{"id":1312,"date":"2018-02-15T18:36:00","date_gmt":"2018-02-15T22:36:00","guid":{"rendered":"https:\/\/www.adhoc-recherche.com\/?p=1312"},"modified":"2022-05-24T18:36:27","modified_gmt":"2022-05-24T22:36:27","slug":"comment-assurer-lefficacite-de-votre-campagne-de-marketing-dinfluence","status":"publish","type":"post","link":"https:\/\/www.adhoc-recherche.com\/fr\/comment-assurer-lefficacite-de-votre-campagne-de-marketing-dinfluence\/","title":{"rendered":"COMMENT ASSURER L&rsquo;EFFICACIT\u00c9 DE VOTRE CAMPAGNE DE MARKETING D&rsquo;INFLUENCE"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\" style=\"font-size:13px\">Dans un pr\u00e9c\u00e9dent article, je parlais de la pertinence&nbsp;<a href=\"https:\/\/www.adhoc-recherche.com\/fr\/blogue\/4-bonnes-raisons-de-faire-appel-au-marketing-dinfluence\/\">d\u2019inclure des initiatives de marketing d\u2019influence<\/a>&nbsp;dans la strat\u00e9gie globale de son entreprise. Maintenant que nous avons mis en lumi\u00e8re leur int\u00e9r\u00eat, il est important de&nbsp;<strong>d\u00e9finir<\/strong>&nbsp;<strong>les \u00e9l\u00e9ments qui permettront d\u2019assurer la performance de la campagne&nbsp;<\/strong>et<strong>&nbsp;l\u2019efficacit\u00e9 de l\u2019association.&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\" style=\"font-size:13px\">L\u2019abondance de f\u00e9rus des r\u00e9seaux sociaux qui s\u2019autoproclament \u00ab&nbsp;influenceurs&nbsp;\u00bb ainsi que l\u2019apparente simplicit\u00e9 de ce nouvel \u00ab&nbsp;emploi&nbsp;\u00bb peuvent duper les entreprises quant \u00e0 la banalit\u00e9 de cette tactique. Or, comme toute autre initiative marketing, celle-ci requiert une solide r\u00e9flexion pr\u00e9alable.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\" style=\"font-size:13px\">Elle doit en effet faire partie d\u2019une strat\u00e9gie marketing globale et&nbsp;<strong>r\u00e9pondre \u00e0 des objectifs de performance pr\u00e9alablement fix\u00e9s<\/strong>.<br>Ce sont ces objectifs qui permettront de guider la&nbsp;<strong>s\u00e9lection&nbsp;<\/strong>de vos influenceurs, gr\u00e2ce aux \u00e9tapes suivantes&nbsp;:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\" style=\"font-size:13px\"><strong>1.&nbsp;&nbsp;&nbsp;<\/strong><strong>D\u00e9finissez le type d\u2019influenceur recherch\u00e9<\/strong>! D\u2019abord, posez-vous la question \u00e0 savoir quel genre d\u2019influenceur est le plus susceptible de rejoindre votre cible.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\" style=\"font-size:13px\">Si certaines entreprises optent pour des influenceurs largement connus (Selena Gomez, Maripier Morin, etc.), les micro-influenceurs sont une avenue int\u00e9ressante pour rejoindre des march\u00e9s niches \u00e0 moindre co\u00fbt. Les micro-influenceurs ont une plus petite audience et ont davantage une image de \u00ab&nbsp;gens ordinaires&nbsp;\u00bb.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\" style=\"font-size:13px\"><strong>2.&nbsp;&nbsp;&nbsp;<\/strong><strong>Faites vos recherches<\/strong>! Plusieurs \u00e9l\u00e9ments sont \u00e0 consid\u00e9rer dans le choix du meilleur influenceur, notamment :<\/p>\n\n\n\n<ul class=\"wp-block-list\" style=\"font-size:13px\"><li><strong>Le \u00ab&nbsp;<em>fit<\/em>&nbsp;\u00bb avec votre marque<\/strong>&nbsp;: le plus important pour une organisation est de choisir un influenceur dont les publications et les valeurs sont \u00e9troitement li\u00e9es \u00e0 celles de la marque. Un mauvais match entre une marque et un influenceur pourrait avoir un impact n\u00e9gatif sur la cr\u00e9dibilit\u00e9 et la confiance per\u00e7ue<strong>.<\/strong><\/li><li><strong>L\u2019efficacit\u00e9 de ses publications&nbsp;<\/strong>: contrairement \u00e0 certaines croyances, l\u2019efficacit\u00e9 d\u2019un influenceur ne se mesure pas uniquement par son nombre d\u2019abonn\u00e9s, mais plut\u00f4t par&nbsp;: (1) l\u2019<strong>engagement&nbsp;<\/strong>de ses adeptes (2) la&nbsp;<strong>qualit\u00e9 de son contenu<\/strong>&nbsp;et (3) la&nbsp;<strong>constance de ses publications<\/strong>. &nbsp;&nbsp;<\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\" style=\"font-size:13px\"><strong>3.&nbsp;&nbsp;&nbsp;<\/strong><strong>Mesurez la performance!<\/strong>&nbsp;Tout comme pour les autres campagnes marketing, la performance de ces initiatives doit \u00eatre mesur\u00e9e. Pour ce faire,&nbsp;<strong>dressez la liste des<\/strong>&nbsp;<strong>m\u00e9triques&nbsp;<\/strong>que vous souhaitez analyser en fonction de vos&nbsp;<strong>objectifs&nbsp;<\/strong>(par exemple, le nombre de&nbsp;<em>Likes<\/em>, de nouveaux&nbsp;<em>Followers<\/em>&nbsp;ou de commentaires g\u00e9n\u00e9r\u00e9s, les visites de votre site Internet, etc.). Pour faciliter cette \u00e9tape, il existe par ailleurs une panoplie de plateformes de suivi (<em>Traackr<\/em>,&nbsp;<em>Klout<\/em>,&nbsp;<em>Socialmention<\/em>,etc.).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\" style=\"font-size:13px\"><strong>4.&nbsp;&nbsp;&nbsp;<\/strong><strong>Pr\u00e9voyez un budget!&nbsp;<\/strong>Le marketing d\u2019influence n\u2019est pas gratuit et, selon&nbsp;<a href=\"https:\/\/www.forbes.com\/sites\/onmarketing\/2017\/01\/05\/the-influencer-marketing-trend-brands-shouldnt-ignore\/2\/#4bc03ea68b08\">Forbes<\/a>&nbsp;, le prix demand\u00e9 par publication est en hausse. Vraisemblablement, l\u2019arriv\u00e9e d\u2019agences jouant le r\u00f4le d\u2019interm\u00e9diaire entre les entreprises et les influenceurs contribue \u00e0 cette inflation.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\" style=\"font-size:13px\">Bref, plusieurs param\u00e8tres doivent \u00eatre consid\u00e9r\u00e9s avant d\u2019int\u00e9grer un influenceur dans sa strat\u00e9gie de marketing. Or, cette tactique peut toutefois s\u2019av\u00e9rer&nbsp;<strong>beaucoup moins on\u00e9reuse&nbsp;<\/strong>et<strong>&nbsp;plus facilement mesurable<\/strong>&nbsp;qu\u2019une campagne de communication traditionnelle.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\" style=\"font-size:13px\">En terminant, sachez \u00e9galement que les \u00ab&nbsp;influenceurs \u00e0 quatre pattes&nbsp;\u00bb (<em>Four-legged brand ambassadors)&nbsp;<\/em>ne sont pas \u00e0 n\u00e9gliger. Des entreprises telles que&nbsp;<em>Google&nbsp;<\/em>et&nbsp;<em>Mercedes-Benz&nbsp;<\/em>ont d\u00e9j\u00e0 confi\u00e9 de lucratifs contrats \u00e0 des animaux bien connus des r\u00e9seaux sociaux. Attention, ces jolis toutous s\u2019av\u00e8rent toutefois plus co\u00fbteux que de simples humains! Or, para\u00eetrait-il que la sympathie et le bonheur qu\u2019ils suscitent contribuent \u00e0 adoucir l\u2019intention publicitaire. L\u2019auditoire serait donc&nbsp;<strong>davantage r\u00e9ceptif aux publicit\u00e9s<\/strong>. Pensez-y bien,&nbsp;<a href=\"https:\/\/www.instagram.com\/p\/Be--axXHGy7\/?hl=fr-ca&amp;taken-by=itsdougthepug\">Fido<\/a>&nbsp;pourrait vous aider \u00e0 maximiser l\u2019efficacit\u00e9 de votre prochaine campagne d\u2019influence\u2026<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Comment assurer l&rsquo;efficacit\u00e9 de votre campagne de marketing d&rsquo;influence Dans un pr\u00e9c\u00e9dent article, je parlais de la pertinence d&rsquo;inclure des initiatives de marketing d&rsquo;influence dans la strat\u00e9gie globale de son entreprise. Maintenant que nous avons mis en lumi\u00e8re leur int\u00e9r\u00eat, il est important de d\u00e9finir les \u00e9l\u00e9ments qui permettront d&rsquo;assurer la performance de la campagne et l&rsquo;efficacit\u00e9 de l&rsquo;association. L&rsquo;abondance de f\u00e9rus des r\u00e9seaux sociaux qui s&rsquo;autoproclament \u00a0\u00bb influenceurs \u00a0\u00bb ainsi que l&rsquo;apparente simplicit\u00e9 de ce nouvel \u00a0\u00bb emploi \u00a0\u00bb peuvent duper les entreprises quant \u00e0 la banalit\u00e9 de cette tactique. Or, comme toute autre initiative marketing, celle-ci requiert une solide r\u00e9flexion pr\u00e9alable. Elle doit en effet faire partie d&rsquo;une strat\u00e9gie marketing globale et r\u00e9pondre \u00e0 des objectifs de performance pr\u00e9alablement fix\u00e9s. <\/p>\n","protected":false},"author":18,"featured_media":1313,"comment_status":"open","ping_status":"open","sticky":false,"template":"templates\/template-blog.php","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[10,21],"tags":[],"class_list":["post-1312","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-etudes-de-comportements-et-attitudes","category-evaluations-publicitaires-et-communicationnelles"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>COMMENT ASSURER L&#039;EFFICACIT\u00c9 DE VOTRE CAMPAGNE DE MARKETING D&#039;INFLUENCE - Ad Hoc Recherche<\/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.adhoc-recherche.com\/fr\/comment-assurer-lefficacite-de-votre-campagne-de-marketing-dinfluence\/\" \/>\n<meta property=\"og:locale\" content=\"fr_CA\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"COMMENT ASSURER L&#039;EFFICACIT\u00c9 DE VOTRE CAMPAGNE DE MARKETING D&#039;INFLUENCE - Ad Hoc Recherche\" \/>\n<meta property=\"og:description\" content=\"Comment assurer l&#039;efficacit\u00e9 de votre campagne de marketing d&#039;influence Dans un pr\u00e9c\u00e9dent article, je parlais de la pertinence d&#039;inclure des initiatives de marketing d&#039;influence dans la strat\u00e9gie globale de son entreprise. Maintenant que nous avons mis en lumi\u00e8re leur int\u00e9r\u00eat, il est important de d\u00e9finir les \u00e9l\u00e9ments qui permettront d&#039;assurer la performance de la campagne et l&#039;efficacit\u00e9 de l&#039;association. L&#039;abondance de f\u00e9rus des r\u00e9seaux sociaux qui s&#039;autoproclament &quot; influenceurs &quot; ainsi que l&#039;apparente simplicit\u00e9 de ce nouvel &quot; emploi &quot; peuvent duper les entreprises quant \u00e0 la banalit\u00e9 de cette tactique. Or, comme toute autre initiative marketing, celle-ci requiert une solide r\u00e9flexion pr\u00e9alable. Elle doit en effet faire partie d&#039;une strat\u00e9gie marketing globale et r\u00e9pondre \u00e0 des objectifs de performance pr\u00e9alablement fix\u00e9s.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.adhoc-recherche.com\/fr\/comment-assurer-lefficacite-de-votre-campagne-de-marketing-dinfluence\/\" \/>\n<meta property=\"og:site_name\" content=\"Ad Hoc Recherche\" \/>\n<meta property=\"article:published_time\" content=\"2018-02-15T22:36:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2022-05-24T22:36:27+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.adhoc-recherche.com\/wp-content\/uploads\/2022\/05\/9218da86783838229b4fd16ae3f5aa101518706041_generated_thumb_blog.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"267\" \/>\n\t<meta property=\"og:image:height\" content=\"188\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Sabrina Bedard\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"Sabrina Bedard\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimation du temps de lecture\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.adhoc-recherche.com\\\/comment-assurer-lefficacite-de-votre-campagne-de-marketing-dinfluence\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.adhoc-recherche.com\\\/comment-assurer-lefficacite-de-votre-campagne-de-marketing-dinfluence\\\/\"},\"author\":{\"name\":\"Sabrina Bedard\",\"@id\":\"https:\\\/\\\/www.adhoc-recherche.com\\\/en\\\/#\\\/schema\\\/person\\\/722eb57b058b326dd63c3739f9e0caa8\"},\"headline\":\"COMMENT ASSURER L&rsquo;EFFICACIT\u00c9 DE VOTRE CAMPAGNE DE MARKETING D&rsquo;INFLUENCE\",\"datePublished\":\"2018-02-15T22:36:00+00:00\",\"dateModified\":\"2022-05-24T22:36:27+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.adhoc-recherche.com\\\/comment-assurer-lefficacite-de-votre-campagne-de-marketing-dinfluence\\\/\"},\"wordCount\":711,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/www.adhoc-recherche.com\\\/en\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/www.adhoc-recherche.com\\\/comment-assurer-lefficacite-de-votre-campagne-de-marketing-dinfluence\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.adhoc-recherche.com\\\/wp-content\\\/uploads\\\/2022\\\/05\\\/9218da86783838229b4fd16ae3f5aa101518706041_generated_thumb_blog.jpg\",\"articleSection\":[\"\u00c9tudes de comportements et d'attitudes\",\"\u00c9valuations publicitaires et communicationnelles\"],\"inLanguage\":\"fr-CA\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/www.adhoc-recherche.com\\\/comment-assurer-lefficacite-de-votre-campagne-de-marketing-dinfluence\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.adhoc-recherche.com\\\/comment-assurer-lefficacite-de-votre-campagne-de-marketing-dinfluence\\\/\",\"url\":\"https:\\\/\\\/www.adhoc-recherche.com\\\/comment-assurer-lefficacite-de-votre-campagne-de-marketing-dinfluence\\\/\",\"name\":\"COMMENT ASSURER L'EFFICACIT\u00c9 DE VOTRE CAMPAGNE DE MARKETING D'INFLUENCE - 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Maintenant que nous avons mis en lumi\u00e8re leur int\u00e9r\u00eat, il est important de d\u00e9finir les \u00e9l\u00e9ments qui permettront d'assurer la performance de la campagne et l'efficacit\u00e9 de l'association. L'abondance de f\u00e9rus des r\u00e9seaux sociaux qui s'autoproclament \" influenceurs \" ainsi que l'apparente simplicit\u00e9 de ce nouvel \" emploi \" peuvent duper les entreprises quant \u00e0 la banalit\u00e9 de cette tactique. Or, comme toute autre initiative marketing, celle-ci requiert une solide r\u00e9flexion pr\u00e9alable. 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