Stratégie de Communication Numérique

Introduction

• Digital revolution: Over 5 billion internet users in 20 years (60% global population).
• Ubiquitous connections: 99% of French businesses and administrations are connected.
• Key role: Essential in marketing communication.

I. Communication vs. Digital Strategy

A) Communication Function

• Connection between communication and strategy.
• Communication types:
  • Mass media: Press, TV, radio, internet.
  • Group communication: Meetings, cultural exchanges.
  • Interpersonal communication: Between two individuals (interview).
• Communication in organizations:
  • Upward: Employees → Management (needs, ideas).
  • Downward: Management → Employees (instructions, announcements).
  • Horizontal: Between departments (same hierarchical level).
  • Internal: Internal flows (upward, downward, horizontal).
  • External: Relations with clients, suppliers, partners.
• Communication acts:
  • Advertising, events, institutional, crisis communication.
  • Verbal, nonverbal, written, visual, audiovisual.

B) Digital Strategy

• Definitions:
  • Operational: Concrete action plan (tasks, resources).
  • Pragmatic: Adapting to real-life situations.
• Strategic process:
  • Vision → Diagnosis → Decision → Formulation → Execution.
• Digital marketing: Tactical element for strategy (segmentation, targeting, positioning).

II. Digital Transformation of Organizations

A) Internet: A Space, Not a Channel

• Definition: Integrating digital technologies into processes.
  • Automation (ERP, CRM).
  • Improved internal and external exchanges.
• Internet roles:
  • Information channel.
  • Exchange and distribution platform.
• Digital tools:
  • Websites.
  • Emails.
  • Digital advertising.
  • Mobile devices.
  • User-generated content (social media) platforms.

B) Digital Communication Plan

• Context: Resources, market, competition.
• Objectives: Brand image, market share, crises.
• Positioning: Differentiation, tone, discourse.
• Tools: Applications, advertising, content (text, image, video).
• Planning: Calendar, key moments.
• Measurement: Results, SMART indicators (Specific, Measurable, Achievable, Relevant, Time-bound).

III. Websites and Advertising in Digital Strategy

A) Website Types

• Institutional: Brand image (values, identity).
• Brand-specific: Product/service promotion.
• Mobile: Adapted to various devices (smartphones, tablets).
• Event-based: Limited-time campaigns.
• Community-focused: Interactions among users with common interests.
• Commercial: Online purchases, focusing on conversion rates.

B) Online Advertising

• Online advertising: Interactive banners, clickable visuals.
• Advantages: Visibility, flexibility.
• Problem: Intrusiveness.
• Email marketing:
  • Customer acquisition and retention (promotions, newsletters).
  • Powerful tool for institutional or commercial communication.

IV. Digital SWOT Analysis

• Digital strengths: Technological and marketing advantages.
• Digital weaknesses: Internal shortcomings (skills, tools).
• Digital opportunities: Web potential (audiences, innovations).
• Digital threats: Competition, cyber risks.

V. Social Media and Digital Communication

• Social Media: Essential tools.

• Objectives: Client proximity, enriched CRM, collaborative formats.

• Impact: More targeted communication and community engagement.

• Social Media Evolution:

  • Web 2.0: Blurred boundaries between businesses and public, direct customer interaction (positive or negative), and segmented communication based on user interests.
  • Shift from one-way messaging to constant real-time conversations using concise messages, impactful visuals, and high frequency.

• Digital communication objectives: - "Encircling" the customer through all contact points. - Utilizing customer data (habits, perceptions)

• Communication 360°: Utilizing various channels for maximizing visibility and engagement, fostering consistent interaction throughout the year.

• Social Media Types

  • Social networks (Facebook, Instagram, LinkedIn): Community building and interactions.
  • Blogs: Detailed content creation and distribution.
  • Forums and Q&A platforms: Specialized interactions and information sharing.

• Examples of Social Media Networks:

  • Advantages/Disadvantages of Facebook, Twitter, Instagram, Linkedin in terms of business strategy and customer communication as well as pros and cons of each.

• Business - adapted products and targets

• Importance of emotions in strategy for creating lasting customer relationships

• Strategies for businesses using social networks

  • Corporate: Company's overall vision (image, values, mission).
  • Business: Adapting actions to products and target groups.
  • Alignment between strategies to avoid inconsistencies.

VI. E-Reputation Management

• E-reputation: Lasting perception of a company or brand by stakeholders.

• Strategic importance: Contributes to brand value.

• Social media impact: Freedom of expression, value creation or destruction through conversations.

• Buzz characteristics: Intense, short-lived (1-5 days), capturing attention, genuine and often humor-related or based on public personalities.

• Visibility assessment: Analyzing brand-related representations and discussions online, evaluating performance on search engines and social media.

• Digital-strategy formalization of objectives: Setting objectives for online presence, brand visibility, and reputation.

• Defining keywords impacting content

• Choosing spaces for brand presence (social media, platforms)

• Identifying key influencers, and defining brand identity

• Engagement Indicators: likes, shares, comments.

• Business Impact: effect on sales and business operations.

• Reputation: Rankings and awards.

• Risk Management: Handling crises and opportunities.

• Success tips for controlling digital strategies: Understanding customer feedback, differentiating between activity and performance indicators, defining core site evaluation steps, and the use of social media management in overall marketing strategies.

Ce quiz explore la relation entre communication et stratégie numérique. Il couvre les différents types de communication, leur rôle dans les organisations et l'importance de la communication dans le marketing. Testez vos connaissances sur ces concepts fondamentaux et leur application dans un environnement connecté.