Download - Monitoring 2
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REP2400 Internet et relations publiques
MonitoringModèles d’évaluation, indicateurs clés, mesure de médias et
mesure économique, canaux et outils spécialisés
A2011
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•L'évaluation (et le monitoring) est un processus continu et non pas uniquement une étape finale..
Le monitoring se fait donc...
En amont: pour la veille, pour l'écoute, et pour quiconque souhaite élaborer une stratégie de Web 2.0 ou de RP 2.0.
En aval: pour mesurer l'impact (effet) d'une campagne, d'un événement ou d’une intervention dans un média social.
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Monitoring à quelles fins ?
Gestion de la réputation
Gestion d'enjeu
Gestion de crise (communication de crise et d'urgence)
Soutien au service à la clientèle
Soutien au marketing et RH
Développement de produits/services/contenus
Veille concurrentiel
Développement de contenu
Campagne de sensibilisation (Outreach)
Développement de contenu
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"Reputation and brand increasingly depend on what comes up
when you are Googled"
David Philips et Philip Young, Online Public Relations, 2009
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•Les 12 types de réputation à surveiller (selon Andy Beal)
1-Vous même (Googlez-vous !)
2-Votre entreprise (y compris les abréviations)
3-Vos marques
4-Les dirigeants de l'entreprise
5-Les porte-parole
6-Votre mission (vision), slogan, ou votre signature institutionnelle
7-Vos compétiteurs
8-Votre industrie en général (tendances, innovations, crise)
9-Vos faiblesses (produits et services, service à la clientèle)
10-Vos partenaires
11-Vos clients
12-Vos marques de commerces, droits d'auteurs, images, logos
Source: http://www.marketingpilgrim.com/2008/04/online-reputation-monitoring-campaign.html
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Source: La SQPRP endosse la déclaration de Barcelone sur l’évaluation des relations publiqueshttp://www.cnw.ca/en/story/753045/la-sqprp-endosse-la-declaration-de-barcelone-sur-l-evaluation-des-relations-publiques
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Source: Les sept principes de la Déclaration de Barcelone (Pierre Bérubé, Elizabeth Hirst, Guy Litalien)http://www.crpcm.uqam.ca/pages/docs/centres/rp/20110323_Conference%20Evaluation_SQPRP_3.pdf
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Source: Les sept principes de la Déclaration de Barcelone (Pierre Bérubé, Elizabeth Hirst, Guy Litalien)http://www.crpcm.uqam.ca/pages/docs/centres/rp/20110323_Conference%20Evaluation_SQPRP_3.pdf
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Source: Why isn’t making money a PR objective ? (Craig Pierce)http://craigpearce.info/marketing/isnt-making-money-pr-objective/
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Conversation / Amplification / Applause / Economic Value
Source: Best Social Media Metrics (Avinash Kaushick)http://www.kaushik.net/avinash/best-social-media-metrics-conversation-amplification-applause-economic-value/
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Bien saisir les impacts financiers et non-financiers de toute activité liée aux médias sociaux
Le Social Media ROI d’Olivier Blanchardhttp://patriceleroux.blogspot.com/2011/08/le-social-media-roi-dolivier-blanchard.html
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Source: Figure (de gauche) 15.6 - Financial Results. Chapter 15. ROI and Other Social media Outcomes, p. 215
(Social Media ROI, Olivier Blanchard, 2011)
Voir aussi: Le Social media ROI d’Olivier Blanchardhttp://patriceleroux.blogspot.com/2011/08/le-social-media-roi-dolivier-blanchard.html
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La méthode F.R.Y.Le lien manquant entre le marketing et les ventes, entre la stratégie et l'exécution, entre les objectifs d'affaires et l'évaluation.
La méthode F.R.Y. n'est certes pas une recette miracle mais peut être un bon point de départ lorsqu'il s'agit de se concentrer sur les objectifs d'affaires et de mesurer les activités de médias sociaux.
Frequency (Fréquence): cycle de vente ou le ratio d'achatSi la fréquence comporte un aspect financier (fréquence des transactions), elle offre aussi un aspect non financier (fréquence des interactions).
Reach (Portée):Nombre personnes passées à l’acte (d’achat)Son aspect non financier se trouve dans le nombre de personnes touchées par une activité ou une campagne (pensez impression et interaction). L'aspect financier de la portée ( et donc du retour contre investissement) touche nécessairement à la transaction (ou à la conversion payante). L'évaluation et le calcul des transactions donnent un portrait véritable des stratégies de portée.
Yield (Rendement) : augmentation des ventes par clientconsiste à faire augmenter l'argent dépensé par un client existant (pensez aux ventes croisées des secteurs des cosmétiques ou de vêtements par exemple).
Voir aussi de chez Olivier Blanchard
Fan, Follower and Like valuation : Truth vs. Bad science
http://thebrandbuilder.wordpress.com/2011/10/25/fan-follower-and-like-valuation-truth-vs-bad-science/
A tale of two agency social media models
http://thebrandbuilder.wordpress.com/2011/09/26/a-tale-of-two-agency-social-media-models/
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Source: Public Relations is more important than making money (Craig Pearce)http://craigpearce.info/marketing/public-relations-important-making-money/
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Source: Comment mesurer sa présence sur les réseaux sociaux : une approche par indicateurs de performance (Zahra Badaroudine)http://www.salonbi.com/story/comment-mesurer-sa-pr%C3%A9sence-sur-les-r%C3%A9seaux-sociaux-une-approche-par-indicateurs-de-performanc
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Source: Les sept principes de la Déclaration de Barcelone (Pierre Bérubé, Elizabeth Hirst, Guy Litalien)http://www.crpcm.uqam.ca/pages/docs/centres/rp/20110323_Conference%20Evaluation_SQPRP_3.pdf
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Source: Valid Metrics for PR Measurement (Putting the Principles into Action)Based on the Barcelona Declaration of Measurement Principles (Juin 2011)http://ameceuropeansummit.org/amecorgdocs/ValidMetricsFramework7June2011PrintVersion.pdf
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Source: Valid Metrics for PR Measurement (Putting the Principles into Action)Based on the Barcelona Declaration of Measurement Principles (Juin 2011)http://ameceuropeansummit.org/amecorgdocs/ValidMetricsFramework7June2011PrintVersion.pdf
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Source: Valid Metrics for PR Measurement (Putting the Principles into Action)Based on the Barcelona Declaration of Measurement Principles (Juin 2011)http://ameceuropeansummit.org/amecorgdocs/ValidMetricsFramework7June2011PrintVersion.pdf
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Source: Valid Metrics for PR Measurement (Putting the Principles into Action)Based on the Barcelona Declaration of Measurement Principles (Juin 2011)http://ameceuropeansummit.org/amecorgdocs/ValidMetricsFramework7June2011PrintVersion.pdf
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Katie D. Paine
5 Steps to using measurement to increase your non-profit success (K.D. Paine)http://kdpaine.blogs.com/themeasurementstandard/2011/09/5-essential-steps-to-nonprofit-stakeholder-relationship-measurement.html
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Mesurer l’influence…
L’influence dépasse les médias sociaux;
L’influence n’est pas une question de portée;Comment supprimer son profil Klout
http://www.ballajack.com/comment-supprimer-profil-klout
Avec chaque influence, il y a une action (effet);
Un influenceur est une personne en chair et en os;
L’influence n’est pas le Saint-Graal...
5 big things to remember about influence no matter how you measure it (K. D. Paine)http://kdpaine.blogs.com/themeasurementstandard/2011/01/5-big-things-to-remember-about-influence-no-matter-how-you-measure-it.html
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Mesure média ou mesure économique ? (ROI)
Measuring influence in Social Media (Don Bartholomew/MetricsMan)http://metricsman.wordpress.com/2009/06/04/measuring-influence-in-social-media/
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Source: A Wiki of Social Media Monitoring Solutions (Ken Burbary)http://wiki.kenburbary.com/social-meda-monitoring-wiki
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Gatorade Mission Control (Pepsico):http://www.youtube.com/watch?v=InrOvEE2v38
Voir aussi:Gatorade et le Social Media : War Room Strategy
http://fr.mashable.com/2010/06/20/gatorade-et-le-social-media-war-room-strategy/
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Source: Dell : Social media Listening & Command Centerhttp://en.community.dell.com/dell-blogs/direct2dell/b/direct2dell/archive/2010/12/08/dell-s-next-step-the-social-media-listening-command-center.aspx
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Les outils pour mesurer et analyser les conversations
Quelques outils gratuits et payants...
Alertes Google (http://www.google.ca/alerts?hl=fr)
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Google alertes accepte des opérateurs dont les métadonnées ou zones spécifiques. Servez-vous en !On peut même combiner ces zones dans une seule requêteallintitle: H1N1 link: http://www.hc-sc.gc.ca
= je veux des informations où le terme H1N1 apparaît dans un titre (article, message, fichier, etc.) en provenance du site de Santé Canada seulement.
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Exemple de résultats par courriel
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La rapidité des Alertes Google (document de Julie déposé le 31 octobre 2011 et disponible le lendemain 1e novembre)
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Établir un poste d’écoute...
Google Reader (interface à la Google+)
http://www.google.ca/reader/view/
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Google Analyticshttps://www.google.com/analytics/settings/?hl=fr
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Ne pas oublier Twitter...
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Source: How to use Twitter’s advanced searchhttp://youtu.be/0VzGIICDgs0
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Source: Claude G. Théorêt/Nexalogie (La révolution des données sociales)http://www.slideshare.net/cgtheoret/infopresse-cgtfinal
Voir aussi: http://nexalogy.com/doc/article_marketingQC.png
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Analyse des données (conversations) de l’émission de télé Tout le monde en parle à partir des mots-clics #tlmp ou #tlmepSource: http://nexalogy.com/demo/tlmep/
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Source: Needium (Profitez vraiment des médias sociaux)http://needium.com/wp-content/uploads/needium-fr.pdf
http://needium.com/fr/demo/
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• Le Lexique de Facebook (une application retirée...)
• http://www.facebook.com/lexicon/
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8- Le Lexique de Facebook (il faut avoir un compte) http://www.facebook.com/lexicon/Occurrences des mots et expressions sur les "murs"
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Les mots associés à "Swine flu" sur les murs des membres
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Recherche FacebookSource: https://www.facebook.com/search.php
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• http://www.changedetection.com/
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Source: G’lerts (tous les médias indexés par Google…)http://www.glerts.com/beta
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Source: Twilerthttp://www.twilert.com/
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Source: HashTrackinghttp://www.hashtracking.com/
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• http://www.graphedge.com/
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Source: Addict-o-Matichttp://addictomatic.com/
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ChatterBeacon (Page de fans Facebook)http://chatterbeacon.com/
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Source: Social Bakers: novembre 2011http://www.socialbakers.com/
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Source: Kurrentlyhttp://www.kurrently.com/
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Source: Social Seekhttp://socialseek.com/app/home
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Social Mention http://socialmention.com/ (où êtes-vous mentionné ?)
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•http://www.samepoint.com
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Un outil limité (gratuit) tandis que la version plus évoluée est payante
Trackur http://www.trackur.com/
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Radian6 http://www.radian6.com/
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Radian6 http://www.radian6.com/
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Le «River of news»
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Partage de la plate-forme
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NextMention http://www.nextmention.com/
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http://hosted.ap.org/dynamic/stories/U/US_CIA_SOCIAL_MEDIA?SECTION=HOME&SITE=AP&TEMPLATE=DEFAULT&CTIME=2011-11-04-04-10-29
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Source: Assange vs. Zuckerberghttp://www.zurmat.com/2011/01/19/julian-assange-vs-mark-zuckerberg/
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Références supplémentaires
11 Unwritten Laws of Reputation Management (Andy Beal)http://blogs.forbes.com/andybeal/2011/01/04/the-11-unwritten-laws-of-reputation-management/
Social Media Measurement 2011: Five Things to Forget and Five Things to Learnhttp://metricsman.wordpress.com/2010/12/30/social-media-measurement-2011-five-things-to-forget-and-five-things-to-learn/
Social Media Monitoring and Analysis (Jeff Auker)http://www.ciodashboard.com/social-media/social-media-monitoring-and-analysis/
Where Social Media Monitoring Services Fail (Jason Falls)http://www.socialmediaexplorer.com/social-media-monitoring/where-social-media-monitoring-services-fail/
Google+ Social Statisticshttp://socialstatistics.com/ The value of what you write and the value of conversational datahttp://roii2.wordpress.com/2011/01/26/the-value-of-what-you-write-and-the-vakue-of-conversational-data/ 20 free Social media monitoring toolshttp://www.prdaily.com/Main/Articles/7501.aspx Free monitoring tools for social mediahttp://www.chocobrain.com/content/Social-Media-Monitor-Free-Tools-List/2C55298E24E311E080EF8F3AEBB1BA45 Social Media Monitoring and Analysishttp://www.ciodashboard.com/social-media/social-media-monitoring-and-analysis/
Sentiment Analysishttp://www.businessweek.com/technology/content/feb2011/tc20110228_366762.htm
Should you use Radian6 for social media monitoring ?http://www.socialmediaexaminer.com/should-you-use-radian6-for-social-media-monitoring/ Cutting through the noise (ROI & SM)http://thebrandbuilder.wordpress.com/2011/02/08/cutting-through-the-noise-tying-social-media-program-to-business-objectives/
Le monitoring ou la surveillance de sites web (Pingwy)http://www.marketingonthebeach.com/livre-blanc-le-monitoring-ou-la-surveillance-de-site-web/
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Merci de votre attention
Patrice Leroux
http://twitter.com/patriceleroux
http://patriceleroux.blogspot.com/