Le buzz internet - Benoit Boyadjis
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Transcript of Le buzz internet - Benoit Boyadjis
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B. Boyadjis – CSN 2012
*Le BUZZ Internet
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* Un buzz, qu’est-ce que c’est?
ou ?
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* Buzz = Somme des identités agissantes
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* Avant tout fruit d’une évolution
historique…
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* Jusqu’au Web 2.0
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* Mais pourquoi cela marche-t-il?
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* Mais pourquoi cela marche-t-il? (2)
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* Mais pourquoi cela marche-t-il? (3)
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* Les ingrédients d’un bon buzz
* La nouveauté
* L’aspect ludique
* L’UBC (User Generated Content)
* La créativité
*…
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* Les supports d’un bon buzz
* Sensationnel
* indépendant
* intime ou interactif
* intemporel
* …
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* Un buzz est rarement spontané
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* Une communication
pas si horizontale
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* Parenthèse Marketing
Observation
Identification des e-influents
Entrer en relation (one-to-one)
Impliquer
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*Mais…
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* Le buzz est une entité vivante
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* Est-ce un animal sauvage?
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* Ou utilisé comme tel?
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* Un véritable problème de déontologie
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* D’autant plus que le bruit ne cesse d’augmenter
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* Conclusions…