{"id":1214,"date":"2013-04-25T14:59:36","date_gmt":"2013-04-25T14:59:36","guid":{"rendered":"https:\/\/honeypot.wpengine.com\/?p=1214"},"modified":"2013-04-25T14:59:36","modified_gmt":"2013-04-25T14:59:36","slug":"les-medias-sociaux-font-rage","status":"publish","type":"post","link":"https:\/\/honeypotmarketing.com\/fr\/social-media\/social-media-roi-irate\/","title":{"rendered":"Le retour sur investissement des m\u00e9dias sociaux est difficile \u00e0 mesurer, alors soyez furieux !"},"content":{"rendered":"<p>De nombreux sp\u00e9cialistes du marketing et entreprises abordent le marketing sur les r\u00e9seaux sociaux avec une perspective et des notions biais\u00e9es, principalement l\u2019attitude \u00ab Devenez viral ou rentrez chez vous ! \u00bb.<\/p>\n<p>Cela conduit souvent \u00e0 un \u00e9puisement rapide et vos efforts peuvent ne pas obtenir la r\u00e9ponse imm\u00e9diate anticip\u00e9e ou esp\u00e9r\u00e9e lors du lancement d&#039;un programme. Cependant, si vous ne devenez pas viral, comment pouvez-vous r\u00e9ellement mesurer le retour sur investissement de vos m\u00e9dias sociaux ?<\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-1273\" alt=\"mono\" src=\"https:\/\/honeypotmarketing.com\/wp-content\/uploads\/mono.jpg\" width=\"1000\" height=\"461\" \/><\/p>\n<p>C&#039;est simple... obtenez <strong>FURIEUX<\/strong>! Non, ne vous f\u00e2chez pas \u00e0 cause de la confusion que vous pourriez avoir \u00e0 calculer votre retour sur investissement sur les r\u00e9seaux sociaux\u00a0; surveillez et calculez le <strong>je<\/strong>intelligence, <strong>R<\/strong>chaque, <strong>UN<\/strong>conscience, <strong>T<\/strong>raffic et <strong>E<\/strong>engagement de vos messages.<\/p>\n<h2><strong>je<\/strong>Intelligence:<\/h2>\n<p>Mesurez le volume de tweets, mentions et commentaires positifs et n\u00e9gatifs sur vos diff\u00e9rents comptes sociaux afin de calculer ce que les gens vous disent de votre marque.<\/p>\n<h2><strong>R<\/strong>chaque:<\/h2>\n<p>Pour chaque p\u00e9riode de reporting, calculez la croissance de votre nombre de fans\/abonn\u00e9s ou m\u00eame toute perte d&#039;abonn\u00e9s qui aurait pu avoir lieu. Chez Honeypot, nous utilisons Facebook Insights et Hootsuite Reports pour calculer la port\u00e9e\/les impressions de nos clients sur Facebook et Twitter, mais il existe de nombreux autres outils que vous pouvez utiliser pour vous aider \u00e0 calculer la port\u00e9e que vos publications peuvent avoir.<\/p>\n<h2><strong>UN<\/strong>conscience:<\/h2>\n<p>Encore une fois, pour chaque p\u00e9riode de reporting, posez-vous la question suivante : \u00ab Est-ce que plus de personnes connaissent votre marque qu&#039;avant ? \u00bb Jetez un \u0153il aux mentions concernant votre marque et au nombre d&#039;avis positifs qui ont pu \u00eatre r\u00e9dig\u00e9s.<\/p>\n<h2><strong>T<\/strong>raffinement:<\/h2>\n<p>Voici la cl\u00e9 pour cr\u00e9er un profil de m\u00e9dias sociaux attrayant : si vous \u00eates vraiment int\u00e9ressant, dr\u00f4le et intelligent, vous partagez bien plus que vos contenus de marque. Lorsque vous publiez des contenus de marque, utilisez Google Analytics pour calculer le trafic qui en r\u00e9sulte.<\/p>\n<h2><strong>E<\/strong>engagement:<\/h2>\n<p>Le plus important est de savoir si ce que vous publiez suscite l&#039;int\u00e9r\u00eat de vos abonn\u00e9s. Observez les r\u00e9ponses \u00e0 chaque publication ainsi que les partages, retweets, reblogs et favoris que chaque publication peut obtenir.<\/p>\n<p>Il ne faut pas oublier que ces indicateurs de performance cl\u00e9s conduisent \u00e0 un retour sur investissement empirique lorsque l&#039;on calcule les indicateurs d&#039;engagement social. Une fois que nous pourrons relier les indicateurs d&#039;engagement aux indicateurs d&#039;acquisition et de conversion, nous aurons un aper\u00e7u d&#039;un v\u00e9ritable cycle d&#039;engagement client et de vente via les canaux sociaux !<\/p>\n<p>Bien que le calcul de votre retour sur investissement sur les r\u00e9seaux sociaux ne soit pas toujours simple, une fois analys\u00e9, il devient \u00e9vident que si vos abonn\u00e9s ne sont pas engag\u00e9s et inform\u00e9s sur votre marque, il est temps d&#039;adapter vos tactiques de strat\u00e9gie de communication sur les r\u00e9seaux sociaux \u00e0 votre public, et n&#039;oubliez pas qu&#039;il s&#039;agit de vraies personnes !<\/p>\n<p>Dans les prochains articles, je vous expliquerai comment nous pouvons mesurer et rendre compte exactement des indicateurs IRATE, vous donner quelques conseils et astuces pour y parvenir plus rapidement et comment cr\u00e9er une \u00ab personnalit\u00e9 \u00bb sociale pour votre entreprise qui se connectera vraiment avec vos fans.<\/p>","protected":false},"excerpt":{"rendered":"<p>De nombreux sp\u00e9cialistes du marketing et entreprises abordent le marketing sur les r\u00e9seaux sociaux avec une perspective et des notions biais\u00e9es, principalement l&#039;attitude \u00ab Devenez viral ou rentrez chez vous ! \u00bb. Cela conduit souvent \u00e0 un \u00e9puisement rapide de vos efforts et il se peut que vos efforts ne suscitent pas la r\u00e9ponse imm\u00e9diate anticip\u00e9e ou esp\u00e9r\u00e9e lors du lancement d&#039;un programme. Cependant, si vous ne devenez pas viral, comment pouvez-vous\u2026<\/p>","protected":false},"author":3,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","om_disable_all_campaigns":false,"_uag_custom_page_level_css":"","_kad_blocks_custom_css":"","_kad_blocks_head_custom_js":"","_kad_blocks_body_custom_js":"","_kad_blocks_footer_custom_js":"","_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_kadence_starter_templates_imported_post":false,"_kad_post_transparent":"","_kad_post_title":"","_kad_post_layout":"","_kad_post_sidebar_id":"","_kad_post_content_style":"","_kad_post_vertical_padding":"","_kad_post_feature":"","_kad_post_feature_position":"","_kad_post_header":false,"_kad_post_footer":false,"_kad_post_classname":"","footnotes":""},"categories":[38],"tags":[61,123,70,150],"class_list":["post-1214","post","type-post","status-publish","format-standard","hentry","category-social-media","tag-internet-marketing","tag-marketing","tag-marketing-strategy","tag-social-media-marketing"],"aioseo_notices":[],"taxonomy_info":{"category":[{"value":38,"label":"Social Media"}],"post_tag":[{"value":61,"label":"Internet Marketing"},{"value":123,"label":"Marketing"},{"value":70,"label":"Marketing Strategy"},{"value":150,"label":"Social media marketing"}]},"featured_image_src_large":false,"author_info":{"display_name":"The Bee Team","author_link":"https:\/\/honeypotmarketing.com\/fr\/author\/bee-team\/"},"comment_info":0,"category_info":[{"term_id":38,"name":"Social Media","slug":"social-media","term_group":0,"term_taxonomy_id":38,"taxonomy":"category","description":"","parent":0,"count":62,"filter":"raw","cat_ID":38,"category_count":62,"category_description":"","cat_name":"Social Media","category_nicename":"social-media","category_parent":0}],"tag_info":[{"term_id":61,"name":"Internet Marketing","slug":"internet-marketing","term_group":0,"term_taxonomy_id":61,"taxonomy":"post_tag","description":"","parent":0,"count":59,"filter":"raw"},{"term_id":123,"name":"Marketing","slug":"marketing","term_group":0,"term_taxonomy_id":123,"taxonomy":"post_tag","description":"","parent":0,"count":40,"filter":"raw"},{"term_id":70,"name":"Marketing Strategy","slug":"marketing-strategy","term_group":0,"term_taxonomy_id":70,"taxonomy":"post_tag","description":"","parent":0,"count":32,"filter":"raw"},{"term_id":150,"name":"Social media marketing","slug":"social-media-marketing","term_group":0,"term_taxonomy_id":150,"taxonomy":"post_tag","description":"","parent":0,"count":32,"filter":"raw"}],"uagb_featured_image_src":{"full":false,"thumbnail":false,"medium":false,"medium_large":false,"large":false,"1536x1536":false,"2048x2048":false,"trp-custom-language-flag":false},"uagb_author_info":{"display_name":"The Bee Team","author_link":"https:\/\/honeypotmarketing.com\/fr\/author\/bee-team\/"},"uagb_comment_info":0,"uagb_excerpt":"Many marketers and businesses approach social media marketing with a skewed perspective and notions, mainly the &#8220;Go Viral or Go Home!&#8221; attitude. 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