=\"http:\/\/en.wikipedia.org\/wiki\/Social_commerce\" target=\"blank\" rel=\"noopener\">Social commerce<\/a>:\u00a0 e-commerce passant par les <a title=\"Page Wikip\u00e9dia sur les m\u00e9dias sociaux\" href=\"http:\/\/fr.wikipedia.org\/wiki\/M%C3%A9dias_sociaux\" target=\"blank\" rel=\"noopener\">m\u00e9dias sociaux<\/a>.<\/li>\n<li><a title=\"Page Wikip\u00e9dia sur le Social shopping\" href=\"http:\/\/en.wikipedia.org\/wiki\/Social_shopping\" target=\"blank\" rel=\"noopener\">Social shopping<\/a>: le shopping social, collaboratif ou encore communautaire est un m\u00e9lange d\u2019e-commerce et de r\u00e9seaux sociaux o\u00f9 l\u2019avis et l\u2019apport d\u2019information des utilisateurs par rapport au produit est un point central.<\/li>\n<li><strong>Social CRM (Customer relationship management ou gestion de la relation client):<\/strong> utilisation des m\u00e9dias sociaux par les organismes pour interagir et g\u00e9rer leur relation avec les clients.<\/li>\n<\/ul>\n<p>Les r\u00e9seaux sociaux comme Facebook ou Twitter sont devenus l\u2019endroit id\u00e9al pour toucher un maximum de monde et diffuser tr\u00e8s largement des informations gr\u00e2ce \u00e0 leur viralit\u00e9 et interactivit\u00e9. D\u00e9sormais, bon nombre d\u2019entre elles ont une page Facebook et un compte Twitter afin de tisser des liens plus \u00e9troits avec leur communaut\u00e9.<br \/>\nLes marques font du <strong>Social commerce<\/strong> en postant de la publicit\u00e9 et en effectuant de la vente en ligne \u00e0 travers les r\u00e9seaux sociaux. Elles font \u00e9galement du <strong>Social media marketing<\/strong> en animant leur communaut\u00e9 (community management) par des posts contenant des bons plans, r\u00e9ductions, nouveaut\u00e9s et actualit\u00e9s, en mettant en place des jeux concours et en interagissant avec cette communaut\u00e9.<\/p>\n<p>Facebook est m\u00eame all\u00e9 plus loin en mati\u00e8re de <strong>Social commerce<\/strong> avec le f-commerce (vente de biens et services \u00e0 travers le c\u00e9l\u00e8bre r\u00e9seau social) et l\u2019apparition de f-boutiques qui permettent aux marques de vendre directement sur leur page Facebook. Cependant, certaines comme celles de <em>Gap<\/em> et <em>JC Penney<\/em> ont \u00e9t\u00e9 ferm\u00e9es car elles ne g\u00e9n\u00e9raient pas assez de retour sur investissement (return on investment ou ROI) pour les marques.<br \/>\nSelon le site <a title=\"Site de socialmediaperformances.com\" href=\"http:\/\/socialmediaperformances.com\" target=\"blank\" rel=\"noopener\">socialmediaperformances.com<\/a> et certains autres, la nouvelles tendance serait \u00e0 la socialisation des sites e-commerce eux-m\u00eames plut\u00f4t qu\u2019au travers des r\u00e9seaux sociaux, ce qui permettrait un meilleur ROI. Seul l\u2019avenir nous le dira&#8230;<\/p>\n<p><strong>Ressources suppl\u00e9mentaires:<\/strong><br \/>\n\u00ab<a title=\"Le marketing social est plus efficace sur les sites de vente en ligne\" href=\"http:\/\/www.atelier.net\/trends\/articles\/marketing-social-plus-efficace-sites-de-vente-ligne\" target=\"blank\" rel=\"noopener\">Le marketing social est plus efficace sur les sites de vente en ligne<\/a>\u00bb<br \/>\n[\/vc_column_text][\/vc_column][\/vc_row]<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>[vc_row][vc_column][vc_column_text]Pour commencer, un petit rappel sur le marketing et le commerce. La mercatique en fran\u00e7ais est une discipline qui consiste \u00e0 concevoir des offres de produits en fonction du consommateur final et de ses attentes. La strat\u00e9gie marketing se base sur la r\u00e8gle des 4 P: produit, prix, point de vente et promotion (ou communication). [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":1684,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[28],"tags":[158,159,160,161,150,151,152,153,154,155,156,157],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Marketing et commerce sur les r\u00e9seaux sociaux - Id\u00e9ematic<\/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.ideematic.com\/actualites\/2012\/04\/marketing-et-commerce-sur-les-reseaux-sociaux\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Marketing et commerce sur les r\u00e9seaux sociaux - Id\u00e9ematic\" \/>\n<meta property=\"og:description\" content=\"[vc_row][vc_column][vc_column_text]Pour commencer, un petit rappel sur le marketing et le commerce. La mercatique en fran\u00e7ais est une discipline qui consiste \u00e0 concevoir des offres de produits en fonction du consommateur final et de ses attentes. La strat\u00e9gie marketing se base sur la r\u00e8gle des 4 P: produit, prix, point de vente et promotion (ou communication). 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